Align + Segment: Redesigning an overburdened piece of collateral targets distinct audiences

I redesigned Hyde Park Art Center’s quarterly newsletter, updating the look and feel of the piece to align with the new direction of the 75-year-old nonprofit.

Formerly, the newsletter and course schedule inhabited the same piece of collateral, where roughly three-quarters of the piece was dedicated to course descriptions. However, the piece was mailed to 10,000 constituents across the country, most of whom would never take an art class at the nonprofit’s Chicago facility.

I split the course schedule from the newsletter, so that a hyperlocal mailing of the course schedule would reach those constituents who really only interact with the organization through studio art classes. I led creative direction on the new course schedule, selected images, and wrote and edited copy.

New covers:

CourseSchedule_Covers

Look inside:

Layout 1

Layout 1

Check out the full effect: Winter 2014, Spring 2014, Summer 2014. [PDFs]

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