Ellen Setterfield
Project Report
OUGD503 - Responsive
____ Introduction: I have completed 10 briefs for the Responsive module, one of which was a collaborative effort. I have thoroughly enjoyed the module as it has allowed me to manage my own workload and time. The module has also opened my eyes to competition briefs and specifically YCN and D&AD. Now that I have completed the module I have the confidence to approach any competition brief and complete it to the best standard I can. Working with clients was not something I have had much experience with in the past, this module has allowed me to work on live briefs for a range of different people. Though some of the clients I worked with were difficult I feel that I have learnt from any mistakes I have made and this has improved my design practice substantially.
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____ Contents: Individual Practice AE | DesignBox
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4-7
Bliss Nails and Beauty
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8 - 11
Christine Crossley
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12 - 15
Dialogue Exhibition
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16 - 19
Erico Eriflex
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20 - 21
femfresh
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22 - 35
Mali Campbell
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36 - 39
Secret 7
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40 - 43
Setters Sports
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44 - 49
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50 - 59
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60 - 63
____ Collaborative Practice Redrow ____ Module Evaluation
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AE | DesignBox ____ The Brief: Design a logo and promotional brochure for a local company. ____ Target Audience: Young people who want to keep up with street trends at low prices. ____ Requirements: Logo must be clear and simple, easy for the owners to reproduce for office use. Brochure must feature photographs of the products that AE | DesignBox design and give clear instruction to contact details and instructions on how to place an order.
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AE | DesignBox
____ My Response: This brief is for a local mother-daughter business producing tie-die T-shirts and personalised shoe designs. This brief involved me producing some photography of the products which was not something I had much experience with, so I knew it would be a challenge. I photographed all of the products with quite an amateur way as I was directed by the clients. They wanted to keep the local family aspect of their business in their promotional material.
The brochure is a custom size to stay in keeping with the unique designs the company make. The information within the brochure directs the audience to the AE | DesignBox Facebook page where orders are placed. I have made 6 copies of the brochure as they are for a charity event held in Todmorden and the clients wanted to keep the print cost at a minimum.
The clients wanted their logo to be modern, clear and ‘trendy’. I used the font Futura Medium to create their logo and they were very pleased with the result.
Logo
AE DesignBox
AE
| DesignBox Facebook Logo
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AE | DesignBox
____ Photography: I have not had much experience with photography but this brief meant I would have to experiment with it. I set up a small space in my garden as it was the best way to ensure natural light as I did not have access to a studio space with professional lights. I am very pleased with the photos and I think that it is something I could experiment with more throughout this module.
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AE | DesignBox
____ The Brochure:
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Bliss Nails and Beauty ____ The Brief: Design a logo and price list for Bliss Nails and Beauty. Target Audience: Clients of Bliss and perspective clients. ____ Requirements: The price lists must be consistent with all other branding for the business (font and colour) ____ Mandatories: The colour purple must be used, butterflies must be incorporated with the design.
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Bliss Nails and Beauty
____ My Response: This brief was a challenge because the client had a sure idea of what she wanted the price list to look like. She had chosen the font Gabriola which is quite a decorative font and does not lend itself to body copy. I had to improvise and work with the font she had selected, I took this as a learning curve which is something I believe has helped me within my design practice.
___ Gabriola
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ÂŁ-:;,@*
Designing the price list was relatively straight forward and the end product came out clean, crisp and professional. I have produced 400 copies of the price list in two 200 copy print runs. I printed the first 200 on my own printer with specialist paper. This meant that I was responsible for the construction of each price list, this was a time consuming task so I sent the second order of 200 to a commercial printers in Leeds; Leeds Graphic Press. This saved me time and money and also gave me some experience with commerical print.
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Bliss Nails and Beauty
____ The Logo: The logo I produced is inspired by a drawing I was shown by the client. She wanted a butterfly to be incorporated into the name her business.
Logo
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Nails & Beautďż˝
Bliss Nails and Beauty
____ The Price List: I used a custom size for the price list as I wanted it to be a good size for clients to hold in their hand and also put in their handbags. The client was very happy with the end result and has expressed interest for me to continue working on the design work for Bliss in the years to come.
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Christine Crossley ____ The Brief: Design a logo and stationary for Christine Crossley. ____ Target Audience: Clients of Christine Crossley ____ Requirements: Design must be monochrome and simple. ____ Mandatories: Layout must be to a professional standard for office use.
