Statement of Intent

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BA (Hons.) GRAPHIC DESIGN

LEVEL

Module Code

OUGD303

Outcomes

Module Title

FINAL MAJOR PROJECT

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FINAL MAJOR PROJECT STATEMENT OF INTENT Name: Robyn Makinson Blog Address: r-makinson0912-fmp.blogspot.com Rationale ‘An aesthetically driven, print based investigation into popular culture with an emphasis on packaging, promotion and publication.

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My primary focus is to explore the relationship between image, colour and composition. I aim to combine my interest of colour perception with a longstanding appreciation for the entertainment industry; ranging from contemporary and popular to older and lesser known.

I will focus less on typography and type layout; though still understand its importance and often necessity when communicating an intended message.

I aim to work with a raised level of awareness in regards to client needs, print processes and the overall successes of my designs. I aim to consistently take these into account and in turn raise my level of professionalism. I will also be more open to compromise, and design with forethought as to what technical requirements and social impact my resolutions will involve.

I do not wish to work directly for screen, or motion, but I understand its importance in resolving a brief to its full level of potential. My work will possess the ability of application across a range of different formats, though primarily be directed at print.

I will increase my technical skills in regards all aspects of design. Primarily the practical assembly of packaging and public perception of my poster and editorial design. I will become more informed in a general sense by asking the opinion of my peers throughout my process.

Through a series of interviews, both freelancers and collective studios, I will determine my place within the design industry and learn what it takes to achieve my aims. Through hearing of their creative experiences I will improve my standard of work and add a competitive edge to my practice.

Subjects / Themes Popular Western Culture: Film, television, theatre, gaming, literature, music, fashion etc. in relation to poster design, packaging, character representation, publication and editorial layout, cultural impact, celebration etc.

Visual Importance: Conscientious decisions made to create design that is bold and memorable.

Particular importance on colour choice, compositional adjustments, appropriate tone of voice and print finishes. Clever concepts are of less importance.

Humour: Sarcasm, satire, ‘in jokes’, intertextuality etc. and it’s connection with colour.

Interactivity: Both in editorial layout and page flow, and response to product packaging and its technical ability to function successfully.

Colour: Social meaning, colour combinations, screen to print, tone of voice, textures etc.

Design Disciplines / Creative Development Packaging: Net design and applied graphics, labels, stickers, swing tags etc. for cosmetics, food, fashion, retail and entertainment purposes. Primarily paper based and produced for reduced budgets.

Image: Hand drawn, digital, photographic for re-interpretations of images already known to public and specific audiences.

Promotion: Methods of distribution- traditional vs. current, print vs. web.

Colour: Combined with layout, image, typography and branding. Affect on potential client and market perception.

Editorial Design: For film orientated audience, minimum distribution and budget. Effective use of imagery and text in communicating message.

Print Processes: Both digital and hand rendered for maximum impact, setting products apart from other examples.

Branding: Effectively incorporating my visual style with intended client’s to promote ethos and work examples at specific audience. Effectively applied across a range of mediums, covering all possible creative solutions.

I am not interested in exploring design for screen; this includes motion graphics and web coding (html, css etc.). I am also not interested in the corporate aspect of graphic design, but am interested in distinguishing the difference between corporate and commercial.

Practical Skills / Workshops – what, why and when?

ALREADY HAVE Packaging Assembly: crafting final resolutions to photograph is something I need to expand. I will need to prepare adequately and print extra to ensure no errors are made.

Typography: Though I do not intend for it to be the focus of my briefs, I need to understand its importance when working editorially. Legibility and layout of large amounts of type will prove useful when working on the Yearbook and the Design Context Publication.

Adobe Illustrator: I already have the ability to work efficiently on illustrator, but I aim to be knowledgeable of all its facets by the end of the module. With this in my favour I can work at the optimum level of proficiency, and finish briefs with a quick turnaround.

Colour: Again I have an understanding of colour and which combinations work best, but I aim to be fully informed as to which colours are most effective and the difference from on screen to printed resolutions.

NEED TO GAIN Board Presentation: a large part of a brief’s success is the way the end products are presented. I have previously let myself down, and aim to submit more professional boards by improving my photography skills and being concise with analysis. Learning the right save formats is also important.

Photography: primarily used to document design development and research. Secondary focus on using improved photography skills to capture product imagery for submission.

Screen Design: essential to know basic skills in HTML and CSS coding. Not a major emphasis, but I will need to have some level of competence to resolve briefs entirely.

PERSONAL SKILLS Communication with Client: having never worked towards an end product for anyone other than myself, my collaborative fashion brief may prove challenging. The brief will require constant rhetoric between the client and myself. Realisation that I may have to come to creative compromise, and my resolution is not representing myself but the client instead is also important.

