What do you do when you need a sale, but no holidays are on the horizon? You make one up, of course.

Fourth of July had come and gone but The J. Peterman Company needed to promote a summer sale. after some brainstorming, Dog Days of Summer born. Each day had a breed associated with it. One top of designing the card, I illustrated nine dog breeds to be used in email blasts and website imagery. I chose to illustrate them in Adobe Illustrator so that they would be vector images that we could scale for any job. Postcard layout in InDesign.

The sale was a hit in terms of revenue and social media attention. It became a reoccurring promotion on Peterman calendar ever since.