Design Artefact 1: Posters / EDM
I started off designing posters for the financial brokerage firm Millennium Associates. The posters were intended to target the recently married or married couples who just had children. This would allow the brokers in the company to help to facilitate setting up a trust fund to help with their children’s education and future expenses.
Poster 1: Don’t lose your children’s bread and butter
I started off by taking a simple top down photograph of my baby sister’s cutlery, and rending it in photoshop to make it look better.
The attempt to express a visual metaphor came from the idea of a plate, and playing with the idea of a plate to communicate the urgency of financial planning and ensuring that clients’ families are well protected.
The idea of “loss” is conveyed through putting a couple of dollars on a baby’s plate, communicating the lack of sustainability in the way most couples are going about planning for their children’s education.
This was draft 1 of the poster. I created a table cloth patterned background and information that was placed in a central composition, while the logo was placed in the top right. During the consultation, it was mentioned that the message might be too strong, as “losing your child” can mean many things; like a child dying etc. Therefore, I had to rework on the message, and perhaps make the logo a bit smaller.
Poster 2: The race begins early
I started off with a simple concept of the race track, where every parent wants their children to get a headstart in the rat race. There are different ways to ensure that one’s children have an advantage, but the firm’s focus was to start early to end well. Thus, our ads have to be targeted at children, so that the trust fund has time to grow and deliver the results needed.
Again, it was a blend of vector illustration and photography. This gave the poster an element of youthful playfulness, and would not feel as static as a poster incorporating just one medium.
The advice given during consultation was that the 2 posters had 2 radically different compositions; the first adopted a central composition whereas the second was more dynamic and off-centre. Thus, I worked to ensure that both posters had the same composition, tightening the grids and playing with type to ensure that both posters conveyed the same kind of playfulness and yet gravitas of the message.