- How has your clientele change from the previous year(s)? What type of clientele are you trying to attract for next year(s)?
This helped to organize and frame the content according to demographic changes in the Academy's clientele.
- Can you share some of the Academy's achievements for this year? How did you stand out in the community?
This helped align my design implementation to support how the client wants to be positioned in their market.
- What did you like the most and least from last year's recital poster/program book? Are there any external samples that catch your eye?
This also helped to identify conceptual gaps and realign the visual vocabulary to refine the visual components for the poster and program book.
- What is your timeline and budget?
This helped to define the scope, clarify expectations + limitations, and determine the best available vendors and sponsors for the project.
- a keepsake for students and parents
- attracting prospective clients + sponsors.
- updating the overall style while retaining the main visual features (large title + main ensemble group photo),
- integrating both English + Chinese information,
- being transferable digitally and in-print.
Walk-through & Talk-Aloud: When reviewing the short-comings and successes of the designs, I facilitated a walk-through and talk-aloud method with the work. This allowed me to observe how my client responded and interacted with the digital and print designs, and by doing so prompted for an expanded conversation about their needs, desires, and pain points. This method was helpful in the strategic ordering of content and sponsor materials throughout the programme book.
Brainstorming: The strength behind this method was leveraging the first hand experiences the director and faculty have with the Academy's students, parents, and sponsors. By engaging them in the kick-off and subsequent sessions, we generated a lot of great ideas for visual content and overall aesthetics that would appeal to the Academy's clientele.
From observing how the client read through the content in both Chinese and English, we found that that there was a visual disconnect between the English and Chinese texts from the previous designs. It was difficult to identify which Chinese texts were direct translation of the English information, and the Chinese content felt secondary to the English content. Since the Academy's clientele and sponsors were increasingly more Chinese-language oriented, we needed to ensure their reading experience was considered.
Education and professional certifications are highly valued by the Academy's clientele, and employing faculty all with formal credentials from Beijing Dance Academy is the unique feature of the school. From the client interviews and participatory sessions, we wanted to leverage this insight in the redesign to elevate the prestige of the school, which can generate for more sponsorship and student registrations.
SAMPLE DESIGNS (2017-2019)
I was initially brought on (in 2016) to assist with the recital program's layout design. As my client enjoyed the work and the collaborative process, my role has since expanded to creating all the design work for the annual recital and the Academy's professional dance companies.
Finding a balance- the give and take, the dance between your professional recommendations and what the client feels and wants. Create a list of wants and needs with reference to the main goals and objectives to help prioritize and guide the iteration process in a timely manner.