PORTFOLIO ALESSANDRA VANNUCCI K1540676 Graduate Diploma Creative Practice
This portfolio includes all practical visual and material work, written work, and visual and material studies produced for the module PM7000.
B e s ti v a l PROJECT BRIEF
”...We want you to design a new drink for this legendary musical festival. The festival a l r e a d y h a s i t s v e r y o w n b e e r - B e s t i v a l e - t h r o u g h a t i e - i n w i t h a l o c a l b r e w e r. B u t w e t h i n k it’s time it had its own unique drinks portfolio on offer on site! Whether you want to design a b e e r, c i d e r, p r e m i x c o c k t a i l o r s o f t d r i n k , t h e c h o i c e i s y o u r s ! B u t y o u n e e d t o t h i n k o f a b i g i d e a . T h e n c r e a t e a n a m e , b r a n d i d e n t i t y, c h o o s e o r d e s i g n i t s v e s s e l , a n d d e s i g n t h e graphics for its packaging. Use the festival’s quirky heritage to build some character and some attitude...”
Ai m s a n d ob j e cti v e s The aim of this project is to create a drink considering the entire scenario of a festival, such as people’s needs during a festival like Bestival, the target audience, visual identity and brand values.
B estival S cenario : Summer Time Huge place Concerts Alcoholic drinks
BESTIVAL
R ESEA R C H
The first step for the research was to try to feel the environment of Bestival and emerge as much as possible. For this, I did a mood board using pictures that I thought that would represent the festival the best, already trying to identify elements that can be used to create the drink.
“...The vibe of the festival felt almost like a circus with side-shows. There were the main stages, but all around were little tents filled with every kind of entertainment you could imagine...” 1 “My Bestival experience” (Lauren Loves Blog, 2014).
“... After all, Bestival cleverly goes for the “It’s not all about the music” vibe. From 24-hour haircuts, to hot tubs, films in the forest and rave knitting, there truly is something for everyone...” 2 “Bestival: my festival experience” (The Hippo Collective Magazine, 2015).
TARGET
“... you and 55,000 other people can dress as ridiculously as humanly possible and rave well into the early hours of the morning. It’s a chance for both the crowd and the acts to take part in transforming their look and come up with the most weird and wonderful (yet stylish) attire....” 2 “Bestival: my festival experience” (The Hippo Collective Magazine, 2015).
Besides the mood boards, I used surveys to understand a little better the kind of people that attend to festivals. The statistics bellow belongs to the research compiled by The UK Festival Awards in association with CGA Strategy in 2012 a b o u t t h e f e s t i v a l g o e r s i n t h a t y e a r.
3
According to a 2011 research by the University of Bath, where 98 people at four of the UK’s largest music festivals were inter viewed, we can understand a little better why people like to attend festivals.
“...The overall message was that festivals provided an escape for young people who felt ground down by the competitive nature of finding work that wasn’t either satisfying or enriching, the constant pressure to achieve and the sense they got from society that it was their personal failure if they d i d n ’ t m a n a g e t o m a k e t h e g r a d e – f i n a n c i a l l y, s o c i a l l y a n d o n t h e c a r e e r l a d d e r. ‘I’m interested in this idea about festivals being where people go to experience a kind of freedom, and that they feel so restricted even though w e n o w h a v e m o r e f r e e d o m s t h a n e v e r, ’ s a y s B e n g r y - H o w e l l . . . ” 4 “Why Do People Love Festivals...” (The Guardian, 2011). THE DRINK
W hat people spend mone y on ?
For better understanding of the habits of festival goers when it comes to consumption of alcoholic and nonalcoholic beverages, my research were focus one more time on the surveys and quotes (from blogs and websites) of people who have attended the festival.
W hat people drink ?
3
3
“... This brings me onto the mind-blowing creativity you’ll witness as you stroll around the festival, sunglasses firmly on your face as you hide a m o n s t r o u s t h r e e - d a y h a n g o v e r, a n d e x p l o r e t h e v a r i o u s a l t e r n a t i v e events.....” 2 “Bestival: my festival experience” (The Hippo Collective Magazine, 2015).
“... We took gin, rum, ginger beer and tonic and supplemented our supplies w i t h r e d w i n 2e a n d B l o o d y M a r y s f r o m t h e O b s e r v a t o r y C o c k t a i l B a r . . . ” 5 “My festival experience 2015” (Vicky Flip Flop, 2015).
PACKAGING Mood Board
VISUAL IDENTITY I t ’s i m p o r t a n t t o n o t e t h a t e v e r y y e a r, B e s t i v a l h a s a t h e m e , t h e t h e m e f o r 2 0 1 6 is “Machine Age”, where we can see some strong influences of a retrofuturistic design.
Mood Board
proc e s s I started my process doing a mind map, associating some words with the brand and that could also represent the drink.
