FMP FIRST DRAFT by U1752463

UNIVERSITY OF

GRAPHICNOW DESIGN FINAL MAJOR PROJECT - BA NORTH HUDDERSFIELD

SARAH WALKER - U1752463

R&D - NORTHERN

INITIAL IDEAS

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

NEW COUNTRY

COLLECTIVE

DEVOLVED GOVERNMENT

• Where does the north begin? - Where should the boundary be drawn?

• Similar Campaigns: - Vote leave (EU Referendum - http://www.voteleavetakecontrol.org/campaign.html) - Yes Campaign (Scottish Independence - https://www.yes.scot/) - Transport for the North (https://news.leeds.gov.uk/news/ transport-for-the-north-set-out-70billion-blueprint-to-transform the-north-s-economy/)

• Similar Products: - Locally (https://www.locally.com/) - Made In Britain ( https://www.madeinbritain.org/)

• Creative requirements: - Flag/emblem - Campaign promoting independence

• Creative requirements: - Logo - Campaign promoting independence - App?

• Creative requirements: - Flag/emblem - Campaign promoting independence

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

IDEA 1 SUBJECT

SARAH WALKER - U1752463

R&D - NORTHERN

SOLUTIONS

WHAT QUESTIONS NEED TO BE ANSWERED FOR THIS PROJECT?

TOPIC

• What does it mean to be northern? - Create a word cloud from peoples input - Look at stereotypes from both the north and south about Northerners.

PROBLEM

• Where does the north begin? - Where should the boundary be drawn?

The North

Improving the north

The lack of representation by our prime minister, compared to the other ministers in the UK.

QUESTION

How do I campaign for a devolved government to better represent the north?

AUDIENCE

Young adults in the North of England

AESTHETIC

Serious? Like Yes Scotland?

IDEA 2 SUBJECT

The wealth gap in north

TOPIC

Empty commercial units in the North of England

PROBLEM

1 in 5 retail spaces in the North are empty

QUESTION

How do we fill the empty retail spaces in the North?

AUDIENCE

Young adults in the North of England with disposable income

AESTHETIC

Less serious? Like Nationwide campaign/ Andre Goncalves Doors of the World (England which can be viewed at https://www.behance.net/gallery/34199747/Doors-of-theWorld?tracking_source=search_projects_recommended%7Cnorthern%20england)

• Similar Campaigns: - Made in Britain - Visit Yorkshire • The Problem: -How can the problem be seen? • Potential Solutions: - Create a new country, The North. - Political Campaign - Create a collective to promote the North.

IDEA ONE

BRIEF

COMMUNICATION OBJECTIVES To create a campaign for a fifth government (devolved) in the UK for the North of England.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

that are devolved. Justice and Policing and Some social security elements are devolved everywhere apart from Wales. Reserved powers include: Defence, Foreign Affairs, Immigration, Trade Policy, Constitution and Broadcasting (NI may legislate with SoS consent). (Civil Service. n.d.).

SARAH WALKER - U1752463

WHY DIVIDE THE NORTH AND SOUTH?

To answer the question, why create a devolved government in the North, rather than the East or for counties beginning with Y, it has long been recognised that there is a north/ south divide in the UK and following the events of June 23rd 2016 (Eu Referendum) more than 50,000 people signed a petition to allow the north of England to secede from the UK & join Scotland (Dent, S. n.d.).

NORTH / SOUTH DIVIDE

DELIVERABLES

Although government spending on public services is roughly even across the country, many businesses are choosing to set up in the south. This creates a large wealth divide and those living in the north of the country experience significantly different social and economic conditions from those living in the south (BBC. n.d.).

A poster and social media campaign to get signatures on a petition.

MANDATORIES

Logo, strap line, promotional materials i.e. posters, leaflets, video?

THE NORTH

THE SOUTH

Economic activity

Heavily dependent on the public sector.

Private sector dominant.

Incomes

Lower incomes, e.g. in 2011 the average household gross disposable income was £13,560 in the NE region. Benefits make up higher proportion of incomes.

Higher incomes, e.g. in 2011 the average household gross disposable income was £20,509 in London.

Unemploy -ment

Higher unemployment, e.g. May 2015 - NE region = 7.7%. Pockets of extremely high unemployment, e.g. Glasgow.

Lower unemployment, e.g. SE region = 4.4%.

House prices

Lower house prices. Average prices in NE = £154,000.

Higher house prices. Average price in SE = £305,000.

Education

Pupils from the north are less likely to achieve straight A grades at A level, and are less likely to go on to study at Oxford or Cambridge universities

Pupils in the south are 40% more likely to achieve top GCSE grades.

Life expectancy

Lower life expectancy, e.g. life expectancy in Manchester 2013 = 71.8 (male) and 77.8 (female).

Higher life expectancy, e.g. male life expectancy in East Dorset 2013 = 83.1, female life expectancy in Kensington and Chelsea = 84.7.

TARGET AUDIENCE

People of voting age living in the North of England

DEVOLVED GOVERNMENT According to the Office of National Statistics (Office for National Statistics. 2020) the population of the UK is 66,435,600 (2018), broken down into the following: • England - 55.9772 Million (2018) • Wales - 5.4381 Million (2018) • Scotland - 3.1386 Million (2018) • Northern Ireland - 1.8816 Million (2018) My idea is to campaign for a fifth government (devolved) in the UK for the North of England. While this won’t equalise the numbers it will make it more fair, giving the people of England a bigger voice. By creating a 5th government in the UK with devolved powers in the north, people in the North of England will have better representation and with the ability to influence policies more of a chance to help improve the North and close the wealth gap.

WHAT IS DEVOLUTION?

Devolution is about how parliaments and governments make decisions. In the UK it means that there are separate legislatures and executives in Scotland, Wales and Northern Ireland. They have many powers to make laws and deliver public services. These are often called devolved powers. There is also the UK Parliament and UK Government. They retain some powers across the whole of the UK. These are often called reserved powers. The current form of devolution in the UK goes back to the late 1990s. In 1997 voters chose to create a Scottish Parliament and a National Assembly for Wales. In Northern Ireland devolution was a key element of the Belfast (Good Friday) Agreement and was supported in a referendum in 1998. The UK Government has also developed decentralisation in England. This is through the transfer of powers, budgets and responsibilities to mayors and through city deals. Health and social care, Education and training, Local Government, Agriculture, forestry and fisheries, Transport, Some taxation and Sports and the arts are all the policies areas

R&D - NORTHERN

To help visualise how many people each government in the UK speaks for, I created the above info-graphic. It shows a large disparity that leaves the people of England vulnerable to mass generalisation from the government on what they need.

Links Office for National Statistics. (2020). Population estimates for the UK, England and Wales, Scotland and Northern Ireland: mid-2019. ONS. https:// www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/ populationestimates/bulletins/annualmidyearpopulationestimates/ mid2019estimates Civil Service. (n.d.). Devolution: Factsheet. Gov.uk. https://assets.publishing. service.gov.uk/government/uploads/system/uploads/attachment_data/ file/770709/DevolutionFactsheet.pdf Dent, S. (n.d.). Allow the north of England to secede from the UK & join Scotland. Change.org. https://www.change.org/p/the-uk-government-allow-thenorth-of-england-to-secede-from-the-uk-and-join-scotland BBC. (n.d.). How the UK economy is changing in the 21st century. BBC Bitesize. https://www.bbc.co.uk/bitesize/guides/zqhvmnb/revision/2

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

IDEA TWO

BRIEF

COMMUNICATION OBJECTIVES To create a collective of independent Northern business owners DELIVERABLES

Create a website or app that encourages people in the UK to buy from Northern independent businesses.

MANDATORIES

Logo, strap line, promotional materials i.e. posters, leaflets, video? TARGET AUDIENCE Consumers and business owners living in the UK

IDEA To create a collective to promote businesses in the North. IS IT NECESSARY? If you live in the North of England you are The shop vacancy rate in the UK stands at 15.9%, according to figures obtained by Duff & Phelps. This means almost one in six high street shops are currently empty (Jahshan, E. 2019). A new report has revealed that a third of stores on the UK’s high streets have remained empty for more than two years (Nazir, S. 2019).

WHY A COLLECTIVE Creating a collective of Northern independent business owners and who can all promote their businesses to the public. By promoting these businesses they can expand and invest in their communities.

WHY THE NORTH? To answer the question, why create a collective in the North, rather than the East or for counties beginning with Y, it has long been recognised that there is a north/south divide in the UK additionally one report I found demonstrated that there is a huge disparity between the north and south with one study finding almost one in five shops in England’s northern towns and cities are empty, compared with just one in 10 in the south, a report has found (VThe Guardian. 2015). I also found the infographic to the right that shows how many businesses were registered with Companies House per 10,000 residents aged 16+ in the first quarter of 2019 (Buckinghamshire Business First. 2019).

Links Jahshan, E. (2019). 16% of retail units lie empty across the country. Retail Gazette. https://www.retailgazette.co.uk/blog/2019/07/16-of-retail-units-lieempty-across-the-country/#:~:text=New%20figures%20obtained%20by%20 a,across%20the%20UK%20are%20vacant. Nazir, S. (2019). 1 in 10 UK stores remain vacant. Retail Gazette. https://www. retailgazette.co.uk/blog/2019/07/1-in-10-uk-stores-remain-unoccupied/ The Guardian. (2015). Empty shop levels in northern England much higher than south, report finds. The Guardian. https://www.theguardian. com/uk-news/2015/feb/04/empty-shop-levels-north-south-englandreport#:~:text=Empty%20shop%20levels%20in%20northern%20 England%20much%20higher%20than%20south%2C%20report%20finds,-This%20article%20is&text=Almost%20one%20in%20five%20 shops,south%2C%20a%20report%20has%20found. Buckinghamshire Business First. (2019). Company Registrations, Q1 2019. BBF. https://bbf.uk.com/news/company-registrations-q1-2019

WHERE IS THE NORTH?

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

WHERE DOES THE NORTH START? The question where does the North of England start seems to cause controversy. Some people argue that the Northern border starts in Chester, including Nottingham and finishing above Peterborough while others argue that the North starts much, much lower with a straight line just above Oxford and finishing just below Ipswich (Citymetric Staff. 2015)

THE NORTH

Transport for the north defines the north border to run along the southern county borders for Cheshire, Derbyshire, South Yorkshire and Humberside (Barlow, N. 2017).

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

The Northern Powerhouse defines as Cheshire and Warrington, Cumbria, Greater Manchester, Humber, Lancashire, Leeds City Region, Liverpool City Region, North East, Sheffield City Region, Tees Valley,York, North Yorkshire and East Riding (Northern Powerhouse. Retrieved December 13th, 2020.) THE CAPITAL OF NORTH There are many big cities in the North as seen below, however, according to HBAA, the ‘capital of the North’ is Manchester (HBAA. Retrieved December 13th 2020). It’s even predicted that post-Brexit, Manchester will lead the entire country’s economic growth, thanks to its digital infrastructures, top universities, and transportation, among other factors (Finsmes. 2019).

Northumberland Cumbria Tyne and Wear Durham Lancashire North Yorkshire East Riding of Yorkshire West Yorkshire Greater Manchester South Yorkshire Merseyside Cheshire

1 3 4

6 7

5 11

8 9

Links Citymetric Staff . (2015). Where does the north of England start?. City Monitor. https://citymonitor.ai/politics/where-does-north-england-start-1205 Barlow, N. (2017). Transport for the North launches search for new Chief Executive. About Manchester. https://aboutmanchester.co.uk/transport-for-thenorth-launches-search-for-new-chief-executive/ Northern Powerhouse. Retrieved December 13th, 2020. About. Northern Powerhouse. https://northernpowerhouse.gov.uk/about/ HBAA. Retrieved December 13th 2020. Capital of the north: a guide to Manchester. HBAA. https://www.hbaa.org.uk/blog/capital-northguide-manchester#:~:text=Known%20as%20the%20’capital%20 of,Manchester%20has%20a%20thriving%20economy. Finsmes. (2019). Manchester Forecast to Lead Economic Growth in the UK Post-Brexit. Finsmes. https://www.finsmes.com/2019/03/manchester-forecastto-lead-economic-growth-in-the-uk-post-brexit.html Image of Northern cities taken from: https://trade.visitbritain.com/destinationuk/regions/the-north-of-england/

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

NORTH / SOUTH DIVIDE

THE NORTH SOUTH DIVIDE THE NORTH

THE SOUTH

Economic activity

Heavily dependent on the public sector.

