JOURNAL NO.4
TIME CAPSULE | JOURNAL NO. 4
SELF REFLECTIVE JOURNAL IS A COLLECTIVE OF THOUGHT PROCESS, RESEARCH AND EXPERIMENTATION.
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Date : 2 March 2019 at 16:55PM Now Playing : Pink Sweat$ - Honesty Location : The Cafe at Foyles, London.
PORTFOLIO’S MOODBOARD
by Brianna from florallpeach.tumblr.com
by Sophia Gamache
Reflection Video Reference from Star Trek Beyond
by Akram Zaatari TIME CAPSULE | JOURNAL NO. 4
Parks and Recreations - Season 2 Episode 3
by Andy Warhol
https://whipstitchdesigns.wordpress. com/2013/04/13/how-to-hollow-bookhiding-place/
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Date : 2 March 2019 at 17:00PM Now Playing : Jonas Brothers - Inseparable Location : The Cafe at Foyles, London.
I was really inspired by Ruby and her first portfolio so I thought I can push the way I package my portfolio but at the same time still intact in the way I present the journals. I am keeping the journal concept intact because I want to explore how I can unpackage a different way to present selfreflective journals in my journey in this MA. 1. Time capsule Ideas don’t come to me right away, they need time to buffer and a lot of anxiety prior to that, but when it comes... I feel sorts of joy and relieve. So basically, what I want to explore is how I package this portfolio. And in the previous submission, I package it like a post office package, personal belonging. And I want to continue that vibe of personal belonging by using the idea of time capsule. The reason why I chose time capsule is because I get to choose whoever I put inside the time capsule (who I will remember), who contributes in this unit’s portfolio - collaboratively people who I have worked with. 2. Journal no. 4
& 5
I curate two journals this time because I want to reflect on two groups. Journal No.4 reflects on my work with The Crown Estate & JCDecaux and Journal No. 5 reflects on my work with CannTalk. 3. Digital Version in a book This time I want to put the journals as a digital version in a USB because I want this ‘time capsule’ to capture what medium we are using at this moment to transfer data. I thought of a CD, but then it doesn’t really capture the essence of this time. The packaging of the USB with the journal outside is kind of the giveaway of what’s inside the USB.
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4. The box and miscellanious items At first I thought I should make my own box in the 3D room, which I had the sign up sheet ready and done with all the measurements. However, it doesn’t feel right for me because it doesn’t hold the level of personal belonging items, therefore, I dump the idea (two days before hand-in). So I decided to use the box I have with me through the entire time I live in England, and that box was used to hold all my important documents., birth certificate, family card, etc. I added ‘Now Playing’ in the header of the pages because in my personal opinion, songs capture the essence of memory or the time you’re in. 5. Other collaborative projects Although I only include the live briefs in this portfolio, it is important for me to note that I am also working on other projects which I will self reflect in the video. a. b. c. d. e.
The Wayfinding Project London Design Festival Bright Idea Education The Couch Collective SOAS University Exhibition on Wayang
6. Video Record for Self Reflection Vlogger in general interests me because they were able to very open in the internet, and I thought what a way to capture this timeframe by using the medium of video as a way to record my self reflection and also appropriate with what we’ve been doing so far in collaborative unit (a lot of work in digital medium). It also reminds me of in the sci-fi movie where the scientist have to record their findings, and for them their work is their life and same goes here for me.
