INDUSTRY SET PROJECT: SOUTH LONDON GALLERY
Individually design a proposed solution for the display of SLG information, print, and digital news. Your idea should be presented digitally but a printed mock is also required. Consider all options including digital, print, vinyl and so forth and consider how the SLG can be unique and original in its display of information whilst being a vehicle for the current brand.
- Can’t move walls or make any architectural changes - Have to preserve all the original Victorian features, particularly in the corridor - As a non-commercial arts organization budgets are limited. The project realisation and proposal should be possible to implement with a budget of £1000 in mind. - Can’t change the layout of the shop or café - Can’t change the fonts or make any significant changes to the SLG brand
- Signage is an issue since the extension, as a lot of visitors never make it to the first floor galleries due to them being difficult to find - Despite being accessibility-friendly, there is no sign that tells you about the large print and lift - No67 has no information on the gallery in the cafe which means that people sometimes visit the cafe without realising that they’re in a gallery - It’s difficult for tourists to get to, and they can’t afford to advertise like other galleries do on the underground - The SLG acronym is used, but does the general public know what it stands for?
WHAT THE SLG WANTS
- To keep the design minimal but add flavour - Attract more students, and people living in London who are interested in art - Encourage people to visit the website and sign up to the newsletter as like the exhibitions, it’s free
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CASE STUDY: SOUTH LONDON GALLERY
Observation: Inside the gallery The layout is quite plain and simple which is in keeping with the victorian features. The signage fits in with the brand as the typeface used is News Gothic which is sleek and minimal, and aesthetically it works well. Also, it is easy to read and fits in with the contemporary feel of the gallery. However, the space is quite limited, and even though there is a lot of signage, upon a first visit it is easy to get lost; and the cafe no67 is extremely popular but there is no information in the cafe about the gallery, and in a way it makes it feel quite separate to the rest of the space.
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CASE STUDY: SOUTH LONDON GALLERY
Observation: Print & Digital The printed material fits in with the rest of the brand, it’s simple but informative and each flyer has its own colour sheme, however some of them have a very different style and layout i.e. the Art Assassins and REcreative flyers. The website is easy to navigate and fits in with the brand, ‘red for web’. It is also very informative and links in with their social networking sites. There is also a plasma screen in the entrance hall which plays numerous videos related to the gallery and the local area. This is a cost effective way to display information.
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CASE STUDY: WHITECHAPEL GALLERY
Observation: The public spaces, methods of display, signage and the website Branding: Jon-Ross Le Haye Whatâ€™s nice about the whitechapel gallery is that it has its own unique identity which is clear throughout all aspects of the brand, and the gallery itself is modern and fresh, with each room flowing to the next. The way in which they choose to display information is carefully considered, for example having the leaflet holder and donation box in the reception desk, which aesthetically works well as theyâ€™re tucked away, but at the same time also easy to see. The signage consists of vinyl, perspex and hanging signs with a mix between floor plans, symbols (such as arrows) and text which makes it easy to navigate your way around. There are a lot of rooms which are tucked away, but the good wayfinding system aims to make sure the visitor sees every room. On the website some pages are harder to navigate, such as the about us page - it feels like a lot of content is hidden.
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CASE STUDY: EDINBURGH FRUITMARKET GALLERY
Observation: The public spaces, methods of display, signage and the website Branding: Unreal and Mustoes The Fruitmarket Gallery aims to make contemporary art accessible, without compromising art or underestimating audiences; and the branding is based on the pink logo used to identify Waverley Station in the Edinburgh street map, and therefore aims to reflect the Galleryâ€™s central position within the city, both culturally and geographically. Due to the gallery being quite small and easy to walk around the signage is fairly limited but this minimalism works well. There is a comment box, and clipboard to sign up to the mailing list in order to get visitor feedback, and this fits in with the brand by using Century Gothic and the colour pink. Clear thin plastic leaflet holders are also attached to the walls to fit in with the minimal and modern style. The website along with everything else continues the brand through use of the pink and Century Gothic typeface.
