03
JESSIE LEONG PHOTOGRAPHY
04
BRIEF/CONCEPT
D I G I TA L D E S I G N M E D I A
S P E C I F I C AT I O N S
Developing the proposed aesthetic and concept behind jessieleong. com, the major online platform for networking and documenting the client’s work in a high-end and professional manner.
www.jessieleong.com domain name purchase through 1-2-3 reg, to be applied to existing Cargo Collective template (cargocollective.com/ jessieleongphotography) in the near future through CSS editing and the transferring of the IP address.
Develop the Jessie Leong Photography brand and identity through a range of print and digital outcomes.
Consistency with the printed portfolio is kept with the use of B&W images contrasting with bold brights as full-screen photographs are loaded when selected projects are chosen throughout the header bar drop-down menus.
SOPHIE WILSON BA (HONS) GRAPHIC DESIGN OUGD301 DESIGN PRACTICE III
Working from an existing Cargo Collective template, easy edits can be made through HTML and CSS by the client for easy adaptability, along with consideration for a small, student budget to ensure the website and it’s content remains manageable and usable.
Avenir/Helvetica typeface used throughout, sans serif web safe. RGB 72dpi images for applied full-screen backgrounds through drop down menu and random scroll selections.
01
LEEDS COLLEGE OF ART CHRISTMAS CARD 2012
02
BRIEF/CONCEPT Develop the corporate Christmas card and motion graphics e-card for Leeds College of Art, 2012.
SOPHIE WILSON BA (HONS) GRAPHIC DESIGN OUGD301 DESIGN PRACTICE III
CONCEPT
DELIVERABLES
With a simple, yet effective design approach, the card concept is revealed in it’s message, ‘Season’s Greetings’. With the letters ‘A’, ‘R’, and ‘T’ highlighted in the card’s greeting message, it highlights the institution (as fully revealed inside of the card), as well as being a sample of the creativity and often conceptually-driven work produced by the college’s students, produced in both printed and digital files, to be distributed to industry contacts, family, and friends of staff. Taking influence upon existing promotional branding for the College with the use of the font ‘Apercu’ by Colophon for brand consistency.
Apercu typeface, various weights.
Upon the date of module submission (12.12.12) the winner of the live, competition brief was yet to be announced.
300gsm satin/coated laminate stock printed card (vectored images shown not drawn to scale). 130gsm satin/coated envelope. 421 C (silver) and 7621 C (red) spot colours used throughout printed design range.
02
LEEDS COLLEGE OF ART CHRISTMAS CARD 2012
02
BRIEF/CONCEPT Develop the corporate Christmas card and motion graphics e-card for Leeds College of Art, 2012.
SOPHIE WILSON BA (HONS) GRAPHIC DESIGN OUGD301 DESIGN PRACTICE III
MOTION GRAPHICS E-CARD
S P E C I F I C AT I O N S
Ensuring consistency across the Season’s Greetings* range, the same visual and conceptual communication devices have been used for the motion graphics screen-based e-card, once again highlighting the message through the graduation of opacity as the ‘A’, ‘R’, and ‘T’ letterforms in the card’s message slowly change from white to a mid-silver spot colour (see specifications for more information), with the message ‘From Leeds College of Art’ finally being revealed as the recipient and concept “reveal” at the end of the motion graphics design.
10 second motion graphics design, created in Adobe After Effects CS6 Open in Quick Time Player. Apercu typeface, various weights. 421 C (silver) and 7621 C (red) spot colours used throughout digital design range.
01
LEEDS UNIVERSITY UNION BALLET SOCIETY
03
BRIEF/CONCEPT Develop the print collateral for the Leeds University Union Ballet Society, specifically developing the branded hoodie design, along with branded stationary to encourage means of communications and networking. SOPHIE WILSON BA (HONS) GRAPHIC DESIGN OUGD301 DESIGN PRACTICE III
CONCEPT
DELIVERABLES
Developing a branded hoodie design for the Leeds University Union Ballet Society which visually communicates the contemporary nature of the dance, the brand logo concept developed combines the shape of a ballerinas foot/shoe, with a treble clef/shoe ribbon to represent the musical influence in the art and performance of ballet, with the use of bold and neutral Avenir typeface for the logo’s written text.
