OUGD603: FOR TOMORROW BRIEF

Brief:

This brief was set to us by marketing team at Leeds Arts Uni. The brief was to create branding for the end of year show. The concept should reflect the essence and purpose of our end of year show- namely showing the hard work and talent of all our exhibition students. The show is university wide exhibition and the design concept need to be representative of all our courses.

Considerations:

·                Concept and promotional

·                Reflect the essence and purpose

·                Showcasing hard work and talent of exhibiting students

·                Has to represent all courses

·                Eye-catching and creative

Deliverables:

·       1x External sign Blenheim

·       1x A0 poster

·       1x A6 double sided flyer

·       1x Promotional Video

·       1x Private view email header

Mandatory requirements:

·        

·     LAU logo must be visible and legible on every design
170 years
Only specialist arts Uni in the North of England
University values 

Internal Collaboration:
Group of 4
- Finn, Amin and Harvey 

Research: 

LAU & Website:

The university's website provided a clear insight into their aesthetic. The bright playful colours and various are definitely aspects that could inform the design development. The website was also important to note when considering how the design would look as a banner for promotional purposes. The design investigated LAU's key values and intentions in order to progress with a concept that reflected the university's ideology. This information would feed the justifications for each design decision, which in turn would keep the design focused and justified.

Previous Winners:

previous winners have included an array of work; Made Here, using 3d imagery and use of building blocks as a metaphor. This contrast with lasts years’ winner, using strictly typography in monochromatic aesthetic showing diversity of the uni through different typefaces letterforms. Looking at previous winners was a good insight into the styles and aesthetic that have already been chosen.

4-years ago: Going Going Gone

·                 Bright, bold colour and imgery

·                LAU colours (teal, purple and pink)

·                San-serif clean minimal type

·                Centred 

·                Variety 

3-years ago: Made Here

·                Building blocks

·                Use of punctuation

·                San-serif type

·                Colourful yet with not too loud

·                3D imagery

2-years ago: Extra-ordinary

·                Bright, block colours - inline with LAU branding purple and pink

·                San-serif type

·                Repetition 

·                Playful

·                Variety of imagery 

Last year: Leeds Arts University Show 

·                Black and white

·                Stripped back

·                Typographically focused

·                Diversity 

·                Bold

·                No imagery

Toy:

I was inspired by the toy almost everyone has played with growing up in waiting areas. This toy has many shapes and different routes. i thought this could nicely visual representation great way of depicting a journey with twists and turns, from start to finish. The assorted shapes for moving around have scope for signifying the various courses, as well as the individuality and diversity of the students.

Khyati Trehan:

Inspired by an article on Intern about, Khyati Trehan, The National Institute of Design graduate turning feelings, sensations and memories into arresting 3D artworks. These 3d artworks caught my eye, the fun use of colour and shape reminded me of the toy mentioned above, and i felt would be a good starting point for visual reference in term of 3d design.

Ideas: 

Proposition 1:

'underCONSTRUCTION' 

A concept that reflects the new building, its visual qualities in colour, texture and material, a well as the idea that the graduates are in the making and coming soon... 

Proposition 2:

Often referred to as a rollercoaster play table/rollercoaster abacus. This concept is based on the student’s journey through university. with lots of twist turn and collaborations, both with work and friendships. This toy acts as a metaphor to show those jounreys.

Combining the 2:

The group then discussed ways this concept could be transferable across the range of required design outputs.The design also looked at ways the poles could come together in a way that formed the LAU logo shape, as with geometric lines, and different pillars representing different courses, this could be a really relevant approach and solution to the design problem.

It was decided to go around the new building and record the colours, textures and surface patterns. This could then inform the design decisions made later. This was a good chance to really embrace the building and think about how to building could be intwined within the design some how.

Initial sketches:

The design also looked at ways the poles could come together in a way that formed the LAU logo shape, as with geometric lines, and different pillars representing different courses, this could be a really relevant approach and solution to the design problem. 

Renders:

Often referred to as a rollercoaster play table/rollercoaster abacus. This concept is based on the student’s journey through university. with lots of twist turn and collaborations, both with work and friendships. This toy acts as a metaphor to show those jounreys. The design considered other ways of developing, but concluded on the idea of a 3D rendering production method as something to stand out from the rest. Cinema 4D also allows one to design an entire space/scene, which means if the design is successful and chosen as the winner, making a video and motion graphic for the promotional aspect would be really efficient. The group then came together and discussed which out of the first renders each designer deemed to be the most successful, and why. Despite differing opinions, the group sought compromise.

