graphic design in social awareness: project 1

I know I’m playing a bit of catchup, but my classes have been keeping me more than busy this quarter. This project required the selection of a “social cause” to design some theoretical work for, including the writing of a descriptive and informative design brief (previously posted) and the subsequent design of selected pieces.

I chose to design a campaign creating awareness about fair trade coffee, and designed a set of posters, an accompanying brochure, and web comps for potential production.

Although I was satisfied with the results of the project, apparently my professor was not. I was more than a bit frustrated with the result (you can ask about it if you want more details), but suffice it to say, the grade and explanation was a bit atypical for me. Always next time, I suppose.

Other Downloads:

Project 1 Classroom Brief
Project 1 Personal Design Brief

Additional Notes

January 25, 2006
Professor Casem

You’re not there yet. You need to educate consumers to fair trade coffee before you can admonish them about it. You need to solve that issue before you can inform on any level. This minimalist campaign might work after a few years of education but it won’t work now.

I don’t know if I buy fair trade coffee or not? How would I recognize it. What does it mean? Why is it my problem?

January 28, 2006
Professor Casem

You’ve improved it — now at least we’re getting to the meat of the issue. What is it. How can I recognize it. Where do I buy it. Good thinking.

Now I’d just like to see you explore visually a lot more. Can’t tell you how many coffee posters and ads I’ve seen featuring one little bean… PUSH IT. These are obvious, non-innovative executions.

I also think a spill of beans beside a bag or cup translates better than one bean.

Feburary 4, 2006
Professor Casem

Better. At least now the viewer knows something about the issue. The flush right is hard to read. The type feels scattered and non-cohesive.

Beyond that, I have to be honest, I am pretty weary of minimialist white backgrounds with object photos. They’ve become as trite and mundane as the photoshop layering designs were earlier. Let’s see if you can come up with something more innovative and communicative.

February 4, 2006
Professor Casem

Well, besides the bad rags and widows, it’s just plain boring.

You tell me. You’ve had 5 weeks for this project, does this solution reflect that amount of time and effort in graduate school?

February 4, 2006
Professor Casem

Well, after spending about 10 minutes looking for the taglines that you all refer to, I can only deduce that you’re calling the Headlines taglines…?

You have drop shadows on two but not on the first. Please fix.

In the first one, I’d tighten the subhead to the headline slightly. In the second one, I’d drop the “in it” and say “which cup holds…”

On the brochure cover, second line would communicate better if you said, “how do I recognize it” instead of “how can I tell” — assuming that’s what you meant. Move your left page text in toward the center a bit. The thumbspace is tighter than the inner margin.

Widows, widows…

February 6, 2006
Bea Winny

The finals are much better than a draft or two ago. You’ve made some great improvements as far as the text goes — the message is clearer, more cohesive, and more engaging. I questioned your choice of typography for the main headlines in your posters because it’s so plain. I wonder if a typeface with more visual interest would have been a better choice.
Overall, I like you color choices as well as the selection of images. The designs you’ve created are well integrated with one another. You might have added more depth to your designs (through layering perhaps?). Otherwise, the hierarchy is clear and effective.

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