LGBT in Media - Branding Design Boards

Callum O’Reilly

LGBT in Media - Branding

OUGD603

Brief/Rationale

Create branding for an event informing people going into media about the experiences of being LGBT+, from the people who have done it and are now successful LGBT+ representatives in the media industry. The brief requires an overall logo, cover images for social media, announcement posters and an overarching advertising promo poster.

The outcome must be considerate of both the media industry and the LGBT+ community, in a modern, stylish and sleek style. It must include the rainbow flag colours, whilst not allowing them to become overbearing, retaining professionality at the key of the outcomes.

The main sell of the event is the social media pages, both for Twitter and Facebook, and therefore, considered outcomes for both platforms format are needed.

An event branding campaign and identity crossing over visual identities of professionalism and media and the LGBT community. Adding accents of two communities together in one piece to the use of abstract colour experimentation, and research led type investigation.

Callum O’Reilly

LGBT in Media - Branding

OUGD603

Research

Research of this brief initially began with the investigation into previous media communication events of similar sorts.

Specifically, women in media, due to the fact of it having a similar target audience in regard to age and education level, as well as the fact of it taking place within the same university institution. The branding is distinctive but something that is used globally and therefore the branding in which the identity is being creative can be more experimental. Visual research also investigated into wider journalism events such as community journalism workshops, based in London again to a similar target audience in order to be able to evaluate the way in which visual identities you to engage an audience of this type. Online visual investigation into typographic styles that are representative of the LGBT community revealed the use of bold and distinctive type to be able to represent key values within the rainbow flag visualisation representation of the community. This was also consdiered against an extensive research stratergy into the use of type within the modern media industry.

An investigation into the abstract use of the rainbow was also carried out, due to the nature of the brief wanting to include the rainbow colours, whilst not having it overbearing in comparison to the information is being provided of the actual outcome. Leading to a direct investigation between the contrast of colour and the context which it is put in for example here a black background is used to mute the tones, whilst also bringing them to the forefront of the piece.

Callum O’Reilly

LGBT in Media - Branding

OUGD603

Initial Ideas

Initial ideas of this brief investigation into three key ideas all official abstract variations of the LGBT flag in order to offer a variation of representation of the LGBT community in ways that are un-obvious. Within digital developments outlines we used to illustrate abstract objects in which elements of the LGBT flag were broken up and rearranged, yet Similar in terms of colour identity. This element of familiarity allows for an instinctive visual link to the iconic imagery, the removal of the fill colour allows for alternative interpretation and takes out the overbearing factor of the colour taking presidents in the branding.

Other imagery such as the graph style line art visual were created to represent the rise in acceptance and visibility of the LGBT community within the media industry. With the addition of depth through the use various gradients the block colour flatly illustration becomes movement like contrast against the structured dark background of the consistency of the other elements of the branding.

Typographic exploration within the research elements of this brief, were visualised encapsulating both elements of the media industry and the LGBT community through the use of colour and transparency. Through overlaying type of the type, it creates a gradient between the colours of the flag therefore representing the strong visual link to the equality represented in the initial iconic imagery. Whilst also retaining a level of coherence within the media industry through the selection of the typeface itself coinciding with modern media design trends.

Callum O’Reilly

LGBT in Media - Branding

OUGD603

Development/Design Design and development stages saw exploration of placement within the branding selected.

The branding identity was selected through various meetings with the client and critiques with peers and tutors in order to select the most effective design that was representative of both communities involved within this event. Elements of each of the initial design ideas were brought together to be able to create a design that was representative of all three concepts, and therefore meets the brief to its fullest potential. The use of outlines offers an abstract minimal colour accent referring to the community in a nonobvious way. Within the placement exploration information was experimented with in different parts of the overarching promotional poster in order to be able to differentiate the branding of the information in a clear way, visually reaffirmed through the use of white against a black background on only the information that regards location time and actual title of the event. This separation of use of colour also exemplifies the concept behind the use of colour within the typographical object which stands to be the core brand identity of the event. Due to the nature of the event being promoted and posted online, over printed methods, considerations were taken into factor when designing announcement post to be used within the social media context, which were taken from original printed concepts and adapted in order to be fitting. The consistent style was given throughout the brand identity in which different formats were needed to be fitting to the sizing of various social media sites. Part of which was considering what information should be presented on banners, for example on pages where the title is clearly laid out and there is the assistance of the profile image (containing the name of the event itself) simply the date can be used. Gift design was also created to be able to add in a motion element, is being posted on social media in an environment that is saturated with movement, movement needs to be added to the branding in order to be able to compete the visual attention of the audience who could simply swipe past.

Callum O’Reilly

LGBT in Media - Branding

OUGD603

Production

Once again due to the highly digital nature of the overall promotion of the event, the application of the branding itself was altered to be able to be applicable to the appropriate method of communication. Within Twitter specific profile picture size was needed which complemented a specific banner size. It was important to be able to resize all of the relevant visuals for each of the aspects of the social media and ticket sales site, in order to ensure all of the information was present on screen at the appropriate time. Giving each element sense of visual hierarchy to be able to get across the most important information at that time when the user will be viewing that particular section of that social media application. As can be seen in the ticket sales due to their event name not being the largest nonvisual focus on the page the event names used within the banner, contrasting against the Facebook event page where the data is used within the banner due to the fact that the largest tax focal point is the name of the event itself and this is only accessible through the page. Within the application stage Instagram posts were also made to be used for announcements although these were not used at this stage; due to the fact that this was the first in a series of events, thus the organisers are waiting to have an archive of imagery before presenting social media content, although, it was asked of me to be considered as part of the brief itself.

Callum O’Reilly

LGBT in Media - Branding

OUGD603

Evaluation Overall, I believe this brief was successful. In terms of visual impact, the event was a sell-out, days before the tickets actually were taken off sale. I can see this means that the branding was successful and so was the advertising engaging with the audience to the point which pushed ticket sales, this is evident and has been noticed also by the client themselves. Although the requirements of the brief change throughout a believer responded in a correct manner making alterations which ensured the best visibility and engagement of the information of the audience was also retained consistency brand visual the event itself. The branding itself was informed through vigorous research into alternative events which offer similar experiences to a similar audience base. This led to the creation of something modern and fresh which sits both well in the LGBT community, being visually representative of LGBT culture, was also retaining asleep professionalism; thus, also sitting within the professional media world, showing by the interests and sharing of the event itself by the media industry.

The typographic choices were representative also of both of the communities that were involved within this event once again revealed within the research stages.

In terms of this being a live brief, the deadline was moved multiple times; this was due to the event being pushed back a month. Although I dealt with this within a professional capacity and made the visual changes accordingly.

Communication was key within this brief due to the team being in London who were putting the brief on, this included two faceto-face meetings as well as various online communications to. I ensured each point of change that the team were informed, and the direction of creativity was put in the right manner to be able to carry on progressing with the brief to be able to meet the deadline.

Client feedback was also recieved regarding the branding, highlighting its success.