Portfolio2

FMP

The aim and objective of this unit is to produce a body of work going towards the plannign of an art event, this includes the branding aspects of the event, an event plan itself and a mini publication about the artists to be featured.

This report will explore the event itself; which will include the branding surrounding it, a SWOT analysis, where the gap in the market is for the exhibit and the current arket situation. The copetitors for the event will be explored, looking into what is working for them and where they need to improve, a SWOT analysis will be conducted.

“Y. is a creative exhibition celebrating art in all forms. It is aimed at inspiring and opening its audiences minds. We feature content consisting of all art forms as a way of showing how a message can be interpreted in any way it is intended. We are a local event, here to celebrate up and coming artists and their work.�

The name‘Y.’ was chosen for this exhibition due to the fact that it is based around exploring ideas with in different themes; 'why’ people think things and 'why’ we are influenced by certain things in our society. It is simply a play on the word 'why’, it is short and to the point, yet it fits perfectly with the concept of the event itself

In terms of colour schemes for the branding of this event, it has been kept to monocrome and greyscale, in order to allow the artists work itself take center stage. By havng a simple clour scheme, it keeps the branding looking more presentable and aestthetically pleading, rather than being overtaken by colour and pattern, therefore it is easier to get the message across about the event to its target audience..

The fonts used with in the branding are a mix of ‘fashion fetish small caps, and fashion fetish .The contrast between the boldness of fashion fetish and the simplicity , and minimal feel of fashion fetish small caps compliment each other well.

In terms of the physical exhibition, the layout will be minimal, with white walls and white center boards. There will be quite a monochrome feel, this will allow the work to speak for itself and stand out rather than being over powered by a busy exhbibiton set up. Most of the work itself is monochrome, therefore the minimal theme will work well for all of the artists.

WHAT ARE YOUR OPINIONS ON THE ART INDUSTRY AS A WHOLE? Its changing a lot. For me, social media now plays the biggest part in promotion and exposure, as opposed to actual galleries or exhibitions. Not that they're not important, because they are extremely important, but social media is at its highest at the moment, and it is so easy for un-established artists to showcase their work, and gain an audience and a following and interest. Particularly among young people, it is much more convenient for them to just tap a follow button on Instagram than to actually attend a gallery. Social media is definitely the most important factor for me and appealing to my demographic. So far I've made amazing contacts through Instagram, and run projects and collaborative work with other creative's I probably wouldn't have done otherwise if I didn't have these platforms. The bigger institutions I believe are becoming a lot less important in contemporary art, as artists are being much more self sufficient now, and constructing their own platforms and events etc.

WHAT ARE YOUR MAIN INSPIRATIONS FOR YOUR WORK? Technique wise, and aesthetic, obviously heavily Rauschenberg influenced. But with regards to content, I think Antony Micallef, Francis Bacon, Frank Auerbach etc are very big influences, with regards to distortion and manipulation. Moreover, concerning meaning and context, Raymond Pettibon would be a big influence in that category.

WHAT FIRST MADE YOU WANT TO GET INTO ART? I had always had a little bit of creativity in me since I was young, nothing major though, just drawing cartoon characters or whatever when I was younger. But it was in GCSE art, when I first discovered the work of Robert Rauschenberg, where I realised that being creative and creating artwork is what I want to go on and do in my life. His style, experimentation, diversity and general work ethic heavily influenced me a lot more than any other artists work I had ever looked at. And still to this I can look at his work for hours.

WHAT IS YOUR FAVOURITE MEDIUM TO WORK IN AND WHY? I'm most comfortable working with charcoal - its dry, rough, dusty properties make it easily malleable on paper, and this suits my typical style of distortion and manipulation very well.

It's also the medium that I use most often - however, recently I've drifted towards a lot of printing processes, such as image transfers and screen-printing, which are slowly becoming more primary in my work now.