Purple Heather zoodie hoodies, 50% cotton, 50% polyester, white embroidery stitch. Printed by Touchline: Suffolk, United Kingdom in Small, Medium, and Large www.touchline.co.uk
Developing a range of both printed and digital collateral to help ease communications and the professionalism of the ballet society with both the society members and industry contacts and networks in and around the United Kingdom, and, specifically, Leeds.
130gsm brilliant white, double sided print compliment slip 130gsm brilliant white, double sided print letterhead design 240gsm brilliant white, double sided print receipt card 240gsm brilliant white, double sided print receipt card pack
240gsm brilliant white card, double sided print hoodie tags
02
LEEDS UNIVERSITY UNION BALLET SOCIETY
03
BRIEF/CONCEPT Develop the print collateral for the Leeds University Union Ballet Society, specifically developing the branded hoodie design, along with branded stationary to encourage means of communications and networking. SOPHIE WILSON BA (HONS) GRAPHIC DESIGN OUGD301 DESIGN PRACTICE III
P R I N T E D S TAT I O N A RY R A N G E
S P E C I F I C AT I O N S
The second part of the live branding design brief was to create print collateral to encourage means of communication and networking both with existing members of the Ballet Society, along with potential industry contacts and connections to be made over the following weeks, months, and years.
Avenir typeface, various weights 669 U Pantone Spot Colour (Purple)
Brand consistency is maintained throughout the printed designs with the use of the typographic element of the logo in bold and contemporary uppercase Avenir, with the society’s branded purple spot colour applied as a double sided print throughout all printed outcomes including letterheads, compliment slips, hoodie tags, etc.
240gsm brilliant white card, double sided print hoodie tags 130gsm brilliant white, double sided print compliment slip 130gsm brilliant white, double sided print letterhead design 240gsm brilliant white, double sided print receipt card 240gsm brilliant white, double sided print receipt card pack
03
LEEDS UNIVERSITY UNION BALLET SOCIETY
03
BRIEF/CONCEPT Develop the print collateral for the Leeds University Union Ballet Society, specifically developing the branded hoodie design, along with branded stationary to encourage means of communications and networking. SOPHIE WILSON BA (HONS) GRAPHIC DESIGN OUGD301 DESIGN PRACTICE III
PRINTED HOODIE DESIGN
S P E C I F I C AT I O N S
The custom logo design was applied to the left-hand breast of the hoodie design with a reversed-out white embroidery stitch on purple 50% cotton, 50% polyester fabric to compliment the white piping, zips and cords on the existing hoodie design, whilst ensuring the white kept the design and branding looking clean, contemporary and minimal.
Hoodies printed by Touchline Suffolk, United Kingdom www.touchline.co.uk
Important criteria and factors to consider included creating a design that was distinct, modern, and unisex with the addition of several male ballerinas to the ballet society in more recent years.
Purple Heather Zoodie design, 50% cotton, 50% polyester White embroidery stitch. Sizes available in Small, Medium, Large. Avenir Typeface, Light & Heavy.
02
JAMES MAXWELL ARCHITECTURAL DESIGN
05
BRIEF/CONCEPT Develop the branded stationary range for Architectural Design student, James Maxwell, visually communicating his multi-disciplinary personal and professional practice. SOPHIE WILSON BA (HONS) GRAPHIC DESIGN OUGD301 DESIGN PRACTICE III
INTERIORS
S P E C I F I C AT I O N S
Developing the branded stationary range for James Maxwell’s Interior practice, with a 80% greyscale/key shade used throughout the various double-sided printed design outcomes.
