common sense creative design
When I work on a creative project, I bring to the table a level of experience that is part Graphic Designer, part Art Director, and part Project Manager. I have spent my career in both corporate environments and medium sized agencies. Technology and marketing strategies have changed a bit over the years, but what still holds true is the value of good solid design that is both appropriate for your target market and consistent with your brand. Print design is my primary focus, but I also designed and develop websites on the WIX platform and have helped companies plan and execute campaigns involving multi-media, multiple touch strategies, including emails, surveys and personalized direct mail.
Here is the basic framework that I follow.
I learn as much about you, your company, product or service as possible. A timeline and budget are discussed and agreed to.
Your target market.
Examine who they are and what affects their decision making.
What are you trying to achieve, short-term and long-term from this project?
Now that all of the left-brained work is out of the way, it is time for some fun.
I research similar companies or products
Establish the message and the hierarchy of information to be presented
Brainstorm physical layout options
Study your brand standards and past creative
Conceptualize visual elements
Time to get my hands dirty.
I gather the elements (logos, text, photos, icons, call to action tags, creative ingredients, etc.) into my software workspace and begin designing. It may be in InDesign, Photoshop, Illustrator, PowerPoint, or Microsoft Word.
The moment of truth.
I present, tweak, and revise until everyone is happy with the results. Then I produce the final press-ready product.
"Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep." – Scott Adams
trade show displays
photography and photoshop
table-top product photography
photoshoot art direction
Each sample below represents my design, photoshop work and prepress preparation.
If I also contributed copy writing or copy editing, it will be indicated in the description.
These are just a few of the designs I have created for local, national and international companies.
Margaret Lengas Design
Eden Prairie MN 55347