City of Surrey
Project Title:
Recreation Surrey Apparel & Retail Brand Catalogue
Client: City of Surrey; Parks, Recreation & Culture / Project Date: Summer 2019
Project Overview
My objective for the City of Surrey's Parks, Recreation & Culture department was to design a comprehensive and visually appealing catalogue showcasing the apparel and retail offerings available to Recreation Surrey staff. This publication was crucial for being user-friendly, highly informative, and visually engaging, ultimately simplifying the process for staff to identify and order necessary items.
The Challenge
The core challenge involved crafting a catalogue that struck a perfect balance between professionalism and approachability, all while authentically reflecting Recreation Surrey's established brand identity. The design required meticulous organization and intuitive navigation, alongside being visually inspiring and appealing to encourage staff engagement.
The Solution
To effectively meet these challenges, I adopted a clean and modern design approach, strategically combining clear typography, engaging imagery, and concise product descriptions. The catalogue was meticulously organized into distinct, easy-to-navigate sections, each dedicated to a specific product category. I prioritized high-quality product photography to showcase every item in detail, ensuring visual appeal. Crucially, I integrated comprehensive pricing information and clear ordering instructions, streamlining the entire process for staff.
The Impact
This catalogue has been exceptionally well-received by Recreation Surrey staff, quickly becoming an invaluable resource for ordering apparel and retail items. Its clear and concise design has made navigation effortless, allowing staff to easily locate desired products. Beyond its practical utility, the catalogue has also significantly contributed to fostering a stronger sense of unity and pride among staff, reinforcing a cohesive team identity.
Key Takeaways
This project reinforced several critical principles that inform my design philosophy. It underscored that a clear and concise design fundamentally improves the user experience, making information readily accessible. I also learned firsthand that high-quality product photography is paramount for enhancing product appeal and driving engagement. Furthermore, it solidified my belief that a well-organized layout is crucial for facilitating easy navigation and user efficiency. Finally, it highlighted how a strong and consistently applied brand identity creates a cohesive and professional visual presence.
Project Title:
Recreation Surrey Transit Shelter Advertisements
Client: City of Surrey; Parks, Recreation & Culture / Project Date: Winter 2018
Project Overview
My objective for the City of Surrey's Parks, Recreation & Culture department was to create a compelling series of transit shelter advertisements. These ads were designed to prominently promote Recreation Surrey's diverse programs and services, aiming to be visually striking, easily digestible, and inspiring residents to actively engage in local recreational activities.
The Challenge
The core challenge involved designing advertisements that would truly stand out within a busy urban advertising landscape while effectively communicating the extensive benefits of Recreation Surrey's programs. Each ad needed to be exceptionally concise and impactful, all while maintaining strict adherence to the city's overarching brand guidelines.
The Solution
To effectively meet these challenges, I developed a series of ads that utilized bold typography, vibrant colors, and striking imagery. Each advertisement was strategically themed, focusing on key aspects like health and wellness, fostering community engagement, or promoting family fun. I ensured every ad included a strong, clear call to action, encouraging viewers to visit the Recreation Surrey website or directly contact the department for further information, simplifying their next step.
The Impact
These transit shelter advertisements proved highly successful in significantly raising public awareness of Recreation Surrey's diverse programs and services. The compelling visuals and clear messaging effectively inspired residents to increase their participation in recreational activities, directly contributing to enhanced community engagement with the department.
Key Takeaways
This project reinforced several critical principles fundamental to effective public communication. It underscored that strong visual design is paramount for capturing attention and conveying a message effectively in public spaces. I learned firsthand that a clear and concise message dramatically improves understanding and drives engagement among diverse audiences. Furthermore, it solidified my belief that a powerful and well-placed call to action is crucial for encouraging viewers to take immediate action. Finally, it highlighted how a consistent brand identity is essential for building public recognition and fostering trust within the community.
