BA (Hons.

) GRAPHIC DESIGN
Module Code Module Title OUGD303 FINAL MAJOR PROJECT

LEVEL

Outcomes

06
1

FINAL MAJOR PROJECT STATEMENT OF INTENT

Name: Sai Uennatornwaranggoon Blog Address: http://s-uennatorn0912fmp.blogspot.com/ Rationale
A concept driven investigation into branding, identity and promotion with a focus on the use typography and image within printed media. Supported by an understanding of social and environmental responsibility The main focus of my creative discipline is branding. Within branding I am focused on the printed media such as posters, publication and stationary. However there are other areas of branding that I am also interested such as environmental graphics and signage. Therefore, even though I will mainly focus on print I am also interested in creating the complete brand, which may involve other media such as environmental design, or even screen based media. My design would be conceptually driven but supported heavily by the use of type and image. The functionality and the applicability of the solution would be the main focus of my problem solving and that would be demonstrated through the use of type and image I also intend to use illustration to support some of my design work with the considerations of the appropriateness of it depending on the function and the solution of the product. Even with the intentions of utilizing my very stylized illustrative skills my design practice would still be conceptually driven and therefore the design solution will not be bound to one aesthetic style. I am also interested in the combination of modern design and the more traditional and that would be where my typographic skills and illustrations meet. I work with more modernist type but at the same time my illustration style is quite classical. I intend to gain a fuller understanding of the designers social and environmental responsibility and utilize that within my design. However, my practice will not be driven completely by sustainability but will instead work under the umbrella of it. My research and understanding of social and environmental responsibility will determine my choice of clients. They may not necessarily have to be non-profit organizations or environmentalists. However, they would have to have an ethically and ecologically driven agenda and as well as a financial one. My understanding of the designers environmental responsibility will also have influences on my choice of materials, design process and production methods. These will include just using recycled material to actually re thinking the entire life cycle of the product and its longevity and reusability.

Subjects / Themes General Themes:

Sustainability and Design More specifically sustainability as an overall umbrella for a graphic design practice. Social and environmental responsibility of designers who still want to work as designers within the consumerist culture. Becoming more sustainable through choice of clients, audience, design process and materials. Looking at designing for clients with environmental concerns

Colour Utilizing colours as a system Using colour as a way to organize and represent information The colour theory Colour psychology Geometry Using geometry as a system The Maths and science behind geometry Geometry and design including design theories Language The play on words, copy with a sense of humour

Design for:
Food Branding for the food industry such bakeries, restaurants, food shops and food products. Focusing on those with a health and environmental agendas (eg. organic foods )

Service industry Other service industry would include hotels, bars, leisure centres like parks Culture Literature but in terms of places that showcase it such as the branding of libraries and bookshops The branding of the culture sector focused on the arts and literature such as, exhibition space, art galleries, libraries, public and private events.

Design Disciplines / Creative Development

Sustainability More research into sustainability in general, sustainable graphic design studios. The use of material, especially stock as my work will be heavily print focussed Typography Layout for promotional design Modernist and bold typography The use of typography with illustration Illustration Use of stylized illustrations to support design work/ type Branding Companies with social and environmental agendas and concerns For the food industry such as a food product, or catering service Heavily focused on print media such as posters, publication and stationary Also consider the place making and signage Print Different print processes for different products whether its a publication or just a poster How print would work at different scales such a publication or in a large space ( eg. Wall)

Practical Skills / Workshops what, why and when?

Practical SkillsCurrent Skills Typography: I plan to apply the skills and knowledge in typography Ive gained over the past three years to all of my new designs. However, there is still room for improvement. By using those skills consistently and critically, those imprvements will happen organically. Research: I tend to do a lot of research while tackling a problem. Looking at how other designers have solved similar problems and then applying those to my own ideas and designs. Software skills: My illustrator, Indesign and Photoshop skills have improved hugely and this should allow me to be able to work quicker and more effectively Need Developing Print: both in digital and screen prints. I also intend to gain more knowledge on offset litho printing as that is the most

commonly used methods of printing in the design industry. My projects will also be primarily focused on print and hence I tend to treat these projects as if they were going printers and therefore will force me to find out about the print production. This will also include preparing work for print. Environmental design (Way finding, Place making and Signage) : I intend to incorporate these disciplines into at least one of my branding briefs and this is something that is quite new. Therefore I intend to learn as much about environmental graphics as possible in order to create a complete brand. Layout Skills: I am planning on producing a number publication either as part of my branding or as part of a promotional brief. I will also be collaborating with a couple of fashion students and produce look books for them. For that, I feel like I need to and will be developing my layout skills. Crafting skills: I feel like I really need to improve my crafting skill in terms of producing the finished resolution/ product. I want my work in the future to look like they have been professionally made and not just a student project.

