OUGD603: Extended Practice
Emily Lodge
Brief 1: Italian Bakery - Fonte De Vita
Individual Brief
Brief To create an identity for a luxurious Italian Bakery & Cafe ‘fonte de vita’, based in London, UK. Branding, Promotion & Packaging focus.
Background
Considerations
Italian food has become a very popular choice for meals in recent years, however this has been limited to stereotypical choices of pizza and pasta, and not to the whole range of rustic Italian baked goods and other food which is available.
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Audience
Mandatory Requirements
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• • • • •
Families Professionals Wealthy Food-conscious
Products Location & Area One off store or chain Consumer friendly design & luxury design Current competitors Printed collateral necessary
Written brief Blogged design development Blogged research Mock ups Design boards
Tone of Voice • • • •
Luxurious Simple & Sophisticated Authentic Serious
Deliverables • • • •
Brand Guidelines - full identity Printed collateral - retail & corporate Printed Promotional collateral Packaging
Reading List
Time Scale
Current Status
On going
On going
OUGD603: Extended Practice
Emily Lodge
Brief 2: Chocolate Brand
Collaboration with Charlie Rotherham
Brief To create a luxurious and high-end chocolate brand.
Background
Considerations
This newly established brand will be a new store, selling luxurious and high-end chocolate goods.
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Audience
Mandatory Requirements
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• • • • •
Families Friends High-end Purchasers
Collaborative split in work Amount of work Dominant areas of design Printed collateral necessary Photography of finished products
Written brief Blogged design development Blogged research Mock ups Design boards
Tone of Voice • • • •
Luxurious Sophisticated Serious High-End
Deliverables • • • •
Brand/Identity Packaging Promotion Retail
Reading List
Time Scale
Current Status
Currently undecided.
To be started
OUGD603: Extended Practice
Emily Lodge
Brief 3: 30 Days
Individual Brief
Brief To create 30 pieces of hand drawn typography over 30 days, experimenting in different styles, sizes and tones of voice.
Background
Considerations
The main aim of this brief is to improve my skill in hand drawn typography. It is a style of design that I have always been keen to experiment in.
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Audience
Mandatory Requirements • • • •
Theme Typography styles Focus Time scale per design Documentation
Written brief Blogged design development Blogged research Design boards
Tone of Voice
Deliverables •
30 pieces of hand drawn typography
Reading List
Time Scale
Current Status
30 Days
Completed
OUGD603: Extended Practice
Emily Lodge
Brief 4: Wheatless & More
Client Brief (+ Extension)
Brief To create branding and supporting identity and promotional material for the Belgian freefrom food wholesaler ‘Wheatless & More’.
Background
Considerations
Wheatless & More is an newly established freefrom food wholesalers based in Belgium. The company was in need of branding initially, and following this, wanted promotional material and corporate branding.
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Audience
Mandatory Requirements
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• • • • •
Freefrom food buyers Health conscious buyers
Client preference Usability & application of branding Language (Dutch)
Client commissions Written brief Blogged design development Blogged research Design boards
Tone of Voice • • •
Serious Trustful Contemporary
Deliverables • • • •
Logo Design Branding Guidelines Promotional Material Corporate Branding
Reading List
Time Scale
Current Status
8 weeks
Completed
OUGD603: Extended Practice
Emily Lodge
Brief 5: The Woodshop
Client Brief
Brief To create branding and supporting identity for the American restaurant ‘The Woodshop’.
Background
Considerations
The Woodshop is a soon to be established restaurant based in America, specialising in burgers, brews & ice-cream.
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Audience
Mandatory Requirements • • • • •
Client preference Usability & application of branding
Client’s commission Written brief Blogged design development Blogged research Design boards
Tone of Voice •
Authentic
Deliverables • •
Logo Design Brand Identity
Reading List
Time Scale
Current Status
On going
On going
OUGD603: Extended Practice
Emily Lodge
Brief 6: Typography Principles
Individual Brief
Brief To create a publication on the principles of typography.
Background
Considerations
The principles of typography is a huge subject where there are not many simplified versions or easy-to-read versions.
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Audience
Mandatory Requirements
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• • • •
New students People interested
Tone of voice Form Binding Stock Imagery
Written brief Blogged design development Blogged research Design boards
Tone of Voice • •
Simple Educational
Deliverables •
1 printed & bound Publication
Reading List ‘The Fundementals of Typography’, 2011, Ambrose, G. & Harris, P. ‘Thinking With Type’, 2012, Lupton, E
‘Type Matters’, 2012, Williams, J. ‘How To Use Type’, 2012, Marshall, L. & Meachem, L.
Time Scale
Current Status
5 weeks
Completed
OUGD603: Extended Practice
Emily Lodge
Brief 7: YCN Syfy
Competition Brief
Brief Create a promotional campaign to show viewers the passion Syfy has for sci-fi and all their programs.
Background
Considerations
Syfy UK is a pay TV channel specialising in programming with engaging, imaginative and dramatic storylines. Over the past year they have premièred shows and films such as The Originals, Defiance and Sharknado.
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Audience
Mandatory Requirements
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• • • •
18-25 year old Sci-fi fans
Amount of engagement What does the brand already have? What does the brand not have? Media & outcomes Concept
Written brief Blogged design development Blogged research Design boards
Tone of Voice • • • •
Imaginative Passionate Fun & engaging Informed
Deliverables •
A promotional campaign
Reading List
Time Scale
Current Status
6 weeks
To be started
OUGD603: Extended Practice
Emily Lodge
Brief 8: Dr.Me Live Brief
Collaboration with Rinesh Mistry
Brief To complete 3 briefs in collaboration in a one day workshop.
