National Simplicity Day is a National Holiday Project that focuses on a design and smaller campaign for The Ad Council.
Touchpoints:
• Logo Design
• Poster Design
• Event Campaign
Goal:
For this project, I wanted to create a simplistic design that worked not only with my target audience, but also kept in mind the national holiday and what it represents.
National Holiday Research
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
National Simplicity Day, taking place on July 12th (7/12), is a holiday that aims to motivate others to pursue and advocate for a simplistic lifestyle. Those who celebrate take the time to step back and declutter not only their minds, but parts of their lives that may be weighing them down physically, mentally, or emotionally. Whether it be seeking companionship, exploring nature, or taking a smaller break from work, the holiday shows there are multiple ways to relax and destress from what goes on around you.
Rationale:
National Simplicity Day can show a healthier lifestyle by removing certain objects or elements of one's life to focus on what makes you happy, allowing for better communication and actions made by yourself and the people around you.
Key Words:
• Minimalistic
• Happiness
• Carefree
• Improvement
• Leisure
Target Audience:
The campaign focuses on Office Workers who work day in and day out at their desks. With this demographic, the campaign can teach different ways to relax and assess matters both in their personal and work lives.
National Holiday Logo
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
The Logo design integrates simplicity and growth. With the use of a light blue and grey, a lighter stroke for the icon, and a more modern and thin font selection, the design is made to be easy on the eyes and refreshing to look at. The logo also integrates the stem of a plant to represent growth and change, which is present throughout the rest of the branding through plant imagery and/or greenery.
Poster Design
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
The holiday poster represents National Simplicity Day at a glance, using the slogan "Keep it Simple" along with a simplistic branch design for added detailing.
Community Walk Campaign
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
The Community Walk Event is a campaign set on National Simplicity Day. In order to motivate others to take a step away from their work and reconnect with others and nature, the event takes place at the Sequoia National Park, which would involve participants traveling to the park to walk around and enjoy something new.
Community Walk Poster Design
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
The Community Walk poster design overviews the event, the details on the date and location, and the time frames when participants can visit the park and attend the event. To keep this design fresh, a smaller park scene was created at the bottom of the poster, using a smaller color palette of blues to represent the grass and trees. A CTA is also present under the time stamps to redirect the viewer to the official website.
Social Media Post
━━━━━━━━━━━━━━━━━━━━━━━━━
The Social Media Post for Instagram uses the assets from the event poster, repurposed on a smaller scale. Viewers would be redirected to the event page on the main website for more details.
Community Walk Banners
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
With the Community Banners, the design follows a tree that grows throughout the day, with the tree being a bud in the early morning and an older tree at night. These banners would be placed throughout the event on the designated route to inform participants how far they are and how much progress they have made. The plants themselves are a more illustrated style to stand out as the event moves from the morning into the evening.
Closing Reflection
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Like the name, the National Simplicity Day project was made to be simplistic with its content and general appearance. Due to my initial limited time frame with this project, I took the time to go back and touch up on my designs while keeping in mind my target audience and those outside of it. I also wanted to create a design that was not focused on a younger demographic with its presentation compared to my other projects.
Overall, National Simplicity Day informs others about the day itself and helped me as a designer work on new material outside of my comfort zone.
