Launching Creatives Report
Table of Contents .
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briefs
Typography Brief Zone A
Don’t Panic Brief Zone B
YCN Awards – O2 Brief Zone C
CSAD Degree Advertisement Proposal ‘09 Zone C
D&AD Student Awards – Animation ‘09 Zone D
learning outcomes
Conceptual development
Process, Methods & Media
Specialist Media / Visual Language
Editorial / print based
Animation
Contemporary & Innovative Media
Professional Development
Creative Process
technical skills / Professional Practice
Directing Professional Practice
Personal & Interpersonal Skills
Technology & Resources
Negotiation & Collaboration
Flexibility – Creative Development
Conclusion
CSAD Advertisement Proposal
D&AD Student Awards / Animation
REFERENCES
Bibliography
appendices
Contact Report sheets
Time sheets
"Providing, meaning to a mass of unrelated needs, ideas, words and pictures - it is the designer's job to select and fit this material together and make it interesting."
Paul Rand
Introduction
The aim of this Report is to demonstrate the use of twelve module learning outcomes whilst producing five main briefs during my third year of study in graphic design and illustration. The report reflects the development of all five briefs taken and the outcomes. The report comments upon the creative processes I have undertaken and the professional skills I have acquired and have developed in visual communications.
Demonstrate conceptual development and a wide range of ideas within the context of a brief.
I feel that I have demonstrated to degree different levels of conceptual development throughout the context of the five briefs I developed. Each Brief begun with applied reflection achieved by preliminary background research. Research was gained through visual images and contextual documents and was contributed towards the developmental stages and final visualisations of each brief.
The brief; The Don’t Panic theme Machine reflects a scope of ideas that demonstrates development within the appropriate context. The brief initially was developed through the use of primary methods consisting of background research on artists and designers. With the theme of the brief, I collected appropriate media resources and looked at various artist and designers in relation to the concept ‘machine’. I explored the work of artist/director Chris Cunningham whose work reveals connotations of the modern day era of the machine and Kim Hiorthøy a Norwegian graphic designer, illustrator, filmmaker who also reflects concepts based on the theme machine. The research provided me with an insight into views and ideas that are interpretive to the machine today.
The overall visualizations for the brief began initially with compiling a list of brief concepts and then breaking them down into three focal ideas relevant to the brief. Having several initial ideas gave me the opportunity to work through what worked and what did not in relation to the brief. Taking all three concepts forward through the use of polished visuals and more refined images, I developed an outcome to each idea. All three ideas had different outcomes to each other. The first initial design focused on the development of a character, the second initial design dealt with a series of photography and the third idea focused on Type as part of communicating a conceptual design.
Don’t Panic Brief
Binary Code: Machine
[Picture] final don’t panic poster.
Right: The final Poster designed for
the 26th design the poster competition
hosted by Don’t Panic.
Apply depth and knowledge of process and methods in the production of a range of appropriate media.
Briefs I have developed such as the O2 - better-connected campaign hosted by the YCN Awards show applied depth and knowledge of process and methods, which resulted with different outcomes. Having collated visual information based around the company O2 and previous styles of design gave me the necessary research and understanding of the target audience and the visual message of the brief. General visual research was gained based around how tariff companies convey their messages through advertisement campaigns. I also employed the appropriate media, focusing on: keeping things fresh, positive, and simple. O2 have always advertised the company with fresh scenic photographic imagery and graphical designs I developed several responses. O2’s concept of connecting people easily to the things they enjoy was initially explored and again using the same process as I have with most briefs, 3 out of several designs were chosen. All three concepts chosen reflected a range of different design techniques but also different outcomes.
The final concept executed as the chosen idea for the brief was developed photographically. Paper chain was a series of photographs developed with the idea of connecting people using a paper chain of figures. The paper figures were photographed against a clear blue sky. I wanted to emphasises the concept of clarity but still remain clear and simple. The photographs tie in with company’s look and feel and also include O2’s corporate colours. The type incorporated into the designs suggests a modern fresh and positive appearance. The message of the paper chain is clear and simple and executed with what I felt was the appropriate media for O2.
O2 final design
The final design for the YCN Awards, O2 Brief.
Engage in practice with a specialist media to develop a coherent visual language for the expression of ideas in response to a particular requirement or brief.
