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Project Report

Domino’s Glacier Coffee Roasters Pickled Pelican Tigerprint 131PIZZA Secret 7” Charlie & Reed By The Bean Harry’s Bar & Grill Object Marketing Finding Vegan 1896 Coffee Company

OUGD503 - Responsive Emily Lodge



Individual - Domino’s


Glacier Coffee Roasters


Pickled Pelican


Tigerprint Christmas Cards




Secret 7”


Charlie & Reed


By The Bean


Harry’s Bar & Grill


Object Marketing


Finding Vegan


1896 Coffee Company


Collaborative - Oasis


Module Evaluation


Individual Domino’s



Two For Tuesday is no longer able to differentiate Domino’s from our competitors, and as such Tuesday ownership has been relinquished. We would like to reinvigorate and recharge the Two For Tuesday offer, not reinvent it. We want Domino’s to be to Tuesdays what Orange is to Wednesdays. The creative challenge is to develop an attention grabbing campaign that achieves this.


Individual - Domino’s My Response

My initial idea to create a solution to the brief was to design a large campaign based around the idea of ‘50 reasons to have two-for-Tuesdays’, with large promotional material outside & online stating the different reasons into why the viewer should order a pizza on a deal. However I quickly realised that, although this concept was interesting, I was struggling to keep it interesting and quickly found it quite boring for myself. I decided on flipping it over and playing on the witty humour Domino’s has been building on in recent years.

I went with the concept on ‘50 reasons not to have two-for-Tuesdays/Find a friend’. This idea would play on the vanity of the customer, giving reasons as to why they would not have the pizza, and if they fit the reason, then they’re a sad person. It is a bit of a risky idea in terms of the viewer has to have the right kind of sense of humour to understand it properly, but it is a much more playful concept that before and gives me a lot more to work with.



Initially I found it quite hard to choose a brief that I was going to spend a huge amount of time on, but the Domino’s brief stuck in my head so I decided to go with it, and I’m glad I did. I have found this brief to be very enjoyable because the time period has allowed me to explore Domino’s as a company and design a campaign which I believe has the Domino’s witty tone of voice and humour to it. The initial idea I was going for was 50 reasons to have two-for-Tuesdays, however I quickly found this very boring and I was not getting anywhere because of the fact that I just did not want to do the concept past the title of it. As I had to spend a large amount of time on this brief I wanted it to be enjoyable and something I could push my design skills on. After spending a couple of weeks trying to work around this concept I flipped the idea to make it much more interesting for me as a designer and something that would be witty and amusing, right to Domino’s taste of humour. I found immediately that I had a lot more ideas in terms of the content and how to go about putting this out to the audience.


I found that while I had the basis of this concept solved within a couple of weeks, it took a good while to develop the design ideas to really fit in with Domino’s style. As I did a mainly type led response these design ideas needed to be strong and stand out. Once I got into the swing of it though, I found that it was very easy to apply the aesthetic to all the initial design work I had done.

Something I particularly enjoyed in this brief was working to a limited colour palette. While I initially thought this could make things difficult, I found myself being more creative in the way the designs worked. This was also aided by looking at previous Domino’s advertisements and mail-outs, seeing how the colour combination worked. In terms of the outcomes produced, I think overall I have produced quite a range of work and a strong campaign, with elements that can be manipulated to fit any size or space. While I wanted to mainly do a print-based response, I knew that for the campaign to be fully rounded there needed to be a web based element to it. Although I was reluctant to add it in, I did find that it strengthened the campaign as it was an application designed to get the audience involved in the campaign. While I enjoyed the brief immensely I do think that my concept is a bit confused and I could have done with developing it out a bit more, however I do think I managed to fully explain the brief in my submission boards. This brief has helped me see that for a concept to work over a long period of time it needs to be something that the audience will connect with. I feel I captured Domino’s sense of humour, however I’m not entirely convinced I have relayed it properly. Despite this I do think the wide range and bold designs I used throughout are strong and something I can be proud of as I feel I pushed my design skills throughout this brief, while remaining in the Domino’s style.

Glacier Coffee Roasters


Brief - Logo Design

The brief was to create a logo design for the newly established coffee business ‘Glacier Coffee Roasters’. The business is inspired by the Glacier National Park and the animals living there. It aims to provide high quality coffee with a variety of different flavours from all around the globe. The design must somehow include or be associated with the Rocky Mountain Goat (Oreamnos Americanus), which is the symbol of the park. There is no colour preferences but it must work on both light and dark colours as it will be used over a range of media. It must be easily recognisable, memorable and readable at a small scale.


Glacier Coffee Roasters My Response

As this was my first live brief and first scenario where I could potentially get client feedback, I took what the brief was looking for very literally and explored the idea of using the goat as the main element and working in monotone so the logo could be reproduced and change colour very easily.

