Empirehouse
As the sole marketing/creative staff member, designed and executed an integrated brand for a successful architectural glass and metal contractor across print and digital media channels. Provided concept development, graphic design, writing, editing, production art, photography, image editing, video, and video editing.
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Buildings don’t build themselves. People build buildings. The brand design utilizes photos of people engaged in constructing the projects and completed projects captured in the company’s icon image montage. In the success of each project, many members of the team are involved to make it happen: Estimators, 3D Modeler, Fabricators, Glaziers, Project Managers, Field Superintendent, and the Safety and Quality Director.
Concept development, graphic design, photography, and copywriting.
Software: Adobe Photoshop and InDesign.
Portable Banners
Concept development, graphic design, copywriting, and extensive image editing and compositing of these large format 3 x 8 foot and 3 x 4-1/2 foot banners.
The large floor-mounted banner and small table-mounted banner are used at smaller events with limited space.
Software: Adobe Photoshop and InDesign.
Company Manuals
Branded company manuals
Designed, edited, and formatted four branded manuals for the company: a Safety Manual, a Quality Manual, an Employee Manual, and a Procedure Manual.
Concept development, copywriting, graphic design, photography, image editing and compositing.
Software: Adobe Photoshop and Acrobat, Microsoft Word.
Infographics
Branded infographics
Designed and wrote dozens of branded infographics used with blog and weekly social media posts.
- Branded infographics were used with blog posts and shared on social media with links back to the company’s website
- Weekly blog and social posts increased brand recognition, thought leadership, and generated website leads
Concept development, graphic design, photography, and copywriting.
Software: Adobe Photoshop.
Website
Website home page
Proposed, launched, managed and executed an editorial calendar and social media strategy and made significant website content and SEO improvements.
- Wrote over 75 blog posts and project profiles for the Empirehouse WordPress blog
- Blog post content established the Company as a thought leader in the architectural glass and metal industry and reflected the Company’s uniques and Core Values through the people who were involved in each successful project
- Blog post links were shared on the Company Facebook, LinkedIn, and Google+ channels with branded infographics and teaser copy
- Many blog and social posts included videos from the Company YouTube channel
Results
- Grew website leads 210% in qualified service, design-assist, and bid requests
- Grew website page views 123% in the Company’s target geographic area
- Grew website unique visitors 102%
- Website visitors remained on the site 75% longer
- Grew LinkedIn Company page “followers” 247%
Concept development, writing, graphic design, photography and video.
Software: Adobe Photoshop and Premiere Pro and WordPress.
Blog posts:
Is your Architectural Glass and Metal Contractor Certified»
An Empirehouse Intern Unplugged»
Teamwork and Innovation to Go Above and Beyond»
Inner Workings of a Floating Staircase»
Over 9,000 Pounds of Hand-Set Glass»
Innovative Pre-glazing and Installation»
Glazing beneath a Flight Path»
Construction Olympics: Glazing on a Beam 60 Feet in the Air»
Videos
Launched the Empirehouse YouTube channel in May 2016
- Filmed, edited and produced over a dozen branded videos
- Produced the concept development, copywriting, graphic design, photography, video, and editing
Software: Adobe Photoshop and Premiere Pro.
Visit: Youtube/Empirehouse
Project Profiles
Project profiles
Project profiles showcased the company’s specialty glass and glazing projects and were used as custom inserts to accompany the Company brochure at trade shows and for portfolio presentations.
- Interview key personnel involved in the project to develop the profile: Estimator, Project Manager, Fabrication Manager, Field Superintendent, Safety & Quality Manager, and Glazing Foreman
- Concept development, copywriting, substantive editing, graphic design, and photography
Software: Adobe Indesign and Photoshop.
Interior Design
Corporate reception area design
Objective
- Develop a new reception area design
Design Decisions
- Utilize the company’s brand colors of red, white, blue and black
- Create vector art from glazing photography I had captured in the field for three glass standoffs to be placed over the light gray weathered wood background
- Design a multimedia display showcasing completed iconic architectural glass and glazing design-assist projects
- Move the original logo art to another area of the company
- Add the company logo and passion statement to the digitally printed white marble reception desk surround
Time Frame
- Produced the design concept and prototype within four hours
Reaction
- While away from my desk, leadership stopped by my office and saw the prototype on my monitor and were thrilled with the new design before I had a chance to present it
Finalized Artwork
- Worked with the company’s specialty glass vendor to provide large format vector art to specification
- Designed looped multimedia that showcased the company’s signature architectural glass and metal design-assist projects from photography I had captured
Software: Adobe Photoshop, Illustrator, and Acrobat DC and Microsoft PowerPoint.
