Following the close of its $218 million capital campaign, the university sought to update this report to distribute to its funders. This dynamic, direct mail folder packet with its variable data inserts was intended to create more personalized communication with the campaign’s thousands of donors. The challenge was to find a tasteful way to present an exceptional amount of copy and data in a visual, impactful way.
The campaign for Unc Charlotte
The university’s Exponential program is a “comprehensive campaign to increase scholarships, improve the student experience, recruit skilled faculty and support key programs.” It relies on the generous support of donors.
This complex direct mail folder packet was set to be customized to each donor recipient, with three different letter options and eight different insert options highlighting various scholarships. Much of the copy for the inserts would be populated via mail merge — a technique which comes with its own design challenges.
The goal was to create a striking, cohesive icon set and couple it with easily digestible statistics for a memorable visual presentation. This style was carried throughout the direct mail folder packet, faculty mailer and digitally distributed infographic. The entire project celebrates the funding wins from the past academic year while highlighting the success of the scholarship recipients to encourage future donations.
This project was executed by ABZ Creative Partners. While I led the design efforts on this project and took it from concept to completion, I would be remiss not to mention the collaborative effort of all ABZ team members.