Design Portfolio

Client:
Kelvin Grove Urban Village Festival
Maddie Kellaway
n8624470

contents
Project Plan 1-2
Style Guide 3-5
Magazine Spread

6-8

Blog 9-10
Flyer 11-14

PROJECT PLAN
1. Topic
The Kelvin Grove Urban Village is at
the centre of the festivals campaign.
The campaigns purpose is to
generate excitement and increased
attendance at not only the inaugural
event, but also to the Kelvin Grove
precinct, including university, shops,
markets and amenities. Ultimately,
the campaign hopes to transform the
reputation of Kelvin Grove into an upand-coming hub for the creative souls of

PROJECT PLAN

continued...

2. key messages
3. executions, publications and distributions

The campaign will address the target

audiences through the following key
messages:

Kelvin Grove is lively and
progressive community precinct.

The Kelvin Grove Urban Village
Festival is the ultimate destination for
music, entertainment, art and food to
please any inspired individual.

Kelvin Grove Urban Village is
where creative comes to life.

a.
Feature/Magazine Spread
The double page spread will be included in QWeekend, which addresses the broadest
demographic possible, attracting a sophisticated Brisbane audience. Additionally, the
spread will feature in Map Magazines A Locals Guide to Brisbane App as well
as their weekend edition The Dreamers online
magazine (available at: http://
theweekendedition.com.au/mapmagazine/). This inclusion will hone in on students
as a target audience.
b. Blog
The blog will serve as a free and easy way to access the latest news surrounding the
KGUVF. It will be addressed to the more tech-savvy members of the target audiences
that wish to learn more about the festival and precinct. It will provide weekly updates
and extra information about whats hot in the precinct.

3. target audiences
The campaign will focus on the following target audiences:
a.
Creative students
Creative students are the core audience for the campaign. They are the young, fresh and
creative energy of the precinct. Whether they live or study in or around Kelvin Grove
Urban Village, these are the people that bring the precinct to life. They are interested in
all the elements the KGUVF has to offer including alternative music, urban city living,
cheap eats, art and entertainment. This target group includes anyone from school leavers
to graduates, particularly those with a flare for all things creative.

c. Flyer
A5 flyers will be distributed to families and the local community via letterbox drops
in Kelvin Grove and surrounding suburbs within a 5km radius. To reach students
festival representatives will perform physical handouts at local universities including
Queensland University of Technology (Kelvin Grove and Gardens Point campuses)
and the University of Queensland St Lucia. Finally, the KGUVF will partner with local
businesses and will make flyers available at these locations.

b.
Local community and families
Proximity makes these groups target audiences for the KGUVF. They are close to the
action, but may need a small push to check out whats been happening just around the
corner. This group will possess some background information on the festival or precinct,
but may not know enough to attend. Those who live in Kelvin Grove and surrounding
suburbs have already bought into the lifestyle the precinct offers and are now interested
in getting involved first hand. This group includes community members young and old
some interested in the fresh vegetable stalls, others interested in the arts and crafts for
the kids. What they all have in common however, is there interest in becoming an active
member of this progressive community, and embracing the precinct for its diversities.

5. Rationale
The featured designs have been developed to appeal to the target audiences. This has
been achieved primarily through the use of a specific style guide including set fonts,
colour, tone and imagery. The designs are appealing to not only the eye, but also the
mind. Furthermore, through the use of specific key messages and different methods
of execution and distribution, each target audience can be reached appropriately in a
number of ways. This campaign makes the information easily accessible for each of the
target audiences. Through making the information both appealing and accessible the
needs of the target audiences are met, thereby creating an overall successful campaign
for KGUVF.

kguvf style guide

kguvf style guide

3. font

1. tone
When creating new media for the KGUVF, keep in mind the following words. These
words set the tone for the whole campaign, and are at the scentre of our values.

ABC

Inspired
for the creative mind that brings and embraces new ideas.

Use:
Blackout Midnight for all regular headlines.

Progessive
for the precinct thats emerging into the one-stop-shop for creative souls.
Energy
for the soul who is full of life and never stops discovering.

Blackout 2AM for headlines against

backgrounds with patterns.

abc

2. logo
The KGUVF logo is the key point of recognition for customers. It is important that new
campaign elements use the logo correctly to allow for effective branding.

12pt for general headings, 18pt for

subheadings, 24pt for page headings and
48pt for headlines.
Book Antiqua for body text and captions.

AaBbCc

OKAY

The full logo may be used only as is

pictured left, on a white background
with at least 0.3cm space either side
and 0.15cm above and below.

4. colour

NOT OKAY
Do not use either full or mini logo on
block colours or busy patterns.

