Design Process Book for the SC Arts Alliance Awareness Campaign

SC Arts Alliance Campaign_Process Book

Project 2

Process BookGRDS 726 OL - GD in Social Awareness

Professor Sarah AdamsSummer Quarter 2012

Katherine Fisher Howell-Kiser, 2012

Molly Rose Freeman. Mural, RJ Rockers Brewery, Spartanburg SC, June 2012

Table of Contents | 3

TABLE OF CONTENTS:

4 - 11 | DEFINE

12 - 27 | ANALYZE

28 - 29 | EXPLORE 1

30 - 31 | TEST 1

32 - 35 | EXPLORE 2

36 - 38 | ITERATE 1

39 | TEST 2

40 - 41 | EXPLORE 3

42 - 45 | ITERATE 2

46 - 47 | EXPLORE 4

48 - 53 | ITERATE 3

54 - 57 | TEST 3

58 - 81 | ITERATE 4

82 - 83 | TEST 4

84 - 91 | ITERATE 5

92 - 93 | TEST 5

94 - 105 | ITERATE 6

105 - 107 | TEST 6

108 - 111 | REFINE

112 - 113 | TEST 7

114 - 135 | ACTUALIZE

136 - 137 | ACKNOWLEDGE

Katherine Howell-Kiser_The Role of Graphic Design in Social Awareness_GRDS 726 OL_Sarah Adams


The Sundial, on the circle in Barnwell, SC

OBJECTIVE:

For this project, you will develop a design construct for an existing non-profit organization of your choosing. As with Design Project 1, your final presentation should reflect a substantial design output. In the case of this project, however, the medium, the tenor, and the specific subject matter should serve to benefit the organization for which you are designing.

Note: This project spans multiple units in the course. Refer to this unit’s assignments page for a description of specific project tasks to be completed during this unit.

Due at the end of Unit 4 in PDF format. The design brief should include the following components:

• introduction• research methodology• target audience• geographic scope (regional, national, etc)• a description of the strategy• objectives that defined your design decisions.

Although word count is not an accurate factor in determining your brief’s degree of thoroughness, 1,000 words is a reasonable estimate.

RESEARCH COMPONENT:

You should begin this part of the project as soon as possible. The non-profit organization you choose to produce work for should be notified in the first few weeks of the course, and by Unit 5 all but the most specific design issues should be determined. The objective is to create design work that the organization could actually use. A first meeting/conversation should take place within the first three weeks of class, and correspondence should continue as often as necessary. Investigating production, paper choice and printing costs should also be addressed. Please keep minutes of each meeting, and keep these minutes in your project binder for reference. It is extremely important to keep notes of each meeting. If you would like to record your meetings, get advanced approval from your contact.

Define | 5



DEFINE

Chalking Competition, Traveller’s Rest, SC

RESEARCH COMPONENT (cont.):

As with Design Project 1, your topic must be thoroughly researched before you begin any serious design work. Subject matter that focuses on divisive issues must include research on the opposing viewpoint as well as the viewpoint to which you adhere. You must fully understand the scope of the issue before you can hope to address it in an informed fashion. Research should also include examples (in visual and written form) of past design work done for the same cause. Download visuals as you run across them, and save URLs in a file for future reference. This research should be compiled neatly in a project binder for your own reference.

Other areas of process include written brainstorming, thumbnail sketches, and computer developed roughs.

DESIGN COMPONENT:

Your final solutions can be in any format, provided the format is appropriate to the subject matter. If print work is a component of the project, the work should be comped in a professional manner. There will most likely be budget restrictions in this project since many non-profits have very low operating budgets. You must take this into account, but you must also prove that your adherence to these possible restrictions does not curb your creative output. The objective is to communicate the desired message to the desired target audience in as effective a fashion as possible.

DISCUSSION/CRITIQUE COMPONENT:

You are required to post a proposal for your initial research for class discussion by Unit 4. The proposal should include: introduction, research methodology, a description of the strategy, target audience, geographic scope (regional, national, international), and objectives that defined your design decisions. You should also present examples of work that the non-profit organization has done in the past. Roughs for Design Project 2 will be posted for discussion in Unit 7. On this date you must submit explorations with numerous typographic, compositional and color variations.

Define | 7



DEFINE

“Poetry Out Load” Competition, Columbia, SC

Define | 9

THE ISSUE:

Public spending on the arts is too often criticized as an example of wasteful government spending or a misguided government intrusion into an area where it does not belong.

The effects of this issue can currently be seen in my native state of South Carolina.

There is limited to no public funding for the arts in South Carolina due to recent budget vetoes (#1 and #21) made by the govenor, Nikki Haley, that have eliminated the state Arts Commission. Many members of the state House and Senate are trying to get the vetoes overturned, but the outcome is currently unknown.

VETO #1The job of the SC Arts Commission is to make sure that all citizens of our state have access to the benefits of the arts in their lives and communities. The Commission does its work through direct programs like Folk Arts, Poetry Out Loud, and the State Art Collection; staff assistance and professional development for schools, arts organizations, and artists to help them build effective programs and successful careers; partnerships, such as the Arts in Basic Curriculum Project, which has significantly improved arts education in our state; and grants to support the work of arts providers and educators statewide. Even with reduced funding over the last few years (55% since 2008), South Carolina’s investment in the arts produces outstanding returns: a little more than $2 million in FY2011 helped to generate more than $80 million in local matching funds, for a return on investment of almost 40 to 1, and supported more than $1.6 million in grants - more than 280 grants in 37 counties. Statistics are not complete for FY2012, but we know that grants were awarded in 40 counties, and direct services were provided in 45 of our 46 counties. The presence of arts programs in many rural communities and schools in our state is a result of the Commission’s long term investment of staff assistance and grant funds to build and support an arts delivery and education system throughout the state.



