Category Archives: SKILL

WordPress Site . Arrowhead Lodges

BRIEF

Design, populate and launch a main website to attract tourists.
Produce photo-rich sub-sites for each rental home.
Provide another sub-site to market to home owners.

Category = Graphic Design / Web


 

[columns indent=”25″ bottom=”25″][column]

CLIENT

Arrowhead Lodges

[/column]
[column]

PROJECT TITLE

Arrowhead Lodges

[/column]
[column]

DESCRIPTION

Websites

[/column]
[/columns]
[columns indent=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
GRAPHIC DESIGNER
PHOTOGRAPHER
WRITER
WEB MASTER[/list][/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
DREAMWEAVER
PHOTOSHOP
LIGHTROOM
ILLUSTRATOR
CANON DIGITAL REBEL SLR[/list][/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
Arrowhead Lodges
Laketop Lodge
Sweet Dreams Lodge
More about the Branding[/list][/column][/columns]

SOLUTION

WEBSITE                                                            SUB SITES

Fun Facts

[list style=”unordered” type=”type7″]
Each vacation home has its own “something-something” Lodge domain, in keeping with Arrowhead Lodges’ theme.
Using multiple domains pointing to one domain makes managing many sites easy, while increasing SEO exponentially (since no content repeats).
The site, overall, functions extremely well, and — despite the small inventory of homes –Arrowhead Lodges enjoys organic, first page ranking for nearly all relevant searches in most search engines — often topping major competitors like VRBO, AirBnB and Flipkey.
[/list]

SAMPLE WEB PHOTOGRAPHY

EXTERIOR WIDES . LAKE ARROWHEAD

EXTERIOR MEDIUMS . SWEET DREAMS LODGE

Fun Fact

[list style=”unordered” type=”type7″]
This home owner does set design, and the kids love this vacation rental.[/list]

INTERIOR MEDIUMS . RIM OF THE WORLD LODGE

Fun Fact

[list style=”unordered” type=”type7″]
Without the employment of HDR (High Dynamic Range) photography techniques, this shot, showing both the interior of the room, and the patio and trees at the same time, would not be possible.[/list]

INTERIOR CLOSE UPS

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Planes . Anatomy of a Disney Film Campaign

BRIEF

Fashion several ad units using the key art from Planes; including Flash Countdown.

Category = Graphic Design / Layout / Advertising


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Fandango and Disney

[/column]
[column]

PROJECT TITLE

Planes

[/column]
[column]

DESCRIPTION

Web + Mobile Ad Campaign

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
GRAPHIC DESIGNER
FLASH PROGRAMMER
VIDEO EDITOR
[/list]
[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
AFTER EFFECTS
CELTRA 3.0
FLASH
PHOTOSHOP
QUICKTIME PRO
ILLUSTRATOR[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
Planes
[/list][/column][/columns]

SOLUTION

FLASH COUNTDOWN

The file’s animation may have completed before you scrolled down this far. If so, refresh page to see it.

Fun Facts

[list style=”unordered” type=”type7″]
Disney responded well to this unit, even asking if I could animate the propeller, which I did using a repeated triangle shape that was blurred under a mask.
Flash is such a great medium, but the hardest part is figuring out how to keep file sizes (aka “K weight”) small.
[/list]

IPAD EXPAND UNIT

How They Look:

How They Work:

Fun Facts

[list style=”unordered” type=”type7″]
I designed these using Adobe Master Suite, then broke them into smaller parts (buttons, background, video inset, etc.), and programmed their functionality using Celtra 3.0. They were then trafficked in-house by our Ad Operations team.
Interestingly, Fandango only currently sells iPad ad units. No other tablets get our ad dollars.
We produce multiples of all these types of units with differing date messaging, like “In Theaters Friday” and “Now Playing”.[/list]

MOBILE PRESTITIAL

Fun Facts

[list style=”unordered” type=”type7″]
I designed these units in three sizes for Fandango’s three supported mobile platforms (iOS, Android and Mobile Web); then programmed them using Celtra 3.0.
These units take over the mobile screen for a few seconds, then disappear. We do a lot of them.
You can find more of my prestitial examples here.
[/list]

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Ad Campaign . Orange Julius

BRIEF

Create an Orange Julius ad campaign for Dairy Queen, on Fandango.

