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 Illustrator, Adobe Photoshop and In Design as layout tools.

Description

Design a promotional campaign 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 also be included. The campaign must include the following elements:

• Poster (11x17 inches)
• Newspaper ad (2 col x 7 inches) (see Prospectus specs )
• Web page (1024x768 pixels)

Your design 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.

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 examples of 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. EXECUTION: Based on the critique of the above, use the computer to prepare a full-size b&w proof of your best poster design and present it in class. Translate your poster art to a newspaper ad and a web page. Be prepared to talk about how the design principles of unity, emphasis and balance are utilized in your layout.

6. CLIENT PRESENTATION: Based on the critique of the above, produce a full-color comp of the finished design. Prepare a presentation to "sell" your design to the client during final critique. Be prepared to talk about how your solution fulfills the marketing objectives outlined in your brief.

7. PORTFOLIO PREPARATION: If necessary, make refinements until you are 100% satisfied with the project. Be sure to save all your files for future editing.

8. GRADING: Prepare a high resolution PDF of your finished project and drop it in Angel's drop box. Then submit two high quality laser proofs with your name on it for grading. File the graded proof in your 3-ring binder for individual review along with all the preliminary work you did for the project (research, brief, sketches, b&w proofs, final color comp). You will not receive credit for this project if any of the above elements are missing.