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Objective

To develop conceptual thinking skills. To communicate ideas visually and verbally. To become familiar with marketing principles. To explore illustration and photography styles. To apply design principles to real-world visual communication problems.

 

Secondary objectives

To utilize Adobe Creative Suite as creative and production tools.

 

Description

Design a promotional poster for Parkland's David Jones Speech Contest. Make a visual statement about this event. The poster must include copy provided by the client. Additional copy written by you and an image of David Jones may be included (optional).

Translate your poster concept into an advertising campaign. The campaign must have the following elements:

• Poster (11x17 inches)
• Prospectus b&w newspaper ad (1/4 page = 5 3/16 x 8 inches)
• Web page (1024x768 pixels) (download blank browser chrome)
• TV monitor art (1280x720 pixels)

Your designs must show an understanding of unity, emphasis, balance and color. When appropriate, utilize rhythm and depth as well.

 

Procedure

1. RESEARCH FOR INSPIRATION: Research existing award winning posters. Be sure to review trade publications (Print, How, Communication Arts, Luzer's Archive) and art director's annuals. Photocopy/scan posters that you think are successful. Look specifically for creative concepts and creative use of photography or illustration. Present your research in class. Be prepared to explain why these examples are successful. Sorry, Internet sources will not be accepted.

2. MARKETING RESEARCH: Meet with the client (Julie Weishar) who will describe the goals of this program and their marketing objectives. You may ask questions at this meeting. Analyze your research and write a written statement of objectives in the form of a memo (see sample brief). Email your brief as an attached Word document to pyoung.parkland.edu@gmail.com.

3. INCUBATION: Absorb the information you have gathered and sleep on it. Allow your unconscious mind to make connections for you.

4. DEVELOP THE CONCEPT: In your sketchbook begin to conceptualize ideas for this project (see sample thumbnail sketches). Make at least 10 sketches of all possible directions you might take this project. Edit your concepts down to your best three ideas and redraw them on 8.5 x 11 white paper using a felt tip pen. Test how successful your concepts are by presenting them in class for critique. Be prepared to talk about your message as well as how your message fulfills the client's communication needs.

5. PROOF: Based on the critique of the above, use the computer to execute your best poster idea. Generate a web-ready JPEG (no wider than 800px) and publish your design on your personal projects page for critique. Be prepared to talk what design principles are utilized in your design. 

6. PORTFOLIO PREPARATION: Based on the critique of the above, revise your design (if needed). Produce a fully conceived "comp" of the finished design. Translate your poster art into a web page and a b&w newspaper ad. Generate web-ready JPEGs (no wider than 800px) and publish your design on your personal projects page for critique. Be prepared to talk about how your solution fulfills the marketing objectives outlined in your brief. If necessary, make refinements until you are 100% satisfied with the project. Be sure to save all your files for future editing.

7. CLIENT PRESENTATION: Prepare a presentation to "sell" your design to the client. Prepare your visuals appropriately, rehearse your presentation and be prepared to justify your design decisions. You will be leaving a copy of your visuals with your client.

8. GRADING: Submit two fully conceived "comps" for grading. One proof will be returned to you after grading. File the graded proof in your Process Book for individual review along with all the preliminary work you did for the project (research, brief, sketches, preliminary proofs, final proof). You will not receive credit for this project if any of the above elements are missing.

9. STUDENT GALLERY ARCHIVES: Once you are 100% satisfied with your project, prepare a low resolution PDF (smallest file size) of your project and drop it in Angel's drop box. Your project may be published in a showcase of student work on Parkland's website.