Design at York U Promotion
This project focuses on developing a creative cross-platform campaign that communicates the essence of the Honours Bachelor of Design program at York University.
The objective was to create a poster series, a dynamic 10-second motion graphic video, and a premier gift that interpret the meaning of "Design" in a conceptual and visual way, rather than simply presenting factual information about the program. By applying semiotic theory and design thinking strategies, the project explored the philosophy and vision behind the program, aiming to express its core identity through a creative platform.
Poster Series
I centered my campaign on the tagline: Create, don’t regurgitate. I felt that this was a good phrase to appeal to teenagers who are sick of studying a bunch of boring information only to regurgitate it onto a test and then forget about it. These teens would rather create something new and original that came from their own minds, not from a textbook.
In my designs, I wanted to capture the excitement of creation via comical tube arms representing the flow of imagination from the brain into reality. The fact that the arms can also be seen as being regurgitated is my way of connecting back to my tagline. The CMYK colours were chosen as another link to the world of design.
Motion Graphic Video Ad
Premier Gift
Since most students carry a water bottle from class to class, it felt like the perfect merchandise choice to resonate with them. I incorporated the same tube design from my posters and video, but adapted it in a more subtle way to make it approachable and appealing to a broader audience.
