Research & sketchbook Jacqueline Lloyd
The brief
2
Key points of the brief What to do:
The audience:
Pick a song/ genre or
Are you highlighting a cause
musical movement and use
for someone who
typography to bring it to life.
doesn’t know anything about it?
Create a typography campaign with phsycial and
Or are you encouraging
digital elements to inspire
those affected to speak out
your audience to discover
or take action?
more about the issue(s) and where relevant, spark a call
It’s completely up to
to action.
you who you create the campaign for, but you should justify why you are targeting a specific group or type of person, and how your campaign will reach them.
And remember, no stereotypes or clichés. Draw on experience, do your research, get firsthand feedback and make sure your solution is thoughtful, authentic and true.
Final outcome:
Typography-led, integrated graphic design campaign that uses Google Fonts, a library of 952 free licensed fonts. Though not a requirement, you may also consider the use of a variable font. Your campaign must include: • A 12” x 12” vinyl record cover as a lead expression of your typographic identity • One poster • One digital element • One other touchpoint* *Your touchpoint could be anything: a band t-shirt, graffitied guitar, publication, digital experience, Out of Home, banners, moving image ads or other online promotions, etc. Think beyond the obvious, but keep in mind what’s relevant to your target audience—and what would make the most impact—something that embodies the music (and cause) as a jumping-off point. The more innovative, the better. 3
Mindmap
4
Notes from group discussion
5
Google Who are google / What are
Google for Non-Profits
they ‘about’ as a company? Google for Nonprofits Google LLC is an American
offers eligible organisations
multinational technology
access to Google products
company that specializes
and tools that can help
in Internet-related services
nonprofits find new donors
and products, which
and volunteers, work
include online advertising
more efficiently and get
technologies, search
supporters to take action.
engine, cloud computing, software, and hardware. It
How does google help
is considered one of the Big
charities?
Four technology companies, alongside Amazon, Apple,
Under its Google Ad Grants
and Facebook.
program, Google provides non-profit organisations
‘Our mission is to organise
an up to $10,000 grant of
the world’s information
AdWords advertising every
and make it universally
month to promote their
accessible and useful.’
website on the Google Search Engine through keyword targeting. Free charity grants are available from Google for your nonprofit.
6
HMCT Who?
Mission statement:
The Hoffmitz Milken Center
The mission of the
for Typography (HMCT)
Hoffmitz Milken Center
at ArtCenter College of
for Typography is to set
Design was founded in
the global standard of
2015 in memory of Professor
excellence in typography
Leah Hoffmitz Milken, a
and design education;
renowned typographer,
provide a valuable service
letterform designer, and
to the educational and
esteemed faculty member
professional communities
at ArtCenter.
as well as the public, reinforcing the meaning and value of typography; elevate and advance the teaching and understanding of both letterform design and typographic practice; and honor the past while also anticipating the future of typography in print, digital, and emerging media.
7
Calligram Calligrama word or piece of text in which the design and layout of the letters creates a visual image related to the meaning of the words themselves.
Considering this for my final design: This could be an effective way of displaying my chosen lyrics, the brief talks about tackeling a specific issue and if the one I choose has a recognisable symbol then I could form the lyrics to that symbol? Eg: Extinction Rebellion- Sand timer War & Peace- Peace sign ect...
8
Visualizing the meanings of words Bachir Bachchar & the ‘66 Smart Words’ project showcases typographic logos of common words we use every day. The impressive bit is that the letters of eahc word have been designed in a way that they form a visual image associated with the meaning of the words themselves (a.k.a calligrams).
Eg. The ‘I’ in ‘sleep’ resembles a bed. The ‘o’ in ‘explore’ looks like a globe.
How this could be usefulDisplaying words in a way like this could be effective because it shows each word is important.
Depending on what topic / idea I choose to go with for my design this could be useful to highlight key points in the lyrics that draw attention to the topic I am focusing on.
9
Paul Davis Paul Davis’s work is interesting because it
How this could be useful-
looks quite...messy? but it tells a story.
