Callum O’Reilly
Creative Conversations - Branding
OUGD603
Brief/Rationale
Creative conversations is an event held annually at Leeds Art University in collaboration with ‘Intern’ in which professionals within the design industry interact with students setting workshops and seminars across a fiveday working week. The word conversation highlights the fact that the event is about networking with industry professionals in order to gain new skills and benefit from each other. Similar to the way in which a circuit benefits from each of its elements in order to create a fully working set, the way in which after a week with industry professionals the students of Leeds arts University are equipped with a new skill set. The design itself encompasses two design styles taking inspiration from circuit boards, which have been modified to create a bolder more eyecatching modern design. Further contrasted with the serif typeface for ‘conversations’ fixing around a more relaxed tone, due to its round characteristics, and theoretically reflecting the relaxed of a conversation. International Klein Blue was selected as the key accent colour throughout the campaign due to its brightness and demand for attention. Using the colour blue represents electricity serving away from stereotypical yellow, retaining an exciting and fresh visual.
Callum O’Reilly
Creative Conversations - Branding
OUGD603
Research
Research stages allowed for the exploration of previous branding the same event, due to its annual nature. Giving the opportunity for a design completely contrasting against previous selected designs, to give the audience a new and fresh reinvigorated visual position of the event. Similar events and branding were investigated into that key trends of visual styles which worked well in engagement with audience, in order to gain notoriety with an event of this nature. Your vision of conversation itself was evaluated, “Conversation is the kind of speech that happens informally, symmetrically, and for the purposes of establishing and maintaining social ties.� Highlighting the importance of social networking through this event with industry professionals. Leading on to the yielding of skills through workshops and seminars, in which both the professionals and students will learn from each other, both benefiting from each other. In the same way in which a circuit benefit from all of its elements to create a solid working circuit. Post initial ideas, research was gathered around the scientific working of circuits, in order to ensure the design was created that was accurate to both the science base behind the concept, and the visual literacy that is related to the topic. Visual investigation into the design based around electrical boards and circuits were also investigated into which led to highly research influenced outcome, precisely representing the concept and the event equally.
Callum O’Reilly
Creative Conversations - Branding
OUGD603
Initial Ideas
Initial ideas stages allowed for the development of three main ideas one of which was carried forward. The first was focused around the idea of an infinite possibility, exemplifying the infinite possibilities of where a conversation could go, this was visually explored in the visual language that was already established for the word infinite. Through exploration it was discovered that the imagery associated was used within the market leader of creative software, and therefore the visual link would be too strong for the audience to be able to distinctively have a branding identity that sets apart as its own visual literacy. Florals were also investigated into behind the idea of growth, a link through creative and professional growth through the passing on of experience from professionals fuelled this experimentation. Bright colours and alternate unexpected clashes were explored to visualise the idea of flourishing within the industry through the nurturing of others experience. It was felt this concept was too broad, and over used, as we were attempting to create a branding identity that was completely unique and fresh. The idea behind connections being made through the week was explored. Connections led to the visual link of circuits, through research circuits came up due to the fact that each element in a circuit has to benefit from each other to be able to make a full working circuit. Reflecting the way in which by benefiting from each of the visiting professionals the students of Leeds arts University will be leaving the week with a full set of new skills for the working world. Development stages saw sketches become digitalisation is experimenting with the way in which type could interact with the concept of
circuits itself, ensuring to include the existing visual literacy associated with the idea of circuits and physics. To critique sessions with other design specialists, it was decided to take forward a design that was representative of the visual diagrams that represent circuits themselves, mixed with considered type that allowed for representation of both further visual identity related to circuit boards themselves as found out in research, and also allowed for a visual link with collaborators of the event. Initial ideas got to the stage where visual identity was considered to coincide with the branding. Through the use of circuits to be representative of the connections that are made during the week and illustrative support would be needed, that was accurate scientifically. This pushed the stages back to research in which the scientific nature of circuit boards was investigated into and explored. Allowing for initial sketches to be completed which will be further digitally developed into a key visual for the outcome of the branding itself. Encompassing each element of the circuit allows for direct visual link for each individual visiting professional, which can be further altered to be able to depict the progress of the week in further development.
