Design Practice: September 2012

Friday, 28 September 2012

Workshop: What you want to do vs. What you need to do

BRIEFING...

We started this workshop with a briefing, going over the information we had been given previously. In groups we had to ask questions about things we didn't understand on the briefs, then these were answered for us.

Here are some useful points I got from this session:

- Briefs can change as you come across challenges, and you can learn from these
- Things don't always work as you plan but this can be for the better
- Record and evaluate your ideas to show your development
- The final outcome may be totally different from what you expected because of this journey
- Briefs run together until the final deadline but it is up to you how you work them
- Need a plan to work out what will be done when
- Crits - Bring what you want feedback on and prepare questions for what you want answers on
- Need an actual bibliography document with referencing of key websites and books in preparation for the final major project. (Like your own book list of sources)
- Will be writing an overall general rationale with what direction you are going in as well as a rationale for each brief
- For each brief ask what + why and how does it contribute to the overall rationale?
- Can put confidential things you don't want to put on blog in folder
- Make your own work live - sell/display at public places, send out to relevant people
- Create an event
- For hand in: 3-6 A2 printed boards - plan printing time!

WORKSHOP...

We had to work out the difference between what we want to achieve this year and what we need to achieve by adding points to different columns for a range of columns. Some things fall in to both categories, of being things I want and need to do. These points will be developed and detail will be added later. Here is where I was up to at the end of the workshop:

SKILLS

Want to improve
1. Typography
2. Type as image
3. Layout
4. Industrial experience
5. Photography
6. Presentation
7. Screen printing
8. Letter press
9. Print processes
10. Indesign
11. Publishing & Editorial
12. Product & Packaging
13. Book binding
14. Laser cutting
15. Print finishes

Need to improve
1. Typography
2. Layout (for editorial)
3. Photography
4. Presentation
5. Dreamweaver / Web / HTML / CSS
6. Screen
7. Confidence and presenting
8. Branding and identity
9. Time management
10. Networking
11. Industrial experience

PRODUCTS

Want to create
1. Magazine
2. Book
3. Stationery items
4. Decorative designs
5. Packaging
6. Exhibition design

Need to create
1. Web presence
2. Cover a wide range of products
3. Designs with a purpose / context
4. Digital products

RESEARCH

Want to research
1. Feminism
2. Lovely print
3. Magazine design
4. Book design
5. Illustrative type
6. Nice type
7. Design for a specific audience
8. Graphic design studios
9. Current graphic design trends
10. History of graphic design
11. Surface pattern design
12. Graphic design for fashion

Need to research
1. Feminism
2. Academic sources for dissertation
3. Current graphic design trends
4. History of graphic design
5. Type designs
6. About typography
7. Business and enterprise
8. Graphic design studios
9. Job searching advice

PORTFOLIO

Want to include
1. High print quality pages
2. Best pieces of work
3. Show off awards & achievements
4. Work that makes me stand out to help me get a job!

Need to include
1. Mix of digital and print
2. CV & Contact details
3. Work that shows a range of skills (including different software)
4. Work that shows live briefs I have done
5. Creative, unique ideas
6. Clever concepts
7. Perfect presentation
8. High quality photography

QUESTIONS

Want to ask
1. Am I good enough?
2. How much will I earn?
3. Will I be stressed and tired for the rest of my life?

Need to ask
1. Will you collaborate with me? [To a cross course student]
2. Can I have a placement? [To a studio]
3. Do I need to be good at digital as well as print?
4. How can I improve [To a professional]
5. Is freelance possible?
6. Do I need to live in a big city to get a decent job?

Wednesday, 26 September 2012

Significant Neogatied Briefs

For this brief, we need to choose a minimum of four briefs to work on for the rest of this module (ending december), which has to include at least one competition brief.

I have decided to put some of my similar briefs together, as I think that individually they were a bit too short, so now, I have briefs which have a substantial about of work.

I have included which brief number I had initially labelled these as in regards to my previous blog posts.

1. (Brief 5 + Brief 7) Competition Briefs - Incl. Type only designs & D&AD and YCN entry

2. (Brief 3 + Brief 4) Collaborative Live Competition Briefs - Incl. LCA degree signage & yearbook pitch

3. (Brief 2 + Brief 10) Research Driven Graphic Design Museum - Incl. Section with information pack about the internet

4. (Brief 6 + Brief 9) Skills Driven Product design - Incl. graphic design rule book

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These are briefs which contain a substantial amount of work and I think would be better done after christmas, so I am proposing that these will be part of my final major project, so I'll come back to these briefs later.

