PORT g FO LIO NO ONE CAN DO IT FOR YOU, CHOOSE TO USE YOUR
WINGS
EMMA O’HANLON VISUAL DESIGN STUDIO
CONTENTS d
1. RETROSPECTIVE
YOU AS A DESIGNER 2. PREVIOUS WORK
3. SKILLS AUDIT 4. INSPIRATION
WHAT INSPIRES ME 5. AN OBJECT 6. AN ARTIST 7. A BRAND 8. INDUSTRY DESIGNERS
9. MANIFESTO 11. CURRENT WORK
NEGOTIATED PROJECT 13. DESIGNING THE LOGO
17. WHAT THEY SAY
MEDIA INDUSTRY BEAUTY INDUSTRY
20. MEDIA PACK 21. BRAND ME
RETROSPECTIVE
1
YOU AS A DESIGNER
My time at university is quickly coming to an end; I have encountered many experiences which have developed my learning as both a student and a designer. This module has enabled me to put into perspective what I have learned and reflect upon where I would like to be after completing my degree. This portfolio will showcase my progression with design.
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here are numerous definitions for what design is. Robert L. Peters states that “design creates culture. Culture shapes values. Values determine the future�. I think this the most effective definition I have come across because design impacts everyone and everything. Design for me, is creating meaning through visual conventions. It is something that needs to be innovative and aesthetically pleasing to be able to be effective in its purpose. Design is thoughts and ideas that are made visible. During my time at university, I have studied two design modules that have augmented my career path. Both Visual Design and Magazine Production are modules that I have thoroughly enjoyed and I have learned an array of creative skills that I could take forward into a possible job opportunity. I have had the opportunity to gain vital industry experience by gaining work experience in a marketing
department. I was able to see firsthand the important of branding and advertising and the thought process that goes into the creation of the designs. Although I do not wish to pursue in graphic design, it is an aspect of university that I have appreciated the most across the three years. This is because design is all around us and has an impact on our daily lives. Good design is an instrument of organisation. It affects the clothes we wear, the cover of our favourite books, the advertisements we pay attention to and so much more. Is is the construction of society. This final design module has taught me the importance of reflection on what I have learned, what I would like to learn, and what I need to learn in order to be successful. The professionals that I have interacted with along the way have taught me that it is imperative to always believe in your work and to trust your capability.
PREVIOUS WORK
I
have made a retrospective of the work that I have created over the three years. It is clear that I have developed my own personal style. My work to start with was weak and was obvious it was amateur. Creating ‘Trashion’ magazine in first year was a project that I enjoyed because I felt comfortable and the brief was within my comfort zone. In comparison to ‘St Giles’ in second year where the project was brief driven. I think that this is where my design skills are lacking as I find
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working to a brief difficult. ‘Bespoke’ was also a project that I created in second year. We were able to write our own brief and I believe that this is where my strengths in designing are. Fashion magazines are where I obtain my inspiration from and I think that this is clear to see in my work. Looking back at my work, it appears that it is two dimensional and doesn’t stand out enough to be regarded as professional. This is something that I will consider when constructing my negotiated project.
SKILLS-AUDIT
L
ooking back on the work that I have created over the years has now enabled me to critique myself as a designer. I think it is always difficult trying to judge what you are good at in comparison to the areas that need improvement. To assist me with this, I took an online personality test which concluded that I was an advocate. My personality type established that I find it easy to make connections with others and that my purpose in life is to help others. After putting this into perspective, it initiated my career choice upon graduating university. After a lot of consideration, I have now realised that I would like to pursue a career in primary teaching. Although it is not within the design industry, I can take the creative skills that I have learned and utilise them in inspiring young children in education.
In my early education, I used Photoshop to create my A Level Coursework and I felt comfortable using it. After taking a year out of education and then deciding to attend university, I felt that my skills in Photoshop were not ‘up to date’. However, to complete the modules that I have at university including Visual Design and Magazine Production it was vital to use InDesign. I feel that I picked up the necessary skills fairy quickly and I didn’t use Photoshop as much. I understand that this limits me as a designer.
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The design industry is competitive and it is crucial to be aware of how fast paced trends develop and change. In order to do so, I understand that software is consistently progressing and as a designer you need to be able to incorporate this in to your work. Below I have tried to assess my current skills and learn where I need to improve.
