BA (Hons.) GRAPHIC DESIGN Module Code
OUGD603
Module Title
EXTENDED PRACTICE
LEVEL
06
EXTENDED PRACTICE STATEMENT OF INTENT Name: Hannah Watt
Blog Address: www.h-watt1114.blogspot.com (homepage) Statement of intent: I’m Hannah, a print based graphic designer with an emphasis on manual processes specialising in hand drawn typography.
Subjects / Themes I tend to create design with a light hearted, positive tone of voice. This seems to match the style of graphics I enjoy working with so comes quite naturally. Also, although un-intentional many of my pieces of work are suitable for a younger target audience, particularly younger children. This was deliberate but can be something for me to consider when thinking about who my work is primarily aimed towards. Many of the subjects within my work focus on informing and educating, rather than persuading or advertising which is again reflected in the briefs I have chosen to undertake this year.
Design Disciplines / Creative Development My projects this year, although cover various different sectors within design, editorial, packaging and branding the visual aesthetic of work and the practice of using hand drawn type will create a range of work that fits well together. I will be taking advantage of all the opportunities given this year and aim to improve on all of the skills I already have as well as learning new skills through my partners in the collaborations I am working on. I describe myself as being a lover of hand made type, this year I will focus on improving this skill while making sure it is professional and can work effectively in design projects with real life applications. I need to make sure m creative process is as time effective and efficient as it can be to make sure that I have a good level of skill for when I leave which means ensuring I can confidently navigate through the Adobe suite programmes and print using screen print.
Practical Skills / Workshops – what, why and when? I will make sure I use the letterpress facilities this year. I learnt the basic skills of letterpress during my summer placement and know it is something I want to use in my context of practice. For this reason I will make sure I visit the Vernon Street campus in October so I have an accurate idea of whether this will be feasible or not before I begin designing. I will attend a refresher workshop in fabric screen printing as I am proposing this as one of the outcomes for my projects so although I have a vague understanding I will need to be reminded if I am to be independent, these are sign up and run throughout the year. I intend to visit laser cutting, book binding if this is appropriate and screen printing. I have signed up for some online classes taught by two designers I am inspired by, Jessica Hische and Mary Kate McDevitt. These online courses spread from October to November and will improve on my typographical skills teaching me how to best digitalised designs, create solid concepts etc. To help with my dissertation writing I have signed up to academic writing courses
which I will be attending every week. Lastly I will be developing my finishing skills, both in the actual making and the photographing and presentation of the final products. For this I will make full use of the photography studios, the lights and backdrops.
Brief 1: Print and Paste Manchester (collaboration)
Deadline
To create a piece of artwork that will occupy a large billboard set up in Manchester. Print and Paste require that the work produced creates a positive reaction and is thought provoking to the viewers. I Will be undertaking the brief with Lizzi Tyrer as the first of the 4 collaborations I am undertaking. This brief will then form the beginning of an extended brief we are undertaking to promote the idea of a traditional pen pal, one that you don’t just tweet or internet message. It will be designed to make people question and think about the many possibilities for making new friends just by picking up a pen. The visual style will be hand crafted making use of bright colours and some hand drawn type. For the initial billboard imagery the time allowance will be 1 week maximum, hopefully it will be slightly less than this. Extended brief from this, Roses Student Awards Pen Pals To create a campaign to promote the idea of having a traditional pen pal. The message to convey is that you can make friends the world over through using a pen and paper. You can practice language, literacy skills and share stories with, learning culture and lifestyle along the way. We are intending to create a campaign based around the idea that there are 6 billion characters in the world, don’t limit yourself, a play on the idea of being limited to what you say on social media sites. This will be a running theme as we will play on the layout and icons used on these websites so that pupils can identify more with the cause. The target audience will be aimed at high school pupils, and the printed ephemera will be a letter writing pack, promotional posters, an instructional publication as well as some school based installations. Time allocated: 6 weeks
