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MDes Process Book MDes 2011/2012 Martyn Anstice

process book

Semester: Summer 2011


C O N T E N T

MDes 6030 Intensive 1 Without Design/LeBlanc

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Thesis Methodology/Ivey

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Drawing/Meyers

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Intensive 2 Parks Canada/Jans

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Intensive 3 Wikipedia/Peters

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Dalhousie Freelab/Knotweed

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MDes 6200 Third Nature/Kaltenbach 1. Three Plants & Planter Design

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2. Plant as Self Portrait

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3. Plant as Biotechnology

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4. Plant as Climate/Culture

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5. Plant as The System

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Planter Typeface

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MDes Thesis Concept Development

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Presentation Poster

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Martyn Anstice/MDes Process Book

Idea: to remove function

Martyn Anstice/MDes Process Book

MDes 6030 Intensive 1 Without Design/LeBlanc

The challenge was to imagine a world without design. Many ideas were explored, of which three were selected to present: a. Naked Man, b. blank shelf, and c. badly designed car. Naked Man was selected as the concept to proceed with. The ‘Naked Man’ concept uses a humourous approach to show that without design we are very vulnerable and left with nothing. The large headline is in contrast to the smaller image of a naked man grasping his private parts in an attempt to hide them.

Development of the final concept

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The final idea: the blue is use to enhance the cold feeling with the smaller isolated human

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

MDes 6030

Intensive 1 Thesis Methodology/Ivey

The challenge was to examine personal methodologies for thesis. A process that focuses on a hybrid research/analysis/concept/design was developed. Visually this was expressed a as mobile that recognizes the process is not a ridged series of steps but a flexible system, a feedback loop, where all the steps are constantly connected with and to each other. Key Insight The design process needs to be a feedback loop

Mobile Research Process

Design of mobile

Key word search

Process and development flow 6

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

MDes 6030

Intensive 1 Drawing/Meyers The task here was two fold; one to develop drawing/thinking skills and create a concept for a vehicle that could be sent to explore an unknown planet. The group created and designed a biomorphic ‘jellyfish’ structure that could survive and investigate the plan-

2. Final Drawings: Vehicle development

ets unique environment.

1. Original drawing exploration

3. Proposed advertising with a 50s Jetsons style theme

5. A record of the drawing design process

4. A detailed drawing of the vehicle and its functions

6. A technical drawing for a patent, this drawing focuses on the roving land vehicle component of the main explorer vehicle. 8

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Martyn Anstice/MDes Process Book

MDes 6030

Martyn Anstice/MDes Process Book

Stage one: Audience definition and SWOT analysis

Stage Two: A mind map that highlights Parks Canada need for more visits

Stage Four: Interface development, strategic concept into visual branding

Intensive 2 Parks Canada/Jans Parks Canada faces many challenges, most significantly declining visits. A major strength is that the parks held in high regard by many Canadian citizens and is seen as a valuable part of the national identity. The target audience for this assignment is the 18 to 34 age group. In order to encourage physical visits a strategy was developed that proposes virtual visits. This is based on present online social media habits of the audience who are encouraged to post images, video, or stories of visits or impressions of a national park on a website. This virtual visit can be measured and will be the link to a physical visit. The key insight (tagline), “This is my park,” reverses the focus away from an internal offering, what Parks Canada does, to an external one that present the parks as owned by the citizens.

Stage Three: The development of ‘The Loop” theme Stage Five: Development of visual branding for advertising and competition component

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

Advertising Design: These ads further illustrate the how the strategy is extendable across all park events and locations.

Key Presentation Slides: these two slides highlight the strategic direction, first the need for audience recognition and participation, and secondly, that a virtual visit is the connection to a real visit and in turn returns to the virtual visit. This creates a ‘loop’ effect.

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Advertising Design: visually the emphasis is on all the activities available in the parks. The images are dynamic and energetic. The bold position statement leads the eye to a moment of storytelling related to each image. The ad is completed by the online element and the logo.

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

Poster: this is a simplified version of the advertising with the basic message that park visits should be shared online.

