View the works of Kansas City-based designer and illustrator Madison Crabtree.
View the works of Kansas City-based designer and illustrator Madison Crabtree.
Winner of the Best of Category Award in the 2024 GraphEx Awards Competition
Save for a few elements (the curated stock photos, the photo collage in front, and the multi-circled diagram on the center spread), I designed and executed every aspect of this piece - from the illustrations on the cover, inside back page & each and every icon, to the textured backgrounds and the die cut for the booklet itself. I worked closely with my art directors and the printer to achieve the desired result. The perforated cards in the back of the booklet were meant to be taken out and slotted together to make little imaginative structures out of the building blocks of DEMDACO’s strategic plan.
InDesign, Photoshop and Illustrator | 2022-23
DEMDACO’s 2023 LIFT THE SPIRIT STRATEGIC PLAN booklet was designed to inform, educate and articulate the company’s objectives to their employees while also representing the shared future each division is collectively helping to build. Serving as a go-to resource for cross-departmental collaboration, the booklet communicates DEMDACO’s commitment to enhancing the well-being of their consumers through products and experiences that inspire, delight and connect.
Printed 4/4 Offset by AC Printing on 80 lb. Cougar Cover & 70 lb. Cougar Super Smooth, the piece was created by the tireless and thoughtful contributions of DEMDACO employees across the organization including, but certainly not limited to:
CREATIVE DIRECTOR: Nate Fraley
CORPORATE CULTURE CONSULTANT: Jonathan Jones
ART DIRECTOR: Seann Dwyer
DESIGNER: Madison Crabtree
EDITORIAL: Aaron Heim
DESIGN CONTRIBUTOR: Debbie Dixon
From the work that went into identifying the goals and objectives that will shape their actions going forward to the designers, writers, business partners and dreamers who helped bring it to life, the DEMDACO LIFT THE SPIRIT STRATEGIC PLAN booklet is a truly collaborative reflection of the future the company is building together.