These components of an advertising campaign consist of a full-page magazine ad and a web banner ad for an existing brand. The client is an exclusive tropical resort looking to build awareness of their new offer and generate new reservations. Curved, flowing shapes were used to suggest the waves of the ocean and communicate a serene and pleasant feeling. The magazine ad’s main focus is the image of the two chairs on the shore under the palm trees to enforce the relaxed feeling. The chairs are empty to allow the viewers to picture themselves seated in them. Motion is utilized with a Z-pattern eye-flow to lead the viewer’s eye to the call to action of the logo and web address in the lower right part of the design. Illustrator was used to create the magazine ad, while Photoshop were used for the banner ad and for editing and enhancing the images. Particular care was taken in creating outlines of the seashells and with retouching and adjusting the main image to ensure the work is at a professional level. Colors and values are intentionally light to give the design an airy feel and unity comes from using the same colors, values, graphics, and flowing shapes.
Research to find the right images for the main focus of the ad and thumbnails were used to help create the concept and variations of the ad designs were developed at the early stages of the design process. Several critiques were used to direct improvements and enhancements to the finished design and to ensure brand standards were met.
