Brief 1 / Creative Networks / Mike Mignola / Evaluation

Printing the final series was a good opportunity to see all the work together and demonstrated how well the collateral worked together as a set creating clear continuity between each individual element, thus creating a strong college wide identity for the event. When it came to setting up the event the space was arranged differently to proposed with meant a small deal of improvising with the available walls / fixtures. In the reception area we hung the largest set of A2 posters to immediately re-assure an external audience they were in the right building etc and create a strong opening to their user experience. From this the decor followed through to the main event space, which featured the creative networks presents vinyl, mirrored by two further poster sets with flyers placed on each table. This worked effectively in creating a centralised home for the event featuring a range of different promotional materials however noted for the next event the scale of the posters should be lager as from a distance they are lost within the available wall space. Finally a further poster set was placed on the route to the lecture theatre, once again as a means of reassuring the audience they were in the right place however this could be further extended in the future with floor vinyl as a means of way finding. 

As a first event we were pleased with the results as the space was appropriately decorated and was produced to a professional standard. However looking forward to the remaining events with a better knowledge of the space and format of the events, we agreed we would need to upscale the whole production with larger A1 and A2 poster series, increased numbers of posters / flyers and a more active way finding system. After the event we recited feedback from the CCE team thanking us for the work and that the resolutions were very well received and looked great, this reinforces we satisfied the clients needs and can use this as a platform to build from in developing the rest of the years promotional materials. 

"Just wanted to say thanks again for all your work – it all looked great and was very well received. I’ve got the remaining posters in our cupboard if you need any copies." 

- CCE Feedback

College Entrance 

Main Event Space 

Lecture Theatre walkway 

Brief 1 / Creative Networks / Mike Mignola / Flyer Development

The flyer designs took the rectangle directly out of the poster design as described in the original creative networks pitch, this creates seamless continuity between the printed collateral clearly reinforcing the presence of the event college wide. For this reason the front of the flyer design is taken directly from the poster so the audience can begin to become familiar with this format that will be produced consistently across all of the 16/17 cycle of creative networks events, with the only attrition being an LCA logo at the bottom of the flyer reinforcing the colleges backing of the Creative Networks programme. 

Translating the artwork onto the flyer required further manipulation, The tentacles worked well creating interesting shapes and curves to catch the users eye, this is contrasted with a stroke box with a much larger skull inside. This was altered from the original image to create a much simpler aesthetic that worked more appropriately on the smaller A6 scale of the flyer. This image also taken from the speakers work is punchy and lends itself well to the two tone colour scheme. 

When it came to printing the flyers we tested a black ink on red stock variant against full colour. We really liked the aesthetic the coloured stock provided however determined that it was too thin for purpose giving the flyers a cheap and un-fullfilled production value. From this it was concluded to use the full colour print method for this event, with note to look into to other stock options outside of college for the future events. 

Brief 1 / Creative Networks / Mike Mignola / Final Development

From the meeting with the CCE team it was established that the artwork would have to be altered to create a unique image to void and image rights concerns, it was also identified a set of 3 different posters would work effectively to create diversity within the promotional materials. Over these three posters we chose to stagger the box that would follow on to the subsequent events continuing this continuity and providing a more aesthetically balanced poster series. 

From the original development, I then chose the centred box to design around, with this change the original image needed to be modified to create a unique new image, avoiding the before mentioned image rights with the speaker. This was created through cloning individual tentacles balancing the image and creating a subtle juxtaposition to the harsh clean lines of the rectangle. 

With this imagery composition development I started to experiment with colour compositions, acquiring feedback from Jack and Lo it was decided to use a red colour palette for the poster as the speaker is most renowned for his work on Hellboy which is stereotypically red. From decision I trailed a solid monotone background however felt the sporadic addition of red dots within the tentacles added an extra element of depth to the image as the monotone original looked relatively flat. Looking at Lo's final design she had included elements of greyscale within her poster, developing further I experimented with the addition of two shades of grey which complemented the red to give the final design an even balance of white and colour. 

