CYNTHIA REED
Client: Transamerica Retirement Solutions
Project:Transform Tomorrow—Transamerica’s capabilities brochure.
Brief: Make content easier to read and layout more dynamic and appealing. These brochures are given to potential clients and must stand out from numerous competitor pieces. The older brochure was visually congested, unappealing, and difficult to follow. Though the amount of content was not reduced and I was not allowed to increase page count to open it up, I organized the material in a way that made it easier to read and was more forceful in grabing the reader’s attention—where previously it had been lost in clutter.
Project:Transform Tomorrow—Transamerica’s capabilities brochure.
Brief: Make content easier to read and layout more dynamic and appealing. These brochures are given to potential clients and must stand out from numerous competitor pieces. The older brochure was visually congested, unappealing, and difficult to follow. Though the amount of content was not reduced and I was not allowed to increase page count to open it up, I organized the material in a way that made it easier to read and was more forceful in grabing the reader’s attention—where previously it had been lost in clutter.
Client: Transamerica Retirement Solutions
Project: Defined Benefit Plans Guidebook
Brief: Explain the process, services and technology for plan sponsors choosing Defined Benefit Plans for their employees. Expanding from a single sheet flyer used previously, this brochure had to present the rather complex information as simply as possible. Since TRS’s use of technology was the focus of the main brochure, I chose to use the photo of a man explaining the process and continue that motif throughout the following pages. The red lines represent TRS guiding the reader through the maze of technical information. The brochure has an inner back cover pocket for additional single-sheet flyers, such as the bottom three here
Project: Defined Benefit Plans Guidebook
Brief: Explain the process, services and technology for plan sponsors choosing Defined Benefit Plans for their employees. Expanding from a single sheet flyer used previously, this brochure had to present the rather complex information as simply as possible. Since TRS’s use of technology was the focus of the main brochure, I chose to use the photo of a man explaining the process and continue that motif throughout the following pages. The red lines represent TRS guiding the reader through the maze of technical information. The brochure has an inner back cover pocket for additional single-sheet flyers, such as the bottom three here
Client: Transamerica Retirement Solutions
Project: Hawai’i Pacific Health—Retirement plan information
Brief: Design new looks for 2016 and 2017 plan participant materials. The concept for 2016 was making your retirement dreams a reality. All illustrations were created using Photoshop and Illustrator.
The concept for 2017 was a fanciful collage of various Hawaiian elements. Kiteboarding is very hot in Hawai’i and they wanted to use the sport imagery in many of their materials. These concepts are blown out across all print pieces, emails, and HPH’s retirement plan web portal.
Project: Hawai’i Pacific Health—Retirement plan information
Brief: Design new looks for 2016 and 2017 plan participant materials. The concept for 2016 was making your retirement dreams a reality. All illustrations were created using Photoshop and Illustrator.
The concept for 2017 was a fanciful collage of various Hawaiian elements. Kiteboarding is very hot in Hawai’i and they wanted to use the sport imagery in many of their materials. These concepts are blown out across all print pieces, emails, and HPH’s retirement plan web portal.
Client: Transamerica Retirement Solutions
Project: Pitch to Hunter Douglas
Brief: Develop a theme for prospective retirement plan materials.The [UP] theme features various materials used by Hunter Douglas in their window treatments. The vertical poster uses elements of innovative designs (Eames chair, Arco lamp, Mondrian grid) to imply HD is part of that artistic tradition. The poster to the right plays off current HD marketing materials.
Project: Pitch to Hunter Douglas
Brief: Develop a theme for prospective retirement plan materials.The [UP] theme features various materials used by Hunter Douglas in their window treatments. The vertical poster uses elements of innovative designs (Eames chair, Arco lamp, Mondrian grid) to imply HD is part of that artistic tradition. The poster to the right plays off current HD marketing materials.
