The client
Urbani Truffles is a leader in producing and selling high-quality truffles and truffle products. The careful and integrated organization of the production cycle, together with a qualified sales network, allows us to bring Urbani's products to gourmet tables worldwide, achieving the same quality and level of satisfaction one would appreciate in Italy.
Accompanying its previous "The Art of Truffle"- Campaign and catalog work, QNY was asked to develop a large-scale poster and a digital, animated banner for the 2023 New York Fancy Food Show fair, that took place at the Javits Convention Center.
Outcome
While creating the poster I had to pay extra attention to the quality of the copy, logo, and truffle imagery to ensure high-quality printing. First parts of the image needed to be lightend, since those parts could result in an even darker image, when printed in CMYK. The bleeds needed to be set to 5cm, which is appropriate for this size, therefore I had to extend the sides of the image to fit the bleed dimensions. The font was adapted from the digital ads with an emphasis on the Booth number and sub-slogan "searching for truffles". Different font sizes created a hierarchy of information, starting with the logo, followed by the main slogan, sub-slog slogan, and information on where to wind the client's booth. The overall style adopts the luxury appearance of the brand by using elegant dark imagery and a sans-serif white typeface.
Digital Adaptation
For the digital version, less space was available for the elements of the graphic. To optimize the use of this space effectively to balance visuals, text, and whitespace without overcrowding or leaving empty areas, I needed to include an animation, to let the copy appear after each other. Font size needed to be downscaled to fit the new medium but in terms of ensuring readability. I had to go through several animation speeds since I had only a limited time window for the ad and needed to ensure enough time to read the copy.
Conclusion
It was very interesting to work on both printed and digital versions since both had different requirements and I had to adopt sizes, file formats, and color profiles to achieve a coherent result.
