Clarify the Offering
Present professional-learning services in a way that speaks to school and district leadership.
Design
APLS Brochure
ASCD Creative
Challenge
ASCD Professional Learning Services needed to present onsite, online, and blended services clearly to superintendents and principals.
Creative Strategy
The brochure organized a broad professional-development offering into a focused marketing piece for decision-makers. The design also needed to remain useful when the original format was reduced for a direct-mail package.
My Role
Art Direction and Design.
Collaborators
Creative Direction: Gary Bloom. Designers: Greer Wymond and Lindsey Smith.
The Approach
Insight into ideas.
Ideas into experience.
Establish Editorial Hierarchy
Use a structured 16-page brochure to organize the service story.
Adapt for Distribution
Extend the design into a smaller reprint, envelope, and accompanying letter.
Selected Creative
A closer look
at the work.
The Result
Creative with
a clear purpose.
The work delivered an 8 × 8 brochure and an adapted direct-mail package for professional-learning services.