PERSPECTIVE OF LIFE | SKETCHBOOK

D&AD NEW BLOOD AWARDS

LINKS behance.net/georgehooper instagram.com/shiningblade_art/

Email: george95.agh@gmail.com

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CONTENTS INTRODUCTION RESEARCH DEVELOPMENT ANIMATION PORTFOLIO

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CONTENTS

INFO

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BRIEF : D & AD AWARD DEADLINE: 13.02.2020 The project that I decided to do is HSBC Bank by Saatachi & Saatachi.

THE PROBLEM The company have been looking into implementing animation or illustration to promote HSBC. The company seek a new approach by using illustration to promote their motto “ Together we Thrive”.

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INTRODUCTION

MIND MAP 5

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WHAT IS HSBC? HSBC HSBC is one of the world’s largest

America and Latin America. HSBC Bank

banking and financial services

plc is one of the four major clearing

organisations. Its serve more than 40

banks in the United Kingdom and is

million customers through four global

a wholly owned subsidiary of HSBC

businesses: Retail Banking and Wealth

Holdings. The business ranges from the

Management, Commercial Banking,

traditional high street roles of personal

Global Banking and Markets, and Global

finance and commercial banking, to

Private Banking. Their network covers

private banking, consumer finance as well

65 countries and territories in Europe,

as corporate and investment banking.

Asia, the Middle East and Africa, North

Across all brands the bank operates some

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BRAND COLOUR Red

White

Black

HSBC 2 GRAYS

RESEARCH 1800 sites in the UK. HSBC set out to reach a target audience

Colours used in the brand

who are “very open minded, optimistic and forward thinking� and who, despite the global uncertainty, still want to explore new opportunities.

BRANDING GUIDELINE

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HSCB FONT Univers is the primary font for

UNIVERS SEMI-BOLD (UNIQUE TO HSBC)

HSBC marketing material, the approved weights are illustrated.

Univers semi-bold is a font unique to HSBC which is available from GHQ GMQ. Monotype Times New Roman is

LIGHT, REGULAR, BOLD ,ITALIC

the secondary corporate typeface and is used for stationery, and as a support to Univers.

For reference all of the approved HSBC corporate typefaces are illustrated. No other typefaces or weights can be used without the prior approval of GHQ GMQ.

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RESEARCH

HSCB COLOURS The HSBC Group’s corporate

For halftone reproduction a 44%

colours are HSBC red, black, white

tint of black can achieve an

and HSBC grey.

acceptable match to HSBC grey.

RED

HSBC colours may be reproduced using specially mixed colours or

BLACK

may be simulated using the four colour half-tone process HSBC red WHITE

HSBC red can be achieved using PANTONE® 1795 red.

HSBC grey HSBC grey is the Group’s

HSCB GRAY

secondary corporate colour and can be achieved using PANTONE® 423 grey.

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HSBC ADVERTISE ADVERT IN CHINA

VIDEOS & POSTERS HSBC have been doing various advert from simple posters to promotional videos.

They have been focusing in various cause such as globalization and open to other perspective in the world. Because they are a global community then tend to search for an audience that might reach everyone.

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RESEARCH

1

Design n1 shows how the company used

2

Design n2 uses shapes object used

patterns of their brand to advertise their

around the world together with peoples

agency. They used this type of animation

faces, objects ect .It possible to see that

at the end of their work. In this work the

it been used a shade of gray to create the

triangle appeared to create the world .

design together with red.

The colour that has been used is white

FINAL ANIMATION

and red.

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ANIMATION

HSBC ANIMATION USING A RED SQUARE

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RESEARCH

HSBC ANIMATION WITHOUT SQUARE

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TOGETHER WE THRIVE ADV Together we Thrive adv is too keep united people from different backgrounds. An advert in Airport that display overlapped images. And in UK the y have than an advert with type.

DESIGN IN CHINA

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RESEARCH

CURRENT DESIGNS 15

D&AD NEW BLOOD AWARDS CURRENT DESIGNS

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RESEARCH

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ILLUSTRATIONS

ILLUSTATIONS BY NUKE

NUKE Nuke was responsible for creating the

The learning courses rolled out to all

concept and creative direction for a

of HSBC’s sales staff in 75 countries

series of e-learning courses.

worldwide and was used by thousands of its sales employees.

Each animated story followed ‘Mel’ and his team throughout the sales process with an ‘ACME’ client, educating employees on using new sales handbooks and applying these techniques to their day to day roles and own client accounts.

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RESEARCH

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D&AD NEW BLOOD AWARDS ILLUSTATIONS BY NUKE

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RESEARCH

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EXTRATO DA VIDA

GRAY BRASIL ILLUSTRATION

The Extrato da Vida project {En. Life Extract} is a Facebook App developed

by Grey Brazil in partnership with Estudio Pum. The App takes information from the users profile and build an infographic based on datas such as events participation, number of photos, friends analysis and much more. Depending of the numbers analysis the user is associated with a icon. For example, if you post more than 2 photos a month, then your level is a Halley’s Comet. If you have not being to many different places, then your level is a Hermit.

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RESEARCH

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BARTEK EXPAT EXPLORER The Expat Explorer survey is the largest global expat survey of its kind. In 2012 over 5,000 expats answered questions relating to their finances, quality of life and even what it’s like to raise children abroad.

It been conceptualized and illustrated a set of illustrations, describing various topics within the Expat Explorer Survey 2013 and 2014.

DESIGN BY BARTEK T

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RESEARCH

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RESEARCH

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INSPIRATIONS

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RESEARCH

INSPIRATION RESEARCH Looked at images that could help me with my work. The research was in google search and pinterest. Most of the search that I was able to find had a style that reflected poster of 80-90. Looked at them and I was able to find inspiration because the design I want to archive should take inspiration from different source. From the research I started considering that I could use patterns , characters and flat colours from the competition.

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D&AD NEW BLOOD AWARDS Upon looking at various things I also considered colours and shapes.

Since the HSBC has 4 colours red,gray,black. I started thinking that I could use them but I could also add additional colours. I could use red for the background or even use black for text ect

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RESEARCH

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COLOUR SQUARES After, I picked some designs and started to analyse it colours. Some poster uses a lot of colours other use a less quantity.

Creating this squares would help me to build an effective and faster choice of colours.

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RESEARCH

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SKETCH IDEAS

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DEVELOPMENT

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DEVELOPMENT

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DEVELOPMENT

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THE CANDY

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DEVELOPMENT

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D&AD NEW BLOOD AWARDS SKETCH

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DEVELOPMENT CANDY DESIGN

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D&AD NEW BLOOD AWARDS ANIMATION INSPIRED BY THE CANDY FOR PATTERN MATTERS

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DEVELOPMENT

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PATTERNS MATTERS

REFLECTIONS

FEEDBACK & WORK After researching I think I could try using patters to re-brand the hsbc. Since Hsbc aim to support sustainability I was thinking that it could be effective to use the design pattern from animals, to reuse on the brand. Again another idea is to use the pattern of hsbc in various moments of a persons life

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DEVELOPMENT

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SKETCHES

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DEVELOPMENT

SKETCHES 49

D&AD NEW BLOOD AWARDS DEVELOPMENT DESIGN PATTENS

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DEVELOPMENT

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D&AD NEW BLOOD AWARDS COLOUR SET #EFDA97

#C2171A

#AE3D77

#6A5947

#597E2D

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DEVELOPMENT COLOUR SET #EFDA97

#9C9C9A

#007C3D

#008A57

#00514B

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D&AD NEW BLOOD AWARDS LAYOUT VERSIONS

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DEVELOPMENT

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TRAVEL TRIP CHARACTER DESIGN I had the idea to try to create a character that could sponsor HSBC bank. The character is shown as a designer that travels around the airport by visiting various places. The idea it to animate the design however I am not sure I will do this as it need to invest a lot of time and it wouldn’t be enough time to do everything in time. The name of the character will called Aria as wind .

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DEVELOPMENT

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D&AD NEW BLOOD AWARDS SKETCHES & DEVELOPEMNT

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DEVELOPMENT

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DEVELOPMENT ANIMATIONS

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PERSPECTIVE OF LIFE INSPIRING ADV Taking in consideration the logo, I think it could be used to created a different design. Using the symmetry of the design could generate the idea of using the cent re of the logo as it vanish point.

SKETCHES

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DEVELOPMENT SKETCHES

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D&AD NEW BLOOD AWARDS COLOUR SET #000000

#DC0B16

#FFFFFFF

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DEVELOPMENT

DEVELOPING THE IDEA This show how the design is created, it start from taking each area of the logo until it final design.