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Date : 3 March 2019, 15:00PM Now Playing : Kehlani - Feels Location : LCC - UAL Library
- SELF-REFLECTIVE JOURNAL ENTRY : JANUARY 2019 PROJECT : THE CROWN ESTATE / LIVE BRIEF GROUP : Ruby Rossini Celine Bouichou Irem Turkmen Dania Yamout
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INITIAL RESEARCH
Our initial research comes from our site visit to St James’ Street and this is where we spoke to some of the shop owners such as James J. Fox, D.R. Harris and Co, Berry Bros. & Rudd. And what was so interesting is that these shops has significant histories but hidden (not many people know), and these stories really inspires us to get us going with this project. And we also found out that it was interesting how they don’t put the crown estate logo anywhere near the shop or construction site as part of the brand identity. TIME CAPSULE | JOURNAL NO. 4
Date : 3 March 2019, 21:33PM Now Playing : Video Call with Sara & Albi Location : Home, NW3 2UW
CONTEXTUAL RESEARCH
Our contextual research comes from looking at a brief where it says that The Estate’s main client is B2B, retail and also shopper. CONSCIOUS COMMERCIALISM is the slogan of The Crown Estate and our starting point comes from there because we thought the slogan stands out because of the chosen words. Because this is a rebranding project for us, it is important to take note that at least for me or for us is that we want to be able to translate the business model into a branding language that can be communicated very clear. And for me personally reading at Watching The English was very illuminating and found out that I have to relate so much with my time here in the U.K. is very interesting. And after some research looking at the brand, Ruby had this idea that because the brand is technically a service provider. to the public - we thought that will be a nice quest for us as part of our rebranding strategy; how can we rebrand their visual language to a service provider language?. And even after our walk around in St. James, it got me thinking how can we encapsulates the extensive amount of history behind the brand and translate that somehow into an appropriate visual language?.
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RUBY’S CONTEXTUAL RESEARCH
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Formal Layout Elements
Colours
Images
Logo
Typeface
Language
A singles word on an image: to make a point or reinforce the message.
Legibility Boxes: Stylistic device to help legibility
12 Colours CMYK & Colours RGB Diversity Modern Progressive Deep, Bright
“Hallmark” stories to communicate brand purpose. Simple, real, in the moment. Interesting angles, active, energetic, engaging. They convey humanity, likeability, approachability. Building in Scale, Scope, and Detail: to help us show the scale and scope of the crown estate land holding. Mixing wide, medium, and close shots.:to signal the “rythm”of storytelling. “Imagery should always look at the narrative, using big and small, scope and scale to help tell a story”
Trypthic.: a straightfoward visual and verbal narrative. The visual “signature”. - Past, Present, Future. - Input,Output,Outcome. - Thought,Action,Conseguences.
It requires respect. It shows authority.
It shows diversity and dynamism through the colour pallette.
Legibility Boxes: They appear constraining and distract the visual harmony & interrupt the narrative.
The pallette is confusing and diffcult to remeber/recognise.
The visual narrative is present. However it does not convey appropriately the brand aims.
It is slightly overly detailed. Authoritarian.
The type has personality, neither it shows the heritage of the brand. It appears overly corporate.
Helvetica Neu 55 Roman Helvetic Neu Light 45 Helvetica Neu Bold 75 2nd choice: Calibri.
Open, Honest business.
Business Focused Simple and Straightfoward Clear and Confident Quietly authoritarian
From our voice
Quietly authoritarian friendly and conversational simple and straightfoward honest, approachable clear and confident IT IS NOT: corporate,complicated,overly formal, arrogant, self important
From their voice Overly business focused. Need a vocabolary oriented more towards the customer/people.
Gap
The imagery needs to:
Recognisable Respected flexible and resilient for the future ahead ( able to take many formats)
The logo needs to be:
recognisable respectable it has a character/personality (subtle) it takes from the past and it looks at the future.
A type which is :
A language able to tell stories A language that involves the people in A language that uses “first hand story” A language which aims to be more customer focused
Action
The current formal layout is overly corporate/static.
The variety of choice creates confusion and convey undecisivness. ( a lack of confidence) Not recognisable. Neither it showcase the brand heritage nor is modern or progressive, It creates a lack of charachter/personality and a “presence” for the brand.
Recognisable Contemporary but roooted to it’s origin Clear Create a “presence”
The formal layout aim is:
To be recognisable Simple, Confident. Truthfulll to the brand heritage. Able to take from the past but look in the future. Able to showcase the brand diverse services and holding. ( Seabed, Wind Farm, Windsor Park, Rare Minerals, Central London)
The Colour Pallette aim is:
Answer: “Who is the protagonist of this story?” Showcase customer “using” the service of the brand. Outstanding quality : sharp,focused, key focal point, mood, angle. Subjects: Vary depending on context but depicts people, create eye contact, positive expression, dynamic, natural. Use hands and gesture to signal emotion and create trust in the The current bounding box may make the viewer. narrative visually distractive. Able to tell a story within itself, without words. Able to highlights the past but equally focus on the future. Showcase diversity ( Age, genders, ethnicity, religion,) The images does not seems to reflect the brand aim: They appear corporate, generic, the quality needs improvement, and most importantly, the main key focus point can sometimes be missing.
