Duration: Sep 2009 – present
Client: Harland Clarke, Vericast, Checks in the Mail, iPrint, Expressionery, NDA
Role: Graphic Designer
Mediums: Photography, Adobe Photoshop
I have worked with many stakeholders, clients and teams to create unique, web banners/buckets and email ads, tailored to the specific look/feel and styleguides for each design. I see each as an exciting challenge and opportunity to let my creativity shine. There are many things to consider from color palette, mood, messaging, typography and more. Sometimes the asks are straightforward as a piece of an existing umbrella campaign, and other times it is a complete ground-up task.
Before layouts or mockup work can commence, it is vital to have a kick-off meeting with stakeholders / marketing team to identify the intended target audience, review marketing personas, discuss inspiration, details, budget, specs and review any precedent pieces from previous campaigns. During this phase, everything from mood boards, to a list of keywords to convey the overall emotion, and inspiration is helpful.
Sketching or story boarding
If the initial research is enough, I can already begin to formulate a vision in my head for the general direction of the piece(s). Knowing the specs to optimize for is extremely helpful prior to this phase, as I often begin to formulate what type of in-house photography or illustration work will be required for square, vertical or horizontal formats.
With close client and team collaboration, I am able to minimize revisions and and maximize results. In some cases, I have had to communicate with an outside third party such as a legal team for licensed work, or a representative for an original artists consent of use but turn around times for their reviews are typically built into the project timeline up front.
Final Deliverables and Lessons Learned
Below are a few of the email and web banners/bucket advertisements I have formatted in the past. There is not a perfect equation on how to create web or email graphic, but there are some elements of design that can steer you in the right direction. Most of these pieces have an emphasis on call-to-action (CTA), contrast for ADA compliance, balance, eye-movement, white space, and a basic visual unity for a cohesive look.
Disclaimer: The thoughts shared in this blog are solely my own and do not represent the perspectives of my professional relationships or clientele.