vietn am arts & crafts DOAN THUY CHI - 1904CCP BRHAN18100004ITISHUNIVERSITY VIETNAM Ecopark Townership, Hung Yen, Vietnam - DECEMBER 2021 ivetnam open art& crafts
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artsvietnam&crafts FINAL MAJOR PROJECT REPORT - DECEMBER 2021 ivetnam open art& crafts
ivetnamart&c First ©2021EditionDoan Thuy Chi All rights reserved, including the right of reproduction in whole or in part of any form. No part of this report may be reproduced, stored in retrieval systems, or transmitted in any form or by any electronic or mechanical means, including but not limited to photocopying, recording, or information storage and retrieval methods, without written permission from the author. V IETNAM ARTS & CRAFTS - FINAL MAJOR PROJECT REPORT Doan Thuy Chi Behance: be.net/thuychidoan Email: hi.thuychi@gmail.com
Edited by Doan Thuy Chi by Doan Thuy Chi
Design
artsvietnam&crafts FINAL MAJOR PROJECT REPORT - DECEMBER 2021 m open crafts DOAN THUY CHI - 1904CCP BRITISHHAN18100004UNIVERSITY VIETNAM Ecopark Townership, Hung Yen, Vietnam
table contentof 452214829099 888446201816171712137424379297 ivetnam open art& crafts
AppendicesBiblographyEvaluationCreativeResearchIntroductionProcess ProjectProjectTheBackgroundBriefAimingNaming & Brand Naming Target Audience Preface The Final Major Project Secondary Research Primary BrandingResearch&Visual Identity ListReferenceFutureProjectWebsiteEvaluationPlan.listofFigures&Tables
final projectmajor BA (HONS) OF CONTEMPORARY CREATIVE PRACTICE: GRAPHIC DESIGN DOAN THUY CHI - 1904CCP HAN18100004 Student of BRITISH UNIVERSITY VIETNAM Year Three, Semester 2 - December 2021
projectmajorreport LECTURER: RICHARD PAUL CHILD Programme Leader of Contemporary Creative Practice at British University Vietnam
Vietnam Opens Arts & Crafts | Final major project report book 12 PREFACE
Starting writing this part is an opening and a remark able point of the end in my university life. I am very thank ful to many people who have been there for my whole journey. Firstly, I would like to genuinely thank my lecture, Mr Richard Child, who has led me through all the modules in the last three years.
Doan Thuy Chi
In addition, I am very thankful for my 1904CCP classmate for more than three years together throughout everything both hard and fun mem ories. Lastly, I wanted to thank everyone who has been and represented in my whole three years of university life. Thank you Hoai Anh and Ha Phuong, who has always been there and made sure I did not drown in my thoughts and mind.
Stage 3 - Year 3, Semester 2: Negotiated Final Major Project.
THE FINAL MAJOR PROJECT
In this module, I will be developing my practical skills whilst identify ing and researching a challenging area of Graphic Design, to plan an inde pendent brief that I will carry out as your Negotiated Final Major Project.
The Final Major Project - a combination of three modules, is divid ed into three stages along the year 3 of Contemporary Creative Practice in Graphic Design.
Stage 2 - Year 3, Summer Break: Industrial Investigation. In this module, I will learn how to write a report or extended essay showing my knowledge of an aspect of the sector in the global market. The subject should be relevant to me and my discipline, allowing myself to focus on an area of particular interest. That will support the topic and show decision-making for FMP.
The Final Major Project will form the continuation of the ideas pro posed during the previous semester (Practical Contemporary Practices). I began the second stage of the project by reflecting on the original proposal and supporting research. It will help re-examine my chosen area of study and plan my strategy.
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Stage 1 - Year 3, Semester 1: Practical Contemporary Practice.
I. Introduction Vietnam Opens Arts & Crafts | Final major project report book 14 ivetnam open art& crafts
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 2018161717ProjectProjectTheBackgroundBriefAimingNaming & Brand Naming Target Audience
Vietnam Opens Arts & Crafts | Final major project report book 16 BACKGROUND
Before the era of technology and digital innovation, craftsmanship has been a part of humanities history. Graphic Design, on the other hand, according to AIGA (2021), means “the art and practice of planning and pro jecting ideas and experiences with visual and textual content.” “Design is in everything we make, but it is also between those things. It is a mix of craft, science, storytelling, propaganda, and philosophy” (Erik Adigard, N.D). The relationship between craftsmanship and graphic design has a connection where we cannot fulfil understanding. I believe that without craftsmanship there will be no graphic design in our life. Through my journey in Contemporary Creative Practice, I have been connected and researched many aspects related to Traditional Art & Crafts. That journey has led me to the decisions for my Final Major Project. I wanted to research and find out more about the relationship between craftsman ship and graphic designer from different perspectives from the eyes of de signers, craftsmen, the one who are between both and the one who is not artistic in the Vietnamese industry. And besides all of that, I also wanted to support and honour the Vietnamese Traditional Arts and Crafts.