The final poster design works appropriately within the series created in collaboration with Jack and Lo. The rectangle features the distinct Hellboy Red for instant audience recognition, This box sits centred within the poster and provides all the information in one concentrated area therefore available at a glance, this is consistent across the poster series for ensured continuity. This makes the poster suitable for its environment within college particularly in busy hallways and communal spaces. To ensure this primary focal point stands out a monochrome colour palette was established however through development it was identified that the spot colour of the red could be sporadically placed within the imagery to remove the 'flat' aesthetic that was brought up in feedback of the monochrome variant, Instead this development injects a more playful and eye-catching use of colour. The imagery itself is modified from an original Mike Mignola sketch to avoid and image rights queries. The cloning of individual tentacles balanced the image around the full circumference of the rectangle and provides a stark juxtaposition against the clean lines of the box. These features allow a unique resolution to the design problems faces yet work appropriately in the collaborative set through the use of prescribed continuative features that will over time establish the creative network brand more assertively within the college environment. 

Final Design

Brief 1 / Creative Networks / Initial CCE meeting

From the congratulatory email from the CCE team, I arranged a meeting with Josh to discuss how we will be proceeding with the project. I was pleasantly surprised with the feedback Josh gave us saying he really liked the continuity of our proposal and that he didn't want us to change much at all. The main elements Josh asked us to change were to create a range of posters for each event to create more diversity seen as though we are a group of three. It was decided 3 posters for each event would work well to allow us to individually design a poster working with these consistent elements. He suggested we adapt the imagery to  make it unique which will avoid any image rights arguments and that we use the rotating circles as the main motion graphic because of its simplicity and get rid of the glitching motion graphic. 

With these changes agreed upon we talked about print dates and decided around the 1st of November depending on availability. With the short turn around before the first event of November 3rd Josh suggested to keep the on the night decoration focusing on posters and minimal components to ensure its manageable within a week. 

Brief 1 / Creative Networks / Winning Group

Having submitted our pitch to the CCE team, we were extremely pleased to have been successful in winning the brief and working live with the Creative Networks team to produce all the promotional material for the 16/17 cycle. The live opportunity will be a great way to extend my practice and network with industry porfessionals while adding a paid live brief to my portfolio. 

I am looking forward to working in a live context with the CCE team and excited to see how the materials look printed around college and on the night. Josh sent the following email as feedback and to discuss development and further arrangements: 

'Thank you for all the hard work put into the Creative Networks submission. The quality of work submitted made the decision very difficult and we spent a long time debating the winner.

Congratulations! We have decided to work with you as the design team for our Creative Network events for 2016-17. Your submission was very professional and each aspect was incredibly strong. There are areas we would like to discuss with you in regards to development of ideas but on the whole really well done!

I would like to schedule in a time to meet you all and discuss the work needed for the event with Mike Mignola on Nov 3^rd. Please let me know when you are all available. I can provide some verbal feedback for you at this meeting.'

Brief 1 / Creative Networks / Pitch

I created the PDF pitch to send off to the CCE team as a group we felt I could articulate our design direction and resolutions succinctly. I started by assembling slides for each of the main aspects and considering the most important information we had considered during the design process to give the CCE team as succinct as possible insight to our concept. The pitch worked well in summarising this design process and worked well to demonstrate the continuity between each informal aspect of the design direction. 

Brief 1 / Creative Networks / Moving Image

Jack took lead on the moving image mock ups as his skill set was most suited to digital design and moving image. We all brainstormed how we wanted these to look and feel within the space. Considering the close consistency of the poster, it was only natural for this to merge in with the moving image to keep the campaign as unified as possible. The first image features the circle design from the poster with the speaker name rotating clockwise and the creative networks rotating counter clockwise with the logo in the centre. The simplicity of this image works particularly well allowing it to be ran on an endless loop throughout the night. 