With this in mind I modernised my design and incorporated colour, designing it in such a way that it could all be in one solid colour if needed. I felt this best went to the clients idea of distributing the logo across a range of media and colours.

The client edited the brief to add that they wanted colour in the design, not just one colour designs coming in.


With this being my first live brief I was quite nervous in terms of the client feedback. Up until this point I have essentially just been designing work for myself and to fulfil university-set briefs. Although this idea seemed daunting at first, I decided that getting into a live brief quickly after the module started was the best thing to do otherwise I’d be worrying about doing it all later on. To my surprise entering this live brief was not as daunting as I had initially though, and putting my work up for the client was not as hard as I thought.


The brief also helped me explore design ideas and types of work that I wouldn’t necessarily work with for a university project. Branding for a start-up company is not something I have done before, so doing it as a live brief gave me that experience to the first stepping stone in this kind of design work.

Although I did not get short-listed, I did find that doing the brief was a positive thing in the fact that it allowed me to do a very quick brief with a very small deliverable. This is a lot more like the industry than some of the projects I have previously done, and working on this gave me the experience in how quick I must work to get a good solution in such a short space of time. Overall I found the brief enjoyable and think my skills in Illustrator have been improved by the explorations I did during this brief in terms of creating a realistic solution and a more abstract solution.

Pickled Pelican


Brief - Label Design

The brief was to create a label for products by the company ‘Pickled Pelican’. The company already has a logo which must be used in the design, and the overall look must be quite rustic, homely and use brown as the main colour to reflect this. As well as a label, the client asked for a stamp idea to be designed as well based on the label and incorporate the logo.


Pickled Pelican My Response

The brief was very minimal so that did not give me much to go off of. However when looking at the logo design, I designed the label around the same kind of feel, going for a bit more of a quirky look for a label instead of a typical rectangle.


In terms of colour I used lighter browns to make it a much lighter and playful label. While the client liked the initial design I did, she made a huge amount of changes to it so the end design does not reflect my initial design at all.


I initially did this brief because designing for a product label is something that I have not done before, so it would be a new experience. However I quickly found that this was a brief which was terribly written, making it very hard for me to understand exactly what the client wanted, and because of this, I created a design which was then changed a huge amount and wasted a lot of my time. I feel that if the brief was written better I would have been able to design to what they wanted and created something much better than what they dictated for me to do to my initial label. However this brief certainly gave me a lesson in the fact that the client is not design driven at all and believes that their opinion on design is right and the best. I found this quite frustrating because in the end, the client essentially ruined my design and turned it into something which is awful.

Something I also found out in this brief is how indecisive the client can be in what they are asking for in a piece of work. The client asked for a large amount of changes at once, and then when they were applied, they changed their mind, wasting a lot of time and effort which could have been avoided. I didn’t think I would mind having to make a few compromises to my work for the client, however I did find it to be frustrating as I felt that the best of my abilities were not being used.

However this has been my main lesson in doing this brief. What the client wants, the client will ask for and ultimately get, especially in this kind of situation where the brief is a short one and on a website like this. This brief has taught me that however much I do not want to do something to my design, if the client wants it done it has to be done and design compromises must be made in order to fulfil the brief.


Tigerprint Christmas Cards


Brief - Card Design

The brief was to design up to five Christmas cards, with the winning card being reproduced and sold in Marks & Spencer as a card and potentially be put on other collateral, such as gift bags. The cards must be creative, playful and encompass the Christmas spirit, but they can also play on a twist of Christmas and potentially focus on elements of Christmas which are not always seen as traditional but are a definite part of Christmas.


Tigerprint Christmas Cards My Response

My initial response to this brief was to create five different designs which embodied five different elements of Christmas, from a traditional Christmas scene to something a bit more fun. I also wanted to design each card for a different audience as this will give me a greater variety of ideas to work with and a lot of different Christmas themes that I can cover instead of trying to work the cards together in a set.


I found that this was quite an easy and laid back brief, which was a good thing for me to design for as it took the pressure off designing for a client and more designing for an occasion where there is a lot of possibilities and I can essentially make it a selfdriven brief.

now looking back at the five designs I did, I do feel a couple are most definitely stronger than the others, and if I had put in more thought I would have a strong set of cards, whereas the set I have are pretty mediocre and definitely not the best cards I could produce.

I can not say I really saw this brief as a completely serious brief considering the context for the designs and the reason behind the competition. I feel that looking back at it now, this approach to the competition certainly deterred my commitment and time spent on this brief.

While I think I took on the brief for the wrong reasons, I now know that doing this is pointless and wastes my time as much as the people who are choosing from the designs.

