Above is what I delivered. We’ll look at the files that created all of these in class, in detail. Note these aren’t to scale here. They’re simply arranged and scaled to fit in this graphic. The poster is 18 inches tall and the mailer is standard mailer size. The teaser is about the size of an LP cover (man do I miss those days!) (click it for a larger image)
The Process Continues :: Idea Development before Production
I wanted to share the deliverables, the final project, with all of you in the class first, so the rest of the process would make more sense. Now that you can see what I designed, I can explain what steps it took to get the imagery to feel right. It all started with a lot of listening, research, emotion and feeling.
Introspection / free thinking
Next, I categorized and organized my discoveries to help focus ::
Signifies blood, passion, is a central color you see over and over again in Guatemalan Art and especially in the indigenous people’s clothing and designs. Since much of the femicide is racially biased that’s a powerful overlap … blood and ancient Mayan colors.
Kept seeing it. There are many, many bright flowers in Guatemalan designs so a dead one grabbed me. Dead flowers on graves, on crosses by the sides of highways etc.. Yes, it’s a little cliché here in the states (USA) but it’s easily understood by the target market.
Indigenous huipile, top women’s clothing
Another very common sight in Guatemala. Something everyone knows and associates with native, Mayan, women and girls. They’re gorgeous works of art and are collectibles. They have flowers embroidered on them by hand. Perfect place for a rose … near an embroidered one. (even if the viewer doesn’t make the connection … it’s felt).
Grit, Stone, Dirt, Roughness, Darkness and Light
Lots of shallow graves, the brutal deaths and subsequent disappearance of family members, back to earth and dust. This could grab visitors if I did it right.
Latin design is busy, lots of type
My own sensibilities are the opposite. I like clean, open negative space but that wouldn’t work. Think of all the writing on ruins. Think of all the pictographs. Nowadays murals are everywhere in Latin America and we’re blessed with some gorgeous ones in The Mission District.