Global Exchange is an international human rights organization dedicated to promoting social, economic and environmental justice around the world. Since their founding in 1988, they have increased the US public’s awareness of global issues while building progressive, grassroots international partnerships.
As Design Director at Global Exchange, I worked with writers and account executives to manage all aspects of print project development. This included sourcing union printers, selecting and retouching original photography, designing materials, and most production and layout. I also sourced and managed freelance illustrators, writers, and production artists. Using existing brand standards, I created travel brochures, ads, flyers, and fundraising materials.
The many staff and freelancers involved in the production of collateral in the U.S. and in satellite offices worldwide did not always express the Global Exchange brand in consistent ways.
Seeing this need for organizational guidance, I wrote, designed, and produced the first-ever Global Exchange Style Guide. The 24-page guide was distributed as a bookmarked PDF, as a hard copy and on a CD. Having formal guidelines gave users an opportunity to learn approved logo, font, and color usage. PDF, Style Guide
Project/Challenge/Solution—Fair Trade brochure
In response to customer demand at its brick and mortar and online stores and at tabling events, Global Exchange needed material to hand out about its Fair Trade practices. As is often the case with small nonprofits, costs had to be minimal.
I chose a simple tri-fold design, printed in a duotone of black and a rich purple: the look of color without the four-color price tag. This also allowed me to start with a black and white photograph, for which I could make a duotone myself, instead of paying additional fees for the printer to convert a four-color image.
This first-ever brochure, with valuable Fair Trade policies information, was kept at the register at the three brick and mortar stores, and mailed with online orders. PDF, Fair Trade brochure
Project/Challenge/Solution—‘Bike Aid’ brochure and map
‘Bike Aid’ was Global Exchange’s summer program of bicycle tours for more than 20 years. Participants stopped along the way to meet with grassroots groups working for social change and to perform service projects. In 2004, the routes went around the San Francisco Bay Area; through the California Central Valley; from San Francisco to Tijuana, Mexico; and from San Francisco to Washington, D.C. The program needed an eye-catching brochure, with a map for extended detail.
To give a feeling of freshness and energy, I chose a bright green and blue: both colors mid-range enough to be used as either text or background, and the colors working together to create a duotone. I used a tri-fold format for the brochure; the map was a folded 11″ x 17″ sheet tucked inside. To reduce image costs, the photographs used were by program participants in previous years.
The brochure and map combo was available at the Fair Trade stores, at tabling events, and by postal mail for interested prospective participants. 2004 saw a healthy Bike Aid turnout. PDF, ‘Bike Aid’ brochure and map
Project/Challenge/Solution—‘Reality Tour’ ads and brochures
From the Global Exchange website:
‘Reality Tours’ are meant to educate people about how we, individually and collectively, contribute to global problems, and, then, to suggest ways in which we can contribute to positive change locally and internationally; the program offers participants an opportunity to journey to other countries to examine a situation first-hand, to see beyond what is communicated by the mass media.
Advertisements and brochures were two ways Global Exchange defined its Reality Tours brand. The ads were placed in local and national print magazines; the brochures were available at universities, schools, expos, and tabling events, and by postal mail.
The ads and brochures needed to be visually striking: the ads in full color or black and white, depending on the publication; the brochures in black and white. The brochures were printed on different colored paper, depending on the destination, with the paper effectively adding a second color. These double-sided 8.5″ x 11″ pieces were printed and machine-folded, or photocopied and hand-folded for smaller quantities. To reduce image costs, we used photographs taken by previous Reality Tours participants.
Advertisements generated about half the inquiries about the tours, with the remainder from repeat customers and word of mouth. Brochures were given or mailed to interested prospective participants.