There are two types of specialist media I have engaged in and integrated into my designs. Both mediums are significant, as they have provided me with the drive to engage in the process of conveying significant visual relevance and meaning to each brief. Through the use of animation and graphic design, my aim was to inform and communicate to each audience of each brief. Both mediums I have engaged with demonstrate adaptability in my creative approaches.
Visual design and print is evident throughout all of the briefs I have taken on. Most briefs have at some point headed towards the direction of design with the aid of specialist media such as Photoshop Illustrator and Indesign. The Typography project reflects the informed understanding of layout and the connection between image and content.
Editorial / print based
The final production of the brief took form of a factual illustrated book containing references to cultural and historical origins of the letterform. The book demonstrated my technical skills in editorial aspects such as layout tiles and the connection of images and illustrations. However I was not satisfied in the overall direction of the original concept I had chosen to begin with. I feel that I was able to adapt and develop an informative document with the appropriate layout and style for the content. I feel that I could have found a more prominent running theme, which alternately would have had a deeper consideration towards the readers own experience.
Animation
The D@AD animation brief gave me the opportunity to push boundaries within my own practice in animation. With the nature of the brief it was essential that my skills in animation were to a professional level. Using the previous knowledge on animation along with skills in current software, I developed a distinct visual language throughout the animation. In order to develop an animation I went through several stages before animating. Detailed images were then edited in Illustrator and later broken down into Flash. The visual style of the animation remained coherent throughout the whole development of the animation. Preliminary sketches and details of the characters and environments were reflected in the animation. I found the animation to be challenging but very informative as it gave me the opportunity to challenge myself as a designer. The brief has also affirmed my decision in my professional practice.
Demonstrate sound, comprehensive understanding in the application of technical skills and processes relative to professional practice.
In relation to processes I have applied I have established a firm understanding of what skills are needed in connection to the professional practice I have chosen. I have developed a keen and enthusiastic understanding in animation and video editing software such as flash and after effects. I feel that the D&AD animation brief was presented using a professional method and the processes I undertook to develop the animation were similar to those of the industry.
I produced, directed and refined a short animation. Early contextual research was gathered. Research based on the brief requirements was accumulated and early visualisations were initially developed. A treatment was then developed outlining the basic concept to the story. Storyboards were then developed visualising the action and changes within the animation. A reel was created; a more refined sequence was then developed using the storyboard. Characters and environments for the animation were then created in Illustrator. Props, clothing, surfaces, and colour palettes all were developed at this point of the process. Once the final polished visual of the character was developed, the character was then articulated using the animation software flash. Each sequence was developed in full detail with regards to set design. The main objective of each sequence was the shot and then animated. The illustrations developed in illustrator were broken down into movable parts similarly to the character and imported into Flash ready to be key framed and grouped. Lighting and effects were added at the ending using the software After Effects. Channels were tweaked such as levels, curves and photo filters. Audio such as the score and sound effects were developed using Fruity Loops Studio 7 and synced with the final animation. All of these processes demonstrate an understanding in the processes of animation that are used within today’s professional practice.
D&AD - Animation
Final Print
Storyboard / animated sequences
Utilise a range of traditional, contemporary and innovative media and processes in solving a graphic design brief.
Whilst developing the proposal for the degree show I feel the brief demonstrates a range of skills and used range of media to support the concept. Initial plans developed started on paper quickly evolving into detailed illustrations developed using illustrator. The Proposal for the degree show went through many changes and reflected several innovative ideas through a range of media.
The processes included early stage development from flat plan drawings and general research exploring my own interpretation of the brief in relation to the degree show. The developmental plans then lead to geometric visualisations and from polished visuals to scaled down mock-ups developed from 2d designs. Mock-ups were then developed into 3 dimensional designs and used as part of an installation located at University. The instillation then later became visual resources for a short advertisement, a viral. A detailed account of the project was delivered in a form of a presentation as one of the final selected candidates for the advertising proposal. All of the skills used focused on delivering visual relevance and solving problematic issues to the brief.
Sculptural design, advertising
proposal aimed at CSAD Degree
show for 2009.
Consolidate and develop skill acquisition and professional development.