Category = Art Direction / Campaign


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Fandango and Dairy Queen

[/column]
[column]

PROJECT TITLE

Dairy Queen / Orange Julius Smoothie Shop

[/column]
[column]

DESCRIPTION

Website and Mobile Ad Units

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
GRAPHIC DESIGNER
MOBILE PROGRAMMER
[/list]
[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
CELTRA 2.0
PHOTOSHOP
ILLUSTRATOR
INDD[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
Fandango
[/list][/column][/columns]

SOLUTION

SKIN AND IN-SITE RESTAURANT LOCATOR

Fun Facts

[list style=”unordered” type=”type7″]
Normally clients provide all the art direction for a campaign. This was an unusual situation wherein I was involved from conception to pitch to execution. I grabbed nearly all content from the Orange Julius website, and arranged it.
The skin’s duplication of the hero graphics on either side was against my suggestion. That doesn’t make it wrong.
The restaurant locator embedded in the site was an in-house first. I was honored to be able to design the look and feel. See below for TAB A and TAB B.[/list]

MOBILE BANNER-EXPAND RESTAURANT LOCATOR

Fun Facts

[list style=”unordered” type=”type7″]
This may be one of my favorite projects from the standpoint of crafting both the form and function of this banner-expand ad unit.
This, too, was a Fandango in-house first. I had the distinct pleasure of working hand-in-hand with Fandango’s AdOps Department to design, program and implement this campaign using Celtra 2.0.
The falling locators design for the Loading Page (shown here in the middle) turned out to be a lucky discovery… as this graphic approach translates well across all clients.[/list]

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CoBrand Site Skin . Gillette . Man of Steel

BRIEF

Create a cobranded skin with integrated leader board for Gillette’s Man of Steel campaign on Fandango.

Category = Graphic Design / Layout / Advertising


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Fandango

[/column]
[column]

PROJECT TITLE

Gillette – Man of Steel CoBranded Site Skin

[/column]
[column]

DESCRIPTION

Website Advertisements

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
GRAPHIC DESIGNER
[/list]
[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
PHOTOSHOP
ILLUSTRATOR[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
How Does He Shave?
Fandango
[/list][/column][/columns]

SOLUTION

SKIN

Fun Facts

[list style=”unordered” type=”type7″]
First… for those who may not understand the term, “skin”; it is the part of the website that extends out from underneath the main site… usually up above and to the right and left of the content. In the above example, the Fandango site, with Summer of Action theme (not mine), is the content in the boxed center. The outsides of that are the “skin”.
Surprisingly, I had a lot to do with this design. Given various images, I was tasked in the 11th hour to produce a cobranded skin, along with additional ad units, for this unusual-but-fun campaign.
What is a cobrand, you ask? It is when two advertisers share the message. In this case, Gillette and the film, “Man of Steel” joined forces with a “How Does He Shave?” campaign that drove users to a mutually-created How Does He Shave? landing site.
I masked Superman from the sky in the original photo, and placed him over this texture, drawing in stark shadows for the cape and razor. I think the razor is too big, but most folks I spoke with were fine with it. I am happy with the button I created, an homage to the S glyph.
This comprehensive blanket campaign reached into every media known to man (steely, or otherwise). Here are the accompanying ad units I produced:[/list]

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Miller 64 . Top 64 Guy Movies of All Time

BRIEF

Create a Fandango-sponsored Facebook Landing Page for this Miller 64 sponsored movie contest.

Category = Marketing / Social Media


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Miller 64

[/column]
[column]

PROJECT TITLE

Top 64 Guy Movies of All Time

[/column]
[column]

DESCRIPTION

Facebook Contest

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
GRAPHIC DESIGNER[/list][/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
PHOTOSHOP
ILLUSTRATOR
FLASH
GRAPHIC ELEMENTS
– From client
[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
Miller64 Facebook
Miller-64 Flash Unit[/list]
[/column][/columns]
[columns indent=”25″ bottom=”25″]
[column]

PROCESS

Riffed off of the Miller 64 logo.

