OUGD503 _ project report
OUGD503 _ contents Creative Networks _ To Dry For _ Nissan _ UK Greetings _ Penguin adult’s prize _ Puffin children’s prize _ Wittlebee/Threadless _ Batiste (collaborative)
OUGD503 _ Creative Networks _ brief outline The brief was set by Creative Networks within LCA and Leeds Brewery and it asked for the front label of ‘Hellfire’ beer to be redesigned to promote an event which Creative Networks was holding. The target audience was other creatives and students of the college. The brief had set requirements for the content which needed to be displayed, such as specified logos and alcohol percentages, and set guidelines for the size and shape available to print within. _ design process This was a quick turn around brief because of the little time I left myself to complete the process before the deadline set but feel that I achieved what was needed along with it being an opportunity to understand further the restrictions required by a client.
As this was my first live submission I also gained knowledge of how to present an idea and the problems faced with emailing a submission which can be learnt and improved from for the later submissions. I am now comfortable in my own practice to work with a systematic approach but this brief allowed me to apply these techniques in a shorter time frame which in the end I was reasonably successful with. I began by completing research into existing beer labels to see the typical design aesthetic used and found that text and labelling was often a huge part of the selling aspect more than imagery so I took this tried and tested approach with my own design because again this was an unfamiliar market and content for myself. From this I sketched out various label visual until I was happy with one in which to take on further into a finished digital piece.
_ strengths & weaknesses I found that as this was the first brief I completed in such a short space of time from start to finished I have little strengths to take away. The one main one is the ability to identify relevant inspiration and research and apply these methods to a suitable design solution for the targeted audience with the content I was supplied with. Submission boards was something in which I struggled with because I had never done them before. To begin with I was unsure on the amount of detail they would need to contain and looking back on them now this wasn’t successful. Although I included the needed information such as colour choices they did not clearly explain the message and concept I was trying to achieve and without this my design is slightly confusing as to its original visual purpose. If I had time managed slightly better I would have been able to notice this before the submission and rectify it.
Another weakness was that I didn’t attempt to expand the brief past what was asked for and therefore achieved a minimal response for it compared to my other peers. I have also recognised that from mocking up the label visual onto a photo of a beer bottle I need to improve my Photoshop skills in this area to achieve a higher level of finishing and understanding to my design. _ finished outcome The finished outcome consisted of the front label design and a mock up of what the final product would appear like on an actual bottle. This was a minimal response and I would have liked to expanded the brief further into other possible related products but for the first brief completed I could then go ahead and improve on this with the next.
OUGD503 _ To Dry For _ brief outline This was a brief which was emailed out and found personal interest right from reading it. It was an open brief which asked for a tea towel design to go alongside the collection which they already sell on their website but could be based around any topic we felt was appropriate. The only restrictions were that it must work with a CMYK or Pantone colour palette. This has personal interest because it allowed me to create an illustration applied product, something which I was hoping to achieve at the start of the module and from my own practice. _ design process Again this was a quick turn around brief and I applied the same design process, as for the Creative Networks, because I had proven that it could work still within a short time frame.
For this I choose to complete less research than I would do normally because felt that it was unnecessary as I knew the market I was aiming for and the content which I wanted to display. To achieve the best outcome I felt it was suitable to allocate the majority of the time to idea generation and digital development so that I had time to play around with the concept and possible outcomes from it. I settled on doing a digitally hand rendered graphic using a graphic tablet so that I could quickly achieving the hand rendered visually that would appeal to the targeted audience and that is already applied to their existing towel ranges, so is a proven favourite. The submission consisted of just the artwork sent through an email identifying the colours used as this was something which was specifically asked for by the company when submitting.
_ strengths & weaknesses Strengths came through the skills I have acquired with the graphics tablet because this allowed the hand rendered approach to be realised easily and quickly, which was massively needed with the short time I had available. I felt that I improved further on the skills of being able to identify and apply techniques from research to my own designs effectively and appropriately. This was definitely a brief which played to the strengths I had already acquired during the course and had little challenges, so the weakness identified was this lack of challenges. I felt that without this I have learnt little that would improve my practice any further than what I already know.