Project Title:
North Surrey Ice Centre opening 3-sided display
Client: City of Surrey; Parks, Recreation & Culture / Project Date: Summer 2019
Project Overview
My objective for the City of Surrey's Parks, Recreation & Culture department was to design a highly engaging and informative three-sided display promoting the grand opening of the North Surrey Ice Centre. This prominent display was crucial for captivating attention, clearly communicating key information, and inspiring residents to visit the new state-of-the-art facility.
The Challenge
The core challenge involved designing a versatile display that would effectively stand out across various public locations while clearly conveying the new ice centre's key features and benefits. The design had to be visually compelling and inviting, yet remain concise and highly informative to quickly engage passersby.
The Solution
To tackle these challenges, I adopted a clean and modern design approach, strategically employing a combination of bold typography, vibrant colors, and eye-catching illustrations. Each of the display's three sides was dedicated to a distinct aspect of the ice centre, allowing for focused messaging. I expertly blended text with striking visuals to convey information in an engaging and accessible manner. Crucially, the display incorporated a strong, clear call to action, enthusiastically encouraging residents to visit the new facility and experience it firsthand.
The Impact
This prominent display proved highly successful in generating significant excitement and widespread interest in the new North Surrey Ice Centre. It was instrumental in informing residents about the facility's diverse features and amenities, directly encouraging increased visits and participation in recreational activities. Beyond its immediate goals, the display also effectively strengthened the Recreation Surrey brand and underscored the City's commitment to providing exceptional community recreational facilities.
Key Takeaways
This project reinforced several critical principles essential for effective public-facing design. It underscored that strong visual design is paramount for capturing attention and effectively conveying a message in high-traffic environments. I learned firsthand that a clear and concise message dramatically improves understanding and drives engagement among diverse audiences. Furthermore, it solidified my belief that a powerful and well-integrated call to action is crucial for encouraging viewers to take immediate action. Finally, it highlighted how a consistent brand identity is fundamental for building public recognition and fostering trust in community initiatives.
Project Title:
Recreation Surrey Personal Training Client Intake Form
Client: City of Surrey; Parks, Recreation & Culture / Project Date: Spring 2017
Project Overview
My objective for the City of Surrey's Parks, Recreation & Culture department was to design a clear and highly efficient intake form for clients seeking personal training services. This essential form needed to effectively gather all necessary information, including client demographics, fitness goals, comprehensive medical history, and critical emergency contacts, ensuring a smooth and thorough onboarding process.
The Challenge
The core challenge involved designing a form that was both visually intuitive and easy for clients to navigate, despite requiring the capture of a significant volume of sensitive information. The form had to be exceptionally clear and concise, meticulously avoiding any potential confusion or ambiguity that could hinder the intake process.
The Solution
To effectively address these challenges, I adopted a clean and professional design approach, utilizing a minimalist black and white color scheme to enhance clarity. The form was meticulously organized into distinct, logical sections, with each dedicated to a specific category of information. I strategically employed a combination of bold headings, clear labels, and ample white space to ensure optimal readability and provide sufficient room for client responses. Additionally, I included a dedicated section for trainers to easily record further observations and vital information during the consultation.
The Impact
This intake form has significantly streamlined the personal training process at Recreation Surrey, ensuring all necessary client information is collected with remarkable efficiency and accuracy. Its clear and concise design has made the form remarkably easy for clients to complete, leading to a much smoother and more positive onboarding experience.
Key Takeaways
This project reinforced several critical principles essential for effective information design. It underscored that a clear and concise design fundamentally improves the user experience, making data collection effortless and intuitive. I learned firsthand that a well-organized layout is paramount for facilitating easy navigation and efficient information gathering. Furthermore, it solidified my belief that the effective use of typography and strategic spacing dramatically enhances readability and reduces user fatigue. Finally, it highlighted how a strong, consistent brand identity creates a professional and trustworthy visual presence, even in administrative documents.