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RESEARCH: GRAPHIC THOUGHT FACILITY
GTF is a London-based design consultancy which was founded in 1990. They produce a range of print, digital graphics, products and environments for businesses, arts institutions and other organisations around the world. Their design agenda is simple: to craft effective, creative solutions that address commercial needs. Often innovative and sometimes unconevntional, their proposals are always workable, rational and, most importantly, appropriate. Having looked at some of the wayfinding systems theyâ€™ve produced itâ€™s clear to see how there is always an element of practicality, and freshness to their designs which improves user experience.
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Rather than doing a questionnaire I felt talking to people would be a better and more informal way of finding out if people had heard of the SLG, and what their thoughts were. I therefore focussed on asking those within the three categories of people the SLG want to attract, and here is a summary of what I found.
- They don’t realise how long the gallery has been here for - Around half have been before, or plan to - They want to be more aware of the different things taking place at the gallery
LONDONERS WHO LIKE ART
- The majority of places they visit will be near an underground station - Most haven’t heard of the SLG and therefore think it should be better publicised in Central London - They don’t tend to go to South London unless for a specific reason
STUDENTS IN LONDON
- Free admission is something that attracts students to a gallery - Friends and Facebook are the biggest influence in going to a new place - Most go to a gallery in order to get inspiration
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PROBLEM SOLVING: MY INITIAL IDEA
Due to there being quite a lot of limitations to the project, coming up with an idea has been quite hard as I want something that could work across the different platforms - not just a floor plan, brochure or social networking campaign, but something that could really fit in with the brand and budget.
Asking questions to attract people to the gallery is my original idea - but I need to look at copywriting and consider how this could work as a whole concept.
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Copywriting is the act of writing copy for the purpose of marketing and advertising. Reading this book inspired me to think differently about writing for a specific purpose, and therefore helped me to start jotting down some possible questions to attract the different audiences to the gallery, whilst also putting across the clientâ€™s voice. The key chapters that relate to this particular project are: Chapter 1: Getting to grips with copywriting Chapter 2: The art of writing great copy Chapter 3: Writing for advertising and direct marketing CHECKLIST: ASSESSING COPY
- Does it answer the written brief? - Is it interesting or compelling? - Can you reduce the word count? - Does it run in the right order? - Do you believe the message? - Does it tie in with the design concept? - Does it include a clear call to action? - Is it using the readerâ€™s language? - Is there a better way of doing it?
- Intrigue keeps the interest alive - Get the tone of voice right - Typography is the icing on the cake - Keep it simple
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TECHNICAL COMPETENCE: ILLUSTRATOR
Working to brand guidelines is something I have never done before, and that’s one of the things I’m enjoying about this project. It shows what a difference just changing the word spacing, leading, tracking and justification makes to a brand. I’ve chosen to use Illustrator for this part, but I will also use Photoshop later on in the project to help realise the outcomes.
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TECHNICAL COMPETENCE: EXPERIMENTATION
Removing the counters is something I experimented with, but it only works well for some of the designs. I’m also worried it isn’t sticking to brand enough, and targets a younger student audience when I wan’t something that works for everyone. I’ve also decided to stick with the SLG web colours for all of the outcomes as they work well together.
NEED SOME NEW INSPIRATION THAT ONLY COSTS YOUR TIME?
www.southlondongallery.org 12 | INDUSTRY SET PROJECT
A few photos showing how projection could be used to advertise the gallery around central London, but on a smaller scale.
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STRATEGY: QUESTIONS AT EVERY STAGE
Is to ask questions to the different audiences questions to get them into the gallery, and questions once inside, which then continue after their visit.
START: THE CAMPAIGN
- To improve the current signage without making any changes - Ensure that no physical changes need to be made to the SLG, and that the concept fits in with the existing brand - Directly question the audience, in order for them to engage with the gallery - Ensure outcomes don’t need to be updated, but can be developed - To not rely on printing costs, and have a £1000 budget in mind
GOING TO THE GALLERY
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FEEDBACK UPON EXIT
WE’VE BEEN HERE SINCE 1891, SO WHY HAVEN’T YOU?
