Setup
This project was the output of a group project as part of my studies in Advertising and Market Communication. Specifically it was Part of the subject: Visual Communication led by Professor Gabriele Kille.
The team consisted of the following members:
David Kaupp
Iris Krampe
Judith Sommer
Alina Strozynski
Sabrina Ullrich
and myself.
As this project was conceived as Part of a study program the Copyright to all outputs created as Part of this project is held by Stuttgart Media University.
Brief
The visual design of the add-conference is based on a motto, which had to be defined in the first step. The motto should be inspiring and appeal to and activate potential speakers and creatives. It also needed to fit the following topic prompts:
- new tomorrow
- data driven creativity
- celebrating advertising
- augmented reality
- virtual reality
- artificial intelligence
- 50 Year Jubilee of the Advertising and Market Communications course
The logo of the add should be retained in its basic features during the development but may be adapted and slightly modified to the new corporate design of the add.
In addition to the motto, a trailer, a website, GIFs and tickets had to be designed.
Furthermore, the corporate design should also be transferred to social media (Instagram) and various advertising materials in the print area. print media.
In addition, suitable ideas for merchandise articles were needed.
The Conference
The add is the young conference of the Stuttgart Media University. Creative talents have the opportunity to get in touch with professionals from the creative industry.
With the add conference, a platform was created that inspires on current topics from the creative industry and enables networking with professionals. Appropriate speakers are invited to give lectures on the topics. Workshops and a creative atmosphere round off the add.
Concept: Motto
The motto of the add was to create something new and unexpected, which activates, inspires and activates, inspires and arouses curiosity about the conference.
The media and creative industries are colourful, provocative, unpredictable, crazy, versatile, lively, surprising, emotional, wild – it is like a jungle a jungle in which a multitude of individuals meet. of individuals come together.
As jungle, the media world is full of adventures and adventurers. full of adventures and adventurers. At the add, they are all brought together agencies, companies, creatives and creatives and marketeers to set off together to set out on new adventures together.
The combination of “add” and “adventure” and “adventure” finally gave rise to a perfectly tailored to the add wordplay:
addventure
The word “addventure” also contains the English term “venture”
(German: Unternehmen, Projekt), which creates a reference to reference to various guests and the and content of the add.
The motto is complemented by the slogan “welcome to the wild”. This has an invitation to the target groups and reflects “the wild and reflects the “wild” and expectant of an adventure. With “welcome to the wild”, not only is not only the jungle theme taken up but also a reference to the bustling and constantly changing and constantly changing advertising and creative industry.
Design: The Logo
To ensure that the recognition of the original add-CI is maintained, the add logo
2020 was used. To create a direct link to the motto, the logo was supplemented by the word mark “venture”. This is handwritten and reflects the “imperfect” reflects the wild character of an adventure. adventure.
This creates a contrast to the graphic elements in elements in the add logo. The size and placement of the subline were chosen to create a harmonious balance so that the add word brand does not recede too much into the background. in the background.
To create a further highlight, the subline can, depending on the intended use,
in the CD colours of the motto, depending on the colours. This makes the logo flexible logo can be used flexibly and an additional contrast. Furthermore, the subline can be supplemented by an animation, which creates a dynamic in the logo.
Design: Fonts
To reinforce the motto of the add three typefaces were chosen, each of whicheach conveying a different character.
The combination of the fonts creates a contrast.
The combination of the typefaces creates a contrast that further expresses the “wildness” of the motto. As diverse as the audience of the add and the people in the creative industry are, so is the typography.
Termina Heavy was to be used for headlines. This has a strong and dominant appearance, making it very expressive and well suited for headlines.
Texts were displayed in Space Mono. The monospace typeface, which has a rather minimalist appearance due to its properties as a thick character, the monospace typeface character, functions as a counterpoint to the dominant Termina Heavy.
In addition, there is also the Wild-Font created especially for the motto by Sabrina Ullrich. It is a handwritten typeface that was used mainly used as a decorative font. The Wild Font has – in keeping with the motto – was with a rather playful and wild character.
Design: Colours
Young, colorful, wild and creative. Characteristics, which are not only reflected in the event and the audience, but also in the colors.
The colors are based on the large billboards in New York’s Times Square.
In order to take the jungle aspect to another level, we have to another level, we have used the most and expressive colors that are eye-catching and colors that are eye-catching and have a signal character. This creates a link between the digital and the print world of the advertising industry, which moves away from the the “classic” image of a jungle, but the adventure aspect is still maintained.
Due to the conspicuousness of the colorsa stronger attention for the add is also created.
Since the colors are used in digital and print and in the print media, the colors were for an optimal representation of the colors both the RGB and the corresponding CMYK values were defined.
Design: Tonality and stylistic devices
The aTonality is directed at different target groups: students, professors, speakers, agencies and companies.
The participants not only shape the content of the event the content of the event, but also contribute the mood of the add. In the spirit of an adventure, the tone should be the tonality should convey something exciting and mysterious, which arouses curiosity and arouses the curiosity and interest of the arouse the interest of the target group. Even before the add, the slogan “welcome to the wild” is intended to give a hint of the motto with the slogan “welcome to the wild”.
Following on from this communication measures will be used to interaction with the target groups target groups by using various catchphrases are used to prompt the to activate the target groups to take action. to take action. The aim is to arouse curiosity from the outset and arouse curiosity from the outset and build up.
In addition to the bright colors and the significant typography, the eye is a further striking stylistic device is used in the design.
The origin of the idea of the eye lies with the theme “New Tomorrow,” which will be part of add 2022,
The theme is about future-oriented thinking and action in various areas, looking ahead to discover new things, vigilance and curiosity about what is and what is to come. However, the eye will not be the focus in the design, but will be used purposefully and subliminally. It is an element that appears again and again in combination with other forms. Thus, it becomes a search game that is abstract and recurring. It finds its use primarily in the digital (website, GIFs) to set small accents. Furthermore it is used on individual advertising materials in the print area.
What did it end up looking like?
Soon there will a link here to how the event and all the assets ended up looking!
