DESIGN PROCESS 2 PROJECT REPORT JOE HARRISON
WASHINGTON MARIJUANA BUSINESSES.
We have a website called http://www.washingtonmarijuanabusinesses.com/ . As you may know, Washington State in the USA has legalized marijuana. We would like to develop a logo that incorporates the colour green currently used on the website and the gradient used throughout the website. The logo may use the shape of Washington State. It may use the shape or symbol of a marijuana leaf. The website should be business-related and have a nice polished look. We do not want something too cartoon-ish or overly psychedelic.
I chose this brief as an initial introduction to the module and individual practice brief. I felt it offered me a way to ease myself into the module because it wasn’t too tasking or big a job. The general culture is one that I am relatively familiar with (although I do not smoke cannabis myself) and I believed it to be a brief that I could do it a short space of time and to a quality standard.
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I feel as though the development of this brief went swiftly and smoothly. I established a basic concept quite quickly from thumbnail sketches and was able to easy translate it to digital. From that I was able to evaluate the visual qualities and improve them until I came to a striking and successful conclusion.
This brief was a good introduction to the new module as it was a quick turn around brief and only took me a day to complete. I feel as though I managed my time well and gathered enough research to give me an insight into existing aesthetics that I would then be able to appropriately develop a logo design for the website in line with the brief. The design process was simple enough, using a mixture of Photoshop and illustrator. I am happy with the outcome and feel it successfully answers the brief. Although I completed the brief in a day I forgot to submit it and continued with other brief work. Due to my lack of organisation and coordination I forgot about the submission and ended up missing the deadline so although I answered the brief, due to my own stupidity, I didn’t submit it. Although a stupid mistake, I’m glad this happened with one of my early briefs because it meant that I was more diligent with my time management and deadline awareness and feel as though that mistake was a good learning curve.
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HD - GEO.
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A friend, studying business and finance at the University of Salford, approached me about a logo design for a personal business venture he was developing. He explained that the business idea was based around an online publication concerned with popular music culture interlinked with extreme sports news and interviews. He wanted a visually interesting and eye catching logo for the company name ‘HD-GEO’ that encompassed the sleek and modern aesthetic associated with extreme sports. He also expressed an interested in the concept of the third eye and philosophical association to the pineal gland, along with certain visuals associated with that.
I was very happy with the development of this brief because I managed to come up with a number of ideas very quickly and, through conversation with the client, was able to select a design that I could then mock up digitally. This didn’t take long and I was able to show some colour variants too, which the client liked.
I chose this brief partially because I wanted to help my friend and support his business but also because I am interested in logo design and wanted to improve both my design skills and my process. I felt as though this was another brief in which I could quickly immerse myself and turn over in a short space of time.
Being that this was one of my first experiences dealing with a client, although a friend, I feel as though I gained a lot from the brief. Working with someone to come to a collective agreement as to a final design outcome, when the client has no practical knowledge of graphic design or art, was an interesting learning curve. Noticing when to offer my knowledge and what to advise the client on, while not being overly forcing or taking away from their desires, taught me a lot about how to present my ideas to a client. There were times when I knew more, from an asymmetrical information point of view, than the client and, in order to sway an appropriate outcome while still giving the client freedom of direction, I had to guide their judgement and decisions.
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BORROWDALE MUSIC.
A friend living in Leeds, and doing the music production degree at Leeds Met University, approached me about an album cover design he wanted for a new music project he was working on. The genre under which he was producing was ambient music. He was after a cover that set the atmospheric mood for the listener to then connect the visual to the audio. He told me that he would prefer a photographic based cover, one that communicated the musical themes of ambient.
Borrowdale
I chose this brief to have a break from the designing of logos and in order to practice both my photography and my layout skills. Being that I am familiar with the music, in particular my friends productions, I considered this brief to be one that would be interesting and engaging while not demanding too much time.
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The design development of this brief was another quick turn around and, due to my interest in the genre themed, I was able to apply my knowledge and understanding into a number of successful album covers from which the client could choose. I feel as though I answered each point in the brief will all the designs but was happy that the client chose the one he did because I thought it was the most successful.
I think this brief was an appropriate split from the others as it offered me a chance to look at some different aspects of design and allowed me to investigate the brief photographically, which is a medium I haven’t used much lately. Because I am familiar with and enjoy the genre, I feel as though I was able to successfully select images suitable to the brief. Furthermore, I feel that because I am friends with the client I have a more personal connection and understand the types of emotive imagery he was after. Having selected the images it was simple enough sizing and manipulating the images and gave me a chance to practice using Photoshop. The day turn around on this brief (including the taking and gathering of images) was a good achievement and showed me that when I focus I am capable of achieving a lot, successfully, in a short space of time.
