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This poster is part of a series of 9, created by Auckland based advertising agency Colenso BBDO for New Zealand based conservation organisation Forest and Bird. The campaign was created to raise awareness of the ambitious goal of a predator-free New Zealand by 2050, and to urge the public to help through donations and volunteering.

Each poster shows a worn-out core flute poster depicting a native bird. The core flute poster is photographed surrounded by native bush. Small text on the lower left-hand corner reads “This baited poster was eaten by predators in the New Zealand bush’. Here, 72,000 native birds, chicks and eggs are killed every day. Protect them from rats, stoats, and possums by donating at forrestandbird.org.nz/protect”.

Forest & Birds logo is discretely included in the poster, appearing on the core flute near the nibbled edge. Because of the subtle logo placement, the poster doesn’t automatically read as an advertisement. It looks more like a documentary-style image in a magazine spread.

Once the short text has been read, the worn-out core flute poster transforms from aged or worn-out to attacked. I find this to be clever and enjoy the shift in sensibilities. For me it’s an example of pathos, it plays on a sense of empathy and urgency to help and protect. It also talks about looking closer, to being more aware of things happening right in front of you.

Appendix

Fig. 1 Pacifica STEAM poster Science, Ministry of Education.

Created by Donna Leckie.

https://pasifika.tki.org.nz/Resources/Pacific-STEAM

Accessed 21 May 2022

Fig. 2 Toutouwai (native robin) poster, Forest and Bird, 2019

Created by the advertising agency Colenso BBDO.

https://www.forestandbird.org.nz/resources/rats-ate-poster

Accessed 21 May 2022

Bibliography

Detisch, A. (2020, December). Ethos, Pathos & Logos: Definition and Examples of Persuasive Advertising Techniques (2022). Retrieved from Studio Binder: https://www.studiobinder.com/blog/ethos-pathos-logos/

Region, concept and initial sketches.

My poster will focus on bringing people to the West Coast to ride the West Coast Wilderness Trail. I recently travelled to the coast and rode the trail with my husband and dad over four days. It’s an awesome ride, with heaps of variety and stunning scenery. While on the trip, I notced mainly retirees riding e-bikes. I believe this demographic is well covered and already know about the ride. I want instead to hit a younger audience who may not have ever considered using their annual leave to travel to Greymouth.

Key region/attraction: The West Coast Wilderness Trail, Greymouth to Ross.

Key audience: Active professionals, disposable income: may have been looking to travel internationally – but now looking for domestic travel, adventure seekers, 30’s +, commuter enthusiasts, weekend warriors, people located in New Zealand’s larger cities (Auckland, Wellington, Christchurch etc) who need get out of the concrete jungle and fill their cup with some southern charm and scenery.

The West Coast already has a cool regional identity. I noted the billboards while driving through and was easily able to download the region’s logo and brand guidelines from their website.

Brainstorming Keywords.

Initial sketches.

In my initial sketches, I was thinking about the map style poster from my artist research.

I was thinking about how I could use the trail line and the shape of the region. I was also thinking about popouts of key icons or illustrations from each major stop.  

Photoshop experimentation – background image.

I needed a pattern or fill for the background, so I used one of the photos I took on the trail of trees. I edited it in photoshop by copying and pasting different areas of the scene until I had a wall of trees that looked like a pattern.

Map line.

Next, I painted the trial line from the official map using the paintbrush tool.

I used orange for the line, which I want to be a key colour in the poster as that’s the colour of the official trail markers and current branding. I used the eyedropper tool to get the correct orange from the existing design collateral.

Combining the pattern and map line.

Colours.

I need some direction for colour, so I use Adobe colour to pull out a theme based on one of my trail photos.

Further experimentation.

I try many variations of this first design. I research advertising from 1800s, thinking in particular about the types of fonts that would have been used around the gold rush days. I explore Adobe fonts that might relate. While there are aspects of these posters I’m enjoying: font, background painterly pattern contrasting with the flat bright colour of the map line.

Overall all though, I don’t think any of these designs are selling the trail. I think I am going to need to include some key images to sell the trail, my next designs should include: people on bikes, historic buildings and stunning scenery.

New direction – Poster 2!

For the new design layout, I’m thinking back to Tumblr, and the way images would pop out and interconnect.

I want there to be a mix of painterly areas, bold graphic flat elements, and photographic moments.

I want people to be able to imagine themselves there.

I experiment with image treatment in photoshop and get excited about a series of images i created using a luminous filter and a layer mask to reveal some of the images underneath.

Photoshop experimentation – luminous layer and layer mask.

I love the texture of the gravel against the painterly flat image. I also love the bright fluro static line against the backdrop.

Poster designs for review.

Flyer design for feedback.

Original image, captured from Samsung mobile.

After unchecking the ‘resample’ field I checked the image size.

