BA (Hons.) GRAPHIC DESIGN Module Code
OUGD603
Module Title
EXTENDED PRACTICE
LEVEL
06
EXTENDED PRACTICE STATEMENT OF INTENT Name:
Andrea Hannah Cooper Blog Address: a-cooper1114.blogspot.com Statement of intent: I am a graphic designer with an interest in branding and identity, and in the future I want to work for charity and not for profit organisations. As a way of gaining the skills I will need to do this and to establish myself as a designer, I want to focus on branding and identity for retail, while looking into promotions too. Subjects / Themes The briefs I have set for myself encompass themes such as charity/volunteer work, exploring different cultures, travel and languages. I also intend to use my recent trip to Uganda as a starting point for a number of my briefs and for my Context of Practice research to be able to tie different briefs together and
Design Disciplines / Creative Development Throughout the Extended Practice briefs, I plan on focusing on branding and identity to improve the skills I have within logo design, web design and promotions. I also want to improve my packaging design skills as I feel this is a weaker area and therefore have managed to add in a packaging element to most of the briefs. I also want to improve my research skills and the process by which I translate the research for each brief into a finished outcome. Practical Skills / Workshops – what, why and when?
I feel as if I am lacking one of the major skills a graphic designer needs as I haven’t yet experimented with screen printing, so this is something I will look into as a matter of urgency through workshops and quick collaborative pieces with other students who can help me build this skill set. I currently struggle with packaging and the briefs focusing on packaging I have completed up until now have been my weaker ones, so throughout the year I plan on exploring different techniques to improve these skills.
Brief 1: Africa in the Home
Deadline
January 2014
Rationale: Taking research from the recent trip to Uganda, produce an African themed home ware range, including an identity for the range, products, packaging, promotional materials and website. Think of a way to bring East African culture and tribal designs into a set of home ware products that will engage with a British market. Brief 2: The Importance of Play
Deadline
March 2014
Rationale: Create a campaign to explain to schools and local communities within developing countries the importance of play in childhood. Products should include printed promotional materials and a website. Brief 3: Alternative Travel
Deadline
November/ December 2013
Rationale: Create an alternative travel and tourism magazine to showcase the best of different locations with the aim of promoting them to younger travelers. To be completed as a one off, short brief as a way of organizing the body of Uganda research for the other briefs, but leaving the possibility of creating a second edition open later in the year. Brief 4: Sipi Coffee
Deadline
November 2013
Rationale: The region of Sipi, Mount Elgon in Eastern Uganda produces some of the best coffee in the world, which is sold through middle men to large corporations for big profits. Create a brand of coffee from Sipi where the money made from selling it goes back into the community that produces it. Products should include a brand identity plus packaging and promotional materials. Brief 5: City of Copenhagen
Deadline
May 2014
Rationale: Rebrand the city of Copenhagen as a tourist destination and make it appeal to younger tourists interested in the arts and culture. Create a full identity for the city, including signage and environmental designs, website, and printed materials. Explore ways of promoting the city in different ways and places, such as a possible tv advert and ambient advertising. Brief 6: RSA Innovation In Giving
Deadline
10th March 2014
Rationale: Design a product, service or tool that will encourage or enable people to donate either their money or their time to good causes. (Competition brief) Brief 7: Lydia Gill Fashion
Deadline
May 2014
Rationale: Create a brand and identity for Fashion Design student Lydia Gill to coincide with her final collection. The work for this brief will begin in early 2014 and will include a logo/ identity, business cards, look books and other printed materials. Brief 8: Jewellery & Accessories Range
Deadline
May 2014
Rationale: An ongoing project to create a range of jewellery and accessories with possible collaborations with fashion, photography and printed textiles students. The products will include a full identity for the range, various products and a website. CoP / Research Theme ‘The impact and influence of globalisation through graphic design and advertising on rural Uganda’ - The product of the research theme will be to create the promotional material for two different brands, one a UK brand with a Ugandan style of advertising and the other a Ugandan brand with a UK/Western style of advertising.
RESEARCH ACTIVITY:
Deadline 31st October 2014
Organise all the research from Uganda and finish reading the history and guide books. RESEARCH ACTIVITY:
Deadline November 2014
Email as many design studios in Uganda as I can find and question them on the development of graphic design within the rural areas. RESEARCH ACTIVITY:
Deadline
Send out a survey to all of East African Playgrounds past volunteers and staff to firstly ask for their opinions on how graphic design and advertising has influenced the areas they visited, and secondly to collect more photographic research from others who have visited Uganda.
BIBLIOGRAPHY BOOKS / TEXTS - (Harvard Referenced) Appadurai, A. (2001) Globalization (a Public Culture Book). Duke University Press Books Briggs, P. (2011) Uganda - Bradt Travel Guide. 6th Edition, Connecticut: The Globe Pequot Press Inc Caban, G. (2004) World Graphic Design. London: Merrell Publishers Limited Dowden, R. (2009) Africa - Altered States, Ordinary Miracles. 2nd Edition, London: Portobello Books Ltd MAGAZINES / JOURNALS / ARTICLES – (include publication date and details)
ON LINE REFERENCES / WEBSITES / ARTICLES (include specific urls) Africa: Historic Background. 2013. Africa: Historic Background. [ONLINE] Available at: http://char.txa.cornell.edu/nonwest/africa/africahi.htm. [Accessed 14 October 2013]. The Global Africa Project Explores the Impact of African Visual Culture on Contemporary Art, Craft, and Design around the World | MAD Museum. 2013. [ONLINE] Available at:http://madmuseum.org/press/releases/global-africa-project-explores-impact-africanvisual-culture-contemporary-art-craft. [Accessed 14 October 2013]. The Challenges of Globalization for Africa --Alassane D. Ouattara. 2013. [ONLINE] Available at:http://www.imf.org/external/np/speeches/1997/052197.htm. [Accessed 14 October 2013]. OTHER REFERENCE MATERIAL (Films, events, exhibitions, conferences)
ACTION PLAN – use this section to identify specific tasks that you need to complete in order to resolve the brief. Brief What do you need to do? 1
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Deadline