Karen Fingas Consulting prepared a report titled "A Profile of Calgary's Labour Force" in 2006. I was hired to design an Overview for presentation to Calgary Economic Development. The content and design of this Overview continues to be interesting and relevant today.
The cover design is a strong example of successful visual communication. The cover uses an iconic image from the Calgary skyline, the Calgary Tower. More specifically, I chose an image of the the tower from 1967 when it was under construction. The image quickly communicates the idea of growth and labour for this specific city. The men balancing on the beams, suspended high in the sky, give a sense of urgency and alarm. The report design uses an asymmetrical grid; contrasting serif and sans-serif fonts; and appropriate colours. Calgary, Alberta, Canada is known for its wide-open skies of blue and agricultural fields of yellow.
The successful solution used a series of stock illustrations that supported a play on the company’s mission statement “Building Better Organizations Through People”. After brainstorming ideas for organizing the content I came up with, “Building Better Organizations Through Learning” (training services), “Building Better Organizations Through Exploration” (assessment products) and “Building Better Organizations Through Innovation” (online testing). I was extremely pleased to find appropriate stock illustrations to support this idea. Management agreed these vibrant, metaphorical illustrations were an interesting change from previous years. I found a wonderful, textured, coated stock for the covers to highlight the canvas-like quality of these illustrations. The 2004 catalogue remains a stand-out solution for Psychometrics Canada Ltd.