This document outlines a workshop for students to practice visual communication skills for print advertising campaigns. Students will select a brand slogan and target audience, develop ideas, and create rough concept sketches applying their idea across different print formats. The workshop includes brief introductions, research, ideation, sketching, and group discussions. The goal is for students to improve at visualizing ideas for specific audiences and formats through an iterative sketching process.

1. Workshop
Artwork for a print campaign
Exploring the effect of target audience
and format on visual communication
Cardiff School of Art & Design
Y2 Illustration
Tuesday 15 October 2013
Tuesday, 15 October 13

2. The Day
10am
Introduction to workshop + Presentation
- Workshop Starts -
10.30am
-
-
12 noon
-
-
3.30pm
-
Tuesday, 15 October 13
Research + Ideas generation
Briefly research your brand
Write down ideas + associations relating to your selected strapline
For your target audience, brand and formats consider appropriate visual approaches
including:
Materials / mark-making / scale / colour / type / type-image hierarchy
Roughs
Select your strongest idea and create a series of roughs (at least 10) to successfully visualise
your idea
Apply your strongest visual across each of the formats, creating at least 4 roughs for each
format type
Discussion
Put up all your work from the day - separating the roughs for your final selected idea and the
strongest solutions for each of the formats

3. The Brief
- Select one strapline and a target audience from the provided lists
- Develop an idea for your selected strapline + target audience
- For your idea create at least 4x roughs for each print format (minimum total: 16
roughs)
- Develop each rough, reflecting on which is most and least successful and why
Tuesday, 15 October 13

4. Learning Outcomes
By the end of this session you should be able to do the following:
- To synthesise your understanding of the illustration process (especially
explanation and persuasion, reportage illustration and/ or visual analogy)
- To promote innovative and appropriate use of media and process when
producing imagery for a specific target audience and print format
- To employ a reflective iterative ‘rough-making’ process to explore and
discover visual solutions
Tuesday, 15 October 13

5. The Lists
STRAPLINES
AUDIENCE
- Think Small (Volkswagen)
- Parents of, and children 3 - 5 year olds
- There is no substitute (Porsche)
- Parents of, and children 5 - 9 years olds
- I am what I am (Reebok)
- 13 - 18 year olds
- Impossible is nothing (Adidas)
- 18 - 25 year olds
- Make believe (Sony)
- 25 - 34 year olds
- The miracles of science (DuPont)
- 35+ year olds
- Challenge everything (EA)
- See what we mean (Canon)
FORMAT
- Share moments. Share life (Kodak)
- Billboard on busy road
- When there is no tomorrow (FedEx)
- Poster on underground tube platform
- The greatest tragedy is indifference (Red Cross)
- Full-page advert in broadsheet newspaper
- Fan the flame (Amnesty International)
- Advert on side of double-decker bus
- Create. Play. Grow (Lego)
- Safe no matter what you make (Play Doh)
- Born to fit together (Gap)
- Imagine this is you (WWF)
Tuesday, 15 October 13

6. "Print advertising should be
recognisable at a hundred paces, and
it should be obvious who it's an ad for
without seeing the brand name."
Paul Arden
Tuesday, 15 October 13

