First Tennessee Bank Acquisition Self-Mailer

  • As one of my assigned clients at The Agency Inside Harte-Hanks, First Tennessee Bank kept me busy with a steady flow of print collateral and emails.

    Art directors came and went on the account, so I was called upon to provide creative from time to time. When the performance of the bank's acquisition self-mailer (sent every six weeks) began to lag, I redesigned the piece to put more emphasis on the offer and its details, and updated the color palette and images.

    Because the bank mails multiple versions—each with a different offer—every few months, the new design was added to the mix to assess its effectiveness against the existing creative. After several rounds of testing, the new design performed so well that it was adopted for all the acquisition mailings.
  • Proposed redesign (cover with short panel fold-over)
  • Proposed redesign (mailing panel and interior spread)
  • Alternate cover
  • Alternate cover
  • Alternate cover
  • Final cover design, proposed photo and color options
  • Final cover design, proposed photo and color options