May 2015 by Charlie Harris

Charlotte Harris Graphic Design May 2015

CONTENTS

Pages 1-14 Conversation Brief

Pages 15-30 Huddersfield Rebrand Brief

Pages 31-42 YCN Yorkshire Tea Brief

Pages 43-58 The Level Collective Brief

Conversation Brief

29.09.2014 Daniel: So, it says that the only damage was a maroon Seat parked in the middle of the road and that it’s not even confirmed that it was gunshots. So, like you say it could have just been a car back firing. Sefina: Or it could have been something else like fireworks, or a bb gun, or anything. Because no one saw it. Daniel: Yeah so I don’t really see why it’s confirmed, in the news as a gunshot and it’s.. Sefina: It’s just scaring people

These residents are the ones, basically they watch Bad Boys 2 and they heard a noise.

body was sure. Sefina: Well, no they should’ve closed the street down because there could’ve been evidence Sefina: No one’s actually and if someone would’ve seen it then? walked through there they would’ve ruined the eviDaniel: But there has dence. been a lot of stabbings and shootings recently, were Daniel: Yeah, true I supthey in Marsh? pose you’ve got to check before you know that there Sefina: I don’t know. I isn’t evidence, haven’t you. know there was some like killings in Newsome. And Sefina: Exactly then there was that thing on Leeds Road where Daniel: So there we go someone got stabbed, weren’t there Sefina: But maybe it’s just the locals being a bit too Daniel: Yeah scared because of…

Daniel: Bit of an anti-cli- Sefina: When he got max even pushed out of a van or something (laughs) I Sefina: Init! Yeah! shouldn’t find that funny Daniel: Disappointing. Sefina: I know right. Daniel: “Oh it’s the ghetto! ..Oh no it’s not..” Sefina: Hahaha! (Reads) “It’s normally really quiet round the back here” Daniel: (Reads) “It didn’t sound as loud as a shotgun and there was no commotion afterwards” Who’s talking about a shotgun?

Daniel: Mmm, because of all the other things being blown up. No, I mean, I mean exaggerated. But it’s not exactly being exaggerDaniel: So are they think- ated because people are ing that that is in relation frightened. to this article? It’s sort of a gang culture thing? Prob- Sefina: Yeah. ably was someone just shooting but whether they Daniel Reads: “Debra were shooting at someone. Harrison and her colleagues at Groom dry Sefina: Maybe, but they cleaners on nearby Westcan’t prove anything. And bourne Road said that by the sounds of it there’s they heard a scream early no evidence either. yesterday afternoon, and left the shop shortly afterDaniel: Seems unneces- wards to discover the posary to have closed the lice cordon. However, it is street down considering not thought that the incinobody was hurt and no- dent was connected to the

police enquiry.” Sefina: So why have they added it to the article? Daniel: Hmm, yeah see, seems like an embellishment. Sefina: They’re just trying to scare people. Daniel: Build a story. Sefina: Init, they’ve got nothing better to say so they’ve just made out some gunshots that are not actually gunshots that are worse than what it actually is. Daniel: It says there’s been damage to a car but it doesn’t say that it’s a bullet hole so, if it is a bullet hole then they would say “a bullet hole”, then there’d be no speculation. If it’s not a bullet hole then they’d say “It’s not a bullet hole” and then there’d be no speculation. But now there’s damage and all this hearsay, so without the full, without knowing what the damage is…

Sefina: They’ve written that so then people…

Daniel: Yeah, even more ambiguous, so you can leave it to your imagination.

3 After recording the transcript I began to think of how I could show the conversation through graphic design. I needed to find what ultimately was the message from the conversation. This to me was the exaggeration. Exaggeration of events through newspapers which ultimately comes from politicians. I put my thoughts onto paper in the form of mindmaps to decide what I needed to do next.

Prasad Bhat

I found Bhatâ&#x20AC;&#x2122;s work on Behance and think that his style works really well for the message I want to portray throughout my work. The shapes, colours and style overall really give the vibe of exaggeration that I want to show. I chose this particular image as an example of his work because I think that the objects on his shoulders tell a story. They obviously relate to the character and work as sort of a weight on his shoulders. I would definitely like to experiment with aspects from his work.

