Overview
The ASBI Membership Directory is an annual publication designed to connect professionals within the segmental concrete bridge engineering industry. Beyond serving as a networking tool, the directory also functions as a branded communication piece and a platform for member advertising across print and digital channels.
The Challenge
The directory needed to fulfill multiple objectives simultaneously. It had to present a large volume of member data in a clear and easily navigable format, maintain strict adherence to ASBI’s corporate branding, and incorporate numerous advertisements without disrupting usability. Additionally, the publication had to function seamlessly across print, interactive PDF, and web formats, providing a consistent experience for members regardless of how they accessed it. Balancing usability, branding, and advertising integration while meeting production deadlines made this a complex and detail-oriented project.
My Role
• Led full project lifecycle from concept to final production
• Directed art and layout design for cover and interior pages
• Created photo illustrations, retouched imagery, and ensured precise color correction
• Prepared print-ready files and managed pre-press processes
• Tracked, preflighted, and placed member advertisements across all formats
The Strategy
I approached the directory as both an information system and a branded experience. The focus was on creating a structured, user-friendly layout while reinforcing ASBI’s visual identity and maximizing the effectiveness of advertising placements.
Key Approach
• Developed a consistent grid and typographic system to improve readability
• Established a cohesive visual language aligned with ASBI branding
• Organized content to prioritize quick access to member information
• Created a scalable system to accommodate annual updates
• Integrated advertising in a way that complemented, rather than disrupted, the user experience
Execution
• Designed the full publication, including cover and interior layouts
• Prepared print-ready files with precise color correction and pre-press standards
• Managed advertisement intake, preflight checks, and placement
• Produced interactive digital and web versions with embedded live links
• Ensured cross-platform consistency for print, desktop, tablet, and mobile use
Results
• Delivered a cohesive, brand-aligned publication used annually by ASBI members
• Improved usability and navigation of complex member information
• Increased advertiser value through integrated and interactive placements
• Streamlined production workflow for efficient yearly updates
