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

DP3/ The Internet/ Statement of Intent

Brief

I will be creating an online educational website about the history of the internet, to be used in high schools to teach young people, aged between 12 and 16 about the history of the internet.

This website will be visually engaging to stand out from the other websites out there with a similar purpose, and appeal to the target audience. It will contain info graphics, moving images, and interactive features to ensure an enjoyable learning journey.

This research brief will allow me to find out more about the history of the internet, as well as being one of the only briefs I do where I can improve my design for screen skills, focusing on website design.

Background

While young people may be experts on the uses of the internet, most do not know about its history, and as it is now such an important part of our daily lives, it is important they have an understanding of how and why it was created. The target audience may not remember a life before the internet, so this resource will help them to learn more about this tool they take for granted.

To do this, I will need to gain an understanding of this myself, by visiting exhibitions, reading books, using online sources and gathering interviews.

Considerations

What style of graphics will the target audience respond best to?
Which lesson would this be taught in?
How can this resource be engaging and useful?

Mandatory Requirements

The content of the website must be suitable for the age range
The design of the website must be appealing for the age range
The website design should be made to fit most screen devices, including iPads, so learning can be done on the go

Deliverables

Website design
Containing Infographics, possible moving image, and more design for screen

_____________________________

Rationale

Brief: What is the problem you intend to solve?

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

I intend to educate young people about the history of the internet, something they may know lots about how to use, but not much about how it was made, through an interactive online resource

Who needs to know? 

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

12-16 year old young people attending high school

What do they need to know? 

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

They need to know about how and why the internet was made, important people to do with the history of the internet, how web design has changed, the dark side of the internet, how online shopping effects the economy and other such issues concerning the internet

Why do they need to know?

The internet is a part of our everyday lives which we take for granted so would be useful to know more about it.

What will they respond to?

In order to achieve this I will produce... 

An interactive website, containing information organised in a way that is easy to digest and interesting to look at

This will be produced using...

All information will be designed for the screen

What research is required?

Primary 

- I should conduct a survey to see what the target audience already know about the history of the internet
- I will need to visit exhibitions, read books, use online sources and gather interviews.

Secondary

- I will need to research what devices are already available to teach people about the history of the internet

- I will need to research website design and infographics to help me with something that is quite new to me

DP3/ Feminist Magazine/ Statement of Intent

Brief

To create a women's magazine that can be considered feminist and appeals to a wide selection of women. To choose content that will educate and inspire women in a positive way, rather than focusing on vanity issues such as the other available magazines for the target audience do. (18-25 females)

The brief will run alongside my dissertation question, which is: 
Can women’s magazines, focusing on the case study of Cosmopolitan (UK edition), ever be considered feminist?

This brief would therefore be a research brief, but would allow me to concentrate on improving my publishing & editorial skills.

Background / Considerations

What is feminism? And how can a magazine be considered feminist?
How does feminism effect the design decisions I will make?
How many units and what would the budget be?
Where would the magazine be available to purchase and how would it be promoted?

Mandatory Requirements

The magazine must be able to be considered feminist.
The magazine must be affordable and accessible. (This may effect design decisions)
The magazine must be designed and containing content to appeal to the target audience.
The magazine should be tested by the target audience and research done to see if it has achieved its targets.

Deliverables

To design and print a first issue of a women's magazine.
To consider how this magazine would be promoted.
To plan ideas for possible future issues.

Deadline

This will be decided at a later date, but I am considering this brief for my final major project.

_______________________

Rationale

What is the problem you intend to solve?

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

- I intend to persuade women to buy this magazine over its competitors, which focus on vanity issues and lowering women's confidence in order for them to buy the beauty products it advertises.
- I intend to educate women about topical issues with relevance, rather than focusing on celebrity affairs/ what men want, as other magazines do.
- I intend to create a magazine which women can enjoy.

Who needs to know? 

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

- The target audience will be the same target audience that other magazines with opposing intentions (Such as cosmopolitan, more, glamour etc) are aimed at. This is 18-25 females, particularly students and those just starting out with their careers.

What do they need to know? 

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

- They need to know that they should be allowed to feel confident with their body, fashion sense, life choices etc without having to live up to the 'ideal' woman presented in magazines

Why do they need to know?

- There are many other magazines out there for the target audience that are lowering their confidence, and patronising their intelligence, so they need a magazine that makes a change from 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)

Producing a printed magazine which can be considered feminist, but that appeals to a wide audience of women.

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

The magazine would be produced in large quantities, so litho printing would be best, but stock and definite printing processes will be considered later on in the project when exact numbers are known.

What research is required?

Primary 

- I should gain an understanding of what it means for a magazine to be feminist, by talking to feminist women

- I should gather evidence of what women (not necessarily women who consider themselves to be feminist) would want in a magazine, so that this magazine is appealing to the target audience

Secondary

- I will need to research magazine design to gain inspiration to create an attention grabbing editorial
- I will need to research existing magazines aimed at the target audience to see what they include and what should be changed

DP3/ Collaboration/ Surface Pattern Yearbook/ Statement of Intent

BRIEF// 

To design the BA (Hons) Surface Pattern 2013 Yearbook, alongside Graphic Designers Kirsty Alderson; Kirsty Hardingham and Sophie Wilson.

