This Collateral Campaign project was completed in my Typography class. The brief was to create politically correct Voter's Campaign (Collateral Campaign) merch for the 2024 Election. We were challenged to narrow in on a target audience and were restricted to only using typography in our design (no imagery at all). Our job was to create a 24"x18" poster, a 5"x7" post card (following all legal postal requirements), a 1" diameter button, and three social media posts with our designs.
This project challenged me to think critically about my design choices. For this project, I chose the target audience of young adults (18–24-year-olds) who enjoy music. As a person in this age group and outside research, I know that much of my generation particularly enjoys nostalgic and "retro" themes. Based on this information, my ideation process looked like tying in the idea of a bold, retro aesthetic and music together to create a record label design with the catchphrase, "Tune in and Vote". These words speak directly to my target audience and create a clear message. Instead of using an image of a record, I chose to move these words into a record shape. I researched a typeface from the 1970s that would have been seen on a music poster during that time and paired it with a serif font.