Time length:

Various lengths of time

Tools:

InDesign, Photoshop, Illustrator

Roles/Skills:

Marketing, Branding, Design Layout, Time Management, Production

OVERVIEW

Our company distributes a wide variety of printed marketing pieces, ranging from a yearly calendar filled with captivating stories and images to direct mail pieces promoting a specific message. The company’s previous marketing collateral was dated, cluttered, and lacked strong branding. The challenge was to create a new layout for this material that would showcase the content in a compelling way, while also creating brand awareness for the company.

PROCESS

For each project, I started by analyzing the previous layout and noting areas of improvement. I sought out feedback from customer service managers and other team members. In addition, I evaluated the hierarchy of information, images, and text that we would need to include in the new layout. Through this critique, I advocated for condensed text, simplified layouts, and ways to highlight the main details of a message and lead the consumer to our new website for more information.

PROCESS CONTINUED

Once our high-level plan for the new pieces was complete for each project, I sketched iterations of a new design layout that would simplify the content in a compelling way and provide an effective use of space. From here, we picked a few layouts and I created high-fidelity versions in InDesign. After a few rounds of refinement, we finalized the design and/or created a template that would streamline production for more complex projects, like the calendar.


During the rest of the production process, I strived to use striking photography of our aircraft that aligned with the message. In addition, there were many levels of review, including microtypography and image correction.

FINAL THOUGHTS

Our new marketing pieces have been well received by our customers and community. The layouts are fresh and attractive, which encourages people to engage and think of us throughout the year. The new material utilizes our brand guidelines with the color scheme and layout, making it easily identifiable as our own. The layouts are concise, yet easy to follow, providing a smooth flow for the user. As a bonus, we were able to create more touchpoints with our consumer by driving our customers and community to our new website.