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....................... PROCESSBOOK
CATALYST FOR THE CATALYST, WE HAD TO COME UP WITH QUESTIONS TO ASK A CREATIVE INDIVIDUAL, I WROTE DOWN THESE FEW QUESTIONS AND VIDEO TAPED THE RESULTS.
HM, PERSONAL STYLE, LIKE IN MY WORK? UMM, I THINK THAT, WELL, I FEEL LIKE I FIND LOTS OF INSPIRATION FROM NATURE, AND THE COLORS AND TEXTURES OF FORESTY STUFF, AND SO I FEEL LIKE IM ALWAYS INCORPORATING THAT KIND OF FEEL INTO MY WORK, WELL I FEEL LIKE I TRY TO. I LIKE THE OUTDOORS AND SO I FEEL LIKE I TRY TO CONNECT THE TWO. A REAL LIFE SITUATION; UM, SO LIKE A REAL LIFE SITUATION THAT INSPIRED A PEICE OF WORK? WELL, I DONT THINK I HAVE ONE. ID SAY THATS A PASS. OUT OF ALL THE WORK IVE CREATED; PROBABLY MY TYPOGRAPHY PROJECT, IS THE MOST DIFFICULT PROJECT IVE EVER HAD TO DEAL WITH. PROBABLY BECAUSE I WAS CONSTANTLY QUESTIONING MYSELF AND NOT JUST GOING WITH IT. I WASNT SURE WITH THE CONTENT I WAS WORKING WITH. I DISLIKE THE VERY PRETENTIOUS PEOPLE THAT THINK THEY’RE AMAZING, I THINK THAT SOME PEOPLE ARE JUST REALLY FULL OF THEMSELVES, AND THEY KNOW IT. LIKE THEYRE GOOD BUT THEY KNOW THAT THEYRE GOOD. ITS ONE THING TO BE CONFIDENT AND BE HUMBLE ABOUT IT BUT ITS ANOTHER THING TO BE CONFIDENT AND KNOW YOURE AMAZING. MY DREAM JOB WOULD PROBABLY BE WORKING FOR A REALLY RELAXED GRAPHIC DESIGN JOB SOMEWHERE, ANYWHERE. I WOULD LIKE TO BOUNCE AROUND, SO SOMEWHERE THAT DIDNT KEEP ME IN ONE PLACE, SO LIKE “YEAH YOU CAN GO HERE AND LIVE THERE FOR A YEAR, YEAH WE HAVE A BIG CORPORATION SO THERES COMPANYS ALL OVER THE WORLD AND YOU CAN WORK AT OUR INDUSTRY THERE” SOMEWHERE WHERE THERES A LOT OF FLEXIBILITY. I FEEL LIKE A BIG PART OF BEING HAPPY IN YOUR JOB IS BEING OK WITH THE PEOPLE YOU WORK WITH. WELL EVEN THEN, BEING OK WITH SAYING THE THINGS THAT YOU HAVE TO SAY, BEING CONTENT IN VOICING YOUR OPINIONS. WHATS MY FAVORITE AND LEAST FAVORITE? MY FAVORITE WOULD PROBABLY BE; I FEEL LIKE I WORK WELL WITH GRAPHITE AND PENCILS, AND IM GOOD AT IT AND USUALLY IF YOURE GOOD AT IT YOU LIKE IT, WELL THATS HOW I FEEL. AND I DONT LIKE, WELL IM NOT GOOD AT PAINTING. I HAVE AN ISSUE WITH COLOR, WELL I DONT HAVE AN ISSUE WITH IT, M JUST NOT VERY GOOD AT BLENDING AND STUFF. I WOULD LIKE TO, I MEAN, MAYBE ILL BECOME AN, WHATS IT CALLED, ONE OF THOSE, MY CAREER WOULD BE BEING A PROFFESIONAL STUDENT, AND I WOULDNT HAVE TO DEAL WITH PEOPLE AND CLIENTS, AND I COULD JUST DIE WITH 100,000 DOLLARS OF DEBT. UH, PROBABLY PROCESS, PROCESS IS A REALLY BIG DEAL, UH AND WORKING, OK SO WHAT HAVE I LEARNT FROM JASON, PROCESS, HAVING A LOT OF WORK, DELVING INTO SOMETHING, AND BEING CONFIDENT WITH ALL THE ANSWERS THAT WOULD BE RAISED BECAUSE YOU WOULD HAVE ALL THIS WORK AND YOU WOULD HAVE ALL THE ANSWERS BECAUSE YOUVE WORKED AND TRIED EVERY OPTION POSSIBLE. DELVING INTO IT FURTHER THAN JUST THE SURFACE, AND SEEING YOUR PROJECT IN ALL ASPECTS. I FEEL LIKE THATS WHY I HAD AN ISSUE WITH TYPOGRAPHY BECAUSE I WAS TRYING TO LOOK INTO EVERYTHING, WHICH GOT ME KIND OF CONFUSED BUT I FEEL LIKE YOU FIND BETTER ANSWERS THAT WAY. ILL BE FOURTY, THATS WEIRD, ILL BE WRINKLY, MAYBE WRINKLES, WELL IF YOU DONT HAVE KIDS YOU CAN END UP LIKE JASON AND NOT HAVE ANY WRINKLES, BUT THATS GETTIN THERE.
THE MAIN IDEA FOR MY CATALYST WAS TO WRITE ALL THE THINGS THAT I SAID IN THE ENTIRE INTERVIEW AND PLACE THAT AS A TEXT BOX OVER AN IMAGE OF MYSELF.
