Abigail Crock's Portfolio (2020)

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Design Portfolio


telling your complicated story

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A m erican F ar m Bu r e au P r e s e n t a t i o n & L e a v e B e h i n d

manufacturing your vision

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Ch i na airlin e s K O A w o o dgr a i n

making your brand match your product

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I T R en ew B r and i ng & Sell S h e e t s

attracting new customers with a big promotion

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S prin t 5 0% o f f C o m p e t i t o r p l a n s R a t e C a rds

unifying the customer sales experience S prin t Sh are & C o m p ar e P la n C a l c u l a t o r

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removing the "catch" with customers

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Sp r i nt F lex L e a s i n g P ro g ra m C o l l a t e ra l

extending holiday materials into everyday marketing

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Sp r i nt Sav i n g s G u i de B o o k l e t

logos to launch your business

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T& J No li m i t f i t n e s s L o g o

wedding (invitations) are a family affair W at e r co lo r we ddi n g I n v i t a t i o n s

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telling your complicated story American farm Bureau 4

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Presentation & Leave Behind

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Spring 2015


Project Narrative Client

American Farm Bureau is the leading advocacy organization for farmers, ranchers, and rural Americans. Based in Washington DC, it’s a grassroots organization that has served 6 million members for the last 100 years. It’s the only agricultural organization that spans all 50 states and all industries.

Weber Associates Team members

• Members Involved: Abigail Crock (Graphic Designer), Tyler Masterman (Consultant), and Lauren Erera (Principal) • My Role: I was the designer on this project and was responsible for developing the design framework and building the presentation and leave behind

When you have a complicated organizational structure, telling your story to potential partners is difficult. American Farm Bureau, the leading advocacy organization for farmers, ranchers, and rural Americans, struggled to tell their story to potential partners, like John Deere and Chevy. They felt that they were giving away their best “product,” legislative advocacy, too easily. They needed to paint a roadmap for prospects to show how they can get there. They worked with the Weber Associates team to create a set of crisp, professional, and customizable materials that aid in telling their story to potential new partners. We worked with the client to develop a framework graphic that tied together the four program areas of Access, Education, Empowerment, and Advocacy. And helped the client tell the complete Farm Bureau story to prospective partners. We identified four visuals for each program area. We created the initial sketch of the four foundation areas during a brainstorm with the client (see next page). They wanted to depict a modern swine facility for Access, an organic berry farm for Education, a farmer speaking for Empowerment, and the capital building for Advocacy. Based on the sketch, I created a graphic for each area. For Access, a modern swine facility turned into a barn for a farm show and a trunk. An organic berry farm for Education turned into a schoolhouse and a tree image they used for their leadership program. Empowerment and Advocacy remained in line with our original ideas. I suggested that each program use color to aid in navigation through the presentation. Once I introduced photography into the creative, I toned down the color-coded icons to allow the photography to take center stage. What resulted was a crisp, highly visual presentation that described American Farm Bureau in a few slides and a leave behind that hit heavy on their accomplishments.

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telling your complicated story I set on developing the presentation template after we created the foundation graphic. I made two templates options for the presentation.

Initial Sketch of Foundation Graphic Initial Concept of Foundation Graphic

Template 1 - Photography: Slides would have different background colors and similar colored photography, depending on where we are in the presentation. For example, Access slides are red, where non-partnership area slides will be tan. Template 2 - Geometric: Slides would have a geometric triangle pattern background (a motif pulled from AFB’s annual report) and would follow similar color rules as the first option. Template Option 1

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Template Option 2


American farm Bureau

Cover Slide

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Presentation & Leave Behind

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Spring 2015

Agenda Slide

In the initial slides, we wanted to set up who Farm Bureau is by creating a graphic to depict their structure and partnership areas (foundation graphic). We used photos from Farm Bureau’s photography collection instead of stock imagery to keep an authentic feel. Each photo taken by its members is credited at the bottom of each slide.

Who We Are Slide

Foundation Slide

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telling your complicated story Access Partnership Area Slide

Education Partnership Area Slide

Empowerment Partnership Area Slide

Advocacy Partnership Area Slide

The next section of the presentation broke down each partnership area. The focus on these slides was to keep an infographic style and hit heavy with the proof points and logos of the groups we mentioned.

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American farm Bureau

Access Partner Success Slide

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Presentation & Leave Behind

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Spring 2015

Education Partner Success Slide

After each partnership area slide, there was a slide depicting a partner success story. These stories were structured the same as the partnership area slide to help visually reinforce the process.