Brief 2: Typeface (Independent)
Deadline
Create a fully formed typeface using fontographer. The typefaces will be hand-rendered then digitalised, comprising of a full alphabet, lower and upper case letters as well as a full range of glyphs. The brief resolution will be a fully digitalised typeface, with a view to selling on a website such as MyFonts as well as examples created of the typeface in context. Time allocated: 3 weeks
Brief 3: Harry Ramsdens Re-Brand (Collaboration)
Deadline
The brief is to re-brand the British restaurant chain, Harry Ramsdens to make them relevant again as well as celebrating their heritage and create a timeless logo that will define their future. Harry Ramsdens is well known throughout the UK and even has outlets in high profile places such as Hong Kong, Australia and America. They are a classic fish and chip restaurant but the task is to re-fresh their image. The branding must work over all possible mediums and products. Packaging, interiors, publications, packaging, point of sale, websites etc. This is a collaborative brief working with Eve Warren. We intend to strip back the Harry Ramsdens logo, replacing it’s existing colour scheme with bright and fresh colours paired with clean white backgrounds that will contrast the detailed, almost anatomical, monochrome, hand rendered illustrations. Working together and merging our strengths we hope to create a full range of printed ephemera, including menu’s and the food wrapping as well as the digital aspects such as website proposals and photograph our work to a high level. Time allocated: On going project, 8 weeks, 1 week sketching
Brief 4: Philosophers simplified (collaboration)
Deadline
Building on a previous ISTD brief asking designers to undertake in-depth research into a subject and then present the findings in an interesting way Martin O’Dea and myself decided to collaborate on a project influenced by Sophie’s world, a book that aims to simplify the teachings of philosophers in a concise and understandable way. Selecting a philosopher we will thoroughly research their ideas and
history then communicate this information in an appropriate visual way to display to an academic audience with an existing interest in philosophy. There should be a strong emphasis on typography supported by the use of accompanying visual material and sound, with an aim to create a physical installation to be viewed by small groups. We would be looking to make the words of the philosopher come alive through the use of animation. We way to create an experience that both informs and provokes reflection in the audience with the use of light, darkness, sound and projection.
Time allocated: 3 weeks Brief 5: Range of Tote bags (Individual)
Deadline
Produce and brand a range of printed tote bags with an emphasis on hand drawn typography. Building on my love of hand drawn type and inspired by events such as Manchester Print fair where designers are given the opportunity to sell their work I will design and screen print a range of bags that appeal to a creative, female target audience. They will be based around the idea of designer bags, with a light hearted, almost child like feel. The resolved project will contact 5 different tote bag designs, printed, with the fabric labels and tags containing pricing, branding etc. I will also place these on my etsy shop as a way of measuring their success in context. Time allocated: 2 weeks
Brief 6: Village Zine (Individual)
Deadline
Village bookstore is an art book store, gallery and publishing house located in the exchange, Leeds. As well as their selection of contemporary artist books and creative magazines they also sell selfpublished zines from independent artists and publishers. They recently set a brief asking individuals to submit their created zines. Although the official deadline has passed I have created a self initiated brief to produce a zine entitled ‘It could be worse’. This is a small, hand printed publication featuring monochrome hand drawn type and illustrations that will make people smile by showing them in s light hearted, humorous tone of voice other possible scenarios. It is a fun, playful publication that will appeal to Village book stores niche market of creatives. Time allocated: 2 weeks
Brief 7: Leeds College of Art installation (Collaboration)
Deadline
