RATIONALE JESSIE LEONG PHOTOGRAPHY Brief: What is the problem you intend to solve? I intend to... (inform/instruct/persuade/direct/educate/promote to) Promote the design practice of second year Leeds College of Art BA (Hons) Photography student, Jessie Leong, as she progresses with both her personal and professional development and adds to her portfolio throughout the next two years of her degree; focusing on a range of both print and digital design outcomes to create a diverse mixture of means of visual communication and promotion. Who needs to know? A group of... (identify your specific audience or context) Jessie’s brand identity through both print and digital media, will be, primarily, promote to industry professionals as Jessie seeks to gain further industry experience and placements as she moves onto her final year of her degree in 2013. Throughout 2013-14, the brand identity will also be used as an effective means of visual communication and promotion throughout the end of year graduate degree shows, and as part of her Personal and Professional Development module. What do they need to know? That... (state your message, idea or concept) Through the branded identity of Jessie’s photographic portfolio, we hope to promote her practice to a much wider audience and vast section of the design industry and she looks to develop her industry contacts and wider design network. Creating a minimal, clean typographic-brand identity, we hope to demonstrate Jessie’s place within the professional industry with her diverse and conceptual portfolio and wonderfully motivated and positive attitude to her work. Why do they need to know? With the addition of a professional- standard brand identity, we hope to “introduce” the industry to Jessie’s work, demonstrating her wonderfully diverse and conceptual portraiture photography, along with a real originality and vision for her future career and professional practice. Hopefully, this will give Jessie more of a presence and prominence when applying for industry experience and career opportunities upon graduation. What will they respond to?
The targeted industry professionals will be initially directed to online links of Jessie’s work, including a website, which will showcase her photographic portfolio, online CV to demonstrate her existing industry experience, and links to other branded networking sites such as Flickr, Twitter and Behance. 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/Mailout (to send to industry professionals) Printed Design Portfolio Web- Based Design Portfolio Printed and Digital CV Branded Stationary- Letterheads, Envelopes, Invoices, Business Cards, Compliment Slips, Stickers, ‘Thank You’ Cards Custom Type- ‘Jessie Leong Photography’ 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 Jessie’s existing design portfolio for effective means of visual communication through brand identity.
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Discuss Jessie’s tastes and style of work within the Photography industry (street/fashion/portraiture/conceptual).
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Discuss Jessie’s ambitions and rationalise necessary and effective product outcomes.
Secondary
- Contextual research of Jessie’s design contemporaries, SWOT analysis of the Specific photography industries. - Existing sources and examples of Photographer’s brand identities. - Research the industry, and what is expected from a portfolio of an intern/graduate/assistant Photographer.