<<  ANNOUNCEMENTS
< ANNOUNCEMENTS
Professor Ellen Baryshev    ellenbaryshev@gmail.com; office Mon, 10:30 am - 11:30 am, room P 112, COMD dept.
Professor Ellen Baryshev     ellenbaryshev@gmail.com
Office Wed, 5pm - 6pm, room P115, COMD dept.

IMPORTANT: if you were absent, you still have to do and submit your homework for the next class using the information below
WEEK 14, Wednesday
Improving and polishing ALL project comps for re-grading
Merchandise display example
Merchandise display example 2
Merchandise display example 3 (you don't have to make gif animation)

Reminder: Final test is on Monday, 12/16, from 11:30 to 12:00

 

Work on the Brand Visual Identity project

Finishing improving and polishing ALL project comps for re-grading

 

WEEK 14 Monday
1. Class critiques of the two additional pieces.
2. Correcting the problems. Re-submitting to the dropbox for grading.
Deadline for grading is tomorrow - Tuesday, 12/10, morning.

 

Work on the Brand Visual Identity project

Improving and polishing ALL project comps for re-grading
Reminder: each design piece will be graded for its original and creative concept, complexity, professional design and professional execution

 

WEEK 13, Wednesday
Working on two additional pieces for the Band Visual Identity project comps

 

Work on the Brand Visual Identity project

Finishing working on two additional pieces comps, printing them for class discussion (do not mount)
Note: Due date for grading is 12/10 Tuesday morning, from the dropbox folder.
I will grade only original files; don't forget to take care of the fonts.

 

WEEK 13, Monday
1. Dropbox submission of a promotional ad or a poster for the grade (original files).

2. Working on two additional pieces for the Band Visual Identity project comps
Reminder: each design piece will be graded for its original and creative concept, complexity, professional design and professional execution
Take another look at some previous students projects
Note: 12/9 - class discussion of the two additional pieces

 

Work on the Brand Visual Identity project

Working on two additional pieces for the Band Visual Identity project comps
Print (but do not mount) these pieces for the class discussion

Extra project

Dropbox re-submission of the extra ptoject after my critiques for the final grading.
Note: please email me if you re-upload the project.

 

WEEK 12, Wednesday
1. Two additional pieces for the Band Visual Identity roughs group discussion with me.
2. Working on two additional pieces for the Band Visual Identity project comps

 

Work on the Brand Visual Identity project

1. Working on two additional pieces for the Band Visual Identity project comps
2. Finish a promotional ad or a poster comp and submit it for a grade in dropbox team folder

 

WEEK 12, Monday
1. Poster or Promotional Ad 2-3 roughs class discussion.

2. Working on two additional pieces for the Brand Visual Identity project: brainstorm, sketches.
At this point I am not sure what would be your choice of the two additional pieces; therefore, I cannot explain every possible design. I will be around, as always, to help you.
Also, look for the good design examples, inspirations and some design explanations on the Resourses page


In case if you would choose a brochure design, here is some explanation.
Brochures
Brochures are single sheet documents usually printed in one or two colors or in a full four-color process. They come in several sizes and styles, depending on the application.
The Front and Back
Keep the front cover not very complicated. Its purpose is to motivate the reader to pick up your brochure and open it; therefore, it must communicate its message quickly and clearly. Include your logo and company name and a brief tagline or slogan.
It is recommended that the back cover of your brochure includes a 3-4 paragraph corporate biography that conveys to your audience your firm's abilities and expertise. These initial paragraphs position you and your company as experts and give you an edge on the competition. Don't forget to include all contact info, phone, address, fax, e-mail, etc.
Examples
More examples

 

Work on the Brand Visual Identity project

Working on several roughs for two additional pieces for the Band Visual Identity project.

Extra project

Who wants up to 10 exstra points and work on the extra project Visual Pun Ad - the due date for submission is Wednesday, 11/27 (the text is on 11/18 class work)
Submission - the persosonal dropbox folder.
Please email me if you do, so I would know.

