Alina Chetcuti

This project is a self-initiated redesign exercise of and old invitation for "Dance Party NightLife" at The California Academy of Sciences. The original design (labeled "original") had a few elements that I thought could be altered for better readability.

 

The first matter I aimed to address was the contradiction behind the dates listed; one section says "October 2nd," and another says "every Thursday." After some thought, I realized that it's Dance Party that took place October 2nd, and NightLife that is every Thursday. To add clarity, I decided to attach "October 2nd" to the Dance Party NightLife copy block, because that is what the invitation was intended to announce. I then decided to move the "every Thursday" copy block above the NightLife logo at the bottom, because that is where the information was located for the regular NightLife.

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The second element I decided to alter was the various copy blocks located around the starfish. I found these copy blocks to be a little hard to read as they don't follow a grid. In addition, I felt that there could be less green highlighted text; I felt only the most important information should be highlighted. As proposed solutions to these notes, I created a simple two column list of bullets with strategically placed highlights. I then placed the starfish in a way that directs the reader's eye to the list of bullets. 

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In order to keep a similar feel to what the original designer was going for, I tried to create a background image that was similar to the original. To do this, I used a stock photo from David Clode on Unsplash for the background paired with an Adobe Stock image of a starfish (both labeled "Images Leveraged"). I amplified the colors of the background on Photoshop to keep the neon feel, but also darkened it to allow for solid readability.