Project: Ad Series Pt.1a- Ad Series Design Brief
Grade: 100 points
Due Pt.1a: Week#6, Monday, 9am

Forum Critiques are due per ad schedule

Late work - Submissions after deadline and up to one week late = minus 10 points
................Submissions 2 weeks late = minus 20 points
...............WORK WILL NOT BE ACCEPTED AFTER WEEK 2 OF DUE DATE

See Ad Project Schedule(Wk#5) before you begin.

Project:
Choose either a shoe, handbag or skateboard line that you would like to promote.
It MUST be an existing line of products.
Your campaign will promote one product from the company.

Objectives
• develop a creative concept to promote a product
• understand the importance of hierarchy in a layout
• use the principles of design
• design different layouts for the SAME product/company as part of one campaign
(each layout is changed to fit the specific format for magazine, banner ads and transit poster)
Assignment Details:

Begin with a Design Brief that will be created in Indesign.
The brief itself should be well designed using an appropriate font, font size, line spacing and column width.

Using Indesign, create an 8.5"x11" document which includes:
Page 1-2 - Design Brief:
include your name.
State the company and product you will use for the ad series.

Research the company information:

• Research (short paragraph) about the company or product and site your sources
• Define the purpose of the ads (what is it selling or promoting)
• Define the audience and be specific (young males is not specific enough)
• Write the information to be communicated
(name of company and/or product and any text from your research)
• Write at least 3 descriptive words to describe the company/and or product.
This will help you determine the best kind of layout (formal, fun, serious etc) and
typeface to use before you begin to design.

Decide on and include an appropriate tagline you will use in all of your advertising.
You may use an original or find one that is already out there (see links in Week#6).
Your tagline is what will help you decide on your concept.

Examples:

Coke: "I'd like to buy the world a Coke"
Apple:  “Think different”
Honda: “The power of dreams”

Page 3 - Experiment with typefaces.

• Find the typefaces which best express the spirit of the company and product.
• How will these fonts look on a small web banner?
• In the Indesign document create a page with a minimum of 10 examples of different fonts.
Type the name of the font in two point sizes, large(14-16pt. - headline)and small (10, 11, 12 pt.- body).
• State the font you have chosen and explain why you feel it works best.

Page 4 - Images for concept
Once you have completed your research, and decided on a tagline,
you are ready to decide on a concept that will be used in all of the ads.
Find an image which will convey your concept.
Your concept should include more than just the produce.

This SAME image, tagline and concept will be used in ALL your ad layouts but will be altered as needed.
You may use the stock photo images the department owns
(check out the cds from the DAC Help desk) or use your own photo or free stock photos.
Remember that for print the resolution ranges from 300-350ppi for magazines,
and transit poster and 72ppi for the web.

Look at these sites for free or inexpensive images:
(always review the copyright requirements especially if they are using CC (Creative Commons)

Create an Indesign Package (File>Package)

Export file as PDF.

Upload to Moodle assignment link.