The Art Fund Campaign
Introduction
For this project, we have to choose from a list of five project briefs based on design student competitions and carry out one of them. The brief I chose was the Art Fund campaign. I have to create a campaign that can drive sales of the student Art Pass amongst university students in Autumn 2018.
My client for this project is the Art Fund. The Art Fund, then named National Art Collections Fund, was founded in 1903 in order to help museums and galleries acquire works of art. The Art Fund can help museums and galleries in a number of ways like providing museums and curators with funding for acquisitions; training and development and the display of art through tours and exhibitions. So for this project, I have decided to create a poster campaign that can drive sales of the Student Art Pass amongst university students in Autumn 2018.
Target Audience
My target audience is 18-30 year olds. My main objective for the campaign is to make this age group aware of what the Student Art Pass is and how young students and even mature students can benefit from the Student Art Pass as well. After researching my target audience, I realised that students are constantly on their smartphones, mostly on Social Media. Students’ lives are increasingly dominated by technology. Their smartphone is often the last thing they look at before going to sleep and the first thing they look at the next morning. They spend the majority of their free time connecting and talking to people online via social networking sites so I feel it would be appropriate to target them through the use of a poster campaign to promote the Student Art Pass and to get people looking up from their phones.
Design Objectives
Having researched my client and target audience, I have decided to base my campaign mostly on advertising through the use of art. I think this would appeal to 18-30 year olds as art can attract a wider audience more effectively. Involving the target audience in the campaign and making them feel important is the most efficient way of spreading information about the Student Art Pass to this group of people so having a hashtag slogan might be appropriate. Once the online campaign message has been received by a person it can be easily be shared throughout social media which spreads the campaign message quickly, freely and directly to the target audience. The students can also benefit from this campaign as the Pass is only £5 and can save students a lot of money visit- ing museums and can help them to switch off from the real world for a while without being interrupted by their smartphones.
Campaign Deliverables
I thought of using a simple hashtag like #studentpass or #£5pass. I will create posters for this campaign as I believe this is the best way to advertise to my target audience. I want to create an abstract digital print inspired by real art that can really attract and entice students to purchase the Student Art Pass.
Inspiration
I wanted to create a poster campaign that would stand out and grab people’s attention so I used famous art pieces for my project and manipulated them in a funny way.
This is my final concept for a flyer for my campaign, which would be handed out to students in a museum or art gallery. It has a simple but effective design.
Conclusion
From undertaking this design project I believe that I have created a functional and effective design using relevant research and development techniques such as digital design and illustration. Furthermore, I believe my poster campaign will convince students to look up from their smart- phones and to visit museums or art galleries more often that would drive sales of the student art pass. Overall I am very pleased with my finished design project.
