the design & editing process

Many of my clients tell me that the biggest benefit they see when they work with Blue Sun is that the content doesn’t have to be “final” before we get to work. I take the rough, the incomplete, the “too much”, and the “not quite there yet” and I help clean it up as I design. I work with you to figure out what’s important and should be included, as well as what can be left out.

Today, I’ll walk you through what it looks like to hand off a piece of your business to me, so you can focus on what YOU love to do… while giving tips in case you’re in DIY mode.

the starting point

The Goalie Club’s camps are impressive, and their coaching is helping build amazing athletes who compete at elite levels. Their previous brochure was jam-packed with excellent information about their programs:

The Goalie Club has a robust and comprehensive website. The printed materials don’t need to tell every detail; they need to give the basics then drive interested families to the website to register.

Here’s how we redesigned the brochures tell their story in a different, more engaging way… with powerful content and strong design.

the design process

We started with a conversation so I could understand the programs, the camps, and what was most important for the customers to know.

Then, I got to work to pare down the content.

  • Long blocks of text tend to be overwhelming, so consider reformatting paragraphs into bulleted lists.
  • Look for low-hanging fruit that is easily cut down. For example, I reduced the number of testimonials and selected new, shorter ones.
  • Consider cutting out pieces of content that an interested customer could easily find on your website.
brochure content - first draft

From there, I began to add design elements:

  • color – it’s important to stick with brand colors and use them intentionally to break up the text into sections.
  • photos – choose just a few photos but make sure they’re strong and carry the story well.
  • layout – spacing and size of text are important for engaging your audience and keeping them engaged. (Tip: If you work hard to reduce content, you’ll be able to use a larger font size and add white space.)
  • call to action – the purpose of this brochure is to turn casual browsers into customers. A large call to action tells them exactly what they need to do next.

All along the way, I reworked bits of content and considered how everything was worded; every single word was put under the microscope.

While I was working, I stayed in communication with TGC staff to ensure I was on track and sent updated versions to get feedback and changes. Together, we landed at the final product:

build from there

hockey camp poster

TGC was so thrilled with the brochure, they asked me to design a 24″ by 36″ poster as well. I changed the layout, reduced the content even further from the brochure, and kept the web information super prominent.

Once everything was final, we high-fived and I sent the brochures and posters to print for them. TGC staff got to stay focused on what they love to do – building strong and skilled goaltenders!

Have questions? I’d love to hear from you! Comment below or contact kate@bluesundesigns.com.

Learn what TGC and others have to say about working with me.

designed with love

It’s not what you said, it’s how you said it!

We know that there are non-verbal aspects to our communication when we’re speaking: things like facial expression, body posture, and tone affect how our message is interpreted. This is true with written communication too! In design, font choice, colors, and images communicate the tone of the message.

In honor of Valentine’s Day, I came up with this quick example:

Let’s break it down.

#1: The Default

The Default

This is done in the default font in Microsoft Word. I put in zero design effort and made no attempt to convey emotion. It’s the Valentine’s Day equivalent of Dwight Schrute’s birthday sign: it is a statement of fact.

I see this in business communications all the time. Using the default font is just fine when you just need to type up a quick agenda or simple internal communication. When you’re communicating to your customers, try a little harder. Pick a font for all of your communications and use it consistently.

#2: Cutesy Curlz

Cutesy Curlz

I’ll start out with the old adage, “Just because you CAN do something doesn’t mean you SHOULD.” Using cute fonts just because you like them, adding cartoony clipart, and unnecessarily filling in white space makes the design look homegrown and unprofessional.

Again, choose a font to use for all of your communications that aligns with your brand and conveys the tone you’re shooting for. Skip the clipart and use more professional-looking illustrations, images, or icons. Also, be careful about putting images behind text; it can make the text hard to read. Finally, remember that you don’t need to fill in white space just because it’s there.

Click here for a list of low/no-cost design tools.

#3: The Stalker

The Stalker

Design elements can portray different moods. Just like music in the background of a movie or body language as a friend tells a story, design communicates the tone or mood of the message.

The details you add such as borders, backgrounds, and images shape the mood of your organization’s communications. Be sure to select photos that match your company’s personality and target market. Use colors that appeal to your customer and align with your branding.

#4: The Love Story

The Love Story

The design is clean and simple, there are no distracting extras, the fonts pair well, and the underlying tone of romance is strong. There is emotion here (unlike #1), but the cheese factor from #2 is gone. There isn’t a hint of creepy, despite using the same words and a heart as I did in #3.

Wrap it up.

Each example above sent a different message despite all containing the same words. Thinking about your “non-verbals” as you create your materials can make a world of difference as to how your message is received.

Reach out if you need help as you’re working or if you need an outside perspective to review your design once it’s done. I’m happy to help!

Cover image by user “kaboompics” on pixabay.com

making progress by design

I recently listened to a podcast where James Clear (bestselling author of Atomic Habits) was the guest. He was talking about New Year’s Resolutions and how they flat-out don’t work.

(If you already gave up on yours, you don’t need to raise your hand…😉)

But he said building habits DOES work, and there are keys to setting a new habit successfully. One key is to feel rewarded, and often that is by seeing the progress toward your goal.

