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Branding, Art Direction and Editorial Design for Surface Design Association

Surface Design Association is a nonprofit educational organization promoting awareness and appreciation of textile-inspired art and design. After over 40 years in the industry, the organization was in need of a total revamp of their quarterly magazine, the Surface Design Journal. I executed a complete redesign of the Journal based on target audience and member demographic research and developed a fresh board-approved design. The new design is a balance of negative space, vibrant images and beautiful articles; a sophisticated approach to editorial that doesn't clutter the eye and allows the reader to digest the content and be captured by the artwork. The redesigned Journal received rave reviews from members. Coupled with new ambitious leadership, the organization saw an increase in membership and donors, and desired new branding to follow suite. I was asked to rebrand the Surface Design Association logo in a way that would seamlessly bring them into the contemporary framework without losing their established brand recognition. Referencing line work from the previous logo, I introduced a modern, bold design that married their long notable history with their vision for the future .

Project Roles
Art Director, Designer
Company
Surface Design Association
Skills
Art Direction, Design, Editorial
Media
Editorial Designs, Brand Identity, Branding, Logos
Project Industries
Non-Profit, Lifestyle
Branding, Art Direction and Editorial Design for Surface Design Association
Branding, Art Direction and Editorial Design for Surface Design Association
Branding, Art Direction and Editorial Design for Surface Design Association
Branding, Art Direction and Editorial Design for Surface Design Association
Branding, Art Direction and Editorial Design for Surface Design Association
Branding, Art Direction and Editorial Design for Surface Design Association
Branding, Art Direction and Editorial Design for Surface Design Association
Branding, Art Direction and Editorial Design for Surface Design Association
Branding, Art Direction and Editorial Design for Surface Design Association
Branding, Art Direction and Editorial Design for Surface Design Association
Branding, Art Direction and Editorial Design for Surface Design Association