Concept, design, art direction, production coordination
As Exclusive Resorts rolled out a new offering to complement their prestigious vacation club, they needed a way to introduce the concept and distinguish it from their well-established current model. Going after a new demographic of younger, more price-conscious clients meant creating a direct mail campaign that still conveyed the luxury of the product, but with a heavy emphasis on the return on investment for potential members.
Knowing that direct mail pieces often get tossed in the garbage, I made it my goal to create a unique piece that got people to start dreaming about vacations and picturing themselves in these awe-inspiring destinations and homes. The unique presentation with the staggered page sizes and tabs gave people a quick glimpse into the offerings of this high-end club by featuring the beautiful photography alongside minimally-designed text.