Visual language, a contemporary ‘presence”, which is honest, effective, simple, It is unable to create a proper its proper clear and truthfulll. charachter and the brand“presence”.
A Clear:
Contemporary. Able to showcase the diversity of the Crown Estate service. Able to showcase it’s heritage and it aims for the future.
Able to showcase diversity.
Able to highlights the past but equally focus on the future.
Create an ever more impactful and contemporray visual narrative which highlights the company service.
An imagery which can tell many stories and put the real people behind. ( people who make the company and the consumer)
The current Imagery is unable to convvey the story it wishes to convey.
It is overly detailed. Perhaps not as Contemporary.
Respected
Recognisable
The current Logo is able to convey dynamism only trough the use of colours. rather than having a dynamic characted on it’s own.
It can sit well in the contemporary context, but it is able to recall it’s heritage.
A type which is able to convey the brand Current Type is unable to convey the voice, and able to narrate the brand brand heritage. It does not show the a heritage. charachter or a personality > making the brand look less confident in itself. Simple, but with personality. Confident, Respectable. Flexible. It doesn’t induce trust as it appears quite corporate and bland.
Approachable Honest Customer/People Focused Service Provider
New Aim
Brand Analysis of Current Visual Behaviour
Date : 4 March 2019, 02:40AM Now Playing : On the phone with Sinatra Location : Home, NW3 2UW
TIME CAPSULE | JOURNAL NO. 4
Saks Fifth Avenue branding by Pentagram
EXPERIMENTATION
I know that I am not suppose to cut the crown aha! but I just thought when I see it, the crown has so much of the unique pattern inside of its that I thought it’d be interesting to play with or magnify. I was really inspired by the idea from Michael Bierut where he deconstruct Saks’ typefont. I thought of it like a puzzle in a way, trying to assemble it and I was really inspired that each part of the crown symbolises these merchants that was and is a part of the crown’s history (d.r. harris and co, jamie j. fox, etc).
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EXPERIMENTATION
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Date : 4 March 2019, 03:09AM Now Playing : Brockhampton - Waste Location : Home, NW3 2UW
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BRAND COLOUR / BRAND ACCENT
I was calling it brand accent when I was playing on the pattern of the crown and then I got distracted by the colour palette, because I just thought honestly 12 colours are a bit too much. And to be honest, I was experimenting with the pattern to create some kind of brand identifier but with 12 colours I found it so hard to build an identification. Prior to that, (on the previous page) I experimented with a bit of a toned down version of the original colour palette just because I thought it might looked a bit more mature and elegant. And this comes about from looking at Irem’s presentation on the type design / colour reference as well.
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IREM’S PRESENTATION
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And then we got a feedback from Michael and Jordan saying we might need to look in a different path for the art reference that we took, therefore we were going back again to the drawing board. TIME CAPSULE | JOURNAL NO. 4
Date : 4 March 2019, 03:27AM Now Playing : Piano Concerto No. 2 - Camille Saint Saens Location : Home, NW3 2UW
In the meantime when I was obsessing over colours, Celine was looking into how to ‘rebrand’ the logo and the amazing thing is that Celine was looking into the other royal’s establishments therefore we can see how the crown is implemented. And because we somehow knew that we were going to do something about The Crown- Ruby did intensive research on The Jewel Crown it self. Irem also took the initiative to look into more of the logotype and the possibility of creating a new font for the brand just because we thought when we saw the brand book and it says you have to use Helvetica Neue - no offense to Helvetica but it is not designed by an English designer therefore in a way it doesn’t hold enough history for the brand. And this is where Irem thought of using Bliss Pro as a starting point. And thats where we thought we can come up with out font, however Irem thought that we don’t necessarily have to do that because we can just adopt one of the readily design and cater its design appropriately to The Crown Estate.