PROJECT AIMING To discover and explore Vietnam traditions and culture from the as pect of craftsmanship and graphic design (handmade & digital) to bring a new perspective to this area. Bring in the knowledge and the educational purpose for everyone who wants to learn and explore themself.
Responding to the project background and aiming, VAC - Vietnam Art & Crafts was born to support and honour the Vietnamese Traditional Art & Crafts.The mission is simple as to discover and explore Vietnam traditions and culture. The first mission aims to bring a new perspective to this area from the aspect of craftsmanship and graphic design. (handmade & digi tal) The second mission focuses on bringing in knowledge and the educa tional purpose for everyone.
* *
THE BRIEF
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<Project/ Brand tagname (Thuy Chi, 2021) ivetnam open art& crafts
.
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PROJECT & BRANDING NAMING
The project has been through a lot of names. At first, I have attempt ed by naming the branding in both Vietnamese and English. The brand was naming in "Việt Mỹ Nghệ"; "VMN" / "vmn"; "Vietnam Open Art & Crafts"; "Be Mỹ Nghệ - Be Vietnam"; "VOAC" / "voac" with many more. At the first stage of the project, the project & brand named Vietnam open art & crafts is short for voac. The name was aimed to focus on the word OPEN - allowing everyone to access and explore anywhere and any time. (Dictionary Cambridge, 2021) After the first stage, Richard and I have been through tutorials and talked about the name of the project/ brand. Instead of the Vietnam open art & crafts - voac, the project name will be shortened as Vietnam art & crafts (vac) with a tag name is Vietnam open art & crafts
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 19 :up: Project naming & Branding Naming (Thuy Chi, 2021)
TARGET ATTITUDEAUDIENCE-[TARGET
The target audience will be larger than I expected. It will cover fol lowing my possible outcomes and projects. I set out my target audience into three.1/School childhood (7 to 11 years) 2/ Adolescence (11 to 20 years) 3/ Adulthood (20+)
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AUDIENCE]
Based on the aims of the brief and since the first and second group age are still in the education system of Vietnam, I wanted to include my project as a way to give a new breeze into the ways every people are learn ing and receiving something new with the Vietnamese’s Heritage. And also keep its development in the future. For the third group age, I try to focus more on Early adulthood (20 to 30 years) and Middle adulthood (30 to 45 years).
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Vietnam Opens Arts & Crafts | Final major project report book 22 II. Research ivetnam open art& crafts My study process is divided into three main phases, aligning with three modules Practical Contemporary Practice - Industrial Investigation - Negotiated Final Major Project. In this stage of the study process, the Industrial Investigation report will mainly support this research.
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 24 282634 Secondary Research Craftsmanship in general Craftsmanship in Vietnam Links between Craftsmanship & Graphic Design 37 384142 Primary Research DiscussionDataMethodologyAnalysis&Conclussion
ResearchSecondary
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Through the first phase of the project, I had researched and experi mented with lots of ideas like early animation devices, layered Illustration - Paper Art Sculpture and craftsmanship elements. I have been conducted everything and finalized it into research into the aspects of craftsmanship & graphic design. Those aspects are researched through both artistic and unartistic people. In this chapter of the report, the research is summarized to these three key points: -> Craftsmanship in general. -> Craftsmanship in Vietnam. -> Links between Craftsmanship & Graphic Design.
*
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The word Craftsmanship appear in the 1650s which is the connection between craftsman and ship meaning “skilled mechanical workmanship.” (Etymonline.com, 2021) Craftsmanship since then have had a lot of defini tions and most of that “offered refer to craftsmanship in its abstract form” (Thorlindsson et al, 2018) According to Sennet (2008), craftsmanship “names an enduring, basic human impulse, the desire to do a job well for its own sake.” From an other point of view, we have Svend Brinkmann (2012) who also agree with the craftsmanship definition from Sennet. He redefines Sennet’s words for the craftsmanship definition as “what we are doing in our instrumental ap proach of life are stepping-stones to further success in the future. People who aspire to be good craftsmen today.” And somehow, we had forgotten that a basic human impulse also means doing something well for its own sake.
