CaninePartners

May
2014
zef.so
/furry

Sending drawings to a trained illustrator of 40+ years is a pretty scary thing to do

Canine Partners is a fantastic charity that provides assistance dogs for people with physical disabilities. I stayed on site at their West Sussex training centre and got to hang out with these awesome dogs (and a cat that didn’t respect boundaries) and meet the people that benefited from them (the dogs not the cat).

17 page booklet

As creative director at service design and innovation agency Paper, I worked from concept through to art working and typesetting the final pack. I worked closely with a copywriter and commissioned a hugely talented illustrator .

I helped to create a direct mail pack so warm and fuzzy that not only was there an awesome response rate, but the charity received beautiful handwritten letters requesting more copies of the booklet.

Sample spreads

I spent a lot of time making sure the return slips were as simple to fill in as possible

My proposed concept of referencing childhood classics like Famous Five and Secret Seven, allowed Canine Partners to deliver a hard-hitting and heartfelt story in a warm and simple way.

A book, rather than a promotional leaflet proved to be a great way of avoiding the usual brash, statistic led direct mailers that charities send. The pack has proved so successful that Canine Partners has printed a second run.

What I sent to the illustrator vs what came back

Following the success of the direct mailer, I went on to work on a couple of branding projects and informational packs for their legacy offering.

Legacy booklet