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THE PIPE DREAM EXPERIENCE.
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A college peer and friend, studying Visual Communication at LCA, got in touch with me concerning a logo design for a musical charity event she was organising in Leeds. She works as part of a charity organisation based in Malawi, Africa, aimed at raising money to fund and develop social building projects like schools and community centres in the country. The client explained that she didn’t want the nights identity to be easily associated with charity and fundraising and the linked aesthetics of the two. She wanted the logo to communicate the genres involved in the night and present the night as a recognised club night.
The development of this brief, although process wise was very quick, took a long time overall. My lack of organisation and poor memory meant that I kept having to come back to the brief but only progressed a little bit each time. I think that the outcome is successful and works well to communicate the type of night it was.
I chose this brief partially to support the charitable cause it was based around and partially to further my logo design skills. I was interested in how I could create that shift away from the general aesthetics associated with charities and was excited to design the illusion that would communicate the event as a normal club night.
I feel as though this brief went well in general but due to my lack of organisation and time management with this, and the other briefs I was developing alongside, it took longer for me to finish it that intended. The overall turnover time (a lot of which was spent not working on this brief and neglecting it as less important and in need of finishing) took about 3 weeks, but only about 2 days worth of time was actually spent doing the logo. So if I had just concentrated and dedicated that time initially it would have been done and in the clients possession in a much shorter time. In terms of my design process I feel the logo did achieve the requirements of the brief and was successful in promoting the night as intended. I received good feedback from attendees and the client alike and so feel that, to an extent, this brief was successful.
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SILK LEEDS.
The client approached me about a logo and identity job for a new night in Leeds. The night was heavily focussed around drum and bass and 140, with the strap line ‘Deep and Soulful DnB and 140’. the client explained that he was starting the night to make a shift from the usual drum and bass nights in Leeds. He wanted a sleek and professional looking identity that was instantly recognisable and memorable, and that did not hold any aesthetic ties to typical DnB club night design. The name ‘Silk’ was generated in line with the styles of music and the ethos of the event; to be a smooth and elegant night for true, dedicated fans of the music.
I chose this brief because it offered a wide range of design tasks across a broad range of mediums. I wanted to support my friend and the new night but was also very keen to try and create a shift away from the usual design aesthetic associated with such music events.
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The development of this brief was very long winded because the client kept changing his mind and so I had to keep re working various aspects of the job. Furthermore, because myself and Leo were both working on different aspects, but needed each others outcomes to progress, it was hard to coordinate our progress. I was often waiting for something from him or vice versa in order to complete a job within the brief.
This project was a real learning curve for me and my design process as it was quite a varied and tasking brief that had real deadlines and was for a real world outcome. I learned a lot through multi tasking across different design mediums and with consideration for a number of different outcomes and appropriations. My computer aided design skills definitely improved via this brief. I feel as though my time management and organisation skills were much more on point with this brief, partially because I had a vested interest in the project, and also because there was clear planning and structure to the brief and its deliverables. I noticed that my designs were a lot more professional than that of previous work and I am proud with what I produced, especially having seen the posters and flyers all around Leeds. I also learned, more so, that it is important to make some design decisions without the client because presenting them with too much choice is often overwhelming and can create confusion.
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SECRET 7�.
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We take 7 tracks from 7 of the best-known musicians around and press each one 100 times to 7� vinyl. We then invite creatives from around the world to interpret the tracks in their own style, resulting in a one-of-a-kind sleeve for every 7�. The creatives are made up of famous names through to gems we unearth through artwork submitted to us on our website.
I was aiming for this to be a quick turn around brief and so decided to get straight into the design work. I wanted to do quite a literal interpretation of the song but visually, working heavily with vectors.
I chose this brief as a quick turn around brief, to test the speed of my design abilities. I was interested in exploring colour and shape through illustrator and felt the brief would help improve my layout skills and understanding.
I was very happy with the turn around of this brief as it only took me 40 minutes to complete the design and I think that’s quite impressive. The final outcome does, however, reflect this time scale as its not the best it could have been. I like the patterns and think the vectors are relatively good but the overall look of the cover is quite over the top and looks a bit rushed. I think the overall aesthetic of the cover does reflect the artist and single successfully and, although literal, I think I have visually interpreted the song well. This brief was a good way for me to test my ability to produce quick designs in a short space of time.
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BOARDPUSHER.