Private sector dominant.

Incomes

Lower incomes, e.g. in 2011 the average household gross disposable income was £13,560 in the NE region. Benefits make up higher proportion of incomes.

Higher incomes, e.g. in 2011 the average household gross disposable income was £20,509 in London.

Unemployment

Higher unemployment, e.g. May 2015 - NE region = 7.7%. Pockets of extremely high unemployment, e.g. Glasgow.

Lower unemployment, e.g. SE region = 4.4%.

House prices

Lower house prices. Average prices in NE = £154,000.

Higher house prices. Average price in SE = £305,000.

Education

Pupils from the north are less likely to achieve straight A grades at A level, and are less likely to go on to study at Oxford or Cambridge universities

Pupils in the south are 40% more likely to achieve top GCSE grades.

Life expectancy

Lower life expectancy, e.g. life expectancy in Manchester 2013 = 71.8 (male) and 77.8 (female).

Higher life expectancy, e.g. male life expectancy in East Dorset 2013 = 83.1, female life expectancy in Kensington and Chelsea = 84.7.

BBC. (n.d.).

It has long been recognised that there is a North/South divide in the UK. Although government spending on public services is roughly even across the country, many businesses are choosing to set up in the South. This creates a large wealth divide and those living in the North of the country experience significantly different social and economic conditions from those living in the south. BBC. (n.d.). Data management technology company SPINR launched Northern Fail in an attempt to gather and share information to bring attention to and clarity about the poor levels of service to commuters in the North West. Data which can be quantified, resulting in better decisions being made in the future to improve the train service for all. According to SPINR between May 2018 and May 2019, across the Northern rail network there were 15,800 full cancellations and 18,696 partial cancellations and an additional 28,198 services running carriage reductions. Business Up North. (2019). IPPR North analyses showed that 2.6 times more transport spending per capita was due to go to London, compared to the north of England. The North has missed out on £63bn over 10 years due to chronic underfunding, London actually gets £419 more per head than north of England. Pidd, H. (2018).

Links Image taken from https://www.dazeddigital.com/artsandculture/ article/23269/1/the-north-south-divide-is-definitely-getting-worse BBC. (n.d.). How the UK economy is changing in the 21st century. BBC Bitesize. https://www.bbc.co.uk/bitesize/guides/zqhvmnb/revision/2 Business Up North. (2019). Data From ‘Northern Fail’ App Shows Northern Rail Cancelled 15,800 Trains Across The North West In The Past Year. Business Up North. https://www.businessupnorth.co.uk/data-from-northern-fail-appshows-northern-rail-cancelled-15800-trains-across-the-north-west-in-thepast-year/ Pidd, H. (2018). Transport gap: London gets £419 more per head than north of England. Guardian. https://www.theguardian.com/politics/2018/aug/01/ transport-spending-gap-london-north-of-england-ippr BBC. (n.d.). How the UK economy is changing in the 21st century. BBC Bitsize. https://www.bbc.co.uk/bitesize/guides/zqhvmnb/revision/2

WHAT IS NORTHERN?

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

A stereotype is a universal generalization about a social group, for example, “Asians are good at math” or “women are empathetic,”. Stereotypes expressed in speech tend to take the form of what linguists call generics. Generics lack quantifiers like “some,” “most,” or “all,” and they do not make claims about specific individuals. Instead, they state general claims about kinds. Beeghly, E. (2015).

R&D - NORTHERN

CULTURE

STEREOTYPES WHAT IS A STEREOTYPE?

SARAH WALKER - U1752463

10 DIFFERENCES BETWEEN NORTHERNERS AND SOUTHERNERS

- Northerners are friendlier - Northerners can hold their drink - Northerners actually spend some of their waking hours outside of work - Northerners can pop home after work before going out for the night - Northerners have a bit more space around them - Northerners offer their seats to pregnant women - Northerners are harder - Northerners can actually do something useful - The climate is warmer in the North - The currency is Different - Northern Life Magazine. Collins, T. (2016).

SOUTHERNERS GIVE ME SOME STEREOTYPES ABOUT THE NORTH

- “Northerners all hate Margaret Thatcher and blame her for unemployment” - “They love gravy on everything or chips with everything. Stubborn. Friendlier than Southerners. Love Greggs and pastries. Don’t like to splurge.” - “I’ve always thought of Northerners as being slightly cooler and easygoing than Southerners in regards to their demeanour and lifestyle” - “They drink, an unholy amount of alcohol.” - “Whenever I hear my friends think of northerners they seem to think of larger than average people who drink like its going out of fashion” - “Its grim” - “Chavs” - “Fat (with no neck), loud, blunt, bone idle and a fondness for pies and chips in gravy”

FOOD AND DRINK

- Yorkshire pudding (Yorkshire) - Hot pot (Lancashire) - Brown Ale (Newcastle) - Fish and Chips - Cheese, The North is known for its often crumbly cheeses like Wensleydale. - Fat Rascal (Yorkshire) - Cumberland sausage (Cumbria) -Greggs, the bakery chain, is an integral part of Northern cuisine and Northern identity

STYLE

- The North of England is often stereotypically represented through the clothing worn by working-class men and women in the nineteenth and early twentieth centuries such as flat caps

VIPS

- Ian Mckellen (Lancashire) - Patrick Stewart (Mirfield) - Kaiser Chiefs (Leeds) - Arctic Monkeys (Sheffield) - David Hockney (Bradford) - Barbra Hepworth (Wakefield) -Wikipedia (retrieved December 13th, 2020)

SPORT

- The rugby league was created in the North, Huddersfield 1895 -BBC. Woods, D. (2020).

-Various, Student Room. Student Room. (n.d.)

Links

https://www.comedycard.co.uk/products/funny-card-north-of-england-wear-big-coat

Beeghly, E. (2015). What is a Stereotype? What is Stereotyping?. Hypatia, 30(4), 675-691. https://doi.org/https://doi.org/10.1111/hypa.12170 Collins, T. (2016). 10 Differences Between Northerners And Southerners (UK). Northern Life Magazine. http://northernlifemagazine.co.uk/10-differencesbetween-northerners-and-southerners/ Student Room (Borderline, Chapeau Rouge, M’Ling, Userna-me, Cl-Steele, Mad Vlad, NapoleonDynamite, LickOfPaint). Southeners: Give me some stereotypes about the North. [Forum]. Twitter. https://www.thestudentroom.co.uk/ showthread.php?t=2048574 Wikipedia. (Retrieved December 13th, 2020). Northern England. Wikipedia. https://en.wikipedia.org/wiki/Northern_England#Culture_and_identity Woods, D. (2020, June 24). George Hotel: Birthplace of rugby league set to become sport’s national museum. BBC. https://www.bbc.co.uk/sport/rugbyleague/53163130

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

WHAT IS NORTHERN?

LANGUAGE

THE A TO Z OF NORTHERN SLANG

Digital content producer Rob Martin put all of a list Northern slang terms together in an illustrated A to Z. Complete with a video of each word to help people pronouncing any difficult words and to explain how it is used in context. Martin, R. (2021).

HOME GROWN TYPE;

A GUIDE TO ENGLISH NORTHERNISMS. This project was created to try and inform and educate people of the words and colloquialisms that Graphic Designer, Robyn Makinson grew up with. She combined them with her love of colour and typography to create some expressive hand drawn typographic pieces. “Nowt more to it than that.” - Robyn Makinson. Makinson, R. (2018).

A QUICK GUIDE TO YORKSHIRE SLANG A short zine, published by Katie Kershaw, explaining the Yorkshire slang to those who struggle to understand it. This project became part of the Northern Portrait Exhibition in July 2015 held at The Artworks, Halifax UK. Kershaw, K. (n.d.).

Links Makinson, R. (2018). Home Grown Type; A Guide to English Northernisms.. Behance. https://www.behance.net/gallery/60760959/Home-Grown-Type Martin, R. (2021). The A to Z of Northern slang. Time Out. https://www. timeout.com/manchester/things-to-do/the-a-to-z-of-northern-slang Kershaw, K. (n.d.). A Quick Guide to Yorkshire Slang. The-Dots. https://the-dots. com/projects/a-quick-guide-to-yorkshire-slang-117189

NORTHERN POETS

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

POET LAUREATE The current national Poet Laureate is Simon Armitage. A Poet Laureate is a special position in the UK, where a poet is given the role by the king or queen and is asked to write poems about important public occasions, Cambridge Dictionary. (n.d.). Born in 1963 in the village of Marsden, Simon Armitage, who lives in West Yorkshire, was appointed Poet Laureate in 2019 and will continue until a new Poet Laureate is appointed in 2029. Simon Armitage has written a number of poetry publications including some mainstream and some limited edition pamphlets and local poetry presses. He has Armitage has been awarded a number of Honorary Doctorates for his work, Simon Armitage. (n.d.). Born in 1956 in the village near Barnsley poet Ian McMillan held the post of Barnsley’s first ever Poet Laureate from 2016 to 2019, McMillan, I. (n.d.) I particularly like his poem ‘The Northern Powerhouse’ which can be viewed at https://www.youtube.com/ watch?v=8IjRX9uDUv0

POETRY OF NORTHERN PRIDE MANCHESTER’S SPRAWLING

“For innovation, audacity and imagination is the make-up of our DNA And Tomorrow? Who knows, but as the saying goes History likes to repeat herself, so in the future who’d be anywhere else Than here… Where everyone has the Power of Possibility Where ideas and ambitions are probability Where things get done for others to follow Where opportunities flow and communities grow…” - David Scott aka Argh Kid, Scott, D. (2017).

BORN AND BRED

“...Born and bred northern boy But no flat cap or courderoys...” -Tom Fawley, Fawley, T. (2016).

LEEDS

“Kings Cross, platform seven take me home to my Northern heaven it’s not all factories, caps and smoke there’s wealth, expansion and kind hearted folk step off the train in God’s own County take in the fresh air of my free bounty I’m stopped outside, bloke’s lost his way “it’s over there mate, have a great day” I’m happy in my northern City picture postcard outskirts, hillsides pretty that London just don’t meet my needs ‘cos in my heart I know I’m Leeds” - Gareth Senior, Senior, G. (2019).

THE NORTHERN POWERHOUSE

“This is our house Our Northern Powerhouse Our Northern waterway Our super slow way Our broadband highway. And this is our day This is the North’s day This is the North’s way This is our house This Northern Songhouse. And these are our tales Our Northern stories Our North can not fail We’re bound for glory ’cos this is our house Our Northern Powerhouse.” -Ian McMillan

Links Cambridge Dictionary. (n.d.). Poet laureate. Cambridge Dictionary. https:// dictionary.cambridge.org/dictionary/english/poet-laureate Simon Armitage. (n.d.). Biography. Simon Armitage. https://www.simonarmitage. com/biography/#:~:text=Simon%20Armitage%20is%20the%20 current,Professor%20at%20Princeton%20University%2C%20USA. McMillan, I. (n.d.). Ian McMillan: The story so far…. UK Touring. http://www. uktouring.org.uk/ian-mcmillan/biography.htm Scott, D. (2017). This inspirational poem will make you feel even more proud to be Mancunian. I Love Manchester. https://ilovemanchester.com/thisinspirational-poem-will-make-you-feel-even-more-proud-to-be-mancunian/ Senior, G. (2019). Poems on the North-South divide. BBC News. http://news. bbc.co.uk/1/hi/magazine/7894529.stm Fawley, T. (2016). Born and Bred. Hello Poetry. https://hellopoetry.com/words/ northern/ Image taken from: https://e3.365dm.com/19/05/1600x900/skynews-simonarmitage-new-poet-laureate_4665050.jpg?20190511042716

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

NATIONWIDE CAMPAIGN

NATIONWIDE CAMPAIGN Matt Abbott, is a Wakefield born poet whose themes mainly centre around socio-political commentary, human struggle and kitchen sink realism. Abbott wrote a poem for Nationwide Building Society’s new High Streets campaign.

