VISIT ST. PAUL: INSIDER GUIDE AD
GRAPHIC DESIGN CASE STUDY
Project Overview
As the sole designer for the Visit St. Paul Insider Guide ad, I condensed four distinct properties onto a single magazine spread. This project required balancing multiple stakeholder needs and adapting my design strategy to effectively communicate key information for a reputable client. My primary challenge was crafting concise, design-friendly copy that seamlessly integrated with visuals, enhancing my InDesign skills with effective gradient application and impactful word choice. After over 10 rapid revisions, I delivered a standout ad. This experience highlighted my ability to adapt designs to varied business needs, as a sales-focused version was submitted and published, while a marketing-approved version served broader goals.
Sales Version: Submitted to Visit St. Paul Insider Guide
This initial design was rigorously optimized for direct sales, emphasizing prominent calls-to-action and key benefits to drive immediate inquiries and bookings. This was the version chosen and published in the Visit St. Paul Insider Guide (p. 75).
Marketing Version: Approved for Brand Use
While an initial concept was submitted, I strategically designed a marketing-approved alternative. This version met a distinct internal objective, emphasizing brand identity and its alignment with varied business goals.
Key Takeaways & Skills Utilized
- Strategic Design: Adaptive visual and textual elements to meet distinct sales vs. marketing objectives.
- Advanced InDesign Proficiency: Expertise in complex layouts, gradient application, and typography for print.
- Concise Copywriting: Ability to distill extensive information into impactful, design-friendly text.
- Iterative Process & Deadline Management: Successfully managing over 10 revisions under a tight deadline.
- Stakeholder Collaboration: Working effectively with marketing teams to achieve final approval.