Simple
He finds ways to highlight and draw in the
Easy to understand
audiences eyes to key areas of the piece
Draws the audiences attention?
of work, but the rest of the work gives a
Simple colour schemes
more detailed idea to the story / issue he is looking at.
BIG TYPE combined with smaller little lines. If Im allowed to incorporate illustration (check brief) then he is a good example to look at.
10
Paul Davis
11
Comparing two different ways of designing w/ type.
Old Paula Scher Album designs.
says ‘Though not a requirement, you may
These designs are simple / basic let the
also consider the use of a variable font.’ If I
type be the vocal point, nothing else with
decide I can do similar to Scher however I
it to distract your eyes apart from maybe
think I will look into the google fonts before
colours?
deciding what I will go with.
Apart from the stained glass looking design
How this could be useful-
Scher has used various type faces on each
Simple
of the designs which can be effective yet in
Easy to understand
some designs it could be distracting.
Draws the audiences attention?
Considering what the Google brief says it
Simple colour schemes
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Kate Moross’s work is similar to Scher in the idea of using different ‘fonts’ but their work is just their own handwritten/ designed type that they create themselves
What is interesting about Moross’s work is that each person’s eye will be drawn to a different part of the work.
It is also interesting how they use colour within their work. Comparing these pieces of work to Schers, they seem more ‘fun’? Schers work is very straight to the point whilst Morross gives the audience something interesting / more enjoyable to look at? Colours are used to separate the different words / artists.
How this could be usefulFun Colourful All works separate yet they also work all together?
Thinking of the brief ... ‘Pick a song/ genre or musical movement and use typography to bring it to life.’ Looking a Morross’s work this is exactly what they do with there designs.
13
Letraset Letraset was a company known mainly
And it was Letraset that helped fuel one of
for manufacturing sheets of typefaces
the other great booms in visual expression
and other artwork elements that can be
– the punk boom of the 1970s. Daniel Miller,
transferred to artwork being prepared.
used Letraset as a natural extension of his philosophy of DIY music production, its
In recent years, articles on Letraset have
making and its dissemination – from the grip
appeared in leading design magazines,
of the major labels and put it into the hands
and events have been held celebrating
of the musicians.
the craft and expert knowledge that underpinned the making of the Letraset
Miller famously released one of the first
typographic system.
DIY singles. He designed the sleeve using Letraset symbols and typography. The
Thanks to Letraset’s hyper availability, non-
7” cover for the single T.V.O.D./Warm
designers were given licence to function
Leatherette (Mute,1978) is now regarded
as professional designers. The fanzine world
as one of Letraset’s ‘greatest hits’ and is
was quick to adopt Letraset as one of the
invariably cited when the case is made for
typographical vehicles of choice, along
the crucial role Letraset played in the indie
with the typewriter, the IBM golf ball and
music scene of the 1970s.
hand lettering.
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Notes / Random links https://www.uniteditions. com/blogs/news/letraset-design-and-music http://www.eyemagazine. com/blog/post/what-typetaught-me-about-music
https://www.typeroom.eu/ article/relation-between-typography-and-music-genres-explained
TAKE MULTIPLE SONGS/ LYRICS AND MAKE ONE BIG SONG/ POEM THING
https://eyeondesign.aiga. org/why-type-should-beheard-as-much-as-seen/
What next? LYRIC VIDS
LOOK FOR INSPO FROM PAST ALBUM DESIGNS
LOOK AT AUDIENCE & THEMES
EVIDENCE WHY I CHOSE THIS?
SKETCH
FEEDBACK!
15
Lyric videos What was the first lyric video?
Lyric video analysis
Depends on what you’re talking about. The
Hey brother
idea of song lyrics appearing in a music
The big bold lyrics would flash on screen in
video is almost as old as the form itself,
time with the music, but the backgrounds
appearing in R.E.M.’s 1986 song “Fall On
behind the text would be moving and
Me.” But that’s more of a traditional music
chaninging to different things that tell a
video, simply with lyrics inside.
story or relate to the words.
Cee Lo Green - F**k you
Payphone
That’s cute – but what’s the point?
The lyrics for this video are paired with
CeeLo hadn’t had the chance to film a
illustrations, they appear in a comic book
full video for “F*ck You,” but the song was
style and the camera just ‘pans’ to each
absolutely exploding on the viral web.
different section of the comic.
To take advantage of that heat before they could get the real video produced,
Look what you made me do
CeeLo’s team came up with this delightful
Taylor Swifts lyric video for this song is really
bit of typography. It caught fire, racking
interesting, the colour scheme is very
up 11 million views independently. The full
simple and works well to draw the attention
video, released about a month later, went
of the audience. Parts of this video uses
on to earn 23 million views.
kenetic type where as other parts are just accompanied with illustrations.
Lyric videos give artists another bit of fuel to get their song to the top. Plus, it’s something
Birthday
extra for fans as they wait for the full video.
The video for this is a very interesting idea because the lyrics are actually made physically, they dont play over the scenes, they are part of it. For example, the icing on the cake / Gift tags / Written out in split out flour / Burnt into the kitchen utensils.
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17
Album covers
18
Album covers
19
Themes Possible themes:
Possible genres:
-War/ Peace
-Musical theatre
-Punk
-Division & Unity
-Hip hop
-Techno
-Body Positivity
-Jazz
-House
-Mental health awareness
-Rock
-Rap
-Suicide
-Folk
-Dubstep
-LGBTQ+
-Classical
-Instrumental
-Knife crime
-Blues
-Indie
-Wellbeing / Positivity
-Pop
-Ska
-Support / Not alone
-Country
-Opera
-Cyberbullying
-Heavy Metal -Reggae
First thoughts for audience Of course the audience /
just passed- the younger
thought was to target that
theme are linked but first
generations seemed to
audience? To remind those
ideas for audience could
discuss how they felt that
people that their voices are
be..?
their views were being
important.
drowned out. That even War / Peace ?
if they voted / their voice
Fighting with eachother is
wouldnt be heard or they
bad ect...?
In the news there seems to
had to vote for someone
be a lot of conflict between
who they didnt really
Not really sure where im
younger / older generations.
support.
going with this so need to reseach and come back.
With the election that 20
Considering this my first
Narrative: peace & unity
21
Narrative: knife crime
22
Narrative: cyberbulling
23
Why did I choose this theme?
24
Audience Colour scheme Who? Why? Ect...:
With all the fighting that goes on in the world I want my work to bring people together, to unify. Something that can connect us all is through music.
My idea of having lyrics from different songs is so it brings together different genres / age groups ect... and then overall will create the one big message of being
I do like the idea of creating a super colourful piece of work like eg. Kate Moross’s work but I think I will also try to come up with a simpler colour pallete that possibly links more to the theme.
Symbolising peace? White Blue Yellow Pastel colours
united.
Asking for feedback IN THE BRIEF IT SAYS TO GET
GEORGE
PAUL (BRO)
FEEDBACK DURING THE
He said its a good idea
Reccomended a few
PROCESS SO...
but finding fonts will be
differrent songs, he thinks
important because if it
having lyrics that each
doesnt look right no one
person may recognise is
MAKE SURE TO DO THIS
will read. Its also a relevent
good. The theme is basic/
AFTERWARDS TO ONCE
theme for todays society.
generic ‘war & peace’ but
YOUVE COME UP WITH THE
its a fun way to tackle it by
‘POEM’
using a few different songs.
25
Verse Poems Verse poem definition:
Free Verse definition:
Whats next?
The literary device verse
A free verse poem has
Taking this on board, I will
denotes a single line of
no set meter; that is to
try to arrange the different
poetry. The term can also
say there is no rhyming
song lyrics in a similar way.
be used to refer to a stanza
scheme present, and the
or other parts of poetry.
poem doesn’t follow a set
I dont want it to seem as if
pattern. For some poets
im trying to create a brand
Generally, the device is
this characteristic serves
new songs just with different
stated to encompass three
as a handy tool for the
peoples lyrics.
possible meanings, namely
purpose of camouflaging
a line of metrical writing, a
their fluctuation of thoughts,
I want it to be obvious that
stanza, or a piece written in
whereas others think that it
each line is from a different
meter. It is important to note
affects the quality of work
song, I want to try and
here that the term “verse”
being presented.
find songs from different
is often incorrectly used for
decades so that people of
referring to “poetry” in order
all ages might recognise
to differentiate it from prose.
some lyrics and then gaineinterest in the rest of the piece.
