ASPIRE

The project required me to do a full redesign of a workbook created by another designer based on an aesthetic that differed from the provided and approved look and feel. Pushing to ask questions about what details the client liked in the examples (and what they wanted to avoid) made a big difference and was really helpful for ensuring success and avoiding many rounds of design edits. Questions helped discover what they really liked about the example vs. just copying the look and feel. Example: They really wanted a watermark element on the page design. Once I established that the hexagon represents a good leader, I envisioned the dot design elements inside the hexagon to represent different capabilities required of great leaders. Using the new watermark, I created a meaningful page design that really elevated the workbook and delighted the client. Feeling heard during our initial collaboration and continued communication built trust and got buy-in efficiently with Southwest.  Fully embracing their vision, with a new color palette, and brand guidelines really won them over.