PSYCHEDELIC LIGHTS summer KOMBI COLORFUL
THE DRINK After the research and attending to the classes where I could discuss with other students about the options of drinks, I realized that alcoholic drinks were quite obvious at this point. Maybe they were what people really wanted to consume in those kinds of events, but considering the big picture of a festival, alcoholic drinks are definitely not the only option. Going back to the “Bestival Scenario” first presented on the aims and objectives of this project, and the research about drinks, everything points to the fact that people get really dehydrated during festivals and don’t even realise that.
Bestival Scenario: People sweating d r i n k i n g a l o t = deh y dration
and
D rinks ideas : Water Coconut water Non-alcoholic cocktails Infused water Fruit juice Smooth Detox Green Juice
After some consideration and research (bellow), the idea the seemed more appealing to me considering the target a n d t h e b r a d w a s t h e i n f u s e d w a t e r. W hat is infused water ? Infused water is still or sparkling water infused with fresh fruit, fragrant herbs, raw veggies, and spices. It is estimated that as much as 20 percent of the nutrients in the fruits used in the infused water will be absorbed by your beverage. This means that you get great-tasting water that has the added benefit of vitamins and antioxidants. 6
7
W h y infused water ? 8 -
Keeps you hydrated Ajusts your body temperature Ta s t e s b e t t e r t h a n r e g u l a r w a t e r A lot of nutrients because of the fruits Helps with hangover Helps with fatigue Pain prevention (like headaches and muscle pain)
PACKAGING
The infused water is usually taken from a regular glass cup, since it is - in general - a recipe made at home. With the increasing interest of people for physical activity and healthy life, some types of glasses were also created to follow the lifestyle of these people. Instead of the traditional water Bottles and flasks, the bottle for infused water contains a diffuser or separate compartment for the fruits. Based on this concept, the idea is to also use the diffuser on the packaging of the drink. Also, there’s another concept I wanted to use, since important characteristic of Bestival is the connection I wanted to rescue some of these characteristics and design as well. For this, I used the reference of milk redesigns.
for me, one of the most to the 60’s and 70’s. So translate to the package bottles from the 60’s and
F unction
shape
+
=
APP The app is a very important part of this project. Through the app, people can customize their own drinks, place an order and choose the places where to pick up their drinks to avoid queues. Here are some sketches of the app screens and organization.
S creen 1 . C hoose the fruits SCREEN 2. PAYMENT SCREEN 3. CHOOSE WHERE TO PICK IT UP (KOMBI OR MACHINE)
VISUAL IDENTITY
At first when the brief was given, the Bestival had not yet revealed the theme of the festival for 2016. With that in mind, the visual identity I started creating at first was not focused on futuristic design, but a lot more colourful and tropical and especially more focused on one of the theme of the past years: desert island disco.
In the process of creating a visual identity upon something that already exists, in the case of this project, a brand extension, it’s really important to consider m a r k e t i n g , v a l u e s a n d v i s u a l a s p e c t s o f t h e p a r e n t b r a n d . T h a t w a y, n o o n l y t h e new product can be launched more easily and successful, but also it will be easy recognized by the already costumers of that brand. 9 That being said, when the Bestival launched the new site and theme for the 2016 festival, I thought it would be consistent to make the visual identity of the drink in the same language and theme style. As mentioned in the research, the theme “Machine Age� has strong retrofuturistic influences, with both strong and dark colours and geometric shapes.
Despite the change of subject, there are still a lot of similarities. There are still a lot of tropical elements, and the colours – now composed in a different way – remain in similar tones.
I w a n t e d t h e f r u i t a l s o w e r e p a r t o f t h e i d e n t i t y, a s t h e y a r e s u c h a n i m p o r t a n t part of the concept. For this, I used a technique of stamping the fruit on the p a p e r u s i n g w a t e r c o l o u r.
o u tco m e
KOMB INFUSED WATER Komb Infused Water is the perfect drink for Bestival. Bestival is a festival that all kinds of people gather to enjoy themselves in an atmosphere with great music and great vibe. One of the best parts of the festival is to drink and have fun, but a not so good part is the next day when there is a h a n g o v e r, h e a d a c h e s a n d b o d y p a i n . Infused water contains a lot of vitamins from fruits that helps prevent all these uncomfortable feelings and let all festivals goers hydrated throughout the day in the most delicious and natural w a y.
THE CONCEPT Kombi Infused Water is not just a hydrating and delicious drink, but also the consumers can have the experience to customize their own drinks through a mobile app, avoiding queues and crowds and getting your drink always fresh.
+
+
TARGET The target audience for the Komb Infused Water is the young people with free spirit, who are willing to make the most of this experience at Bestival, whether they are drinking alcohol the entire day or not, they can enjoy all the benefits of the infused water and have fun customizing it.
