Project byDESIGN
As my senior thesis project, I was tasked with creating an advocacy campaign for a problem of concern in our society. The goal was to create a 24’x36’ Streetscape poster as well as five additional designed elements to support our campaign and a final process book, outlining the entire project vision from ideation to presentation. I chose to explore a cause that was personal to me concerning the underappreciation and lack of understanding that designers often face in the workforce. Thus, byDESIGN was born.
byDesign is a Collective of visual and verbal communicators who aim to raise awareness for the importance of Graphic Design in establishing effective visual communication through education, collaboration and recognition. We looked to achieve this goal by first organizing a collaborative design exhibition and workshop series to connect Designers and their non-designer colleges and clients. Secondly, we aimed to Develop advertisements and other educational materials for non-creatives to better understand the process and importance of design in our everyday lives, including a Newsletter, billboard, Instagram account, responsive website, and branded merchandise.
The byDesign website, the home base for all things related to the campaign will host an event banner, the second piece of media informing attendees of critical event information. Designed with the poster in mind, the banner utilizes the same diagonal grid and contrast between elements. One key difference highlights a “Learn More” call to action button that will lead users to a page specifically dedicated to the event. Attendees can register themselves and their guests via this page which will allow the team to gauge event attendance. Users will also be able to pre-order event merch and follow links to byDesign’s social media platforms via the site.
The billboard will act as a large scale version of the newsletter. The primary imagery on the billboard shows the Times Square graphic, devoid of any design elements. Accompanying the image is the “A World Without Design is Just... Blank” tagline. The billboard also includes a link to the byDESIGN website. Since the campaign explores the importance of visual communication, it was important to create a large-scale piece that is more accessible to the target audience
Acting as one of the main sources of event information, the 24’ x 36’ poster will include key information about the connected byDESIGN, including date, time location of in description. Call to action to encourage designers to bring their clients and colleagues. Designed diagonally to create a dynamic experience the street scape poster will make use of contrast in both typographic and visual elements, perfectly representing the two target audiences. These contrasting styles will interact and connect throughout the composition representing the mission of the event and campaign: connection.
The newsletter, given away in welcome bags and available through subscription, acts as the inside scoop on all things byDESIGN. The event issue will feature “A World Without Design”. It will include a variety of visuals devoid of design, as well as a more in-depth analysis of the prominence of design and our society. The front cover of the issue will display the time graphic on the featured T-shirt, but will include additional newsletter, specific information, including the issue number, date and publisher, as well as a snapshot of what to expect within the issue aside from the future. The image will serve as the background of the composition with all additional information, arranged to compliment it.
Merch will be available to purchase and will be passed out to attendees entering the event. Upon arrival, participants will receive a welcome bag containing byDESIGN branded stickers, pens, sketchbooks to be used during interactive demos and a copy of the byDesign newsletter. The tagline “Designing for the future, together” and “Connected byDESIGN” will serve as the primary phrases on Merchandise, followed by a variety of contrasting elements used in the poster and website banner. In addition to the welcome bag, attendees can purchase T-shirts, hoodies and other merch at apparel shops around the festival.
Instagram will serve as the primary social media platform for byDESIGN. An Instagram carousel will be designed to act as a mini expose, giving the audience a snapshot into the newsletter feature. It will include key imagery from the newsletter, but arranged in a way that guides the viewer from one slide to the next, utilizing the same contrasting elements in accompanying pieces. The carousel will also include an option to learn more, thinking the viewer to the byDESIGN website or newsletter. The key with the carousel will be to minimize the information presented while maximizing understanding so it will rely primarily on visuals.
Lastly, we were tasked to not only document the campaigns progress but outline the entire project in a final process book to pitch to our audience. The final process book encapsulated the vision of the campaign from ideation to presentation and included key phases including creating the Project Brief, Campaign Strategy Development, Vocabulary of Elements, and presentation of the Final Campaign Elements.