Derby Culture Campaign

The brief was for me to produce promotional material for the new regional culture award as part of ‘The Culture Campaign’. I was given a choice of: an audio product, an audio-visual product or a print-based product.

I met this brief by deciding to create two print based/graphics products, a leaflet and a web pop up. I chose these products to design as I thought of the target audience I would be aiming at, this being an older and younger audience of which both the leaflet and web pop up should appeal to. Both of these were listed as choices I could pick in the brief thus meaning I have met the requirements that were set.

Both the leaflet and web pop up use a similar colour scheme of; white, mint and pistachio. The house style of my products is that of a modern and sleek design and layout with its use of green and white colours, triangular shapes. Using the editing software, I made the assets I captured blend with the colours to suit the theme more.  The title stands out in bold with a shadow behind it to emphasise what it is advertising more and draws in the viewers gaze, my own personal assets, blending with the mint colour, stand out from the leaflet and can easily draw in a viewer’s eyes thanks to the detail within my pictures. I implemented a QR code on the back cover of my leaflet that will allow people who are more interested in the event can access the derby council website to receive an in-depth description of the culture campaign.

My target audience ranges from 15-35 year olds, the reason behind this choice is because the web po up should appeal to the younger side of the audience with it being on the internet, the bright colour scheme I used will stand out from the screen as well as the bold text that will draw in the viewers eyes before they can close the advert, the button to close the advert itself is also small meaning the user will see it for longer before it can be closed. My leaflet matches the colour scheme of my web pop up; however, it is more aimed towards the older side of the audience as they are more likely to pick up a leaflet at places such as: information centres and post offices. The leaflets design is modern and sleek, the use of large images along with minimal text will lead to people being less likely to be bored after reading through the leaflet, as well as this, the background of the leaflet is white where the black text can stand out and appear easy to read.

The software I used to create both products was photoshop as this was easily accessible to me more so than other editing software that are available. I also found photoshop a lot easier to understand and work with as I am used to the tools and the way the app works due to past projects.

Compared to other products that function in similar ways, my products both equally serve their purpose effectively, the design of my leaflet is not enough to stand out on its own but with the colour scheme and editing techniques I used, it glows a lot more from similar leaflets in its field. With the web pop up, its design is modern as the triangles and shading give it that contemporary look, the blending of colour and images helps to separate it from the rest. If it were to pop up on a user’s screen it would gather a longer view time thanks to its boldness as well as the smaller click off button.

Overall, both my products will have a major benefit to the campaign as they will be widely distributed across the country, appealing to each of their respected audience members and draw in large crowds of people, helping to achieve the wants of the client.

Before the production phase, I started with pre-production and planning. Below I have included my workplan and call sheet for the project: