PHILLY WEEKLY

INTRODUCTION

The Philadelphia Weekly is an alternative news source that provides unique and sharp-edged coverage of current affairs, city life, and culture in Philadelphia. In 2014, the newspaper was recognized as the Best Overall Non-Daily Newspaper by Pennsylvania’s Society of Professional Journalists. As the production designer, my role was pivotal in giving Philly Weekly a fresh new look, starting with the design of a new logo that captured the essence of the brand and resonated with the target audience.

DESIGNING THE LOGO

To create a logo that truly represented the identity of Philadelphia Weekly, I conducted extensive research to understand the publication’s values, tone, and target audience. Collaborating closely with the editorial and marketing teams, I developed several logo concepts that embodied the newspaper’s unique character. The chosen logo design successfully conveyed the brand’s essence, capturing its alternative and edgy nature while maintaining a professional appearance.

CLASSIFIED AD SECTION DESIGN

In addition to the logo design, I assumed responsibility for the complete design and layout of the Classified ad section for both Philly Weekly and South Philly Review. To ensure the visual appeal and organization of the ads, I implemented design principles such as hierarchy, contrast, and visual consistency. Meeting strict deadlines, I worked meticulously to create an aesthetically pleasing layout that allowed for easy ad browsing and maximum exposure for advertisers.

CREATIVE DESIGN DEVELOPMENT

As the production designer, I developed creative designs for various materials, including article layouts, print and web ads, sales sheets, and print materials. I collaborated closely with clients to understand their objectives and brand guidelines, ensuring that the designs I created aligned with their vision. By applying design fundamentals such as typography, composition, layout, and color theory, I selected appropriate visual elements and created visually engaging designs that effectively communicated key messages.

CLIENT COLLABERATION AND FEEDBACK

Throughout the design process, I maintained effective communication and alignment with clients. I conducted meetings to present mockups, collect feedback, and make necessary adjustments to meet their expectations and objectives. By actively listening to client input and incorporating their feedback, I ensured that the final designs surpassed their expectations and effectively conveyed their messages.

QUALITY ASSURANCE AND PRODUCTION KNOWLEDGE

To ensure the highest quality of design deliverables, I applied my production knowledge to create high-resolution images that met industry standards and client specifications. By executing final touches on projects, including image sizing and font selection, I guaranteed visual consistency and professional presentation.

COLLABERATION WITH TECHNICAL TEAM

Collaborating closely with technical teams, I ensured the seamless integration of design elements with technical requirements. By working in tandem with web developers and printing specialists, I ensured that the design projects were brought to completion successfully and met all technical specifications.

VERSATILITY AND INNOVATIVE APPROACHES

To meet the diverse requirements of the Philadelphia Weekly, I demonstrated versatility by adapting to various design techniques and exploring innovative approaches. This flexibility allowed me to create a broad range of visually appealing designs that catered to different project needs while maintaining consistency with the brand’s identity.

ASSISTANCE AND SUPPORT

As part of the production team, I provided software and design support to the production staff as needed. By offering assistance and guidance, I optimized workflow and productivity, ensuring that the design process ran smoothly and efficiently.

FINAL PRINT AND DELIVERY

Working closely with the Production Manager, I assisted in shipping final print-ready files to the printer on a weekly basis. By ensuring timely delivery and adherence to printing specifications, I played a vital role in maintaining the newspaper’s production schedule.

CONCLUSION

As a production designer for the Philadelphia Weekly newspaper, I played a crucial role in revitalizing its visual identity and ensuring the consistency and effectiveness of design deliverables. By collaborating with clients, implementing design principles, and applying production knowledge, I successfully created visually compelling designs that captured the essence of the brand and resonated with the target audience. Through effective communication and collaboration with technical teams, I brought design projects to completion seamlessly, meeting the newspaper’s deadlines and exceeding client expectations.