GE Brand Expression Guidelines Direct Response page 104

8.06 Dimensional Mail: General Use
Effective DR creative occasionally goes beyond a traditional
package in an envelope. The use of different shapes and
dimensions can not only increase open rates and response, it
can play a strong role in bringing GE's innovative, dynamic and
contemporary brand character to life in a way that is more
relevant and personal for the target audience.
Typography
Every effort should be made to ensure the concept works with
GE Inspira for heads, subheads and body copy.
Design
The exterior of dimensional pieces should pick up on the
contemporary and modern vitality of the brand.
Judgment will have to be applied on a case-by-case basis to
ensure the total concept is in alignment with the GE Brand.
Use all other DR guidelines for color, typography and imagery on
inserted components to ensure the brand is aligned, conveyed
and prominent once the reader gets inside the package.
Direct Response Communications
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