Fitness center direct mail

Role
Art Director & Production Designer

Challenge
Create a spring direct mail campaign for Power’s Fitness Centers aimed at older adults, with the goal of boosting enrollment during typically slower summer months. With only a logo provided and no existing brand guidelines, the piece needed to stand out and resonate with an older demographic while feeling approachable and motivating.

Solution
I designed a clean, energetic mailer that used large, readable type, warm color accents, and age-appropriate imagery to create a sense of accessibility and encouragement. The layout emphasized key benefits and a clear call to action, tailored to the interests and goals of older adults considering a fitness routine.

Outcome
The campaign successfully drove engagement and became a long-running promotional piece for Power’s Fitness Centers. It proved effective in reaching its target audience and was reused in subsequent seasons with minor updates, reinforcing its value as a core marketing asset.