The final piece may not ‘read fluently’ but the basics ideas will be there for the audience to understand?
The world is divided & this piece should (hopefully) suggest unity
26
Narrative: Start Start/ Problem:
distance
This section needs lyrics that
Waiting on the world to
shows bad stuff going on in
change
the world.
(John Mayer- Waiting on the world to change)
‘Dont you know, theyre talking about a revolution’
-Where is the love?
(Tracy Chapman- Talkin about a revolution)
And to discriminate only generates hate
-Someone told me long ago
(Black eyed peas)
Theres a calm before the storm.
We’ll be fighting in the
(Creedence Clearwater
streets. With our children at
Revived-Have you ever
our feet
seen the rain)
(The Who-Wont get fooled again)
-There’s battle lines being drawn. Nobody’s right if
No consolation prize for the
everybody’s wrong.
dehumanized
(Buffalo Springfield- For what
(Common-Letter to the free)
its worth) This beautiful life, what is it -They say we stand for
for? To learn how to master
nothing and theres no way
peace or master war.
we ever could.
(Jason Mraz)
-It’s hard to beat the system When we’re standing at a 27
Narrative: Middle Mid/ Changing point:
a way To bring some lovin’ here today.
This section will have lyrics
(Marvin Gaye-Whats goin
that provides recognition
on)
that a change needs to happen.
We must rise above
-But I know a change is
We are here to love
gonna come.
(Lenny Kravitz-Here to love)
(Sam Cooke-Change is gonna come)
It doesn’t matter who you may be Everyone’s equal
-Come mothers and fathers
with the same opportunity
throughout the land
(The Supremes-Things are
And don’t criticize what you
changing)
can’t understand. (Bob Dylan- Times are changin)
-Imagine all the people, Living life in peace. (John Lennon- Imagine)
-Being strong feels exactly the same as being weak The difference is you don’t quit. (Chase & Status- Spoken word)
-You know we’ve got to find 28
Narrative: End End/ Solution:
The drama ends and another begins
This ending section will
But if everybody loses,
have a ‘solution’ / say
everybody wins
that we need to look after
(Newton Faulkner- Brick by
eachother/ the world isnt
brick)
too bad if we all work together and try to be
And I think to myself
happy ect...
What a wonderful world (Louis Armstrong)
-People should smile more. (Newton Faulkner)
Together you and I can stop the rain and make the sun
-There is beauty in the world
shine
So much beauty in the
(Dolly Parton)
world. (Macy Grey- Beauty in the
All we are saying is give
world)
peace a chance (John Lennon)
-Don’t worry bout a thing. Cause every little thing is gonna be alright. (Bob Marley-Three little birds)
-Love can change the world in a moment but what do I know? (Ed Sheeran)
29
Message (WIP) Theme: Division & Unity
Audience: Anyone?
Where is the love?
Someone told me long ago, theres a calm before the storm.
There’s battle lines being drawn. Nobody’s right if everybody’s wrong.
It’s hard to beat the system when we’re standing at a distance
But I know a change is gonna come.
Come mothers and fathers throughout the land. And don’t criticize what you can’t understand.
Imagine all the people, Living life in peace.
? Being strong feels exactly the same as being weak, the difference is you don’t quit. ?
You know we’ve got to find a way to bring some lovin’ here today.
There is beauty in the world. So much beauty in the world.
Don’t worry bout a thing. Cause every little thing is gonna be alright.
Love can change the world in a moment but what do I know?
30
Message reworked (WIP) GIVE PEACE A CHANCE
Someone told me long ago there’s a calm before the storm. Don’t you know, they’re talking about a revolution. There’s battle lines being drawn. No consolation prize for the dehumanized. But I know a change is gonna come.
