Insight

TRUENORTHCUSTOM.COM INSIGHT V13N3 11 CUSTOM CONTENT COMES ALIVE WITH PHOTOS, COLORS, IMAGES, AND TYPE. A Story Told F O R A D E C A D E now, Designer Emily Sewell has been designing print and digital content with her audience always top of mind. Insight: Explain your role and how you strategize with clients to help them reach their customers in effective, innovative ways. Sewell: My role is to provide a visual landscape for readers, helping them truly engage with the printed content they are holding in their hands. To do this well, I have to know my readers. That's why I take time during initial client meetings to ask pointed questions to fully understand the target audience, along with the mission and purpose of each publication. My work reflects this established tone. For example, I might use playful, bold colors when designing content for parents with small children, and more conservative color choices when designing for a physician-facing audience. Insight: What elements of design do you find really resonate with readers? Sewell: Strong custom photography shows connections between physicians and patients and their families, and this helps to establish a baseline of trust. These visuals make readers more comfortable with the idea of meeting a specialist or provider for the first time. If a client prefers stock photography, I dig deep to find the photo that really embodies the text in front of me. Many clients like to blend custom and stock photography, especially those focused on telling preventive health and wellness stories. I know I'm on the right track if an image sparks my interest or influences my emotions. Insight: Walk us through your process. How do you approach a page filled with words? Sewell: First, I read the article and look through previous issues to ensure I'm not recycling old ideas. I want to start fresh, pushing myself within the bounds of established brand guidelines. After gathering information, I process and reflect creatively before selecting the largest design element, which is usually a photo or illustration, and the main body of copy. From here, I move on to entry points—sidebars, tidbits, and smaller illustrations—and finally to arrows or rules that help guide the reader through the article. For quality control, I revisit each issue at least eight times before it goes to print, making sure all the elements work together perfectly. My end goal is always to delight clients. Insight: What keeps you creative, on and off the clock? Sewell: At work, I meet weekly with my fellow designers to bounce around ideas. At home, I play old-time tunes on my piano and ukulele, watch and read science fiction, and spend time seeing the world through the eyes of my niece, Truly, who bubbles over with curiosity. Want more insight on design strategy? Visit truenorthcustom.com/fall17. at a Glance insight into CONTENT STRATEGY

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