synergy [n] the interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects.
Constantly looking to challenge the typical collegiate athletic collateral "look" of stacked student-athletes and an infatuation with grunge textures, we continued to look toward the editorial for inspiration.
We also wanted to out-do ourselves with something completely different from what we did [last season] - and that needed to include color and multiple student-athletes.
Inspired by the use of colored gels in fashion photography, Synergy: A Poster Concept uses a similar technique that adds a variety of red and purple hues to what is often a stale color palate of maroon and neutrals. We also printed the line pattern in a clear spot UV ink to reflect light and play off of that colored lighting.
Another layer to this concept was highlighting the synergy between teammates through the student-athletes' movements, illustrating the importance of each person's role.
Personal responsibilities for each of the 19 posters include concept, art direction (photography), design, prepress, and photo shoot project management.
2017-18.
Line Pattern (Clear spot UV)