Reception Multimedia
Branded multimedia presentation that showcased the Company’s iconic architectural design-assist glass and metal projects.
Photography and graphic design.
Software: Adobe Photoshop and Microsoft PowerPoint.
Trade Show Branding
2017 AIA Trade Show Booth Design, Coordination, Marketing & Media
The company had been a regular participant of the Minnesota AIA Trade Show for 40 years with the same eye-catching booth for many years. The “Catch the Buzz” theme began as a social media teaser leading up to the launch of a new, interactive marker board booth display featuring “Empirehouse: Your Architectural Glass and Metal Design-Assist Partner.”
A buzz trail led trade show participants from the aisle through the booth to the beginning of the “Discovery” phase of the design-assist experience. A giant 20 x 8 foot steel-loaded aluminum frame held write-able, decorative glass marker boards—both showcased products that the Company represents and installs.
The marker board doubled as an interactive tool to engage trade show participants in the Company’s architectural glass and metal design-assist services. A looped multimedia presentation showcased the Company’s design-assist projects. Project profiles were available as handouts of signature design-assist projects.
Adding to the experience was free craft beer that engaged pub table conversations and marker board renderings with design-assist partners in the Architectural, General Contractor, and Specialty Glass and Metal industries.
Trade show guests left with a memorable, branded mini-marker board and dry erase marker to use as an erasable to-do list or coffee coaster.
My Role
- Collaborated with leadership three months ahead of the AIA Trade Show event to develop the trade show theme
- Designed and wrote an integrated brand across print and digital media channels: 20 x 8 foot marker board booth and pub tables, giveaways, multimedia presentation, project profiles, blog posts, social media infographic and posts, an advertisement in the AIA Convention publication, and email campaigns which drove publicity to the booth
- Facilitated weekly meetings with key stakeholders to establish timelines and logistics leading up to the event
- Prior to the trade show, encouraged leadership to coach booth staff in ways to engage trade show participants and reviewed tools to capture qualified leads
- Designed a multimedia presentation loop showcased successful design-assist architectural glass and metal projects: Target Center renovation, Bell Museum of Natural History, Lakewood Garden Mausoleum, Walker Art Center, Westminster Presbyterian Church, Minnesota Orchestra Hall, and more
- Designed, wrote and printed project profiles of successful architectural glass and metal design-assist projects to use as handouts
- Served as event photographer
Brand development and execution, graphic design, copywriting, and event coordination.
Software: Adobe Illustrator and Acrobat.
Engaging trade show attendees using the giant marker board to provide architectural glass and metal design-assist solutions.
Trade Show Giveaways
Branded mini glass marker board giveaways were provided with a dry erase markers. Marker board doubled as a coffee coaster and daily to-do list.
Giveaway concept development, copywriting, graphic design, and vendor coordination.
Software: Adobe Illustrator and Acrobat.
Social Media
Social media teaser published on LinkedIn and Facebook leading up to the AIA convention. Each week more information was added to the Website when the QR Code was scanned.
Event Directory Advertising
Advertisement published in the AIA Convention directory.
Re-purposed Marker Boards
President’s office
General Manager’s office
Marker Board Design
Hallway marker board design
Objective
- Leadership loved the look of the 2017 AIA trade show design I had developed and desired a similar look for the glass marker boards with elements of the passion statement and core values
My Role
- Provide the concept development, graphic design, vendor coordination, and final large format vector art to specification
Design Decisions
- Choose artwork that combines Minneapolis and St. Paul skylines which are in the company’s target region
- Integrate the company brand colors and type styles with the passion statement and core values
- Utilizes the logo icon as the rising sun
Finalized Artwork
- Worked with the company’s specialty glass vendor to provide large format vector art to specification
Software: Adobe Photoshop, Illustrator and Acrobat.