INTERPERSONAL
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Hire for
character train for skills.”
- MICHAEL JOSEPHSON
TECHNICAL
OTHER
Communication
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InDesign
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Following a Brief
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Working in a Team
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Photoshop
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Teaching Others
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Leadership
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Illustrator
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Taking Criticism
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Problem Solving
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HTML
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Developing Client Ideas
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Creativity
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Typography
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Time Management
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Photography
TO SUMMARISE
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Presenting
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Interactive Media
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Following Instructions
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Layout and Grids
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Using Initiative
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Social Media
It is important to be able to critically evaluate my skills so I can better myself as a designer. My interpersonal skills are moderately strong but It is evident that I need to develop my technical skills in areas such as Photoshop and Illustrator. For my negotiated project, I will consider trying to develop these skills to be able to be a skilled, professional designer.
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POOR A A A A A
NEEDS IMPROVEMENT A A A A A
MODERATE A A A A A
GOOD A A A A A
EXCELLENT A A A A A
INSPIRATION
WHAT INSPIRES ME I
nspiration is everywhere. From a design perspective, I am inspired by communicating a message through the art of design. I think it is important for design to be inspiring and have meaning. In order for design to be effective and inspiring it needs to be contemporary and innovative. What inspires me is the design of fashion magazines. The magazine industry is competitive and in order to stand out, their designs are professional and well executed. I find inspiration from how modern the designs are and how they reinforce their brand. However, their brands are different and therefore so are they their designs. But they all have in common an editorial finish. I appreciate the typography, layout and use of white space which I try to replicate in my own work. I also find inspiration from existing graphic designers. As I have previously stated the graphic design industry is extremely competitive. Design needs to be contemporary and on trend. I find inspiration from looking at others work to obtain inspiration from.
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The Cloud refined shape
curved lines
concrete wall
B E R T R A N D J AY R
CREATED IN 2006 BY FRENCH DESIGNER WHO IS STRONGLY INFLUENCED BY CONCEPTUAL ART
AN OBJECT
B
ertrand Jayr is an artist and designer from Lyon, France. He is influenced by conceptual art and has said that he enjoys “making objects talk.” ‘The Cloud’ was created in 2006 and the purpose of it is to store spare toilet paper and to make it ‘float’ like a cloud. I am inspired by this because it is convenient and useful. The object was designed with purpose and is something that I think stands out.
Bertrand Jayr has created something simple that can be used every day. He has turned a simple idea into something that I personally haven’t seen anything like before. This is the aspect of design that I am inspired by. ‘The Cloud’ is innovative and eye catching. When I saw this on a blogging website, I was immediately drawn to and wanted to know more. This is what I want to be able to make people do with my work.
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AN ARTIST
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Joe Webb
“
I make cynical collages
that tell the uncomfortable truth about our modern world
J
oe Webb is a visual artist who is renowned for his collages. His designs consist of images taken from vintage magazines which are juxtaposed in a way to reflect shocking themes in society. I find this inspiring because Joe Webb uses design as a platform to showcase cynical issues that are ongoing such as war, poverty and consumerism. He uses two or three images that he has collected from magazines or printed ephemera to create these signature collages. When I was conducting research of existing artists, Joe Webb was somebody who stood out imme-
diately. His work is somewhat comical about serious problems in the world. Joe Webb’s work has featured in the Saatchi Gallery, London, and Christie’s Contemporary Art Gallery. Webb was a former commercial artist and graphic designer but decided that he needed a career change and wanted to break free from modern technology. I think this is also what I find inspiring: his work is hand made without the use of software such as Photoshop. It is refreshing how basic techniques can make work that is contemporary and modern and have a meaningful effect on the audience.
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A BRAND T
iffany and Co. is a company that has been designing and selling jewellery worldwide. Their designs are breathtakingly elegant and sophisticated. This is a brand that inspires me because if I were to pursue a career in design, I would want my work to be recognised. Their brand is strong and it is recognisable through the duck egg blue packaging. Charles Lewis Tiffany created the ‘Tiffany Blue Box’ and this colour is now trademarked. It is in international symbol for Tiffany and is immediately associated with the brand. Designs include Tiffany T, Tiffany 1837™, Tiffany 1837™ and the Open Heart. These are iconic and memorable. They are a brand that are still relevant and current because of their beautiful designs. Designers consist of Jean Schlumberger, Elsa Peretti and Paloma Picasso. Tiffany and Co.’s contemporary collections are covered in diamonds and stand out from other designers These collections are glamorous but are still simple which doesn’t take anything away from the actual design..
