Leeds College of Art BA (Hons) ILLUSTRATION OUIL505 ILLUSTRATION 2: Applied Illustration
Level
05
Credits 30
Module Brief Title: Product, Range & Distribution
STUDIO BRIEF 1: Project Proposal
Project Rationale What do you intend to do and why? I intend to produce a series of illustrations for WWF’s adopt an animal campaign, encouraging the UK public to help fund the protection of the Bornean and Sumatran Orangutan. I have selected this to be my content, as I would like to produce illustrations that provoke positive change in the world, especially regarding issues that I am passionate about such as the conservation of the earth’s species and their habitats. I will be using this project to gain a better understanding of how to evoke new thinking within a mass audience through illustration and design, researching into the psychology of behavioral change. My primary focus for the project will be opening up WWF’s adoption campaign to a new audience - making it appeal to young adults. To achieve this I will be creating a series of illustrations that can be used for a social media and commercial advertising campaign – to raise awareness and encourage people to donate to the cause. The use of social media is especially relevant as my campaign is aimed towards young adults – the technology generation. These illustrations then may also be applied to a series of products – such as tshirts, tote bags and limited edition prints to replace the cuddly toys in the adoption packs or to be sold through WWF’s online shop.
THEMES / SUBJECTS What Themes/Subjects will form the content of your work for this module? This should include theoretical and non-creative based content and concerns. This section should identify your consideration of the social, cultural, ethical and creative concerns of contemporary Illustration practice. GENERAL THEMES:
The protection and conservation of animals and their habitats How to evoke behavioral change through design SPECIFIC SUBJECTS:
Bornean and Sumatran Orangutan WWF adoption campaign Palm Oil Illegal pet trade Illegal logging and mining Protection of rainforests PRACTICAL & CONCEPTUAL APPLICATION What areas of Illustration do you intend to investigate in relation to the practical and conceptual, production/ distribution of work in response to selected briefs? SPECIFIC DISCIPLINARY AREA: Illustrative products/retail – homewares, textiles, paper products
Campaign advertisement/promotion Illustration for environment – murals, billboards. AUDIENCE/CONTEXTS: WWF Young adults Environmentally aware/conscious adults Friends/family who may gift the adoption pack To evoke awareness in the general public – advertisements in the public domain PRODUCTION/DISTRIBUTION METHODS: Handmade processes – print, gouache painting, cut paper/collage Animation using after affects (possibly) Adoption pack Social media Posters Environmental illustration – billboards, murals CONTEXTUAL REFERENCES Identify areas of professional/creative practices that will inform the contextualization of the work that you produce. This should include specific illustrators, studios, practitioners and products as well as broader creative disciplines and methods of Production / Distribution. ILLUSTRATORS / DESIGNERS / STUDIOS: Laura Carlin Atelier Bingo BfGf Geoff Mcfetridge David Lemm Anthony Zinonos Matisse Owen Davey Ping Zhu Jeanne Willis & Jenni Desmond “The tiger protector” John Larigakis – WWF posters CREATIVE SKILLS What practical skills do you intend to further develop and apply during your project? What do you intend to use the skills for? Consider extending the use of skills that you already have in order to deliver work of a higher standard as well as identifying new skills that you will need to develop.
I want the use of handmade processes to remain central in the production of my illustrations throughout this project – whether this be print media, gouache painting, cut paper/collage, ink or drawing. In OUIL504 I used digital processes in the production of my final prints, which led to me to be unsatisfied with certain visual aspects of this outcome. I will be using digital software to refine my illustrations, however will now be conscious of using it sparingly so as not to lose a handmade feel to my work. The content for this project lending itself to more figurative illustrations I would like to use this opportunity to build more narrative and a greater tone of voice to my work. I would like to find a balance within my practice, where my illustrations are able to communicate to a mass audience, whilst still maintaining and developing the simplistic, abstract and shape-based aesthetic that I have come to love and admire within the practice of certain creative professionals.
KEY TEXTS List a selected number of books, articles and texts that are central to your proposed area of practice. These should include a combination of design and non-practice based books, theoretical texts as well as visual publications. You should include a list of relevant websites.
https://www.wwf.org.uk/ http://www.orangutan.com/ https://orangutan.org/orangutan-facts/ http://savetheorangutan.org/?gclid=CKLLoKP-lNICFa6_7QodcPwALQ http://www.saynotopalmoil.com/Whats_the_issue.php https://www.rainforest-rescue.org/ https://www.theguardian.com/sustainable-business/2016/dec/21/africa-great-apes-palm-oil-industry-supportunep-forests-gorillas-chimpanzees-bonobos-olam-wwf http://www.traffic.org/ https://siteresources.worldbank.org/EXTGOVACC/Resources/BehaviorChangeweb.pdf http://www.thisisyoke.com/blog/successful-behaviour-change-campaigns/
ADDITIONAL INFORMATION
OUIL 505 - Project Planner 1
Module Briefing Studio Brief 1 Research & Proposal Proposal Planning & Research
Research into retail and packaging – find 1 industry fact, case study, online resource and trend in homewares for group presentation
3
Proposal Submission/Studio Development week
Research and forming ideas for project proposal – submit on Fri Thinking through drawing – thumbnailing and initial ideas
4
Studio Brief 2 Development & Production
TUES – Group tutorials Continue drawing in response to research and peer feedback Artist and industry research (blog) Media experimentation Artist and industry research
2
5 Studio Development week
Group Presentations Research and forming ideas for project proposal
6
Progress Tutorials
Media experimentation Artist and industry research
7
Group Feedback
Media experimentation Artist and industry research
8
Studio Brief - 3 Presentation & Evaluation
Specifying application in response to ideas – what are the final products going to be? Thumbnailing in response to final application – e.g. if it’s a poster do thumbnails of images on poster etc.
9
Interim Crit
Production of final images, in response to chosen contexts and distribution methods
10
EASTER BREAK
Production of final images, in response to chosen contexts and distribution methods
11
EASTER BREAK
Production of final images, in response to chosen contexts and distribution methods
12
EASTER BREAK
Production of final images, in response to chosen contexts and distribution methods
13
Group Feedback
RESPONSIVE SUMISSION – THURS 27/04 Finish off production final images and start making presentation boards
14
Assessment Briefing & Final Crit
COP SUBMISSION – WED 03/05 Presentation boards, final blogging and evaluation
15
Module Submission 09/05/2017
SUBMIT!