Empowerment Partner Success Slide

Advocacy Partner Success Slide

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telling your complicated story 2015 Focus Areas Slide

Results Slide

How Can We Help You Slide

Next Steps Slide

The last few slides of the presentation hit on the proof points for each area and aim to show the potential partner what their next steps are.

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American farm Bureau

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Presentation & Leave Behind

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Spring 2015

While the presentation told the full Farm Bureau story, the leave behind focused on three main things: Who We Are, Ways We Can Partner, and What We Have Accomplished Together. The infographic style graphics drew attention to critical points the potential partners needed to remember.

Leave Behind - Front

Leave Behind - Back

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manufacturing your vision China airlines 12

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KOA Woodgrain

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Summer 2013


Project Narrative Client

Headquartered in the Dayuan District of Taiwan, China Airlines is the Republic of China’s state-owned national airline. It operates over 1,400 flights weekly to 102 cities across Asia, Europe, North America, and Oceania.

Schneller Team members

• Members Involved: Abigail Crock (Designer), Don Rose (Design Manager), and Carol Bernauer (Design Development Manager) • My Role: I was the designer responsible for creating the woodgrain artwork and color correcting to meet the desired color

In America, the interiors of airplanes are rather dull, unimpressionable spaces. Once you leave America, aircraft interiors start becoming spaces you remember. Bold colors, exciting patterns, and dynamic textures transform a mode of transportation into a design experience. China Airlines, one of the two major Chinese airlines, was working with a designer on their new Business Class design and was using Schneller as their laminate supplier. The China Airlines designer wanted to use an architectural paneling in the design for the aircraft interior. The problem was that the manufacture copyrighted the wood grain design. We created our version of this wood grain in our laminate product and matched it to their preferred color tone. I started with a high-res scan of the original 48” x 98” wood grain panel. I had to extend it to meet our size specs of 61.5” x 98”. I spent several weeks working on revising the artwork to remove most of the distinctive portions. Once the design met legal approval that it was a unique design, we moved on to the next challenge – the color. The color that the client wanted to use did not have an exact English translation from Mandarin. The closest word in English was “Khaki,” – which in America can come in many different shades. Adding to the difficulty was that the panels would look different depending on the light (cool, warm, daylight, etc.). Eventually, the client came on-site so we could get his real-time feedback on getting the shade correct. After 20 rounds of color revisions, we reached a color that matched the client’s vision. We moved the panels into production. This woodgrain was heavily used in the new China Airlines’ Business Class cabins and even in their marketing. They used the wood grain in the bar area, the seats, the tray tables, and the bulkheads.

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manufacturing your vision

Re-designed Woodgrain 14


China airlines

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KOA Woodgrain

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Summer 2013

Original Woodgrain

When adjusting the artwork, I lucked out that the design was paneled. I could easily separate the panels and remove the portions that were too distinctive and add additional panels to increase the width. It was a tedious Photoshop process, as the design needed to remain high res even as I clone stamped, blurred, and painted on it.

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manufacturing your vision

Throughout the entire process, we ran over 20 color checks, each a unique color breakdown. The challenge was that my screen color looked different from the color that came from the printer (redder) and the laid-up sample (yellower). Because this process could take up to a full day, it was necessary to take detailed notes on what color adjustments I made. Including notes on what previous sample I made the adjustments from, so we weren’t running the same sample through the Color Lab. Color Check Samples of KOA Woodgrain

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China airlines

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KOA Woodgrain

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Summer 2013

Various images from China Airline’s website depicting the woodgrain in their Business Class cabin. It was used everywhere from the trey tables, to bulkheads to the walls in the Sky Lounge. 17


making your brand match your product IT Renew 18

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Branding & sales materials

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Fall 2015


Client

ITRenew is a leading global IT lifecycle management solutions company from Newark, CA that specializes in on-site data center decommissioning and data erasure services. Their mission is to help their data center clients eliminate the risk of data exposure from storage media devices and production downtime from IT refresh projects.