HOW WOULD YOU DESCRIBE YOUR WORK? Its gritty and raw - it's not precise or perfect. I would say it's very loose, it doesn't instantly convey obvious meanings or moods, however I try to explore themes around identity and realism. My work is my way of sort of gathering information, they are collections of my visual interests - whether that be a photograph or a drawing.

I've also recently began to incorporate texts which interest me or I relate to in my work.

WHERE DO YOU SEE YOU AND YOUR WORK IN 5 YEARS TIME? I'm staying how I am, but in five years time I would hope that my work has changed and developed a lot.

IS THERE A SPECIFIC ARTIST THAT INSPIRES YOU? Definitely not just one particular artist, I feel my work would stagnate a lot if I was to only take inspiration from one artist. There are the main influences that I develop ideas from as mentioned above, however every week I'm discovering new artists who will influence me briefly and give me a quick spurt of ideas.

Your Illustrators

WHAT IS YOUR MAIN INSPIRATION FOR YOUR WORK? Theres so much inspiration however recently we have been so inspired by Mike Dargas, the amount of detail in his work is insane! There isn’t any specific person that inspires us however we do like to look for inspiration via social media pages e.g. Instagram, Tumblr and Pinterest

WHERE WOULD YOU LIKE TO SEE YOURSELF IN 5 YEARS TIME? In 5 years we hope to continue to be doing illustrating, expanding our store, at the moment we only sell personalised digital portraits. We would like to eventually be creating framed art work, cards, phone cases, bags, T-shirts etc

WHAT ADVICE WOULD YOU GIVE TO ANYONE WANTING TO START ILLUSTRATION? Illustrating is very time consuming however its a lot of fun and will be worth it, keep practicing and dont be afraid to get experimental!

WHAT MADE YOU FIRST WANT TO GET INTO ILLUSTRATION? From a young age I have always been interested in fashion and art. I first began digital illustration when my family first brought a computer which had no internet or programs such as adobe illustrator however it did have a program called paint, which I would use to doodle portraits of actresses

HOW WOULD YOU DESCRIBE THE STYLE OF YOUR WORK? We specialise in portraits however we would eventually like to do bodies, clothes and accessories. The style of the illustrations is lines and shapes but sometimes we like to mix it up and we try to add distort our lines, add colours, text etc

WHAT DO YOU LOVE MOST ABOUT WHAT YOU DO? There are a lot of things we love about illustrating but mostly love creating portraits for our customers and there loved ones! and getting positive feedback from them. It is also very therapeutic!

Olivia Patton

HOW WOULD YOU DESCRIBE THE STYLE OF YOUR WORK? It isn’t commercial enough to be labelled explicitly as “pop” but certain characteristics would suggest otherwise; our songs tend to follow the traditional verse/chorus format and have hooks here and there. However it’s a bit more twisted in the sense that we delve into deep topics, vocalised in quite a vivd, poetic way, with dark instrumentation. Our band name (Cathect) means to invest all of yourself into something mentally and emotionally which is exactly what we do; try to recreate emotions in music form.

WHAT DO YOU LOVE MOST ABOUT WHAT YOU DO? I absolutely love writing lyrics.

Everything about it is just so soothing. From the release of expressing locked up thoughts and feelings, to turning your experiences into poetry. I’m one of those people that sees beauty in the world, constantly taking pictures of everything, so imagery is very important to me which makes it really enjoyable to write about things I’ve seen when describing emotions or happenings.

WHAT ADVICE WOULD YOU GIVE TO ANYONE WANTING TO GET INTO A SINGING CAREER? Don’t give up. There are an awful lot of people trying to break the industry and many people who may not like your music - sometimes it can be disheartening. But you just have to remember to believe in yourself, because if you do then other people will too.

WHAT MADE YOU FIRST WANT TO GET INTO MUSIC? When I was 13 I started to write songs as a hobby, but later discovered my true passion for it at 14 years old when I was going through some tough times. I found that lyric writing was a great emotional outlet and making them come to life, instrumentally, added to the experience.

