Design study, Waterfront
Shoreline Park Opening
A self-initiated design study: Draw a big, diverse crowd to opening day and make residents feel the new park belongs to them.
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
- Neighbors and families from nearby blocks who watched the park take shape behind construction fences.
- Objective
- Draw a big, diverse crowd to opening day and make residents feel the new park belongs to them.
- When and where
- Saturday, May 15 | 10 am to 4 pm, Shoreline Park
Concept A: The Big Reveal 12
Turns long months of construction fencing into a reveal, rewarding patient neighbors with the very first look. Type style.
Concept B: What's Inside 12
Lists what people can actually do there, so families can picture their own first afternoon in the park. Scene style.
Concept C: Backyard Upgrade 12
Frames the park as an upgrade to every small yard and apartment balcony in the neighborhood. Grid style.
Spanish adaptation of The Big Reveal 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 6.18 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 | 6.18 to 1 |
| Flyer, letter | 11 | 13.5 | 6.18 to 1 |
| Social story, vertical | 13 | 13.0 | 6.18 to 1 |
| Retractable banner | 10 | 10.0 | 6.18 to 1 |
| Display ad, 160 by 600 | 10 | 10.0 | 6.18 to 1 |
| Social post, square | 13 | 13.2 | 6.18 to 1 |
| Display ad, 300 by 250 | 10 | 10.0 | 6.18 to 1 |
| Postcard, 6 by 4 inches | 13 | 13.2 | 6.18 to 1 |
| Event cover | 12 | 12.0 | 6.18 to 1 |
| Billboard | 12 | 12.0 | 6.18 to 1 |
| Email header | 11 | 11.0 | 6.18 to 1 |
| Display ad, 728 by 90 | 10 | 10.0 | 6.18 to 1 |