Originally a request for a simple advertisement using zen-like white spaces and simplicity, the design evolved into a project involving some photography and wit.
Photo: Brian Farrell
First draft was a concept to define a thematic direction. Sticking to the original zen theme, I went with a flagrantly Japanese-y picture of fortunes at a shrine. I also decided to go with established design for the school information, but with a few small edits to how contact information was portrayed.
Photo: Brian Farrell
The writing was terribly cumbersome...
“Great colleagues and terrific students in a school that constantly aims for the best - all in a fascinating country. If that sounds appealing, we want to hear from you.”
Although most of it survived, I was able to streamline it a little bit at the beginning stages. Originally, I thought the client wouldn't go with that idea, but fortunately they did.
At first, variations in fonts were also asked for, but due to the fact that the school logo and information already use six sans serif fonts, I decided to try to at least stay within sans serif.
Also, after discussions regarding the text, I decided that at least some of the photos would have to be created, as opposed to using 'live' photos from the school.
“Great colleagues and terrific students in a school that constantly aims for the best - all in a fascinating country. If that sounds appealing, we want to hear from you.”
Although most of it survived, I was able to streamline it a little bit at the beginning stages. Originally, I thought the client wouldn't go with that idea, but fortunately they did.
At first, variations in fonts were also asked for, but due to the fact that the school logo and information already use six sans serif fonts, I decided to try to at least stay within sans serif.
Also, after discussions regarding the text, I decided that at least some of the photos would have to be created, as opposed to using 'live' photos from the school.
The characters for the photos were selected based on an image I had in mind when first tackling the ad. I felt that any pictures used would need a strong feel of balance and peace.
Adam Clark, left, the student life counselor at YIS, was chosen to represent the staff. To me, his ability to communicate and interact with students in a very natural way were key to any photo that would involve student/staff interaction.
Anton Hoff, center, a senior at YIS, was chosen for his zeal and enthusiasm. A student on my yearbook staff, his character was one I knew well of. I felt that he could represent a more maverick side of YIS.
Haruka, right, a sophomore at YIS, was chosen for her refined and demure appearance. Though every bit as energetic as Anton, her appearance has a touch of Japanese modesty, yet with a subtle confidence.
Working at YIS, I felt that this was an ideal representation of YIS.
Adam Clark, left, the student life counselor at YIS, was chosen to represent the staff. To me, his ability to communicate and interact with students in a very natural way were key to any photo that would involve student/staff interaction.
Anton Hoff, center, a senior at YIS, was chosen for his zeal and enthusiasm. A student on my yearbook staff, his character was one I knew well of. I felt that he could represent a more maverick side of YIS.
Haruka, right, a sophomore at YIS, was chosen for her refined and demure appearance. Though every bit as energetic as Anton, her appearance has a touch of Japanese modesty, yet with a subtle confidence.
Working at YIS, I felt that this was an ideal representation of YIS.
Photo: Genki Unno
Trudging through 150 photos from the shoot, I realized that the text was too multifaceted to be supported by one image. My images were able to portray a community or school, but lacked touches of Japan. Conversely, Brian Farrell's photography lacked any presence of the school.
As a result, I moved to designs with more than one picture.
As a result, I moved to designs with more than one picture.
Photos: Genki Unno, top/middle. Brian Farrell, bottom.
Though cleaner than most advertisements in the TIE, I personally felt that this draft ended up extremely generic and borderline cliché.
After reviewing the other ads in the TIE, I decided to return to my own roots.
After reviewing the other ads in the TIE, I decided to return to my own roots.
Photos: Genki Unno, top/middle. Brian Farrell, bottom.
With this version, I went with a design that resonated more with my preferences in photography. I have always preferred photographing people, whether it be in portraits or candid shots. Concurrently, I strongly prefer images that are close and personal, as I feel they are able to express much more personality and emotion.
At the same time, many of the other school ads never dedicated space to such dominating images of people, especially with those that are looking directly into the camera. Many use 'school life' pictures, but few with such large ads appear to have the balls to use such close-ups.
Thus, I decided to go with photos of Haruka and Adam to portray community and school, while using one of Brian's photos to show a taste of Japan.
At the same time, many of the other school ads never dedicated space to such dominating images of people, especially with those that are looking directly into the camera. Many use 'school life' pictures, but few with such large ads appear to have the balls to use such close-ups.
Thus, I decided to go with photos of Haruka and Adam to portray community and school, while using one of Brian's photos to show a taste of Japan.
Photo: Genki Unno, top/middle. Brian Farrell, bottom.
After completing the basic model, I realized that the text was long and noisy, due to it colliding with the faces of Haruka and Adam. At the same time, I also realized that the three line structure was similar to English haiku syntax. Thus, I worked with the text and summed it into the classical seventeen syllable poem form. The client originally specified that they didn't want the text changed, but I felt that this was a worthy concept to put forward.
Photos: Genki Unno, top/middle. Anton Hoff, bottom.
UPDATE: YIS decided to go with this final draft version over my version with the wooden planks and rocks. I'm not particularly disappointed, but I don't think this one is nearly as refined as my final version.
This final version will be in the next issue of The International Educator.
This final version will be in the next issue of The International Educator.
