Art Craft NYC
Branding the first accessible film production design program.
Production design is rarely taught in film school let alone taught with industry professionals and real life projects. Art Craft allows 14 students to have hands-on education for free sponsored by the state of New York. They needed a bold exciting brand to capture new students, gain sponsors and showcase the next generation of the art department.
Logo Anatomy
CHONKY (FREE) FONT
Bold + impactful with hand adjusted kearning. Not breaking the bank.
FIXED WIDTH LETERS
Makes for easy stacking and pattern making.
DYNAMIC SECONDARY FONT
Narrow and italic with big energy to balance with the logo.
NYC, FOR NOW...
Easily swapped for the next big city.
Fonts & Colors
Hanson
Free bold “callout” font.
Uses: headlines, large communications
Acumin Variable
Secondary “callout” font.
Uses: sub headlines, large communications.
Roboto
Google “workhorse” font.
Uses: headlines, titles, body copy, fine print.
Social Marketing Templates
Campaigns for instragram were designed to be digestible content with particular clear communication. Campaigns have dual usage as informational highlights while each slide has the ability to stand on its own and act as individual advertisements.
Investor Deck
Deck slides were designed as template pages for common types of communication. As a live google doc the Art Craft team can edit and adjust in real time without versioning issues or program learning curve.
Website
The Art Craft site serves many purposes — to inform, to explain program offerings, to gain support, to provide resources and guides and so on. The design of the site guides each user to their directive with calls to action catered to their journey.
Site User: Everyone
Get A Taste
The home page gives an overview of the program and its signifigance in the industry as well as it’s culmination.
Actions: Learn more, join the newsletter, meet the team & support the program
Site User: Industry Professional
Hire the Alumni
The Alumni Directory showcases students and their work with the ability to see their interests and skills for job hiring.
Actions: Hire fresh talent, view portfolios, download resumes
Site User: Prospective student
Join The Class
The program breakdown informs potential students of the course material, teachers and materials included.
Action: Submit application
Client: Art Craft NYC
Brand Design: Dana Beierle
Website and Marketing Design: Dana Beierle