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RUBY’S RESEARCH
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CELINE’S LOGO EXPERIMENT
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IREM’S LOGOTYPE EXPERIMENT TIME CAPSULE | JOURNAL NO. 4
by Ava Maria
Bagnoli Architect by Ortola
Repose Media by Rhema Design Co TIME CAPSULE | JOURNAL NO. 4
The East Cut
I am very fascinated looking at different branding and how they achieve consistency. And with these reference, even though it slightly looks like feminine, I envision that it would be very nice if we can implement this tone of colour to The Crown Estate’s palette. And also I was looking into other commercial estate company (other than Coal Drops Yard)and The East Cut’s branding is playful and to the point, and I like that. So this was my starting point for the colour palette journey.
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CELINE’S PRESENTATION Celine did a little research on Regent Street, because after sometimes talking we felt like we were paying attention more on St. James where as the properties are spreading everywhere around the U.K. but this is the starting point of where I started to see a perfect colour rationale or story for the palette. Anyway, she found out that John Nash was quite instrumental in building Regent Street and that he was categorised in Picturesque art period, therefore I thought I’d look more into that in terms of good historical reference.
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Date : 4 March 2019, 18:59 Now Playing : Pixie Lott - Turn It Up Location : LCC,UAL - Digital Space
I looked into the picturesque paintings and found out that the colour palette are way too soft or too muted down sometimes. So I showed this to Ruby, and she said just as an idea that it would be interesting to see if I can mix it with the colour of The Domesday Book and I thought because that sounds viable, I thought we can also use the colour from all the other assets that The Crown Estate has in the U.K.
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Date : 4 March 2019, 19:18PM Now Playing : Fergie - Big Girls Don’t Cry Location : LCC,UAL - Digital Space
My method of working with colour is that I have to know where it is coming from and why is it that specific colour. And try to somehow make it attractive. So I did a little bit of an experiment mixing the picturesque and the assets’ colour palette, and as it turns out it works perfectly, in a way that I am comfortable and confident of the rationale but at the same time looking pretty decent.
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Date : 4 March 2019, 19:26PM Now Playing : Boyz II Men - 4 Seasons of Loneliness Location : LCC,UAL - Digital Space
For me what makes me nervous is the implementation of colour palette because sometimes it might or it might not work correctly, so what I did was I picked the best ones I thinkin a way that each colour compliments one another and that it appropriately represents the elegance and maturity I was looking for in creating the new colour palette. So I picked my best 6 and I tried it to the logotype that Irem made. I have to say even though I am confident with my rationale, somehow the ‘femininity’ side of my taste still shows and for me personally it really shows in this options. But anyway, everyone ended up choosing number 2 (highlighted), which I find quite refreshing anyway because it is not what I would choose but I think this is where it shows that as a designer you need to take in good feedback from your peers and that a fresh set of eyes are really needed.
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NEGATIVE SPACE OF THE CROWN
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Date : 4 March 2019, 19:26PM Now Playing : Games of Thrones - Season 1 Episode 4 Location : Home, NW3 2UW
I thought that because I was experimenting by using The Crown as part of the pattern, it’ll be really interesting to see how it looks like in a negative space as part of the brand accent, and that is what I tried to do with the new colour palette seeing how it works with the brand accent. It didn’t really show as much, but I wanted that elegance as the colour compliment the photos.
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The Crown Estate has strong values. We mean them, we are proud of them and we are respected for them by the people, we work with and in the wider community. ‘Commercialism, Integrity and Stewardship’ are not there to balance each other out, but because we believe that we are stronger and work better when all three are working together. These values are the foundation of our brand and we should try to be true to them and express them in all our dealings and communications on behalf of The Crown Estate.
The Crown Estate has strong values. We mean them, we are proud of them and we are respected for them by the people, we work with and in the wider community. ‘Commercialism, Integrity and Stewardship’ are not there to balance each other out, but because we believe that we are stronger and work better when all three are working together. These values are the foundation of our brand and we should try to be true to them and express them in all our dealings and communications on behalf of The Crown Estate.
