A visual system developed to advertise a lecture series at a fictional design museum.
Context
Visual Communication Fundamentals, Carnegie Mellon University, Fall 2019
Tool
Adobe Illustrator
Challenge
Explore typographic systems and meaning through a series of successively more open-ended iterations on the assignment, using the copy provided. Deliver an 18"x24" poster, 11"x17" poster, 8"x5" flyer, and 728x90 pixel digital ad banner with a consistent visual system. 
Approach
Exploring type hierarchy
Part 1: sketch at least 32 variations on text placement, using only the copy provided.

At first, I was inclined to vary text only within grid layouts, but with enough iterations, I began considering slanted, wavy, spiral, and vertical text to add visual interest. 
Part 2: translate eight of these variations to posters in Adobe Illustrator, using only one weight and size of Helvetica.

I used kerning, leading, capitalization and repetition to break up the monotony of the single font size. We critiqued each others' posters in class, exploring which seemed the most effective at conveying information, and which posters we found most visually compelling; these did not always align.
Part 3: four posters using one additional type weight variant; four posters using one additional type size variant; then, four posters using two type size variants and two type weight variants.

I chose to work with a layout that my classmates and I had perceived as clean and effective. Considering additional font weights and sizes placed increased importance on prioritizing information. Should the lecture dates be made prominent through large, heavy text? Or is it more important that speakers' names be visible from a distance?
Varying color and background
With layout mostly solidified, we began incorporating color and background elements. These successive iterations taught me the importance of reviewing designs in print for text as well as color: font sizes that appeared proportional on screen seemed unnecessarily large at their full printed size.
I wanted to use a bold and colorful palette that would not detract from the message of the poster. While monochromatic gradients were most positively received during critique, I wanted to maintain balance between warm and cool hues. I chose to use a cool, dark background color and a gradient of warm colors from the interior to outermost circle. I then darkened the oranges and reds of the outer circles to create more separation from the interior yellow. 
Expanding the system
I translated the visual system to an 18"x24" poster, a 5"x8" flyer advertising a single lecture, and an online ad banner that would deliver information cleanly at 72 pixels per inch. Rounds of refinements and tweaks to the content, background position, and colors led me to the final set of deliverables shown above. 

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