NAME The Bestival makes a reference to Woodstock and to the 60's and 70's, not only by shows and music, but the attractions, people and styles. A very popular item at that time was the Kombi or the C a m p e r. T h e Vo l k s w a g e n Ty p e 2 h a s r e c e i v e d numerous nicknames worldwide because of its popularity during the counterculture movement of the 60’s; The Hippie van/wagon still remains iconic for many hippies t o d a y. 1 0 Since one of the most important features of this brand is the customization and combination of fruits and flavours. The name is a combination of the words Kombi and Combination/ Combo. Kombi – reference to the 60’s and 70’s; the origin of festivals Combination/Combo - key aspect of the brand
C o m bi n a tio n + K o m bi
=
VISUAL IDENTITY For the visual identity of the brand, I chose to use similar style and elements of the 2016 theme “Machine Age�, in order to make the brand more easily recognized as part of Bestival. I used strong colours and geometric shapes, dark and bright backgrounds, composing a retrofuturistic style with tropical touches in reference of the fruits and natural elements that are an important part of the brand. For the logo, the O represents the diffuser that goes inside the bottle, the colourful geometric shapes inside of it are the fruits and combinations that can be made.
Havana Rounded
a b c d e f g h i j k l m n o p q r s t u v x w y z a b c d e f g h i j k l m n o p q r s t u v x w y z 0 1 2 3 4 5 6 7 8 9
OCR A EXTENDED a b c d e f g h i j k l m n o p q r s t u v x w y z a b c d e f g h i j k l m n o p q r s t u v x w y z 0 1 2 3 4 5 6 7 8 9
PACKAGING For the packaging I also wanted to use some retro elements, so the shape is i n s p i r e d b y o l d m i l k b o t t l e s o f g l a s s . H o w e v e r, t h e b o t t l e i s e n t i r e l y m a d e o f plastic and in the middle it has a diffuser where the fruit goes. Above that, t h e r e ’s a f i l t e r, t o p r e v e n t t o s w a l l o w b i g p i e c e s o f f r u i t s a n d s e e d s , a n d t h e cap which it’s not removable, you just lift it to open it so you don’t lose the cap. Lastly there’s the label, which is in bottom part of the bottle, so we are able to see the water and the fruits, the label follows the identity of the brand.
APP T h r o u g h t h e a p p , y o u c a n c h o o s e a n d c u s t o m i z e y o u r d r i n k , p l a c e t h e o r d e r, p a y and choose a place to pick up the drink.
KOMBI AND MACHINE To p i c k u p y o u r K o m b I n f u s e d W a t e r, t h e r e a r e t w o o p t i o n s : Yo u c a n g o t o t h e Machine, if you’ve made your request, you just enter the number on the screen and your Komb will be made immediately inside the machine, and you will have the most refreshing drink made of frozen fruit.
The other option is to go to the Kombi, you just have to give your number to one of the bartenders and they will make your drink with fresh fruit and put on a show!
UNIFORM AND ESSENTIALS uniform
essentials
B iblio g r a ph y a n d R e f e r e n c e s 1. Lauren Loves Blog (2014) My Bestival Experience with @SureUK. [ONLINE] Available at: http://www.laurenlovesblog.co.uk/2014/09/my-bestival-experiencewith-sureuk.html. [Accessed 25 January 2016]. 2. The Hippo Collective Magazine (2015) Bestival: my festival experience [ONLINE] Available at: http://www.thehippocollective.com/2015/06/29/bestivalmy-festival-experience/. [Accessed 25 January 2016]. 3. Festival Insights (2012) 2012 UK Festival Market Report [ONLINE] Available at: http://www.festivalinsights.com/wp-content/uploads/2012-UK-FestivalMarket-Report.pdf. [Accessed 23 January 2016]. 4. The Guardian (2011) Why do people love festivals – is it the music? The beer? Or a place to forget your rubbish job? [ONLINE] Available at: http://www. theguardian.com/education/2011/jul/18/music-festivals-research [Accessed 23 January 2016]. 5. Vicky Flip Flop (2015) My Bestival Experience 2015 [ONLINE] Available at: http://vickyflipfloptravels.com/my-bestival-experience/ [Accessed 24 January 2016]. 6. Lose Weight By Eating (2015) Infused Water [ONLINE] Available at: http:// www.loseweightbyeating.com/infused-water/ [Accessed 30 Januar y 2016]. S t a n d a r d ( 2 0 1 5 ) D r i n k Yo u r F i v e a D a y [ O N L I N E ] A v a i l a b l e a t : h t t p : / / w w w. standard.co.uk/lifestyle/foodanddrink/drink-your-five-a-day-why-londoners-arekeeping-hydrated-with-fruit-infused-water-10305197.html [Accessed 30 Januar y 2016]. Filter Butler (2014) Is Fruit Infused Water Better for Me? [ONLINE] Available at: h t t p : / / f i l t e r b u t l e r. c o m / b l o g / i s - f r u i t - i n f u s e d - w a t e r- b e t t e r- f o r- m e / # i x z z 3 y q c f x J q 1 [Accessed 30 January 2016]. 7. Rawfully Organic (2014) FullyRaw Fruit-Infused Vitamin Water! [ONLINE] Available at: http://www.rawfullyorganic.com [Accessed 31 Januar y 2016]. 8. Lose Weight By Eating (2015) Infused Water [ONLINE] Available at: http:// www.loseweightbyeating.com/infused-water/ [Accessed 30 Januar y 2016]. Greatist (2014) Reasons to Drink Water [ONLINE] Available at: http://greatist. com/health/reasons-to-drink-water [Accessed 30 January 2016]. 9 . K , K e l l e r a n d P, K o t l e r . ( 2 0 1 5 ) M a r k e t i n g M a n a g e m e n t , U n i t e d S t a t e s : P e a r s o n (15th edition) 1 0 . W i k i p e d i a ( 2 0 1 5 ) V o l k s w a g e n Ty p e 2 [ O N L I N E ] A v a i l a b l e a t : h t t p s : / / e n . w i k i p e d i a . o r g / w i k i / V o l k s w a g e n _ Ty p e _ 2 [ A c c e s s e d 1 0 A p r i l 2 0 1 6 ] .
