End of module evaluation ougd301

Module code : OUGD301
Module Title : Design Practice 3

Brief title : A professional practice


I have really enjoyed this module, particularly the second half. I think that following the good progress I made in the last module and getting my first 1st, combined with what I learnt about myself as a designer throughout the image module, I think that I have really started to establish my practice. I felt that the second part of this brief enabled me to really direct myself towards the design areas that are relevant and important for me, and that I really enjoy; such as illustrated type.

I think it took me a while to get to a point where I was managing my time effectively in this module. I really enjoyed the first half of it, but despite putting in long hours from week one and keeping really busy, I later realised I wasn't necessarily being as productive with my time as I could have been. This was brought to light in my second tutorial, however following that tutorial I actively sought to better organise my time and really think about what I needed to do in the time that I had left available. I think that this is evident in my work from this point onwards and I became a lot more productive with my time management. I only wish that I had picked up on this earlier on in the module, this is just something that I will know to be more aware of next module.


SKILLS ACQUIRED/DEVELOPED
This module I feel that I have progressed in a few different areas. My software skills have improved a lot simply from spending more and more time with the programs, particularly Photoshop and Indesign. I also experimented with Fontographer earlier on in the module which I had not previously used.

The live project for the Hyde Park Social Club has been extremely valuable to my development this module. Firstly it enabled me to have my first extended experience with a client (rather than one-off jobs like I have done in the past. Having someone dictate copy and often art direction to some extent, lay down boundaries that I had to work around which helped me get used to a more realistic way of working. Working on a brief each week that often I only had a couple of days to get completed meant I had to work more quickly than I was used to and meant that I developed a slightly different, more systematic way of working. In addition to this, having to work with type and layout forced me out of my comfort zone and really helped me to develop in these areas as the module progressed. I wasn't able to use image as the main communication device like I might have done as often there was a lot of copy to work with.  I also found that laying out my submission boards was a lot easier this module, which I think is a direct reflection of me feeling more confident with my layout abilities.

I have really enjoyed the web design sessions this module and I feel that I have learnt a lot in a short space of time. I have applied this knowledge to my proposed website designs for my projects but I think I need to apply these skills on a more practical level (such as completing my personal website.)

My knowledge of processes has improved this module. I have spent more time in the print room than I have in any previous module and I felt that it meant I could stretch my deliverables that bit further. I also found that being in a more hands-on craft based environment working with physical elements rather than software helped me to keep my imagination open to more ideas in terms of stock, process and finishing. This is certainly something that I want to carry on for the next module.

Working on multiple briefs was a big learning curb this module. I think I have learnt a lot about how to structure my time and how many briefs I can realistically work on at one time.

The collaboration was also great experience as it enabled me to do some work that I was really keen to do and create some custom 3d type, but also helped me experience working with someone else who could do the type and layout better than I could and provide the context for my work. It meant I had more time to work on an area that I am really interested in and had not done much design like this all module. I felt that Chris and I worked really well together and I could definitely work with him again. 

In terms of my general practice, I think I improved my ability to apply illustration to an appropriate context. I don't think I have completely hit the nail on the head, but I think that I am getting there and that next module should see even more improvement in this area.

STRENGTHS :

I think my strongest area this year has been my dedication to the course. I have spent more hours in uni than I have at home, and without resenting it. Although my time has not necessarily been spent in the most productive way, I have managed to keep motivated and enthusiastic about my work throughout this module, in spite of things not working out all of the time.

I think that my blogging has been as consistent as it has been throughout the last few modules. I have blogged systematically on a daily basis and I think that this as well as my constant evaluation helps to communicate my working process as well as helping me to reflect on what I am doing on an hour by hour basis.

I really struggled at points with one particular brief, however I think I really progressed in the way that I have turned it around towards the end into something that I am moderately happy with. I can see where I went wrong now, but it was good experience to learn how to handle things when a brief doesn't end up taking the direction I am hoping it to.

I think that my use of layout and type has been stronger than its ever been in the past this module. I still have a lot to learn as I'm still not producing the standard of work that I want to, but I think the more work I put in and the less intimidated by it I am, the closer I am to getting to that point.

I think my approach to applying illustration to a design was also stronger this module than it has been in the past and I hope to continue improving in this area.

Although my time management was not that successful for all of the module, I think that in a lot of areas I was really well organised and equipped to handle certain areas. I planned all my printing in advance and didn't once miss out due to poor organisation.

