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My final moodboard is minimal and the focus of the illustrations are flat designs. I incorporated rounded elements and grid-like compositions which will be used in my final design. I included colours of blue to symbolise trust and intelligence, green to express growth, orange to portray creativity, and yellow for positivity. My key words: Welcoming, Informative and Fun is also displayed along with the type used for the poster. These aspects reflect the Gardens Point Library, and especially Level 2 which is a welcoming and friendly, 24/7 learning space for students.

Freepik. (2020). Flat Design. Freepik. https://www.freepik.com/free-vector/flat-design-co-workers-concept-landing-page_5614058.htm

Rise, M. (2019). Flat Design Landscape Illustration in Adobe Illustrator. Behance. https://www.behance.net/gallery/75672523/Flat-Design-Landscape-Illustration-in-Adobe-Illustrator

Setiawan, A.P. (2021). Abstract Flat Background Free Vector. https://www.vecteezy.com/vector-art/1370764-abstract-flat-background

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This is the second draft of my moodboard. I included yellow in my colour palette as I believe it brings the colours together as represents positivity, which is something I want to display in my campaign. I feel that the larger image on the right does not match with the other images, therefore I am planning to change it.

Hertika, Y. (2021). Illustration Styles 2020. BlogSpot. https://biz-at-it.blogspot.com/2021/02/illustration-styles-2020.html

Rise, M. (2019). Flat Design Landscape Illustration in Adobe Illustrator. Behance. https://www.behance.net/gallery/75672523/Flat-Design-Landscape-Illustration-in-Adobe-Illustrator

Spoon Graphics. (2016). How To Create a Flat Style Vector Map in Adobe Illustrator. Spoon Graphics. https://blog.spoongraphics.co.uk/tutorials/create-flat-style-vector-map-adobe-illustrator

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A grid style composition keeps the elements of the page aligned and ordered, clean and neat. Each element will appear balanced and in harmony, allowing effective readability and memorability for users.

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Connect, Communicate, Collaborate 24/7 at Level 2!

I chose this as my final quote because it promotes the 24-hour services, collaborative, educating, and friendly space offered at Level 2.

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Flat design uses simple two dimensional elements and bright colours. This style is minimalistic and is commonly used in graphic user interfaces such as posters, guide documents and publishing products. It allows information to be communicated efficiently and is simple to understand.

Sokolava, Y. (2016). 10 Top Tips on Creating Flat Design Graphics. Flat Design. https://design.tutsplus.com/tutorials/10-top-tips-on-creating-flat-design-graphics--cms-25888

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Wassily Kandinsky. Yellow, Red, Blue. 1925. 

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Wassily Kandinsky’s Bauhaus style was an influential art movement that began in 1919 Germany. He was best known for his bold, abstract paintings which celebrate colour and form. This particular artwork transports the viewer through a journey of complementary secondary hues and leads the eye in an ever-changing direction, from straight lines to curves and waves.

Kadinsky, W. (1925). Yellow, Red, Blue. [Paint]. Musée National d'Art Moderne, Centre Georges Pompidou, Paris, France. https://www.wassily-kandinsky.org/Yellow-Red-Blue.jsp

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These are the key words portrayed in the illustrative design. The words conveyed through the design will encourage more students to use the services provided Level 2 Gardens Point Library.

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I picked the colours represented in my moodboard and played with different variations of these colours in my iterations.

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This my final colour base for the design. I decided on having the computer, study, and outdoor areas the same colour to create more balance and increase the ease of readability for students.

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This is the first draft of my moldboard. I used bright colours and flat design graphics. However, as my campaign design is more on the minimal side, this moldboard felt too complicated and detailed.

Morgan, P. (2015). Map. Behance. https://www.behance.net/gallery/31416047/Map

Rise, M. (2019). Flat Design Landscape Illustration in Adobe Illustrator. Behance. https://www.behance.net/gallery/75672523/Flat-Design-Landscape-Illustration-in-Adobe-Illustrator

TopVectors. (2015). Сity in laptop vector flat design. Creative Market. https://creativemarket.com/TopVectors/358533-Сity-in-laptop-vector-flat-design?u=wpthemesdaddy&utm_source=Pinterest&utm_medium=CM+Social+Share&utm_campaign=Activity+Feed+Social+Share&utm_content=Fonts%2C+Graphics%2C+Themes+and+More+~+Creative+Market&epik=dj0yJnU9UURqVGs0MEd0ZkpnaXROVVZuRmpnODZJbHlKUE15ejkmcD0wJm49X25yT3RVR2trMmwyY0RWSl9JZF9kZyZ0PUFBQUFBR0ZtVWlr#fullscreen

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I then began creating my flat design in Illustrator for each section. I used darker and lighter shades of the base colour for contrast and balance.

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I continued playing around with different colours for the design to find the right shade for each illustration.

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Minimal design aims for simplicity and objectivity. It involves more whitespace, better typography, grid layouts and less colour. This style emphasises the design content and draws the user's attention to the main focal points of the product.

Gragert, A. (2016). 13 Artists With a Beautiful and Unique Approach to Minimalist Design. Layers.

https://layersmagazine.com/13-artists-with-a-beautiful-and-unique-approach-to-minimalist-design.html

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The Z-pattern layout will cause audiences to view the design staring from the top/left, then moving horizontally to the top/right, and then diagonally to the bottom/right before finishing with another horizontal movement to the bottom/right. The storytelling aspect of the design follows the path of the Z, allowing the viewer to capture all the significant areas of design.

