OUGD301 - End of Module Evaluation

At the start of them module, having to choose our own briefs was difficult as there was so much I wanted to do and had to narrow down the choice. I feel like the briefs I chose have allowed me to develop my design skills and have helped me to focus mainly on branding and designing for a range of media channels.

I started with Brief 1, Leeds College of Art Graduation design to kick start me with some guidelines to stick to so I wouldn't get too lost with the brief. I did go off the focus point on this brief, and when I realised I had to pull my design back and simplify them to suit the college guidelines. This was hard as I had to find a balance between what the brief was asking and what I wanted to do. However I got to do some screen printing with metallics and spot varnish, and this is one of the things I wanted to do. Overall I think the brief turned out well and was relevant. I do however should have set myself stricter deadlines as I feel I spent the longest on this brief when it should really have been one of the shortest, that is something to take into consideration and also making small deadlines for me to stick to.

I chose the Fedrigoni YCN competition brief for my second brief, as I wanted to experiment and work with stock. The concept was quite weak to begin with, and I felt that I was getting bait lost, but then after re-focusing the design direction I clarified the concept and mad fit stronger and it turned out to be one of my favourite briefs of the module. I was really pleased with the outcomes and I got to use the laser cutter for the first time which was another process I wanted to use. Again I had to think bait the the Fedrigoni brand and try not to go off in the wrong direction, but overall I think it turned out well

Branding was my third brief. In this I created the whole story and concept behind a 7 deadly sins themed Ice Cream Lounge called Devilicious. I feel I had the shortest time on this brief, and should have got stuck into it earlier, so I would have had more time to experiment more ad come up with a wider range of possible design solutions, I feel I limited myself the most on this brief, and although the outcomes turned out ok, I am going to reassess this brief, re-print and photograph them for my portfolio, when I have more time. I was quite pleased with the logo design.

Brief 4, coming up with a design concept for new denim brand Waven, was a fun and interesting brief that I really tried hard to get it right for the pitch. I spent quite a lot of time on the logo, however not enough time on the other collateral such as labels tags. I did incorporate a few clever ideas such as a plantable swing tag. 

Brief 5 was to design a logo for Louise Tiler, surface pattern designer. This was a short two day brief that I think went well and I designed a logo that worked nicely against her detailed designs. This however wasn't picked for the pitch, but I think maybe creating a typeface out of the letterforms I used, could be something to look into.

The OTW, for brief 6, was a chance to work directly with a client and as part of a collaboration. We each came up with our own ideas for the logo and then combined them and came out with an 'ultimate'. This experience of working with a client taught me a lot, as ideas that you think may work the best, may not be the one the clients likes, so compromise and not being precious about ideas is key.

Brief 7, D&AD was one of the first brief, again a short brief to design the poster for the North Lecture. I really like this and it kick started my designing when I cam back to uni and got me working to a deadline. 

Overall within the module I feel I have worked hard and realised how much I can do if I really myself. I feel that my time management has let me down with tis module and is something I need to address before starting my FMP. I am happy with the outcomes of the module and feel I have some good material for my portfolio, which again is something I set out to do. I feel like I worked a lot harder later in the module and I want to keep tho momentum for the FMP and work hard all the way through. I want to carry on experimenting with stock and processes and designing across a range of media channels.

Brief 7 - D&AD North - Final Design Boards

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Brief 6 - OTW - Design Boards

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Brief 5 - Louise Tiler - Final Design Boards

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Brief 4 - WAVEN - Final Design Boards

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Brief 3 - Ice Cream Parlour - Final Design Boards

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Brief 2 - Fedrigoni - Final Design Boards

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Brief 1 - LCA Graduation - Final Design Boards

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Brief 2 - Finals - photography

Here are the photographs of my mail shot and magazine promo for my design boards:

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Brief 3 - Final Designs Photography

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Shows the final design for the logo, menu, letterhead, business card and exterior signage of Devilicious.

Brief 3 - Final Menu Design

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The menu would be printed double sided on 260gsm matt.
-Full size: A4
-Letter fold
-Digital print
-Red foil block - logo

Brief 3 - Final Menu Design

The menu would be printed double sided on 260gsm matt.
-Full size: A4
-Letter fold
-Digital print
-Red foil block - logo

Brief 3 - Exterior Signage

This is how the exterior of the Lounge would appear, with the logo printed on the glass window and with horizontal type across the top.