WEAKNESSES :

My main weakness this module was my lack of focus for the first half of the module. I was busy, but I wasn't productive and I am sure that I have wasted a lot of time as a result of this. I imagine this has a lot to do with coming back after the Summer, as well as having to work in a more self-directed way than we ever have in the past. The main thing to consider is how to avoid this happening again. I plan to counter-act this effect by continuing to work on a couple of self-initiated projects over Christmas. I also plan to refer back to my rationale more often and make sure that I am getting what I want and need out of everything I do, rather than letting ideas run away with themselves. 

I was disappointed with what happened with my Picnic brief. I think this is a prime example of falling in love with my idea and veering away from my rationale. I ended up designing for some things that I am not particularly interested in designing for. I didn't play to my strengths and I think that this shows a little in my deliverables. I think my attitude was pretty negative towards this in that I wanted to scrap the brief and start a new one, when if this was a client, that would probably not be an option. I am glad that I stuck with it and worked through the problems. Although the designs aren't as strong as I had hoped for I think that the brief turned out to be relatively well developed and considered in terms of deliverables.

Things from OUGD301 that I want to continue to develop in FMP:

This module has however helped me to define the areas I definitely don't want to work with - typeface design, 

Applied illustration - I want to work more with this area and how to apply it to design appropriately as I think that this is one of my strongest areas and certainly one of the areas I get the most pleasure out of.

Do more drawing - In order to further my illustrative practice I think that I need to do much more drawing than I do now. I need to set aside some time each week or even each day to do some drawing to keep in practice and to keep developing this skill. I think that this will aid my ideas generation.

Custom typography - Illustrated/hand drawn/3d/image driven type - This is an area that I got really into at the end of last year and over the Summer but have only done a small amount of this module. It is definitely something I enjoy and want to make sure at least a couple of my briefs for my FMP incorporate this kind of design. This module has helped me to realise that designing full typefaces is not really the kind of work I want to be doing. In most cases, I feel that the kind of type I like designing is not really appropriate as body text and therefore it isn't really worth designing the full font. 

Working with brands - but NOT branding. This module has helped me realise that full branding projects are not an area that I want to work in, however working with a brand - such as applied illustration is something that I am more interested in.

Process/Finishing - I have become a lot more interested in print processes and finishing techniques this module and I think that these areas could enhance my practice in many ways next module.

Web design - I have enjoyed the web design sessions I have had this module, but I think that I need to apply these skills to some practice. Over Christmas and next module I want to continue building my own website while I still have the opportunity to pick Simon's brains as I think that web design is a really useful and profitable skill to have - particularly when I leave if I am not able to find employment straight away. 

How I would grade myself on the following areas:
5= excellent, 4 = very good, 3 = good, 2 = average, 1 = poor

Attendance 5
Punctuality 5
Motivation 5
Commitment 5
Quantity of work produced 4
Quality of work produced 3
Contribution to the group 4

Time 11:06 Wednesday 14th December 2011

Boards for my additional briefs

Washed tote bag

I sold all my Panda bags at the Pop up shop but unfortunately I forgot to save one for submission which was slightly stupid... luckily I had kept one for myself. I had to wash it as it had an unsavoury brown stain on it, which unfortunately caused the design to fade dramatically. This should not have happened, however next time I will heat press the designs after they are printed to help seal them better.

Illustrated type

Piece of illustrated type I have been working on for a christmas gift - I plan to develop this design and then screen print the design which I will then frame. I might experiment with using flock FL as a binder to create an interesting texture.

Final boards

  

Warner ep cover and typeface

As well as the cover I decided to develop the type I had designed for the band name into a full typeface :

Crit notes on my boards

These are the notes that my group made on my boards, and also the ones that I made after the crit.
Waitrose Picnic crit notes
Ponya board crit notes  Fedrigoni boards Crit Notes Hpsc boards Crit Notes

New Fedrigoni photos

Finally finished the last bit of foiling that I had to make a screen for due to its size, and screen print glue to foil onto :

These are the new photographs for my final boards....

Store graphics mock ups and website banners

As part of my mock ups I have made two web banners for the Waitrose grocery website as well as a recipe page and put the products into context on a product page.

