In my current position as graphic designer at Wolf Trap, I have had the great opportunity to lead the print creative during our brand refresh. I developed the fundamental designs that were then translated by my colleagues across our many marketing revenues. I was also responsible for the production and pre-press work on the season brochure designed by an outside agency and the emergency redesign that was required for the mailed piece.
Below is a selection of the work I have put out in the launch of our 2014 season.
I am responsible for creating the print advertising for Wolf Trap performances. As one of the first pieces of the new brand, these print ads were able to encapsolate the brand as being bold, fresh, unconventional, and exciting. The styles printed below were later picked up to be used across the foundation by myself and my designer colleagues.
These ads were printed in such publications as The Washington Post, City Paper, Express, Metro Weekly, OnTap, and many more.
Season Brochure: Emergency Redesign!
I was responsible for the production and prepress of the 2014 Season Calendar. Working with the concept and design from an outside agency, I did the final layout including type setting with an eye on the folds and made extensive edits to prepare the file for print.
While on press check, the printer informed us that our mailed piece was breaking a new USPS regulation that limited the number of folds—even if it was tabbed at the correct size, thickness, and weight. (We had checked our design with their maiing experts before we went to the final design stage so this was a shock to all.)
Action needed to be taken—so while at the printer, I sketched out new layout options (see sketch below) and made folding dummys to present to my creative director. Once the layout was approved, I went in to production and turned it around in 3 days, presented it to our internal stakeholders, and printed.
Surprisingly, we liked the new layout even better than the first with a cleaner, more simple fold that told the story with every spread—keeping the driving buzzwords consistently on the opening side.
Flash Banner Ads
We took a new approach to digital advertising in the midpoint of our season. The previous banner ads featured one photo with text flying in while the new approach featured fewer artists and multiple photos, targeted by genre. These ads were published through a network buy and can be found all over the internet for audiences in our area. The creative was to be simple and to the point and built in a way that it could be picked up by multiple designers.
This was the first piece that needed to be designed based off of loose mockups of the season calendar from the branding agency. Though simple, this defined our usage of angles, photos, type, and atered white space. The styles printed below were later picked up to be used accross the foundation by myself and my designer colleagues.