prefix.

The design for the web components followed the same concept as the poster. However, the layout and type treatment had to be altered for each viewport. The emerging faces were altered to keep the composition consistent in terms of theme but gave room to more variation in design. Having the halftone faces move right to left on the desktop and up and down on mobile provides movement and direction towards the content on the page. Additionally, the accents that were used in the poster were used as hover treatments on the desktop design.

The goal behind this marketing campaign was to evoke the feeling of emergence throughout the brand. This feeling must capture the abstract art and new artists that would be showcased at the gallery. To convey this, three different designs approaches were developed. These three different approaches were symbolic, representational and abstract. At the forefront, abstract and symbolic styles were more suitable for the gallery's needs. However, both the representational and abstract approach lacked what made the symbolic poster eccentric and dynamic.

The symbolic poster utilized halftones to promote the idea of emergence in concept and design. By using coloured halftones, the poster's content can remain abstract up close for typography to be more prominent. At a distance, the halftones are recognizable and are perceived as people emerging from the design. Thus, tying in the name of the event and allowing viewers to be consuming content at a variety of distances. The halftones from the faces were also enlarged to provide accents to the design.

The project requirement was to choose and create an event for any Canadian art gallery. From this, a full marketing campaign was to be developed for the event. This entailed a poster, logo design and a splash page design for the event website. The event created for Prefix. was to promote emerging Canadian and international artists entering the contemporary art scene. A lot of what this event represented was taken into consideration when developing the poster, logo and website design for this event. The inspiration for this campaign, was the emergence of upcoming designers which led to the design that features designers who appear to be emerging out of the poster.