Strategic Communications by Kevin

Build the Grid and Establish Structure

The project began by constructing a three‑column, five‑row grid to give the poster a clear organizational framework. This grid became the backbone of the layout: the left column was dedicated entirely to the hero image, while the right two columns held all text and branding elements. This structure helped ensure continuity and made the visual hierarchy more intentional. Peer feedback emphasized that the purpose of the campaign was already clear and engaging, so the grid served as a way to support that clarity and keep the design focused. I anchored the figurines on the left then distributing text across the remaining columns. I also added a dark charcoal background to highlight the colors of the figurines and to make the campaign materials a bit more dramatic while still somewhat playful.

Refine the Logo and Improve Readability

I removed the logo text from inside the cat‑head silhouette and set the text label beside the logo. This adjustment preserved the playful, recognizable identity that peers praised while improving legibility and balance. I scaled the logo to occupy only part of the grid cell, giving it breathing room and preventing it from overpowering the surrounding text. Because the black logo was lost in the new charcoal background, I added a shadow so that the outline of the cat’s head would be visible. Another change to readability, now with the dark background, was to change the font colors to something other than black (on white background). I used some of the colors from the figurines because I figured they would be in harmony, and as a result, used a gold for title, white and off white for description text, and a dark but visible blue for the Call to Action at the lower right grid cell.

Revise Text Elements for Clarity, Hierarchy, and Accuracy

I reorganized the text elements to make the message clearer and more readable. Now, the slogan and subtitle were placed at the top of the poster, centered across all three columns, giving the design a strong opening statement, which addressed feedback from peers in my draft. I enlarged the body text to improve readability, also directly addressing feedback that it seemed too small compared to the call to action. I saw and fixed a silly typo from the draft that one reviewer caught.

Create and Highlight a Call to Action and Ensure Visual Flow

I had used “Come Visit” as a call to action (CTA) already knowing it was weak and hoping that time with the design and feedback might help stimulate something new. Most of my reviewers agreed. In any case, I finally came up with and used “Catch some zoomies and come visit the Center for Cats to feed your inner kitten,” which I thought adds personality and aligns energy of the content and campaign. To ensure it stood out visually, the CTA was placed in Row 5, Columns 2–3, right‑aligned, and set in blue that contrasts with the charcoal background. This addressed feedback that the CTA needed more prominence and that the hierarchy could be strengthened. With the slogan in soft white at the top and the CTA in blue at the bottom, the poster now guides the viewer’s eye naturally from introduction to action.

Make Final Adjustments

As before in my draft, I reused the elements from the poster on the other templates, noting this time, that brochures have cover pages and inner pages. For this reason, I placed the main images and titles on what appears to be the right side, which is in fact the cover of that template. I sized the text elements to match the templates, ensuring the design still flowed hierarchically and naturally (white space, aligned, etc.). I sized the logo and figurines images to match the poster, more or less with figurines anchoring the lower right side and the logo centered prominently, though subtly throughout all templates.

The Campaign Materials Now