Parks Canada Interface A critical component of the strategy is the digital elements. This shows the site where park visitor go to post their images and text

Parks Canada Mobile Application It was seen as an important part of the strategy that the creative also function in the mobile environment

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

MDes 6030

Intensive 3 Wiki:ed/Peters

Intensive 3 Wikipedia Entry/Peters

The second section of this Intensive was an

also include and utilize a set of graphic

1. Les Usherwood

investigation and exploration into the use

freehand icons. The next stage was the

of Wikipedia by university students under

development of branding and the term

the proposed umbrella of ‘Wikipedian at

‘Wikipedian’ was deemed too to broad, and

NSCAD University.’ I worked in a group with

the name Wiki:ed was created using the

Carley Hodgkinson and LeeAndra Cianci.

common ‘wiki’ phrase linked by a colon to

The verbal challenge was to find a knowledge ‘gap’ in Wikipedia and contribute an entry. My contribution was the creation of a Les Usherwood page. As per the assignment this was a ‘gap’ as Usherwood was an impor-

The first step was to outline the needs and

tant figure in Canadian graphic community.

uses of a Wiki site at NSCAD. The creative

This entry was, I am glad to say, accepted by

requirements of NSCAD was the first matter

the editors at Wikipedia. I plan to continue

dealt with since the site would need to be

adding and expanded this page especially

more expressive and flexible than other

the images section.

universities, Dalhousie for example.

2. Carl Dair

This resulted in a Wiki home site based on

I also worked with Ian Grey on a Carl Dair entry and again this was a notable ‘gap.’ Carl Dair was an important figure in the

‘ed’ representing an abbreviation of education. This gives the entity is a stronger voice, identity and personality. This is mindful of the social aspects and possibilities for Wikipedia. We then explored graphic outcomes in an event that we considered would be typical of NSCAD.

a ‘button’ concept. These buttons are a system both digital and real, they can be shared, sent, collected and awarded. They

Canadian field of typography and graphic design. His book, Design with type, 1967, is still in use today and a valuable resource for many designers.

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Creative development of the Wiki:ed ‘Button’concept for NSCAD: brand identity, t-shirt application, Wiki page and a map of the related social media.

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

Presentation of concept and creative for Wiki:ed @ NSCAD on Wikipedia

1. Audience definition

4. Icons/Tool design

2. Wiki:ed @ NSCAD page design 3. Button development

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5. Branding for Wiki:ed 6. Event application

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

MDes 6030

Dalhousie Freelab/Knotweed The assignment outline had two components: a materials investigation and an awareness issue. I worked with Kevin Dahl on this assignment. To start, we created an objective that people in Nova Scotia need to know about this invasive weed and what can be done to control it since it is extremely difficult to eradicate. We conducted thorough and detailed materials investigation of the Knotweed plant and its physical features, its invasive qualities, methods of control and possible used for the plant. With this knowledge we then developed a creative strategy. Creative concepts were generated that highlight the need for awareness of the weed. Large 3D letters and a warning sign were designed as a mobile exhibit that could be transported anywhere in Nova Scotia. As part of the awareness strategy a pair of provocative advertising style posters and a 30 second You Tube video based on Hitch1. Creative development: material exploration

cock’s Psycho film were created. A social 4. Awareness structure letters

media component was also developed, a ‘Not Friends of Knotweed’ Facebook site. 3. Object and structure development Fish, whale, tunnel, tent, path, kite, wind structure

2. Creative development: material exploration 20

5. Fence structure development

6. Design and layout of presentation panels 21


Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

Knotweed Display Panels

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1. Outline of the issues, Assignment Objectives and materials investigation.

3. Audience awareness and mobile 3D exhibit

2. Study of issues, control, and possible uses of the weed

4. Creative awareness campaign: posters, Facebook page, and You Tube video 23


Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

MDes 6200

Three Plants

Third Nature/Kaltenbach

The three selected plants are radish for self-

1. Three Plants & Planter Design

portrait (this is the grown-from-seed element

2. Plant as Self Portrait

for this assignment), tomato for biotechnology, and moss for native climate. This is pre-

3. Plant as Biotechnology

sented in four linking landscape posters that

4. Plant as Climate/Culture

use the design concept of text as data. They

5. Plant as The System

graphically display the plants and include

Planter Development: Typeface

basic research investigation and rational.

