PIESKOT
Words worth opening.
PIESKOT sells greeting cards featuring Polish illustrators. The newsletter needed to keep their humour and the brand’s personal voice while helping people choose a card for a particular occasion.
The task
The roles are simple. We bring the concepts, subject lines and first draft, and Kamila makes sure every sentence sounds like Pieskot. Each round of her notes produces a new version and an entry in our decision log, so we start the next send with her vocabulary at hand.
Project decisions
Emotion first, then the joke.
A message on your phone is gone in a second. A card stays: on the fridge, on a shelf, in a memory box. All of Pieskot’s communication rests on that one contrast. We come back to it in every email, each time in a new scene. In June, a dad you “can’t update by text”. In July, a wedding bank transfer - it will vanish from the account history, the card won’t. When we can choose between a clever line and one that moves people, we take the second and leave a pinch of humor in it. The brand should smile, not guffaw.
Seven letters from June to August.
People buy cards for an occasion, so the newsletter follows the calendar. We count the order deadline back from the day the card is handed over: dispatch within 24 hours on business days plus 1-3 days for delivery. In the email we promise dispatch, not delivery, because nobody controls the courier. Wedding season has no single date, so instead of one email we planned four sends around the wedding weekends of July and August: two concepts, each with a reminder.
In 10, or maybe 50 years.
The roles are simple. We bring the concepts, subject lines and first draft, and Kamila makes sure every sentence sounds like Pieskot. Each round of her notes produces a new version and an entry in our decision log, so we start the next send with her vocabulary at hand. Before a draft is sent for approval, it goes through our checklist: no clichés like “sto lat w zdrowiu i szczęściu” (“a hundred years of health and happiness”), no long dashes, and a non-breaking space after one-letter Polish words, so that “w” or “z” never hangs alone at the end of a line.
Project materials
What we made
Copy and newsletter layouts were developed with the brand owner. A seasonal occasion, story and selected product become one message. The greeting-card illustrations remain the work of their authors; our contribution is communication and mailing design.
The card illustrations belong to their authors. Our scope covers communication, copy, email design and code, and work in MailerLite.