Role: Creative Direction, Design (partial design provided by Maggie Biernacki)
Though primarily focused on digital creative, print work has regularly crossed my desk—from branded swag to packaging, onboarding materials to trade show support—understanding creative off the pixel grid is essential.
In the following instance, the need was to create a trade show leave-behind that stood out from the crowd and showcased the new Shift Paradigm (SP) brand concept.
SP’s brand concept leans heavily on the name; the notion of creating marketing ‘paradigm shifts’ by looking at existing programs and issues through (even slightly) different lenses. The goal of this leave-behind design was to reinforce the SP concept by providing an attractive print piece that could be folded in different ways to create different looks, while still communicating the pertinent information. Rather than a one-sheeter to be skimmed and left on a table, we wanted something interactive, more portable than an 8 1/2″ x 11″, and memorable.
TK: Printed piece photography
Bonus: “Booth” Graphics
Role: Creative Direction, Design (additional design provided by Kristen McKee)
The concept here was to add some regional (in this case southwest) flare to the SP station graphics. While the layout of the “booth” changed, including the banners/banner copy added later, this yellow-steeped design received more positive attention and visits than historical iterations.
