This DM was to promote funds in five specific markets - Switzerland, Netherlands, Ireland, Channel Islands and Malta. It was important that the design, presentation of content and production values were culturally and creatively appropriate. Importantly the client was looking for a 'one size fits all' solution to all markets.

The DM was designed to take the recipient through a series of different levels or 'reveals'. From the opening of the bespoke envelope, through the breaking of the seal on the band, opening-out of the four triangular facets to the sales team/response 4pp insert. The layout of each element was designed to add to the user journey through the document whilst never compromising the clarity and legibility of the content.

Following on from the success of the ‘open up’ direct mail, Kames were keen to further showcase the performance of their fixed income funds with a celebration of their overall first quartile performance over the five years. Directed at advisers in Switzerland, Netherlands, Ireland, Channel Islands and Malta, the mailer had to tell a complex performance story in a form which continued to reinforce the Kames brand values.

An intriguing three-level format enhanced by the rich appeal of colour, clarity of text and high production values were all essential ingredients in producing a stand-out DM. To make a piece memorable, the design had to underpin all these values with a clear message, presented in a way which is engaging and succinct.