Work Samples
Writing and designing single-sheet flyers promote a university's co-curricular programs
The challenge: Combine images and text into a concise presentation on a single sheet describing the benefits and outcomes of study abroad -- for use at college fairs or as supplemental material for mailings in response to student inquiries.
The solution: Select photos, tighten institutional language, write new content, and adapt colors and styles from the university brand palette to create a print-ready file using Adobe InDesign. Create a layout grid that can be adapted for all co-curricular promotions so the university can present a unified image at college fairs and other recruitment venues. Write and edit text to create an editorial voice that connects with prospective students and their parents. Select pullout quotes and student testimonials to add vibrancy and credibility to the pieces. (view PDF)
Redesigning study abroad brochures for consistency and ease of updating
The challenge: Bring visual and editorial
consistency to a university's growing family of international study
brochures; create a template that allows information to be easily
updated throughout the year without requiring a major redesign.
The solution: Align the cover design to match
other university publications (design template by Radwell
Communication by Design); ensure that brochures have distinct
colors, titles and photos yet appear as members of a publication
suite; create
a graphic template and information hierarchy for the inside spread
(Brian's design) so updates are simple and new brochures can
quickly be added to the suite. Combine existing language, from the
university catalog and web, with new copy - integrating it all
through a unified, clear editorial voice.
(view PDF)
Researching, writing and designing new flyers promoting academic majors
The challenge: Help a small liberal arts university address the needs of career-oriented high school students who want more information on degree programs than is offered in general student recruitment publications.
The solution: Work with the Director of Admissions to write and design 23 double-sided sheets describing the university's unique approach to delivering each major; create a common template consisting of images of campus life, information specific to the major, a focus on institutional distinctions and lists of co-curricular options and student success. Ensure visual alignment with the university's brand, with color distinctions identifying academic divisions: e.g. crimson = Division of Business Administration, spruce = Division of Natural Science, etc. Work with faculty, admissions representatives and the marketing department to gain consensus and approval. (view PDF)
Developing concepts and content for annual reports
The challenge: Help institutions present a year's worth of achievements in a readable, well-designed summary that motivates funders and partners to deepen their involvement, and also sparks interest among new audiences. Left sample page is from a YMCA annual report. Right sample page is from a public college's annual report.
The solution: Work with program directors to obtain data and narrative material. Pick compelling themes and strategic points of distinction. Then distill broad annual achievements into categories and priorities. Gain consensus from diverse segments of the organization. Develop a graphic and thematic concept and work with external designers to ensure images, text and overall layout reinforce the intended message. (view PDF)
The challenge: Help a United Way with a broad mission connect both emotionally and intellectually with its diverse stakeholders (including donors, volunteers, businesses and funding partners) and demonstrate powerful community impact - all in a cost effective, tightly-written report.
The solution: Thematically align content according to the organization's funding priorities and create a series of consistent two-page spreads containing narratives, photos and testimonials. Develop visual mock-ups for designer and use two-color printing to save money and communicate fiscally-responsible management to donors and potential funders. (view compressed PDF)
Designing ads that create a strategic impression and outcome for a specific audience
The
challenge: In a limited amount of space, combine several
messages and images in a unified format that makes a singular
impression on prospective students and donors, while accommodating
the broad input of stakeholders and opinion leaders across campus.
The solution:(top) Demonstrate a college's growing academic reputation with a full-page ad in the alumni magazine offering photos and mini-bios of award-winning faculty; use a modular approach to organize the ad into a dominant image and primary subject (winner of current year's teacher of the year award), mini biographies, and a short narrative that summarized a legacy of faculty achievement; use vibrant colors that jump from the page while maintaining consistency with the institution's defined color palette.
(middle)
Introduce a college to new audiences through a full-page ad in a
national airline magazine; use points of distinction and photos
that provide a sense of place; tell a college's story through a
short a narrative and strategically-selected images that illustrate
institutional strengths and priorities; accommodate senior
leadership's requirement that a large body of text be included, yet
avoid a cluttered look by drawing the reader into the ad through the
distant aerial shot, tighter view of the rowing team on the pond and
carefully selected thumbnail images that showcase key programs -
particularly dance and fine arts, earth sciences and mass
communications.
(bottom)
Promote a university's new satellite campus with
language, images and a color palette that are distinct to the campus
(and southwest U.S. geography), yet connected to the parent
university. This full-page ad appeared in a regional economic development
publication. It was published after the college (promoted in the top
two ads) became a university and adopted a new visual identity
including colors, typeface and design elements.
Composing, art-directing, and taking photographs to enhance the quality of an alumni magazine
The
challenge: Ensure that a college and university alumni
magazine has top-quality front and back cover images that convey a
distinct sense of community and people.
The solution: Take pictures that show seasons and campus context; direct the subjects of the shot so they appear comfortable and credible, and take the photo - ensuring that the background includes cues that the image is authentically local and not a stock purchase.
Also view nature photos from Brian's Picasa album.
Translating abstract concepts and competing institutional priorities into summarized brochures
The
challenge: Translate broad concepts into sharply-focused
brochures that serve as conversation-starters and leave-behind
pieces for agency leaders seeking to build community support for
their programs.
The solution: (brochure on left)
- use emotional language and images to show the historic impact of
an organization that provides a rural retreat for inner-city
children.
(brochure on right) - work with organization's
president to translate broad strategies into concrete language and
goals; combine writing and design into a short, scannable piece that
can be efficiently printed in two colors. Ensure that the human
element and life-changing work of the organization is not lost
alongside the high-level language and abstract concepts of a
strategic plan.
Creating and executing a direct mail strategy to increase membership in a regional human service organization
The challenge: Boost YMCA membership in an increasingly competitive environment that includes a growing number of for-profit fitness facilities.
The solution: Create a standalone direct mail piece (instead of a piece that would be stuffed into a mailer along with other organizations' promotions) and purchase monthly mailing lists of new residents to the community; include a punch-out card / free pass to the facility and print calorie-burning statistics on the reverse side to encourage recipients to hold onto the piece and use the guest pass.
Generating high-quality media coverage for human service agencies
The challenge: Obtain positive news coverage for human services agencies operating in a media-saturated New York City and suburban market.
The solution: Seek distinct and focused opportunities for promotion, knowing the appropriate timing and persuasive messages that resonate with reporters and editors.
Below: letter to the editor, written in consultation with the organization's president and subsequently placed in the Wall Street Journal.
Below: pitch letter to "CBS This Morning" news segment that resulted in the text being read on-air accompanied by a photo of the subject.
Below: story placed in Poughkeepsie Journal that used nearly verbatim language from organization's talking points, key message and brand platform. (view article as PDF)
Helping an organization communicate more powerfully and consistently
The
challenge: Help diverse groups of stakeholders (including
employees, volunteers, and business and community leaders) in a
complex human services agency speak powerfully and with one voice
using common language and accurate statistics.
The solution: Create a style guide and conduct training sessions with staff and volunteers demonstrating the value of focused communication. Make enough copies so each employee has one for ready reference.