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Christine Crossley
____ My Response: This brief had a quick turn around because it was only a small amount of work. I created the logo solely using type as the client wanted it to be very minimal and easy to reproduce. I used the font Kozuka Pro in Light and Extra Light weights. After I had created the logo I had to add it to a range of stationary for the client to use. One of the main requirements that the client had was that everything be in monochrome to save on printing costs as she would be printing the material on her home computer/printer. I enjoyed working on this brief because I had not had much experience with branding and identity in the past, this was a great opportunity to try something different.
Logo
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Christine Crossley
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Christine Crossley
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Dialogue ____ The Brief: Design artwork for an exhibition based on Dialogue. The exhibition will feature a series of screen-printed artworks that have gone through a blind collaboration process. ____ Target Audience: Yoke Leeds and people attending the Dialogue exhibition. ____ Requirements: Contributors must be open to their submissions being manipulated through the use of print and the match making process, that will pair the two submissions together. ____ Mandatories: Artwork must be: - A3 Landcape or portrait - Vector or halftone images - Black and white - 300 dpi
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Dialogue
____ My Response: This brief was set by two of the current third year students at LCA. I liked the idea of a blind collaboration with other students and, in some cases, established studios. Screen printing is not something I enjoy to do but this brief did not require me to do any printing which is the reason why I submitted to it. I submitted two designs and one was used in the exhibition. I think that the exhibition had a great concept and theme which was inviting to not just creatives but the general public. ____ Submissions The two designs that I submitted are both very different. The first design I sent linked to a project from the Design Practice 2 module (research project about the Oscars) and the second design linked to Context of Practice module (wayfinding and signage).
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Dialogue SMALL TALK
Submission 1 - Small Talk
SCENE 1. MATTHEW (35) AND SUE (32) HAVE WORKED IN THE SAME OFFICE FOR 5 YEARS, THEY TALK ON A REGULAR BASIS. ENTER OFFICE CORRIDOR. MATTHEW IS WALKING ONE WAY AND SUE IS WALKING THE OTHER, THEY PASS. MATTHEW: HI SUE! SUE: HI MATTHEW MATTHEW: HOW ARE YOU? SUE: GOOD THANKS, YOU? MATTHEW: YES I’M GOOD THANKS! SUE: GOOD, SEE YOU LATER!
Submission 2 - Symbols
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Dialogue
Work in exhibition
Name referenced
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Erico Eriflex ____
____
The Brief:
My Response:
Design two flyers for the global company, Erico Eriflex. ____
This brief was only small and took only 3 days to complete. The client, a manager in Erico’s Europe team, supplied me with the images and appropriate information for each flyer leaving me to simply work with the layout.
Target Audience: Customers of Erico, perspective customers, electrical distributors. ____ Requirements: One of the flyers must work within a web safe format. ____ Mandatories: The Erico logo must be used throughout.
I had to create two separate flyers, one for a website and another for print. This was a relatively easy task as I have worked with web safe colours, files and fonts before. The layout I used was a simple 4/6 grid as I had a lot of images to show I needed a consistent layout with both. One issue I did have was the quality of the images I was given. Some of the images were severely pixelated which affected the quality of the flyer. To overcome this I had no option but to leave the images with low resolution out of the final design. Overall, I was very happy with the outcome and I think it encompasses the brand very well.
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Erico Eriflex
Web flyer
Solutions to optomise the design of Electrical Power & Earth Connections
FLEXIBAR Flexible Busbar
Earth Braids with Integral Paims
Low Voltage Insulators Our full product range together with these items are availble at: Underwoods Electrical Distributors Ltd Unit 6 Westfield Park Kenn Road Clevedon Bristol BS21 6UA Tel - 01275 345300 bristol@ued.co.uk
IBSB Insulated Braid
Distribution & Power Blocks
Print flyer
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YCN 2014 - femfresh ____ The Brief: Convince young women to use femfresh. ____ Target Audience: Women 18-24 years old, who spend more time looking after themselves, who are actively looking for beauty messages. They use many different personal care products every day, but up till now they haven’t given much thought to ‘down below’. ____ Requirements: You’re free to demonstrate your thinking in any medium or combination of media that you think will best engage with the target audience. Your campaign will need to have the potential to work across different channels. ____ Mandatories: Please include the Femfresh logo within your work.
