These half-page advertisements were designed for the printed programs of the Advanced Imaging Methods workshops held at the University of California, Berkeley, across several years. Each ad promotes the same optical instrument—refined, expanded, and incrementally improved over time—reflecting the reality of scientific product development, where progress is evolutionary rather than theatrical. The visual challenge here was not novelty for its own sake, but continuity with purpose.

Designing ads for the same product year after year can appear repetitive from the outside, but it is a familiar and instructive constraint. The customer is, after all, the customer, and part of a designer’s job is to serve consistency as carefully as invention. When the core message, imagery, and technical specifications change only modestly between editions, the work shifts toward subtler decisions: pacing, hierarchy, and tone. In these cases, I deliberately explored variations in layout, alignment, and color palette to keep the communication visually fresh without misrepresenting the product or its trajectory.

Designing ads for the same product year after year can appear repetitive from the outside, but it is a familiar and instructive constraint. The customer is, after all, the customer, and part of a designer’s job is to serve consistency as carefully as invention. When the core message, imagery, and technical specifications change only modestly between editions, the work shifts toward subtler decisions: pacing, hierarchy, and tone. In these cases, I deliberately explored variations in layout, alignment, and color palette to keep the communication visually fresh without misrepresenting the product or its trajectory.