 

WEEK 11, Wednesday

1. Finishing logo and business card comps.

2. Working on the Poster or Promotional Ad: brainstorm, sketches, roughs.

Reminder: poster or print ad
The function of a poster is to communicate messages – messages that identify, inform, and persuade.
A poster might advertise a product, inform about an event, identify and promote services, etc.
You will have only seconds to attract a viewer’s attention in a crowded environment. Therefore, chose the message your poster must convey and make everything work to communicate that message in the simplest, most direct way.


Image Driven vs. Text Driven ads
Very strict rule for a good design – they cannot argue about having the same or close level of attention; instead, one of them has to dominate significantly; usually – image
Image Driven ads:
Orbit
Anti-Cruelty Campaign
Campaign: Straws Suck
10 Super Creative Print Ad Campaigns (5 pages, click on the right arrow after each 3 images)


Text Driven ads.
Tinder
Ikea
Film Festival

 

Work on the Brand Visual Identity project

Preparing Poster or Promotional Ad 2-3 roughs for the class discussion.

 

WEEK 11, Monday
1. Class discussion of printed logos and business cards mock-ups.
2. Submission of printed objective statement and brand positioning formula
3. Submission of the mood board and style tile into the dropbox team folder (any software is fine)
4. Extra project: Visual Pun Ad, 10 points
Due: 11/27

 

Work on the Brand Visual Identity project

Work on a chosen logo and business card in Illustrator; try to finish them - I will be checking the files in class.

 

WEEK 10, Wednesday

1. Business Card Design:
Standard size: 3.5x2 inches, horizontal or vertical

It should contain:
• Company name
• First name and surname
• Job title
• Contact info (email, phone number, social media handles, etc.)
• Logo
• Slogan is optional

Follow design principals:
- Keep the right balance of all elements
- The perfect alignment is a must
- Watch kerning
- The visual and text hierarchy is very import; think about where the eye must land first, second, third.
- To maintain readability, you want all your text to be at least 8 pts.
- Vary the text sizes: you want your most important elements (like your name) to stand out
- Obey all typographical rules: not more than two typefaces, pare the fonts properly, etc. (Read again DO NOT list)
- White space—you don’t want to clutter your card, so leave plenty of breathing room around each element. There should be significant amount of space between two groups of information:
1. The company name, your name and position and 2. The contact information

Rules:
• Include only relevant information.
• Keep your audience in mind.
• Keep it on brand (colors, typography, etc.).
• Keep it simple.
• Consider your message.
• Get creative and stand out, but do not break design rules.
Rules for Designing Your Business Card

It doesn’t have to be fancy or expensive to print, but the design should be professional (layout, typography, hierarchy of information, color approach, white space, etc.)
Business card examples
More business card examples

2. Work the Brand Visual Identity project:
- Logo design roughs

- Finish digital mood board and Style tile for your brand
- Finish working on the objectives.
- Start working on business card, thumbnails

Business Card

Video: Business card. Creative design with limited budget (watch till 9:00 min)
Rules for Designing Your Business Card
Business card examples
More business card examples

Work on the Brand Visual Identity project

1. Copywriter: finish working on the Brand Objective Statement
Guide for Writing the Brand Objective Statement
Print it and bring to class for the submission.

2. Art diractor:
- Make 2 or 3 logo rought in Illustrator; print them for the class presentation. Each logo should be approximately 4x4 inches

3. Both team members:
- Make 2 or 3 business card rought in Illustrator (front and back); print them for the class presentation
- Finish working on a digital mood board for your brand
- Finish working on a style tile for your brand
Put both files into the team dropbox

 

WEEK 10, Monday
Video: 7 steps to creating a brand identity (2.5 min)

1. Mood board
Mood boards can serve many purposes, starting with organizing the inspiration around a project. They can be a valuable resource throughout the design project, to help keep the style and aesthetic consistent. Mood boards are also an excellent way to refine a project’s style before diving into the actual design process.
In its most basic form, a mood board is a layout you can assemble with any inspiration you wish to keep referencing when you work on a project. In a more modern design workflow, mood boards might fit in right between research (after you know your audience) and style tiles (before you start designing).
Examples:
Example with indicated typeface
Example with typeface, colors and symbols
Example with colors and notes

2. Style tile
Presenting clients with a fully featured design comp after the first meeting runs the risk that clients expected something different and would not like the work. Style tiles are a design deliverable consisting of fonts for headlines and body copy, colors and some elements that communicate the essence of a visual brand. They help a designer to discuss with a client how the styles will be applied across a larger brand system before the big project starts.
A style tile is more refined than a traditional identity mood board.
Examples:
Example 1
Example 2
Example 3
Example 4

3. Creating a logo for your brand

4. Work the Brand Visual Identity project:
- Logo design research and brainstorm,
- Start collecting materials for a digital mood board and Style tile for your brand
- Start working on the objectives. (The explanation is in your homework).