Egon Schiele

I have always been an admirer of Shiele’s work and think his style also fits in well with what I want to portray. His use of exaggeration is more subtle than Bhat’s, yet is still really strong. Schiele’s work is always quite intense without being overpowering. His use of colour and straight lines are something I will keep in mind when creating my own pieces.

Eduardo Recife

Recifeâ&#x20AC;&#x2122;s style is something similar to what I usually try and create, his use of exaggeration in this work is more through metaphores and type rather than shapes and lines. This is something I would like to try as I like that it looks so random but every part of the image has itâ&#x20AC;&#x2122;s meaning. I really like the layers and collage effect and think that they could relate to the fact that I am relating a newspaper article.

As I had decided to go with the theme of exaggeration, I began to look into who I could centre my work around. Born 30 March 1965, a British journalist, television host and former television talent competition judge currently working in the United States as Editor-at-Large of MailOnline. In the UK, Morgan worked as a writer and editor for several British tabloids, including The Sun, News of the World and the Daily Mirror. In November 2012, he was heavily criticised in the official findings of the Leveson Inquiry, when Lord Leveson stated that comments made in Morgan’s testimony about phone hacking were “utterly unpersuasive” and “clearly prove ... that he was aware that it was taking place in the press as a whole and that he was sufficiently unembarrassed by what was criminal behaviour that he was prepared to joke about it”. Morgan left this post in 1995 shortly after publishing photographs of Catherine Victoria Lockwood, then wife of Charles, Earl Spencer leaving an addictive disorders clinic in Surrey. This action ran against the editors’ code of conduct, a misdemeanour for which the Press Complaints Commission upheld a complaint against Morgan. As editor of the Mirror, in 1996 Morgan was forced to apologise on television for the headline (rendered in upper case) “Achtung Surrender! For You Fritz Ze Euro Championship Is Over” on 25 June 1996, a day before England met Germany in a semi-final of the Euro ‘96 football championships. In 2000, Morgan was the subject of an investigation after Suzy Jagger wrote a story in The Daily Telegraph revealing that he had bought £20,000 worth of shares in the computer company Viglen soon before the Mirror ‘s “City Slickers” column tipped Viglen as a good buy. Morgan was found by the Press Complaints Commission to have breached the Code of Conduct on financial journalism, but kept his job. Morgan was fired as Editor of the Daily Mirror “with immediate effect” on 14 May 2004, after refusing to apologise to Sly Bailey, then head of Trinity Mirror, for authorising the newspaper’s publication of photographs which had been shown to be false. These were alleged to show Iraqi prisoners being abused by British Army soldiers from the Queen’s Lancashire Regiment.

Piers Morgan

Nigel Farage

Born 3 April 1964, a British politician and leader of the UK Independence Party (UKIP) since 2010, a position he also held from September 2006 to November 2009. In September 2006, Farage became the UKIP Leader and led the party through the 2009 European Parliament Election when it received the second-highest share of the popular vote, defeating Labour and the Liberal Democrats with over two million votes. In November 2010, Farage successfully stood in the 2010 UKIP leadership contest, following the resignation of the party’s leader, Lord Pearson of Rannoch. Farage was also ranked 41st in The Daily Telegraph’s Top 100 most influential right-wingers poll in October 2009, citing his media savvy and his success with UKIP in the European Elections. Farage was ranked 58th in the 2010 list compiled by Iain Dale and Brian Brivati for The Daily Telegraph. In the 2012 edition of the same list Farage was ranked 17th, and in 2013 he was ranked 2nd behind the Prime Minister. In the 2014 European Election, Farage was re-elected again and led UKIP to its first victory in a nationwide UK election - the first for a party other than the Conservatives or Labour since the 1906 general election. Farage has been noted for his passionate and sometimes controversial speeches in the European Parliament and has strongly criticised the euro, the European single currency. In August 2014, Farage was chosen by UKIP members to contest the South Thanet seat in Kent at the 2015 general election. In his maiden speech to the UKIP conference, on 8 October 2006, Farage told delegates that the party was “at the centre-ground of British public opinion” and the “real voice of opposition”. He said: “We’ve got three social democratic parties in Britain – Labour, Lib Dem and Conservative are virtually indistinguishable from each other on nearly all the main issues” and “you can’t put a cigarette paper between them and that is why there are nine million people who don’t vote now in general elections that did back in 1992.”

