CREATIVE DESIGN PROFESSIONAL ART DIRECTION

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Charla Cain
6 years ago
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2 Class Projects/Team building/creative Direction CORPORATE IDENTIFICATION (ID) CLASS PROJECT This is a class project that will run over 11 weeks and will require students to work as part of one large creative team, as part of three small creative teams and as individuals. The three small creative teams will create three separate corporate ID presentations for a creative pitch, competing against the other teams to win the client s work (developing business cards, letterhead, promotional material etc). The presentations will contain the corporate ID, as well as, promotional marketing material. The art director (Matthew Packwood) will guide and lead each 3 teams, making many decisions and giving creative direction. At the end of the 11 weeks, the client will come in and choose the corporate ID they find the most suitable and this will be the winning team (the students in this team will get the best grades). Corporate ID project small business (creative pitch) Corporate ID contents 1. Company logo two colors - Basic corporate style guide 2. Letterhead 3. Business cards 4. With Compliments 5. In House typography style sheets (for print and ) Marketing Material 1. Poster (tabloid) 2. Brochure (print and pdf version) 3. Signage (sandwich board, triangle shape) 4. 2 page Web site with links and pdf printouts 5. facts sheet 6. Press advertisements (magazine)

3 ASSIGNMENTS The assignments will be broken up into individual projects that when combined will complete the creative process for the larger team project. Assignment 1/whole class project. Working as an individual you will create 5 logo developments. Out of the 75 logos developed (5 per person), the art director will choose 9 logos to develop further, 3 for each team. Each team of 5 students will be assigned 3 logos to develop further. After each of the teams develops the 3 logos further, we will choose 1 of the 3 to be used as the logo for each team s pitch. Assignment 2/team (5 people) project Each individual within a team will develop a style for the stationary for the corporate ID. 1 style from the 5, will be chosen as the corporate ID style and the font and typography will be carried on throughout the marketing material. Assignment 3/individual project Each student within the 5 person group should individually design a poster. The best poster from the group should be selected for the presentation. The selected poster will be used as a style guide for the remaining marketing material. Assignment 4/ individual project Choose one of the following with each member of the 5 person group completing a different aspect: Student 1: Brochure (print and pdf version) Student 2: Signage (sandwich board, triangle shape) Student 3: facts sheet Student 4: 2 page Web site with links and pdf printouts Student 5: Press advertisements (magazine) Assignment 5/team (5 people) project Prepare 6 presentation boards and 1 spiral bound presentation booklet to be used for the presentation to the client. Either, one person, or the entire team, can be chosen to give the presentation.

4 EACH STUDENT IS REQUIRED TO Assignment 1 Design 5 logos Develop the 3 chosen logos further The creative director and the team will pick the best logo Assignment 2 Develop a style for the stationary for the corporate ID - business cards - letterhead - with Compliments Assignment 3 Design a poster using the logo and basic typography style (determined from assignment 2). Assignment 4 Choose one of the following (with each member of the 5 person group completing a different aspect): - Brochure (print and pdf version) - Signage (sandwich board, triangle shape) - facts sheet - 2 page Web site with links and pdf printouts (2 people) - Press advertisements (magazine) Assignment 5 Work in your team to prepare 6 presentation boards and 1 spiral bound presentation booklet to be used for the presentation to the client. Either, one person, or the entire team, can be chosen to give the presentation.

5 CORPORATE ID PITCH TIME LINE Week 1 Initial brief. Commence logo development. Each student should design 5 logos. Homework_ Complete a minimum of 5 logo designs Week 2 Students are split up into three groups of five in which they will work in for the next 10 weeks. By 5pm Thursday, all initial logo designs must be printed and handed in to Matthew s assignment box on level 6. Week 3 Teams will be assigned 3 logos for further development. Homework_ Complete further development of 3 logos, printout and have ready for the start of next week s class. Week 4 Choose the final logo for each team s corporate ID. Discuss the brief for designing the components (stationary) of the corporate ID. Each student should develop a style for the stationary for the corporate ID - business cards - letterhead - With Compliments Homework_ Continue developing corporate ID stationary style Week 5 Final decision made on stationary design for the corporate ID for each team. Week 6 Presentation of each team s logo and stationary to the class of for critique Discuss the brief for marketing material. Commence poster design. Week 7 Continue poster design.

6 CORPORATE ID PITCH TIME LINE Week 8 Complete poster design. Decide on style for the marketing material. Commence applying style to marketing material. Each student will choose one of the following (with each member of the 5 person group completing a different aspect): - Brochure (print and pdf version) - Signage (sandwich board, triangle shape) - facts sheet - 2 page Web site with links and pdf printouts - Press advertisements (magazine) Week 9 Continue applying style to marketing material. Week 10 Complete applying style to marketing material. Preparation of final printouts, presentation boards and booklet. Discuss presentation. Week 11 Special presentation to client: Maximum 30 minutes per team.

7 LECTURES Week 1 Tutorial/Lecture_ Introduction (Questions: what are the students future plans after finishing at AI? How did the students become interested in design). Introduction to the role of an art director in an advertising agency/design company/post production film and television. Corporate ID logo development. Photograph students. Show samples of my folio. Brief from client 1 hour. Week 2 Tutorial/Lecture_ Continuation of the role of an art director in an advertising agency/design company/post production film and television. Corporate ID the process. Samples and discussion. Week 3 Tutorial/Lecture_ Team leading as an art director. Week 4 Tutorial/Lecture_ Developing marketing material Week 5 Tutorial/Lecture_ Professional presentation standards (mounting work) Week 6 Tutorial/Lecture_ Dealing with clients and selling your product

Design Services Standard Brochure Package

Design Services Standard Brochure Package Standard Brochure Package: 265.00 Eight Page (A4 or A5) minimum The main purpose of a brochure is to inform your target audience about your products and services