But what if the thing you’re working on is slooooow progress that isn’t visible until you have already established the habit?? Like, losing weight, for instance.

Try a GOAL TRACKER! Simply mark off the days that you do “the thing” and visually see your accomplishments stacking up. So, even when you don’t see the difference or progress you’re striving for from day-to-day, you’ll still see yourself achieving your goal.

Of COURSE you want to see my dogs!

One of my goals for this year is to walk my dogs for at least 20 minutes every day. It sounds super easy to do, but I live in Minnesota, and sometimes thinking about how much my face will hurt when I go out in the winter makes staying in sound WAY better. But, they’re active labs and they need the exercise. There is no “progress” to see here. No reward (other than happy dogs.)

So, I track it. I feel better seeing those “x”s line up and I know I am doing something I told myself I would do. I’m keeping my promise to myself… AND to Sadie and Lily.

You can too! Download my free 2020 On Task Goal Tracker now and get tracking!


If you want to listen to the podcast (and you do – it’s a good one), it’s Entreleadership podcast #356.

ho-ho-holiday marketing

Visual repetition creates recognition and familiarity, and that builds trust. It’s why you have a logo, why you use certain colors, and why you are consistent in your font choices and messaging. Your customers have learned what to expect from you. 

Let’s talk about taking that concept into your holiday advertising! Here’s how:

  1. Start with a little disruption to what they expect to get them to stop scrolling. Do that by creating a event image or logo (using a tool like Canva) specific to your event or sale, and use it in your social media profile image. Make it something NEW but still tied to your branding.
  2. Then blast that image all over. You can add in Instagram posts, a Facebook event image, whatever you need – just make sure each one is sized right so it looks fantastic on desktop and mobile.
  3. Use that image or logo across all of your marketing platforms – social media, flyers, print ads, web ads… all of it. 
  4. Using that image consistently and repetitively reminds your customers again and again that this BIG THING is happening and they should come check it out!

Example of social media holiday marketing

Here’s an example. Below, you’ll see I took this coffee shop logo and jingled it up for the holidays.

coffee shop logo without holiday lights beside logo with holiday lights and decorations added in

Then I created a Facebook profile image and Facebook cover image for the sale.

You can create any kind of assets for whichever social media you are most active on.

You can also create a .png file to place on images related to the event, carrying that imagery even further!

Of course, you can do all this yourself using online tools like Canva or PicMonkey. If you’re short on time, check in with me. I just might have some ideas to add some sparkle to your holiday marketing!

{cover photo credit: pixabay.com}

creating change

I’m sitting in my office, looking out at the leaves, admiring them as they transition from green to gold. Fall is officially here, and there is so much to love! Minnesotans love the cool, crisp air, the apples, the explosion of color, but most of all, the absence of mosquitoes.

This fall is especially exciting for me, because it marks big change for Blue Sun Designs. Since January of 2018, Blue Sun has been my side-gig. My creative outlet. A way for me to learn and grow outside of a classroom.

Blue Sun Designs is changing today.

Starting today, Blue Sun has dropped the “side-” designation and has become my gig! This is a DREAM for me. To be able to use my gifts and talents to help you and have that be my sole professional purpose is beyond amazing. It is possible because of YOUR support, your encouragement, and your investment in my company. Thank you.

With this new full-time status, you will see some things changing over the coming months:

  • Most importantly, I will be able to serve you better. No more squeezing in meetings when I can; meetings will be when they’re convenient for you. I’ll be able to respond to you faster, and turnaround time on projects will be quicker. You will feel this shift immediately.
  • Focusing my energy will give me the space to be more creative and better able to solve your communication needs.
  • You’ll see an increase in visibility. I am so looking forward to attending community events, volunteering, and being more visible on social media. I will have more of myself to give to our community and you.
  • The Get Out brand of adventure tees and products will be refocused and reworked. I am BEYOND excited about what’s to come with that. Details to come.
  • There will also be so much happening behind the scenes that you won’t see, but will definitely affect how I can help you.

With all this change, there are some things that will remain constant:

  • Commitment to quality. I have built this business on my commitment to providing you with clean designs that communicate your story clearly. I remain focused on creating well-written and grammatically correct content for your projects. I will always use high quality printers, papers, and other materials in production.
  • Personal connection. You need a designer who understands your organization and your vision. I will always communicate frequently throughout the design process to ensure we’re on the same page and work to build our relationship so as we move forward, projects require less input and work from you.
  • Environmental responsibility. This one is big. Now, more than ever, our Earth needs us to commit to doing our best. I choose printers that use plant-based inks, ship with minimal packaging and eco-friendly products, and donate a portion of all revenue to reputable environmental organizations.

Just like I needed your help to get here, I need your help in launching this new chapter in Blue Sun Designs’ story.

  • Please like and share @bluesunmn on Facebook and Instagram.
  • Reach out when your company or organization has a need for a graphic designer who is passionate about helping write and edit the content so your story is told well.
  • And please be sure to tell someone about your experience working with me; your words are gold.

Big things lie ahead. Thanks for being a part of the story!