[/column]
[column]

 

 .[/column]
[column]

 

 

[/column][/columns]

SOLUTION

DIGITAL LANDING PAGE

MATCHING FLASH COBRAND STORYBOARD (BELOW)

The file’s animation may have completed before you scrolled down this far. If so, refresh page to see it.

Fun Facts

[list style=”unordered” type=”type7″]
This was a successful contest; though, it was determined later that 64 contenders might have challenged the user more than necessary.
This promotion required an age gate.[/list]

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Prestitials for Mobile

BRIEF

Create interactive mobile media pages for Fandango’s iPhone, Android and Mobile Web apps.

Category = Advertising / Digital


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Fandango’s Movie Studio Advertisers

[/column]
[column]

PROJECT TITLE

Multiple Film Titles

[/column]
[column]

DESCRIPTION

Prestitial Takeovers

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
GRAPHIC DESIGNER[/list][/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
PHOTOSHOP
ILLUSTRATOR
CELTRA 3.0
GRAPHIC ELEMENTS
– From client[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
Download the Fandango App![/list]
[/column][/columns]
[columns indent=”25″ bottom=”25″]
[column]

PROCESS

We get the layered files from the studio and, using their art, rearrange and add buttons to the units.

[/column][/columns]

SOLUTION

CATEGORY EXAMPLES

Fun Facts

[list style=”unordered” type=”type7″]
There is nothing more fun than getting to explore layered psd files from all the various studios we get to work with. Some are so impressive (hahaha, but not all).
These prestitials are usually one of several units in any studio’s campaign; other units might include iPad Expand units, skins and site ads.[/list]

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Love is a Bracket-field

BRIEF

Create a Facebook Landing Page for Fandango’s Valentine’s Day bracket-type movie contest.

Category = Marketing / Social Media


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Fandango

[/column]
[column]

PROJECT TITLE

Love is a Bracket-field

[/column]
[column]

DESCRIPTION

Facebook Contest

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
GRAPHIC DESIGNER[/list][/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
PHOTOSHOP
ILLUSTRATOR
GRAPHIC ELEMENTS
– From client[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
Love is a Bracket-field Facebook
Janda Stylish Script
Title font[/list]
[/column][/columns]

PROCESS

Worked with Fandango’s marketing folks to produce this.
 

SOLUTION

DIGITAL LANDING PAGE

Fun Facts

[list style=”unordered” type=”type7″]
I was especially happy with the stylish-yet-whimsical font I found on www.DaFont.com for the titles. It is by Kimberly Geswain, and is called “Janda Stylish Script“.[/list]

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WordPress Website . This One

BRIEF

Freshen up this portfolio site. Use WordPress to make it sing.

Category = Graphic Design / Web


 

[columns indent=”25″ bottom=”25″][column]

CLIENT

Myself

[/column]
[column]

PROJECT TITLE

Marta Victoria’s Portfolio

[/column]
[column]

DESCRIPTION

WordPress Website

[/column]
[/columns]
[columns indent=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
GRAPHIC DESIGNER
PHOTOGRAPHER
WRITER
WEB MASTER[/list][/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
WORDPRESS,
DREAMWEAVER,
MYPHPADMIN
PHOTOSHOP,
LIGHTROOM,
ILLUSTRATOR
CANON DIGITAL REBEL SLR[/list][/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
Marta Victoria
WordPress Theme
Inspiration
Host
Laughing Squid
*Courtesy Link
More on WP eCommerce[/list][/column][/columns]

SOLUTION

ANATOMY OF MY WORDPRESS SITE

WordPress is a great tool for designing websites. Statistics put WordPress at about 25% of all sites on the planet. Which means, it’s not just for bloggers any more. Built on a MySQL database frame that’s perfect for managing content, WordPress offers more and more users a place to coordinate their information. From *retail storefronts to engaging portfolios; there’s a theme out there for everyone.