“Design is meant to be simple.” TIFFANY DESIGNER ELSA PERETTI
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INDUSTRY DESIGNERS R
esearching into two industry designers enabled me to see the differences between a ‘Graphic Designer’ and ‘UX Designer’. Piera Wolf is a graphic designer who is educated to a Masters level in this area. She speaks various languages which would broaden her clients. In comparison, Mariusz Ciesla is a self-taught UX designer who did not get a degree in this field of work. He speaks three languages which again would broaden his clientele. Although their education and languages differ, it is apparent that the skills sector is still the same. The designers are from different background but still have the same skill set within design. Although their education and languages differ, it is apparent that the skills sector is still the same. The designers are from different background but still have the same skill set within design. Mariusz Ciesla as a UX designer is concerned with the look, feel and usability of a product, his salary would average $74,000. Whereas Piera Wolf as a graphic designer is concerned with communication through the visual aspects including colour, the shape and the overall aesthetics. Her salary would average at $41,000. Both designers are equally skilled and are creative in different ways. I think that it is important to understand different people within the industry to be able to choose which career path to venture down. It is clear that to be successful you may not need to be highly educated but it is vital to have a creative flair.
Mariusz Cieśla UX Designer
Piera Wolf
Graphic Designer New York
EDUCATION
Berlin
EDUCATION
The Basel School of Design 2006-2009 BA Visual Communication Bern University of the Arts, HKB 2009-2011 MA Communication Design
Self Taught AGH University of Science and Technology Guest Lecturer: User Experience & Product Design
LANGUAGES
LANGUAGES
German English
French
Spanish Italian
German English
SKILLS
SKILLS
WORK
WORK
AAdobe Creative Suite APhotography ATypography ALogos ABranding ABranding AVisual Communication AMagazines
S Magazine Milk Studio BASE Design Ralph Appelbaum Associates
Always be true to yourself, be authentic and real, humble, stay hungry and pursue work that you love. Design with your heart and stimulate, nourish the soul. It’s important to use your hands and step away from the computer at times. Fear is paralysing.
Polish
AUX Design AJavaScript Development ASCSS ABranding AUI Design ACSS AHTML AProduct Management
Hailstone Airfy
Joopp Lifetramp
I am a self-taught digital product designer with over ten years of experience. I firmly believe in making the world a better place with good design and I believe that design is a process, not something that you put on top of a ready-made product..
MANI-
PERSONAL MANIFESTO
M
FESTO
y manifesto is important because it is subjective to me. I think that is paramount to have your own manifesto because it is a set of beliefs to abide by. At times of doubt or disbelief I can remind myself of what I believe in and let nothing stand in the way of developing further and achieving my career aspirations. My manifesto focuses on growth and development. This design process has made me grow both as a designer and personally. I have become more confident in my work and self-assured in my ideas. Starting university, my knowledge of design was fairly limited. But with the help and guidance of tutors at university
I feel that this has become more advanced. This is a module that I have undertaken across the three years and looking back at my work has made me see my own design style. I have transferred this into my own design manifesto Although I have created this from the perspective of a designer, I am still able to use this throughout my studies and career. Third year has so far been difficult as there is a lot going on. It is easy to get lost in it and forget your goals. I will be able to refer back to this to keep me on track with getting to where I want to be. I believe that every individual who is at the important stage of starting their career should have their own manifesto to refer back to.
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There is nothing in a caterpillar that tells you it is going to be a butterfly.
Change is a continual and consistent process in life. Write your ideas down and expand upon them. No matter how big or small your ideas are, they are important as you cannot tell what they may become in the future.
Design with purpose and keep it simple.
Design should be significant and meaningful. Be creative with your work but do not over complicate it. White space is good. Utilise it.
Stay humble and work hard.
If you are not open to constructive criticism, you are not going to grow as person. You will not be successful overnight. Continue to work hard, but be confident in your designs.
Do what you love and stay inspired. The way to stay insipired is by doing what you love. Be up to date with the newest design trends to ensure that you work will be noticed.
