SIOP was interested in redesigning its practitioner newsletter to help engage and communicate with its members. It was important that the newsletter align with the larger SIOP brand, be easily skimmable, and feel professional and clean. Most readers view the newsletter on a computer and a web-based PDF format was preferred.

We updated the newsletter name to more concisely communicate the newsletter purpose and audience.

We also designed a logo to help modernize and professionalize the newsletter. The target audience (I-O psychology practitioners) are constantly finding solutions to problems that integrate competing priorities — for example, balancing rigorous research-based methodologies with an organization’s implementation feasibility. It was important that the logo reflect the human element and these key aspects of the work.

For the layout, we created more visual hierarchy within the text and used icons throughout to help direct readers’ attention to the different sections and keep the document easy to skim. This was a great way to include more visual cues without breaking the bank and having to design custom graphics for each edition.

We also used a two-column layout, which makes the text easier to read quickly on a computer or mobile, and also creates more white space so the content feels approachable.

It is hard to believe these “before” and “after” newsletters contain the same content!

Role

Art director and sole graphic designer.

• Conducted interviews to identify priorities, reviewed background materials, and developed creative brief

• Recommended new name options

• Designed logo to align with priorities and parent brand

• Recommended new content structure and conducted content mapping

• Designed layout; curated and tailored section icons

Programs Used

• Adobe Illustrator

• Adobe InDesign

Client

Society for Industrial and Organizational Psychology (SIOP)