And, as an engine with a back-end that’s constantly being updated; WordPress is ideal for people who want to leave the coding to brainier folks, and get straight to the fun of designing. WordPress themes come in many shapes and sizes; many are free, other “premium” ones can be purchased for reasonable prices. The premium theme for this website is Inspiration. It was purchased for a one-time charge of $35. I have access to the designer for that, too. He writes back, even.

Web design skills are still probably necessary, however, if you want a WordPress site that is going to be more complex than a blogging platform. It is also helpful to have an understanding of how to create web standard graphics, as one or more graphics tend to accompany every post these days.

Setting up a WordPress site is not for everyone, though; and that’s where a good designer comes in. They can help a client get a domain set up, along with a web host. They can recommend themes with the functionality a client requires, and lay out the design according to a company’s style guide. WordPress sites can be self-hosted by that designer, or placed on a testing server, until they’re perfect — then migrated online all at once. This avoids that awkward “under construction” phase.

After the WordPress site is designed, a client can take over; and, with light training, they can maintain that site from then on. I think WordPress is perfect for small business owners — who often have the talent and desire to run their websites — but, being time-starved, need a graphic designer to midwife the delivery of those sites.

Wishing you always-perfect pixels,

Marta Victoria

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Style Guide . Visionaire Lighting

BRIEF

OK, I admit it. I briefed myself with the creation of this to help me organize the production of the client’s Product Ordering Guide.
It just grew in importance from there.

Category = Art Direction / Branding


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Visionaire Lighting

[/column]
[column]

PROJECT TITLE

Style Guide

[/column]
[column]

DESCRIPTION

A “living” InDesign document that contained links, coding + masters.

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
GRAPHIC DESIGNER
PHOTOGRAPHER
WEBMASTER
WRITER[/list]
[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
INDESIGN
ILLUSTRATOR
PHOTOSHOP
DREAMWEAVER
CANON DIGITAL REBEL XTi
[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
Product Ordering Guide
[/list]
[/column][/columns]

SOLUTION

PRODUCT ORDERING GUIDE STYLE BOOK

This is the behind-the-scenes companion piece to the Product Ordering Guide that was produced.

Fun Facts

[list style=”unordered” type=”type7″]
This InDesign “living document” contained masters, links to all repeating graphics and the color palettes for each section of the catalogue.
Note the multiple color codes: RGB, CMYK and #HTHTML. A helpful aid for three designers with a quickly-looming deadline.
Originally created as a reference for a catalogue; this Style Guide lived on as a guide for creating subsequent brochures, and updating the client’s website to match.
[/list]

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Organic Branding . Visionaire Lighting

BRIEF

We need materials, now. Brand as you go.

Category = Art Direction / Branding


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Visionaire Lighting

[/column]
[column]

PROJECT TITLE

Branding

[/column]
[column]

DESCRIPTION

Branding

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
GRAPHIC DESIGNER
PHOTOGRAPHER
WEBMASTER
WRITER[/list]
[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
INDESIGN
ILLUSTRATOR
PHOTOSHOP
DREAMWEAVER
CANON DIGITAL REBEL XTi
[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
[/list]
[/column][/columns]

For this client, branding happened organically, over time. All the design evolved during the production of the company’s Product Ordering Guide. Kind of like how an entire wedding can evolve from the design of the dress.

Read more in the Branding Facts below about the stages of this journey. Something must have been right. Sales increased significantly after it was implemented.
 

