EOYS campaign pitch

End of Year Show Proposal: Limited Editions

End of Year Show Proposal: Limited Editions

‘Limited Editions’ successfully encapsulates everything great about the College of Art and provides and innovative approach for the 2017 end of year shows over a range of interwoven contextual levels.

The term limited edition is defined as a object produced in limited quantities, this typically ensures a higher quality and more attention to detail within its production. Taking these connotations of the term and applying it to the college suggests the quality of work produced by students is exceptional of a higher quality that run of the mill outputs produced by the plethora of other art and design institutions.

End of Year Show Proposal: Limited Editions

This perception of limited editions creating a smaller better quality output is relatable to the college in that the small cohort allows students to fully engage with the programmes and unleash their full creative potential through the ability to engage with tutors, workshops, and facilities in a more active and experimental way as opposed to larger institutions, thus allowing students to be taught as individuals cutting their own creative expression.

End of Year Show Proposal: Limited Editions

The title limited editions is further appropriated by the nature of its connotations being associated with prints, art, books, three key specialisms within the colleges portfolio of courses making the title versatile and particularly appropriate to printed textiles, illustration, fine art, graphic design, and all of the other individual degree programmes. This can be extended into the recent addition of the ‘arts market’ which sells student work in limited runs and is particularly appropriate to the Fine Art and Printed Textiles courses that often sell work within the show itself.

End of Year Show Proposal: Limited Editions

Finally the connotations of limited editions denote something that typically isn’t around for long, like the show itself with its limited time frame. This will attract excitement from the public to see it before its gone, creating a sense of urgency and and excitement surrounding the concept which will work to maintain a steady footfall throughout the duration of the exhibitions.

End of Year Show Proposal: Limited Editions

The Tag line for the shows are ‘we are one of one’ this suggests that Leeds College of Art is bespoke in its approach to Art and Design education. The tag line nicely suggests that the show is like nothing you will see at the other degree shows being totally unique, and furthermore, the ‘one of one’ terminology speaks of the colleges independence, a large selling point of the institution, articulating its freedom to explore art and design creatively and not be constricted as multi-disciplinary universities may be.

End of Year Show Proposal: Limited Editions

The campaigns primary poster takes the tag line and creatively positions it as the focal point of the design, this ensures a sense of consistency across all branded extensions and creates a holistic feel to the proposal. The gothic type is contemporary yet appropriate to the traditional values of the institution, This is developed into bespoke type utilising the collages mosaic pattern to create an abstract colour way for the text that can be replicated infinitely to appropriately create limited edition runs of the design inspiring a range to develop across the proposal.

End of Year Show Proposal: Limited Editions

End of Year Show Proposal: Limited Editions

The design direction for the poster series utilises a confidently bold colour palette that will instantly catch the eye, particularly in busy environments and reinforces the authority of the institution within the creative scene utilising colours from the LCA brand guidelines to inform the scheme. The composition of the poster creates a clear narrative placing student work within the posters concept, this suggests this is at the forefront of the exhibition and colleges ethos in putting the students first. Utilising student work allows each poster to become a limited edition, lining back to the overarching concept, creating a poster series highlighting works from each course to demonstrate the breadth of creativity and diversity within the institution.

End of Year Show Proposal: Limited Editions

End of Year Show Proposal: Limited Editions

The use of Blackletter typography is boldly attractive in its aesthetic, producing connotations of tradition and craft yet remaining contemporary encapsulating colleges core values.

Furthermore, this creates a sense of continuity within its aesthetic with the mosaic iconography running through the College’s branding, generating a bold and fluid identity for the end of year shows. This is juxtaposed against the clean lines of the sans serif body copy creating a sense of contrasting balance within its composition. This element of contrast is reinforced through the use of the striking confident colour palette consistently running through the Limited Edition Identity, which ensures a playfully creative approach to each aspect of its branded material.

End of Year Show Proposal: Limited Editions

End of Year Show Proposal: Limited Editions

The E-invitation for the Private View is confident in its approach.

The high impact colour scheme will immediately separate the invitation from SPAM and Newsletters, exciting its audience to engage with the invitation. Extending upon the campaigns contextually relevant aesthetic the display typography immediately informs the user as to the subject of the email, again confidently juxtaposing key information within the minimalist sans-serif which is presented within a clear linear format.

End of Year Show Proposal: Limited Editions

End of Year Show Proposal: Limited Editions

Places a refined focus upon the craft of Art and Design ‘One of One’ references a selling point of the institution Suggestive of high quality, low cohorts Appropriate to the college’s ethos Based upon craft and tradition with a contemporary direction Places Students and the forefront of the exhibition Creates links to the Arts Market and student’s selling work

End of Year Show Proposal: Limited Editions

Thank-you for looking, Please direct any further questions to: rj254465@students.leeds-art.ac.uk