Event Branding and Marketing

Scenario:

You are a graphic designer working at an advertising agency. 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 html email, blogs, websites or text messages.

After creating a detailed creative brief, you will work as part of a creative team to craft a multi-media campaign promoting the event. You will need to produce mock-ups of all of the media deliverables listed in your creative brief.

The art director will sign off on a campaign concept and one of the three rough designs. Once the creative approach has been determined you will then produce tight comprehensive designs of all media pieces.

You will script, rehearse and finally pitch your campaign concepts to a panel of creative directors, who will select the final concept.

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 pieces as closely as possible.

Presentation Examples: 1 | 2 | 3

Marketing Example 2014:
Poster
| Postcard | HTML Email | Website | Environmental | Specialty Promotion | FB Event Page

Design Process:

  1. Develop a creative brief and discuss potential advertising strategies.
  2. Research and collect examples of well designed marketing campaigns to clarify conclusions in design thinking by choosing examples that clearly show concept driven designs.
  3. Think critically and problem solve.
  4. Communicate concept / composition using thumbnail sketches that ...
    • are fast and un-detailed
    • shows that you can come up with more then one good idea
    • drawn in proportion to the dimensions of the finished piece
    • conveys an entirely separate or different creative concept
    • shows emphasis, balance, rhythm, unity
    • shows use of Gestalt principles: similarity, proximity, continuation, closure, figure/ground
    • conveys composition, sizing and position
    • shows the relationship between graphic elements
    • shows general shapes of graphic elements
    • indicate photographic or illustrative imagery
    • are concept driven
  5. Submit a mood or style board for each of your rough designs that...
    • shows thinking as it relates to the design principles
    • states the objective and your creative strategy
    • clearly shows quality and award winning industry examples
    • clearly shows creative usage of typography
    • clearly shows usage of a minimum of 3 design elements
      (ie: color, line, shape, texture, value, spatial depth)
    • has a visual hierarchy and is organized on a grid structure
  6. 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
  7. Develop creative design solutions that demonstrate effective use of the elements and principles of design by incorporating the elements into three distinctive rough designs.
  8. Develop / research copyright free illustrative or photographic images to incorporate into the rough designs.
  9. Deliver a digital comprehensive design...
    • that is printed out in gray scale 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, return address, and indicia (postage paid) if necessary
    • mailing address and indicia is in the correct position for fold to be at the bottom for machine handling
    • has been spell checked
    • is as close to the finished printed piece as possible
  10. 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
  11. Assess your work and make appropriate revisions by...
    • gaining peer feedback at the rough stage
    • gaining peer feedback at the digital comp stage
  12. Submit final design on or before the deadline date that indicates entry level graphic design by completing the list of items above.
  13. Each group member submit a group assessment form.

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 before 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 a service bureau or printer by...
    • packaging all page layout files, graphics, and fonts
    • using logical naming conventions
    • putting files on the server in the appropriate location
  8. Prepare files correctly for non-print applications.
  9. Prepare PDF versions:
    • for print (x-1a)
    • for client presentation (smallest file size)
  10. Submit final presentation files.

Resources

  1. Creative brief example
  2. Mood board template

 

top of page