Planter Design A shelf structure has been designed as a metaphorical surface that displays the plants above ground and explores elements below ground. The elements hang under the shelf; these are messages, images and objects, representing the roots of life, especially the unseen and the unexpected. The rocks on the floor represent bedrock. The structure has and will continue to evolve and change as new elements are added. The shelf is also intended as a lasting structure that takes its clues from the studio environment and the intension is for it to look like it has always been there. The next task has been to develop the planter design into a typographic project and, at this stage the concept of a typeface for/of plants is in development.

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

MDes 6200

Third Nature/Kaltenbach 1. Posters This series of three posters plus and an expansion poster displaying an early planter design. The posters are based on initial research for the selection of the three plants. Radish was selected as self-portrait, the tomato for the biotechnology, and the moss as the native plant. The visual concept was based on the assignment brief of Third Nature and a form of data flow. They were

Planter ‘Shelf’ development and evolution with the above/below ground concept, and hanging tag idea

displayed as a horizontal series with large plus signs as a connective theme. The large flowing script typeface was also a consistent graphic element. See over.

The final construction of the shelf with plants

A Note on the Plants The radish seed did sprout but have only grown to about one and half inches. The tomato plant has grown to a huge size but has no flowers. The original moss died from overwatering and had to be replaced. I have also added the Knotweed exploration jars, as this only seemed appropriate.

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

Third Nature assignment: The series of three posters presenting plant selection plus one with an early planter idea.

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

MDes 6200

2. Plant as Self-Portrait The design is based on the idea of the unexpected peppery taste of the radish. The design has a multi-layered surface with a

The unexpected nature of radish

seed structure background pattern with the ambiguous ‘unex’ letters from ‘unexpected.’ The technical data is based on three selfinvestigation scales. First, limited scale is in reference to size and is a comparison of a large Rothko painting to the smaller radish; next is a time scale comparing growing time to the seconds it takes to eat a radish; and lastly a colour scale comparing Rothko’s colours palette to the radish plant colours. An exploration of cause and effect relating radish data to personal moments or events. These events were Rothko at The Tate/The Third Man film/Cirque de Soleil The finished design Development of data flows

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Development of seed background

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

MDes 6200

3. Plant as Biotechnology The poster design is based on data-sphere imagery that displays the issues connected with the modification of tomato plants to carry an edible malaria vaccine. The concept is based on the idea that malaria is a global concern and tomato are round in form, hence the use of ‘globes’ as spheres. The design steps from the critical issues of the malaria disease, to the tomato as a large cultivated crop across the globe, to the issue of vaccine distribution linked to the ethical concerns of GMO foods.

Biotechnology poster displaying first the issues of malaria, then tomato plant production, and then malaria in relation to ethical concerns. Development of data-sphere imagery

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

MDes 6200

3. Plant as Biotechnology Two The focus of the original poster proved to be too complex and the main theme should have been the third element, the design of the vaccine. With hindsight, a possible solution would be to create three posters as a series, this would allow for each section to also stand individually and have their own theme. Displayed here is an example of a possible design outcome.

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

MDes 6200

4. Key stage of image inclusion, generation of scales of data, and further layout development

4. Plant as Climate The concept for this poster evolved from the written component of the assignment where a comparison was made between a native plant, moss, and climate in the form of culture in the form of the local Halifax architecture. The moss is described as a survivor seen not only in the urban parks but also in the urban landscape. This was then compared to the unnecessary brutalist style of the many modern buildings in the downtown core Halifax. This in turn was compared to the traditional wooden style of homes on the north side of the Halifax Commons.

5. Working design

This design is very experimental and exceeded the requirements of the assignment. It is also an attempt to step away

1. Research and analysis of moss and climate

6. Completed design

from typography as a solution and be more expressive with images as a narrative. The poster incorporates a personal visual journey as locations were investigated and recorded. This journey is displayed in the use of GPS

2. Flows of data on an outline map of the Halifax peninsula

code (another form of data). The central area is a data exploration and comparison of three main themes: time, Halifax climate and the moss.

3. Intermediate layout development

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

MDes 6200

5. The System The concept for this poster evolved from the written component of the assignment where a comparison was made between a native plant, moss, and climate in the form of the local Halifax architecture. The moss is described as a survivor seen not only in the urban parks but also in the urban landscape. This was then compared to the unnecessary brutalist style of the many modern buildings in the downtown core Halifax. This in turn was compared to the traditional wooden style of homes on the north side of the Halifax Commons. This design is very experimental and exceeded the requirements of the assignment. It is also an attempt to step away from typography as a solution and be more expressive with images as a narrative. The poster incorporates a personal visual journey

1. Generation of system design based on planter structure

2. Inclusion of case study data

as locations were investigated and recorded. This journey is displayed in the use of GPS code (another form of data). The central area is a data exploration and comparison of three main themes: time, Halifax climate and the moss.

