Yes, I have a Master's Degree in Publication Design from the University of Baltimore, but my love of pub design started at the age of 16. I give credit for my career choice to my 11th grade teacher who made me Layout Editor of my high school yearbook. It was fun. It was cool. It came naturally. I am one of the lucky ones to have had a clear vision of my future from such a young age. And, some 20+ years later, my love has never wavered. From Editor-in-Chief (senior year) to Art Director to Principal/Owner of my own design firm. Thanks Ms. Belinko for believing in me and changing my world.
So, while I'm reminiscing, here are some random spreads from the archives. Just for fun.
Let's start with my baby, Harford magazine. In 1999, I had the privilege to work with a team (Art Director, me, Editor, Ted Hendricks, Advertising Manager, Marianne Pfeiffer & Photo Editor Matt Button ) to create a new publication for Harford County. For ten years I had a blast. From brainstorming content to designing every page to art directing the photoshoots and working with Editor Gina Kazimir, it was one of the highlights of my career to date. I wish everyone such a joyful and fulfilling work experience.
The basic principals of design can be applied to any project.
In this case, it's interior design. I just finished creating a vertical playground on my living room wall. I used Ikea shelving and a contrasting paint color to create not only a cool graphic visual, but a paradise for our rescue kitties.
This is Gracie. She was rescued from a feral colony. She and her sister Callie are now fully socialized would love a new home together. If you are interested in fostering or adopting a kitten or cat, please send me a message or contact Arden's Arc Animal Rescue or Charm City Animal Rescue on Facebook.
A single message is well worth the investment.
Often an advertiser will try to get what they think is the most bang for their buck by putting way too much information in an ad. They want to include every product, sale item, selling point, etc. This only serves to overload the reader and create a "grey" that is not visually appealing.
By using only one message (with perhaps some related sub points), the call to action is clear. In this case the headline also serves as art with it's distinct font. With the combination of the glass of wine and the simple bold headline, it's very clear to the reader that wine is the featured product.
White space rules. The negative area in design is called white space. Incorporating white space, gives the eyes a place to rest and directs the focus to the lead image or headline. This technique is often used in single message advertising.
A logo alone does not a brand make.
Developing a brand includes every aspect of your business. From the essential logo and business card, to the office design and the corporate attire. This established and well-liked dental firm had been operating for years with no identity at all. When the owner decided it was time to give the office a fresh look, he was smart enough to know that some new paint on the walls was not enough to draw new clients. So, we worked together to build a "brand". I could go into a lot of detail, but I'll keep this short. Over a period of many months we worked together to:
• Evaluate the existing patient base as well as the market expansion potential
• Define the purpose and tone of the business
• Develop a strong identity to support the new "face" of the business and it's goals
The outcome was an extensive overhaul resulting in a new brand, supported by: logo, business card, letterhead, appointment card, reminder magnet, marketing giveaways, embroidered lab jackets for the staff, exterior signs, advertising campaign, interior design, website and social media venues.
In this case the client wanted to establish a professional, but welcoming tone. Because the office is located in located in a small, waterfront community they wanted to incorporate a recognizable symbol and utilize a predictable, yet effective "watercolor" palate. The ultimate goal was to develop a brand that was appropriate for the community in which the business operated while presenting a professional, accessible and welcoming vibe.
Sometimes pictures speak louder than words.
In this brochure for a commercial rental property company, the images drive the piece. Instead of lengthy descriptions about the available features and uses of the office space, the information is presented in a concise and visual manner. With images of the facilities and short, bulleted descriptors, the design is user-friendly and easy to navigate. Also important is the location of properties. So, the addresses, map and proximity to key points of interest are highlighted for a quick reference. And lastly, the offices are located in a recently renovated area of a small town. So leading with people images, particularly outdoors, injects warmth and accessibility to manner in which it's presented.
These days people are so busy, so you must book in advance.
A simple "Save the Date" postcard or .pdf sent via email will do the trick. While often used for any occasion, if your event is more formal, like an evening wedding, it's a good idea to send a Save the Date card in an old fashioned envelope. Email is fine for a more casual event, like a birthday party. In this case, the bride and groom opted for a playful and colorful postcard to reflect both their personalities and the NYC destination wedding.
It may start with the invitation, but creative and consistent collateral design provides continuity to any event.
Begin with the basics. Select a color palate, font and image(s), then carry through one or more elements on each piece for a cohesive look.
In this case, a Bridal Shower aka the Bridal Soiree, the bride loved 2 things: Paris and the color fuchsia. So, each individual component related to those 2 elements. From the postcard invitation & name cards for the guests to game cards with trivia questions about the bride and place holders for the table… all the printed items were "like", but not cookie cutter duplicates.
Beyond the print, the theme continued to the guest's attire, the interior design, the music and more. The guests wore black, the bride wore white and everyone was invited to don fuchsia accessories. The air was filled with French love songs and the table were set like a cozy bistro in Paris. From the menu with steak frites and custom created fuchsia cocktails to the candle holders and flowers, the event was magnifique!
