Year 3_Semester 2 Overview
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Page 2_Overview
Overview of the Semester Type of brief I find that I enjoy both tight and open briefs, although I feel that I best respond to open briefs where I can use my imagination to a greater extent. I like to work with restrictions, as it narrows my avenues (I often have too many avenues), although often I find that an idea I have cannot be achieved with the set restrictions. I feel that my best projects are the ones where I have set the rules. I understand that this is not always possible within the design industry, but I am confident that I can still make a tight brief personal. I find that on a whole I do not need guidelines to work with, although it usually helps me if the format of the design has been specified. Integral elements I would say that the key integral elements within my work are hand drawn type and illustrations within a structured format. I tend to write words when generating concepts, so language is often the first thing I consider. I tend to produce designs in a structured, digital form and then replace elements with hand drawn detail. Recently I have been creating my own type (as opposed to tracing over digital type), so I would like to explore this further and experiment with more fluid designs that do not rely on an itital structure. Success My strengths seem to be in concept generation, as opposed to craft. I do very much enjoy creating illustrative type and design, but the stage I enjoy most is generating ideas. My best projects are the ones which encorporate both of these, where I can produce an original idea and craft it myself. However, I have also very much enjoyed the art direction briefs, where the final design is not as important as the reasoning behind it. I think this positive expereience is due to being able to use my imagination and connect with a required audience, as I feel that my interest in langugage and psychology relates best to these sorts of briefs. Often when my work begins to looks the same, I find that I am just creating design which I think is appealing, and I would rather have the opportunity to mix up my style and respond to a brief according to its audience. In this light, where I have had most problems is having an idea but not being able to portray it effectively. I feel that my stlye is becoming so refined, that when I approach a brief that is more serious or ‘clean’ I am unable to get the result to suit my concept. I feel that extending my skills and exploring other styles will give me a more varied range of methods to utilise. Personality I do feel that I have been able to introduce my personality in my work, especially during this last term. I have settled into a style that I feel I can apply to most briefs, and although I do not wish to get stuck in this style, it has made me more aware of how I can make the most boring brief my own. I am interested in strong use of language (not strong language), humour and thoughtful colour schemes. I feel that my work is subtle yet playful, and I hope to reflect the thought that has gone into my design, as opposed to something that is purely aesthetically pleasing. I am unsure exactly what creative direction I would like to proceed, but I can see myself somewhere where I have the opportunity to work on several aspects of a project, from concept generation to design to craft.
Page 3_Projects
Projects
1. T-shirt
2. M&S picnic
3. Diesel
4. Dissertation
5. Dinner Party book
6. Ministry of Sound
7. Penguin book cover
8. Fun Physics
9. A Quarter of
10. Whisky
11. Access cover
12. Sketch book
13. Race for Life
14. Centerparcs
15. EWM
16. Partnerships
17. Festive patterns
Page 4_T-shirt
1. T-shirt Line (self initiated) Brief Design a range of tshirts to be sold in summer. Consider identity, tags and point of sale. Problem Create a brand that is unique, yet reflects traditional Japanese values and appeals to a specific audience. Target Audience Young adults (16-25), female, oudoors lovers.
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Page 9_M&S picnic
2. M&S Picnic Box (YCN competition) Brief Package the perfect M&S picnic Problem Include everything needed for the perfect picnic (food, cutlery, plates, napkins etc). Think about an occasion, then devise a menu and decide on the packaging. Needs to be fit for purpose while creating minimal waste. Customer should feel that this is a fantastic treat. Target Audience Any, but the picnic must be taylored to a specific audience. (chosen audience - young couples)
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Page 14_Diesel
3. Diesel, Cool Camping Brief Develop a campaign for a new Diesel store in Manchester. Problem Produce two window display panels on the theme of ‘Cool Camping.’ you must research the products sold in Diesel’s retail stores as the chosen narrative(s) must include these products in some way. Target Audience young professionals 18 to 30 with a reasonably high disposable income.
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Page 19_Dissertation
4. Dissertation Designed Brief Create am appropriate design for an essay on Virtual Consumerism. Problem The essay design must be appropriate for the theme, yet have personality. Target Audience Anybody interested in consumerism, virtual consumerism and video games.