MOCK UPS Graphic Burger (2016) 5x Iphone 6 in Hand Mockups [ONLINE] Available at: h t t p : / / g r a p h i c b u r g e r. c o m / 5 x - i p h o n e - 6 - i n - h a n d - m o c k u p s / [ A c c e s s e d 1 2 A p r i l 2016]. Graphic Burger (2016) Essentials Mockups Free Set [ONLINE] Available at: h t t p : / / g r a p h i c b u r g e r. c o m / e s s e n t i a l s - m o c k u p s - f r e e - s e t / [ A c c e s s e d 1 2 A p r i l 2016]. Dibbble (2016) NAXMV Poster Mockup [ONLINE] Available at: https://dribbble. com/shots/2570565-NAXMV-Poster-Mockups-Free-Download [Accessed 12 April 2016]. Dibbble (2016) NAXMV Poster Mockup [ONLINE] Available at: https://dribbble. com/shots/2570565-NAXMV-Poster-Mockups-Free-Download [Accessed 12 April 2016]. B e h a n c e ( 2 0 1 6 ) F r e e R e a l i s t i c H a n g i n g T- S h i r t M o c k u p [ O N L I N E ] A v a i l a b l e a t : h t t p s : / / w w w . b e h a n c e . n e t / g a l l e r y / 2 5 6 3 7 1 3 1 / F r e e - R e a l i s t i c - H a n g i n g - T- S h i r t Mockup-PSD [Accessed 12 April 2016].
w h a t g d cp has done for m e MANIFESTO BRIEF
“Create your personal manifesto as a creative practitioner based upon informed consideration of other views and positions.”
My manifesto is about creativity itself, there’s a lot of discussion about whether creativity is a gift that you are born with it or it’s a skill that you can develop. P e r s o n a l l y, I w o n d e r e d a b o u t t h a t q u i t e a l o t i n l i f e , a n d i n m a n y s i t u a t i o n s I g o t to the conclusion that it’s definitely something whether you’re born with it or y o u d o n ’ t h a v e i t , v e r y s i m p l e . H o w e v e r, a s t i m e w e n t o n a n d I b e g a n t o s t u d y about creativity and actually be creative, my mind changed. In order to be creative, it is important to think, live, explore, learn, ask, listen and built a background. My manifesto it’s about how creativity is not simple, it’s something you build.
“Creativity is seeing what everyone else has seen, and thinking what no one else has thought.” 1 Albert Einstein
“Creativity is not a talent. It is a way of operating.” 2 John Cleese
“Think left and think right and think low and think high. Oh, the thinks you can think up if only you try” 2 D r. S e u s s
THEN AND NOW BRIEF “Write 300 words (+ include imagery), that represents your personal trajectory through the course. This should be in the form of a ‘then and now’ scenario where you reflect upon a piece of work that you created prior to commencing the GDCP and one that you have created during the course.”
“When we are working on the client’s clock, we’re not being paid for e x p e r i m e n t i n g . Yo u c a n ’ t i n n o v a t e i n a m e a n i n g f u l w a y u n d e r t h o s e restrictions. If we want to break new ground within our selves, we must leave time to do that between paid jobs.” 3 “Why you must make time for personal projects” (Creative Bloq, 2015).
My background is graphic design, and my previous education in this matter was very weak in fact, I was in university for 5 years and I did not learn about c o l o u r s , t y p o g r a p h y, l a y o u t s a n d o t h e r v e r y i m p o r t a n t a s p e c t s o f g r a p h i c d e s i g n . The focus of my studies was always the job market; all the projects were focused to a customer or a brand. And in the second year of college, in fact, I began working as a graphic designer and I got very used everything being fast p a s s e d a n d a l w a y s h a v i n g t o t a k e p r a c t i c a l s o l u t i o n s t o t h e c u s t o m e r, a n d t h o s e solutions were not always very creative.
This piece is from the “words” project, although I really like the concept I created for this project, I see some flaws as strong tendencies to advertising campaigns, when is not the case. Also, since I was used to work in a very fast passed environment, I got used to don’t create my own material and use stock images instead.
