Challenge: Help a local Clearwater roofing company stand out in a crowded market and connect with homeowners who value quality and reliability.
Solution: Develop three distinct direct mail campaign designs - one for urgent storm response, one for ongoing community building, and the other to spread the word on their services for a broader market.
Skybird Roofing came to me with a request: To create a flyer specifically for the USPS Every Door Direct Mailing System.
This project introduced me to designing direct mail campaigns for USPS's "Every Door Direct Mail" program. Skye from Skybird Roofing came with clear messaging and campaign strategies. After researching EDDM requirements, I focused on bringing his vision to life while maintaining Skybird's strong brand identity.
Looking at Skybird Roofing's website, we see clean lines and highlighting the bright and beautiful nature of Florida.
This clean look was what I saw as important when designing these flyers. Something to stand out against the more rugged look of other contracting companies.
The brand association that Skybird wanted to raise for this multi-part campaign:
Craftsmanship and Curb Appeal
Safety and Peace of Mind
Being a Local and Loyal Business
After reviewing Skybird's website branding, I had a clear direction for the flyers. I asked Skye if he wanted them built in Adobe Express (like Canva) for easy future editing, or in Illustrator/Photoshop. He chose Adobe Express for flexibility. I then began building with his provided assets and objectives in mind.
Thus, the first “sketch” for each objective was born
I rarely have such polished preliminary sketches, but I had an immediate, clear vision for these flyers. I focused on clean lines and concise messaging since flyer campaigns only get a second or two to grab attention.
Along with this, to really hammer home the messaging, I also put the appropriate photos for each campaign.
Feedback and Finalizing Time!
Feedback and Finalizing Time!
After I sent Skye the preliminary sketches, Skye provided his input, and I made the needed adjustments to the design while maintaining the core visual elements that I had put into them before.
The revisions mainly focused on wording changes to better establish the message that Skybird wanted to convey to customers. Then once the revisions were put into place, I did further research and went into a USPS store to verify that all was in compliance with EDDM (Every Door Direct Mail) guidelines. Then all was finalized!
