08 April 2014

Promotional Design for Library Speaker Event: Kimberla Lawson Roby

45x45 inch large format display poster.
A standard 8.5x11 inch page 
accommodated space for four handbills.
Author Kimberla Lawson Roby spoke at the Alachua County Library District in January 2013. A variety of marketing collaterals were used to promote the event, ranging from print, online and television broadcast advertisements, posters and signs, leave-behind handbills, and an invitation image to be used in email blasts.

The publicity materials utilized a consistent design style of the author's photo along with covers of books from her Reverend Curtis Black series.

A public service announcement advert also served 
as an image embedded into an email invitation.
Promotional collaterals created to promote 
this event:

250 quarter page handbills
30 8.5x11 signs
1 newspaper print advertisement
1 website banner advertisement
1 public service announcement (PSA) advertisement
1 email invitation image
1 45x45 inch large format display poster

A website banner ad followed in the style of the print collaterals.

05 April 2014

Promotional Design for Library Speaker Event: Author Bill DeYoung

45x45 inch large format display poster.
One of two print advertisements.
Author Bill DeYoung provided two good quality images of himself and his book cover for use in promoting his author event at the Alachua County Library District in January. 

By "good quality" I mean sufficient for a decent print reproduction quality at the size the images are would be seen. Image quality is determined by two factors: the resolution of the image (for example, 72 pixels per inch or "72ppi" is sufficient for digital media reproduction but not printed documents, whereas printed documents reproduce better at higher levels such as 300 dots per inch or "dpi"; a suitable number is dependent on the scale you might adjust the original sized image to).

In DeYoung's case, both his book and headshot images were low resolution 72ppi images, but the dimensions were 11x16.6 inches and 6.6x10 inches, which allowed them to be scaled up larger without significant noticeable image degradation for the size I wanted to increase them to. A third image of the bridge I used in the web banner was also a higher quality image at 7x3 inches, 96ppi. The higher quality of image sizes ensured a higher quality visual image for each promotional piece created.
An 8.5x11 inch page provided 
space enough for four handbills.

Promotional materials created for this author event included:

One 45x45 inch large format display poster
One website banner ad
Two newspaper print advertisements
100 quarter page handbills for Headquarters Library
100 quarter page handbills for two libraries

Library website page banner ad.

29 March 2014

Marketing Design for Black History Month 2014 Library Events

Base theme design that would be applied whole or in part to other corresponding event collaterals.

Web page blog icon.
Every year, the Alachua County Library District puts on an array of programs and events to celebrate Black History Month. Marketing and design helps to support that effort through the creation of a variety of publicity materials. My first order of business in developing a visual theme for the celebration is to refer to The Association for the Study of African American Life and History (ASALH), headquartered in Washington, D.C. which sets the annual national theme for Black History Month. The association's mission is to promote, research, preserve, interpret and disseminate information about Black life, history and culture to the global community. You can read more about the ASALH here: www.asalh.net, and for an annual listing themes, here: http://asalh.org/blackhistorythemes.html.

Website home page banner ad would be 
used to promote all associated events.
The 2014 theme was "Civil Rights in America" so I focused on collecting images of three symbolic things relating to two key moments in a 100-year span of history related to the government's recognition of these rights: the Supreme Court building, Abraham Lincoln (in reference to the Emancipation Proclaimation of 1863), and finally Martin Luther King, Jr. shaking hands with then-president Lyndon Baines Johnson at the 1964 signing of the Civil Rights Act bill.

I was able to assemble these photographic images overlaying each other, then add a background of radiating light rays, stars and stripes and typography to create a few different arrangements for the various collaterals needed.

Television Public Television Announcement.
Projects included:
General quarter page handbills
350 General 8.5x11 inch event list flyer
1 General television PSA
1 General celebration webslide
1 General celebration blog icon
1 General newspaper print ad
250 Dance event quarter page handbills
1 Dance event 11x17 inch poster
45x45 inch large format display poster.
Final 45x45 inch display poster installed on site.

