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CMN 448 - Design Brief
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DESIGN BRIEF
ADOPTION CAMPAIGN

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"Unnamed" Cat Rescue

Cat giving a high five to a person

About us

We are an unnamed non-profit group that has been fostering and rescuing cats for the past six months. Now we want these cats to find a lovely home so we can help other kittens in need.

Project Overview

We want you to create an exciting campaign that allows these kittens to find their new forever home.

Name and design a campaign that turns personal values into action. Use images and text to make adoption a experience that connects with our target audience’s values.

Target Audience

A person’s values drive many parts of life, especially their patterns for considering pet adoption as a rewarding possibility. When their values match the cause, they reinforce their sense of identity and see more significant benefits from adoption.

As part of the ideation process, you should identify who you are talking to as precisely as possible. Please define the demographic and psychographic characteristics of your target audience from one of these options:

Project Requirements

Here at "Unnamed" Cat Rescue, we are excited you are jumping into this project! As the stakeholders, we would like you to develop your campaign plan in the following phases and deliverables.

  1. Ideation

At this stage, we would like you to brainstorm and evaluate the best design direction for this project as it responds to a specific target audience. Please, create a user persona to represent your target audience. We will require you to produce a project proposal that includes some lo-fi sketches.

  1. Design Direction

At this stage, we want you to present to us a formalized direction for this project. We require you to prepare a mood board that includes fonts, colour schemes and inspiration images.

  1. Logo Creation

We want you to create a logo that represents our campaign.

  1. Campaign

We want you to prepare images that represent our campaign. You will then add these images to a layout for the campaign poster in either Photoshop or InDesign.

We also want you to create mockups to visualize how our campaign logo and the poster will look in different scenarios.

Questions

Please tag @Nikole McGregor on the “CMN 448 Creative technology Hub” for questions about this project. You can also send her a direct message.