Lewis Son Arts Univeristy Bournemouth BA (Hons) Graphic Design SHINE Compeition entry
This project is for the SHINE compeition 2017 Highly Commended I’d like to thank Coley Porter Bell and The Royal Air Force for giving me the oppertunity to work on such a project.
Royal Air Force: Active campaign
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Royal Air Force: Active campaign
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Royal Air Force: Active campaign
Royal Air Force: Active campaign London graphic design agency, Coley Porter Bell, came to the Arts University Bournemouth, in February 2017, for a workshop that would tie in with their live brief for the SHINE competition. The workshop got us thinking about the Royal Air Force, and what the RAF represents.
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Coley Porter Bell: example
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mood-board #1 - workshop / group-work
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mood-board #2 - target audience
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The brief: target audience The brief was to design a visual identity for the Royal Air Force: Active campaign. The identity needed to step away from the generic RAF branding (flying, pilot, sky, birds eye views, radar ect) and to inherit a fresh design that would appeal to a younger demographic. The brief stated that it would be beneficial to look at what brands the 9 - 25 year old target audience are into. I compiled a second mood-board with more of a focus on brands, and how these brands represent themselves to their young audience.
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the brief: identity inspiration
Royal Air Force: Active campaign
The brief: identity inspiration The Royal Air Force: active campaign needs to have a clean, well executed visual identity. For the outcomes, I needed to create a set of mock-ups that would show my identity in action. The identity needs to tie in with typographer, imagery, and scale. As an example, Coley Porter Bell emailed me a set of designs for the 2012 London Olympics for further inspiration.
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initial design ideas
Initial design ideas Using multiple mood-boards and other visual inspirations as a reference material, I designed a variety of posters. I thought at this point to start coming up with some initial design ideas for what could be the identity for the campaign. Coley Porter Bell wanted something fresh, clean, contemporary/ modern, cutting edge, smart, technological, energetic, and kinetic.
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obstacle course concept
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Obstacle course concept The obstacle course design came from my initial design ideas. I thought of an obstacle course, and how the young target audience go through multiple hurdles (education, jobs, internships, apprenticeships). An obstacle course has a set of different and multiple hurdles. In relation, there are different directions within the Royal Air Force (not just flying, but also mechanics). I thought that this design creates a harmonious identity between the target audience and the Royal Air Force.
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design development
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Design development At this moment I thought how I can develop the concept of the obstacle course. During my initial design ideas, I created these obstacles/ shapes going off the page/ screen; and so for development I thought to design the entire obstacle course, so that the entire design is revealed. I also introduced sports pitches to that can be used in relation to specific events (football events, sports day, Wimbledon, Olympics).
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initial design outcomes
Royal Air Force: Active campaign
Initial design outcomes After I designed the entire reveal of the obstacle course, I thought to implement the design across different platforms (e.g. screen, event, print, wayfinding, editorial). The design enabled me to introduce typography and imagery, which enhances the flexibility of the design. I utilised the large design of the obstacle course, and I have taken minuscule snippets to enhance the visual identity.
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initial design outcomes
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initial design outcomes
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initial design outcomes
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initial design outcomes
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initial design outcomes
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initial design outcomes
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design specifications
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Design specifications My original pantones were variety of mint green tones. Mint green was chosen to present the campaign as fresh, clean, and contemporary; however the colours didn’t work so well off-screen. I revisited my colour palette; I chose much brighter colours (red, yellow, green, pink, purple, blues). I selected a variation of colours that can relate to a more specific demographic (younger ages use brighter colours, older ages use darker colours). To create the design I followed a 45 degree diagonal square grid. By following this grid I was able to create correct geometric shapes.
