Among the Meatpacking District's unique characteristics and landmark cultural institutions are its banner art campaigns which hang from the light poles lining the cobblestone streets. They're one of the first things you'll see as you enter the district, and one of its most valued visual branding elements.
For the 4th year in a row, HSFI's 11th grade Art & Design majors have been invited to take on a bold assignment: Create a 2027 Banner Campaign for the Meatpacking District.
The Meatpacking District Management Association acts as the client, and each of the 70 students studying Digital Media act as the art director of their own design agency.
The Creative Brief was presented by Julia Bailey, Events and Program Manager; and Melody Jiang, Office Coordinator. It began with a historical overview of how the district got its name ("we used to have slaughterhouses") and what a Business Improvement District is (BID).
The visual language of the neighborhood was highlighted as they pointed out Gansevoort Plaza as "a stage for creativity," The High Line as "a tourist attraction," and the Whitney Museum of American Art as "an anchor."
Throughout, the presenters emphasized the importance of Public Art, and how well designed public spaces improve quality of life.
Next -- The Assignment:
Design 1 vertical Street Banner (36" wide and 96" tall) that makes people feel like they've arrived somewhere special: The Meatpacking District.
Choose between 2 presented concepts (Building Blocks and Inspired by the Streets)
Choose a subject (either an object or a street)
Choose an Art Movement from the 6 discussed, such as Abstract Expressionism and Cubism
Stick to the Color Palette -- using the Meatpacking District's 8 branding colors only
Design it!
Students were encouraged to reference specific buildings or recognizable elements, and keep the graphics simple.
HSFI campaigns from the past three years were reviewed, and a discussion of what was popular and what didn't work gave the students added perspective.
The finale was a 90-minute walking tour of the Meatpacking District itself, so students could observe first hand.
Desk-side Critiques are scheduled for October 14th.