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Brief 18 _ Talia Welka Branding

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Extended Practice Submission 22/05/14

Brief

Produce a full identity for Talia, taking into account the clients specialism and needs, and vitally – what makes the client unique and interesting. Produce material that aims to to make the clients day- to-day life a little easier, and more efficient.

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Talia Welka is a 3rd year photography student at Leeds College of Art in need of a self-rebrand. In time for final submission of her module and to further prepare her for the professional world in a smart, and conceptually strong manner.

Abbas Mushtaq:

Evidence

Talia’s work focuses primarily on fashion, editorial and documentary style photography. Bold in colour, and composition.

Minimum expectations for the identity are business cards, letterheads, invoice, logo and crucially mail-out material such as a portfolio and invites.

Online blogging of development, research and constant reflection of progress.

All material needs to be easily producible in bulk by the client as and when needed – in particular for the end of year show.

Photography and presentation of final deliverables

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HOTOG

Reference Imagery & Concept

Brief 18 _ Talia Welka Branding

Talia’s Photography

An obvious choice of reference but a relevant one, Talia’s photographic style influenced the aesthetic quality of the identity, particularly the elegant femininity of her photoshoots.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Flag & Shape

An immediate direction of thought was to deconstruct the Isreali flag,Talia’s nationality and great source of inspiration. A variety of shapes can be pulled out from the flag, in order to create a shape/key system.

The hexagon shape formed in the middle of the Israeli flag, also foms in the middle of a camera lens.

Along with vibrant use of colour and lighting, that informed the identity, and photography of deliverables.

Photography Grids

Perfect proportions and photography grids, which works in a system of three influenced the grid system of Talia’s identity.

In particular the idea of working within three’s and multiples of each other in terms of layout, and pt size, in the aim of creating proportion in layout.

Logging and Personable Material

Much of Talia’s photography is film photography, a traditional and analog form with an ephemeral quality in terms of logging data. Logging of data is relevant as film photography does not contain image data such as aperture, shutter speed and so on.

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Contextual Research

Edge Printing – Block Colour

Brief 18 _ Talia Welka Branding

Colour forms a vital part of Talia’s work, so the process of edge printing was researched into and experimented with a few trial runs.

In the end, the process was too time-consuming and unreliable when cutting business cards by hand as we did at this point. The process was scrapped in the favour of triplexed cards.

Fashion Editorial

Much of Talia’s work focuses on female empowerment and fashion, with the bulk of her final year projects being based around the growing trend of ‘Fitspiration’.

Looking into layouts associated with high fashion in a minimal design approach was key.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Branding System

A branding system was needed, a simple visual or rule of design that can be applied in a variety of methods and contexts, to further extend the brand.

For example, in the highlighted examples a simple wireframe shape is appleid and extended in a numver of ways, and is a logical solution in each case.

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Brief 18 _ Talia Welka Branding

Abbas Mushtaq:

Extended Practice Submission 22/05/14

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Initial Visuals

Initially, we had high hopes for a simple shapebased identity that deconstructed the Israeli flag to create a variety of logomarks correlating with various specialisms that Talia offers.

In the end, type sat awkwardly within the shapes, and narrowing don Talia’s specialisms at this early stage may be counter-productive professionally. A dy

Final Solutions

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Development & Process

The final solutions, especially so with the rounded type logo effectively communicate photography through the subtle suggestion of a camera lens in the form of a circle open for holepunching across all identity to create a pinhole.

The idea of building an identity around the simple concept of a pinhole, is the simplest solution for the subject in hand - and lends itself well to cost-effective branding via holepunch, and rubber stamp.

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Brand Guidelines

Brief 18 _ Talia Welka Branding

Grid System

The Grid System forms a vital part of the grid of all print material, working in multiples of three,s from number of colums, to type sizes. This allows a strong relationship between all elements on the spread.

The visible grid system is applied to house information and data on applications such as invoice, and portfolios, with the circles on the grid acting as points of focus.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Stock

The branding, from the beginning needed to be easily standardised and mass produced at a later date. The logical solution was to source paper stock from a global supplier, we chose GFSmith for their reliability and durability when it comes to laser, and inkjet printing.

