A New Approach to a Daunting Subject

Award-winning McGraw-Hill Mathematics Series

Award-winning McGraw-Hill Mathematics Series

How do you connect Math to Every day life?

McGraw-Hill wanted to create a new mathematics series for elementary students that would show how math applies to our every day lives. The pedagogy of the lessons was written and designed to encourage students who may otherwise feel disconnected from previous textbooks. Visual cues were used throughout each book to help "visual" learners understand the value of the information, while maintaining the rigor necessary to engage more advanced students.

With this in mind, we set out to develop covers that would encompass the ideals set forth in the content of the books. Numerous concepts were presented, including everyday tools used in the processing of math problems, food preparation elements that showed the exercise of measurement and heat, and finally games and toys that use math as their basis, including physics, computation, and geometry.

Two photographers from Canada were engaged to produce the images. The original concept was to show motion in the elements through slightly blurred portions of each image. After the photos had been taken, the client decided that they did not want the blurred elements. The images were manipulated in Photoshop by Photoshop artists to enhance color and "fix" blurred elements. My role was as team lead and client facing liaison, providing photo direction, design, and photo illustration.

The series was awarded Best of Category by the New York Bookbinders Guild.

Branding for a New Generation

Bach Society of Dayton Rebrand

Bach Society of Dayton Rebrand

This ain't your GRANDma's Bach Society!

The Bach Society of Dayton needed to update their image. The organization was about to celebrate their tenth anniversary and felt that it was time to improve perceptions of the choral music group. Their audience was aging, and they struggled to attract younger listeners and singers. 

Our approach was simple: To stave off the perception that the organization was a stodgy bunch of "old folks" singing centuries-old music that isn't relevant to today without losing existing audience. We brightened the color palette and worked to connect content to potential ticket buyers by injecting humor into the copy and imagery used in their marketing material. A new website was developed to be more mobile friendly and to make ticket buying easier. The "peeking" Bach head became a mechanism of humor and foundation, reminding audiences that what was old can be new again.

As a result, Bach Society of Dayton has seen consistent year-over-year growth in concert attendance and, through social media engagement, has begun to see younger singers at auditions, necessary for the continued stability of the organization.

Communicating Science

US EPA National Homeland Security Research Center Branding and Communications

US EPA National Homeland Security Research Center Branding and Communications

A Brand within a Brand

The EPA's National Homeland Security Research Center (NHSRC) was created after the events of September 11, 2001. The Center's mission was to research and develop methods of detection, mitigation, clean up, and prevention of radiological, chemical, or biological terror attacks. NHSRC needed to communicate their efforts to scientists, congressional leadership, and the general public, and tasked BTAS, Inc., for whom Todd Berry was the Creative Director, with developing a communications strategy and guidelines for how to present the material.

We created a "brand within a brand" to ensure that NHSRC would be perceived as a leading expert in this area while maintaining their identity as an EPA organization. We developed a "voice" that successfully communicated national and international missions to a wide variety of audiences. To do this, we collaborated with scientists, researchers, and administrators to deliver effective material across multiple platforms, including digital, print, and video, maintaining subject matter relevance while offering general audiences plain-language interpretations without diluting purpose or meaning.