DALY DESIGN

Daly design is a small design studio located in Sacramento, CA. that specializes in print and digital design for local grocery stores. Their print work ranged from weekly newspaper ads to paper bags and in store signage. Digital work included facebook and instagram posts, as well as updating store websites.

 

My role at Daly Design was to design newspaper ads. Each ad had its own look and feel that changed with the holidays and seasons and balance is key. Just like the produce coming in and out of season, our focus had to change to what the stores’ audience was in the market for. Summer means grilling and picnics and enjoying the warm weather, while winter is the time to warm up with roasts and homemade soup. Our ads also reflected the shift in season through color and a balance decorative elements that evoked the feelings of the time of the year. 

 

We were expected to create ads that looked good and balanced the wants and needs of our clients while taking into consideration brands that the store’s were advertising that week and shoppers from the local community. All while upholding Daly Design’s high standards for design. The number of items featured in each ad changed weekly also, so layouts had to be adjusted accordingly. Higher end stores tended to focus on quality of the products they offered, while budget conscious stores focus on savings and the abundance of products. 

 

Communication was also important in maintaining each store’s brand identity through giving, receiving and implementing feedback from coworkers and managers alike. Likewise, I was in constant contact with our client to make sure every ad was exactly what they wanted.