Abbas Mushtaq 22/05/14 Extended Practice Submission
End of Brief Evaluation Brasília 50 -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐-‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐
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 postplacement 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
Abbas Mushtaq 22/05/14 Extended Practice Submission
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