Art Directing a Postcard Booklet for DK at San Diego Comic-Con
Role: Freelance Art Director + Production Designer
I had the opportunity to art direct and production design a postcard booklet for DK, created for the Penguin Random House booth at San Diego Comic-Con.
The Brief
The goal was to design a takeaway piece that would showcase DK's upcoming releases in a memorable, tactile format, something convention-goers would actually want to pick up and keep.
The goal was to design a takeaway piece that would showcase DK's upcoming releases in a memorable, tactile format, something convention-goers would actually want to pick up and keep.
The Format
The solution was a 6x24" accordion fold booklet that folds down to 6x4". It featured five titles that spanned a wide range of genres:
The solution was a 6x24" accordion fold booklet that folds down to 6x4". It featured five titles that spanned a wide range of genres:
The Mandalorian
Spider-Man
Junji Ito's work
Star Trek
Dungeons & Dragons
The Process
Without a template to work from, I built the file from scratch using only the specs provided by the account manager. Before moving into final design, I created a not-to-scale dummy to test the fold, ensuring the layout would print and fold correctly. I documented the process with a video to show the account manager, in case the printer needed a guide, I had already created one.
Without a template to work from, I built the file from scratch using only the specs provided by the account manager. Before moving into final design, I created a not-to-scale dummy to test the fold, ensuring the layout would print and fold correctly. I documented the process with a video to show the account manager, in case the printer needed a guide, I had already created one.
Design & Production
My role as art director and production designer meant balancing DK's brand guidelines with each title's distinct visual identity. The result was a piece that felt cohesive, dynamic, and faithful to each IP, while standing out on a crowded convention floor.
My role as art director and production designer meant balancing DK's brand guidelines with each title's distinct visual identity. The result was a piece that felt cohesive, dynamic, and faithful to each IP, while standing out on a crowded convention floor.
The Outcome
The booklet was a hit at SDCC. So much so, that I've been asked to create a similar piece for New York Comic Con this October.
The booklet was a hit at SDCC. So much so, that I've been asked to create a similar piece for New York Comic Con this October.
What I Loved
This project was a perfect blend of creative freedom and problem-solving. From building a custom template to managing multiple brand identities, every step pushed me to think like both a designer and a production designer.
This project was a perfect blend of creative freedom and problem-solving. From building a custom template to managing multiple brand identities, every step pushed me to think like both a designer and a production designer.
I'm proud of what we made, and excited to see where it goes next.