Organisation/Time Management: keeping a diary and noting down anything and everything will prove valuable. It will give me the ability to plan ahead, avoid disappointment and remain focused on the task at hand.

Brief 1: DFGA Yearbook Deadline 30th May Rationale: Create a comprehensive print publication compiling the list of graduates from Digital Film and Game Animation in 2012. Possibility of content expanding onto screen. Individual responsibility most likely page layout, combining image and type and the importance of choosing a gender-neutral colour palette. Readying work correctly for print will also prove vital.

Collaborative with Rob Green, Naomi Farrar and Maya Srivastava.

Brief 2: Film Zine Publications Deadline Ongoing/ 30th May Rationale: Design a series of zines that celebrate/ inform an audience of cinema fans about the different genres of film. Bi-monthly publication will explore six genres: world, cult, independent, musical, comedy and science fiction. An editorially based brief, with secondary focus on image creation/application and colour. Continuation of OUGD301 brief with industry realistic resolutions.

Print processes and budget also important.

Products include: six zines, posters, stickers, flyers, apparel, promotion.

Brief 3: Fashion Branding & Promotion Deadline 9th May Rationale: Brand fashion student Samantha Haythorne. Deliverables range from logo design and application across different media, to look book, and packaging for garment collection.

Collaborative and live; will learn to compromise and design for someone other than myself. Range of resolutions is most vital aspect of brief. Colour not main focus, sleek and minimal design is key.

Level of professionalism and communication skills will be increased.

Brief 4: Inspiration Station Deadline Ongoing/ 30th May Rationale: A brief of a different nature. Something to continuously come back to, set aside a day of the week to re-interpret something of personal significance. Will help me keep on top of time management and remain focused on briefs at hand. Predominantly popular culture based, subject matters will range from: film, television, music, theatre, literature etc. Resolutions will be print based products; posters, booklets, stickers etc. A very personal brief.

Brief 5: Skate Company Branding Deadline 30th May Rationale: An open brief that allows me to experiment with branding, illustration and colour.

Primary focus will be application of brand across as many mediums as possible. Only brief with possible screen resolutions. Lots of possibilities for design context: skateboards, apparel, clothes packaging, promotion, etc. Possibility of the brief becoming lengthy, with continued development for a large portion of the module.

Realistic within design industry, but still playful and open enough for me to experiment without added pressure of client relations.

Brief 6: Design Context Publication Deadline 30th May Rationale: Design a publication that documents all the aspects of graphic design that inspire me.

Another editorial based brief, with opportunity for image and type layout experimentation.

Possibility of colour playing a large role, and primary research into studios and designers will be vital to bring finality to the brief. An opportunity for me to explore anything that has influenced me, and gain an understanding into my own design practice.

RESEARCH ACTIVITY: Interview Freelance Designers Deadline 10th February Details Interview designers who have personally influenced my design practice: Matt Chase, Ryan Brinkerhoff, Justin White, Lauren Gregg, Chris DeLorenzo, The Bungaloo, Alex Westgate, Dave Perillo, Fernando Reza, Ty Mattson etc.

All the above designers work primarily with colour, vectorised illustration and design for popular culture purposes. These interviews will help me understand freelance design, why they choose to work that way, what it entails and the positives and negatives of working independently. Will help me determine if I want to follow this route.

RESEARCH ACTIVITY: Studio Visits Deadline 24th February Details Make contact with studios that produce work related to my own practice. Primarily print based studios will include: DEDass, Young, Glorious Creative, Eskimo Creative, Raw. If contact is made and a visit negotiated I will prepare a range of questions to gain insight into their practice. Possibility of taking portfolio to improve my design presence. Learning of different creative processes and experiences within industry will increase my level of awareness/professionalism. Ideal networking opportunity.

RESEARCH ACTIVITY: Printer Visits/ Interviews Deadline 9th March Details Contact and interview established American silkscreen printers ‘Vahalla Studios’ and ‘Methane Studios’. Both have similar creative processes, and maintain control from initial idea generation, to design and illustration, to final printing. Specialise in poster design, often music and film.

Contact/interview/visit Leeds based printers ‘Team’ and Manchester based ‘Stretford Studios’ to gain more thorough understanding of digital print processes. What information is required to send resolutions to final print, understand terminology of finishes and processes available?

Information gathered from interviews will determine if I prefer digital or hand printing, and how I want my work to be distributed.

RESEARCH ACTIVITY: Exhibitions and Galleries

Deadline

Various

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Pick Me Up: Contemporary Graphic Art Fair, Somerset House 22 March – 1 April 2012!