For March we are calling on all of you Valhalla bound warriors and looking for VIKING MYTHOLOGY. Design some Norse gods, pillage a European nation, or just imagine what Minnesota was like 800 years ago. Remember, your design must incorporate the theme in some way for it to be considered a valid entry. All entries must be received by on Thursday March 20th.
I chose this brief as a chance to move away from the general themes of the previous briefs and practice my illustration skills via a theme and setting that I was interested in and had, in the past, practiced and still enjoy today.
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Because I already had my final illustration I was able to easily manipulate the design digitally in illustrator. I reworked each character individually, applying the Viking aesthetic to each, along with colour and shading.
XL RECORDINGS.
I think my design conduct for this brief was relatively on point. My time management and recognition for brief deadlines was lacking and resulted in me missing the initial deadline, so I was lucky that my outcome was transferable to the next. I did, however, learn that design and outcomes are interchangeable and what fits one brief may also be useful to another one. I was able to improve greatly on my hand rendered and digital skills, particularly concerning character design. I considered colour a lot in this project and was able to successfully apply my understanding of colour theory to a design theme. I also learned a lot through the composition I applied to the layout of my deck design. I learned new skills in illustrator and gained knowledge about how to appropriately translate a drawing onto the screen.
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Consider the broad context in which illustration operates in the 21st Century. Celebrate the artist and highlight their seminal moment(s) in a way that engages and communicates to your audience. Don’t be restricted by medium but do remember that concept is key. Illustration is most powerful when driven by a strong concept. Your concept should work in both print and digital environments.
The development of the brief went quite slowly as it took me a while to establish a concept. Once I had achieved a working concept I felt communicated each event and married them all together appropriately, it was just a case of progressing with the illustration and then making it digital which wasn’t too difficult but could have been executed better.
I chose this brief to further improve my illustrative skills and understanding and as a way to explore the possibilities of communication through illustration. Because this brief was heavily concept driven I was also keen to establish a strong communicative style and message through my designs.
I think this brief went OK but I don’t think I met my full potential and didn’t unlock my full inspiration to provide my creative drive. I was happy with the outcomes and believe they met the brief requirements but not to a degree that I was proud of them much past the illustrative aspect and even that wasn’t very strong. I think I communicated each event well and captured the moment in a way understood and appreciated by the audience. I think that I developed a strong concept that was transferable to each event and, with more work, could have been very successful. But the overall project was too rushed, my time management lacking and meaning that I could not comfortably explore the range of possibilities within my ideas. I met the deadline though which is good.
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FEDRIGONI.
We would like you to design a desk calendar for Fedrigoni customers to promote our Woodstock paper range. Woodstock is an uncoated pulp coloured collection of papers and boards. A unique paper range made from 80% recycled pre-consumer waste and 20% FSC certified Virgin fibre. Available in seven different weights with 15 wonderfully warm pastel colours and an additional mottled version, the naturalness and simplicity of wood is clearly identifiable with this range of paper. In order to grab a presence on our customers’ desks, the calendar will need to be genuinely useful, but also speak in a visual way which appeals to their high aesthetic standards. It should therefore be a creative, yet functional, piece which maintains awareness of the range throughout the year.
I chose this brief, with my partners, because it was very different to any of the previous brief undergone and I felt as though it offered me a chance to improve and explore my craft and concept skills. I have always been interested in craft and paper making and recognised this brief as an in depth way for me to gain a better understanding of the process and its associated themes.
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I think this was one of my favourite projects from this academic year and I’m really proud of both my own and my groups conduct. Working as part of a group has taught me a lot and I feel as though I have progressed heavily as a designer from taking part in the brief. From the beginning I feel as though we established a good working ethic and all fed off each others creative flows, being motivated by each others desire to achieve. I think because we are all friends there was a more personal interest not to let the team down and so that was a sort of safety net. Being that we share similar styles and tastes there was little clash in terms of creative process or design outcomes which allowed the project to evolve more smoothly. Throughout the different aspects of the brief we initially decided to split tasks but upon embarking on each we realised that a focussed team effort produced better results and in a shorter time space. Working alongside Jake and Jordan meant that I was immersed in both of their design processes as well as my own which shed new light on methodology and helped me to improve my own process further.
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In terms of design skills I improved greatly. My ability to visualise an idea, both on screen and on paper, increased as my visualisation became clearer and more concise. I learned new drawing techniques as well as new computer skills throughout the adobe suite. My craft skills also improved considerably as, working by hand with the paper, cutting and folding and measuring forced me to think practically. The main improvements I feel this brief could have benefited on were our research into the surrounding topics, as I feel the project could have done with a better understanding of the paper stock and how it is used. I think we could have also made more of an effort to communicate with each other and to work individually, because most of the project was done when we were all together.
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