Weber Associates Team members

• Members Involved: Abigail Crock (Graphic Designer), Claire Puncer (Senior Copywriter), and Brad Dresbach (VP Creative Strategy)

Project Narrative

When you are a company with a revolutionary product, you want your brand to feel the same. IT Renew, who specializes in on-site data center decommissioning and data erasure services had no brand voice and a dated brand look. It was not fit for a leading Silicon Valley IT company. They brought in the Weber Associates team to refresh their brand and develop a consistent sales materials set. We first started with a refresh of the logo – not changing it entirely but aiming to give it a more modern feel. We chose new color pallets that energized the logo, adding new colors to richen the composition. Then we moved on to the sell sheets – aiming to keep them clean and professional. The big focus on each sheet was the graphic on the back. The logo and three sell sheets were the first phase of content that was created for IT Renew. The next phase included a website and additional sales materials.

• My Role: I was the designer on this project, working on the logo and sell sheets

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making your brand match your product Original Logo and Colors

Original Logo and Colors

PANTONE 7687C

PANTONE 7489C

Refreshed Logo and Colors Refreshed Logo - Black and White

Logo - Black and White

Refreshed Logo - Color

Refreshed Color Palette

Logo - Color

PANTONE PANTONE Cool Gray 1645C 5C

PANTONE 2757C

PANTONE Cool Gray 10C Refreshed Color Palette

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PANTONE 376C


IT Renew

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Branding & sales materials

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Fall 2015

Logo and Color Study

For the logo refresh, I played around with different fonts, weights, and capitalizations. We eventually chose four logos that we felt were strong in black and white and experimented with adding color. I created two color pallets – “Refreshed” and “Revolutionary.” For “Refresh,” we darkened the blue and lightened the green and added cool grays and orange to support the primary colors. The second pallet was more “revolutionary,” increasing the primary colors’ vibrancy and adding a navy, cool grays, and a bright red to the pallet. We recolored the chosen four logos in these color pallets, experimenting with the green and blue placement.

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making your brand match your product

After they chose a logo, we moved on to the sell sheet templates. I tried using the green leaf icon from the logo as visual elements in the footer, header, and sidebar. I also looked at using a texture for the header and footer but ended up using solid colors to keep a clean look. The final sell sheet templates utilized green header bars to help you navigate through the sheets, orange sidebar boxes to call attention to important information, and a light gray tag at the top of each piece to identify the sheet’s name. Each sell sheet had one large graphic that explained the essential point of the sheet. Sell Sheet Template Exploration

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IT Renew

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Branding & sales materials

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Fall 2015

The primary graphic on the Company Overview sheet was the company timeline. The timeline utilized the green leaf from the logo as an arrow. We incorporated icons and logos throughout to add pops of color to the green and white graphic.

Company Overview - Front Company Overview - Back

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making your brand match your product

For the ITAD Overview sheet, we created a graphic that explains their ITAD (IT Asset Disposition) process. When they decommission servers, they test them to see if they can be reused or recycled instead of destroyed. A step-by-step process flow utilizes icons to add clarity to the steps.

ITAD Overview - Front ITAD Overview - Back

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IT Renew

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Branding & sales materials

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Fall 2015

The graphic on the Data Security Overview sheet explains how their Teraware software connects with the entire hardware lifecycle. From manufacturing to recommissioning, they ensure that the data and assets are secure. In the center was a color-coded square with icons that showed the relationship between the four steps, while boxes with details of the steps formed an outer circle.

Data Security - Front Data Security - Back

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attracting new customers with a big promotion Sprint 26

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50% off Competitor plans rate cards

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Fall 2015


Project Narrative Client

Sprint was a telecommunication company based in Kansas City, KS. Before it merged with T-Mobile, it was the 4th largest mobile network operator in the United States, serving over 50 million customers. For this project, we worked with the Marketing Communications team responsible for all the core and promotional creative included in the stores.

Weber Associates Team members

• Members Involved: Abigail Crock (Graphic Designer), Katherine Koziol (Copywriter), Nicole Sampson (Project Manager), Rick Jenkins (Senior Graphic Designer), Andrew Leatherman (Partner) • My Role: I was the designer on this project and was responsible for brainstorming creative concepts, creating the rate cards, and providing design direction to our development team

