Design study, Experiences
Summer Concerts on the Green
A self-initiated design study: Fill the lawn every Thursday with a broad mix of neighbors and make the series a summer habit.
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, couples, and neighbors looking for free summer evenings out close to home.
- Objective
- Fill the lawn every Thursday with a broad mix of neighbors and make the series a summer habit.
- When and where
- Thursdays in July | 6 to 8 pm, The Harbor Green
Concept A: Sound of Summer 12
Captures a warm evening on the lawn with music drifting over the water, so people want to be there. Type style.
Concept B: Bring a Blanket 12
Tells people exactly what to bring and expect, lowering the effort of a first visit. Scene style.
Concept C: Toddlers Lead 12
Gives shy grownups permission to dance, with a nudge from the kids who already are. Grid style.
Spanish adaptation of Sound of Summer 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 |