Packaging
Design Process
- Worked with the company president to design a branded glass sample box
My Role
- Provided the concept development, graphic design, and production art according to printing specifications for this two-color glass box
Design Thinking
- Produced two designs:
- a four-color digital design that reflected the icon photo montage
- a two-color flexo-printed design that reflected the logo colors and 2017 AIA trade show design. The front of the box is Minneapolis and the backside is St. Paul. Both cities are within the company’s target market; the red, white and blue colors of the two-color design align perfectly front to back when folded
Finalized Artwork
- The two-color flexo-printed design was chosen for its cost effectiveness
- Worked with the print vendor to create vector art to flexo specifications using PMS colors
Software: Adobe Photoshop, Illustrator and Acrobat
Dasco
Designed an integrated brand across print and digital media: Websites, blog, social media, videos, marketing communications, e-mail, and letterhead.
Website
e-commerce website home page
Objective
- Design a 20,000 product e-commerce website to showcase identification solutions by industry and product
- Highlight how Dasco offers great prices, fast delivery, expert service, and custom labels
My Role
- Website concept, graphic design, development, and copywriting using SEO strategies
Design Process
- Worked with leadership to understand project objectives and target audience
- Produced and presented seven design concepts
- After review, presented the modified website design to leadership
- Designed the home page to fit within the screen without scrolling
- Integrated social media: Facebook, Google+, Twitter, YouTube, and a WordPress blog and produce content with links back to the Company’s website
Deliverables
- Website design and content creation of 20,000 products
Software: Adobe Dreamweaver and Photoshop, and e-commerce platform.
Infographics
Concept development, graphic design and copywriting.
Designed and wrote dozens of branded infographics used with blog and social media posts with links to website landing pages.
Software: Adobe Photoshop.
Videos
Branded videos
Launched the Dasco YouTube channel and filmed, edited, and produced over 50 branded demonstration videos which were shared on social media and embedded into blog posts, website landing pages and product sell pages.
Most videos were filmed and produced within an hour and used as sales tools to convert prospects into customers.
Concept development, graphic design, video and editing.
Software: Adobe Photoshop and Premiere Pro.
Trade Show Banners
Wire ID Trade Show Banner Display Design and Supporting Media
Provided the concept development, graphic design, and copywriting for the Dasco Wire ID trade show banners used at the Electrical Wire Processing Technology Expos. Trade show banners were instrumental in drawing 2,000 targeted prospects who were in search of affordable ways to mark their wires and cables. Designed and wrote the marketing material for the trade show: blog posts, infographics, Website home page banners, landing pages, and video.
Concept development, graphic design, copy writing and extensive image editing and compositing for large format displays (3′ x 8′).
Software: Adobe Photoshop and Acrobat.
Sales Brochure
Branded sales brochure
Concept development, graphic design, copywriting, and extensive image editing and compositing of this sales brochure that was handed out at a Wire ID Trade Show.
Designed and wrote several branded sales brochures and marketing material.
Software: Adobe Photoshop and InDesign.
Trade Publication Ad
Concept development, copywriting, graphic design, extensive image editing and compositing.
Executed the concept development, copywriting, graphic design, and complex image montage for an ad published in a medical trade publication leading to 56 qualified leads and four sales exceeding ROI in its first placement, as well as a Lab[el] accuracy ad campaign for the same publication.
Software: Adobe Photoshop and InDesign.
Letterhead
Concept development and graphic design.
Software: Adobe Photoshop and InDesign.
Dasco Medical
Website
Objective
- Create an informational WordPress Website for the hospital identification market
- Link to the hospital identification product landing pages on the Dasco website
My Role
- Develop a simple informational website for the hospital market about how printing labels on demand saves time, money, and reduces errors which improves patient safety
- Design a Dasco Medical logo that aligns with the Dasco brand
Deliverables
- Graphic design, Web development, logo design, and copywriting using SEO principles
Software: Adobe Photoshop and Dreamweaver and WordPress.
Logo Design
Dasco Medical logo design
Designed a logo for Dasco Medical that fit the Dasco brand and aligned with on-demand lab label identification.
Software: Adobe Photoshop and Illustrator.
E-newsletter
This successful and informative hospital lab e-newsletter included intro copy with links to the Company’s WordPress blog for the full article and links to the Company’s e-commerce website.
