Project Purpose
The purpose of this project was to develop my graphic design skills while simultaneously contributing to the marketing efforts of Spotlight Dance Company. Through this experience, I aimed to become a more well-rounded marketer with the ability to create visually appealing and targeted promotional materials, ultimately supporting the company’s goals of attracting participants and ensuring the ongoing success of their dance competitions.
Project Overview
Over the past three months, I worked with Spotlight Dance Company, focusing on marketing and graphic design. My main goal was to enhance my graphic design skills and contribute to the company’s marketing efforts. I created 30 targeted ads for specific cities and 42 diverse ads to reach a wider audience. These ads aimed to generate interest in the competitions and attract participants. My time at Spotlight Dance Company allowed me to apply my graphic design skills and make a meaningful impact on their marketing initiatives.
Final Product (samples)
Here are just a few of the ads I did. I unfortunately don’t have results of how they’re doing because they haven’t been launched yet. These ads will be pushed once the 2023 season ends so they can promote the 2024 season.
Challenges
Throughout my experience at Spotlight Dance Company, I faced several significant challenges. One of the main hurdles was adapting to new software, particularly Photoshop, Illustrator, and Canva. Since I didn’t have a background in graphic design, working with these tools proved to be quite difficult initially. However, I was determined to learn and gradually familiarized myself with the software to overcome this obstacle.
Communication also posed a struggle due to the nature of the dance season. As I joined the company mid-season, team members were constantly on the go, traveling across the nation to work on competitions. This made it challenging to effectively communicate certain project details. Moreover, due to their busy schedules, getting quick responses and clarifications proved to be difficult. As a result, much of my work involved trial and error, as I had to proceed with designing without complete clarity on the layouts. It often required circling back and re-creating designs. However, I must emphasize that my team was incredibly supportive throughout this process, ensuring that everything eventually came together successfully.
Project Processes
In order for these ads to be the best they could be, I worked with the main graphic designer so I knew the layouts they needed to be and also to get information about how they needed to look. Spotlight has a very specific way of how they want their content to look, so I relied on a book they offered that had all of the specific colors and fonts I was supposed to use. I also had to have the logos in certain places. They definitely knew what they wanted, but that was good for me because as a beginner, I knew what they were expecting from me in that aspect.
Insights/Takeaways
Throughout my journey at Spotlight, I gained valuable insights from the challenges and experiences I encountered. Firstly, I learned the importance of adaptability and resilience in the face of new and unfamiliar situations. Despite not having a graphic design background, I was able to overcome the initial difficulties and adapt to using new software. This taught me the power of perseverance and the ability to acquire new skills when needed.
Secondly, I realized the significance of effective communication in a fast-paced environment. Working with a team that was frequently on the move presented challenges in conveying project details and obtaining timely clarifications. I learned to navigate these communication obstacles by being proactive and finding alternative ways to seek the information I needed. It reinforced the importance of clear and efficient communication, even in demanding circumstances.
Another crucial insight I gained was the value of collaboration and support from my team. Despite the challenges we faced, we maintained a strong sense of unity and worked together to find solutions. The willingness of my team members to assist and provide guidance was instrumental in overcoming obstacles and ensuring the successful outcome of our projects. This experience highlighted the significance of a supportive and cohesive team environment.
Lastly, I developed a deeper understanding of the unexpected nature of the design process. Due to the time constraints and limited communication opportunities, I often had to work through trial and error. This taught me to embrace flexibility, quickly adapt to feedback, and iterate on my designs. It reinforced the notion that sometimes the best results come from a willingness to learn from mistakes and continuously refine and improve upon initial attempts.