BCIT Ad Campaign – Direct Mailer

BCIT’s appeal is that it offers many programs that can be completed part-time. It’s a good vocational school for people who can’t commit to a full-time program. When asked to design a new direct mail campaign, Steve Tan and I decided to pair an interesting visual with a clear, intriguing slogan.

Our headline ”You were not born to do this” skewers cliched taglines by other local schools and websites. BCIT offers practical training for job placement, rather than selling “dream job” visions, so our concept targets people who are seeking practical training to escape dead-end jobs. We were careful to highlight BCIT’s core feature: practical studies you can complete when it suits you.

Here’s the “paper shredder” postcard design: