OUGD502: Module Evaluation

OUGD502

Module Evaluation

This module has allowed me to build on skills and experiences that I was introduced to in Level 4, With an ever evolving practice I have been able to develop my contextual understanding of industry and can start to identify areas of more specific interest that can be developed into a better understanding of where I might fit within this creative sphere. Extended research into design studios, projects and current affairs have allowed me to develop a contemporary practice and awareness as a creative. The PPP2 module has supported my ongoing development and ensured I remain contextually aware of the ever changing concept of visual communication providing successful networking opportunities and the platform to be able to consider ‘What next’.

Brief 1 provided the context to look in more detail at the industry, progressing from level 4 I evaluated and documented how I have changed as a creative over the year and explored in more detail the areas I am currently interested in as a designer, paying particular interest in branding and identity studios such as Wolff Olins, Music and Love. This brief also allowed me to engage with industry professionals in order to open a dialogue that could prove beneficial through my progression into level 6 and beyond. This engagement has proved successful presenting me with opportunities such as scheduled studio visits and potential internships with the Graphic Design team at Topman Head office as well as a range of new contacts that I will attempt to visit over the extended summer break.

Part two of this brief allowed me to engage with an industry figure I admire. Ben Biondo is a creative freelancer whose style I both identify with and admire, through the process of my creative report I took a broad range of inspiration from his attitudes towards design which will translate into my practice moving forward. I was able to produce a collaboration piece with Ben to articulate my creative report; this was a great experience to work with a design figure I admire. Ben was really engaged and supportive treating me as a professional whose input he valued as opposed to a student which greatly improved my confidence within engaging with industry standards.

Brief 2 allowed me to reflect on my progression as a creative over the academic year thus far transitioning from level 4 to 5. The first stage of this brief I engaged with was a revitalised identity as I feel I have outgrown the personal branding developed in Level 4. My new identity is far more representative of my current practice and feels a lot more professional in terms of articulating who I am as a creative.  Having reflected on where I have come from I also started looking foreword to the future, extending upon my identity I also created a portfolio preview to highlight the strongest examples of my work, this is collated in a small publication that can be easily handed out to studios I have a current interest in. The format of this publication is very informal making a statement of ‘this is me, this is my work, have a look and tell me if you like it’ as I felt this was the most appropriate way to promote my current practice, getting my name out there without putting any pressure on the studios.

The second part of the brief was to culminate all this research and development into a design strategy presentation. This was really engaging to look back over the presentation I created this time last year and highlighted to me just how far I’ve come in a matter of months. Allowing me to reflect on where I’ve been, where and I am at present and where I want to go in the future. This presentation presented the stark realisation that where I am now as a creative certainly isn’t where I’m going to be in 5,10,15 years, this has been a concept that has become more clear to me over the course of the module especially with my dialogue with Ben Biondo. Once I started to fully understand this concept it removed some of the permanency of design and it made the whole module a lot more straight forward. I was initially trying to design my identity around where I might be in a year’s time and was looking at studios that offered long term benefits. Whereas now I understand more about designing for now, I’ll inevitably have to re-brand, which is good, my ideas and prospects will change, which is good, the main thing I’ve learn from this module is to just engage with where I am at present and research avenues for the future and create connections that may help get be there, so wherever I end up I can be informed and engaged with my evolving practice.

OUGD502: Studio Brief 1 - Creative Report: Evaluation

OUGD502 Studio Brief 1 - Creative Report

Evaluation

The process of this creative report allowed me to become more familiar with a number of industry studios and professionals which aids the ongoing development of networking and industry awareness within my practice. I found this the most challenging aspect of the report as firstly I had to identify particular industry figures I admired and felt engaged to talk to, which was only half the battle as I found it particularly difficult to get in contact with a number of these figures and more importantly get a response back. This initially deterred me but seeking feedback from other students and tutors I found the only way to be successful was to pro-actively engage with networking strategies such as linked in and social media platforms to create a more personal connection with potential figures as opposed to generic multi-purpose emails.

Moving away from corporate studios I shifted my attention to freelance designers, in the hope they would be more available to engage in a dialogue. This successfully resulted in identifying Ben Biondo as an appropriate research focus for the body of my creative report. I identified Ben through my personal blog used for inspiration. I was initially attracted to his aesthetic as his implementation of pastel colours, clean lines and refined illustrations appealed to my sense style and was reflective of the type of design I aspire to produce within my own practice. Contacting Ben required several attempts due to his busy schedule my initial email got lost in his inbox, through perseverance I managed to open I dialogue with Ben who was more than happy to engage with the brief.

Analysing Ben’s practice and his route into industry via his website I wanted to focus the body of my creative report around his inspirations and attitudes towards design. I felt this would create a more engaging report and would give me greater insight as to how Ben approaches design and ultimately how I can transfer some of these qualities into my own practice, in order to holistically develop as a creative practitioner. I questioned Ben about his sense of style and how he manages to maintain this aesthetic while fulfilling the needs of his clients as well as broader topics of inspiration and the correlation between location and aesthetic. His answers demonstrated that he clearly thought about each question and carefully considered his responses. This provided me with a great insight into Ben an individual with a genuinely creative outlook on life.  

