BA (Hons.

) GRAPHIC DESIGN
Module Code Module Title OUGD303 FINAL MAJOR PROJECT

LEVEL

Outcomes

06
1

Final Major Project Statement of intent

Blog Address: www.j-warburton1013fmp.blogspot.co.uk Rationale A methodical and logical approach to identity design with a means to extend through to publication and iconography. Type setting and font design will form a fundamental aspect of each brief, either through publication design or brand collateral. Upon graduating, I intend to start and run a collaborative practice with Luke OBrien, specialising primarily in brand design for small and start up businesses. To achieve this, the briefs I select within the FMP module must creatively challenge and intrigue, whilst in turn create a body of work that best reflects me as a designer. Although brand identity will be the primary focus through the projects I undertake, I intend to explore other disciplines including font design, iconography and publication design to ensure I develop and expand my skill-set. Subjects / Themes Branding for Small independent businesses, creatives or start-ups through promotion and brand awareness. I will investigate how brands target their specific audiences, how they achieve this and what is successful. I need to ensure I have a comprehensive understanding of identity design to fundamentally create resolutions that were coherent, well informed and that which best reflects the company or business I intend to brand. Print / Digital I intend to investigate a differentiation and combination of print and web delivery, exploring how printed collateral translates effectively on screen. Through the branding projects, but dependent on the outcomes, I will consider how the brand is applied through an interactive website.

Film The research undertaken for my dissertation will inform the content of the Reel brief (and vice versa). The Reel magazine focuses on celebrating the best of film and as my dissertation surrounds the evolution of film poster design, it will be useful to explore the relationship between the two. The cover illustrations could potentially be informed by the research I create. Design Disciplines / Creative Development Identity design and brand awareness How a brand is applied in context; what means, formats and delivery is it distributed through and how this ultimately results in a desired response. Typography and layout Visual hierarchy is essential when working with any amount of copy. As a few of my briefs are relatively content-heavy, I must ensure the design is coherent in its form, communicates well and is ultimately, engaging. Develop a contextual and historical knowledge. Iconography Through the branding projects (or wherever it may arise, if relevant), I intend to investigate iconography and the fundamental aspects of what forms an icon. I will explore communication theory and thoroughly understand and icons use of translating messages / signs. Photography I need to ensure I develop an understanding of photography and how it can be exploited and used to photograph the content for my work professionally and the work itself. Web design Continue exploring web design, interactive media and UI to ensure a branding project can translate effectively from print to digital. Practical Skills / Workshops what, why and when? Bookbinding The branding for Rebekah Hill will be short in its duration therefore I need to begin exploring book binding and production relatively early in the development stage. She requires an interactive and tactile publication that references the nature of her work therefore the production methods in which I select must reflect this approach. Screen printing Although briefly covered in the last Form and writing project, I hope to investigate the process more and experiment with what is feasible and achievable.

Brief 1: Nicole Holcroft-Emmess branding

Deadline

15th March

To design and develop a visual identity for 3rd year photography student, Nicole Holcroft-Emmess with a focus on promotion. The brand must reflect her approach to photography therefore must be minimal and stripped back in its form. It should also translate effectively across print and web to ensure a consistent identity. The brief will allow me to explore interactive web design whilst devising a brand for another creative allowing an opportunity of freedom with my approach.

Brief 2: Rebekah Hill branding

Deadline

15th March

Rebekah Hill is a 3rd year fashion student who requires a contemporary and reflective identity to communicate her approach to fashion design. The brand must translate to a range of promotional materials including a lookbook to be distributed to potential employers. As I intend to explore publication design and production, the brief is a perfect opportunity to experiment with bookbinding and various print processes.

Brief 3: Form and writing

Deadline

28th April

Form and writing is a part-collaborative project, each producing typefaces individually to then collate under the Form and writing type foundry. The fonts will be based on a pre-determined theme and be accompanied by a range of print and web collateral. The brief will allow me to explore font design and construction in more depth whilst also working within a group. The printed material will provide the opportunity to explore more traditional print processes to ensure I make full use of the university facilities.

Brief 4: Reel magazine

Deadline

28th April

Reel magazine, the branding of which completed in the earlier year, is a magazine that celebrates the best of film, regardless of budget, genre or release. An extension of the brief will allow me to create a comprehensive advertising campaign to promote the magazine alongside a second edition of the publication. Editorial design, grid systems and type setting will form the fundamental aspects of the brief as I intend to collate all the content myself from varied sources. Time management is essential in ensuring that all content is delivered on time.

Brief 5: Formula (collaboration)

Deadline

Module hand in

A range of collaborative projects with Luke OBrien, these briefs will allow us to develop our studio practice, Formula. We intend to explore a range of design disciplines, focusing primarily on brand identity. Working towards client deadlines and restrictions, the briefs will provide an insight as to what is expected when working independently as a collaborative practice.