DEFINE

Artisphere Festival, Greenville, SC, 2011.

Define | 11

VETO #1 (cont.)Leadership on strategic, statewide issues-such as arts education-is one of the key roles that the Commission plays and is part of the unique public value that it provides. The Commission exercises this leadership through planning, statewide services, collaboration with other key stakeholders, and targeted support for its initiatives. This is not something that any local arts group can or will do. There is no private sector alternative.

Private investment in the arts (by individuals, corporations, foundations, etc.) is almost exclusively local. This means that, in communities lacking significant private wealth, there is little private investment in the arts. The Arts Commission helps to address this inequity. Even in communities with more resources, the Arts Commission’s support helps local arts groups leverage additional contributions, and its staff assistance helps them solve problems and find new opportunities.

All of this value (and great return on a small state investment) will be lost if Veto #1 is not overridden. No override would also mean that there is no agency in state government paying attention to a significant sector of our state’s economy. According to a recent study by researchers at the Moore School of Business at USC, creative industries (for-profit companies, non-profit organizations, and self-employed individuals) in South Carolina contribute more than $9.2 billion to the state’s economy annually and support more than 78,000 jobs. These numbers represent approximately 3% of the total state economy. These industries also produce over $570 million in tax revenue for the state annually.

VETO #21The additional $500,000 for grants will support a substantial increase to grants above base budget levels. Most continuing grantees will see significant year-to-year increases, and we will be able to make awards to new grantees as well, many of whom are small, grassroots organizations and rural schools. While grant programs have not been reduced as much as our overall budget has, they have been cut during the successive years of reductions, and these funds will help regain some of that lost ground for grantees.



DEFINE

LOGO:

MISS MONA (current campaign):

Analyze | 13

THE ORGANIZATION:

The South Carolina Arts Alliance (SCAA) is a private, non-profit statewide assembly of arts organizations, educators, administrators, business and private individuals, that serves its constituency by providing advocacy, resources and technical services. We are the South Carolina’s leading arts policy advocacy organization.

MISSIONThe South Carolina Arts Alliance serves the arts through advocacy, technical assistance, and leadership development in South Carolina.

VISIONBy 2010, we envision that the South Carolina Arts Alliance will be the state’s primary private sector coalition that informs policy development advocates successfully for increased funding for the arts and arts education provides technical assistance and resources to local and statewide arts organizations develops leadership capacity to advance the arts.

GOALS• Influence Public Policy Affecting the Arts• Advance Funding for the Arts• Create public Awareness of the Arts & Arts Education• Build the Capacity of the South Carolina Arts Alliance• Set the Standard for Advocacy and Service at the State and National Level

HISTORYIn 1979, the South Carolina Arts Commission’s (SCAC) Director, Rick George, and staff coordinator, Jay Williams, arranged a meeting with several arts council directors from various areas of the state. A group of eight met at Table Rock State Park to discuss how an alliance could be formed with the South Carolina Arts Commission, which could help local arts councils. In late 1979, an organization was formed and named the South Carolina Alliance of Community Arts Agencies. By-laws were ratified in 1982, stating the purpose of the corporation to be the promotion and development of cultural activities in South Carolina. In 1984, the South Carolina



ANALYZE

“ART WORKS IN SOUTH CAROLINA” (curent campaign):

Image Sources:http://www.facebook.com/scartsalliancehttp://www.scartsalliance.net/

Analyze | 15

HISTORY (cont.) Alliance of Community Arts Agencies was renamed The South Carolina Arts Alliance, Inc. (SCAA).

Originally designed as a vehicle for networking among a small group of arts council administrators, the Alliance developed over the years into a much more broadly-based organization whose members are arts administration professionals, artists, educators, business and community leaders.

The SCAA has a strong history of working in partnership with the S.C. Arts Commission and supports funding of its programs and services. The Alliances plays a leadership role in promoting the Commission’s Arts in Basic Curriculum Project (ABC), as well as working with its “sister agency” the S.C. Alliance for Arts Education and many other partners in support of arts education. The Alliance offers leadership and advocacy workshops, consultancies, retreats, forums, for the professional development of arts administrators, artists, and educators.

The SCAA has built an Advocacy Network in support of the Arts, sponsors the annual S.C. Arts Advocacy Day at the Statehouse, and the accompanying Legislative Appreciation Luncheon, and an Arts Advocacy Handbook. Public awareness of the arts is an on-going part of the work of the SCAA, beginning with the “Put Your Heart in the Arts” media blitz, the ABC’s “In S.C. Arts Education Means Business”, and the current “Art Works in South Carolina” in conjunction with the SCAA’s “Miss Mona’s” products — Mona Lisa in a hard-hat, and numerous themed advocacy buttons.

The SCAA also participates at the national level through advocacy and service, including leading a “team” of arts leaders to the National Arts Advocacy activities each year in Washington DC.

The Alliance continues to distinguish itself as the recipient of advocacy and leadership awards. The Arts Alliance works hard every day to be an effective voice for all the arts and arts education in South Carolina.



