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A Division of UnderConsideration

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2009
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2017

Derrit DeRouen worked on a freelance pro-bono project to raise funds for a cause he believed deserved his best effort. In the end 50 silkscreened posters were printed, some were distributed to artists and donors, and the rest were sold at the event.

Cap City has been putting on this event at Antone’s for several years, it’s one of their larger funding sources, but the materials used to promote it have typically been bland: band names on a tabloid poster, pro-bono work without much enthusiasm. For me, it was an opportunity to raise their level of sophistication while creating a graphic “persona” for the event. During the design phase of the project, I developed several visual directions, but struggled to find a simple and fun, yet elegant solution. The guitar image had been bouncing around in my head for a few days, so I took a break, sat down and drew it out. The instant I saw it on paper, I knew it was the right solution. I recreated it digitally, trying to streamline it, but the original sketch really felt the best…a bit raw and kid-like. The type is somewhat of a throwback to the era when this kind of iconography was more prevalent.

The poster turned out to be a success and helped contribute to the overwhelming support for Cap City Kids. They raised over $16,000 at the largest Antone’s fundraising event they’ve had to date.

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Cap City Kids Poster

Production Method

Design

The MADHouse
Concept and design: Derrit DeRouen

Printing

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