Jon Averil

Airbound Social Media

Using my previous experience in graphic designer, running events & general interest in how best to use social media for brands I took on the social media & strategy for the Airbound Festival in London.
I worked very closely with designer Alan Kennington who created a series of artworks for the 10 week promotion period.


What I'd noticed – & still seems to be the case is many people still create one image, thinking of that as their artwork & using that throughout the campaign whereas even when this campaign was taking place it was increasingly clear that as well as planning a schedule you need to evolve & adapt visually across a campaign. 

You also need to take into account time & costs. With this in mind I asked Alan to create a series of resuable graphics. 'Travel Updates', 'Where To Stay' etc, so we could reguarly re-use the graphics & just update live text in Facebook. 


This was only a small event but this year it'd had stepped up to a much bigger boat & after-party venue with potential for huge financial loss if it didn't work. So we had to be quite responsible as to how we managed this event. 
I created a lose plan for the event & various situations. 

 Series of re-usable graphics

Series of re-usable graphics

We also looked at how to integrate smaller events such as the launch party into the social media campaign. For this Alan created a series of giant size passport photographs. We could then photograph everyone at the event & allow their friends to tag them & other friend they wanted to attend the event. 

 We created a series of passports to tie the launch party back to our social media

We created a series of passports to tie the launch party back to our social media


It was once again interesting to use design thinking & experience to tackle a different role. & it gave me increased clarity defining the parameters of the job from the outset rather than creating assets when the job was already underway. 

I'm still surprised even 5 years after this project how little brands seem to understand design for social media. How the majority of people view & consume content on social media. 
People still want to 'post the poster' or press advert, not understanding the difference in colours (CMYK Vs RGB) & how type designed for posters & press will not be legible when viewed on mobile.