Born 15 September 1969, a British journalist. In December 2007, he was named editor of The Times newspaper, the youngest person to become editor of The Times. He left The Times in December 2012, and was succeeded by John Witherow as acting editor. Harding became the head of BBC News in August 2013. On 16 April 2013, his appointment as the new head of BBC News was announced, a post formerly held by Helen Boaden, although he did not formally take up the post until the following August. His previous role as an editor for a commercial rival to the BBC meant that The Times leader articles during his five years as the newspaper’s editor were analysed. Ian Burrell of The Independent asserted that The Times “was among the most strident” of the BBC’s critics during this period. In his first speech to staff on 4 December, Harding reaffirmed that the BBC should not avoid investigative journalism after controversies of recent years. In some respects, the News part of the BBC fails to “punch our weight”, he believed. A ‘new impact fund’ is to created to sustain journalists from different parts of the corporation (local, national and international) working together under the new head of newsgathering, Jonathan Munro. Harding said that he would announce plans, under Delivering Quality First, to make £20 million in budget cuts. Where saving will be made public in the second half of 2014. The current worldwide audience for BBC News is about 250 million and Harding aims to double it by 2022. Emily Bell, in The Guardian, thought Harding’s objectives were “a little dated and underpowered” and the target of reaching 500 million people: “As [the BBC is] Britain’s only global media [player], this seems an unambitiously low bar.”

James Harding

I decided from the 3 men to chose Nigel Farage as he is the person that is the most current and almost everyone has an opinion on him.

I wanted to create a modern caricature of him in the style of Prasad Bhat (shown in my earlier mood boards) as this is something I have never tried before. I experimented with traditional styles of caricatures which I didnâ&#x20AC;&#x2122;t think worked so well so then i moved on to a more edgy style, like Egon Schiele using black ink and water colours.

11 After trying the caricature style and not getting what i wanted from the work i thought that the only way to make it work would be to have a purely graphic image made on Illustrator, which although it might have turned out well was not what i wanted from the final outcome. I wanted it to have a more handmade feel and so decided to move on to collage.

After scanning in my collaged words and images i took them into Photoshop to experiment with them. I wasnâ&#x20AC;&#x2122;t very happy with the outcomes, they were too simple and quite boring. Despite having a good concept, the image just wouldnâ&#x20AC;&#x2122;t come together quite how I imagined.

This is my final piece for the ‘Conversation’ brief I kept the collage feel to the image but also the exaggeration aspect of a caricature in the colours used and the writing. I added newspaper markings and UKIP written backwards to show how I feel about their policies. After I wasn’t happy with my original experiments I went back and looked at Eduardo Recife’s work which helped a lot to inspire my final design. I think that once the image has been explained then it works quite well but it could be improved so that the audience immediately understand it. I do however think that it illustrates my recorded conversation.

Huddersfield Rebrand Brief

To start this project I firstly went into Huddersfield town centre to look at existing small local businesses. I took note of the branding of the companies, particularly the front signs to the stores. I found both examples of good logo design and bad logo design and realised there are several businesses that could benefit from a complete rebrand. Many of the businesses seemed to use plain fonts and werenâ&#x20AC;&#x2122;t very creative or colourful at all. The main types of stores I came across included takeaways, cafes & restaurants, salons and clothing stores. I also collected leaflets and flyers to take into consideration how they promote their brands and came to the realisation that many of them used various logos and hadnâ&#x20AC;&#x2122;t really branded themselves consistently at all. I took photos of the local businesses with my group.

