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.
• • • • • •
Audience
Mandatory Requirements
• • • •
• • • • •
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 & Identity Printed Collateral Extension Proposed Website
Reading List discoveritalianfood.com, 2014 cheftalk.com, 2014 ‘The Vignelli Canon’, 2010, Vignelli, M.
‘Gino’s Italian Escape’, 2014, Dicampo, G ‘Two Greedy Italians’, 2013, Carluccio, A & Contaldo, G
Initial Time Scale
Date Started: 0 6/ 10/ 14 Date Completed: 19/ 05 / 15 Time Scale: 7 months (Non constant)
6 weeks
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.
• • • •
Audience
Mandatory Requirements
• • •
• • • • •
Families Friends High-end Purchasers
Collaborative split in work Amount of work Printed collateral necessary Photography of finished products
Written brief Blogged design development Blogged research Packaging mock ups Design boards
Tone of Voice • • • •
Luxurious Sophisticated Serious High-End
Deliverables • • •
Branding & Identity Product & Packaging Proposed Extension
Reading List lindt.com, 2015 hotelchocolat.com, 2015 chocolate.com, 2015 godiva.com, 2015
Initial Time Scale 12 weeks
Date Started: 0 2/ 02 / 15 Date Completed: 11/ 05 / 15 Time Scale: 2 months
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.
• • • • •
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 ‘Hand Job’, 2013 Perry, M ‘Drawing Type’, 2014 Fowkes, A
‘Drawing Your Own Fonts’, 2013 Seddon, T ‘Letterforms Bawdy Bad and Beautiful’, 2000 Heller, S & Thompson, C
Initial Time Scale
Date Started: 15 / 10 / 14 Date Completed: 29/ 11/ 14 Time Scale: 30 days + Prep time
30 Days
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.
• • •
Audience
Mandatory Requirements
• •
• • • • •
Client commissions Written brief Blogged design development Blogged research Design boards
•
Extended Application
Freefrom food buyers Health conscious buyers
Client preference Usability & application of branding Language (Dutch)
Tone of Voice • • •
Serious Trustful Contemporary
Deliverables • • • •
Logo Design Branding Guidelines Promotional Material Corporate Branding
Reading List freefromfoodawards.com, 2014 theguardian.com, 2014 ‘Free-From Food for Family and Friends’, 2014 Kendrick, P
Initial Time Scale Dependent on Client
Date Started: 0 9/ 0 6/ 14 Date Completed: 08/ 12/ 14 Time Scale: 6 months (Non constant)
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.
• •
Audience
Mandatory Requirements
• •
• • • • •
Restaurant goers Americans & Tourists
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 Extended Application
Reading List thrillist.com, 2014, gayot.com, 2014 experience.usatoday.com, 2014 independent.co.uk, 2014
Initial Time Scale Dependent on Client
Date Started: 2 0/ 10/ 14 Date Completed: 11/ 03/ 14 Time Scale: 5 months (Non constant)
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.
• • • • •
Audience
Mandatory Requirements
• •
• • • •
New students Practicioners interested
Tone of voice Form Binding Stock Imagery
Written brief Blogged design development Blogged research Design boards
Tone of Voice • • •
Simple Educational Informative
Deliverables •
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.
Initial Time Scale
Date Started: 0 4/ 11/ 14 Date Completed: 04/ 12 / 14 Time Scale: 1 month
6 weeks
OUGD603: Extended Practice
Emily Lodge
Brief 7: YCN Syfy
Competition Brief
Brief Create an identity and collateral for a sci-fi convention run by Syfy.
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.
• • • • •
Audience
Mandatory Requirements
• •
• • • •
Written brief Blogged design development Blogged research Design boards
• •
Proposed App Proposed Website & Digital adverts
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
Tone of Voice • • • •
Imaginative Passionate Fun & engaging Informed
Deliverables • • • •
Branding & Identity Printed Collateral Promotional Material Proposed Extension
Reading List syfy.com, 2015 scificonventions.com, 2015
Initial Time Scale 6 weeks
Date Started: 0 2/ 02 / 15 Date Completed: 19/ 03/ 15 Time Scale: 6 weeks
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.
• • • •
Audience
Mandatory Requirements • • • •
Tone of Voice •
Contemporary
Deliverables • • •
Brief 1: 12”x12” Vinyl Cover Brief 2: A3 Poster Brief 3: 23x16cm individual design
Time Scale 1 Day
Themes Styles Concept Media
Written brief Blogged design development Blogged research Design boards
OUGD603: Extended Practice
Emily Lodge
Brief 9: Intern Magazine Live Brief
Group Collaborative
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.
