This was a group project done in collaboration with Bailey George.
The purpose of the project was to come up with an Ad Campaign that would drum up tourism in DC in collaboration with the Metro. We decided to create a Cider and Beer festival that takes place in the Fall.
CREATIVE BRIEF
This team project will be on a DC Cider Festival that takes place in the fall of 2022. This festival takes place annually in the Fall, but in a different city each year. DC will be hosting the festival this year and will need a new logo along with collateral for the festival’s advertising. The current festival that is similar to the one we are creating is called the "Rock the Core Cider and Beer Festival" which showcases both beer and cider. This “Rock the Core” festival focuses on an apple core for the logo with a strong red color palette. We plan to draft other types of logos, not entirely focusing on the apple itself.
The desired outcome of this project is to appeal to a diverse audience of the ages ranging from mid 20’s to mid 40’s. Our team’s goal is to successfully advertise this festival in a way that motivates locals to attend. We plan to do this by using a friendly fall color palette, a unique logo, and fun compositions. Cidery festivals in the past have also used fall color palettes and we are planning to do the same in order to make this project look as real as possible.
The name we are thinking of choosing as of right now is either the DC Cider Festival or The Annual Cider Festival: DC. Our plan to start this ad campaign begins with researching other cider events' logos and ads, creating our own logo and brand for the campaign, drafting the print ad, and the start in with the other collateral. The mood we are going for is mainly friendly with a hint of fun and sophistication. The timeline for this project is 4 weeks and there is no theoretical current budget.
Advertisement Mockups
Environmental and Print Ads
Print Ad
Bus Stop Ad
Bus Ad
Sidewalk Decal Ad
Social Media Ads
Web Page Ads
SmarTrip Metro Cards
Design Process
We wanted our designs to have a handmade quality so we took inspiration from woodblock type. I designed the two Citrus Woodblock typefaces based off reference images of various woodblock sets I found online. I had plans to design two more but decided to fill out our roster with other fonts due to time constraints. The goal was to mix and match typography like a designer who was trying to get by with a mismatched set of woodblock type. Trevor Eb was chosen because of its similarity to Citrus Woodblock Western and Teeshirt and Aldivaro were choosen for their textures which give them a stamp like appearance.
Click the image to see my design process
My initial Sketches
Final Logo
For my initial Sketch Ideas for the logo. I wanted to steer clear from using the apple as my base, so I experimented with bringing the fall element to the for ground and showcasing containers used for beer and cider.
Division of Work
I spent the first half of the project primarily designing the logo and two of the typefaces used in the final design. During that time Bailey spearheaded the majority of the ads. Once I had completed the logo and had ironed out the bugs in the typefaces, I joined in by designing the sidewalk ad, the metro SmarTrip cards, and lent a hand in polishing some of the final deliverables.
Project Challenges
We were unfortunate enough to be suffering from alternating ailments throughout this project resulting in us only meeting in person once out of the four times scheduled. Despite this setback, we were able to compensate by using online tools such as Slack, Mural, and OneDrive to share files and communicate ideas, and created a project I am quite proud of.