New Work 2 is a direct-mail promotion piece targeted to buyers of commercial photography. We wanted a mailer that stood out in terms of scope, production values, overall design, and uniqueness. Paper choices, type design, and overall tone came from the artfulness of the imagery and the desire to connote a gallery experience with the viewer. Perforation was added to make the work seem more accessible and increase the piece’s usability. The vellum envelope is an attention-getting setup for the quiet elegance of the contents.