Evaluation

End of module evaluation.

I think that this evaluation could be one of the most important summary’s I have made to date to help guide me for my Final Major Project. I’ve been thinking about evaluating my work for the last two weeks. The work that I have produced for hand-in is all right but is lacking that creative spark or cutting edge which I’m after for my portfolio, but this work is finished now, and it is important to identify where the projects have lacked good design to prepare better for my FMP.

I think that over the summer I found and made ten briefs that I thought would be good for me to answer but quite a few of the briefs lacked clarity and a list of deliverables. When I started them I worked round in circles, running around without taking time to think what I was actually doing. The briefs I shall choose for my FMP will be well put together and have enough clarity and depth so that I can keep focused more for how I answer the brief. I have already wrote three over the last 2 weeks which I can’t wait to start. I think that I need to be productive with my time rather than busy.

Also I think I rushed to try and get four projects together and through this I missed out the design ideas rather than sitting down and taking time to stop and think to evaluate my work and enjoy my work again.

This evaluation might be negative but I want to be proud of the work I produced and I think the last few months work isn’t bad but it’s my turn, as a third year and I want work to be proud of, and show a creative spark within my work. I’m so glad that I’ve done these briefs because I’ve learnt an awful lot and its put me out of my comfort zone and I’m confident from doing these briefs and learning about my own design practice my FMP will be a strong finish to my degree.

PDF for Print

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Boards for Final crit

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Boards for Thursday

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Need to:
- Add text and explanations
- Print off B&W and stick together
- Add Coors Adverts
- Add samples for Fedrigoni

Saturday replace images with clearer photos

Second round of photos

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Still the colours are dark and yellow so on Saturday I shall use the photography equipment and replace the Final crit boards with the same compositions but clearer photographs

Typeface Photos

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Photos - Fedrigoni

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Coors, Mock up photos & Advert ideas

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Development of Identity

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Trying to use the word I to tell a story of the product using 4 layers of stock

So far

Magazine Advert and poster, The rest of the range would be layout pad, website ... mail-shot to be sent to existing customers.

Development

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Simplifying the Message to communicate with the audience. The dropped stock technique has had to be changed due to the appearance of the letter in the middle.

Re-consider...

After talking to Joe about my work today there were a few things to consider:

- Typeface use colour
- Use digital as well as photographs
- The concept for fedrigoni is strong but I could do with simplifying the words used for fedrigoni and how to spread the content out over 4 pages to tell a story.

Thinking of the range- Layout pads

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Would layout pads run with the campaign I am creating? how can the stock layers work with the layout pad?

Thinking how the concept would work for Magazine adverts

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Need to think how the pages would be interacted and also the format of the advert

Development work for Layers of stock

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Layout for Fedrigoni

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Targets for the day

Wednesday

Coors logo - bigger
coors bottle shape
stationary
Ideas for photoshoot

Finish dancehall pioneers book

Fedrigoni
Posters make illustrator & photoshop layers
layout pads & swatches
Pencils
Mailshots for invite
Magazine layout
Cups
Shirts

Different Format

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trying a different format 7-inch record Ideal to create a cover to go round the book as well.

Mock up of the book so far

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Need to work on the cover and contents page asap. I think I need to try using traditional materials for the cover to give it that 80's dancehall authentic feel.

Spread design for typeface in Contexts

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Trying out different layout ideas to put the dancehall pioneers book into context by using the Property typeface.
However i'm not to happy with the contents page so I shall go to the library to look for some more inspiration.

To do list

Tuesday
am
- Mock up Dancehall pioneers book - Design

pm
-print and make book
-print type spec onto tracing paper

Wednesday
am
-Produce range for coors

pm
-produce range for fedrigoni

Thursday
finalize coors and fedrigoni for print.

Photos of products

Friday put boards together

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Cover for the front of a layout pad, targeting it designers to learn about the Paper Selection tool

Mailshot layouts

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trying different compositions for the information of the mail-shot

Layout for Identity across the brand

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Illustrating the swatch guide

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After a Clean information graphics looks with strong type & layout with the use of coloured stock to reflect the imaginative colours.

Ideas for type to be used in context

I have been scribbling random words and names with the typeface but a subject I like is Reggae Dancehall, as the influence of the typeface fits the subject. I shall mock up a few pages of a publication best on Dancehall pioneers to show the typeface in context. Above are a few sketches of ideas of the cover and inside layout.

Look Book ready for Print

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Today I printed the look book, the stock and margins turned out nice and gives the typeface the authentic look of the origin of the typeface.