This would be a collaborative brief, a competition brief and possibly a live brief if chosen.
I would be working on improving my publishing & editorial skills.

BACKGROUND & CONSIDERATIONS// 

- Research the degree course programme
- Communicate with degree tutors for delivery of brief
- Time management plan
- Decide on print processes & where to print
- Consider budget & units needs and how this will effect design decisions
- How to represent the 'personality' of the course

MANDATORY REQUIREMENTS//

- Discuss specifications with course tutors

DELIVERABLES//

- Design boards to pitch yearbook
- Final printed yearbooks
- PDF copy of yearbook to be viewed online

DEADLINE//

- Mockup by Jan 13
- Proof copy to be shown May 13 so changes can be made before
- Final copy printed June 13

___________________________

Rationale

Brief: What is the problem you intend to solve?

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

I intend to promote each member of the surface pattern course to potential employers who would be reading the book, by giving out important information and a personal profile of each student.

I also would be intending to celebrate the achievements of each student through the book, so that it could be something that could be cherished and looked back on in the future.

Who needs to know? 

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

One yearbook is given to every student of the degree course, as well as the book being given to potential employers.

What do they need to know? 

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

They need to know the students contact details; examples of work; skills and qualities; design interests and future plans. 

They should also know a bit about the course which could be explained from the course tutor.

Why do they need to know?

They should be told this information so that they have the opportunity to contact the students with further questions they may have.

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 boards to pitch yearbook

- Final printed yearbooks

- PDF copy of yearbook to be viewed online

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

- Discuss specifications with course tutors

What research is required?

Primary 

- I would need to talk to each member of the course, to get their details and find out a bit more about them, as well as finding out more from the course tutor

Secondary

- I would need to research other examples of yearbooks to ensure that this one would stand out, as well as researching good examples of book designs to have some inspiration to influence my work

DP3/ The Internet | Things to research

After visiting the amazing Life Online exhibition at the Bradford Media Museum, here are some things I want to research further after finding a bit out about them.

1. Opte Project

2. Research DARPA: http://en.wikipedia.org/wiki/DARPA & DARPA

3. Research key people involved:

Joesph Licklider

Paul Baran

Donald Davies

Larry Roberts

Leonard Kleinrock

Vint Cerf

Louis Pouzin

Jun Murai

4. Guardian 40 Years of internet

http://www.guardian.co.uk/technology/interactive/2009/oct/23/internet-arpanet

http://www.guardian.co.uk/technology/2009/oct/23/internet-40-history-arpanet

5. Research why: http://en.wikipedia.org/wiki/Sputnik_1

http://en.wikipedia.org/wiki/Cold_War

6. Vint Cerf

http://www.ibiblio.org/pioneers/cerf.html

7. Computer history museum

http://www.computerhistory.org

8. Ray Tomlinson (Created email)

http://en.wikipedia.org/wiki/Ray_Tomlinson

9. http://en.wikipedia.org/wiki/Ward_Christensen (Created bulletin boards)

10. http://wehaveacoolsite.com/2011/12/12/brief-history-online-games/

http://en.wikipedia.org/wiki/MUD 

11. Tim Berners-Lee created the world wide web

http://www.w3.org/People/Berners-Lee/

http://designmuseum.org/design/tim-berners-lee

12. Types of web browser:

Safari

Google

Firefox

etc.

13. Ted Nelson (Created HTML) 

http://en.wikipedia.org/wiki/Ted_Nelson

14. History of Microsoft + Apple

15. Clive Sinclair - ZX80
http://pioneers.bcs.org

16. Mark Zuckerberg - Facebook
http://www.businessinsider.com/blackboard/mark-zuckerberg

17. History of youtube
http://en.wikipedia.org/wiki/History_of_YouTube

18. History of ebay (Created by Pierre Omidyar)
http://en.wikipedia.org/wiki/EBay

19. History of google (Created by Sergey Brin & Larry Page September 1998)
http://en.wikipedia.org/wiki/History_of_Google

20. History of Wikipedia (Created by Jimmy Wales)
http://www.time.com/time/business/article/0,8599,1917002,00.html

www.nationalmediamuseum.org.uk/lifeonline

@mediamuseum

DP3/ Negotiated Briefs _ Progression

Trying to decide what my strongest briefs are

In order of preference & why

Ones I definitely want to do __

/1/ History of the internet (loved Bradford media museum exhibition - interesting topic)
/2/ Womens magazine (relevant to dissertation and design practice)
/3/ Competition Briefs (I want to win another award!)
/4/ LCA Degree Signage & Yearbook (good chance to collaborate and make work live)
/5/ History of graphic design (interesting and useful research)

Ones I'm not sure about / need work on __

/6/ Retail and promotion / cross course (promote myself through someone else)
/7/ Skills driven type (need to improve type skills)
/8/ Live branding (need more people to brand!)
/9/ Product design (could this work with both busy schedules?)
/10/ Graphic design rule book (do I want to step away from illustrative work?)

UPDATE.

Decided to change the live branding brief to a competitive pitch for the surface pattern yearbook design after talking about a collaboration with other graphic designers. Now feel a lot more excited about this brief and think the outcome and experience of working with three other designs will be a lot more useful to my progress.