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The Goal: Giving insight to clients and network partners on market trends that reach radio listeners.
When I first joined the team, my introduction to the newsletter was like any corporate email polished with stock and a generic meant to build credibility amongst competitors.
When our team was tasked to take the newsletter in-house, we chose to revamp it and thus create a unique presence. We married the research with original artwork for a human touch.
One in a Million…
There are over a million research articles, blogs, and newsletters, utilizing similar imagery, according to our CEO we gave Skyview more recognition and brand appeal to further reader interest.
Before:
After taking newsletter in-house:
01 First we meet
The team builds out topics for the quarter to discuss trends and highlight future consumer habits based on the market. Once the research team pulls qualitative for the newsletter. I organize the points to create a cohesive story for each post.
02 Piecing the puzzle together
Ideas take time to generate, thus I’ll open my sketchbook and get cracking on abstract art ideas based on common themes or keywords from the research. Expect thumbnails and initial sketches of the final art at this stage.
03 Going digital
By the time the draft comes together I loop in the Creative Director to modify or make any suggestions to keep the art in line with the research. Once the sketch makes approval, I’ll go digital and develop the color scheme, and final output in Adobe Illustrator.
The Process
Various topics bi-monthly:
Health and Wellness, Quick Service Restaurant, Listener Profiles, Streaming, Smart Home Tech, Holiday Travel, Insurance, Healthcare, Sports, Banking, Recruitment and more…