The second motion graphic was created as a speaker introduction, which features a lecture theatre and glitching type to form the rectangle from the poster coming together to form a concise introduction prior to the talk. This works in building up imminent excitement and letting the audience know to settle down as the talk is about to start. These moving images tie in succinctly with the printed collateral to form a strong unified concept that follows a singular design direction, allowing there to become a sense of unity within the Creative Networks brand. 

Brief 1 / Creative Networks / Series samples

With the final design direction agreed upon extended this into a series then became relatively simple due to the large amount of standardised components. The rectangles all features colours from the Creative Networks brand guidelines for further promote Creative Networks as a brand. This is juxtaposed with a range of artist works/ profiles to demonstrate the level of individuality that can be achieved through this concept. We featured artists from a range of specialisms to demonstrate the campaigns diversity from illustration and 3D design to textiles and portraits. This direction ensures it will be able to cope with a range of speakers and keep this underlying synergy in order to begin to build up a reputation through its aesthetic. 

From these poster simulations the flyer designs were developed remaining identical to the poster as it simply articulates all the important information at a glance making it perfect for a hand out flyer and to be placed around the college. The only change ming the addition of the Leeds College of Art logo as stated in the mandatory requirements this must be present on all forms of promotional materials. These offer a strong colour palette that will instantly grab the audiences eye and inform them about the event making them aesthetically practical. 

Brief 1 / Creative Networks / Final Poster design

With a collaborative effort and multiple opportunities for feedback within the short turnaround time we arrived at the final design treatment for the poster design. The rectangle is the strongest design feature creating a high impact visual that will instantly catch the audiences eye and instantly direct them to the important information present in a clear hierarchal order. 

The bold display type sets apart the speakers name and creates subtle ties to the college featuring the '170th anniversary' typeface used in all the colleges branding for the anniversary year and also the college logo in all promotional materials as per the mandatory requirements. The creative networks circle appropriately brands the event as research revealed in previous years the creative networks links within the promotional materials have been under promoted. This sense of Identity is extended further using the brands colour palette of greens, purples and creams from the guidelines pack sent over by the CCE team.

These consistent features are then overlaid on top of the speakers work to create a unique, stand alone poster that dynamically promotes the event. This particular image is used as the octopus tentacles contrast the clean edges of the rectangle and present some complementary diversity within the composition of the poster. With this final design treatment finished it can now be extended to different speakers to simulate how these standardised components will work together to promote the Creative networks brand yet stay unique and representative of each speaker. 

Brief 1 / Creative Networks / Tutor Feedback & Development

With a concept and design direction we felt collectively happy with Myself and Lo scheduled a feedback session with tutors, who would be able to offer an external viewpoint into our concept to develop and perspectives we may have missed in the 'designers bubble'. This was extremely worth while as Amber was able to offer critical and commercial awareness we had not considered. Overall the concept was praised with the use of the rectangle to create at a glance information and this translated directly into the flyer for synergy further extended this. The use of consistent features addresses concerns raised in the briefing and the use of artist imagery will help to make each poster unique for different events. Suggestions for improvements were that the speakers name became slightly illegible when placed in the circle especially at a glance from a distance, it was suggested either reinforcing this name below or removing it all together. Further feedback suggested that we should submit a series of posters for different speakers to demonstrate how this concepts works over a series of speakers and disciplines. 

This feedback was beneficial as it gave chance to rectify questions that would come up from the CCE team when judging the entry. It also provided opportunity to hear a third party perspective of our concept and design treatment. From this feedback further development was undertaken removing the artist name from the circle sequence and placing it below within the rectangle in display type to ensure it stands out at the top of the posters hierarchy. 

Brief 1 / Creative Networks / Concept Development

Me and Lo worked closely on the development of the printed materials as Jack focused on the development of the moving image, which we assigned by our individual skill sets and specialisms. I was un-satisfied with the composition of the box and felt this needs the most focused development in order to balance its hierrachical legibility with its aesthetic.

Lo created the below concept image, using type as image formed into a circle, me and Jack really liked the use of type and how this interacted with the Creative Networks logo. This arrangement more sophisticatedly balances the rectangle providing a considered hierarchy and design treatment offering the key information to its audience at a glance. 

