Morag Myerscough
Booklet and Marketing Email Design
The Challenge
Design a book that showcases Morag Myerscough’s artwork in her style.
Morag Myerscough is an artist based in the United Kingdom who is best known for her public artworks. Her work employs bright colors and dazzling patterns. It is always playful, and her sculptures make public places into spaces of enjoyment and art.
My Approach
For this booklet to feel like Morag Myerscough it needed bright colors and bold patterns. However, I knew doing this without compromising readability would be challenging.
Sketches
I entertained the idea of doing a wide, landscape-style booklet. However, that structure added white space that looked too formal. Instead, I opted for a square booklet to promote the playful geometric elements.
Digital Drafts
At first, I struggled to manage the amount of copy I needed to include with the visual elements, using too many narrow columns and crowding elements. I heard in feedback that there were opportunities to improve readability, such as improving the contrast between the yellow typeface and the pink background.
Final Design
In my final design, I widened the columns of text and increased both the leading and the spacing between visual elements. This opened things up, increased readability, and got rid of any undesired tension caused by crowding elements on the page. I also created a shadow effect behind the yellow text to add contrast and improve its readability.
The photographs and copy used in the booklet come courtesy of www.moragmyerscough.com, www.mutualart.com, and somethinggoodbristol.com
Marketing Emails
I knew fans would want to remain connected to Morag once they were familiar with her work, so I designed a template in MailChimp for a monthly email newsletter.
Research shows that most people read emails on their phone, so I followed a mobile-first design strategy. A gif suits Morag’s playful sensibility, and some studies indicate that emails with gifs are more likely to be read.
Reflection
My personal style tends to be minimalist so it was a fun challenge to play within Morag’s bright colors and wild patterns. To add to this project, I’d like to design more emails for the newsletter campaign that update Morag’s fans on her recent work and events.