The idea - to create a promo mailer that wouldn’t end up in the trash for photographer Brian Schneider. Using photos shot by Brian in southern Maryland during a lawn-mower racing event, I curated images from this series and laid out a 16”x24” French fold that housed 6 double-sided “postcards.” We printed this piece on a natural text weight stock with a simple and subtle texture. We then added a pinch of grass and red clay soil (just like the dirt from the track) to each piece. Once the promo circulated through the wonderful USPS system, the dirt rubbed into the paper and tinted the piece. This brought a whole new element to the experience—smell. You could smell the earth and feel the track between your fingertips.
Services: Graphic Design, Illustration, Lettering, Custom Typography
Credits: Copywriting: John Friedman | Photography: Brian Schneider
Accolades: 2017 AAF Baltimore Addy Gold Award - Promotional Material
A Photo Editor - Rob Haggart IG Feature