In an industry where you are always competing for new customers, the holiday season can be crucial for your business. When you are in 4th place, you need to do something big to get new consumers’ attention. Two weeks before Black Friday, Sprint’s CEO, Marcelo Claure, wanted a new traffic-driving promotion for the 2015 holiday season. They decided to launch a new 50% off competitors plan promotion and needed collateral to communicate the latest rate card to customers. The client kicked this project off on a Friday afternoon. We spent the weekend brainstorming and creating concepts, delivering options late Sunday night. We made several concepts, including options that mimic the competitors’ rate cards. The client preferred that option as it aligned to the creative that other agencies were also working on. All three rate cards were in-market, translated, and shipped to stores to launch the promotion two weeks later. In addition to developing rate cards, Sprint wanted us to translate this promotion into an interactive version housed on our retail tablet tool. To be in the market when the promotion launched, we initially started with a button interface with static rate card images. We launched a full interactive version around Christmas. Our work on this project was very well received among all Sprint executives and opened several doors for us as an agency. • When the CEO wanted to tweet something out about this promotion, he used our rate cards as the tweets’ images. • It contributed to expanding our retainer with Sprint into the Consumer marketing space, nearly doubling our yearly volume. • This promotion and creative remained in the market until April of 2017, which is much longer than the typical 6 to 9-month lifespan Sprint plan creative typically has. • The interactive version of the tool was accessed by 65% of Sprint stores in the first year of the promotion, making nearly 20,000 comparisons. 27


attracting new customers with a big promotion

When developing our concepts, competitors’ recent rate cards inspired our creative. We wanted to pull in in elements from each that made each card look distinctive. For Verizon, we knew we wanted to pull in the circles, and we were also exploring using the ice cream for a bit. For AT&T, we liked the rounded boxes from their brochure. And with T-Mobile, we enjoyed the grid structure that came from the messaging example.

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Slide from Messaging Architecture using Competitors Rate Cards as Examples to Illustrate 50% off Rates.

Verizon Brochure

AT&T Brochure


Sprint

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50% off Competitor plans Rate cards

Initial Concepts - Option 1: Mimic Carriers

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Fall 2015

Keeping the competitors’ examples in our minds, we used our internal brainstorming session to come up with three ways to show the 50% off prices. Graph: This concept shows that Sprint’s price is half the height of the Verizon price. Mimic Carriers: This concept puts our take on what Verizon, AT&T, and T-Mobile are doing. It mimics the shapes and layout but does not copy it exactly. Side-by-Side: This compares a carrier’s price to Sprint’s price but does not overtly state that it’s half.

Internal Concepts

Initial Concepts - Option 2: Side-by-Side

After internal reviews, we moved forward with versions of the Mimic Carrier and Side-by-Side creative. We refined each option and built each concept out to show each carrier’s card.

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attracting new customers with a big promotion

The client chose the Mimic Carrier options, which pulled aspects from the competitors’ rate cards – circles from Verizon, rounded boxes from AT&T, and T-Mobile’s grid. Each card utilized the competitors’ colors and logo, which was a big step for a carrier that typically stuck to only using competitors’ names in creative. We used yellow paint swipes to slash the competitors’ price, and a brush script font to show the new Sprint price. Each rate card included an example for the customer to follow, clearly showing what the customer would pay at each carrier.

Final Verizon Rate Card - Front

Final AT&T Rate Card - Front

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Sprint

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50% off Competitor plans Rate cards

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Fall 2015

The back of each rate card included a call out to another Sprint plan, Family Share Pack, and a network reliability message. It also had the full offer details that Sprint requires for all its offers and service plans.

Final T-Mobile Rate Card - Front Final All Carriers Rate Card - Back

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attracting new customers with a big promotion Image Tweeted from Sprint Store of 50% off Competitior Rate Cards Display

Tweets of Rate Cards from Sprint Stores and Sprint’s CEO, Marcelo Claure 32


Sprint

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50% off Competitor plans Rate cards

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Fall 2015

The interactive version, housed on our Rate Plan Comparison tool, allowed the customer to choose: their current carrier, the amount of data they wanted per line, and how many phones, tablets, or mobile broadband devices they had on their account. Once they made their choices, the results would display using red circles for Verizon, rounded blue squares for AT&T, and magenta squares for T-Mobile. One benefit of the interactive version was that it allowed a customer to know their specific yearly savings if they switched to Sprint.

Interactive 50% off Compeitiors Plans Interface

When designing this tool, we wanted to maintain flexibility in case the pricing or data buckets changed. The tool’s CMS was flexible and allowed us to easily change which data buckets appeared in the slider for each carrier and change the price for each bucket or line type. We could also easily update the header image as messaging changed. 33


unifying the customer sales experience Sprint 34

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Share + Compare Plan Calculator

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Winter - Spring 2017


Client

Sprint was a telecommunication company based in Kansas City, KS. Before it merged with T-Mobile, it was the 4th largest mobile network operator in the United States, serving over 50 million customers. For this project, we worked with the Customer Experience team responsible for the sales process and the customers’ experience in stores across the country.

