I am a loud extrovert who loves bright colors. My favorite movie is Point Break (the old one, obviously), and I’ve never met a pink I didn’t like. If it has aliens, glitter, or a crazy costume, I will be interested. So, the shocker of my career at the Business Times Company thus far has most definitely been that I LOVED redesigning a Masonic magazine.
At first, I was skeptical. Aren’t all Masons stuffy traditionalists? Would they be willing to try anything new with their design? I had no idea what to expect from the client, and I hoped to find some common ground so that I could enjoy the process while reviving their brand.
One of the challenges of being a designer is that I’m not making art for myself. Instead, I solve visual communication problems for other people. I have to take off my, literally, rose-colored glasses and look through the lens of the client. What colors work best for their content? What font is best to reach their target audience?
Happily, I found a great partner in the ladies at the Masonic Home of Missouri. We shared a passion for history and generosity. It was very exciting to work for the charitable branch of the organization, knowing my work would help provide financial assistance and health information to people in need.
And best of all, they wanted to revive their brand and give their magazine a facelift to reach a new, younger demographic. Queue up the hot pink! Just kidding. But I did get to use illustrations and develop a brand that gave some structure to their content and made their articles more accessible. We were able to provide them with some top-notch photography and a cohesive brand that makes both Masons and myself proud to display the magazine on coffee tables. Creating strong brands that our clients are proud to show the world is just as exciting as designing in my personal style.
Check out the before and after: