Brief 07 _ Secret 7" 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 07 _ Secret 7” Entry Synopsis: Produce a 7” Sleeve for the Secret 7” charity exhibition. The song to produce artwork for is Elbow – Grounds For Divorce. Apply considerations for song release, and a web presence

List of deliverables

Evidence

(boards, resolutions, apps,etc)

(Series of business cards, posters, website etc)

Boards

6 x design boards showcasing concept, reference imagery, idea generation and finished resolutions, with proposals for application.

Evaluation: Positives and learning curves throughout brief A positive for this brief was it was very enjoyable to research into, looking into designers portfolios such as Peter Saville and Storm Thorgensen was inspiring and definitely informed my own final solution. Art direction, and physical / spatial design is something I want to progress into one day, and seeing design such as this was eye-opening and inspiring.

It was enjoyable, and a change of pace to work on a short turnaround brief, without real consideration for campaigns and clients, or communication really as the focus is on the imagery.

Difficulties faced throughout the module The main issue was finding suitable reference imagery for the concepts and rough sketches I had in mind. It took a long time, and took time away from time I could have spent designing and pushing the visuals on in terms of a campaign and website. In the end I found a strong reference imagery that I worked with.

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.

-Overall, I’m pretty happy with the final resolutions and feel it is a strong record sleeve, I don’t think it’s quite to the standard of the work I was looking at by designers such as Peter Saville nd Storm Thorgensen, but that’s a pretty high standard to achieve for.

I feel Ive achieved my concept of a strong image, that captures the tone of the song, while still being open to interpretation.

Ratings (Very Bad) 1 - (Very Good) 5 Quality of work _______ 4 Quantity of work ________ 3 Attendance ________4 Punctuality _________3 Motivation _________4