This is a spread of my Capstone project, different from the other piece, I started producing my own material for my projects. This was the first project ever I used my own photographs. Also, since the “words� project, I see a great difference in my creative process; I learned to stay longer in the process in order to achieve better results. The process has always been a step I passed over by the rush and tight deadlines, and never learned the true importance of sketches, testing different kinds of layouts and grids and printing the projects. I certainly can say that now, in addition to producing my own content, it takes me much more time to accomplish my projects but I have much more satisfactory and creative results.
PROJECT BRIEF
o u tco m e
“A 1000-word re ective summary (incorporating visualisations or other non-written elements) in which you present your personal trajectory through the course, and identify the key l e a r n i n g o u t c o m e s o f t h e e x p e r i e n c e f o r y o u a s a c r e a t i v e p r a c t i t i o n e r. Yo u s h o u l d i d e n t i f y and reflect on what creative practice means to you, and how the experience of being on the course has informed or changed this view.”
D u r i n g m y c h i l d h o o d , I a l w a y s k n e w I w o u l d b e i n a c r e a t i v e c a r e e r. H o w e v e r, this fact didn’t happen because someone told me that I was creative or much l e s s b e c a u s e I t h o u g h t I w a s c r e a t i v e , q u i t e t h e o p p o s i t e a c t u a l l y. I a l w a y s h a d problems at school and at home, so as a child I always felt the need to escape my own reality using my imagination and playing pretend. Over the years, I found out that I had some skills in computer graphics and how I could communicate t o p e o p l e m u c h m o r e e f f e c t i v e l y t h a t w a y. T h u s , m y p e r s o n a l l i f e a n d n e e d s , hobbies and career were intertwining and becoming one single thing: graphic design. My studies in graphic design, although were quite long and intense, were not very satisfactory as I wanted. So I looked up for a kind of course I could r e a f f i r m I w a s o n t h e r i g h t t r a c k a n d r e a p p r a i s a l o f m y c r e a t i v i t y. M y e d u c a t i o n had a strong focus on marketing; the projects were always aim to customers and b r a n d s . S h o r t l y a f t e r I s t a r t e d m y s t u d i e s i n t h e u n i v e r s i t y, I s t a r t e d w o r k i n g a n d got even more focus on the real clients and brands, and most of the time making decisions much more practical than creative. By that time, I could understand how this was a problem simply because I was not 100% happy with my choices, b u t I c o u l d n o t i m a g i n e t h e i m p o r t a n c e o f t h i s f o r m e a s g r a p h i c d e s i g n e r.
“When designing, you need to draw on many different experiences and obser vations. It’s vital as a designer to be curious and reflective. It’s i m p o r t a n t n o t t o b e t o o c o n s u m e d b y g r a p h i c d e s i g n . Yo u n e e d t o s e e k inspiration from other places.” Mitchem, 2014 pp 46-51
In the GDCP course I came across many new different things and challenges. The acts of simply think a little bit more about the concept first, or making a sketch became very important and challenging for me. But my biggest challenge was to make my own personal projects, something I release now it’s ver y new for me. When I first started this course I came across extremely short and broad briefs; requiring reflection, research, personal interpretation and development. I was able to identify very soon how different and uncomfortable those kind of projects were for me, but it was along the course and a lot of projects and frustration later I was able to understand that this was my biggest challenge and reasons for it.
“Remixing” project, when I learned that just sketching a project before realizing it, makes a huge difference.
I identify that, before this course, I avoided any personal projects. My projects i n t h e u n i v e r s i t y, w o r k a n d e v e n t h e p r o j e c t s I m a d e f o r m y s e l f , w a s a l w a y s aim to a customer or brand. And although I was able to put my personality and communicate myself in my projects, I was always projecting something else or s o m e o n e e l s e , b u t n e v e r m y w o r k a s a d e s i g n e r, a s a p e r s o n a l r e f l e c t i o n o r manifesto.
“Not all personal projects need to be challenging and ambitious. It is also great for our mental health to just have fun as well, and more often than not the fun stuff can turn out pretty good. … On the other side of that coin, there is an ease and comfort in letting the clients tell you what problems to solve. Sometimes we might not know what we want to paint and painting what other people want relieves us of that weight. Indulging that comfort for too long can cause us to forget who we are as artists.” 3 “Why you must make time for personal projects” (Creative Bloq, 2015).
“There’s also a substantial amount of research on the link between creativity and mental health issues such as depression. Studies suggest creative people tend to be more vulnerable to psychiatric issues, particularly bipolar d i s o r d e r . Ye t m a n y p s y c h o l o g i s t s s a y d e p r e s s i o n h a s n o t h i n g t o d o w i t h t h e ability to be creative. Instead, creativity is associated with self-reflection, and that tendency to ruminate may be what’s causing the feelings of depression. I n f a c t , f a r f r o m p r o m o t i n g c r e a t i v i t y, d e p r e s s i o n m a y a c t u a l l y m a k e i t h a r d e r for people to be creative, and they may only start to be creative again once their mood improves. But creativity might be a remedy for the blues: Barron suggests doing something creative (like writing about a bad experience) can help people get over feelings of depression.” 4 “How Creativity Makes Us Happier” (Greatist, 2013).
