BAYER – SPRING 2017 DIRECT MAILER
Concept, design, and illustration for Bayer’s Spring 2017 direct mail campaign, targeting growers across Canada.
Bayer wanted to raise awareness of their full range of fungicide products and ensure Canadian growers had the information they needed before treating their spring crops. But in a mailbox crowded with flyers and junk mail, they needed a piece that would stand out — and stick around.
To do that, I designed and illustrated a series of limited-edition, full-size fold-out posters featuring custom botanical illustrations of key Canadian crops. The artwork was inspired by vintage field guides — detailed, tactile, and worthy of being pinned to the wall.
The outer panels of the mailer provided growers with essential information: a breakdown of Bayer’s fungicide lineup, tips on application timing, and how to spot early signs of crop disease. But once fully unfolded, the reverse side revealed a beautifully illustrated poster — turning a practical piece into something growers would actually keep.
The result was both educational and decorative — helping Bayer deliver crucial product messaging while building brand goodwill through a piece designed to be useful, informative, and visually memorable.
DESIGN / ILLUSTRATION / DIRECT MAIL
Design Director:
Stephen Tasker