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Date : 4 March 2019, 22:35PM Now Playing : Blue - If You Come Back Location : Home, NW3 2UW
Meanwhile, Celine was working on the recreation of the logo and this is where we ended up with. I honestly really love the simplification of the logo, and I really like that her intention is to modernise the logo without simplyfying it too much. Really loved what she did for this logo even though we found out that it’s not possible to do so.
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And then we had the chat together and we thought that the colour palette might be lacking of something so I went back again to see what I can come up with. And I thought it’d be really interesting to see about rare minerals - just because I was already looking into seabed so I thought it’d be really good for the rationale as well. And then it got me thinking that rare minerals turns to gemstones and I remembered Ruby was explaining about the gemstones in The Crown Jewels and I thought it’ll be really strong to connect the two - rare minerals and gemstone found in The Crown Jewels. And the reason why I chose Cornwall is that because The Crown Estate just opened Cornwall to harvest its rare minerals - so I did several context research on rare minerals can be found in Cornwall and found out about Cuprite. Things gets interesting when I read up about the crown jewels and its gem - and only to found out that the gemstones were acquired by colonialism and conquer which I am my self found uncomfortable. However, Cuprite is a type of oxidised copper mineral but because of the environment it was in - the colour changed slightly to pink reddish colour - and it is called Ruby Copper. And to make that connection to The Crown Jewels - Ruby is one of the many gemstones that constructed The Crown Jewels. And with this, my colour palette is complete.
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https://www.dakotamatrix.com/content/cornish-minerals TIME CAPSULE | JOURNAL NO. 4
MY FINAL COLOUR PALETTE And finally after countless of experiments and going back and forth - we finally made a final colour palette for the rebranding project. I know that I didn’t really get to continue making the brand accent, however Irem took the idea and implement it into the look and feel of the presentation- which I thought that was nice. Between finalising my colour palette, Ruby was working with an archivist who has been working to make a paper that lasts 500 years and for us that is something that what we really want to capture... the essence and the importance of history and bring it to the future.
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Date : 4 March 2019, 23:29PM Now Playing : SZA - Love Galore Location : Home, NW3 2UW
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MARKETING STRATEGY TIME CAPSULE | JOURNAL NO. 4
MARKETING STRATEGY
Our marketing strategy focuses more on telling the history of The Crown Estate through digital platform - we thought this could be appropriate according to the time. Furthermore, we proposed to look into memorialise The Estate’s retail portfolio by making an image-based version of domesday book with the paper that Graham Diprose produced to lasts 500 years. To be quite honest, there were lack of management from this part that we were not able to achieve strong marketing strategy.
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Date : 5 March 2019, 00:06AM Now Playing : Corinne Bailey Rae - Like A Star Location : Home, NW3 2UW
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DRAFT PRESENTATION WIREFRAME
This is where we realised this colour match looks like a McDonald’s presentationso we dumped this mix and created finally the final presentation.
CONCLUSION
The picture on the previous page is the photographs with archival paper. And I end this project in here because this idea encapsulates our vision to translate the business motto into a more warmer and engaging visual language to the public.And to take heavy consideration of preserving the past, present and future of the brand. To read final presentation: Journal No.4 / TCE_4.2.19.pdf
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Date : 4 March 2019, 23:55PM Now Playing : Jojo - Weak Location : Home, NW3 2UW
- SELF-REFLECTIVE JOURNAL ENTRY : MARCH 2019 PROJECT : JCDECAUX / LIVE BRIEF GROUP : Ruby Rossini Celine Bouichou Irem Turkmen Dania Yamout
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What would/should JCDecaux like to say to the public about our sustainable credentials?
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RXBAR by Wieden + Kennedy
INITIAL RESEARCH Our first initial research was to go on our own and found a campaign / image that is inspiring. Therefore, I did a little bit of a research and found that these two were very inspiring. We all thought that we need to be slightly careful in the campaign because this will be JCD’s first public campaign, therefore, we need proceed attentively. Wieden Kennedy’s campaign with RXBar was direct and doesn’t take a lot of time process- which I thought maybe that’s why the ads are in large format and colourful so that it captures the essence of showmanship.