Name & type treatments:

Once the name was decided, the rest of the design group could progress with the typographic treatments. As such. various name ideas were then explored off the back of the research, focusing on he language of endings and leaving/moving on. As a group it was decided 'For Tomorrow' was the most successful at encompassing the key concepts and motives for both the design and the exhibition. Many compositions were played around with by the different designers, with some opting for borders, and various typographic placements and styles. The logotype to accompany the cinema 4d render was key to making the piece succeed.

Final renders:

The nature of choosing Cinema 4D meant only one designer could work on the imagery which was difficult when the group was not together in keeping the design matching everyone's intentions. As a result, the group sat together to get the main render to everyone's tastes, and secure a clear art direction. Aspects such as shadowing, angle of view, colour variations, textures and materials were played around with until a basic structure template was agreed on. This then meant that the designer working on the 3D rendering could go and develop the composition that had been confirmed by everyone, whilst the rest focused on typographic treatments and layout. 

Type design:

The group was heavily split when deciding on a typeface, with half wanting to go for Domaine display and the others arguing for an alternative. The group discussed costs of type, and if the design deemed necessary to consider buying a specific typeface which we all agreed on. Cases were put forward arguing in favour of various typefaces, until a compromise was settled on. 

The Domaine Display family is current, popular and packaged typeface with a variety of forms to use across the various deliverables. Especially when considering the exhibition guide, the selected typeface would need to be malleable and applicable to large bodies of text, big headings, sub-headings, and so on. 

Logotype:

I created the logotype of For Tomorrow, slightly changing the serifs on the typeface with attention to fine detail within the kerning and spacing between words. The team experimented with different colour schemes, but after deciding on the final render it was appropriate to use the pink, which nicely contrasted with the purple background of the artwork. 

The designer of Domaine notes in his development;

'Hardys only needed two styles: a Regular and a Bold. Because they had to work across various platforms, media and sizes, certain details were suppressed. When the exclusivity for Hardys lapsed, I reassessed all aspects of the design — the typeface was completely redrawn to create Domaine.' 

Final render:

After much discussing, the more simplified version of the artwork was chosen. The group discussed the stand and what it represented, and whether the design needed it. Originally representing a stage, building blocks, and mirroring the table aspect of the toy, as well as Khyati Trehan's renders, when removed the structure seemed taller and more free-standing. We liked the new authority the structure had taken on, as well as the enhanced reflective qualities removing the steps produced. On this final version final touches like shadowing and reflections were added. As well as final colour choices and exact positioning of the architecture of the piece. We were all extremely happy with the outcome and felt it was a professional looking piece that would captivate the audience and intrigue them.

Final developments: 

As a result of the Creative Convo week, the design had the opportunity to seek advice and guidance from practising professional Eva Cremers, who is well-known for her 3D renders. As the logotype had been finalised it was a matter of choosing further developed layouts using the new and finalised render helped to look more professional through Eva. After much deliberation and a night of experimenting with numerous design architecture of the piece we finalised the exhibition poster. Choosing the most well thought design that quickly communicates what and where the event is using a simple architecture that lets the type, information and artwork breathe. 

Chosen design: 

Production:

Once the key imagery had been finalised and typeface decided, progressing with the other deliverables was efficient. At this point in the project it was all about bringing all the elements together ready to hand in. The flyer design stayed consistent with the branding, furthering our concept using key words to describe the ethos of our campaign. A similar approach was taken with the Instagram, applying more of grid format which works in relation to the Instagram layout. Our poster was then applied to the rest of the assets, putting the concept into context through a magazine spread and mock up of the signage outside the university. All of these where then put onto our concept board as shown. This was accompanied by the email banner, a different 3d render, showing a more concise way of showing our concept. 

Evaluation:

This project was a big success and one of my favourites to do. Working with a great group of like minded peers I feel like we created an engaging a fresh aesthetic that captured the university and its students through interesting imagery with a great concept behind it. Working in collaboration allowed me to see how my ideas can manifest in different ways such as 3d renders. Although the project was successful there was disputes between the group leaving a couple of us to finish the project which was frustrating. Saying this he overall experience made me learn about collaborating in larger group, and having to compromise. Unfortunately, we did not win the competition for the branding of the end of year show. This was very disappointing as the winners work I did feel represented the university nearly as well as ours.