Studio Presentation
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A Conversation
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Reb
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branding
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YCN J2O
A Co
onversation
C
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Creative
Interaction
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For our first project ‘A Conversation’, I was keen on developing my skills by expanding my experimentation to new areas that involved creating something, which would not only capture someone’s attention but also drive their curiosity about the world and into question.
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Intial Design
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Childrens Stencil Booklet
First Concept
The book design will have a selection of stencil cut-out themes, for example series 1 is of domesticated farm animals and series 2 will be wild Safari animals, alongside with this booklet it’ll contain a number of animal textures, which will allow the child to match the selected cut-out and interpret result.
Second Concept
Minimalist Top Trump Cards The game would have been stimulating in a sense of ‘Seeing with your brain’ rather than eyes, since I decided to base my cards on animals. I found that the younger audience will have a nature driven curiosity about the world, particularly on wildlife, prompting to asking questions. To make this game a success, I needed to research each individual animal, selecting the unique traits and features that are easily recognisable and design them with minimalist accurately to avoid confusion in the game.
First idea development
Stencil Experimentation 1st Attempt
Safari Animals
Safari Animals
Safari Animals
Safari Animals
Rhino
Hippo
Giraffe
Zebra
2nd Attempt Safari Animals
Safari Animals
Safari Animals
Safari Animals
Rhino
Hippo
Giraffe
Zebra
The initial process and experimentation of creating the booklet took off by itself. I started to research into the different possibilities of how to achieve my concept. My creation of the first design was a complete blank stencil without background of a chosen animal, alongside with the matching illustrative texture measured to scale. For my first attempt, the stencil outline wasn’t deemed child friendly, so I eventiually decided to experiment further by creating a black silhoutte of my animals in hopes that the unqie traits of the safari animals remains just enough for a child to be able to guess the correct answer.
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Second idea development
Minimalist Experimentation My other concept idea was to design a game, based on interaction of using a deck of cards. This game will allow the user to create an atmosphere, generating a steady flow of conversation which would make them think about the subject of said chosen card. I originally wanted to design the cards in illustrative detail, but decided that it might be unique to approach the concept using a minimalist approach. After initial brainstorm and research, I found that ‘Top Trump’ cards were popular amongst the young target audience; however I also wanted my concept to engage the players in an educational matter as well as having that fun factor.
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Idea development
Choosing a concept I decided to choose the Children’s booklet as my final concept idea, this is because my research concludes that there is no other book which allows such a creative interaction, which also includes the sensation of touch and drives curiosity to learn more about the wildlife. This booklet could also be created to target adults, and spread awareness of the conservation of animals and protect them from further damage or becoming extinct
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Mindmaps The research for my project ‘A Conversation’, has led me to develop several concept ideas in which the user will be able to interact with the designs, out of their own curiosity and interpret the outcome with their own actions. This concept idea of a children’s booklet came about through the desire of wanting to learn, through sheer curiosity and questioning about the world around them, as well as having a connection and freedom to determine the outcome, without overbearing pressure but instead encourage creativity through a new fun way of interactive learning.
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Idea Finalised
Safari
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Theme
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Animal Textures
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Animal Textures
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Safari Environment
This will be the finished product when I have printed out the children’s booklet safari edition, the fold you see is a continuous binding called a Concertina folding. I thought my book would be best suited for this technique since I wanted the background to be completely seamless. Page 14
Animal mix & match fun!
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Project Analysis The conversation brief has been a project in which I fully dwell into the experimental phrase, something that I am always cautious with for fear of ‘loss of time’. However I loved designing the children’s booklet beginning to end and I plan on continuing the project until it is up to a professional standard that might one day be up for sale to help children drive their curiosity further with creative interaction. Things I have learnt during this project: 1. Correcting measurements for book designing 2. I was a complete beginner on Illustrator when I started this project
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3. How to make a Concertina folding Things I would if given more time: 1. I would make all the animal textures the same height as the giraffes since the others don’t measure or fit the stencil cut-out. 2.Create a pouch or deck for easy and protective transport for the booklet and textures 3.Experiment further using different materials rather than plain paper, e.g. fabric 4. Include animal fun facts !
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Re
ebranding Page 18
Huddersfield Point of Interest
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The brief ‘Rebranding’ is a group project, based in Huddersfield and involves us to research the various types of marketing brands and advertisements used to attract and capture the attention of potential customers. Our job is completely rebrand a business of our choice, using marketing research and looking into the current brand. To start this project off, we walked around the town of Huddersfield photographing, the different independent business ranging cafes, clothing to restaurants and take-outs. We wanted to capture the essense of Huddersfield and get a feel of business and how the shops advertised themselves off to attract customers
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Questionnaire After the initial mind-mapping and research into the independent business within Huddersfield, we decided as a group that our choice of rebranding would involve food and drink. To start things off we walked around the town to photograph certain business of interest to narrow down our choice, as well as creating a marketing analysis in the form of a questionnaire. This is to make sure we had an idea of how they currently advertise their brand whether it is through social media to creating leaflets. The questionnaire also helped with finding out their main target audience, so that our rebranding will be suited to their customer needs.
