The Brief Create a campaign for overfishing This brief is set into two parts. Firstly we need to gather research onto our specific subject that we choose. We need a range of primary and secondary research to help back up our campaigns and to explore the opportunities for informed creative development. So for our first part of the brief, we need to do a lot of thorough research to help us gain an understanding as to what we are trying to campaign for. The second brief is about developing a body of practical work that identifies an issue and is then demonstrated through our designs and blogging. We need to try cause awareness to this campaign and it could be delivered through posters, publications, web platform, banners, badges and many more. This brief is very open to us designers and should be well informed through research and development.
Daniel Carter - OUGD505 - Studio Brief 02 - Overfishing Campaign
Research Understanding the brief
Asking fishmongers Q&A
At the start, a lot of people including myself were confused with what we had to produce for the brief. Therefore, collectively as a group myself and others within my group got chosen the topic of ecological change. For this task, we had to come up with as many ideas as possible that would fit in our topic of ecological change. We came up with various ideas including; littering, oil spills, global warming, deforestation, overfishing and many more. One idea that I particularly had in mind was overfishing. Overfishing is a topic that is not known worldwide and this brief is about learning and helping a campaign gain awareness. Therefore, I decided to pick something that wasn’t very obvious and would need a lot of research and commitment to raise awareness of overfishing.
I then went to Tarbett’s Fishmongers, who were very easy to talk to and they were aware of the current situation of overfishing. Although they were aware of overfishing they also stated that this is a business and they rely on fish in order to earn an income. They were very flexible with answering questions and it was even difficult to write everything down. I decided to ask a few questions regarding their fish markets. Please see my blog.
Overfishing occurs when more fish are caught than the population can replace through natural reproduction. Gathering as many fish as possible may seem like a profitable practice, but overfishing has serious consequences. The results not only affect the balance of life in the oceans, but also the social and economic well-being of the coastal communities who depend on fish for their way of life.
Daniel Carter - OUGD505 - Studio Brief 02 - Overfishing Campaign
Looking at existing expressive posters. The evolution of tigers and how it has evolved into an item of clothing. This shows how an evolution can be stopped because of animal abuse. I really like the simplicity of this design and how it shows an evolution of animals however it stops right after the tiger showing that there won’t be many more tigers if we continue to do this. This is a poster that relates most to my campaign of overfishing. Although it is horrifying to see a shark, it would be more horrifying if there were no sharks. WWF is trying to get a message across that by exploiting the ecosystem it is also threatening human lives. This could relate to overfishing too. If we don’t do anything about overfishing there will be no fish therefore the foodchain being broken and affecting us. After looking at various designs, I want my posters to be quite aggressive however expressive. Looking at WWF their designs work because they make you stop and think. For my designs I would like to keep them simplistic however, eye catching and creative.
Initial Ideas Initial sketches
Experinting with type and illustrations.
From my peer feedback I was told to look at the words hooked, netted and caught. This was the basis of my initial ideas. I started looking more closely into those words and started creating little designs that involved those three words. For the first design I created a globe in the shape of the world to show the significance of overfishing and how much damage we can cause the world by killing off the fish. For the second design I wanted to use the idea of using a fishing hook. For the third design i wanted the fish to be caught on hooks to try and show it in an expressive way. For the fourth design I thought about using a traditional film like ‘Finding Nemo’ and making a campaign based on ‘Finding Fish’ as more fish are being taken out of the sea to benefit sales.
Brief overview
I then got a bit more in depth with my drawings. Coming up with outcomes and explaining how they could relate to each other. For the first poster (final image on the right) I had the vision of putting fish on hooks and showing the way that we catch fish and how we overfish by 2 or 3 times more than we should. This would be shown by the amount of hooks that would be visible on the poster. For the second poster I’ve researched numerous different ways to catch fish; line caught, trawled, seine, hooked and many more. With there being various different ways to catch a fish I was going to create a poster that would have stickers that people would put on with hooks, lines and nets that would show how the fish are being caught. Daniel Carter - OUGD505 - Studio Brief 02 - Overfishing Campaign
Playing around with ‘hooked, netted, caught’
Playing around with fish
Peer feedback: Comments on research: ‘A really good idea for research’. For a negative campaign look at the Sea Shepherds. I feel like some sort of guerilla advertising might suit this campaign’. Areas for improvement: ‘Think about whether you want to raise awareness in a positive or negative light. Think about words likes hooked, caught netted etc’. ‘Look at more expressive campaigns’
Development Initial idea development I wanted to make this poster different to a normal standard a3 poster that just informs you. Within this poster the fishing line connected to the fish would be cut out and left hanging towards the bottom of the fish showing them hanging by the fishhook. For this poster I downloaded a font from http://www.dafont.com/fishyprint.font which uses the alphabet to transform them into fish. For my original idea I wanted to create various fish that would be on the poster and have the fish trapped within the net of another poster. This would send a message across that we are overfishing as it would show how many different fish are in danger of being killed off. For the third poster I wanted people to be able to pull off the tab with the fish on showing the message that once you take it off you’re not going to be able to put it back. This poster relates back to my research which shows how we are overfishing by 2/3 more times than we should be fishing. By pulling off the tabs you are also taking off 4 out of the 6 fish which again shows how endangered fish are.