 

Branding articles

This article is very helpful for your project (and don't forget about the final test)
Branding 101: Tips for a Killer Brand Identity

This one is useful for your information: you should know that brand identity is a huge work in the real world of branding (not even close to your project load). ). Many companies have catalogs with many pages of style guides.
Study only 2 – 3 cases:
50 meticulous style guides

Study:

How to create a moodboard
About logos:
Video: Logo Design (25 min)
The Graphic Design Process Creating a Logo
The 7 types of logos (and how to use them)
10 Types Of Logos (and how to use them)
Note: avoid mascot and emblem logos, they are used for very special cases
Logo examples
More logo examples
And more logo examples

Work on the Brand Visual Identity project

1. Copywriter: continue working on the Brand Objective Statement
Here is the Guide for Writing the Brand Objective Statement

Both team members:
2. Continue working on a digital mood board for your brand
3. Continue working on a style tile for your brand
Visual guides give a detailed description about what your visual identity system is and what it is not. This way you set the standard for your company
This Visual Style Guide will help you working on the Style tile
Due date for grading of both is Monday, 11/18. Put both files into the team dropbox
4. Work on logo design for your brand: create not less that 10 sketches with different ideas; make 2-3 roughs with the best ideas (for now on paper)

 

WEEK 9, Wednesday
1. Guerrilla Marketing campaign presentation

2. What is BRAND? Brand vs. Branding vs. Visual Identity vs. Logo
Brand is a relationship between customers and the business; how people perceive your company as a whole.
Brand visual identity is the collection of elements; the visual aspects that form part of the overall brand
Branding is a process; the actions you take to build a certain image of your company.
Logo is a symbol that identifies a brand (or business) in its simplest form via the use of a mark or icon.

Some of the terms related to branding:
• brand positioning – is how the brand is perceived in the context of competitive alternatives
• brand promise – is the unique value proposition (brand benefit e.g. for Volvo is “safety.”)
• brand essence – is the “heart and soul” (e.g. for Starbuck’s is “Rewarding everyday moments”)
• brand associations – are anything that people link or associate with the brand in their minds.
• brand personality – is the composite of personality traits (e.g. trustworthy, friendly, innovative)
• brand voice – how does your brand speak? Do you use teenagers’ language or you’re more serious?
• brand values – they define the guides your company’s decision-making (focusing on the needs of target audience, or considering the impacts the products have on customers, etc.)

Brand positioning formula (template)
Examples:
Coca-Cola brand positioning
Apple brand positioning

BRAND VISUAL IDENTITY
Brand visual identity is the face of a brand. It helps to mold the brand personality, which in turn builds the perception of your brand in the minds of your customers.
Brand visual identity system (as any visual identity) is a master plan that coordinates every aspect of graphic design material a company.
It consists of elements like:
• logo (and different logo lockups)
• key colors (color palette)
• corporate typefaces
• standard typographic treatments
• consistent style for images
• library of graphic elements
• tone of voice

Some of the basic applications for a visual identity system are logos, stationary, packaging, editorial materials (brochures, annual reports), posters, promotional advertising the product or a service), and packaging.
When you create a visual identity system, your objectives are: establish an image for the company, express the personality and spirit for the company, create the appropriate design, create a system immediately identified with the company that will stand against the competition.
(For example, you can immediately recognize the “Target” design in print and on TV for some features like: the logo-red target, red colors, red target pattern on dresses, bags, even on a dog’s eye, image of energetic young people, etc.).

