The first DM cover below, "Golfsmith's High-Low Event," was an exploration for rebranding their annual "Sale and Clearance" event, by flagging unheard-of low prices on brand new gear.
The second cover, for the "Anniversary Event" was actually used, and the "guts" are shown below: direct mailers are two-fold, four-panel advertisements. The first open is typically treated as a spread, and the second open is a sort of condensed catalogue of the month's featured items.
The Anniversary Event presented a unique challenge, in that Cobra/Puma was sponsoring some sweet deals in our Golfsmith stores around the same time that Golfsmith was celebrating it's 46th Aniversary. The company wanted to promote both through the same advertising materials, but they couldn't make it seem as though Cobra/Puma was in any way commemorating Golfsmith's aniversary with their own sale. I had to design something that clearly separated the two, but still felt cohesive. Things became additonally complicated when I introduced the element of Rickie Fowler. Golfsmith really wanted to use his likeness on our campaigns, and Cobra/Puma were all for it, as long as he didn't appear to be affiliated with the Anniversary Event. His head couldn't even break the stripes that divided the two events on the page. Despite being challenging to pull off, it was exciting because Golfsmith hadn't really used a celebrity on their marketing materials in the time that I was there, and it added significant interest and legitimacy to the campaign.
Direct mailer design usually dictates that month's promotional campaign, and such was the case with the Anniversary Event, setting the look for in-store material, print collateral, and slides on Golfsmtih's website.