Let it snow: Tapping into nostalgia to create a moment of joy
Industry: Design and Marketing Company: winter and construction design Produced: Logo design and development, direct mail
Each year, companies send end-of-year thank-yous—cookie trays, cheese boards, the obligatory bottle of wine no one quite knows what to do with. By the time they arrive, offices are oversaturated, kitchens are chaotic, and the gesture often blurs into background noise. The intent is generous, but the impact is fleeting.
This direct mail piece took a different approach by shifting both timing and emotion. Designed for winter and construction design, the concept played on Chicago’s dual seasons—winter weather and constant construction. Instead of arriving during the holiday rush, the piece was intentionally sent in January or February. As long as it was snowing, the timing worked. What mattered was arriving after the noise, when attention was scarce and morale was low.
A matte black presentation box opened to reveal a simple snowflake—quiet, minimal, and intentional. Inside, a gourmet bag of nonpareils—better known as Sno-Caps—rested in branded red fill, paired with a hand-bound, grommeted card reading “let it snow.” The contents were deliberately familiar: a nostalgic treat that required no explanation, instantly recalling movie theaters, winter nights, and uncomplicated joy.
Let it snow
Rooted in joy marketing, the piece used nostalgia not as decoration, but as strategy—lowering defenses, creating emotional connection, and delivering a moment of delight when it was least expected. By removing urgency and embracing restraint, the experience felt personal rather than promotional.
Over time, it became more than a thank-you. Clients came to expect it—looking forward to its arrival each winter as a small, thoughtful pause in the season, and a reminder that timing, emotion, and simplicity can build lasting brand affinity.