BRAND VISUAL IDENTITY PROJECT
For this project you can use any Adobe software unless specifically indicated

 

Study Brand subject

The difference between Branding, Identity & Logo; read any of these 3 articles:
Branding vs. brand identity vs. logo: what’s the difference?
What is the difference between Branding, Identity & Logo Design
Brand vs Branding vs Identity

Visual identity
Examples of Brand Positioning Statements
How to build a brand in 5 days

Branding Identity Examples
Collection of brands and logos
Collection 1
Collection 2
Collection 3
Festival
Grocery Store


Work on the Brand Visual Identity project

1. Create a company with your partner, remember it should be non-existing company.
2. Start working on the objectives, think about all the strategic questions
3. Try to make a brand positioning formula for your company
4. Whire everything down to discuss the issues with your partner next class during the creative brief.

 

WEEK 9, Monday
Finishing working on Guerrilla Marketing campaign

 

Finishing working Guerrilla Marketing campaign comps.

1. Finish working on your comps; pulish and print them.
The printouts have to have good quality.

2. Buy in an art supply store (Blick, Utrecht, Sam Flax, etc):
- Black artboards 11x14 inches (sometimes they sell packages of 5)
Blick Multimedia Artboards
- An adhesive for prints attachments (I use rubber-cement glue)
Rubber-cement glue (probably you have leftovers)

3. Mount your printouts for the class presentation
MOUNTING HAS TO BE ABSOLUTELY PROFESSIONAL
First, neatly cut out the white margins from the printout, it is important. As a result, each piece will be 8x10.5 inches or 10.5x8 inches.
Note: if the background of your project is very dark, you can leave thin 1/10 inches white margins to separate a piece from black artboard.
Glue each piece on an artboard exactly in the middle
(You decide who will print and who will mount. etc.; make sure that your expenses are divided equally)

4. Bring the project for the class presentation
Don’t be late for the presentation, otherwise you will lose points

PRESENTATION SPEECH

(Around 5-7 minutes):
Take equal time with your partner to present the project.
Shortly explain the objectives, your chosen concept, etc.

 

WEEK 8, Wednesday

 

Work on the project

Working on Guerrilla Marketing campaign

Design executions – working on comps in Photoshop

 

WEEK 8, Monday
1. Midterm test

2. Design executions – working on comps in Photoshop

 

Working on Guerrilla Marketing campaign

Design executions – working on comps in Photoshop

 

WEEK 7, Wednesday
1. Roughs class presentation.

2. Printed objective statement submission.

3. Working on design after class critiques.

4. If we have time, some photoshop trick:

Add sky with content aware, change the file resolution and image size for print:
Bus from Yandex.ru
Change color to yellow with selective color:
Another bus
Remove garbage with content aware:
Bus stop (avoid low resolution image)

Put this woman to this bus stop

 

Be prared for the Midterm test

The test is multiple choice, around 25 questions, starts at 11:30, finishes at 12:00.
No make-up, whether you come late or do not come at all.

Reread, re-watch all the materials that you have in your home/class work. The questions will cover all the studied subjects, started from 8/28 till today; for example only some of them: any question about design process, posters, advertising, ad campaign steps and their definitions, ad elements, stages of developing the concept, what thumbnails/ roughs/comps are, questions about Guerilla Marketing, Guerilla Marketing specifics and mistakes, understanding dpi and resolution, image size vs. file size, etc.

Learn/practice Photoshop

Photoshop tutorials, Photoshop tutorials, Photoshop tutorials, Photoshop tutorials! Oh, di I mention Photoshop tutorials?
Photoshop tutorials, many tutorials are also on Youtube

Working on Guerrilla Marketing campaign

Both members work on comps' execution in Photoshop

Where to find high resolution and quality images for your project:
Note: Please prepare to spend sufficient amount of time to find high quality and resolution free images
8 Days (the list is a little down the page)
9 Resources for High-Quality Images
Yandex.ru (Russian, English)
Adobe Stock Images Free for One Month (you have to create account)
And more ...
Or just google high quality and resolution images

 

WEEK 7, Monday
1. Both team members: working on concept; discussions of thumbnail sketches with different ideas (I will join each team as a creative director); choosing two beest ideas

2. Art director: roughs development, 2 sets; totally 6 pieces (as it was last time)
I hope this time all roughs will be professionally made
Rought presentation is the next class, Wednesday.