Melbourne typeface (Bold & Regular) 20% black/key colour palette 110gsm brilliant white double sided compliment slips 110gsm brilliant white double sided letterheads 110gsm single-sided colour post-it notes 110gsm double-sided DL envelopes 360gsm brilliant white duplex double-sided business cards
04
JAMES MAXWELL ARCHITECTURAL DESIGN
05
BRIEF/CONCEPT Develop the branded stationary range for Architectural Design student, James Maxwell, visually communicating his multi-disciplinary personal and professional practice. SOPHIE WILSON BA (HONS) GRAPHIC DESIGN OUGD301 DESIGN PRACTICE III
DESIGN
S P E C I F I C AT I O N S
Developing the branded stationary range for James Maxwell’s Design practice, with a 60% greyscale/key shade used throughout the various double-sided printed design outcomes.
Melbourne typeface (Bold & Regular) 60% black/key colour palette 110gsm brilliant white double sided compliment slips 110gsm brilliant white double sided letterheads 110gsm single-sided colour post-it notes 110gsm double-sided DL envelopes 360gsm brilliant white duplex double-sided business cards
05
JAMES MAXWELL ARCHITECTURAL DESIGN
05
BRIEF/CONCEPT Develop the branded stationary range for Architectural Design student, James Maxwell, visually communicating his multi-disciplinary personal and professional practice. SOPHIE WILSON BA (HONS) GRAPHIC DESIGN OUGD301 DESIGN PRACTICE III
ARCHITECTURAL & INTERIOR DESIGN
S P E C I F I C AT I O N S
Developing the branded stationary range for James Maxwell’s Architectural & Interior Design practice, with a 80% greyscale/key shade used throughout the various double-sided printed design outcomes.
Melbourne typeface (Bold & Regular) 80% black/key colour palette 110gsm brilliant white double sided compliment slips 110gsm brilliant white double sided letterheads 110gsm single-sided colour post-it notes 110gsm double-sided DL envelopes 360gsm brilliant white duplex double-sided business cards
01
JAMES MAXWELL ARCHITECTURAL DESIGN
05
BRIEF/CONCEPT Develop the branded stationary range for Architectural Design student, James Maxwell, visually communicating his multi-disciplinary personal and professional practice. SOPHIE WILSON BA (HONS) GRAPHIC DESIGN OUGD301 DESIGN PRACTICE III
CONCEPT
DELIVERABLES
Developing branded stationary for the personal and professional Architectural Design practice of Interior Architecture student, James Maxwell as he reaches his graduation year.
Custom ‘JM’ logo design.
Throughout James’s degree his interests and specialisms have broadened, now leading a multi-disciplinary design practice which covers Interiors, Architecture, Design and Interior & Architectural Design respectively. To distinguish each of these disciplines within his practice, four variations of the branded stationary were designed with the intention to encourage communication, networking and professionalism within his work as he seeks employment and industry experience, visually inspired by his love of robust and geometric design through the grey colour palette and die cuts throughout the branded stationary range.
4 x Branded stationary ranges (Interiors, Architecture, Design, and Interior & Architectural Design (20%, 40%, 60%, 80% Black/Key colour palette throughout brand ranges). 110gsm brilliant white double sided compliment slips 110gsm brilliant white double sided letterheads 110gsm single-sided colour post-it notes 110gsm double-sided DL envelopes 360gsm brilliant white duplex double-sided business cards
03
JAMES MAXWELL ARCHITECTURAL DESIGN
05
BRIEF/CONCEPT Develop the branded stationary range for Architectural Design student, James Maxwell, visually communicating his multi-disciplinary personal and professional practice. SOPHIE WILSON BA (HONS) GRAPHIC DESIGN OUGD301 DESIGN PRACTICE III
ARCHITECTURE
S P E C I F I C AT I O N S
Developing the branded stationary range for James Maxwell’s Architecture practice, with a 80% greyscale/key shade used throughout the various double-sided printed design outcomes.
Melbourne typeface (Bold & Regular) 40% black/key colour palette 110gsm brilliant white double sided compliment slips 110gsm brilliant white double sided letterheads 110gsm single-sided colour post-it notes 110gsm double-sided DL envelopes 360gsm brilliant white duplex double-sided business cards