Poster idea 1
Poster idea 2
Fish hanging on fish hooks. One of the ways fish are caught today
Selection of fish which would have a net over
Poster idea 3
Logo design
Using tabs to get rid of fish and show how easy it is to take them out
Creating a logo for my campaign
Logo development I wanted to create a logo for my campaign overfishing. I started by designing a dead fish within a fish net however, a lot of my designs were illustrative therefore, I was advised to go into creating a logo with type. I then created a logo which consists of the word overfishing which has cut outs of nets within its design. This is another way that fish are caught. I think this logo is more expressive for my campaign. Daniel Carter - OUGD505 - Studio Brief 02 - Overfishing Campaign
Website Development Creating a website Here is my final website design that I created for Overfishing.org. As I started researching about overfishing I noticed a website that was very poorly structured and had nothing fun about it that wanted to make me continue reading it. Therefore, I created my own design for the website that would hopefully encourage people to enter the website and learn more about overfishing. I wanted my website to be a continuous scroll down website.
Experimenting with page layout
I wanted to create a website for my campaign because we live in a digital world where everyone is being brought up with technology. When I started researching at the start of this project I wasn’t aware of what overfishing was until I started searching around various websites. This website gives you all the right information and makes you understand about overfishing and its causes. Throughout my campaign, I wanted my posters, website and publication to be interactive and expressive. I wanted people to take an interest in overfishing and take it a bit more serious. Overfishing is something that a lot of people are aware about overfishing however, choose to ignore it. I wanted this website to be informative but still sticking with the theme of the campaign; interactive and expressive. Although I am aware that my website is very text heavy there is a lot of information to take in from overfishing. There are various different ways that cause overfishing as well as there being various ways you can help out the campaign.
Final website layout.
Daniel Carter - OUGD505 - Studio Brief 02 - Overfishing Campaign
Final Outcomes Final poster designs. Within the first poster I have tried to create tabs of fish which can be pulled out. The idea behind is that it shows once the fish are pulled out you can not replace them as easily. It could also been seen that once the fish are taken off it would be used as a promotion towards the logo and the campaign. By having just a poster with the logo on it makes the viewer curious as to what overfishing is. This is where the website would be most suitable as it links with my own personal website informing viewers about the dangers of overfishing. For this poster I decided to create two overlays. I created the first overlay (left) with matt paper with simple illustrations of fish to show the freedom of fish. The second overlay is created using acetate paper. It is the image of the fish being caught by the net that makes it expressive and eye catching. I believe this poster works very well as it shows the main way that fish are being caught in the seas. I also like how the fish are trapped under the net of the acetate paper. This is the poster that I decided to laser cut. The poster itself shows fish on a hook that have been cut out by the laser. Once they are cut you take out the outline of the fish and let them hang off the poster. I wanted this poster to be the most aggressive as well as the most expressive with the idea of fish being hung by fish hooks. I am very happy with the final outcomes of my posters as they work as a set of three and work in an expressive way. Daniel Carter - OUGD505 - Studio Brief 02 - Overfishing Campaign
Final set of three posters
Final Outcomes Final booklet publication I wanted to keep the information booklet short and informative. As I have with my poster I wanted my booklet to be interactive and easy to understand. I decided to use the logo that I created for this campaign as it was simple to understand and made you aware of what the book is about. The middle of the book I decided to use acetate paper mixed with paper that I bought in Fred Aldous. Here you see two images (left and middle) where I have used illustrations on the main booklet showing fish. In the other image you see how the use of acetate paper has made the booklet more interactive by showing the fish being caught by the net. On the acetate paper on the other side of the net there is more information that links with the cool blue paper.
Experimenting with mixed media
Final logo design This is my final logo design. Throughout my campaign everything is very interactive therefore, by taking the letter F out it shows how fish are being taken out of the sea. The letter F also represents the word fish and by taking the letter F out with a hook it relates back to the sea and catching fish. I think this logo works best because it has the word ‘overfishing’ as well as a hook representing the actions of overfishing. As well as this, my campaign is quite expressive and interactive and I think this logo matches my campaigns identity.
Overfishing logo
Daniel Carter - OUGD505 - Studio Brief 02 - Overfishing Campaign
Front book cover