Weber Associates Team members

• Members Involved: Abigail Crock (Graphic Designer), Dan Petrovski (Graphic Designer), KC Marren (Copywriter), Nicole Sampson (Project Manager), Brad Dreshbach (VP Creative Strategy), Andrew Leatherman (Partner and Former Graphic Designer) • My Role: I was overseeing the designer on this project and was responsible for providing direction on the interface design. I was also behind the calculator’s brains, developing the logic and the design/functions of the CMS

Project Narrative

In the ideal world of customer experience, a customer in California could get the same sales experience in your store as a customer in New York City or in West Virginia. But there’s always some managers who find something else that works better for their store, deviating from the ideal process. Sprint sales reps used handwritten quotes and field generated calculators to provide estimates to customers. The Customer Experience team wanted to unify the customer’s sales experience across the nearly 4,000 Sprint stores by giving the field a digital estimating tool. We developed the Plan Calculator, housed on Sprint’s web-based retail tool, Share & Compare. It enables reps to provide consistent, detailed, and accurate estimates on a desktop or tablet for shoulder-to-shoulder customer interactions. Customers could get both a PDF and an emailed version of their estimate. Plus, reps (and their managers) could follow up after the initial conversation by accessing their archived quotes. Sprint continued to invest in the tool since its launch in 2017. In 2019, they started to allocate nearly $100,000 each quarter for continual tool enhancements. By 2020, 89% of Sprint stores adopted the tool, and an average of 1,400 estimates was generated by the stores each day. That’s over a 400% increase from the daily average the first year the tool was in the market (260 estimates/day from May 2017 – April 2018).

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unifying the customer sales experience Sprint Provided Paper Quote Sheet

Before the calculator, each district, each store, and each rep had its way of providing quotes to customers. Some stores would use excel calculators that they made for each plan. Some would use the paper quote sheet that Sprint provided, and others would just jot down the estimate on whatever piece of paper they had handy.

Field Generated Excel Calculator

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Typical Quote from Field


Sprint

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Share + Compare Plan Calculator

Calculator Concept - Step-by-Step

Calculator Concept - At-a-Glance

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Winter - Spring 2017

We created two concepts for the calculator, each designer working on their idea. Step-by-Step Quote (AC): Offers the feeling of staying on a single page but moves through the options by selecting points on the timeline. The quote is treated as the hero, only displayed on the last screen. At-a-Glance Quote (DP): Displays all the options in a single view, while keeping a summary of selections and the final quote to the right of the page The client preferred the “Ata-Glance� version as they liked having the constant summary displayed on the screen. The team took that idea and reworked the design to fit the overall design of the tool better.

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unifying the customer sales experience Devices Section

In the calculator’s final design, we replaced the heavy black and gray tool with a lighter white and gray color scheme. We significantly increased the size of the sections to make it more tablet friendly. Yellow was used as a highlight to draw attention to the totals – clearly showing your total monthly cost and what you would owe today. While we were designing the interface, I was also determining how the tool calculates. I created a detailed output document with instructions for calculating each field, the totals, and how the new and existing customer journey differs. 38

Data Plans Section

The two most important sections to calculate were the device and data plans section. Each included a list of pre-populated devices and plans that reps could select from the drop-down menus. Sprint provided an automated pricing feed to ensure the latest device and plan pricing. Each section also had a custom device and plan form to allow reps to capture older phones and plans no longer in-market.


Sprint

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Share + Compare Plan Calculator

Calculator Results

The customer’s sections are populated in the Selections column as the rep moves through the tool. The Monthly and Due Today totals only populate after the rep presses the “Calculate” button. After the totals display, a rep can print a PDF of the estimate or email the estimate to a customer directly from the tool.

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Winter - Spring 2017

Archive Page

The Archive page stores all the rep’s quotes and allows them to follow up with customers or reference a previous customer’s quote. The Archive page also allows each store and district manager to see all the quotes from their reps and stores.

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unifying the customer sales experience

Customer Estimate PDF Customer Estimate Email

The Estimate PDF template includes all the information from the results screen and provides additional details for the customer to remember, like savings and benefits for switching to Sprint. The template creates space for the maximum number of lines but only generates rows with information. The PDF back includes the Sprint Resource Guide Checklist, which provides information on account set up, AutoPay, support information, and device health tips.