Concept development, graphic design and copywriting.
Software: Adobe Photoshop and MailChimp.
North Skies Architectural Sales
Designed an integrated brand across print and digital media: Logo, Website, blog, social media, trade show banner, and letterhead.
Logo Design
Concept development and graphic design of logo.
Objective
- Create a logo for North Skies Architectural Sales that incorporates Northern Lights in the design
My Role
- Produce a logo design that can be effectively replicated across all media: Website, print, signage, and embroidery
Design Process
- Worked with the client to understand project objectives and target audience
- Designed a dozen concepts utilizing Northern Lights
- Presented concepts to the client
- Made modifications for final presentation across media
Deliverables
- Produced logo for print, Website, and vector formats
Software: Adobe Illustrator, Photoshop and Acrobat.
Website
Home Page
Product Page
Objective
- Select an affordable and easy-to-use website platform for the client to maintain
- Design a simple, clean and modern nine-page informational Website that appeals to the architectural industry and highlights the North Skies products, services, and projects
My Role
- Website concept, graphic design, development, and copy editing using SEO strategies
Design Process
- Worked with the client to understand project objectives and target audience
- Generated a color pallet from the company logo
- Developed home page clickable slider images with end benefit text for each of the five main product categories leading to each product page
- Also above the fold is a brief overview about North Skies with a link to the About Us page
- Below the fold are links to the five product categories and recent blog posts
- The site included social media icons linking to the North Skies social media pages
- Client provided the text, and I edited the text for SEO
- Presented the Website design to the client and made recommended modifications
Deliverables
- Website design and implementation with SEO tactics
- Entire ten-page Website was completed from idea to done in less than two weeks
Software: Wix Website platform and Adobe Photoshop
Portable Pull-up Banner
Two-in-one pull-up banner
Designed this portable banner to be used as a full-sized floor banner or pulled-up half sized as a table banner.
Concept development, graphic design, image editing and compositing for large format display floor display.
Software: Adobe Illustrator, Photoshop and Acrobat.
Letterhead
Concept development and graphic design of two-sided business card and letterhead.
Software: Adobe InDesign and Acrobat.
Heritage Highlights
Work with the Editor to design cover art for Heritage Highlights, an international publication of the International Heritage Walking Horse Association.
Client: International Heritage Walking Horse Association
Publication: Heritage Highlights
My Role: Developed cover concept and produce extensive image composits using Photoshop for each cover. Work with the editor to determine cover content.
As an avid equestrian of a naturally gaited Tennessee walking horse, I began reading the Heritage Highlights back in 2012 and was inspired by the stories of riders from around the world who love their naturally gaited Tennessee walking horses.
The publication didn’t have cover art to reflect the heritage of the naturally gaited Walking horse that this group aims to preserve. That’s when I approached the Editor to develop a concept and design the cover art for each publication.
Software: Adobe Photoshop, InDesign, and Acrobat.
Grace Lutheran Church of Andover
Developed and executed an integrated communication strategy and brand identity throughout print and online media: Website, weekly service bulletins, monthly newsletters and e-newsletters, signage, multimedia graphics, postcards, logo development and letterhead.
Website
Objective
- Design and produce a website with a home page that has many entry points to the events and ministries of the church
- Highlight the core values: Welcome, Encourage, and Equip
My Role
- Design and produce a website using Dreamweaver and maintain the content
Design Process
- Worked with leadership to understand project objectives and target audience
- Produced and presented several design concepts
- Presented the final modified website design to leadership
- Designed the home page to fit within the screen without scrolling
- Clip art was intentionally used to connect with the print media attendees saw in the weekly bulletins and monthly publications that were printed on a two-color duplicator
Deliverables
- Concept, graphic design, web development, copywriting, and content creation of 150-page website
- Maintain the website content by populating monthly newsletter content throughout the site and keep the home page fresh
Software: Adobe Dreamweaver, Photoshop.
E-newsletter
Concept development, editing, and graphic design of e-newsletter.
Software: Adobe Photoshop and Constant Contact.
Outdoor Signage
Concept development, graphic design, and image creation of this Easter banner used for multiple years.
Software: Adobe Photoshop and Microsoft Publisher.
