Goldheart Appeal 2005 - Racing Day Event

The Goldheart Appeal in 2005 also had some exclusive jewellery designed to sell for charity. They had a stand set up at Sandown Race day and needed some advertising leaflets for the event. I used the background image of the horses to give an immediate visual of what the leaflet was about. Then I took images of some of the celebrities involved with the charity appeal and got pictures of them wearing the jewellery. I wanted to keep the design in the same style as the other Goldheart design and therefore it was overtly white with the pictures in boxes placed over the faded horseracing image. I guess the symbolism here would be that at the racing day, the important thing is the Goldheart Appeal jewellery stand. With the charity logo at the top I added the goldheart in the bottom corner as a final connecting factor.

I think the best thing to do when creating an advertising design is to keep things simple. The design can be as complicated as you want or need it to be, but I think the information on the design should remain simple. Unless you have a specific brief or piece of writing that must be used (as I did here) you should use as few words as you can get away with to convey your message. Go by the old 'who-what-when-where-why' and you won't go far wrong. Even then if you can get away with less, do.

But if you are working for a client, always follow the brief. On occasion I have made changes to a design that the client has requested, but the first thing I always show them is a design based on the parameters that they have set. I show them my exact interpretation of what they have asked for and wait for their response. I then take notes. Only then do I offer to show them a few other ideas I have come up with. Once they have looked at these (indeed if they want to at all), I take some more notes and then adapt the brief they have given me accordingly. Once I know I am on the right track I rarely start all over again (unless it is absolutely necessary). The way I look at it, if the brief changes drastically for whatever reason, then that is an additional cost.