ARC Magazine was an award-winning quarterly publication for anyone connected to welding, metalworking and the lifestyle associated with those trades. It was looked at as a brand within a brand put out by Lincoln Electric and conceived as a content-first magazine. The magazine's intent was to inspire and educate those interested or already working in the welding trade in an effort to bridge the skills gap and bring new perspective to the trade.

The inaugural issue was developed and executed in less than 3 months by myself and the editor, with subsequent issues coming out quarterly. After just one year, the magazine had a print subscription base of over 10,500 subscribers.

It was also published digitally via Adobe Digital Publishing Suite through the company’s app, The Lincoln Library. There were 7,200 downloads in the first two years of its availability. Supplemental social media pages, a dedicated website, and a YouTube channel were used to promote the magazine and its content. The magazine has since been defunded by Lincoln, but its content lives on through their social media.

Company: Lincoln Electric
Role: Art Director, Designer, Website Manager
Editor: John C. Bruening

Awards:
Best New Print Publication, Content Marketing Institute, 2016
Project of the Year Finalist, Content Marketing Institute, 2016

2021 - EYE Hortilux at MJBizCon
Role: Art Director, Designer + Coordinator
Booth Size: 20x20

2019 - EYE Hortilux at MJBizCon
Role: Art Director, Designer + Coordinator
Booth Size: 20x20

2019 - Elgin Fastener Group at Intl. Fastener Expo
Role: Freelance Designer
Booth Size: 20x20

2019 - EYE Hortilux at CannaCon
Role: Art Director, Designer + Coordinator
Booth Size: 10x10

Previous trade show designs not pictured: // 2018 - EYE Hortilux at MJBizCon: 40 Graphics, 30x30 booth size // 2017 - EYE Hortilux at MJBizCon: 28 graphics, 20x20 booth size // 2016 - Lincoln Electric at Fabtech: 81 graphics, 90x100 + 40x100 booth sizes

Print advertisements with placement in trade magazines such as Garden Culture, Maximum Yield, Cannabis Business Times, MJBiz Daily, Popular Mechanics, Make Magazine and Arc Magazine. The Lincoln Electric design layout was implemented as the template for all subsequent print ads.

EYE Hortilux Role: Art Director + Designer
Lincoln Electric Role: Designer

Old Westbury Hebrew Congregation (OWHC) requested a refresh of their brand beginning with the logo. Their intent was to update the overall feel of the congregation’s brand to match their progressive Jewish beliefs. They wanted to maintain the tree motif and their heritage with the Hebrew phrase, but update the overall brand to a modern and bold style.

The new logo creates a strong feel with the capital letters and solid tree design. Other updates to the brand included color, typography, business cards, letterhead, print advertising templates, webpage design suggestions, finishing with branding guidelines explaining the uses of each element.

JPCO approached me for a four page brochure to market their capabilities and message. Their enthusiasm for the design led to a change with all marketing materials to build a consistent brand image including new business cards, postcards, flyers, swag, email templates, a trade show backdrop, and the design of a new website.

This campaign ran over the course of a year (2013) in an effort to bring awareness to welding along with Lincoln Electric’s involvement in the creation of so many iconic welded projects. 

Collateral developed includes print and digital advertisements, a microsite for the campaign, infographics, and story content around eight different subjects.

Company: Lincoln Electric
Role: Lead Designer
Art Director: Erin Abed
Photographer: Jenny Ogborn

Images taken for EYE HORTILUX marketing and from travels around the world. They showcase an interpretation of how I view my surroundings and what interests me most artistically–line, shape, texture, pattern, and color.

All images © Maggie Ryel

Apparel and swag designed for EYE HORTILUX, EYE Lighting, and Lincoln Electric. The items were provided to retail stores, their customers, and given away at trade shows or other events.

Typographic designs for EYE Lighting brands.

“Horticulture Lighting Specialists” is the tagline of EYE HORTILUX, a division at EYE Lighting. The concept was to emulate the tactile day-to-day items the customers of EYE HORTILUX are used to dealing with—dirt and plants—and relate that to the market in which HORTILUX does business; indoor horticulture lighting.

“Take the PPF Challenge” was a game developed at EYE HORTILUX to explain how LED lights produce different spectrums with variable light intensities. It was used at multiple trade shows from 2018 to 2019. In order to bring a sense of fun to the game, I designed the lettering in the style of spray-painted graffiti tagged on a brick wall using colors found in the lights themselves. Attendees were invited to take the challenge and win a prize for participating.

Role: Creative Direction & Designer

Packaging developed for PowerVEG T5 Grow Lamps for individual products and product packs to simplify the buying process. The product is sold in hydroponic retail stores and garden centers across the US. Individual lamp packaging was created for growers who want to choose their own path. Predetermined lamp kits were developed to make the buying decision easier for new growers.

Company: EYE HORTILUX
Role: Lead Designer + Photographer

This invitation was designed to bring together my affinity for printing and coasters. Each coaster was letterpressed on one side with the wedding details and relief printed on the other, showing a portion of the final image. These coasters were received by guests at various stages leaving a hint to the final destination. One coaster went out with the save the date, two coasters with the wedding invitation and the final was received upon arrival to the reception. This last coaster was not only the place card for each guest, but the final piece to the puzzle showing the "R" monogram and the Cleveland skyline as viewed from the reception hall.

Other pieces of the invitation echo the typography of the coasters. The illustrative quality of the skyline image is accentuated with the line map and icon-like drawings from the rehearsal invitation.

Pieces: save the date postcard and coaster, invitation coasters (front and back), invitation map card, RSVP postcard, rehearsal dinner invitation, ceremony program, and place card coaster.

I introduced Adobe's digital publishing platform to Lincoln Electric in 2014 and successfully deployed two apps for pushing new content to distributors, end-users and its sales team. The app used by the sales team pushes various product and sales-related information to their iPads for instant updates. The public-facing app, The Lincoln Library, had over 19,580 app downloads during its 3-year lifetime and included catalogs, key product materials, and ARC Magazine, the company's content marketing publication.

Role: Lead Designer

These infographics were created for different product launches, campaigns and presentations. The illustrations were handmade for the infographics, motion graphics, and greeting cards.

This teaser video was developed to promote the expansion of a popular product line and stir excitement around the product family. The intent was to simplify the product illustration so the viewer could envision the new Flextec model in their own working environment. Along with the storyboard and design, I also completed the animation using Adobe After Effects.

Company: Lincoln Electric
Role: Designer and Animator
Video Producer: Norm Hadad
Writer: Greg Coleman