I feel that I have acquired more of a rounded set of skills in comparison to last year. I have developed more of an understanding in engaging with regular evaluations of my work through contact report and time sheets. Skills such as refining work that would be suitable to be displayed within my portfolio and a better knowledge of publishing and editorial software are apparent. I have also developed skills with my chosen specialist practice, animation and video editing.
I have been consistent in completing contact report sheets and engaging in regular tutorials as a way of documenting my methods and progress. Using this system has provided me with coherent guidance and has helped shape each design brief in term of forwarding its progress. Recording progress was essential towards identifying my strengths and weaknesses in my development of the briefs. Time sheets enabled me to document my progress and organise and understand what methods and processes I focused on.
Most evidently, I have taken a shift in animations and video editing and this has become apparent within my professional development and final outcomes. The D&AD animation essentially required skills and direction in the foundation of moving sequences. Professional skills in animation software were imperative to the professional development of the brief.
My influences throughout the D&AD animation brief mainly focused on contemporary animation studios. Researching Production companies has in the past helped me assess my own processes in animation.
Apply understanding of the creative process through graphic design and visual communication as a collaborative or individual activity.
Having prioritised my creative processes with the use of developing briefs on an individual activity has encouraged me to become a self-reliant motivated designer. Having several visualisations, breaking them down into more relevant concepts then executing the final concept have become familiar creative processes in every brief I have taken on. I have concentrated on a self initiated approach, developing skills in relative software mainly in animation and video editing software; Flash CS3, After Effects and Premier. Working separately gave me the opportunity to focus and learn different techniques with the aid of online tutorials. Online tutorials of short demonstrations such as online video sharing companies, You Tube and Aniboom (refer to links, references) gave me an understanding of the creative processes of animation and graphic design. I attended a couple of University based workshops which focused on developing software skills gave me an insight into how to use software in the most effective way. Ultimately, these factors enabled me to progress further understanding the practitioners of my chosen professional practice in animation and video editing. I was able to focus on my progression in professional practices such as animation and editorial design.
I underwent collaborative workshops and regular tutorials whilst developing all five briefs. This enabled me to exchange ideas with peers and take on critical suggestions concerning my creative processes. Discussing work alongside peers who too also have similar experiences has helped me realign the relevance of concepts with regards to the briefs specifications.
Demonstrate independence, self-reliance and confidence in directing their practice within one or more disciplines and media.
I feel that I have demonstrated to a certain degree a level of independence and self-reliance when concentrating on the creative processes of the briefs I have taken on. Working initially on briefs independently has provided the opportunity to work solo, self directed practice helped me focus on methods and approaches with regards to the Industry and professional practice in animation and visual communications.
As the CSAD Degree show proposal was an outside brief and coincided with the main briefs to each zone, I worked independently on this brief. Working on two briefs and at times three has strengthened my ability to multitask my time in an effective approach. Maintaining a consistent level of work individually, I applied preliminary background research relevant and appropriate creative processes. I developed original concepts through the use of creating unique geometric forms. The CSAD brief as mentioned previously in this report has undergone several different mediums and arrived in an unexpected and positive outcome. All processes methods when considering the degree show advertisement were developed with self-direction and technique.
Utilise a range of personal and interpersonal skills to support practice.
All five briefs I have taken on demonstrate a wide range of skills in which I have developed personally through the interaction of evaluation and progression of my creative processes. I have a more integrated relationship between my chosen professional practice being animation but also depth and knowledge in other areas which will help support me in the future challenges as a animator and designer and will provide me with the ability to enter the industry in a professional manner.
The research I have carried out in briefs such as the animation and visual design has provided me with the depth and knowledge in terms of problem solving when understanding the creative disciplines within the animation and graphic design industry. I have researched areas in animation, video editing and directing in particular. This has leaded me to creative influences, valued practitioners within the industry such as video artist/director Chris Cunningham. I have also informed my own design practice researching design studios such as London based animation production company Tandem and commercial production company Red Bee Media. I feel that practitioners and animation studios have influenced my thinking and have contributed towards the direction of my own visual language and personal style.
Resource and utilise appropriate technology.
I feel that I have used the correct skills and appropriated the right media for each brief I undertook. The Don’t Panic Brief reflected suitable media to execute the final outcome. The Brief focused on creating a poster and so the most effective way of refining conceptual ideas for the poster was through the use of appropriate tools such as Illustrator Photoshop and InDesign. The Typography Project took form of a factual book and contained visual references to research used to inform the brief. The most obvious and appropriate tools to create the book were initially Photoshop and Illustrator producing high quality visual images and polished illustrations. The final outcome was developed in InDesign, which collaborated designs and illustrations and the main body of text.