Our group started off by creating a series of moodboards to decide how we would do the rebrand. This first moodboard is of Huddersfield which shows where it is, a bit of history and what goes on here. Next we decided that the business we wanted to rebrand was ‘Espresso Corner’ a local independant coffee shop. The inside of the shop is already modern and quite cool. However, the logo and brand as a whole has been made to be so simple that it is just plain boring, you can’t tell that it is a coffee shop from the logo. This moodboard demonstrates who we think Espresso Corner’s target audience is.

This is a moodboard of Espresso Cornerâ&#x20AC;&#x2122;s current style and what it looks like inside.

This is Espresso Cornerâ&#x20AC;&#x2122;s current logo. I feel the creator has really tried to keep it simple and minimalist, which it is but they have taken it too far. If I was to see this out of context I would have no idea what it was which is one of the reasons I think Espresso Corner needs a rebrand.

Next we looked at possible styles of coffee shop that Espresso Corner could be, we put together a series of style moodboards that the rebrand could incorporate. These styles included: Afternoon Tea, Victoriana, Ice Cream Dream, Sixties Kitsch, Earthy, Retro, Bohemian and Minimalist.

The last task we took part in as a group for this project was to take surveys around to other local coffee shops to find out things like whether they actually advertise, whether they use social media and so on.

Peter Kyprianou Born in London, Peter worked as a designer in South Africa for many years until he could no longer contain his passion for illustration, he later returned to the UK. Spending some time in Cyprus along the way, where he was a political cartoonist for three years. Today, icons, pictograms, infographics and storyboarding are his domain. Two main styles are found in Peterâ&#x20AC;&#x2122;s work. Using a computer, he creates icons, pictograms and infographics, as well as technical illustrations. This produces a cleaner, vector graphic look which I wished to achieve in my own work. When storyboarding or drawing live, he works by hand therefore the imagery has a more traditional feel to it. Either way, strong line work and flat colours are clear elements in his illustrations.

Willie Ryan Willie has a BA in Graphics and Illustration from Central Saint Martins in London. Willieâ&#x20AC;&#x2122;s images are simple, graphic and minimal, with a limited palette of strong, flat colours. He works in two styles. For one, he creates bold emblems and icons using line work or flat, contrasting colours. The other is more figurative with a diagrammatic or instruction book feel to it plus, of course, a touch of humour. When creating his work he first draws basic doodles then sometimes takes reference photos. He then creates roughs using ink and scans them in to be traced in Illustrator to create a vector drawing that he can tweak, scale and resize until the illustration is perfect. His work is very similar to Peter Kyprianouâ&#x20AC;&#x2122;s in itâ&#x20AC;&#x2122;s simplicity and bold colours.

Here are my initial ideas scanned in. I had a couple that I thought might work including the doodles furthest to the right. The ones I thought might work best as a vector however were the coffee pots and cafetiere. They are the most classic symbols which would be instantly recognisable. I would also be able to play with bold colours like in the work by the artists I researched into. I did try to play with the name Espresso Corner within the cafetiere but I think that it was too long to fit in and would look over complicated and confusing.

I worked on my own to create the logo and brand. I decided to keep it simple to match the interior of the shop. I also wanted to add a splash of colour that it was definatly lacking, also even though I was keeping the minimalist style I wanted to make sure that the consumer could easily recognise that the logo is for a coffee shop. I created two different designs using only lines that could easily be changed to any colour and updated for different seasons or promotions. I made them in Illustrator which is the programme I am least confident in. I wanted to use it to make sure to get nice clean lines.

My final design came quite quickly in this project compared to the last, I didnâ&#x20AC;&#x2122;t have to do so many experiments and idea generation. I think that this is probably due to the extensive research and also the nature of the project was more something that Iâ&#x20AC;&#x2122;m interested in. I think that the final design would work well in Espresso Corner, by using a simple design that is actually to do with coffee and putting the logo in the corner of the card or bag adds to the effect. It is in keeping with the tone of the shop and I think it would be appealing to their clientel.

