RATIONALE CHRIS LUK ANIMATION Brief: What is the problem you intend to solve? I intend to... (inform/instruct/persuade/direct/educate/promote to) Promote the design practice of Leeds College of Art BA (Hons) Digital Film, Games, and Animation third year degree student, Chris Luk, as he goes into his final year of his degree and actively seeks experience and employment upon graduation, to a range of professionals and his peers in the industry. Who needs to know? A group of... (identify your specific audience or context) Chris’ brand identity, as delivered through both print and digital design mediums will be aimed towards industry professionals and his peers as he seeks collaborative, personal and industry experience to both gain employment after University, and to strengthen and develop his personal and professional design portfolio. What do they need to know? That... (state your message, idea or concept) Throughout his brand identity, Chris and I hope to portray his originality, talent and enthusiasm, as evident throughout his design portfolio. Also, we hope to particularly highlight that Chris’ Animation ordinarily develops from traditional hand-rendered methods, but his software capabilities are still very strong, therefore, being able to turn his hand to any design brief, or any method of delivery that is presented to him. In a clean, consistent and visually communicative range of branded print and design media, I hope to showcase Chris’ professionalism and positive attitude, which will demonstrate how great an asset he will be within the industry upon graduating. Why do they need to know? Adding a professional- standard brand identity to design outcomes such as online web- based media, printed stationary, etc., this will help to promote Chris’ design practice which should, hopefully, give him the “design edge” when applying for industry experience and graduate designer positions upon graduation. What will they respond to? Industry professionals will be provided with links to Chris’ online work (such as a website portfolio, show reel, etc.) as well as being able to view samples of his work in printed format, along with written reference to his design experience and software knowledge.
In order to achieve this I will produce... (specify at this point in time what you aim to produce, the method of delivery/distribution/the context in which it will be viewed)
Website Design for social networking (Twitter backgrounds, icons, Facebook cover photos, etc.) Promotional Print Pack (to send to industry professionals) Printed Design Portfolio Web- Based Design Portfolio Printed and Digital CV Branded Stationary- Letterheads, Envelopes, Invoices, Business Cards, Notebooks, Sketchbooks, Stickers Custom Type- ‘Chris Luk Animation’ Brand Type
This will be produced using... (at least two processes you intend to use) Digital print (Printed portfolio/Branded stationary/Business Cards/Mail outs) Book binding (Printed portfolio/CV) Web Design (Dreamweaver CSS & HTML/Templates [Networking Sites]) Photography (Printed and online portfolio) Typography (Brand identity and Logo) Illustration (Hand- rendered/Vector, Brand identity and Logo) Editorial/Type & Layout (Portfolio/CV) What research is required? Primary -
Research Chris’ existing design portfolio for effective means of visual communication through brand identity.
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Discuss Chris’ tastes and style of work within the Animation industry.
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Discuss Chris’ ambitions and rationalise necessary and effective product outcomes.
Secondary
- Contextual research of Chris’ design contemporaries, SWOT analysis of the Animation industry. - Existing sources and examples of Animation/Animator’s brand identities. - Research the industry, and what is expected from a portfolio of an intern/graduate designer.