— TITLE
Russian Doll
— ROLE
Freelance Senior Art Director
— MEDIUM
Direct Mail
• 3-Panel Self-mailer
• Tip-on Card
This concept taps into the emotional heart of weight loss: rediscovering the person who’s always been there. By framing the journey as uncovering — not reinventing yourself, it removes shame and replaces it with empowerment. The nesting doll becomes a powerful visual metaphor for peeling back layers of frustration, stigma, and self-doubt to reveal confidence and strength.
— TITLE
Numbers (Menopause)
— ROLE
Freelance Senior Art Director
— MEDIUM
Direct Mail
• #10 OE
• Letter
Speaking directly to a reality millions of women face: weight gain during menopause isn’t imagined — it’s common and it’s not their fault. Nearly 80% of women gain weight during the menopausal transition, with many gaining 10 pounds or more as hormones shift and metabolism slows.
DM Best Practice, strategic message testing. By leveraging variable digital printing, A-B test can be executed with the same design and format. A smart way to measure new positioning and headline/copy performance.
— TITLE
Loved Ones
— ROLE
Freelance Senior Art Director
— MEDIUM
Direct Mail
• #10 OE
• Letter
• Tip-on Cards
Dropping in February, this DM piece leans into the emotional heart of health and wellness: love for yourself and loved ones. It frames starting a wellness journey not as a chore, but as an act of care. The tone is warm, uplifting, and personal, celebrating how bringing someone along makes the journey both more meaningful and more effective.
DM Best Practice, the Tip-on card. It creates a tactile experience that commands attention and makes it harder to ignore. Guiding customers directly to a call to action, improving response rates by increases the likelihood of being kept or displayed on a refrigerator. Or even a referral to be passed on.