ANALYZE

BIPARTISAN(part of the campaign to encourage state officials to overturn the vetoes):

PUT YOUR HEART IN THE ARTS (past campaign):

NOTE:It was very hard to find images or document of the previous campaigns that the SC Arts Alliance has undertaken in the past. I will try to get more from Betty Plumb once we are able to have our phone meeting, but currently this is all I have been able to acquire.

Analyze | 17

DEMOGRAPHICS:

RESEARCH METHODOLOGYI will research the SCAA and their past campaigns and efforts as well as other Arts campaigns from other regions and nations.

I will be working with Betty Plumb, the Executive Director of the South Carolina Arts Alliance ([email protected]), in order to develop a campaign to increase awareness about the importance of the arts in South Carolina in a way that will focus on the overall public benefits of the arts rather than the private, individual benefits.

TARGET AUDIENCEThe primary target audience for this project will be South Carolina residents of legal voting age (18+) who do NOT work with the arts on a daily basis. Those of us in the arts community understand the importance of the arts--it is the rest of the populace that needs convincing.

GEOGRAPHIC SCOPEThe project will be regional and focus primarily on South Carolina (though the message of the importance of the arts should be able to translate beyond this scope).

DESCRIPTION OF STRATEGYThe main strategy for my campaign will be getting people to realize that the arts are incredibly important for communities to invest in because the effects of art are far reaching and can help create vibrant, thriving, safer towns and cities. I will avoid using previous arguments that have not proved fruitful in gaining local and government support (more on this later).

DESIGN OBJECTIVES The goal of my campaign is to make funding for the arts a “hot topic” in the 2012-2013 South Carolina election season and to reach an audience that currently views the arts as non-vital. I hope to show members of the entire region (not just urban centers) how the arts can positively affect them and their communities.



ANALYZE

ALLIED ARTS:

Analyze | 19



ANALYZE

DELLER:

AMERICANS FOR THE ARTS:

Analyze | 21



ANALYZE

CINCINATTI “ARTSWAVE” CAMPAIGN:

THE ARTS RIPPLE EFFECT:

While researching for this campaign, I came across the city of Cincinatti’s multi-year odessy to increase public awareness of and apprecaite for the arts.

Cincinatti produced a report in January of 2012 entitled, “The Arts Ripple Effect: A Research-Based Strategy to Build Shared Responsibilty for the Arts.” This report was produced by the Topos Partnership for the Fine Arts Fund and was the end result of a year-long research and test study of different techniques that could used to raise awareness about the positive effects of the arts in communities. The report goes into depth about the different techniques tried and why (or why not) they succeeded or failed in raising public awareness or changing public perspectives about the arts.

While the whole report is worth a read, I found these to be the most pertinent pieces of information in their findings:

• The common response of most people when asked if art is important is, “Art is nice, but not necessary.”

• Campaigns need to target the majority of people who do not focus on the arts in their daily lives.

• Keep themes consistent and make it easy for the public to talk about, share, and reiterate the main idea.

• It’s natural and common for people outside the arts to view them in terms of entertainment, not necessity.

• People view art as a good to be purchased, not something that can actively work towards the betterment of their community.

• Successful message strategies employ a message that:

Analyze | 23



• Positions arts and culture as a public good--a communal interest in which we all have a stake

• Provides a clear picture of the types of events, activities, and institutes we’re talking about

• Incorporates all people in a region, not just urban centers

ANALYZE

CINCINATTI “ARTSWAVE” CAMPAIGN:

THE ARTS RIPPLE EFFECT (cont.):

• In testing, one message/campaign idea stood out to participants: Thriving arts sectors create “ripple effects” or benefits throughout our communities.

• “Neighborhoods are more lively, communities are revitalized, tourists and residents are attracted to the area, etc.” This direction goes beyond the over-used “Dollars & Cents” arguments

• Promote a more connected population. For example, “Diverse groups share common experiences, hear new perspectives, and understand each other better.”

• By focusing on messages like these, the arts are no longer just nice--they become necessary because practical benefits become just as apparent to people as does the emotional appeal.

• The goal of an arts campaign should be to focus on public benefits, rather than private (individual) benefits.

• Flesh out campaigns with examples people can visualize (galleries, theaters, concerts, art centers, craft markets, etc.)

• Be aware that the words “art” and “culture” mean different things to everyone. Also avoid using artistic or elitist vocabilary.

• Avoid portreying the arts as goods to be purchased or as high-brow activities.

• Focusing on too narrow of a target audience (i.e. kids) can be harmful to a campaign because it causes people not to think about how art can benefit them.

ARTSWAVE:

Using the findings of The Arts Ripple Effect Report as a foundation, Cincinatti launched it’s ARTSWAVE campaign in 2010. ARTSWAVE promotes the creation of community through the arts. The campaign has been very successful, creating promo graphics as well as many city-wide events that get people involved and establish a direct connection between a vibrant community & the ripple effects of art.

Analyze | 25



ANALYZE

ARTSWAVE PUBLIC ART INSTALLATION DAY:

ARTSWAVE SIDE-WALK CHALK DAY:

ARTSWAVE FLASH-MOB DAY:

Analyze | 27



ANALYZE

Explore 1 | 29

SKETCHES:

After researching, I began sketching and trying to come up with possible concepts for my 2nd project. The primary goal for this campaign is to target people who aren’t heavily involved in the Arts community--to show the majority of the populace why the Arts benefit com-munities as a whole. Because of this, I knew I didn’t want to portray art as something passive or only for the wealthy...I’d rather focus on art as an event (some-thing active) and/or the “ripple effect” art has on a community (how the benefits reach beyond aesthetics).

