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Scenario You have been hired to create a multi-channel advertising campaign for Fresh Fare Farms. This meal kit delivery service prides itself on using locally sourced items from farmers that use sustainable practices. They are launching a multi-channel advertising campaign during Hunger Action Month to expand their customer base. For each customer that signs up this month, Fresh Fare Farms will donate to local food banks in the customer’s area. Directions Create an animated digital advertisement and a seamless social media advertisement for the course project. Both advertisements should follow design aesthetics similar to the magazine advertisement in Milestone One. Specifically, you must address the following rubric criteria: Digital Animated Advertisement Using Adobe Photoshop, create either a leaderboard (728 x 90 pixels) or skyscraper (160 x 600 pixels) digital animated advertisement. In this milestone, you only need to create the design for the digital advertisement. You will add the animation in the final project submission week. Be mindful of the file size for this deliverable. Once the animation is added, the advertisement must not exceed the maximum file size of 150 kb. Create a digital animated advertisement, including all of the following components: One tagline: This should be the same tagline used in the magazine advertisement. Specified copy: Use all of the copy specific to this channel from the design brief. One variation of the vector logo: Choose a logo variation provided in the brand style guide that is best suited for this design. Three to four background images or a color background: If using images, limit it to one “hero” image and no more than three additional images. The images can be from the mood board, magazine ad, or completely new, but they must be consistent with the imagery used in Milestone One (magazine advertisement). Ensure that the chosen images have appropriate commercial licenses. If using a color background, use color options (or their tints) provided in the brand style guide. Optional (non-graded): Illustrations or iconography from the brand style guide, aligned with usage rules. Including illustrations or iconography is for aesthetic purposes only. Seamless Social Media Carousel Advertisement Using Adobe Illustrator, create a seamless social media carousel advertisement consisting of three artboards that are 1080 x 1080 pixels each. Create a seamless social media carousel advertisement, including all of the following required components: One tagline: This should be the same tagline used in the magazine advertisement. Specified copy: Use all the copy specific to this channel from the design brief. Ensure that you follow the copy distribution as outlined in the design brief. One variation of the vector logo: Choose a logo variation provided in the brand style guide that is best suited for this design. One to three images: The images can be from the mood board, magazine ad, or completely new, but they must be consistent with the imagery used in Milestone One (magazine advertisement). Ensure that the chosen images have appropriate commercial licenses. Optional (non-graded): Company website URL. Optional (non-graded): Illustrations or iconography from the brand style guide, aligned with usage rules. Including illustrations or iconography is for aesthetic purposes only. Create a cohesive carousel advertisement design with three distinctive artboards. Consider the following questions to guide your design work. Is the overall design aesthetic of the three artboards cohesive? Do all three artboards use the same color palette, typography, and other design elements? Do all three artboards collectively seamlessly communicate the brand story? Do all three artboards collectively highlight the key message of the campaign? Is the copy seamlessly distributed across the three artboards? Overall Design You are creating a multi-channel advertising campaign comprising three cohesive campaign deliverables. You will be graded on how these deliverables meet the following criteria: Apply consistency across the two campaign deliverables. Consider the following questions to guide your thought process: Do both advertisements use design elements similar to the magazine advertisement to maintain visual consistency? Do all three advertisements use the same or similar color palette and typographic style? Are the optional design elements (illustrations, icons, etc.) taken from the brand style guide? Do all three campaign advertisements collectively look like they belong to the same client? Do all three campaign advertisements collectively communicate the same overall message? Apply the brand rules as outlined in the brand style guide. Consider the following questions to guide your thought process: Do both advertisements follow the defined brand rules for images? Do both advertisements follow the defined brand rules for logo usage (for example, maintaining clear space)? Do both advertisements follow the defined brand rules related to color and typography? If applicable, do both advertisements follow the defined brand rules for shapes and patterns? If applicable, do both advertisements follow the defined brand rules for illustrations and iconography? Design campaign deliverables that align with the target audience visual preferences outlined in the design brief. Consider the following question to guide your thought process: Do both advertisements take the audience’s overall visual preferences into consideration? For example, is the audience’s preference for diversity in race and ethnicity evident? Integrate client (instructor) feedback from the magazine advertisement. Consider the following questions to guide your thought process: Have you considered the feedback from your client (instructor) from Milestone One (magazine advertisement)? If applicable, do you have solid reasons for not incorporating some of the feedback from your client (instructor)? Include attributions for each of the images included in the advertisements. Record image attributions in the GRA 415 Attribution Tracking Spreadsheet. Note: Save your Illustrator file and layered Photoshop file in OneDrive so that you can modify them in the project submission week. What to Submit Submit the following four deliverables: The digital advertisement as either a leaderboard (728 x 90 pixels) or skyscraper (160 x 600 pixels) created in Adobe Photoshop and exported as a PNG for submission The seamless social media carousel’s three artboards (1080 x 1080 pixels) created in Adobe Illustrator and exported as a 3-page PDF and a PNG The PDF version (*.PDF) of the magazine advertisement from Milestone One (resubmission). This will help the instructor reference the base design while assessing visual cohesiveness. The completed GRA 415 Attribution Tracking Spreadsheet, including images used in this assignment. For this course, you will use a combination of public domain, openly licensed, and copyrighted images. You are responsible for avoiding copyright infringement by attributing these images according to established copyright guidelines. See the Openly Licensed Images area of your course for details.
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