CRITICAL DESIGN ONCE I WAS HANDED THE PROJECT, I KNEW THAT I WOULD WORK WITH AGRICULTURE. MY FAMILY IS CONSTANTLY WATCHING DOCUMENTARY'S ABOUT 'MONSANTO AND GMO'S, SO I THOUGHT THAT I WOULD TRY TO CRITICALLY DESIGN A PRODUCT THAT WAS LINKED TO GENETICALLY MODIFIED FOODS. I WAS LOOKING AT IMAGES ON THE INTERNET AT IMAGES OF GENETICALLY MODIFIED FOOD AND I WAS SEEING A LOT OF IMAGES OF CORN BEING STUCK WITH NEEDLES AND PILLS. SO I THOUGHT THAT MAYBE I WOULD CONSIDER LOOKING AT THE PESTICIDES THAT WERE BEING SEEPED INTO THE ORGANISMS RATHER THAN THE PRODUCT ITSELF.
COLOURS
I CHOSE TO WORK WITH THE ABOVE COLORS. I FELT THAT THEY WORKED WELL WITH THE PRODUCT, KEEPING IT SIMPLE YET STILL CREATING AN ORGANIC FEEL. I ALSO STARTED LOOKING AT ORGANIC PACKAGING ON THE INTERNET AND TRYING TO FIND COLORS THAT WOULD BEST REPRESENT A PRODUCT THAT PORTRAYED HIGH CLASS ORGANIC, FAMILY BASED FOODS. I DECIDED THAT I WOULD TAKE AN ITEM FROM EACH FOOD GROUP AND CREATE A LIST OF PESTICIDES THAT WOULD BE FOUND ON THE INGREDIENTS LIST WHILE STILL PORTRAYING AN ORGANIC/FRESH FEEL.
NAMES BECAUSE I WAS TRYING TO CREATE A FARMER'S COMPANY, I TRIED TO LOOK FOR NAMES THAT WOULD RELATE TO FARMING AND THE FAMILY BEHIND THE PRODUCE. I DECIDED THAT I WOULD GO WITH 'OLD HARVEST', COMBINING THE WORK AND THE FAMILY.
LOGOS I WAS LOOKING TO CREATE A VINTAGE LOGO THAT HAD MODERN ELEMENTS INCORPORATED INTO IT.
I TRIED WORKING WITH DIFFERENT SYMBOLS AND SHAPES, I DECIDED TO GO WITH A CIRCLE WITH A ROOSTER INSIDE. I WANTED TO CREATE A LOGO THAT HAD A STAMP FEEL TO IT, SO I CREATED THE LITTLE DASHES IN THE CIRCLE TO MIMIC THAT OF A STAMP. I ALSO WANTED TO HAVE A THEME THROUGHOUT THE WORK SO I DECIDED THAT I WOULD ALSO INCLUDE A TAG WITH A STAMP OF A WEATHER VANE AS A 'AUTHENTICITY' STAMP THAT WOULD ALSO BE TIED ONTO THE PRODUCT WITH TWINE.
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I TRIED WORKING WITH NEUTRAL COLORS SUCH AS BROWN AND BEIGE. I THOUGHT THAT THE BROWN BANNER DIDNT POP OUT ENOUGH FROM THE OTHER COLORS.
I CHOSE TO GO WITH AN EARTHY OLIVE GREEN THAT WOULD HOLD THE TITLE OF THE COMPANIES LOGO. I FELT THAT THE COLOR MATCHED THE THEME OF ORGANIC.
I EVEN TRIED GOING OUT OF THE COLOR SCHEME THAT I HAD SET UP TO TRY TO MAKE IT POP MORE. I THEN REALIZEDTHAT IT ENDED UP LOOKING LIKE DOG FOOD AND NOT LIKE FARMERS PRODUCE.
INGREDIENTS I DECIDED THAT FOR THE VISUAL OF THE INGREDIENTS LIST THAT I WOULD PRESENT IT WITH HOW A REGULAR INGREDIENTS LIST WOULD BE PRESENTED. I WOULD HAVE ALL THE PESTICIDES LISTED BEHIND THE SPECIFIC ITEM IN AN ACCORDION STYLE FOLD, IT WOULD LOOK LIKE WHAT IS DRAWN BELOW IN THE SQUARE, WITH THE ONE MAIN INGREDIENT, SUCH AS MILK, ONLY PRESENTED AT THE FRONT AND THEN THE REST WRITTEN BEHIND THE MAIN INGREDIENT.
FINISHED LOGO
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BEEF
RICE
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I DECIDED TO GO WITH MODERN SANS AS THE SECONDARY TYPEFACE BECAUSE I FELT THAT A VERY CLEAN/SIMPLE TYPEFACE WOULD NOT TAKE AWAY FROM THE LOGO BUT STILL INFORM THE CONSUMER OF WHAT THE PRODUCT IS.
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MILK
BLUEBERRIES
LETTUCE
FINAL PRODUCT I TOOK THE LOGO IMAGES AND CREATED STICKERS OUT OF EACH THEM, I PLACED THEM EACH STICKER VONTO BROWN PACKAGING PAPER THAT I HAD PURCHASED AND TIED THEM ALL TOGETHER WITH TWINE. I HAD ALSO PLACED A CLOTH TAG ON THE PRODUCTS AND STAMPED THE WEATHER VANE THAT I HAD CREATED ONTO THE CLOTH. FINALLY I ATTACHED THE ACCORDION STYLE INGREDIENTS LIST ONTO THE BACK OF THE PACKAGING.