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The email generated from the tool is a generic email that includes a brand-approved message and subject line. The reps can customize the email with the customer’s name and their contact information. In addition to a PDF of the estimate, reps can also attach PDFs of current promotions.


Sprint

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Share + Compare Plan Calculator

Compare Plans - Rate Plan Comparison

In addition to the Plan Calculator, Share & Compare includes two other sections for reps to utilize. The Compare Plans section consists of the Rate Plan Comparison that quickly compares a competitor’s plan to the Sprint plan. It shows the monthly and yearly savings and data and talk & text difference between the two plans. Selecting “Compare All Carriers” allows the customer to see how all competitors stack up with their chosen lines and data amount. Weber was continually updating the pricing information in this tool, ensuring that the latest plan information was available.

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Winter - Spring 2017

Promotions

The last section of Share & Compare was the Promotion tab. This tab included tablet-friendly versions of the flyers that we created for each plan and offer. These assets could be emailed to the customers (with or without an estimate) as PDFs. Weber was responsible for creating each asset and managing the expirations of each on the tool. Eventually, we expanded this section to include Spanish versions of each asset.

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removing the "catch" with customers Sprint 42

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Flex Leasing Program Collateral

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Spring 2017


Client

Sprint was a telecommunication company based in Kansas City, KS. Before it merged with T-Mobile, it was the 4th largest mobile network operator in the United States, serving over 50 million customers. For this project, we worked with the Marketing Communications team responsible for all the core and promotional creative included in the stores.

Weber Associates Team members

• Members Involved: Abigail Crock (Graphic Designer), KC Marren (Copywriter), Rick Jenkins (Senior Graphic Designer), Andrew Leatherman (Partner and Former Graphic Designer) • My Role: I was the designer on this project and was responsible for brainstorming creative concepts and designing the final brochure and flyers

Project Narrative

Like leasing a car, leasing a cell phone is confusing. A customer always thinks there’s a catch. In April 2017, Sprint, the 4th largest wirelines network provider in the country, launched its smartphone leasing program, Sprint Flex Lease. The Weber Associates team created a flow chart that outlined a customer’s path to upgrade or purchase once they entered in to a leasing agreement. But customers were having a hard time seeing themselves in their options. There was a perception that there was always a “catch.” That Flex was not an option that fits with them. The financial aspect was also missing; they need to see how much they would be spending/savings with each path to add legitimacy to the program. We needed to develop a benefit statement that would help convince customers that it wasn’t a “trick” and provide real-world scenarios of customers’ options. We developed a wide variety of concepts that would help solve those two problems. The chosen option was a cohesive subway-style map. Executives felt that we also had to include a worksheet on the brochure’s back to help the reps communicate specific information about a customer’s unique lease. We developed a 4-pannel brochure consisting of the program subway map and a finance worksheet. We also created three stand-a-lone financial example flyers for the latest phones.

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removing the "catch" with customers

The original flyer was a flow chart that broke up the lease process decisions, like picking a new phone today, upgrading after 12 months, or keeping your phone until the end of your lease term. A second version included a space for reps to write down the Buy Today cost and Monthly Cost for a customer’s unique phone.

Original Sprint Flex Flyer

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Original Sprint Flex Flyer with Financials


Sprint

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Flex Leasing Program Collateral

Rebooted - Front Concepts

Rebooted - Back Concepts

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Spring 2017

We created four ways to describe the program: (1) developing personas to describe your different options (early upgrader, device purchaser, and continuing to lease). (2) Using a calendar to highlight the three points in which you had to make a decision (12 months, 18 months, or ? months). (3) Developing a decision tree of questions, helping customers to think through their choices. (4) Creating a subway-style map that shows were each option exited the lease agreement. And three ways to illustrate the financials: (1) a chart that lists all your options at the top, the time frame down the side, the price you will pay in each box, and what you would save with each option. And two subway-style maps, (2) one that focuses on the time frame and (3) a second that aligns to the front subway map and makes clear the savings for each option. 45


removing the "catch" with customers

The final brochure had a simple cover that introduced the program, but the main focus was on the subway-style map on the inside. There was a color-coded line for each of your options – upgrade was yellow, purchase was gray. The motif allowed us to clearly show each decision’s time frame as a point on the map. The brochure’s back includes a worksheet for the reps to fill in unique details about the customer’s device. To calculate the total cost of owning the phone, we added “A” and “B” labels on specific fields to help show the math.

