OUGD603: Extended Practice
Emily Lodge
Project Rationale Brief 1: Italian Bakery - Fonte De Vita
Individual Brief
This brief is to create branding and collateral for a high-end Italian bakery/cafe. The brand name ‘fonte de vita’ translates to ‘source of life’ - a reference to what bread was often representative of and referenced as in the bible. This is in reference to the strong religion present in Italy. Many Italian-based stores play on the stereotypes of Italy, often using rustic style design and approaches to all areas of branding. However this is not a fair reflection of what Italy is today. With brands such as Lavazza, Natuzzi and Ferarri, it shows that italy is full of contemporary, stylish and innovative brands and lifestyle. This brand will be reflective of this lifestyle in the use of a simplistic and stylish approach to branding and design. An influence from the modernist era will also play a part in the overall aesthetic of the brand, in the use of specific typefaces and simplistic style design. Full brand guidelines will enforce consistency across all media. A full identity will be utilised across a number of media, including product packaging, in-store collateral and promotional materials.
OUGD603: Extended Practice
Emily Lodge
Project Rationale Brief 2: Collaborative - Kakawa Chocolate
Collaborative with Charlie Rotherham
This brief is done in collaboration with Charlie Rotherham. The brief is to create a high-end and luxurious chocolate brand and bespoke store. The concept behind the brief is to create a luxurious brand of chocolate. ‘Kakawa’ means ‘food of the gods’ - the original name for chocolate given by the Mayans on their discovery of the cocoa bean. Using this as the concept, the brand reflects the origins of chocolate and the place it held among the Mayans, being that of luxury and from the gods. With this, the ethos of the brand is authentic, artisan and luxurious chocolate. With this ethos, the overall approach will be simplicity and clarity. The aim is to represent the products in a professional and luxurious, not overcrowding the branding and packaging with unnecessary information. The brand is a celebration of chocolate. The brand will have a range of products. These will each have their own individual packaging, specially tailored to the product. This shows a diversity of products possible with chocolate, and how each is individual.
OUGD603: Extended Practice
Emily Lodge
Project Rationale Brief 3: 30 Days
Individual Brief
The main aim of this brief is to develop my skills in hand drawn typography and experiment with the possibilities of this skill through a constant brief over the course of thirty days. Developing my skills in this area will be beneficial to my future practice in both initial visuals and design development of briefs. This skill will also improve the way in which I use typography and develop typefaces as I will be getting a deeper understanding into how each letter works, and how they work with other letters. Throughout this brief I want to experiment in a variety of different typographic styles and focus in on which styles I really enjoy doing and can do well. To start the project, the easier styles will be focussed on, with a progression to the harder and more complex styles depending on how my skills do progress. This will allow me to improve my skills as well as do it at a realistic pace by building on the complexity of the type. As the main aim is to improve my skills in hand drawn type, the phrase to be used will stay consistent throughout the brief - the quick brown fox jumped over the lazy dog. This will stay consisent, however may be used in variation depending on the style of type and tme restraints. This brief is to be done consistent over thirty days, meaning I must keep a srong time management through these thirty days to allow myself time to be able to complete the brief in the time frame and to a good standard. This brief will be done around other briefs so strong time management is key to the success of this brief.
OUGD603: Extended Practice
Emily Lodge
Project Rationale Brief 4: Wheatless & More
Client Brief
This is a client brief which I got after winning the initial identity design competition. The client wants this identity extended across both printed and digital material for promotional purposes. The original logo is very simple and clean, something which needs to be considered in the overall design of all the elements. The logo is to be the main focus on a lot of the promotional material, so the supporting design must follow the same simple aesthetic and not be overpowering. The branding colours are the only colours that must be used across all material. There are also a number of supporting images which can be used to variate from block colours. All the material must work well together to create a strong and simple identity for the brand.
OUGD603: Extended Practice
Emily Lodge
Project Rationale Brief 5: The Woodshop
Client Brief
This is a client brief to create an identity for a new American based restaurant. The logo must be simple and have the inclusion of a bespoke icon, individual to the brand. This must be incorporated into the name and be able to work on its own and be recognisable. As well as this initial icons, more icons must be created as supporting branding and should all appear in the same style of design and work well and consistently together.
OUGD603: Extended Practice
Emily Lodge
Project Rationale Brief 6: Typography Principles
Individual Brief
The aim of this brief is to create a publication on the subject of typography principles, looking into the various pieces of informtion which are important for any design student to know about typography and why it constructed and laid out the way it is. With an audience of new students, the tone of voice must be educational and easy to understand as it is a new subject. It is highly important for any new graphic designer to know so must be put across in the simplest and most informative way possible. Following this simplicity, imagery must all be consistent across all sections of the publication. Body copy will be supporting of these images and written in as minimally as possible. The design of the pages should be consistent and use the same grid, keeping the overall consistency going throughout the publication.
OUGD603: Extended Practice
Emily Lodge
Project Rationale Brief 7: YCN Syfy
Individual Brief
This brief is set as part of the YCN 2014/15 student awards. The brief is to promote the Syfy brand to the target audience and get them interested in the brand and their love for sci-fi. The concept behind this is to create collateral and promotional material for a convention to be held by the brand. Within this convention there will be a variety of entertainment for the audience, varying from program cast Q&A’s, to an exhibition on some of sci-fi’s most important or iconic moments. This is to both encourage potential viewers to see the programs which Syfy has to offer, as well as seeing the passion the channel has for sci-fi in general, not limiting itself to just the programs offered on the channel. Branding for the convention will be Syfy’s branding, along with an identity for the convention itself. Promotional collateral and event collateral will be designed, including way finding, as well as a website designed for the event, and potentially an App to be used at the convention itself.
