I started as a production intern during the third quarter where 60% of the year's revenue is generated. I jumped in without much of an introduction and learned how to get the job done.
PSA brands existing promotional products and designs new products to help social advocacy programs promote awareness and prevention campaigns. I enjoyed the challenge of appealing not only to our established Department of Defense base, but designing meaningful and culturally-sensitive pieces for our new American Indian/Alaska Native customers.
I tackled production art, redesigning catalogs, writing and creating email newsletters, producing website and social media banners, brainstorming on conferences and direct mail, to my favorite: researching and designing new products.
The printed catalog accounted for the vast majority of PSA's orders. 250,000 copies were printed throughout the year and shipped internationally. It was my pleasure to redesign the catalog twice over the course of my tenure to meet specific challenges.
Customer feedback indicated that the old layout was confusing, difficult to follow, and visually dated.
A grid system was implemented where every product was paired with its corresponding copy. While this limited the amount of products we could fit, it made us more selective about what went into print and what could be listed only on our website instead. This thoughtful and curated approach contributed to less confusion, more clarity, and more sales. We also moved all awareness program sections to the front half of the book so customers could navigate easily.
With the increasing amount of direct competition in our niche, customers began to mistake our company and products with others. The owner asked if we could make the physical catalog stand out more.
If everyone is vertical, go horizontal. After speaking with our printer, we decided to not only change the orientation, but upgrade the binding from saddle stitch to perfect bound and add a custom spot gloss in the pattern below.
I designed this minimal and confident cover to position PSA as the best in class option for our market. Instead of showing an assemblage of products, we stated the programs of our specialty. This program bar carried into the internal layout as a wayfinder, so a reader would not only know which section they currently in but its location in reference to others.
As a Marketing Coordinator, I optimized the icons and images on our home page. I designed the New Catalog and social media bars to be flat, direct, and act as an important footnote. The rotating banners were updated biweekly, and often corresponded to awareness months or supported our email newsletter and direct marketing strategies.
I tested the website for errors, documented them thoroughly, and communicated with our third-party web development company or our internal IT team for fixes. I was often complimented on my respectful yet direct communication style in this role.