Event Branding and Marketing

Scenario: The Spokane Advertising Federation (AdFed) is creating a portfolio review event for design students from area colleges and universities. Local design professionals will donate their time to sit down with individual students to give them feedback on their portfolio pieces. The AdFed needs the design and production of several marketing pieces.

You will work with your art director on research, idea exploration, and concept developmet for the poster/mailer. 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 creative director will select one for the final comp. This comp will be submitted to the Spokane AdFed education committee in the form of an actual size folded color mock-up.

You will then repurpose you final design into a postcard and an html email document.

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 as well as the printer.

The final comprehensive design will need to simulate the final printed project as closely as possible. The client has asked that: 1) all files be delivered when the project is complete, 2) a PDF be created for printing purposes and 3) a color mock-up be submitted.

Job Criteria:

The trademark should be contemporary, "edgy" and transmit a sense of an exciting event. It needs to appeal to professional designers as well as college students.

The following pieces are needed:

1. A distinctive design solution for the event title: "PreFlight".

2. A full-color 11" x 17" Poster/direct mail piece to be printed on a digital press.

3. A full color postcard.

4. An html email announcement.

The AdFed logo must be included on all pieces.

2008 Examples

Calendar

Step 1: Meet with your projects instructor.

1. Go to the poster project page and collect the project information:

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.

A. Go to the poster process page and collect the process information.

Process Course Syllabus
Creative techniques to use
Exercises
1. Use the poster evaluation form to state your design thinking.
2. Mind Maps
  The Thinking section of mediumbold's website: Click on Visualizing Ideas and then choose Mind Maps
3. Terminology
4. Outcomes and criteria
5. Instructions for presentation

B. Schedule a meeting with the process instructor, who will be your art director for this project.

Step 3: Meet with your technology instructor.

A. Go to the poster technology page and collect the tech information.

1. Tech Course Syllabus

2. Software tutorials

3. Exercises

4. Instructions for presentation

5. Assessment

B. Schedule a meeting with the technology instructor, who will be your production manager for this project.

C. Determine prerequisite skills necessary to complete the project.

Step 4: Complete project research.

Define the target audience.
Define the client need.
Collect examples of poster designs.

Step 5: Develop thumbnails

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

Step 6: Develop rough layouts.

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

Step 7: Submit rough layouts to the client.

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

Step 8: Meet with the production manager.

Determine the skills and steps needed to produce your design (digital strategy).
Discuss your digital strategy with the production manager.
Ask the production manager about any issues you are unsure of.
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.

Create all native files (raster and vector images) using Illustrator and Photoshop.
Assemble text and images using Adobe Illustrator.
Conform to standard prepress criteria for all file preparation and type formatting.
Make backup copies of all files after each work session.
Print a black and white laser proof and check for correctness and accuracy.
Have "DIGITAL COMP CRITIQUE / PEER REVIEW" of your grayscale digital comp.
Make appropriate revisions.
Print color separations and check for correctness.
Make appropriate revisions.
Create a PDF version of the final design.
Copy all final documents to the server folder(s) specified by the client and production manager.
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:

hand in studio (lab) time sheet
show back up filing system
discuss file organization and naming conventions
discuss learning strategies

3. Verify:

Correct raster file sampling and preparation.
Correct vector file preparation.
Correct font choices and styles.
Correct color usage.
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.

Project should be linked up to the html roster page provided
Project should be presented using the html template provided
A composite pdf file should be linked to the html document for review
All digital documents required for a service provider should be on the server
Submit project billing worksheet

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.

Event Branding and Marketing

You will then repurpose you final design into a postcard and an html email document.

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 as well as the printer.

The final comprehensive design will need to simulate the final printed project as closely as possible. The client has asked that: 1) all files be delivered when the project is complete, 2) a PDF be created for printing purposes and 3) a color mock-up be submitted.

Job Criteria:

The trademark should be contemporary, "edgy" and transmit a sense of an exciting event. It needs to appeal to professional designers as well as college students.

The following pieces are needed:

1. A distinctive design solution for the event title: "PreFlight".

2. A full-color 11" x 17" Poster/direct mail piece to be printed on a digital press.

3. A full color postcard.

4. An html email announcement.

The AdFed logo must be included on all pieces.

Step 1: Meet with your projects instructor.

1. Go to the poster project page and collect the project information:

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.

A. Go to the poster process page and collect the process information.

Creative techniques to use

Exercises

Use the poster evaluation form to state your design thinking.

Mind Maps The Thinking section of mediumbold's website: Click on Visualizing Ideas and then choose Mind Maps

Terminology

Outcomes and criteria

Instructions for presentation

B. Schedule a meeting with the process instructor, who will be your art director for this project.

Step 3: Meet with your technology instructor.

A. Go to the poster technology page and collect the tech information.

1. Tech Course Syllabus

2. Software tutorials

3. Exercises

4. Instructions for presentation

5. Assessment

B. Schedule a meeting with the technology instructor, who will be your production manager for this project.

C. Determine prerequisite skills necessary to complete the project.

Step 4: Complete project research.

Define the target audience.

Define the client need.

Collect examples of poster designs.

Step 5: Develop thumbnails

Create three different concepts for the poster design.

Sketch the poster design in thumbnail form.

Verify that your work meets thumbnail criteria.

Submit thumbnails to the art director for sign off / approval.

Step 6: Develop rough layouts.

Develop roughs from thumbnails which were approved by the art director.

Rough layouts will be to size of the final poster and communicate more detail than the thumbnails.

Verify that your work meets roughs criteria.

Submit roughs to the art director for sign off / approval.

Step 7: Submit rough layouts to the client.

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

Step 8: Meet with the production manager.

Determine the skills and steps needed to produce your design (digital strategy).

Discuss your digital strategy with the production manager.

Ask the production manager about any issues you are unsure of.

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.

Create all native files (raster and vector images) using Illustrator and Photoshop.

Assemble text and images using Adobe Illustrator.

Conform to standard prepress criteria for all file preparation and type formatting.

Make backup copies of all files after each work session.

Print a black and white laser proof and check for correctness and accuracy.

Have "DIGITAL COMP CRITIQUE / PEER REVIEW" of your grayscale digital comp.

Make appropriate revisions.

Print color separations and check for correctness.

Make appropriate revisions.

Create a PDF version of the final design.

Copy all final documents to the server folder(s) specified by the client and production manager.

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:

hand in studio (lab) time sheet

show back up filing system

discuss file organization and naming conventions

discuss learning strategies

3. Verify:

Correct raster file sampling and preparation.

Correct vector file preparation.

Correct font choices and styles.

Mind Maps
The Thinking section of mediumbold's website: Click on Visualizing Ideas and then choose Mind Maps

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