Role: Marketing & Creative Design
I inherited brand guidelines when I began working with Spectrios Institute for Low Vision and learned the importance and significance of the brand colors. These specific colors are often used in accessibility technology and are prevalent in low vision accessibility devices. I loved this concept and how it positions it’s community centrally in it’s branding. I decided to further lean in to this by optimizing fonts and paying particular consideration to print and screen legibility.
I also instituted new accessibility features on the website and through out social media including implementing User Way accessibility settings and adding alt text to all photographs and graphics.
For accessibility feedback, I relied on other members of the Spectrios team who lived with vision loss to check designs and give suggestions on improving legibility.
Designing for low vision has been a very interesting process. Readability is the highest priority and designs need to be clean and simple. To create visual interest, I play with the high contrast colors, utilize shaped and simplify images to remove distractions that could clutter field of view.
The Brightside, print newsletter
The Brightside newsletter is a long-running publication provided for free by Spectrios Institute. For this edition, I created a theme around the 40th anniversary of Spectrios with the objectives being to push support a Gala fundraiser that occurred after publication and the longer term goal of laying the groundwork for a forthcoming Capital Campaign.
Contributions for the Newsletter were focused on changes in low vision care over the last 40 years and what the next 40 years could look like. The publication included articles about the lack of low vision services and an aging population that is growing larger each year. It also included a focus on changed in access technology in the last 40 years as well as a visual timeline of the history of Spectrios Institute showcasing the large impact that Spectrios has made in the field of low vision and positioning Spectrios not only as contributors but as leaders in the field.
Spectrios History Timeline, printed canvas
The Spectrios Timeline from the Brightside newsletter that I was requested to make a version to hang in the office.
The Brightside- Digital Edition, email newsletter
One of the objectives for Spectrios Institute was to increase digital communications to reduce spending on print. To help increase the effectiveness of the email marketing strategy, I began a monthly newsletter that incorporates updates on low vision care, accessibility tips and Spectrios promotions. This strategy showed on overall increase in subscribership and open rate.
Social Media Strategy
As part of the initiative to increase digital communications, social media strategy improvements were needed to increase reach and engagement. To help improve these metrics, we implemented a reels strategy featuring hopeful and inspiring content, the heart of the Spectrios mission.