Final deliverable design for Hyde Park Social Club brief

Printed :

Boards for final crit

Brief 1 Boards Copy Brief 2 Boards Brief 3 Brief 4 Copy

Edited pictures of 3d type

These are my photographs after editing. I made a colour palette for each season using the images of the colour tool that I had collected. I chose a selection from each category (Cool, warm, neutral-warm and neutral-cool) to use when re-colouring my photographs so that they match the colour palette we had discussed for the publication and calendar. In hind sight  it would have made more sense to spray paint all of the words in pure white to allow them to re-coloured more easily. It would have been better if I had made one word and tested the whole working process beforehand, however I was under a two week time restriction so I think I worked with the time I had available and it has all worked out fine in the end.

finished 3d type

I have finally finished my four pieces of 3d type for the Fedrigoni brief - laser cut followed by hand assembly and finally spray painting the designs. These are the initial un-edited versions....

In hind sight it would have been better to spray paint with matt spray paint as this looks much more effective - like actual paper which was the idea! Also it is easier to photograph as it has no shine to it.

Physical mock ups for Waitrose Picnic brief

Nets....

Matt card:

Stickers :

As well as the range of four food packaging pieces I am making a mock up of a tote shopping bag - I have decided to use heat transfer paper to save time (rather than screen print), but I have cut out all of the elements of the design to avoid the white boarder that is left by the transfer paper if this is not done.

Extending my current deliverables

I have been putting together my boards for my Waitrose Picnic brief and have found that I am lacking in certain areas and as I have enough time I am going to extend some of my deliverables - such as actually crafting some packaging mock ups rather than simply mocking them up digitally. I think that this will help bring the project to life and seem a little more real. I have also not considered the web presence which would help to direct the consumers to the proposed Waitrose Picnic product range. These are my ideas and designs for an extended range....

Foiling experiments

Chris has been working on the layout for the publication, calendar, invite certificate and tickets for our Fedrigoni brief. We have been meeting each day and discussing the progress of our work so that we are both on the same page about what our final product is going to look like. Today Chris gave me some of the designs for me to experiment with foiling. Most of the designs I can get away with using the laser jet printer in the mac suite but I will have to prepare a screen for the cover of the pack that will contain most of these elements as it is larger than A3. We have chosen to use foiling as it will hopefully give the designs a high-end, print process heavy feel which is relevant to our target audience.

Products to package

Working out the net for this box and design experiments....

Making a pork pie out of masking tape and paper.... pretty pleased with that...

Packaging deliverables

I am mocking up some of my product packaging in order to better illustrate the designs and to put them into a more realistic context, however I have also made some packaging as digital mock ups as part of my proposal board. I think that they are quite successful as mock ups and as a layout arrangement for my boards they work well. 

crafting 3d letters

I am taking the laser cut design and removing areas and then elevating them on scrap booking sticky tabs to add some other dimensions to the designs. 

type development

Chris and I decided to change our four key words to 'Spring, Summer, Autumn and Winter' as we felt that these words suited the colour  palettes of the paper selection tool effectively and allow us to deign a calendar as part of the deliverables. I laser cut the designs that I prepared by vectorising the type and then manipulating it so that it cut certain areas. I cut it backwards so that I could tape up the upwards-facing side after it finishes cutting to ensure that the pieces don't fall out when I take it out of the machine. This worked well and everything went exactly to plan. I then used a scalpel and tweezers to remove certain areas and to pull sections out and then replace them again on little stilts that I made from scrap-booking squares. This is to give the design some added dimension - multiple levels. I spray painted the first design in a brown shade I sourced which matches the 'Autumn' colour palette.

4 design variations sent to Warner

These are the final 4 variations that I have sent to Warner and the band for feedback. I am expecting to have to make some changes, but I will have to wait and see what there response is....
I am going to work on the design for the reverse once I have got approval for the front  and have the exact sizing details.

development

This morning I reviewed the work and decided that I might try a different typeface. As the design is hand drawn this will mean redrawing the middle portion so that I can add different text on top. I experimented with the fill content aware tool but it didn't work too well so I redrew this area and experimented with a new typeface I acquired off Chris which I think will work well with the aesthetic of the design. I ended up customising the type and removing elements of it which I think works really well and looks really contemporary.

Mannakings ep

Feeling altogether displeased by almost everything I have done so far, I decided to rework the only design I like. I reviewed it and decided to expand on the design - make it more visually interesting and more imaginative, rather than sterile and repetitive as I felt it was at that stage. I like the new version so far, and have experimented with a variety of different background textures rather than images which I think works better.

laser cutting text

Today I had my first laser cutting session for Fedrigoni. This session was purely experimental - with the hope of finding the best way to create the four desired words for the content for the printed media that Chris will be designing.



I think that it looks really good so far - however I cant decide whether the letters look more interesting left in the card that they are cut in and photographed like that :

...which restricts the design to one colour, or whether it looks more interesting taken out of the card and re-arranged like a jigsaw onto a different shade of green :

I definitely think that the colour and lighting of this image is more interesting, but the one above was taken outside in daylight which could be why it looks slightly more flat.... 

