Digital Publication Design
This body of work was developed in an academic environment and is based on a client of my choosing, the Whole30, to demonstrate my digital design and publication ability. Since 2009, millions of people have completed the Whole30 and changed their lives and relationships with food. I have personally been inspired by this short-term nutrition reset and the long-lasting changes it can bring. For that reason, I chose to use the program to create design samples including a tri-fold brochure, trade show banner and infographic.
Synopsis: Changing your diet, let alone your life, can be an overwhelming prospect. With this brochure, I sought to offer an easy introduction into the program. By using clear and simple design, the right images and engaging calls-to-action, I was able to create a positive consumer piece that invites the reader to learn about the program without overwhelming them with rules or restrictions.
Software and Skills: Adobe InDesign CC; Adobe Photoshop CC; including hand-drawn elements such as custom quote marks; creating QR codes; and playing with shadows to give dimension to the piece; Adobe Color CC
Requirements: 11″ x 8.5″; Must have dominant heading and graphic element that clearly matches the focus of the publication; include a mailing panel or an “About the Company” section; and photos and illustrations to compliment the design. The overall piece must use appropriate design elements, such as color, white space, bullets, headings, rules, boxes, text wrap, and extra leading to answer the who, what, when, where and why of the intended message. Text and graphics should guide the eye throughout the publication.
Notes: This piece was developed to be distributed in-person in a trade show environment. The program logo and branding are subtle in a sense, as the primary focus is selling the idea that a new way of eating can help change your life. Other elements of the trade-show booth, such as table cloths, t-shirts of staff and logoed giveaways, could drive home the point that the Whole30 is the best way to do that.
Synopsis: How do you capture the attention of a potential customer at a busy trade show? How do you cut through the noise? How do you make a dietary reset seem like an exciting opportunity rather than just another diet? With this banner, I aimed to create an attractive but attention-getting visual display that would cause a passerby to stop and contemplate the impact of the Whole30 on their life.
Software and Skills: Adobe InDesign CC; Adobe Photoshop CC; Adobe Color CC
Requirements: 33.5″ x 78″; Incorporate certain design and typographical elements that tie together a brochure and trade-show banner. While not identical, they should feature similar colors, types of photographs and typography. The banner must also include a working QR code strategically placed in design.
Notes: This large-scale project was a fun challenge and an opportunity to think thoughtfully through the specifics of how the piece would be consumed. An earlier draft, for instance, had the required QR code nestled nicely in the lower, right corner. It was attractive but would have required users to squat or sit on the floor to reach it! I was able to edit the design to be more user-friendly for an actual trade-show floor.
Synopsis: It’s not just trade-show floors: Social media has it’s own noise and clutter to cut through, too. With this infographic, I aimed to create a graphic that would easily be repurposed and shared on Pinterest pages and Facebook feeds.
Software and Skills: Adobe InDesign CC; Adobe Photoshop CC; Adobe Color CC; data collection, hand-drawn custom charts and vector graphics
Requirements: 11″ x 23″; The infographic features a color scheme that has matching the overall branding concept of your client. At least one custom font has been downloaded and incorporated into the design. The infographic has a bold headline, at least four different pieces of data presented in four different ways, “chatter” that explains what the graphic is about; callouts that provide details of specific elements; source line and byline.
Notes: This was one of my favorite projects to create because I enjoy the combination of narrative copy, data and visual presentation to communicate a message. This required several different data sources to tell the story of why “diets don’t work.” I believe that’s part of what makes the presentation so effective. The average reader might not have found all of the different data points on their own, but by combining them in a single, sharable infographic I was able to create a more informative and impactful piece of content.