It was challenging trying to come up with concepts that fit these criteria, but I brainstormed and sketched ideas which I then posted to the Unit 6 discussion board for feedback.



EXPLORE 1

Test 1 | 31

PEER CRITIQUES:

PETER BELLA:

I like the sketch with the city timeline idea. I visualized a google style map as the foundation for art locations across the city, then the ‘map’ becomes the grid for connecting the locations - then maybe it spells some-thing out or creates a picture... similar to the paint by numbers but not....just an idea!

MARISKA KALMEIJER:

I was drawn to “its all connected,” the city timeline idea. I love that concept, especially with your goal being the ripple effect of art on the community! Can’t wait to see where this goes!

LORI FIELDS:

I see what you are trying to accomplish...I am hoping to add to the ideas to see what you think.

What if you kind of combined your web/timeline idea into something like this...where it can take form of something. Whether its a word or shape that can relate to art but it will show how supporting SCAA will keep art.

Look at the “a” diagram:



TEST 1

Explore 2 | 33

SKETCHES & INSPIRATION:

After receiving feedback, I decided to pursue the City/Maps option and the Collage/Constellation option. First, I sketched some more to refine my ideas and then I went in search of visual inspiration.



EXPLORE 2

Explore 2 | 35

SKETCHES & INSPIRATION:



EXPLORE 2

SUPPORT THE ARTS, SUPPORT SOUTH CAROLINA.

Iterate 1 | 37

INITIAL CONCEPTS:

Collage of art events and venues from major cities in SC with Constellation type overlay.



ITERATE 1

CAROLINA BALLET THEATRE

GOVERNOR’S SCHOOL FOR THE ARTS

GREENVILLE CHORALE

GREENVILLE COUNTY MUSEUM OF ART

GREENVILLE LITTLE THEATRE

GREENVILLE SYMPHONY ORCHESTRA

THE PEACE CENTER

GREENVILLE CHILDREN’S THEATRE

ARTISPHEREMay 11-13

UPSTATE SHAKESPEARE FESTIVALMay - September

INDIE CRAFT PARADESeptember 7-9

FALL FOR GREENVILLEAugust - October

DOWNTOWN ALIVEMay - August

UPCOUNTRY HISTORY ART WORKSHOPSAugust 25-26

FALLS PARK MOONLIGHT MOVIESJune - September

ART IN THE PARKSeptember 22 - 21

MAIN STREET FRIDAYSApril - October

GREENVILLE OPEN STUDIOSOctober 26

GREENVILLE INTERNATIONAL FILM FESTIVALJune 5 - 8

TRILLIUM ART FESTIVALOctober 1 - 2ART CROSSING

ART IN PUBLIC PLACES



COMMUNITY ART EVENTS & VENUES

IT’S ALL CONNECTED.SUPPORT THE ARTS & SUPPORT SOUTH CAROLINA.

Iterate 1 & Test 2 | 39

INITIAL CONCEPTS:

City map with overlay of art events and venues,connected together to create a constellation diagram.

INSTRUCTOR CRITIQUE:

I met virtually with Professor Adams and shared my initial roughs with her Thursday morning so that I could get some feedback. We discussed some options with the first concept, primarily that I could try using the images to fill in the type (like stained glass). Professor Adams liked that the second concept was more graphic and said the layering of imagery added depth. She suggested I try to incorporate both concepts into a single scheme.



TEST 2

ITERATE 1

Explore 3 | 41

SKETCHES:

After meeting with Professor Adams, I sketched ways to combine the two concepts into one.



EXPLORE 3

SUPPORT THE ARTS, SUPPORT SOUTH CAROLINA. SUPPORT THE ARTS, SUPPORT SOUTH CAROLINA.

SUPPORT THE ARTS, SUPPORT SOUTH CAROLINA. SUPPORT SOUTH CAROLINA.

SUPPORT THE ARTS, SUPPORT SOUTH CAROLINA. SUPPORT THE ARTS, SUPPORT SOUTH CAROLINA.

Iterate 2 | 43

REVISED CONCEPTS:

Constellation Type





ITERATE 2

SUPPORT THE ARTS,SUPPORT SOUTH CAROLINA.

SUPPORT SOUTH CAROLINA.


Iterate 2 | 45

REVISED CONCEPTS:

Collage of art events and venues from major cities in SC with Constellation type overlay.



SUPPORT THE ARTS,SUPPORT SOUTH CAROLINA.

SUPPORT SOUTH CAROLINA.

ITERATE 2

Explore 4 | 47

PERSONAL THOUGHTS & SKETCHES:

After a LOT of trial and error, I was not happy with any of the roughs I had created so I decided to take the constellation idea and abstract it more (along the lines of the 3rd initial rough with the map of Greenville, SC connecting people to different art events and venues in the area). I liked that look of layering diagrams over imagery/maps so I started sketching and playing around with that concept.

As of now, the campaign will consist of 1 large poster featuring state-wide events, 3 accordian style brochures (one for each of South Carolina’s main cities and outlying regions), and possibly t-shirts.

I’d like to limit the color scheme to red, blue, white, and black in order to reference a) SCAA’s logo and typicall campaign color schemes and b) the upcoming election year (USA colors).

Again, the point of this campaign is to raise awareness about the arts and why they need funding in SC--to show people in SC how the arts are tangible places and events that take place all around them and connect together to form networks of vibrant communities throughout the state.



