Guiding Eyes for the blind

Guiding Eyes wanted a new direction on the spring direct mail campaign. My design partner and I needed to create a cross-channel, multi-part campaign to send to current and prospective donors. We brainstormed and created a three-part campaign that included the following themes: “Canine Development Center,” “Back to School,” and “Graduation.” The copy and design choices were clever, reflecting the Guiding Eyes’ brand and tone of voice. It promoted its mission and helped a would-be donor through the timeline of how a puppy grows up to become a seeing-eye dog.

Below is what we presented to the client, and they were prepared to move forward with the proposed creative. However, they eventually canceled the campaign due to the onset of the COVID-19 pandemic in March 2020.

Canine Development CTR

All potential guide dogs begin their little puppy lives at the Canine Development Center (CDC).

Back to School

Puppies leave the CDC and “go to school” led by trainers. This part of the campaign included a fun interactive quiz.

Graduation

After working with trainers and learning the appropriate skills, guide dogs “graduate” and join their new handlers.