Marketing Collateral
The breadth of my hands-on experience creating marketing collateral ranges from 4-color catalogs, brochures, ads, fliers, to 400+ page books, DVD packaging, infographics, and even specialty advertising pieces such as mouse pads and mugs. Below are examples of a few projects I’ve worked on. Click the thumbnail image to see a larger view.
Technology Education Brochures
Developed in tandem, the audience for these two brochures were focused on different segments. One was targeted to physics teachers and the other was to students who would be participating in courses. Because of this, the designs reflected two distinct scientific motifs utilizing 3D shapes and scientific imagery. The project also included matching PowerPoint templates for each.
Education in Review Brochure
This 4-color annual report took very predictable, uninspired content and infused it with excitement by adding fun illustrations and playful typography. Titles flow along paths while illustrations create interesting text wraps that keep the viewer engaged. The document went out to over 1000 districts and was a huge success, garnering a TSBRA Gold Star award. The feedback received from the first run prompted a second printing of 10,000 additional pieces.
Wesson International Collateral
As an Air Traffic Control training simulation company, Wesson products are sold all over the world. Using airport blueprints screened into the background, this two color piece relays important information while adding several avionic elements. Duotones silhouetted over radar screens, ATC towers, and cockpits are just some of the many treatments.
DVD Packaging
Packaging offers us a first impression on what a piece is about. Because of this, capturing a moment is important especially when people are expecting to receive something as a gift. With the various packaging I’ve produced, I try to embody the essence of the product elegantly and powerfully. Some of the materials I’ve produced include various DVD & CD-Rom cases, Media Mailers, and even game boxes for role playing games.
K16 Development Guide
Developed on a limited budget, this Kindergarten through 12th grade Program Development guide employed the use of striking angles and lines to highlight the progressive nature of the content. This two color guide with over 140 pages set the groundwork for developmental guidance and counseling programs and is still in use today. The design brought a breath of fresh air to an otherwise stale and uninspired layout.
Communities in Schools Annual Report
Condensed into an 8.5×11 inch gate fold, the CIS Annual Report conveyed its contents in a pragmatic and concise way. Charts with layers of information were often employed to convey as much information as possible within the limited space. More importantly, it provided stakeholders with the information they need to make decisions and prospective investors a roadmap to CIS’ success.
Small Business Coach Workbook
This 48 page workbook was designed for The Small Business Coach, Inc. as a supplement to a lecture series entitled “Assess and Improve Your Company.” The 4C cover was created by layering several stock illustrations with a complementary typeface. The 2-color interior pages are organized via a simple grid to ensure placement of the content throughout the document.
Special Education / Mediation Brochures
The Special Education tri-fold and the Preparing for Mediation tri-fold relied on two designs each: one in English and one in Spanish. Working within a limited budget, I created each two-color design paying close attention to the length of the copy for each language. By having the brochures available to the public, we helped reduce the number of calls to the complaints management unit and increased overall awareness.
Mousepad Artwork
TASB was looking for some eye-catching visuals for mouse pads they would be giving away at an annual convention. Initially, the project specified one or two designs, but once the variety of designs were shown, the project was broadened to include more variety. Each was printed on-demand in house which made the tight deadline much easier to manage.
ACFE Membership Guide
The concept behind the resource guide cover was to juxtapose the ACFE logo with a globe in a sophisticated and creative way. I used the colors that would later become accent elements in the guide to generate consistency throughout the piece. The theme of “Fighting Fraud Globally” became the mantra throughout the catalog with courses, events, seminars and more covering a wide range of topics.
Deaf Education Conference Collateral
Strictly a black and white piece due to budget constraints, I had to find a way to make the Statewide conference on Education of the Deaf interesting enough that people would attend the event. I played up the Texas theme, using a boot graphic in addition to iconic symbols throughout the work to tie it together. They were run in the in-house print shop at a minimal cost.
Member Cover
This cover for the ACFE Resource Guide carries on the tradition of fighting fraud globally. Using Photoshop to create a collage of elements on the page and limiting the color palette, the idea of contemporary, cutting edge technologies that matter to members is conveyed. Key words are reinforced alongside the imagery, tying everything together.
White Paper Ad
For the ACFE’s White Paper ad, I played off of the tagline “Make the Most of Your Membership” by using imagery that depicted members engaged in activities sponsored by the Association. I was able to add a dot pattered screen behind the photos for texture and work with the typography in the phrase. Important text is emphasized in blue, while the logo remains prominent in the upper right.
ACFE Print Ad
The focus of these two half-page print ads was to convey the content in a consistent and uniform manner. Each had its own predominant color, surrounded by a photo referencing either the Fraud Examiner’s Manual or the Statement Analysis Seminar. Appearing as a series, it was important to bring together elements that could be easily recognized as related.
AMD Resources Guide
I created this internal directory while working under contract for a local ad agency. The Guide emphasizes all the different ways AMD can be contacted. The cover graphic maintains a high-tech look and feel while creating a sense of horizontal motion. The final piece was distributed to all new AMD employees.
Crossing the Line Brochure
Mimicking police “do not cross” tape on the cover, this roll-fold brochure takes the idea of crossing the line literally. Images of fingerprints, a chalk outline, and police tape are all utilized on the inside as visual reminders. Color throughout the brochure is taken from an actual police line banner.
Ethicsline Capabilities Brochure
Designed for the ACFE’s EthicsLine division, this 24 page booklet is an introduction to EthicsLine and its features. Each spread is color coded according to topic and follows a horizontal grid. Graphic elements such as the EthicsLine logo and color bars are consistent throughout the entire piece. The cover art is a montage of communication elements with horizontal lines streaking through the graphic representing connection.
Statement Analysis Ad
Focusing on the idea of movement, strong horizontal lines and shapes are used to break up the brochure’s predictability while contributing to flow of the text. Blurred keywords such as “training” and “seminars” can be seen in the background and emphasize key member benefits. The multicolored lines symbolize the fast pace of information delivery while bluish video lines blend into the shapes making a subtle reference to the Association video training programs.
Doctors’ Day Catalog
I designed the annual Doctors’ Day Catalog for Bells Advertising from 1996 through 1998. The concept for this 1998 piece is built upon the rich history that doctors across the country share. Included are historical medical images silhouetted in the background of each vertical column. The products are grouped and color coded according to function. Screened text behind the product descriptions reinforces the concept and add a subtle elegance.
JC Penny Retail Advertisement
This project involved high-end color matching using the actual Art Carved rings as a reference. The purpose of the piece was to promote Art Carved’s special back-to-school pricing through J.C. Penny Corporation. An abstract pencil image is used on the left column and screened underneath the rings.
Every Piece Counts Advertisement
Each part in a Fraud case must be orchestrated perfectly, piece by piece. To illustrate this for the Association of Certified Fraud Examiners’ training video and workbook, a puzzle image along with images from the actual CFE video are used to create a loose grid. The grid emphasizes the headline; “Every Piece Counts in a Fraud Trial.”
Crossing the Line Advertisement
This ad was designed to mimic a police “do not cross” tape as in the corresponding Crossing the Line brochure. Fingerprints, a chalk outline, and police tape are all utilized as visual reminders. The graphic in the background is a montage of images that represent evidence in a fraud case.
Associate Member Program
From the start, the Associate Member Program was intended to represent the modern sensibilities of the Association’s younger membership. Showcasing a design that is as much linear as it is dynamic, the roll fold brochure captures the forward thinking of the revitalized campaign while maintaining its conservative roots.