We’ll be fighting in the streets with our children at our feet. They say we stand for nothing and there’s no way we ever could. The drama ends and another begins but if everybody loses, everybody wins. This beautiful life, what is it for? To learn how to master peace or master war.
Where is the love? Come mothers and fathers throughout the land and don’t criticize what you can’t understand. You know we’ve got to find a way to bring some lovin’ here today. It doesn’t matter who you may be everyone’s equal with the same opportunity. We must rise above, we are here to love.
Imagine all the people, living life in peace What a wonderful world.
Love can change the world in a moment but what do I know?
NEED TO SPELL CHECK ALSO...IS IT TOO LONG?!
31
Taking lines out- suggestions Ive been thinking my
MUM & DAD: what lines to take out
‘poem’ is too long and
GIVE PEACE A CHANCE
might effect my final design so Ive asked people what
Someone told me long ago there’s a calm before the storm.
lines they think arent as
Don’t you know, they’re talking about a revolution.
important and could be
There’s battle lines being drawn.
taken out in order to create
No consolation prize for the dehumanized.
a shorter version, but I need
But I know a change is gonna come.
to keep in mind my theme is still ovbious.
We’ll be fighting in the streets with our children at our feet. They say we stand for nothing and there’s no way
They all said they prefer
we ever could.
to keep it as the one big
The drama ends and another begins but if everybody loses,
message.
everybody wins. This beautiful life, what is it for? To learn how to master peace or
But if they needed to cut it
master war.
down then suggested these lines because the theme is
Where is the love?
still understandable.
Come mothers and fathers throughout the land and don’t criticize what you can’t understand.
Feedback:
You know we’ve got to find a way to bring some
Ruth said she likes the one
lovin’ here today.
big message, if I design I
It doesn’t matter who you may be everyone’s equal with the
need to be careful because
same opportunity.
the bigger lines dont want
We must rise above we are here to love.
to appear too small just to fit on the page.
Imagine all the people, living life in peace What a wonderful world. Love can change the world but what do I know?
32
Taking lines out- suggestions PAUL & GEORGE: what lines to take out GIVE PEACE A CHANCE
Someone told me long ago there’s a calm before the storm. Don’t you know, they’re talking about a revolution. There’s battle lines being drawn. No consolation prize for the dehumanized. But I know a change is gonna come.
We’ll be fighting in the streets with our children at our feet. They say we stand for nothing and there’s no way we ever could. The drama ends and another begins but if everybody loses, everybody wins. This beautiful life, what is it for? To learn how to master peace or master war.
Where is the love?
GEORGE SUGGESTED
Come mothers and fathers throughout the land and don’t
FINDING A DIFFERENT
criticize what you can’t understand.
LYRIC TO JOIN THE 2 & 3
You know we’ve got to find a way to bring some
PARAGRAPHS
lovin’ here today. It doesn’t matter who you may be everyone’s equal with the same opportunity. We must rise above we are here to love.
Imagine all the people, living life in peace What a wonderful world. Love can change the world but what do I know?
33
Protest poster typefaces? Since my design is to campaign for change/unity then I thought a good thing to look at would be protest boards. Protest boards always have a range of type on them in order to catch a persons eye.
Looking into what characteristics the typefaces have in protest posters. From printed lettering to simple handwritten text a clear thing to pick up on is that it has to be CLEAR & BOLD.
Another thing is that there should be a family (like suggested in the brief) so that the key words of your message are visable even at the slightest glance.
Another thing noticed is that the colour scheme should be simple!
34
Google Fonts
35
Google Fonts
36
Google Fonts
37
Montserrat
38
Alfa Slab One Regular
39
Symbolising unity?
40
Final message decided-copy A CHANGE IS GONNA COME
Someone told me long ago there’s a calm before the storm. Don’t you know, they’re talkin’ ‘bout a revolution There’s battle lines being drawn. No consolation prize for the dehumanized.
We’ll be fighting in the streets with our children at our feet. The drama ends and another begins but if everybody loses, everybody wins. This beautiful life, what is it for? To learn how to master peace or master war.
Come mothers and fathers throughout the land and don’t criticize what you can’t understand. It doesn’t matter who you may be everyone’s equal with the same opportunity. We must rise above, we are here to love. Imagine all the people, living life in peace
SO ALL TOGETHER IT MAKES 12 LINES? EVEN NUMBER SEEMS GOOD? HOPEFULLY SINCE ITS BEEN REFINED IT DOESNT LOSE ITS MESSAGE
Most of these songs are from around the same time to the element of different generations being able to recognise lyrics has probably been lost but that should be ok.
41
Sketch
42
43
How to display a lot of type Playbills A possible problem that I have created for myself is that I will be using too much type. I dont want my final designs to appear cluttered and confusing to the eye.
An example Ive thought of that could help me is through old playbills? They always had to provide a lot of infomation and used multiple fonts to appear more eye pleasing. However, in my case because im using the google fonts I think I will use a font that ive previously found that has a large ..family?
44
Idea backup if the other appears too ‘busy’
45
Rough ideas & first thougths
46
First draft
First draft:
I think it also looks like the
Also take off the QR code
The sizing is a bit off- some
back cover instead of the
use that just on the poster.
words are too close to the
front. - it is a list of songs but
edge.
not supposed to look like
Im a bit unsure of the
a ‘tracklist’ which I think is
typeface. It has a family like
I like the colour scheme
bad. Maybe make the other
the brief suggested but is it...
and the black + black
cover with just the title.
boring? I NEED TO CHANGE
people in the back.
HOW IM USING IT! 47
Looking for fun ways to use type- Album cover inspo
What I like in each: 1. Tilted type 2. Use of colour 3. Outline of type, fun way to use the same font 4. Use of symbols
48
Vinyl cover design Vinyl design This is the design im going with for my final vinyl cover.
This example to the left is just my first draft of it so I need to go back and fix a few of the angles so that it looks like a more cohesive design
Vinyl mockup.
Im not too sure if I like the people being grey so when I make the others I will see what they look like as white.
Colours can be changed depending what charity them help? So this colour scheme matches amnesty international but the different variations can link to others.
49
50
Poster designs- Basic idea First thoughts
These two posters where just the initial thoughts because I wanted to highlight the symbol of the people whilst not drawing too much attention from the text.
Font was just a basic font until I found the font I wanted to use (montserrat).
51
Poster designs Out of the two designs I think I prefer the top, this one is super simple but also appears more readable. The repeated pattern in the second poster is quite... overpowering?
I need to go back and see if there is another way to organise my type that works well with the vinyl design.
52
Poster designs Im still unsure about these designs but I think just having the type is nice / clean / simple. I do like the use of the font with some of the family being represented to highlight certain parts of the text.
53
Poster designs-Final Thoughts I don’t necessarily think that this design is the most eyecatching and Im not sure on how long a person will stay and read for the whole poster but I think that this is the design works well for the brief and for my idea. I like the message it presents and the different family from the typeface.
54
Digital element Not really sure what to do
can access the playlist.
for a digital element so I
If did end up creating a video then my digital
Or maybe the QR should go
element could have been
to a peace chairty website?
a website, which showed
I was originally thinking of
https://www.amnesty.org.
the video, designs and then
creating one for spotify but
uk/issues
have links to the songs &
think I will just do a QR code.
I realised that Google one
charities website.
of the people setting the
Amnesty international are
brief are the people who
a charity that helps on a
Final decision
own Youtube so I think I will
global scale? They also aim
I think I will have the playlist
creatae a playlist on there
to tackle a lot of differnet
link because without that
and then the people who
issues. There colour scheme
the ‘poem’ may not
actually scan the barcode
also works well with my
make sense.
are the only people who
yellow & black designs.
55
Touchpoint: t-shirts
The brief:
*Your touchpoint could be anything: a band t-shirt, graffitied guitar, publication, digital experience, Out of Home, banners, moving image ads or other online promotions, etc. Think beyond the obvious, but keep in mind what’s relevant to your target audience—and what would make the most impact—something that embodies the music (and cause) as a jumping-off point. The more innovative, the better.
