Brand Management Waldo and Associates, Inc.
GRAPHIC DESIGNER & SIGN SHOP MANAGER: DECEMBER 2023- CURRENT
I am the graphic designer and sign shop manager at Waldo and Associates, Inc. In less than a year, I completed over 170 sign orders for non-profits, small and medium greenhouses, lawn care companies, and more. My number one concern was to make ordering a sign as easy as possible with the best solution for the customer. I have also established brand colors, typefaces, and aesthetics for Waldo and Associates. This updated brand can be seen through their annual specialty flyer, monthly statement stuffers, marketing material, Facebook profile, and websites. When designing anything in the sign shop and for the company, I keep the target audience and purpose of the touchpoint in mind.
Role
Graphic Designer
Sign Shop Manger
Establishing the Brand
When I started, there were no brand guidelines. This was evident in their marketing materials because there were no set colors or typefaces. Most of the print materials were not easy to read at a glance due to the lack of hierarchy and grid structure. I updated every touchpoint to fit within the new brand guidelines and to be easy to read. The only thing that I did not change was the logo. Below are some examples of work before I was employed by Waldo and Associates and after I started.
Before
After
Online Store and Company Website
Their HTML website was completely overhauled to be more user friendly by updating the user interface. The new website is easier to navigate and allows for outdated information to be deleted. Their shopify store was also completely redone with a new theme and branding, which led to faster load times and a visible stable storefront. The new theme and smaller photos allowed the shopify store to go from 0.12 visual stability before my update to 0.003 visual stability in one month after the update.
Before
After
Before
After
Marketing Materials
Market materials had three goals: to be easy to read, help the customer visualize what they were buying, and to be easily recognizable as Waldo and Associates.
Social Media Management
I more than tripled how many posts were made during the year. A total of 124 posts made in January-November 2024 to a total of 35 posts made in January – December 2023. Facebook page visits were up 31% this year. During their slow season (June-September), I increased their facebook reach by 27.4% and visits by 53.5% with consistent, intentional posts.
