Standing Out with Laura Leyser
With Laura Leyser
I was asked to create a promotional piece for Laura Leyser, the past president of the Canadian Real Estate Association. In addition to being an active REALTOR®, Laura is also a professional speaker. She delivers a high energy presentation all over the world to share her first-hand experiences in the real estate industry. Her presentation, Step Up to Stand Out, centres on how to stand out from the crowd and find success in real estate.
Anyone who has met this woman knows that she is a force to be reckoned with. She is a powerful, dynamic leader who has worked her whole life to get to where she is now. Her presentations are filled with knowledge, experience and strength and she needed a brand identity that reflected that. During these presentations, speakers typically have a slideshow as well as handouts to give out. Laura noticed that a lot of her peers had the same kind of handouts; a simple 8.5 x 11″ paper with a lot of text about themselves and their presentation. To stay true to her presentation, we needed to create something different to help her stand out.
The resulting design for her handout was a smaller, more convenient postcard to give out to listeners. This was much easier to hold on to and keep through out the day than a larger, 8.5 x 11″ paper. We wanted the card to be in full colour and to look professional. The content was kept short and to the point. On the front we have a small “resume” of her impressive capabilities as well as her contact information. On the back, a short “about me” section with a list of her titles and achievements. Her presentation slideshow was also created using this same brand identity; a dark, dramatic charcoal-grey background with elements of gold, and we used strong, structured typography. She also had some wonderful professional photographs to work with which can make all the difference when putting together a promotional piece like this!
Working with a fearless, independent leader like Laura was not only a wonderful learning experience, but inspiring as well. It was an honour creating a brand to suit such a powerhouse.
~ Manda Mac