AAA Life Insurance Redesign
Direct mail concepts restructured to engage readers and drive action for AAA Life’s term insurance offers.
The Ask
Develop direct mail pieces for AAA Life’s exclusive term life insurance offer that are clear, credible, and member-focused. The project required communicating the value of coverage, addressing common barriers, and motivating members to take action — all while aligning with AAA Life’s trusted brand identity and maintaining a human, empathetic tone. Because this campaign would print on a massive scale, concepts needed to balance personalization with printing, packing, and ink cost constraints, following best practices for hierarchy, clarity, and relevance, while avoiding dense layouts, generic messaging, or spam indicators.
Before Redesign:
My Role
I led the creative development of the direct mail concepts, including:
Designing clean, skimmable layouts that guide members naturally through content.
Crafting benefit-driven messaging with a confident, compassionate, and human tone.
Aligning copy and creative with AAA Life’s fonts, colors, and overall brand identity.
Incorporating strategic personalization that respected printing, packing, and ink cost limitations.
Including strong calls to action while ensuring layouts worked at massive print scale.
Ensuring all designs reflected best practices for visual hierarchy, clarity, and accessibility.
Removing redundant pieces and streamlining content for readability.
