Tuesday, August 1, 2017

Taking Ownership

Successful people don't wait for opportunities to come--they look for them.

As a designer in a small marketing team that serves the whole U.S. and Canadian Arabian horse world, I have plenty of projects on my plate from ads to show programs, but I also love digging up old projects and breathing new life into them.

One of the older company materials I am working on as a self-initiated project is a re-brand of the Discovery Farm ad campaign.  For the past year, my company has been using one graphic for all it's materials on this campaign.  It wasn't a bad ad, but it's been around.  People know it, and when you use a single graphic that extensively for that long, people just as quickly ignore it.

Time for a face lift.

As with the other advertising campaigns I redesigned, the first step was to freshen up the colors.  Out with the bright orange, in with a purple very complimentary to our official people, and more particularly a shade that has proven to be successful with our youth members.  Since the majority of our members are retired and aging, these ads needed to resonate with the next generation, so this shade of purple was key.


Next was the logo.  The Discovery Farm logo is just one of several AHA sub-brands, and so a drastic overhaul would have made it unrecognizable from all other AHA programs.  Instead, the new colors and some tyographic contrast was introduced through the use of Futura Heavy with Futura Regular (the old logo only used Futura Regular).

And finally, the layout was "fixed." The big floating word of the old ad was retained and confined to either the upper or lower thirds, the logo never moves from it's centered bottom, and the call-to-action was restricted to two short sentences.  To further refresh this campaign, I wrote all the call-to-actions, driving home key points about why our breed is special, why it should be preserved and, more importantly, why young people should choose them as their breed of choice. A touch of Melior, a handsome serif typeface, was used in the body copy to further introduce some typographic contrast.

Next step--bringing these print ad concepts into the digital world with web ads and social media graphics!

Tuesday, April 4, 2017

I Have An Equine Apparel Line! :)

Of a sorts, that is.  My company partnered with Awards Recognition Concepts to create a new line of silkscreen and heat press apparel to sell at our annual shows (we hold five large shows for youth, distance, sport horse, United States and Canada).  Here is a look at the selected shirts and some of the process behind them.

And some optional promo items that might go into production as well.

Thursday, March 2, 2017

New Year, New Job

Sometimes five-year plans get broken, but luckily for me it broke in a good way.  I didn't think I'd land a dream job a year after graduating college.  I exchanged car audio for an industry I have been passionate and knowledgeable from age 10 and so now I am designing for the horse industry in a little hip town called Denver.

My primary focus is publications, advertising and apparel. I am the lead designer of the four large show program books and the annual rulebook while assisting with layouts for the bi-monthly member magazine, which has been a multi-year award winner (pictured is the first spread I designed, hot off the press).  Photography, illustration, drawing and printmaking skills all play a part in my projects here and I couldn't be happier.

I can't wait to share more with you. In just two months I've gotten more portfolio work from this new job than I had from a whole year at the previous job. I've never been more inspired.