Project Overview
An overview of the upcoming programs and events offered by AYO for 2015, as well as details and conditions for applications. Program is presented as part inspirational sales tool, part informative document.
Project Commissioner
Project Creator
Team
Kelly Mitchell, Ray Parslow, Creative Partners
Kelly Mitchell, Art Direction and Design
Kris Washusen, Photographer
Michael Rees-Lightfoot, 1st Assistant
Kim Ellmer, Stylist
Julia Green, Hair & Makeup
Sylvia Brown, Clark Murphy Print
Project Brief
The booklet is traditionally a tool to help explain the various AYO programs participants can apply for. It contains information about repertoire, conductors, location and eligibility which they will need to navigate in order to apply. Beyond the applications process, it becomes an information booklet to tell people about AYO’s programs and activities.
Project Innovation/Need
This year's photography concept took a bold step forward from last year, introducing strong black and white portraits of musicians and using dynamic 'thrown' material as a backdrop to add energy to the strong poses. The group shots use a mid-grey backdrop with deliberate use of lens-flared lighting to add drama and a sense of stage and performance. Individual portraits are shot as almost silhouettes on a white background emphasizing their strong presence, not just visually but metaphorically on the classical music scene.
Design Challenge
The challenge for the AYO Annual Programs is always the same: how to represent youthful energy and mature sophistication simultaneously. This presents an enormous challenge visually as these are two mutually exclusive principles and require a creative and sophisticated solution to cater for both.
The Art Direction is the key to this Publication's success, as the look and feel of the photography in combination with the expression and integration with all the necessary information contained in the Program is vital.
Effectiveness
The Program was very well received by the client and has achieved it's objectives for 2015.
Graphic Design - Publication
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching of information style to audience.
More Details