MORE THAN A STREET

https://www.youtube.com/watch?v=ePjzA4QM-7s

“...If there’s one thing I know about this place: It’s so much more than just a street. The coal-mining community with banners held high Festival crowds, flocking between venues The Chestnut Man: Legendary status. One thing on his menu I’ve worked as a temp and I’ve run my own shop and now I watch it from a distance I’ve observed the importance of small-talk Where errands equate to existence ... Where the people form a patchwork quilt of human interaction The high-street is the heart beat of community in action” - Matt Abbott, Nationwide Advert, Nationwide Building Society. (2019). Through further research around the spoken word poetry above I discovered the agency behind the campaign was VCCP. Their Deputy ECD had this to say about the campaign

“AT A TIME WHEN THE FUTURE IS UNCERTAIN FOR ALL OF US, WHO BETTER TO TURN TO THAN ARTISTS, WHOM SOCIETIES HAVE ALWAYS TURNED TO IN TIMES OF CRISIS TO GIVE US HOPE, MAKE US SMILE AND ARTICULATE HOW SO MANY OF US FEEL?” -Jim Thornton, Deputy ECD, VCCP,VCCP. (2020). The agency goes on to explain that they commissioned them to write songs from their own experiences about subjects everyone could relate to. Their words were unedited by client or agency, remaining truly authentic voices. Hence why they were shot simply, honestly and without artifice; words and performances taking centre stage. We let them speak for themselves, uninterrupted by the brand yet acting as an embodiment of 15 million members, building society, nationwide. VCCP. (2020).

IDEA? Reach out to the Universities Spoken Word Society for a commission? I did attempt to join the University of Huddersfield’s spoken word society in October, however, once I became a member nobody reached out and due to Covid there haven’t been any advertised meetings which has led me to believe that perhaps this is no longer an active society.

Links Nationwide Building Society. (2019). Voices Nationwide: More than a street [Video]. Nationwide Building Society. https://www.youtube.com/ watch?v=ePjzA4QM-7s VCCP. (2020). SIX MONTHS TIME. VCCP London. https://www.vccp.com/work/ nationwide/six-months-time/ VCCP. (2020). FLO AND JOAN. VCCP London. https://www.vccp.com/work/ nationwide/flo-and-joan/

UNIVERSITY OF HUDDERSFIELD

ART STYLES

To help inform my work I looked at the book ‘100 Illustrators’ which is a book catalogue of 100 illustrators curated by Steven Heller and Julius Wiederman. I used the book to find a variety of illustration styles that may help inform the direction of my project and the solutions I decide to explore.

JORGE AREVALO

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

MIRKO ILIC

R&D - NORTHERN

messages behind it. I think experimenting with this idea in my project could be useful.

BRIAN CAIRNS

OLIMPIA ZAGNOLI

https://www.jorgearevalo.com/product/dixon/

https://mirkoilic.com/tribes/

I like the colours, the soft curves of the shapes and the use of negative space.

I like the effective use of scale to convey the crowds and the leader in the middle. I think this could be an interesting idea to experiment with in my project.

CHRISTINA DREJENSTAM

CHRISTOPH NIEMANN

https://i.pinimg.com/originals/95/30/a2/9530a25e52472de96f76d582bc8ed01a.jpg

I like the wet media effect and the soft colour palette used.

OTHERS Other artists that I found in the book worth mentioning are: • Joe Ciardiello • Jeremy Ville • Sergio Membrillas • Dan Page

https://enchanted-lion-books.tumblr.com/post/97735383345/great-illustration-by-olimpiazagnoli

I really like the way simple shapes and bold colours are combined in this illustration.

https://peppercookies.com/filter/CHRISTINA-DREJENSTAM/BUGS

I like the gritty nature of this illustration and the wet ink smudge effect with minimal use of colour.

https://shop.christophniemann.com/products/brooklyn-bridge?variant=26570923335

I love the simplicity of Christoph’s design and the implied

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

SOLUTION ONE

CREATE A COUNTRY Having already decided where I will draw the border of my new country (the North), I was a bit lost for the next step so I started watching of a series called How to start your own country. How to start your own country is a Double BAFTA winning comedydocumentary series on BBC2 BBC2 series presented by Danny Wallace as he takes up the unlikely challenge of starting his own country.You can watch it via https://vimeo. com/128427174 He initially travels to a place called Sealand, to investigate. Some of the questions he asked, that I felt would be useful for me to answer myself about my own potential country are: what are your customs and ways, what kind of passport will the country have, what currency will be used? If I was to create my own country, what would I name it, what would be its flag or coat of arms, where would I put its capitol city, would I need a national anthem. I also wanted to look more into Erwin Strauss who wrote a book about how to start a country and Dennis hope claimed the moon, head of galactic government. However, I ultimately I decided that I wouldn’t peruse this solution of creating a new country as my FMP, but as I had already looked at and created my own draft coat of arms I have included it here.

NORTHERN COAT OF ARMS

COATS OF ARMS 1. Northumberland

2. Cumbria

4. Durham

7. East Riding of Yorkshire

10. South Yorkshire

11. Merseyside 5. Lancashire

8. West Yorkshire

Coat of arms, the principal part of a system of hereditary symbols dating back to early medieval Europe, used primarily to establish identity in battle. Arms evolved to denote family descent, adoption, alliance, property ownership, and, eventually, profession (Britannica. n.d.). Some of the common features of the Coats of Arms I have selected to represent the North (and their meanings (Genes Reunited. 2013)) are: • The colours blue and red. Red: warrior or martyr; military strength and magnanimity. Blue: truth and loyalty • Lions. Lion: dauntless courage. • Horses. Horse: readiness for all employments for king and country. • Roses. Rose: mark of the seventh son (a red rose symbolises grace and beauty while a white rose means love and faith) • Knights helmet • Castles/Crowns. Castle: spiritual power and vigilance on the watch as well as home and safety. Crown: emblem of victory and sovereignty. This is the coat of arms that I have roughly designed for the North.

12. Cheshire

6. North Yorkshire 3. Tyne and Wear

(Newcastle upon Tyne)

9. Greater Manchester

Links Britannica. (n.d.). Coat of arms. Britannica. https://www.britannica.com/topic/ coat-of-arms Genes Reunited. (2013). What the symbols on coats of arms, family crests and seals mean. Genes Reunited. https://www.genesreunited.co.uk/blog/genesreunited-blog/archive/2013/11/7/what-the-symbols-on-coats-of-arms,-familycrests-and-seals-mean 1. https://commons.wikimedia.org/wiki/File:Coat_of_arms_of_ Northumberland_County_Council.png 2. https://www.heraldry-wiki.com/heraldrywiki/index.php?title=Cumbria 3. https://commons.wikimedia.org/wiki/File:Coat_of_arms_of_Newcastle_ upon_Tyne_City_Council.png 4. https://www.heraldry-wiki.com/heraldrywiki/index.php/Durham_(County) 5. https://commons.wikimedia.org/wiki/File:Coat_of_arms_of_Lancashire_ County_Council.png 6. https://commons.wikimedia.org/wiki/File:Coat_of_arms_of_North_Yorkshire_ County_Council.png 7. https://www.heraldry-wiki.com/heraldrywiki/index.php/East_Riding_of_ Yorkshire 8. https://www.heraldry-wiki.com/heraldrywiki/index.php/West_Yorkshire 9. https://commons.wikimedia.org/wiki/File:Coat_of_arms_of_Greater_ Manchester_County_Council.png 10. https://commons.wikimedia.org/wiki/File:Coat_of_arms_of_South_ Yorkshire_County_Council.png https://commons.wikimedia.org/wiki/File:Coat_of_arms_of_Merseyside_ County_Council.png 12. https://commons.wikimedia.org/wiki/File:Coat_of_arms_of_Cheshire_ County_Council.png

BADGES

BADGES This was an unexpected outcome that resulted from some of my research. I started by researching northern stereotypes and culture and came up of a list of things that people think of when they think of various places in the North. My list included things like: - Yorkshire Puddings - Newcastle Brown Ale - Wensleydale Cheese - Flat caps - The Angel of the North - Factories I began by just drawing these things in styles I had investigated earlier, eventually choosing a style similar to Brian Cairns (please see previous page, Art Styles, for more information). Once I had a selection of illustrations I decided to add the words “more than” before each item as a way to highlight that these places were more than each thing, for example, Yorkshire is a beautiful county with the iconic Yorkshire Dales National Park, picturesque seaside towns and busy cities not just a place to get Yorkshire puddings. I quite liked this idea, of people wearing these little badges as a show of support for the North and a conversation starter. As a medium I think that they’re great, easy and cheap to make but have a lot of advertising potential.

PROCESS My process for this experiment was to first complete my list, then begin some initial hand sketches before starting some digital paintings on my iPad. Once I had enough sketches I opened them in Illustrator to continue working of them and to add the text. When I was happy with them, I used a Photoshop file I found for free on the internet to mock up the illustrations as an actual badge. I am very happy with the final outcome and am looking at purchasing some diy badge kits to make some physical ones later in my project when I have a more complete idea of the direction I am taking this.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

CASE STUDY

SCOTLAND I had chosen to look at Scotland as a case study for my project as I thought I could learn a lot from the country, whether through its fight for independence or its devolved powers.

DEVOLVED GOVERNMENT The estimated population of Scotland is around 5,400, 000, (Office for National Statistics, 2020) this is a fraction of the population of the North, yet Scotland gets autonomy on lots of important policies, areas where the North often falls behind the South in. For example education and life expectancy (BBC, n.d.). The Scottish Government is the devolved government for Scotland and has a range of responsibilities that include: the economy, education, health, justice, rural affairs, housing, environment, equal opportunities, consumer advocacy and advice, transport and taxation (Gov.Scot, n.d.). As a devolved government, the Scottish have a First Minister who is responsible for the overall development, implementation and presentation of the administration’s policies and for promoting and representing Scotland at home and overseas (Gov.Scot, n.d.). Yes, a campaign for Scottish independence, outlines the benefits they believe devolution has brought to Scotland such as allowing them to take different policy decisions to Westminster on issues like health, housing and education. “By making all our own decisions here in Scotland, we could use our country’s wealth and resources to end poverty faster, play our full part in tackling the climate emergency, ensure a fair deal for pensioners and create new opportunities for jobs and our economy.”

INDEPENDENCE Scotland has campaigned for independence for years but ultimately failed in their referendum to achieve this. Interestingly, following the events of June 23rd 2016 (EU Referendum) more than 50,000 people signed a petition to allow the north of England to secede from the UK & join Scotland (Dent, S, n.d.).

YES - THE SCOTTISH INDEPENDENCE CAMPAIGN The Yes campaign for Scottish independence outlines their mission in a short but effective tag line. “Scotland’s future in Scotland’s hands”. I really like how concise and simple this tag line is. Yes states that “Independence is about taking charge of our future, where power rests in the hands of the people of Scotland – those who were born here, those who grew up here, and those who just made our country their home, no matter where they come from...so that we can build the better country that we know is possible.” Key positives for gaining independence according to Yes include getting the government that Scotland votes for, it outlines that Scotland has not voted for a Conservative government in over 60 years but has had the Conservative party decide on policy issues that effect them. Additionally, it argues that by gaining independence it will be able to save money by not prioritising programs such as Brexit and Trident (Yes, n.d.).

Links Gov.Scot. (n.d.). About. Gov.Scot. https://www.gov.scot/about/ Dent, S. (n.d.). Allow the north of England to secede from the UK & join Scotland. Change.org. https://www.change.org/p/the-uk-government-allow-thenorth-of-england-to-secede-from-the-uk-and-join-scotland Gov.Scot. (n.d.). First Minister. Gov.Scot. https://www.gov.scot/about/who-runsgovernment/first-minister/ Yes. (n.d.). Independence. Yes. https://www.yes.scot/independence/ Image taken from: http://prod-upp-image-read.ft.com/10960410-08b3-11e7ac5a-903b21361b43 Office for National Statistics. (2020). Population estimates for the UK, England and Wales, Scotland and Northern Ireland: mid-2019. ONS. https:// www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/ populationestimates/bulletins/annualmidyearpopulationestimates/ mid2019estimates

MARKET

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

SCOTTISH INDEPENDENCE CAMPAIGN The YES campaign, for Scottish independence, while it was ultimately an unsuccessful political campaign, offers a lot of positive aspects that I could incorporate into my own project. For example, my target audience will be young adults, so a strong social media presence will be vital to my campaign. Social media is one area that l believe YES have done well. Their Instagram in particular closely follows strict brand guidelines this creates a strong and unified message from the campaign. The feed looks professional with the colours being used in the feeds images and graphics echoing the colours of the logo, helping to establish a cohesive brand.