From this we trailed multiple varied until we collaboratively came up with a developed design direction we were all happy with. We reverting back to the original artwork as we liked how the curves of the tentacles contrasted the clean lines of the rectangle. The developed double circle filled the rectangle space and reinforces Creative Networks as a brand featuring its printed name along with the logo in the centre of the circle. We felt confident in this design treatment and felt it the problems Josh brought up in the briefing. 

Brief 1 / Creative Networks / Group Feedback

Presenting the initial ideas to Jack and Lo, it was really interesting to see the different directions we had taken to the same initial design problem. We took it in turns to sort of elevator pitch our ideas to the group all giving feedback as to what elements of each design treatment we felt worked well and how to improve the overall poster designs.

From a extensive brainstorming session we concluded there was impetus in my rectangle concept, as it collated all the important information the audience will need at a glance perfect for the busy university environment. This bold colour instantly catches the eye drawing the use to the information, which can then be juxtaposed with original artwork from the speaker making each poster unique with the unified rectangles to create consistency across the Creative Networks brand. 

From this Feedback session we decided on the consistent rectangles as a design theme for the promotional materials. With this established I sent Jack and Lo the original file to develop and work on to create a truly collaborative approach to the brief. 

Brief 1 / Creative Networks / Sketch Development

From my range of initial sketches I started to develop a digital template to gain a more structured idea of how these primary and secondary concepts would come together digitally. This gave a better understanding of the form colour and shape within the posters compositions. 

I started with my primary concept, using the unified rectangle for consistency and continuity with a flyer design.  The template initially looked pretty basic however when I began to translate this into a working prototype it began to take shape into a bold. Using the green taken from the creative networks branding, this creates a single focal point for the important information, juxtaposed against the monotone artwork from the speaker makes this really pop. 

My secondary concept works to more of a contemporary aesthetic, with more stylistic features and working with more available white space. This template translated fairly simply into a working prototype, which looked professional and fits the creativity of the college and creative networks brand appropriately. I have slight reservations regarding the legibility of the poster as it doesn't present the same at a glance legibility as my primary concept, which may result in problems with the commercialism of the resolution as it is commissioned to promote the event as priority. 

With two concepts developed from sketches to working prototypes, I felt confident with the content created to present these to the rest of the group in order to brainstorm a singular concept to develop as our resolution to the brief.  

Brief 1 / Creative Networks / Initial Sketches

From the briefing and initial group suggestions it was most appropriate to begin the design process with a range of initial quick sketch ideas. Using this as a medium to articulate any thoughts relating to the brief itself of poster design in general worked in creating a range of very basic templates that would be pitched or later developed. Simple annotations articulate essentials elements  design features and begin to demonstrate where the information will fit within the design and how it can engage the audience. 

From this page of initial sketches I chose 2 designs to pitch which would allow further time to develop before re-grouping. These primary and secondary concepts would be able to take a more refined aesthetic and concept which would be more beneficial when articulating these design direction back to Jack and Lo. 

The primary concept works using a strongly defined rectangle within the poster, this will be used to articulate all the important information at a glance. From my research analysing the previous Creative Networks promotional materials found that the information was sometimes difficult to find within the posters, choosing aesthetic over its legibility. A key design feature of this concept is that the rectangle would be translated directly into a flyer design using the same information. This will create a strong sense of consistency with the poster design and re-inforce the event and Creative Networks brand college wide. 

The secondary concept focuses more of a design led aesthetic to promote the creativity and genre of the events and Creative Networks brand. It considers shape, form, and space appropriately to create a strong aesthetic that is proportioned direct. The information, although spread out more than the first example is still legible paling the important information vertically down the left hand side, through development this could use a different colour or typeface to ensure this information is available at a glance. 