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Final Brochure


Sprint

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Flex Leasing Program Collateral

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Spring 2017

Taking the same map style, we created three pricing examples based on the latest phones at the time - iPhone 7, LG G6 and Samsung Galaxy S8. Each would show what you would pay today, how much you would pay when you decided to upgrade or how much it would cost to own your phone. It also listed the total cost for each option so customers could get a clearer picture of what they were paying to lease their device.

iPhone 7 Pricing Example

LG G6 Pricing Example

Samsung GS8 Pricing Example

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extending holiday materials into everyday marketing Sprint 48

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savings guide booklet

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Fall 2018 - Spring 2020


Client

Project Narrative

Sprint was a telecommunication company based in Kansas City, KS. Before it merged with T-Mobile, it was the 4th largest mobile network operator in the United States, serving over 50 million customers. For this project, we worked with the Marketing Communications team responsible for all the core and promotional creative included in the stores.

What started as a replacement for the Sprint Holiday FSI, the Holiday Gift Guide grew in popularity with the field and executives alike. Executives wanted to explore how reps could use a booklet of offers past the holiday season. Sprint liked that it allowed them to consolidate promotions to avoid store clutter due to excessive collateral. There were typically up to 30 available offers available at one time. It was overwhelming and confusing for new customers and reps alike.

Weber Associates Team members

• Members Involved: Abigail Crock (Graphic Designer), Nicole Sampson (Project Manager for Share & Compare) • My Role: I was the designer on this project and was responsible for designing and writing the original guide and the nearly 60 versions created between November 2018 and June 2020

I helped Sprint create a tri-fold Savings Guide to include the majority of the device, accessory, plan, and value-added-service promotions in one single piece. Reps could then seamlessly walk new customers through all of the available offers at once or provide guides to waiting customers during busy store hours. Reps can even facilitate customer conversations using the tablet version on the Share & Compare tablet tool. Each guide was themed, usually based on the season. In addition to the design, I was responsible for writing the headlines for each guide. As the guides developed, the average number of offers increased by nearly 50% from 12 offers to 18. This created layout challenges trying to maximize the guides’ space while maintaining a consistent hierarchy throughout. The guides were typically updated with each month’s promo window and spent around 4-weeks in the market before being replaced with a new guide. For 18-months, the Savings Guide remained a priority marketing tactic until Sprint completed its merger with T-Mobile. In the first quarter of 2020, they printed around 1,755,000 booklets for each installment of the Savings Guide.

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extending holiday materials into everyday marketing Front Cover

Back Cover

First Spread

This was our first guide, created in November 2018, that featured Black Friday offers and was the only guide with an 8-panel layout. The guide utilizes the holiday theme of gold foil, glitter, and robots. The headline, “Sprint’s guide to getting gifts for everyone on your list,” was a reference to the Gift Guide while speaking directly to the customer.

Second Spread

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Third Spread


Sprint

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savings guide booklet

Front Cover

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Fall 2018 - Spring 2020

First Spread

The 2018 post-Black Friday Guide moved to a 7-pannel tri-fold guide that would become the standard format. The headline, “Sprint’s Holiday Shopping Guide for the Last-Minute Shopper,” was a nod to ever counting clock of the number of shopping days before Christmas.

Inside Spread

Back Cover

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extending holiday materials into everyday marketing Front Cover

First Spread

This guide from October 2019, introduced a new in-store campaign, “Great Phones at Low Prices,” which identified those phones in-store with green dots. Headlines in this guide – “Green dots mean great deals” and “Spot a green dot, get a great deal.” – helped customers identify what those green dots meant, a great deal for them.

Inside Spread

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Back Cover


Sprint

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savings guide booklet

Front Cover

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Fall 2018 - Spring 2020

First Spread

Tax Season was a big selling season for Sprint, and would typically devote a few months of messaging to that topic. The messaging for March 2020 aimed at telling customers that their tax refunds go further at Sprint and that they should treat themselves to a new device. This guide posed a layout challenge while trying to fit 13 offers into the inside spread. There was also space devoted to educating the customers on the meaning behind the dots around the store.