IS THERE A SPECIFIC PERSONTHAINSPIRES YOU? My inspirations are constantly changing as I discover new songs or artists, but at the moment I’m particularly inspired by Marika Hackman. Her work is ridiculously clever. She’s so underrated. I guess part of the intrigue is our similar song writing styles, amongst the interesting twists and turns that her melodies take and how her simplicity is so effective.

DO YOU CONSIDER MUSIC A FORM OF ART? IF SO, WHY? Very strongly so. Anything that is self-expressive is art in my opinion. If it was created with meaning behind it or it provokes thought or feeling. That’s why I like my songs to have an element of ambiguity about them; because I want people to be able to interpret them in whatever way they wish.

WHERE WOULD YOU LIKE TO SEE YOURSELF IN 5 YEARS TIME? The aim is to have built up a big enough fan base in order to be touring around the UK and internationally. Being able to connect with so many people would be so beautiful

Sophie Whatling

WHAT DO YOU OVE MOST ABOUT WHAT YOU DO? i most love designing and being really creative with my print techniques WHAT MADE YOU FIRST WANT TO GET INTO FASHION? i first got into fashion because of my music taste and loved the clothes my favourite musicians such as David Bowie and punk bands wore.

WHAT WOULD YOU SAYS INSPIRES YOU AND YOUR WORK MOST? my main inspiration is probabaly art for this project specifically i have been inspired by the artwork of jean dubuffet , fernand leger and also willem de kooning. i have also been inspires for this project by mens mental health and diversity in male fashion

WHAT WOULD YOUR ADVICE BE TO ANYONE WANTING T PERSUE A CAREER IN FASHION? My advice to everyone would be- work hard, put the hours in and be prepared! but most of all love what you do and have fun with it

HOW WOULD YOU DESCRIBE YOUR WORK? My chosen specialism is menswear i would descrie my work as artistic and fun, i use a lot of coulour and print IS THERE A SPECIFIC PERSON THAT INSPIRES YOUR WORK? ummm no specific person i can think of, that directly influences my work, as I try to keep it in my own style. maybe noel feilding as his personal style is amazing haha WHERE DO YOU SEE YOURSELFIN 5 YEARS TIME? in 5 years time I would love to be working as a menswear print deisgner for one of y favourite brands such as henrik vibskov or walter van beierindonck

S

trengths

Y.’s consumer base is not gender or age specific, but instead aims it at a customer’s perspective on life, this means that the event itself appeals to a wider audience than if it was gender or age specific.

Y. features various concepts under ‘lifestyle’, including fashion makeup, music, culture, photography and art which means the publication caters to many needs of the customer base.

The exhibition has A strong, minimalistic aesthetic with a creative and personal twist by including work from young up and coming artsts who want to get their work out their and known.

O

pportunities

Potential to branch out to a digital platform to establish a strong customer base.

Opportunity to build a successful social media following across various mediums that will connect and complement each other.

There is the opportunity to branch out in to a bigger exhibition, or even multiple exhibits across the country, with each event supporting loacl art talent.

W

eaknesses

There is currently no funding towards the event, therefore the event is liited to how many artists and who is able to be featured in the exhibition. Therefore, sponsors will need to be found for the event in order to be able to fund the event. This money can also go twoards publicity and advertising for the event itself, as at the moment the event is being marketed via social media and posters, where as it would strongly benefit from having a stronger backing and marketing take.

A strong and solid customer base has not yet been set, there for more publicity is needed to get the event more acknowledged with in the market.

T

hreats

Threat of new competitors entering at the same market position who may already have sponsorship or financial backing. With the growth of technology and social media, it is a possibility that the target audience of the event will begin to not want to physically attend the events, bt instead view the artwork onine via a virtual platform.