15 December 2013

Promotional Design for Library Fundraising

Our Library Foundation and Friends of the Library organizations are incredibly generous groups of people who provide considerable financial assistance to the library district. So whenever I hear that they are in need help developing marketing materials that in turn benefit the library, I always encourage them to first ask if I can provide them with creative services before they entertain the thought of looking elsewhere. Having them work with me not only saves the Foundation and library district money, but it also allows me the opportunity to monitor and maintain a certain level of quality control while seeking to provide continuity in their communication collaterals.

Updated brochure design exterior (top)
and interior (above).
In the past I've had the pleasure to design fundraising brochures and flyers for the Foundation which you can see here http://librarygraphicdesign.blogspot.com /2012/07/library-foundation-brochure.html. Later, when they wanted to create additional fundraising collaterals to promote its donor program which features a large etched glass pane called the "Katherine's Tree" at our Headquarters Library, I suggested for  purposes of reinforcing their brand recognition that they continue using the design sensibility already established in the other recent fundraising materials I created.

Views of an older brochure exterior
(above) and interior (below) that
predated my redesign.
For this project, the Foundation wanted to create an 8.5x11 inch page and a 20x30 inch poster to illustrate the Katherine's Tree glass etching. An initial idea by the client was to have a photo shoot of the 20 foot high etching which would involve an elaborate set-up to hang large fabric behind the etching, shoot without any additional lighting, and hope that there would be no flash hot spots or glare to contend with. The fall back would be that extensive Photoshop work could save the day. All this and before I forget to mention they were mildly in a hurry for it too.

I could see that such a photo shoot plan would require such a considerable amount of logistics, manpower and production time that I suggested instead to use the photo I had already shot and used in the existing brochure, remove the etching portion of the photograph and replace it with a vector redraw of it using Adobe Illustrator. To demonstrate how much easier and less time consuming it would be, I spent about 15 minutes of time to do exactly that and showed my Foundation contact that I'd already finished about 10% of the etching with very little effort and without all the complicated and non-guaranteed photo shoot results. Not only that, but by creating the graphic portion of the tree using Adobe Illustrator, it ensured that the line work in the image would be pristinely sharp and clear—even modifiable at a later date if needed—at any size big or small that they would want to use it in the future, unlike the pixel format of a photographic image. 

Sales job done, it was agreed upon and I went to work. I had a proof for the Foundation to review in less than three days to check for counting the tree leaves which needed to be numbered and approved for the order in which they would be viewed. The initial request was to number all the leaves from top to bottom, right to left, but due to the uneven, non-uniform arrangement of the leaves, I chose to utilize a sweeping path that attempted to keep every leaf butting up against the numbered one preceding it—or as close to it as possible. This way, leaves in groups of 10s might appear in clumps together, rather than in unevenly spaced, bumpy lines that attempted to force readers to try to read it like a book.

With the number grouping strategy approved, I cleaned up the design and saved the image in three different ways for using: 1) a straight black and white etching image framed by the colour photo, good for reproducing at a small scale as a graphic that individual leaves could be identified later by hand with highlighter markers; 2) colour-coding leaves in groups of 10s to assist in locating numbered groups faster and more conveniently; and 3) the straight black/ white graphic tree laid overtop of a ghosted back image of the original background. This would help communicate that the Katherine's Tree is a see-through glass etching and it would also give the illustration a little more sophistication. It could be used at a larger presentation scale and look better than the straight black/white or colour-coded graphic versions that were intended to be more utilitarian for reference and marking on.

Delivery of the project only took a couple of weeks. A single 20x30 inch poster was printed using my large format printer and them mounted to foam core board. They would display the poster at events where they would have multiple person audiences. For their 8.5x11 inch pages they would use as handouts and mailable inserts, all they needed were the three digital images; they would place those images onto Microsoft Word or Publisher pages they would create language content for and maintain themselves. 

