When Julian asked me to give Gary Numan a call about some illustrations, I was unimpressed. Partly because I’m often the butt of the practical jokes round here, and partly because I’m more of an Ultravox man myself.  So it was with some apprehension that I went back to my desk to make the call. As I dialled I decided I’d play it safe: skip the musical chit-chat and get straight down to business, which turned out to be a wise move when illustrator Gary Newman – and not the King of synthpop – answered the phone.

A pioneer of doom-laden electronic music he may not be, but Gary Newman is one of the UK’s top illustrators. His signature style is zesty, hedonistic, jet-setting. Just the kind of thing we were looking for to add some wow-factor to a “WIN YOUR DREAM HOLIDAY” DM pack.

Needless to say, the images he delivered were superb. In a colour palette of sky-blue hues he sketched jet planes, swooshing through the summer sky and two more idling outside the airport ready to take you to who-knows-where.

Then inside on the leaflet, a tropical beach paradise, complete with white sands and distant yachts. A single girl sits in the shade of a palm tree, just a book and a cool drink by her side. Bliss! The scene transports you to warmer climes and that’s exactly the point. After all, the pack is all about the prize draw so it has to leave the recipient believing, “it could be me.” I think it does. To be honest it had me searching through brochures that very evening!

Just a sprinkling of Mac-magic from our design team and the finished mailer was ready for posting. Take a look. In my opinion it would sit as comfortably in the Tate as it does on the doormat.

But then I’m biased.

Tags: Advertising Agency, Art Direction, Design, Direct Mail Pack, Direct Marketing Agency, Direct Response Agency, Freemans, Gary Newman, Graphic Design Agency, Illustration, Internet Marketing Agency, Leigh Whitnall, Marketing Agency, Online Agency, PPC Agency, SEO Company

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