EXPLORE 4

MOONLIGHT MOVIEMAY−OCTOBER, FRIDAYS @ 8 PM

wyche pavillion

DOWNTOWN ALIVEAUGUST−NOVEMBER, THURSDAYS @ 5 PM main street, downtown greenville

ARTISPHEREOCTOBER 6-9falls park on the reedy

smARTMAY 12

mckinley park

GREENVILLE, SCCOMMUNITY ART EVENTS & VENUES

Iterate 3 | 49

REVISED CONCEPTS:

Greenville/Upstate brochure (front),27.5 inches x 8.5 inches,Desaturated images with blue hue overlay:




wyche pavillion



smARTMAY 12

mckinley park


ITERATE 3

Iterate 3 | 51

REVISED CONCEPTS:

Greenville/Upstate brochure (front),27.5 inches x 8.5 inches,Desaturated images with halftone effect applied:



ITERATE 3


wyche pavillion



smARTMAY 12

mckinley park


Iterate 3 | 53

REVISED CONCEPTS:

Greenville/Upstate brochure (front),27.5 inches x 8.5 inches,No images, only vector graphics overlay (for possible use on graphic t-shirts...each city could have it’s own recognizable “constellation”...??):




wyche pavillion



smARTMAY 12

mckinley park


ITERATE 3

Test 3 | 55

PEER CRITIQUES:

PETER BELLA:

It was nice to follow your process through the process book you’ve assembled thus far. I think the concept has really built into something great. The idea was there from the beginning but shines through in the brochure cover. I really like how you finally linked the connection of the stars to the connections of the arts throughout NC. I really like the blue color with the duotone cover. Will the final brochure be that long? It seems like it would be tough to hold.

DAVID MEYER:

Katherine, I love this approach! I really think I like the round 1 drafts because of the compositions more so than the subsequent rounds. The thing I feel like is missing is the great color schemes that are in your inspirational images. I think if you could pull in some of that color, it would be great!

LORI FIELDS:

I think the size will be great. So are you going with the halftone version? I think I like that style. It kinda gives you a glimpse of the upcoming events. I think this proj-ect us coming along well for you. I can see the cover as a strong visual and the reverse side with the info.

JENNIFER DEANGELIS:

I enjoyed seeing your rounds as we got to the end and kept thinking “better.... better...” I am wondering if you can combine these last 2 rounds, see attached:



TEST 3

Test 3 | 57

PEER CRITIQUES:

PROFESSOR ADAMS:

Katherine, this is reading much better now as before. It has more of a sense of movement and visual inter-est. The technique of using halftones is interesting on brochure4, but I agree in regards to adding some color. But I know what you mean in regards to keeping the colors set and was thinking about what if you color code the dots or the lines in order to pull the color. Or you can keep the colors for the images, but wash them out somewhat so that they are not at 100% color. De-saturate them and see how that will look. Next, with the halftone, make sure that the map is readable as the locations are becoming lost in relation to recogniz-ing the area one might be in. Also, if this is a brochure, make sure that your text is not to close to the edge as Downtown Alive information has the potential of be-ing cut of at the bottom. You want to really consider staying in a “safe zone” so that when it is printed it will not be cut off. Next, what will be on the back, or are you planning on keeping it just one sided? If you go with the halftone image brochure, make sure that you have high contrast with the text, as I am zoomed in at 125% and can just barely pick out May 12 mckinley park. You really want to watch your point size as well as consider your target audience as not everyone will have the best eye sight. Also, what might be interest-ing would be to highlight an element within a picture to match your color palette, or color it so it will match it. For example with the children working with art, you color one’s smock or add color to the object they are working on. Just to help carry the eye across each panel while also adding visual interest to the piece and breaking up the black and white with a spot of color. The way you are executing the “connections” are read-ing much better, as it does not have that constellation feel, but more along the lines of what you were try-ing to show with your research. I can see how it has progressed to how it is reading now. Keep on refining as well as considering content for your brochures and placement, as that is important. Keep it up!



TEST 3

Iterate 4 | 59

REVISED CONCEPTS:

Greenville/Upstate brochure (front),27.5 inches x 8.5 inches,Desaturated images with coordinating color highlights:



ITERATE 4

Iterate 4 | 61

REVISED CONCEPTS:

Greenville/Upstate brochure (front),27.5 inches x 8.5 inches,High contrast black and white images:



ITERATE 4

Iterate 4 | 63

REVISED CONCEPTS:

Greenville/Upstate brochure (front),27.5 inches x 8.5 inches,Low contrast desaturated images:



ITERATE 4

Iterate 4 | 65

REVISED CONCEPTS:

Greenville/Upstate brochure (front),27.5 inches x 8.5 inches,90% desaturated images:



ITERATE 4

Iterate 4 | 67

REVISED CONCEPTS:

Greenville/Upstate brochure (front),27.5 inches x 8.5 inches,70% desaturated images:



ITERATE 4

Iterate 4 | 69

REVISED CONCEPTS:

Greenville/Upstate brochure (front),27.5 inches x 8.5 inches,Midnight blue colorized images:



ITERATE 4

Iterate 4 | 71

REVISED CONCEPTS:

Greenville/Upstate brochure (front),27.5 inches x 8.5 inches,Half-tone black and white images:



ITERATE 4

Iterate 4 | 73

REVISED CONCEPTS:

Greenville/Upstate brochure (front),27.5 inches x 8.5 inches,Black and white images with color overlays:



