Marshalls Bright Direct Mail

Client:

Marshalls is a multi-billion-dollar off-price retail company whose shoppers (more female than male, roughly ages 25-55) are equally interested in fashion and value.

Challenge:

Marshalls was looking to explore a more editorial style for a spring direct mail piece—a multi-page mailer with a magazine feel that felt inspirational but still accessible, all while still conveying its value proposition.

Solution:

The designer and I concepted an 10×10 multi-page mailer focused on the idea of being bright: bright in colors, bright in attitude, and bright for getting all of this fashion at such great savings. Throughout the piece, I wrote copy that was definitively more editorial, emphasizing inspiration and fun wordplay, but still closing out the piece with value messaging.