The goal of this project was to simplify Kohl's Tab inserts and direct mail pieces by cleaning up the over all presentation of information. Previously, direct mailers and Tab inserts were littered with promotions, sales, and product features. The visual combination of all these elements fighting for hierarchy rendered these mailers useless in terms of messaging. My solution was to focus solely on our main business driver (percent off) and create a navigation bar for other promotions. The result is a cleaner, more approachable tab cover. What is shown here was purely conceptual but was used as a aspirational layout for the current designs.
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