Scaling

22mm margin maximum on all logo materials is absolutely essential and must be factored into design decisions as this is the maximum a standard holepunch can travel from the edge of the page.

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Concept & Final Solution 01

Concept

Brief 18 _ Talia Welka Branding

Talia’s identity aims to be simple, reductive and clear in its purpose. The Talia Welka identity is impressive in its clarity, allowing the bold photography the client offers to instead take centre stage, and allow her personal identity to carry out its job efficiently.

The use of stamps and a handheld holepunch to create a simple, but effective pinhole concept across the logo and identity creates a simple link between Talia Welka and her specialism of photography.

Ease of use, and lack of difficulty in easy production were required, consequently stamps and holepunching form a leading part of application, allowing the client to virtually brand anything easily, and quickly.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Colour Palette

Purple accentuates the identity, and was chosen simply because it is the clients favourite colour, so the justification may be a simple one. Yet very relevant and important in expressing an individuals identity in their personal branding.

Purple is not a colour normally associatied with a young, contemporary subject. Purple is a colour associated with luxury, this juxtaposition between colour and subject create a unique approach to a photographers identity.

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Final Solution 02

Brief 18 _ Talia Welka Branding

Mail-Outs & Correspondence

Material such as business cards, invites, loose photographs, invoices and so on were carefully considered as these form a vital part of Talia’s identity, especially so with the End of Year show coming up and a higher number of potential opportunities for Talia.

Elasticated Stacks

Elasticated stacks of photographs, rubber stamped on the back with Talia’s full details are incorporated within the final deliverables.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Private View Invites

Private View invites are essential at this point of the year, in preparation for the End of Year Show. The Invites, break down Talia as a photographer, her end of year show exhibition and possess all relevant communicative information to collaborate with Talia.

As with the loose stacks, the invites are designed to fit perfectly within a DL envelope, ready to send out.

A full stack can be given to an important client, or single leafs can be slotted into a DL envelope, and sent as a portfolio mail-out. Again, the stacks are elasticated exactly a third of the way down, further pushing the rule of three grid system.

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Final Solution 3

Tone of Voice

Brief 18 _ Talia Welka Branding

Talia’s main FMP and source of most photography throughout the identity is FITSPIRATION, a project investigating female health and fitness, and empowerment.

Throughout the portfolo and identity,subtle, but engaging quotes from unlikely sources such as Shakespeare further extend this notion the audience will subscribe to. Quoting Shakespeare instead of a fitness blog, adds a layer of intelligence and quirkinesss to the brand.

Portfolio

Talia Welka’s portfolio is an amalgamation of all notable proejcts she has carried out, with fold out elements creating a layer of interactivity.

The screw bind creates an unlikely relationship between fashion and material, a rugged ‘imperfect’ quality Talia strives for in her work.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Cost-Effective Version

More cost-effective and cheaper portfolio’s are also produced, to be produced in bulk at a lower price than the larger portfolio. These are similar to a zine and can be sent around, or handed out at fairs, exhibitions and the End of Year Show.

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Final Solution 3

Brief 18 _ Talia Welka Branding

Stamp Branding

Rubber stamps create a personal connection to the brand and Talia’s clients, almost acting as a seal of approval.

Stamps allow Talia to brand almost anything with ease, and create a more professional outcome and first impression.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Holepunch Concept

As mentioend earlier, the simple basis of the identity revolves around the pinhole, simply holepunched out in all available contexts.

The logo works without the hole punched through, but is much stronger and interesting with the pinhole pushing on the notion of photography.

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Application

Brief 18 _ Talia Welka Branding

End of Year Show

End of Year show incorporates square frames to further push the referencing of social media and Instagram posts as part of Talia’s research into #Fitspiration culture.

Abbas Mushtaq:

Extended Practice Submission 22/05/14

Website

Horizontal scrolling website across laptop and tablet further extend the fold-out interaction of the printed portfolio. Creating a similar sense of motion between print and digital.

Large scale photographs, further push the idea of bold photography, with little textual information needed.

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