_ finished outcome The finished outcome for submission was simply the artwork for the towel as this was all that was required by the company. But for module submission I mocked up what they would look like on a towel to give some context to the artwork for my blog and report. I am relatively pleased with the visual outcome but again I have not expanded the range further or doing anything challenging to progress my skills within my practice.
OUGD503 _ Nissan _ brief outline This was a YCN student awards brief and it asked to promote and explain the capabilities and technology on offer with the Nissan LEAF. The targeted audience for this brief was those already existing within a busy working or family lifestyle but also had a love for new and innovative technology on the market. The brief did not ask for a specific finished outcome but asked to consider the use of print and screen in an innovative way in which to compliment the eco friendly and electric technology of the car.
_ design process This was the brief in which I choose to focus on during the workshops and supported time because I felt that it was initially the most challenging one I had picked from the possible selection we had but had the most scope to complete a different sort of outcome to what I am usually use to designing. During the responsive module I wanted to take on a challenge like this to push my skills past the known and hopefully from this find a new area of design I am comfortable tackling again or even a new direction for my personal practice. It is often a topic and area I would avoid because of the lack of knowledge I have on this content and market but feel with it being the main brief I would have time to solve this.
I began by doing extensive research into the car’s technology and the target market which the product is aiming towards and from this determined that an app and promotional poster alongside this was the most suitable approach because it would allow the audience to quickly and easily access a large amount of information they would need in order to convince them to purchase. As the brief required the solutions to be innovative I looked at creating an interactive poster to be used as a tool simply to direct the audience to the app where the main content would be. To achieve this the introduction of a QR code was most suitable as this is a familiar device that this audience is comfortable with using.
The app was simple to design as it was based on the approach suggested in the brand guidelines and from the visuals I already devised for the poster. As my research was so thorough at the start I was quickly able to summarise the relevant content the audience would need into a series of tabs or areas within the app.
OUGD503 _ Nissan _ continued _ strengths & weaknesses I found several strengths within this brief; one surprisingly was time management as this would normally be a weakness so shows I am improving over this year compared to last. With good time management I was able to complete an extensive amount of research early on which was the basis of my knowledge and design as I continued through the design process. I allowed myself to have enough time before the submission to develop the app further and create a new concept past what the brief was asking for that was innovative but could work alongside with the other products already designed and promote the app further. Another strength was the ability to pick and identify the relevant information the audience would require from the whole body of research I gathered.
This made the app more effective with the principle it was trying to achieve without becoming too text and content heavy to the point where it would not suit the time and lifestyle the audience would have to digest it. In terms of conceptualising and proposing an idea this was something I had never attempted to do in the past but feel that by trying and perceiving the outcome conveyed the message I was trying to get across, helped by the skills I already have with the use of a graphic tablet. Although I am pleased with the personal practice development I have made during this brief there are still a few weaknesses to address moving forward into level 3. One of the toughest and new obstacles I had to overcome was the restrictions put in place by the brand through the guidelines provided.
I was unaware prior to this the confusion and limitations that could be faced for a designer working on a project for a brand that was already established with its visuals. I found it difficult to design anything innovative to begin with that would comply with the guidelines and wasted a great amount of time until I came up with a suitable final outcome. One of my other weaknesses was app design because before this I had little experience with the needs of this field. The navigation and screen resolution being so small was something I struggled with knowing I wanted to include a large amount of content but through layout trials and sketches managed to come up with a suitable solution.