Background/ Wallpaper

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Just experimenting with the typeface to create a wallpaper or wrap for the David Rodigan shirt, I have exposed on screen ready to print. Maybe a hand-drawn version of the typeface could work well

Texture

From looking at the publication for the typespec look book on screen the white background looks to clean and doesn't communicate the typeface I have created which has been influenced by African painted symbols. The front cover will be a strong weight so that the look book isn't weak and bends as soon as its picked up, but the only card to print on is white within the print studio. I have scanned in some newsprint to give it a more original feel.

Photos of the Butchers Products.

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Range of Promotion

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If I was to use a tote bag it would be white or at least whiter than the bag used above. The layout of 9 characters horizontal works really well to fit the layout of the bag & shirt. I am happy I've found a layout that I like for the products it will just be selecting the colours depending on what colour tote bag I can buy. After playing with the colour schemes I am interested in what Colours I could use for the look book and also what stock to use.

Colour & Stock

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The lookbook is almost finalised, however I need to add a page of mock ups of the typeface being used in context, African Sculpture Park event. Also I need to produce some promotional material for the typeface.

Finishing the type sizes

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PDF - Look book progress

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The layouts works well but I dont think the colours work well. The low opacity type on the inside cover doesnt look right, so Ill try without the type

Cover Development

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Could do with considering the stock and colours. I think the layout and compositions are good but it could look out of place by using the wrong stock to be printed on. Maybe experiment a few ideas with stock and maybe look into making the manual more interactive.

Development Type Lookbook

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Typefaces

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What Type-face are you?

Composition for Products.

Packaging Development

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MOS

Target Audience

Understanding who I am designing for is important to gain a concept to base a series of three posters around.

Dance Lovers

All walks of life

Electronic Music

21 this year

Pioneering Iconic

Experience

18-30

Brief 4 : D+AD

More contemporary look for the logo

Campaign development

Need to find a way to promote the bottle to the audience, above is very bland. Should refer back to advertisements in womens magazines as influence.

New range of bottles

I think the new logo works a lot better for the bottle wraps as it brings out the colours and help communicate to my Target audience better than the strong looking bottles previously.

New Developed Logo

From the last progress crit, It was recommended by Ailsa to change the logo to make it appeal to the target audience more by adding the name Coors, This was because `shift on its own sounded to strong for the audience.

What I need to Do.

Coors for women
Make the bottles work as a set and more feminine colours
Produce a range of deliverables
Language Used
Posters without women, maybe a questionnaire

Butchers
Develop logo
Packaging, eggs, sausages and ham- plastic bag and labels/ stickers.

Typography
Create typeface for set of pioneers books
Layout Ideas for Pioneers
Content for pioneers
Range for pioneers
Work across ipad, how can it be interactive

Identify D&ad Brief
What do I want to gain from it...

PDF Crit 2

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Mock up of how the family could be presented - Print Based

Example of the concept in Photoshop

Layers on the side relating to the different fonts in the typeface family. The typeface will be good to adapt colours, prints anything you want to make it creative.

Font Family

Hair - Drop Shadow
Skin - Outline
Vains - Inner Drop Shadow
Muscle - Base of the Letter - Fill
Organs - Emboss
Skeleton Middle of the Letterform

Photos of the type development

Working out the type layers to see what needs to go in order for the type to work successfully. I shall also mock up a Letter as a booklet to see whether or not the type will work. I still need to design the typeface, but I have an Idea of what I think reflects 2011.

Development - Type 2011

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Type development. The layers of the family will be based on the human body layers. I have chosen this compared to naming the layers after a mountain structure because designers will be more familiar with the names and structure of the human body.

Ideas for Paper Selector

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Brief 4 : YCN Fedrigoni

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Brief 1 : Typeface 2011

Engagement with the audience

Progress for the campaign

Final range of four bottles

Final four bottles I have chosen to be the same product but a range of different designs. I think the bottles will need to be rendered better, to add more depth and give it a more alcoholic feel.

Bottle Development

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Creating bottle wraps influenced by the female persona with the logo on. I think it is important not to make the bottle look and feel to masculine and not to feminine, if it was to masculine it would not solve the brief as there are already male targeted beers on the market and to feminine it would look too much and females would be to embarrassed to be seen with it.

Grid System - Fashion Patterns

The grid I have created will be used to design patterns based around the current female persona trends regarding shapes and colours.