While I enjoyed doing the brief I don’t think I designed to the best of my ability or created concepts to the best of my ability either. I think I got quite lazy on this brief and thought it wouldn’t matter so much because it was only Christmas cards, however


I wanted to work purely with vector design as I felt that this would be an interesting way to design the cards and would give a different look to the typical Christmas cards which are sold these days.

One design did get into the top forty though, which is a positive to take away from this.




Brief - Packaging Stamp Design

The brief was to create simplistic design for a pizza box which would be distributed to a number of pizza chain restaurants. There is no need for a brand name, so the main focus is on image. The only colours to use are tones of black and red as it will be printed onto either white or brown pizza boxes and must still have the same visual effect.


131PIZZA My Response

The client invited me to this brief with not much time until the deadline, so I had to work very quickly. I decided on using very simple illustrations that are related to pizza’s. In terms of the design I went very simple and something which can be reproduced at different sizes and still look the same visually. I decided on using a darker red so it could be seen over a darker coloured box and still be a strong colour.


This brief was all about designing a solution in a very short space of time so it taught me quite a lot about how to narrow down ideas quickly and effectively. I also found that the time limit was effective in the fact that I didn’t want to waste time and wanted to design a good solution, meaning I didn’t waste time on ideas or concepts that I wasn’t fully convinced by or that were a bit of a long shot.

of clients of the client giving the brief, meaning the design had to be quite impersonal and I think I designed to this specification well in creating three images which are applicable to pizza making in general. I enjoyed this brief and because it was only a very quick one I felt that I didn’t waste any time in doing this as it has helped my time-management skills.

Designing to a limited colour palette isn’t something I had done on a small brief up until this point, so being given the restrictions in terms of the fact that the design must be able to work on both a white and brown box is something that affected the way I designed.


I created a very simple outcome which I think would effectively work on both white and coloured boxes. Another aim was that it must apply to a number


Secret 7� Jake Bugg


Brief - 7� Vinyl Cover

Secret 7� is a competition where 7 tracks by 7 artists are chosen and designers must produce a cover for a 7� vinyl record for the chosen track. The design must not include the artist name or song name, making this a brief based purely on conceptual design for interpreting the song. The brief was to produce a vinyl cover for Strange Creates by Jake Bugg.


Secret 7� - Jake Bugg My Response

After the disaster that was my last years entry to this competition I wanted to work on this as quite a substantial brief to try get as many ideas as possible out there and figure out what to do as the final design.

Eventually the final design I went with was a very simplistic illustration of an acoustic guitar, which represents the style of music that Jake Bugg plays.


Secret 7” - Jake Bugg Evaluation

My main aim throughout this brief was to design something that was visually strong and related to the artist chosen. Last year I found that I did not have the software skills to pull this off, or the skills I now have in designing for a concept. I also think the skills that I did have were not used to the best of my ability last year and this year I wanted to change that. I found that coming up with ideas to reflect Jake Bugg’s music was relatively easy as I actually like the music, unlike the songs from last year. This made it much easier for me to enjoy and have a bit more fun with it. Although it is classed as a short brief, I extended it out across a week, following the same process as last year in coming up with a lot of possibilities and narrowing it down to a few chosen variations before finally choosing one design to be the final submission. I found that taking this time and working like this gave me a lot to work with. I did go through a lot of ideas and at a point it did get a bit frustrating because I wasn’t sure which ideas were stronger than the others as they were all quite similar aesthetically. When this happened I did go off on a bit of tangent and tried to design a cover using Photoshop and ran with it for quite a while. However now I see that this was a bit of a waste of time


because visually it wasn’t very good or striking compared to the previous ideas I had.


The final design idea came after I couldn’t choose between the ones I had narrowed it down to. I looked back at the original ideas, and what I had previously wanted to be a photographic image, I decided on creating it in a flat vector form. I made it very simple and very clear what it was, while making sure it was visually good to look at. I am pleased with my progress through this brief as it has shown me that I can create some strong initial ideas and now have the skills to be able to fulfil them in the software of my choice. Throughout this brief I have gone through a huge number of ideas and variations of a single idea, and this brief has helped me in terms of making the decisions to narrow down and change ideas to fit the brief and now what I personally like. I found this brief enjoyable and not too serious as it was a very open brief where I dictated the outcome within the small restrictions that were set.

Charlie & Reed


Brief - Label Design

The brief was to design two labels for ‘Charlie’s Foodshop’ for ‘Charlie & Reed’. One label is to be used on the product, and the other to be used on the box packaging for a large amount of the product. The design must be adaptable to a number of different products and stand out amongst competitors. A few examples of work which the client liked were given.