Background
Considerations
A one day brief set by Dr.Me to create three outcomes to three briefs. Two briefs are collaborations, with the last brief individual. Brief 1 is to create a vinyl cover. Brief 2 is to create a promotional poster. Brief 3 is to generate a piece of design with artistic freedom.
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Audience
Mandatory Requirements • • • •
Themes Styles Concept Media
Written brief Blogged design development Blogged research Design boards
Tone of Voice •
Contemporary
Deliverables • • •
Brief 1: 12”x12” Vinyl Cover Brief 2: A3 Poster Brief 3: 23x16cm individual design
Reading List
Time Scale
Current Status
1 Day
Completed
OUGD603: Extended Practice
Emily Lodge
Brief 9: Intern Magazine Live Brief
Collaboration with Charlie, Anna & Jane
Brief To create a concept and kickstarter campaign concept for an independent magazine in a one day workshop.
Background
Considerations
A one day brief set by Alec Dudson of Intern Magazine. ‘Contender’ is an obscure sports magazine, created to teach young adults about the colourful world of obscure sports.
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Audience
Mandatory Requirements
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• • • •
Obsure sports fanatics Students Young adults
Concept Theme Content Viability Audience Tone of voice
Written brief Blogged design development Blogged research Design boards
Tone of Voice • • •
Playful Light hearted Educational
Deliverables • • • •
Full concept Masthead design First edition front cover design Kick starter campaign concept
Reading List
Time Scale
Current Status
1 Day
Completed
OUGD603: Extended Practice
Emily Lodge
Brief 10: Do Something More Live Brief - Ministry of the Wonderful
Individual Brief
Brief To create a brand for a ‘Retirement Home’, built on a ‘big idea’ to make the brand better than already existing brands.
Background
Considerations
‘Hearty Home’ is a retirement home based in Surrey in the South of London. The concept behind it is to have a retirement home
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Audience
Mandatory Requirements
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• • • •
Families/Friends Pensioners
Themes Styles Concept Media
Written brief Blogged design development Blogged research Presentation/Design Boards
Tone of Voice • • • •
Warm Friendly Helpful Trustworthy
Deliverables •
Short Presentation on the ‘idea’
Reading List
Time Scale
Current Status
4 weeks
Completed
OUGD603: Extended Practice
Emily Lodge
Brief 11: Fonte De Vita App/Web
Individual Brief
Brief To create a mobile app & website for the brand ‘fonte de vita’ created in Brief 1.
Background
Considerations
‘fonte de vita’ is a luxurious Italian bakery & cafe, a concept created in Brief 1. As a way of getting constant customer interaction, the App/website will have features such as ordering from the bakery or reserving a table in the cafe.
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Audience
Mandatory Requirements
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• • • •
Families/Friends Pensioners
Themes Styles Concept Media
Written brief Blogged design development Blogged research Presentation/Design Boards
Tone of Voice • • • •
Luxurious Simple & Sophisticated Authentic Serious
Deliverables • • •
A proposed Mobile App design A proposed Tablet App design A proposed Desktop website design
Reading List
Time Scale
Current Status
4 weeks
On going
OUGD603: Extended Practice
Emily Lodge
Brief 12: Ampersandwich Re-brand
Individual Brief
Brief To re-brand the typographically themed sandwich deli ‘Ampersandwich’ created last year.
Background
Considerations
Ampersandwich was created in response to a university set brief last year to complete an ISTD brief of choice.
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Original concept Original branding, themes and reasoning Media
It is a luxurious and healthy sandwich deli and takeaway.
Audience
Mandatory Requirements
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Written brief Blogged design development Blogged research Presentation/Design Boards
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Product/Packaging
Families Professionals Wealthy Food-conscious
Tone of Voice • • •
Friendly Professional Luxurious/High-end
Deliverables • • • •
Re-brand Brand Guidelines Corporate Identity Promotional Material
Reading List
Time Scale
Current Status
1 Week
To be started
OUGD603: Extended Practice
Emily Lodge
Brief 13: Typeface
Individual Brief
Brief To create a typeface family, and a supporting specimen publication.
Background
Considerations
Based on the font created for my self branding, this brief aims to refine and expand to a full typeface and family.
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Audience
Mandatory Requirements • • • •
Variations Styles Sizes Legibility & Readability
Written brief Blogged design development Blogged research Presentation/Design Boards
Tone of Voice
Deliverables • •
Full typeface Specimen publication
Reading List
Time Scale
Current Status
To be decided
To be started
OUGD603: Extended Practice
Emily Lodge
Brief 14: New York Travel Pack
Individual Brief
Brief To create a promotional travel pack for tourists visiting New York City.
Background
Considerations
New York City - The Big Apple - is one of the most famous cities in the world. It attracts millions of tourists each year.
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Audience
Mandatory Requirements
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• • • •
Holiday goers Families Young people
Media Outcomes Concept
Written brief Blogged design development Blogged research Presentation/Design Boards
Tone of Voice • • • •
Helpful Educational Friendly Informative
Deliverables • • •
Publication App design Promotional material
Reading List
Time Scale
Current Status
To be decided
To be started