Project Description

When food quality technologists Robertson & Ross Associates asked me in 2007 to design and produce a direct mail brochure to entice small scale food producers in BC to attend a free, government funded food safety workshop, I jumped at the opportunity. The program logo uses block letters for “A B C”  establishing the program as an easy-to-use program to help BC Food producers meet today’s higher food safety standards.

For food producers to send their staff to the course, it had to appear fun, well presented, and worthwhile, so I visited food producers and took photos of them and their operations, chose a wide format with warm and bright colours and friendly looking people and wrote an initial draft (later tweaked by food organization writers) which was clear and to the point. Knowing that many participants might be non-native english speakers, I also created diagrams and icons to reinforce the text.

I also designed and laid out a 100+ pages workshop manual on a tight timeline with diagrams, icons and illustrations to clarify the concepts.

The program has been very successful, as it has drawn over 1500 participants since its inception in 2007. The manual has been revised several times and is still in use.