ITERATE 4

DOWNTOWN ALIVEAUGUST−NOVEMBER, THURSDAYS @ 5 PM

main street, downtown greenville

FARMERS MARKETAPRIL−OCTOBER, SATURDAYS @ 9 AMmckinley park & falls park on the reedy

smARTMAY 12mckinley park

GREENVILLE, SC COMMUNITY ART EVENTS & VENUES

MOONLIGHTMOVIE THEATRE

MAY−OCTOBER, FRIDAYS @ 8 PMwyche pavillion

Iterate 4 | 75

REVISED CONCEPTS:

Greenville/Upstate brochure (front),27.5 inches x 8.5 inches,Solid colors with black and white images underneath:










ITERATE 4








IT’S ALL CONNECTEDSUPPORT THE ARTS, SUPPORT A VIBRANT SOUTH CAROLINA.

Iterate 4 | 77

REVISED CONCEPTS:

Greenville/Upstate brochure (front),27.5 inches x 8.5 inches,Potential campaign logo integration, Solid colors with black and white images underneath:











ITERATE 4

It’s All ConnectedSUPPORT THE ARTS, SUPPORT A VIBRANT SOUTH CAROLINA.

It’s All ConnectedSUPPORT THE ARTS, SUPPORT A VIBRANT SOUTH CAROLINA



It’s All Connected.SUPPORT THE ARTS, SUPPORT A VIBRANT SOUTH CAROLINA.











Iterate 4 | 79

CAMPAIGN IDENTITY CONCEPTS:



ITERATE 4








Iterate 4 | 81

PERSONAL THOUGHTS:

I’m a bit overwhelmed by choices at this point, but I do think that my experimentation as created several interesting layout options. As of right now, I like the versions shown on the left the best.

For the back of the brochure, I plan to either feature the rest of the events shown on the map OR more detailed information about the events on the front.

I’m trying to decide the best way to incorporate the campaign identity. I think it should be either on the front of the brochure or maybe on a belly band that goes around each brochure. The belly band could be a sticker or an iron-on transfer...something that encourages creativity by the viewer/reader. Just a thought!

Once the overall look and layout is established, it shouldn’t be too difficult to create the state-wide poster and the other two brochures...however I am a little concerned that I won’t have enough time to get it all done in the remaining week :/ If time runs out, having at least one brochure completed and the poster should offer a glimpse at the entire campaign.



ITERATE 4

Test 4 | 83

PEER CRITIQUES:

JENNIFER DEANGELIS:

I love rough round 4! Looks awesome! You have done so much work... which do you prefer? I like the version 4 because it combines both. The others feel a little over-whelming and I can’t instantly grab what we’re talking about.

PROFESSOR ADAMS:

It is nice to see how you have pushed yourself to the next level in regards to the visual execution. It helps to keep pushing the design as well as yourself as a design-er in order to come up with the final solution. A few things I want you to try, just to see how it looks would be first on page 12, the bottom right, set the blue not 100%, but instead more of an overlay so we can see through the color block and into the pictures which will create a blue wash. next, I like the image treatment on the top left as there is more depth in them, more so than the other ones, Try adding the blue to this as well as mentioned above in regards to the bottom right version. I like the lines moving, but also like the way you have incorporated blue and red dots together on the bottom left, have you tried to add this as well. The reversed text is nice and can see how this might be car-ried to the inside as well, in addition to other design elements. The richness that the first offers in regards to the image is alluring and really draws my eye into it as the other images seem somewhat flattened. I would try and merge the first and 4th design and see if that will work visually. You are almost there.



TEST 4

Version 1

Iterate 5 | 85

REVISED CONCEPTS:

Based on critiques of my last post, I have spent some time trying to combine these two options into one:










ITERATE 5

Version 2

Iterate 5 | 87

REVISED CONCEPTS:











ITERATE 5








Version 3

Iterate 5 | 89

REVISED CONCEPTS:


















ITERATE 5








Version 4

Iterate 5 | 91

REVISED CONCEPTS:


















ITERATE 5

Test 6 | 93

PEER CRITIQUES:

LORI FIELDS:

I think I like #3. The translucent blue works much bet-ter. The headings are more consistent. The overall look and colors functions well with the identity and brand that you are creating.

DAVID MEYER:

I’ve got to say I am digging this thoroughly. I would follow the suggestions that have been made but this is really spectacular.



TEST 5


“THE ARTS PRODUCE JOBS,GENERATING AN ESTIMATE $37 BILLIONWITH A RETURN OF $3.4 BILLION INFEDERAL INCOME TAXES.”

“THE ARTS REVITALIZE NEIGHBORHOODS& PROMOTE ECONOMIC PROSPERITY.”

“THE ARTS BUILD COMMUNITY PRIDE& IDENTITY WHICH LEADS TO POSITIVENORMS, SUCH AS DIVERSITY,TOLERANCE AND FREE EXPRESSION.”

“THE ARTS INCREASE ATTRACTIVENESSOF AREA TO TOURISTS, BUSINESSES,

PEOPLE AND INVESTMENTS.”

Iterate 6 | 95

BACK CONCEPTS:









ITERATE 6







Iterate 6 | 97

BACK CONCEPTS:









ITERATE 6







Iterate 6 | 99

BACK CONCEPTS:









ITERATE 6







Iterate 6 | 101

BACK CONCEPTS:









ITERATE 6

With all the recent uproar concerning Governor Nikki Haley’s veto of the South Carolina Arts Commission and its subsequent overturn, you may be asking yourself that very question.

