woollen_L_Unit20Advertising.blogspot.co.uk: LO2: Completed campaign material #1 (+ version controls, evidence of editing) with submission to client for approval

The first campaign material I created was my flyer in photoshop.

This post contains evidence of editing my flyer, the flyer itself, version controls and messages between me and my client as evidence of submitting the page for client approval.

Version 1- Front page

This was the first version I created for the front page of my flyer. This demonstrates the basic initial design idea I had for the page, including the choice of background colour and basic editing of the clients logo and implementation of it in a stylistically distinct way.

The first edit I made to the page was using the shape tool to create a rectangle the same size of my document to colour the background. I decided upon the cream colour just like in my pre-production as I wanted the flyer to invoke feelings of luxury and cleanliness which my customers would want to associate with their wedding.

The next edit I made was importing the 'Amazing Cake House' logo to the page. I gained permission from my client to use their logo and any part of their brand in the creation of my campaign.

I then used the magnetic lasso tool to carefully cut around the image of the cake logo to remove it from the white background the image was on.

Here is the image of the logo after being traced with the magnetic lasso tool. This allowed mr to remove the image of the cake from the overall logo and background to use in my page design.

I then increased the size of the image and placed it large, covering half the page. This was to follow my concept documentation visualisation diagram. However, unlike the preproduction document, I made the cake go all the way to the top of the page, instead of 3/4 like in the visualisation diagram. This is because after adding the image I realised the dimensions of the cake fit the page much better when it goes all the way to the top. This would mean that in my future version I would have to place my text slightly differently on the page.

Version 1- Back of flyer

On this first version of the page, I set up and designed the overall border of the page to make it slightly more stylistically distinct from the front cover. This is important as I need to ensure that both sides are visually distinct enough so that the customers will easily be able to tell what's the front and what's the back. As future versions of this page only contain text, adding the border makes it slightly more interesting to look at and still conforms to the genre by making the page appear smart and uniform.

Here is an image of where the rectangle tool is on the tool bar, that I used to create my basic backgrounds.

I started by creating the page the exact same way I did previously, however using the rectangle tool again to create my border. I did this by adding a large black rectangle on top of the previous cream coloured one.

I then slowly layered extra cream rectangles on top of the black one to create the thin black border. This allowed me to create the black border with the gap at the bottom for future text.

Version 2 Front page

Version 2 of my front page for the flyer is a slightly updated design, introducing multiple different styles of text to make the page pop out more.

To create the title of the page I used the text tool. This tool allows me to click and add text anywhere on the page. I created 3 separate lines of text on the page two that I could individually adjust the font and size of each line as I knew I wanted each word of text to be in a different font.

I adjusted the fonts of the text by selecting each word with the text tool, then accessing the adjustment bar at the top of the page. I made sure to choose fonts that fell in line with my initial plan. Both fonts for 'perfect' and 'wedding' were the ones I decided upon using in my preproduction visualisation diagram, however I switched out the font for 'your' from Gabriola to SignPainter. This is because I decided that the new font fit my themes and what I was trying to go for with the 'handwritten' style more. This is because I want to connote to the audience in the font choice how when working with my client you get full creative control so you can still make your wedding yours. 'Perfect' and 'Wedding' are in much more traditionally fancy fonts as I still want to demonstrate to the customers that the cakes ordered from my client are of a high quality. This reassures them into ordering a cake from my client.

Version 2- Back of Flyer

Version 2 of my flyer shows a much more finalised version of the page design to take to my client for feedback. In this edit I introduced the 'Amazing Cake House' logo to the page as well as the text for description of how to create 'your perfect wedding' which is the slogan I will use across all of my campaign materials to create an effective advertising campaign.

This version of the page doesn't introduce any new editing to the page, just adding the text with the text tool and logo to the bottom of the page. The explanation for how I added and cut out the logo is the same as in my 'front cover page version 3'.

To add the text on the page I used the 'text tool'. When adding the text I made sure to use the fonts I had previously used for the front cover page (the fonts being SignPainter and Didot). This was to create clear imagery across the flyer so that the campaign has a strong identity. For the title I used the Nadine font as it looked like a combination of the fonts previously used, being handwritten whilst also very fancy.

Front Page Version 3

After gaining client feedback of the page from version 2, I added extra text to make it feel more complete as the client requested.

Two of my clients wishes for the page was that "can you find a way to add the 'Amazing Cake House' brand name" and "fill the empty space at the bottom of the page". Adding the text to the empty space at the bottom was an easy way to address both of these complaints to better improve the page and make it much more suitable for client feedback.

I did this by re-adding the logo back into the image like I did in version 1, except this time cutting the cake off the logo as the text was what I was looking for. I made sure to add the logo lifted off of my clients branding directly to the page instead of re-creating the clients logo in a different font. This is because I wanted to make sure that the name being on there served the purpose of creating brand recognition so that he flyer is easily identifiable for anyone in the local area and so that customers are more likely to remember the brand after repeatedly being exposed to the branding.

As the text is black on a plain white background, all I had to do was press the 'remove background' option when selecting the image. this made it so that only the text was left on the cream rectangle background.

I then resized the image and fit it into the empty space at the bottom of the page.

To complete the final version of the page I added the contact information of my client to get in touch with her to order a cake directly below the brand name. This is because I want the customer to easily be able to see the contact information after being exposed to the advertising, so placing it on the minimalistic cover under text where your eyes are drawn to helps to make it stand out, but not take away from the overall design of the page.

Version 3- Back of flyer

The final version for the back page of the flyer features improvements based on client feedback. After showing the previous version to my client, she was very happy with most of the decisions I made when creating the page. However, her only piece of constructive criticism was that "the text on the top doesn't work as the title is smaller than the text in the list and uses a font that feels out of place". To fix this issue I deleted the title and shifted around the text from the list to create space for a larger, more dynamic title.

I then added the text from the front cover page to this one.

I then played around with the positioning and sizes of the text until I landed on this final design. This design is effective as it brings for design choices from the front page to create a similar effect but with a more dynamic layout. For example I made the 'your' text the largest, similar to the front page, to emphasise that when designing a wedding a cake with my client you can really make it 'your own' to fit in with that you envision a perfect wedding to be. Meanwhile, 'perfect' and 'wedding' sit comfortably on top of one another, made to look tall and uniform, whilst also representing the layers of a cake as they get smaller as the cake goes upwards. This new tile design overall greatly helps to create campaign recognisability, whilst holding meaning in the way the words are arranged to improve campaign branding.

Here is the final version of the front cover: