Make the welcome personal
The personalized cover acknowledges the individual member, while the membership director’s message introduces the people and organization behind the benefits.
Design
ASCD New Member Calendar
ASCD Creative
Challenge
Joining a membership organization is the beginning of a relationship. New members need to feel welcomed, understand what their membership includes, and know what to look forward to. ASCD needed a personalized piece that could sustain that initial excitement and keep benefits visible throughout the first year.
Creative Approach
I designed a printed calendar that combined a personal welcome with practical, year-round utility. A member’s name on the cover made the introduction feel individual. Inside, a message from the membership director and an overview of benefits established what membership offered. Monthly reminders then connected those benefits to the moments members could expect to receive them, with a renewal reminder after 12 months.
Strategic Value
The calendar gave membership information a place in the member’s everyday environment. Instead of asking people to remember everything in a welcome package, it organized the relationship over time: a welcome at the start, benefits to anticipate throughout the year, and a prompt to continue the relationship at renewal. The printed format was intended to create a recurring point of connection through something members could use.
My Role
Art Direction and Design. I developed the calendar’s visual presentation and page design, bringing personalization, membership information, and monthly planning into one coordinated experience. The project included a personalized calendar and envelope.
Collaborators
Created for ASCD Creative. Photography: Anthony Asael and Stephanie Rabemiafara; Kevin Davis Photography.
The Approach
Insight into ideas.
Ideas into experience.
Make the value easy to find
An opening overview brings benefits and resources together. Monthly reminders then give members a timely reason to revisit what their membership includes.
Connect usefulness with purpose
Calendar space supports everyday planning, while photography of children and education-focused quotations connect the piece to the purpose of ASCD’s work. The renewal reminder completes the first-year sequence.
Selected Creative
A closer look
at the work.
A welcome addressed to the member
The member’s name is part of the cover design, making personalization visible from the first encounter. Photography and a message of appreciation connect the welcome to ASCD’s educational purpose.
View the Artwork ↗Membership value in one place
The opening pages pair the welcome message with an overview of benefits and resources, giving new members a reference point for understanding what is available to them.
View the Artwork ↗Benefits connected to the calendar
The monthly layout combines planning space with membership information and reminders. This turns the calendar into a guide to what members can anticipate throughout the year.
View the Artwork ↗A continuing connection to purpose
Photography and quotations bring an educational focus to the monthly experience, balancing practical information with a reminder of the people at the heart of the organization’s mission.
View the Artwork ↗The Result
Creative with
a clear purpose.
The finished calendar brought a personalized welcome, a benefits guide, monthly reminders, and a 12-month renewal prompt into one useful printed piece. It shows how member communications can be designed as an ongoing experience, with information delivered in a format people have a reason to return to throughout the year.