A showcase of the most impressive graphic art in existence at the moment. Opportunity to discover design/designers I am currently unaware of. Relate my own work to current trends, talk to influential people, gain advice on how to make a name for myself, general networking.

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Neon Museum, Las Vegas 1 April – 7 April Visiting the graveyard of old Vegas neon signs will give me an appreciation of typography at

such a large scale. Opportunity for photography for future use, appreciation of retro design from a primary source, gain insight into importance of signage for businesses.

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The Design Museum: Designs of the Year 2012 8 February – 15 July Gives me an opportunity to view first hand some of the most progressive/innovative graphic designers in the industry right now. Note current trends, determine if I fit within a certain area of the industry, what do I need to do to work at the forefront of design.

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Nobrow Shop and Gallery, 62 Great Eastern Street, EC2A 3QR, London Great collection of colourful, mainly illustrative pieces. Will provide me with inspiration for playful briefs, inform me as to current popular design, purchase publications that relate to my design practice.

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Hyde Park Picture House: Creatures of the Night Saturdays at 11pm Weekly screenings of ‘long forgotten cult masterpieces’. This being one of my favourite subject matters to design for, attending screenings will give me the opportunity to meet like-minded people. Possibility of designing prints for featured films. Will provide me with source material I may not be aware of, e.g. ‘Crumb’ on 4th Feb.

BIBLIOGRAPHY BOOKS / TEXTS - (Harvard Referenced) ‘Crazy 4 Cult’ Gallery 1988, (2011) Titan Books.

‘Art of the Modern Movie Poster: International Postwar Style and Design’ Salavetz, J. (2008) Chronicle Books.

‘1,000 Garment Graphics: A Comprehensive Collection of Wearable Designs’ Everett, J. (2009) Rockport Publishers Inc. ‘Threadless: Ten Years of T-shirts from the World's Most Inspiring Online Design Community’ Nickell, J. (2010) Abrams Image.

‘Basics Design: Colour’ Ambrose, G. & Harris, P. (2006) AVA Publishing..

‘Color Management: A Comprehensive Guide for Graphic Designers’ Drew, J. & Meyer, S. (2005) RotoVision.

‘Color Management for Packaging: A Comprehensive Guide for Graphic Designers’ Drew, J. & Meyer, S. (2008) RotoVision.

‘Print Formats and Finishes: The Designer's Illustrated Guide to Brochures, Catalogs, Bags, Labels, Packaging, and Promotion’ (2010) RotoVision.

‘Vectorism: Vector Graphics Today’ Viction Workshop Ltd. (2011) Victionary Publishers.

‘Stationery Design Now!’ Wiedemann, J. (2010) Taschen ‘Pattern Factory’ Terashima, A. (2009) Collins Design.

‘1,000 Bags, Tags, & Labels: Distinctive Designs for Every Industry’ Eldridge, K. (2006) Rockport Publishers.

MAGAZINES / JOURNALS / ARTICLES – (include publication date and details) Empire; Published monthly.

Mainstream film and television.

Little White Lies; Published bi-monthly.

Independent movie magazine, Features writing, illustration and photography related to cinema.

Juxtapoz; Published monthly.

Urban alternative and underground contemporary art.

Dazed & Confused; Published monthly.

Music, fashion, film, art, and literature.

Creative Review; Published monthly.

Advertising, design and visual culture.

Eye; Published quarterly.

Graphic design and visual culture.

ON LINE REFERENCES / WEBSITES / ARTICLES (include specific urls) http://lovelypackage.com/category/entertainment/ http://www.thedieline.com/blog/category/industry-books-media http://flavorwire.com/category/film http://www.slashfilm.com/category/features/slashfilmcast/cool-stuff/ http://www.g1988.blogspot.com/ http://www.avclub.com/section/tv/ http://grainedit.com/ http://www.changethethought.com/category/graphic-design/ http://www.regansmithclarke.com/lookbook/ http://www.quoteskine.co.uk/ http://nineteeneightyeight.com/pages/past-exhibitions http://blog.mondotees.com/ http://www.moss.fm/ http://www.tstout.com/welcome http://www.vahallastudios.com/blog/ OTHER REFERENCE MATERIAL (Films, events, exhibitions, conferences) Mr T: The Posters of Jerzy Treutler 02 February — 17 March 2012, Kemistry Gallery, Shoreditch.

Ken Garland: Galt Toys 22nd March - 21st April Kemistry Gallery, Shoreditch.

Leeds Print Festival 27 – 31 January, Leeds Gallery FACT, Independent Art House & Cinema Liverpool Cornerhouse, Contemporary Visual Arts and Independent Film Center Manchester

ACTION PLAN – use this section to identify specific tasks that you need to complete in order to resolve the brief.

Brief What do you need to do?

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