HAVE YOU TICKED US OFF YOUR GALLERY LIST YET?
NEED SOME NEW INSPIRATION THAT ONLY COSTS YOUR TIME?
L-R Locals, Londoners who like art , students Each quesion is targeted at a specific audience based on user research, but they are also aimed to attract a general audience. I wanted to stick to a four line structure, and use the words ‘you’ and ‘your’ to directly question the viewer; and the reason for only having the logo and website address is because it’s enough information to inform people what the SLG is, without going in to too much detail, because with most people owning smartphones it ‘s easy enough to look up an address and directions whilst on-the-go.
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Problem: Not everyone knows what SLG stands for, and advertising can be expensive Solution: Guerilla advertising - the aim is to publicise the gallery more around Central London in order to attract new people through the series of questions. Possible Formats: - Projection - Postcards - Stickers - Posters - Flyers through doors - Graffiti that washes away - T-Shirts worn by staff on the streets of London - Vinyls on a van to drive through the city centre
Example of how the designs could be projected in the city onto art you wouldnâ€™t find in a gallery
House - a popular cafe close to the SLG where posters could be put up to attract more locals and Camberwell students
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INSIDE THE GALLERY
Problem: Vistors often don’t realise there are first floor galleries, and don’t know about the lift and large print Solution: By asking the visitors more questions whilst there, it will inform them of the different spaces and facilities at the gallery, which will hopefully improve the current wayfinding system without needing to change it. The questions are: - Have you seen what’s upstairs? - Fancy a bite to eat? No67 is just next door - Need help with the stairs? We have a lift - Font too small? Ask a member of staff for a larger print - Need a new read? Our shop has lots to offer - Need some fresh air? Pop into the garden - Want to support the SLG? We rely on funding Possible Formats: - Plasma Screen in the entrance hall (Questions would scroll across the screen followed by the answer) - Projections especially in No67, but only in peak times due to the bulbs being expensive and not having a long life span; it would also be easy to remove in the evening when it turns in to a restaurant and keeps to the clutter free feel of the cafe and gallery.
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Problem: How will the SLG know if itâ€™s working? Solution: Make giving feedback more engaging and interactive, by encouraging visitors to feedback upon exit through a survey, whilst also joining the various social networks and mailing list. Possible Formats: - A board at the front of the gallery for visitors to write their feedback on - A laptop in the entrance hall which is connected to the internet
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Problem: How to include social media
By asking questions like â€˜When will we be seeing you again?â€™ to the people who signed up at the gallery will make them feel involved and remembered, and by informing them of upcoming events and exhibitions will hopefully encourage them back.
Solution: To link in the questions across the different platforms, and get people to engage with the gallery Facebook is especially key to attracting students as through research I found that a lot of students will go to a new place by seeing it on Facebook or being reccomended by friends. How the concept works with Facebook: Posting polls, check-ins, likes, advertisement, cover picture, profile picture... How the concept works with Twitter: Posting questions for followers to respond to, and by possibly linking in with the guerilla style campaign by telling followers to tweet the question on the SLG staffs back if they see them in the city centre in order to win some kind of prize - maybe a free drink from No67 or a discount voucher for the shop.
WHEN WILL WE BE SEEING YOU AGAIN? Email header image
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PRINTED OUTCOME: CAMPAIGN BOOK
Part of the brief was to create a printed outcome which can be filed away, I decided to produce a campaign book explaining how the concept could be implemented within the SLG, and going in to more detail than the presentation I did at the gallery.
FEEDBACK FROM SARAH BORIS
Excellent presentation, good implementation of the brand and understanding of the requirements. Inclusive approach. Development of a whole campaign and its presentation. Feasible project within brief. Simple but effective idea. Good oral presentation, very articulate. Best overall presentation.
Overall I really enjoyed the project, even though it took me a while to come up with a concept I’m glad it all came together in the end. The project has given me the oppurtunity to work to brand guidelines and restrictions, something I’ve never done before and consider how an idea can work as a whole concept within a budget. Therefore I’m happy with how the project has turned out.
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