Links All images taken from: https://www.instagram.com/yesscot/ AND https://www. yes.scot/infographics/

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

BRANDING FOR THE CITY OF MELBOURNE The city of Melbourne is a dynamic, progressive city, internationally recognized for its ‘diversity, innovation, sustainability, and livability an Australian centre for culture, arts, dining, entertainment, education, and shopping’. City of Melbourne asked Landor to develop a cohesive brand strategy and new identity system.

The challenge was to reflect City of Melbourne’s cool sophistication on the world stage, capture the passion of its people, and provide the city with a unified, flexible, and futurefocused image.

SARAH WALKER - U1752463

R&D - NORTHERN

CASE STUDY

I have chosen the city of Melbourne branding as a case study as I feel it explores an interesting approach to place branding. Unlike other brands I have looked at which offer a rigid and strict brand this one allows for creativity and adaptivity. The agency here has understood the diverse nature of the city they are branding and have offered a creative solution to match. The repeated use of the M unifies all the logo variations together in a clever and subtle way.

Despite having no distinct colour palette or pattern each different logo still feels part of the same brand. Each logo is structured in the same way, using a geometric style pattern that exists strictly within the outline of the M with a bold sans serif strip of text underneath. The fluid nature of the brand allows for the logos to constantly be updated and made appropriate for each event/location in the city.

At the heart of the new design, the bold “M” presents a full expression of the identity system - immediately recognizable and as multifaceted as the city itself: creative, cultural, sustainable. A celebration of diversity and personal interpretation that is both future-proof and iconic. Designed at Landor Associates. Only Graphic Design. (n.d.)

Links All images taken from: https://www.onlygraphicdesign.com/2017/11/12/city-ofmelbourne-branding-landor/ AND https://www.behance.net/gallery/276451/ City-of-Melbourne Only Graphic Design. (n.d.). City of Melbourne. Only Graphic Design. https:// www.onlygraphicdesign.com/2017/11/12/city-of-melbourne-branding-landor/

CASE STUDY

PORTO CITY IDENTITY In June of 2014, White Studio was invited to design the new identity for the city of Porto and its city hall. The city needed a visual system, a visual identity that could organize and simplify communication with the citizens and could at the same time define a clear hierarchy, bringing together the city and the city hall. White Studio needed to represent Porto, a global city, a city for everyone. Looking at Porto from an aesthetic point of view we found the inspiration used was in the blue tiles spread all across the city.

ALTHOUGH THE CITY IS KNOWN FOR A WIDE RANGE OF COLOURFUL TILES, WITH PATTERNS AND DRAWINGS THAT GO FROM THE TOTALLY GEOMETRIC TO THE FULLY ILLUSTRATIVE, ONLY THE BLUE TILES WERE USED TO TELL STORIES.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

I have chosen Porto’s city branding as a case study because l feel it uses a number of design tools to create a strong effective visual identity for the city. Firstly, the minimalist nature of the brand makes it seem clear, clean and consistent. This can be seen in the use of colour, one singular bold blue colour used throughout, illustration, simple iconography and typography, a sans serif font. All of these design choices help to create a successful minimalist design. As explained on the design agency’s website the use of the colour blue and tiles was inspiration taken from the tiles that are found the city. This clever mirroring of the cities environment adds to the effectiveness of the branding by establishing a clear visual link between the place and it’s branding. Another great aspect of this branding project is that the agency have understood that a city is not a static thing, but is in fact something that is constantly growing, developing and changing. The extensive amount of clean cut geometric iconography of the city’s landmarks and attractions appear to be a gallery to use and discarded as and when appropriate. It also provides scope for new icons to be interchanged with older ones when the time comes for different icons to be retired, for example if an area is redeveloped. Whichever way, the use of the icons creates a deeply personal and unique link between the brand and place.

The blue tiles show our history, talk about the city and its landmarks, they are narrative by nature. Inspired by the stories in the tiles we developed more than seventy geometric icons that represented the city and its people. The icons were designed based on a grid that could connect them with each other, creating a continuous network that evokes a tile panel. These icons became a visual code to represent the city. A code that can live by itself, viewing each symbol individually, or as a network of symbols that show the never-ending complexity of our city. The icons could also be more illustrative, telling stories, showing the landscape, translating our passions. White Studio is a multidisciplinary design studio based in the beautiful city of Porto, with offices in London, Luxembourg and Santiago de Chile (Only Graphic Design. n.d.).

Links All images taken from: https://www.onlygraphicdesign.com/2017/10/17/portocity-identity-branding/ AND https://www.behance.net/gallery/20315389/ New-identity-for-the-city-of-Porto Only Graphic Design. (n.d.). Porto. Only Graphic Design. https://www. onlygraphicdesign.com/2017/10/17/porto-city-identity-branding/

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

CASE STUDY

THESE NORTHERN TYPES An exhibition series and book, These Northern Types is a 16-part typographic exploration of Northern identity. Working with a team of writers, engineers, printers and members of the public, it brings together type design, experimental production methods, public engagement, and written work.

“IN CREATING THESE NORTHERN TYPES, WE SET OUT TO TRY AND CREATE A THOUGHTPROVOKING AND AMBITIOUS COLLECTION OF WORKS THAT SIMULTANEOUSLY CELEBRATES NORTHERN IDENTITY WHILST ASKING SEARCHING QUESTIONS ABOUT OUR RELATIONSHIP TO PLACE.” - SPLIT (SPLIT. N.D.). This beautifully curated book offers a macro snapshot of everyday life in the north of England. Each piece seems carefully considered using a combination of purposefully designed consent and visually interesting photography depicting Northern stories. I personally love the way that the North is explored in this visually beautiful publication.

Links Split. (n.d.). These Northern Types, Public Work & Book. Split. https://www.split. co.uk/work/these-northern-types/?fbclid=IwAR0bbMLqQSo8vFjYVPZpa43mkY EZLRP2FaRy-gz62y1i6D1NzJHOgLwz9-U

CASE STUDY

LABOUR PARTY GRAPHIC DESIGN LPGD is an independent network of creatives supporting the Labour Party. It is volunteer-led and not formally affiliated to the Labour Party, Labour Design. (n.d.). However, I wanted to include it as a case study as I like the way that it is a creative network of people all contributing to create content for a political party. Something like this would be good to encourage in my project. Having designers in the North helping to contribute content to further the movement I am trying to create. Every publication is unique as a different designers approach each of the briefs differently and every brief appears to receive entries from different designers. I really like that how despite this every publication feels like it belongs to the LPGD. I also like that each publication focuses strongly on one message.

Links All images taken from: https://www.labourdesign.co.uk/art-packs Labour Design. (n.d.). Art Packs. Labour Design. https://www.labourdesign. co.uk/art-packs

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

SOCIAL MOVEMENTS

FOUR STAGES OF SOCIAL MOVEMENTS

WHERE DOES MY PROJECT FIT.

DELIVERABLES

One of the earliest scholars to study social movement processes was Herbert Blumer, who identified four stages of social movements’ life cycles. The four stages he described were: “social ferment,” “popular excitement,” “formalization,” and “institutionalization” Since his early work, scholars have refined and renamed these stages but the underlying themes have remained relatively constant. Today, the four social movement stages are known as:

The creation of North Now falls within the Coalescence stage of the life cycle. By launching North Now and gaining members to support my movement I will enter the Bureaucratization phase of the social movement life cycle.

- Logo - Promotional Stickers (on lampposts and other public places) - Manifesto - Petition - Website - Posters - Social media posts - Pop up Shop - Letter template to go to members of parliament.

• EMERGENCE -

Described by Blumer, the “social ferment” stage. Potential movement participants may be unhappy with some policy or some social condition, but they have not taken any action in order to redress their grievances, or if they have it is most likely individual action rather than collective action.

I see the progression of my movement going: - Launch North Now (Bureaucratization) - Generate support through social media and print campaigns which direct people to my online petition. (Bureaucratization) - The project will end when the petition closes and the topic is discussed in parliament (Decline).

• COALESCENCE-

Stage two, known as coalescence, or the “popular stage,” is characterized by a more clearly defined sense of discontent. It is no longer just a general sense of unease, but now a sense of what the unease is about and who or what is responsible.

• BUREAUCRATIZATION-

This stage, defined by Blumer as “formalization,” In this stage, social movements have had some success in that they have raised awareness to a degree that a coordinated strategy is necessary across all of the SMOs (social movement organisations).

• DECLINE-

The last stage in the social movement life cycle is decline, or “institutionalization.” In this context there are four main ways in which social movements can decline: Repression, Co-optation, Success, and Failure. Article 1000. (n.d.).

Links Article 1000. (n.d.). Four Stages of Social Movements. Article 1000. https:// article1000.com/four-stages-social-movements/

PROJECT PHASES

PROJECT PHASES After looking into social movements, I came up with this plan for how my project would progress. I divided my project into 4 phases based loosely off of the social movements I explored earlier.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

PHASE ONE LAUNCH Included in this phase is the launch of the North Now social media feeds and a petition. Social media will be the most important of these as it will most likely have the furthest reach for the least amount of money. Along side these, a poster campaign will begin in various locations in the North.

PHASE TWO UNDERSTANDING / ESTABLISHMENT Launch of the Manifesto to give people a more in-depth idea of the campaign and it’s goals. This phase will also see the launch of the North Now website.

PHASE THREE EXCITEMENT / SUPPORT This phase includes the planning of events such as pop up shops in local areas. Promotional materials such as tote bags and badges will be important in this phase to help fundraise while raising awareness. Also included here is the beginning of TV adverts in the form of spoken word pieces.

PHASE THREE ACTION / DECLINE By phase four there will have been social media campaigns, pop up shops and festivals throughout the country all aimed at gaining as many signatures as possible with 100,000 being the initial target. Once this target is reached the petition will be sent to the houses of parliament, where the outcome will be decided.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

TARGET AUDIENCE

PRIMARY TARGET DEMOGRAPHIC

SECONDARY TARGET DEMOGRAPHIC

GEOGRAPHIC

Northern England.

Including Northumberland, Cumbria, Tyne and Wear, Durham, Lancashire, North Yorkshire, East Riding of Yorkshire, West Yorkshire, Greater Manchester, South Yorkshire, Merseyside and Cheshire.

GENDER Not gender specific, open to both males and females.

GENDER

AGE

Not gender specific, open to both males and females.

Varied.

AGE

SOCIAL GROUP

Young adults. Ranging in ages from their early 20s to their early 30s. As this is the group that is most likely to have the appropriate amount of disposable income and conscious when it comes to where they buy their goods. However, not too old to be set in their buying habits. Additionally, this age group will be invested in putting down roots and improving their communities.

Members of Parliament in England and councillors.

PREFERRED CHANNELS Will need a clear manifesto of the goals of the campaign.

SOCIAL GROUP Predominantly upper working classes, with people from working classes and middle classes forming a secondary target audience.

LIFESTYLE Aware of economic problems in their area and have an interest in improving their communities. Are typically more conscious buyers.

PSYCHOLOGY/ PERSONALITY Has an stable job providing disposable income. Is starting to put down roots in Northern neighbourhoods and is invested in improving these areas.

PREFERRED CHANNELS This demographic is well engaged with Social media

Links All images taken from www.pexels.com/

BRAND LANDSCAPE

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

MY BRAND LANDSCAPE Here I have mapped out some of the medias I think my brand could exist on. While I have mentioned a number of medias, I will only be designing for a few, for example Instagram and web. Tv Media Features

As my project is a political campaign I face more restrictions and regulations when it comes to where and how I advertise, for example, ‘political advertisements’ are banned from being broadcast on TV or radio under the Communications Act 2003, ASA. (2019).

