The Lawn 

objective

To design and produce print and digital assets that promoted a series of outdoor events hosted by several participating properties.

duties

Concept, art direction, graphics, design and production.

INSIGHT

After spending a few weeks trying to perfect the initial concept for this project, it became clear something just wasn’t working. As a standalone illustration, grass text over a grass background works perfectly. However, once it was actually put into production and assets generated, it started to compete with the overall content instead of complementing it. After coming to this realization, I decided to abandon the current creative direction and instead chose to refine another concept that had been prematurely discarded. Several elements were kept intact such as the icons and grass text, but the addition of 3D elements and a solid color background helped solidify everything into a cohesive whole.