InCraftsmanshipGeneral:*
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Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 27 Meanwhile, there are a lot more related explanation for the Crafts manship definition from a lot of writers and artists beside Sennet and Brink mann. Basically, they are having the same meaning. In like manner, How ard Risatti (2007) defines Craftsmanship as “skill in a particular craft” and “the quality in design and work.” In summarize, the definition of Craftsmanship can be following Thor lindsson et al. (2018) as they conclude Craftsmanship means: • Intrinsic Motivation. • Emphasis on Informal Learning. • Honing the skills that are needed to accomplish by hand. • Engagement in the task at hand. • Holistic Understanding. -> Craftsmanship “names an enduring, basic human impulse, the desire to do a job well for its own sake.”- Richard Sennet, 2008
-> Traditional Bamboo Weave (Shutter Stock, 2018) Vietnam has known for its long and rich history in traditional arts and crafts. Throughout the long history line, the Vietnamese Traditional arts and crafts cannot undoubtedly be absorbed and affected by other tradition al arts and crafts around the world. But, during that long history line, our country has transformed and created our traditional craftsmanship. That tradition is associated with the wet rice civilization, with the names of craft villages example like Paper-making villages or Pottery-making villages. And, Hanoi’s 36 guild streets such as Hang Bac (Silver wares street) or Hang Dong (Copper wares street) with many others. Everything is represented by handmade products with unique, sophisticated, and perfect features.
InCraftsmanshipVietnam:*
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Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 31 Nowadays, there are less, and fewer crafts village could hold on to their traditional profession. Based on the issue is mentioned, numerous or ganizations can be named for their supporting and maintain Vietnam tra ditional arts and crafts. Reaching Out, which is a fair-trade company, is a social business founded in 2000. The organization helps to fill in the blank that the crafts village needed. They help to support meaningful works for skilled artisans and craftsmen in any country that the funding from the government is not insufficient and inefficient. (Reaching out Vietnam 2000) EXAMPLE OF VIETNAMESE ORGANIZATIONS HELP AND SUPPORT VIETNAMESE TRADITIONAL ARTS AND CRAFTS: 1. Reaching Out | Vietnam: <Reaching Out Artisan (Reaching Out Vietnam, N.D.)
Au Lac Design was established in 1998 as “an income generation project in rural Vietnam. They are a member of the US-based Fair-Trade Federation and a member of The World Fair Trade Association. Au Lac De signs mostly working with handicrafts villages not far from Hanoi. They work as a fair-trade organization to help the Vietnam rural artisans and craftsmen, producers to create their own small, medium businesses. Most of the villages they are working with are producing a wide range of prod ucts which are ceramics, lacquerware, carving, and so on. (Au Lac Designs, 1998)
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2. Au Lac Design: -> Old Vietnamese female craftsman making the traditional bamboo weave. (Stock Photo, N.D.)
Links Craftsmanshipbetween & Graphic Design
*
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The relationship between graphic design and craftsmanship has a very complicated background. How craftsmanship is craftsmanship when the person does not touch the subject? And, how graphic design is consid ered a craft? If we approach craftsmanship and graphic design from a different perspective, take a look through the types of craftmanship as the tradi tional and modern craftsmanship. For traditional craftsmanship, we have painting, carving, sculpting and many more. For modern craftsmanship, we have UX-UI design, website design, motion graphics and photography with many more.
-> "The computer is really like a pencil, you know. It used to be. It can do anything you want to, but you have to do it, and the same thing with a computer.''-MassimoVignelli, 2012
Massimo Vignelli (2012) once has said: “The computer is really like a pencil, you know. It used to be. It can do anything you want to, but you have to do it, and the same thing with a computer.” And, yes, the same thing with graphic design and craftsmanship, we can say that if craftsmanship is a pencil so the graphic design will be the computer. Follow Mokslai.It (N.D.), “The modernists such as actors might say that design and acting are their crafts. In simpler terms one might say “I have mastered the craft of design ing”. In this case the craft has taken on entirely new meaning but essential ly it stands for the same thing: a skill.” And, by seeing through both sides of craftsmanship and graphic design, skill is a specialized link that both sides connect.
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-> Is there any elements in the craftsmanship scale that might be seen and use in the way you approach your projects and works? Contemporary Creative Practice in Graphic Design | Doan Thuy Chi
*
This primary research, in the Industrial Investigation paper, is aims to answer these research questions: (It will also be related to The Craftsmanship Scale which developed by Thorlindsson et al in 2018)
ResearchPrimary
37
-> Do you think graphic design is craftsmanship? Craftsmanship is graphic design? What do you think about their relationship?
-> How is craftsmanship demonstrated in graphic design work? (or your work in general)
From the literature review - secondary research, I realized I cannot just judge and conclude from one-sided view. This study, in order to be suc cessful, will involve doing a survey and interviews with participants. From that, we can learn more about how others public, artist, designer percep tions of the relationship between craftsmanship & graphic design.
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-> Phase two will be using phase one’s results and participants selec tion to explain and expand by using the qualitative data.
