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

Review your current portfolio samples with your instructor to determine its strengths and its weaknesses (by appointment). Address its weaknesses by designing a new project to be added to your portfolio. Your project proposal must be approved by your instructor before you begin.

Typical projects that are in a graphic design portfolio are:

• Logos/Identity
• Advertising/Promotion
• Publications/Editorial layout

Some designers also include these types of samples:

• Web sites
• Animation/Motion graphics
• Packaging
• Environment design/Displays
• Illustration
• Photography

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

Optional: Repeat this project to add additional samples to your portfolio.

Procedure

1. RESEARCH FOR INSPIRATION: Research existing award winning graphic design. Be sure to review trade publications (Print, How, Communication Arts, 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: Research your client. What is the client's history? Are there any unique selling points for this business? Who is the competition? If appropriate, visit the business. 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 design and present them in class. 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.