BRANDED ITEMS

#1A PRODUCT ORDERING GUIDE . Version 5 (POG-V)

[columns indent=”25″ bottom=”25″][column]
[/column]
[column][button align=”right” url=”http://www.martavictoria.com/?p=1799″ target=”_self” title=”See Post for more details!” color=”black” size=”middle”]View Post[/button]
[/column][/columns]

Branding Facts

[list style=”unordered” type=”type7″]
Design-wise, the textures and palette were derived from the actual products and product finishes.
For example, the icon above shows the black finish texture (1) on the left; with a curved aluminum (2) line separating it from the the LEDs (3) on the right.
50% of this 198-page catalogue was made up of new and re-designed product.[/list]

#1B STYLE GUIDE

[columns indent=”25″ bottom=”25″][column]
[/column]
[column][button align=”right” url=”http://www.martavictoria.com/?p=2561″ target=”_self” title=”See Post for more details!” color=”black” size=”middle”]View Post[/button]
[/column][/columns]

Branding Fact

[list style=”unordered” type=”type7″]
Originally created as a reference for a catalogue; this Style Guide lived on as a reference for creating subsequent brochures, and updating the client’s website to match.[/list]

#2 TRADE SHOW HANGING BANNERS

[columns indent=”25″ bottom=”25″][column]
[/column]
[column][button align=”right” url=”http://www.martavictoria.com/?p=1288″ target=”_self” title=”See Post for more details!” color=”black” size=”middle”]View Post[/button]
[/column][/columns]

Branding Fact

[list style=”unordered” type=”type7″]
This came fast on the heals of the ordering guide — as both were being produced to a trade show deadline.
The text collage — introduced on these banners — became a carry-thru element in subsequent designs.[/list]

#3 MAGAZINE AD SERIES . SHORT

[columns indent=”25″ bottom=”25″][column]
[/column]
[column][button align=”right” url=”http://www.martavictoria.com/?p=1511″ target=”_self” title=”See Post for more details!” color=”black” size=”middle”]View Post[/button]
[/column][/columns]

Branding Fact

[list style=”unordered” type=”type7″]
These pretty ads were supported in-house with matching e-mail-signature graphics to expand reach.[/list]

#4 PRESS RELEASE SERIES

[columns indent=”25″ bottom=”25″][column]
[/column]
[column][button align=”right” url=”http://www.martavictoria.com/?p=1612″ target=”_self” title=”See Post for more details!” color=”black” size=”middle”]View Post[/button]
[/column][/columns]

Branding Fact

[list style=”unordered” type=”type7″]
This story, and others, enjoyed near-verbatim coverage by several key-to-the-client outlets.[/list]

#5 NEWSLETTER SERIES

[columns indent=”25″ bottom=”25″][column]
[/column]
[column][button align=”right” url=”http://www.martavictoria.com/?p=1855″ target=”_self” title=”See Post for more details!” color=”black” size=”middle”]View Post[/button]
[/column][/columns]

Branding Fact

[list style=”unordered” type=”type7″]
This newsletter series increased web traffic significantly, and became an excellent tool towards educating Visionaire Lighting’s Rep force.[/list]

#6 MAGAZINE AD SERIES . TALL

[columns indent=”25″ bottom=”25″][column]
[/column]
[column][button align=”right” url=”http://www.martavictoria.com/?p=1472″ target=”_self” title=”See Post for more details!” color=”black” size=”middle”]View Post[/button]
[/column][/columns]

Branding Fact

[list style=”unordered” type=”type7″]
These bonus-sized ad placements were a perk for the short-series buy above.
The green circle theme would be another carry-thru element.[/list]

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CD . Shakey Pete and the Faultline

BRIEF

Produce a soulful CD package for a top-notch blues band.

Category = Graphic Design / Layout / Packaging


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Shakey Pete and the Faultline

[/column]
[column]

PROJECT TITLE

Moovin & Groovin

[/column]
[column]

DESCRIPTION

CD Jewel Case + 4-Pg Booklet

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
CREATIVE DIRECTOR
GRAPHIC DESIGNER
PHOTOGRAPHER[/list]

Tasked with creating concept and taking it through final production, including shooting the band.

Very cool, written content came from Shakey.