Original artwork

Creative

pe

e tiv

si

n

Inspirational

A personal, clean cut

Fun Honest

m

in

de

An escape from social conformities

Inspiring

rt is

To

pi

tic

Personal interviews with the artists

ca l

Creative outlook on people’s lives

A

d

Honest

Focus on a strong running aesthetic

Inspiring

Po

O

Relatable

Mixture of content themes to suit a wide audience

A brand onion is way of determining

probably the most wellknown and most used a brands identity with in different categories.

The overall essence of Y. exhibition is to be fun, honest and inspiring. The event is a way of celebrating up and coming artists of all mediums through a fun and relaxed atmosphere free of judgement, The purpose is to inspire individuals to create work of their own to express themselves.

The event holds some strong values, which include having an escape from social conformities and being able to appreciate others thoughts and ways of expression.

It is a create outlook on peoples lives and how they see society in an inspiring way.

Open mindednessis a key personality trate of the event, people need to open their minds to the creativeness of the artists work. The event itself will be presents as positive, honest and topical in which people are able to relate to.

The ists tent one,

event in action will consist oof personal interviews with the artin a mini publication handed out at the event, a mixture of conthemes to suit a variety of people so their is something for everyand original artwork from the artists featured at the exhibition.

be featured. Olivia will have her live performances being played on a projector screen for people to view, whilst her professional artist photos will be displayed on a board behind this. Sophie’s work will be in the other half of the room, where she will have her sketchbook pages and project development work on the shared board, whilst her physical garments for the project will be placed on mannequins

EXHIBITION TIME PLAN:

EXHIBITION LAYOUT PLAN:

within the room. The exhibition will consist of 4 main artists who all specialise in different areas. They are all graduates, the purpose is to celebrate their work and the differences between each. All elements of art forms need to be appreciated, which is where this exhibition comes into play. The exhibit is split into two joining rooms, with two artists featuring in each. The first room will be showcasing Tyler Reed and Your Illustrators; Tyler’s work predominantly consists of black and white charcoal pieces which portray a deeper message; often inspired by current events.. His larger pieces will be hung directly on the wall with a description of the pieces to accompany them, whilst other pieces of his will be displayed on a concertina display board which is separating the to artists work. Your Illustrator will be on the opposing side of the room, again with their biggest pieces hung on the wall, whilst their other work is featured on the concertina board in the centre of the room. In the joining room, Olivia Patton and Sophie Whatlings work will

The exhibition will be running for one week, from the 3rd of April until the 7th of April, each day the exhibition will open at 9:O O AM and close at 5:O O PM., with an exception to Friday the 7th when it will close at 4:O O PM. From 12- 2 each day, food and drink will be available from our sponsors; Jimmy’s iced coffee, and Elizabeth’s cake shop, as well as music provided by Buffalo bar.

P

P

P

P

roduct

Y. exhibition has been created to explore the work of young up and coming talent by giving the exposure into the art industry, but also to allow an audeince to learn about the work and lives of others around them in a creative and interactive way. A wide range of art in various mediums, including photography, illustrations live music and drawings will allow the consumer to connect with the artists and the event, and feel inspired by the content. The aesthetic of the event is clean cut and minimalistic in order to allow the content to speak for itself rather than being over powered by a busy aesthetic theme. The exhibition will start off as a one off event with hope to expand into several events iin different areas of the country. The purpose of this will be to allow artists to feature their work with in their own area and be celebrated by a local community.

rice

As Y. exhibition is a small local event that is supporting young up and coming talent, and it is situated in the Bournemouth arts university gallery itself, it would not be fair to charge people to view the exhibition as it is a space free to view to everyone. Although the event is free of charge, there is the option for local companies to get involved and support the event through sponsorship, this will enable the event to grow and develop by being able to have the funds to supply more artists and their work to the event. As well as being able to bring the event to ultiple venues to showcase work from around the country, therefore it is not so limited. Once the event has started expanding and it situated in bigger venues, with more artists being resented, the event will then be charging entry to its audience in order to keep the event funded.

