Kaeley Slaney | Communication Designer Kaeley Slaney | Communication Designer
Projects
- PR Mailers

PR Mailers

To support product or seasonal launches, the marketing department at Purdys will send out PR packages to social media influencers or key public figures, who will then create content, in order to build anticipation and awareness with the customer base. Included in these themed packages is an informational brochure that highlights the campaign and helps to provide a branded experience within the unboxing. When briefed on these mailers, I would be provided with an overview of the campaign and any ideas for direction by a member of the marketing team along with the copy. The back of the mailers is a loosely templated boilerplate, containing a short message from the Content and Marketing Manager, Purdys social handles, logo, and a brand story. As the layout for these is flexible, the elements are moved around to suit the layout and dimensions of the overall mailer.

Client: Purdys Chocolatier
Date: 2022
Services: Layout, Illustration

Maple Sweet Georgia Browns PR Mailer

The goal of the Hedgehog Lodge mailer was to highlight seasonal products: Maple Sweet Georgia Browns and the Campfire Bar. I was given the direction of a summer camp brochure and was also asked to make merit badges to include in the package. I created the icons for the merit badges and added an overlay to make them look embroidered and the borders look stitched. The cover illustration and typography invokes a 90s summer camp and the interior is a subtle nod to a treasure hunt map. You can take a look at it in action in an influencer video here.

Vegan Hawaiian Black Salt Caramels Mailer

Easter Egg Lookout PR Mailer

The Vegan Hawaiian Black Salt Caramels Mailer is for a single product launch and was given the direction of a boarding pass. Using the existing Vegan sub-brand’s pattern, colours and V shape, this mailer best exemplifies using an existing art direction and assets and reworking it into a different format. I ensured that the typography supported the correct hierarchy of information in the interior as there was quite a bit of information. You can check out the Vegan Hawaiian Black Salt Caramels mailer in action in an influencer video here. The Easter Egg Lookout PR mailer can be seen in a video here.