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1. Have you got any social media sites set up? 2. If yes specify and are you regularly updating & have you got any likes/views 3. Do you offer student discount YES / NO 4. What is your target market range? 12 – 17 years old 18 – 24 years old 25 – 34 years old 35 – 44 years old 45+
5. Are you advertising your business? E.g. handing out leaflets, posters and offers etc. YES / NO 6. If yes, what methods are you using to advertise to your customers? 7. If no, what other skills are you using to get customers 8. Do you offer regular discount? E.g. Coupons, vouchers & flyers in magazines etc. YES / NO
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Coffeevolution is a coffee shop which sells hot and cold drinks as well as food which can be eaten there or taken away. As well as this they hold regular art and music nights. They do not aim themselves towards any particular age group, however they describe themselves as ‘reassuringly Fairtrade, refreshingly independent’, which may make them appeal to some people over other coffee shops, especially those who avoid large chain businesses. They use a range of advertising methods, including posters, leaflets and social media, in addition to having their own website which is updated regularly. They also offer student discount and use loyalty cards.
Thyme Square is a Deli in Hammond Square which sells hot and cold food and drink to both eat there or take away. They also have a delivery service and cater for events. Thyme Square aims itself at people of all ages and aims to be recognised as a brand which delivers value and quality. They promote themselves mainly online via their website and a Facebook page which has 260 likes, although they also advertise using flyers. They offer discounts to students and also hold themed evenings, such as Tapas Night, to attract more customers.
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Grill Bar 332 is a small takeaway on Queensgate which sells various foods such a pizza, curry, fried chicken and paninis. They mainly target themselves at people aged between 25 and 34 years old although they have a lot of younger customers and give student discount. They advertise mainly via leaflets and posters in their windows and are listed on websites such as Just Eat.
The Latte Hut is a small stand on Kingsgate which sells hot drinks, soups and snack foods such as biscuits which can be eaten there or taken away. They have in the past been involved with charity events such as Macmillans Coffee Morning. They aim themselves at all age groups and have both Facebook and Twitter sites which are updated regularly, however they do not have a lot of likes or followers. In addition to offering student discounts and loyalty cards they use other promotions to attract customers such as ‘Flavoured Latte of the Week’ and ‘Soup of the Day’ which they advertise via their social media sites and on a sandwich board outside their stand.
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Type Experiment
The Lattehut
The Lattehut
The Lattehut The Lattehut
The Lattehut The Lattehut The LattehutThe Lattehut The Lattehut The Lattehut The Lattehut The Lattehut
The Lattehut The Lattehut The Lattehut The Lattehut The Lattehut The Lattehut The Lattehut The Lattehut The Lattehut
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Typeface
Imprint MT Shadow ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890 The Lattehut
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Lattehut Logo
The Latte Hut
Colours don’t match
Not symmetrical Cup logo does not is not coloured properly Looks like a house more than a hut Does not present name & cup could mean anything E.g. Glass-warehouse sale to Kitchen Utensils
Colours match
Symmetrical Clear coffee bean indicates a cafe The outer logo looks like a hut Name of the business on logo to increase awareness
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Lattehut Rebranded
The Latte Hut
The Latte Hut The Latte Hut
Large.
Medium.
Small. Page 28
Sandwiches
Sandwiches
Chicken Salad Beef (Sliced) Lamb (Sliced) Egg Cheese Ham Turkey Tuna Fish Salad
Chips Wedges Eggs Bacon Sausage Toast + Spread
Wraps | Paninis Cheese Tuna Grilled Chicken Gyro Falafel & Humus Mushroom & Peppers
Lunch Hot Dogs Beer Burgers Jacket Potatoes Full English Breakfast
The Latte Hut
Desserts | Snacks Homemade Cakes Cheesecake Slice Assorted Biscuits Freshly Baked Muffins Chocolate/Snack Bars Fresh Fruit Crisps
The Latte Hut
The Latte Hut
The Latte Hut
Cold Beverages Cans Orange Juice Apple Juice Bottled Water Milkshake Milk Bottled Fizzy Pop
Enjoy your meal
‘Brewed Happiness’
The Latte Hut
The Latte Hut
Free
Loyalty Card Address: Huddersfield, 31 King Street
Contact: 01244 423965
10 Stamps = Reward
Terms and conditions apply
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Project Analysis The rebranding brief of the Lattehut made me realise just how important the content that represent the brand to expand and attract new customers to the business, I learnt how to create measurements to scale and help further my knowledge of how redirect a brand at a new target audience through slight changes in design. I spent a huge amount of time ‘skewing’ my objects into the correct position to avoid distortion, however when asking for constructive critisim , I found out there were ready made PSD files that speeds up the process.
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J2O
O
Rebranding
YC _ N Page 31
YCN Briefing: J2O The creative challenge will involve a rebranding of their current artwork since it is not seen as ‘adult’ due to the bright and childish appearance. Their market research suggests that 40% of J2O consumption is by ages of 16 and under, their aim is change to expand their target audience to the more mature target group ages of 25 – 35 year old men and women. The design must not make the adults feel shy or embarrassed for holding/ordering the drink.
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Bottle C
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Concept
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Apple
Passionfruit
Mango
Orange
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Apple
Passionfruit
Mango
Orange
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Project Analysis
The YCN briefing for the J2O was challenging since I was still a beginner in Illustrator, however I was undeterred and wanted this opportunity to learn as much as possible, starting with the clip masking tool which I used to blend my illustration to my bottle template without having to ungroup and delete each piece individually. The gradient tool also proved useful, as I am now addictive to using this tool using it every chance I get. Things I would do if given more time: - I wish I was able to submit my work off to the competition but I read the brief wrong. What they wanted was a rebrand of the label provided not the entire bottle, however many other of my peers also failed to notice as well, I will in future always triple check and check again, because a mistake like this could be disastrous in industry.
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