Geovani Culloton
Marketing Materials
Graphic Design | Sole Salvation Consignment Boutique
I am currently working at Sole Salvation which is a local consignment shop in MKE . I am responsible for marketing materials both digital and physical. Quite often marketing materials are asked for two weeks in advance by my Boss. Each piece of marketing material is based on back and forth interviewing and iterating until the desired product is available, usable and deemed finished.
Summary | Marketing Materials
Graphic Design | Sole Salvation
Role | Graphic Designer
Time Frame | Two weeks per given project
Propose solution | After interviewing the owner about what kind of customers her boutique caters to, we were able to start making design decisions stylistically. I then was able to create a better informational hierarchy based on what I was told which information customers look for first.
Problem solved | I was able to create many different variations of physical and digital marketing materials to serve as promotional advertising for when the store was having an event or wanted to relay information to its customers.
Challenges | There has not been much of a challenge other than working on a fast deadline, I get notified in such a short notice, I have to design fast in order to start circulating designs amongst customers in order to gain enough traction for the possible upcoming event.
User impacts | The font size on marketing materials need to be large and not devastatingly intricate since the customer base is above 50 years old and usually have difficulty reading small print. All desired general information needs to also be placed on marketing materials at all times to avoid any confusion or unanswered questions by customers.
Lessons learned Overall | Since I iterate these designs quite a bit, it is important to keep a checklist to make sure all the needed information is incorporated into the design. It is also important moving forward to create a branding amongst marketing materials even though they rely heavily on seasonal influence. Using the same design techniques as well as sticking to the same font, logo, images and color palette can create a brand without much thought, which would in turn let customers know that each event is from the same store without having to think much about it.
Current Business Card
Sole Salvation Consignment Boutique
When first asked to create a business card, I asked what information is desired on the card as well as what the purpose of the card is. I was told that it should have our store hours, contact information, and store name, the back should also be able to be used to scribble notes or appointment hours for consignments. I was also given a few design tips such as the card should be pink and have some imagery referencing female fashion to let customers that is what we typically sell and consign. After a few attempts and playing around with the hierarchy, my boss was satisfied and we had the designs printed via Vistaprint.
What I learned
Current Business Card Design
When making the business card I learned quite a bit of a few new things when designing. Since most of our target audience is older female customers, the font size could not be too small and it had to be easily scannable to find the more important information such as hours and address. I learned that it may take some playing around with to get all desired information on one side but it is possible.
Women's Sales Flyer Coupon
Sole Salvation Consignment Boutique
The Milwaukee women's sale booth flyer was meant to serve two purposes, it was meant to be both a business card and coupon, intending for customers to both shop at the booth and the store. Another factor that went into designing this paper handout was my boss wanted it to coincide with the spring time and mothers day, so my boss wanted it to speak more to the spring time rather than our store's theme. I created similar design techniques I’ve learned when designing our business card. After creating a general basis, my boss wanted it to include a thank you for attendance.
What I learned
Women's Sale flyer coupon
What I took away from designing this flyer is that sometimes less is more. In the end I wish I would have included just one flower instead of two in order to have users focus on one side of information and one image. Sometimes something aesthetically pleasing does not guarantee being the best design for usability. Overall we did have a couple customers come in using their coupon flyer thus serving the purpose of bringing people from the sale to our store.
Pop up Sale Flyer
Sole Salvation Consignment Boutique
For this flyer I had a bit more freedom when designing it because my boss did not offer much needed design input. The point for this flyer was to give to customers and post around town to gain traction for a sale we were having. It was in the summertime, so I tried to choose some summery colors to fit the time of the sale since that is what I wanted to keep in theme of the Milwaukee women's sale booth coupon.
What I learned
Pop up flyer sale
I took away some more lessons, sometimes design just needs to do its intention rather than look amazing. Yes, the flyer is on the simpler side, but it is exactly what my boss and customers wanted. The intention of this flyer was to be posted around as well and it needed to both be eye catching as well as scannable. It wasn't until we started circulating the flyer that we noticed we did not include the month which could be confusing, so I would make a stronger effort in the future to do so on our flyers to avoid confusion.
St. John Sale Flyer
Sole Salvation Consignment Boutique
St. John is a limited designer line we carry and we are very popular for carrying it. We carry a lot of their items and decided to have somewhat of an overstock sale. For this flyer, I realized it would be most effective to make it similar to our pop up sale flyer we had this past summer, so I used the same design method and styles. I decided to make the background color orange to fit our fall theme. As well as making sure the month was there this time to avoid confusion.
What I learned
St. John Sale Flyer
What I learned during this flyer creation is that you do not have to entirely recreate the wheel and you do not have to fix something if it isn't broken. I was very tempted to create a new flyer from scratch, when I realized I can simply expand on our last design since that design was already approved by my boss. The flyer did its intended purpose and was able to relay information to our customers.