(Brief 1) Women's Feminist Magazine Idea
(Brief 8) Retail and Promotion - Fashion student identity

Level 06 Briefing // OUGD301

Level 06...

- Design Practice 3 (now til christmas)

PPD 3 & Dissertation

- Final Major Project (after christmas til end of year)

PPD 3 (presentation after easter)

DP 3 - 30 credits

PPD 3 - 10 credits

Dissertation - 30 credits

FMP - 50 credits

= 66.66% of degree

______________________________________________________

Design Strategy...

- Professionalism

- Independence

- Innovation

- Enterprise

/ Integration of print and digital is where the industry is at at the moment. Trans-media delivery

/ Application - Production - Distribution

/ Function - Audience - Context

/ Portfolio surgeries after Christmas with professionals

/ No pretend briefs - try and make all live!

What do you want to say?

Who do you want to say it to?

How do you want to say it?

/ Individual & Collaborative

/ Professionally orientated

/ Relevance to your design practice

/ Product - Range - Distribution

______________________________________________________

Record what information you have used in your own bibliography

______________________________________________________

Thursday, 20 September 2012

___________________________

Wednesday, 19 September 2012

DP3/ Graphic Design Exhibition/ Statement of Intent

Brief

To create a Graphic Design exhibition, educating visitors on the history of the subject and containing features such as: a gallery of work, examples of technology and processes used, and profiles of famous designers. The exhibition needs to be engaging and interesting to attract visitors. It should be interactive and appeal to the target audience of family visitors.

I would be designing the actual exhibition space, the printed information and promotional materials, as well as as opening night event. See deliverables.

This brief would be a research brief, allowing me to understand more myself about the history of Graphic Design, but also allowing me to work on lots of areas of my design practice including:

- Publishing and editorial
- Information and wayfinding
- Branding and identity
- Product and packaging
- Retail and promotion

Background / Considerations

- Where would this be?
- How would this be funded?
- Why do I think there should be a graphic design exhibition?
- Who would attend the opening night private view?

Mandatory Requirements

The printed designs for the museum should have a focus on sustainable design
There should be a consistent design throughout all of the products
The exhibition needs to stand out from what is already available

Possible Deliverables

- Tour map
- Adverts (different formats: magazine, billboard, bus etc)
- Wall hangings
- Leaflets about exhibition
- Invite for the opening night, mailshot
- Postcards / tote bags / tshirts / products for shop
- Signage around museum
- Posters
- Schools education pack / Competitions / opportunities to join in
- Website / Social media set ups
- Mock up of exhibit space
- Room decorations (quotes on walls etc)
- Door shrouds
- Floor stickers
- Outside banners
_________________________________

Rationale

Brief: What is the problem you intend to solve?

I intend to... (inform/instruct/persuade/direct/educate/promote to)

I intend to educate a wide audience about the history of Graphic design, the techniques and processes behind it, famous graphic designers, and inspirational examples of designs. I want to promote Graphic design in a positive way, so that more people can understand and appreciate it.

Who needs to know?

A group of... (identify your specific audience or context)

This exhibition needs to appeal to a wide audience, focusing in on families wanting a day out, and students wanting to learn more about their subject.

What do they need to know?

That... (state your message, idea or concept)

Graphic Design is all around us, but a lot of people do not know much about the history, and may not even be able to define what they think Graphic Design is. People do not appreciate and remember pieces of Graphic Design in the same way that they do with Fine Art, and I think this needs to be changed.

Why do they need to know?

Historically there are plenty of art galleries around to inform and inspire people in terms of art, but there isn't anywhere in the UK that focuses on Graphic Design, so I aim to change this.

What will they respond to?

In order to achieve this I will produce... (specify at this point in time what you aim to produce, the method of delivery/distribution/the context in which it will be viewed)

The main information would be contained in the exhibition, but I will also be creating a range of promotional materials. (See deliverables)

This will be produced using... (at least two print processes you intend to use)

Everything that is to be printed would need to be printed in mass quantities, so litho printing would be the best option. The exhibition should focus on sustainable graphic design, so recycled paper and environmentally friendly inks should be used.

What research is required?

Primary

- I should visit existing museums and galleries to get an idea of what needs to be created
- I should conduct a survey to see if this exhibition is something which the target audiences would be interested in, and also to see what content they would like to find

Secondary

- I will need to do lots of research to get an accurate history of graphic design
- I need to find pieces of graphic design which would be considered good examples to show in a gallery
- I need to also find graphic designers who would I think it is important people recognise

DP3/ Graphic Design Rulebook/ Statement of Intent

Brief

The graphic design rule book will be a hand made book featuring hand rendered illustrative type with inspiring quotes and rules/tips for the aspiring graphic designer (target audience - graphic design degree students). It will be a light hearted and humorous book, possibly making fun of cliches. I will also consider the packaging of the book, and other products that could be included.