[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
PHOTOSHOP
ILLUSTRATOR
INDESIGN
CANON DIGITAL REBEL SLR
GRAPHIC ELEMENTS
(iStockphoto.com)
– Metal sign
– Textured background
[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
Project PDF (1.62 mg)
www.ShakeyPete.com
[/list]
[/column][/columns]

SOLUTION

CD COVER . CD

Fun Fact

[list style=”unordered” type=”type7″]
No Lightroom was used to adjust this CD photo. The band was rippin’, so I was avoiding flash, and got this slow-shutter, low-ISO color effect. FYI, in the trade, this is technically referred to as a happy accident.
[/list]

INSIDE BOOKLET

Fun Facts

[list style=”unordered” type=”type7″]
The flame motif from the bass player’s 32 Ford Model A was repeated in the background using Illustrator.
The turn table arm is from Shakey’s player.
[/list]

BOOKLET BACK + JEWEL CASE BACK

Fun Fact

[list style=”unordered” type=”type7″]The lead singer, Peter Baldwin, is the person who commissioned this CD. Also known as “Shakey Pete,” he’s the kind of guy you love working for. ‘Course, someone who added a section to his cover art called “Performers Who Helped Me Evolve” just would have to be, wouldn’t he?[/list]

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Social Media

SOCIAL MEDIA

We All Interact, Now

It all happened so fast, didn’t it? The near explosion of web 2.0 and social networking sites galore? Like one of those graph lines that slowly inches upward over time, then, seemingly out of the blue, curves up fast, then shoots to the stars?

The momentum of all that sure could be consuming.

Good thing we were taught “mediation in all things”, huh?

This maxim holds especially true for social media. Social media shouldn’t be consuming. It should be crafted, so that those who do consume it might be enlightened by it in some small way.

And it’s a different menu list for every company.

After all, jumping into every new social media brand, for many, just ties up resources while delivering a disappointing ROI. Business-to-business operations, for example, may derive little from chasing after the public’s engagement. The public is not their audience. However, the public is the perfect audience for, say, film retailors. For these folks, time-is-of-the-essence messaging must be public and top-of-search.

Conversely, business-to-business operations probably do want to reach their Rep force and/or end users using a different voice — through a limited range of mediums.

In both cases, heck, any case; choosing the right social media outlets, and choosing the right voice should be well-considered. If possible, analytics should also be brought into the conversation.

BE THE TWEET

Don’t send messages just to be messaging, either. “Be the tweet” sounds funny, makes you smile, but it also conveys a truth. People know when they are being “sold” versus “engaged.”

If you want their attention, be real with them. Find out who they are, and what they need — and give it to them. They will engage, and will even help you motivate them.

We’re all interacting, now.

So, it’s all about how.

Wishing you always-perfect pixels,

Marta Victoria

Above image from free fonts by Dawghouse Studio.

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Trade Shows

TRADE SHOWS

Before, During and After should NOT be the Three Stages of Grief

Everyone does a fairly good job, I’ve found through the years, of putting together and setting up their trade show areas. Graphics aside (a subject for a different day), execution of booth set-ups is something that many companies get mostly right.

That being the case, I do confess to being a bit bemused at why the middle part — the “during”, if you will — often the most difficult part, is the part that does get handled. When you think about it, that’s where all the expenses are.

Conversely, however — where the payoff lies — the “before” in preparation, and the “after” in follow-up — these are the areas that so often get neglected. Why is that?

Maybe your company should change that. Even if it cut a couple shows, and funnelled the money into the befores and afters of the ones that it kept; it would probably realize improved returns.

And it’s only the first time, that’s the hardest. The second time, the set-up, lists, announcements, traffic coding and check-backs all get easier.

Companies should really consider making the befores and afters a priority. Or bring someone in who can.

And in the smartest companies, this wouldn’t be a goal of Marketing’s, but of Management’s as well. Otherwise Accounting will nix the trade shows because the returns were wasted. Trade shows are up (did you know that?). They’re productive and valuable. Execute all three stages of them right, and you pocket the cash, and avoid the grief!

Wishing you always-perfect pixels,

Marta Victoria

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Air Flow Diagram . Visionaire Lighting

BRIEF

Draw a diagram showing how air flows through an LED light fixture and removes heat from it.