Charlie & Reed My Response

For this brief the client gave a couple of examples of the kind of labels and designs that they liked. These were mainly typographical and in one or two colours with nothing overlycomplex about them. After looking over these I decided on creating a very simple typographical label in black and white so it would stand out against the competitors products. Keeping it in black and white also gives the products a more sophisticated look which will definitely stand out against competitors products. This kind of label is not typically seen on food products unless they are in an upmarket shop or retailer with a lot of products. Keeping in with the smart, sophisticated look I decided on using a serif typeface for the brand name and a sans serif for the smaller information that needed to be displayed. In terms of the information put on the label, I looked into food labels and adapted it to the product, which at this point is a jar for jam. The client asked that the label would be something to be put on the product and on the packaging boxes too, which are just simple cardboard boxes. With this in mind I decided on making two labels, one for the product, and one for the product packaging which would hold a number of the jars. I


kept them very similar designs to keep the consistency throughout the products and make it very clear what is inside which box. I went with a very clear layout in terms of text as these will be looked at on shelves and need to be able to be seen.

Charlie & Reed Evaluation

As this was a very quick brief with a very simple deliverable, I found that it was very straight forward and quick to do. I got an idea quite quickly and ran with it. Looking back at it I do think that I could have invested more time in the overall layout of the label and spent more time choosing better suited typefaces and how this sits on a page. One thing I have done is put all the text in upper case which is a bit of an error. I also think I could make the label much more contemporary than it is at the minute with the serif typeface. With this in mind I definitely think I could have done a much better job designing the label to something that is desirable to look at. With this in mind, I decided to revisit the brief and attempt to redesign the label with a completely different angle on it. Although the submission deadline has long gone, I do feel it is beneficial to my design practice to be able to create a better outcome to this brief. In the previous attempt I do not feel I pushed myself at all and did it without care, so for this one I would like to invest a bit more time into the design and create something that will work across a broad range of media. My second attempt at this brief was much more successful because the design has a bit more substance to it and thought gone into it. The inclusion of the small illustrations is also


something I think the design benefits from and is definitely something the previous design lacked. This second design is a lot more friendly and contemporary in design too because everything isn’t so straight and in line. Comparing the two I can definitely see the huge difference in tone of voice and approach, and can safely say my first attempt is not a patch on the second design. I feel that this one is a lot stronger and can be adapted to fit across a broad range of media and the brand to create something really eye-catching, whereas the first design is quite forgettable past the striking use of white on black. The use of colour in this design is also something that makes the design stronger. The colours can be used to differentiate the products and sizes, which will make it easier for the customer to view instead of them all being in black and white. This brief has shown me that while I may be happy with the way a brief is going initially, I need to take a step back and look over it and develop it instead of just keep going with a design which is not to the best of my ability. Just because it is a quick brief does not mean that I should not put as much effort in.

By The Bean


Brief - Logo Design

The brief was to design a logo for the brand which would be used on a range of media, specifically on a t-shirt. The design must be simple and something that can work at various scales and still be recognisable. The client also asked to stay away from typical coffee shop designs like coffee cups, beans, etc, only using them in a small amount and not making them the centre of the design. It must also be quite contemporary and friendly.



By The Bean My Response

As I enjoyed the Glacier Coffee Roasters brief a lot, I decided to do another coffee brand brief. My approach to this one was very different to that, as the focus was on the type instead of creating an image. The client had specifically written in the notes section that they didn’t want just a typical coffee shop logo which was all about beans or cups.


My initial thoughts on this brief was that it as something quite light hearted to do and fun. I enjoyed the previous Coffee Roasters brief, so thought that I would enjoy this one just as much, especially with a focus on type more than image. I think the simple concept I went for in this design worked well and creates an interesting design which works well on printed paper as well as other media such as the t-shirts, like the client requested. I think that it works well because of the contemporary take I designed for on this brief, and the typeface in particular is very visually interesting. This brief definitely showed me that the outcome doesn’t have to be incredibly over the top of complicated to work well. Just the use of good layout and an interesting typeface is what made this logo stand out.

I decided on a very simple design of a coffee cup coaster which could be printed in whatever colour and still work well. I also decided on using quite a different typeface to be the main branding point for the design. It is quite quirky and recognisable, so works well without the use of image.

There is definitely room for improvement and development of the design and further identity, but for the brief, I fulfilled what the client was asking for at this point, and think that I did create something that was visually interesting and different from the coffee brands out there at this point in time. I completed this brief quickly and do think I would have liked to spend a bit more time on it and further the development of the brand identity. Aside from this, I did enjoy doing the brief and found it interesting to think of a logo that the client wanted to look good on a t-shirt instead of stationary like other clients have asked for.


