The Airlie Berkshire Farm Client Project was by far the most extensive and formative project I participated in this semester. It took the fundamental concepts and principles that Visual Literacy introduced and gave me an outlet to transform them into tangible products that will make a real impact on the company and community.
The first trip out to Airlie was amazing not just because it was an opportunity to get off campus but also because I got to understand the feeling that Airlie encapsulates. While my classmates who did not have the chance to attend the trip produced amazing work, I felt as though the visit was essential for me to truly understand the Airlie “essence”. One reason I love photography is because in a single still frame it captures the entirety of a moment and emotion. The old adage “a picture is worth a thousand words” holds true. By extension, a series of images tell a story, and that was the case with the photo essays we each created. Looking through my peers’ image galleries was a great experience as it allowed me to see the very things I photographed through others’ eyes. Where I felt my gallery lacked strength, a peer had a beautiful supplemental image that helped to create a comprehensive story. Additionally, I was able to learn from their images: Ben’s showed me how to utilize different angles, Clair’s showed me how to highlight subtle subjects, Soni’s showed me how to interpose elements, and so on.
The creation of the logo was the next big step, and to be completely transparent, was something I initially had no interest in. I designed my first draft the night before and wasn’t jonesing to be picked; I intended to focus on photography for the client project. I was surprised when they picked my design and did not know what I’d be in for. Nevertheless, the design development that the logo went through was an invaluable experience. Frustrating at times, yes - to wait for a response or not be able to sit down with the client myself - but ultimately rewarding. I was satisfied with the final logos and I learned how to have positive communication with a client, pushing back on some rejects as well as accepting their feedback with an open mind. It also pushed me to consider logos and graphic design with more severity as I grappled with how to capture the Airlie Berkshire Farm image (and connection with AU) in a simplistic, adaptable graphic design. If I were to do it again, I would experiment with more advanced software and push the design rules further.
For the second trip to Airlie, I sort of assumed the role of point person. I had the opportunity to sit in on an Airlie board meeting for the 5k and Fall Festival as well as conduct correspondence with different members of the team to provide details and final products from our class’s side of things. This allowed me to gain an understanding of professional event planning and coordination that will inform future internship and occupational ventures.
The last part of the project that I had a main role in was the social media presentation. I filmed the footage for the TikTok post and worked with Lauren to create the Instagram posts and captions. I found it important to demonstrate to our client how they can connect with younger audiences, especially to gain student interest. I would love to show them further examples and provide content ideas moving forward (I regret that we didn’t have time to show them all of our ideas).
Overall, the client project was an incredible experience. Working with my classmates and the Airlie staff was so much fun and also just a great introduction to this field. Coming together as a class in front of the audience was a really special moment and I’m extremely proud of the body of products we created. It will absolutely be a project I carry with me over the next few years.