DEVELOPMENT Conception process
The journey from the idea of advanced design students helping the city to the Morrow project was one full of surprises. Right o the bat I knew that the idea I was toying with had quite a few challenges to overcome until it could become approachable, but I soon discovered that the questions were recieving answers and the issues were getting ďŹ xed as I went. This booklet takes it all from the beginning.
IT ALL STARTS ON PAPER The ďŹ rst step was to try and understand the brief while I was creating it. To solve the problem of the unaesthetic while also empowering the students is the solution that started to seem the clearest. Some great, talented and creative students are oftentimes eager to throw their skills at a real project and have to wait until graduation, instead of being guided by a professional to ďŹ x real issues through a learning process.
One of the more obvious visual issues of the society today is that not everybody respects and understands the public space as being an active element that influences our pshychology.
A very good example is that most of the time, the shops - especially the ones in the city’s centre - they define the feel of the town. The solution would be to create a company that had the purpose of bringing together the best students with the opportunity to work with professionals from the field on live rebrands for the unaesthetical parts of the market.
EARLY IN THE DEVELOPMENT THE MOTIF OF DUALITY KEPT COMING UP The company and the message had to be adressed to varying businessmen, students, lecturers, mantaining both a corporate, business friendly side and a creative, playful and challenging side. The company stands for Reality, Future, Identity, Self, Potential, Life, Community; The naming process followed.
Tangible Karma Fervent Couthy Ensorcell Zen Morrow Houff Omphalos Eon
Morrow is about a creating a better future, and it’s about communication between the two sides that can ďŹ x a common issue. The logo process was started on paper as well; a few visual ideas being thrown around on a blank sheet.
THE LIST OF VIABLE FONTS WAS ALSO BEING THINNED OUT Since the company wants to have appeal to both older and younger audiences, the typeface should be serious, but also interesting and quirky. The more futuristic options were eventually eliminated in favour of something with more mass appeal.
The name of the event became The Creative Bootcamp because it expresses the student’s journey in an empowering manner, while the event’s environment will be every bit as professional and demanding as a design studio. The search for the right typeface and composition for The Creative Bootcamp led around the DIN, Gotham and Moon typefaces, but none of the combinations seemed to quite work in the required context.
Creative
Creative
Creative
Creative
BOOTCAMP
More sketches and development towards the posters and overall brand of the Morrow. Some of them were repurposed, others ended up just experiments, while others came through and became part of the Morrow brand; just like the pattern:
3