I was ambitious with the how I wanted to articulate my creative report, I asked Ben if he would be willing to collaborate with me on a series of prints that used succinct statements representing what I took from my investigation into his practice and how these elements can help me to develop as a person and a creative. Ben agreed to this collaboration and sounded genuinely engaged with the concept. I developed a set of three statements which focused around the main points I took from the report; "have some f**king fun" which I feel is needed as I can get quite perfectionist(ic) especially around deadlines, Ben’s practice reminds me to just take a step back, don't stress and just enjoy the process of making things. "open your eyes" focused on how Ben talks about taking inspiration from places, feelings, ideas and just about everything. Finally, "don't settle, evolve" removes a sense of permanency from design which helped me to identify that we all evolve as people and creatives and that where we start certainly isn’t where we'll end up. Ben interpreted these statements into signature illustrations which I then complemented with type and colour, screen printing the resolutions to create a limited run of contextually engaging prints.

I have been thoroughly engaged with the creative report and learning about Bens attitudes towards design as I feel I can definitely take away elements of this to inspire my own practice. The prints created a high quality engaging resolution that works well to articulate the key aspects I have taken away from my Investigation into Ben Biondo. The element I have most enjoyed is the process of collaborating with Ben as treated me as a designer not as a student which was really nice to be accepted and work professionally with a designer I admire within the industry and for him to complement my contribution to the collaboration serves as a great stepping stone in building my confidence of working within the professional sphere.

OUGD502: Studio Brief 1 - Creative Report: Creative Report

OUGD502 Studio Brief 1 - Creative Report

Creative Report

Having successfully created an engaging output for my creative report I wanted to add a sense of further context considering the aspects of distribution. I proposed my set of prints reflects the key inspirations I took from my investigation into Ben Biondo, his place within the industry and his practice. If I plan to sell these prints commercially I felt it would be a nice touch to include a copy of the interview with the prints therefore the audience can read the interview and see how this is translated into the graphic print output. 

I started developing the aesthetic for this, I wanted a clean minimal aesthetic that was low on production costs as its given away freely with the prints and remained relatively informal. I chose an A6 scale as this worked well in conjunction with the prints and kept the publication to a handout size. This should its application in further environments such as an exhibition where the audience can take the publication as a handout to learn more about the pieces context. I used courier for the body copy as the serif felt more personal and better communicated the conversational context, this is extended by the questions justified to the right and the responses justified to the left. This is representative of digital communication such as email and social networking thus making the format familiar and relatable to an audience. 

From the development and feedback I found I needed to include small pieces of information such as Ben's contact details within the article so an audience would learn more abut him and see examples of his work, I developed a half cover with the title at the top to add the aesthetic with minimal added production cost to create a stylish contemporary handout that is engaging and informative for the reader. 

The publication is successful in supporting the prints in adding further context to the set. It works well considering the distribution and the user within a commercial environmental as well as extended opportunities including commercial reproduction and the its application within an exhibition. The aesthetic is representative of my emerging style and works well to creatively articulate my investigation into Ben's practice, engagingly communicating this to an audience. 

OUGD502: Studio Brief 1 - Creative Report: Prints: Production

OUGD502 Studio Brief 1 - Creative Report

Prints: Production 

To elevate the production quality of the resolution I chose to screen print the designs as this would add a tactile finish to the prints and make them more desirable using traditional print methods and craftsmanship as opposed to digital printing. To further create a high quality resolution I also used specialist paper from Fred Aldous, I chose Cyclus Offset 300GSM as the off-white finish created a more relaxed aesthetic than the clinical stark white, the thick weight made the prints substantial to hold and frame effectively. I decided on an A5 scale for the prints as too much white space around the minimal aesthetic would be ineffective and this scale made for a well proportioned print. 

Mixing the colours was really enjoyable as I had full control of the colour palette. Ive used a lot of pastels within my practice and Ben's work also advocates this creating a clear aesthetic style for the colour palette. I created a pastel peach, blue and aqua as these colours complemented each other nicely and I felt they were reflective of California (ben's location). I also experimented with an electric blue to keep the colour palette cool however felt this was too bold as a set with the pastels and based on extensive student feedback concluded the peach worked better as a set. 

The colours translated slightly lighter when printing than in the pot which slightly decreased the legibility from a far however close up the colours worked well complimenting each other and conforming to mine and ben's sense of style used within our portfolios. The prints worked great as a set using the minimal line illustrations completed my the distorted type to create a engaging aesthetic that appeals to my sense of style. The stock complements the pastel colour scheme and the screen printing adds a tactile finish that elevates the quality of the production. I am really happy with the outcome and am looking forward to getting feedback from Ben. I have mostly enjoyed the process of collaborating as Ben treated me as a designer not as a student which was really nice to be accepted and work professionally with a designer I admire and see he genuinely values my contribution.