OBJECTIVE

Design an ad campaign for the annual Festival of New American Music event at Sacramento State consisting of: a 16×20 in. poster (front and back), a 6×9 in. postcard (front and back), a full events schedule, and digital signage. The print and digital collateral should all be part of the same system. The purpose of this campaign is to increase attendance numbers by generating awareness of the event.

PROCESS

When brainstorming the topic, I wanted to figure out what New American Music was since the title was still very broad and vague. I eventually narrowed down on a concept that supported the abstract shape exploration I was experimenting with in my early compositions. Using cut paper as a tool to explore this type of exploration, I decided to focus the aesthetic on a New Jazz concept.

In essence, Jazz music is created from a system of improvisation. The best way to show this with illustration was to limit myself to a set of shapes and begin to place the shapes in random locations and configurations. Geometric texture is used to add dimension to the flat shape vectors and a grid system is used to control the chaotic nature of the imagery while allowing the text to be legible. A major part of the project involved organizing and consolidating large amounts of information. The grid system became even more necessary because it allowed the text to have a clearer visual hierarchy while allowing for a more creative layout.