T h r o u g h t h e f i r s t p r o j e c t s i n G D C P, I r e a l i z e d t h a t I kind of outcome, and I was always stuck and lost in was quite upsetting for me, since I had my creative functional in my mind. The reason for this was very of judgment, fear of exposing myself.
was not able to produce any my creative process – which process very clear and easy to answer myself: fear
“Scale” project. I consider this project the worst project I made through this course, the feeling of being completely stuck and afraid of exposure applies 100% here, and the result was a very unoriginal and bad executed project.
“The relaxation phase is crucial. That’s why so many insights happen during warm showers. … One of the surprising lessons of this research is that trying to force an insight can actually prevent the insight.” 5 “ D e v e l o p i n g Yo u r C r e a t i v e P r a c t i c e ” ( 9 9 u , 2 0 1 1 ) .
“Process” project. This is a project I wish I could go back and do it again, and maybe I will. This project I thought it was extremely easy at first – because I thought I knew my process – however turns out that I realized that I have a lot of missing pieces in my creative process. “Finding a way to be artistic can add tremendously to your quality of life. For most of us, much of our active time every day is dominated by taskcompletion-activities, things that aren’t particularly meaningful or important to us, but just have to get done. Creative practice is about making a time for meaning.” 6 “The Benefits Of Creative Practice” (Tim Woods, 2009).
The project “words” was the turning point for me. Tired to get so frustrated with my projects, I decided to make a real personal project, and through words and images I showed how I felt for the last 12 months of my life. It was the first project I looked inside myself and found inspiration and ability to expose myself. I consider it a working in progress for me, it is still difficult to expose myself, it is still difficult to use my references and personal opinions to develop something, with that in mind, my capstone Project is also a project that extremely personal nature in order to further develop this ability and process.
“Words” project. I did not create amazing and creative things in this course, but I developed incredible things, such as critical thinking, the ability to expose myself and e x p o s e m y c r e a t i v i t y a n d m y p r o j e c t s w i t h o u t f e a r. B e i n g a c r e a t i v e p r a c t i n e r f o r m e i s t o d o m e a n i n g f u l t h i n g s a n d n o t t o h o l d y o u r s e l f i n j u s t o n e s k i l l , b u t t r y, explore and reflect.
B iblio g r a ph y a n d R e f e r e n c e s 1 . A r t B e y o n d C a n v a s ( 2 0 1 4 ) C r e a t i v i t y, A Ta l e n t O r A S k i l l . [ O N L I N E ] A v a i l a b l e at: http://www.artbeyondcanvas.com/creativity-a-talent-or-a-skill/ [Accessed 15 March 2016]. 2 . Tw i s t e d S i f t e r ( 2 0 1 2 ) Q u o t e s O n C r e a t i v i t y [ O N L I N E ] A v a i l a b l e a t : h t t p : / / t w i s t e d s i f t e r. c o m / 2 0 1 2 / 0 3 / 1 5 - f a m o u s - q u o t e s - o n - c r e a t i v i t y / [ A c c e s s e d 1 5 M a r c h 2016]. 3. Creative Bloq (2015) Why you must make time for personal projects [ONLINE] Available at: http://www.creativebloq.com/career/why-you-must-make-timepersonal-projects-91516583 [Accessed 15 March 2016]. 4. Greatist (2013) How Creativity Makes Us Happier [ONLINE] Available at: http://greatist.com/happiness/how-creativity-makes-us-happier [Accessed 15 March 2016]. 5 . 9 9 u ( 2 0 1 1 ) D e v e l o p i n g Yo u r C r e a t i v e P r a c t i c e [ O N L I N E ] A v a i l a b l e a t : http://99u.com/articles/7034/developing-your-creative-practice-tips-from-brianeno [Accessed 15 March 2016]. 6. Tim Woods (2009) The Benefits Of Creative Practice [ONLINE] Available at: http://www.timwoods.org/2009/10/25/the-benefits-of-creative-practice/ [Accessed 15 March 2016]. OTHERS
James Ckaufman (2013) What Is Creativity [ONLINE] Available at: http://www. jamesckaufman.com/what-is-creativity/[Accessed 15 March 2016]. E n t r e p r e n e u r ( 2 0 1 5 ) 1 4 T h i n g s N o b o d y To l d Yo u A b o u t B e i n g C r e a t i v e [ O N L I N E ] A v a i l a b l e a t : h t t p : / / w w w. e n t r e p r e n e u r. c o m / a r t i c l e / 2 4 9 4 2 3 [ A c c e s s e d 1 5 M a r c h 2016]. C a l i f o r n i a S t a t e U n i v e r s i t y, N o r t h r i d g e ( 2 0 1 5 ) W h a t i s c r e a t i v i t y ? [ O N L I N E ] Available at: https://www.csun.edu/~vcpsy00h/creativity/define.htm [Accessed 15 March 2016]. K a u f m a n , J . C . ( 2 0 0 9 ) . C r e a t i v i t y 1 0 1 . N e w Yo r k : S p r i n g e r. K a u f m a n , J . C . , & B a e r, J . , ( 2 0 0 5 ) . T h e A m u s e m e n t P a r k T h e o r y o f C r e a t i v i t y. NJ: Lawrence Erlbaum.