Harry’s Bar & Grill


Brief - Logo Design The brief was to create a new logo for the restaurant ‘Harry’s Bar & Grill’. The design must be minimal, stylish and contemporary. It must also be different from the current logo and reflect the business values and overall visual look.


Harry’s Bar & Grill My Response

I decided that the best solution for this brief would be to do a typographical response instead of including some kind of image. The majority of the branding for the restaurant doesn’t include imagery at all so the client clearly likes the use of simple type. I also felt that the use of just type would give the restaurant a sophisticated look.

I used two different typefaces, the first is bold and sans serif, and the second is thinner and serif, which would be used for all body copy etc. In terms of colour, sticking with what the client wanted, it is monochrome. I showed the logo in two different =colour variations over a variety of different media that would be used by a restaurant.


attempt which has shown me that for some briefs it is alright to take a step back and spent some time thinking about it before completing it, even if the brief is very small and simple.

I think that this brief was not my best by far. My initial response was quite weak in terms of I did not put much thought into it at all. I think I did it with a thought that it was not a serious brief for me at all. On review of this I created my second attempt at a response to this brief. I think my second attempt was much stronger and much more contemporary, and much more in line with the kind of brand the restaurant is. Although I still do not think this response was the best and looking back at it I do think I approached this brief in the wrong way and without much thought.

This brief has shown me that I definitely need to take more care in my designing, especially if I’m using my time to create a response. I need to use my time productively instead of brush the brief off as something that is not that important. A brief may be small, and I might not win it, but this brief has definitely shown me that I should not think of it this way and should think of it like any other brief.

This brief showed me that the initial idea and design I have is not always the strongest and even with development it could be a dead end. I had a bit of time to think about the response before doing my second


Object Marketing


Brief - Logo/Website Design

The brief was to re-brand the already existing marketing agency ‘Object Marketing’. The outcomes needs to be more up to date and much more slick and contemporary than the preexisting logo. As well as this, the client has expressed an interest in a potential redesign of the website to go with the new rebranding. Their current website holds all the information needed to complete this brief.


Object Marketing My Response

In response to this brief I designed a very simple logo which represents a target, which is essentially what marketing is about. As a typical target is red and white, I decided on this being the colour scheme, however as the design is simple, it can easily be recoloured to any colour the client wants.


In response to the website side of the brief, I looked over their existing website, took the information and redesigned the structure to fit in with the contemporary style of the new logo designed. I also expanded beyond what the brief asked and showed how the logo could be used over a range of printed media.


Object Marketing Evaluation

This is a competition brief that I enjoyed designing a lot, because I took the brief and expanded it beyond what the client was asking, to develop the idea and the branding across a range of media. In terms of the actual logo design, I think it was a good lesson in terms of conceptual thinking. Instead of doing something over the top or incredibly complex for no reason, I took a very simple concept of marketing being about targets and taking it from there in designing something that showed this in a very simple way. The clients existing logo is very old fashioned and looked like it was created in Microsoft Word 98, so I felt that designing something very simple and bold was the right direction to go in. Creating a brand by a concept is not something I have been particularly strong at in the past so this was definitely a good brief for me to do to get the confidence in building a brand and showing it across a range of media, showing how it can be adapted in terms of colour, size and layout. Although it is at a very quick and basic level at the minute, I have definitely learnt from this. I do feel that this skill will be helpful in the future for when I do have to properly consider this kind of expansion of a logo into a whole brand identity. One element of the brief which I found quite hard was that the client


did not give much indication into what they wanted. They just requested a new up to date logo and design, so it was quite hard to come up with a design which the client would like as well as it meeting what the brief was asking for. I have found in the past that some clients ask for a design which is completely unfitting to what they actually need, and do not spend time seeing the reasoning behind the design submitted. Even though in the end the client did not choose this as the winning design I do feel that I did a good job and pushed myself in terms of thinking of the practicality of the logo and the situations where this would be used. I particularly enjoyed creating the variations for the printed media as this opened up a lot of potential options for the potential future use of this branding. It showed me how easy it is to build up a brand and develop it to the point of replicating it over a variety of media adapting it to the media. Looking back at it now, I do think that if more time was spent on the development of the brand identity, website design and overall execution of the designs, the work would be a lot stronger than it is. There are definitly some clear design flaws throughout and I do feel like there are big areas where improvement is needed.

Finding Vegan


Brief - App Design

The brief was to design a mobile app for the already existing website Finding Vegan. For the initial brief the client has asked for four pages to be designed and written a well detailed summary of how they want each page to look. The main focus on the app is on the photographic images, much like on the website. It must be clear, clean and be visually bold and easy to use.


