IDENTITY • DIGITAL • CAMPAIGN
Watch Out
Concept development, identity design, and promotional campaign for the 2023 Wilson School of Design grad show
RECOGNITION
2023 RGD Trailblazer Awards Winner
2023 RGD Student Awards, Zulu Alpha Kilo Award for Advertising Design, Honourable Mention
/01 CHALLENGE
Represent seven diverse design programs
Over the time-frame of 5 months, fourth year Graphic Design for Marketing students developed dozens of concepts, and through a process of refinement and elimination, students and instructors collectively chose a design direction to become the foundation for the promotional campaign for the grad show.
The theme/concept needed to attract the appropriate market and promote the 2023 Wilson School of Design Grad Show — a single in-person grad show showcasing the work of all graduating students across all programs: Technical Apparel, Product Design, Fashion & Technology, Fashion Marketing, Interior Design, Foundations, and Graphic Design for Marketing.
THE TEAM
Designers
Camille Clores
Mikayla Croucher
Julian Doerschlag
Sandy Dong
Manesha Dulay
Chase Hudson
Sukhman Jassal
Katie Koch
Kayli Koonar
Anna Ladd
Christian Pagal
Miguel Peralta
Emlyn Rocha
Priya Sahota
Sarah Tan
Christina Tran
Alex Weitzel
Instructors
John Belisle
Michael Cober
Creative Direction
Rachel De Freitas
/02 SOLUTION
Keep your eyes open as we show what we can bring to the industry.
The concept of WATCHOUT is based on the idea of curiosity and observation. Inspired by design patterns from the 1960s, the overall brand utilizes organic, textured, minimalist graphics to simulate a modern-vintage style. The deep colour palette helps distinguish each program at the Wilson School of Design.
In this context, the eyes represent the attention we, as recent graduates, have toward the industry. At the same time, we invite our guests to keep an eye out for the solutions we will bring into the future. We invite our peers, community, industry, family, and friends to explore design from a variety of perspectives.
The campaign included an extensive set of collateral across various media: email, social media, web, display, signage, and print. Social media served as a teaser leading up to the day of the event.
BRAND VOICE/TONE
Confident, but not demanding.
Engaging and encouraging, but not overly enthusiastic.
Concise yet informative
PHASES & KEWORDS
Watch Out for
Keep your eyes open
Take a look
Attention
Take a peek
Catch a glimpse
/03 RESULTS
The event began on Thursday, April 20, and hosted about 450 people on industry night. Friday morning welcomed around 350 high school students for tours, and about 580 attendees came in for friends and family night.
For more photos, check out the Flickr album: http://flic.kr/s/aHBqjAB2go