*Methodology
This study was conducted using the mixed-method research, ex planatory-sequential approach, which is “strategically integrates or com bines rigorous quantitative and qualitative research methods to draw on the strengths of each.” (Catalyst.harvard.edu., N.D.) The research is a combination of a two-phase process by using the explanatory design of the participant selection model: (Edmonds, W. & Kennedy, T., 2017)
-> Phase one start with the quantitative data collection and analysis to identify and purposefully select participants.
METHODOLOGICAL APPROACH
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DATA COLLECTION PROCESS
:up: Figure 1: Data Collection Model
The research was divided into two phases which will help to clarify two target groups: -> Target group 1: Designer based craftsmanship. -> Target group 2: Specialized in design people. Following the two-target group and the mixed-method research (explanatory-sequential approach), the research was divided into two phases. As in the literature review, the links between graphic design and craftsmanship has a very complicated background. So, to achieve the goal of the thesis, the data collection process will follow the model below.
The data analysis process was conducted soon after half of the re sponses were fill in the questionnaire survey. The interviews process was rapidly started after the researcher identify and organize factors. The meth od of data analysis was research from many sources. And, it was finalized by the researcher showcased in the map above. (Ewota, 2020; Petersen, Kai & Wohlin, Claes., 2010) Figure 2: Data Analysis Process
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:up:
DATA ANALYSIS PROCESS
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QUESTIONAIRE
The questionnaire survey which is based on the survey model is more likely to focus on using the Craftsmanship Scale. (Thorlindsson et al., 2018) That will help to support information to the Data Analysis & Interview. For that result, the questionnaire survey result will not be present in this report. Instead, the participants and the interview results will be present. Figure Survey Model
:up:
3: Questionnaire
Data Analysis*
ANALYSIS
Vietnam Opens Arts & Crafts | Final major project report book 42 RESEARCH RESULTS & DISCUSSION The questionnaire was completed by 61 people in half of a month. The majority of the participants are design students/interns (80,3%). Junior designers have eight participants but only consist of one-sevenths com pared with the first group. Among the two target groups that I have clarified in the data collec tion process, I had three interviews with three participants: -> Target group 1: Designer based craftsmanship - 2 participants -> Target group 2: Specialized in design people - 1 participants. QUESTIONNAIRE SURVEY PARTICIPANTS Discussion *Conclussion&
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 43
After researching and analyzing the data gathered by using the mixed methods, here are my conclusions: 1. The majority from the two-target group agree that graphic design is craftsmanship but, also the craftsmanship is graphic design. (Thuy Chi, 2021) 2. Both two targets also confirm that the relationship between craftsmanship and graphic design is supportive. But, it also depends on where you are standing in the creative industry. Moreover, the most important thing is that we can bring out the Attitudes and Culture Schemas from the craftsmanship and apply it to different projects, work, and job roles. (Thuy Chi, 2021) In conclusion, the research has delivered different aspects to crafts manship with graphic design from different perspectives from the eyes of designers, craftsmen, the one who between both and the one who is not ar tistic in the Vietnamese industry. Aside from that, this research has helped provide my Final Major Project, showing that there is a lot of potential in bringing back the traditional craftsmanship and connecting with develop ing it with nowadays digital in the Vietnam industrial.
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Contemporary Creative Practice in Graphic Design | Doan Thuy Chi III. CreativeProcess 46 48466468 Branding & Visual Identiy Brand SketchesChallenge&Design Experiment Brand & Visual Identity Finalization Design Application 74 80787476 Website Website Domain & Details Website Design/ Experiments Web WebsiteFlowShowcase
BRAND CHALLENGE
Branding & Visual Identity
*
-> A trustful and value brand that brings a new view and a new aspect of craftsmanship and graphic design (handmade & digital)
The 21st century is known for its technological and digital innovation, a new era of liberty and freedom possible because of technology. (Defini tions.net., 2020) The world is keeping involved and unstoppable. With that evolution, our heritage must be protected and cherished even more.
That is why Vietnam Art & Crafts requires a brand & visual identity that fulfill these three key points down here:
-> A professional platform that helps users like both Vietnamese and Foreigners to access easy and pleasing when approaching.
-> A friendly and helpful project that can bring in the knowledge and education purpose to everyone.
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From the beginning, I had already made up my mind about what ty pography and what shape I should use. So, that is why in my early sketches, there will be available typography and shapes appear.
*DesignSketchesSKETCHES&Experiments
LOGO DESIGN &
Before starting sketches, some keywords have been listed for the brand characteristic. I started with a keywords list associated with the Art & Crafts symbol. (decorative, handicraft, skill, hand, practical, etc.) Besides, I also tend to find the meaning of shapes that could apply to my logo. Some example shapes like rectangle shapes mean stability, balance, profes sionalism, organizer. Besides, I also wanted to apply organic shapes which means creative, motivating, futuristic, initiative, expressive, and many more.
