W IT H T H E SE TWO HAN DS BRIEF
TONE OF VOICE
To create an engaging and relevant branding and advertising campaign for the Leeds College of Art End Of Year Show 2011.
‘With These Two Hands’. With these two hands I have laid out a thousand spreads. With these two hands I have measured a thousand miles.
Serious yet playful, futuregasing yet reflective. The overall feel was meant to be one of accomplishment and achievement, and also of celebration.
The ‘general public’ are an audience that would be targeted, but in particular it would be geared toward industry professionals with a view to potentially launch careers from the event itself.
The concept of ‘with These Two Hands’ was meant to be ambiguous enough to represent all of the courses available at Leeds College of art.
CRAIG LAING BA GRAPHIC DESIGN YEAR III BOARD 1/6
INITIAL POSTER DESIGN As a grounding to start the brief, I initially designed a poster to advertise the event, and it allowed me to get a feel for the aesthetic I would carry across the brief.
The typographic elements of the poster composition are made up entirely of Futura Bold, positively kerned at 100 for header type and positively kerned at 25 for body copy.
VISITOR’S GUIDE With the general aesthetic established, I was able to create a visitor’s guide at A3 scale in a six page French fold. The visitor’s guide would open to reveal a map and location details as well as contact details.
VIP INVITE For the private viewing VIP invite I went with a square format, utilising the hand photography to create a call to action by having a pointed hand toward the reader.
SIGNAGE The signage system I proposed was to use the hand photography as a method of navigation. It was intended to be simple, easy to engage with and therefore be effective in itâ€™s purpose.
DIGITAL DELIVERY I proposed a three part .gif file for inclusion on the Leeds College of Art website, as well as a small HTML email to send out to potential guests. The email was designed to emulate the poster in a digital format.