Featured project 02

HPA: Architecture Marketing

Persuasive, visually consistent pursuit materials for complex architectural work.

AEC Marketing · Proposals · Publications · Presentations

Cover of the Munday CISD Statement of Qualifications designed by Shannon Staats for HPA

Project overview

At HPA, I translated technical, business, and project information into organized marketing materials for architectural pursuits and school-district campaigns.

Focus: Statements of Qualifications, Proposals, Bond campaign brochures
Contribution: AEC marketing, SOQ and proposal production, Long-form layout, Presentation design

01 / Business need

The challenge

Proposal and campaign materials had to communicate large amounts of information clearly, follow submission requirements, and remain consistent across formats and deadlines.

02 / Responsibility

My role

I designed and produced Statements of Qualifications, proposals, bond campaign brochures, presentation decks, qualification packages, infographics, social templates, and branded document systems.

03 / Design judgment

The approach

Working within HPA’s established identity, I refined hierarchy, edited and organized content, and created repeatable page systems that made dense information easier to navigate and more persuasive.

04 / Selected visual work

Long-form systems built for clarity, consistency, and deadlines.

A clear contents system helps reviewers move through a long, requirement-driven document.

HPA firm history page with a milestone timeline in the Munday CISD Statement of Qualifications — Firm history translated into a concise editorial timeline.

Red team introduction page with an organized grid of staff portraits — A consistent portrait grid introduces the pursuit team at a glance.

Experience section divider featuring an aerial photograph of a school softball field — Section dividers use architectural photography and strong numbering to orient the reader.

City View ISD project experience page with photographs and organized project information — Project experience combines photography, scope, and narrative within a repeatable layout.

Holliday ISD project experience page with renovation photography and descriptive text — Detailed project information remains consistent and easy to scan across the SOQ.

Campaign communications

Complex bond information made easier to understand.

Brochures and direct mail organize project scope, tax impact, and election details for school-district audiences.

Graham ISD 2023 bond brochure front explaining proposed campus improvements — Graham ISD bond brochure: proposed improvements organized by campus.

Graham ISD 2023 bond brochure back with tax impact, project diagrams, and voting information — Tax impact, project scope, and election details presented in one coordinated system.

Holliday ISD 2023 bond brochure front with project lists, diagrams, and election details — Holliday ISD bond brochure: multiple propositions reduced to a structured visual overview.

Holliday ISD 2023 bond brochure back with tax history, facility images, and site plans — Supporting data, plans, and facility imagery arranged for quick comparison.

Graham ISD 2023 bond postcard explaining the impact for taxpayers age 65 and older — Audience-specific postcard explaining bond impact in direct, accessible language.

Back of the Graham ISD bond postcard with early voting dates and locations — Voting dates and locations given a clear hierarchy on the mailing side.

05 / Outcome

Designed to support real work.

The work supported pursuits for multimillion-dollar architectural projects and gave technical content a clear, cohesive visual structure under deadline-driven submission requirements.

06 / Skills and deliverables

AEC marketingSOQ and proposal productionLong-form layoutPresentation designContent organizationEditingBrand consistencyStatements of QualificationsProposalsBond campaign brochuresPresentation decksInfographicsBranded document systems

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