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2023 Nuit Blanche Poster

Course Work |   2023 |  Photoshop | Research Driven Design

Here you can find the supporting research that assisted in identifying the target audience as well as informing my design and content decisions for this project. 

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Supporting Research And Process 

Target Audience Research

University Students Living in Downtown Toronto

  • Experience high cost of living, burdened with expenses such as rent, tuition and groceries leaving little financial flexibility for spending money on enjoying university life and the city culture. (The Varsity, 2023)

  • Nuit Blanche exhibition is relevant through being a free opportunity to connect with Toronto’s artistic community and city culture. 

Etobicoke and Scarbourgh Residents 

  • Projects will be displayed in these areas in addition to downtown offering convenience to those residing outside of the city (Destination Ontario, 2023)

  • This validates the exhibition as convenient and relevant to individuals living outside of the core downtown area assuming they meet other demographical requirements

Indivuduals Employed in the Art, Technology and Media Industries

  • Demographically relevant given many of the 2023 projects integrate topics applicable to these industries, including AI-generated art, video installations and light projections (City of Toronto, 2023)

  • The year's “Breaking Ground” theme focuses on concepts of change and innovation, relevant to these industries 

  • Downtown Toronto 

  • Scarborough 

  • Etobicoke 

  • ​Interest in art and city  culture 

  • Value affordability 

  • Enjoys night activities 

  • Low to middle-income 

  • Age 20 - 35

  • Employed in Tech, Media or Art industry 

  • University student 

  • The majority of income spent on the cost of living 

Behavioural 

Geographic 

Demographic

TARGET MARKET

Psychographic

Content Decisions

Locations of Exhibition Projects 

  • Including the locations where projects are being displayed provides the audience with an idea of the exhibition area. (Destination Ontario, 2023) 

  • Living in these regions (Downtown, Scarborough, Etobicoke) should increase their interest.  

"Experience a Free All Night Celebration of Contemporay Art" 

  • This phrase is included to inform the audience of the demographically relevant features of the exhibition if they are not already familiar with it but are interested in it's offering (City of Toronto, 2023)

Title: "Nuit Blanche Breaking Ground 2023" 

  • This title highlights the themes of the night including innovation, change and the natural world.

  • These are relevant interests to the target audience and act as a call to action to look more into the event. (City of Toronto, 2023) 

Design 
Decisions

CN Tower Illustration 

  • The illustration of the CN tower inside a sphere communicates the location of the projects and the exhibitions focus on Toronto culture in addition to a critique of the overall trends across the globe. (Destination Ontario, 2023)

  • This emphasizes the themes of change innovation and the natural world through its futuristic style. 

Robot and Human Hand Design 

  • The robot hand and human hand inspired by "The Creation Of Adam" emphasises the exhibition's integration of technology and innovation with art. 

  • Many of the projects integrate new technologies like VR, AI and futuristic wearable technology, topics relevant to the target audience. (City of Toronto, 2023) 

Colour Scheme

  • The colour scheme of the poster aligns with the Nuit Blanche brand identity colours as well as the dark gradient emphasizing that the event is held throughout the night. (City of Toronto, 2023)

Research Sources

​City of Toronto. “Nuit Blanche.” City of Toronto, 18 Sept. 2023, www.toronto.ca/explore-enjoy/festivals-events/nuitblanche/. 

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Destination Ontario. “Guide to Toronto Nuit Blanche 2023.” Ontario Yours to Discover, Sept. 2023, www.destinationontario.com/en-ca/articles/guide-toronto-nuit-blanche-2023.

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​Murphy, Aisling. “Nuit Blanche Brings All-Night Art to Downtown Toronto and Beyond.” CP24, CP24, 22 Sept. 2023, www.cp24.com/news/nuit-blanche-brings-all-night-art-to-downtown-toronto-and-beyond-1.6573652. 

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Nuit Blanche Art Map. City Of Toronto, 2023, www.toronto.ca/wp-content/uploads/2023/09/8ff3-Nuit-Blanche-Map-2023.pdf 

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​Varsity Content Lab. “Rising Costs and Student Struggles: The Reality of Living in Toronto.” The Varsity, 22 Feb. 2023, thevarsity.ca/2023/02/22/rising-costs-and-student-struggles-the-reality-of-living-in-toronto/. 

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