What makes Lowe’s direct mail so good?

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Little presents in the mail

If you don’t know by now, I’m pretty into DIY, crafting, drawing, etc. I love myself some power tools. If I could carry my orbital sander, paint and brushes with me wherever I go—I would. When the hubby brought in the mail recently, there was a visual treat waiting for me. I recently joined my local Lowe’s reward program (a rare occurrence for me), because I had to face it … I was beginning to spend quite a bit of time there anyway, so why not let my time earn for me for a change?).

And am I the only one who can’t stop singing their latest tagline to the tune of Journey’s “Don’t Stop Believin'”?

Colors, colors everywhere!

With my background in design, my eyes naturally latch on to pretty or functional things. The recent Lowe’s direct mailer was no exception.

It’s gorgeous. The mixture of warms and cools of the transitioning season (if you’re in Florida, you’re asking “What season?”) caught me right away. The typography warm, friendly, not overdone … Info is brief but to the point and well-organized. The overall style just screams Etsy.

I’d also say that this mailer was definitely geared toward women. It seems Lowe’s is trying to expand on their audience. With the surge of DIY-ers continuously on the rise, it’s a no-brainer … But I can’t help wonder if their male buyers received a different version >_<

Lowe's Direct Mailer Cover "Autumn Beauty"

Lowe's Direct Mailer Inside Cover "Autumn Beauty"

Lowe's Direct Mailer Inside Spread "Autumn Beauty"

So tell me … Is this a well designed piece, or am I just crazy?

Speak softly and carry a big orbital sander


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