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Joshua Elliff t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk b: www.joshuaelliff.tumblr.com


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

Overview of semester Integral elements: I am at my best when creating imagery/designs when I care about what I’m working on. If i can understand a problem then the process of designing for it comes so much easier, which sometimes means that I have to spend more time interrogating, researching and thinking but it usually means that the final outcome is much more successful. Success: My strengths seem to lie in experimental typographic work, art direction and editorial. I have also had recent success with digital mediums, which has encouraged me to explore this much more. I think I have had success because I have an eye for detail, and I work better when I care about things. I don’t want to work in marketing, and just windly placing logos on inanimate stationary/products is dull. Making people think with messages, language and articles is fun and rewarding. Personality: I am interested in cycling, nature, the world, people, food, politics , ethics the environment. My personality is to question, and react to issues. I don’t want to be a opinionless drone, to just be paid to persuade people to consume more shit that they don’t need. I want to see change in the way business works, in terms of socially, ethically and sustainably and I’d love to use my passion to work somewhere within the social or sustainability sectors and be part of trying to create that change. I’m a realist so I know that this is a hard reality to make happen, but I am a hard worker and I know what I want so I’m willing to push to get there.


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

The Joy iPad magazine

Radia Record label

Summer Posters

Albert Menswear

Gen 2

Watermark

No Globe visual direction


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

The Joy — iPad magazine Introduction The brief came off the back of a renewed enthusiasm for digital publishing after completing my I.S.T.D entry, which was a iPhone application. I knew I wanted to learn how to work digital publishing, however I wasn’t sure what direction to take it in, content wise. I started by making an editorial piece for my dissertation, which ended up being a massive learning curve. It wasn’t clicking content-wise so I decided to change content. The problem to me is that cycling in it’s increasing popularity and “fame” through the olympic successes over the last 4 or 5 games and obviously the effect Wiggo and Cav have had, it is becoming an overly fetishised, stylish and elitist hobby/sport. Many cycling magazines/blogs/journals are centred around the idolisation of kit, and the meaning placed on everything. I wanted to say fuck off to all that, to me cycling has and always will be about fun, freedom, stories and friends..... and of course going fast. So the brief was essentially to pass on these values to a generation of rapha-ised cyclists by creating a stylish but also fun and interactive format.


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Source


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Transform


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Production


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Realise


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Radia Records Introduction Playing, listening to and collecting music is one of two things that really make me happy. I have relied on it for years and I’m obsessed with record labels, and artists record artwork. However, I thought I could do better. I wanted to brand a contemporary record label, which combined the best of both worlds. An old school approach to putting out music, going against the grain of “throwaway� culture in modern society and making music for proper music fans. Pressing vinyl and making appealing items which will stand the test of time. My target audience was music fans of any age who want the real thing.


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

Source


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

Transform


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

Production


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Realise


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Summer Posters Introduction The end is nigh – and it deserves a damn good poster and invitation that’ll encourage people to come to the event, and signage to guide them around the building Don’t worry. We’re not talking about the end of the world here, only the end of your course. Brief: It’s simple! All you have to do is design four alternative poster/invitation sets to promote the end of year shows in the summer. Remember, it’s a celebration – the end of your course and the beginning of something new. You are all creative people. Also, the show will be held the heat of summer… … and we need your four designs by 4.30pm today! …and there are one or two minor restrictions. You must work within the preset conditions set out below and present one design for each of them. You will be given most of the resources you will need – photo’s, copy, typefaces, etc. All you need to add is your imagination, software skills and the determination to beat the deadline. The format for the posters is A3, portrait or landscape (which will be folded in half to post) The format for the invitation is A5 or A6, portrait or landscape.


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Realise


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Albert Menswear Concept Introduction I am a firm believer in buying quality over quantity. I’d rather save up and buy a well made shirt which will last 10 - 20 years rather than constantly buy shirt after shirt which lasts a few washes. I find it a false economy, and plain wasteful. I much prefer timeless products. I find that buying brand new, high fashion menswear is an elitist, snobby and wasteful practice. I prefer to hunt around for older pieces which have stood the test of time, or something unexpected from a charity shop or ebay. This way I can keep spending down, but still enjoy collecting and expressing. I wanted to encompass this idea in a menswear store concept. High fashion timeless menswear, which has been re purposed. Cutting down on the wasteful process of in and out seasonal business and making the whole process more creative and fun. I wanted to make the phrase “reduce, reuse and recycle” – stylish.... The target audience was young men, with a passion for mens style with a twist. People willing to take a risk, not rely on the prescribed and expensive constant releases from the current brands in style.


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

Source


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

Transform


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Production


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Realise


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Gen 2 Introduction We want you to create a logo and full brand guidelines which should contain the following: • Logo – different colour ways and correct usage • How to write the company name and strapline • Fonts – and font hierarchy • Colours – hierarchy of colours • Graphical devices and usage i.e. if we do keep the ellipses element of our current logo, how can we use this as a graphic element. Graphical devices should also be considered for our younger, learner audience if different to corporate. • Photography – treatment/style of shot and usage • Templates – letterhead, business card and compliment slip. Examples of how a word and powerpoint template could look. • How to use across other channels – so examples of online usage and printed collateral. They will also need to think about how the graphic devices and colours are used across different areas of the business. For example apprentice recruitment versus corporate documents.


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

Source


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

Transform


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Realise


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Watermark ­— Words by the water Introduction The Words by the Water literary festival in Keswick. Has an existing link with the university of Cumbria students, and this year was no different. We designed proposals and pitched them to the journalist students. We had to design a guide to run alongside the event, to showcase students literary work. This had to be clear and very legible but it also provided opportunities for a more experimental approach because there was no advertising or wasted space. The target audience was the visitors to the events happening over the week at words by the water.


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

Source


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

Transform


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Production


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Realise


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No Globe — Visual direction Introduction “We are No Globe Club, est Dec 2011. We do clubnights, zines and events focused around celebrating ‘Party Music Beyond Borders’ whilst also debunking and challenging some of the problematic notions involved in ‘World Music’. We’ve done shows and events with Spoek Mathambo (SA), A Tribe Called Red (First Nations, CA), Afrikan Boy (Nigeria / UK), LV & Okmalumkoolkat (UK / SA), Romare (UK), Chris Saunders (SA), Super Guachin (Argentina), Busy Twist (Ghana / UK), Guava Beats (UK) and quite a few more! “ “We’re about reclaiming music that was once deemed ‘World’ by Western record companies and looking at new ways of engagement and dissemination.”

I was asked to visually direct No Globe. This has involved, promotion, web and clothing. The target audience is usually students and music fans excited by new music from all over the globe.


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

Source


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

Transform


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Realise

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(hyperdub recordings)

with no globe D JS

_witness D JS

_@ sneaky p etes weds 19 sept emb er 11p m door pric e ÂŁ5 _ members free

Tickets at www.sneakypetes.co.uk 0844 847 2487 __Ripping Records Tickets Scotland


t: +44 (0) 7928152845 e: jelliff.gd@gmail.com w: www.joshuaelliff.co.uk

Achievements Work experience completed @ Brainstorm Design Blog appearances: Business Boom Collective Imagine That! Type For Now Creative review feed Dissertation title Is the marketing of fast food to children by multi-national corporations socially responsible?



Joshua Elliff — Semester 2