At the end of the winter semester, Dawson’s Graphic Design Program hosts an annual exhibition where third-year students showcase their work to friends, family, curious passersby, and potential employers.
With each year featuring its own theme, the event requires a new exhibition concept that represents the graduating students while appealing to a broad general audience.
To capture the attention of a general audience, the concept must evoke curiosity and relate to shared experiences while representing the graduating students’ journey and transition from the program. This approach enables the audience to connect with the exhibition more easily, rather than dealing with inside jokes specific to the program. After analyzing the differing characteristics of both groups, one idea emerges: improper file names. This honest yet common behaviour could evoke amusement while resonating with designers and other professionals who manage numerous files. The exhibition name would be styled as if it were an exported file, following the naming convention: FINAL (REAL FINAL FINAL) 25.
Given its intricate theme, a typographic approach was employed using a monospaced typeface and underscore spacing to align with the computer file concept. Any additional design visuals would overshadow the core idea. To accommodate the title across various formats, a simple grid was created to provide contrast for the title and the event information. To add layers to the design, an electric blue, referencing Dawson College’s logo, was integrated to color some of the title, creating a zig-zag pattern in the white and blue text.
