DESIGNDILEMMASHow to solve problems for great end results.

[de•sign di•lem•mas]:common issues in creating effective communications

DESIGNDILEMMA:ScaleSUSANNE MORTONOffice of Communications and Marketing, Senior Art Director

1. Infographic

Design Dilemma: Scale1. INFOGRAPHIC: Student Fees

Format: screenDeliverables: graphics for Vol UpdateRGB Colors: Orange, Smokey, Energy, Leconte, Fountain, Globe and Legacy.Fonts: Clarendon and GothamAudience: primary: studentssecondary: general audienceAudience interaction: phone, tablet, or computer

Design Dilemma: Scale1. INFOGRAPHIC: Student Fees

2. Print invitation

Design Dilemma: Scale2. PRINT INVITATION: An Evening of Exploration

Format: print and mailDeliverables: invitation and envelopeCMYK Colors: Orange, Smokey, Rock, LimestoneFonts: GothamAdditional features: foil stamp, magnetVendor: University Printing & MailAudience: general audienceAudience interaction: hands-on, action required

Design Dilemma: Scale

Design Dilemma: Scale2. PRINT INVITATION

Design Dilemma: Scale2. PRINT INVITATION

Design Dilemma: Scale2. PRINT INVITATION

3. Environmental Graphics

Design Dilemma: Scale3. ENVIRONMENTAL GRAPHICS: Outdoor Program

Format: hallway, entrance, and interior spaceDeliverables: cut vinyl, canvas prints, and template for adventure calendar and ratesCMYK Colors: Orange, Globe, Legacy, Switchgrass, Eureka!Fonts: GothamAudience: students, faculty, and staffAudience interaction: varies

Design Dilemma: Scale3. ENVIRONMENTAL GRAPHICS: Outdoor Program

Design Dilemma: Scale3. ENVIRONMENTAL GRAPHICS: Outdoor Program

Design Dilemma: Scale3. ENVIRONMENTAL GRAPHICS: Outdoor Program

Design Dilemma: Scale3. ENVIRONMENTAL GRAPHICS: Outdoor Program

Design Dilemma: Scale3. ENVIRONMENTAL GRAPHICS: Outdoor Program

Design Dilemma: Scale3. ENVIRONMENTAL GRAPHICS: Outdoor Program

Brand Guidelines

Communication

Audience

Objectives & Goals

DESIGNDILEMMA:ConsistencySUSANNE CATECollege of Arts & Sciences, Print Communications Manager

Design Dilemma: Consistency

Consistent Template: Newsletter

Design Dilemma: Consistency

School of Art, “shortcut logo”

Used alone on front,no “circle R”

2” header

Footer with newsletter content,department URL

Feature story first. Department Head’s message inside.

Design Dilemma: ConsistencyConsistent Template: Newsletter

College logo

Used when the shortcut is used elsewhere

EEO Statement with PAN number issued by University Printing (necessary for a print run over 200 pieces). And job number.

Department “ask”, engaging image, or short feature.

Newsletter is folded for mailing. Repeat header.

Social Media Icons

Consistent Template: Arts & Sciences Newsletters

Design Dilemma: Consistency

Process can kill creativity, but so does lack of process!

Simple wordcount and layout tool to share with client.

Read more online

Design Dilemma: ConsistencyConsistent Template: Newsletter, bookbreak

Maintaining the brand, understanding the partsConsistent Template: Newsletter, production timeline

Edit and Design Time + Approval Time + Press Time

Design Dilemma: Consistency

PROJECT REQUEST SUBMITTED

Confirmation: From CAS Communications Director: 1-2 days

Design: Print Communications Manager: 2-5 days

Client: Approval process, confirm due date/press count, signed approval: 2-3 days

University Printing: PAN number request: up to 24 hours

Submit: Fill out UPM Order and send to press: 2-8 days

>>> Don’t forget to request copies for yourself! <<<

Design Dilemma: ConsistencyWhat I try to do:● Listen to the client● Protect the brand● Promote the campus● Solve problems● Engage the viewer

Keep it consistent.

DESIGNDILEMMA:DiversityShannon HerronCenter for Student Engagement, Graphic Designer

Designing for a multitude of events with ever-changing topics, audiences, desired outcomes.

Design Dilemma: Diversity

Design Dilemma: Diversity

Design Dilemma: Diversity

Design Dilemma: Diversity

Diversity in content compounded by diversity of material need.

Design Dilemma: Diversity

Design Dilemma: Diversity

Design Dilemma: Diversity

Design Dilemma: Diversity

Marketing Checklist

1. Marketing Materials2. External Media 3. Internal Media

Maintains Consistency

Reaches Audience

Desired Outcome

Design Dilemma: Diversity

Design Dilemma: DiversityContent● Research on the topic

Who // what // why

Audience● Who are we trying to attract?

StudentsFaculty/StaffGeneral Public

Desired Outcome● What are we trying to do?

EntertainEducateExpose

DESIGNDILEMMA:VolumeEvan FordUniversity of Tennessee Athletic Department, Graphic Designer

Designing for 14 athletic programs, ranging from facilities, to recruiting, to social media, and more

Design Dilemma: Volume

*Projects created on July 24-25

One project at a time

Design Dilemma: Volume

Knowing your coaching staff (ie. client)

Design Dilemma: Volume

Controlled chaos • Fonts• Colors• Style

Design Dilemma: Volume

Know your boundaries (Stretch them when you can)• Establish then expand• Brands within brands

Design Dilemma: Volume

DESIGN DILEMMASTools & Tips

Tip 1: Get excited

Tip 2: Project goals & objectives

What does the project need to accomplish? What is the tone?What are the goals?What are the objectives?

Tip3:Research

brand.utk.edu

Tip 4: Brand guidelines

Tip 5: Brainstorm & Collaborate

Tip 6: Take a break

Tip 7: Unlock your resources

Photography1. Asset Bank

● Request access: tiny.utk.edu/assetbank

2. UT Video & Photography Center ● Visit communications.utk.edu/video-and-photography

3. Free photography resources(with appropriate credit)● Library of Congress● NASA● The Met● unsplash.com

Photography4. Freelance photographers5. Stock photography

• istockphoto.com• gettyimages.com• Adobe Stock (Creative Cloud)• graphicstock.com

6. Agency photography

Charts & Infographics1. Canva2. Infogr.am3. Venngage4. Visme5. Piktochart

Software1. Adobe Creative Cloud2. Microsoft Office3. G Suite (Google’s suite of

online applications)4. Project management solutions

• Social media • Task management

5. File transfers

Final Tip: Celebrate your success

Questions?