PREFACE
Pioneering
The new brand had more design elements and flexibility in its initial stages. By experimenting with different formats — social media, email, multi-page materials, small web banners, large signage, etc. — I wanted to ensure that each element served a purpose, could be applied consistently no matter the format, could delight audiences, and didn't get disorderly or confusing to the end user.*
How I like to approach stock
I enjoy the challenge of making stock photography look less stocky and arbitrary, and more genuine and intentional, by seeking out some form of connectedness to tell a subtle story. Here you'll see a couple examples where I found a series of photos that work perfectly with the content, appearing as if they were specifically shot for the given campaign.
TIAA BANK FIELD STADIUM SIGNAGE
There's a variety of large signage all around TIAA Bank Field Stadium. The ask was for one design and message that could be configured on three different dimensions. But the Writer and I wanted to push it further: create a series that was similar enough to tell a story, while different enough to catch the eye of passersby.
Considering the environment, the Writer and I decided to play off of an athletic tone. Using these headlines as a base, I sought out imagery that emulated a faux custom photo shoot in order to tell a visual story.
INSTITUTE REPORT SUMMARIES
TIAA is partnered with leaders in education, non profit, and public sectors, producing data-driven findings in areas of financial security and higher ed. Periodically, we're asked to glean the most relevant bits of info from their complex reports and distill them down to simplified, highly visual summaries, making them more digestible for the average person.
Collaborating closely with our Writers, I create clean, infographic-heavy layouts, adding dynamic intro pages to help warm up the audience from the start.*
TALENT RECRUITMENT
For TIAA's various Recruitment Brochures, I created a continuous visual flow from page to page to encourage scrolling. I tied the two Traditional Talent brochures together with the same photo subjects making appearances at the beginning and end, and those models also appear in the hero of their respective landing pages. This helps create a connected user experience and perception of authenticity in the photos.
Along with the brochures are their corresponding social posts.*
*Please note, I am an in-house designer working with the pre-established brands of EverBank, TIAA, GuideWell, The Jacksonville Jaguars, and the Title IX Campaign.