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Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 49 :up: Logo Design Sketches - Week 5 (Thuy Chi, 2021)
Vietnam Opens Arts & Crafts | Final major project report book 50
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 51
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Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 53 LOGO DIGITAL DEVELOPMENT As you have seen from the beginning of this report, I have to go through a long process of brand name changing and decisions. That is the reason this logo's digital development will also include early logo digital development and finalization logo. Here are some digital development and experiments of the logo. :up: Early Logo Sketches (Thuy Chi, 2021)
Vietnam Opens Arts & Crafts | Final major project report book 54 EARLY VERSION LOGO DIGITAL Here are some pre-versions, experiment with some typorgraphy that I have pick out for logo design before finalize the brand name.
-> Viaoda Libre (2020), designed by Gydient - a Vietnamese female designer.
Here
-> Miracle (2020), designed by Artem Nevsky.
-> Be Vietnam (2019), designed by Lam Bao, Tony Le, Viet Anh Nguyen.
typography
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 55
Continuing with the digital logo before the brand finalizes its name is Vietnam Art & Crafts, I have been experimenting with some selected type face that I wanted to apply. are the names of typeface and typography that I have experi mented with this version one:
LOGO BRAND NAME VER. 1
Vietnam Opens Arts & Crafts | Final major project report book 56 ivetnam open art& crafts
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 57 LOGO BRAND NAME FINALIZE A few weeks after the first version, I have been through tutorials with Richard about this. Instead of the Vietnam open art & crafts - voac, the project name will be shortened as Vietnam art & crafts (vac) with a tag name is Vietnam open art & crafts.
Vietnam Opens Arts & Crafts | Final major project report book 58
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 59 ->->
Vietnam Opens Arts & Crafts | Final major project report book 60 BRAND COLOR EXPERIMENTS For the brand color, at first, what I focused on was very dark and pale, that was not fit with was I wanted to develop with the brand. Here are my sketches' thoughts in my sketchbook.
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For this project, I figured out that my brand would not focus on just one pallete of color but many. That is why the connection between col ors seems to be a better choice. Five colors have been chosen as my main brand color design in my color experiment. By using that five-color, I can create a gradient that can be used in my brand design. Most of the designs that use gradient color, will be for visual elements and design subjects like postcards, posters, and many more.
BRAND COLOR & GRADIENT EXPERIMENT
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FINAL LOGO - VERTICAL &
Brand
Visual Identity Finalization* This is the final logo with wordmark which is display vertical. The layout of the logo is unchangeable. The logo type will be display on top of the word mark as long as the space between is unchange and consistance.
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Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 65
FINAL LOGO - HORIZONTAL
This is the final logo with wordmark which is display horizontal. The layout of the logo is unchangeable. The logo type will be display side to side with the word mark. The logo type and word mark are spaced between a line. (the thickness of the line will always be 1 pt) This is an additional logo tagline but it is also a stamp logo. The tagline is Vietnam Open Art & Crafts. This additional logo is design with a circle inside. (the thickness of the line will always be 1 pt)
ADDITIONAL LOGO TAGLINE
Vietnam Opens Arts & Crafts | Final major project report book 66 BRAND TYPOGRAPHY Every typography using in this project are all using approved license. Miracle (2020) is designed by Artem Nevsky. -> This typography is use for TITLE. Be Vietnam (2019), designed by Lam Bao, Tony Le, Viet Anh Nguyen. -> This typography is use for SUBTITLE and BODY TEXT. (Light & Regular) -> When wanted to highlight a word or anything in the sentence, we use Be Vietnam Bold.
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 67 BRAND COLOR PALLETE
Vietnam Opens Arts & Crafts | Final major project report book 68 The application of the brand & visual identity is prepare for the future plan. But, it is also being design for the purpose to communicate, connect and contact with artists, designers, artisans with museums. In the future plan, the brand application can be use for merchandise in workshops and exhibition.Here is the list of the Brand & Visual Identity Application: -> Business card. -> Letter Head / Offer/ Agreement/ Timeline paper. -> Envelope (DL size/ C6 size). -> Post card (DL size/ C6 size). *ApplicationDesign
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Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 71 vietnam arts & crafts ivear vietnam a v e nam ar s & crafts
Vietnam Opens Arts & Crafts | Final major project report book 72 (+84)vaVA hello@1110007
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 73 (+84)vaVA hello@1110007
Vietnam Opens Arts & Crafts | Final major project report book 74 The website's project was built on Cargo - a website builder. Cargo is a professional site bulding platform for designers and artists. The website has been supporting for students and others. Right now, the website de gned for Desktop views only. Website Link -> voac.cargo.site Website Email -> hello.vac@gmail.com WEBSITE DOMAIN & DETAILS Website Design* ivetnam open art& crafts
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Vietnam Opens Arts & Crafts | Final major project report book 76 Before starting to design anything, I start the website with exploring websites and gaining kowledge about UX-UI design. The first thing I start with my website is draw out it own website skeleton & wireframe. Here are some of my sketches. WEBSITE DESIGN/ EXPERIMENTS
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Vietnam Opens Arts & Crafts | Final major project report book 78 WEB FLOW
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Vietnam Opens Arts & Crafts | Final major project report book 80 After a lot of experiments, research, resketches and tutorials, here is some of the images showcase my website. Here is the link to my website that help you can fully see and experi ence it. -> voac.cargo.site WEBSITE SHOWCASE
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future.
