Tasks and Duties
Objective: Develop an initial visual concept for a virtual brand project by exploring various creative directions. You will create a mood board that reflects a cohesive visual strategy and design language which could be adapted for a virtual internship project in art direction.
Task Description: In this task, you are required to explore and experiment with several design directions in order to establish a robust creative foundation. Begin by researching current design trends globally, focusing on innovative art direction methods used in digital media. You will select a fictional brand or product (e.g., a tech start-up, sustainable fashion, or creative agency) and develop a conceptual approach. Create a comprehensive mood board that includes imagery, color palettes, typography inspiration, and potential layout ideas. Your work should focus on establishing a clear narrative that communicates the essence of the chosen brand.
Key Steps:
- Identify and briefly describe your chosen brand or product concept.
- Conduct research on contemporary art direction trends and compile inspirational visuals.
- Create a mood board that includes at least 10 different elements, correlating to color theory, typography, and overall composition.
- Write an accompanying rationale (approximately 300 words) explaining your choices and how they represent the intended brand narrative.
Expected Deliverable: Submit one file (preferably in PDF format) that includes your mood board and written rationale. Ensure that all visuals are clearly labeled and contextualized.
Evaluation Criteria: Your submission will be evaluated based on creativity, coherence of the visual narrative, adherence to art direction principles, effective use of color and typography, and overall presentation. Your mood board should demonstrate a clear, innovative approach that can guide further design development.
Objective: Create a comprehensive brand identity package that demonstrates your ability to craft a visual style guide for a fictional client.
Task Description: This week's task involves the development of a detailed brand identity which includes logos, color palettes, typography, and style elements that suit the envisioned personality of a brand. Begin by selecting a hypothetical corporate client (this can be based on any industry of your choice) and envision a strong, appealing brand identity. Consider the brand’s mission, target audience, and market positioning while designing your elements.
Key Steps:
- Define the chosen brand’s core values, mission, and target audience in a brief concept statement.
- Create a primary logo along with at least two alternative variations. Justify your choices in a short write-up (200-300 words).
- Develop a color palette and select two primary typefaces that complement the overall design.
- Design mock-ups or application examples (such as business cards, digital header, or social media icon) that showcase how your visual identity can be deployed.
Expected Deliverable: Submit a single PDF file that compiles your logo designs, color and typography selections, accompanying rationale, and design mock-ups.
Evaluation Criteria: Submissions will be assessed based on originality, consistency in design application, clarity in the rationale, and overall visual cohesion. Show strong evidence of your art direction skills through your innovative and effective design choices.
Objective: Conceptualize and design a series of digital campaign visuals aimed at promoting a new product. The focus should be placed on creating eye-catching graphics that successfully merge aesthetics with clear messaging.
Task Description: In this project, you are invited to design a cohesive set of digital advertisements (banner ads, social media posts, and a promotional flyer) for the launch of a new fictional product. The campaign should communicate the unique selling propositions of the product and be adaptable across several digital platforms. You should consider the interplay between imagery, text, and user experience.
Key Steps:
- Develop a clear campaign concept and identify the primary message of the product launch.
- Create design layouts for at least three types of digital collateral: banner ad, social media graphic, and promotional flyer.
- Incorporate design principles like hierarchy, balance, contrast, and consistency in each piece.
- Write a brief explanation (around 300 words) on how each design piece addresses the campaign goals and target audience engagement.
Expected Deliverable: Submit one PDF file including all design pieces along with your written explanation, ensuring each design is clearly labeled.
Evaluation Criteria: Evaluators will look for creativity in visual storytelling, practical application of design principles, and clear communication of the campaign message. Your design should be innovative and attuned to current digital marketing strategies.
Objective: Develop a comprehensive interactive presentation that highlights your creative process, iterative design developments, and final deliverables reviewed over the internship. This task encourages you to reflect on your decision-making and self-assess your art direction strategies.
Task Description: For the final task, you will create an interactive presentation that encapsulates your journey from conceptualization to the final design for a hypothetical client project. This presentation should not only showcase your key deliverables produced in previous tasks but also include details about the evolution of your design concepts. You are encouraged to incorporate visuals, design iterations, commentary on revisions, and insights into how each decision contributed to the final outcome.
Key Steps:
- Compile your design work and outline the creative process behind each major decision.
- Create slides or interactive sections that explain initial brainstorming, concept sketches, iterative improvements, and final design choices.
- Provide a detailed self-evaluation (approximately 300 words) reflecting on what strategies were effective, challenges encountered, and areas for future development.
- Emphasize the role of art direction in ensuring design cohesion and strategic branding.
Expected Deliverable: Submit a single file in PDF format (or an interactive HTML presentation file, if preferred) that includes all slides, images, and text elements forming a narrative of your design process.
Evaluation Criteria: Your submission will be evaluated on the clarity of your narrative, depth of self-analysis, demonstration of iterative improvement, and overall presentation quality. The interactive presentation should cohesively tie together your art direction insights and design work, providing a clear and engaging story of your internship journey.