Virginia Museum of Fine Arts

BACKGROUND: PUNCH was hired in 2007 to develop a mailer for the Virginia Museum of Fine Arts, located in Richmond, Virginia.

CHALLENGE: The VMFA wanted to generate excitement about the Museum’s expansion and communicate the importance of donating to keep the institution thriving. However, due to the ongoing renovations, exhibits and events are limited until the Museum’s anticipated completion in 2009.

EXECUTION: PUNCH concepted a mailer that not only included an ask letter stressing the importance of arts in the community, but also a gift to potential doners. With the winter holidays around the corner, we developed holiday gift tags that took a graphic element commonly-used by the Museum and reinvented it to create seasonal art.

IMPACT: VMFA was thrilled as donations poured in. In fact, the Museum was so happy, PUNCH was hired to do a second mailer the following spring. This one provided both members and non-members with a mini-brochure that listed all of the upcoming events at the museum.