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design specifications - original pantones
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C 048 M 000 Y 035 K 000
C 057 M 000 Y 043 K 000
C 070 M 016 Y 053 K 001
C 076 M 043 Y 057 K 022
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design specifications - updated pantones
C 052 M 006 Y 013 K 000
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C 015 M 090 Y 037 K 000
C 010 M 001 Y 082 K 000
C 062 M 008 Y 078 K 000
C 011 M 085 Y 095 K 002
C 068 M 062 Y 007 K 000
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further design specifications
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Further design specifications During the time of initial design ideas, I thought about the RAF logo, and whether I should change or keep it similar. I thought if people need to know that this is the Royal Air Force, then I shouldn’t change to much; hence why I decided to stick with the RAF font colours. For the active campaign, I thought to use the RAF typography and place ‘active’ underneath. In terms of typography, I thought to put text inside a white bounding box; to increase readability. The bounding box has a digital and technological feel, which matches the demographic.
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further design specifications - logo
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further design specifications - subheadings
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further design specifications - typography
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further design development
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Further design development Because I revisited my colour palette, I thought to update the mock-ups with the new colourful design. From my previous mock-ups, I learnt not to change the background colour of the mock-ups; as this flattens the contents of the mock-up.
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further design development - business cards
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further design development - tote bag
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further design development - editorial
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further design development - editorial
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interactive website
Royal Air Force: Active campaign
Interactive website Whilst I was designing the stills for screen purposes, I thought back to the RAF being energetic and kinetic. The overall design of the obstacle course has the potential to move, to slide, and to be animated. I created the stills for a website, but with the idea in mind that this can be interactive to the user.
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interactive website
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interactive website
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design refinement - obstacle course
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Design refinement After I submitted to the SHINE competition, a few days later I discovered that I had been shortlisted. I used this time to refine my concept by increasing the scale of my obstacle course. I introduced more sport pitches and activities such as basketball, long-jump and rock-climbing.
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design refinement - business cards
Royal Air Force: Active campaign
The design is limitless. It was only when I was updating the business cards with the refined obstacle course, that I noticed that the design is limitless; and the business cards are an example of this. The design can change, the colour can alter, however the user still recognises that this is Royal Air Force: Active. This enables the design to adapt and change (if needed), yet can still be recognisable; therefore enhances the flexibility of the visual language.
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design refinement - business card #1
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design refinement - business card #2
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design refinement - business card #3
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design refinement - business card #4
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design refinement - business card #5
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design refinement - business card #6
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design refinement - business card #7
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design refinement - business card #8
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social media outcomes - facebook canvas
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Social media outcomes For this being a campaign that targets a young demographic, I thought to touch on the digital aspect of social media. The social media platform enables friends to share from one another, and to gain instant gratifications. With my design I thought to illustrate a Facebook canvas (for knowledge), Instagram filter (for hashtags), and a Snapchat filter (to share experience).
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social media outcomes - instagram filter
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social media outcomes - snapchat filter
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motion graphics animation
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Motion graphics animation To create a visual representation of the interactive website, I thought to animate the obstacle course. I designed the layers within Adobe Illustrator and took the file across to Adobe After-effects; this enabled me to animate each layer individually, allowing me to create multiple individual animations. Along with the motion graphics, I created a three second ident that can also be used for other RAF online purposes.
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motion graphics animation - stills
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motion graphics animation - stills
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motion graphics animation - stills
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To create a visual representation of the interactive website, I thought to animate the obstacle course. I designed the layers within Adobe Illustrator and took the file across to Adobe After-effects; this enabled me to animate each layer individually, allowing me to create multiple individual animations. Along with the motion graphics, I created a three second ident that can also be used for other RAF online purposes. This part of the design process was really enjoyable, because to me, refining the idea allows me to have closure. The event was great, and I’m thankful for the opportunity to work on such a project. What was also really enjoyable was that this project was not restraining, I felt that I was able to take the Royal Air Force into a new territory, to match a younger, more hopeful audience. Stepping away from the stigma of a white, elite, pilot, was really enjoyable as this opened up the brief
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motion graphics animation - stills
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