Brief 06_Leeds Markets
Extended Practice.
Colab._ N.Dzawakwa
OUGD603
BACKGROUND.
BRIEF.
DELIVERABLES.
TARGET AUDIENCE.
Leeds Kirkgate Market has long been celebrated as the largest indoor market in Europe, but it’s not just the array of traders and products that set it apart as a truly unique shopping experience. Leeds flourished as a haven for shoppers from high street to high end, Leeds Kirkgate Market remains one of the city’s oldest and most important retail developments.
Leeds City Market development - brand is one of the most important marketing and development tools within the 21st century. In order for the market to stay fresh and noticeable. Brand that has already been set within the market itself needs to be obtained in the visual side of it as much as the cultural and historical.
01_Identity 02_Poster
- fresh food lovers - adventure lovers - students - young professionals - market visitors - opportunity seekers
Student_Greta Medelyte
01/07
Brief 06_Leeds Markets
Extended Practice.
Colab._ N.Dzawakwa
OUGD603
VISUAL RESEARCH.
RESEARCH.
PROPOSAL.
Researching other market logos made me wonder more why the Kirkgate market has not developed any identity even though it is one of the biggest indoor markets in Europe that has an amazing history and a developed image. It seems food related logos are most popular with bright bold colouring and vectorised style.
Looking to Elena Bulay’s illustrations for markets I got inspired to create some posters as a proposal using installation technique. I chose the colours for the market logo from the colours of the market itself.
Me and Nigel decided to make this into a life brief by proposing these changes to the Leeds Council and sending the brief off after the deadlines.
Student_Greta Medelyte
02/07
Student_Greta Medelyte
Brief 06_Leeds Markets
Extended Practice.
Colab._ N.Dzawakwa
OUGD603
CONCEPT.
PROCESS.
To conduct some further research I went into the market and talked with people and sales men. While being there I started taking notes and came up with a catch phrase “Sensation Experience� we counted out 5 senses and decided to concept the logo with this phrase by trying to represent the Kirkgate market in 5 illustrations.
Me and Nigel shared responsibilities. We worked on the concept together and then he did the illustrations and I finished it by putting it all together.
03/07
Student_Greta Medelyte
FINAL LOGO.
We created a variation of colours to go with the logo. Made it into a gif to represent the concept better. The colours move trough one and other creating a tunnel feel. This logo is colourful and full of life t represent’s the market and it’s culturally and sesation.
Brief 06_Leeds Markets
Extended Practice.
Colab._ N.Dzawakwa
OUGD603
04/07
Grumpy wizards make toxic brew for the evil Queen and Jack.
One morning, when Gregor Samsa woke from troubled dreams, he found himself transformed in his bed into a horrible vermin. He lay on his armourlike back, and if he lifted his head a little he could see his brown belly, slightly domed and divided by arches into stiff sections. The bedding was hardly able to cover it and seemed ready to slide off any moment. His many legs, pitifully thin compared with the size of the rest of him, waved about helplessly as he looked.
Robot Condense Bold
Student_Greta Medelyte
Brief 06_Leeds Markets
Extended Practice.
Colab._ N.Dzawakwa
OUGD603
Type.
Colour.
Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time. While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn’t compromise, allowing letters to be settled into their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types.
The colors were chosen trough looking at the market images and selecting colours from the architecture and surrounding. Two of the colors are suitable for the color blind.
05/07
Student_Greta Medelyte
Brief 06_Leeds Markets
Extended Practice.
Colab._ N.Dzawakwa
OUGD603
PROCESS.
PHOTOGRAPHY.
To showcase our idea we decided to do a targeted poster for fish sector in the market as fish is a big part of the markets growth and innovation. I went to the market and asked them for free fish for our poster, luckily one of the fisheries was more than happy to give the fish to us. We created few ideas and alot the in the photography studio. The smell was terrible.
We used plain continuous lights and a 7D Canon camera there for the quality of images was absolutely astonishing. We worked around the ideas of “Fresh”, “Don’t be a wet fish - visit the market” and “Follow don’t lead” in order to invite people to be more adventurous and chose market over supermarkets not only for the price but for the experience.
06/07
Student_Greta Medelyte
FINAL POSTER.
We printed the final image that was united with Nigels hand drawn type and my skill set of post production. We ended up with a striking image to complement our new branding.
Brief 06_Leeds Markets
Extended Practice.
Colab._ N.Dzawakwa
OUGD603
07/07