When creating the idea I started by using 2 colours because it would have been more challenging. If I was able to keep it clear then the design would work even for a possible animation

DEVELOPMENT DESIGN 65

D&AD NEW BLOOD AWARDS COLOUR SET MAIN #DC0B16

#708091

#67696A

#6A5947

#000000

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DEVELOPMENT COLOUR SET ALTERNATIVE #DCE7F5

#2A6799

#708091

#FFFFFF

#B07E4A

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D&AD NEW BLOOD AWARDS COLOUR 3 SET

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DEVELOPMENT

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LAYOUT DESIGN STORY With a bit of feedback I was able to create a story so people can follow and read it. There are 2 layout the first is putting the text bellow or having the text separated. The font used is Gotham however the font can be replaced with any other font. It important that the design will be 3 COLOURS in a white background

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DEVELOPMENT GOTHAM MEDIUM

COLOUR SET

ABCDEFGHIJKLMNOPQRSTUVWXYZ

#DB0D16

#708091

abcdefghijklmnopqrstuvwxyz

#000000

#FFFFFF

GOTHAM BOLD

abcdefghijklmnopqrstuvwxyz 71

D&AD NEW BLOOD AWARDS LAYOUT ON WALL

ILLUSTRATION

TEXT

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DEVELOPMENT

ILLUSTRATION

TEXT

To be able to put it on the wall I thinked

The reason of this is because there

of creating to layouts to see how I could

could lack of space while setting the

display the design. One Puts the design

illustration therefore I decided to make

and the text separated the other has the

an alternative in case it required.

text bellow the illustration .

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SET UP DISPLAY DESIGN After doing the layout I decided to create “how will I display it?”. The choice came with 3 option. The first option is to use one side of the wall and talk about the story. The second is to divide the story in both side of the wall. Lastly the idea is to do one side illustration and the other side only picture

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DEVELOPMENT

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FULL DESIGN ON DISPLAY

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DEVELOPMENT

PLACEMENTS The design is supposed to be put on the wall in a way that it can tell the story.

By walking you can see the illustration and the text. The plan it too make it as simple as possible so people will be able to walk and see each illustrations . I firmly believe that by doing this design it will be striking and hard to forget. Also it will motivate people on their journey wherever they go they should live a live with no regrets

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ALTERNATIVE VERSIONS T

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DEVELOPMENT

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DEVELOPMENT

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ON OTHER MEDIUMS

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DEVELOPMENT WEBSITE ADV

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DEVELOPMENT PATTERNS ILLUSTRATION

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ANIMATION LIVE TO THE FULLEST With the illustration I started thinking I could also add an animation. All the shapes are symmetrical with the vanishing point. To make this animation it will have 4 steps. First intro to the animation .second the various illustration explaining what life can hold, third the explanation of why it can hold such benefit and lastly the logo of hsbc. The images show each step that I through I could take.

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ANIMATION

ANIMATION SKETCH 87

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2

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ANIMATION STEPS 88

ANIMATION

PLAY ANIMATION

PLAY GIF

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PLACEMENT ON DEVICES T

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ANIMATION

LAYOUT VERSIONS

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ANIMATION

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PORTFOLIO FINALIZE WORK Here show how I will put it on portfolio.

1 MOCK UP impression plus animation 2 How it created 3. Various design ideas and a QR Code to issue to view all illustrations

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PORTFOLIO

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PORTFOLIO

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PORTFOLIO

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PORTFOLIO

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PORTFOLIO

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PORTFOLIO

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PORTFOLIO

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PORTFOLIO

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REVIEW SECTION Ok... Well this has been quite a brief .It had the opportunity to explore a bit of illustration. I know that choosing this brief would be fun and interesting.

About the project and ideas that I explored ...well it made me understand that ideas evolve and has no limits. Thinking about the project, 2 OUT of 5 were successful . The first is life prospective the other is pattern matters. Pattern matters use the idea of repetition to tackle a specific issue,

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REFLECTION it could be environments or even sports.

It something simple that can bring a big message. Life perspective talks encouraging people to live a life to the fullest. The other ideas were not completed because ,they might have not make a good impact or B they were not finish. Overall I enjoyed this brief as it gave me the opportunity to explore various ideas and possibilities.

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