This spring, our USGBC design and marketing team decided to switch gears with our current SITES advertising campaign. SITES is used by landscape architects, designers, engineers, planners, ecologists, architects, developers, policymakers and others to align land development and management with innovative sustainable design.
Because SITES touches so many different people, we decided to focus on people themselves, to drive home the connection to the professional. Currently, the SITES team is highly focused on growing the credentialing program. They are interested in driving registration for the SITES AP exam, and the new print ad needed to support that goal.
The SITES AP establishes a common framework to define the profession of sustainable landscape design and development and provides landscape professionals with the opportunity to demonstrate their knowledge, expertise and commitment to the profession.
When designing, I always start by pulling as many photography options as I can before moving into layout. I pulled 16 different photos, and then started laying out the ad with the given copy. I went through three design rounds before landing on two final layouts that connect with the SITES audience.
Next, I decided the photos and typography could stand alone, without any additional design elements to tell the SITES AP story. The ads are simple and concise, and the message is clear. Check out the project over on our Work page!