What they needed
An all-encompassing program guide for the largest LGBTA conference in the nation. The guide would have to hold nearly every piece of information about the 3-day event including schedules, workshops, sponsoring information, history, local attraction information and more. It also needed to fit the overarching theme of this year’s conference – Mosiac: putting the pieces together.
A small budget for design and printing costs was at the top of this list. The planning group was composed of Michigan State University students with a very large drive to see this project a success.
The thought process
I began working with Erica, the Director of Marketing and Public Relations for the planning committee, in early November. We discussed their needs and budget constraints, but I could not get over the passion and drive she demonstrated when laying out the group’s goals. This was a project that had such momentum and drive behind it that I wanted nothing more than to help them in whatever way I could.
We reviewed sample materials that she had put together earlier in the year to begin advertising the conference. I noted patterns and colors that had been used consistently and suggested that I design a piece off of these ideas.
I noticed bright, bold colors combined with very clean lines and simple typography. This became the base behind what I would design.
There were many changes throughout the coming months with workshops and events, but Erica’s superb organizational skills kept us right on track.
There were nearly 100 workshops that needed to be organized into an easy-to-read fashion, as well as visual cues of timing and events for conference attendees. On top of that was all of the additional information as mentioned above.
Working with my local printer and die shop, I was able to come up with an affordable solution that fit the conference’s theme. The cover is a simple, 100-lb stock, while the words “Mosaic”, the MBLGTACC logo and the tile pieces are all embossed and top-coated with a gloss varnish. While the tile pieces begin scattered and distant on the back of the cover, as they start to move across the page, they begin to flow together, ultimately meeting together at the dot in the “i” in Mosaic. This was an intentional visual representation of their theme, “Bringing the pieces together.” The square dot of the “i” in “Mosaic” provides an introduction to the rest of the theme carried throughout the book.
The inside pages of the book are printed full-color on dull stock, continuing the look of the simple square shapes and clean lines used in the group’s earlier marketing materials. The pages continue the theme from the front cover of bringing the pieces together.
In a nutshell:
- 96 pages + cover
- clean, simple look
- basic, simple paper stock to keep costs low and allow room to apply an embossment and varnish coat to make the piece pop
- mostly sans-serif typefaces, working off of materials the planning crew had been using as marketing materials over the past year
This was one of those projects where I wish I could have captured all the reactions to the work, both client and conference participants. A few included:
“I am head over heals in love! In love in love in love!”
“Wow! This is… absolutely stunning!”
A happy client, happy and informed conference attendees and all under the client’s budget. You can’t get much better than that.
You may read more about the project, from the client’s perspective, on my LinkedIn Profile, under Recommendations.