CSMLS

Translating Community Stories
into Campaign Mailers for CSMLS

Designed a series of print mailers for National Medical Laboratory Week, distributed to 100,000+ members’ mailboxes across Canada.

I created consistent, high-performing campaign visuals within
an established product ecosystem

Roles

Art Direction
Illustration
Visual Design

Overview

CSMLS launched a national campaign to celebrate lab workers across Canada.
I was tasked with designing a series of mailers distributed to households nationwide.

eBay operates at a massive scale, with campaigns constantly evolving. This project focused on bringing clarity and consistency to high-volume campaign execution and cross-channel system application

CSMLS launched a national campaign to celebrate lab workers across Canada. I was tasked with designing a series of mailers distributed to households nationwide.

Impact

10,000+

mailers delivered
around Canada

1,800+

engagements on
social channels

35

communities
represented

The Challenges

CSMLS launched a national campaign to highlight the critical role medical laboratory professionals play in the healthcare system. My role was to design a series of mailers that would stand out in members’ mailboxes, capture attention immediately, and reinforce the importance of their work during National Medical Laboratory Week.

CSMLS launched a national campaign to highlight the critical role medical laboratory professionals play in the healthcare system.
My role was to design a series of mailers that would stand out in members’ mailboxes, capture attention immediately, and reinforce the importance of their work during National Medical Laboratory Week.

Mailbox visibility

Designing print mailers that would immediately stand out in members’ mailboxes among other correspondence.

Communicating value quickly

Translating the often behind-the-scenes work of laboratory professionals into clear, compelling messaging that communicates their impact on patient care.

Maintaining brand clarity in a celebratory way

Creating visuals that felt celebratory and engaging for National Medical Laboratory Week while staying consistent with CSMLS brand guidelines.

Designing for a national audience

Ensuring the mailers resonated with a diverse membership across 35 communities nationwide,

Solutions

I explored several concepts with interactive openings that conceal and reveal content, reflecting how lab professionals operate behind the scenes, yet play
a critical role in patient care.

I explored several concepts with interactive openings that conceal and reveal content, reflecting how lab professionals operate behind the scenes, yet play a critical role in patient care.

Final Creative Decision

We opted for the third concept, as its organic, unconventional shape made the mailer more eye-catching. The front features a mural-style illustration of lab equipment and lab professionals.

I explored several concepts with interactive openings that conceal and reveal content, reflecting how lab professionals operate behind the scenes, yet play a critical role in patient care.

Results

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© Aisulu Baibolova 2026

HAVE A PROJECT IN MIND?

let's chat

Linkedin

Contact

© Aisulu Baibolova 2026

HAVE A PROJECT IN MIND?

let's chat

Linkedin

Contact

© Aisulu Baibolova 2026