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YCN 2014 - femfresh
____ My Response: I chose to approach this brief in an honest and subtle as my primary research told me that women find the idea of the product quite embarrassing and uncomfortable. The direct approach that femfresh have taken to improve their image is not making the subject more approachable so I thought that the best way make this happen was to use solid facts and figures to reassure them. I came up with the idea to send out an informative leaflet about femfresh to women aged 18-24 across the UK, with the hope that this would dispel the negative associations that come with the product. I then thought I could branch out and create a 7 day trial of the product to further prove the product is an essential part of a woman’s routine and something which they should not be embarrassed about. To decide on a time scale for the trial I tested the product over a length of time to decide which time scale would be the most successful and cost effective. I found that 7 days was a reasonable amount of time to see noticeable results which then left me with a timescale to work with. The concept of my information pack was quite simple though I had a lot of
information to show. I had to come up with a way of giving all of the facts in a way that would keep the cost of printing to a minimum. I decided on a concertina booklet that would fit two copies onto an A3 sheet when printed. I also chose to include a small paper diary with my pack incase any women preferred to have a printed copy instead of using an App. The layout of both the concertina and the diary were very simple and clear, I wanted to make sure that the intentions were clear and nothing was put in place to distract from the product. This being said I also wanted to appeal to the younger audience so I chose to use vector illustrations on the concertina to make it more informal and friendly. I also used an image of a flower blossoming for the cover of my pack and the background for my diary, I took this design directly from a femfresh bottle but edited it in my own way. The App mirrors the diary almost entirely which I thought was very important. I created a mock up of a web page based on the current femfresh website, though it is not to my taste I am very happy with the outcome. 23
YCN 2014 - femfresh
____ The Pack
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YCN 2014 - femfresh
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YCN 2014 - femfresh
____ Concertina Front
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YCN 2014 - femfresh
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YCN 2014 - femfresh
____ Concertina Back
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YCN 2014 - femfresh
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YCN 2014 - femfresh
____ Diary
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YCN 2014 - femfresh
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YCN 2014 - femfresh
____ Application
LOGIN
Day
SIGN UP
Level of irritation
H
7 DAY TRIAL Welcome to the fenfresh trial app. Use this alongside the trial pack we sent you in the mail to record your opinions of the femfresh products. Create your own account to record your progress and chat to other women taking part. We hope you enjoy the trial!
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Sophie Peters Age: 22 Location: Leeds
M
Rating of produc
1 Notes:
2
3
YCN 2014 - femfresh
One
n
M
Chat
Calendar Keep track of your progress with your seven day calendar. Simply select the level of irritation you feel each day and rate the product out of five (five being the highest).
L
Age: 22 Location: Leeds Sophie Peters Hey! how did you like the trial?
ct
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Sophie Peters
Abbie Anderson
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5
1
2
3
5
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Hey! It was great! Can始t believe I haven始t used it before. How did you like it? :) Sophie Peters Yeah me too! Its been great! I始ve been looking at other products and they have some great stuff! Abbie Anderson
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YCN 2014 - femfresh
____ Web Page
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YCN 2014 - femfresh
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Mali Campbell ____ The Brief: Design a logo for Mali Campbell. ____ Target Audience: Fans of Mali and music studios. ____ Requirements: Imagery within the logo should represent Mali Campbell. The logo must work for print and web.
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Mali Campbell
____ My Response: This brief was for a student from Leeds College of Music. Mali Campbell is a young and talented singer and songwriter from Manchester. Mali asked for a logo which represented her beliefs and personality. She gave me a range of images to work from and I drew up some vector images and created a pattern to paste into the logo. Mali wanted the type to be very simple and modern so that the illustration was the main feature of the logo. I made the logo in two different colours; black and white. The contrast of the logo worked really well for both web and print. I enjoyed this brief because illustration is not something I usually work with, Mali was very happy with the final logo and I improved my illustration skills.
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Mali Campbell
Pattern 1
Pattern 2
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Mali Campbell
White Logo
Black Logo
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Secret 7 2014 - Lorde ____ The Brief: Design artwork for one of seven music artists. ____ Target Audience: Secret 7 Judges, fans of the chosen artist and audience of the Secret 7 exhibition. ____ Mandatory Requirements: Imagery must be 7 inches x 7 inches. The artists name/name of the song cannot be shown.