Design an informative chalkboard installation for the Mosaic Café at Leeds College of Art. This is a collaborative brief between Greta Madline, Suzanne Moore and myself as we have all expressed a common interest in the technique. We intend to create a piece of artwork that celebrates the college as a whole, the courses available, perhaps a basic timeline of it’s history as well as famous alumni. The café is an area of college that all students come into contact with at some point during their day so creating the installation here would be visible to all students, for this reason we will also incorporate a section dedicated to revealing important news and events taking place. We feel that other than the use of the Leeds College of Art mosaic image there is nothing that shows who we are and what we’re about, walking around college there is nothing that draws all of the different courses together. The project aims to create a central place where students can quickly see a large mount of information about the university, drawing together all of the different courses in one place. It will be produced using chalk on large wooden boards so that the piece can be moved/taken down if necessary. The focus will be on typography, illustration and pattern. Time allocated: 2 weeks
Brief 8: Great British Biscuits (collaboration)
Deadline
The brief is to re-invent the classic favourites among the British biscuit variety. This is a collaborative brief with Emma Johnson combining her love of packaging and the hand-rendered visual style. We will create the brand itself and the packaging that presents and celebrates classic biscuits varieties, and the ‘Britishness’ that they evoke. The packaging must be attractive to the target market, and be designed so that the proposed product is of a high quality, enough to be given as a gift. Biscuits such as the Digestive, rich tea and custard creams have a cultural significance in the UK and are seen as comfort givers, tea dippers and happiness makers, the aim is to bring these biscuits up to date so that they are seen as being contemporary, relevant and a ‘treat’ once more. Plainly packaged
traditional British biscuits are often packaged this way because they are very cheap to purchase. The design problem is to make cheap products look and feel like luxury ones. Time allocated: 3 weeks
CoP / Research Theme: Is the hand-crafted aesthetic simply a trend or does it have longevity? For my context of practice 3 research I have decided to look into something that I really enjoy, craft. Specifically, I want to find out whether the revival of the aesthetic style is simply a ‘fad’ or whether it has longevity and could perhaps be the start of a movement like the arts and craft movement led by William Morris. I will specifically be using letterpress as an example and will consider questions about what a trend is, the reasons why the hand-craft aesthetic has made a comeback, the sustainability of the process, economic, social and historical factors to do with the decrease and rise in popularity of the letterpress process. At first my topic was quite broad so this is why I have chosen to look at letterpress as a focus. This will allow me to look at why letterpress died out in popularity due to digital.
RESEARCH ACTIVITY:
Deadline
An in depth interview with Jacqui Sharples at Print For The Love Of Wood. I undertook work placement at the studio over the summer and although I asked questions that briefly covered my dissertation topic an interview purely about the current trend for letterpress would be a useful source of primary knowledge. This was really useful in experiencing the letterpress process first hand so I can reflect and engage with others opinions of the process. I am still in regular contact with the designer and will aim to have the interview completed by the end of October.
RESEARCH ACTIVITY:
Deadline
As well as interviews with Print For The Love of Wood I will also undertake interviews with designers who work in the hand crafted sector such as Mr.Bingo and Nobrow. This will be a key aspect of my research so a range of interviews is necessary. Theses can be conducted via email, and I will aim to have at least 5 of these sent out by the end of October.
RESEARCH ACTIVITY:
Deadline
Books will form an important part of my research and although I am relying heavily on primary experience and interviews I will gain the theoretical knowledge I need. I will take notes after reading and analysing books as well as articles in magazines and journals as these will help me understand the social impacts caused by my question and the historical influences. I need to research specifically into the term ‘trend’ as well as in depth research into the letterpress process itself and the Arts and Crafts movement led by William Morris.
