Competencies
In this project, you will demonstrate your mastery of the following competencies:
- Select and apply appropriate technologies to produce various visual communications
- Create various visual communications informed by the application of basic design principles
- Evaluate the effectiveness of messages on targeted audiences in relation to communication project goals
Scenario
You work as a designer for a media consulting firm that completes projects across all industries. Your supervisor has offered you the opportunity to select one of three new up-and-coming clients who don’t have their collateral established yet, and she wants you to create a digital campaign that meets their needs.
Client Information
- A small nonprofit organization, All Paws Shelter, located in Miami, Florida, is planning to hold a 30-day fundraising campaign to support local animal shelters after the recent hurricane, as some of the local shelters were badly damaged and in need of repairs. The region has a high percentage of retirees, and many own pets that were adopted from the shelter. All Paws Shelter has asked that the costs be kept as low as possible.
- A regional health insurance company, Apox Insurance, is sponsoring a local fun-run event for all ages to promote heart health through regular physical activity. All proceeds will be donated to the American Heart Association, and the event will take place in six months. To raise money for the cause, participants will ask for donations from friends, families, and businesses. Apox Insurance will also raise money through vendor booths and food sales after the race. Apox Insurance will also provide blood pressure screenings free of charge, and they’ll provide attendees with literature about the benefits of regular physical activity. Apox Insurance is located in a small city with a diverse population, and they’re hoping to encourage more families to be involved in physical activity. Apox Insurance has noted that while they can’t spend a fortune to market the event, they can afford a few more expensive marketing options.
- Arlington Regional, a local nonprofit hospital, recently received a generous donation to build a new neonatal intensive care unit (NICU). The board of directors would like to create a unique campaign for the hospital to promote the new NICU regionally and to prepare for the grand opening a year from now. Arlington Regional had not seen much growth in many years, but it’s now becoming a fast-growing community with many young families moving into the area. The hospital staff hope the addition of a new NICU will encourage more young families to use the hospital. Arlington Regional is willing to pay top dollar for a campaign that uses diverse communication channels.
Directions
Visual Communications
Visual Designs: Once you have reviewed the above materials, you can begin to create a portfolio of digital designs for your selected client that showcases your visual design skill set. You must create the following designs:
- A revised or new logo (either an updated version of a previously submitted logo that incorporates feedback received, or a brand new logo)
- Two of the following, one of which must be for a printed medium (either updated versions of previously submitted products that incorporate feedback received, or two brand new products):
- Web or email banner
- Flyer
- Billboard
- Infographic
- Brochure
- Mailer/postcard
- Other (with instructor approval)
Specifically, you must address the following rubric criteria:
- Design Techniques: Create visual designs that clearly use principles and elements of design and design techniques and that use color effectively.
- Project Types: Create visual designs that are appropriate for the project type (for example, a logo, business card, or infographic).
- Brand Alignment: Create visual designs that clearly and cohesively reflect the client’s brand through the use of color, typography, mood, and tone.
- Target Audiences: Create visual designs that are appropriate for identified target audiences through the selection of design project types, delivery channels, and design choices.
Rationale: For each design, provide the client a short rationale that explains your design decisions.
Specifically, you must address the following rubric criteria:
- Tools and Technology: Justify why you selected the tools and technology you used.
- Delivery: Explain how the communication will be delivered to the target audience and why the selected channel is the appropriate delivery method for each visual. At least one design should be intended to be shared on social media.
- Design: Explain the design elements and principles, visual and communication theories, and design techniques you used to create each visual, and explain the impact these will have on the target audience.
- Message: Describe the message conveyed in each visual, including how the elements of design support the intended message.
Project Summary: To provide your director with an overview of your design decisions and their impact on target audiences, write a project summary that provides insight into your process, considerations, and suggested revisions.
Specifically, you must address the following rubric criteria:
- Identify Audience: Describe each target audience using the appropriate metrics. Identify what information is relevant in communicating with the target audience and achieving the project goal.
- Identify Project Goals: Identify the goals, budget items, and timeline for the digital campaign you have selected, and explain how you would measure the success of the project.
- Assess Message Content: Assess the effectiveness of the content and design of each visual message for each target audience. Address the following for each message in your evaluation:
- How do the visual messages reflect and convey the client’s brand and intended message?
- Does the content and design of the messages align with each target audience’s values, interests, and lifestyle?
- Assess Delivery Method: Assess the effectiveness of the delivery method you selected for each visual message. Address the following in your evaluation:
- Do the visual messages reach the target audiences within the intended time frame?
- Why are the delivery methods appropriate or inappropriate for each target audience?
- Why are the delivery methods appropriate or inappropriate for each project type (for example, a logo, business card, or infographic)?
- Revisions: Describe revisions you would suggest making to your visual messages that would improve the content, design, or delivery. Explain the positive impact they would have on identified target audiences or project goals. Consider the following questions in describing future revisions:
- If you had more time or technical expertise, what might you do differently?
- In what ways could you improve the cohesion between the designs?
- If your client was able to expand their budget or timeline, what would you have done differently?
- How would identified revisions or changes impact the success of the project?
What to Submit
To complete this project, you must submit the following:
Client Portfolio: Designs Submit both a multipage PDF and a native file (if you’re using an Adobe Creative Suite program, such as AI, PSD, etc.) of each design (one revised or new logo and two revised or new products, one of which is for a printed medium) and social media post so that your instructor can view it to provide feedback.
Client Portfolio: Rationales Submit a 750- to 1,000-word Microsoft Word document that includes all rationales of your visual designs and social media post. The references page, structure, and formatting of this document need to follow APA style. Use headings to identify which visual design each rationale refers to.
Project Summary Submit a 750- to 1,000-word Microsoft Word document. The references page, structure, and formatting of this document need to follow APA style.