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Secret 7 2014 - Lorde
____ My Response: The song I chose was Team by Lorde. The inspiration behind my design came from the music video for Team. Lorde wears a black and white asymmetric dress throughout the video, I took inspiration from the garment and also the shape of her body whilst wearing it. I came up with three variations of one design and chose the most successful to submit. I used a simple diamond shape in pure black, I then repeated the shape in white and reflected the shape to create the double diamond. I unfortunately did not win the competition but I was very happy with the submission and I really enjoyed the design process.
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Secret 7 2014 - Lorde Variation 1
Variation 2
Variation 3
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Secret 7 2014 - Lorde
Final Submission
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Setters Sports ____ The Brief: Design the Branding and Identity for a sports management company. ____ Target Audience: Sports players, primarily golfers who are currently taking part in competitions and events. Secondary audience of sponsors who want to work with the company and the players. ____ Requirements: The branding must be simple, clear, easy to reproduce and use minimal colours for cost. The logo must make use of two large S’s at either side of the logo.
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Setters Sports
____ My Response: Setters Sports is an existing brand that already had an identity so this brief involved re-branding an established company. Unlike some of my other briefs this was quite a large live brief. It involved designing print branding and also a website. I started out by perfecting the current logo and creating something that was more modern and professional. Once the client had agreed on the logo I had a ground work to use for the rest of the design. The client had expressed that he would like a dark navy blue to be his base colour along with Black and White. I designed a set of stationary for the client to use to communicate with his players, sponsors and perspective customers. The client had an existing website which was not to his personal taste, I used the site map as a base and worked around it to create something that flowed more and looked more professional. I enjoyed working on this brief and feel it was quite substantial within the Responsive module.
Old Logo
ETTERS SPORT SPORTS & EVENTS MANAGEMENT
New Logo
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Setters Sports
____ Website: Interactive website to promote Setters Sports and the clients who are managed by the company. The aim of the website is to showcase the values of the company and also the players that are currently working with the company. A simple layout appeals to a wide range of age groups.
Homepage
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Setters Sports
Player Management
Clients 2
Event Managment
Clients 3
Clients 1
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Setters Sports
____ Stationary set
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Setters Sports
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Collaborative Pracitce - YCN 2014 Redrow ____ The Brief: Devise a campaign that dispels myths about careers in the house building industry, attracting young talent to Redrow in the process. ____ Target Audience: Teenagers between 14-18 who want to learn about apprenticeship opportunities with Redrow housing developments. ____ Mandatory Requirements: The integrity of the Redrow brand must be respected at all times, and any activity to direct people to the Redrow website, wherever possible or appropriate. ____ Creative Partner: Adam Garbutt.
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YCN 2014 - Redrow
____ Our Response: Both Adam and myself decided that the best way to reach our target audience was to create something that they would come into contact with by themselves, we thought that a website would be the best way to do this. We decided that the website should be a visual as possible and chose to use vector illustrations instead of photographs. Though this was a bold move, as the Redrow website made use of photos, we thought the illustrative images would appeal more the to target audience. Looking at the jobs and apprenticeships that Redrow has to offer we identified 6 different titles that would be available for the target audience. We also identified 3 stages of a building site and assigned 2 jobs to each. The 3 stages of development formed the basis of the homepage to our website.
We devised a set of vector illustrations to show the user what responsibilities each job had in order to display a lot of information in a way that the target audience will engage with. The brief made reference to other advertising campaigns that used social media to attract young talent, we took notice of this and devised a Facebook page to go alongside the website. Though we designed this page we did not want to take away from the website so we chose not to set up any other social media accounts. I really enjoyed this brief because it was something really different from any other brief I had completed for this module. I also enjoyed working with Adam on this brief, I would be happy to work with him in the future.
We chose to use an endless scroll effect on our website with a fixed navigation bar on each page. Our intention was to give the user two ways to navigate around the site.