Outdoor Adverts

Social Media Shares/Re-tweets

Adverts on Transport

Brand Partnerships

Instagram My Website

Facebook

Social Media Adverts

Twitter

OWNED MEDIA Tv Campaigns

Merch (badges and posters)

BOUGHT MEDIA

EARNED MEDIA

Social Media Tags

Links ASA. (2019). Why we don’t cover political ads. ASA. https://www.asa.org.uk/ news/why-we-don-t-cover-political-ads.html

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

PROJECT NAMES

NAME GENERATION I started trying to come up with possible names for my campaign I project. A lot of the names were focused around the word North, which l had identified as a key word for my project. In total l had explored 50+ names before choosing 3 to take forward. I have included a copy of one of my naming brainstorms.

NORTH.ILY,

<North- ill - Lee > Inspired by the l heart NYC logo l combined the word North with the text abbreviation I love you (ily).

UNORTHODOX I liked that this was a word play that contains the word North.

NORTH NOW I liked this choice as it was short and Sounded like a demand / call to action.

LOGO EXPERIMENTS

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

LOGO EXPERIMENTS My first step was to write out the project name in a variety of fonts both in title case and upper-case. I then chose a couple of different ones that I felt had potential and began to explore potential logo ideas for each of those chosen fonts. I experimented with the spacing and composition of the words as well as the actual shapes of individual letters. I also tried a selection of different styles such as the more tradition style created from the Tenez font and the more modern style of Acier Bat. In each I tried to incorporate an upwards arrow shape into each logo style, however, I didn’t feel that any of these were particularly successful. The main fonts I chose to develop were Acier BAT noir, Tenez, Gills Sans Nova Shadowed and Helvetica Neue.

connotations of being factory’s and places where things are made and I felt that this could help my brand feel like its a part of the North rather than a newcomer. While I initially really liked these experiments I felt that the legibility of the font would be a problem further on. Using Helvetica Neue I started to look at making a variation of the Parliamentary logo as this project is about creating another parliament within the UK. The parliamentary logo for England uses a combination of a crown, chains and a gate. While I didn’t feel comfortable using the crown in my design I tried to create a similar version of the logo. I wanted to find the perfect balance between taking too much influence from the original and maintaining the familiarity so that my audience would connect the two. However, I felt that this logo struggled to work on a small scale and chose instead to begin looking at developing a different font.

For Tenez I tried a stacking of the words North Now across three lines in a grid pattern, I quite liked this but I felt like people who were unfamiliar with the project would initially struggle to read it. I also liked the experiments of the NN with the arrow but during a crit it Finally, I revisited the idea of ballot boxes with the Acier BAT noir font and developed a few variations including a simplified version and was compared to a devil tail or staff due to the thin line weight. Additionally, I was hesitant to use the serif font as I thought I wanted to some 3D options. In these experiments, I also experimented with adding colours. While I wasn’t set on any of the colours I picked I did use something more modern rather than traditional and nostalgic. really like the effect of having multiple colours in the logo. With Gills Sans Nova Shadowed I started to play with the idea of creating a ballot box logo. I really liked the idea of this almost negative logo and it reminded me of a screen print design. I liked the idea of having a logo that appeared made as the North has a lot of

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

LOGO OUTCOMES

LOGO OUTCOMES With a number of potential outcomes I began to evaluate each one and presented them all to a group crit to receive wider feedback. I wrote down a mixture of my own evaluations as well as comments made by other in the crit. Before the crit I was unsure which direction to go down but I did eventually decide on the logo in first row and the middle column.

CUSTOM FONT

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

CUSTOM FONT As part of the logo exploration I created a custom type face. I started with the typeface Acier BAT noir and began to experiment with When adding colour to the panels within the type face I chose to use the colours from my logo in a repeated sequence to decide which colours were which colour. My intention was to make this in to a functional typeface for my campaign. However, I was unable to figure out the blocks within the shape. I ended up creating a two tone type face based off of this Acier BAT noir. how to code the two tones and various rules for the font. Instead throughout my project I have used the font by dragging and dropping the individual letters into place. For reference Acier BAT noir looks like this:

abcdefghijklmnopqrstuvwxyz 1234567890 ! ? ” ”.,\ / ( ) As you can see there are some strong similarities between the Acier BAT font and the adapted North Now font as I used it as a base for my custom font. There are however, a lot of edits that have gone into it. Look closely at the number 2 or the ! symbol. Where I felt it was necessary, I have changed the shape of letter to create a softer and more uniform font. Additionally I have added the black border around all of the letters not just in the panels with negative space. This took a lot of experimentation as it was difficult to add the right sized border that remained consistent with the shape of each letter.

I really like the effect that the coloured panels created. It was a lot of work but I had wanted a typeface that would be difficult for anyone to just replicate to help give my campaign its own identity.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

BRAND IN ENVIRONMENT To help me to evaluate the viability of this font, I wanted to see what my logo would look like when its in the real world, on stickers, bags and posters. I felt that having the logo mocked up onto these various items that I would get a better sense of how the logo would work within the brand and whether it was the appropriate direction.

R&D - NORTHERN

BRAND IN ENVIRONMENT

BRAND GUIDELINES

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

BRAND GUIDELINES DOCUMENT After settling on a logo design, I decided to create a brand guidelines document to help me explore what the brand will look like. I had already created my custom type face but needed to settle on the colours and other aspects within the brand guidelines. Here I have included a few pages from the brand guidelines document that I created. In the document I settled on the portrait and landscape logo I wanted to use and outlined the approved uses of the logo. I didn’t explore a grey scale logo or alternate design at this time as I was unsure what I would do for this and felt that the colours were an integral part of the design. Throughout this process I had experimented with the addition of a box in the same line weight as the text stroke, but didn’t really commit to it being a fixed part of the logo. Also explored in the brand guidelines document was the custom type face I created as well as when to use it and the secondary fonts of the brand. This is in addition to setting out all the colours, including their cmyk, RGB and other colour codes. I felt that I would have to further explore the brand before I could make a definitive choice for the colours. I also experimented with patterns to use as part of the brand. The first took the coloured blocks from the logo itself and arranged a few into the point of an arrow (pointing up to represent the progress the North Now campaign could achieve) and the second used all the coloured blocks from the logo arranged in a randomised pattern. While I liked both of these I felt they still required development from

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

POSTER EXPLORATION

POSTER EXPLORATION Once I had created a brand guideline document I started to explore how things like my posters and social media posts could look. I started by using the font I had developed to add text to the posters. This was something I really had to think hard about as I needed to consider my tone of voice I wanted to use to convey the message of the campaign. I tried to inject a bit of humour into some of the experiments, using the title ‘Northern Power House Who?’. This was intended to poke fun at the perceived shortfall of the impact of the Northern Powerhouse. The aim was to have the audience question the effectiveness of the Northern Powerhouse and be open to the North Now campaign to come in and make real change. Other approaches I tried included a more casual and friendly tone with ‘it’s a democracy thing’. I liked the idea of trying to be a friendly approachable brand but I wasn’t sure that this would be the appropriate approach. Additionally I tried a more confrontational tone with ‘Students in Scotland have a debt free education.’ Initially I liked the more cut throat clear message but I worried that it was too ‘Brexit red bus’ like where a lot is promised without any follow up or evidence. This inspired me to try a more honest campaign. As for styles, I kept these initial experiments very simple and without imagery. I wanted to focus more on the message in these initial stages. However, I did experiment with different colours for the text. I started by taking the letters from the font poster I created and leaving the colours the same but I felt that this created a chaotic and re-organised composition. This inspired me to use the same pattern of colours I used for the font poster to recolour the letters in the new poster design. This colour pattern takes the order of the colours in the logo and just repeats throughout, green, pink, orange, blue, yellow, purple, navy and red. I really liked this effect as I felt it resembled a stained glass window, however, I also felt that the mix of colours added a vibe that felt too youthful for the project as it also reminded me of the alphabet magnets on the fridge. After this, I also tried a more uniform approach by picking just one of the colours and using it throughout. I liked the effect but felt that the pieces needed more work and to be developed further, perhaps with the introduction of images or patterns. This exploration made me realise how much I needed to think about the brand I want to create and the way I present it.

PATTERNS

PATTERNS Inspired by the Porto case study earlier, I wanted to try and find a way to incorporate the various cities of the North into my branding. I started a short experiment, picking just a few different landmarks in the North and create an illustration for them. My plan was to use black bold outlines, like in my logo and then use the various colours in my logo to add details. To develop I wanted to add some more of these illustrations and try and assign one colour to each city at a later date.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

BRAND DEVELOPMENT To help evaluate the design I had taken it to a crit, as seen on the previous page. However, after seeing again in various other mock-ups and in context I felt unsure of the design. It definitely had merits such as the bold colours that could be tied to various locations in the North but ultimately I felt that the logo needed something more. I knew that I wanted to take another look at the colour scheme but I felt that toning it down would be an avenue to explore. After looking at it for so long it began to remind me of the alphabet magnets on fridges and the logo lost some of its appeal. Additionally, I wanted something that looked more professional that would not look out of place on letterheads to parliament.

R&D - NORTHERN

EVALUATION

LOGO DEVELOPMENT

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

BRAND DEVELOPMENT While I liked the logo I developed as my first option, I also wanted to explore other designs to have as alternative options. I continued to develop the logo by using the same font that I had picked out in option one. I began to look at the idea of having a letter mark or icon as a logo rather than a word mark. I continued with the custom font as I liked it, however I used just two colours instead of multiple like I had before. The idea that I liked the most came about through this further development and was the arrow symbol incorporated within the mirrored N’s. I experimented with trying to incorporate the arrow in different ways but settled on the mirrored N’s as a final logo.

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

BRAND IN ENVIRONMENT

BRAND IN ENVIRONMENT I wanted to see what my logo would look like when its in the real world, on stickers, bags and posters. I experimented with trying to incorporate a collaborative element into the logo. Where people can take the coloured segments and do something to personalise the logo to their Northern town, similar to the way that the city of Melborne’s branding works.

BRAND GUIDELINES

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

BRAND GUIDELINES

BRAND GUIDELINES DOCUMENT I have included a selection of pages taken from my updated brand guidelines document. As you can see I have gone back through and added pages such as image guidelines and the pattern example pages after I had completed more of the project. In the document I explore in more detail the logo, alternative logos, logo spacing and rules for the logo. I also explored the brands mission statement, personality, type for the project, colours, patterns and images. View at https://issuu.com/unimail7/docs/north_now_brand_guidelines

EVALUATION

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

BADGE DEVELOPMENT

BADGE DEVELOPMENT I decided to look back at the initial badge designs that I had created, which can be seen at the top of the page. As I had now finished my brand guidelines document, I wanted to develop these initial badge designs to reflect the new colours, font and logo that I had put

together. This involved adding a the Acier BAT noir font in place of the Salvation regular font and updating the colours throughout. I also decided to try and experiment with the patterns I created to be a part of the North Now Brand.

EXPERIMENT ONE

EXPERIMENT ONE Looking back at the Badges, that I had created as part of my initial reaction to my research, I felt inspired to develop this idea and create something that could be sold on my website to help generate funds to support my campaign. I liked the idea of making things using products of the North to further the idea that these Northern places are more than the products they are well known for. One of the ideas I had was a steel factory for Sheffield. Sheffield is generally known for its steel production, with it’s ice hockey team being named after it. However, Sheffield is much more than its dying steel industry, its music scene for example as the birthplace of the Arctic Monkeys. As I was unable to use actual steel due to material and equipment issues, I decided to use aluminium drinks cans. I started by removing the top of the can with a tin opener, then cutting down the middle and removing the bottom of the can. I then flattened the aluminium sheet the best I could and used a mixture of scissors and craft knifes to cut out the various sides of the factory. Initially I cello taped the factory together and tried to solder it properly but as the solder wouldn’t stick to the can I ended up just leaving it as cello tape for the photographs.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

EXPERIMENT TWO Another idea I had was about Newcastle being known for the Angel of the North. One product I had identified as a Northern food and drink was Newcastle brown ale, which inspired me to create some coasters with the Angel of the North in the middle made of broken glass. I started by getting a few bottles and removing their labels. After cleaning and drying them I covered them with a large cloth and smashed them with a hammer. I then used gloves and tweezers to pick out the shards that were the appropriate size before putting the cloth over again and smashing the bottles more. I then created a printed template and placed strips of cello tape sticky side up on top. Carefully I arranged the glass shards into the shape of the Angel of the North. I bought some air dry clay and shaped it into a coaster then squished the coaster onto the shards. After leaving this to dry I covered the top with clear resin to protect from the sharp edges. On top of this layer of resin I used a white pen to exaggerate the metal work of the Angel.

