Sheffield Hallam poster By Saffron Smythe, and Josh Lunn.

The planning stage. Before we made our poster, we gathered some images for inspiration and created a moodboard. At first, we started by collecting various images to do with the university, and made a concept for a colour scheme. Then, inspiration hit. We had an image of the student union, and one of the Owen building. What do the two have in common? They are both well-known spots on-campus, and that got us thinking. What about all the well-known places outside of Sheffield Hallam campus? If we want to persuade people to study at the University, then it stands to reason to create interest in the viewer about the area of Sheffield. We want them to question whether they want to study in a place like Sheffield, because the environment of where an educational institute is located can have a big impact on the kind of experience a student has learning there.

Moodboard.

Moodboard (continued).

References for moodboard (First slide). Bottom middle (first slide): “Sheffield Hallam University” by N_Chadwick “http://www.geograph.org.uk/profile/3101”, Source http://www.geograph.org.uk/photo/4962614/ The image is licenced by cc-by-sa/2.0, The image is copyrighted and licenced for further use. Top Middle (first slide): “Sheffield Hallam University Logo” by Sheffield Hallam University, Source http://www.shu.ac.uk/_assets/pdf/SelfGuidedTourSheffieldCentre.pdf The image doesn’t meet the Threshold of Originality and has no Copyright protection, and is part of the Public Domain “Modified by cropping” Left (first slide): “The Owen Building, Sheffield Hallam University” by Neil Theasby “http://www.geograph.org.uk/profile/40672”, Source http://www.geograph.org.uk/photo/2089446 The image is licenced by cc-by-sa/2.0, The image is copyrighted and licenced for further use. Top right (first slide): “Student Union Building” by N_Chadwick “http://www.geograph.org.uk/profile/3101”, Source http://www.geograph.org.uk/photo/783754 The image is licenced by cc-by-sa/2.0, The image is copyrighted and licenced for further use. Bottom Right: Colour Scheme.

References for moodboard (Second slide). Top right (second slide): “Meadowhall Shopping Complex” by Richard Bird “http://www.geograph.org.uk/profile/20465”, Source http://www.geograph.org.uk/photo/1194733 The image is licenced by cc-by-sa/2.0, Image is copyrighted, and licenced for further use. Bottom right (second slide): “Meadowhall Interchange Supertram platform” by David P Howard “http://www.geograph.org.uk/profile/43368”, Source http://www.geograph.org.uk/photo/2888407 The image is licenced by cc-by-sa/2.0, Image is copyrighted, and licenced for further use. Top left (second slide): “Sheffield Railway Station” by Martin Lee “http://www.geograph.org.uk/profile/73757”, Source http://www.geograph.org.uk/photo/2789791 The image is licenced by cc-by-sa/2.0, Image is copyrighted, and licenced for further use. Bottom left (second slide):  ”What was the terminal for Sheffield City airport?” by Steve Fareham “http://www.geograph.org.uk/profile/15341”, Source http://www.geograph.org.uk/photo/1115686 The image is copyrighted, and licenced for further use. Top middle (second slide): “The south elevation of the GAC Stand at Bramall Lane Stadium” by Rod Allday. “http://www.geograph.org.uk/profile/22976”, Source http://www.geograph.org.uk/photo/2931539 The image is copyrighted, and licenced for further use.

Slogans The slogan we went for, was “Come for the education, stay for the experience” because it sounded catchy, and conveyed the message we were going for in the planning stages, such as in the moodboard. Our slogan was placed on two lines, “Come for the education,” written in white on a black line, which is closer to the University’s logo, representing the educational side. The next line says “stay for the experience”, and is just above a zoomed out shot of the University. This creates mystery, as it places the building in the context of the city of Sheffield, and from the picture itself not much information is exchanged between the viewer and the picture about Sheffield, so the idea was to invoke a sense of curiosity from the viewer, encouraging them to explore Sheffield to find out more. (Which hopefully would persuade them to want to study in this area).

The message Sheffield Hallam offers students the chance to study in a well-known city bursting with life, and fascinating places to visit. In Advertising, often not just a product is sold, but also an accompanying lifestyle. We wanted to capture the feel of the city, but not reveal too much information about it, in order to invoke a sense of curiosity in our viewers. Our slogan, “Come for the education, stay for the experience” implies a busy modern student life, that is not just about your individual studies, but also about experiencing life in Sheffield, both on and off campus (particularly when coupled with the bottom image, which shows both the appearance of the University, and places it within the wider context of Sheffield).

Rejected slogan ideas. Before we decided on “Come for the education, stay for the experience”, we came up with a few ideas for slogans, these were: Experience University life in the city. Learn, explore, and grow. Education, dedication, and exploration. However, we decided that “Come for the education, stay for the experience” was the best slogan to use. It fits with our message, and it is memorable.

Concept drawings

Fonts and colours Colours Fonts For our colour scheme we decided to go for a simple grey, black, white, with various purples and burgundy. When it came to picking out a font, we wanted something easy to read, professional, and pleasantly aesthetic. We considered using Bookman Old style Bold Italic, and Tahoma Regular, but in the end we decided to go for Myriad Pro Regular due to the easily readable nature of the font. Logo colours on the building in the picture. Natural colours shown in the picture.

Colour scheme continued We chose this grey because we needed a colour which would complement the purple line and burgundy/ pinkish colour of the logo. There were a few other colours we tried, such as white, light purple, and black, but found that grey worked the best. For the black, the idea was inspired by the University’s lanyards, originally the grey was going to be white and we did consider putting a white box with a black outline to the right of the logo, in order to represent where a person’s picture goes on a lanyard, but we thought this might’ve been too obscure and look like too much blank space. Similarly to the black, we chose the burgundy due to the lanyard (in this case, due to the strap) and realised that having white text would work well against the burgundy because it did so on the strap of the lanyard.

Picking which concept to use…. During the planning process, we came up with three main concept ideas. Two of those concept designs had our slogan on the bottom of the poster, but we decided against this because it’s easy for people to miss the slogan if it’s at the bottom, since it’s usually not the first place you look, and since the slogan was such an important part of the poster we thought it should be somewhere more noticeable. Originally we were just going to have one main colour behind the slogan, but we decided to add black to fit in with the lanyard theme.

References “Sheffield Hallam University” by N_Chadwick “http://www.geograph.org.uk/profile/3101”, Source http://www.geograph.org.uk/photo/4962614/ The image is licenced by cc- by-sa/2.0, The image is copyrighted and licenced for further use. “Sheffield Hallam University Logo” by Sheffield Hallam University, Source http://www.shu.ac.uk/_assets/pdf/SelfGuidedTourSheffieldCentre.pdf The image doesn’t meet the Threshold of Originality and has no Copyright protection, and is part of the Public Domain “Modified by cropping”.