• • • • • •
Audience
Mandatory Requirements
• • •
• • • •
Obsure sports fanatics Students Young adults
Tone of Voice • • •
Playful Light hearted Educational
Deliverables • • • •
Full concept Masthead design First edition front cover design Kick starter campaign concept
Reading List ‘Boat’, 2014, Independent Magazine ‘Cereal’, 2014, Independent Magazine
Time Scale 1 Day
Concept Theme Content Viability Audience Tone of voice
Written brief Blogged design development Blogged research Design boards
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
• • • •
Audience
Mandatory Requirements
• •
• • • •
Families/Friends Pensioners
Tone of Voice • • • •
Warm Friendly Helpful Trustworthy
Deliverables •
Short Presentation on the ‘idea’
Time Scale 4 weeks
Themes Styles Concept Media
Written brief Blogged design development Blogged research Presentation/Design Boards
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.
• • • •
Audience
Mandatory Requirements
• •
• • • •
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 awwwards.com’, 2014. webdesignerdepot.com, 2014. ‘Type on Screen’, 2014, Lupton, E.
‘The Principles and Processes of Interactive Design’, 2013, Steane, J.
Initial Time Scale
Date Started: 0 9/ 0 1/ 15 Date Completed: 06/ 02 / 15 Time Scale: 1 month
1 month
OUGD603: Extended Practice
Emily Lodge
Brief 12: DBA Capital North
Group Collaborative
Brief To create an indentity for the North Powerhouse ‘Capital North’.
Background
Considerations
The Northern Powerhouse is the bringing together of the four major Northern cities: Liverpool, Manchester, Leeds and Hull. These are connected by the HS3, and HS2 to London.
• • • •
Audience
Mandatory Requirements
• • •
• • • •
Locals Tourists Businesses
Collaborative split in work Amount of work Areas to focus on Application of concept
Presentation 4 Promotional posters Train Livery Environmental Design
Tone of Voice • • •
Friendly Generalised Clever
Deliverables • • • •
Identity Presentation Design Boards Individual Conctribution Boards
Reading List bbc.co.uk, 2015 gov.uk, 2015 theguardian.com, 2015 insidermedia.com, 2015
Initial Time Scale 1 month
Date Started: 0 2/ 02 / 15 Date Completed: 02 / 03/ 15 Time Scale: 1 Month
OUGD603: Extended Practice
Emily Lodge
Brief 13: Yearbook Pitch
Group Collaborative
Brief To create a concept and pitch for the OUGD 2015 yearbook.
Background
Considerations
The Northern Powerhouse is the bringing together of the four major Northern cities: Liverpool, Manchester, Leeds and Hull. These are connected by the HS3, and HS2 to London.
• • •
Audience
Mandatory Requirements
• •
•
Visiting Professionals New Students
Collaborative split in work Amount of work Focus & Concept
Presentation
Tone of Voice • • •
Friendly Positive Informative
Deliverables • •
Yearbook Concept Presentation
Initial Time Scale 1 week
Date Started: 0 3/ 02 / 15 Date Completed: 11/ 02 / 15 Time Scale: 1 week
OUGD603: Extended Practice
Emily Lodge
Brief 14: Travel App
Individual Brief
Brief To create an Travel brand and App which aids travellers in their trips abroad - learning all the information about cities and planning their trips.
Background
Considerations
Combining travel and technology to create a simpler and more organised and planned travel visit.
• • •
Audience
Mandatory Requirements
• • • •
• • • •
Travellers Holiday-goers Families Individuals
Usability Media & Format Outcomes
Written brief Blogged design development Blogged research Presentation/Design Boards
Tone of Voice • • • •
Helpful Educational Friendly Informative
Deliverables • •
Brand Identity Proposed App
Reading List timeout.com, 2015 techradar.com, 2015 ‘Type on Screen’, 2014, Lupton, E.
‘The Principles and Processes of Interactive Design’, 2013, Steane, J.
Initial Time Scale
Date Started: 18/ 04/ 15 Date Completed: 19/ 05 / 15 Time Scale: 1 month
6 weeks
OUGD603: Extended Practice
Emily Lodge
Brief 15: Typeface
Individual Brief
Brief To create a sans serif 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, with multiple variations and weights.
• • • •
Audience
Mandatory Requirements
• •
• • • •
Typographers Designers
Typographic Principles Usability Readability & Legibility Weights & Variations
Written brief Blogged design development Blogged research Presentation/Design Boards
Tone of Voice • • •
Simple Considered Sophisticated
Deliverables • •
Full typeface Specimen publication
Reading List ‘The Fundementals of Typography’, 2011, Ambrose, G. & Harris, P. ‘Thinking With Type’, 2012, Lupton, E.
‘The Elements Of Typographic Style’, 2013, Bringhurst, R. ‘The Geometry of Type’, 2013, Spiekermann, E & Coles, S.
Initial Time Scale
Date Started: 0 3/ 01/ 15 Date Completed: 01/ 05 / 15 Time Scale: 4 months (Non constant)
12 weeks