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The making of the German Village cottage estate billboard

Overview   Process  

Making the first approach. Suggesting several concepts. Putting together a presentation and showing to the client.

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The client wants more. Asking other designers to contribute.

Brushing away bratwurst, gingerbread houses, beer bellies and splendid busts and going back to the heart of the matter: European style houses that would look nice on a neat, calm and informative banner. What if we show a view of a street from an architectural album? And to liven it up we can create three variants, morning, day and night, with corresponding German greetings.

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The art director and the artistic director nod in agreement. The art director asks to move the slogan away from the name of the cottage estate.

Assembling a presentation and showing to the client.

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The client approves the first concept. Starting to typeset. Clarifying banner dimensions, placing information, choosing renders.

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Trying a black background. Suggesting a variant with 3D letters embedded into the render to look as if they stand in front of the house.

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But the letters won’t see the light of day as the client dismisses the idea with rendered houses. We need a new approach once again, this time with the absolute minimum of decoration, authentic German colors and almost no text. Dividing the banner into zones.

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Trying to use fachwerk, the traditional wooden framing used in German architecture.

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The client chooses the first approach.

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Working on the shapes, making the colors more contrasting.

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Typesetting in the 5×15 meters (16×50 feet) format and sending for printing.


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