case study 03 / 04
EXECUTIVE EVENTs PROGRAM
Created a 12-page program for WPO Santa Monica Bay’s 2013–2014 executive education season. An editorial system of story-led spreads and modular layouts, built to scale into standalone promotional pieces.
EDITORIAL SYSTEM • MODULAR TEMPLATES • STANDALONE PROMO PIECES
FIGURE 01 — COVER + TOC + CALENDAR OF EVENTS: A single spread introducing the “Our Town” theme and giving members an at-a-glance view of the full season.
scope
Magazine-style Program • Event Communications • Brand-Aligned Visual System
CLIENT
WPO Santa Monica Bay Chapter
scale
12-Page Program • 9 Executive Events • Reusable Promo Toolkit
Role
Lead Designer • Editorial Layout System • Print Production
Section 01 // CONTEXT
design CHALLENGE
The WPO Santa Monica Bay chapter ran nine education events in a single season for its executive membership. Event communications arrived as a mix of raw Word documents, vendor PDFs, and ad-hoc emails — each with a different tone, imagery, and hierarchy. The content was there; the system wasn’t. My job was to consolidate scattered source material into a single 12-page program that felt editorial, communicated logistics clearly, and could spin back out into individual promotional pieces when needed.
Organize nine separate education events into a single, cohesive program that still lets each event stand out.
Build a hierarchy where date, time, location, and key takeaways are readable in seconds – not buried in paragraphs.
Design story-led spreads that can be repurposed as standalone invitations, email graphics, or flyers without rebuilding layouts.
Raised the visual bar for an executive audience through premium photography and restrained, modern typography.
Section 02 // PAGE SYSTEM
Editorial Architecture
A magazine-style grid and typographic hierarchy that keep a nine-event season readable at a glance, while leaving room for sponsor content and the “Our Town” narrative.
Section 03 // APPROACH
Structure-First
Methodology
I treated the program as a compact magazine, not a stack of flyers. The first decision was to anchor the season around a single theme — “Our Town” — and organize events against that narrative. From there, I built a strict grid, type system, and color logic that could handle long-form event descriptions, quick logistics, and high-energy photography without anything competing.
Each spread works as a self-contained story: if the team needed to promote one event on its own, that page could be exported as a standalone piece without breaking the overall system. The result is a booklet that feels cohesive cover-to-cover, but flexible enough to act as a promotion toolkit.
↓ WHAT I OWNED
01 EDITORIAL GRID & TYPE SYSTEM
Built a flexible column grid and typography scale to balance narrative copy, event logistics, and sponsor messaging on every spread.
02 THEME & VISUAL DIRECTION
Developed the “Our Town” visual motif, tying together Santa Monica landmarks, member culture, and partner imagery into a consistent story.
03 EVENT MODULE DESIGN
Created repeatable event blocks that combine date/time, venue, speakers, and RSVP details in a consistent hierarchy.
04 PRINT-READY PRODUCTION
Prepared press-ready files, including image retouching, bleeds, and color correction, so the program reproduced cleanly in print.
Section 04 // DELIVERABLES
WHAT WAS DELIVERED
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12-page saddle-stitched program for WPO Santa Monica Bay’s 2013–2014 executive education season.
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Story-led opening spread with full-season table of contents and calendar of events on facing pages.
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Reusable event modules for nine executive programs, each combining photography, copy, and logistics
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Layouts structured so individual spreads can be repurposed as invitations, email campaigns, or flyers.
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Production-ready files prepared for print, including color management and press-ready exports.
Section 05 // RESULTS
IMPACT & OUTCOMES
Unified nine event communications into one program, framing the full season as a curated executive experience.
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Gave members an at-a-glance view of key dates, venues, and RSVP details in one place.
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Helped chapter leadership highlight sponsors and venues alongside education content without cluttering layouts.
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Provided a modular reference the chapter could adapt for future seasons and spin-off promotional materials.
CONFIDENTIALITY NOTE
Select details have been blurred or edited to respect member privacy and venue agreements. What’s shown reflects the editorial system, layout decisions, and production quality of the program.