_ finished outcome My finished outcomes included an interactive poster with would lead the audience to the app through the use of a QR code. The app would be used as a familiar and easy tool to show a large amount of written content and visual aids to the audience effectively and quickly. Another tool to promote the app was the concept of the tree installation which is accompanied by a small visual leaflet, die cut into the leaf shape, which would also display the same QR code. The leaflet itself is designed to fall directly from the tree within a city environment in which the targeted audience would be present for the majority of their working day, allowing them to be able to interact with the content on the go. Overall I am pleased with the outcome as I feel that it achieves what the brief outlined in the most suitable and innovative way for the targeted audience and sticks within the brand guidelines set.
OUGD503 _ UK Greetings _ brief outline This was a YCN student awards brief and it asked for a suitable range of cards and brand for that range to be designed for an audience who were buying the card and for those who were the recipient of the card. The brief asked you to consider a variety of possible occasions and the use of innovative techniques in which to achieve it.
_ design process This was one of the briefs I initially picked out to focus on within the workshops but dismissed it to begin with because I felt it was too similar to what I have done in the past and choose the more challenging of the Nissan to focus upon. Because time management of the other briefs went so well it allowed me to have time to go back and complete this one as hoped before the deadline date. This was a brief in which I was determined to expand the product range past the cards which were required. From my primary research I could see that existing popular ranges, such as Me To You and Paperchase, were more successful if they include other products besides just a card range. This was more time consuming but in the end was well worth it as I gained mocking up skills that will improve my practice further and were seen as needed from previous briefs in the module.
_ strengths & weaknesses As this brief was open in the visual approach that could be taken I decided to play to my strengths and use a vector characterisation which I was already familiar with so that I would have greater amount of time available to expand the range. Although I was familiar with the techniques of producing this style of vector illustration I felt that I have gained strengths in the concepts and how the characters are visually presented to show something that is more easily recognisable as to its meaning. I have also gained strengths in developing animation and simple screened based graphics. It uses skills that I had touched on slightly in the previous module but from doing this I am starting to recognise further the possibilities that print and screen have together and hope to explore this even further in the upcoming time on the course.
A major weakness that I identified during this brief was my abilities of writing suitable and humorous copy. I began to feel I was taking too long with this aspect so resorted to using internet sources for the messages used on the cards.
OUGD503 _ UK Greetings _ continued _ finished outcome The finished outcome consisted of a range of four cards that looked at various possible occasions to send a card for including birthday, valentine and belated which were presented in an appropriate and humorous way to the target audience and recipients. An innovative feature of the final range was the use of the QR code in the insert which would be used for the recipient to play the message intended for that card on their smartphone. Each animation would be specific to the card and would animate the illustrations and copy seen on the front. With this brief I also expanded the range into other possible gift and promotional products which visually worked as a range with the use of the same illustrations across all products.
Another element which was designed for the range as a required element was a range logo and with the visual and chosen name I tried to display the concept of the idea of a card and messages sent with them through the use of the word ‘thought’ and the obvious link to food.
OUGD503 _ Penguin adult’s prize _ brief outline This was an online book cover award from Penguin and asked to create a cover for the Raymond Chandler novel ‘The Big Sleep’. The brief had several requirements attached in terms of submission presentation, cover sizes and copy/titles that needed to be included and where on the cover. _ design process With this brief I wanted to look at developing different skills beside that of vector graphics and felt that this was the most appropriate opportunity to do so as from my research I could see that a more realistic approach using photos would be more suited to the older targeted audience.
My concept was to create a cover which showed the logic and strength of the main detective character and the idea of chess achieved this as well as linking to a quote found in research about the novel. I wanted to achieve the idea of a classic crime thriller novel and chose to do this through choice of colour scheme, red and black, as this was familiar with the audience. As photography was my way forward with the visual approach it allowed me to practice skills on Photoshop and allowed me to look at how to source stock images effectively. During this design process I gained greater understanding of the importance of text and image and the alignment of the two because it is fundamental within book design, this will help me with further layouts.
