If you had told me at the beginning of this semester that I would be tasked with designing print posters, brochures, billboards, and digital ads for a boutique, I probably would have panicked and laughed. Let me be completely honest: I am not the most naturally artistic person on digital pieces! When it comes to graphic design, Adobe InDesign, and visual layout creation, I am walking into entirely unknown territory. My usual academic wheelhouse rarely extends beyond writing papers or organizing spreadsheets, so staring at a blank InDesign artboard trying to figure out what looks best together has felt like learning a foreign language.
Despite the steep learning curve, tackling this assignment has been a fun exercise in stepping out of my comfort zone. When I started brainstorming the identity for my made-up women’s boutique, I wanted something that felt modern, earthy, sophisticated, and approachable. That’s why I decided to name the fictional store “Aura on Elm” (shifting it slightly from an earlier idea to give it a more grounded, localized boutique feel).
Speaking of the visual side of the assignment, I have to admit I am really happy with how the logo turned out. It features a clean, edgy aesthetic with a bold red tone. I also created a lighter colored logo for the pieces with darker backdrops. Even though I was worried my non-artistic background would hold me back, the logo completely captures the exact vibe I was going for. It feels effortless and chic all at once.
The real challenge for this project, however, has been learning how to maintain brand consistency. To tie this entire marketing campaign together across seven completely different mediums, from a highway billboard down to an Instagram ad, I realized I needed a unified message that stayed the exact same everywhere. That’s why every single piece in my assignment shares this identical core copy:
- Tagline: Effortless style, rooted in you.
- Descriptive Paragraph: Discover a curated collection designed to celebrate the modern woman. At Aura on Elm, we believe your wardrobe should be as versatile, authentic, and vibrant as your everyday life. From luxurious everyday basics to statement pieces crafted with care, our apparel empowers you to feel confident, comfortable, and undeniably yourself.
- Call to Action: Visit our boutique at 414 Elm Street or explore new arrivals online at auraonelm.com.
Keeping this copy identical across my print poster, brochure, magazine print ad, Facebook and Instagram posts, and billboard design taught me a vital lesson in branding: consistency is key. By anchoring every asset with the same strong words and letting the visual layout do the heavy lifting, the entire project finally came together.
Navigating InDesign hasn’t been easy for someone who usually relies on logic rather than layout art. But if this class assignment has taught me anything, it’s that embracing unfamiliar territory is where the best learning happens. Aura on Elm may not be a real store, but watching it transform from a blank page into a fully realized fictional brand has proven that even non-artists can pull off a creative project with a little patience and the right tools.
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