Brief 1 / Creative Networks / Research

In order to begin the idea generation process I felt it important to research past Creative Networks promotional material to get a feel for what has been successful in the past.  Josh kindly provided a folder of past examples to analyse, This would allow us to gage a better understanding of how Creative Networks has been promoted and how we can introduce our own unique proposal to the 16/17 cycle.

The 2014/2015 cycle of of posters works well in creating a sense of continuity through the unified typeface and general structure of the posters  creating a visible hierarchy. The poster series works well in unifying the speakers however shows no clear understanding of this being all one even with 3 guest speakers, at first glance one would assume these are three different events. It is only when stopped and looked at in detailed for the awkwardly positioned and difficult to identify date and time that it then becomes clearer. The aesthetic style works effectively presenting a strongly illustrated theme fitting for the 3 illustrators, incorporating mosaic elements from the Colleges branding however the creative networks branding is not as strongly articulated, making it more difficult to promote it as a brand. 

The 2015/2016 cycle took a different aesthetic approach to the promotional materials of the Creative Networks Brand. Each poster was designed uniquely to reflect the individual speaker which worked well in creating an engaging treatment that mixed media and aesthetic style. Although this worked effectively to create stand alone posters, this greatly effects the consistence and presenting a series that can be linked back to the Creative Networks programme as a brand. For example the poster for Elaine Constantine (below left) is produced to a strict clean grid echoing a simple minimalist design, whereas the Kit Miles poster (below right) uses a far more post modern design incorporating perforated pull aways and a lo-fi torn paper aesthetic. These individually work great for the speakers however as a set to promote Creative Networks ultimately fail to do so.

Finally Looking beyond the promotional posters I started to explore how they use the space for the pre-event networking. This followed a standard theme of imagery juxtaposing a large title behind the bar introducing the speaker and creating a professional setting for the event. A problem identified within the brief was that this feature wall has been removed so this years successful team will need to revision this space and create a impactful event setting that utilises the branding and creative aesthetic.    

Brainstorm

Feeding this research back to the group we decided that we need to create a strong sense of consistency within the theme of our aesthetic, this was concluded to included united features such as a standard typeface and logo position. This will create a sense of continuity while still allowing us to let each poster reflect the individual speaker and their practice. From this discussion it was agree'd we would all create individual initial proposals then regroup to discuss ideas and develop a singular theme further. 

Brief 1 / Creative Networks / Introduction

Briefed on a live opportunity from the CCE team who run the Creative Networks programme to create all of the promotional material for the 16/17 cycle of 5 high profile events within the college. This immediately seemed like a worthwhile brief to engage with due the high profile of these events inviting a crowd of industry professionals from all over the country and the prolific speakers who travel to the college to talk about their practice. This could provide opportunity to display my work and network with these professionals while exhibiting work within this hub of creative talent. 

The brief was briefed in two stages an initial task to determine the finalists, which will then be followed by creating all the promotional material for the events. Joshua Edgington from the CCE team briefed this as the first stage is to demonstrate the style of the campaign through 2 A3 PDF's for two different guest speakers AND/OR a moving image. This would allow us to articulate a design theme and give a good impression of how the final resolutions would look. 

In the briefing it was a requirement to work collaboratively in a small team of 3 or 4 so that the workload can be easily spread and ensure the materials are ready in time for the individual deadlines. It was also briefed that the project was paid adding further incentive to engage with the opportunity. Me and fellow students Jack Solomon and Lo Wilcock teamed up as we are all friends so felt the process would be fairly convenient, and all have different specialisms to offer. Jack is well developed with after effects making Moving image and digital promotion, Lo offers strong printed outputs often working with editorial and poster design as well as myself typically working with concepts, and continuity of campaign design. 

Research Plan: 

Having chosen a group and discussed our first plan of action we agreed to each begin thinking of how to answer the primary problems of the brief creating initial sketches/ contepts and idea generations that we can all bring together in a brain storming session from which we can begin to develop a singular concept for our response to the brief.

