Quebec Advertisement Flyer
Our Vision
This project shows an advertisement for traveling to Quebec, specifically with reference to Air Canada. The challenge was to use good type lockups and grids for information, have at least 3 images, and to have the logos while still being readable and interesting. All participants in the project had to use the same text blocks, so finding different ways to display and play with the grid was also a challenge to overcome.
Design in context
- I developed a winter themed-color palette with contrasting cool blues and a warmer magenta accent to visually communicate Québec's brand identity.
- The integrated circular graphic motifs evoke the feeling of snowflakes falling while also leading the visual flow and emphasizing the playful theme of the brand.
- Curated imagery represents a range of experiences that identify with the brand to make it multifaceted; familiar, scenic, playful, and active.
- The design of a structured, grid-based layout helps organize the dense information while still preserving the visual elements, which is balanced with the partner branding to support the credibility and not detract from the focus of the destination.
- I established a clear typographic hierarchy by pairing a bold sans-serif with an italic serif to help differentiate between destination branding and other messaging.
- The subtle image overlay is used to maintain text legibility without compromising the environmental context, which helps with the visual hierarchy of the title to lead viewers from headline to call-to-action more easily.