7. Campaigns
Tuesday, 15 October 13

8. The Economist
Tuesday, 15 October 13

9. The Economist
AMV BBDO London
Tuesday, 15 October 13

10. The Economist
AMV BBDO London
Tuesday, 15 October 13

11. The Economist
AMV BBDO London
Tuesday, 15 October 13

12. The Economist
AMV BBDO London
Tuesday, 15 October 13

13. The Economist
AMV BBDO London
Tuesday, 15 October 13

14. Museum of Childhood
AMV BBDO London
Tuesday, 15 October 13

15. Museum of Childhood
AMV BBDO London
Tuesday, 15 October 13

16. Museum of Childhood
AMV BBDO London
Tuesday, 15 October 13

17. Museum of Childhood
AMV BBDO London
Tuesday, 15 October 13

18. Museum of Childhood
AMV BBDO London
Tuesday, 15 October 13

19. Museum of Childhood
AMV BBDO London
Tuesday, 15 October 13

20. Museum of Childhood
AMV BBDO London
Tuesday, 15 October 13

21. Holes
Grey New York
Tuesday, 15 October 13

22. SANCCOB
Tuesday, 15 October 13

23. The Guardian
Tuesday, 15 October 13

24. The Guardian
Tuesday, 15 October 13

25. McDonalds’ Potatoes
TBWA Shanghai
Tuesday, 15 October 13

26. Amnesty International
Tuesday, 15 October 13

27. Amnesty International
Tuesday, 15 October 13

28. Feminism
Brave & Jinan Younis
Tuesday, 15 October 13

29. Feminism
Mother London
Tuesday, 15 October 13

30. Feminism
Weiden + Kennedy
Tuesday, 15 October 13

31. Feminism
Weiden + Kennedy
Tuesday, 15 October 13

32. Tuesday, 15 October 13

33. Link for NPCC Animation:
http://www.creativereview.co.uk/cr-blog/2013/may/ycnstudio-creates-childline-animation-for-abuse-victims
Tuesday, 15 October 13

34. NSPCC
Tuesday, 15 October 13

35. NSPCC
Tuesday, 15 October 13

36. Orange
Tuesday, 15 October 13

37. Orange
Tuesday, 15 October 13

38. Orange
Tuesday, 15 October 13

39. Orange
Tuesday, 15 October 13

40. Orange
Tuesday, 15 October 13

41. Central Saint Martins
Tuesday, 15 October 13

42. Central Saint Martins
Tuesday, 15 October 13

43. Central Saint Martins
Tuesday, 15 October 13

44. Amnesty International
Tuesday, 15 October 13

45. PIrelli
Fletcher, Forbes & Gill
Tuesday, 15 October 13

46. The Day
10am
Introduction to workshop + Presentation
- Workshop Starts -
10.30am
-
-
12 noon
-
-
3.30pm
-
Tuesday, 15 October 13
Research + Ideas generation
Briefly research your brand
Write down ideas + associations relating to your selected strapline
For your target audience, brand and formats consider appropriate visual approaches
including:
Materials / mark-making / scale / colour / type / type-image hierarchy
Roughs
Select your strongest idea and create a series of roughs (at least 10) to successfully visualise
your idea
Apply your strongest visual across each of the formats, creating at least 4 roughs for each
format type
Discussion
Put up all your work from the day - separating the roughs for your final selected idea and the
strongest solutions for each of the formats

47. The Brief
- Select one strapline and a target audience from the provided lists
- Develop an idea for your selected strapline + target audience
- For your idea create at least 4x roughs for each print format (minimum total: 16
roughs)
- Develop each rough, reflecting on which is most and least successful and why
Tuesday, 15 October 13

48. The Lists
STRAPLINES
AUDIENCE
- Think Small (Volkswagen)
- Parents of, and children 3 - 5 year olds
- There is no substitute (Porsche)
- Parents of, and children 5 - 9 years olds
- I am what I am (Reebok)
- 13 - 18 year olds
- Impossible is nothing (Adidas)
- 18 - 25 year olds
- Make believe (Sony)
- 25 - 34 year olds
- The miracles of science (DuPont)
- 35+ year olds
- Challenge everything (EA)
- See what we mean (Canon)
FORMAT
- Share moments. Share life (Kodak)
- Billboard on busy road
- When there is no tomorrow (FedEx)
- Poster on underground tube platform
- The greatest tragedy is indifference (Red Cross)
- Full-page advert in broadsheet newspaper
- Fan the flame (Amnesty International)
- Advert on side of double-decker bus
- Create. Play. Grow (Lego)
- Safe no matter what you make (Play Doh)
- Born to fit together (Gap)
- Imagine this is you (WWF)
Tuesday, 15 October 13