Investment Management Firm
This global investment management firm has a strong visual identity to help communicate technical information. The look is clean, organized, and modern, which helps to inspire client trust—an absolute must for the financial realm.
Financial Reports
Quarterly and annual reports were designed with a clean layout that incorporated color-coded graphs and charts, as well as spot illustrations that accompanied financial commentary. These samples show an interior layout, two cover concepts, and a spot illustration for cautious bear market investors.
Signage
In addition to its online presence, the firm often hosts investors and potential clients on its Maryland campus. These signs were designed for outlining campus parking, promoting upcoming events to clients waiting in the lobby, and for designating conference areas.
Digital Ads and Web Content
A range of digital banner ads, hero images, and landing page designs were needed for the firm’s continued online presence. An eye-catching illustration or interface can help to bring in new email subscribers and increase app usage.
Print Collateral
Printed collateral also made up a large percentage of the firm’s designed materials, from direct mail pieces to gifts designed to encourage client retention. These samples show the annual calendar designed for the firm’s Asian market offices, as well as a greeting card suite adapted for client life events. The calendar is simple and clean, stands upright to take up as little desk space as possible, and is packaged in a lightweight box perfect for international shipping. The card suite captures the brand’s clean, measured style while still letting the limited-palette iconography do the talking.
Dragon Distillery
Conceptual mockups for a local distillery in Frederick, MD. Materials include a mix-and-match coaster design, tongue-in-cheek menu copy, and posters for event advertising. Designs pay tribute to the owner’s love of Dungeons and Dragons, a theme central to the rest of the distillery’s decor.
Capital Area Modern Quilt Guild
The Capital Area Modern Quilt Guild (CAMQG) uses traditional skills to create quilts with a fresh, modern aesthetic. The Harrisburg, PA group aims to create quilts, support the community, and bolster fellowship among quilters old and new.
Concept sketches for the logo design borrow from the Harrisburg skyline and iconic capitol building architecture, while repeating geometric patterns evoke quilt blocks. The final logo uses colors taken from the Harrisburg capitol dome, plus exciting punches of eye-popping pink and vibrant lilac. The repeating hexagonal pattern is clear, sharp, and recognizable, while still evoking quilting techniques, and typography is kept sleek and simple for a modern look. Additional conceptual mockups for a promotional poster and a raffle ticket show how CAMQG can expand its visual identity into a range of community events.
Emily Israd Books
From publication to online marketing, this contemporary fantasy book series reaches its young adult audience across a variety of media touchpoints. Repeating bird icons, purple hues, and rustic wood elements echo the books’ Oklahoma setting and emphasis on magic. In addition to visual elements, design work included preparing both print and e-book layouts to ensure they were ready for publication through major online retailers.
UX Design: Author Website Before/After
BEFORE (Left):
The author’s original website did not have a clear strategy for what its users should experience on the site (i.e., UX design). A design assessment revealed many weak elements and missing pieces: 1) An email subscription form. However, this is too small to really catch anyone’s eye, and it occurs early in the page, before readers trust the site. Resulting email subscription rates were extremely low. 2) The homepage is focused on blog content, but this should not be the focus of the site. The homepage does not clearly introduce the author, her genre, or her work! 3) Artwork on the homepage is interesting, but is not related to any of the author’s books. Bottom line: this website is confusing for users and a poor marketing tool for the author.
AFTER (Right):
A UX strategy session helped this website turn into a strong piece that benefits new readers and delivers on the author’s long-term marketing goals.
1) The author’s name and the word ‘books’ are visible immediately.
2) The home page was repurposed to showcase reviews, the latest book cover, and demonstrate value for readers above the fold. Blog content was moved to another tab; readers can also visit another tab to read free preview chapters.
3) Social proof: Why should new readers choose these books? These positive reviews from current readers build trust and also position the author’s work firmly in its genre by comparing it to other authors in the same niche.
4) Book cover is visible above the fold: the art is both engaging and relevant
5) A clear call to action: Readers can pre-order the author’s upcoming book right away
6) A clear call for readers to sign up for the email newsletter. Includes the benefits of signing up (free bonus content, giveaways, and latest news). Email subscription rates have already improved and will serve as a long-term marketing tool for the author.
AirBnB Home: Beech Avenue
Branding concept for a cozy rental home. Located on Beech Avenue in charming Baltimore, MD, the rowhouse attracts sophisticated adult travelers who stay for the nearby dining, antique shopping, and retro feel of the Hampden neighborhood.
Collateral pieces are designed to match the whimsical 1940s-1950s aesthetic that defines the home’s interior decoration. The set includes street signage, stationery samples, a trifold welcome brochure with house instructions, and a key fob complete with rowhouse icon.
Focus Fitness
This Denver, Colorado client — a personal trainer — was looking for a simple logo and distinctive business card to have at her side. The logo opts for visual focus with bold type and a bright yellow ring, while the business card itself depicts the local Colorado mountain range — a location that has been a major draw for this trainer’s clients.
Conceptual mockups of creative extras were included to demonstrate how this client can get her training business ahead of the pack! Distinctive mobile apps allow clients to track goals and book their next session, while tanks with bold type and angular graphics take the concept of ‘focus’ wherever clients (or trainer) go. Outdoor races are wildly popular in Colorado; by branding a racing bib, a sponsored 5K race can put Focus Fitness at the forefront of local runners’ minds.
The Alliance for Global Education
This Washington, DC-based organization sends hundreds of U.S. university students abroad to China every year. But when students traveled, many were not reading the travel guide and taxi directions (i.e., the Fall 2013 guide). In this project, old PDF flyers were redesigned into a matching set that was easier to read and use. The new PDF flyers showcase a clear hierarchy for instruction steps, call-out icons for important info, embedded links, and on-brand colors that guide the eye. Reference photos of taxi stands and dorms help newly-arrived students navigate the non-English-speaking environment. The flyers are easier to read, and are much more widely used, as a result!
Alliance work also included creating and updating a wide array of professional PowerPoint presentations. Below: a PowerPoint presentation used to recruit American students to study abroad in China.
Grow Your Mission
This client coaches entrepreneurs (primarily women) who are focused on growing a meaningful business. The symbol of hands supporting a seedling was central to this client’s vision; additional communication materials and collateral were designed to feature this idea of nurturing growth.
In addition to the business card design, additional ideas for branded materials demonstrate how this client can build her brand into something that is eye-catching, cohesive, and attractive to the target audience. Gorgeous yearly planners (complete with bold icons for action) can help her followers keep track of their to-dos and long-term business strategy, while a beautiful website can provide them with a central hub for business resources that are always at the ready. To boost subscribers, this client may also consider offering a smartly-packaged e-book for anyone who joins the site’s newsletter list.
World Affairs Council – Washington, DC
This organization presents top-level presentations, debates, and discussions of global education and international affairs in the Washington metro area. The design work here showcases samples of Chinese language lessons, as well as an online YouTube series conceptualized and launched by the designer to complement WAC-DC’s international education broadcasts on MHz TV.
Emily Heron: Illustration and Design 