Because artists are visual people, we needed a quick, visual way to convince the target to switch to InDesign. If we explained it in words, much of the target audience would lose interest. Since the wide assortment of tools is what separates InDesign from Quark, we decided that the best thing to do was to create a visual metaphor and turn the mail piece into a toolbox. By doing this we were able to tell visually oriented artists all about the numerous tools of InDesign without ever having them read a word.

The Adobe InDesign 2.0 mailer broke every record Adobe ever had. With an amazing 7.28% of response rate, the InDesign 2.0 mailer proved to artists that the software did indeed have the tools they needed. In fact, the mailer sold over 3,700 copies of the software - giving Adobe a 244%return on their investment and making them over US$300,000 in revenue. From then on, every time we kicked off a new job with Adobe we heard that they wanted 'something like the InDesign toolbox'.