Finding Vegan My Response

For this brief I decided that this was definitely a response that needed to be developed over a period of time so I decided to take this on as a larger brief and work with a lot more ideas and experimentation before submitting a design. This way I would have a much more thought out approach with more development and the designs would be adaptable to a series of different situations that may be encountered because of the versitility that will be needed for it being an App. The client gave quite a well written brief in terms of examples of work which they liked and a similar App to the one they were asking to be designed. This made it very easy for me to have a starting point for the designs. They also left links to their website and various pages to see what needed to be included in the App instead of writing it all out. Having the link to their website also helped me in terms of how the client likes to present their brand. While I do certainly think that the website was not best executed, there was a very clear style throughout, one which I took and adapted to the design of my App. The element of the App that I wanted to focus on was the overall display of all the information, and how easy it is to navigate around the pages. As the App is all about the food and photographs of food, I designed


a layout which is easy to navigate without previous experience on an App. I made the buttons all very clear and large, with large headings to indicate the page the user is on. I think this approach was necessary as the audience is a very large group of people, ranging from different ages, meaning there will be different levels of experience in using technology and mobile applications. While the website was very white and clean, I initially decided on using green as the main colour. I felt that this was a lot more contemporary and worked well throughout the designs. It represents healthy living, vegetables and the outdoors, which are essentially what the App is promoting. However the client asked for the designs to be in white in the end, so I had to use green for detail where I could.

Finding Vegan Evaluation

When I initially chose this brief it was because I had not got much work in terms of designing for web or working with photographic images in any way. I was initially quite apprehensive about the brief set and about how I could go about it in a way which was interesting to me and going by what the client was asking for. The client had a very clear idea in how they wanted the App to look, so I took this and developed ideas to come up with a way of doing what they wanted as well as keep it visually interesting. This became quite a problem in the midway stages of this brief as the client suddenly became very adamant on having a lot of white and a very modern look to the design, which meant I had to change the whole general look of my designs, even though previously they had been very happy with them. This has been the downside to this brief. The client had a very clear idea, however kept changing small things and ultimately the design I submitted after multiple changes asked for by them, it was practically identical to the initial designs I submitted before changes were made. This made it quite frustrating for me as a designer because I felt like I was going in circles a lot as they kept going back and forth between designs that they liked and then suddenly wanted to change. However the positive side to this brief was that I got to experience the idea of building up a whole App and designing multiple pages as well as

what happens when buttons/images are pressed. This all took a lot of planning and designing, however I feel that it has given me a lot to think about for briefs in the future which will involve the same kind of process for design. While I had my initial doubts about how much I would enjoy this brief or how well I thought I would be able to design for this brief, I did enjoy it as it was something I have not previously done. It has made me feel a lot more confident in my ability to take a brief with a lot of considerations and include all elements in a usable way. My final designs may not have been as clean cut or professional as they could have been, but I do believe that brief was a step in the right direction. Looking back at it, I believe I fulfilled the brief and what the client was asking for, however in terms of the direction I would have taken it in, it is very different. The client wanted a very simple modern style App, however I would have taken it down a much more colourful route with a much more playful tone of voice as I think this App is quite clinical, and however much personality I tried to put into it, the client asked me to take out. I do understand that they wanted the App to be all about the photographs, but I do not believe that the only way to do this is by making the rest of the App seem quite plain and bland. I believe there is a balance that I could have found.


1896 Coffee Company


Brief - Identity Design

The initial brief was to design a logo for the existing 1896 Coffee Company. This would then be broadened out to a full identity to be used across a wide range of media, from coffee cups to online advertisements. The overall feel for the identity must be a modern twist on a traditional design, incorporating classic design but executed in a more contemporary appearance. The colours to be used must be of rich coffee related colours, to reflect the traditionalism of the brand and quality of the product.


1896 Coffee Company My Response

In response to this brief, I wanted to create a logo design which was something to be proud of as a designer. I felt that my previous logo designs may not have been up to the best of my ability, so wanted to take this as an opportunity to do so. I also wanted to develop the logo instead of come up with a lot of different ideas and just go with one of them. I wanted to create a very strong image for the brand and be able to expand it out over a range of different situations. What the client wanted was very clear, and it was something I actually agreed with as their reasoning for wanting the design decisions were very thought out and had a reason behind them. I went with what they wanted and came up with an initial idea with a focus on the type, with the burlap bag illustration as a bit of detail. I started with a very simple logo design, which could be split down to be used as just the type or just the image as well as the two elements together. While I knew there would be work needed to be done to work the elements together much more, as an initial idea and design, I felt it worked well. I then began experimenting more with a focus on the image and involving a shape enclosing the information. I tried out a variety of different designs, all revolving around the use of a circle as the main shape of the logo. I then started to change the typeface to