BIBLIOGRAPHY BOOKS / TEXTS - (Harvard Referenced) Lucie-Smith, E (1981). The story of craft, The craftsman's role in society . Oxford: Phaidon Press Limited Briggs, ASA and Burke, P (2009). A Social History Of The Media. 3rd ed. Cambridge: Polity Press. Dormer, P (1997). The culture of craft. Manchester : Manchester University Press.Jury,D (2004). Letterpress, The Allaure Of The Handmade. Switzerland: RotoVision Odling-Smee, A, (2002). The new handmade graphics, Beyond Design, Switzerland: Rotovision
MAGAZINES / JOURNALS / ARTICLES – (include publication date and details) Computer Arts Collection, Typography, Insight and Inspiration from the Global Design Industry, Editor, Nick Carson
ON LINE REFERENCES / WEBSITES / ARTICLES (include specific urls) An article about hand-made, http://www.designbridge.com/blog/handmade-a-trend-from-the-heart/
OTHER REFERENCE MATERIAL (Films, events, exhibitions, conferences) Interview with Jacqui Sharples, owner of Print For The Love Of Wood, design and letterpress studio, conducted first hand and via email Documentation of my own experience of the letterpress process, both primary photographs and written evidence
ACTION PLAN – use this section to identify specific tasks that you need to complete in order to resolve the brief. Brief What do you need to do? 1
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Print and Paste, Manchester - Initially we will generate a range of possible ideas working together and work through until we find one we are both happy about - We will both generate some rough visuals and collect images of an appropriate visual style - We will bring these together and start working on colour schemes, and imagery - Reviewing and refining the visuals until we reach the final piece
Deadline n/a
Typeface - Begin initial sketches of the basic letterforms and glyphs - Refinement of the letterforms - Begin digitalisation using the Wacom tablet - Placement into Fontographer - Assembly of full alphabets and glyphs - Promotional examples of font - Application for selling at MyFonts
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Harry Ramsdens Re-Brand - Brand research into Harry Ramsdens - Initial idea generation and initial sketches - Research into visual style of restaurant branding - Sketches to use as main visuals - Decision on all products being products, assignment on tasks - Begin to work out colour schemes and assembling visuals - First digital visuals created - Refinement of visuals, undertaken together - Print off all products and assemble if necessary - Final photographs of products
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- Philosophers simplified - Read Sophie’s world for inspiration on Philosophers - Research thoroughly into a single philosopher - Initial idea generation - Collecting, selecting and simplifying key information - Decision on what form products will take - Initial hand rendered visuals - Digitalisation of visuals - Storyboard of animation/projection - Martin will begin placing the visuals into a sequence, begin on printed material - Refinement and feedback, testing of animation - Complete animation and print printed ephemera - Photograph final products Range of Tote bags - Initial name generation and branding ideas - Finalising logo and name - Tote bag illustrations generation - Selecting illustration and final logo to digitalise - Prepare screens for print and order tote bags - Refine design and gain feedback - Expose screens - Print bags and labels - Digitally design tags
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- Assemble and photograph products - Place on Etsy
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Village Zine - Research into Village bookstore, their audience and current stock - Contextual research into visual styles, average zine size, printing methods - Initial ideas and concept refinement - Initial visuals, feedback to select most appropriate - Digitalise hand rendered designs - Begin assembling in publication - Layout refinement based on feedback - Stock selection - Screen preparation and exposure - Print publications - Bind - Photograph completed zines
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- Leeds College of Art installation - Idea generation & initial visuals, content - Research into best chalk board drawing methods, chalk, pencils, chalk pen - Propose idea to Leeds College Of Art student Union/appropriate administrators - Talk to woodwork about measurements and creation of chalkboard - Paint chalkboard - Develop visuals - Finalise visuals and print of acetate to use as a rough projection template - Begin drawing out visuals recording with photography during process
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Great British Biscuits - Research into currently available biscuit brands and widely known British biscuits - Research into possible biscuit packaging nets - Collect examples of visual style - Generate brand name, selling point and discuss ideas - Finalise initial sketches - Digitalise logo and branding ideas, these will ideally be refined before beginning on biscuit packaging visuals - Create mock ups of nets based on initial ideas to test which one work best, taking into consideration stock choice - Finalise net - Begin generating visuals, Emma will work on packaging nets and layout - Agree on copyright on products - Begin merging the digitalised images and work on colour scheme - Finalise and refine visuals - Digitally print packaging - Assemble and photograph in a studio setting and in contextual lifestyle photographs
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