The O2 Brief was fairly a fairly open brief and the specifications detailed that the outcome could be in the form of video animation or print. For this Brief I selected Photography as a means of delivering the brief. The brief took form as a visual design that would function as an advertisement poster, which in context and the appropriate environment would suit as a billboard or window advertisement.
Negotiate and collaborate creatively.
During the creative process of the CSAD advertisement proposal I comprised changing several concepts initiated through discussions with tutors. Collaborating concepts and talking through development processes enabled me to solve design problems. This was very effective towards the developmental stages of the work. Working with consistent one to one tutorials presented me with the opportunity of frequent informative discussions on my work and how it was evolving it also informed me of how my design practice relates within the industry.
Demonstrate flexibility within creative development.
All briefs taken on reflect adaptability in different variations when regarding creative processes. One in particular, The Don’t Panic Brief demonstrates three main variations during the developmental stages of the design. Originally starting with character design as a means of responding to the brief, creative processes lead to creating a Photographic series of work which affected the outcome and appearance of the design. From producing a photographic response I was faced with an issue concerning the relevance of the visual images with reference to the brief specifications. Using type as a form of expressing a conceptual design I altered the design and produced a series of images that would later become the final outcome of the brief. The creative development went through important stages and adaptability was a central key in developing the end response to the brief.
Conclusion
To conclude I wish to briefly summarise two briefs and explain contrasting elements between them. Both briefs I feel are key in the development of my animation and graphic design skills. The briefs have allowed me explore areas of design I find rewarding and beneficial to my own creative processes as a designer. Both briefs I found to be constructive however, I have encountered problematic issues and as a result discovered areas of design that are both challenging and thought provoking.
CSAD advertisement proposal http://csaddegreeshow.blogspot.com/
The CSAD degree show proposal went through many processes in terms of development and helped me identify with personal and interpersonal skills with design decisions. The aim of the brief was to develop a sound and effective advertisement proposal for the degree show for 2009.
As part of the brief required that we explore our own personal reflection of our experiences of our degree, as a response, I developed a series of illustrations. The illustrations led me to the initial stages of a group of geometric designs.
I researched designers who influenced my work at that current time. I researched Artists such as Frank Stella, influenced by minimalism and abstraction and contemporary designer such as Raiko Nin who works with geometric forms. The original concept gained from contextual and visual research lead me to think about exploring geometrical planes as a way of conveying a message about growth and change.
The designs went through several processes. Initial stages started with drawing, which then developed into illustrations. The illustrations were then developed into 3 dimensional models and used as part of an installation that then led into proposals for a web viral. I feel that I demonstrated conceptual development with a range of ideas within the context of the advertising proposal. I have attempted to apply depth and knowledge of methods when using a variety of appropriate media when considering the brief.
The work produced for the show was presented to student representatives, tutors and guest practitioners from the BBC. It was suggested from a guest practitioner that the design is over complicated. I feel that the overall concept may have been overlooked and regarded as sending mixed messages. Having insightful feedback from the brief allowed me to focus on issues concerning the design that were presented to me that day.
One of the intensions within the work was to demonstrate development and process of our own progress of learning. This was expressed with the layering of the design and implemented growth and expansion. The design was intended to present a positive and memorable design revealing the uniqueness of the students and the 2009 CSAD degree show.
D&AD Student Awards / Animation http://m87andbeyond.blogspot.com/
The brief required me to develop a 90 second animation themed on the black hole intended for The Science Museum. The overall aim of the brief was to encourage young people to get involved with science more often. When contrasting both the CSAD and the D&AD briefs, I feel that I applied more research when developing this brief. I researched scientific background to theories relating to the back hole, I watched documentaries such as BBC Horizon I researched from online sites such as www.hubblesite.org. Using visual and contextual resources provided me with effective research. However I feel that maybe I should have also concentrated on the storyboard development more so. I researched the CSAD brief using a different method. The research mainly evolved around the design itself. I feel that maybe if I had applied more contextual based research the outcome of the CSAD brief would have been more effective. Both Briefs that were developed were documented in a form of a blog which are listed above.
