External Campaign for AD Design: A Student’s Guide

If you’re a student looking to learn about designing an external campaign for advertisements, you have come to the right place. This guide will walk you through the three essential categories of an external campaign for ad design, including logo design, stationery design, and advertising design.

Brand manual:

Your first task is to create a small booklet called a “Brand manual.” In this booklet, you’ll design a logo for the company and explain its background, name significance, shape or outline significance, color significance, negative space usage, typography, design philosophy, and logo design. Your logo should reflect the company’s values, commitment, and attitude. You should also explain the typeface and typography used in the logo. The design philosophy should explain what to say, whom to say, and how to say it.


Your next task is to design the company’s stationery, which includes a visiting card, letterhead, and envelope. Your visiting card should be 54mm * 91mm in size, while your letterhead should follow the same theme, with the logo and business lines within the first inch from the top edge. The envelope should be 4″ * 9″ inches in size.


The third and final task is to design various types of ads, including press ads, print ads, outdoor ads, point-of-purchase ads, TV commercials, and web advertisements. Your press ads should consist of a set of two or three ads with a common theme and layout, with the same slogan throughout the campaign. Only the headline wording and image will change, and the copy will be in tune with the headline if required. Your print ads should follow the same principle as press ads, but with more focus on pictures, and they should fit inside an A4 size paper.

Your outdoor ads should have an impactful image, a slogan, and a logo, preferably at the right bottom, as they get a glance of no more than 4 seconds. Your point-of-purchase ads should lure the audience to make a last-minute decision, and you can choose to make any one of the following categories: standees, danglers, window dressings, or show cards.

Your TV commercial should consist of a storyboard of 12 to 15 frames, while your web page should be designed with a web advertisement. You can choose between a radio spot or a web ad.

Internal assignments

For your internal assignments, you’ll analyze ads collected from newspapers and magazines, sketch out your ideas with examples, and work on graphic principles such as balance, contrast, rhythm, harmony, word expression, and color behavior.


Designing an external campaign for advertisements requires a combination of creativity, strategy, and attention to detail. By following the guidelines mentioned above, you’ll be able to create an impressive ad campaign that will grab people’s attention and effectively communicate the company’s values and message. Best of luck!

Unlock the secrets of successful branding with our sample brand manual PDF – Download now!

Types of a Design layout or Advertisement layout


Logo design, company branding, color psychology, typography principles, design philosophy, advertising strategy, target audience, creative brief, visual hierarchy, layout design, image selection, slogan development, call to action, user experience design, scrapbook analysis, and sketchbook assignments, Scrapbook analysis, Sketchbook assignments, External Campaign for AD Design, Brand manual design, Stationery design, Press ads design, Print ads design, Outdoor ads design, POP ads design, TVC design,

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