Portfolio
Tom Lundin
tom@tomlundin.com
A few examples of the work I have produced as a web developer, print and digital content creator, copywriter, graphic designer, software developer, data analyst, and more.
Content creation: Digital marketing
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Screenshot of a long-format WordPress landing page for an investment newsletter offer. The layout follows that title’s house style for online content. I selected the inline images for the copy.
Screenshot of another long-format WordPress landing page (not final draft) for an investment newsletter offer. This one featured an explainer video that teased the subsequent copy. You can view the explainer video in the Content Creation: Video section further below.
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Click image for full-size view
Screenshot of a short-format WordPress landing page for an investment newsletter offer. Layout follows that title’s house style for online content. I created the logo and custom logotype for the title, with input from the editor.
Screenshot of an HTML e-mail layout for an investment newsletter offer. This particular e-mail directed prospects to the landing page in the first panel shown above.
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Content creation: Graphics
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This chart graphic was created for dual use in e-mail and Direct Mail. The basic framework for the chart was created in Excel, and then edited in Photoshop to replace the axis labels and tidy-up the lines and bars. The print version was further modified to create 2-channel spot-color separations for digital offset printing.
This graphic was created for dual use in e-mail and Direct Mail. Here again, the basic framework for the chart was created in Excel, but this time the graphic was edited in Adobe Illustrator to clean up the label and headline, and modified to create spot-color separations for digital offset printing.
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Click image for full-size view
Design created for a financial advisor to visually symbolize how his company provides a full range of interrelated financial investment services, and seeks to create a partnership with its clients through a personalized, forward-looking process that can help them meet and exceed their investment goals.
Logo created for Ten Eyck Financial Services Group. The name Ten Eyck is Dutch for “lives at the oak,” so the company’s owner wanted to use an oak tree to symbolize strength, stability and growth — benefits he hopes to provide his clients through the financial services he offers.
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This photo illustration accompanied an online editorial piece about the legal deposition of some weaselly political figure. The original photo had a woman sitting in a chair at the end of the table, which I removed in Photoshop, and inserted the weasel in her place. The video camera was not present in the original photo — I inserted it and created believable shadows and perspective to make it appear part of the table materials.
Content creation: Video
This dramatic explainer video was created from scratch for the marketing landing page described earlier. I wrote the script, pulled images from Google Images, created the captions, and arranged the elements to two music tracks which were pulled from a free online music library. I used VSDC Video Editor for the video production.
I edited the soundtracks in Audacity to fit the length of the video by repeating selected segments, and modified the second soundtrack to match the tempo and key of the first, to provide a seamless transition between them.
This introductory explainer video was created using pre-animated canned video clips that I assembled on a timeline, and added captions, soundtrack, and voiceover. The company logo was the only custom animation, which I produced in Anime Studio 11 and added to the canned scenes. I edited the soundtrack in Audacity to neatly fit the length of the video.
I recorded myself for the voiceover, and modified the timbre and tempo of my voice in Audacity so I sound more like an actual narrator.
Content creation: Print & Digital
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I created this e-book as a subscription premium for an investment newsletter. It was repurposed for multiple publications by changing the title and making minor tweaks to the content. I wrote, designed, and composed the book (Adobe InDesign). Note: The political tone of some of the copy accurately reflects the editorial disposition and voice of the newsletter’s editor, not necessarily my own.
This is an example of the print edition of the investment newsletters I produced for subscriber fulfillment. The issues were composed in Adobe InDesign according to the newsletter title’s house style, and produced for 2-channel spot-color offset printing. I reconstructed the chart graphics to be press-ready. I was also responsible for generating the mailing list for the mail house on each mailing.
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Marketing analysis & software development
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This browser-based system provided an interactive map of marketing mail delivery rates. Raw USPS Intelligent Mail Barcode data was aggregated and plotted in Google Maps. Each dot represents a zip code, and the different colors indicate the number of days it took mail pieces to reach their zip codes. The map can be zoomed in or out for detail, and clicking on a dot shows how many mail pieces were delivered to that zip code, and the average number of days it took to get there. This allowed the company to predict call center staffing needs for phone orders.
The barcode data could be used to track any single item of mail from the origin point to being “out for delivery.” No more guessing about lost mail or delays anywhere in the system. This capability was developed at no cost, since I used open-source programming tools including Python, Awk, Javascript and HTML/CSS, and MySQL to store geolocation and barcode data.
This is a screenshot of a browser-based subscriber information display system I created for a small sales team, for their reference during sales calls. The system provided for automatic Caller ID lookup on an incoming call, or an easy-to-use “fuzzy search” feature that could locate subscriber data even if given only partial name information.
For any subscriber, his or her full subscription status (for multiple titles) as well as transaction history and customer service notes were displayed in a series of panels on one page, making it much more efficient than a multi-screen CRM system. Sales people don’t want to be computer operators or data entry workers. They just want all the information in one place, right now. And that’s what this system gave them. It was developed at no cost, since I used open-source tools including Wavemaker for the web display, Python for data translations, and MySQL for the database.
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This Excel file provided an analysis of mail list performance across four years’ worth of mail campaigns for a publication title, as an aid to optimizing mail list buys and sequencing for future campaigns.
The report was created by querying raw transaction tables in MySQL and cross-referencing that data with multiple Excel files containing individual marketing mail plans. The MySQL and Excel data was scrubbed and transformed to correct inconsistent listname spellings and to remove outlier data. Inconsistent table layouts in the Excel files were corrected and aligned using command-line data transform tools and minor manual editing. The scrubbed and realigned data was then imported into MySQL and queried to generate aggregate statistics and summaries, which were imported into Excel for final data augmentation and presentation.
SNR (Search-N-Replace) is a free Windows command-line utility I wrote that performs multiple string-replacement operations on a data file in a single pass. SNR occupies a niche between the Unix utilities tr and sed. While tr handles single-character substitution and mapping efficiently, and sed can translate longer strings of characters quite nicely, neither of them are particularly well-suited to handling dozens, hundreds, or thousands of non-class multibyte/multi-string translations in one go.
SNR, by contrast, handles such tasks with ease, and can vastly increase transformation speed in certain use cases. It’s a handy tool for data wrangling.
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Copyright © 2018 Tom Lundin
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