lace

The event itsellf will be taking place in the gallery at the arts university of bournemouth, the venue makes it easy for creative students to attend and is a focal point of the university where people walk through, and will therefore be ableto view the exhibition. Y. exhibition’s branding and marketing will be aimed at creatives themseleves. The branding will be placed in areas that will traget creatives and students that would be interested in viewing the exhibition. In order to gain the largest audience possible for the event, it is important that the branding for this event is placed strategically, ensuring that it is clear to see and targets itself at the intended audience. Promotional material will be placed around Bournemouth arts university; in the form of posters, as well as posters being placed around the bournemouth town centre to ensure maximum local publicity. To ensure the target audience is reached, promotional campaigns will be placed on social media to reach the intended audience.

romotion

In order to promote the event successfully, Y. exhibition will be posted about via social media; the artists themseleves will help to promote the event, this will not only attract an audeience that already follows their work, but also gather a new audience via social media. Branding and promotional material will be presented around bournmouth town center and the university itself in order to gain publicity. Due to lack of funding to start the event, the main promotional material for the event will be via social media and word of mouth. Due to the fact that the event is hosting artists of varying styles and art mediums, a wide audeicne will be interested in attending this event. For students, it is not only an insight in to other peoples work, but can also be used as an inspiration point for their own projects.

The promotiona conect for the event will be aesthetically minimal, the idea behind this is to leave the audience intrigued as to what will be present at the event, and allows the exhibition to speak for itself rather than being overpowered by promotional material.

A

wareness

As a brand Y. needs to be constantly aware of what its competitors are doing and therefore to be able to stay ahead with innovative ideas to further develop and expand the event; this could be through new artists or themes for the exhibition, the venues in which the exhibitions are held or even how the work is presented to its audience. There additionally needs to be continuous awareness of any changes surrounding consumer needs, for example if financial situations change, then prices of entry will need to adapt to suit the needs of the consumer. In terms of awareness for the consumer; to attract the attention of the consumer, up to date promotional content will need to be regularly posted on social media to keep the consumer interested in the event and where the event is being taken to in terms of being expanded.

Via social media, connecting with the audience is key in keeping brand loyalty between the event and the audience themselves; they want to be kept up to date with what is happening and any updates to the event.

I

nform

As an event, Y. has a responsibility to inform its consumers about the content it promises to deliver and for all information given to be relevant and honest in order to gain the loyalty of its audience.

Outside of the event itself, Y. needs to inform its consumers of changes happening with the exhibition, including venues, timings, artists being featured and any other information neccessary to be delivered. On social media platforms, it is crucial that Y. interacts with its audience to keep them involved with the on goings of the event, and posts need to be continuously interesting. Relevant content needed to be posted in order to keep the consumer base correctly informed.

D

esire

In order to make the intended consumer want to attend the Y. exhibition, a marketing campaign will be produced and released both pysically and digitally, the intention for this is that the visuals will draw in the audience and make them want to find out more about the event, but at the same time not giving too much away, and leaving the audience guessing.

These campaigns will mainly be targeted at social media as this will reach the greatest amount of people in the quickest time scale.with in the target audience, The overall aesthetics of all the marketing campaigns, and the event itself will be cohesive and creative, yet clean cut to suit the consumers’ needs and allow the artists’ work to stand out and be the main focus.

A

ction

To be able to successfully lead the customer to want to take action in attending Y. exhibition, there will need to be marketing campaigns to be put out across social media with the intention to reach a large audience. Additionally there will be the incentive of complimentary refreshments from local sponsors that the event for the audience to enjoy whilest they attend the exhibition. As the events grow and become more frequent, there will be an opportunity to sign up to an event membership where the customer is able to become a member and get discounts on entry to each event, as well as special member publications produced about events and the artists to be featured.

Time Plan moving forward: With in the first year of the event running, there will be a key focus on the branding and promotional material for the event. A strong prescence across social media needs to be built up, as this is the main way of contacting and getting content across to the target audience. By building up a stronger online prescence, it allows the event to gain a following and for people to sread the word about the event, which is free publicity.