something that fit in with what the client wanted and was a much more consistent approach in terms of how all the elements worked together. Throughout the course of my development I was submitting the designs to the client for their feedback. This was very helpful and aided my development. My initial design was based on the idea of using just two colours, which could be easily recoloured, making it very diverse and adaptable to situations, however the client expressed a desire for a logo which uses more colours. With this in mind I started developing a design which had clear divides for different colours, but would also work in a one colour (plus white) design, as there is potential to be situations where this will be needed when colour printing is not available. I used this as an opportunity to experiment with colouring in using gradients to give the design a much more layered look, and in terms of what the client wanted, the colours and gradients worked to make the design look much richer and of high quality. When short-listed the requirements for submission changed to basic stationary; letterhead, business cards, envelope and a Facebook cover image. I experimented with various ideas before settling on using a photographic image as the main element and creating simple design around it.


1896 Coffee Company Evaluation

My reason for choosing this brief was so I could design a logo through development and create something which I could be happy with as a designer, as I feel the previous few logo designs have been good, but could certainly be developed much more to be strong for a brand. When I initially found the brief I thought the deliverables were very simple and the look the client wants was something that was very up my street as a designer. This brief gave me the chance to work with creating an illustration in Illustrator too, something which I have not done so much work with, but wanted to start to expand on as I felt this is one of my weaker design skills, purely down to lack of experience. With this, I worked in type as well to create a very well rounded design. I thoroughly enjoyed the initial development process and found that my initial idea was a good base for how I moved forward and experimented with the design until I found something that I was happy with, and that the client was happy with. In previous logo competitions I have done, I have taken completely on board what the client wants and not necessarily what I feel works best as a designer. Creative compromise is part of the process, but I felt I had been too lenient in the past and did not want to do the same now. Thankfully the


client seemed to like how my designs were developing and the written feedback they gave was only on the use of colours, not the way I had executed the design. This feedback was good as it gave me a chance to continue with development of the overall design and with the star rating system, know when I was getting closer to something they wanted to use. I found that the client was very open to all ideas, but clearly knew what they wanted when they saw it, which did make it easier for me as a designer to get to grips with what they wanted very quickly. Throughout this brief I did design for myself more than the client, however I felt that this design was much more creative than previous logo designs done, because of this. The client was also encouraging and did not turn down any of the ideas until I had submitted something better, which gave me much more confidence in my creative input into this design. I unfortunately just lost out and gained second place in this competition. I do feel that some of my development was not appreciated by the client, which did start to make it a bit hard for me to create a full identity for the brand when the client was not giving adequate feedback, however I continued through and started to develop an identity. I do feel that the week was not enough time to create a fully strong and consistent brand.

Collaborative Oasis



Oasis’ innovative in-store and online initiatives make shopping social. The challenge is to write a suite of service messages that will stand out in our stores. Your messages should have a non-seasonal focus and be-able to come across various channels - from in-store to online. You are free to bring your messages to life as you see fit. First and foremost we are looking for strong written messaging, but if you have ideas for how your messages can look visually, then we’d love to see them too.


Oasis Our Response

In response to this brief, Daisy Conway and I looked into the already existing style of design that Oasis had and tried to see what we could do to get their target audience’s interest. While doing this, we realised that their target audience is not who shop in the store at all. While Oasis pride themselves on being young, contemporary and for the younger audience, the majority of their clothes reflect those of women in their twenties to thirties. After spending a lot of time discussing how we could approach this, either creating a campaign to reflect their actual shoppers or create a campaign to entice the audience that Oasis think is actually their main audience. We came to the conclusion that Oasis were a bit deluded in terms of how they view themselves in the market


at the minute. In response to this we have decided on creating a campaign which is young and colourful to attract the attention of the audience they want. We have decided on doing a full campaign, however because of the time restraints on this brief we will focus on the in-store messages first and then expand these out of store and online afterward. Once we had all the messages rewritten and the aesthetic we were going for, we tied these all together with a campaign name, the ‘Shop easy’ campaign, which highlights all the services which Oasis provides to make shopping that little bit easier for the customer.



Oasis Evaluation


I have found this brief to be quite enjoyable overall. Initially I was sceptical about working on a collaboration brief, however I have found that Daisy and I worked well together and designed work that we both have had an equal amount of input to.

I found that splitting the work off this way was very useful and efficient for both of us. It meant that once we had the general aesthetic ideas we could each move forward with our parts of the brief and come together at a later point to develop the ideas and synchronise everything.

We found choosing a brief quite a tough job, and decided on Oasis as it was the brief that we both chose out initially and there was a lot of room to expand it as the initial brief was quite a quick one in just rewriting the nine messages. We quickly decided that the best way to move forward with this brief was to split the work off into the elements that we needed and split them between us. While I worked on the type, Daisy created the illustrations, and we both came together to put these together, design the backgrounds and choose the colour scheme used throughout.

