Martin Cawood

Category: Layout

  • Direct Mail

    Levelling up FMCG marketing

    Layout • Copywriting

    The brief

    OTL required a direct marketing campaign to reach existing, lapsed, and prospective customers. The brief was for a mailer highlighting top products, seasonal offers, and a QR code call to action. The challenge was to create something impactful enough to stand out from typical retail mailers and justify the investment, while clearly communicating OTL’s value as a supplier.

    The project

    To elevate OTL’s direct marketing, I proposed turning a standard mailer into a campaign built around the idea of retailers “levelling up” their store. This concept allowed us to tailor messaging for three audiences at once: encouraging current customers to explore additional services, reminding lapsed customers what they were missing, and showcasing OTL’s advantages to new prospects.

    I designed the mailer using a bold retro gaming aesthetic, with a “100% Store Health Checker” that highlighted the benefits of working with OTL – ranging from stocking bestsellers and seasonal lines to accessing expert advice and promotional opportunities.

    The campaign gained strong internal support and was rolled out. Within the first week of landing, results showed:

    • 14 customers placed orders (including 4 lapsed customers reactivated).
    • £6,053.58 in revenue generated, with an average order value of £432.40.
    • An 8.45x return on spend, with performance expected to grow as further orders came in.

    The project successfully transformed a simple mailer into an engaging, measurable campaign.

    £6,053.58 in revenue generated within the first week.

  • FMCG Product Catalogue

    Product Catalogue

    Layout • Data Management

    The brief

    Create the company’s 2025 product catalogue, containing approximately 1,000 SKUs, spread across over a dozen product categories.

    The project

    With multiple data points for each product, ensuring content accuracy was critical. I received the raw product data from the admin team and processed it in Microsoft Excel, organising products into logical categories and identifying key attributes that could be represented visually through symbols. This preparation created a clear structure for how the products would be presented.

    Once sequenced and broken down by page, I used Adobe InDesign’s data merge feature to efficiently import the curated information and imagery directly from Excel into the layout. This streamlined workflow ensured consistency, reduced the risk of error, and allowed for a clean, well-structured presentation of the full product range.

  • OTL Customer acquisition flyer

    Switch. Save. Sell.

    Layout • Copywriting • Image editing

    The brief

    OTL required a flyer that served a dual purpose: reassuring new customers that choosing OTL was the right decision, while also acting as a leave-behind for those who did not place an order immediately, providing further encouragement and reminding them of the advantages OTL offers.

    The project

    Building on previous brand work for OTL, I recognised that customers often had several suppliers to choose from, many offering a similar range of products at comparable prices. To set OTL apart, I positioned the flyer around its service proposition, highlighting the clear benefits customers could expect when choosing OTL. I created the headline “Switch. Save. Sell.” as both a bold introduction to the flyer’s message and a subtle nod to the company’s tagline “Save time. Sell more.”

    I then structured the content into four main sections, each supported with concise, benefit-led copy. Following the brand style guide, I incorporated approachable portrait photography to convey the passion and expertise of OTL’s employees – two of the company’s core values – and used the brand’s colour palette to create a clean, easy to navigate layout.