When upping the DPI to 200, the dimensions of the image get smaller.

Next, I play around with the different image adjustment options.

The colour is looking a bit dull in the original image, so I use auto tone, colour and contrast and then, I go into the levels, and pull the dial a little on each the left and the right.

I am thinking about a collaged style image for my artwork, so experiment with the selection action. Below I have selected ‘subject’.

Colour theme for image:

PROMOTIONAL POSTER & FLYER FOR
A SPECIFIC REGION IN NEW ZEALAND

This is the first week of Project 2, where we will create a poster and flyer to promote a region of New Zealand.

I began by finding travel and tourism poster examples on Pinterest, here is my board.

Visual Analysis of 2 posters.

Poster 1.

Illustrated map of Oregon by Portland-based creative studio Jolby.

Image on Instagram here.

More about the project here: https://jolby.com/project/patagonia/

Analysis:

The image depicts an illustration of the state of Oregon. On top of the mapped-out state sits simple illustrations of the key wonders of the area, surrounding each wonder are simple triangle trees, a flat line pattern and stylized flying birds. Each illustration is accompanied by a hand-drawn type, the same type is used in the poster heading and tagline.
The palette is limited to a warm khaki green, mustard, beige and white. The state shape is blocked in the khaki green colour, this is applied with a painterly brush bristled texture. The same colour and texture are applied to the poster heading ‘Oregon’.

I find this to be a playful poster, the colours make me think of nature, while the illustrative typeface and images show movement and provide a playful quirky feel.

The image has both sharp lines and curved lines and shapes, combined these create visual rhythm. The contrasting lines and shapes create a push and pull, for instance, the tree arrows pointing up with the yellow horizontal lines and the diagonal flying birds. This same energy is shown in the typeface, for example, the hard line in the steam of the R and the E, alongside the playful curve of the G and the N, both of which sit below the baseline. The tagline in contrast appears to sit on one line across the baseline but the tops of the letters have more movement and rise up.

Poster 2.

Unknown artist – sourced from Pinterest. Pin links back to Portland Travel site – but I can’t find the artwork or artist.

Analysis:

Landscape orientated banner style poster, set on a graphic background of many small illustrations of scenes from the city of Portland. On the left-hand side of the image, there is a large hand-drawn type in white which pops against the colourful collage of images underneath, the text reads ‘Portland IS HAPPENING Now’. The text is split over three lines; the top and bottom lines are flowing with each letter linked to the next, the first letter of each of these words is capitalised and proportionately larger than the rest -either in height, like the P in Portland, or width, like the N in Now. The central line is smaller in height, and all capitalised, these letters appear more uniform and sandwich nicely between the outer words.

Throughout the image, there are small bits of text, either shown on iconic building sites or in speech bubbles linked to one of the characters in the background. An example of this is on the bottom left-hand corner of the image at the base of the letter P in Portland a speech bubble reads “It’s weird”.

The tagline of the poster is set on what appears to be a large sign hanging from a bridge, it reads in capitals “EAT DELICIOUS Food! DRINK CRAFT BEER! SHOP TAX-FREE’.

While very colourful, there is a limited palette being used here, with colours of a similar value. The colours shine against the white background.

The image is composed of two halves, the left hand of the image is more image dense with less background showing – this allows the heading to pop. The right-hand side of the image, while still busy, has a lot more white space visible. The bridge cuts through the central line of the right-hand side and directs the eye to the tagline.

Artist research:

While searching the Portland Tourism site, I came across another illustrator on site Subin Yang. Her work is really colourful and fun.

https://subinyang.cargo.site/

https://www.itsnicethat.com/articles/subin-yang-illustration-170518

I have decided to work with source images and text for the poster. I began by collecting images both from the film and also evocative images that picked up on textures, colours and potential scenery.

Scenery : LA, blue skies, palm trees, pink hazy sunsets

Textures: Flat colour, plaid, pool ripples, shine, lustre, plastic, cellophane, feathers, fluff

Images of characters from the film

Thumb nail sketches to explore with InDesign

A few different ideas to explore here.

Image 1. Repetition and colour + texture overload.

Image 1.2. Inversing the image into text

My next attempt I needed to learn how to insert an image into text. I tried two options using this handy tutorial.

Image 2. Simple text and image.

Here I want to explore a more image based poster, less focused on text. I’m drawn to this palm based image, with the trees silhouetted against a dusky pink sky. I like the limited ‘dreamy’ palette and the strong lines of the trees, the image has an aspirational feel to it.

I start off with a simple sans serif font the same colour as the palms.

I like the effect of the reversed image. the palm lines dirrect the eye to the title and the flipped image supports the idea of being clueless.

Image 2.1 and 2.2 – Adding elements to the text and playing with shapes.

Images 2.3 and 2.4: Playing with shapes behind text – what if it looked like a number plate?