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Event Branding and Marketing

Scenario:

You are a graphic designer working for a graphic design studio. The agency has recently landed a project to develop the branding and marketing for an upcoming event. The design / concept should be able to cross over from traditional to non-traditional media such as newspaper, magazines, television, radio, outdoor advertising, direct mail or new media such as blogs, websites or text messages.

Specifically, the client has asked to see a four color poster design, billboard, social media cover photo and a color newspaper ad that will reach the target audience.

The Art Director will sign off on concepts and one of the three rough designs. Once the creative approach has been determined you will then produce a tight comprehensive design.

You will work with your Art Director on research, idea exploration, and concept development. You will submit thumbnails to the Art Director, who will then choose 3 concepts to develop into 3 tight roughs. Once the roughs have been approved one concept will be chosen for the final comprehensive designs.

In order to make sure that the job is scheduled appropriately, prints correctly and all electronic files are configured correctly you will be in close contact with the Production Manager.

The final comprehensive design will need to simulate the final printed project as closely as possible.

The following formats will need to be developed:

  • Poster Design ( 11"x17" )
  • Outdoor Transit or Billboard (research / use local outdoor advertising dimensions)
  • Social Media Event Cover photo ( 852px x 314px )
  • Color Newspaper Ad (2.25" wide x 5.25" high)

    Student Examples: 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11

Design Process:

  1. Complete and hand in the copy & logo exercise.
  2. Read chapter 12 "Advertising" in Graphic Design Solutions by Robin Landa.
  3. Think critically and problem solve.
  4. Research and collect examples of well designed ad campaigns to clarify conclusions in design thinking by choosing examples that clearly show concept driven designs.
  5. Communicate concept / composition using thumbnail sketches that...
    • are fast and un-detailed
    • drawn in proportion to the dimensions of the finished piece
    • conveys an entirely separate or different creative concept
    • shows that you can come up with more then one good idea
    • shows emphasis, balance, rhythm, unity
    • conveys composition, sizing and position
    • shows the relationship between graphic elements
    • shows general shapes of graphic elements
    • indicates typographic, photographic or illustrative imagery
    • are concept driven
  6. Read over the article : How to Mood Board and create a mood board that indicates the following:

    • color palette (use a screen capture of color chips from color.adobe.com )
    • typography choices (screen captures from LinoType Font Explorer)
    • industry examples (Communication Arts, Type Directors Annual, Print's Regional Design Annual)
    • other inspiration

    Submit a style board for each of your rough designs that...
    • shows thinking as it relates to the design principles
    • clearly shows quality and award winning industry examples
    • clearly shows creative usage of typography
    • has a visual heirarchy and is organized on a grid structure
  7. Communicate refined concept, detailed composition and typographic formatting of designs using tight roughs that...
    • work off of one of the previous thumbnail sketches
    • are drawn in proportion or actual size
    • convey type choice
    • convey type size, spacing and leading
    • indicate usage of color
    • convey photographic or illustrative imagery
    • are each an entirely different creative concept
    • are computer generated (or a combination of hand drawn / computer generated ).
  8. Develop creative design solutions that demonstrate effective use of the elements and principles of design by incorporating the elements into three rough designs.

  9. Develop / research copyright free illustrative or photographic images to incorporate into the rough designs.

  10. Deliver a digital comprehensive design...
    • that is printed out in grayscale to be marked up
    • is trimmed to size (or 90% of size)
    • is well crafted and presentable
    • shows visual hierarchy within the body text
      (usage of book, italics, bold, line / implied line, or shape for type reversal)
    • indicates usage of the design elements: line, shape, texture, value, spatial depth, and color
    • indicates usage of manual tracking, kerning and leading
    • includes logo and copy for event (who, what, when and where).
    • has been spell checked
    • is as close to the finished printed piece as possible
  11. Be productive and use studio (class) time effectively by...
    • attending all class sessions
    • showing up with research materials
    • participating in concept development
    • using class time as an opportunity to get the job done
  12. Assess your work and make appropriate revisions by...
    • gaining peer feedback at the rough stage
    • gainging peer feedback at the digital comp stage
  13. Submit final full color design on a 11"x17" and PDF using the presentation template on or before the deadline date that indicates entry level graphic design by completing the list of items above.

Design Technology

  1. Create job folder(s) as instructed by your production manager.
  2. Prepare raster and vector images correctly for commercial printing.
  3. Optimize raster images correctly for non-print media.
  4. Save all image files in an image folder within the job folder befor placing them to ensure proper links.
  5. Create computer generated roughs.
  6. Create and package final files correctly using a print preparation checklist.
  7. Save files for job deliverables by...

    • packaging all page layout files, graphics, and fonts
    • using logical naming conventions
    • putting files on the server in the appropriate location as specified by your instructor
    • Prepare files correctly for non-print applications
    • Prepare pdf versions:
      • for print (x-1a)
      • for client presentation (smallest file size)

 

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