A trendy, upscale restaurant/ event space located on Bay st. in the financial district of Toronto. They offer gourmet brunch, lunch, and dinner. On the weekends the space turns into a stylish supper club lounge offering a blend of high entertainment and late night fine dining. This is a space for both business and pleasure.
Target Market: Mostly male-dominant, lots of dapper business men/ women between late 20s and early 40s. These are people who live and work downtown, are fashionable, and probably make a high income.
Key tone/ message to be delivered by design: Sophisticated, luxurious, stylish, modern, elegant.
For our first composite project we had to create a three page AD campaign. For my campaign I decided to advertise a service.
Client: Union Pearson Expresss
Spacing is a magazine about Canadian urbanism. It’s distributed across Canada in all the major cities. It was important for me to choose a magazine that also targeted a market outside of Toronto.
Target Market: My primary demographic would be people between ages 25-45 who live downtown and travel often for both business and pleasure, young metropolitan families, as well as tourists coming in and out of the city. These are people who most likely don’t have a vehicle if they are living downtown.
The UP Express is quick, easy, and reliable. UNION-PEARSON in 25 happy minutes.
The purpose of the campaign is to inform people about its efficiency and to encourage them to choose UP express when traveling to and from the airport.
Design Concept/ Inspiration: I was inspired by old vintage travel posters. I wanted it the campaign to feel nostalgic with a modern edge. The ads were created to look like paintings and the focus is placed on the visual narrative.
As the viewer you are the passenger taking the journey from Union to Pearson station.
AD 1- The viewer is in downtown Toronto at union station.
AD2- they are on the UP express with the Toronto skyline in the distance. They are either going or or coming from the city.
AD3- The viewer is at the Pearson station with a close up of the UP Express.
Here are my vector portraits. I feel like you could work on these forever! It’s hard to decide when to stop and the possibilities with colour are endless.
This project was challenging but I feel like I learnt a lot and feel much more confident with the tools in illustrator. A challenge I had in particular was creating the details in the eyes, specifically the eyelashes. I also had a hard time seeing the face with just two tones, so It took me a while to decided what to keep/ omit. Once I completed the portrait I had a little fun with the layers. Sometimes you don’t need all the information and just need enough so the viewer can complete the rest with their imagination.
Overall, I’m happy with how it turned out. After going through a million colour combinations I think in the end this one is my favourite. I decided to go with primary colours and created a strong contrast by combining a highly saturated yellow and red with a pastel blue.
My friends put on a monthly art battle at the Great Hall. The event is a party, a live painting competition, and an awesome way for artist to showcase their work. It includes live music and audience participation.
The design is a mixture of playfulness and intensity, representing the energy of the event itself. I chose a black and white photo with dramatic lighting and wanted to create a strong sense of contrast by combining vibrant colors. My target market are young, creative, designers, artists, musicians, in their 20s. Let’s just say this event is full of Toronto’s downtown Hipster community.
To structure the hierarchy in my design I chose to use the shape of a triangle in order to navigate the viewer’s eye from the main focal point (Art Battle), down to the website where people can search for more info on the event.
I combined two different Typfaces, a serif and a script:
When I think about what makes good design, I’m usually more influenced by the aesthetic qualities.
The three main elements that define good design for me are colour, typography, and the use of space.
The Psychology of Colour in Design
Colour is always the first thing I notice in any design or artwork. It’s something that really influences my work.
People are physically, psychologically, and socially influenced by color. It creates a mood within a piece and can tell a story about a brand. Every colour communicates something different, and the combinations of colours can enhance the message.
How to use space in design
I really love when designers are playful with the negative space in their design. The use of different images existing within an image can be a really effective strategy in visual communication. This illusion can evoke a greater sense of curiosity and interest, making the viewer stay longer with the design.
The Anatomy of Type
My new obsession! I’ve officially become a type nerd. I feel like typography is one of the most important elements in good design. It has the power to specifically communicate to a target audience.
You can have a very simple and minimalistic design, but still have a strong and powerful message by emphasizing on the typography style.
Created in the 1960s as a response to the current typography in the world of design. Helvetica represented modernism. It was clean, efficient, and created a sense of idealism. It was a rational typeface that could be applied to everything. This font is seen more often than any other font. I had not fully realized how much Helvetica seeps into every aspect of our daily lives, but it’s like air, it’s just there!
Helvetica is the perfume of the city. It’s just something we don’t notice usually, but would miss very much if it wasn’t there.
This film taught me that the characteristics of a typeface can hold so much emotion and information that is completely subliminal to the viewer. It has the power to communicate to a specific audience depending on its anatomy and aesthetic quality.
A logo that keeps coming to mind that uses a typeface I really like is the the signage for The Grow Op, a smoothie and health food store that just recently opened up on Ossington street. It’s located close to my house so I walk by it very often; every time I do it always catches my attention.
What I like about their logo is that it feels like it has a lot of movement, there’s a handmade quality to it that I find appealing. It makes me think of a brush stroke or graffiti/ street art. It’s playful, yet still clean and simple.
A typeface I tend to use often is Avenir. It’s a geometric sans-serif font created in Germany in 1988 by Adrian Frutiger. I feel like it’s a lot like Helvetica but with a little more style to it. It’s a versatile typeface that could be used in many different things. It could work well as a headline, or also used smaller in the body of something.
After analyzing the different ways type can evoke an emotional response, It’s made me realize the important role it plays on visual communication, and how it impacts design. I love finding inspiration in new places! I feel like I’ve gained a heightened awareness to the different typefaces used in the visual information I interact with everyday, and finding myself noticing all these small details that I’ve never really noticed before.