SARAH WALKER - U1752463

R&D - NORTHERN

EXPERIMENT TWO

PHOTOS

PHOTOS OF THE NORTH I wanted to create a catalogue of images of the North that shows it in a positive light. The North has lots of amazing views that I wanted to try to showcase.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

PHOTOS

ITS GRIM UP NORTH I wanted to play with the idea of ‘its grim up North’ and try and photograph some of the Norths most scenic views (that I could get to on my own during Lock down). This is the poster that I created but ultimately I decided to use the images in a different way.

INITIAL POSTER IDEAS

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

PHASE ONE POSTER TONE When thinking about how the copy of the poster would sound, I had initially tried to approach it with a comedic and informal tone however after redesigning the logo design, I wanted to have a more professional feel. The body copy that I had settled on was “Our Northern students are less likely to perform well at GCSE”. I felt that it was important to use the word “our” to create a sense of togetherness and appear to come from a place of understanding rather than as an outsider.

EXPLORATION 2 For this idea, I looked at using the colours and fonts created in my brand/logo as a starting block. Hoping that people would focus mainly on the message of the poster I decided to take a more minimal approach to the poster. Using simple line illustrations related to the context of the poster. I also reduced the amount of text seen on the poster as I struggled to find a way to get the supporting copy and call to action to fit on without compromising the effectiveness of the minimalism. I decided that this design would work better as a leaflet or cover for a promotional item where more information can be given on the reverse.

EXPLORATION 1 For this series of experiments I focused on treated images. Using the colours of my logo to taint images related to the poster context. I felt that, while these concepts had not been fully explored, they had merit as an option to use as a brand. Unfortunately I didn’t feel that they were convincing as I was unable to source any images from the UK as royalty free images or take my own due to the pandemic, which is why I ultimately did not move forward with this idea.

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

EXPLORATION 3

EXPLORATION 4

Concerned about the reputation of my brand I wanted to explore ways to appear more credible. Thinking back to previous political campaigns such as the Big Brexit Bus that falsely promised millions of pounds to the NHS and peoples general distrust for politics, I felt that adding supporting material would help give my campaign credibility.

I felt that this was one of my more successful explorations. I created a series of patterns inspired by the colours and shapes in my logo. I felt that this poster was clear, bold and attracted the right amount of attention.

For this design I used a range of articles from big name newspapers that supported my claims as the background of my poster. This idea was partly inspired by a case study I looked into earlier in my R&D (These Northern Types).

INITIAL POSTER IDEAS

One concern I had about moving forward with this design was the ability to create a range of distinctly different posters for the various policy areas I wanted to raise awareness around.

Ultimately I felt that the use of text as the background was overwhelming to the viewer and felt this would make them less likely to look at the poster in much detail.

EXPLORATION 5

EXPLORATION 6

Based on feedback in crits about the criticism I was giving to the North, i.e. not doing as well at GCSE, I was conscious about trying to inject some positivity into the poster as ultimately this project is driven by Northern pride.

The final exploration I looked at was using the idea of windows to show snapshots of beautiful Northern scenes while still providing the context that the copy has. For example, this poster experiment features a classroom, which is a nod to the topic explored in the copy and a window through which a big green valley can be seen, offering the positivity/celebrating the North.

This lead me to look at adding some photography into the posted featuring beautiful landscapes of the North. I felt that I had done this successfully but that this provided a confused overall look for the poster as it had little context when placed with the copy.

I really liked this option as I felt that it offered a lot of benefits, specifically the hand drawn element as I would find it difficult to source actual photographs of the North under current lock down restrictions.

POSTER DEVELOPMENT 1

POSTER DEVELOPMENT I chose my two favourite posters from the selection of initial designs to take forward and develop into three versions, featuring 3 of the 10 potential policy areas the North would gain control over in the North Now plan for a devolved government.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

POSTER DEVELOPMENT 1

ECONOMIC DEVELOPMENT

EDUCATION AND TRAINING

POSTER DEVELOPMENT

This poster focuses on the Tourism and Economic D evelopment element of the 10 policies that the North would gain control over as a devolved government. I focused on the statistic that 1 in 5 retail spaces in the North is empty compared to 1 in 10 in the South.

This poster focuses on the Education and Training element of the 10 policies that the North would gain control over as a devolved government. I focused on the statistic that students in the South are 40% more likely to perform well at GCSE.

I chose my two favourite posters from the selection of initial designs to take forward and develop into three versions, featuring 3 of the 10 potential policy areas the North would gain control over in the North Now plan for a devolved government.

The poster scene is a cafe looking through a window out onto the high-street with the city’s skyline in the background.

The poster scene is a classroom looking through a window out onto a generic green valley with lakes and forests.

POSTER DEVELOPMENTS 2

POSTER DEVELOPMENT I chose this poster to develop as I thought that the use of the patterns gave the project a modern vibe. I liked the mix of colours and shape and felt it added interest to the poster without detracting from the message.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

POSTER DEVELOPMENTS 2

EDUCATION AND TRAINING

ECONOMIC DEVELOPMENT

HEALTHCARE POSTER

This was the first poster that I had designed. It has a simple composition. I use the adapted North Now font for the header, this is surrounded by a series of patterns in the primary North Now colours. Below this I use Fieldwork to expand my point. I also use North Now logo and a link to the North Now website.

My main concern for this poster series was that the posters would look too similar and the audience would not register that they were different posters. However, I used the same patterns in a similar composition but changed the colours of the North Now font and the patterns to the North Now secondary colours, orange and purple.

I continued the process changing the North Now font colour and pattern, this time using the North Now grey and Red. I quite liked this process.

POSTER DEVELOPMENTS 3

POSTER DEVELOPMENT Looking back at the illustration style of the first poster I felt that it didn’t have the correct vibe. So I tried to re-create the same poster using actual photographs. I also incorporated the layout style I had used for exploration 5 earlier.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

POSTER DEVELOPMENTS 3

EDUCATION AND TRAINING

ECONOMIC DEVELOPMENT

HEALTHCARE POSTER

I ended up altering the composition of this poster slightly to accommodate more of the image below. I liked the effect of having each of the colours in the North Now colour scheme

I continued the process changing the North Now font colour and pattern, this time using the North Now grey and Red. I quite liked this process.

MANIFESTO

UNIVERSITY OF HUDDERSFIELD

PHASE TWO MANIFESTO Throughout the project I had been aware that a manifesto would be essential as part of my deliverables. I took this as an opportunity to explore further what I wanted the project to achieve as well as display some of the research I had conducted.

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

MANIFESTO

INFO-GRAPHICS

INFO-GRAPHICS To help better explain my project and the necessity of it, I created a couple of infographics to put in my manifesto. I tried to take some of the data that felt difficult to explain and tried to visualise it in a simple infographic instead. I feel like the infographics I created really helped to communicate my project. Each infographic took a while to make as I had to thoroughly research each of the infographics content. Sometimes it was not possible to get the exact statistic or data that I wanted so I had to do further research to work it out. For example. when researching the ‘how many people are represented by my government’ infographic, I used various sources such as ONS data to help work out how many people would fall under my Northern government. As I had defined the North myself I had to work out the population figure for each county then add this up to show how much of the population would fall under a Northern government. County Population Northumberland 316028 Cumbria 498888 Tyne and Wear 1136400 Durham 513242 Lancashire 1210100 North Yorkshire 614505 East Riding of Yorkshire 339,614 West Yorkshire 2320200 Greater Manchester 2812600 South Yorkshire 1402900 Merseyside 1423100 Cheshire 689214 North of England 13276791

Country Population England 55977200 Wales 3138600 Scotland 5438100 Northern Ireland 1881600

This infographic took me a lot of time to create, as I had several drafts before I settled on my final design. I experimented by drawing out the front doors of each ministers residence (number 10 Downing Street etc.), by drawing the parliament house of each place and using the faces of each minister. However, I felt that it was much easier to just depict these different places by using flags. It also gave me a chance to show exactly where I envisioned the Northern parliament meeting. I wanted to try and make the information look a lot more clear and relatable which is why I chose to draw people in the infographic. I also chose to show diversity within the infographic as I want my brand to be as inclusive as possible. This is why I tried to include people from different backgrounds and religions as well as feature men and women in job all roles regardless of gender norms (women as pilots and men as nurses etc.). The one on the left is an early version, made simply to show that each devolved government only represents a fraction of the people that the English government does. The second attempts to show how many people would be included in a Northern devolved government as proposed in my project. All the figures used in these info-graphics are real. To keep the infographic ‘on brand’ I used colours such as the North Now blue and fonts such as ‘fieldwork’. I also wanted to make sure that my infographics seemed reputable as possible so included the links to the sources that I had used at the bottom of the infographic.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

INFO-GRAPHICS

INFO-GRAPHICS Other infographics I explored was this ‘how will this affect the Parliament in Westminster’ graphic. Again I tried various different compositions and styles. I experimented with different compositions such as the rectangular one but felt that the circular arrangement was the most dynamic. I also experimented by using each countries flag to represent it’s seat however, I felt that this looked too busy

and detracted form the graphic This inspired me to use the North Now colours, I felt that this was the more effective option. Again I conducted a lot of research to make the infographic and included more text on this one. I felt that it was important to list and show my sources to add to my brands reputability.

CASE STUDY

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

YES.SCOT Before thinking about creating my own website I felt that I should begin researching similar campaigns to my own and see what they had done both successfully and otherwise. I chose Yes.Scot as it was a brand I looked at earlier in the project and felt this would be a

good place to start. I have selected a few of the pages to look at from the Yes.Scot site.

HOME PAGE Looking at the menu for the page, it features the YES logo in the middle with the additional page titles split either side of it. It liked the emphasis of the logo here, it being central and everything else branching out from it. I feel that this works well even through there is an uneven distribution of pages the menu doesn’t feel unbalanced.

INFO-GRAPHICS PAGE

ABOUT PAGE

I liked the infographics page as it seemed like a good place to collect all the arguments to support the campaign. I also liked the consistency of the page as every colour seen in each of these info-graphics also appears in the colours of the logo. However, despite the grid I did feel the page was a little unorganised.

I liked this page the least as I didn’t feel it was as interesting. The page offers forwarding links to help the viewer decided where to go. It places each link on a large full width image but this means that a person would have to scroll down to see the complete list. I like the idea of additional links being provided on the about page but feel that there should be some instant information such as the campaign goal or promise first.

The main focus of the page includes a large Image with tag line intended to inspire the viewer to action written across it. It doesn’t obscure the image but I didn’t feel this was massively effective as it felt a little bit like an after thought. The tag line doesn’t stand out much and the button bellow it stands out even less. Despite this, I liked the composition and the idea of using this layout in my own website. Additionally on the main page there is a gallery of news articles set out in a clear grid. This is to keep supporters up to date with the campaign and having it on the main page allows YES to do this effectively.

Links https://www.yes.scot/ https://www.yes.scot/infographics/ https://www.yes.scot/about/

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

CASE STUDY

R&D - NORTHERN

THE CHILDRENS SOCIETY .ORG I also chose a second site to look at, this one was a campaign for social change called ‘The Children’s Society’. I picked it because I liked some of the features of their website. The Children’s society is a charity that works with young people to support them through their most serious life challenges.