CURRENT WORK
NEGOTIATED PROJECT M
y negotiated project will consist of a rebrand for a beauty shop. As a customer of this shop I aware that there is no brand for the company. Branding of companies is important because I believe that it reflects the capability of the company. Having a brand that is consistent reinforces professionalism and how the customer perceives the company. Referring to my manifesto and work I have previously created, I enjoy using white space to ensure that my work looks modern. During my time at university, I have developed my own, personal design style. However, I am aware that my final year of university is the platform that will allow me to be experimental and as creative as pos-
sible. I want to explore a different style guide that is out of my comfort zone. To do this, I will experiment with texture and shape; these will be the fundamental elements of my negotiated project. I will rebrand a beauty salon local to myself. ‘Changes’ is a salon that opened in 2006. The salon offers several beauty treatments to its customers. However, the salon is dated and in order to be a competitor within the industry, it is important that the salon is modernised to attract new customers. I intend to show the designs to the owner to receive feedback and discuss any interest that the salon has with my project.
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12 7th NOVEMBER
21st NOVEMBER
Research into existing beauty industries and create a mood board.
WEEK
1
WEEK
2
14th NOVEMBER Finalise colour scheme and design brand logo.
WEEK
3
19th DECEMBER
5th DECEMBER
Design Appointment Card and Loyalty Card.
Amend designs where necessary.
Design magazine (front cover and contents).
WEEK
4
28th NOVEMBER Design promotional material (2x posters).
WEEK
5
WEEK
6
WEEK
7
12th DECEMBER Get advice about existing designs (media & beauty industry)
Being a visual learner, I have created a mood board to be able to visualise the concepts and aesthetics of my project. I have researched into existing beauty industries that have a strong, branding presence. I noticed that the majority of the industries used both texture and shape to attract the attention of consumers. This is important as it a competitive industry. The purpose of my negotiated project is to experiment with these elements. I will utilise what I have learned from this research and transfer it to my own re-brand of ‘Changes’. The colour scheme will consist of feminine colours and I will use textures such as glitter and marble. Creating a mood board has made me understand what is relevant and modern.
Working whilst studying has made me understand the importance of being organised. I am able to keep to deadlines and set myself my own targets within a given timeframe. I learn best by being able to see the purpose of the project and the end result. I write to-do lists and remember what I need to by transferring information to diagrams and charts. This is what makes me a visual learner. For my project, I have clearly set out deadlines for what I need to do and put this into a diagram. Week by week, I can ensure that I am where I need to be to make sure that deadlines are met and my project is to the best of my ability.
DESIGNING THE LOGO
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IDEAS: FINAL: beauty salon
BEAUTY
BEAUTY SALON
BEAUTY SALON
BEAUTY SALON
The logo is the most crucial element of the re-branding process because it is what makes the brand itself. It is the first thing that consumers see. I tried and tested numerous designs before reaching the finalised logo. Firstly, I experimented with rose gold foil. When I was researching into existing beauty industries, I found that this was a popular colour to use and gave the logo’s a modern feel. Although I like this logo as it changes colour and reinforces the brand name, I don’t feel that it is strong enough to stand out. The second logo is created with a bright, pink glitter background. This logo is feminine but again, I don’t think that the design is modern enough to have an impact upon the beauty industry. The third logo I experimented with watercolour. I believe that the changing colour is eye catching and modern. I developed this in logo four where I felt that I needed to strengthen the brand. I explored adding shape into the logo but I didn’t think that the eyes were suitable. I changed this into lips which made the logo more feminine. The final logo is a combination of all of the textures and shapes that I experimented with.
14 YOUR APPOINTMENTS
BEAUTY SALON
0121 354 3808 21C KINGS ROAD, SUTTON COLDFIELD B73 5AB
LOYALTY CARD
1
2
25% OFF
4
5
50% OFF
15
BEAUTY SALON
OFFERS AVAILABLE 0121 354 3808 21C Kings Rd, Sutton Coldfield B73 5AB
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BEAUTY SALON
REFER A FRIEND & BOTH GET
20% OFF
SAY WHAT THEY
“
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MEDIA INDUSTRY KEITH HENDRY HEAD OF RETAIL MARKETING AT ATS EUROMASTER
I think the rebranding of this company is consistent and strong. The colour scheme and fonts make the overall feel of the promotional material professional and of good quality. I especially like the logo which is very good and the marble background gives it a fresh and modern feel. I wouldn’t change anything about this rebrand. But I would consider the importance of social media to attract new customers.
