Brief 09: Creative Networks #1 Wayne Hemingway / Collab w/ Sam Lane & Eve Warren
Abbas Mushtaq:
Extended Practice Submission 22/05/14
Context
Creative Networks are a series of speaker events hosted at Leeds College of Art aiming to provide a platform for numerous inspirational and notable speakers in fields related to the design and arts industries. With a focus on creating a relaxed, and professional manner across the college and lecture theatre to create suitable surroundings for the speaker and event in hand, each event being unique in itself.
Brief
Produce event decorations, signage and identity for the first Creative Networks event hosting Wayne Hemingway.
The first event is Wayne Hemingway MBE, an influential and well-known British designer working across a variety of specialisms and media.
Deliverables
Consider Hemingway as a designer, British culture and how best to create a suitable atmosphere in terms of print and wayfinding for the event. Series of posters printed and displayed at event, Wayfinding and signage for the event, applied and in use. Photographic documentation of design process and deliverables in context at the event.
#01
Reference & Concept
Vintage / Mod Concept
Brief 09: Creative Networks #1 Wayne Hemingway / Collab w/ Sam Lane & Eve Warren
Wayne Hemingway is a famous and now iconic British designer who works in many fields such as fashion design, graphic design, architecture and interiors. He also runs a “Vintage by Hemingway� line of clothing, interior design, furniture designa nd even paint as well as an annual Vintage festival based in London. We had a very short turnaround for this brief, so we took the obvious conceptual route of referencing British culture, in particular mod and vintage imagery.
British Icons
Abbas Mushtaq:
Extended Practice Submission 22/05/14
The visuals and imagery we cut up to put on the posters needed to be completely clear this was a British fashion, and design themed event. We already had an idea about who we regard as British icons, but it was very useful to look into reference imagery for more British icons that suited the context in hand.
We want to simply make Hemingway feel at home and pick up on all the small references we squeeze in.
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Visual Development
Visual Development
Brief 09: Creative Networks #1 Wayne Hemingway / Collab w/ Sam Lane & Eve Warren
First we extracted the letterforms from Hemingway’s VINTAGE signage. Above are some variants and visual experimentation we carried out, before agreeing on the finalised visual style of an almost contemporary photoontage, done purely digitally.
Abbas Mushtaq:
Extended Practice Submission 22/05/14
Finalised Version
The finalised design style is much less busy, and uses stronger in a more efficient manner, with a focus on block colour instead of intricate patterns and line work referencign Hemingway’s work. I showed these designs to Eve and Sam, and we agreed to produce the rest of the posters in a similar vein.
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Final Posters
VINTAGE
Brief 09: Creative Networks #1 Wayne Hemingway / Collab w/ Sam Lane & Eve Warren
The final posters all concentrate on one letter, and all reference British culture, mods, fashion, film and music. All posters come together to spell vintage - the markets and festivals Wayne Hemingway runs.
British Colour Pallette
Abbas Mushtaq:
Extended Practice Submission 22/05/14
We felt the simplest way to communicate an aura of British culture was to simply use a primary red blue colour pallette and overprint onto black and white halftones, to create a screenprinted, cut and paste aesthetic. Overall the posters went down really well, with no copies being left for us. Wayne Hemingway even took a copy back with him!
#04
Spatial Application
Process & Application
Above are some photos of setting up the event and space. This was the first time we did a Creative Networks event, so everything was a little disorganised and perhaps not as ambitious in scope as the later events but a rewarding experience nonetheless, with a strong turnout.
Brief 09: Creative Networks #1 Wayne Hemingway / Collab w/ Sam Lane & Eve Warren
Abbas Mushtaq:
Extended Practice Submission 22/05/14
Reductive & Clinical
Creative Networks #1 Wayne Hemingway MBE
Overall feedback of the space was very positive, and we were assigned to work on the upcoming events, where had freedom to be much more creative and ambitious.
The overall identity aims to be reductive and clinical, with a clear one-colour palette of green. Green is a reassuring colour, associated with medicine. We would be gaining data from participants in a pretty controlled, and confidential manner and wanted our identity to carry this across. The overall effect is similar to Typecast prescribing the subject a font, and this was the feeling we wanted.
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