- CATALYST Strategic Design Review
I was the lead designer and project manager for the Spring 2009 launch of this digital publication.
- Brief: Launch a publication to represent the Design Management Program at Pratt Institute.
Solution: CATALYST Strategic Design Review is a quarterly, digital publication that highlightsbest practices for design managers who care about the social,environmental and financial implications of design decisions. CATALYST's differentiating value is its digital strategy, which Ichampioned during the development of the publication. CATALYST ispublished online saving overhead costs, encouraging viral distributionand aligning with the magazine's brand value of environmentalsustainability by avoiding traditional printing. Furthermore,the publication easily links to external resources and the CATALYSTblog, exponentially enhancing the learning experience of our readers.
My role: logo design, branding, layout design (issue 1, below), art direction (issues 2&3), strategic content selection, marketing plan, writing, editing, project management, blog contributor
Result: The premier issue of CATALYST received over 2000 visits from 64 countries. The corresponding CATALYST blog received over 8500 hits in its first 8 months live. Additionally, CATALYST has received media attention from Design Observer, Core77, Dexigner and others. Following the launch of a monthly eNewsletter that I championed, email open rates have consistently exceeded 32%.
"CATALYST's timely coverage of strategic design and its outcomes,its social and environmental consciousness, its lively and beautifullycrafted layouts, its liberal mix of topics make it unique amongpublications. These merits are especially noteworthy in the context ofacademic journals, known for their over-intellectualizing of theirsubjects and bland writing--CATALYST is a pioneer in the field."
- Susan Szenasy, Editor in Chief of Metropolis Magazine
- Issue 2: Designing Climate-Safe Economies
The second issue of CATALYST launched in December 2009
- I was the Executive Editor and Creative Director for issue 2 of CATALYST Strategic Design Review. For the issue, I had the opportunity to interview Ray Anderson, Chairman and Founder of Interface Carpet. I wrote the Executive Summary of his book Confessions of a Radical Industrialist, which you can read here.
- View Issue 1: Benign by Design NYC
View Issue 2: Designing Climate-Safe Economies: Life-Centered DesignView Issue 3: Cradle to Cradle
I championed the launch of a regular newsletter to promote CATALYST. I was responsible for choosing the content and worked with the designer to create the first template. Email open rates have been consistently above 32% since the launch.
- Marketing Plan
I worked with a colleague on the development of a comprehensive marketing plan for CATALYST, including a SWOT analysis, market segmentation and competitive landscape. Many of the proposed marketing initiatives, such as social media and enewsletter distribution, have already gone into effect.
You can view the entire PowerPoint presentation on SlideShare.