When considering the engagement of practice with specialist media, I feel that the D&AD animation demonstrated this outcome more so than the CSAD brief. The software I used to create the animation required fundamental knowledge based on the process and developmental stages. I feel that I applied more specialist knowledge with the D&AD animation compared to the CSAD proposal. The proposal for the degree show did reflect specialist media but in different ways. The outcome was a three dimensional set of letters photographed and used as part of an installation; at this point it is evident that I have engaged in specialist media. I feel that both briefs reflected self-reliance more in particular the animation. Throughout the CSAD proposal, I had group discussions and one to one tuition with a group of tutor who guided me through the development of the brief. The Animation brief, I worked mainly on my own using the animation skills I have gained over the last three years. It was clear that the animation encountered several problems. The storyboard had not been developed enough to take it through to the next stages. Because of these issues the ending lacked vision and the overall concept of the storyboard didn’t seem as convincing. More storyboarding was needed to help visualise the ending.
Both outcomes of the brief demonstrate the use of appropriate technology. The CSAD brief had a unique and innovative outcome. The use of installations and three dimensional type reflected distinct style and demonstrated the diverse and conceptual design. The Animation reflected the use of appropriate software that I feel capable of using. I feel that I have created a personal style within my animation originated by the use of the traditional and essential method of drawing. This element can also be seen with the CSAD proposal; the designs originated on paper and developed using software such as illustrator. It is clear between both briefs that the main output of design has distinct similarities. I feel that I have developed an overall style that is reflected throughout all five briefs. I am able to adapt to a given situation and produce work in various different media. Through the exploration of two significant design briefs, I now have a valuable insight into process and methods involved within both the animation and graphic design practice and I feel confident that my design work demonstrates professionalism and most importantly visually communicates.
references
Blackwell, L. (1998) 20th Century Type: Remix. London: Laurence King Publishing
Carson, D. Meggs, M. (1999) Fotografiks. California: Gingko Press
Carson, D. Blackwell, L. (2000) The End of Print. The Grafik Design of David Carson. London: Laurence King Publishing
Cooper, H (2006) Frank Stella 1958: Yale University Press.
Danesi, M. (1999) Of Cigarettes, High Hells and Other Interesting Things: An Exploration to Semiotics. Basingstoke: MacMillan
Fiell, C. (2003) Graphic Design in the 21st Century "100 of the worlds best graphic designers" Germany: Taschen
Golden, M. Pineles, C. Weihs, K. Strunsky, R. (1962) The visual craft of William Golden. New York: George Braziller, Inc.
Heller, S. (2004) The Education of a Typographer. New York: Allworth Press
Hollis, R. (1994) Graphic Design: A Concise History. London: Thames and Hudson Ltd
Sagmeister, S (2008) Things I Have Learned in My Life So Far: Harry N Abrams; illustrated edition.
Swanson, G. (2000) Graphic Design & Reading: Explorations of an Uneasy Relationship. New York: Allworth Press
Wozencroft, J. (1994) The Graphic Language of Neville Brody: v. 2. London: Thames & Hudson Ltd.
bibliography
books
Sagmeister, S (2008)Things I Have Learned in My Life So Far: Harry N Abrams; illustrated edition.
Cooper, H (2006) Frank Stella 1958: Yale University Press.
websites:
Tutorials:
http://uk.youtube.com/
http://www.tutvid.com/tutor...
Print/Design
http://my-i-p.com/Binary_Code_Generator.html
http://www.computerarts.co.uk/
http://www.creativereview.co.uk/crblog/
http://www.eyemagazine.com/
www.tate.org.uk
Raiko Nin - http://www.studios2315.com/raiko_nin/index.htm
Animation
http://www.redbeemedia.com/
http://www.aniboom.com/
http://www.tandemfilms.com/
http://cartoonsmartblog./
Television
BBC 2, Horizons - Supermassive Black Holes
dvd
The Work of Director Chris Cunningham [DVD]
Directors: Chris Cunningham, Lance Bangs
DVD Release Date: 28 Oct 2003
blogs
http://emmalwoolley.blogspot.com/
http://m87andbeyond.blogspot.com/
http://csaddegreeshow.blogspot.com/
http://elwdesignbriefs0809.blogspot.com/
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