When Ugly Works
Last but not least, the BRE stands out, too. In addition to all standard mail requirements, the return envelope is printed with gray vertical stripes, both front and back.
All in all, with the combination of déclassé Courier used in unfamiliar ways, the plain, mostly black ink on white stock, and a reply with a whole lot going on in as many fonts, this DSCC effort is unlikely to win any direct-mail beauty pageants.
But again, who cares? If it works, get your ugly on. FS
Kimberly Seville is a creative strategist and freelance copywriter. Reach her at firstname.lastname@example.org.