Having established 'Market Resurge' for the tote bags, I aim to take the contemporary style into the rest of the campaign to create consistency. I am hoping the judges will recognise that the abstract compositions are reflective of market diversity and vibrancy and also something a little bit different.. I started to develop 'market resurge' into a phrase that can be used almost as a slogan across the entire campaign and also a visual identity.
'Shopping for resurgence'
'Resurgence is NOW!'
'Market your local'
'Trade for resurgence'
Decided to take 'Trade for resurgence' forward because it is authoritative and objective so people will think its an important issue and take it seriously. However I am conscious that it may be a bit too strong.
Typeface: Glypha
Explored a variety of styles:
Black
Roman
Bold
Bold Roman Black
Glypha provides balance throughout the variety of styles and remains legible on a small scale. The traditional characteristics such as the slab serif is appropriate for markets because it is traditional but also has a contemporary edge.
Posters:
Used Flash Bold for the title of each poster inspired by John Downer's vernacular signage. Set the type in full capitals and added an exclamation mark to give it more authority and reflect the shouting of the stall owners. Flash Bold provides a playful and friendly tone of voice which is legible on a large scale. The square in the centre of the composition was influenced by an article by...... as one of the facts said that 1ft of commercial supermarket space is equal to 2 jobs at the market. I didn't want to quote this fact in my campaign because it is outdated and I am not sure on how legitimate it is, however I aim to take this into my poster campaign as the square provides a template for my experiments.
Chose adjectives and verbs based on my experiences in the market, summing up my research:
- Raw
- Local
- Fresh
- Resurge
- Revel
- Rescue
- Save
- Banter
Changed 'banter' to 'jest' because it's more playful and traditional.
Previous experimentation was very autonomous as I was exploring how text and image can work together without a grid system. Based on this experimentation, I developed a simple grid/template for the posters:
Using the grid will create consistency and unify the poster series. Originally I intended on having a short statement at the bottom of the poster providing further context such as:
LOCAL!: 'Support your local market and discover the potential right on your doorstep.'
RAW!: 'Markets provide a tangible retail experience incomparable to the supermarket. Listen, touch, taste, smell and enjoy.
FRESH!: 'Supplying locally sourced, organic produce straight from the horses mouth.'
RESURGE!: 'FIGHT FOR TRADITION'
REVEL!: 'Banter and barter'
The statements won't be legible from a distance due to the small pt size. However the posters will hopefully intrigue the audience so they go up to it and discover further information. This is reminiscent of the real market shopping experience.
Developing the posters further, I removed the statements and replaced it with a box. I realised that non of my posters say market on them, therefor I intend to add some context to them. To achieve this I can replace the text with a box that can be written in. Not only does this make my concept more flexible, it also allows me to adapt the posters.
Concept 1: People at the market can write their own statement and upload it onto social media to spread awareness - Distribution
Concept 2: Write out the name and location of the market that the posters will be presented in. This will add context to the posters. They can be distributed around the UK and the markets can write out the information using the marker pens.
Feedback:
Suggested that concept 1 wouldn't be successful because the audience won't be aware that they are allowed to write on them, however it is a good way to distribute the brand. Concept 2 gained a lot more positive feedback because each individual market will have their own unique characteristics reflected in the diverse styles of handwriting.
I agree and this would also allow me to imbed the marker pens into my designs.
BLANK:
Markets that choose to follow the Trade for Resurgence campaign will be sent the posters to show their support of ethical trade.
Set the 'Trade for Resurgence' logo to the master page:
I have a digital print slot on Friday 17th where I will print out both variations of the posters. Printing onto light weight stock would allow them to be easily pasted around markets and recycled.
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