Case study 02
EDA Media
Turning incomplete source material into clear, scannable content through hierarchy, collaboration and iteration.
Dates
2017–2019
Role
Graphic Designer and Typesetter
Organisation
EDA Media
Tools
Editorial and production software
Overview
EDA Media produces community publications and advertising for local businesses. Local readers needed to quickly understand who a business was, what it offered, prices or promotions, location, contact information and what to do next.
User needs and source constraints
Clients frequently supplied incomplete source material: a business name, basic details, a product or service and perhaps a logo. The task was to turn that source into a useful, accurate and scannable message.
My role
Working as part of the Design Team as. Graphic Designer and Typesetter, I shaped information hierarchy, message priority, calls to action and image selection, working with copy, sales and clients to turn often times incomplete or minimal source material into clear editorial and eye-catching advertising content.
Research, feedback and iteration
I worked with a copy professional, sales team and clients to identify the main message, supporting information, strongest call to action, suitable hierarchy and appropriate imagery. Feedback from clients, readers and production constraints informed iteration.
“Every element had to earn its place.”
Content hierarchy and clear calls to action
I used hierarchy, concise copy, imagery and spacing to lead readers from recognition to understanding and action. Simpler layouts often communicated more effectively because they reduced competition between messages.
Adapting content across formats
The hierarchy was adjusted for the available space rather than simply scaling the same layout. The reader’s task stayed constant while the amount and placement of supporting information changed.
Collaboration outcome
Working closely with copy, sales and clients made it possible to resolve missing information and agree priorities quickly. The work taught me that restraint and alignment are practical communication tools, not decoration.
Key learning
Simple language and clear visual hierarchy make incomplete or complex material easier to understand. The strongest solution is often the one that removes the most friction.
Accessibility improvements
I would set firmer minimum text sizes, improve colour contrast and spacing, reduce competition between typefaces, simplify language, strengthen hierarchy and consistent alignment, and design more deliberately for users with visual or cognitive impairments.