The Project
Company Name: Potcake Place
Company Overview: Potcake Place is a small dog rescue located on Providenciales in the Turks and Caicos Islands. They are a small nation of islands that are overrun by stray dogs and Potcake Place was born out of necessity to find loving homes for island puppies. It has become a tourist attraction where people can walk puppies on the beach, courier them to the United States to their new homes and of course adopt puppies.
When Coronavirus closed the islands airports, the rescue was still accepting new puppies but the tourists were no longer coming to help with puppy care and adoption. The purpose of this project was to generate promotional materials targeted at the tourists to bring them into to Potcake Place.
Since the puppies sell themselves once you are at Potcake Place, the goal of the brochure and direct mail piece is to entice and excite families to visit Potcake Place. The use of bright colors and several pictures of puppies and tourists interacting work together to capture the excitement and fun of Potcake Place. This makes it easy for tourists to picture themselves doing these activities. It makes the reader want to play with the puppies on the beach and make the most of their relaxing island vacation.
The brochure also focuses on education about potcakes. Through the use of the tri-fold layout and the careful use of color blocking with images, the brochure is informative without feeling overwhelming. It provides just enough information to entice the reader to explore Potcake Place but not feel pressured.
The direct mail piece continues to follow the same playful, carefree beach mood. It works to excite the receiver by providing several pictures of adorable puppies on a warm beach. The postcard layout follows all of the USPS mailing guidelines and restrictions for bulk mailings, all while maintaining the eye catching appeal to get noticed by the recipient in their mailbox.
The Creative Process
The mood board was created to capture the mood, feelings and vibes of Potcake Place in Turks & Caicos islands. The colors are bright, beachy, playful and carefree. It focuses on soft puppies and sand that emit that happiness and cheerfulness not unlike the islands themselves.
The creative brief captures the same cheerfulness of the mood board while outlining the project goals. The use on infographics and paw print symbols keep it playful and informative.
Skills Used
Creative Brief Writing / Color Theory / Composition / Layout Design / Brochure Design / Adobe Indesign / Adobe Photoshop / Adobe Illustrator / Infographic Design / Iconography / US Postal Service Bulk Mail Guidelines / Direct Mailing / Bulk Mailing