Direct mail is experiencing a long overdue resurgence for retailers, hastened by the pandemic. Increasingly crowded ads on social media and Google, full email inboxes, SMS dings all day long ... while the much-maligned mailbox remained emptier as credit card offers dwindled and in-store postcard coupons were recycled. It’s not surprising that many e-commerce brands decided to communicate in a new “old” way and test direct mail. We had the pleasure of assisting several launches in 2020 — some planned before the lockdowns, others as a new COVID strategy. Two of the biggest surprises for folks new to mail are: 1. the amount of time it takes to properly put together an effective mailing; and 2. how expensive mailing can be. One of our print partners and I assisted a pure-play that mailed within three weeks of our first discussion … this is NOT typical and we don’t recommend it. Haste makes waste.
It all started with the love of an island.
After decades of running a successful diving business on St. John in the US Virgin Islands, the business owners could feel that there was just more that they could offer.
They saw an opportunity to tap into the island lifestyle and offer more: leisure wear, swim, and diving gear, even home décor; to build a lifestyle around the island life.
But with limited existing product, and no existing tangible brand beyond the diving business to speak of, where does one start?
That’s where J.Schmid came in. We started with research to understand the unique connection that people have to the island; then we used that learning to craft a brand story, and bring it to life in words and pictures.
Read the case study at: https://www.jschmid.com/blog/portfolio/low-key-branding-case-study/