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Behind Every Patient

Bespoke direct mailer design for the Canadian Society for Medical Laboratory Science

Context & Challenge

The Canadian Society for Medical Laboratory Science (CSMLS) commissioned me to design direct mailers celebrating the achievements of medical laboratory professionals. Targeting current, lapsed, and suspended members, the designs highlighted the vital role of lab workers in healthcare through impactful illustrations. These mailers reached over 100,000 households across Canada.

The goal was to design vibrant, eye-catching mailers with unique, impactful folds that met Canada Post's size standards. For current members, 22 versions were created, each featuring local lab workers and tailored copy. Mailers for lapsed and suspended members used a more standard format but incorporated interactive folds to ensure a memorable design.

Style & Design

The illustrations and fold designs balanced playfulness with professionalism. Inspired by the brief, I portrayed lab workers as superheroes in dynamic, surreal settings, incorporating playful elements. Subtle shading and gradients added depth, achieving a polished yet engaging aesthetic that seamlessly blended storytelling and science.

Process

I provided several options, each with a different fold. The client ended up selecting the last idea.
I worked directly with the marketing team and the printing house of their choice.

I provided several options, each with a different fold. The client ended up selecting the last idea. I worked directly with the marketing team and the printing house of their choice.