Inside Spread

Back Cover

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extending holiday materials into everyday marketing Share & Compare Digital Version of Savings Guide

Other Concepts

Eventually, they wanted to bring the printed guides’ success to the digital world. I explored solutions for the best way to display the guide on the Share & Compare tablet tool. I developed three options that tried to mimic the experience of the printed version: (1) a FlipBook, that would display each spread as you would flip through the guide. (2) Portrait Mode, an interface that displays each panel in a portrait orientation as you swipe through the guide. And finally the (3) PDF Viewer, the chosen option, displays the guide unfolded in the native PDF state and includes controls to zoom in and pan to specific offers. 54


Sprint

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savings guide booklet

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Fall 2018 - Spring 2020

Images from the field of Sprint reps enjoying the Savings Guide. The two photos on the left include Sprint’s CEO, Michel Combes. 55


logos to launch your business T&J No limit fitness 56

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Logo

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winter 2015


Client

T&J No Limit Fitness is a fitness facility in Powell, Ohio, started by Jerry Moore and Theo Sakellaris. They offer various group fitness classes, personal training, boot camps, and nutrition classes.

Team members

• Member Involved: Abigail Crock (Graphic Designer)

Project Narrative

When starting a small business, especially in a crowded field like fitness, your logo needs to stand out. It can’t be generic; it needs to reflect you and your vision for your business. Jerry and Theo have been operating their boot camps unofficially at their boxing gym but were finally opening their gym and needed a logo. They reached out to hire me to create their new logo. For this logo, I focused on finding the right font combination. Something bold, felt strong, and fit the personalities of my two clients. Color-wise they liked the idea of sticking with the primary colors of yellow and red, and I mixed black and grey into it. I played around with gym themed dingbats to add some visual elements, focusing on boxing and a guy posing. The final logo was well received by the clients and their members.

• My Role: This was a freelance project that I worked on in my free time

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logos to launch your business Logo and Colors Logo - Black and White

Logo - Color

Logo - Black and White

Logo - Color

Color Palette

PANTONE Netural Black C

PANTONE Medium Yellow C Color Palette

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PANTONE Cool Gray 11 C


T&J No limit fitness

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Logo

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winter 2015

They wanted to explore “T&J No Limit Fitness” and “No Limit Fitness” as the gym name, so I created two concepts. I was focusing on the all-black logo before exploring color options. The chosen logo featured a bold “T&J” with a posing guy resting on the J. No Limit Fitness was stacked next to it with a strong line dividing the two. Color-wise the logo is a mix of gray and black with yellow accents for the guy and the line.

Initial Logo Concepts and Color Palette

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wedding (invitations) are a family affair Watercolor wedding Invitations 60

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Spring 2018


Client

This project was a personal project, designing the invitations and other graphics for my Sister’s wedding.

Team members

• Member Involved: Abigail Crock (Graphic Designer), Jeanette Crock (Grandmother and Watercolor Artist) • My Role: I designed the invitations while my Grandmother painted the greenery images

Project Narrative

When planning a wedding, the invitations set the tone. When your Grandmother is an artist, and your Sister is a graphic designer, it becomes a family affair. My Sister’s vision for her wedding was gray and greenery with the Groom and Groomsmen wearing navy. She loved the idea of having watercolor greenery featured on her invitations. While watercolors are not my strength, our Grandmother is an incredible watercolor artist. After some convincing, she agreed to paint some pieces for us to use in the initiations. I developed a cohesive wedding suite that included the invitations, church programs, a weekend schedule for the bridal party, place cards, table numbers, and other signage for the reception. I also hand-addressed each envelope with a printed and script style for the outer, inner, and RSVP envelopes.

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wedding (invitations) are a family affair

Our Grandmother painted us three different greenery bunches, each one a little different. They set the tone for the initiations. I set on exploring different layouts and finding the perfect font combination – a bold script and a more modern all caps font. We used all three of the greenery paintings on the invitation set – one on the Invitation, another on the response card. We then used the same one for both the Reception and Accommodations card.

Invitation 62


Watercolor wedding Invitations

Response Card

Reception Card

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Spring 2018

Accommodations Card

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wedding (invitations) are a family affair

Ceremony Program 64

Bridal Party Weekend Schedule


Watercolor wedding Invitations

Vegetarian Place Card

Chicken Place Card

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Spring 2018

Steak Place Card

Table Numbers

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wedding (invitations) are a family affair

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Watercolor wedding Invitations

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Spring 2018

Outer and RSVP Addressed Envelopes 67


contact me Columbus, OH 43215 Abigail.crock@gmail.com 330.931.2943 abigailcrock.com/portfolio

September 2020


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