Toyota Canada
Spring 2024
Direct Mail
Strategy, Art Direction, Print
Overview
Every spring, Canadian drivers are thinking about road trips, warmer roads, and the adventures ahead. The Spring 2024 Parts & Service direct mail piece was designed to boost response rates across Toyota's national dealer network while educating drivers on the importance of tire maintenance heading into the season.
The Challenge
Direct mail in the automotive service category tends to be functional and forgettable (coupons, generic photography, a list of services). The challenge was to create something that felt more like an invitation than a flyer, while still communicating a clear, practical message about tire safety and dealership services.
The Strategy
Rather than leading with the service offer, the creative led with the feeling: the anticipation of a spring road trip, windows down, open highway ahead. Tire maintenance became the gateway to that experience—not a chore, but a step toward it.
To make the piece physically memorable, we explored die cuts and folds that transformed the mailer into an interactive object. The structural design wasn't decorative—it reinforced the message, giving recipients a reason to engage with it beyond a quick scan and toss.
The overall creative positioned Toyota dealerships as partners in the driving experience, not just service centers.
Result
The campaign boosted national response rate by 10% over prior seasonal mailers, proving that reframing a routine maintenance message around an emotional hook drove measurably stronger engagement than a straightforward service reminder.
Toyota Canada
Digital Tacoma Dealer Banners
Art Direction, Social media, Paid Ads
Overview
I designed and developed a suite of dynamic banner templates built around the Tacoma's visual identity—its bold proportions, rugged character, and strong typographic presence. The system was engineered for versatility: each template was adaptable across multiple layouts and aspect ratios, so dealers weren't forced to crop or compromise the creative to fit a format.
The asset suite covered Facebook feed ads, Instagram stories, and broader paid display placements—ensuring a consistent brand voice across every touchpoint a potential buyer might encounter.
Outcome
Dealers received a ready-to-deploy creative system that maintained brand integrity at scale, maximizing visibility and engagement across channels while reducing the friction of local production.
Facebook Banners and Paid Digital Ads