YCN Yorkshire Tea Brief

For this brief we were to choose our own brief from the YCN Student Awards website. There was a huge range of briefs but the Yorkshire Tea one stood out to me as something I would enjoy and could be creative with. It seemed to be a bit similar to the last Re-brand brief and so I thought I would be able to use what I learnt in that.

The Brief: Create a new product innovation for Yorkshire Tea The Creative Challenge: Your challenge is to innovate around our product, and to design something (be it physical or experiential) that will engage and benefit our younger customers. It can be a packaging or format idea, a new way to drink tea, something that adds to the tea drinking experience or even a simple design tweak to our existing product. Think about the tea drinking experience, how it can be improved but also how our consumers love a ‘Proper Brew’. This doesn’t have to be a revolution, small changes can be just as impactful. The important thing is bringing the product idea to life. Think about the different types of people within our target audience, and the times and environments that they are engaging with the product.

I started this project by researching into Yorkshire Tea, what products they have, how they advertise and what their current products include. Their current advertising is very colourful and includes a lot of the Yorkshire countryside which I like as it shows character and feels like a homely brand.

All of Yorkshire Tea’s products, adverts and even lorries are mainly green, with the countryside always the focus of the campaign. The slogan of a ‘Proper Brew’ is what the company wanted to keep in the design I would come up with. I think it works well in that it is something someone from Yorkshire would say. When I looked at Yorkshire Tea’s current products one that was missing was herbal tea, which is very popular with the young market that they wanted to target with the new design. This being the case, I decided to research into other company’s current herbal tea packaging and design. There is a herbal tea for anything, whether it be cleansing, revitalising, relaxing, night time, after dinner, woman kind or even love.

With the herbal tea theme in mind, knowing that I needed to keep the Yorkshire Tea green hills I came up with an idea for a morning and night time tea in one box and having the different two on the opposite sides. One to look refreshing for the morning and the other with deeper night time colours for a relaxed feel.

There are a lot of different brands that provide herbal teas. This is why Yorkshire Tea would need to stand out, I think combining the two relaxing and refreshing teas together would do this along with the already existing strong Yorkshire Tea brand and ‘Proper Brew’ slogan. Having a proper herbal tea.

For the design I needed to keep the countryside a main part but thought I could be a bit more creative in how it’s shown rather than just a photograph. As I did a really sleek and simple design for my last project I wanted to combine my collage style with the green countryside look. I researched into more artists that also do this as well as having knowledge from my earlier work of artists such as Eduardo Recife.

Martin O’Neill A UK based artist and illustrator who creates unique collages and typography for a diverse range of International clients encompassing advertising, design, editorial and book publishing, as well as regular contributions to the UK and US press. He also regularly exhibits his personal collages, sketchbooks and prints and is a visiting lecturer. I really like the imagination shown through O’Neill’s work, I don’t think it would necessarily be appropriate in this project but I will take the colours and collage style into consideration when creating my own work

Alex Williamson Born in England in 1973 and now lives and works as an Illustrator and Graphic Artist in London. Alex Williamson has a BA Graphic Design (printmaking) from Leeds Metropolitan University and an MA in Communication Design from the RCA. Williamson creates original artwork using cut-out, collage and print techniques, combining found ephemera, drawing and photography. His work is concerned with experimental graphic process, fiction and narrative. The work that I create will hopefully be similar to Williamsonâ&#x20AC;&#x2122;s but with less intense colours used to keep the calm feel.

Morning Time For this image I used the original photograph of the wall as the centre so that despite the image as a whole being so different to what Yorkshire Tea would usually do, it still has the famous and recognisable stone wall. I stayed within a small colour palette to keep the image simple as to not confuse the customer. I used a range of scanned in brush strokes and textures to add some depth to the image. To make sure that the design still had a homely feel I used a font that is similar to handwriting. I also insured to include the ‘Proper Brew’ slogan but added ‘Whatever time of day’ at the beginning so that it is clear there are two different types of herbal tea within the packaging. Evening Time For the evening time side of the box I wanted to keep the landscape similar to the morning time design, which overall was similar to Yorkshire Tea’s original landscape painting. I again used a small range of colours but with a more relaxing tone. I added silhouette clouds to the sky which I think work well behind the glowing moon, I also made sure to keep the layout of this design the same as the morning design so that it looks like they are a couple. Overall I think that the designs work quite well as a herbal tea packaging, they definitely have a relaxed countryside feel which was what I was aiming for. When I look at the images out of context they feel a bit too empty, especially the evening time one. I think the collaged effect looks good and is something that might stand out against other brands.

