The objective of this project was to convey Lee Valley's store events that were going to be happening in the month of October, keeping within the established brand guidelines, the already designed look of the poster, as well as ensuring that the imagery that was on the poster correlated with the primary events that were happening in the store that month. Since most of the events taking place during the month related in one way or another to birds, I used this image by local Ottawa photographer Brianna Derro to quickly convey what the in-store events would mostly be based around this month. At a quick glance, the customer can see what is happening in their local store, and get the time and dates of the events with ease. This was a new project for Lee Valley at the time, but they now create one of these posters on a monthly basis.