This brief would be a skills driven brief, where I could mix my need to learn more about typography with my existing interest and skills in image based design. The book would allow me to improve my Publishing and editorial & Product and packaging skills.

Background / Considerations

How would this book be promoted?
Where would it be sold?
How many would need to be made?
How much would it cost to buy?
How would these specifications effect design decisions?
Which quotes would be included?

Mandatory Requirements

The book has to appeal to the target audience
The book should have a focus on the hand made feel
The book needs to be useful and fulfil its purpose as well as looking good

Deliverables

Graphic Design Rulebook
Packaging for book
Gift to accompany rulebook (Such as totebag etc.)
________________________

Rationale

Brief: What is the problem you intend to solve?

I intend to... (inform/instruct/persuade/direct/educate/promote to)

I intend to inspire graphic design students and to give them useful tips to help them with their upcoming degree course.

Who needs to know?

A group of... (identify your specific audience or context)

Graphic design students about to start or maybe already on a degree course.

What do they need to know?

That... (state your message, idea or concept)

This book should entertain the reader, give them useful advice, as well as providing typographic inspiration.

Why do they need to know?

There are so many guide/rule books out there available to students that the choice may be a bit overwhelming, so this book should stand out from the rest. This book aims to be helpful, but with the information easy to digest, as the quotes are presented in a beautiful way.

What will they respond to?

In order to achieve this I will produce... (specify at this point in time what you aim to produce, the method of delivery/distribution/the context in which it will be viewed)

A handmade graphic design rulebook
The book is the product, and I will produce the packaging and a gift to accompany the book

This will be produced using... (at least two print processes you intend to use)

The quotes will initially be hand drawn and then digitally altered ready for printing
As the book is to have a hand made feel, screen printing could be a process used
Other pages from the book could be digitally printed as this is not a mass-produced book

What research is required?

Primary

- I should conduct a survey from existing graphic design students, asking them for quotes or pieces of advice they would give to an upcoming student on a non-specific graphic design course
- I should consider my own experiences and what I would have like to have been told before I started a degree course in graphic design

Secondary

- I will research illustrative type to help inspire my outcomes
- I will research how to bind books to help with this
- I will find useful quotes from secondary sources

DP3/ Fashion Collaboration/ Statement of Intent

Brief

For this collaborative and live brief, I will be working with a third year fashion student from the college to create an identity for herself as a designer, and to promote the work she will do to visitors who will see her work at the 2013 LCA degree show.

This brief will give me a chance to cover different areas, such as:

- Branding and identity

- Product and packaging

- Retail and promotion

Background / Considerations

- What am I trying to get across about the designer?
- What will the tone of voice be?
- Who is the target audience for the designers products?
- What is the printing budget for the final pieces?
- Does the designer have any concerns such as sustainable design that need to be reflected with my choices?

Mandatory Requirements

- A contract should be drawn up between myself and my collaborator so that we are both aware of the terms of our work
- All final decisions should also be approved by our course tutors
- The work must be completed on time and delivered to the highest standard to ensure a successful reception at the degree show

Deliverables

A logo
Business cards
Letterhead design
Look book
Website
Promotional press pack
An identity that can be used on a number of products

Deadline

All design work will need to be completed early enough so that proof copies can be made and signed in time that the final products will be ready for the degree show, which will be in June 2013.

_________________

Rationale

Brief: What is the problem you intend to solve?

I intend to... (inform/instruct/persuade/direct/educate/promote to)

I intend to promote the fashion designer who I am working in collaboration with and persuade the people who are to see the materials I create to visit the designers website and to find out more.

Who needs to know?

A group of... (identify your specific audience or context)

The general target audience will be everyone who attends the LCA degree show. However, the promotional material should be appealing to potential employers in the fashion industry, as it may be used at networking events.

What do they need to know?

That... (state your message, idea or concept)

They need to know the skills of the designer, and what their signature style is and what they are all about. This should be represented through the visual identity I will create. The products need to be memorable to set the designer out from all the others.

Why do they need to know?

People need to be able to understand this information about the designer in case they are looking to employ her, or maybe just because they are interesting in finding out more.

What will they respond to?

In order to achieve this I will produce... (specify at this point in time what you aim to produce, the method of delivery/distribution/the context in which it will be viewed)

An visual identity for this designer which will be shown across a range of promotional materials which will mainly be seen at the LCA 2013 degree show, as well as other networking events with people from the fashion industry.