Just in case, the definition of a rough again:
A rough is a full-size version of an original thumbnail, with an eye toward refining the layout, typography, placement, and overall concept. The purpose of working up two or three roughs is to provide a small group from which you may select the best visual solution.
Roughs are shown to clients for their review
From: The Design Process - short and clear article

3. Copywriter: continue working and try to finish the objective statement; submission of the printed objective statement is the next class, Wednessday.

4. In case if you did not have time to explore it at home:

MORE USEFUL LINKS:
(some of them not Guerrilla, but they don’t have to be Guerrilla ads to give you creative ideas)
Guerrilla Marketing Ideas
More Guerrilla Marketing Ideas


Running water illusion:
In case if you use running water (vodka, vine, beer, soft drinks, etc.) for your Guerrilla ad, here how simple it can be done (look at some student examples who used this idea)
Examples
Video with explanation


GUERRILLA VS. USUAL ADS
You can use public transportation, but placing an average-size printed (or digital) ad is not a Guerrilla ad.
Please compare:
Guerrilla examples
Not Guerrilla example
Not Guerrilla example

 

Working on Guerrilla Marketing campaign

1. Art director: develop and bring 2 sets of 3 roughs for the class presentation
2. Copywriter: finish and print the objective statement for the submission

 

WEEK 6, Wednesday
1. Both team member: conduct creative brief - developing the strategy for the campaign. Thoroughly discuss each question
Objective Statement Guideline
2. Continue Guerrilla Marketing examples research for your inspiration
3. Copywriter: after all objectives are discussed during creative brief with your partner, start working on the objective statement draft.
Due date for the PRINTED objective statement submission is 10/23

Working on Guerrilla Marketing campaign

Both team members: work on concept - create thumbnail sketches with the setting ideas. Develot at least 4 - 5 ideas each, which you will discuss the next class together. (I will join each team discussion in class)
If you want to proceed to roughs beforehand, you are welcome to do so, but I still want to see various ideas

 

WEEK 6, Monday
1. Print Ad Campaign project presentation
Due date for the projects improvements is 10/16
Note: do not pront the projects again, just put them into the dropbox folder (delete the old ones)

2. GUERRILLA MARKETING CAMPAIGN explanation
Guerrilla Marketing Capmaign Objective Statement Guideline

Before you ask:
No, you will not really build the settings or make a miniature model. You use the Photoshop skills to create the images, which will resemble the real settings as close as possible; as if you made the photos of them
Take a look at some student examples
(And again, learn Photoshop, you will need it all the time)

No classes 10/9 and 10/14

Reading

Short Video: What is Guerilla marketing?

Wikipedia: Guerrilla marketing
You will work on the Ambient type of Guerrilla Marketing, but you can find there what are other types:
- Ambient marketing.
- Ambush marketing.
- Stealth marketing.
- Viral/buzz marketing.
- Grassroots marketing.
- Astroturfing.
- Street marketing.

History of Guerrilla Marketing
What is Guerilla marketing?
Several Guerrilla marketing descriptions
Do not do it for a big company: Microsoft example
It is a very interesting and useful subject; you can easily find more reading on the Internet

Working together on Guerrilla Marketing Campaign

Team members: please work productively, communicate via email, phone, etc., be responsible answering each other on time

Important: before working on your project, do the assigned readings and study as much Guerrilla Marketing examples as possible. I provided a lot; also, there are plenty on the Internet

1. Both members: Finish choosing company product or public awareness campaign and researching the product (services) of a company (organization).
2. Bothe members: Brainstorm, creative brief, discussion of objectives
3. Copywriter: Work on the Objective Statement draft (no need to show it to me yet, only if you need an advice)

 

WEEK 5, Wednesday
Continue working on comps

Finishing working on ad campaign comps.