months of developments,
Vietnam Opens Arts & Crafts | Final major project report book 82 IV. Evaluation
after
Vietnam Art & Crafts has coming to end nine process and finalize. But, the project might still be planned to develop the
even more in
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 8884Project Evaluation Future Potential Plan
PERSONAL THOUGHTS
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After nine months long, my graduation project now has come to its end. It feel like forever since I walk in to class and started my year three. And, now it is already the end of my year three.
Final Major Project is the biggest project that I have done ever since I became a student of Contemporary Creative Practice and a graphic de signer. Vietnam Art & Crafts has gave me so much more than I was imagine. Although there are still some regrets and expectation that I have not touch yet, still I proud of myself to able to conquer and finalize what I could have done.
*Project Evaluation
"Greatness comes by doing a few small and smart things each and everyday." (Robin S. Sharma, N.D.) I believe in myself by taking this first step of the Final Major Project could help training myself even more in the future and not just as a graphic designer.
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 85 -> "Greatness comes by doing a few small and smart things each and every day. Comes from taking little steps, consistently. Comes from a making a few small chips against everything in your professional and personal life that is ordinary, so that a day eventually arrives when all that's left is The Extraordinary.''-RobinS.Sharma,N.D.
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PROJECT EVALUATION
Twelve weeks of year three-semester one and two plus three months summer, this is already a long journey ever. I am very satisfied with what I have done for this project. I have been through the first semester with lots of experiments and researches. Since freshman year, I have noticed that my connection is be tween museums and artifacts. That connection has exposed me to many opportunities and connections to help with this project. That is why the out comes of the project "VAC" have shown a three years experiment of myself as well as many opportunities to develop shortly after graduating.
For my outcomes, I believe it has tied strong with the aims at the beginning. Even though, on the way the project develops, there are some changes of the outcomes. As my research is mostly focused on craftsman ship, by connecting it with graphic design as well as research, I was able to figure out what I was able to do for the outcomes. At first, my goal was to create a workshop with the same aims as the project's aims now. At the end of the first semester, I was wanted to do more than just create a small workshop. Hence, I have decided to create bigger goals as to create a web
About my project management, I did quite a good job with this part. Even though, there are still some problems and entangled as my design for branding and website has been redoing and fixing small details. I think this is one of those times where I should have been improving my design skills better. I realize even though I design branding and website fast but I still need to be careful with each detail.
For the design report, with the help of Q - alumni student of 1810CCP, now is one of the teaching assistants, I was able to orientation my aims and goals for this part. Overall, I am satisfied with what I have done for these nine months. I am extremely happy and cannot wait until we have a real exhibition1904CCP. To put it differently, I cannot wait to approve my plan for the fu ture and get ready for what will come next.
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 87 site with a brand & identity. In three months off, I have gone to a short-term class - learning UX-UI. That short term has helped me a lot in designing the project's website without any hesitation and doubt.
-> Organize a real workshop/exhibition - online and offline:
-> Continue working with museums and gaining artifacts/ artisans knowledge to develop the project website.
• Organize an offline exhibition to exhibit and showcase real works. The works will not just from the museums but also contact with young graphic designers and young artisants.
-> Every six months, we change the subject/ category. (Example: af ter Ceramic Gallery, the next project that we are aiming for is Silk Painting Gallery.)
• Invite designers/ artisans to come to our workshop and share their knowledge and experience.
-> Planning an exhibition with 1904CCP - BUV.
-> Create an organization as well as create a team from Vietnam and contact with oversea organizations as to compare and learn from each others.
