24 Hours Vancouver - Most graphic design students find themselves endlessly sitting in front of their computers agonizing over font faces and pantones. Vancouver Community College (VCC) digital graphic design (DGD) instructor, Ashlea Spitz wanted to challenge her students to think outside of the post-secondary box and understand the real world steps involved in the design process, all while still having fun.
Spitz’ 2015 graduating class was tasked with the assignment of redesigning the label of Pacific Western Brewing’s, Pacific Pilsner. The objective of the assignment was to capture the essence of the iconic blue and gold label, while re-establishing an emotional connection with consumers, both new and returning. The students were guided through the process of research (off campus), inspiration, design critiques and presentations.
Spitz and DGD department head, Lorena Espinoza were thrilled with the results of the project, as was Pacific Western Brewery’s owner, Kazuko Komatsu. Komatsu surprised students at the DGD exhibition at the Roundhouse Community Arts Centre by gifting each student with a $100 cash award in recognition of their efforts, professionalism and creativity.