HOME PAGE Looking at the menu for the page, at the top is the logo and a menu header but the item that really stands out is the donate tab. I liked this emphasis on the call to action as it is clearly a very important part of the campaign. I thought I might take this idea of emphasizing the links to what I want visitors to my site to do, such as sign the North Now petition in my case. Below the menu is a large full width image. This image changes each time the user visits the site. I really liked this idea as it seems like a simple way for the site to seem ‘fresh’ for returning users. I wasn’t sure how I would be able to do something like this but I did like the concept. Another thing that I liked about the design for the home page was the text that is added to the featured image. First of all its positive, its looks like its meant to be there and lastly it is animated onto the image. This small bit of animation changes the whole feel of the page. This made me think about adding some form of animation to my web design, but I was unsure at this stage what it would be. The home page then continues to 6 additional strips. The first is seen to the left ‘Every young person deserves a good childhood’. What I liked about this was instead of lots of imagery the site also uses illustrations. Here these hand drawn images work really well but I doubted that this would fit with my project, instead I thought about how a mix of images and my infographics might work well together to make the same effect. Another thing I liked about the site was the positivity. With topics such as poverty and child exploitation to tackle, the site focuses on the good that it does rather than all the horrible things that it encounters. Again there is a big focus on the donation element of the site and prompts for users to donate appear multiple times throughout the home page.

Links https://www.childrenssociety.org.uk/

WEBSITE MOODBOARD

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

HOME PAGES I created a small mood board using web pages I found on design website called Site Spire.

I like the bold use of colour in this website, I think the concept could generate some interesting outcomes when applied to my brand guidelines.

I chose this example as I liked the composition of the page, focusing almost entirely on the image rather than overloading with text and information.

I liked the grid composition used throughout, it reminded me of the boxes I had used on my initial poster outcomes

For this option, my reasoning for choosing it was the minimal approach with its absolute focus on its message and logo.

I had chosen this example as I really liked the interesting use of texture which I haven’t seen in many other examples.

I liked the minimalist nature of this option and the cut out effect created for this logo. I felt that this could create some interesting outcomes if applied with my logo with the arrow cut out and videos and photos of the North.

I like the emphasis on the logo as well as the overlay of the various elements. I included it as an example as I liked the way there is a curved crop rather than exclusively square which seems standard in the other options I have seen.

Monochrome. Interest added through angled text. Focus on Message.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

I like the combination of focus on image, placement and emphasis on the logo in the middle of the page and the pop of colour in the header menu

R&D - NORTHERN

WEBSITE MOODBOARD

Like the fact that this is website is made using various shades of the same colour. Could be interesting to do something similar in my North Now blue and green.

I chose this example as it features a successful use of pattern. I like this idea for the arrow pattern explored in the poster idea section in my R&D.

I liked the focus on a logo combined with the use of image.

I had chosen this example to look at because I liked the use of muted pattern in background of the web page.

I liked this example as it was a bold statement image/text and prioritised a clear call to action on the front page.

Links

I had chosen this example because of the interesting menu header style, where half is for the logo and the rest is inverted in colour.

Château Boll: https://chateauboll.com/ OR https://www.siteinspire.com/ websites/10001-chateau-boll Vault: https://b4e.com/ OR https://www.siteinspire.com/websites/9836-vault OKReal: https://www.okreal.co/ OR https://www.siteinspire.com/websites/5005okreal dBodhi: https://www.dbodhi.com/ OR https://www.siteinspire.com/ websites/9827-dbodhi Loah: https://loah.beer/ OR https://www.siteinspire.com/websites/9892-loah Sommerro: https://www.sommerrohouse.com/ OR https://www.siteinspire.com/ websites/9856-sommerro Forge: https://forgelife.co/ OR https://www.siteinspire.com/websites/9712-forge Designed to Move: https://www.nike.com/made-to-play OR https://www. siteinspire.com/websites/3129-designed-to-move ZED Books: OR https://www.siteinspire.com/websites/7704-zed-books Increment: https://increment.com/ OR https://www.siteinspire.com/ websites/7244-increment Artifax: https://artifax.us/ OR https://www.siteinspire.com/websites/7714artifax Impactor: https://www.impactor.co/ OR https://www.siteinspire.com/ websites/8402-impactor Palaxy Tracks: https://palaxytracks.com/ OR https://www.siteinspire.com/ websites/5231-palaxy-tracks Wiener Moderne 2018: https://viennesemodernism2018.info/ OR https:// www.siteinspire.com/websites/7621-wiener-moderne-2018

WEBSITE PLANNING

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

WEBSITE After looking at various different websites as inspiration as well as case studies and looking in more detail at campaign sites, I decided to try and figure out what my website needed to be effective and useful. From my mind map I decided that the pages I would look to make would be: - Home Page - About Page (including manifesto) - Shop Page (which will include donation option, no purchase necessary) - News page - Events Page - Petition (as a header option that would click straight through to change.org)

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

Text

Logo

Navigation Bar

Page Title

Load Button

SUBSCRIBE POP UP

NEWS PAGE

Logo

Product Information

Manifesto Mock up

Infographic

SHOP PAGE

Product Image

MANIFESTO PAGE Navigation Bar Text

Navigation Bar

Large image

Logo

Navigation Bar

WEBSITE WIREFRAME

ABOUT PAGE

HOME PAGE Logo

R&D - NORTHERN

Text Email Entry Submit button Image

Product Image Product Information

Load Button

WEBSITE WIRE FRAMES Before designing each page properly, I decided to create a simple wire frame template for each page. I felt that having these basic plans with me when I started designing my web page that I would be able to design the pages more efficiently rather than feel overwhelmed by the blank page. It also helped me outline how many pages I would be designing. I eventually settled on a home page, about page, manifesto page, shop page (which will include donation option, no purchase necessary) and a news page. I used the case studies and the mood board I had explored earlier to help me decide on a clear layout for each page. One of my goals was for the pages to feel clean and not cluttered. I have annotated the wire frames above with a basic description of what each item will be. I also included a basic header design, one that I did not stick to while experimenting with the actual page design.

INITAL WEB DESIGN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

INITIAL WEB PAGE DESIGNS Here are the initial designs I created for the North Now website. I tried to follow the initial wire frame website plans that I had drawn.

HOME PAGE I initially started with design very close to the original wire frame I had drawn with a static ‘hero’ shot. The image I had chosen was one of a simple forest landscape that I had taken in earlier experiments. This was important to me as I wanted the homepage to feature positive imagery of the North, somewhere I was attempting to champion. On top of the image I added the tag line ‘Lets find our voice’ as I wanted to add something that could inspire action as well as give a glimpse into the aim of the project for someone who was visiting the site for the first time. At this point I was still experimenting with the brand and the brand guidelines but knew I liked the custom North Now font, which is why I used it for the tag line overlayed on the image. Initial reflection for the page was that it lacked excitement and didn’t feel as polished as I has hoped. I took the page to a crit where my initial feelings were confirmed. This inspired me to me take another look at my mood board and research and redesign the whole page.

ABOUT PAGE While I have not documented every option I experimented with, you can see some the of the variations of the menu header that I looked at. Initially I had planned to just include the infographic I had created, as well as my short description of the project. While simple and effective, I felt that it lacked dynamics.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

MANIFESTO PAGE Like the previous page, the manifesto page follows the same layout, with the North Now custom font, in green, used for the page header. Again, I tried to follow the wire frame drawings I had drawn initially but ultimately I felt the page looked bare.

SARAH WALKER - U1752463

R&D - NORTHERN

INITAL WEB DESIGN

SHOP PAGE Like the previous page, the manifesto page follows the same layout, with the North Now custom font, in green, used for the page header. This page was unfinished at the time of the crit which inspired me to redesign the wire frames for the entire website.

NEWS PAGE For this page I used a grid format to display the various stories about the North Now campaign. Below each 1:1 image is a title in Fieldwork bold, as per the brand guidelines. The title is followed by a short summary of the article in Fieldwork regular. Below each article description is a ‘read more’ button in Fieldwork light and the North Now blue. At the end of the page I have included a load more button as well as a subscribe prompt. While consistency is good for a page, I felt that there was very little separating the design of this page from the shop page. This was something I wanted to address in my redesign.

WEB DESIGN DEVELOPMENT

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

ABOUT PAGE

HOME PAGE

WEBSITE WIRE FRAMES Before designing each page properly, I decided to create a simple wire frame template for each page. - Home Page - About Page (including manifesto) - Shop Page (which will include donation option, no purchase necessary) - News page - Events Page - Petition (as a header option that would click straight through to change.org)

R&D - NORTHERN

Navigation Bar Logo

Text Text / Tag line Mock up

Video Background

Call to action buttons Mock up

MANIFESTO PAGE Navigation Bar Logo Text

Mock up

SHOP PAGE

NEWS PAGE

Navigation Bar Logo

Page Title

Product Images Product Information

Product Image Product Information

Load Button Load Button

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

WEB DESIGN DEVELOPMENT

HOME PAGE I decided to abandon the design including a static ‘hero’ image and opted for a series of videos instead. I wanted to create something more dynamic, I felt that a video background could be more interesting than a simple image. As for the videos that I selected, I decided to include a variety of different scenes as I wanted to try and represent the various different environments of the whole of the North rather than just one individual location. This meant that I tried to get a variety of coastal, rural and urban videos to offer a snapshot of the entire of the North. My aim here was to allow people to relate to the campaign no matter where they were located in the North. The videos I captured are between 4 and 10 seconds long and we placed into after effects to add levels adjustments, brightness, contrast, hue and saturations adjustments as well as a fade transition effect. I had initially dropped the unedited videos into Wix, the platform I am using to build my site but the limitations of the editing software didn’t allow me to adjust the positioning of the videos or adjust any of the effects I added later in After Effects. As the videos were all shot across a number of days and devices not every size ratio was the same, which is another reason I chose to edit in After Effects. Going back to my original design, I liked the idea of having a tag line over the background that would introduce my project to people who were unfamiliar with it as well as inspire people to action. This meant that I added “A Northern Government focused on Northern people. That simple.”. I chose this phrase as I felt that it was the clearest and most concise way of summing up the goal of the project. I wrote it using the custom North Now font in the green colour from my brand guidelines and placed it in a white box with a black

border so that the text would always be readable regardless of the background. I also added two buttons below with direct links to the petition and donations. Again I felt that it was important to have on the first page, what the campaign is and the quickest links to support it. Elements I kept included the blue bar at the top of the page which holds buttons with direct links to donate to the campaign and the petition. I felt that it was important to have these elements always available on the page as they would be the most important links in the website. To view the live site with the working videos please visit www.NorthNow.wixsite.com to view the live homepage.

WEB DESIGN DEVELOPMENT

UNIVERSITY OF HUDDERSFIELD

ABOUT PAGE

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

MANIFESTO PAGE With this page, I actually ended up adding more features than I originally planned, including the how you can help bar. I liked the simple illustrations that accompanied each of the options. Each of the illustrations are in one of the North Now colours. I really liked this effect. Additionally I added the quick links section at the bottom of the page.

This page didn’t really change dramatically. I opted for an alternative image that showed more pages of the manifesto and added a email bar to offer visitors a free pdf copy of the manifesto.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

NEWS PAGE

R&D - NORTHERN

WEB DESIGN DEVELOPMENT

SHOP PAGE For this page I changed the format from a square grid to allow for different sized photographs to be used. I still kept a grid format but I felt that this new format allowed me to have more freedom with the types of images I could add to the news page. I kept the basic layout of each news story, with a title in Fieldwork bold, a short description in Fieldwork regular and a read more prompt in Fieldwork light in the North Now blue. I also kept the load more button at the bottom of the page as I felt it worked well. Overall I was happier with this page as it was visually different to the shop page, something I was concerned about in my previous design.

This page stayed practically the same as in the last design, however, I added in the products to my shop. This included tote bag designs and the badges that I created earlier in the project.

POP UP SHOP

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

PHASE THREE

POP UP SHOP GUIDE As part of phase three I wanted to create a pop up shop that would travel up and down the North. One of the main reasons I wanted to create a pop up shop was due to a statistic I found as part of my research, 1 in 5 retail spaces in the North is empty, this is twice as much as in the South. I wanted to utilise this empty space as combating this issue would fall under some of the areas this campaign would look to address. When deciding how this pop up shop concept would work, I thought about how the pop up shop would look I started to create a ‘how to guide’ for a volunteer to use to be able carry out the vision I had for the shop. Above is a selection of pages taken from the guide. The front page uses a pattern at the top of the page, this pattern is taken from a shop awning to add interest to the page. I used the primary colours of the North Now brand to create the blue and green stripes of the awning. The next spread that I have chosen to display depicts the process for the design for the exterior of the shop. This is explored in more detail on the previous page.