1. Finish working on your comps; pulish and print them.
The printouts have to have good quality.

2. Buy in an art supply store (Blick, Utrecht, Sam Flax, etc):
- Black artboards 11x14 inches (sometimes they sell packages of 5)
Blick Multimedia Artboards
- An adhesive for prints attachments (I use rubber-cement glue)
Rubber-cement glue

3. Mount your printouts for the class presentation
MOUNTING HAS TO BE ABSOLUTELY PROFESSIONAL
First, neatly cut out the white margins from the printout, it is important. As a result, each piece will be 8x10.5 inches.
Note: if the background of your project is very dark, you can leave thin 1/10 inches white margins to separate a piece from black artboard.
Glue each piece on an artboard exactly in the middle

(You decide who will print and who will mount. etc.; make sure that your expenses are divided equally)

4. Bring the project for the class presentation
Don’t be late for the presentation, otherwise you will lose points

PRESENTATION SPEECH

(Around 5-7 minutes):
Take equal time with your partner to present the project.
Shortly explain the objectives, your chosen concept, and applied design.

 

WEEK 5, Monday
1. Some techniques
Photoshop Content aware (5 min.)
Illustrator Illustrator Image Trace and Live Paint Bucket (9 min.)
Blue Tree
Red Car

2. Work on comps

Working on ad campaign comps.

Finish at least 95% of the comps' work.

 

WEEK 4, Wednesday
1. Roughs class critiques (I will be grading art directors for this part)
2. Continue working on your roughs, improving them considering people's suggestions
3. Both team members: start working on the professional design of your concept
Develop the Comp (comprehensive).
You should work on your design with the attention to the creative form, structure and style of design parts and elements
The problems to solve: be original, develop a design style that is appropriate for your concept, establish unity with some variety among 3 ads, apply the principles of design: establish a visual hierarchy, experiment and choose the best layout, work with typography with professional knowledge, etc.

Work on comps in Photoshop or Illustrator, or combination of both

OBJECTIVE STATEMENT
Copywriters: don't forget to submit the objective statements. Today is the due date for you.

Working on ad campaign comps: develop and execute the professional design of your concept

Finish at least 50% of the comps' work; it has to be excellent, every detail.
Design and execution are two extremely important parts
You decide how to divide the work on 3 comps between two of you; there is plenty of work: imagery, typography, colors, small details, tweaking, polishing, etc.

1. Again, you should develop your Photoshop/Illustrator skils; these are your tools
SOFTWARE TUTORIALS
Photop
Illustrator

2. File format:
Letter size – 8.5 x 11 inches (unless you have different proportions); resolution should not be lower than 150 dpi; 300 dpi is standard.
Very useful article: Understanding DPI, Resolution and Print
If you use an image, It’s important, to begin with a high-quality one, which means the highest resolution and image dimensions you can get.

Note: don’t confuse “image size” with “file size.” Image size refers to the dimensions of the image (in pixels), while file size is how much space the image takes up on a hard drive (kilobytes or megabytes).


3. IMAGES SOURCES
8 Days (the list is a little down the page)
9 Free Resources for High-Quality Images
http://www.photosight.ru/ (this one is in Russian)
But again, do not focus your entire design on a good found photo, free or not free

 

WEEK 4, Monday
1. Developing the ad concept - HOW IT NEEDS TO BE SAID – the primary IDEA behind the piece.
The design concept is the creative solution to the design problem. The concept should COMMUNICATE the objectives in the best way: express the personality and spirit for the company, establish a headline, establish the image(s), unify all elements of your design, etc.
Examples of some ad campaignes; lokk at the style of each one:
Faber-Castell: True Colours
Harley-Davidson Motorclothes
App Ads

Advertising concepts varieties

2. Thumbnails, roughs, comps and final work:
1. Thumbnails are very small sketches of design ideas (around 3x3 inches)
2. Roughs are the real size elaborated sketches with as many details as possible
3. Comps (comprehensives) are almost finals; that is what you show to the client for their final approval
4. Completely finished and polished final work for a client
Some examples:
Poster thumbnails
Logo thumbnails (with a final logo)
Roughs (brochure)
Roughs (brochure)
Western Ad Rough
Thumbnail for Kellogg's package; Pencil rough for Kellogg's package
Grand Central Terminal poster - work on Rough; Grand Central Terminal final poster (artist Yuko Shimizu )

Stages of developing the concept:
1. Thumbnails:
Sketch or draw thumbnails. Looking at relevant information will give you a better understanding of the problem. Research stimulates your mind, and brainstorming on paper is the natural result. Thumbnails are your blueprint, if you think visually with thumbnails, you will eventually solve the problem.
2. Rough:
This is where you think through all the details. What colors should be used? What typefaces are needed to communicate your idea or message? You can use markers, color pencils, computer (then you have to print them in color), etc.
Choose at least two different best ideas and develop thumbnails into a roughs (so, totally there will be 6 roughs). The size is approximately 8.5x11 inches (the letter size).

