Brief 5: EOYS Brand Proposal - Research: Aesthetic Direction

I always knew the concept and name would greatly inform the aesthetic direction of the campaign. Now with a defined name I can begin to implement a design direction for my concept. The tone of voice of the campaign is contemporary and fresh to showcase new talent this should strive towards new innovative design treatments that engage a creatively aware target audience. Based on the concept of the name there should be a theme of uniqueness surrounding the show which could be developed over a number of differing treatments.  

Researching a range of different aesthetics helped inspire initial ideas and identify a successful art direction for the proposal. Whilst aiming for a contemporary design aesthetic I was mindful the resolution needed to still engage the general public and be representative of the range of courses, not feeling too much like Graphic Design, whilst the composition and expression of this Orka poster (below) is extremely successful and engaging to me as a designer it fails to inform an audience as to the purpose of its message making it unsuccessful to incorporate into the concepts direction. 

Exploring further into different print aesthetics I was inspired by this poster, its composition and juxtaposition of type, image, and colour is expressive, engaging, and appeals to my voice as a designer. The complimentary colour scheme works appropriately while the slab serif type stands out to command the audiences attention. Again whilst verging on the side of too contemporary to be commercial there are elements to be taken from this direction that can be implemented into initial inspirations for the proposal. 

I am particularly inspired as a designer by the YALE school of art, I follow their tumblr account for work and to me this always pushes the boundaries of creativity. With a sophisticated art direction their campaigns challenge the traditional connotations of graphic design and evoke unpredicted emotions from its audience. Here the poster for the Yale Symphony Orchestra uses no post production editing and is simply one image. The focal point is students holding up books which read the information and invite the audience to engage more personally with the poster by exploring the image to extract the necessary information. This sophisticated direction boarders a fine art style that is unconventional however allows the piece to stand out as unique event collateral.