Production Design
Digital & Print Production
About
In the past 3 years, I have designed hundreds of production assets and creatives for major clients such as Countrywide Homes, Woodbine Entertainment, Midea, Brookfield, Orchard Point, Regal Crest, Townwood Homes, and Condor Properties, Giancola Aluminum and countless others.
These creatives includes floor plan brochures, site plans, Google and Meta campaigns, Email communication deliverables, Social reels and carousels for Instagram, Facebook and Linked In. A plethora of print creatives such as Direct Mailers, Site signage, A-frames, Wall Displays, door knockers, Flyers, Style guides, community brochures, Amenity Maps and other directional creatives.
These creatives includes floor plan brochures, site plans, Google and Meta campaigns, Email communication deliverables, Social reels and carousels for Instagram, Facebook and Linked In. A plethora of print creatives such as Direct Mailers, Site signage, A-frames, Wall Displays, door knockers, Flyers, Style guides, community brochures, Amenity Maps and other directional creatives.
Challenges
My biggest challenge was to get accustomed with the Real Estate industry. I had to educate myself on understanding floor plan and site plan architectural files. When we received a siting analysis for a community, blindly tracing doesnt always help, instead I worked with architects to understand scale and dimension and broke it down to accurate scale values.
I quickly learnt the symbols and terminology used on floor plans by the architect and created unique icons on our floor plans. The floor plans often goes through many rounds of changes and deadlines were always tight so I had to be quick on my feet and have fast turn-around.
Anther challenge was juggling multiple branding, its very difficult to constantly refer style guides and brand guidelines so in order to be effecient, I pretty much absorbed how the client wants the over all look and feel including font and colour usage and placement styles and had them memorized and compartmentalized so I can switch from one brand to another and not have either of their style bleed onto the other.
I quickly learnt the symbols and terminology used on floor plans by the architect and created unique icons on our floor plans. The floor plans often goes through many rounds of changes and deadlines were always tight so I had to be quick on my feet and have fast turn-around.
Anther challenge was juggling multiple branding, its very difficult to constantly refer style guides and brand guidelines so in order to be effecient, I pretty much absorbed how the client wants the over all look and feel including font and colour usage and placement styles and had them memorized and compartmentalized so I can switch from one brand to another and not have either of their style bleed onto the other.
For architectural production design, we will first receive assets from the Architect, these will often be Pdfs (sometimes AutoCad files) of a community. Contrary to logic, clients want their floor plans before they have their site plans, since salesmen can use these floor plans to start cold calling and reaching out to potential buyers. Once we receive the floor plans, I analyze them for any obvious errors, such as measurements and typos. Once any errors are fixed, the designing begins. The pdfs are often very muddy and hard to interpret so I analyze and build to the best of my ability and then we sent it to the client for review. Most clients dont understand their own floor plans properly and only the biggest real estate companies have in house architect so they client usually sends it to a third party architect who will spot any mistakes and we make those changes.
For Site plans we usually first design the landscaping, this will be the background on which the site plan resides, clients often make multiple rounds of changes to just the landscaping, sometimes the water isn't blue enough or there's more grass at a spot in the future so they ask us to make those changes. Then we start adding vector assets on top such as trees, bushes which are not present on the satellite date yet but will be there in the future. Once the client approves the final landscaping file we build and trace the site plan to accurate scale for them.
For other productions assets, it's usually more straightforward, the client gives us the location of their billboards and I create based on direction of general traffic, sunlight etc. For Direct mailers and other brochures, I usually provide the client with a spec file, this file shows measurements, a mockup and the die-cut to show where the cuts and folds will be placed. Next step is to talk to the print company and make sure the particular spec file can be achieved in our budget and timeline. Once the print company approves, we go ahead and design the creatives.
For Site plans we usually first design the landscaping, this will be the background on which the site plan resides, clients often make multiple rounds of changes to just the landscaping, sometimes the water isn't blue enough or there's more grass at a spot in the future so they ask us to make those changes. Then we start adding vector assets on top such as trees, bushes which are not present on the satellite date yet but will be there in the future. Once the client approves the final landscaping file we build and trace the site plan to accurate scale for them.
For other productions assets, it's usually more straightforward, the client gives us the location of their billboards and I create based on direction of general traffic, sunlight etc. For Direct mailers and other brochures, I usually provide the client with a spec file, this file shows measurements, a mockup and the die-cut to show where the cuts and folds will be placed. Next step is to talk to the print company and make sure the particular spec file can be achieved in our budget and timeline. Once the print company approves, we go ahead and design the creatives.
Strategy
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