KURU Direct Mail
A series of direct mail catalogs designed for KURU Footwear, merging brand storytelling and conversion-focused layouts to drive high-volume sales across multiple campaigns.
Client
KURU Footwear
Industry
Footwear
Service
Print Design
Duration
8 weeks
Overview
KURU’s monthly brand brochures are sent to a targeted list of 400,000–600,000 recipients, serving as a tactile brand moment that blends product education, storytelling, and retail urgency. Each catalog plays a key role in customer acquisition and retention.
The Challenge
Design a cohesive catalog experience that feels premium and editorial, yet delivers clear conversion cues. It had to serve new customers discovering KURU for the first time—and longtime loyalists looking for their next favorite pair—all while highlighting a broad product assortment without overwhelming the page.
The Solution
Over the course of a year, I led design for multiple direct mail catalogs—refining layout systems, testing formats, and dialing in visual storytelling that reflects KURU’s unique comfort tech. Each piece combined editorial-style covers, elevated product photography, benefit-first copy, and simplified navigation by foot pain or use case. I collaborated with our creative and marketing teams to ensure the design was aligned with campaign goals and seasonality.
The Result
The catalogs consistently delivered strong results, averaging a 2x–5x ROAS. They’ve become a high-performing channel in KURU’s marketing ecosystem, driving brand affinity and purchase intent among both new and returning customers.
