Sam Lane
Extended Practice
OUGD603
It’s Great Up North
Brief / Background
Tone of Voice
Proposed Branding and Identity for Leeds College of Art’s End of Year Show. They are looking for students to create something that is impactful, grabs attention, but also describes the college ethos, hints at what we haveå to offer and shows that we are creative.
The tone of voice needs to appeal to creatives, so therefore it can be quite humorous or even tongue-in-cheek. Copy Writing will plat a large part of creating the Tone of voice.
Target Audience The target audience is creatives from around the Yorkshire area and even further. Younger students who are looking at maybe doing a degree at the college, as well as friends and family of current students. It’s important to consider all of these different target audiences in order to not offend anybody, and also try and intrigue and relate to everybody.
Deliverables - A Large Scale Campaign Applied to External Advertisments - A Physical Invite - An E-Invite - Wayfinding
01/08
Extended Practice
Sam Lane
01
Reference
OUGD603
It’s Great Up North
02/08
It was important to look into past designs for the end of year show for a number of different reasons. One of the reasons being we didn’t want to create something that was too similar to previous work, but we also wanted to see what goes down well with the panel of judges.
Extended Practice
Sam Lane
02
Research
OUGD603
It’s Great Up North
03/08
Anthony Burril
The Beautiful Meme
Key points of reference for this brief lie with designers such as Anthony Burrill. His simplicity and approach towards typography, layout and colour has given been bold and stroking enough to get him noticed and bring his the status that he owns today. A great way of being straight to the point, honest and impactful.
The Beautiful Meme share similar traits in their work to Anthony Burrill. Their work is heavily influenced by Copy Writing and that always makes for successful campaigns. Often their work is honest and clear like the work for the Design Museum in the bottom image. This is guaranteed to instantly gab attention.
Sam Lane
03
Extended Practice
Development
OUGD603
It’s Great Up North
04/08
It was important to look into past designs for the end of year show for a number of different reasons. One of the reasons being we didn’t want to create something that was too similar to previous work, but we also wanted to see what goes down well with the panel of judges.
Sam Lane
04
Extended Practice
Concept / Application
OUGD603
It’s Great Up North
Poster Towers
Audience Feedback
The Image above displays how the concept could be applied to the towers planted around the city of Leeds. The use of Red over the black will make it appear to have been almost ‘vandalised’, except the graffiti is a positive change on the quote, not negative.
When we we’re shooting our posters and e-flyers in context around the city of Leeds, we received lot’s of positive feedback when the general public seen that we was altering the negative phrase into something positive and this is something that can be built upon.
05/08
Extended Practice
Sam Lane
05
E-Flyer Gif Animation
OUGD603
Adventure Films
06/08
As well as the basic range of stationary, further products have been created for the brand. A compact Disk which contains a showreel of the Adventure Films brand will be printed in a larger quantity and handed out to potential clients along with the limited edition ‘ticket style’ business cards which again will be used as creative promotion.
Extended Practice
Sam Lane
06
Invitations
OUGD603
The concept behind the second invite is to take another stop-motion style set of photographs that then creates a moving animation (.gif) file of the Lentincular Printing Process which has been discussed on the previous board. This gif shows a hand that moves the physical Invite from left to right which in turn alters the word ‘Grim’ to ‘Great’. This animation of the physical Invite in action could then be used as the E-Invite too, giving off the same tactile quality as a physical process, but on screen.
It’s Great Up North
07/08
To help show the movement of these animated (.gif) files in action and much more digital content that surrounds this concept, we urge you to visit our online blog; www.itsgreatupnorth.tumblr.com
Extended Practice
Sam Lane
07
Wayfinding
OUGD603
It’s Great Up North
Outdoor / Indoor Signage
Floor Vinyl
Outdoor signage will all follow the brand system that we have created. We plan to use the typeface as the main brandmark of the exhibition as this alone has a unique and memorable image. The addition of the red paint marks are a possiblity, but not essential. The signage and wayfinding inside the college is proposed to be cut out of black matt vinyl. The vinyl can then be applied straight onto multiple surfaces around the college. This could be walls, floors, anywhere that’s interesting and even quirky, whilst also serving it’s purpose of directing people where to go.
Floor Vinyl will also be used as part of the brand. We hope to make the vinyl on the floor appear to have been painted directly onto it, and we can do this through the use of printing textured arrows onto a translucent vinyl sticker.
08/08