Multimedia
Designed images that tied into the sermon theme that were used as multimedia communication and re-purposed for print and digital media.
Concept development, graphic design, image editing and compositing.
Software: Adobe Photoshop and Microsoft PowerPoint.
Publication: GraceNotes
Concept development, graphic design, editing, and image creation of 27 issues of GraceNotes and integrated content to populate website.
Software: Adobe Photoshop and Microsoft Publisher.
Postcards
Concept development, copywriting, and graphic design.
Software: Adobe Photoshop and Publisher
Bulletin
The weekly bulletin cover imagery tied into the sermon theme and was integrated throughout print and digital media.
Bulletins were printed cost-effectively in-house on a two-color duplicator. Devised a way to replace the clip art imagery with more compelling photography montages that would reproduce well on the duplicator printer.
Concept development, copywriting, editing, and graphic design.
Software: Adobe Photoshop and Microsoft PowerPoint.
Letterhead Design
Concept development and graphic design.
Software: Adobe Photoshop and Illustrator
Logo Design
Concept development and graphic design.
Software: Adobe Photoshop and Illustrator
Minnesota Walker
Minnesota Walker, official monthly publication for the Minnesota Walking Horse Association.
As editor, worked with the membership to solicit content and stories of 14 issues of the Minnesota Walker
- Produced the original design concept, publication logo design, graphic design for each issue, story writing, and editing
- Created template and style sheets for publication consistency
Software: Adobe InDesign and Photoshop, and Microsoft Word.
Minnesota Walker (pdf)
Golden Rule Child Care
Website and Trifold Brochure
Website home page and brochure
Objective
- Design a brand that reflects this nonprofit child care center’s multicultural, creative, and fun environment
- Produce a simple, informational Website and promotional brochure that reflects the brand
Design Process
- Designed a brand that reflects this nonprofit child care center’s multicultural, creative, and fun environment
- Presented the design to leadership
- Upon approval, designed and produced a Website and brochure that align with the brand
Deliverables
- Concept, graphic design, web development, content creation, and brochure design to print specifications
Software: Adobe Photoshop, Dreamweaver, and InDesign.
Metropolitan State University
Form Family Design
Form family design
Provided the graphic design of this fill-able forms packet for the Metropolitan State University Student Payroll department.
Software: Adobe Photoshop, InDesign, Acrobat, and Microsoft Word.
Student Payroll Forms (pdf)
Publication Design
LifeTIMES
Client: Lord of Life
Publication: LifeTIMES
My Role: Concept development and graphic design. Set up templates and style sheets for consistency.
For a college multi-page design and branding project, I redesigned LifeTIMES while attending Metropolitan State University.
Design decisions
- Better utilized the full-sided bleed that was in the existing specifications
- Draw the cover story to the center spread and designed it as a cohesive layout instead of two single pages
- Incorporate into the design the striking stain glass artwork that is a focal point within the church
- Break up the harsh vertical and horizontal lines and boxes with bumpouts, swoosh sidebars, outlined images, and feathered frames.
Software: Adobe InDesign and Photoshop.
LifeTIMES multi-page design (pdf)
First Lutheran Church of Crystal
Developed and designed an integrated brand for print and online media: Website, monthly publication, logo, and letterhead.
Website
Website home page.
Objective
- Design and produce a website with a home page that has many entry points to the events and ministries of the church
- Design a logo
My Role
- Design and produce a website using Dreamweaver
- Design a logo
Design Process
- Worked with leadership to understand project objectives and target audience
- Produced and presented several design concepts
- Presented the final modified Website design to leadership
- Designed the home page to fit within the screen without scrolling
Deliverables
- Concept, graphic design, web development, copywriting, and content creation of the 100-page website
- Maintain the website content by populating monthly newsletter content throughout the site and keep the home page fresh
Software: Adobe Dreamweaver and Photoshop.
Publication: Visitor
Provided the concept development, graphic design and editing for 22 issues of the Visitor, official publication of First Lutheran Church of Crystal.
Logo Design
Concept development and graphic design.
Software: Adobe Photoshop and Illustrator.
Letterhead Design
Concept development and graphic design.
Software: Adobe Photoshop, Illustrator and InDesign.
Trade publication ad published in a special project feature of ConstructionToday magazine (July/August 2017) a national trade publication.