OUGD601 - Briefs Critique

As an extension of the presentations, Nick from the creative advertising course was also conducting individual tutorials to talk through the proposed briefs. This gave a more personal and detailed level of feedback working 1 on 1 with Nick discussing the briefs in detail where he made a range of suggestions to help develop these proposals. Talking through my briefs and being questioned by Nick helped me to realise some of these briefs were either not suitable, needed my focus shifting or needed additional elements to ensure they are extensive enough for a level 6 brief. 

Nick helped to provide starting points for briefs such as my Memphis research project, suggesting artists and movements to look at to holistically understand the topic before I can begin to develop work for it. He also really helped me to consider the consumer and client within these briefs as talking through them it was identified I had only considered the design elements instead of how this will work for the client and how it will engage the consumer. This alternative perspective will help my initial research and development to always consider who its for and whose paying for it to ensure client and consumer satisfaction. 

This was particularly prevalent within my Crash Records collaboration, Nick helped me to understand that although the design treatment is important the key information is that the consumer needs to be told why they should go to the event and it needs to make Crash Records money. I need to actively questions these insight into the commercial side of design when creating briefs and responding to them to more appropriately prepare me for industry. This critique with Nick really helped me to identify this and potential flaws in some of my briefs which can now result in further development in order to ensure ill get the most out of them as a designer. Currently I'm happy with 5/6 of my briefs and will work on improving the others over the coming weeks to create a strong and informed selection of briefs to explore throughout the extended practice module. 

OUGD601 - Briefs Presentation

Responding to the task send out in summer, which was to devise a list of 10 potential briefs to undertake throughout the extended practice module. I began to plan the types of briefs I wanted to challenge myself with in order to develop my practice and fulfil my creative ambitions. Using the brief template provided I wrote up a range briefs into a short presentation to be informally delivered to give tutors and students a rough idea of what I want to explore within the module and what type of designer I want to be. It was also required to submit a designers statement about what type of creative you see yourself as, my statement is: 

A fresh identity designer concentrating around form, colour and shape.

This statement reflects my current design direction and how I wish to progress into extended module. Identifying that creativity changes all the time and where I am as a designer at present will not be where I am in May by the end of the module, I use this statement as a starting point and welcome the development of myself as a designer over the coming months. 

Feedback: 

Presenting to a small group provided a relaxed atmosphere that was more about getting an idea of where fellow students intended to focus their creativity over the course of the year. This was interesting to see how other students intended to challenge themselves and approach areas I was struggling with such as live briefs and external collaborations. 

Following my presentation I was given short informal feedback from the present tutors praising some of my briefs such as brief 1 and 2 which were balanced with some queries and suggestions that I need to look into further to ensure my briefs are as rewarding as possible. From this presentation session I am happy with the majority of the briefs identified over the summer period with some changes and development needed in particular areas over the coming weeks to finalise this selection of extended practice briefs. 

OUGD601 - Module Briefing

Module Briefing

Module Aims:

• To provide practical outcomes or artefacts to a standard that demonstrates a sound basis for progression to professional practice or post-graduate study.

• To engender independence and professionalism through an individually negotiated programme of study towards an identified area of specialism.

• To enable students to demonstrate a synthesis of prior learning, practical and conceptual understanding in the resolution of a self-determined proposition.

With a module spanning seven months there is a natural apprehension of the volume of work and stepping the quality up to a contextually engaged professional standard. However reading through the module overview reassured me of the skills developed through level 4 and 5 building up my level of critical engagement with graphic design to be able to develop my practice in the right direction to my career goals. Developing a set on independent briefs over the summer is a great way to push this individual development and ensure I get the most out of my final year of study in order to progress into industry. 

Research Plan:

With such a long module comprised of so many individual briefs it is challenging to create and stick to a singular research plan. Therefore my starting point is to create a research plan to plan and develop my set of briefs that are extensive and focused to my intended creative direction. For this I will develop my briefs through group presentations, crits and contacting external artists/ designers for collaboration and clients for live opportunities. This will ensure a well researched, developed and educated approach to the module of which will result in a range of high quality briefs that can then be addressed individually.