Why should your tax dollars help to fund what are often seen as unnecessary cultural items, while critical things like education and public safety suffer?

The answer is this: the arts are not bi-products of strong communities, they are the creators.

The arts are an integral part of our society and our state, connecting multiple sectors. Many things we love most about our communities can be tied back to the arts in some way, shape, or form.

Extensive research has proven that the arts create a strong economic impact, increase innovation in the workplace,

raise our quality of life, improve student test scores, allow our state to receive national recognition, draw in visitors and help develop bold, self-sustaining communities.

The arts play a vital role in each of South Carolina’s 269 towns and cities which, in turn, benefits the state as a whole.

We at The South Carolina Arts Alliance (SCAA), the state’s leading arts policy advocacy organization, believe that many citizens are unaware of all the exciting events and venues made possible by funding the arts throughout our great state. We’ve created this campaign to increase arts visability and raise awareness about its importance.

Keep reading to find out more about local events in your community and how your continued support of the arts can only further enhance the rich cultural fabric of South Carolina.







Iterate 6 | 103

BACK CONCEPTS:


















ITERATE 6











DESCRIPTION:Established in 2005, smART has quickly grown into a signature event that draws both locals and tourists to Greenville, South Carolina’s dynamic downtown. Despite its short history, smART has distinguished itself as both a national and regional highlight. The top ranking smART festival is an annual three-day event that gives arts patrons the rare opportunity to meet exhibiting artists while purchasing original works of art. smART also caters to families and children, providing many hands-on activities throughout the weekend.

DETAILS:• Year Event Started : 2005• Event Hours : F 4-8pm; Sa 10am-8pm; Su 11am-6pm• Fee: Free Admission• Food Vendors

CONTACT INFO:• Address: 16 Augusta Street, Greenville, SC 29601• Phone: 864-271-9398• Website: www.smartgreenville.com


DESCRIPTION:Watch your favorite classic movies under the stars at the Wyche Pavillion in Downtown Greenville. The 2012 series runs through the summer, with a different classic movie shown each Friday evening. This year’s offerings also include “Batman”—the 1966 version with Adam West as the Caped Crusader—and the Western “Winchester,” with Jimmy Stewart and Stephen McNally. In addition, you can vote for the classic movie to be shown on the final evening of the series. Lawn chairs, blankets and picnics are welcome at the events, but pets and tobacco are not. Movies begin at sundown (roughly 8 p.m.) each Friday, but get there early to secure a good spot.

DETAILS:• Year Event Started : 2007• Event Hours : F 8-11pm• Fee: Free Admission, $1 alcohol wristband• BYO Picnic

CONTACT INFO:• Address: 318 South Main Street, Greenville, SC• Phone: 864-467-9777• Website: www.greenvillesc.gov/MoonlightMovies

MOONLIGHTMOVIE THEATREMAY−OCTOBER, FRIDAYS @ 8 PMwyche pavillion

DESCRIPTION:This weekly music series at Hyatt Plaza on Main Street continues for 16 weeks and features local, regional and national entertainers with sounds including rock, blues, funk, and cover bands. A total of approximately 45,000 people attend this event annually and it is the single largest fundraiser for the arts in Greenville.

DETAILS:• Year Event Started : 1998• Event Hours : Th 5-11pm• Fee: Free Admission, Food and Drink Tickets extra• Local Food and Drink Vendors

CONTACT INFO:• Address: 40 W. Orchard Park Drive, Greenville, SC• Phone: 864-232-3000• Website: www.greenvillesc.gov/DowntownAlive


DESCRIPTION:Come take a morning stroll on Main Street every Saturday May through October and experience the colorful sights and enchanting smells of the TD Saturday Market. Select from the finest farm-fresh produce, baked goods, meats, cheeses, seafood and other specialty foods, locally grown and delivered to Main Street each week. You’ll enjoy shopping in a festive outdoor setting and having the opportunity to shop directly from local harvesters. Shopping fresh is not only a healthy choice, but it also helps support the local farming community! The market features live music and interactive events that appeal to a wide variety of interests. Experience the country without leaving the city!

DETAILS:• Year Event Started : 2010• Event Hours : Sa 9am-1pm• Fee: Free Admission• Local Food and Drink Vendors

CONTACT INFO:• Address: Main Street, Downtown Greenville, SC• Phone: 864-467-4494 • Website: www.saturdaymarketlive.com

FARMER’S MARKETMAY−OCTOBER, SATURDAYS @ 9 AMmckinley park & falls park on the reedy

Iterate 6 | 105

BACK CONCEPTS:





























ITERATE 6

Test 6 | 107

PEER CRITIQUES:

LORI FIELDS:

Nice composition and feel. There is something about the red and blue backgrounds that bothers me...I think the blue is nice and inviting, but that red is screaming at me ALERT! What if you replaced the red with white or a cool gray. This way it will perhaps make it more inviting and you will still see the red that is present in the logo graphic and the blocks behind the text. Just a thought to see how it may look. But overall it’s coming together nicely.

ME:

Thanks, Lori. Professor Adams suggested having more white space as well so I’ll try that!



TEST 6

Refine | 109

ALMOST FINAL BROCHURE FRONT:



REFINE



























Refine | 111

ALMOST FINAL BROCHURE BACK:





























REFINE

Test 7 | 113

PEER CRITIQUES:

LORI FIELDS:

Katherine this is looking great. Review attached PDF for my comments. I see a few details that once they are tighten up a bit it would make a stronger structure/grid. :) Postive feedback and I hope it helps. :) YAY! I can’t believe this is it. This course has flown by.

