ICSC

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The International Council of Shopping Centers is an international trade organization for shopping malls. Their projects spanned direct mail brochures and postcards, newsletters, catalogues, trade publication ads, inhouse marketing and order forms, charts and templates. Each piece had to satisfy individual department or branch manager's design sensibility, which was quite varied.

I designed and produced the newsletter below. It was published quarterly and sent to shopping mall store managers and sales associates. The original newsletter was a 4-pager, 2 colors and used clip art. The marketing director wanted a complete redesign to a 6-pager, 4 colors, stock art and a new logo. Although we used stock images extensively, I suggested that featured stores supply photos to add credibility, and this suggestion was followed.