Folio Society limited edition brochure
The Folio Society is a luxury book publisher founded in 1947. It publishes fine editions of great literature, from novels to science books. Folio employed a membership-based model for several decades before moving to a more conventional approach. I joined Folio during a key period of this transition, when sales were shifting towards online channels. As the Senior Copywriter and Social Media Manager, I helped develop and nurture Folio's shifting brand identity through a variety of print and digital campaigns. Targeting existing and potential customers, they were also crucial in driving sales.
Below is the core piece in a mailing to promote a limited edition - a volume at the high end of Folio's range with a print run of just a few hundred copies. I worked closely with Folio's Art Director to create a brochure that reflected the exquisite production values of the book, showcasing both its visual and literary content. These mailings typically involved in-depth research and an imaginative, discerning approach to the book's literary merits and the unique selling points of the Folio edition.
Mailing to promote a Folio limited edition
This edition of Rudyard Kipling's beloved animal-origin tales called for a playful approach. In addition to a leaflet on the stories themselves, the newly commissioned illustrations and the book's production values, I worked with the Art Director to create a booklet of 'testimonials', written in the voices of Kipling's animals.
Leaflet showcasing a Folio fine edition
Folio Society catalogues
Leaflet for a Folio mailing
Jacques Barzun's From Dawn to Decadence is an extraordinary book that spans five centuries as it charts the evolution of Western culture. We produced a leaflet designed to highlight the epic scope of Barzun's work while cross-selling other relevant Folio books. This was a fascinating piece to work on; the copy showcasing each pair of books called for a precise, concise treatment of wide-ranging historical, social and political themes.
