Mailer Design

Crown Decorating Centres (CDC) are national collection of retail stores for professional quality decorating products that’s owned and operated by Crown Paints. They cater primarily to professional tradesmen and business owners, but also welcome the general public.

Client Crown Decorating Centres Sector B2B Service Mailer Design

The Brief

Having worked with Crown Decorating Centres for a number of years, they came to us to redesign and refresh their bi-monthly mailer. At the time, the mailer focussed predominantly on offering the latest deals and prices available at Crown Decorating Centres. The main aim was to increase sales, but also to give customers the right information to ensure they are making informed buying decisions.

Content

Previously, the mailer had focussed solely on offers, deals and content that focussed on sales messages. We wanted to relaunch it as a trade magazine with engaging content that focussed on the quality of the products and gave customers valuable insights.

Design

In the past, the mailers had all stood alone with different names and varying designs. We decided it was important that a consistent name and design style was specified in order to build regular brand awareness amongst customers.

POS

The mailers are always supported with new point of sale and entrance posters across Crown Decorating Centres stores nationwide. This ensures that customers have two familiar touch points and receive unified messages throughout the buying journey.

Intelligent Planning

Our vast experience and research of the market told us that if we made the mailer feel more premium and content led, it would have a much better chance of being consumed by the target audience. Changing the format to A5 and selecting magazine grade paper for the stock achieved this in part.

Creative Grafters

The creative team are already very familiar with the CDC brand, having worked with them regularly for a number of years. They created the new look and gave the mailer a brand of its own alongside a new, permanent name, Trade Essentials. The content was developed to be engaging, informative and most of all useful, turning the mailer into a valuable resource.

Beautiful Results

The client was thrilled with the outcome of the project. Even commenting that internal staff had started to use the mailer as an internal handbook due to its increased usefulness and informative style. We continue to work closely with Crown Decorating Centres on their mailer, as well as a wide range of other projects.

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