Tshirts: Even though it may not seem very ‘innovative’ I do like the idea of looking at creating t-shirts, its interesting to see how designs can be trasnlated onto other mediums. I think that it also would work well with my idea because 56
it can lend itself to creating multiple designs?
With the ‘poem’ each line of the lyrics can be separated to make different designs and the one element that stays consistent is the use of the cut out people symbol.
Touchpoint: t-shirts examples
57
Animation: Thoughts Moving image:
Another touchpoint idea was that I could make a quick moving image.
I have stuck to the brief by creating t-shirts as the touchpoint so these ideas for moving images might not actually be created but I did still want to have a few ideas of how I could create some short gifs/animations.
58
Final designs- Peace crit
59
Other idea: Why knife crime
60
Knife crime first thougths
Another theme I thought
of knife crime. Despite not
it spreads a really important
that was important to
necissarily being a ‘fan’ of
message.
highlight was for knife crime.
‘Grime music’ the song I
Even though I have created
found to tackle this problem
The song:
the other project I still
is really effective and I think
‘3 minutes to live’ by Yizzy
felt like I want to try and
would be a good to use for
which talks about a guy that
create/ explore my idea
this sort of project because
has been stabbed. 61
Audience & Statistics Looking at the statistics
different, actually it is adults
culture, which is also what is
of knife crime in the UK
who are actually commiting
portrayed within the music
from 2018 & 2019 it shows
these crimes the most.
video for the chosen song.
that knife crime is still very prominant in society and
So the age range that my
lots of statistics show that it is
project will target is late
actually a growing problem.
teens / adults.
A lot of the media portrays
Another stat shows that
that teens are the vast
these knife crimes are
majority of people who
assault, other research
are commiting knife crimes
saying that most of these
however the stats show
assaults are through gang
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Knife crime vinyl I have also decided to look into knife crime because it is still an on going problem within society.
I think the idea behind this is pretty basic, I just want to make it look like a caution/ warning cross sign. But use the text to form the shape.
And then in the middle use a simple image of a knife to create the cross. Hopefully people will recognise the cross shape and then as they read the text they will realise that the song I am promoting is about knife crime.
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Vinyl designs
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Final vinyl Vinyl design When I first started looking at icons / caution signs I found the cross thats shown on a previous page and the line goes from bottom left to top right.
However from researching I think that actually the normal caution sign should be the other way around so I think I will need to go back and change my design.
(New design will be shown to the left)
George also suggested putting Yizzy at the bottom so the ‘3 minutes to live’ is easier to read.
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Poster designs
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Poster designs
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Final poster
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Messing aroundLooking at taglines
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Digital element: QR code The QR Code
for those who need, to get
For this project I wanted to
help. The audience they
use the digital element to
target is primarily young
find a charity that would
adults, much like the artist of
help not only those who
the song- Yizzy.
possibly will hold the knife in these crimes but also the
The charity also provides
victims.
a look into what could happen to those who do
#knife free is a campaign/
commit knife crimes and
charity that provides help
teaches them about the
to those in bad situations /
consequences of doing so.
gang culture ect...
I think providing this qr code makes it more accessible
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Touchpoint: Moving image
Moving image The idea behind the video is that it would be like a timer and as the wheel turned it would count down the 3 minutes / 2.50 the song lasts
It would go from white symbolising innocence slowly to red as if the innocence is lost once the person has been stabbed and of course to symbolise.
Next I will test it on instagram and then try the IGTV feature so that the whole video can play.
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Knife crime crit Feedback
tuesday we go back.
What next?
Overall said that this project
George said this idea
Try look @ other touchpoints
is better like id hoped, over
is more relevant since
and then make sheets that
the half term do a bit more
he always sees storys of
get sent to d& ad.
work and submit the first
stabbings & gangs.
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Touchpoint: Other? Other touchpoints When looking at the brief I realised that the brief says to send a video that only lasts a minute, so incase I couldnt send the video I would look into the other types of touchpoints that was suggested.
I think I will try to create a billboard design but I will also look briefly into the bins that are around for people to give up there knives. I think it could be a good thing to look into as its something specific that relates to the topic instead of just having the generic billboard designs.