OUGD603: Extended Practice
Emily Lodge
Project Rationale Brief 10: DSM
Individual Brief
The main concept of this brief is to create a retirement home which would be enjoy by family and friends as well as the residents. With this, the home must have features which are of interest to both the older and younger generations. The name ‘Hearty Home’ puts across the friendliness and lovingness of the brand without being too cheesy. It represents the main ethos of the brand, creating a friendly and family environment for all who visit/stay. The aspects of the concept is to get a younger audience interested is with the inclusion of family areas and entertainment areas, which all can enjoy. These include facilities such as games rooms, cinemas, a large garden area, and restaurants. As well as this, there will be times available for residents to make trips away from the home with their family. The main point to this concept is the inclusion of a visitors wing to the home. This is an area of the home where family/friends can have the option of a short-term stay at the home. As there are a large amount of facilities available, it will feel much more like a hotel than a retirement home. This also means that visitors from abroad are able to visit and spend time with the residents.
OUGD603: Extended Practice
Emily Lodge
Project Rationale Brief 11: Fonte De Vita App
Individual Brief
The aim of this brief is to create a mobile App for the brand ‘fonte de vita’, a luxury Italian bakery and cafe created in brief 1. It is to enable customers to be able to interact with the brand at any point they wish to. The design will follow the design ethos created in brief 1, simplicity and a modernist style. The App will be primarily image based and also use iconography for navigation. Colours and design will follow the guidelines already made in brief 1. The App will be broken down into two main sections - the bakery and the cafe. In these two sections it will allow the user to explore each of these, view the menus and be able to create an order from the bakery and reserve a table at the cafe. There will be a look into each individual product, allowing the user to favourite or rate these. As well as this, there will be general information about the store and brand, such as how to visit. The App will work on a signing up policy. While users can enter the App without signing up, this feature will enable them to utilise the App to the fullest, with the ability to save favourite products as well as keep a record of past bakery orders and cafe reservations.
OUGD603: Extended Practice
Emily Lodge
Project Rationale Brief 12: DBA Capital North
Group Collaborative
This brief is a collaboration to create an identity for the Northern Powerhouse ‘Capital North’. The concept is to show the unity between the four cities and how this unity strengthens each individual city, as well as the four of them together as an entity. Each city will be treated as individual, showing that each city has its own importance and place, and that it gives something to the combining of the four cities. Showing this importance and individuality shows that each city is as important as the other three and is fundamental in the creation of this Northern Powerhouse. Building on this, the idea of a jigsaw is an influence in how the pieces come together to create the picture - linking to the idea of the four cities come together to create the bigger picture and create something that is clear and stronger as one.
OUGD603: Extended Practice
Emily Lodge
Project Rationale Brief 13: Yearbook Pitch
Collaborative with Sam Walker & Grace Buckley
The brief is to create a pitch for the OUGD 2015 year book. This is done in collaboration with Samatha Walker & Grace Buckley. The concept decided on is to create a yearbook which is personal to the year and to the people who will be looking through it and keeping it. The idea of creating a personalised book is that the holder would be more inclined to keep it if they have a personal connection to it where they have had their own input. The main focus of this is to create that personal connection. This starts at the name of the publication. The idea is that now, us students have ‘made our mark’ with our works, and it’s time for the holder of the book to be able to make their own. The title is ‘Make your Mark’. The idea to do this is to create a page of stickers at the front, which say a variety of positive or interested statements. The holder can then put this on a page or piece of work that they particularly like. This also gives them something they can look back at when in the situation of the end of year show. They can look through the yearbook, choose the work they really like, marker it, and then be able to go around the show with the ability to go to those that they chose in the book. The layout of the publication will be simple and viewable with large spaces for the imagery. Working on a landscape orientation, it gives a large space for images, and allows the individual to choose their own layout from a grid structure. This creates a personal connection for the students as well and gets them involved and be able to showcase their work how they want to. Throughout the publication there would also be pages which detail events which all the year experienced. The deliverable for this brief is a short presentation, detailing and explaining the concept and how this would be achieved.
OUGD603: Extended Practice
Emily Lodge
Project Rationale Brief 14: Travel App
Individual Brief
This brief is to create a travel App which holiday-goers can use before and on their trip to plan their activities for each and every day. The concept is to create an App which deals with the holiday planning past the booking of it. The idea is that the user can input the city they are visiting, as well as the dates, and the App will show all the activites available, from restaurants to culture and entertainment events. This is to create ease and simplicity for the user in planning their trip. The App will also have a map and allow users to map their day plan to show them the route and transport options to get around all their activities. The main focus of this App is on the planner, with simple features to support the usability of this. A mixture of flat design and photographic imagery will be used in the aesthetic of the App. This is to create a professional but friendly appearance. The deliverable for this brief is a proposed mobile format App, with possible extension to Tablet and Desktop format. As well as this, there will be a clear brand for the App and proposed promotional material.
OUGD603: Extended Practice
Emily Lodge
Project Rationale Brief 15: Typeface
Individual Brief
The aim of this brief is to create a fully usable typeface which comes in a variety of styles and weights. Building on a typeface previously created, refinement and editing is the initial aim, with expansion and technical changes made following this. The original typeface is a slab serif, initially created by hand. The idea of this brief is to refine and expand without taking away from the original design. The end product should be clear and readable, with consideration into the various weights and styles used. To present this typeface, a typeface specimen book will be created, showing off all aspects of the design, from the initial hand drawn designs to the finish product in use.