Creative Conversations - Branding
Callum O’Reilly
OUGD603
Development/Design
02.19
W E E K LY K E Y
18
Designer Name
19
Designer Name
20
Designer Name
21
Designer Name
22
Designer Name
Title of workshop
Title of workshop
Title of workshop
Title of workshop
Title of workshop
Development processes allowed for the refinement of the logo creating it even logo within a box that represented the visual identity of circuits whilst retaining visual links to collaborators in the target audience themselves to the use of visual familiarity. The logo was developed to be something that could be altered into two different forms, a solely typographic form was also created to be used as a simplified version within outcomes that contain alternative visuals. Colour selection so the exploration of traditional colours related to circuit boards such as greens, but in order to not be too obvious and create an outcome which was engaging, and fresh blue was used as a representative of electric blue. Which was to be printed as a Pantone pallet to ensure the highest vibrancy for the printed outcomes themselves, as can be referenced within the physical outcomes. Visual coherence throughout the campaign was added through the addition of an individual design per visiting professional, through the manipulation of the name into the structure of the logo itself, offering offensive consistency throughout the design these were to be used on individual announcement posters and promotional materials. Illustrations of a circuit which would work theoretically were created to be able to sit alongside the branding is the main supportive visual. Each of its elements representing one of the visiting professionals during the week as previously discussed. This was designed in a way which each element could be bought to life in further development once placed into application, to inform the audience on the progress of the week. One feature of all of the elements have been brought to life, the circuit will be complete and working, reflecting the way in which at the end of the week the students leave with a full new skill set. Also explored at this stage was ideas and ways of which this visual could be animated, animation was experimented with and developed into various GIF’s which were placed within promotional materials. Extra design elements such as a key describing the name and specialism of each visitor on the day they are completing their workshop, was designed. In order to offer full visual clarity and link to the specific specialism of electrical circuits and the way in which they are presented within industry and education. An exploration and finalise design of a thank you poster to be given to each professional was developed in order to remind them of their experience with the University students, and also keep the branding of the event continuing prior to the event, evoking interests for years to come to as industry professionals to also engage in the same manner.
Callum O’Reilly
Creative Conversations - Branding
OUGD603
Application
Due to the nature of the pitch itself, application was a larger part than production, as it was unsure whether or not this branding would be carried forward for the actual event. Posters were produced in order to be able to present the exact way in which they would be presented if used, this was an important factor due to the Pantone printing element of the colour selected; allowing for a physical representation of how bright and bold the physical aspects would be. Mock-ups of the social media panel also created to depict the way in which the branding could be altered and adjusted to be able to offer consistency through multiple platforms, both physical and digital. As can be seen here the branding has been altered to be able to fit within the platform context of Instagram, was also new visual content such as the key poster has been altered retaining the same information but in a refreshed visual identity fitting for the platform. GIF’s web producer offers a motion aspect to be able to be posted on social media to engage with the audience due to the fact that the target audience will mostly engage with the event through a social aspect, if looking through photos of the workshops themselves. Allowing the event to compete with the other visuals presented in a digital sphere. the brand was brought together in a visually consistent presentation which was directly representative of the branding itself, allowing for further consistency in exemplifying the way in which the branding could be carried across multiple platforms. This was due to the nature of the brief as well in order to pitch the idea and showcase the motion outcomes. Motion outcomes can be found within the physical submission.
Callum O’Reilly
Creative Conversations - Branding
OUGD603
Evaluation On the whole, I believe that the branding we created for creative conversations was successfully meeting the brief. The concept was strong in terms of being led by research, is conceptually driven by the basis of the event itself. Although we did not secure the pitch felt the designs were consistent and coherent with the requirements of the pitch and engaging with the target audience, and also in terms of meeting the concept of circuits in an alternative visual depiction. Feedback received explained how the branding needs to have a tone of voice which was more fun, joyful and celebratory. It is understandable that this could be taken on by our concept as a whole due to the fact that it was based around scientific specialism. Although, I don’t believe that criticism about the core tone of voice of the brief itself should have been given when it was not specified in the brief at all. It was suggested that the brief was taken in a more motion graphics direction, although this completely contrasted against the back from peers who stated that the more direct flat style of the visuals created was more fitting for a branding concept of an event. It was also important that the typography choices seem safe, although as can be seen through the research processes in which visual aspect of the inspiration of the brief (circuit boards) was taken into consideration with the type selection, the choices were made with just reason. The other typefaces such as Big Caslon which was used also within the branding was visual complementing type towards ‘the intern’ logo, the company in which the collaborator of the event. Working in collaboration with Emma was successful in terms of succeeding to meet all of the time aspects of the brief, was creating a successful design that met the specified requirements of the brief. The work was spread evenly in the development stages were well communicated between both parties, therefore ensuring that an even collaboration was consistent throughout the process.