BEAUTY INDUSTRY
”
DEBBIE THOMPSON OWNER OF CHANGES BEAUTY SALON
I didn’t realise how much we needed a makeover until I seen your designs! They are on trend and very up to date. I like the use of glitter and marble as this makes the posters stand out. There are many competitors in this industry and it is important we are able to attract new custom. These designs are eye-catching and would get people’s attention.
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“Instagram is the most
powerful
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”
social network.
- MICHAEL BRITO
F
eedback from people in the industry is important as you are able to gain different perspectives. I was pleased from what both Keith Hendry and Debbie Thompson had said about the rebrand of ‘Changes’ and I feel that I have achieved what I set out to. This was to create a rebrand of a company with the use of texture and shape. I think it is important to take on board the advice received. The advice from Keith Hendry was something that I hadn’t considered within this rebrand. Social media is a platform that is a powerful marketing tool and is something that companies should use in order to communicate information such as promotional material. I found that Instagram is the most influential social media platform. This is an effective way of showcasing ‘Changes’ work.
19 BEAUTY SALON www.changes.co.uk
NOVEMBER 2016
THE
colour ISSUE BEAUTY SALON
4-6
Hair rehab
Advice for colour damaged hair
NOVEMBER 2016
7
(tiful)
Shellac manicure
8-12 November offers
36 Waxing tips
The ‘it’ colours this season Find all of our offers this month
15-17 Client selfies
October client pictures
Advice from the experts
24 Glitter bonzanza
On trend must haves
25 Cutting it
The best cut of the season
27-30 Make-up must haves The best beauty buys
colour
ISSUE
034747139
W
24 760109250 16
hen I referred back to my plan, I realised that I had done everything I set out to with time still remaining. I have therefore decided to use this time wisely. I have created an extra platform for my rebrand in the form of a print magazine. This is something could be placed in the shop for customers to read. Alternatively, it could be an online magazine. The magazine is the main part of my work where I experimented with shape. I have also created a ‘Media Pack’ that ‘Changes’ could use in order to create future promotional material. I have advised on the colour scheme, fonts, and logo layout.
Competition of the month
33-35 Threading masterclass
20-22 Winter skincare
THE
32 Win a spa trip
Everything you need to know
The do’s and don’ts
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MEDIA PACK
MISSION: TO TRANSFORM WOMEN INTO FUN, FEARLESS FEMALES
COLOUR SCHEME: TEXT
LOGO LOGO C=100 M=100 Y=100 K=100 INFORMATION C=38 M=87 Y=6 K=0 INFORMATION C=0 M=0 Y=0 K=0
BACKGROUND
BANNER INFORMATION C=25 M=66 Y=9 K=0
FONTS: LOGO
BROMELLO BODONI XT
LOGO:
26CM
INFORMATION
HORIZONTAL SCALE: -90%
HELVETICA HELVETICA BOLD
12CM
BEAUTY SALON
BRAND ME
R
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eflecting on the work that I have created, this process has made me understand the importance of branding. I have therefore branded myself. Not as a designer but as a primary teacher as this is my chosen career path. I have applied my creative skills into something that I truly want to pursue as a career. I have learnt so many design skills over the three years in undertaking various design modules and I will put these into practice in teaching primary school students. My creative flair that has broadened during my time at university will be used to make learning fun and resourceful. My ability to communicate both visually and verbally to an array of audiences will be useful in teaching as it will be vital to communicate to not only to children, but to staff and parents. My attention to detail and planning have been critical in the design modules I have undertaken and I will be able to transfer these into teaching.
Miss O ‘Hanlon Primary School Teacher e.ohanlon@live.co.uk www.missohanlon.sch.uk
Miss O ‘Hanlon Primary School Teacher e.ohanlon@live.co.uk www.missohanlon.sch.uk
BELIEVE YOU CAN AND YOU’RE HALF WAY THERE
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This process has taught me so much about myself. The skills that I have learnt will be transferred into my chosen career path of becoming a primary school teacher. This creative module will contribute to the visual and interactive experience to teach young children in the classroom across multiple platforms. Although I have a long way to go, I am already half way there.
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