Category = Graphic Design / Illustration / Product


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Visionaire Lighting

[/column]
[column]

PROJECT TITLE

Element II Thermal Management

[/column]
[column]

DESCRIPTION

Airflow Breakaway Diagram

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
ILLUSTRATOR
[/list]
[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
PHOTOSHOP
ILLUSTRATOR
GRAPHIC ELEMENTS
(Client)
– Fixture rendering[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
[/list][/column][/columns]

SOLUTION

BREAKAWAY DIAGRAM

Fun Facts

[list style=”unordered” type=”type7″]
Worked directly with the Chief Engineer to output the fixture rendering from SolidWorks in the appropriate file format; being careful to show all x, y and z planes.
Rendered the arrows and shading in Illustrator Smart Objects, then repeated, aligned and adjusted transparency to taste.
The color adjustments from blue to red are meant to communicate that cool air is entering from beneath the fixture, peeling heat away from the heat sink (unit with vertical lines in center), and venting through the top.[/list]

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Garden Nymph Salad . CD Promo . Icarus Music

BRIEF

Introduce Icarus Music scoring services to Advertising Executives.
 
Do it in a way that breaks through the clutter.

Category = Art Direction / Campaign


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Icarus Music

[/column]
[column]

PROJECT TITLE

Garden Nymph Salad

[/column]
[column]

DESCRIPTION

Demo CD Launch

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
GRAPHIC DESIGNER
COMPOSER
(with Eddie Freeman)[/list]

LUNCH BAG ITEMS

[list style=”unordered” type=”type3″]
Music CD with label
Receipt as cover letter
(printed on thermal paper for that “receipt feel”)
Dressing packet card with testimonials
Business card
Lady bug chocolate
Salad bowl with cloth lettuce, artificial grapes, napkin and fork, in a white paper bag.[/list]
[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
PHOTOSHOP
ILLUSTRATOR
NUENDO
QUARK
GRAPHIC ELEMENTS
(iStockphoto.com)
– leaf background
– model’s eye
[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
AdCritic.com’s “Pick of the Day” Award mention (379K)
Icarus Music
[/list]
[/column][/columns]

SOLUTION

CD WITH LUNCH BAG ITEMS

Fun Fact

[list style=”unordered” type=”type7″]
Won Graphics “Pick of the Day” Award from AdCritic.com.
[/list]

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Magazine Ad Series . Short . Visionaire Lighting

BRIEF

Create a series of monthly ads of various outdoor lighting products to appear in Landscape Architect & Specifier News magazine.

Category = Graphic Design / Layout / Advertising


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Visionaire Lighting

[/column]
[column]

PROJECT TITLE

LEDs – Tall Series

[/column]
[column]

DESCRIPTION

Trade Magazine Advertisements

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
PHOTOGRAPHER
ILLUSTRATOR
WRITER
[/list]
[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
PHOTOSHOP
ILLUSTRATOR
CANON DIGITAL REBEL XTi[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
Landscape Architect & Specifier News
[/list][/column][/columns]

SOLUTION

ADVERTISEMENTS . 3.5 x 3.75





Fun Facts

[list style=”unordered” type=”type7″]
While there were many more ads produced, these represent the series well.[/list]

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Fast Facts Pocket Guide . Mazda USA

BRIEF

Produce a spiral-bound, 58-page pocket reference guide for automotive dealership personnel. Target new vehicle features and provide competition talking points.

Category = Graphic Design / Layout / Print


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Sandy Corporation for
Mazda USA

[/column]
[column]

PROJECT TITLE

Mazda Tribute Fast Facts

[/column]
[column]

DESCRIPTION

Pocket Reference Guide

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLE

[list style=”unordered” type=”type18″]
GRAPHIC DESIGNER[/list]

Designed master’s look and color scheme using Quark. Proofed, then used provided text. Laid out each page choosing imagery from large photo library. Web researched, touched-up and inserted competitors’ imagery.

[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
PHOTOSHOP
QUARK
[/list]
[/column]
[column]

LINK

[list style=”unordered” type=”type7″]
Entire Pocket Guide (1mg)
Mazda USA

[/list]
[/column][/columns]

SOLUTION

BOOKLET COVER + PAGE ONE

MORE PAGES

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Newsletters . Visionaire Lighting

BRIEF

Start a newsletter series for our Lighting Representatives to inform them of our latest products, trade shows and news.

