The next step was deciding and developing a concept or direction to take the project. I decided upon "Pave the Way," a catchphrase that relates to the topic but doesn't directly tell the audience what the subject it. The reader would have to open the letter to get the lowdown.
To accompany this concept, I decided to include college-themed and "after college" icons, illustrating a move from college to the working world. The backside of the envelope would include paving vehicles and the catchphrase. These illustrations would carry over to the interior of the letter.
The image I've included is of the concept sketch I showed to the client.
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