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Course Learning Outcomes:
● Apply simple design principles to digital designed assets
● Use template-driven software to create mockups and marketing materials using design based practices to meet the clients needs
● Use documentation briefs, rationales to describe clients needs and design decisions.
Objective & Overview
In this project, you will be working in Phase 3-4 of the Agency/Design process to create 2 concept sketches for an Email
Campaign/Newsletter Mockup as well as one web banner. (600x200px)
This project requires you to use the supplied Creative Brief (with missing fillable sections as these will be the questions you ask the “client” in
the client meeting in Week 12 class.
The Email Campaign and Web Banner must have the following criteria:

• clear and attention grabbing headline
• Must apply the CRAP design principles to each design
• Strong call-to-action (E.g. visit website, newsletter sign-up)
• logo and use of colour palette (somewhere on the email campaign and on the social media graphics)
• visually captivating or relevant Images based on the clients needs
  Step 1
  STAGE 1: CREATIVE BRIEF & CLIENT-SUPPLIED BRAND ASSETS
  During Class in Week 12 you will be given a half filled out Creative Brief – you will need to ask questions to the client and learn their needs/
  wants/desires for the campaign they are wanting to be created. Once the creative brief is filled out you will then be able to use it to apply the
  needs of the client to the finalized project assets.
  The questions will be similar to – i.e what type of campaign do you want to run? What are you selling or promoting? What is the style of visuals
  you want to use for the project?
  Ask these questions to yourself before you decide on a final design concept: I.e. How does the purpose, target audience, brand values/beliefs,
  tone of message, and key message direct the design of your concepts and digital mock-ups?
  Examine the visual assets you have been provided (logos, colours) that can be used in your mock-up.
  Use free, high-quality video and/or photos from sites from pexels.com or unsplash.com
  1
  Step 2
  CONCEPT SKETCHES and VIRTUAL CRITIQUE
  Sketch two email campaign layout concepts with pencil or pen (see lesson slides on Blackboard) to be presented and reviewed in class.
  These must be approved to proceed to flodesk and Canva.
  Consider:
• Hierarchy of information. What is the most important information? What is your main visual focus?
• CRAP: Contrast, Repetition, Alignment, Proximity of visual elements and message
  Step 3
  DIGITAL MOCK-UP
  Once the layout sketches are approved by me, you will use Flodesk and Canva to create one email campaign and one web banner graphic.
  Email Campaign to be designed in Flodesk – Web Banner to be designed in Canva.
  See Key Criteria section below.
  Key Criteria
  You must demonstrate an understanding of the design principles that we discussed in class with consideration to visual devices such as
  shapes, borders, photography, overlays, textures, hierarchy, type, and C.R.A.P. design principles .
  ● Both the email and the social media graphic or web banner should be able to capture the viewer’s attention and be understood quickly (easy
  to read/visually scan)
  ● the headline, logo, url, calls-to-action should be visible and easy to read
  ● there is consistent branding (tone, look and feel)
  ● you will also use best practices such as proper file naming and formatting
  Remember: Use the free version of Canva templates and not the Canva Pro with the Crown icons on them. Use the free
  version of Flodesk.
  Submission Details
  Read the list below carefully and refer to the Key Criteria below before submitting your work.

1. EMAIL CAMPAIGN : Email your finalized email campaign t o oliviajaneadamsdesign@gmail.com
   You will email your final design directly via Flodesk – where it asks you to add an email you will add my slc or personal email.
2. WEB BANNER GRAPHIC:: Submit your finalized web banner via Blackboard with the
   proper naming conventions.
   Lastname_P2_WebBanner.jpeg
3. SKETCHES: Submit a good quality readable photo of your thumbnail sketches in your final submission.
4. RATIONALE: Submit a written Rationale using 2-4 short sentences to objectively describe the design choices and why you did what you did.
   Please upload this along with your final concepts and sketches. This can be a word document or PDF.
5. CREATIVE BRIEF: Along with all other project assets, please submit your filled out Creative Brief.
   Grading Breakdown (Rubric)
   PROCESS WORK: LAYOUT THUMBNAIL SKETCHES 0 1 2 3 4 5 /5
   All required criteria for layout thumbnails include:
   Minimum 2 different layout sketches prepared and approved before starting digital mock-ups
   Clear effort to create good variations of quality sketches
   Clear indication of layout fundamentals such as alignment and proximity, focal point, etc.
   Clear indication of hierarchy with headline, imagery, and message elements such as call-to-action, logo, hashtag
   COMPLETION OF ALL COMPONENTS 0 1 2 3 4 5 /5
   Submission includes:
   Approved layout sketches
   Final mock-up files of Web Banner (jpegs OR pngs)
   Your finalized Creative Brief – Filled Out
   Final Email Campaign – emailed to me directly
   Rationales
   Files are properly named, saved to exact specifications on Project Sheet, appropriate and for social media
   STRATEGIC 0 1 2 3 4 5 /5
   Your final design and message is appropriate and strategically aligned with the Brief:
   Business needs or objective
   Target audience
   Brand values, Tone of voice, key message
   LAYOUT, DESIGN & BRANDING 0 1 2 3 4 5 /5
   The template that you used based on your sketches, demonstrates the fundamentals covered in class:message: content is clearly visible and easy to
   read
   visual hierarchy of type and content elements
   alignment proximity, contrast (colour, size, shape, space, direction, type style)
   fonts and colours: appropriate for brand, no contrast or legibility issue

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