What was your creative process?

Initial meeting to understand timeline, point people/etc.
Research meetings to understand messaging/audience
Brainstorm meetings with stakeholders for larger discussion about messaging, intended outcome

Production of two design directions that reflect client’s vision and amplify their message
Production of first iteration with initial copy and layout, for feedback from larger team
Production of second iteration with finalish copy and layout, for feedback from larger team

Delivery of final document for leadership approval
Document hand off

What kinds of questions did you ask?

What are the logistics?
Is this an evergreen piece/will you need a template for future use or is this a one-off?
How will you use it?
  In-hand and print for mailings, presentations, conferences
  Online only for digital dissemination via email, websites, social media
Do you have an existing brand identity and style guides?

What’s the message?
We have a new leadership team!
We are a venerable department to learn, train, teach, and research in!
We are implementing a new strategic plan/vision!
We did great this year!
We made lots of changes this year!
We continue to grow, trucking right along!
We’ve got a lot of new things coming up!
Thank you for your support!

Intended outcome(s)/call to action for readership?
Impressing, motivating stakeholders who will pass it on to others
Reporting to funders, fulfilling grant stipulations
Getting new information out to partners/stakeholders for their own messaging
Thanking donors, partners, stakeholders
Generating support, donations

Who is your readership/audience? How will they use the report?
What is their age, level of formality, familiarity with your organization?
Mostly internal or external stakeholders?
Are they tablet/smart phone readers? Social media users?
  Examples:
  Partner organizations, colleagues, leadership
  Grant agencies
  Alumni, friends, and donors
  Prospective students/parents, donors or partners, grantors

Where there iterations?

Typically, two iterations are presented to the larger team/leadership for feedback:
  Initial copy in new layout
  With more finalized copy and layout
(Honestly, often there are also LOTS of working drafts passed back and forth between designer and point person.)

Where there curveballs?

Some examples come to mind:
  Point person was new to the job/unfamiliar with the organization
  Culling copy from several individuals/units was chaotic and inefficient but unavoidable
  Client wants splashy photos and lots of white space but has text heavy copy
  Designer disappeared
  Client wanted an aesthetic that was outside the bounds of brand identity

These are all typical curveballs that come with the territory. If you have people and components perfectly in place to execute the project, you wouldn’t need me.

As a designer/creative lead, one of my main concerns is producing a piece that clashes with your organization’s larger brand identity and messaging. This muddies your own identity and frustrates university communicators whom you need to help disseminate your message. Thankfully, this has never been an issue.

SMPH Population Health Institute
Annual Report Redesign (creative lead/copy writer/editor)

PHI Annual Report: Before (2019 report)
Organized by program, produced by multiple authors and compiled

PHI Annual Report Redesign: Year One (2020 report)
Organized by strategic action items, layout reflects new leadership and coherence within the organization

PHI Subsequent Reports: 2021 Report, 2022 Report
Subsequent reports use the initial layout as a template and are altered and refined to reflect changing years and needs.

UW-Madison Mead Witter School of Music
Hamel Music Center Campaign Brochure (creative lead/copy writer/editor)

Here’s an example of a larger publication that was the result of many people coming together to create a piece that stands out to their intended readership, yet also honors the organization’s brand identity and style guides.

UW-Madison Mosse/Weinstien Center for Jewish Studies
Newsletter Redesign I and II (designer)

CJS Newsletter: Before (2014)

CJS Newsletter: First Design Iteration (2016-2020)
Client requested a layout that would echo the previous aesthetic and parameters, but also update the look with a splashy/trendy color scheme and headers (in lieu of a new logo), and a more legible typeface for older readership. Initiated by new leadership.

CJS Newsletter: Second Design Iteration (2020 to present)
Updated look with new page size and paper quality, more unified layout. Initiated by new leadership.

Subsequent CJS Newsletters:
Refined second design and eventual template handoff

CJS Newsletter Post-Hand Off!: (Spring 2023)
Produced internally with layout template