Mid-Atlantic TAB
Outreach Brochure: Mid-Atlantic TAB
Translating federal program language into something a community stakeholder actually picks up.
Translating federal program language into something a community stakeholder actually picks up.
The Mid-Atlantic TAB program needed an updated general brochure to replace their 2023 version. The new piece had to introduce the program to non-technical audiences, represent four university partner institutions without implying hierarchy, incorporate mandatory EPA disclaimer language, and align with an evolving brand system still in development. I was working from a supervisor brief, internal slide decks, and the existing brochure as a reference point, not a finished creative direction.
I started by identifying the translation problem: the source material was dense, program-internal language written for people who already understood brownfields work. The audience for the brochure isn’t that. I pulled the core information from the slides, rewrote it conversationally, and structured the trifold so the cover earns attention, the interior actually explains something, and the contact panel is actually usable. Partner logos were handled carefully: four institutions with distinct brand identities that all needed to read as equals. EPA compliance copy was integrated into the layout rather than relegated to fine print.
A print-ready trifold brochure serving as the program’s primary public-facing collateral, built to hold as the TAB brand guidelines continue to develop.
