OUGD503 - Responsive - D&AD + YCN

Comparing D&AD and YCN

D&AD - Design & Art Direction

In 1962 a group of designers and art directors came together to celebrate creative communication and raise standards within their industry. This is where D&AD was born. These designers include Bailey and fletcher:

Bailey

Fashion and portrait photographer:

Particularly in his older work, Bailey creates high contrasting black and white images allowing the audience to evaluate the subjects facial features and actions. Reflecting on Bailey's work and background suggests that D&AD are looking for industry standard work that is ready for the real world.

Fletcher

A spirited, witty and very personal visual style, Alan Fletcher is among the most influential figures in British graphic design as a founder of Fletcher/Forbes/Gill in the 1960s and Pentagram in the 1970s.

Caption:

'Trying to be anonymous by cutting letters out of periodicals to make messages is not exclusive to blackmailers or kidnappers.' - Demonstrates Fletcher's witty style. 

Having an awareness of what D&AD are looking for will help me to adapt my concepts and designs so I have more chance of winning the judges over. 

From reading D&AD's 'About' section online, it is clear that they are looking for innovative and professional design so I aim to do in depth research of the brief so that I have a clear understanding of what the client wants in order to get an objective response.

As a non-profit advertising association, all D&AD's surpluses go straight into programmes such as New Blood:

Looking at past briefs to see how the designer got to the final outcome in order to inform my approach to this years briefs. The D&AD annual from 2009 showcases the successful submissions with a brief explanation of the concept and original brief. The physical outcomes have been photographed to a high standard, adding to the professional quality.

Catherine Perrott

The brief required Perrott to “create a brand for a major new touring art gallery”

Perrott's solution was to use hospitals because they are located all around the world which provides opportunity for a lot of exposure. 

Everyone at some point will be admitted/visit a hospital - relatable

Brings positivity into a vulnerable/fragile environment

Relates the context of the hospital into the written content in order to advertise and raise awareness of the unique exhibition.

Name of the exhibition 'Temporarily Admitted' works in relation to the concept

Yellow box pops up on artists website - only temporary - Yellow is striking and attracts attention over large areas of white space - hospital and website 

Objective 

The concept has been adapted to work in a range of locations

And print to online

Key words after analysing D&AD's website and annual:

Corporate

Commercial

Structured and clean

Dense in content

Limited written content about the briefs - Predominantly visual

Serious but with a creative edge

Intimidating 

The professional tone throughout doesn't seem student friendly because of the use of corporate language and briefs. 

It's Nice That - 'What makes a D&AD award-winning project? The judges spill the beans…'

http://www.itsnicethat.com/articles/d-and-ad-new-blood-student-brief-advice-090316

• Avoid spelling mistakes and cliches - Proof read
• Adobe Foreman Craig Oldham, founder of Office of Craig Oldham, on Graphic Design/Branding:

“Try not to get bogged down in endless reinterpretation. The re-definition should always come from a place of meaning to the brand. Whether that’s in the exploration of it’s software, or more conceptual, it has to have a degree of relevance. Without that, you could fall into the trap of just playing with something for the sake of it. Find what you think is the best thing about the brand, and start there. In other words, start by finding your opinion.”

This is something I aim to consider because all the content needs to be relevant and considered. 

• Enable long term solutions and/or behavioural change
• Get a crowd behind it - Better for exposure
• Strong identity 
• 'Read the brief, read the brief and then read the brief again'
• The key is to be clear on which issue or issues you which to address, helping your idea to be simple, meaningful and easily understood. The other watch out is not to create a solution that could patronise the end user.

Summary:

Keep it simple - Don't overcomplicate it

Get people on board

Considered

Concise

YCN

Launched in 2001, the annual YCN Student Awards uniquely shine a light on emerging creative excellence.

Submissions are rigorously assessed by the organisations that wrote each brief, before winning entrants are published and awarded at a splendid Ceremony each year. All winning work is showcased in the pages of the YCN Student Annual. 15,000 copies of the Annual are distributed across education, and across the creative industries internationally.

Atlas - Barcelona Design Museum

• Simple and concise layout
• Works through screen and print
• Appropriate for the design target market
• Considered and included the context of the buildings location 
• "The look and feel is crisp and bold, and is based around the idea of a “connecting line” to represented the “unique geographic location of the building,”
• Worked with the architects so the design works in tangent with the architecture.
• "The line device works together beautifully with a simple typographic approach to make the tricky task of uniting multiple design-led organisations under one system look utterly effortless. 2D and 3D"
• Includes the entire museum's branding - Website, signage, printed, brochure, t shirts, merch
• 
  

YCN's characteristics:

Student Focus

Playful

Creative

Vibrant

Tactile

Expressive

Understated

Social awareness

Consistencies in award winning work:

Nothing is open to interpretation

Placed in context

Transferrable - Campaigns

Long lasting

Impeccable presentation - photography

SIMPLE