Cold Reach Placemat
Visual storytelling meets outreach
SALES ENABLEMENT
BRAND STORYTELLING
ILLUSTRATION
CONTENT STRATEGY
Overview
Cold outreach is only as strong as the first impression it makes. Before this project, MYMOVE's business partner team was reaching out to potential partners with repurposed presentation slides — inconsistent, dense, and asking the reader to do too much work to understand why they should care. The opportunity was clear: build something that told the MYMOVE story with confidence and clarity in a single document, without overwhelming the reader or burying the value proposition.
Solution
The hardest part wasn't design — it was editorial restraint. Stakeholders wanted to include everything: every data point, every channel detail, every proof of performance. That instinct came from a good place, but it was working against the goal. A cold reach document isn't a contract negotiation. It's a conversation starter. My consistent position throughout: show enough to earn the next conversation, not enough to replace it.
Twenty-plus iterations across a long collaborative process shaped the final direction. Early versions leaned on data and dense copy — thorough but cold. Lifestyle photography added warmth but introduced complexity. The illustrated direction emerged as the answer — a visual language that was ownable, narrative-forward, and flexible enough to carry the full mover journey without a wall of text. The final system told the story sequentially: a mover submits a change of address, MYMOVE activates, brands connect at exactly the right moment — before other platforms enter the picture. The competitive advantage wasn't stated. It was shown.
Results
The new placemat replaced a loose collection of repurposed slides with a cohesive brand artifact the team could send with confidence. Immediately sparking conversations, getting our future partners to open the door to start the conversation.
ROLE
CREATIVE LEAD
COMPANY
MYMOVE
TOOLS
FIGMA
ADOBE PHOTOSHOP
ADOBE ILLUSTRATOR