Design study, Experiences
Bayfront Movie Nights
A self-initiated design study: Bring families to outdoor movies on the plaza and introduce them to waterfront dining nearby.
These are self-initiated studies, not client work. Each is a fictional campaign; none was commissioned by, produced for, or approved by any agency or organization.
The brief
- Line of business
- Experiences
- Audience
- Families with kids and young adults who want an easy, free night out on the waterfront.
- Objective
- Bring families to outdoor movies on the plaza and introduce them to waterfront dining nearby.
- When and where
- Fridays in August | At sundown, Bayfront Plaza
Concept A: Under Open Sky 12
Sells the memory of a movie under open sky with city lights behind the screen, a night kids talk about. Type style.
Concept B: Sundown Start 12
Covers the basics, when, where, and what to bring, so parents can plan around bedtime. Scene style.
Concept C: Better Than Indoors 12
Pokes fun at the indoor theater, with the bay breeze standing in as the best air conditioning in town. Grid style.
Spanish adaptation of Under Open Sky 12
The first direction adapted rather than translated: the headline, supporting line, and call to action rewritten in Spanish, with the layout reflowed for the longer text. Type style.
What was checked
Every one of the 48 pieces was checked as it was composed. The lowest text contrast measured anywhere in this study is 6.54 to 1, against a minimum of 4.5 to 1. Type sizes are in the units of each format: pixels for digital formats, and for print, units of the drawing at the sizes shown.
| Format | Minimum type size | Smallest set | Lowest contrast |
|---|---|---|---|
| Poster, 18 by 24 inches | 11 | 13.2 | 6.54 to 1 |
| Flyer, letter | 11 | 13.5 | 6.54 to 1 |
| Social story, vertical | 13 | 13.0 | 6.54 to 1 |
| Retractable banner | 10 | 10.0 | 6.54 to 1 |
| Display ad, 160 by 600 | 10 | 10.0 | 6.54 to 1 |
| Social post, square | 13 | 13.2 | 6.54 to 1 |
| Display ad, 300 by 250 | 10 | 10.0 | 6.54 to 1 |
| Postcard, 6 by 4 inches | 13 | 13.2 | 6.54 to 1 |
| Event cover | 12 | 12.0 | 6.54 to 1 |
| Billboard | 12 | 12.0 | 6.54 to 1 |
| Email header | 11 | 11.0 | 6.54 to 1 |
| Display ad, 728 by 90 | 10 | 10.0 | 6.54 to 1 |