Metro asked us to design a test campaign to decrease (if not eliminate) the use of pesticides and other toxic chemicals in Washington and Clackamas County yards. Our solution was to focus the message away from hot-button terms and squarely on health: your family, your lawn. Then, we designed and contributed copy to an array of outreach – making the most of the campaign’s limited budget – across direct mail, print and web advertising in targeted local media, as well as in-person communications with Metro Master Gardeners at local garden centers and other classes. The goal was to encourage participants to sign the Metro Healthy Lawn Pledge online on Metro’s website, and even with the small budget and a launch in mid-summer (at the tail end of lawn season), the campaign performed beyond Metro’s expectations.
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Along with Matt Giraud: design, production, illustration, map creation, project management, materials research, vendor management, press management for the entire range of outreach collateral and wayfinding signage up to present following graphic standards we established while at Grapheon Design.
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After an inauspicious launch of a new neighborhood-based leaf removal program, the following year the City of Portland asked my prior firm to relaunch, position and build momentum for the program. We renamed the program “Leaf Day,” emphasized the value of our urban forest and the importance of all Portlanders investing in it. We created a logo and graphic identity for the program, created all the program outreach materials for the first year, including brochure, door hangers, a poster, and one of the best online resources about the benefits of urban forest on the internet.
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At Grapheon, Matt Giraud and I were tasked with the creation of an outreach campaign for Reed College’s 100th birthday. We designed its logotype, built an overarching design approach and alumni messaging strategy, performed extensive research and retouching of archival imagery, and developed tightly integrated print and web materials to launch their successful $200-million fundraising effort.
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