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YCN 2014 - Redrow
____ Website
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YCN 2014 - Redrow
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YCN 2014 - Redrow
____ Three Stages
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YCN 2014 - Redrow
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YCN 2014 - Redrow
___ Job Description
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YCN 2014 - Redrow
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YCN 2014 - Redrow
___ Social media
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OUGD503 Module Evaluation ____ 1. What skills have you developed through this module and how effectively do you think you have applied them? Throughout this module I have improved on all of my skills. I think this is partly down to how free and self directed the module was. I was able to experience working with clients, dealing with printers and working on competition briefs. I would say that my design practice is constantly improving with time and this module has given me more confidence to approach briefs that aren’t set by LCA. One of my main achievements from this module has been producing digital mock-ups and proposals. Learning how to take a design and put it into context saves time and money on printing and more than likely looks more professional than a printed outcome. This being said, I have also improved on my photography skills throughout this module and I am comfortable using the equipment in the photography area. My interpersonal skills have also been massively improved, as I have had to have communication with printers, clients and people working in industry. This has given me a taste of the responsibilities I will have when I go into industry after university. 60
Collaborative Practice was something completely new to me; I found it difficult to choose a partner at first, as I wanted to be sure that we both had similar aspirations and interests when it comes to design. I worked with Adam on an interactive website proposal and I think it is some of the best work I have produced at LCA. I thoroughly enjoyed working with Adam and I would be happy to work with him again in the future. This area of the module helped me to work on my leadership and team work skills, I was appointed the ‘chief organiser’ which meant that I had to arrange meetings and keep all paper work in order, along with this role I also had to work as part of a team, something I will definitely have to do in industry, this brief gave me the opportunity to do this and I think that it will help me greatly when I come to leave college.
2. What approaches to/methods of design production have you developed and how have they informed your design development process? I have worked on a wide range of briefs that all had different design outcomes; mostly I have worked on digital resolutions as I have produced mockups on screen instead of printing. My software skills have improved no end throughout this module and I hope to develop my skills more in the future by learning how to use After Effects to give digital design a more responsive feel. I have worked on a few print projects and these have been produced both by myself and at commercial printers. Doing this has given me the confidence to speak to large companies about printing and producing my work and has also given me an idea of how much it will cost to print full colour, 2 colour and monochrome. The website that Adam and I developed allowed me to look into web usability in more detail, something I have wanted to for some time. I was able to work on the concepts and ideas for a brief whilst Adam worked on his strengths, illustration. I have realised that planning of a website is a lengthy
process and cannot be done in just one week, like I have in the past. 3. What strengths can you identify in your work and how have/will you capitalise on these? My strengths within this module have definitely been communication, planning and teamwork. Had I not had the confidence to approach clients about possible work I might not have had as many live briefs as I do now. I think that communicating with people professionally and confidently is very important in the Graphic Design sector and I feel that I can do these things by myself and with others. In the future I intend to continue to make more contacts and work with a wide range of clients to ensure that I am always challenged and always working. My teamwork skills have always been a strong area of mine; I find it enjoyable to work with someone, most of the time. The collaborative brief helped me to use these skills within Graphic Design, which is something I needed to do. I think that I worked well at my role of leader but I also feel I worked very well with Adam throughout the brief. I intend to continue to collaborate in the future and I would welcome any client to work with me also. 61
4. What weaknesses can you identify in your work and how will you address these in the future?
5. Identify five things that you will do differently next time and what do you expect to gain from doing these?
My weaknesses within this module have been time-management and project weighting. I gave myself a lot of work to produce for Studio Brief 1 and this meant that my YCN brief took a backseat for a substantial part of the module, though this did not hinder my design outcomes I do feel that I could have managed my time more efficiently which would have allowed me to work on more live briefs.
Allow more time to work on briefs. I will gain a less stressed week at the end of the module and also be able to spread my time equally.
I spent too much time on some briefs only to have the client decide to go with another designer; this was frustrating but also a learning curve for the future. I also agreed to do most of the work for free as they were for friends or people I knew. This was a mistake as I spent valuable time on designing logos and stationary which I should have been paid for. In the future I will be sure to establish a price and payment before any design work is produced and I will also try to manage my time by looking at briefs and prioritising them.
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Given myself time to learn to use After Effects. I would have been able to show how a website would actually work, giving another level to my design. Blogged from the very beginning. I would have less blogging to do at the end of the module. Worked with commercial printers from the start. I would have saved myself time and money on producing print runs for clients. Tried to visit studios and professionals for any feedback on my work. This would give me confidence to talk to new people and would also give me feedback from people working in industry right now.
“Overall I have enjoyed this module and the freedom it has given me. I am looking forward to using my new skills as I enter the third year.�
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Project Report
OUGD503 - Responsive