3. Two stages of design exploration

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

MDes 6200

5. The System Two A further expressive experimental stage has been explored for this assignment. This focuses on the data flow examples that have been discussed during the term and highlights the technical side of the data of the case study while retaining the circular structure of the planter bowls. This is exploration is intended to be a comparison, complimentary, and additional to the design process.

4. Development of data scale

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5. Completed design

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

Planter Development

5. Capitals development

Jam Jar Typeface

In addition to the development of the planter a typeface concept emerged. While making the labels for the plant jars a hand–drawn script was devloped. This not only felt appropriate for the labels but quickly and easily transformed into a key character set. To see if the letterforms would also work elsewhere a second set of labels were created for a set of spice jars. The face is whimsical, organic with lots of swing. A set of complimentary, but not matching capitals has also been developed, this is somewhat based on the early Renaissance typography where italics were design as separate typefaces without a matching upright ‘roman’ forms. The face is tentatively titled ‘Jam Jar’ and hopefully next term time will be found to bring this concept to completion and a published typeface.

4. Spice jar exploration

2. Letterform generation

1. Label from Planter bowl 42

3. Key Character Set 43


Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

MDes Thesis

Concept Development The proposed Thesis topic is the news industry and the design of the news. It will examine how the news is currently challenged culturally, economically, and politically with a focus on the use and impact of digital technology. The project will analyze and investigate news design in the future.

Thesis process

Key development map that identifies two main thesis themes: the crisis facing newspapers and the design of the news

Thesis idea map generation

Thesis key word exploration 44

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Martyn Anstice/MDes Process Book

Martyn Anstice/MDes Process Book

MDes Thesis

MDes Thesis Thesis Proposal Poster

The design and concept of this poster is based on a ‘mosaic’ metaphor, and is based on a quote from the Thesis Proposal by McLuhan from Understanding Media that newspapers are of the “mosaic or parpicipational form” (p.283). The visual intention is to create a mosaic of media that and that the newspapers are no longer straightforward producers of ink on paper but have evolved into hybrid information networks offering a range of delivery systems that include websites, mobile applications and interfaces such as the iPad. The four main sections are illustrated that point to the issues that threaten newspapers: the decline in readership, the decline in advertising revenues, media saturation, and the impact of new technology.

The future of communication design in the news industry References McLuhan Kaye and Quinn The Economist

1. Visual Research: The design of newspapers has not substantially altered in near 200 years.

that threatens their existence. This is forcing change. For example, newspapers are no longer straightforward producers of ink on paper but have evolved into hybrid information networks offering a range of delivery systems that include websites, mobile applications and interfaces such as the iPad. They are truly evolving as McLuhan (1964) foresaw in Understanding Media into “the mosaic or parpicipational form” (p.283). While the economic crisis is forcing change this creates many opportunities for transformation and innovation in news organizations. The Economist (2011), in “The Future of the News, back to the coffee house,” declares that the Internet “as well as demolishing old ways of doing things, it has also made new ones possible” (p.4). In the same manner Kaye and Quinn state that media organizations “have often lagged at developing new systems and practices” (2010, p.14), they make an important point, “How many media companies have a chief knowledge officer or chief innovations officers? Not many” and continue to declare that, “media organizations must embrace innovation” (p.14). One of the ways news organizations can embrace innovation is to use communication design as a solution that can provide new insight, methodologies, and strategies. They need to explore how can design be used to attract new audiences that increase readership and revenues, and how design can create new systems and accessible formats that embrace both traditional formats and

NEWSPAPERS ARE FACING A CRISIS

new technology. What is and will be the role of communication design in the news industry as it emerges from the present state of crisis? What innovations can design bring to the news industry?

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Martyn Anstice August 15, 2011 MDes Program Summer 2011

Early development of the poster

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Martyn Anstice Process Book Summer 2011  

Martyn Anstice Process Book Summer 2011

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