Scenario: You are a lead graphic designer working for an advertising agency. A national corporation has recently approached the agency to design an ad campaign to promote their product / services. The client would like to see 3 uniquely different concepts based on a benefit to the consumer. Copy and logo will be supplied by the client. The client will then sign off on one of the roughs for final production.

The client would like to use the following advertising formats:
1) Black and white newspaper ad (measuring 54 column inches)
2) Full color magazine ad (measuring 7.75" x 10.5")
3) Full color poster (measuring 14 x 18")

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 by the art director, the client will select one for the final comp.

A tight comprehensive that simulates the final black and white newspaper ad, full color magazine ad and full color poster will need to be developed for the client. The client has asked that it be presented via the internet.

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 designs will need to simulate the final printed pieces as closely as possible. The client has asked that all of the digital files be delivered at the completion of the project.

Calendar

Student Examples:   2006   2005

Step 1: Meet with your projects instructor.

1. Go to the ad campaign project page and collect the project information:
   1. Client Info
2. Print out a copy of the sign-off sheet
3. Schedule a meeting with the projects instructor, who will be your account executive for this project.

Step 2: Meet with your process instructor.

1. Go to the ad campaign process page and collect the process information.
   1. Process Course Syllabus
2. Schedule a meeting with the process instructor, who will be your art director for this project.

Step 3: Meet with your technology instructor.

1. Go to the ad campaign technology page and collect the tech information.
   1. Tech Course Syllabus
2. Schedule a meeting with the technology instructor, who will be your production manager for this project.
3. Determine prerequisite skills necessary to complete the project.
4. Complete project exercises:
   1. Column Inches Exercise
   2. Use project resources:
      1. Spokesman-Review column sizes (PDF).
      2. Spokesman-Review page template (SIT).

Step 4: Complete project research.

1. Define the target audience.
2. Define the client need.
3. Collect examples of package design designs.

Step 5: Develop thumbnails

1. Create three different concepts for the package design design.
2. Sketch the package design design in thumbnail form.
3. Verify that your work meets thumbnail criteria.
4. Submit thumbnails to the art director for sign off / approval.

Step 6: Develop rough layouts.

1. Develop roughs from thumbnails which were approved by the art director.
2. Rough layouts will be to size of the final ads and communicate more detail than the thumbnails.
3. Verify that your work meets roughs criteria.
4. Submit roughs to the art director for sign off / approval.

Step 7: Submit rough layouts to the client.

1. After the art director approves your roughs, meet with the client and present your designs.
2. The client will sign off and approve the design to be taken to final stage.

Step 8: Meet with the production manager.

1. Determine the skills and steps needed to produce your design (digital strategy).
2. Discuss your digital strategy with the production manager.
3. Ask the production manager about any issues you are unsure of.
4. When it is clear that you understand how to produce your design correctly and efficiently, the production manager will sign off / approve your strategy.

Step 9: Produce the digital comp.

1. Create all native files (raster and vector images) using Illustrator and Photoshop.
2. Assemble text and images using QuarkXpress.
3. Conform to standard prepress criteria for all file preparation and type formatting.
4. Make backup copies of all files after each work session.
5. Print a black and white laser proof and check for correctness and accuracy.
6. Have "DIGITAL COMP CRITIQUE / PEER REVIEW" of your grayscale digital comp.
7. Make appropriate revisions.
8. Print color separations and check for correctness.
9. Make appropriate revisions.
10. Create a PDF version of the final design.
11. Copy all final documents to the server folder(s) specified by the client and production manager.
12. Make an appointment with your art director for sign off / approval.

Step 10: Verify correct file preparation with your lab instructor.

1. Using the print preparation checklist have a "TECHNOLOGY PEER REVIEW" of your project files before meeting a lab instructor
2. Make an appointment with your lab instructor to sign off on the following:
   1. hand in studio (lab) time sheet
   2. show back up filing system
   3. discuss file organization and naming conventions
   4. discuss learning strategies
3. Verify:
   1. Correct raster file sampling and preparation.
   2. Correct vector file preparation.
   3. Correct font choices and styles.
   4. Correct color usage.
   5. Complete service provider package
4. Submit the completed checklist to your lab instructor for approval/ sign-off.

Step 11: Submit final comp to the client for sign off / approval.

1. Project should be linked up to the html roster page provided
2. Project should be presented using the html template provided
3. Composite pdf files should be linked to the html document for review
4. All digital documents required for a service provider should be on the server
5. Submit the project billing worksheet
6. Submit color composite print out

Step 12: Fill out self-assessments:

This step is required in order for your project to be considered complete. It is an opportunity for you to reflect on what you have learned and to identify areas which you could improve upon.

Projects

Process

Technology

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10/03/06