Program Rack Cards for InFocus Film School
A series of seven brochure-style rack cards designed to introduce prospective students to InFocus Film School’s programs at education fairs and outreach events.
I led this project from concept to print, creating a colour-coded, modular design system that gives each program a bold identity while keeping the series cohesive. Along the way, I wrote the copy, used high contrast for at-a-glance readability, experimented with early AI image generation in Canva, and prepared print-ready files for production on cardstock.
MY ROLES
PROJECT OVERVIEW
The Goal
InFocus Film School needed a simple, eye-catching way to introduce prospective students to its programs at in-person education fairs and outreach events.
The goal was to create a set of rack cards that would grab attention on a crowded display table, clearly explain what each program offers, and give students an easy next step to get in touch with admissions.
Creative Direction
I led the creative direction for this project from concept to completion. Each program needed its own personality while still feeling like part of the InFocus family, so I developed a colour-coded system that gives every card a bold identity.
A vertical program title runs along the side of each card, paired with an energetic headline and imagery that reflects its creative field. The result is a set that stands out side by side on a rack, while each card still makes sense on its own.
One System, Seven Programs
To keep the series cohesive and efficient to produce, I designed a modular layout that could be adapted across seven programs:
Film Production
Game Design
Writing for Film + TV
Documentary Film
3D Animation
VFX Compositing
Graphic + Digital Design
Every card follows the same structure: an attention-grabbing headline, a short program description, key program highlights with icons, the diploma length, and admissions contact information. This consistent hierarchy makes the cards quick to scan, so a student can understand a program in seconds while walking past a booth.
Experimenting with AI Imagery
This project was an early opportunity to work with AI image generation, using Canva’s tools when they were still brand new. I generated and curated imagery for each program, then integrated it into the layouts so it felt cohesive with the colour palette and overall visual style. It was a valuable experience in guiding a new creative tool towards a consistent, on-brand result.
Writing for a Quick Read
Along with designing the cards, I wrote the copy for each program. Since rack cards are often picked up and skimmed in passing, I kept the messaging short and action-driven with headlines like “Lights, Camera, Action!” and “Develop Your Eye for Design!” Each headline was written to speak directly to the creative goals of that program’s audience.
Designing with High Contrast
High contrast was at the core of this design. Rack cards compete for attention on busy display tables, often viewed from several feet away, so every card needed to stand out at a glance. I paired bold black panels and the vertical program titles with saturated, energetic colours like red, magenta, purple, teal, green and orange. This made each card’s colour identity pop while keeping the program names instantly readable from a distance.
Contrast also guided the hierarchy within each card. Bright white headlines on solid black and coloured backgrounds create clear focal points, while the body copy sits on clean, light areas to stay comfortable to read up close. This balance between attention-grabbing colour and clean readability helped make the cards both visually striking and accessible to a wide range of viewers, including those with low vision.
The Outcome
The finished set gave InFocus Film School a polished, professional presence at education and outreach events. It offered a cohesive collection of materials that represented each program’s unique identity while strengthening the school’s overall brand.