Objective

To develop conceptual thinking skills. To explore historical illustration styles. To apply composition and illustration skills to real-world visual communication problems.

Secondary objectives

To utilize the Adobe Creative Suite as an illustration and production tool.  To explore silkscreen printing as a unique medium.

Description

Create an illustrated travel poster for Amtrak to be hung at train stations throughout the USA. The client has already commisioned Michael Schwab to create a series of collector posters with the classic look of the travel posters of the 1930s and 1940s (this is during the height of the WPA era). Now the client wants a new series of posters in the same style for all its major destinations. 

Required elements:

• an original illustration created by you
• name of destination (i.e. "San Francisco")
• Amtrak logo
• up to 3 PMS colors (maximum)

Reference books on reserve in the library:

• The Graphic Art of Michael Schwab
• Posters for the People: Art of the WPA

The final poster will be printed using the silkscreen printing process (with opaque inks). Each student will print their own poster design at Weiskamp Screen Printing. The paper size is 12x15 inches (no bleeds allowed).

Your design must show an understanding of unity, emphasis, balance and color theory. Your art must also engage the target audience and communicate a visual concept creatively.

Note: High resolution stock photos and illustrations are available from Ingimage. Contact your instructor for more information.

Procedure

1. Research for inspiration: Research WPA posters from the 1930s and 1940s. Look for simple designs with very few colors that might translate well to the silkscreen printing process. Be sure to review trade publications (Print, How, Communication Arts), annuals (Workbook, Society of Illustrators), and web sites like I-Spot or Altpick. Scan your favorite examples and publish your research on your personal process page for critique (be sure to caption each image and cite the source). Be prepared to explain why these examples are successful. Also print select research samples for your Process Book.

2. Marketing research: Research your client. What is the client's history? Who is the target audience? What are the characteristics of the location of your choice? Analyze your research and write a written statement of objectives in the form of a memo (see sample). Be sure to include descriptive adjectives in the "character" paragraph (see vocabulary wheel). Have your brief reviewed by the Writing Lab, then email your brief as an attached Word file or a shared Google Doc to your instructor.

4. Develop the concept: In your sketchbook begin to conceptualize ideas for this project (see examples of sketches). Make at least 10 sketches of all possible directions you might take this project. Edit your concepts down to your best three ideas and redraw them on 8.5 x 11 white paper using a felt tip pen. Scan (scale/crop in Photoshop: no wider than 1000 pixels), increase the contrast (see tutorial) and publish your concepts on your personal Process Page for critique. Be prepared to discuss how your design fulfills the client's marketing objectives. Also print your sketches for your Process Book.

5. Proof: Based on the critique of the above, use the computer to execute at least two versions of your best idea (present at least one proof with an alternate font choice). Publish one multi-page low-res PDF linked from your Process Page for critique. Be prepared to talk about what design principles are utilized in your design. Also print a high-quality color proof for your Process Book.

6. Final critique: Based on the critique of the above, revise your design (if needed), then print a final proof on 11x17 paper for critique. Prepare a presentation to justify your design decisions. Also publish one multi-page high-res PDF on your personal Process Page.

7. Grading: Based on the critique above, refine your design (if needed). Submit two copies of your work for grading. One proof will be returned to you after grading. File the graded proof in your Process Book for individual review along with all the preliminary work you did for the project (research, brief, sketches, preliminary proofs, final proof). Review your Process Page and make sure you have an accurate record of your process. Also submit one multi-page high-res PDF via Cobra's dropbox. You will not receive full credit for this project if any of the above elements are missing.  

8. Silkscreen printing: Produce a color-separated layered AI file (all type converted to outlines, all art with effects expanded) and email the file to your instructor as an attachment. These separations will be made into silkscreen masters so that you can print your design at Weiskamp. If you are happy with the results of this project, consider including it in your portfolio.

9. Extra credit: Submit your project into next year's student show by printing an art gallery quality proof and mounting it on foam board. Your project may win a cash prize and be published in a showcase of student work on Parkland's website.