Case Study
PG Viewfinder Branding & Publicity
Project Overview
PG Viewfinder is an immersive winter photography initiative held in Prince George, BC. Combining educational workshops, guided photo walks, and a high-stakes competition, the event aims to celebrate the unique "winter beauty" of the region.
The goal was to create a cohesive visual identity and a suite of publicity materials, including posters, tri-fold brochures, and apparel, that felt professional, inviting, and intrinsically tied to the cold, crisp aesthetic of a Northern winter.
Project Type
Logo, Business Card, Brochure
Tools
Adobe Illustrator, InDesign
Visual Identity & Logo Design
The heart of the brand is the Viewfinder Icon.
- The Concept: The logo is inspired by the camera’s viewfinder—the literal window through which a photographer frames their world. It represents focus, composition, and the act of capturing a moment in time.
- Refinement: Early "rejected" designs featured complex gradients or textures. These were discarded in favor of a clean, solid-color silhouette to ensure maximum flexibility for textured overlays and photographic backgrounds.
- The Palette: A "cool winter" scheme dominated by icy blues, deep navy, and crisp white, mirroring the snowy forest theme of the photography walks.
Marketing & Publicity Materials
To drive registrations for the workshop series and competition, a comprehensive collateral set was developed:
- Event Poster
Designed for high impact and quick readability, the poster highlights the $10,000 Grand Prize to grab attention. It utilizes a bold, sans-serif typographic hierarchy to organize key dates (January 5–16) and locations (Two Rivers Gallery & Museum). - The "3-Fold" Program Brochure
While the poster sparks interest, the brochure provides the roadmap.The Front: Focuses on the "Call to Action" (Register Now) and visual branding.
The Back/Interior: Houses a detailed 7-Day Seminar Schedule, ranging from "Camera Basics" to "Photo Editing." It effectively balances dense information (daily schedules, equipment lists, and prize categories) with clean iconography and structured grids.
Merchandising & Community Touchpoints
To foster a sense of community and "team identity," the project included designs for participant gear:
- PG Viewfinder Jacket: Branded apparel for the 45-minute outdoor walks in sub-zero temperatures.
- Insulated Tumbler: A functional gift for participants to keep warm during the Heritage River Trail or UNBC Campus walks.
The Results
The final branding successfully positions PG Viewfinder as the premier winter arts event in Prince George. By blending technical photography symbols with a chilly, atmospheric color story, the design communicates both the professional nature of the workshops and the rugged beauty of the Canadian winter.
Key Project Highlight: Successfully managed a complex information hierarchy within the brochure, ensuring the transition from educational seminars to the competitive exhibition was intuitive for the user.
The Result
Brochure
Poster
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