Krystle Goldsberry

When I took over the design of brochures for the six main product lines at Master Spas, I wanted to make them a more cohesive family. Prior, each brochure had its own design treatment. This meant that while the product lines had physical differences in looks, the brochure styling and information was presented in different orders across all brochures.

I chose to move the focus back to the product; making it easy to find the same information within each brochure and presenting the model specifications in the same exact order. This would make it easier for salespeople and customers to cross compare between the model lines and see the unique differences of each product.

Here's a few samples of digital graphics that I have designed for social media and websites.

For this H2Xercise Aquatic Workout Book, I worked under the direction of Dr. Rick McEvoy to effectively capture and explain different types of workout moves that could be done utilizing the H2Xercise Fitness System by Master Spas. This included sourcing models, directing photography, editing photos, explaining the equipment, workout moves, tips and tricks, as well as developing and designing the book layout and cover. It was a 96 page book.

When Master Spas acquired an additional building to house their growing swim spa production, I helped communicate the brand to spaces within the building. This included adding wayfinding signage, fostering a focus of safety with employees, and brightening up spaces with colorful photos and graphics about Master Spas, their products and brand ambassadors. I determined placement of the graphics, size, and materials. I also communicated with outside vendors to organize the installation, provided building maps and oversaw the installation.

This control panel redesign was an exciting project that stretched my abilities into UX Design. First, I developed sketches to concept what the new control panel could look like, paying close attention to existing features on the hot tub and how they would complement each other. Then, I digitally modeled features of the control panel, and worked with design engineers to ensure the size and shaping would work efficiently in production.

While I waited to receive and approve the prototype, I began analyzing the existing program software functions and graphics, as well as researching ones used by competitors. This resulted in a complete redesign of the main screen, all existing icons, and button states. Additionally, I worked with UI developers to improve the screen layout designs, workflows of the menus, and screen tap functions, as well as developed a new owner’s manual section covering the functionality of this new panel. The end result was modern, clean and easy to use for customers.

I have a variety of experience in large scale and unique projects. I find these types of projects provide a new set of challenges that help me grow as a designer.

Master Spas Corporate awards their dealers and employees with custom apparel and promotional products many times each year. Working with a variety of vendors, I obtained samples to check quality, requested price quotes, selected the final items and developed the designs that would go on these pieces.

I would also place the final orders, negotiating with the vendors to ensure that the finished product fit our vision and was delivered on time.

iAB was a large sponsor of the Parade of Homes in 2014. They had negotiated to have more coverage for the sponsorship amount, which resulted in out-of-the-box efforts to position the brand. This consisted of 800 linear feet of construction fence banners, street vinyl applications and Burma Shave-style signage.

This poster series was developed to challenge and change the way we think about trash and recycling. I am drawn to create work that makes people want to do better and live better. I illustrated these posters to be the voice of products commonly thrown away and to educate people on their impact to the world.

iAB had a dedicated group of employees that planned their annual employee holiday party each year. I assisted the group in choosing a theme and then developed the total collateral to go with it. From year to year, this included things like save the dates, invitations, name badges, event agendas, centerpieces, wayfinding signage and backdrops. In addition to that, I helped facilitate other decisions on event location, food, entertainment and floor layout.

I have worked with the owner of The Olive Twist, Lori Berndt, for many years. When she was first starting the store, I helped her brand it with vinyl graphics, signage, labels for the oil bottles and tasting fustis. Later, I developed rack cards like the one shown below and have helped with other marketing requests. 

Responsible for managing an email base of about 200K contacts, which was segmented into leads, people awaiting delivery of their spas and customers. I have set up a variety of automated email campaigns for brand outreach and Facebook lives, local events and download magnets, as well as lead nurture and customer care emails.

I collaborated with STAR 88.3 Radio Station to create a quarterly newsletter that would inform and announce events, acting as an additional touch point to their listener and donor base. I gave suggestions on what types of information to include and worked through iterations of how it could be presented. STAR 88.3 provided the information and I edited the copy, manipulated photos, developed the printed piece and arranged for its' production.

In coordination with Fiserv, a technology solutions provider to the financial world, I branded the iAB consumer and business apps for iPad, iPhone and Android use.

I enjoy taking photos with my DSLR to document life and adventures.

iAB had a presence at the Fort Wayne Farm Show each year. I developed the overall booth message, display backdrop, floor plan layout and show materials. I also coached expectations on behavior in the booth and how the staff should interact with customers.

iAB Financial Bank hosted a golf outing and cocktail celebration at the Fort Wayne Country Club with key customers to introduce its partnership with First Merchants Bank. The back-to-back events were planned in just under six weeks and utilized multiple layers for outreach and engagement.

A postcard campaign that was developed to introduce iAB Financial Bank in Bourbon, Indiana. These teased product offerings to existing customers of First State Bank of Bourbon, which was acquired by iAB.