Design a Visual Communication Artifact:
Fun! Escape! Independence! All the while, creating a sense of safety, reliability and value, drove our campaign for a much needed shuttle from St. George to Brian Head resort.
As shown far below, we wanted an outdoorsy, wintery appeal. We wanted something that would appeal to youths ages 12-21, and their parents, who would likely be financing their adventures.
I got to create the bus wrap. The bus isn't just an ancillary product in the campaign. It is the product of the campaign! The objective was to create something that would visually knock your socks off were you to encounter it on the road.
This crude representation, actually depicts what would be "larger than life" photos of engaged sledders.
The sled is tilted slightly to show movement, and all of the people in the group are experiencing either fear, joy or bewilderment---just like when you really sled!
We chose wintery colors patterned after Frozen, and "borrowed" the Brian Head logo. Mike found an excellent font for the SLED, and I chose to post it in white so it would stand out more.
As far a Gestalt principles go, I felt the boarder on the main logo looked like a bird (pragnanz), so I (don't tell my team), used a different design on the bus. Besides that, I felt it fit better in the available space.
In reality, I would have put all the social media information on the bus, but was trying to keep the visual simple for the class presentation.
I carefully proportioned the sled to fit the vector on our design page. An extracted image fit perfectly on the bus for design manipulation. This was important when we further discussed using the pencil drawn image to replace the imitation "photo" of sledders for class presentation.
Collaborate on Design:
Product Concepts:
Ski/Snowboard Shuttle: Brian Head Sled
Style Guide Ideas:
Fonts:
Arial (body)
Arial Bold (headers 1)
Broken Glass (headers 2)
Projects (logo)
Brian Head (actual Brian Head Logo font)
Color Palette Resources:
Font Resources:
Website Creation Resources:
THE BRIAN HEAD SLED
Personas:
Emily is 40, and a wife and a mother of 5 kids. She is a stay at home mom who lives in Ivins, Utah. Her oldest son is 14 years old and is very shy and has few friends. He has really loved the snow since a very young age. She got the direct mail piece and thought it would be the perfect opportunity to let him go with his friends to have a little fun over the holiday break. She and her husband have talked and it would be very hard to take the family skiing when they have such young kids at the house. She is worried that her son won’t get out during the holiday break and this will be something that he would love to do.
Kaitlyn is 18, and a freshman on scholarship at Dixie State University, majoring in business. She is from Salt Lake County and has a deep passion for skiing and snowboarding. She had a car in high school but it recently broke down. Because of school and work she isn’t able to go home very often, except for on holidays. She would love to have a way to go skiing or snowboarding on the weekends when she isn’t working or else she would not get the opportunity.
Barry is 12, and a 7th grader at Fossil Ridge Intermediate School located in St. George, Utah. He hates that all his friends have been snowboarding before and he has not. They all go with their older siblings and Barry's parents don't want him going with his friends' crazy older brothers. He really wants to go but his parents work full time and he is the oldest out of two kids. He wants to have fun while on Christmas break but his parents probably won't have a lot of time to take him and his brother.
Communication Objectives:
To create fun, escape and independence for youth. For parents to have a feeling of safety, reliability and a good value.
Demographic:
Youth/Young Adults (ages 12-21) and their parents.
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