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This is the first rough draft of a bird's eye view map of Level 2. I drew this sketch in my Notes app on my iPhone and colour coded each section.

My choice of drawing each service section of Level 2 in a bird's eye view is because it gives the viewer a feeling of power and can highlight each unique section of the map. It also creates a sense of symmetry. Thus, these factors will allow the viewer to feel comfortable, confident and intrigued by the campaign.

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I experimented with different sans serif fonts from Google Fonts. My decision of using sans serif is because it gives off a feeling of being informal, friendly, and approachable. This allows the campaign to appear youthful and relatable to university students which increases its attractiveness and memorability.

https://fonts.google.com/specimen/Ubuntu?category=Sans+Serif&preview.text=Connect,%20Communicate,%20Collaborate%2024%2F7%20at%20Level%202!&preview.text_type=custom&query=ubuntu+

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I experimented with the font Shadows Into Light, which is handwriting-like font. I tested this because the rounded edges and curves used in this type increase the casualness of this campaign, making it appear more user friendly.

https://fonts.google.com/specimen/Shadows+Into+Light?category=Handwriting&preview.text=Connect,%20Communicate,%20Collaborate%2024%2F7%20at%20Level%202!&preview.text_type=custom

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https://fonts.google.com/specimen/Raleway?category=Sans+Serif&preview.text=Connect,%20Communicate,%20Collaborate%2024%2F7%20at%20Level%202!&preview.text_type=custom&query=raleway

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https://fonts.google.com/specimen/Lato?category=Sans+Serif&preview.text=Connect,%20Communicate,%20Collaborate%2024%2F7%20at%20Level%202!&preview.text_type=custom&query=lato

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https://fonts.google.com/specimen/Kaushan+Script?category=Sans+Serif,Handwriting&preview.text=Connect,%20Communicate,%20Collaborate%2024%2F7%20at%20Level%202!&preview.text_type=custom&query=kaushan

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https://fonts.google.com/specimen/Jost?category=Sans+Serif,Handwriting&preview.text=Connect,%20Communicate,%20Collaborate%2024%2F7%20at%20Level%202!&preview.text_type=custom&query=jost

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I decided on using this sketch idea for my final campaign. The design of a 'map' of Level 2 is not only informative but will appear welcoming and fun for students to view. This approach is friendly and entertaining, which will attract the target audience.

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This is the first iteration of the map design. I drew a simple grid style composition and included the services offered at Level 2, indicating where each section was located. The quote is placed at the bottom of the design where the user's eye will travel after scanning the grid composition.

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I changed the layout of the design to landscape as I believed this would suit a poster format better. I also drew icons instead of using words to describe the services offered. This technique is more effective and easier to read for viewers.

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After more consideration, I decided to round and separate each service section as it provided more clarity and appeared friendlier for audiences. The harsh, straights lines may seem too formal and serious for students, whereas, curved elements are more relaxing and flow-like. This creates a sense of easiness and energy for audiences.

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To create a more accurate representation of Level 2, I accessed the Virtual Tour of Library link posted on the QUT Library website and found its floor plan. I used this plan to create the layout of my design and included the main areas of this Level.

QUT. (2021). GP Library. MatterPort. https://my.matterport.com/show/?m=VF4jUoSQxYD&brand=0

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I simplified the virtual floorplan displayed above into this design and drew icons representing each area.

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“When in doubt go to Level 2 at GP library”

“The only location you have to know, is GP library Level 2”

“Lvl 2 at GP library is where place and possibility meet”

“Eat, Sleep, Study at Level 2, Repeat”

“Learn 24/7 at Level 2”

“Expand your friendship at Level 2”

“Connect, Communicate, Collaborate 24/7 at Level 2!”

“Next level? More like Next level 2”

“Level up to Level 2!”

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After feedback from peers and family and personal consideration, I believed that my design was too simple and I wanted to add more detail and make it more interesting. I attempted to create more flat design vectors and details which I first tried on the courtyard section. I really liked how this turned out and continued to make these designs for each section.

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I followed the floorplan of Level 2 and created a simple flat version of each section, highlighting the important areas. I created a layout of the study spaces (orange section) which indicates the couch and table areas and used similar colours the the furniture in real life.

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More feedback from peers concluded that they wanted the background shapes to appear more interesting. Therefore, I added a drop shadow effect to each section, using a darker shade of the colour. This iteration was able to further highlight the flat design style of my campaign image and add a hint of contrast. I also simplified the orange study space section on the bottom right as there was too many elements inside.

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I changed the font to a dark blue colour - similar to the QUT logo to connect this campaign to the university. I believe it ties in the poster better and creates more balance. I experimented with a bold rounded font.

https://fonts.adobe.com/fonts/cooper-black?src=GoogleFonts

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https://www.dafont.com/font-comment.php?file=boris_black_bloxx

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https://www.dafont.com/techna-sans.font

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This Hobeaux font pairs aesthetically with the poster design. I coloured it in a light blue colour and included a dark blue drop shadow, to match the illustrations. This created a contrast in the text and allowed it to pop. This type includes curved features which makes it appear more fun and welcoming to audiences.

https://fonts.adobe.com/fonts/hobeaux