Final Logo

The final tweaked logo for Shift lager.
The logo represents the movement of the brand and the play on the language, shift power, attitude, perception. I think the bold squares guarding the word shift in the centre almost protects it and reflects the target audience as a safe product/ brand.
The typography is heavily influenced from the research into the female persona I am creating the brand for. Tall thin type

Logo Development.

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Relating to the brand name SHIFT. The logo is based around the idea of movement but also using the bold shapes used relating to the female personas fashion patterns.

Graphic Language - Audience

Shift ....
Power
Perception - Taste of beer
Attitude

Initial Ideas for Name and Logo / campaign

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PDF of notes and thoughts of the brief

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Graphic Language from T.A magazines

Dazed & confused
vortex
soul
your drink, your way
In havana - culture
When you cant find a party. You throw one.
Wove/n.
Rough & ready
feist
ol'
point
lost
equals
zips
hogan
dazed
shape & shift
shift
radical
entwined
cut & paste
wet & wild
all screwed up

What makes the product unique?

Culture
flavour
calories
bitter
themed:
seasonal
festival
fashion

social drink
Look at , perfume packaging
PAPER London
Costa- Coffee
Lord of the files
WIlliam Golding
-Patterns
-Typography
-Language
-Colours
-Antique
-Penguin books
-YCN type

Audience

Product modern, sleek
create a sense of culture
young- 18-25
festivals
umbrellas
tents, wellies
food? fruit
Social
Networking mobile
students
topshop , red magazine
music interest- alternative
to look different
drives/ cycles
what magazines does she like
looks after herself
well cultured
vintage
strong person
sophisticated
cautious, world & food

Finding an audience

What age range are more likely to drink beer
18-25
25-35
Young Parents
Mature audience set in wine and tea
Bottle-Message
What mood?

Persona Characteristics
Socialise
Internet
college/university
work
home
Fashion, whats in
Mobile - whats apps
small cars
work 9-5
local
friends
nights out
concerts
clubs bars

categories
news
stars
style
fashion
beauty
horoscopes
decamel

Moodboards

Audience
Compare two different subjects
Existing drinks
Trends
Promotional Campaigns for alcohol
VK, wine, Malibu, Ameretto, Bacardi
Opposite of Bitter

Audience

Women who buy alcohol
18-60 (big audience)
Why not buy beer?
Too masculine in the look and taste
what alcoholic beer would they like?
Language and trends present
Light ale - interact
Women taste bitter more than men

Problem

WHY IS THERE "A MASSIVE GAP IN THE MARKET, FOR BEER TO BE AIMED TO WOMEN"

If I can understand this then I will aim to create a response based on my findings.

Problem

What do women drink?
Why do they drink a certain drink?
What beers/ drinks are already targeted at Females? & How?
Are they successful, why?
What other products are consumed more by males & what alternatives are aimed at females? Shavers
When & where would the drink be consumed?
What category of drink would appeal to women? calories, flavour...
Is it a range of flavours, more than one product.
What products already exist at Molson Coors?
What person would the drink be aimed at?
How does the product engage the audience to the drink?
Distribution?
Market/ Promote?

What language is used- Audience?

Deliverables
-Invent a name for the brand/ campaign
-Logo
-Graphic Language
-Range... Website, Info packs
-What does the brand sound like?
-Interaction?
-Where would the product be aimed/ found?

Molson Coors

Brief
Name and create an identity for a campaign to encourage women to drink more beer

Background & Creative Considerations
There is a massive gap in the beer/lager market in terms of engaging women who have traditionally been seen as wine/spirit drinkers.

Target Audience
Female Drinkers of all ages

Requirements
Create moodboards to form a clear direction of what female persona you are going to create the brand for. Invent a name for the brand, a logo and a graphic language to be used across a range of different medias.

PDF for Crit

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Distribution

1. Ideal to order using the inmternet for collection in the same process as the iphone

2. Four different backs of till rolls, with recipes on

3. Normal reciept for any customer

4. When an order is placed a reciept with the customers name is printed. This is good for organization but also adds that personal experience value which supermarkets cant do instore.

Order Process

Mock up of an app for the butchers ideal to place orders within workers lunchtime for a collection at a spersific time. (after work when commuting through town on the way home)

One of the problems was the waiting times and closing times at local butchers vs supermarkets, this idea will make it easy to order and collect on the same everyday journey

travelling home.

When the order is placed the receipt will be printed at the butchers with the customers name on. This will be good for the user experience and makes it more personal, but also

helps organise the time frame for collection.

The app also has a Rewards Library where the user collects tockens when purchasing products which colour in the cow Logo part by part until enough parts are coloured to

claim a discount.