I will discuss this with Chris tomorrow and see what he thinks. We plan to make the publication itself as colourful as possible, so it may not matter that the images themselves are not multicoloured. 

We also decided today that we might add a calendar to our list of deliverables, and so I am going to change the four words to 'spring' summer' 'autumn' and 'winter' as we feel that these words reflect the colour palettes really accurately and it wont confuse things.

Initial designs

This is my starting point for the Warner ep..... I have initially used the idea of eyes as one of the tracks is called the sky of my eyes.  I have created my own hand drawn type for the design which I think works, although I am not sure that the design as a whole is working. I want to be able to send them at least 3 minimun designs so that they have a choice and are more likely to like one of them, as I understand that Warner will have to approve it and there could be alterations to be made.

Ideas for Warner EP

I have started brainstorming for my Warner live brief as the deadline is Wednesday for this.  My starting point was to look at the 5 track titles....

Preparing type for laser cut session tomorrow

Today I had a meeting with my group from the workshop on friday - we had a productive crit of each others research and then Chris and I had a meeting about where to go with our Fedrigoni brief from here. Interestingly, in our research we had picked up on a couple of things that were the same, as well as some completely different angles. We decided on Friday after the workshop, that we would continue researching and discussing deliverables and ideas today, but by the end of the day would settle on an idea and go with it. We decided that I would start on the artwork - I have a laser cut session tomorrow so I am keen to try out some ideas as soon as possible. I investigated a range of typefaces and the have prepared two out of the four we need for cut tomorrow at 11am. I have a session on wednseday, thursday and friday so it will be good to see how tomorrow goes in order to prepare for the other sessions. We are aiming to be finished on the artwork by friday and photographed by monday.

New flyer designs

These are my design variations for the front and back of some flyers that I have designed as part of the promotional set for the Hyde Park Social brief. I used a cropped area of the main poster design so that it relates to it, but is not identical - like a teaser, linking the viewer to the main large promotional poster.

Event night posters - redone

These are the new event posters I have designed for the Hyde Park Social under the new promotional identity guidelines I have set myself. I have designed three different posters for three different events to demonstrate how the aesthetic can be applied to different promotional elements.

Fold out poster design

I have designed this fold out poster to be distributed in freshers packs such as the Don't Panic packs distributed throughout Leeds in shops and the universities. The function of this design is that it has a branded poster on the front and then unfolds to show the up and coming/regular events at the social. I have featured the two party nights and regular open mike night that I have designed the supporting posters for.

Invite designs

New invite designs for the residents of Ash Grove - I have reworked the old design in the new style that I have come up with that is consistent with the identity of the social promotional material. They are B7 size as I wanted to use a less common size rather than working to A format.

Poster designs

I have been working on my designs for the in-store posters for the Waitrose stores....

Vinyls and instore decoration/promotion

I have been working on the in-store vinyls for the 'Waitrose Picnic' range and promotion that I have designed. Unfortunately I was thrown out of Waitrose and Marks and Spencer for trying to take pictures after finding out that their store policy is that they do not allow photographs to be taken in store for any reason. This is frustrating in that I have designed the sinage and product packaging for Waitrose specifically and I wanted the mock up images to be as realistic as possible. Eventually I managed to get some images inside Co-op without being stopped!

I have photoshopped out the most obvious elements that show that it is not Waitrose, and dropped in my vinyl designs where I intend them to go....

Ponya website modifications

Following the advice and feedback I received from the last crit, I decided to make the following changes to the website design for the Ponya product range:

1) Change the background - it was agreed in the crit that the existing noise heavy background was too distracting and was taking the attention away from the products. I have changed this to a simplistic white background and made the boxes which the product images are contained in slightly darker.

2) It was also discussed that I needed to specify where the product is found - not necessarily photograph the products in shops, but more specify which shops it could be found (other than the online shop). I have added a 'stockists' tab to the website which contains a list of shops where the product can be found in the form of a concession, as well as a submission form for potential wholesale partners which was something I found from my research that a lot of similar brands do have on their websites.

Ponya website changes

Following the advice and feedback I received from the last crit, I decided to make the following changes to the website design for the Ponya product range:

1) Change the background - it was agreed in the crit that the existing noise heavy background was too distracting and was taking the attention away from the products. I have changed this to a simplistic white background and made the boxes which the product images are contained in slightly darker.

