Aviva Klein

Who printed it?

I did run into a couple of obstacles with this mailer. Moo offers a ‘finish’ option; which turns out to be really beautiful and velvety. However, my background color was black and so it took a bit of trial and error to find the right pen that would be visible and also write smoothly on the surface. I made a mistake with the last mailer and got these paint pens which didn’t work well. This time, I used metallic Sharpies.

The other obstacle I ran into is that MOO.com requires all files to be uploaded in CMYK. For some images, it’s not a huge deal to color correct on my own. However, for this one, I couldn’t get the colors to look true to the original- the blues practically disappeared in CMYK. So, I had to hire a Retoucher to do the job.

Who designed it?
I did.

Tell me about the images?
The images of Cardi B that I used for this promo were taken at this year’s Summer Jam in NJ for HOT97/Emmis Comm.

How many did you make?

How many times a year do you send out promos?
3-4 times a year. I try to get one out a quarter.

Do you think printed promos are effective for marketing your work?
To be honest, I’m not sure. I haven’t had anyone reach out to me directly after receiving any of my promos. I enjoy the process of designing them, finding the right stamps and envelopes, receiving them, packing them, and taking them to the post office. I put a lot of thought and care into the process. I did hear from a colleague of mine that he saw this promo at his agent’s office, so that was pretty cool. My philosophy is that you never know who’s going to see it and what that might inspire. It’s a rather minor expense that could lead to a major opportunity.

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