Print Materials

Most of us are looking at screens all day making experiences with marketing that you can touch and hold more special than ever. Over the course of my career I have crafted a plethora of direct mailers, newspapers, flyers, post card size ads, and other print materials that help create different ways of reaching potential customers.

OrderUp from Groupon Direct Mailer

The Brief: Create a marketing direct mailer to be sent to people who just just moved into the community, introducing OrderUp and encouraging them to order with a promo code.

The Challenge: I needed to include three different competing messages: 1. Welcoming them to the community, 2. Explaining what OrderUp was and how it worked, and 3. Calling out the promo code that gave them $10 their first three orders

The Solution: I worked closely with a local printer to figure out the best folded style direct mailer to use and we landed on this three panel design. that gave us the most real estate to include a welcome message, promo code, mouth-watering food imagery, and directions on how to download our app. I thought that having the mailers in an actual envelope would give the appearance of something more personal and would encourage the customer to actually read the contents. I also had the idea to include what looked like a physical gift card so the customer could pull it out and keep it since the promo could be used for their first three orders.

Yelp 15th Anniversary Internal Newspaper

The Brief: Design a newspaper to be handed out to all 5000 employees of Yelp to celebrate it’s 15th anniversary.

The Challenge: Source enough content and stories to fill a 6 spread, full size newspaper then lay it all out in a readable fashion.

The Solution: To celebrate 15 years we wanted to hear from as many different people with different stories about working at Yelp as possible. I sourced over 25 different stories and images from a diverse set of employees in various departments which was enough content to fill an eight page newspaper. I wanted to make it celebratory enough that it could be something that all of Yelp’s employees could keep as a momento, so I utilized hand lettering and illustration on the cover. Inside I created a strong and easily readable grid system with images and small factoids interspersed throughout the content.

Phillip Westry Campaign Materials

The Brief: Create a mark and print materials for Phillip Westry’s City Council campaign.

The Challenge: Create a logo that that can work at multiple sizes and aspect ratios on multiple print pieces needed for campaigning. Also, I needed to fit alot of information about his platform into a very small 4x6 postcard.

The Solution: I worked closely with Phillip and his campaign communications team to craft a mark and print materials that we thought represented his platform. With the print materials we tried to keep his name front and center (since that is what people would need to remember on voting day), a URL to learn more information about him, followed by skimmable info about why he was a better choice for Baltimore City council than his opponent. I also personally shot all of his campaign photography which made it easier to ensure that it would fit seamlessly into the print materials I was designing.

Out of Home

Non-digital advertising may seem archaic, but if designed carefully it can leave the viewer with a lasting impression of your brand. I have been tasked to concept / create countless large scale print pieces including billboards, bus stop ads, taxi toppers, and car wraps to bring a large scale campaign to life.

OrderUp from Groupon Baltimore Billboards

The Brief: Create billboards to be strategically displayed around the Baltimore, MD. area to drive traffic to the website and increase daily food order numbers.

The Challenge: Consumers typically only look at a billboard for three to four seconds so we needed to keep the copy length to a minimum and make sure that they remember the URL to visit later.

The Solution: The shape of OrderUp’s logo lends itself to extending off of the edge of the billboard and when paired with mouth-watering food imagery makes for an eye-catching billboard. Since most of these placements were near busy highways we decided to keep the messaging to a minimum (4-6 words). Over the course of a year we tested out multiple messaging approaches which included 1. letting the viewer know that we were a local company, 2. The ease of searching for local restaurants on our home page, and 3. The fact that we had hundreds of local restaurants listed on OrderUp.

#Yelp15 Out of Home Concepts

The Brief: Create bus stop ads and billboards to celebrate Yelp’s 15th anniversary

The Challenge: People think Yelp is just a place that consumers come to complain, but we wanted to show how much positivity has been shared on the platform during the 15 years that it has been in business using data.

The Solution: Partner with the data science team to see how many times positive affirmations have been used in reviews over-all, about specific categories, and about specific businesses. These are concepts using some of the biggest numbers that we found during our research that we pitched as a potential media buy during our anniversary month.