The American Israelite Newspaper

Problem

Kroger needed a digital signage system for endcap-mounted retail screens that could communicate product offers, pricing, card requirements, package sizes, and promotional mechanics within an extremely wide, shallow format. The communication challenge was that shoppers would encounter the screens in motion, often from a distance and with limited attention. The design needed to make the offer clear at a glance while still accommodating multiple brands, product images, supporting copy, and changing promotional structures.

Solution

I designed a flexible horizontal banner system that organized retail information into clear, repeatable zones. Product photography and brand marks provide quick recognition at the edges of the layout, while the center area carries the primary offer or price message. This structure allows shoppers to identify the product category, understand the promotion, and locate the purchasing cue without having to decode the full banner.

For the Mix & Match promotion, I created a recurring logo treatment that functions as a visual shorthand across different household categories. Paired with large promotional type such as “Buy 6, Save $3,” the logo helps connect separate products to the same savings event, making the offer easier to recognize as shoppers move through the aisle. Supporting details—product variety, package count, card requirement, regular price, and participation rules—are kept secondary but available, preserving clarity without removing necessary information.

The system relies on controlled spacing, large type, restrained backgrounds, and purposeful product imagery. Each banner adapts to a different brand or offer, but the consistent horizontal structure keeps the communication familiar from screen to screen.

Result

The finished system transformed a constrained retail display format into clear, glanceable in-store communication. It organized competing information—brand, product, offer, price, quantity, card requirement, and promotional rules—into a structure shoppers could understand quickly. The Mix & Match logo strengthened campaign recognition across multiple products, while the flexible banner system allowed Kroger to present varied household promotions with consistency, clarity, and visual control.

Problem

Answers in Genesis needed three educational swivel books produced for children and families, each drawn from different source material but unified by the organization’s message, visual standards, and gospel-centered teaching purpose. The challenge was to translate biblical history, apologetics, and creation-based content into compact, hands-on pieces that could be understood in short sequences, revisited easily, and discussed by parents and children together.

The material also carried a larger communication challenge: it addressed ideas that often run against what children encounter in textbooks, museums, media, and popular culture. The design needed to make each message approachable and visually engaging without weakening the content or reducing it to decoration.

Solution

I designed and produced the three swivel books as sequential teaching tools. Because the rotating format limits space and controls how information is revealed, each panel had to function as a small unit of communication. The work required careful decisions about pacing, hierarchy, image use, typography, color, illustration, photography, and production so each section could stand on its own while contributing to the larger teaching sequence.

For 7D’s of Deception, staff writers provided the copy, while the Ark Encounter and AiG’s photo archive helped guide the content and visual direction. The book addressed the historicity of Genesis and the global Flood account by examining how unrealistic depictions of Noah’s Ark have weakened the believability of the biblical account. The cover illustration functions as an example of that problem: an unbelievable Ark image reflecting the kind of familiar cultural depiction the book is meant to challenge. Inside, Ark Encounter references, photo-archive material, animal imagery, water, Scripture panels, and structured sequencing helped move readers from a misleading visual impression toward a more serious consideration of the Flood account.

For The Seven C’s of History, staff writers provided the copy, existing AiG illustrations established the visual look, and the Creation Museum, along with AiG’s photo archive, helped guide the content. The design organized a chronological biblical framework into a bright, clear visual sequence. Color systems, circular icons, stacked scenes, and repeated visual cues helped children and families move through major biblical themes one step at a time. 

For Dinosaurs for Kids, a previously published book supplied the copy and illustrations, which were reformatted into the swivel-book format. The challenge was to preserve the appeal and teaching value of the original material while reshaping it into a smaller, more interactive sequence. Because dinosaurs naturally capture children’s attention, the format used that interest as an entry point for creation-based teaching about origins, history, sin, death, suffering, and evolutionary claims.

Result

The finished swivel books transformed varied source materials into a unified family of compact educational products for children and families. Each book used the same hands-on format, but the design approach responded to a different source path: Ark Encounter and photo-archive guidance for 7D’s of Deception, existing AiG illustration systems and Creation Museum guidance for The Seven C’s of History, and reformatted published content for Dinosaurs for Kids.

Together, the projects demonstrate my ability to adapt inherited content into new formats, work within established organizational messaging and visual resources, solve space and sequencing constraints, and shape worldview-forming material into clear, memorable, child-accessible communication. The result was a coordinated set of educational pieces that used design, photography, illustration, and production judgment to support biblical teaching and lead readers toward the larger gospel message.

Problem

A spring maintenance ad has to make a routine service feel immediate, worthwhile, and easy to understand. The challenge is that seasonal equipment care can sound technical or easy to delay, so the design needs to connect the practical benefits of maintenance with the homeowner’s larger desire for comfort, reliability, and peace of mind.

Solution

The still image organizes the message around a clear emotional promise: “Comfort made simple.” The upper section uses a bright family image and warm natural light to establish the desired outcome: a comfortable, healthy home. The center of the ad then breaks the service value into three simple benefits: Prevent Breakdowns, Improve Efficiency, and Breathe Cleaner Air. This gives the viewer a quick reason to act without requiring technical explanation.

The layout uses strong hierarchy, clear spacing, and a structured three-column benefit section to keep the information easy to scan. The technician image in the lower half shifts the message from comfort to action, showing that the promise is backed by hands-on service. The blue call-to-action bar at the bottom anchors the ad with the scheduling instruction, phone number, and Ohio license number, reinforcing both urgency and credibility.

Result

The finished ad turns spring equipment maintenance into a clear, approachable homeowner decision. It communicates comfort first, then explains the practical reasons for scheduling service, and ends with a direct call to action. The result is a clean, trustworthy social media ad that presents Emerson Heating & Cooling as a reliable local service provider while making seasonal maintenance feel simple, useful, and worth scheduling (https://emersonheatingandcooling.co).