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Page 24_Dinner Party book
5. Dinner Party Book (self-initiated) Brief Create a ‘party pack’ for a dinner party based on the theme of Mexico. Problem Make the book engaging and unique to existing recipe books. Reflect the nature of each culture within the design. Target Audience
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Page 29_Ministry of Sound
6. Ministry of Sound (D&AD competition) Brief Create a series of typographically focused posters for the iconic Ministry of Sound nightclub. Problem Each poster needs to be relevant for three months, clearly communicating dates and DJs, displaying the epic and global character of the club, whilst still making a powerful impact to a fast-paced audience. Target Audience Fans of Ministry of Sound and potential ticket holders. (primarily 18-30 age group)
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Page 34_Penguin book cover
7. One Flew over the Cuckoos Nest (Penguin Competition) Brief Design a cover for Ken Kesey’s novel ‘One Flew over the Cuckoo’s Nest’ Problem Avoid the obvious cliches and steer clear of the film promotional graphics. Originality is the key. Read it to discover what the book means to you. Target Audience A new generation of readers. All readers, both familiar and unfamiliar with the text, male and female.
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Page 39_Fun Physics
8. Fun Physics (self-inititated) Brief Make the world of physics more fun and engaging to an audience less familiar with the subject. Problem No digital type must be present. Create a ‘pack’ including a variety of physics facts. Target Audience Those not so familiar with some of the stranger physics facts, and who are looking for a simpler explanation of the more common theories.
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Page 44_A Quarter of
9. A Quarter of... (Roses competition) Brief Create a memorable advertising campaign for the retro sweet shop www.aquarterof.co.uk Problem Must reflect the fun and memories of the sweets sold in the store. Target Audience Particuarly the older generation who have nostalgia for childhood sweets, but also sweet lovers of all ages.
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Page 49_Whisky
10. Whisky Packaging (self-inititated) Brief Design packaging for a new brand of whisky for women. Problem It’s time for a new generation of Scotch whisky. Leave behind the heather and weather, we want a 21st century Scotch that challenges category convention. Target Audience Must appeal to an international female consumer.
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lillie mell LillieMell lillie mell LillieMell LillieMell LillieMell LillieMell LillieMell LillieMell french script
monoline script
new berolina script
citadel script
old fashioned script flourishes
LillieMell LillieMell CAC Champagne
carrington
LillieMell lobster 1.3
commercial script
original script
coronet script
LillieMell lobster 2 (italic)
fontsquirrel.com
LillieMell LillieMell LillieMell LillieMell LillieMell LillieMell LillieMell dorchester script
black rose
lobster 2 (italic)
mahogony script
ballpark weiner
sofia
script mt bold
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Page 54_Access cover
11. Access Cover (Don’t Panic! competition) Brief Design a cover for Playstation’s ‘Acess’ magazine. Problem The theme for the issue will be ‘Gaming takes over the world.’ Target Audience Buyers of Access magazine, gaming/Playstation.
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Page 57_Sketch book
12. Sketchbook Cover (Pink Pig competition) Brief Design a front cover for the Pink Pig sketchbook range. Problem Must be A5. Target Audience All buyers of Pink Ping sketch books, particularly artists.
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Page 60_Race for Life
13. Tshirt Design (Race4Life competition) Brief Design a t-shirt to be sold online in aid of Rae for Life. Problem The design needs to be fresh and represent hope. Target Audience Women of all ages who want to support the charity, but particularly those participating in the race.
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Page 63_Center Parcs
14. Bag for Life (Center Parcs competition) Brief Produce a creative design to be placed on bags for life at Center Parcs. Problem Use words, slogans or imagery to create an eye-catching design. Must fit onto A3. Target Audience Holiday makers at Center Parcs. Young and old, but primarily those likely to purchase items in the shop.
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Page 66_EWM
15. Edinburgh Woollen Mill (work experience) Brief Produce concepts for a range of spring/summer window displays for flagships stores. Create a typeface sympathetic to the clothing sold at Edinburgh Woollen Mill. Target Audience Customers of Edinburgh Woollen Mill (30-50, primarily women), but also aimed at a fresh, new audience who may have previous negative preconceptions of the comapany.
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Page 70_Partnerships
16. Partnerships Brochure (freelance) Brief Design a logo and 8-page booklet for a new sector of the GCHC business ‘Partnerships.’ Problem Logo to be reworked from original logo. Booklet must incorporate colour scheme of the identity, and must remain simple and easy to navigate. Target Audience Potential ‘Partners.’
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Page 72_Festive patterns
17. Festive Patterns (self inititated) Brief Design a pattern which will feature on Christmas wrapping paper and cards. Problem Use one-colour print to create a unique design, avoiding generic Christmas themes. Target Audience All ages.
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Page 74_Stuff
‘Stuff ’ that I have done Work Experience: July 2011- Founded, Newcastle wearefounded.com August 2011- Elmwood, Leeds www.elmwood.com October 2011- Edinburgh Woollen Mill, Langholm www.ewm.co.uk May 2012- White Stuff, London www.whitestuff.com