I was asked to lend a hand to Concordia University Irvine’s Graduate Admissions Department. In conjunction with a strategic email campaign, I created a couple of hardcopy direct mail pieces, meant to pique the interest of those on the email lists. Of the 4, the last two were comps that were passed over. A wash of color taken from the university’s brand tied it into the look, but it had little “wow” factor. The bright yellow was eye-catching, but in advertising, it’s not just the ability to draw attention. It’s the ability to convert attention into action.