29 November 2013

Bookmobile Rebranding Campaign

Roadside directional yard sign displays the rebranded identity logotype treatment
Two PSA ads (top,
middle), and print ad
In May of 2013, our library's Outreach department asked the Public Relations and Marketing department to help them explore ways in which that the library could increase community awareness of its Bookmobile service and in turn increase attendance at the locations where the two Bookmobiles stopped throughout Alachua County in Florida.

The Outreach department originally asked for the rebranding campaign to be delivered in 30 days, but as a single-person design department that produces between 60 to 130 per month for the library district, I had to tell them that wasn't feasible. They wouldn't even have written their survey and received any results back by then anyway. So it was suggested we develop the campaign over the summer months and see if everyone was ready by start of the school year in September. In the end, even though the design component of the campaign was ready for roll-out by September, the official roll-out held off until the first of December.

The outcome of our planning resulted in developing a survey staff could use to receive essential feedback back from patrons; another outcome was for the Creative department to re-envision and develop an entirely new visual identity and set of communication collaterals the Bookmobile could use to promote itself. 

Half page size
schedule handout
For creative development, I first identified a thematic direction I wanted to explore: using a "road sign" style of presentation for the identity of the Bookmobile to strengthen its connection between the service and where one would associate seeing it—out on the road. A colour palette, typographical style, and shapes consistent with roadway signage would be used. To me, the choice seemed completely natural and obvious to pursue. We allowed time during the summer for surveys to return in order to provide feedback on patron's current awareness of the Bookmobile services and what additional ways the service could be tailored to met their needs. Meanwhile, I moved forward to develop a new visual identity and strategy for communications materials.

I developed a logotype for "The Bookmobile" that would become the new brand identity of the service. It would use bold italic white lettering on a green background that would include a directional arrow of the same green background colour. The arrow stem would horizontally bisect through the center of some of the letters, allowing its arrowhead to prominently terminate in the center of the "o" of the "mobile" portion. So in essence, the italic logotype with the bisecting arrow would reinforce the connotation that books were on the move, going mobile.

Half page handout
To help viewers of the logotype better make the connection between it and the library, I next wrote a tagline to be included under the logotype that would need to be consistently worded as an integral part of the identity: "We're driven to bring you the Library!" In this way, "book" would make the connection to "library" while "driven" connected to "mobile." I thought it not only clever, but essential to weave in as much literal and subliminal interconnectivity as possible into the branded logotype. Each component of the logotype would work to strengthen and reinforce the whole by further defining it. To accommodate for different presentations of the identity when necessary, three basic variations of the identity would be utilized: "The Bookmobile" logotype both with and without the tagline, and also a version of the logotype with a heavily outlined profile view photo of the Bookmobile positioned over the logotype lockup.

8.5x11 inch sign style
To further link the Bookmobile service to its mobile environment, online and print advertisements as well as other collaterals such as physical signs posted both inside and out of the Bookmobile would all utilize the appearance of roadway signage. I identified and developed three different themed channels to speak to: 1) target audiences such as students, seniors, families; 2) service attributes that could play off of vehicle signage language such as the deliver, reserved, accelerate; and 3) lifestyle issues such as gasoline and financial savings, time and locality convenience.

Mock-up of a key chain that
was actually manufactured.
Advertising and signage language was written both to provide essential factual information as well as to draw from their theme connections. Clever and playful wording was also infused into the messages in an effort to not only identify essential factual information but also to interject a small dose of personality into it. In the end, a few final signs were selected from each channel, knowing that future signs could potentially tap into any of the themed channels as needed based on what issue or audience they wanted to address. Two different sizes of each sign design were created: full page 8.5x11 versions for posting on walls and half page versions for handing out to the public as leaflets.

Interior sign for librarian desk
pass-through area
A few additional promotional pieces were developed to further assist in the rebranding awareness campaign: roadside yard signs that directed traffic to the Bookmobile stops; a sandwich board signs to be placed outside the vehicles that incorporated the new identity at the top and left open space below for changeable event-specific posters and information; vinyl adhesive labels applied on the Bookmobile truck doors; a key chain sporting the new Bookmobile identity; bumper stickers that could be displayed either on the Bookmobile and / or on private passenger vehicles that wanted to promote awareness of the service. 