The work to the right is just some ideas of some slogans/ taglines that could be encorporated.
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Touchpoint: Amnesty bins Info about Amnesty bins Weapons handed in during knife amnesty Bins have been placed at four police stations across Hampshire as part of an ongoing national anti-knife campaign, Operation Sceptre. Members of the public are being encouraged to dispose of knives and bladed articles in the amnesty bins without fear of repercussions.
What colour can I have my knife amnesty bin? We’re happy to powder coat your Knife Amnesty Bin in any standard colour. Most of our customers opt for red bins to draw attention to their presence, however we have also provided them in black
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Touchpoint: Amnesty bins sketches
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Touchpoint: Amnesty bins sketches
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Touchpoint: Billboard sketch
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Touchpoint: Billboard sketch
Billboard ideas
all audiences.
The first idea was to go with
with the origanl logo / vinyl design.
one of the first lines of the
The second idea is the one
song ‘That’s right
I will actually go and try
I still need to decide if I will
I’m on the floor tryna fight
to create. I looked back
use the QR code on the
for my life’ & the events
at the taglines/ slogans I
billboard or just use the
shown in the music video of
wrote when I was messing
hashtag that the charity
the victim on the ground.
around and think that using
uses ‘#knifefree’
However thinking over it, I
a simple icon can be just
think its not very suitable to
as impactful and work well 79
Touchpoint: Billboard final
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Trying to make a physical Vinyl cover nets
which I think will also be
The brief states that we
easier for me to make at
should create a 12�
home due with printing.
vinyl design which I have digitally. I think it would be
I might also try and see if I
cool to try and have a go
can make a label for the
at creating a physical. This
vinyl which displays the
project only uses the one
name of the song.
song so I will aim to make the smaller 7� single vinyl,
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Making a physical- Net design
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Quick photoshoot Photos Not very good photos the lighting was bad, for portfolio need to take better ones.
When sorting work for the competition just stick to using the mockups.
The physical thing isnt too bad, Im terrible at cutting ect... it was good to try the process instead of just leaving it as a digital mockup.
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Vinyl / Poster / Touchpoints
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What to include if I send it BRIEF
promotions, etc. Think
is JPEGs, you can
Final outcome:
beyond the obvious, but
also submit video (max. 1
keep in mind what’s
min total); if your
Typography-led, integrated
relevant to your target
main piece is video, you
graphic design campaign
audience—and what
can also submit JPEGs
that uses Google Fonts, a
would make the most
(max. 4).
library of 952 free licensed
impact—something that
fonts. Though not a
embodies the music (and
requirement, you may also
cause) as a jumping-off
consider the use of a
point. The more innovative,
variable font.
the better.
-Theme
Your campaign must
What and How to Submit:
-Audience
include:
Read Preparing
• A 12” x 12” vinyl record
Your Entries before you get
cover as a lead
started for full
expression of your
format guidelines.
typographic identity
Main (essential):
• One poster
Present your response using
• One digital element
either a
• One other touchpoint*
presentation video (max. 2
What I need to include
-Vinyl design
-Poster design
-Digital: QR Code info
-Touchpoint:
min) OR JPEG slides *Your touchpoint could be
(max. 8).
-Video- Send 1 min clip &
anything: a band
Optional (judges may view
in a sheet explain what
t-shirt, graffitied guitar,
this if they wish):
happens. In sheets maybe
publication, digital
Prototypes or mockups as
include QR to whole vid.
experience, Out of Home,
Interactive work
banners, moving
(websites, apps, etc) or
image ads or other online
physical supporting material. If your main piece
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-Billboard
Final thoughts overall Final thoughts
Overall Im pleased with the outcome of the project. I much prefer the knife crime project like the rest of the class, which is the one I might send to D & AD.
I like having the theme to portray whilst trying to tackle typography which is something ive been trying to improve on using.
Next: I need to create my pages that showcase my work, put the work on behance & issuu & figure out whats going to go into my portfolio.
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Research & sketchbook Jacqueline Lloyd