Book cover: Connected

Connected Book Cover, design by Penina S. Finger

Using an image to invite readers into a book is a lot like designing a web page. We have seconds to get their attention. The challenge is even greater when the topic is relationships.

Our solution was to reflect the book’s gentle, but straightforward content with a simple focal composition in shades of blue. As the viewer’s gaze rests there, the image begins to yield dimensional subtlety.

Blue can be tough to print because it can look so luminous on the client’s monitor, which does not translate to the subtractive processes of ink on paper. These shades (following a little back-and-forth with the printer) printed beautifully.

Letterpress and black foil business card

Letterpress and black foil stamp business card on black museum board

The type for this printed piece was subtly massaged to give it a little more delicacy and keep it organic. I narrowed the thickness of the script and gave some more flow to the letter joins. As you can see, it still held up beautifully on the press.

The short run (250 cards) was printed on black museum board, and cut to slightly shorter dimensions: 3.5 x 1.625″. Thanks to Letterpress Unlimited, a family-run local press, for excellent customer service and a beautiful job.

CD covers: Alan Broadbent

CD covers and packaging created for Grammy-winning jazz artist, Alan Broadbent.

CD Cover: Alan Broadbent Trio, design by Penina S. Finger

CD Insert: Alan Broadbent Trio, design by Penina S. Finger

CD Cover: Alan Broadbent Trio 2, design by Penina S. Finger

CD Cover: Alan Broadbent & NDR Bigband, design by Penina S. Finger

Website redesign: The Wonderland Cave

The Wonderland Cave website redesign, by Penina S. Finger

In 2014, a development client based in Northwest Arkansas needed to update their old website to reflect evolving plans. They were reaching out to the local community, cave enthusiasts and potential investors, and especially wanted to point visitors to press about the area, and about the historic cave.

In addition to bringing news feeds to the home page, I used bright colors to emphasize above-ground activities as well as guided access to the cave below. I set the tone by creating a header illustration that brings to mind a geological cutaway. I also added a border color that changes from page to page.

Website redesign: The Wonderland Cave

The site is responsive, with an added footer graphic that displays at widest browser views.

Website redesign: The Wonderland Cave - breakpoints

Co-branded web ad product: doityourself.com

doityourself.com is a high traffic home improvement and home repair website, with revenue streams ranging from lead generation to targeted and traditional ad sales.

For the co-branded native ad product I developed for the site, the challenge was to deliver a modular system that was super efficient to implement while also being flexible enough to accommodate the drastically different types of content each brand had available.

I provided top-tier sales tools, led design end-to-end, worked with customers and internal teams to identify relevant content, closely monitored resulting metrics, and worked with the development team to continuously improve workflow and customer success.

As a result, the product we were initially selling for $6K per campaign quickly began earning $30-40K per campaign—about a 600% increase in revenue.

Native Advertising: Co-branded Web Ad for Behr Paints

Native Advertising: Co-branded Web Ad for Dremel

Native Advertising: Co-branded Web Ad for Mitsubishi

Advertisers essentially “took over” a section of the doityourself.com website which focused on articles and tips related to their unique ad campaign objectives. We gathered relevant content from their repositories as well as from our own massive library. As much as possible, we stuck to instructive or inspiring content.

Notes

  • The “product” is essentially the website’s targeted (do-it-yourselfers) and substantial traffic.
  • The site owns abundant content highly relevant to DIY advertisers.
  • These are max 3- to 6-month campaigns, so longtail strategies that content-based sites like ours generally rely on won’t work.
  • Advertisers with the most content (any combination of articles, photos, videos and/or community features), the least “salesy” content, and the best organized content had the best results.