Brief 3 - Letter Head design

I tried a few compositions with the logo central and on the left hand top corner, I feel the latter worked the best. And I also had the contact of information at the bottom of the page as it felt too cluttered under the decorative logo.

The logo also worked better in red than black.

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The design of the business card follows through to the letter head, which also has a foil block on the reverse, to make it unique and memorable. The logo is kept in the top right hand corner with the contact detail at the bottom of the page.

Brief 2 - Web Page design

The website page is the contact point for the consumer to order their very own Imaginative Colour paper Selection tool. This must be the most informative. I used the black card as a backdrop for the webpage and working with a 800px x 600px, I worked out that there should be 6 pages
1. About
2. Warm Book
3. Neutral Warm Book
4. Cool Book
5. Neutral Cool
6. Order

I used the animal stencil so that on the home page all the gradients are shown behind the animals, but then once you click onto their individual page, only their gradient is shown and the rest of the animals are white. I also have rollover buttons on the pages so that the text underlines. The animals on the web page have been cut into circles, to reduce the size. The deign has been kept simple and easy to use, and more information about each booklet would be included.

I tried some compositions before deciding on the one that worked best:

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Brief 3 - Business Card

I decided to use the red logo design on a white background with the text in a dark red, this I feel is the most suitable and most striking.

The business card is a point of contact for the consumer, and for them to take as a reminder of their experience at Devilicious. To give a feel of unique and luxury, the logo is printed alone on the front, and on the back is the contact details reversed out of red foil block.

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The back of the business card is printed black so I can foil the reverse side.

The scale of the business card is 55mm x 85mm.

Here is a multiples document that would be used to print double sided

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Brief 2 - Magazine Promotion

I want to use the animal stencil and the colour gradients across all media to keep the concept consist. However I will do so in different ways.

For the magazine promo, I want 4 posters (one for each book) that work as a set. The designs have a bit less information than the mail outs - so they have more impact - yet they still direct the consumer to the web page where they can purchase a tool. It is important that the paper medium is used within the design and so it is not just purely digital, as fedrigoni is a paper manufacturer and they want to keep this medium alive. So Instead of using a flat black colour I used a black card texture, and with the stencils I cut through this and did bait of Photoshop to make create a bit of depth within the cut outs. The gradients cover the background and work nicely around the edges of the paper too, making it stand out more as paper. This could have been laser cut and photographed but it was less time consuming to mock up, and it still works well. The rest of the type is in in white to stand out from the black. I think the posters look professional and promote the Fedrigoni tool well.

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The slack card texture used:

The posters will be A4 size, so I will photograph them on silk paper to get that glossy appearance in my photographs

Brief 2 - Mail Shot Design

After mocking up the mail shot I designed another that would be easier to work and looked better. I also altered the type so that it read across the cut and folds better. The reverse of the mail out has the gradients and colour information.

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I prefer the animal faces rather than just the pattern as they are more striking and emotive.

I will use this as my final design. The blank space is where the laser cut stencil would be:

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The stock I will use is 260gsm matt card, to give a stable and smooth effect. The black gives a sort of velvet texture to the stock once printed, but this scratches easily so I will have to take care.

Here is the stencils for the laser cutter:

Brief 2 - Mail Shot Idea

After mocking up the mail shot I designed another that would be easier to work and looked better. I also altered the type so that it read across the cut and folds better. The reverse of the mail out has the gradients and colour information.

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I prefer the animal faces rather than just the pattern as they are more striking and emotive.

I will use this as my final design. The blank space is where the laser cut stencil would be:

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The stock I will use is 260gsm matt card, to give a stable and smooth effect. The black gives a sort of velvet texture to the stock once printed, but this scratches easily so I will have to take care.

Brief 3- Menu design

The menu embraces the whole Devilicious experience. From each of the seven stages, an item is picked to add to the sundae. These stages are: forbidden fruit, indulgent ice-cream, sinful shot, saucy sauce, immoral mixer, squirty cream and the finishing touch. The consumer is also offered the choice to add extra options to their sundae, meaning there is no limit to their indulgence.

Here are some designs I cam cup with to represent the 7 stages. I tried to make them seem less confusing and easy to understand.

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I then experimented with using the shapes and style from the logo to keep the consistency:

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I like the symmetrical design at the top and the bottom the most, they look very professional and in keeping with the logo design