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Catalog Development
Project Type
2023-24 Season Catalog Development: Program Overview
Role
Project lead. Responsible for ideation, concept, and design of the catalog, collaborating with branding consultants and internal teams to ensure alignment with Maryland Hall’s vision. Responsibilities included strategic planning, creative direction, design, project management, and adherence to brand guidelines, resulting in an informative and inspiring catalog.
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Objective
To create a comprehensive catalog showcasing the diverse range of programs, classes, performances, exhibitions, and special events offered by Maryland Hall for the Creative Arts, partners/sponsors, and its resident companies while lifting the organization’s mission and vision of “Art for All.”
Scope of Work
• Creative Direction and Ideation: Led the creative direction and ideation for the catalog’s concept and design, working closely with a branding agency to develop a comprehensive roadmap and narrative.
• Content Development: Curated images, content, and design elements, including overview sections for Maryland Hall and its sub-brands.
• Project Management: Provided proofreading, structural guidance, budget maintenance, and timeline management.
• Production Oversight: Collaborated with a printing company to approve samples and ensure high-quality production.
• Community Engagement: Integrated a theme of community engagement through programs like “Movers & Shakers” and the “Media Arts Hub,” which offers classes in graphic design, filmmaking, and more.
Outcome
The catalog effectively showcased Maryland Hall’s programs and events, enhancing community engagement and participation in the arts. It promoted the diverse offerings of Maryland Hall and its resident companies, aligning with the mission of “Art for All.”
Next Steps
•Organization will use my design as a template going forward to update and maintain the catalog for future program cycles.
• Ongoing evaluation and refinement of content and design elements to ensure alignment with Maryland Hall’s mission and values.
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