This will be produced using... (at least two print processes you intend to use)

The business cards will be mass printed so a reliable printer should be found to print these.
For some of the items such as look books, only a small quantity will be needed so these can be digitally printed.
The website is design for screen.

What research is required?

Primary

- I need to conduct an interview with the fashion student to get a better understanding of the what her work is about
- I will need to gather different stocks, a collection of fonts and colour schemes to see what is best suited to the designer

Secondary

- I will need to research existing examples of fashion promotion, and the branding of fashion designers

- I will need to research branding and identity in general to help influence my progress

DP3/ Type Skills/ Statement of Intent

Brief

As I took the image module last year and not the type module, I intend to improve my type skills with the work I will create from this skills driven brief.

I will be re-writing a set of competition briefs from YCN, D&AD & ISTD, mixing old and new briefs, so that the outcomes that I will create will be type only. I will be answering quite a few competition briefs to allow me to experiment with different typographic design.

The work I create may cover a mixture of these areas, but the general purpose is to allow me to learn more about typography through my work.

- Publishing and editorial

- Information and wayfinding

- Branding and identity

- Product and packaging

- Retail and promotion

Background / Considerations

I will need to learn more about typography, to try and catch up on the things I didn't learn through not taking this module in 2nd year.
I will need to ask tutors for regular advice and feedback about my progress to ensure I am developing.
For each brief the considerations may be different.

Mandatory Requirements

Each outcome must be type only
Each outcome must try something new
Important type skills must be learnt through each competition brief answered

Deliverables

The deliverables will depend on what each individual competition brief is asking, but as the focus here is on the type skills rather than the presentation of the finished product, many outcomes may be poster design.

___________________________________

Rationale

Brief: What is the problem you intend to solve?

I intend to...

I intend to improve my typography skills by altering and then answering a range of competition briefs

Each competition brief I am to complete will require a written brief and rationale with specific details about what I aim to produce.

What research is required?

- I will research the work of previous winners of the ISTD typographic awards to see good examples
- I will research typographic inspiration blogs to provide me with a wide variety of research
- I will need to look at resources which can teach me more about typography and attend relevant workshops

DP3/ Stationery Design/ Statement of Intent

Brief

I will work with a few other designers (surface pattern designers and illustrators) to create a range of sellable decorative handmade stationery/gift products. (See deliverables.) I will then design the packaging of these products, which will potentially be sold online or at craft fairs. I would then need to promote the sale of these items.

This brief will hopefully be a live brief, and will include collaborations. It will allow me to focus on improving product and packaging skills.

Background / Considerations

How much will these products be sold for?
Where will these products be sold?
How many will be made of each product?
Where will the products be printed?

Mandatory Requirements

The products must be made to the highest quality to ensure they are suitable for sale
A contract must be written between the collaborators to ensure all parties are happy

Deliverables

Greetings cards
Wrapping paper & tags
Stickers
Postcards
Notebooks
Photo Albums
Storage Boxes
Tea towels
Tote bags
T-shirts
Poster prints
Printed fabric scarves
& Possibly other outcomes

____________________

Rationale

Brief: What is the problem you intend to solve?

I intend to... (inform/instruct/persuade/direct/educate/promote to)

I intend to create a range of sellable stationery with a range of appealing designs.
The problem I intend to solve is to get myself some experience of selling my own work and with collaborating with others. I also want to improve my product design skills.

Who needs to know?

A group of... (identify your specific audience or context)

The stationery will make ideal gifts, aimed at the target audience of young, stylish females (age 15-25)

What do they need to know?

That... (state your message, idea or concept)

They need to know about the range of products available, meaning that promotion is important with this brief.

Why do they need to know?

There are lots of stationery products available on high street stores, online craft stores and at craft fairs, however, a lot of these contain similar designs so people may be looking for something a bit different, which is where products will come in.

What will they respond to?

In order to achieve this I will produce... (specify at this point in time what you aim to produce, the method of delivery/distribution/the context in which it will be viewed)

Create, package and promote a range of stationery goods.

This will be produced using... (at least two print processes you intend to use)

- Some designs will be printed on to fabric

- Most designs will be printing on to a range of stock using digital print

- Some designs will be screen printed

What research is required?

Primary

- I need to gather information about the type of products the target audience would buy so I can cater to their needs

Secondary

- I will research what products are already available from shops selling similar products such as Paperchase, Wilkinson, etc.
- I should research existing pattern and illustration trends so that I can create designs with themes that are unique and stand out from what is already available

DP3/ Competition Briefs/ Statement of Intent

Brief

To enter a few design competitions throughout the year that are relevant to my design practice.
In particular, D&AD and YCN awards.

