Composite 1: Ad Campaign

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

Magazine: Spacing

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.

Campaign Goal:

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.

Mood Board




As the viewer you are the passenger taking the journey from Union to Pearson station.

  1. AD 1- The viewer is in downtown Toronto at union station.
  2. AD2- they are on the UP express with the Toronto skyline in the distance. They are either going or or coming from the city.
  3. AD3- The viewer is at the Pearson station with a close up of the UP Express.





Vector Portraits

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.



Event Poster

 Art Battle Poster.jpg

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:

Roboto Slab  in bold/ Regular and Black Jack.


Type Pairing

The fonts I used for my type pairing assignment were Modern Serif Eroded for the Heading, mixed with Lora in Italic for the subheading, as well as the ‘and’ in the heading to give it contrast.

I decided to use a flat, sans-serif typeface like Abel for the body so the focus would be on the heading, and emphasized one of the quotes by using regular Lora.



What Is Good Design?

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.

negative space 1 549487a2689104e1fe75357983ac3993



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.