Web site banner ad
The only thing that couldn't be altered at this time was the vehicle wrap that would have to wait until its material life span ended and need replacement. But once that time came, a new design would be developed and implemented which would then also be applied to the other associated identity elements.
Creative for bumper sticker
styled bookmarks
included over 30 choices. The
final single one chosen is
the one at bottom.

The complete campaign included creation of the following collaterals (and number printed):

Roadside directional 24x19 inch yard signs (3 versions, 6 each)
PSAs (2 versions, each used)
Print ad (1)
Sandwich board top 23.5x12 inch signs (4)
Half page schedule handbills (100)
Half page promotional handbills (4 versions, 100 each)
8.5 x 11 inch signs (25 created, 4 versions used, 50 each)
Key chain 3x.875 inch pad (250 manufactured by outside vendor)
Interior Bookmobile signs (4 created, 0 used)
Interior Bookmobile shelf collection signs (22 versions, 0 used)
Web ad banners (2 versions)
Vehicle cab door 25.5x8 inch adhesive signs (4)
Bookmarks (30 developed; 100 of 1 printed)
Bookmobile staff business card (1 version, unused)

03 October 2013

Marketing Design for Graphic Novels Author Events

A large format poster publicized the series of library visiting author events.
Library website banner ads featured single or combined authors.

During the month of October, the Alachua County Library District Headquarters Library will host six different events featuring visiting graphic novel authors, two of which who will also be participating in the local Florida Writers' Festival in Gainesville. Publicity for the library events included creation of a 45x45 inch large format display poster installed at Headquarters Library; two print adverts published in the local newspaper; and two library website banner ads. For extended application, the green panel for author Andrew Nichols was also delivered as an independent image to a librarian who planned to create her own event-specific signs and handbills.

Images used to create the publicity designs included head shots and book covers supplied by the authors. Detail areas from public domain illustration and custom-created textures were also used. Inspiration for the design styling came from researching common graphic design elements used in comic books and graphic novels. The design process included work created and/or modified using software from the Adobe Creative Suite: Photoshop, Illustrator and InDesign.

28 September 2013

THINK... Autumn Library Newsletter

Television Public Service Announcement
promotes the arrival of the library newsletter.

A blog icon is used
on library website
as a hot link to find
the download page.
The library's free Autumn newsletter issue of THINK... arrived in October. The issue covers quarterly news and over 800 scheduled events from October through December. A printed edition of 2,750 copies is delivered not only to all twelve library branch locations but also to select non-library businesses to extend its reach further into the community. Online copies are also available on the library's website at, http://aclib.us/news. This issue's visual theme uses both public domain and local library event photography to depict patrons reaching out to make connections at the library by discovering and participation in any of the many library events and services.

Development for the newsletter begins by having library staff enter their upcoming quarterly events into the library's electronic calendar system (called Evanced--presumably for "Electronic Advanced") during a 30 day period before it is collected prior to beginning the editorial production process which in turn begins an additional 30 days prior to delivery of the printed publication. Evanced entries are the same listings seen by the public on the library's website calendar of events. They include event name, time and date, branch location, age group specifications, and descriptive information about the event. 

Once the comprehensive, district-wide Evanced listing gathered, an issue theme is developed based around a common association of events and feature article writing assignments are issued to appropriate staff for creation of written content. During the same time that content creation is taking place, the comprehensive event listing is also electronically copied and flowed into the newsletter layout for styling and fitting. Design development is also simultaneously underway to source for photography and illustrated images. Once story content is submitted by writers and edited, it is flowed into the articles pages for styling and fitting. A full-page design proof is submitted to all content editors to review and make comments on, then final revisions are made before sending to the printer. Printing takes an additional 5-10 days before receipt of the final product back to the design department for separating and onward shipping to the twelve district libraries and local businesses.

Newsletter cover appears on library website news page 
as a hot link to download a digital version of the 
print document.