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Bēhance

30th Annual Steinbeck Festival

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  • The National Steinbeck Center approached me to create a newsletter template that would double as advertising for the Festival, as well as a festival program. After our initial discovery session, it became apparent that this would not best serve the Event or the National Steinbeck Center.

    We determined a Brochure that would double as a program and as take-away would serve the needs of the client best.

    I've been wanting to experiment with matte AQ on Gloss stock for a while, and I had the opportunity to do that on this project. We printed on 100# Discover Gloss Book, with a Flood Dull AQ, and the effect was a real silky smooth, with very nice ink saturation due to to the glossy paper. 

    The brochure itself was a lot of fun to spec out and build. It is a 15.875 x 17.5" Double Parallel Fold brochure that folds down to 4x9, with an uneven vertical fold at 8.5" to allow for a quote running down the interior page to show through on the inside spreads.

    Executive Editor: Colleen Bailey, National Steinbeck Center.
    Art Direction & Graphic Design: Kevin Garcia,  KG Creative
    Festival Director / Copy Writing & Editing: Lori Wood, Lori Wood & Associates
    Public Relations & Ad Traffic: Marci Bracco, Chatterbox PR
    Printing: Printworx, Watsonville, CA
    Circulation: 13,000


     
  • Process

    An initial Moodboard was created to establish visual direction, then modified based on two rounds of client feedback. After establishing look and feel, we generated a couple interim "Web only" quick versions of the schedule and biographies in order to allow the Center to start marketing while the final pieces were produced. 

    Once all copy was checked and approved, the final brochure was produced and sent to press, with an initial print run of 10,000 to distribute to regionally, nationally and in select international bookstores, in addition to the Steinbeck Center's membership and benefactor lists. A second printing of 3,000 took place shortly there after to supplement local distribution.

    Additionally, supplemental advertising was created for local and regional Media, as well as flyers and posters that were distributed locally and regionally in strategic locations and events.
  • An intial Moodboard was created to guide and establish look & feel, typography & color schemes prior to design.
  • Collateral
  • 11x17' Posters & 8.5x11" Flyers were distributed locally
  • Advertising was scheduled in local and regional media - Monterey County Herald
  • Advertising: Coastal Canine Magazine
  • Advertising: Monterey County Weekly
  • Advertising: Carmel Pine Cone
  • Event Graphics
    An 8ft x 10ft banner was commisioned and printed to be displayed outside the Steinbeck Center during the Festival, and through the duration of the photography exhibitions. In addition, 20x30 poster boards with each day's schedule, speaker and performer biographies, and fringe festival information were printed and displayed on easels throughout the event