BRAND: ba&sh, a French brand with 400 stores around the world, its style is distinctly Parisian, expressing “freedom with an easy, joyful elegance.” The founders are two best friends inspired to share their dream wardrobe with other women.

CHALLENGE: To create my own version of the introductory letter found in the first page of the direct mail seasonal catalog to at-home recipients, who may or not be current shoppers. The goal is to give a feel of the brand to entice the recipient to review the catalog as a first step in the buyer journey or to purchase a piece if more familiar with this women’s Paris-based clothing line.

SOLUTION: Write a letter from the brand’s founders to welcome those who crack open the catalog and excite them for the season by painting a picture of all occasions where a new summer wardrobe would be desired. The idea was to transport the reader to the positive feels of the summer.

I researched the brand to ensure my writing was consistent. The brand’s personality is aspirational but attainable, chic but cool. The tone of voice is upbeat, uplifting and ethereal, maintaining the brand’s premium stature. The letters serve to be descriptive and provide purpose of the current collection.

The call to action is more subtle versus a hard sell. I used the word “destined” so that the reader envisions herself in this collection as one she will be wearing and the term “discover” to encourage exploring what the brand has to offer in this catalog.