Cadillac Magazine is a bi-annual publication that serves as a welcome gift to new Cadillac owners. Featuring luxury and lifestyle articles that highlight the Cadillac brand, the publication is also available digitally in both a mobile and tablet experience. My role within the Cadillac Magazine team is really a jack of all trades. I manage the working InDesign file, flowing in as well as designing features, front and back of the book sections, and tracking down provided images. I’ve been on location to art direct a number of the stories, including a memorable road trip story that started in Vegas and worked our way toward a 5-star resort in the middle of the desert in Utah. Aside from my print responsibilities, I also help to design and program the tablet (iPad and Android) and mobile editions of the magazine. This starts by working with our edit team to brainstorm and develop the best ways to transform these print stories into interactive and engaging pieces on mobile platform. From there, we redesign the stories and implement interactivity using Adobe’s Digital Publishing Suite tools. Cadillac Magazine Art Direction, Graphic Design MSU Athletics Art Direction, Graphic Design
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My affinity for Michigan State University blossomed as soon as I stepped foot on campus in 2007, and hasn’t wavered since. I was fortunate enough to intern with the athletic department when I was an undergrad, making graphics and banners for MSUSpartans.com. When I was approached with a freelance opportunity to create infographics for the Spartans football games after I had begun my professional career, it was a no brainer. During the 2013 and 2014 seasons that saw Michigan State capture both a Rose Bowl and Cotton Bowl respectively, I compiled infographics highlighting each victory with stats, figures and images from the games. This work carried over into making posters of the infographics that were distributed at the spring football games as well. This role with the MSU athletic department also included designing covers for season and bowl game media guides, and creating graphics to promote upcoming games and featured athletes. My work for MSU has allowed me to get even closer to the teams I intently follow and keeps my green and white blood flowing strong.
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In addition to my role as an art director on Cadillac Magazine, I also help to create social posts for OnStar across its social media networks. Starting with our social media team, we brainstorm, devise and execute images and videos that aim to engage and promote the brand. Because OnStar is a automotive based service, it makes for a unique challenge to find ways to capture our audience’s attention in the social media space. Along with art directing stories for the Experience OnStar, I also create graphics and icons to accompany features on the site. More examples of social videos I’ve concepted and art directed can be found at OnStar’s Instagram page.
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After I moved to Kentucky in the winter of 2011, I became painfully aware of how much I truly loved and missed the Great Lakes state. Freelancing for The Awesome Mitten allowed me to reconnect with all of the happenings back in my home state and continues to keep me surrounded me with all things Michigan now that I have returned. As the graphic designer for the site, I’m primarily responsible for creating event and promotional graphics. When I first came aboard, there weren’t concrete rules associated with the visual aspects of the brand, so I set about establishing some of my own that allowed me to create continuity from project to project. I even returned to my journalism roots for a Mitten Trip to Marquette in the summer of 2015. In addition to writing about my three day trip in the Upper Peninsula, I documented my trip with photos that were shared across all of The Awesome Mitten’s social channels. What makes collaborating with The Awesome Mitten so enjoyable is that its mission is to spread the message of the Mitten State that I love and call home.
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My art direction experience encompasses print, digital and video. The print side has included both automotive and lifestyle shoots for Cadillac Magazine, which has also given me to chance to travel across the U.S. and surround myself with incredible scenery, products and vehicles. Many of these shoots have taught me the importance of “on-the-fly” art directing—you can only plan so much of the shoot until you actually see the setting in person. This is especially true with vehicle road trip stories. Some of the more interesting locations happen to be little outposts discovered along the way that weren’t even on the radar before the trip. Working with OnStar and the Connected Journey site allows me to art direct stories about OnStar subscribers and showcase how the service has positively impacted their day-to-day lives. I’m also part of a team that’s responsible for brainstorming and creating social media posts for the OnStar brand across all social channels. Because OnStar is a non-traditional service in the social media world, it makes a for unique challenge to develop fun and interactive social content to engage an audience and promote the brand. Chocolate chip, peanut butter or oatmeal raisin? We say all of the above. When you're craving that sweet treat, we can help get […]
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I started at Automobile Magazine knowing next to nothing about the automotive industry. When I left to become an art director on Cadillac Magazine, I had a much better understanding about how vehicles fit within the editorial space across print, web and digital platforms. As a graphic designer for the magazine I was responsible for laying out departments and features for the magazine and then re-designing the stories for the iPad edition. Most of the art and story concepts were developed and executed by the creative director of the magazine, but I had my hand in art directing a number of stories as well as designing my first cover for the August 2013 issue of the magazine. The automotive knowledge I gained from Automobile Magazine has helped immensely with my role on the Cadillac Magazine team. In the Motor City, where the car is king, having that background certainly has paid off.
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