C A P S T O NE PROJECT BRIEF
“This element of module PM7000 is a ‘capstone’ final major project, which represents an
extended self-directed response to a theme or topic which you identify as interesting to y o u r s e l f a s a c r e a t i v e p r a c t i t i o n e r. T h i s c a p s t o n e p r o j e c t i s t h e u l t i m a t e e x p r e s s i o n o f y o u r p e r s o n a l p o s i t i o n a n d e n d e a v o u r w i t h i n t h e G D C P. I t g i v e s y o u t h e o p p o r t u n i t y t o synthesise your previous learning and experience into a defining major personal project.”
Ai m s a n d ob j e cti v e s The aim of this project is to document, through a book, my life in London studying abroad. With this book I want to be able to represent the experiences t h a t I a m l i v i n g i n a v e r y i n s p i r i n g w a y, I want to inspire people and give a better understanding of how it’s like to go through amazing experiences like this. The target is anyone that can be inspire by this. Also, as discussed before in the “What GDCP has done
for me?” project, I went through some difficulties in realizing personal projects in this course, and since this project is being focus in my personal experiences, he objective is to get in touch with my weakness so I can finally improve it.
EDITORIAL DESIGN
Inspire people Understanding Journal/diary Documentation Advices/Tips
R ESEA R C H I used two kinds of research for this inspiration in general. The first kind other artists, typography and styles. books, travel blogs and watch films, document experiences.
p r o j e c t . M a i n l y, i t w a s l o o k i n g f o r of research was focused in editorial design, The second kind were about reading travel in order to understand the better way to
Ray Gun was a magazine founded in 1992 by David Carson. The magazine proved t o b e a n e x p l o r a t i o n o f t y p o g r a p h y, l a y o u t a n d v i s u a l s t o r y t e l l i n g t h a t w o u l d shift the approach of many graphic designers. Carson’s style of typographic experimentation influenced the development of the deconstruction style of design and a whole new generation of designers. The experiments by Carson and other Ray Gun designers were chaotic, abstract and distinctive, but sometimes illegible. 1
Into the Wild is a 2007 American biographical drama survival film. It is based on the travels of Christopher McCandless across North America and his life spent in the Alaskan wilderness and his two-year travels leading up to his journey to Alaska. 2
Eat Pray Love is about a married woman realizing how unhappy her marriage really is, and that her life needs to go in a different direction. After a painful divorce, she takes off on a round-the-world journey to “find herself�. 3
proc e s s
G r e a t p a r t o f t h i s p r o j e c t e v o l v e d t o w a l k a r o u n d t h e a r o u n d c i t y, t a k e p i c t u r e s and reflect on subjects that inspire me and that would be relevant to put in the book.
Although graphic design and editorial design are areas that I do not have many problems in the execution, as discussed in “What GDCP has done for me” project, personal projects leave me very uncomfortable and I find extremely difficult to execute them. Therefore, in this project, there were many layout changes, just because I couldn’t find the right solution or I thought that it was not appropriated for this project. A very effective solution I found was step back from the project when I was feeling overwhelmed and return only after it. Those are one of the first sketches of the layout, the concept of the design didn’t change much, but I feel the need to change the design quite a lot.
As expected, I felt a lot of trouble to make the book a documentary about my experiences. At first, I was much more focused on the city and its characteristics than in my own experiences living and studying abroad.
After stepping out of the project a few times, I decided to approach the book d i f f e r e n t l y. I l o v e t o d o c u m e n t a n d w r i t e ( t h a t ’s w h y t h e c h o i c e o f t h e m e f o r t h e p r o j e c t ) s o i n m y n o t e b o o k , o n m y p h o n e a n d m y c o m p u t e r, I h a v e s e v e r a l n o t e s t o e v e n t s o f m y l i f e , a b o u t t h i n g s I f i n d f u n n y, s t r a n g e , t h i n g s t h a t m a k e me happy or sad. They are not organized and are scattered everywhere, most of them don’t make any sense, but I decided to organize these notes and put in the book through days that I was in London.
From there the project finally began to take shape and make sense to me. At that point, I felt the need to organize t h e b o o k c h r o n o l o g i c a l l y.
1. 2. 3. 4.
