Brief1 jessie

Samantha Walker

OUGD603

Brief 1 - Jessie Leong

Brief 1: Jessie Leong Publication The Brief

Concept

Produce promotional portfolio book to be posted to potential employers and studios. The main aim is to make Jessie Leong stand out from the many other recent photography graduates and showcase a taster of her work in a professional manner.

As the book was designed to be a teaser of work rather than a full portfolio, text for each of the projects was printed onto a translucent stock to cover the right page photographs slightly. This also gave a more interactive element which encourages audience engagement.

The book must showcase Jessie’s photography and skill set along with personality. A creative CV will also need to be included and packaging needs to be produced to post the books.

A high quality finish was very important as the purpose of the book is to showcase Jessie in a way that could hopefully lead to employment. The use of foil, hand stitched Japanese bind and a variety of stocks created this finish.

Context Deliverables Jessie is a recent fashion Leeds College of Art photography graduate. The publication needed to work within the exisiting brand. Jessie’s photography is largely focussed on fashion and working with an oriental theme.

10 x printed and bound portfolio books 10 x Creative CV’s (included in the portfolio books) 10 x Envelopes to post the books

Audience Photography studios, potential employers of Jessie Leong.

1/8

Samantha Walker

OUGD603

Brief 1 - Jessie Leong

Research

Looking at existing photography publications and look book style layouts helped identify that format and stock were the key to producing something more unique and interesting, whilst not removing focus from the photography. This research also showed that photographs should be as large as possible and layouts kept minimal to focus on the photographs. It was also identified that different binding and containing techniques were often used to add more interest to photography publications.

2/8

Samantha Walker

OUGD603

Brief 1 - Jessie Leong

Process Experiments

The front cover included only the logo to emphasise both this and the purple stock that are big parts of Jessie’s brand. Experiments were carried out with both foiling and embossing in order to evaluate which would be most appropriate for the cover of the book. The gold foil was easier to read and created more of an initial impact. It also worked better with the brand colour scheme.

3/8

Samantha Walker

OUGD603

Brief 1 - Jessie Leong

Icon Development It was decided that simple icons should be used to assist navigation through the book and show the skills used on project pages and categories on the creative CV. These needed to complement the existing brand in their aesthetic. Different icon variations and styles were shown to the client, including a varying weight style to work with the logo type. It was decided to produce icons in their simplest form with as little detail as possible, with a heavier, single line weight.

4/8

Samantha Walker

OUGD603

Brief 1 - Jessie Leong

Icons The final set of icons used in the publication are simple and clean and work with the existing brand with a heavier weight and combination of curves and sharper corners and lines. The simplicity ensures the icons are not distracting and that focus remains primarily on the photography rather than the icon guide.

5/8

Samantha Walker

OUGD603

Brief 1 - Jessie Leong

Custom Page Size & Layout

Stock

A custom page size was used to add a unique element to the books. The landscape format was used to assist the opening and reading of the book in addition to showcasing the many landscape photographs.

Text pages for each project are printed on trace to add a more interactive element whilst also working with the concept of ‘giving a teaser‘ as this hinders the viewing of images slightly, before allowing the audience to then see the photographs in isolation.

Layouts were kept very simple allowing for larger images and keeping focus on the photography.

The cover stock is GF Smith 250gsm, Amthyst to work with the existing brand and add strength and durability to the books.

6/8

Samantha Walker

OUGD603

Brief 1 - Jessie Leong

Creative CV CV’s were bound into the books and perforated allowing audience to remove and keep them separately. These were foiled to again add quality. Categorised with appropriate icons for easy reading.

Jessie’s personal photographs were used rather than professional, adding more personality to the book. These were cropped to continue the idea of giving a taster rather than everything.

7/8

Samantha Walker

OUGD603

Brief 1 - Jessie Leong

Foiling & Binding

Packaging

Covers were foiled in gold to give a high quality finish and proffessional intial impression, whilst adding a more tactile quality.

Branded bubble envelopes to ensure books arrive at destinations in good condition. Branded using black vinyl stickers.

Japanese stab binding method was used to give a subtle reference to the oriental theme that is carried out throughout Jessie’s branding and work. The hand stitched element also adds to the value of each of these books.

8/8