Category = Marketing / Newsletters


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Visionaire Lighting

[/column]
[column]

PROJECT TITLE

Newsletters

[/column]
[column]

DESCRIPTION

Newsletter Series

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
PRODUCER
PHOTOGRAPHER
WRITER
GRAPHIC DESIGNER
WEB MASTER[/list]
[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
PHOTOSHOP
ILLUSTRATOR
DREAMWEAVER
INDESIGN
VERTICAL RESPONSE
CANON DIGITAL REBEL XTi[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
Newsletter Series[/list]
[/column][/columns]
[columns indent=”25″ bottom=”25″][column]

PROCESS

[list style=”unordered” type=”type3″]
Concepts developed
Stories written[/list][/column]
[column]

 

[list style=”unordered” type=”type3″]
Newsletter shell designed + coded
Rep list developed
Newsletters coded
[/list][/column]
[column]

 

[list style=”unordered” type=”type3″]
Email Service Provider set up
Newsletters disseminated
Participation tracked using Google Analytics[/list][/column][/columns]

SOLUTION

NEWSLETTERS

Fun Fact

[list style=”unordered” type=”type7″]
This newsletter series increased web traffic significantly, and became an excellent tool towards educating Visionaire Lighting’s Rep force.[/list]

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Product Ordering Guide V . Visionaire Lighting

BRIEF

Help us produce our fifth Product Ordering Guide — it’s going to be twice the size of our fourth… with 69 new fixtures and whole new product categories added!

Category = Graphic Design / Layout / Print


 

[columns indent=”25″ bottom=”25″]
[column]

CLIENT

Visionaire Lighting

[/column]
[column]

PROJECT TITLE

POG-V

[/column]
[column]

DESCRIPTION

Product Ordering Guide

[/column]
[/columns]
[columns indent=”25″ bottom=”25″][column]

ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
GRAPHIC DESIGNER
PHOTOGRAPHER
WRITER
[/list]
[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
INDESIGN
ILLUSTRATOR
PHOTOSHOP
DIGITAL REBEL XTi
GRAPHIC ELEMENTS
– Some existing fixture photos
[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
Production Style Guide
Product Ordering Guide – V
[/list][/column][/columns]

SOLUTION

PRODUCT ORDERING GUIDE . COVER

Fun Facts

[list style=”unordered” type=”type7″]
This 198-page ordering guide for an outdoor lighting manufacturer took six months to produce for myself and one assistant. A second assistant was brought in half-way through the process for additional layout.
Process included guidance of all content meetings with top brass at Visionaire Lighting; art direction; overseeing of all design execution and layout; proofing of all content for accuracy; lots of photography of new inventory (including LEDs on cover); writing throughout; development of illustrations; vendor selection, output, press check and delivery.
Original design included a light fixture in front of the LED array. It was the CEO’s idea to pull it and go with just the LEDs. I ended up really liking that approach because inventory can change and look dated when it does. No fixtures on the cover highlighted the industry’s recent shift towards LED nicely, while also helping to keep the guide “evergreen”.[/list]

PRODUCT ORDERING GUIDE . SECTION HEADS

Fun Facts

[list style=”unordered” type=”type7″]
Each section’s color scheme is based on the actual finishes the lighting products are offered in. See the production Style Guide for all the specific details.
I requested 2’x2′ metal sheets from the client, painted with every finish offered; then photographed them outdoors. Primary colors, and complimentary secondary and tertiary colors were coded for each section.
While it may look like some color schemes repeat, the subtle differences are there (grey versus silver metallic, for example), and more easily seen in the printed version.[/list]

PRODUCT ORDERING GUIDE . TOC . INTRODUCTION . SAMPLE PAGES

Fun Fact

[list style=”unordered” type=”type7″]
The amount of data on each product page (bottom two) was immense. InDesign files were broken into product sections in order to be able to handle numerous links to photos, illustrations and charts. The sections were then managed for output using InDesign’s book feature.[/list]

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