B efore H ow I got here W hat I am doing now F uture
(339) days in London Since I was putting the book by dates and days, for me it made sense that the t i t l e o f t h e b o o k w a s t h e n u m b e r o f d a y s o f m y j o u r n e y. 3 3 9 a r e t h e n u m b e r o f days that I have permission to stay in London according to my visa: September 20th to August 24th
DESIGN
M ain graphic design elements Deconstruction (Ray Gun) Ty p o g r a p h y Photography Sketches Ye l l o w s t r i p ( t u b e r e f e r e n c e ) Images and texts overlapping Images and texts off page limit
Day (01) “Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla vel pretium nunc. Duis leo erat, suscipit ut blandit et, lacinia eu enim. “
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla vel pretium nunc. Duis leo erat, suscipit ut blandit et, lacinia eu enim. Phasellus tincidunt facilisis risus, eget commodo ligula condimentum non. Suspendisse tempor, erat sit amet tempor commodo, massa magna posuere elit, sed molestie nunc lorem vel sapien. Maecenas maximus magna ex, id maximus ex laoreet egestas. Nulla commodo egestas mi, vitae dignissim nisi pulvinar eget. Mauris ornare nisl vel justo posuere, sit amet luctus nunc accumsan.
FV ALMELO abcdefghijklmnopqrstuvxwyz abcdefghijklmnopqrstuvxwyz 0123456789
American Typewriter
abcdefghijklmnopqrstuvxwyz abcdefghijklmnopqrstuvxwyz 0123456789 Kokila abcdefghijklmnopqrstuvxwyz abcdefghijklmnopqrstuvxwyz 0123456789
o u tco m e Please go to the link below to check the complete book: https://issuu.com/alessandrav/docs/339daysinlondon
B iblio g r a ph y a n d R e f e r e n c e s 1. Design Is Histor y (2015) Ray Gun [ONLINE] Available at: http://www. d e s i g n i s h i s t o r y. c o m / 1 9 8 0 / r a y - g u n / [ A c c e s s e d 2 6 J a n u a r y 2 0 1 6 ] .
2. Wikipedia (2016) Into The Wild [ONLINE] Available at: https://en.wikipedia. org/wiki/Into_the_Wild_(film) [Accessed 10 April 2016]. 3. IMDB (2016) Eat Pray Love [ONLINE] Available at: http://www.imdb.com/title/ tt0879870/ [Accessed 10 April 2016]. OTHERS David Carson Design (2014) Ray Gun [ONLINE] Available at: http://www. davidcarsondesign.com/t/tag/raygun/ [Accessed 13 February 2016]. B e h a n c e ( 2 0 1 3 ) B e i n g C a l i f o r n i a n Tr a v e l G u i d e [ O N L I N E ] A v a i l a b l e a t : h t t p s : / / w w w. b e h a n c e . n e t / g a l l e r y / 1 2 7 9 5 8 3 1 / B e i n g - C a l i f o r n i a n - Tr a v e l - G u i d e [ A c c e s s e d 2 7 February 2016]. T h e G u a r d i a n ( 2 0 1 1 ) L o n d o n e r s b y C r a i g Ta y l o r R e v i e w [ O N L I N E ] A v a i l a b l e a t : http://www.theguardian.com/books/2011/nov/01/londoners-craig-taylor-review [Accessed 28 January 2016]. Find The Data (2016) U.K. vs Brazil [ONLINE] Available at: http://countryfacts.findthedata.com/compare/28-129/United-Kingdom-vs-Brazil [Accessed 28 January 2016]. If It Were My Home (2016) Compare U.K. and Brazil [ONLINE] Available at: http://www.ifitweremyhome.com/compare/GB/BR [Accessed 28 Januar y 2016]. Versus (2015) London vs São Paulo [ONLINE] Available at: https://versus.com/ en/london-vs-sao-paulo [Accessed 29 March 2016]. S a l f o r d Ty p e F o u n d r y ( 2 0 1 4 ) I s D e s c o n s t r u c t i o n W i t h i n Ty p o g r a p h y R e l e v a n t I n t h e 2 1 s t C e n t u r y ? [ O N L I N E ] A v a i l a b l e a t : h t t p : / / s a l f o r d t y p e f o u n d r y. c o . u k / e s s a y / is-deconstruction-within-typography-relevant-in-the-21st-century/ [Accessed 26 January 2016]. S a l f o r d Ty p e F o u n d r y ( 2 0 1 4 ) I s D e s c o n s t r u c t i o n W i t h i n Ty p o g r a p h y R e l e v a n t I n t h e 2 1 s t C e n t u r y ? [ O N L I N E ] A v a i l a b l e a t : h t t p : / / s a l f o r d t y p e f o u n d r y. c o . u k / e s s a y / is-deconstruction-within-typography-relevant-in-the-21st-century/ [Accessed 26 January 2016]. Te m p l e , R . ( 2 0 1 5 ) V e r y B r i t i s h P r o b l e m s A b r o a d , L o n d o n . Brown, M. (2015) London Night and Day: The Insider ’s Guide to London 24 Hours a D a y, L o n d o n : B a t s f o r d L t d M e s e g u e r, L . ( 2 0 1 0 ) Ty p o M a g , L o n d o n : I n d e x B o o k s .