The Level Collective Brief

The Brief This is an opportunity to create a design that could become part of our collection of apparel. This brief aims to give you clear direction, without hindering creativity. We want you to use your own style and skills to create a design that our customers will love which is also in-keeping with our brand identity. Target Market Guys and girls aged between 18-30 years old. Students and young-professionals who spend their free time and money on travel, outdoor activities, and adventure sports. When this brief was first presented to us I was excited to start straight away. The way in which the company are so ethical and their products are handmade really inspired me. I also liked the fact that t-shirt designing is quite light hearted and fun.

Firstly, I made a mindmap of initial ideas and styles. I wrote down what I thought were keywords for the project to make sure they were at the front of my mind whilst I designed the image. I thought that it might look good to have a quote or phrase on the t-shirt design as well ans so I made a list of some that came to mind. Above are some initial ideas that I had for making some sort of tent that was also a mountain.

Here are some more scanned in initial quick sketches, I liked the idea of having the combination of mountains, water and the sun. Like Earth, water and fire. I also thought that having the design within a circle would sit well on a t-shirt so it could be either big in the centre or smaller to one side. After not getting very far with my initial sketches, I decided to do some research on Pinterest at fashionable â&#x20AC;&#x2DC;adventure wearâ&#x20AC;&#x2122; to see what is popular.

Another one of my initial ideas was to make a pattern with leaves. I thought a more raw and rustic effect could be made by doing leaf prints and rubs. I made this moodboard to get my ideas into perspective. Once I had researched more into the idea I found that it might be quite difficult to screenprint the prints and rubs which is the way The Level Collective make their t-shirts. I also thought that the design could end up being too girly rather than a unisex design which was also one of the points to bear in mind from the brief. This is a shame as I think it could have ended up looking nice and original.

The Level Collective After my leaf idea didnâ&#x20AC;&#x2122;t work out, I decided to do some artist research and started with the company that gave us the brief to see what their styles included. I liked that there was a range of designs and styles because it shows that the company are quite experimental. This leaves room for creativity and experimentation with my design. I also think that the existing designs seem very clean and fresh which is an aspect I need to include in my work.

Katie Edwards A UK based Illustrator, she grew up in the Lake District and now lives in London. She graduated from Leeds Metropolitan University with a first class degree in Graphic Arts and Design. Edwards uses traditional photographic techniques to produce her screen prints, which are occasionally combined with collage or drawn imagery. I looked at Katieâ&#x20AC;&#x2122;s work for inspiration as I wasnâ&#x20AC;&#x2122;t sure how detailed printscreen work can be.

Sroop Sunar Born and spent her early life in Birmingham, Sroop moved to New Delhi in her teens where her fascination for Indian street culture and printed ephemera all started. From textile to matchbox labels, hair oil to medicine packaging, it was the haphazard printing quality, bold colour palettes, astute use of typography and visual wit found on everyday consumer products that now heavily influences her work.

This is my final t-shirt design, I kept it clean and simple to ensure the customer can tell what the image is with ease. I decided to add the phrase underneath as I think it holds it all together and doesnâ&#x20AC;&#x2122;t seem like a random object on the shirt. Using just a line image makes it easy to have in all different colours on any type of shirt or jumper. Before deciding on this final image I experimented with adding brush textures to the mountainsand sun, I think that they looked nice and added to a rustic and raw effect. I decided, however, not to use the texture as I donâ&#x20AC;&#x2122;t think it would be possible to create using the printscreen method. Overall I like my final design and think it works well with what The Level Collective are about.

CRH GD 05/15