elizabeth a. cason

What would you like to see?
Print/OOH · Interactive · Student Work


Print/OOH

While everyone else is debating the future of print, I'm helping maintain it using this solution: have ideas, put them into words, make them permanent with ink. But even solutions were once problems. Below are some problems/solutions I was presented/solved.



GRAZE
Everyone likes an upgrade. But when you were a sports bar known for the size of your TVs rather than your food, how do you let everyone know you remodeled into a modern, family-friendly restaurant that uses locally grown ingredients? You get a new name and tagline, obviously.

Names like Common Grounds or The Town Common appeal to the community-center feel the client wanted, and Harvest House and Fresh Fields convey the idea of fresh ingredients. However, Graze combines these ideas - eating fresh from the fields, savored slowly, while enjoying both flavor and company. Building on this, the tagline, Refresh the Usual, promises that dining never has to be ordinary. Nobody's ever going to miss that sports bar.



MADE IN FLORIDA SERIES
Sure, people like to say they enjoy looking at art, but how many are willing to commit to a full season? It's a tough sell, but the Museum has collected a loyal following. For their 2012 season, however, each of their three exhibitions had a common theme: all pieces were created in Florida. Alright, cool - so, if you've seen one exhibition, you've basically seen all three, right? Wrong. And this was just the sort of thinking the museum worried about. It was essential that the overarching feel of the season clearly express:

a) A collect-them-all mentality
Three Views. Many Perspectives.
Three Shows. Uniquely Florida.

and/or

b) A regional patriotism
Works That Are Locally Sourced.
Where Local Meets Nationally Recognized.

A combination of copy that championed the state's inspiration for each of these exhibitions as well as a unifying logo and look allowed each exhibition to stand on its own, while still getting the hook into patrons to want to come back and see Florida from a different perspective in the other exhibitions. These efforts helped to double the first-exhibition's attendance over the previous year's.



Back to the top.


Interactive

I've done e-blasts, evites, web banners and sponsored, web-based PSAs (don't call 'em advertorials!). Below are some examples.

EVENT EVITE


"FRESH FACTS" E-BLAST


KID'S BIRTHDAY EMAIL

And now you get the pleasure of reading raw copy before it is placed into layout for a SPONSORED BANNER.

[masthead]
The Healthy Kids Chronicle

Brought to you by the experts from Nemours.

[banner content]

Asthma – The Leading Cause of School Absences.

It’s true - the number one reason kids miss school isn’t the common cold, but asthma attacks. Asthma occurs when parts of a child’s airway become swollen and inflamed, resulting in difficulty breathing. Knowing what triggers these flare-ups can help a child avoid many of asthma’s symptoms – and prevent school absences.

As pediatric experts, Nemours treats nearly 30,000 children with asthma each year, working with families to determine a child’s triggers for flare-ups and develop an individualized management plan to minimize the symptoms of asthma.

Learn more about asthma. [link]
Asthma research at Nemours. [link]
Advanced asthma care at Nemours. [link]
Get valuable resources on asthma. [link]
Find an asthma organization in your area. [link]

Back to the top.



Student Work

Oh, the halcyon days of college - back when I didn't have clients and chose which products to write ads for.

Moleskine
Moleskine notebooks have been used for centuries by artists, writers, and those who enjoy putting pen to paper. Known for their attention to detail and famous customers - Hemingway, Picasso - it is a product favored for its creative status as much as it is renowned for quality.




Binge Drinking Campaign
This was a campaign directed toward University of Florida students, encouraging them to decrease their alcohol intake. The budget was limited, but it needed to catch their eye and resonate with students.



Back to the top.

So, what interests you?
Foolin' around digitally · Painting with gouache · Animals with thoughts and feelings · People wearing things

Foolin' Around Digitally


Sketched and brought into Illustrator/Photoshop


Sketched and brought into Illustrator/Photoshop

Sketched and brought into Illustrator/Photoshop

Sketched and brought into Illustrator/Photoshop

Sketched on an iPad

Sketched on an iPad

Sketched on an iPad

Back to top.

Painting With Gouache






Back to top.

Animals With Thoughts and Feelings





Back to top.

People Wearing Things











Back to top.

I've kept a blog for eight years, but forget I ever mentioned the first five. Below you'll find links to some of my most popular
text-heavy posts.


My first cover letter
In which I debate if my job-getting skills peaked at the age of 12.

The Bosco stick
In which I retell the time my dad had his little brother run around with poop on a stick.

Personal interviews, 1, 2, 3, 4
In which I take it upon myself to interview myself.

FAHs
In which I tell you about a thing that probably only seemed important because it was said by a man giving us cocktails.

Friendship biography
In which I fake-interview myself and my friend for a fake journalistic piece in honor of her real birthday.

New York City ain't what it used to be
In which I find myself in the cliched twenty-something debate over if I should move to the bright lights and destitution.

Existential crisis
In which a request from the HR Department makes me contemplate my existence, which is a thing all good middle-class, 20-something individuals do.

Choose your own adventure
In which I consider making a choose your own adventure novel.

My grandfather's biography
In which I (probably incorrectly) tell the condensed version of the man's often-strange life.

My grandmother's biography
In which I (probably incorrectly) tell you the condensed version of the woman's well-loved-by-her-husband life.

In which I look like a jerk
In which I tell you about the time I judged the hell out of someone for liking someone else too much.

Contact
P: 407.760.9349
E: elizcason@gmail.com

Work Experience

Jan. 2011 - Present: Fry Hammond Barr | Proofreader | Orlando, Florida
I ensure all print, broadcast and web documents for over a dozen clients of a full-service advertising agency meet brand standards, while also checking for accuracy in grammar and spelling, and consistency in layout and design. I work independently as well as communicate questions, issues and needed changes with all departments. Additionally, I have written copy for print and web, and aid in trafficking materials through a web-based project management program.

Mar. 2008 - Dec. 2010: Starbucks Coffee | Barista | Orlando, Florida
I acted with integrity, knowledge and a genuine enthusiasm that promoted the culture and values of Starbucks. I anticipated customer and store needs by constantly evaluating the environment and cues of customers.

Sep. 2008 - Dec. 2009: Lure Design Inc. | Intern | Orlando, Florida
I screen printed posters, ensured quality of print jobs, trained new interns and helped with office managerial work ranging from filing to preparing items for shipment. I had the opportunity to design and print a poster, which was sold at a local music festival.

Academic

Aug. 2004 - Aug. 2007: University of Florida | Gainesville, Florida
• Bachelor’s of Science in Advertising with a minor in English
• Completed degree in three years
• Studied International Advertising in Sydney, Australia

I'm Skilled

I am comfortable on both Mac and PC platforms and have experience with Microsoft Office as well as Adobe Photoshop, Illustrator and InDesign. I am an early adopter of new gadgets and don't shy away from technology.

Also, I can sketch animals with hand-lettered speech bubbles, crochet everything from mushrooms to afghans, and paint a wolf of a different color.