OUGD503 - D&AD - Monotype - Street Market - Evaluation

Evaluation

Visiting the market four times informed a lot of my concept and work, however the diversity of the market made it overwhelming due to the sheer diversity and influences it provided which made me indecisive. Working in a collaborative group for Studio Brief 02 was the opposite because we could all take influences and opinions from each other. The positive group dynamic made the decision making process a lot quicker so that we could choose a concept and complete the project efficiently.

I found starting the design process really challenging because I was conscious of the high standard of work that D&AD expects. A definite lack of confidence made transferring from the experimental design process to a well rounded concept a frustrating process which put me really behind. Keeping a diary allowed me to keep an eye on the deadline so that I could take action and book digital print slots and the photography studio. These slots provided me with small deadlines which gave the project some momentum and kicked me into action. As I experimented and explored a range of physical and digital techniques and processes, this helped to stimulate a concept to which I imbedded into my final outcome. Combining Photoshop, InDesign, Illustrator and AfterEffects, as well as a range of manual processes, provided me with a diverse amount of work. The wide experimentation bulked up my submission as I explored a range of methods to distribute the campaign from tote bags to posters and fruit stickers. It is a shame I didn't get round to printing the stickers out and photographing them on market produce, however I ran out of time during my print slot.I explored the capabilities of marker pens and discovered their artistic capabilities. Unfortunately however I don't think this will gain me credit from the judges.

My outcome does answer the brief because it aims to unite and raise awareness of an important method of trade that is often unconsidered due to large supermarket brands. I enjoyed researching and experimenting however some guidance into what direction to take would have been useful. I am pleased that I managed to fulfil the indicative content (print, online + touchpoint) and even add an extra touchpoint which hopefully the judges will recognise.