AP Professionals
AP Professionals offers full-service recruiting in Rochester, NY. Their team of specialized industry experts connects Rochester’s top talent with local companies in the disciplines of Accounting & Finance, Engineering & Operations, Business Administration, Human Resources, Information Technology and Sales.
Role: Designer
Client: AP Professionals
Tools: Illustrator, Photoshop, InDesign, After Effects, Constant Contact
Discipline: Social Media, Marketing, Brand Identity, Motion Graphics
The Creative
AP Professionals underwent a brand refresh with their visual identity that included new colors, a new logo and a cleaner, airier tone that still evoked their professional warmth. I had worked a lot with AP so I really enjoyed using the new brand to elevate their designs across multiple platforms such as Instagram, Facebook, LinkedIn, and email.
AP Newsletter
AP Professionals required a new design to reflect their updated branding for their weekly newsletter. This is a large, complex newsletter that rotates between 3 different versions on a weekly basis, and needs to be able to be completed with an extremely tight deadline. The original was heavily dependent on Illustrator graphics, including images in place of live copy, so editing it was an intensely tedious and slow process. It also resulted in non-responsive copy, making it difficult to read on a mobile device.
Combining design and technology is something I thrive on, so one aspect I really enjoyed while designing the new newsletter was committing to using Constant Contact’s design tools over Adobe Illustrator graphics to deliver a product that not only was a professional and interesting design, but was also highly editable and easy to pass on to another designer. This way it was also much more responsive for different platforms, especially mobile. As a result, AP Professionals now gets their highest client interactions based off of their newsletter, and I received enormous client praise for the new design. I’ve worked with AP for a few years now so this was extremely gratifying!
Social Media
AP Professionals’ brand refresh is polished, welcoming and modern. Their social media graphics need to evoke all of those qualities while promoting their company culture and their services. New graphic material is required monthly, so coming up with designs that remain fresh and original while still remaining cohesive with the previous graphics as a whole is an interesting challenge that I enjoy.
Motion Graphics
My motion graphic work is an extension of my social media graphic work for AP. The problem/solution graphics are used to specifically showcase what AP can do for you. The polished warmth is carried over into the motion and pairs cohesively with the still graphics.
Print Media
AP Professionals occasionally needs print material designed for them. This was a fun little project for some small flyers to help AP Professionals promote a local baseball team. It is integral to show that even small projects are given the utmost care to showcase the brand identity.