Brief 1: Yearbook : Surface, Patterns and Textiles

Deadline

Rationale: A collaborative brief with Robyn, Sam, Will, Paul and Tom on the Surface Patterns and Textiles course yearbook. To combine the two concepts proposed by each group together to create a year book that focuses on the relationship between students on the course and the crafting and production processes each student goes through

Brief 2: AMIO: Fashion Branding and Publication Rationale:

Deadline

Collaborative brief with a fashion student to create her logo, look book and journal. The concept of her fashion is sustainability and multi functional apparel. The brand was also inspired by the Maori People and the designers travels to New Zealand. Brief 3: D&AD Competition brief Deadline Rationale: Pentagram: To produce at least 3 publications on designers, writers or typographers who have given talks for the Circle and produce a Cover & at least 4 spreads on each individual. Brief 4: Brand and Promote a Restaurant Rationale: Deadline

Brief 5: Brand and Promote a space for the cultural space in Leeds ( The Library or Round hay Park) Rationale:

Deadline

Brief 6: Promote a colour range for .( Caren DAche, Crown paint of Dulux) Rationale:

Deadline

Brief : Short one Day briefs and competition brief

Deadline

Rationale:

Contextual references / Designers / Studios / Companies

Designers and Studios Simon C Page Hey Days Marielle van Genderen Rotterdam James Windsor Jeff Finley David Whitley Thomas Matthews Celery Design Studio8 Magpie The Consult A2/Sw Audience and Context Food/ catering service business,

RESEARCH ACTIVITY: Deadline Stock and Material research Details Research stock and materials suppliers for the year book but also for my other briefs such as the collaborative brief with the fashion students whose disciplines are focused on sustainability. RESEARCH ACTIVITY: Deadline Colour Details Research into the colour theory and the colour psychology. How colours can be used systematically. I plan on investigating into how colours look on different material, also on screen and off screen. RESEARCH ACTIVITY Deadline Brass Placement/ Studio Visits Details My placement at Brass will allow me to observe how designers interact in a real working environment. It will also allow me to see what is expected of a designer when tackling a complete branding brief which will directly apply my FMP RESEARCH ACTIVITY Deadline Information Graphic/ Environmental Graphic and Way finding Details As part of a branding brief, I plan to broaden my range of solutions and include the environmental graphic side of things. In order to do that I will need to research into way finding and signage. This will be done through visiting such spaces for primary research and books on environmental graphics for secondary.

RESEARCH ACTIVITY Details

Deadline

BIBLIOGRAPHY
BOOKS / TEXTS - (Harvard Refernced)

McDonough, W. and Braugart, M. (2002) Cradle to Cradle: Remaking the Way We Make Things. New York, North Point Press. Chapman, J. and Gant, N. (2007) Designers, Visionaries and Other Stories: A Collection of Sustainable Design Essays. London, Earthscan Publications Ltd. (745.2) Dougherty, B (2008) Green Graphic Design. New York. Allworth Press Shaughnessy, A (2005) How to become a graphic designer without losing your souls Jong C, Purvis, A and Tholenaar, J (2009) Type: v.1: Visual History of Typefaces and Graphic Styles Heller, S and Talarico, L (2011) Typography Sketchbooks McCandless, D (2010) Information is Beautiful Gibson, D (2009) The Wayfinding Handbook: Information Design for Public Places TwoPoints.Net (2010) Left, Right, Up, Down : New Directions in Signage and Wayfinding Gage, J (2000) Colour and Meaning: Art, Science and Symbolism Ambrose, G (2007) Basics Design 05 : Colour Pentagram, (2010) Pentagram: Marks: 400 Symbols and Logotypes

MAGAZINES / JOURNALS / ARTICLES (include publication date and details)

Eight: 48 Issue 07: You are Here Eight 48 Issue 06: Thats the Funny Thing About Design Eight 48 Issue 05: Couter-Print-Cover to Cover Eight 48 Issue 03: Frame Me: Poster Design Today Computer Arts # 193 October 2011 nd Computer Arts The Book of Inspiration 2 Edition Computer Arts # 192 September 2011 Computer Arts: Graphic Design Idn v18n4 : Mono Graphics Colour Toning IdN v17n5 : Wayfinding + Signage The Way Finders IdN v17n3 : Eco Graphics Lets Go Green IdN v171: The Branding Issue- Brand Everything

ON LINE REFERENCES / WEBSITES / ARTICLES (include specific urls) http://www.fastcodesign.com/tag/branding?page=1 http://www.formfiftyfive.com/ http://flyergoodness.blogspot.com/ http://www.aisleone.net http://kuler.adobe.com/#themes/rating?time=30 http://www.logoed.co.uk/ http://www.typetoken.net/ http://www.typojungle.net/

OTHER REFERENCE MATERIAL (Films, events, exhibitions, conferences)

ACTION PLAN use this section to identify specific tasks that you need to complete in
order to resolve the brief. Brief What do you need to do? 1 Deadline

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