Design Work Process (beginner)

WORK

Process A good design work process, at least better than nothing

Caroline Peni (intern of DAY, Amsterdam) stud. no: 59510 / w3a1 for GLR 21th March2011

Content 3 - Overall process 4 - Kick off 5 - budget offer 6 - Mindmapping 7 - digital and paper sketch 8 - internal presentation 9 - presentation

Work Process / Caroline Peni

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Step Step Step by

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Below are design phases, part of work process

Cold

o1. Concept Design

Warm

HOT!

Work Process / Caroline Peni

Kick Off and Briefing Mind mapping Digital & Paper Sketching (Internal Meeting) Presentation (Present to client)

o2. Preliminary Design

o3. Final Design

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o1.a Kick Off and Briefing Kick Off in design agency is an internal meeting between the Project Manager, who arrange schedule and plan the budget, and designers who will involved in the project. It is the start of all work process.

The calculation looks like this:

When will Kick Off takes place?

The client who’s in need of design product contacted a design company. After the Project Manager got the briefing, she started to calculate how many hours of work should they spend for this assignment. This calculation together with the summary of the client’s requests and work phrase are reported to the client to be or not to be agreed on. If the client do not agree, the Project Manager will recalculate the budget until the client agreed. Kick off is taking place after the client agree on the budget.

Concept Phase: Designer A : 2 x E100= Designer B: 10 x 70 = Designer C: 13 x 50 = TOTAL concept phase=

Preliminary Phase: Designer A : 2 x E100= E200,Designer B: 10 x 70 = E700,Designer C: 12 x 50 = E600,TOTAL preliminary phase= E1.500,-

How is the Offer/Budget letter looks like?

Budget is calculated based on : 01 / How big is the assignment 02 / Number of designers will involved ** 03 / Phases of design process (Concept, Preliminary*, and Concept Design)

Final Phase:

Designer B: 10 x 70 = E700, Designer C: 12 x 50 = E600, TOTAL final phase = E1.300,

If the project is small, and the agreed budget is not too high, the designer can skip preliminary step. ** Every designer worth different cost because they have Junior until Senior Graphic Designer. Senior Graphic Designer usually worth the highest, but do smaller hour work because most of the time she trust the project to another Graphic Designer but she assist them in a right design direction. Not to mention that she also handle most of the project.

TOTAL = E4.350,-

This is excluding tax. The tax is attached on the invoice. It is 19% (Dutch tax policy).

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Work Process / Caroline Peni

E200,E700,E650,E1.550,-

This is the example of a budget letter.

Project No.: B121-001 <Name of the client’s company> Fashion av.

23987 NY, USA Dear <Name of client’s contact person>, From the meeting you had with <Designer in charge> and <Project Manager>, with this letter, we would like to offer you this work process of our company. We were asked to make a new identity and concept for your company’s store in New York. In this offer, you will find the approach and budget from beginning to end.

(Because of the budget we previously agreed on, we will only do concept and final design. Any additional request is not listed) Concept Phase In this phrase we will make the concept development for the following elements: - Logo - Letter type - Identity for the product, signage, and on any other product.

For your new store to get more attention, we will also make: - Counter pass design - Take-away package Our company is only doing the graphic. <Client’s company> will responsible on the DTP. Design Phase In this phrase we will make the definite design with the basic of chosen concept (we will deliver in the end of concept phrase). The logo will be develop on several other product as you requested.

Because it need time to develop the logo into product, this is also takes budget to make it These are the following product that will be make on this phrase: - Letter head - Website (max: 6 pages) - Product branding, take away package, signage, & paper bag.

- Business card - Branding for T-shirt, cap, and apron on existing cloth.

- Signage (WC, Eating tool, rubbish ) Also along with this phase, we will give you a guideline book about how will the identity should be treat.

In this phase, the production is taking place. DTP, placement, laser, etc. also take place. This phrase budget is not listed in this letter.

Budget Concept Phase Total concept Budget 2.000 EURO Design Phase This phase’s budget will be discussed with your company afterward.

Planning After approval, planning will be made.

Other We assume a correction every deliverable.

In the link of the budget that is listed, the bill will be summed up in the same time as we begin the work.

The total amount is excluding tax and not included illustration, photography, courier, extra materials for research and presentation. There will be additional budget needed for extra work or additional request. The general delivery and payment condition of <the design company> apply in this latter.