Client: Transamerica Retirement Solutions
Project: Pursue Your Passion—Retirement plan information for plan participants
Brief: Design several themes as part of a large selection of materials for companies who choose TRS to handle their retirement plans, but are not budgeted to allow for customized campaigns. These “ready-made” themes are presented to the clients by the project managers, selected from the “catalog” and revised with content specific to each client. The brief was to develop designs based on typographical treatments. Each design—chalkboard, construction paper clock, and retro-type— comes in various background colors or textures customized for each company.
Project: Pursue Your Passion—Retirement plan information for plan participants
Brief: Design several themes as part of a large selection of materials for companies who choose TRS to handle their retirement plans, but are not budgeted to allow for customized campaigns. These “ready-made” themes are presented to the clients by the project managers, selected from the “catalog” and revised with content specific to each client. The brief was to develop designs based on typographical treatments. Each design—chalkboard, construction paper clock, and retro-type— comes in various background colors or textures customized for each company.
Client: Transamerica Retirement Solutions Project: Pursue Your Passion Retirement plan information for plan participants
Another of the theme templates available to smaller budget clients. I came up with theme of PASSION when asking “what do people REALLY want to do when they retire?” Pursue their passions in life was the answer. All Photoshop work was done by me. This was a very successful theme and has been adopted by numerous clients.
Another of the theme templates available to smaller budget clients. I came up with theme of PASSION when asking “what do people REALLY want to do when they retire?” Pursue their passions in life was the answer. All Photoshop work was done by me. This was a very successful theme and has been adopted by numerous clients.
Client: Transamerica Advanced Markets Group, Denver, CO
Project: Advanced Markets Group educational and promotional materials. Previously the AM group used very basic and boring MS Word templates for their content — which were nothing but bulleted text — and they wanted a more polished and accessible look. I designed the AM lockup where previously there was no branding to set them apart from other Transamerica divisions. Advanced Markets is geared toward high net worth clients and required a more sophisticated visual approach.
Project: Advanced Markets Group educational and promotional materials. Previously the AM group used very basic and boring MS Word templates for their content — which were nothing but bulleted text — and they wanted a more polished and accessible look. I designed the AM lockup where previously there was no branding to set them apart from other Transamerica divisions. Advanced Markets is geared toward high net worth clients and required a more sophisticated visual approach.
Client: Transamerica Retirement Solutions
Project: Monthly Training Announcement.
Brief: Illustrations for email announcement and Facebook, Linked In, and Twitter postings. Quotation was provided and I was free to interpret that into an illustration. Two concepts were always provided. All illustrations are created in Photoshop using a variety of stock photos and vector art created in Illustrator.
Project: Monthly Training Announcement.
Brief: Illustrations for email announcement and Facebook, Linked In, and Twitter postings. Quotation was provided and I was free to interpret that into an illustration. Two concepts were always provided. All illustrations are created in Photoshop using a variety of stock photos and vector art created in Illustrator.
Client: Transamerica Investments
Project: What Market Awaits You Brochure
Brief: Re-design the material for this brochure explaining the variability of returns on your retirement investment depending on the year you decide to begin taking your withdrawals. As with all of Transamerica’s materials, the was to present complex financial information as simply and cleanly as possible. In this design, I used the matrix graphic to imply that factors affecting the market are deeply interconnected and multi-dimensional.
Project: What Market Awaits You Brochure
Brief: Re-design the material for this brochure explaining the variability of returns on your retirement investment depending on the year you decide to begin taking your withdrawals. As with all of Transamerica’s materials, the was to present complex financial information as simply and cleanly as possible. In this design, I used the matrix graphic to imply that factors affecting the market are deeply interconnected and multi-dimensional.
Client: Transamerica Retirement Solutions
Project: Goulston & Storrs
Brief: Develop a concept for retirement plan materials for this Boston law firm. Using the “one word–big impact” concept, I put together a conservative yet elegant package that reads well across the various media that was involved in communicating to G&S employees.
Project: Goulston & Storrs
Brief: Develop a concept for retirement plan materials for this Boston law firm. Using the “one word–big impact” concept, I put together a conservative yet elegant package that reads well across the various media that was involved in communicating to G&S employees.