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@the_happy_broadcast
We had our first tutorial and we were discussing how sometimes sustainable campaigns are about telling people that as human beings we were not doing enough to save the planet and we thought that was not very productive on call for action especially if the market is too saturated with that type of campaign. Therefore, I mentioned that it reminds me of The Happy Broadcast - an Instagram account that post about human’s achievements over the years which in result gives good feeling, for example: NASA satellite study finds that Earth now is greener place than it was 20 years ago
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RUBY’S RESEARCH Ruby specifically was looking into how advertisers has been using copy for their campaign and found out a variety of useful information for us to proceed. It is important to note that in here we have already established that we wanted to use positive psychology as part of the campaign, therefore Ruby was looking into how to convey that in the copy.
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CELINE’S RESEARCH
Celine’s initial research was in my observation was about interactive campaign and how to create an effective campaign, therefore we thought we could work on this for our campaign.
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Date : 10 March 2019, 13:07PM Now Playing : Loyle Carner - Loose Ends Location : Timberyard Coffee Shop, WC2H 9DL
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CONTEXTUAL RESEARCH I on the other hand wanted to make sure to see if the sustainabilty message is carried out globally. In my personal opinion, sustainability is taken seriously only in the western hemisphere because of most of the western countries are developed enough to take the next step, other countries in other parts of the world are still developing therefore the concerns are different such as in Africa; infrastructure is still developing therefore building infrastructure is a priority, same goes in some parts in Asia too. Furthermore for example, the sustainability agenda in South Africa are developed enough because South Africa is one of the countries in Africa that’s already developed compare to in Nigeria where infrastructure are still developing. But then, what is the definition of developed country? In what context or perimeter? After going hours in their website(s), my hypothesis were half right - in Africa, JCDecaux is focusing on building infrastructure and also in some parts of Asia they didn’t even mention sustainability.. they were much more focused on selling the quality of their product (this tells a lot about how to market differently in different parts of the world, at least for me anyway).
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Date : 10 March 2019, 13:45PM Now Playing : King Kunta - Kendrick Lamar Location : Timberyard Coffee Shop, WC2H 9DL
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Date : 4 March 2019, 16:34PM Now Playing : Ella Mai - 10,000 Hours Location : Timberyard Coffee Shop, WC2H 9DL
COMPETITORS I was also looking into their competitors. There were several companies that perhaps through merger and acquisition that JCDecaux managed to buy or own more than half of their shares. I am not sure how I feel about this, but now I understand why they said that they are the biggest Out of Home advertising company in the world.
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Date : 10 March 2019, 14:10PM Now Playing : Loyle Carner - Ain’t Nothing Changed Location : Timberyard Coffee Shop, WC2H 9DL
IREM’S RESEARCH Irem’s research in my observation were one of the strongest ones from ours. Irem nailed it on the context of what does it mean, sustainable design. And that’s when we realise damn sustainability is much more complex than that, it is so much more therefore the issue we were facing was how to make the language open and this is overuse, but engaging. And this research strengthen our rationale. We had a group meeting where these contextual research were presented to each other and this happened because we ourselves took the initiative to look for something we were interested in this campaign.
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UN Sustainable Development Goals
CONTEXTUAL RESEARCH Furthermore, through our discussion and most importantly Irem’s slide on urban ecology and our research about JCDecaux on code of ethics with their employee- we had the idea about stirring the sustainability message that benefits not only the Earth but also human beings and that is when we stir the campaign towards mental health and wellbeing. As researched we found out that one of The United Nations’ sustainability development goals is about good health and well-being and thought we could align this perfectly with the campaign, and this is where we found our campaign’s niche.
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Date : 10 March 2019, 15:00PM Now Playing : Sam Cooke - You Send Me Location : Timberyard Coffee Shop, WC2H 9DL
IDEATION RESEARCH We honestly don’t know when we came up with the character (at least me, again), but we generally know that we’ve identified that we wanted the campaign to symbolise something approachable. We also thought that every bus station is different and how it has its own ‘letter characters to identify with’ and that’s perhaps when we came up with the idea of inventing characters.
