Abby Meister
Case Study: Web Design
CLIENT
Philippi-Hagenbuch, Inc.
ROLE
Marketing Assistant & Graphic Designer (2013-2016)
Freelance Design Consultant (2016-2021)
CHALLENGE
When I took over the ad design work for Philippi-Hagenbuch, Inc. (PHIL), the previous ads were very dark and text-heavy, with little focus on the visuals of the product. Management was looking to brighten things up and bring a more modern ad style to the table, with a better way to deliver information to audiences than a huge chunk of text.
IMAGE
Original PHIL ad style from 1973 on top of the more recent, dark style ads.
Design Goals
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Brighter colors, with more emphasis on brand colors
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More focus on images of the product
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Information broken up into easier to digest bites
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Highlight mobile device accessibility
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More dynamic movement with graphic elements
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Utilize canvas background to tie in older ad designs
Solution
GRAPHIC ELEMENTS
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Pulled in the canvas background to keep consistency with previous campaign, adding a white overlay.
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Selected new image from the same photo set as the previous campaign. Both images were stunning, but the updated version had more movement.
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Replaced original pale, washed out sky with a darker sky to add drama and create stronger contrast for text.
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Introduced angle graphic elements throughout to enhance the sense of motion and modernize the layout.
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Incorporated a device mockup displaying the website and a QR code, allowing viewers to quickly access the PHIL website.
TEXT ELEMENTS
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Refined typography hierarchy to guide the viewer's eye through the design and establish a cohesive visual system to use throughout the campaign.
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Reorganize copy into more digestible sections, with directional lines drawing attention to key features.
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Created a standardized footer featuring logo and contact info to be used across future ads, unifying the campaign and strengthening brand recognition.
Campaign Evolution
2014
2015
2016
2017
2018
2019
2020
2021
Brand Design
Beacon Property Management
Agency Work
As a newly incorporated company, Beacon Property Management came to Haas IT Solutions for a full brand system. The requirements were a timeless logo that looked elegant, included a light house, or beacon, used blue, and included the number eight somewhere to represent the owners' eight grandchildren.
I created three different concepts, and we worked to build the perfect brand for Beacon Property Management.
Illustration
Fright Fall Challenge
Self Assigned Challenge
Every October, several art challenges go out on social media. You are given a daily prompt with free rein on what you create, and the goal is to do as many of the prompts as you can.
I participated in the Retro Supply Fright Fall art challenge, using their excellent Procreate brushes on my drawings.
Web Design
St. Clara's Rehab & Senior Care
Agency Work
While working at Mavidea Technology Group as the Lead Developer and Web Designer, I had the pleasure of designing two sites for four locations of senior care homes managed by Heritage Operations Group in Illinois.
Each location previously just had a page on the Heritage Operations website, so it was truly a joy to work with the team at each location to bring their websites to life.