9/18 is the Roughs class presentation; responsible art director

Roughs

Art directors: choose at least two different best ideas and develop thumbnails into roughs (so, totally there will be 6 roughs) for the class presentation.
Reminder: it will be physical, not digital, presentation. We will attach papers to the blackboard

Objective statements

Copywriters: by this time you should finish discussions of all details with your partner, including several (about 10) headlines to choose from.
Print and submit the finished Objective Statement; take care about its readability, mistakes and typos, punctuations, etc. I will consider all these issues while grading.

AD REDO, the second improvement

Finish improving your AD REDO for the second time and submit it into the dropbox; name is Final2

 

WEEK 3, Wednesday

1. Ad elements (components)
- The visual – the image
- The line (headline) – the main verbal message in the ad
(The line and the visual together communicate/express the concept)
- The body copy – the narrative that provides more information
- The slogan/tagline (used in the whole ad campaigns)
- The Sign-off – usually it is the product or service’s logo
Nike example:


2. Developing the strategy for your campaign, so called creative brief. That is analysis of key factors such as the audience, product or service advantage, etc. The main questions start with WHAT. Establish your objectives, the questions to ask you will find in the AD CAMPAIGN PROJECT PLAN.

Think about headline together.
Creative brief video (2 minutes)
To write the the objectives statement is the job of the copywriter.
Here is the OBJECTIVE STATEMENT GUIDELINE, question/answer format
These articles will help you with headlines:
21 Tips for Writing Great Ad Headlines
Headlines examples (but you have to create your headline)
More on the internet ...

3. Start thinking/speaking about the concept for your campaign. The design concept is the creative solution to the design problem, that it HOW it needs to be said. For example:
Cement Bridge
I Always Carry It With Me
Dirt Devil Vacuum Machine TV Commercial – brilliant creativity and humor example
More concept examples and the explanations are in your homework

Working on ad campaign

1. Finish working on the strategy
Copywriter only: type the objective statement; put it into the dropbox for now
2. Study the possible concepts very carefully, then make several thumbnail sketches. You will discuss them in class between yourself; I will help.

 

WEEK 3, Monday
1. To be a good designer you have to learn how to SEE AND UNDERSTAND WHAT IS GOOD, and apply that to your work.
Good design and clear concept examples:
Shriram Cement ad
Choose Life ad
Macdonald ad
Coffee ad image
Architects poster
Culinary Cervices
Posters Design book cover

2. Advertising discussion

3. AD CAMPAIGH 1 - PRINT ADVERTISING
Advertising campaign is a series of coordinated ads in one or more media.
Example - Red Label Tea print ad campaign:
   


AdCampaignPlan

SCHEDULE
9/9 – Developing the teams. Choosing company product or public awareness campaign; research
9/11 – Developing the strategy, objective statement (responsible the copywriter)
9/16 – Working on concept; thumbnail sketches and their individual discussions; roughs development (responsible the art director)
9/18 – Roughs class presentation; working on design after class critiques
9/23 – Design executions – working on comps
9/25 - Finishing working on comps, printing projects
9/ 30 – No class (Mon)
10/2 Project class presentation

Working on ad campaign

Finishing working on research, the questions from the Strategy part will help to understand what exacly to look for.

Working on and finishing AD REDO

Finish improving your AD REDO and submit it into the dropbox

Photoshop and Illustrator skills

In a couple of weeks, you will start working on the Ad campaign project final implementation. Please use this time (and from now to the rest of your life) to learn and practice more Photoshop and Illustrator, it is very important. No matter how great and creative your concept and design, if the execution is not good, the whole project will suffer and the grade will be low.