This would obviously be a competition brief and the content may cover any of these areas:

- Publishing and editorial

- Information and wayfinding

- Branding and identity

- Product and packaging

- Retail and promotion

Background / Considerations

/ How can this be fitted around my other briefs so that I can produce an outcome I am happy with and not miss the submission deadlines?
/ How many competition briefs should I enter to be able to still produce a quality outcome?
/ How are the chosen briefs relevant to my progression as a graphic designer?

Mandatory Requirements

These will be included on the briefs.

Deliverables

To Submit:
Products relating to the briefs requirements
Design Presentation boards with photographs of products

Deadlines

Most of the competitions I want to enter will open in October
The final entries will be required Spring 2013

___________________________________

In this case, the rationale and concept statement will be decided on when I have the exact competition brief I want to enter.

DP3/ LCA Degree Show Signage & Promotional Material / Statement of Intent

Brief

To create a pitch which will be shown to the LCA marketing team for the LCA 2013 degree signage competition, in collaboration with Graphic Designer Sophie Wilson. We will be creating designs for promotional materials to encourage a variety of audiences to attend the event.

Here I have included information from the briefs from previous years of this competition, as well as adding things I think we need to think about.

This is a collaborative competition brief which has the possibility of becoming live, that will allow me to work on information & way-finding and branding & identity skills.

Background

Leeds College of Art held its first end of year show in 1997. A degree show has been held in June each year since, with local employers, communities being invited since 1998. June 2000 saw the first College-wide End of Year Show, incorporating Further Education courses as well.

Considerations

A friendly and informative tone of voice should be used.
Consistency of visual identity between the entire promotional End of Year Show materials, as some guests will receive the complete pack of material in one envelope.
It should be professional, considered, and innovative whilst portraying the College as a leader in art, design, media and communications education.
What is the budget for the project & how many of each item will be produced?
Where will the items be printed?

Mandatory Requirements

Poster/Leaflet - innovative piece of promotional material that demands attention even when in an environment highly saturated with other flyers and information, poster must fold to fit in an A5 envelope.
Private View Invite – high quality, innovative design, must fit in an A5 envelope.
Email Invitation – low res graphic detailing key info, to send in an email
Web Button – low resolution EOYS button for our college website and other social media platforms, must be (5cm x 5cm).
Any other supporting material that may complement the promotional range.
College signage – innovative and inventive signage for inside College buildings. Must be safe, easy to read for visitors to understand, follow and be guided around College buildings.

Deliverables

A2 concept presentation boards identifying:
Concept and content for Poster/Leaflet, Private View Invite

Deadline

The deadlines are not yet known as this years brief has not been revealed, but they will probably be similar to last years:

Submissions to marketing by Wednesday 28^th March
Winner announced week commencing 2^nd April
Winner to present full suite of promotional material week commencing 16^th April
Print deadline 1^st May

________________

Rationale

Brief: What is the problem you intend to solve?

I intend to... (inform/instruct/persuade/direct/educate/promote to)

I intend to promote the 2013 LCA degree show to the target audiences, persuading those that see/receive the promotional material that this is an event they will not want to miss.

Who needs to know?

A group of... (identify your specific audience or context)

The target audiences include: general public, alumni, local businesses, prospective students, staff and industry.

What do they need to know?

That... (state your message, idea or concept)

They need to know when the event is being held, what times, where, contact details, and any other information about relevant things happening during the degree show.

Why do they need to know?

There will be many other similar events happening at the same time that people from the industry may receive, so the Leeds College of Art promotional material needs to make this college's degree show stand out, so that people definitely visit it. Every year the degree show is a hugely successful event in terms of visitors so it is important that the high numbers of visitors is kept up every year.

What will they respond to?

In order to achieve this I will produce... (specify at this point in time what you aim to produce, the method of delivery/distribution/the context in which it will be viewed)

Design pitch boards featuring a final idea for the degree show promotional material
And then if chosen, the actual products will be completed and ready for print

This will be produced using... (at least two print processes you intend to use)

All of the products will be mass produced, so they will be litho printed at a professional printers
For the pitch submission, the products that are created will be printed in digital print

What research is required?

Primary

- I need to find out about each course that will be shown in the degree show, so that the promotional material that is created will reflect the overall personality of the college

Secondary

- I will need to look at what has already been done before for the ideas for the degree show promotional material, so that I can create something totally different
- I will also need to look at what other local universities have done for their degree shows, so that again, the outcome for this one can be unique
- I should research information and way finding graphics to find inspiring examples which may influence my design decisions