Vietnam Opens Arts & Crafts | Final major project report book 88 PROJECT GOALS - SHORT TERM GOALS PROJECT GOALS - LONG TERM GOALS *Future Potential Plan
V. Biblography 90 Vietnam Opens Arts & Crafts | Final major project report book
9297Reference List List of Figure Contemporary Creative Practice in Graphic Design | Doan Thuy Chi
Vietnam Opens Arts & Crafts | Final major project report book 92 Allison, C., 2012. 8 Key Characteristics of Craftsmanship. [online] Neboagency.com. Avail able at: wAR1yCj_FDmhW97skAKdEUA0l5iWbEiYjsqt6JKNv9JttpNgvbksEn41bMwo><https://www.neboagency.com/blog/characteristics-craftsmanship/?fbclid=I[Accessed9 October 2021]. AIGA. 2021. Home. [online] Available at: <https://www.aiga.org/> [Accessed 1 October 2021]. “The art and practice of planning and projecting ideas and experiences with visual and textual content.” Au Lac Designs 1998. [online] Au Lac Designs. Available at: http://aulacdesigns.com/ Brinkmann, S. (2012). Qualitative research between craftsmanship and McDonaldiza tion. A keynote address from the 17th Qualitative Health Research Conference. Qualitative Studies, 3(1): 56-68 Basile, S., 2018. The historical craftsmanship spirit - part 1 : the vertical organization struc ture. [online] Medium. Available at: cal-craftsmanship-spirit-part-1-the-vertical-organization-structure-de8370a8dbf2><https://medium.com/@basilesamel/the-histori [Accessed 1 October 2021]. BA REFERENCE LIST
Catalyst.harvard.edu. n.d. Mixed Methods Research. [online] Available at: <https://cata lyst.harvard.edu/community-engagement/mmr/> [Accessed 13 October 2021].V
College of Liberal Arts. n.d. The College of Liberal Arts | Liberal Arts | Ole Miss. [online] Available at: <https://libarts.olemiss.edu/deans-office/> [Accessed 11 October 2021].
Coeckelbergh, M. (2014). Moral Craftsmanship. In: Moran, S., Cropley, D., and Kaufman, J. (Eds.), The Ethics of Creativity, Pp. 46-61, Palgrave Macmillan.
Dictionary.cambridge.org. 2021. Craftsmanship. [online] Available at: <https://dictionary. cambridge.org/vi/dictionary/english/craftsmanship> [Accessed 21 September 2021].
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 93
Etymonline.com. 2021. craftsmanship | Origin and meaning of craftsmanship by Online Etymology Dictionary. [online] Available at: <https://www.etymonline.com/word/crafts manship> [Accessed 8 October 2021]. EWOTA. 2020. Five Steps to Better Decision Making with Data Analysis. [online] Available EDC
Vietnam Opens Arts & Crafts | major project report book 94 at: <https://ewota.com/five-steps-to-better-decision-making-with-data-analysis/> [Accessed 14 October 2021].
Craftsmanship: The Brazilian Experience. Design Issues, 29(3), 64–74. http://www.jstor.org/stable/24267090
Howard Risatti, 2007. A Theory of Craft: Function and Aesthetic Expression. Univ of North Carolina Press. Fanchette, S., & Stedman, N. 2016. Handicrafts in the red river Delta: history repeating it self. In Discovering Craft Villages in Vietnam : Ten itineraries around Ha Noi. IRD Éditions. Doi :10.4000/books.irdeditions.26079
Final
Galvan, M., 2020. A brief history of graphic design. [online] Medium. Available at: <https:// uxdesign.cc/a-brief-history-of-graphic-design-90eb5e1b5632> [Accessed 10 October 2021].
