LTSA NewslettersGraphic Design - 3D Design
Figure 1. A collection of the three new headers (2022)
Pitch
During my time working at LandSure Systems, I was tasked with redesigning the Land Title and Survey Authority of BC’s three central newsletters: LTSA update, ParcelMap BC, and Land Title Matters. The goal was to create new eye-catching headers that stood out but also correlated well with LTSA’s existing branding ethos, as well as create a new newsletter layout in MailChimp that will be used by all three.
Process Analysis:
Ideation
My first proposal sketches initially revolved around 3D-designed headers; I created 9 different concepts to propose the idea to the communications team before going forward. My team and I decided to iterate on my original idea and create three versions of each header: a Graphical, Photographic and 3D version.
Figure 2 : First proposed sketch of new newsletter headers (2022)
Process Analysis:
Iteration
Using Photoshop, Illustrator and Autodesk Maya, I created 27 different versions of the newsletters, 9 for each type. After creating all the requested versions, I presented them to my team for review and to receive feedback.
All headers highlighted in green were pulled out as favourites, and I was tasked with modifying those again to fit specific brand guidelines.
Figure 3 : Complete set of all versions of the proposed newsletter headers (2022)
Process Analysis:
Challenges
The main challenge I faced when completing this project was creating designs that went with the company ethos while also managing to push the boundaries of their brand identity in a new and exciting way.
I overcame this challenge through many iterations of my designs, as my team and I gradually decided which aspects of the designs I created fit the best with the LTSA’s company identity, while still extending it further.
Final Headers :
Figure 5: Final header design for the ParcelMap BC newsletter
To create this header, I first took a graphic of a topographic map in BC and modelled it in Maya. Then, I used Maya to light and render the map. After that, I used Photoshop to add a simple title, with a bold sans serif font, that works well against the more complex background. I chose the topographical map because ParcelMap BC is a product created by the LTSA that holds survey and land data for most of BC, and land topography is an essential part of it’s database.
Figure 6: Final header design for the LTSA Update Newsletter
I created this header through many iterations of the same concept before settling on this one. A big part of LTSA’s branding is the existence of the chevron shape, so I wanted to incorporate it as much as possible. As well as, I wanted there to be some depth and texture, which I created by adding multiple layers of opacity and the grid pattern. LTSA Update is LTSA’s main newsletter, so it was very important to me to ensure their branding and professional ethos were reflected here.
Figure 4: Final header design for the Land Title Matters newsletter
To create this header, I chose a darker navy blue for the background in order to create a higher contrast with the complex shapes in the type, and still be recognizable from the other two blue newsletters. I designed the background illustration to be a simple visual of a mountain range with sunbeams cutting across the front, so each of the letters appears like a window into the landscape.
Process Analysis:
Reflection
Overall, this project was really amazing design practice. I was able to practice my 3D and 2D design through many iterations and feedback, and I feel like I have grown my skills over the course of completing it. I also was able to practice my Illustrator, Photoshop and Maya skills which I believe I have been able to polish a lot thanks to this project.
The most important thing I learned, however, was how to design for a professional setting. Being a student, I wasn’t used to how many people would need to approve designs before they could be used or then iterated on. By the end of this project, however, I believe I have expanded my skills in this area, and I have grown as a designer.