Italics for captions and to emphasis words.

5. imagery

It is recommended that KGUVF

campaign material stick to the following
colour scheme. Material may also
include complimenting colours.

The mini logo may be used on a

white background or alternatively,
may be placed on a background
image.

12pt for body text and 10pt for captions.

CHARCOL

R 104 G 106 B 93
C 52 M 42 Y 53 K 11

PINK

R 237 G 82 B 150
C 0 M 73 Y 3 K 0

ORANGE

R 235 G 134 B 10
C 2 M 46 Y 100 K 0

BABY BLUE

R 176 G 229 B 150

C 24 M 0 Y 2 K 0

LIME GREEN

R 198 G 218 B 43
C 23 M 0 Y 88 K 0

Feature images must be captioned.

Images do not require boarders.

style guide

magazine spread

Tone

images

The key words inspired, progressive, and energy have been chosen to represent the
campaign as a whole. Each of the different elements in the portfolio can be linked back
to one, if not more, of these key words. The words have been chosen as they appeal not
not only the desires of the target audiences, but also clearly summarise the objectives
of the KGUVF organisors. In particular, the colours and patterns seen throughout the
portfolio set the tone for the campaign and address each of these key words.

The spread uses images strategically to capture the interest of each audience. Parents
and health saavy readers may look at the full page image of the beautiful fresh fruit
and vegetables on sale at the markets; university students might recognise the street
art; the eyes of young children are wondering over to the child whos lucky enough to
be getting their face painted! Each of these readers are likely to respond to the image by
searching for more information, conveniently provided in the stories with accompany
them. Additonally, the images both attract attention and set the tone via their bright use
of colour.

Font
The two key fonts that have been chosen for the campaign are Blackout and Book
Aquina. Blackout is an appropriate choice for the headings for this particular campaign
as it is appealing to the eye and allows designers to push the creative boundaries. This
particular font was also chosen as readers prefer manual text to be sans serif. On the
other hand Book Aquina is a serif font. Readers prefer this for continuous prose, perfect
for body text.

information
The information provided is easily read and accessible. Readers are not left wondering
where they can learn more, but instead are presented with all they need to know in
a user-friendly and interesting format. By sticking to the colour and font scheme, the
spread avoids clutter and is visually appealing.

Colour

consistency

The colour scheme has been drawn from the logo supplied by KGUVF as well as key
images used within the portfolio. Colours are powerful in setting tones and so, have
been kept light and bright for this campaign. In each element of the portfolio, careful
attention has also been paid the contrast between text and background. As a result strong
backgrounds appear with lighter text, and light backgrounds appear with stronger text.

The spread is consistent with the tone, colour and font scheme of the overall campaign.
Its design is balanced, proportionate and symmetrical. Combined, these elements assist
the spread in functioning well and increase accessibility for the reader.
distributors
The spread is appropriate for QWeekend and Map Magazine as it is sophisticated,
clutter free and aesthetically pleasing. Both these sources will also give KGUVF the best
opportunity to reach their target audiences.

Consistency within these elements is important in avoiding clutter and creating a big
idea for the audience to buy into.

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Subheading

THIS IS
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HEADLINE
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Story by Maddie Kellaway

blog
featuring a banner, story and menu
HOME

WHAT'S NEW

DATES

FIND US

HEADLINE
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aute cripte, oporess olturs Caption goes here

banner
The banner has been created using a background image, Blackout 2AM font and a mini
logo.

story
The blog feautre story is consistent with the style guide. The body text for online material has been made charcol, in order to create a point of different between print and
online media.

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ret, facer iae eli fictus hoctum
alissed estios es Multoret, C.
Simis ad me adepserum orum
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quos, quid cum dium fatiam.
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menu
The menu bar has been given a simple layout so that the entire blog can be easily used
by all members of the target audiences. The main menu bar pictured also offers more
options with a drop down feature (not pictured).

layering
The blog features layering via the click through links (in pink). In this example the
audience may click through to the image gallery, next story or other pages listed in the
menu bar.

GALLERY

Caption goes here

next story
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front of flyer option 1

flyer

The 2 flyer options have been created in order to appeal to the 2 different target
audiences. Option 1 appeals to a younger audience, with a bigger constrast between
the foreground text and background image. This highlights the text and creativity in
the title design. On the other hand, option 2 is more suited to families and the greater
community. This is because the background picture depicts a lady with a scroller and
the markets in the background. Both examples are clear and easy to reader with the
key information highlighted. By turning the flyers over, further details are presented. If
desired, the front of each flyer may also be used as a poster.

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front of flyer option 2

back of flyer

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