GF
Edmonds, W. & Kennedy, T. (2017). Explanatory-sequential approach. In An applied guide to research designs (pp. 196-200). SAGE Publications, Inc, https://www.doi. Filho,org/10.4135/9781071802779E.R.(2013).Designand
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 95 Mokslai.lt. N.D. What is the relationship between crafts and design? – Mokslai.lt – žin ios studentams ir moksleiviams. [online] Available at: le/what-is-the-relationship-between-crafts-and-design.html><https://mokslai.lt/referatai/dai[Accessed12October 2021]. Petersen, Kai & Wohlin, Claes. (2010). The effect of moving from a plan-driven to an in cremental software development approach with agile practices: An industrial case study. Empirical Software Engineering. 15. 654-693. 10.1007/s10664-010-9136-6. Quotes on Design. 2021. Erik Adigard - Quotes on Design. [online] Available at: <https:// quotesondesign.com/erik-adigard/> [Accessed 1 October 2021]. Richard, S., 2008. The Craftsman. 1st ed. New Haven & London: Yale University Press. Reaching out Vietnam 2000. [online] Reaching out Vietnam. Available at: https://www. reachingoutvietnam.com/ RQPM
Vietnam Opens Arts & Crafts | Final major project report book 96 Shutter Stock, 2018. Vietnamese Artisanal industry. [image] Available at: sure-travel.vn/wp-content/uploads/2018/05/shutterstock_1043574151_huge-2.jpg><https://lei [Accessed 16 December 2021]. Stock Photo, N.D. Old Vietnamese female craftsman making the traditional bamboo fish trap or weave at the old traditional house in Thu Sy trade village, Hung Yen, Vietnam. [im age] Available at: html>craftsman-making-the-traditional-bamboo-fish-trap-or-weave-at-the-old-traditio.<https://www.123rf.com/photo_89550558_old-vietnamese-female-[Accessed16December2021]. Shona McCombes, 2019. An introduction to sampling methods. [online] Scribbr. Available at: <https://www.scribbr.com/methodology/sampling-methods/> [Accessed 13 October 2021]. Statistics Solutions. n.d. Choosing an Interview Type for Qualitative Research - Statistics Solutions. [online] Available at: Thorlindsson,terview-type-for-qualitative-research/><https://www.statisticssolutions.com/choosing-an-in[Accessed13October2021]T.,Halldorsson,V.,&Sigfusdottir,I.D.(2018).TheSociologicalTheoryof TS
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 97 University Libraries. 2021. Arts and Crafts Movement. [online] Available at: hibitions.lib.umd.edu/williammorris/morris-influence/artsand-crafts-movement><https://ex[Ac cessed 15 June 2021] Vietnam Hotel Association. n.d. Fine Art Architecture _ Vietnam Traditional crafts. [online] Available at: truyen-thong.vha><http://vietnamhotel.org.vn/vn/tourism/656/290/Cac-nghe-thu-cong-[Accessed10October2021] VU Craftsmanship: An Empirical Test in Sport and Education. Sociological Research Online, 23(1), 114–135. https://doi.org/10.1177/1360780418754564 The Interaction Design Foundation. 2021. What is Graphic Design? [online] Available at: <https://www.interaction-design.org/literature/topics/graphic-design> [Accessed 21 September 2021]. LIST OF FIGURE Figure 1. Data Collection Model (Thuy Chi, 2021) Figure 2. Data analysis Process (Thuy Chi, 2021) Figure 3. Questionaire Survey Model (Thuy Chi,2021)
Vietnam Opens Arts & Crafts | Final major project report book 98
99 VI. Appendices Contemporary Creative Practice in Graphic Design | Doan Thuy Chi
Dear Ms. Mrs. Mr. , My name is Doan Thuy Chi. I am a senior student majoring in Con temporary Creative Practice in Graphic Design at British University Viet nam. Right now, I am working on my Graduation Project, which is related to Craftsmanship in Vietnam. I have admired your creative and handmade works for a long time. Therefore, I would love to ask you to be joining as a part of my project to feature your works and projects and also share your journey and experience as a Vietnamese craftsman from the aspect of the ceramic maker. It would be an honour for me if you could spend some of your time for a further informal conversation. If you have any questions about me or this project, please don’t be hesitate to contact me at info@voac.com.
Thank you so much for reading this. I am looking forward to hearing from youDoanKindestsoon!regards,ThuyChi– creator of Vietnam Open Arts & Crafts.
*Email to Artists/ Arti sans/ Designers:
*Email to Museums for permission:
Dear Vietnam Fine Art Museum/ Hoang Thanh Thang Long/ Vietnam Na tional Museum of History, My name is Doan Thuy Chi. I am a senior student majoring in Contemporary Creative Practice in Graphic Design at British University Vietnam. Right now, I am working on my Graduation Project, which is related to ceramics/ silk painting/ lacquer painting in Vietnam. I would like to ask for your images and photographs of the related catego ries like ceramics/ silk painting/ lacquer painting. It would be an honour for me if the museum could help me for this situations. If it is possible, I would love that we have a futher discusion conversation about what my project is aiming for. If you have any questions about me or this project, please don’t be hesitate
Vietnam Opens Arts & Crafts | Final major project report book 100
Contemporary Creative Practice in Graphic Design | Doan Thuy Chi 101 to contact me at hi.thuychi@gmail.com or contact@vac.com. Thank you so much for reading this. I am looking forward to hearing from you DoanKindestsoon!regards,ThuyChi– creator of Vietnam Open Arts & Crafts.
Vietnam Opens Arts & Crafts | Final major project report book ivetnamart&c V IETNAM ARTS & CRAFTS - FINAL MAJOR PROJECT REPORT Doan Thuy Chi Behance: be.net/thuychidoan Email: hi.thuychi@gmail.com Edited by Doan Thuy Chi Design by Doan Thuy Chi
m open crafts Contemporary Creative Practice in Graphic Design | Doan Thuy Chi First Edition
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