After almost two decades of relying on word of mouth to acquire business, Fine Line Writers needed to broaden its horizons and engage in some active marketing. The challenge was to create promotional material that would reflect the firm’s unique value proposition and stand out on an art director’s desk. TWR created an identity and direct mail piece making use of a vibrant yellow. Central to the mailer was a box of all-black pencils, each inscribed with wording referencing some special project the writer had completed in the past. The projects were described in greater detail in copy printed on the box. We designed our package to be as memorable as it was useful.