Go Places Adventure Tours
"Come Out Swinging" Travel Advertisement
Project Overview
For this project, I designed a dynamic black-and-white advertisement for Go Places to promote their Rope-Swing Adventure Tour. The campaign was created for both print (Georgia Straight) and digital formats, showcasing the thrill of swinging through Vancouver's stunning natural landscapes. Using the principles of Point, Line, and Form, the design delivers a high-energy, visually engaging experience.
Design Concept
The "Come Out Swinging" ad centers on the adrenaline-pumping experience of the rope swing. Through bold lines and graphic shapes, the ad highlights the motion and excitement of the tour. The black-and-white visuals use stylized illustrations to evoke energy, with the focus on dynamic movement and adventure.
Key Design Elements
Point, Line, and Form: Each design principle is used to guide the viewer’s eye and emphasize the rope swing as the focal point.
Strong Graphic Shapes: Monochromatic graphics make the ad adaptable for various formats without losing impact.
Target Audience
Adventurous travellers (ages 25-45) interested in high-energy outdoor activities.
Local and international tourists looking for unique adventure experiences in Vancouver.
Design Process
1. Research: Studied competitor ads to ensure Go Places stood out with its bold, minimalist approach.
2. Sketching: Created 15+ thumbnail sketches to explore multiple design directions, then refined two promising concepts.
3. Final Design: Focused on clarity and impact, ensuring the ad was eye-catching both in print and digital formats.
Outcome
The final design was a success in conveying the excitement of the rope-swing tour. The high-contrast black-and-white graphic style worked across both traditional print and modern digital platforms, engaging the target audience and encouraging immediate action.
Tools Used
Adobe Illustrator (for design and layout)
Adobe Photoshop (for mock-ups)
Printed Ads for Georgia Straight
Newspaper Ad Size B (Vertical): 5.84” wide x 14.9” height
Newspaper Ad Size C (Horizontal): 9.8” wide x 7.35” height
Digital Ads
Facebook Desktop: 470 px wide x 246 px height
Facebook Mobile: 560 px wide x 293 px height
Website Ad: 300 px wide x 250 px height
Concept Development
Initial Thumbnail Sketches
Layout Design for different concepts
Two final concepts with different directions—We moved forward with concept 1 (on top)
Final executed design with colour application after testing for contrast (in black and white)
This project demonstrates my ability to design a cohesive, eye-catching advertisement that effectively promotes a unique adventure tour across multiple platforms.