Susan Loy

The Literary Calligraphy catalog’s product collection is a blend of poetry and nature’s finest images, captured by calligrapher and designer Susan Loy. After reading its story cover to cover, I was hooked. I found the merchandise charming. Each piece appears specially chosen for its grace and inspiration, pulling messages from the Bible and much-loved authors. Art and copy teams work together beautifully in creating the items. Ironically, they weren’t as successful assembling the catalog, which just isn’t an effective sales tool. As a direct mail vehicle, Literary Calligraphy’s catalog needs to use the best practices of direct mail. The artwork inside the

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