3. Campaign look

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Creating a memorable visual brand for your campaign is essential when developing a communications package. After all, if something looks appealing, people will be more likely to notice it, and that’s exactly what you want! Work through this series of short videos introducing you to the key concepts of graphic design and then apply this knowledge to designing a unique look for your campaign.

Introduction: Branding and identity

Colour

If you are interested in finding out more about the role colours play in branding, you can click here.

Now, consider the established visual identity of Inland Rail (to do that, you can visit their website and have a look at their logo shown below) and think about the colours that would be a natural fit with your campaign’s purpose. 

Use this tool to create a custom colour scheme for your campaign. Submit your final colour palette below and briefly explain your choice of colours. 

Images

Browse Unsplash, a great resource for beautiful stock photography, and find one image that represents and supports your campaign’s visual identity. Upload your selected photo using the form below and write a couple of sentences to justify why it’s a good fit. 

Typography

After watching this video, pick a font or a couple of fonts you would like to use in your campaign communications. Decide which fonts you would like to use for the titles and the main body of text. Also, think about how you would like to use typography to signify that something is important and needs to be noticed by your audience (for example, are you using bolding, italicising, or underlining?).

Submit an example document using your preferred fonts and briefly state why they have attracted your attention.

Layout and composition

To wrap this all up, bring your ideas together and produce a campaign poster that combines your chosen colours, image, and fonts with the Inland Rail logo and the text you have written in your previous check-point. Think about arranging these elements in a balanced and visually appealing way on a single A4 page, either in portrait or landscape orientation. To give you a bit of context, this is the poster you would send out to campaign participants and partners to generate excitement prior to the launch. You are also planning to print it out and pin it to internal notice boards to raise general awareness of the campaign, so it’s not a digital-only asset. Submit your poster below.


You now have a solid idea about what you would like to say, how to say it best, and how to make it visually stand out. Let’s move on to planning your communications release.