2) It was also discussed that I needed to specify where the product is found - not necessarily photograph the products in shops, but more specify which shops it could be found (other than the online shop). I have added a 'stockists' tab to the website which contains a list of shops where the product can be found in the form of a concession, as well as a submission form for potential wholesale partners which was something I found from my research that a lot of similar brands do have on their websites.

Workshop notes

Two final decisions

I had a mini crit with a few peers about my final designs which helped speed up my decision making process and refine my choice to these two designs.

After some consideration I have decided I think that the non-italic letters work better as I feel that the slanted letters as well as the circle outlines becomes too much visually.

final variations....

After reflecting on my print outs I wanted to try a few different variations of the circular emblem I have been using accoss the designs. I like the logo, but I don't think that it is quite perfect yet.

I have tried a number of variations and applied them at different sizes and opacities. I am going to choose one and then stick with it for the further designs as I don't want to spend any more time on this aspect of the brief.

evaluating my designs so far....

I printed some of my favourite designs so that I could see how they translate to print - and newsprint stock which is my preferred stock choice for this brief. I think newsprint delivers a low-fi aesthetic that suits the establishment I am promoting.

On printing these designs I am less certain as to whether I like the circular motif - I have brainstormed some ideas with some of my peers and I think I am going to test some other shapes and options for the letters. Everyone agreed that the consistency is up to scratch so that is one goal I have achieved (so far anyway)....

Design sheets

More layout experiments.....

Halloween poster

As part of the reworking of my designs for the Hyde park social I plan to redo the existing posters for nights I was asked to design for - here I have been working on a Halloween poster, only applying the new style I have created for the promotion. The elements that are consistent throughout are the indigo colour, use of gradient, HPSC letters/circles, Futura condensed light (with tracking increased), and the use of strange/humorous/vintage imagery.

Main hyde park social poster development

I'm still working on the main identity poster for the social - I have developed this four circle design that acts as a kind of logo through the posters. The social has the letters H P S C above the main door and I like how this relates to the poster in this way.

Other ideas for Social poster

Progress so far..... I have explored most of the ideas I had now.... It's just a case of choosing which bits work and finalising the design...

Hyde park social poster

I am working on a design for a poster/flyer for the Hyde Park Social. I plan to take on the ideas that I think work from my designs for them so far as a live brief working for a client, and my own personal inspirations  and ideas to create a new design. I will then apply this style to the range of promotional material I have designed for so far, so that they work as a set. This will be my final outcome. I have been looking at contemporary graphic design posters as well as Russian constructivist graphic design as the inspiration for the type and layout and looking at vintage imagery for the image aspect of the design - to reflect the style and atmosphere of the club. At this stage my ideas are mainly experimental but I am working on producing something more refined....

In store graphics

I need to provide a range of designs for in-store graphics to help consumers to become aware of the Waitrose picnic promotion I am designing for. These graphics could be floor graphics, shelf graphics, Fridge graphics, hanging graphics wall graphics. I am going to head down to Waitrose tomorrow to take some photographs and see how they use their graphics and where they are placed.......

Packaging mock ups

I have been experimenting with potential packaging designs for a small range of products that would actually be branded with  'Waitrose Picnic' such as 'mini' foods. I think that these mock ups are relatively succesful although I would like to make up the packaging for perhaps two or three of these designs so that I could take some high quality photographs for my boards to help better illustrate how this would be applied....

Sticker designs and mock ups

This is my design for stickers that would be used across the store in Waitrose to indicate products that are related to picnicking and are part of a 3 for 2 promotion. I used the gingham and the doily shape as well as the same two typefaces used across the recipe cards to ensure consistency across the whole picnic promotion. I chose a circular sticker as this is one of the least invasive shapes to place on products that already have significant information on the packaging informing the consumer about the product.

Working with the Waitrose brand

I have been working on how to work with the Waitrose brand effectively - after some research I found that the Waitrose typeface is a custom typeface not readily available for public use - however it is based on Futura Md Bt which I was able to get hold of.

I altered the tracking to try to achieve the most accurate replication of the Waitrose type. I am ultimately using this for the body text of the Picnic recipe cards as well as the 'Waitrose Picnic' identity that I am creating. I am using sky blue rather than the brands usual green, because after some research I found that they change the colour of the logo depending on the range (e.g. 'Waitrose Summer' and 'Essential Waitrose').

I created this doily stye shape to use as a template for the logo to sit in and to transfer across other elements of the promotion. I think that it represents the 'British' spirit of picnicking and works well with the gingham.