_ strengths & weaknesses Strengths that I realised within this brief were how stock images could be easily manipulated using Photoshop tools so that they were more appropriate for the concept and visual desired. I made several alterations to the original chess piece stock image so that it suited the overall colour scheme that I was going for as this was needed for the concept to work. Main weakness was closely linked to this, however slightly different, as I was not comfortable with adding other textures to the altered photo I had designed. It took me a great deal of time to add the blood texture to the bottom of the chess piece and in the future would like to improve this so that it becomes more realistic in its appearance and is a great skill to acquire within design practice.
_ finished outcome The finished outcome for submission was a book cover presented on a required template that describes the main detective character through the concept of the knight chess piece and conveys the idea of a classic crime novel through the choice of colours. For module submission I expanded the range slightly to include a bookmark to compliment the product using the same visuals as the cover.
OUGD503 _ Puffin children’s prize _ brief outline This was an online book cover award from Puffin and asked to create a children’s book cover for ‘The Wind in the Willows’. The brief had several requirements attached in terms of submission presentation, cover sizes, copy/titles that needed to be included and where on the cover and the specified target audience range. _ design process After completing a small amount of research into exiting children’s book design and possible illustration approach I began working on the thumbnail sketches. My concept was to promote the classic novel using modern illustrations that are now seen as ‘trend’ such as vector based characters to modernise and attract new readers. I also took the visual approach of a patchwork quilt as I felt that this was suitable for the context of the meadow and picnic aspects of the novel.
I applied a common vector style seen throughout my work now in the module which I am comfortable with and can complete in a short amount of time. Colour choice was easy as they needed to allow for recognition of the objects easily to a younger audience but still sticking within a limit so that printing costs could be kept to a minimum if this was to win and be produced.
_ strengths & weaknesses As I have used the same approach for the illustration and visuals of the cover as many of my other projects I looked to challenge and push my skills of doing so further. To accomplish this I looked at designing straight from digital vectors and shapes with no sketches to trace from and I was pleased with the overall level of the visual aesthetic. This has improved the time in which I can now complete this type of illustration style. My main weaknesses during this was a lack of thinking when saving my work during the design process. On one occasion I had saved the almost completed work within the user work space to then log on a week later just before the submission date and find it had all been lost. This led to strained time management in preparing the file for the submission requirements.
_ finished outcome The finished outcome for submission was a book cover presented on a required template that conveyed the key characters and symbols of the novel that are recognised as classic icons to it. These were visually shown in a more up to date illustration style to attract a newer audience. I am pleased with the outcome and feel that it achieves the concept I set out with but also has great impact and vibrancy from the colours which bring the cover to life, very appropriate to engage the audience.
OUGD503 _ Wittlebee/Threadless _ brief outline This was a short turn around brief found within a t-shirt design community website. The brief asked for an appropriate artwork that could be used as part of Wittlebee’s children’s or baby clothing range. For submission it was required that the artwork be developed in CMYK just in case it won and needed to be printed but to be submitted in RGB format along with a mock up of the design on a provide clothing template. Although the content and visual approach is open limitations came with the type of clothing it could be applied to and the existing colours available for the clothing.
_ design process I applied the same design process as the other briefs because as this was the last submission I have done I was very confident that this method is suitable with my way of designing. I started off by researching the existing market and the sort of themes and illustration style that appeals to this audience and the context of baby clothing. I found that the design needed to have a ‘cuteness’ to it to compliment the attitudes and emotions attached with a baby. So my concept was to design a vector based graphic that would be suitable for baby sleepwear and would relate to the idea of a relaxing and comforting bedtime. I achieved this by theming my design around the idea of a night sky and the moon being the protector or parent of the smaller starts alongside it, to convey the parent and child relationship. I used a familiar vector approach and techniques in Illustrator to do so as seen in my UK Greetings work.
_ strengths & weaknesses Main strengths came through the use of tools within Illustrator, such as the pen tool, to communicate my idea through vector graphics. This however was not a new skill and again the brief was not very challenging allowing me to create it in a short amount of time. If I was to improve the brief further it would be to expand the product range and use the same characters of the moon and star but in different positions and related relationships together to create a clothing range.
