I chose D&AD’s Monotype brief because it gave me an opportunity to exercise my knowledge and understanding of typography that has developed over the two years. The brief was extremely broad which made identifying an appropriate culture to take forward a frustrating process due to the fact I had so many other concepts such as surfing, farming and gardening which are all current occupations/cultures that are unrepresented in the UK. Having the opportunity to speak to Andrew Cotton about surfing culture in the UK would have been really influential in my decision making process, however after organising an interview Cotton, he realised he wasn’t in the country and therefor I had to make the decision to choose a concept that I could gain primary research from. The street market concept developed from a feedback session where it was made apparent that the farming and produce concept could be combined in order to raise awareness of street markets. This concept provided me with a range of sources and I identified small organisations that are trying to save the market, however I didn’t imbed the facts from articles because I was conscious that they were outdated and I couldn’t be certain on the legitimacy of the facts. Having Kirkgate Market to my disposal was hugely beneficial as I explored a range of material processes informed to convey the raw experience of street markets, however I think I spent too much time considering material processes and aesthetics rather than developing a concept that can be distributed consistently throughout the campaign objectively. The fact that I managed to get an interview with one of the store holders allowed me to gain views and opinions about the market signage from someone working on the front line.
I gained a considerable amount of knowledge from the research stage, however the sheer amount of influences and diversity from the markets overwhelmed me and I struggled to develop an angle to which my campaign could work. Eventually my concept developed into a campaign spread across print, social media and promotional products with the aim to raise an awareness of street markets and encourage consumers to use markets as apposed to the big supermarket chains. The fact that I spent so long in the research stage made the design process slightly rushed, particularly for the social media video however I used the limited time wisely to draw all components of the submission together. Balancing the workload with numerous competition briefs and other modules was challenging however it allowed me to organise my time well enough to book print slots and photography shoots which made my work look a lot more professional on my design boards. Managed my time enough to get high quality images of the poster in context which was really beneficial for my design boards.
The brief made me more aware of the importance of language within design which is really important for reaching a specific target audience. The use of language within markets helped to inform this, particularly within the verbs and adjectives displayed on the posters. Moving forward, I intend to imbed my research more objectively which will help me to create a well rounded concept. I can achieve this by regular feedback and crit sessions as well as looking at more professional examples from the industry.
Working collaboratively was a great opportunity to experience working within a creative team. I really enjoyed the process because it allowed a range of styles and inspiration to come together. The group that I was involved with was extremely productive and we were lucky that we all shared a style which made transforming our concepts into outcomes an enjoyable process. The outcome is definitely the most developed and well executed project so far because working as a group allowed us to share responsibilities and ultimately get more done. The concept has transferred well over the numerous deliverables which shows how informed our concept was. My time management throughout this particular project was good, however balancing and struggling with the workload with other competition briefs made it hard for me to mock up my ideas so it is fair enough that some of my designs weren't considered. In the future, I intend to be more practical to avoid this. I would like to work for a cultural context again in the future because their is room for a lot of influence to be taken on the art form and imbedded into the outcome.
Chose to do the Penguin Student Design Award brief because it was an opportunity to create a conceptual outcome and potentially gain feedback from creative professionals. I enjoyed creating a solution that brings a new perception of the book which was very ambiguous but well informed by the themes and concerns within the book and also material from the 1930s. I used The Tab brief to experience branding within a commercial context. I haven't pursued a lot of branding this year so I took it as an opportunity to exercise what I've learnt through first and second year. Regular feedback from a range of peers informed my decision making process which was really useful when moving from the initial mockups stage. I believe my solution is appropriate for the tab because it's minimal style creates a bold identity that is flexible over a range of products and works over a range of scales. My main consideration for the solution was for it to work successfully over print and screen and the bold, rounded sans-serif achieves this. The brief was an opportunity to work with limitations of which I had to sacrifice aesthetics for function.
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