**Lori suggested that I changed the justification to left-aligned rather then justified-left and that I line up the back elements so that they are on a consistent grid. She also pointed out that the logo type treatment differed from the front of the brochure to the back.



TEST 7

CAMPAIGN IDENTITY BREAKDOWN:

OUTLINE: The shape of South Carolina

THE 3 SEGMENTS: The 3 Regions of South Carolina (Upstate, Midlands, Lowcountry)

DOT 1: Greenville

DOT 2: Columbia

DOT 3: Charleston

LINE: Symbolizes the “It’s All Connected” aspect of the campaign

Actualize | 115

CAMPAIGN IDENTITY:







ACTUALIZE

Actualize | 117

GREENVILLE/UPSTATE BROCHURE, FRONT(27.5" x 8.5"):



ACTUALIZE


Why should your tax dollars help to fund what are often referred to as unnecessary cultural items, while critical things like education and our public safety suffer?




raise our quality of life, improve the test scores of our students, allow our state to receive national recognition, draw in visitors and help develop bold, self-sustaining communities.


We at The South Carolina Arts Alliance (SCAA), the state’s leading arts policy advocacy organization, believe that many citizens are unaware of all the exciting events and venues made possible by funding the arts through out our great state. We’ve created this campaign to increase arts visability and raise awareness about its importance.

Keep reading to find out more about local events in your community and how your continued support of the arts can further enhance our cultural fabric.






DESCRIPTION:Watch your favorite classic movies under the stars at the Wyche Pavillion in Downtown Greenville. The 2012 series runs through the summer, with a different classic movie shown each Friday evening. This year’s offerings also include “Batman”—the 1966 version with Adam West as the Caped Crusader—and the Western movie, “Winchester,” with Jimmy Stewart and Steve McNally. In addition, you can vote for the classic movie to be shown on the final evening of the series. Lawn chairs, blankets and picnics are welcome at the events, but pets and tobacco are not. Movies begin at sunset (roughly 8 p.m.) each Friday, but get there early to secure a good spot.








DESCRIPTION:Come take a morning stroll on Main Street every Saturday May through October and experience the colorful sights and enchanting smells of the TD Saturday Market. Select from the finest farm-fresh produce, baked goods, meats, cheeses, seafood and other specialty foods, locally grown and delivered to Main Street each week. You’ll enjoy shopping in a festive outdoor setting and having the opportunity to shop directly from local harvesters. The market features live music and interactive events that appeal to a wide variety of interests. Experience the country without leaving the city!




Actualize | 119

GREENVILLE/UPSTATE BROCHURE, BACK (27.5" x 8.5"):





























ACTUALIZE

CLOSE-UP OF BACK PANEL WITH COPY (SELF-WRITTEN):



























Actualize | 121

GREENVILLE/UPSTATE BROCHURE, FRONT & BACK (27.5" x 8.5"):





























ACTUALIZE

STATE-WIDE POSTER (22" x 30"):



smARTMAY 12

mckinley park



FARMERS MARKETMAY−OCTOBER, SATURDAYS @ 9 AMmckinley park & falls park on the reedy

CHEROKEE CO. HISTORY& ART MUSEUM

301 COLLEGE DRIVEhistoric gaffney

SC BOOK FESTIVALMAY 17−19 columbia metropolitan convention center

AIKEN’S MAKIN’SEPTEMBER 7−8

historic downtown aiken

ART’OBERFESTOCTOBER 19−20 historic livery stable, abbeville

JAZZ UNDERTHE STARS FEST

SEPTEMBER 7−8 @ 8 PMsouth carolina state house, north lawn

THE COLUMBIAMUSEUM OF ART1515 MAIN STREETdowntown columbia

CREATIVE SPARK757 STATE ROADmount pleasant

GIBBES ART MUSEUM135 MEETING STREETdowntown charleston

MOJA ARTSSEPTEMBER−OCTOBER meeting street, charleston PAWLEY’S ISLAND FEST

SEPTEMBER 27−OCTOBER 14pawley’s island golf resort

MOZART IN THE SOUTHSEPTEMBER 13−16 @ 6 PM middleton place plantation

Actualize | 123

PERSON HOLDING POSTER:



ACTUALIZE

Actualize | 123

BROCHURE & POSTER PROTOTYPES (1/2 scale):



ACTUALIZE

Actualize | 127

BROCHURE & POSTER PROTOTYPES (1/2 scale):



ACTUALIZE

CLOSE-UP OF INDIVIDUAL EVENT POSTER (11” x 17”):

Actualize | 129

INDIVIDUAL EVENT/VENUE POSTERS (11” x 17”):



ACTUALIZE

LIGHT POST BANNERS:

“IT’S ALL CONNECTED” CAMPAIGN LAUNCH GIVE-AWAY:

Actualize | 131

PROMOTIONAL T-SHIRTS:



ACTUALIZE

Actualize | 133

PROMOTIONAL T-SHIRTS:



ACTUALIZE

WALL MURAL (these would be done throughout the state:

Actualize | 135

NEW FACEBOOK PAGE:



ACTUALIZE

Acknowledge | 137

CATALOG:



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ACKNOWLEDGE

Documents

Design Process Book for the SC Arts Alliance Awareness Campaign