By gaining a large audience which was being built in the first year of business,, it makes it more possible to get sponsorship with in the first 2 years for the events, which in turn allows the event to hire out better venues in different areas, as well as being able to host more artists and their work at the events.

With iin the first 5 years of the event being hosted, the plan is to have built up a loyal following to the events hosted nationally, and also regularly in order to keep up to date with new artists to the industry. With successful social media accounts being run and kept up to date with current information and influences, marketing will not be as key in the development of the brand as the vent will successfully being spread and talked about online, which in turn is free advertising, whilst growning a larger audience to the events.

D&AD COMPETITIONS

Background Adobe and its Creative Cloud are the enablers of the creative industries. And when fueled by your craft and creativity, Adobe’s tools make ideas a reality and empower you to not just communicate, but inspire.

So, what do you do with this power?

You’re young. You’re just starting to make your way out into the big wide world. And you’ll be on the receiving end of a lot of advice from all directions. But you’ve learnt a thing or two, and now it’s time to draw on your experience and visually declare what you’ve got to share.

The Challenge Dig deep into your hard-won wisdom and life lessons, and celebrate them through illustration or photography. Identify the advice you’d like to give, and create a series of 3 posters or prints to visually bring your insights to life.

Can you communicate wisdom without words? They say a picture’s worth a thousand. Create images that pack a punch and get to the core of the heartfelt advice you’re trying to express. Though this is all about craft, so you can incorporate lettering if that’s your illustrative style.

Who is it for?

You get to decide who your target audience is. It can be who you want it to be, just be sure to tell us when you submit your work. Is it for your peers, those about to tread ground you’ve already explored, those that are older but no wiser...?

What to Consider • This could be your legacy for your peers, a rebuttal to all the bad advice you’ve been given, a celebration of the times you’ve learned something the hard way, a snapshot of what you’re trying to teach yourself, a visual manifesto for your future self... This is your opportunity to get introspective, look at who and where you are now, and capture how you got there and what that means on paper and beyond.

• What do you wish you’d been told, and how would that advice have affected the course you’ve taken to the here and now?

• Remember, though: the challenge is to celebrate what you’ve learned and your great advice. Don’t go too dark and navel-gazing – think fun and lifeaffirming.

• All image-making approaches are welcome, across illustration and photography: hand-crafted to computer generated, lo-fi to high-tech, comics to collage... Indulge in yourself and your abilities. How does your choice of medium relate to the message?

• If you’re bringing in lettering, make sure it’s for a reason and it works hard in form as well as function.

• There’s room for you to think beyond the page – your three images need to work in print, but interactive, motion or physical extensions of these are also welcome. The judges will look first and foremost at your three static images, though. They’ll only see anything additional if these impress.

• Remember that craft is crucial and idea is key. The judges will be looking for real skill in your chosen craft, but craft is most powerful when driven by a strong concept.

• Physical prints are optional, but send us these as supporting material if you can to really showcase your craft to the jury.

• This is your message of creativity and discovery, so be as expressive as possible and make it count.

• Can you integrate Creative Cloud into your process to streamline or enhance your craft? Make the most of the free trials for new users and experiment to see how it can help you bring your ideas to life.

What’s Essential Three poster designs or prints (submitted digitally), landscape or portrait, dimensions 578 x 370mm (for potential publication).

You’ll be asked to title each piece and supply a short description of your work when you submit, but your three images need to be able to speak for themselves: no explanation necessary. If you use any Adobe products or services throughout your creative process, reference them in this description when you submit (this is for reference

These photos represent freedom, expression and self love. It is so important to feel free in what you want to do or say, with out the judgement of others. People should be free to express themselves how they wish to. It is crucial for everyone to appreciate and love themseleves, no matter what others views are. This is an important mess that I wish I learnt earlier on, rather than have to discover for my self.