 

WEEK 2, Thursday
1. Class discussion of the Ad Redo exercises:
- Dara Hutchinson Cunningham
- Jessenia Nayotl Cielo
- Kevin Velez
- Maria Partsevsky
- Marione Auguste
- Melissa Marion
- Michaela James
- Mikaela Camacho
- Tiffany Lallkissoon
2. Start working on your Ad Redo improvement

Reading

1. Advertising.pdf (till page 335)
I will be asking questions; also, the questions will be put on yopur tests
2. Finish watching videos, if you did not do it yet.

 

Improvement of Ad Redo

Considering class comments, continue working on the improvement of your Ad Redo piece.
Submit it into your dropbox for my comments and a preliminary grade
Please don't forget to take care of the fonts: create outlines or rasterize text layer.
WEEK 2, Wednesday
1. 15 Graphic Design Trends for 2019
2. Class discussion of the Ad Redo exercises

Videos to watch

Note: the questions on your tests will be also derived from the information from the assigned videos throughout the semester

15 Graphic Design Trends for 2019 – you always have to know the latest trends
https://www.youtube.com/watch?v=uM7XB0oUP7k (14 min)

Common Design Mistakes
https://www.youtube.com/watch?v=mOA0WH00reA (10 min)

Simple Tips to IMPROVE your Design
(several examples of how move your design from good to perfect)
https://www.youtube.com/watch?v=53zf7pBjCaU (10 min)

Typography and Design
https://www.youtube.com/watch?v=mBoVoj5jLfc (16 min)

10 Typography and Design Tips for Beginners
https://www.youtube.com/watch?v=CAAbMj_vaW8 (9 min)

 

Improvement of Ad Redo

Considering class comments, start working on the improvement of your Ad Redo piece

 

WEEK 1
1. Syllabus overview

2. Advertising process overview
    
1. Subject research
    
2. Strategy Development, Objective Statement
    
3. Concept Generation
    
4. Thumbnail Sketches and Roughs
    
5. Professional Design
    
6. Professional Presentation

3. How to be creative
Austin Kleon, "Steal like an Artist"
The author cautions that he does not mean ‘steal’ as in plagiarize, skim or rip off — but study, credit, remix, mash up and transform. Creative work builds on what came before, and thus nothing is completely original.
Austin Kleon at TED (listen several times his conclusion from 10:45 to the end)
Steal like an Artis (PDF book)

Example of not creative ad Duracell Smart Power
In addition, design problems:
The message is not strong
Focal point is the right spot at the lower right corner, which is not logical.
No clear alignment, absence of symmetry, no visual flow through this page.
No clear product representation.
To many different font sizes.
Color scheme of the logo failed to work
Etc.

Compare with some good Duracell ads (different styles)
Time change. Power doesn't. Duracell Campaign by Grey
Forever ... Duracell Campaign by New Moment
Power Your Imagination

4. AD REDO exercise is in the homework

Reading

Poster.pdf
There are many good poster examples; the main thing to read there is Composition Basics

AD REDO exercise

Due: 9/4
1. Choose any mediocre ad below and analyze – why it is mediocre: not clear message, not original, boring, bad design, etc
2. Choose one of the ads from the Inspiration sites, and redo this mediocre ad, improving all negative things about it, following that inspiration ad as close as possible, but not copying it entirely (“Steal Like an Artist”)
Note: it has to be the same company and have the same message; how to change the rest of that ad (including headline) is up to you. Logically, it should look very different
Don't forget about looking at and analyzing very good ads for ideas / inspiration.
3. Submit your new ad to the dropbox for the class discussion; show it with your originally chosen ad and an inspiration ad.

Mediocre Ads:
Laundry Detergent
The Sheridan Food Mart
Graphic Design Program
Creative Ways to Document Your Time Abroad
Apache OpenOffice software
Candlelight Jazz event
Water is Life, Save Water
Children follow examples, not words
Save Our Home, Earth Day
Global Warming
Sexual Assault

Inspiration
Ads of the World
Excellent Ads
We see what most don’t
Top 10 Best Print Ads
... or just google "Best print ads"