Headspace’s characters
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RUBY’S RESEARCH Ruby was looking into how to make a good character because this is the first time we ourselves make character design, and Ruby found out that whats important is the expression (human features like eyes, eyebrows, and mouth) perhaps it is because of its close association of looking like humans / animals because it has the familiarity features. And that was the starting point for the girls to experiment with the characters.
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Date : 10 March 2019, 16:00PM Now Playing : Kehlani - Morning Glory Location : Timberyard Coffee Shop, WC2H 9DL
CHARACTER RATIONALISATION Ruby, Irem and Celine proposed to do the characters whilst learning blender the 3D software and because there were only 5 of us- with many enthusiasm for me to learn blender I thought it’d be wise for me to do something else for the group as housekeeping, making sure that everything else is intact for our pitch presentation. Therefore, I proposed to do further research on character rationalisation, colour palette, pattern for the character, character’s name and in the end the presentation.
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MEDITATION COMPLIMENT ENCOURAGEMENT INVITE TO MOVE these are the main charateristic we wanted to portray for in terms of creating a well-being connotation for the campaign.
CHARACTER INITIAL DESIGN The characters’ initial design comes from Irem - when we researched on the character, Irem went ahead and experimented with the design. At first we thought 2D could work, however after learning Rhinoceros with Jordan we thought thar we could build the characters with 3D elements.
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Date : 10 March 2019, 16:10PM Now Playing : Kehlani - Footsteps Location : Timberyard Coffee Shop, WC2H 9DL
COLOUR EXPERIMENTATION The colour theory comes from combining the colour of nature and urban environment in London and I thought that having more colour would give more richness to the character. Also took the colour red from the bus stop because of its characteristic inspiration are from the tfl bus stop.
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#c33939
#8bb5a6
#fd7081
#f8ddda
#010d37
#2b5b58
#dead3d
Implementing the colour into the character, I chose more on the orange and yellow tone because of its positive radiant look on the character. and I mixed it with pink to add compliment colour in between for the gradient.
TIME CAPSULE | JOURNAL NO. 4
#f77244
CHARACTER’S NAME & PATTERN We thought we took Michael’s advice on naming the character with letters and perhaps spending too much times watching Star Wars, I was inspired on naming them with specific characters based on its personality and mainly taken inspiration from the story of the brand to strengthen their personality. The same goes with the pattern or texture, I wanted to make sure that the feels are appropriate with the personality of the character. Although, in the end we were not able to put the pattern into the character due to time and the girls’ knowledge of the 3D software Blender, it was nice to do research on that and perhaps when we pitch the idea to the board members of JCDecaux we can potentially create the character in life form with the texture given appropriately to them.
TIME CAPSULE | JOURNAL NO. 4
TIME CAPSULE | JOURNAL NO. 4
TIME CAPSULE | JOURNAL NO. 4
TIME CAPSULE | JOURNAL NO. 4
TIME CAPSULE | JOURNAL NO. 4
Date : 10 March 2019, 16:30PM Now Playing : Kehlani - Love Language Location : Timberyard Coffee Shop, WC2H 9DL
CHARACTER EXPERIMENTATION The character experimentation are fully credited to Ruby, Irem and Celine and in the next 2 pages are some of the experimentation they have done for the character.
TIME CAPSULE | JOURNAL NO. 4
TIME CAPSULE | JOURNAL NO. 4
TIME CAPSULE | JOURNAL NO. 4
COPY PLACEMENT I offered that perhaps I could do the text placement and general graphic design of the campaign and this is the initial design I worked on, and the footage comes from Ruby’s first render of her character.
TIME CAPSULE | JOURNAL NO. 4
TIME CAPSULE | JOURNAL NO. 4
TIME CAPSULE | JOURNAL NO. 4
TIME CAPSULE | JOURNAL NO. 4
PRESENTATION DRAFT Thought I put the draft in the portfolio because presentation preparation as well is quite important to show how to edit information that goes in. Spoke with Michael and he mentioned that the word ‘humanising’ might not be right and the group-wide social policy isn’t really capturing the approachability message. Therefore, we had to make several changes. To read final presentation: Journal No.4 / JCD_7.3.19.pdf
TIME CAPSULE | JOURNAL NO. 4