Design study, Waterfront
Fishing Pier Reopens
A self-initiated design study: Celebrate the rebuilt pier with a reopening morning and bring back longtime regulars and new visitors.
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
- Waterfront
- Audience
- Anglers, walkers, and families who used the old pier and have missed it during the rebuild.
- Objective
- Celebrate the rebuilt pier with a reopening morning and bring back longtime regulars and new visitors.
- When and where
- Sunday, August 15 | 7 am to noon, The Fishing Pier
Concept A: Welcome Back Home 12
Speaks to regulars who fished here for decades, framing the reopening as a homecoming. Type style.
Concept B: Built to Last 12
Shows what is new and improved, from pilings to lighting to cleaning stations, so people trust the upgrade. Scene style.
Concept C: The Gulls Waited 12
Lets the pier's most loyal locals, the gulls, deliver the welcome back with a little attitude. Grid style.
Spanish adaptation of Welcome Back Home 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 5.20 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 | 5.20 to 1 |
| Flyer, letter | 11 | 13.5 | 5.20 to 1 |
| Social story, vertical | 13 | 13.0 | 5.20 to 1 |
| Retractable banner | 10 | 10.0 | 5.20 to 1 |
| Display ad, 160 by 600 | 10 | 10.0 | 5.20 to 1 |
| Social post, square | 13 | 13.2 | 5.20 to 1 |
| Display ad, 300 by 250 | 10 | 10.0 | 5.20 to 1 |
| Postcard, 6 by 4 inches | 13 | 13.2 | 5.20 to 1 |
| Event cover | 12 | 12.0 | 5.20 to 1 |
| Billboard | 12 | 12.0 | 5.20 to 1 |
| Email header | 11 | 11.0 | 5.20 to 1 |
| Display ad, 728 by 90 | 10 | 10.0 | 5.20 to 1 |