Working in a pair is much better than I previously thought it would be as more ideas get put out there and alternate design ideas from my usual were being explored. Designing the kind of work I did for this brief is very different to how I usually work, however I found that it was a learning experience into the different kind of design work that I can produce. I do not know if I am so pleased with the outcomes, as I do feel that we could have done with developing the ideas more, I found that for the brief the outcomes are more than sufficient as it is more about the concept than the actual perfection of the design work.

I found that this brief moved much quicker than my individual brief as there were two of us working at it, and the development of the ideas and overall aesthetic was quick and efficient as we both had to agree and be happy with the changes that were being made. I worked primarily on the digital side of the work, creating the web-based response and digital mock ups of the work while Daisy worked on the printed media side and did the primary research for us.

I found working in a collaboration with Daisy worked well as we shared the design elements out and designed to our strengths, combining the work together to create designs which worked well and had a lot of flexibility in terms of layout, size and situation. We worked well together and worked around each other to make everything easier for each other, just making sure we had all the work done up to a point for each of the planned crits and deadlines.

Module Evaluation



Module Evaluation When I initially started on this module I was quite apprehensive and nervous about the outcomes that were required in the fact that this module is built up on competition/live briefs and not university driven briefs. I have never been one to show my work off in a very public way like these competitions so I knew it was going to be a challenge for me to adapt to this kind of working environment. I quickly found that the quicker I threw myself into the briefs the easier it was for me to adapt to the idea of displaying the work on a public level. To overcome this fear I had, I threw myself into a small live brief almost immediately as I knew I would otherwise keep procrastinating to avoid the situation. I found that doing this benefited me greatly for the rest of the module as I was able to focus more on my design ideas for the brief instead of what other people would think of my work. Through this module I wanted to push myself to do a variety of briefs as I had the feedom to do whatever I chose. I also wanted to design to various levels of outcomes, from very quick logo briefs to longer developmental briefs. I felt that this was the perfect module to get out as much as I put in for the briefs chosen. I do think I have achieved this and created outcomes to large variety of briefs. Something I wanted to do was take on a large brief that was based around


the idea of creating a campaign as this is something that I had an interest in. I decided that my main individual brief was the ideal brief to use to fulfil this as a campaign has a lot of elements to consider and a lot of developmental work needed to be successful. I chose the Domino’s brief as my main individual brief as this was the brief I felt would best suit my ability as a designer. It is a brand I am familiar with and the brief was something that excited me as the brand is known for its witty tone of voice. I thought that this brief was one where I could enjoy myself and have fun with the designs as there was not really much limit to what I could do within the restrictions set by Domino’s. I found that this brief was challenging and made me push my design skills to come up with solutions that fitted the Domino’s brand as well as were visually interesting. This module has definitely been the one which has helped me develop as a designer as the situations in which I am designing have been real life situations with clients and reasons behind the designs. Doing these briefs has given me a good insight into the kind of work that is out there and the kind of variety of outcomes that are possible. I have also found that this module has been the one which has helped me with time management and organisation. With the briefs having

deadlines that must be stuck to, I have been able to adapt myself and my designing into a routine which means I have maximum time at the end to develop the initial ideas and come up with an outcome that is pushing myself as a designer but also answers the brief. While I have enjoyed the briefs I have fulfilled, I do feel that there are a couple of the smaller ones which are lacking in professionalism and time spent on them. I do think that halfway through the module I did get a bit lazy in terms of how much effort I put into a couple of these smaller briefs because I was concentrating on my main brief, however I have learnt from these and realise my mistakes in taking on these briefs and trying to design for them when I did not really have much intention of spending a lot of time on them.

worked well and the balancing of the workload made it easier for me to focus on the elements that I find the most interesting and skills I wanted to achieve during this brief. Overall I have enjoyed this module immensely and do feel it has been my most successful module in the amount that it has taught me, from conceptual design through to non-design related skills such as time keeping and organisation of work. I have found that this module has helped shape me as a designer and has given me the confidence to move forward with live briefs or competition briefs where my work will be public. I also feel the structure of the module has aided me in my development as a designer as it has been quite free in what briefs I fulfil, meaning I have been making my own decisions on the kind of work I have been creating.

Working in a collaboration has been the biggest surprise for me on this module. Previously I have not liked working in a collaboration and have not particularly found that the outcomes of those outcomes have been successful, however I found that working in a one on one collaboration has been successful and is something I now feel confident in doing. I was nervous about this brief initially as I am someone who likes to do quite a lot of work, and I did not want to be with someone who would take advantage of that and not do much themselves. Luckily I found that the partnership


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