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Belinda Greenwood s2798205 2568QCA Graphic Design 2


Profile


I am Belinda Greenwood and am currently completing my second year of the Bachelor of Digital Media degree, majoring in Graphic Design. I came to university after working in administration at a school for five years wanting something more challenging and creative as a career. I have also chosen a specialisation for my electives and have started Introduction to Jewellery and Small Objects this semester. I am still deciding whether to complete a second specialisation in Furniture and Fabrication as I am enjoying the hands-on aspect of the jewellery course as well as completing the process from design to production of an item. Throughout this year, I feel I have improved on my skills in Graphic Design and have enjoyed this semester’s subjects. I am looking forward to gaining some work experience over the summer.


Assignment 1


Assignment 1 required us to find a client and create our own brief to complete a number of outcomes of various disciplines. I chose to approach the ‘New Building Development’ category which led me to Peter Mills Property Development Pty Ltd who have a residential land development at Gilston. They are very focussed on boutique, personalised service for their clients and this needed to be portrayed through their branding. Along with the benefits and features of their developments such as a semi-rural area suitable for families and retirees. I chose to go with a ‘monogrammed’ style for their logo to reflect their personal approach and creating a modern and simple design. Taking inspiration form the natural environment for the leaf aspect and colours further reflects the company and product.


Design Brief Job #: 1301 Graphic Design 2 Assessment 1 Belinda Greenwood

Client:

Peter Mills Property Development Pty Ltd

Contact:

Kim Silver, Property Consultant Phone: 0409 767 543 Cnr Gilston Road & Peter Mills Drive, GILSTON

Background:

Peter Mills Property Development Pty Ltd is a family-owned, boutique development business that has been operating for 40 years. They are currently selling their Stage 7 development set amongst bushland at Gilston. Their usual campaigns target different areas on the Gold Coast with both print and digital media to get buyers to contact the sales consultant to create a relationship to provide a personalised approach to finding the right land and/or house packages.

Target Audience: • •

Second or third home buyers (due to prices and size of land) 50+ age bracket (looking to downsize/semi-rural area)

Objectives & Goals: • • •

Communicate lifestyle, personalised service Increase enquiries and sales Produce and use quality materials to reflect business

Produce: • • • • •

Branding (inc Business Card, Stationery) Website Email flyer Brochure (multi-page) Signage

Available material: • • • • •

Information brochure Letterbox drop flyers Business card Logos Some images

Budget:

<$10 000 Design: Logo & Branding Business Card Brochure Website Signage design Digital brochure

$200 $60 $200 $1500 $150 $100

Printing: Printing Signage Info Folder

$600 $3000 $200


Schedule


Logo - vertical variations


Logo - horizontal variations


Gilston Green Logo


Style Guide

Pantone 398

Pantone 1245

Pantone 468

C 44 M 30 Y 99 K 6

C 24 M 45 Y 87 K 4

C 11 M 13 Y 35 K 0

#939340

#B08947

#DBCBA9

Logo typeface: Corbert Regular Headings and Stationery typeface: Homizio Light Body Copy typeface: Garamond


Logo Spacing

2x x

/3

/3

1

x x

1

/3

1

x 2x

2x x


Incorrect uses

Logo must remain in proportion

Logo arrangement cannot be altered

PE TE R MI LL S PROPERTY DEVELOPMENT PTY LTD

PE TE R MI LL S PROPERTY DEVELOPMENT PTY LTD

PE TE R MI LL S PROPERTY DEVELOPMENT PTY LTD


Inappropriate colour variations

Colours cannot be mixed in logos

PE TE R MI LLS

PROPERTY DEVELOPMENT PTY LTD

Transparancy cannot be applied

PE TE R MI LL S PROPERTY DEVELOPMENT PTY LTD

Logo with white background cannot be used on colours

No Green text on Brown background No Green text on Brown background

No Brown text on Green background No Brown text on Green background


Stationery


Information Booklet


Packaging


Signage


Signage


Website


Competitor Logos


Process


Assignment 2


For the Drop One Campaign, the topic I chose was Palm Oil. The approach I took was to look at the effects on the environment caused by Palm Oil plantations, particularly in Malaysia and Indonesia. The three main points are deforestation of primary forest, the pollution caused from the methods of deforestation and the loss of animal habitat and biodiversity in these areas. These messages need to be related back to Australia as major importers of unsustainable Palm Oil, and that climate change is a global issue. The government is the target audience who will be reached by the public to take action. In particular, young people who feel that climate change and issues affecting the environment are some of the most important issues affecting the world. The campaign uses similar strategies to the Ban Live Export campaign including informing, evoking emotion. This is very popular and well known issue that received action from the government in a small amount of time.


Logo

The logo incorporates a human palm imprint to show that itâ&#x20AC;&#x2122;s the human impact that is causing all of these issues and itâ&#x20AC;&#x2122;s us that need to do something about it. It is also drawing a comparison to the Orangutan, very similar in species, that are nearly being wiped out from deforestation.


Secondary Logos


Colours and Typefaces

C 27 M 100 Y 100 K 31

C 22 M 45 Y 95 K 3

C 91 M 31 Y 100 K 22

#8B181A

#C48C32

#006E39

These colours are based on the Oil Palm tree.

Impact Helvetica Neue medium


Ban Live Export Campaign


Print Media

Magazine and Newspaper advertisement and Postcards


Event


Action Pack includes stickers, badges and various postcards


Digital Media


Project Development


Reference List

Aglionby, J 2007, ‘’Climate Bomb’ warning over deforestation for palm oil’, Financial Times, 9 Nov, p. 4, viewed 6 October 2013, via ProQuest database. Block, B. (2009). Indonesia’s Palm Oil Puzzle. Retrieved 4 October 2013 from www. worldwatch.org/node/6099 Fitzherbert, E, Struebig, M, Morel, A, Danielsen, F, Brühl, C, Donald, P & Phalan, B 2008, ‘How will oil palm expansion affect biodiversity?’, Trends in Ecology & Evolution, vol. 23, no. 10, pp. 538-545, viewed 5 October 2013, <http://www.sciencedirect.com/ science/article/pii/S0169534708002528> How the Palm Oil Industry is Cooking the Climate 2007, viewed 12 October 2013, <http://www.greenpeace.org/international/Global/international/planet-2/report/2007/11/ cooking-the-climate-full.pdf> Koh, L & Wilcove,D 2009, ‘Oil Palm: disinformation enables deforestation’, Trends in Ecology & Evolution, vol. 24, no. 2, pp. 67-68, viewed 5 October 2013, Science Direct, DOI 10.1016/j.tree.2008.09.006. Watts, M, Soueid, R & Smales, J 2013, ‘Palm Oil and the Orangutan’, Interaction, vol. 41, no. 2, pp.37-43, viewed 12 October 2013, via informit database. IMAGES: Buckland, H 2005, Logging deforestation for palm oil [photograph]. Retrieved 12 October 2013 from http://www.foe.co.uk/resource/images/orangutan_report/slides/10_ logging_deforestation.html Orangutan Foundation 2005, Baby Orangutan and mother [photograph]. Retrieved 13 October 2013 from http://www.foe.co.uk/resource/images/orangutan_report/slides/11_ mother_and_baby.html Quiles, C 2012, Tripa burning in 2012 [photograph], retrieved 13 October 2013 from http://time2transcend.wordpress.com/category/indonesia/



Graphic Design 2 Folio