_ finished outcome The finished artwork was presented on the template provided and feel that it has an appropriate theme and visual style to appeal to the targeted audience conveying the concept as intended.
OUGD503 _ Batiste (collaborative) _ brief outline This was a D&AD student awards brief and it asked for us to create a product range of four new fragrances and the applied graphics for each of the bottles. Along with this the brief required an expanded application of the design across web, point of sales and other possible products and packaging. Requirements for the brief included the size of the bottles and the artwork which is to be placed onto them. As this was a collaborative part of the module my choice of creative partner was Michael Williams as I feel his strengths lie where my weaknesses are and vies versa.
_ design process We established right from the start that we would work individually on elements that are of our own strengths in practice and come together to discuss and finalise the finished stages. This was a positive way to work I found because it allowed us to complete the tasks needed in the time we set ourselves but also left room for us to manage the time around personal briefs and other modules. As we often come into college early it was easy for us to meet up outside of timetables sessions which in the end improved the quality and continuity of our design across products. We have a similar systematic approach to solving a problem and producing the solution so this complimented our working well.
_ strengths & weaknesses Working as an effective collaboration was a strength within the brief and we worked well together and managed our time wisely around both of our needs. Because of this good project management we were able to produce a good piece of applied graphics thats works well across all products and platforms with continuity across them all around all our other commitments. This experience has made me aware of the possibilities available when collaborating and the enjoyable experience makes me feel more comfortable at tackling it again. Weaknesses that we had together was distributing the workload. Although we felt that we completed work that played to each of our strengths there was some disagreement to the differences in quantity.
My own personal strengths within the brief was the ability to take sketched illustrations and developing them exactly as vector graphics using the Pen tool. Usually when I trace over sketches in Illustrator there are slight differences that change the appearance of the overall visual but as we had agreed upon the visuals from the sketches it was imperative that the vectors looked the same. This improved my attention to detail which will improve my general practice skills. At times a weakness was my own personal time management because some elements were rushed towards the end such as the coding of the site because I was strained with YCN deadlines.
OUGD503 _ Batiste (collaborative) _ continued _ finished outcome The final outcome that we produced was range of four fragrances that were based around the concept of escapism. Offering to the audience a chance to escape from the daily rush of routine and be brought to the place which the can focuses on. Along with this we expanded the range of products as required and more applying the same graphics across to make the range easily recognisable as a set.
OUGD503 _ Overall Overall I am pleased with the outcomes I have produced for this module and feel that each one of them has completed the requirements asked for in the brief and would appeal well to each of the audiences. This module has given me a chance to select and identify fields of personal interest in my practice that I would want to work on and has given me an insight into the restrictions and requirements for working for a client or brand. I have found new fields of interest especially within screen as I have worked on app design and user interactivity which surprisingly really interests me and something that I am going to take into PPP. I have also learnt areas which do not appeal to me as much as I originally thought such as working just with print and have realised I prefer to work across a range because the overall outcome feels stronger in concept when realised further.
I have produced numerous different outcomes and products using a variety of media which have each expanded my knowledge and skills in that given field of design. Overall strengths that I have developed across this module are my time management skills and my ability to juggle numerous briefs at once has improved considerably to the point where I am comfortable to do the same again if needed whereas previously I would try to avoid. Other strengths include the ability to identify briefs that were appropriate within the time frame I had at that given time but also covered the fields of design I wanted to gain experience in. Another strength that was unexpected was the collaborative partnership.
Past modules and experiences working with others was not great but this time was very different and feel that a wise choice of partner in the beginning really helped as we picked each other as we both worked to each others strengths and weaknesses in different fields that needed to be applied to the brief. Overall weaknesses are my ability to develop a product range using the same visuals across all in a short space of time. On the briefs in which we had longer I was able to create a range of outcomes because of the time available to mock up and experiment with placements of visuals made. One of the things I would improve on next time is to try and achieve this with every brief moving forward because it gives more context and realisation to the design.