Brief 11 _ Jamal Edwards _ Boards

Sam Lane

Extended Practice

OUGD603

Jamal Edwards Creative Networks

Background

Target Audience & Tone of Voice

As part of Creative Networks, Young Entrepreneur of the year and Founder of the revolutionary and innovative music and media platform, SBTV, Jamal Edwards held a talk at Leeds College of Art to help promote his new book.

Creative Networks hold a series of events by current inspirational speakers which involves a social ‘Networking’ platform for creative followed by an inspirational talk by a guest speaker. We have been chosen to lead the design for the upcoming Creative Networks events.

The target audience is split really between creatives and fans of Grime Music. Because of this, a cohesive tone of voice and an image which will catch the eye of both these audiences.

Brief

Deliverables

the brief is to create branding and identity for the Jamal Edwards talk at Leeds College of art which will include at least a series of posters and other promotional material as well as decoration which will ultimately transform the college canteen for one night only.

- Signage, Wayfinding - Spatial Design - Series of Posters

01/06

Extended Practice

Sam Lane

01

Reference

OUGD603

Jamal Edwards Creative Networks

Jamal Edwards There is a big story behind Jamal Edwards. He built his way up from living on a council estate in Hackney, filming his friends and putting it on you tube, to creating his own label SBTV under Sony and becoming young Entrepreneur of the year. I think it’s important to reference Jamal as a person, and a good source for this is a recent Google Chrome Advert which promotes Jamal’s story.

02/06

Extended Practice

Sam Lane

02

Research

OUGD603

Jamal Edwards Creative Networks

Music Videos / Styles

Glitching / RGB / Screen

As SBTV is a purely Digital form which is built around music and video, we decided that the most relevant way for us to go was to create moving visual pieces in the forms of projections for the spatial design around the canteen.

Our biggest inspiration came from the SBTV ident itself (shown in the bottom right image) which moves around and glitches itself, shown before every piece of media released through the company.

We did lots of research into Glitching and colour in relation to digital formats.

I’m personally very intrigues by colour bars, pixels and pigments that make up a screen, and playing around with distorting thee to get a new and interesting visual. This was the biggest source of inspiration through research, along with the company background and videos themselves.

03/06

Extended Practice

Sam Lane

03

Development

OUGD603

Jamal Edwards Creative Networks

Colour Experiments

Glitching Experiments

We experimented quite a lot with distortion of images through the use of colour and pixels in order to gain a diffused image which appeared as though it was being fed through a faulty old TV. This was a case of trial and error, some experiments were more successful than others. I think the images in the middle boxes didn’t quite work using halftones because these are made for print. Instead we moved on to different methods...

We also experimented with creating moving film which would ultimately be projected eventually. I did this by roughly cutting up, chopping and changing images in photoshop, then applying them through final cut pro to create pieces of moving video. Again, this was a case of trial and error, and was actually a lot of fun. Some experiments worked well for what we wanted and these were the ones we pushed forward.

04/06

Sam Lane

04

Extended Practice

Final Projections & Spacial Design

OUGD603

Jamal Edwards Creative Networks

05/06

Final Projections After lots of trial and error and vide making, we was finally happy with some resolved piece of film, very much inspired by our initial research and harnessed through development. We mixed literally glitch experiments with images of famous musicians that have come through SBTV and used 3 separate projectors to display these images on a large scale throughout the canteen.

Sam Lane

05

Extended Practice

Final Projections & Spacial Design

OUGD603

Jamal Edwards Creative Networks

06/06

Spatial Design We tried to think about the whole space when working with the projections and we used other available sources of light as improvisation to decorate the space. We used multiple light boxes which contained the branding of Creative Networks as well as the specific branding for Jamal Edwards for the night. These were places around the bar area, and also next to where Jamal was signing hid books.