Pasado's Safe Haven
Brochure and direct mail design.
Brochure and direct mail design.
Help Pasado's Safe Haven express their key messages clearly and vibrantly with customized visual designs that complement the written content of their brochure and direct mail marketing materials.
Graphic Designer
InDesign, Photoshop, Procreate
To get started, I created a mood board after studying the Pasado's Safe Haven website, social media accounts, and other branded materials I was able to find online.
This helped to provide direction for the designs. I added the Pasado’s colors, some key words, basic font inspiration, paw print imagery, and photos that represent the organization.
The target audience of this brochure is people who either have never heard of Pasado’s Safe Haven, or know a little bit and want to learn more. Maybe they finished a sanctuary tour and want to take this home as a reminder, or they are picking it up at an event.
The call to action is to bring the reader to the Pasado's Safe Haven website to learn more about a topic in the brochure that captured their interest.
After determining the main message and target audience for the brochure, I gathered the copy from the website and created a paper mock-up of the brochure.
After completing my paper draft, I began creating the brochure in InDesign.
The main points of feedback and critique I received on this piece were:
To address the feedback, I added a location tag with "Monroe, WA" in two relevant places to make the location of the charity clear, and also added more specific and clear calls to action.
I added a call to participate in the 2 Minute Actions panel, sign up or learn more about trainings in Investigations and Rescue, emphasized the website on the front of the brochure, and added the URL for booking a tour.
Additionally, I increased the size of some of the section headlines and added the Pasado's green, added some bold sections to the Investigations and Rescue panel, changed some of the text formatting on the back panel to be consistent with the rest of the brochure, and adjusted spacing between elements for increased readability and to create a clearer hierarchy.
The target audience of this brochure are people in Washington, and especially those who have or have previously had pets, or expressed interest in animal-focused charities.
The call to action is to get the recipient to donate money to Pasado's Safe Haven, or visit the website.
I created this sketch to help me decide on some of the main elements of the design for the donation postcard, such as animal profiles, a headline, location of the QR code, and a summary of the charity.
When I submitted the first draft for review, I had only created a draft of the front of the postcard.
I took a lot of time to play with the arrangement of the elements to ensure I got the balance of text to graphic elements correct.
The main points of feedback and critique I received on this piece were:
I finished the other side of the postcard, and addressed the feedback to create this final draft.
I added an additional call to action to sponsor an animal, I noted that the charity is in Seattle and in the PNW, I made the headline larger, and made the website URL and QR code prominent.
