Brief 17 - Brasilia 50 Cover Sheet

EXTENDED PRACTICE MODULE BRIEF COVER SHEET Module Code: OUGD603

Module Title: Extended Practice

LEEDS COLLEGE OF ART

Student Name: Abbas Mushtaq

Studio Brief Title: Brief 17 : Brasîlia 50 Synopsis: Branding and identity for proposed design and architecture festival, Brasîlia 50. Celebrating 50 years of Brazil’s capital, in particular the work of iconic architect – Oscar Niemeyer.

Extended placement brief from GOLDEN. List of deliverables

Evidence

(boards, resolutions, apps,etc)

(Series of business cards, posters, website etc)

Series of A3 Posters

Range of posters communicating the Brasîlia 50 design festival

Tickets

Range of tickets and stubs in a variety of colours, for colour coded elements of the festival

4 x Postcards

Postcards from the event, with vinyl abstract shapes applied. Each postcard has different title of “50 Years” “50 Prints” etc

Quote Slips

Series of triplexed quote cards, to further extend the atmosphere of event and presentation through quotes

Invite / Letterheda

Letterhead / Invite with large text “See You Soon”

Invoice

Invoice with large text “Obrigado”

Brasíilia 50 Programme

Mock-Up of Brasília 50 programme, outlining full breakdown of festival and content

Grid Sheets

Isometric and squared grids illustrating illustration and logo development.

Loose spreads

Spreads from within programme in loose form, such as “Architecture” spread

Evaluation: Positives and learning curves throughout brief One positive with this brief is it is one of the frist briefs where I’ve really began to devise a graphic language and begin to apply it beyond print, in terms of moving image, idents, application onto surface, wayfinding, apparel etc. A constant theme throughout my work, and perhaps where my current strengths lie – is a focus on print where larger scale application is perhaps not so necessary. For example an individual’s personal branding material.

I also taught myself basic Cinema4d 3d rendering while at placement with Golden, who are really well versed in the software. I was able to produce a 3d text rendering of the Brasília 50 logotype in the centre of Brasilia, in a similar vein to the “ I Amsterdam” in central Amsterdam. It was daunting to learn a new piece of software at first, but very rewarding and the finished result has taught me contextualizing design is just as important as print is, especially so in certain projects.

I wanted to step away from a subject like this and try my hand at a larger project, with a wider scope, which has been a major learning curve. I wanted to mock up proposals, and contexts of applying identity, which didn’t feel forced and felt a natural extension of the identity. I feel I’ve achieved this somewhat and it creates a more feasible vision of the project, but it was definitely difficult at the start, and a learning experience.

Difficulties faced throughout the module A difficulty I faced throughout the brief was a clear purpose, and concept for the festival. I feel a weakness of mine has been, establishing personality and a tone of voice within a piece of work. I feel confident in making a piece of work look strong aesthetically, but I feel I am inconsistent conceptually still. I feel I produce concepts best, when I have a strong understanding of the subject and it’s finer details, I began the brief initially at placement in a super fast-moving environment and carried out the original brief of producing just one poster. Consequently I didn't perhaps research, conceptually as much as I should have, so when I came back to the brief post-placement it was difficult to figure out which way to take the festival that was innovative.

What I would do differently next time Next time around, I would understand the topic and its finer details to a much greater extent than I did with this project, the timeframe for me to go from just one poster to a fully fledged design festival was around 10 days, so I constantly felt rushed, and therefore relied more so on aesthetic qualities and not on usable qualities. Resultantly, I feel the identity is inconsistent and not as strong as it could be in places but I’ve definitely enjoyed it and learnt from it - especially in terms of application.

The brief has also at the same time, made me realise perhaps at this point in my career I should ease myself into larger campaigns, and as they are an area still new to me in a way I should therefore spend longer on the concept. Smaller scale branding projects suit me well, with a focus on print, more so than application. At this point I enjoy them more as I feel more comfortable within that area, but I feel larger campaigns is a natural progression and greater reward, it’s an area I need to take a step back in and address in a more logical manner next time.

Ratings (Very Bad) 1 - (Very Good) 5 Quality of work _______ 4 Quantity of work ________ 4 Attendance ________4 Punctuality _________3 Motivation _________4