CIRCA 2016
SCOPE: Design a creative layout for two 2-page spreads and a cover for an REI Annual Report
PROCESS: I wanted the cover to be fairly simple but still hold some complexity, so I used an illustrated image from the REI collaboration with Orlin Culture Shop and placed it within an REI logo. I wanted the content to be arranged in a way that flowed nicely, but also harnessed the sense of adventure while highlighting the most important keynotes. I brought in blocks of color to sort of break up the space and give the eye a break from walls of copy. These blocks of color also serve as a way to squeeze in quick facts and business statistics at a glance. I used a 4-column grid to plan and execute this project.
WHAT I LEARNED:
-It's easy to get caught up in the details, and equally as destructive if you don't pay attention to your grid.
-Use typography basics as a checklist; space, leading, kerning, rivers, bleed, readability, and hyphenation.