We believe we have informed you wholeheartedly all information you would like to know and we are looking forward for your agreement on this.

Kind Regards,

With agreement of,

<Project Manager>

<client’s contact person>

With the client agree on the budget, Project Manager and designers involve will have a kick off. They will review the briefing, what needs to be done, who’s doing what, and from that the Project Manager will make the planning, so that the hour work won’t exceed the budget and it will be done on time.

Work Process / Caroline Peni

browse& browse& browse!!!

o1.b Mind Mapping Mind mapping usually done after or during the kick off. Sometimes we skip this process in order to save the hours or we if we really understand the briefing. We believe good ideas come from random irrelevant things we found on the internet. So, most of the time, we replace mind mapping process to design research process.

What kind of images we look in the internet / book / roof ?

Whatever task we were giving, we barely look for inspirations from the same product. For example: we are going to make a logo, but instead of looking at logo book, we browse through an old painting book or architecture.

After we collect atleast 200 random yet related-to-the-topic pictures, we browse through them all and find more less 5 pictures that is the most interesting. Those selected images should represent different mood from one another, and it could be graphical product or non-graphical. From those 5 (for example), we sort the other remaining images based on the mood that those 5 different moods. If the images is not enough, get more images from the internet. The most important things to remember is that when we look for another image at the internet, try to stay focused on those 5 moods. Sort those images in 5 folder and browse them again.

Work Process / Caroline Peni

From that process, idea will come and we can start sketching. If necessary, write the summary of the briefing (what do the client want, the purpose of the company, what they do, etc) in a blank A3 paper. Put it next to you, so when you work you donâ&#x20AC;&#x2122;t get off the track.

Most often, the briefing limit your freedom. Sometimes, disobeying the briefing will lead you to more creative idea, to something that the client has never thought of. It might be acceptable or not, but at least we could make the client break his own rules.

o1.c Digital and Paper sketches My practical trainers most of the time urged me to do typography test. It is just like in Dafont where you type the word and see which font suit them best. We also do it like that. In Illustration file, all we do in an hour or two is copy+paste the company’s name and test each one of them with different fonts. It seems that typography treatment is important for them, as they barely use symbol as logo. Although I must agree that typography is less risky than symbol.

As we find a good typeface, we start doing stuff with the text. For example what if we flip one letter, or put lines underneath, etc.

We could also combine the text with illustration to make it more interesting. Once we’re satisfy of a logo we had, we try to put them on other carrier such as letterhead, windows lettering, or even a pen. Try to imagine it on a big advertisement board in the town, or in the really crowded place in a shopping center. And what’s more important is try to imagine it win a prize.

To be acceptable by other designer in our company, after all rough sketches we’ve done, we have to rearrange it neatly in a new document, together with the letterhead example, and any other possible composition.

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Work Process / Caroline Peni

DO WHAT YOU K? THIN

o1.d Internal Meeting This is the time when you present current works you have. We print the neat sketch we did and the mood board representing the concept to the senior designer(s) / Project Leader. This mood board you will get from the folder of images you used to make this raw concept. Select 10-12 images that really close to the design. To make the person understand more about the concept, we should include typography image, color mood, material and also similar design approach that you found on the folder and are relevant.

With this meeting, we discuss about all concepts, whatâ&#x20AC;&#x2122;s good and bad about the approach, and how could it be improve.

Sometimes, from this kind of meeting, we have to come up with a really different approach whether we like it or not.

Work Process / Caroline Peni

o1.e Presentation for concept phase

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Work Process / Caroline Peni

The way I learned from them on making a presentation to client is a little bit different from the usual thing we do. This is the order of presentation*, in this case the final product is a logo and branding: Cover Concept 1 introduction - Mood board - Main Logo - Main Logo in black and white - Main Logo variation / combination with other pay off - Colors - Business card - Picture treatment - Typography (shows every letter, and fake text in paragraph, header text, subheading) - Letterhead + mood picture of material, typography, or photography. More or less 4 images.

- Continue with concept 2 and so on.** *content of the presentation is always depends on requested product. But most of the time, we start with a little introduction of the concept followed by mood board. **Usually they prepare 3 concepts. Usually they put the best concept as the last concept as they want client to feel more and more excited as the presentation is going.

To be continued ...