Less substantial briefs Brief 6: DFGA Yearbook (collaboration) Deadline Discussed at first meeting

Layout and content driven publication with an aim to develop our professional practices by working within client restrictions and limitations. Although not intended for print, the information must be communicated succinctly and coherently. The brief will allow me to explore grid systems, layout design and typography using content provided.

Brief 7: Design a day

Deadline

Module hand in

In 2012, I started a design a day challenge where I set myself a task of creating one design, per day, for the entire year. Although not completely successful, I still have an extensive range of designs that are now (for the majority) often unused. I aim to collate these in a format that is yet to be explored though should translate from print to web. The brief will provide the opportunity to experiment with publication design, book binding processes and various printing processes. It will ultimately be used as a form of promotional material.

Contextual references / Designers / Studios / Companies (specific) 1) Heydays A Norwegian design studio specialising in brand design. Their approach to design is succinct and one I intend to emulate within my own practice Removing noise to add value. 2) The Consult A Leeds based brand design studio that create considered, focused and well-crafted design resolutions. Their work also extends across print and web. 3) Lundgren+Lindqvist Contemporary design aesthetic, focusing primarily on design for print 4) Bedow Well-considered brand design with a clean and minimal approach, working predominantly with small, creative businesses. 5) Because Studio Creative practice of Loz Ives, Because is a studio that works primarily with clients from the culture sector to create well crafted and concept driven resolutions across analogue, digital and environmental disciplines. 6) Noma Bar and Olly Moss Stylistic and concept-driven approach combined with a simple and clean design aesthetic. 7) Tim Boelaars Designer and illustration with a distinctive but minimal design aesthetic. Focusing primarily on iconography, his work is usually applied within an identity. His design style is evident throughout his portfolio.

Research activity: Printer visit

Deadline

March

Details: Generation Press / Team / Evolution I would love to discover more about the entire print process; the benefits of litho and digital, print production, finishes, book binding and so on. It would be useful to investigate the limitations and as a result, the cost, of commercial print jobs as this would benefit me greatly when setting up a collaborative practice with Luke as well as within the live projects I select.

Research activity: Studio visits

Deadline

After Easter (15th April)

Details: Over the course of the next few weeks (hopefully during Easter), I intend to try and visit a few design studios that are relevant to my practice to potentially source placements. This will help in developing an understanding of design within the industry.

Research activity: Design Museum London

Deadline

Easter

Details Visit the Design Museum in London and exploit what is on show. This could potentially be a time to try and organise some studio visits.

Research activity: BCN MCR

Deadline

Details An exhibition and creative event featuring 5 of Barcelonas creative agencies. Living fairly close to Manchester, this would be a perfect opportunity to gain more of an insight into some of my favourite design studios.

Bibliography
BOOKS / TEXTS - (Harvard referenced) 1) Alina Wheeler (2009) Designing Brand Identity: An Essential Guide for the Whole Branding Team, Wiley 2) David Airey (2010) Logo Design Love: A Guide to Creating Iconic Brand Identities, New Riders 3) Beryl McAlhone (1998) A Smile in the Mind, Phaidon Press 4) Design Museum (2010) How to Design a Typeface by Design Museum, Conran 5) Ambrose/ Harris (2008) Basics Design: Grids, Lausanne, AVA Publishing 6) Wolff Olins (2008) Wally Olins: The Brand Handbook, Thames & Hudson 7) Laura Baruel (2009) Fashion Graphics, One Page Publishing 8) Beryl McAlhone (1998) A Smile in the Mind, Phaidon Press

MAGAZINES / JOURNALS / ARTICLES (include publication date and details) 1) 2) 3) 4) 5) Creative Review Total Film Empire Magazine Little White Lies Eye Magazine (Complex simplicity http://eyemagazine.co.uk/feature.php?id=16&fid=129)

ONLINE REFERENCES / WEBSITES / ARTICLES (include specific urls) 1) Photography for designers by Jessica Walsh http://blog.jessicawalsh.com/?p=198 2) B P and O http://bpando.org/ 3) Visuelle http://visuelle.co.uk/ 4) Type Token http://www.typetoken.net/ 5) Form Fifty Five http://www.formfiftyfive.com/ 6) September Industry http://www.septemberindustry.co.uk/ 7) Collate http://www.thisiscollate.com/ 8) Design Work Life http://www.designworklife.com/ 9) Wolff Olins blog http://blog.wolffolins.com/ 10) Moving Brands video http://www.youtube.com/user/movingbrands

OTHER REFERENCE MATERIAL (Films, events, exhibitions, conferences) Leeds Contemporary Artists book fair BCN MCR

Action Plan
Use this section to identify specific tasks that you need to complete in order to resolve the brief. Brief 1 What do you need to do? Develop the identities for Nicole Holcroft-Emmess and Rebekah Hill. Deadline 8 weeks

Explore book binding processes and publication design. Book workshops if necessary and experiment!

Easter

Start collating content for Reel magazine.

Now

Investigate my chosen themes for Form and writing project and begin developing an extensive typeface.

Now

Investigate a contextual and historical knowledge of typography.

Now

Contact more studios

ASAP

10