The stock page is a catalogue of items that the lead volunteer may order to help populate the store. It includes items for sale such as the badges, tote bags and the manifesto as well as items to help dress the shop such as collapsible tables, table cloths ‘I signed’ stickers and product signs. At the end of the page is a helpful section which allows the volunteer to make a note of the item quantities, names and numbers for their order. The final spread on this page includes a page about how to create an effective layout within the store. It offers simple hints and tips, such as store excess stock under tables, hidden by table cloths. The spread also offers a page with a step by step guide on how to create a display table. This features a series of illustrations that help show the process to set up the collapsible table and dress it with the North Now table cloth, North Now products and a North Now product sign (as well as how to correctly fill it out).

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

POP UP SHOP DESIGNS Included in the pop up shop I designed the shop frontage, which would be bespoke and individual to each unit. On this page I have displayed some of the illustrations I use in my ‘Pop Up Shop Guide’ to help demonstrate the process between empty retail space and a North Now pop up shop. Once the North Now team evaluates a retail space and designs for it, they post the items to the volunteers. Elements include window decals, stickers to create a sign above the door, a branded welcome sign and application guide. I’ve tried to include different brand elements such as the arrows to help add interest to the store front.

POP UP SHOP

PRODUCTS & PACKAGING

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

PACKAGING While designing some of the products for the website, I began to think about how these items would be packaged and shipped to who ever had purchased them. This led me to design some basic packaging for some of the items that I intended to be sold on the website. The three items above are the outcomes I designed thinking about the tote bags. I thought about the type of packaging I should use and opted for a more sustainable design, using paper and string. The tote bag would be folded neatly then wrapped in tissue paper. I experimented with different colours, fonts and patterns outlined in my brand guidelines to try and create some nice designs for the paper, I felt that the patterns worked well for this. I also included a small piece of card in the packaging with the North Now logo on with a thank you and a short explanation of how the profits from the purchase will be used. This is then wrapped in some blue string and placed in the postage box.

As for the badges, I felt that these would not need as much packaging as they would most likely fit in a standard envelope. I did however create these small pieces of card. My intention was to have holes punched into the card to ensure that the badges would sit in a uniform order and not move during transit. I also took the opportunity to create a multi pack option. I included the logo on the card but chose not to add anything else as I wanted to keep the multi pack option as a random selection. I had chosen card instead of paper as I wanted to give the impression that the product was of high quality as well as not allow the packaging to ‘buckle’ and bend under the weight of the product.

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

POP UP SHOP SUPPLIES As part of the pop up shop guide I created a ‘box’ of supplies that a volunteer would need to have to run a successful pop up shop. These items feature in the stock list page but I wanted to show them here as well as I felt I had put a lot of work into creating these items. For the box I created a couple different t-shirt designs for staff to wear using the North Now brand guidelines. I used the North Now fonts and colours to put slogans and tag lines on the front of the shirts such as ‘we need 100,000 signatures’ and ‘a northern government focused on northern people, that simple’. These shirts come in a mix of the North Now colours. I felt that these shirts were a great addition to the pop up shop. Another item I created was the North Now table cloths. I wanted to find a way to make the tables and displays inside the shop appear clean, purposeful and on brand. This inspired me to create these table cloths that feature similar tag lines and slogans to the shirts and the North Now logo. Other items include a series of ‘I signed, #NorthNow’ stickers. I felt it was important to offer people a small additional incentive to sign the petition. This also doubles as a small thank you to the person for their support as well as free marketing for the campaign, as people wearing the sticker would be seen by others and hopefully generate extra interest in the campaign.

SARAH WALKER - U1752463

R&D - NORTHERN

POP UP SHOP

SPOKEN WORD

PHASE THREE SPOKEN WORD PIECE When thinking about what kind of tone I wanted the project to have, I looked into as case study of the Nationwide advert created by VCCP which featured the work of Matt Abbott, a Wakefield born poet. VCCP created the advert using a simple process, they first commissioned artists to write songs from their own experiences about subjects everyone could relate to. The agency then filmed the artist reciting their work on location, simply and without much fuss. Their words remained unedited by both the client and agency, to be “authentic voices”. I felt like it was good form of communicating my campaign to people as I wanted to have people relate to my campaign, through the struggles created by the North/South divide as well as offer a authentic voice to invite them to join the campaign. This authenticity would be a key element as the campaign is about offering a solution created by the people for the people. It would be important that the delivery of the message would feel like it came from a person involved, who understands the issues intimately rather than an outsider with no clue. This lead to me reaching out to and joining the Spoken Word society at the University of Huddersfield, however, after joining it did not appear that the society was an active one as there was no response from the society. I decided to take matters into my own hands an attempt to create a piece on my own. As a designer I do not claim to be a good poet or spoken word artist but I wanted to see if I could create something anyway. The piece I wrote tried to incorporate features from spoken word poets that I enjoyed researching as well as messages important to the campaign. I used devices like rhymes and regional slang to try and appeal to my audience. Below is a copy of the spoken word piece that I created.

NORTH NOW “Theres summat distinctly Northern in these streets These odd ‘ouses they’re a patchwork tapestry of history. Theres a sense of community. A real authenticity. ‘N all I can see is endless potential and opportunity. Now take a wander through these empty high streets ‘N I see cracks in more places than just the concrete as people who’ve never even heard of my hometown Hand cuts down to communities already struggling to make ends meet. Init about time we solved these problems with summat more home grown. by people who don’t just believe everything they hear. but really understand the issues and that we’re not all flat caps and factories ‘ere. In it time we had our say, had it our way. Policies in Education, healthcare, housing and more A Northern Government focused on Northern people It couldn’t really be anymore simple.”

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

SPOKEN WORD

R&D - NORTHERN

ADVERT I knew that I would be unable to create the full advert on my own so instead opted to create a sample to help communicate my vision for the advert. I had already written my own spoken word piece that focused on trying to get my message across. I started by taking a few test shots as well as getting multiple voice artists to recite my spoken word piece. I tried three different voices all with strong Northern accents. I wanted a mix of men and women to attempt the voicing of the spoken word piece. I had chosen people who had a strong Northern accent as I wanted to carry the idea that the campaign is Northern and close to home rather than an outsider trying to meddle. Once I had decided on the content of my spoken word piece I went out into my local area to find appropriate scenes to accompany the narration. I focused on the first verse “these odd ‘ouses they’re a patchwork tapestry”. I looked for streets where there was a mix of property types. One street that I found had a selection of Victorian houses next to houses built in the 70s. Unfortunately the weather was not on my side when I went out to take these test shots. However, my intention was only to illustrate how the spoken word piece would be created.

VOICE SAMPLE 1 - THOMAS

VOICE SAMPLE 2 - ALICE

VOICE SAMPLE 3 - LIAM

INSTAGRAM

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

PHASE ONE

ACTIVIA

LEEDS INDIE FOOD

I chose this extract of an Activia Instagram as I really liked the effect that the designer was able to create. The feed is a mix of types of images. Some are high resolution images with text placed on top, some are just photography and others are graphics. I really liked that they were able to have this mix of image types and be able to keep everything consistent and on brand.

For a second case study, I selected Leeds Indie Food as I felt it had a similar brand feel to North Now (the boxing in of elements and the colour blue). I felt that this would be a good place to find inspiration for my Instagram for my own brand as we shared some design elements. I thought that this feed was really successful and I really liked the playful nature of the illustrations.

This is done through the use of the colours green and white which feature in the posts. I like the overlay of the line and dot patterns that tie posts together. It gives the whole feed a look that feels considered. I also liked the white boxes placed over the really nice photographs, with the font in the brands green. This allows all elements of the post to stand out, the photographs look really nice and you can still see the details as well as clearly see and read the text within the white box.

Links All Activia images taken from: https://www.behance.net/gallery/97073471/ ACTIVIA-SOCIAL-MEDIA?tracking_source=search_projects_ recommended%7Cinstagram%20feed%20infographic All Leeds Indie Food images taken from: https://www.instagram.com/ leedsindiefood/

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

INSTAGRAM

INSTAGRAM For the North Now instagram feed I wanted a mix of both landscapes of the North as well as infographics as my campaign deals with a lot of information. I also opted to include adapted versions of my posters and extracts from my spoken word piece.

PETITION

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

PHASE PHASEFOUR FOUR PETITION When thinking about the progression of the project, I envisioned how the project would complete, I believed that the project would end with the proposal being discussed in Parliament. The way that I thought that this would happen was through a petition. According to Change.org I would have needed 100,000 signatures to be discussed in Parliament. I decided to create a petition to help complete the project, I did not have any intentions of promoting it but wanted to have it to help make the website feel more complete. It was interesting creating the Change.org petition as there are many restrictions that I had to consider such as the image sizing. Change.org offers a very rigid template.You can add a number of images but only highlights one at the top of the page, it places a lot of focus on the text which you can add a lot of but you have very limited editing and formatting options. This made me evaluate exactly what I wanted to say. It took quite a few edits but I eventually decided on my accompanying text. As I had limited images I tried to convert my ‘how many people are represented by each government’ infographic into text. I felt that I did this efficiently but I much prefer the more visual infographic. As for the image, Change.org suggests that images should be 1200 × 675 pixels. I had chosen one of my mock ups of the posters I as one of the main image. I did this because the image is landscape so the portrait image would not work and I liked the poster outcome. It also provides viewers with more reasons for the necessity of the project. Additionally, I had chosen the landscape image of Leeds with the slogan ‘A Northern government focused on Northern people’. I had picked this because it sums up the project quite concisely.

SARAH WALKER - U1752463

R&D - NORTHERN

UNIVERSITY OF HUDDERSFIELD

BA GRAPHIC DESIGN

SARAH WALKER - U1752463

R&D - NORTHERN

“WHETHER OR NOT YOU BELIEVE IN THE NORTH/SOUTH DIVIDE, THE NUMBERS SPEAK FOR THEMSELVES. IN EDUCATION, FOR EXAMPLE, PUPILS IN THE SOUTH ARE ACTUALLY 40% MORE LIKELY TO ACHIEVE TOP GCSE GRADES THAN THEIR NORTHERN COUNTERPARTS, IN HEALTH AND SOCIAL CARE THERE IS A DISCREPANCY OF UP TO 11 YEARS LESS LIFE EXPECTANCY FOR PEOPLE IN THE NORTH. THE SOLUTION? A NORTHERN GOVERNMENT FOCUSED ON NORTHERN PEOPLE. THIS WOULD SPLIT THE ENGLISH GOVERNMENT (REPRESENTING 55.9772 MILLION PEOPLE) INTO TWO WITH A NORTHERN ASSEMBLY WHICH WOULD REPRESENT 12 COUNTIES IN THE NORTH (13.276791 MILLION PEOPLE) AND WOULD WORK SIMILARLY TO THE SCOTTISH (3.1386 MILLION PEOPLE), WELSH (5.431 MILLION PEOPLE) AND NORTHERN IRISH (1.1816 MILLION PEOPLE) GOVERNMENTS, WHICH ALREADY HAVE THE POWER TO MAKE CHANGES WITHIN THE 10 DEVOLVED POLICY AREAS. BY SIGNING THIS PETITION YOU ARE MAKING IT CLEAR TO THE GOVERNMENT THAT YOU BELIEVE THAT THE NORTH DESERVES A VOICE OF ITS OWN. IT’S NOT ABOUT CREATING A NEW COUNTRY OR DECLARING INDEPENDENCE, IT IS SIMPLY TO CREATE MORE DEMOCRACY BY GIVING THE NORTH A BIGGER VOICE WHEN IT COMES TO DECIDING HOW TO DEAL WITH PROBLEMS SUCH AS HOUSING, EDUCATION AND OTHER DEVOLVED POLICY MATTERS. FIND OUT MORE @NORTH.NOW”

PETITION

SARAH WALKER - U1752463