BA (Hons.

) GRAPHIC DESIGN
Module Code Module Title OUGD303 FINAL MAJOR PROJECT

LEVEL

Outcomes

06
1

FINAL MAJOR PROJECT STATEMENT OF INTENT

Name: Polly Williams Blog Address: http://p-williams0912fmp.blogspot.com/

Rationale Applied custom lettering and illustration with a focus on surface application and promotion. I intend to explore a range of print processes within my practice, including screen print. I intend to explore a range of finishing processes within my practice, such as foil blocking, spot varnish and flock. In addition to this I intend to develop a good understanding of these processes on an industrial level, and how each one would be communicated to a printer through both dialogue and format for print. I intend to visit some printers in an attempt to further my understanding of the print processes and how to communicate my designs to a printer. My work is mainly intended initially for print, but has the potential to be applied to screen based media. I intend to engage in live briefs as well as course briefs to gain personal experience of working to a real deadline and work with a real client. I intend to visit studios and try to arrange placements in order to better my understanding of how the industry works and what the studio environment is like, to gain an understanding of the kind of place I want to work as well as building a network of contacts for when I leave. My work is mainly aesthetically and image driven, but supported with a strong concept. I will undertake briefs that will enable to show my more commercial appeal as well as personally driven briefs that will allow me to showcase my creativity and imagination. I will continue with freelance illustration and drawing practice to ensure continuous development in these areas. I wish to present myself as an image driven graphic designer with illustration as an additional attribute so it is important that my portfolio and studio choices reflect this. I am interested in surface application of illustration and custom lettering applied to packaging, however I am not interested in design for packaging design itself, that is driven by the structure and net. I am interested in editorial illustration and application of custom lettering and editorial to publication, but not layout of type for publication. I am interested in identity and some logo design, but not full branding. My work is primarily aesthetically driven, however it is backed up by a strong concept. I am interested in colour and pattern and how it can be applied to different deliverables. I am interested in designing for a range of budgets whilst always delivering a high quality aesthetic and strong concept.

My work is individually driven whilst responding appropriately to the brief set. I will produce a range of self-promotional deliverables such as business cards, letter heads, invoice, Portfolio, website and mail out in order to promote myself to future clients and studios that I am interested in. I will contact a range of studios that I am interested and send them individual personalized mail shots in an attempt to engage their interest in me. I also intend to develop a better understanding of how image driven design, custom typography and applied illustration fit in a commercial environment. This could be through contacting designers and through ongoing observation and contextual research.

I am interested in surface application of design and illustration to products, but not necessarily with the design of the product itself. I am interested in image driven identity as appose to concept-driven identity. I intend to conduct a broad range of research that is not just design focused.

Subjects / Themes Audiences -Food and drink industry: cafes, restaurants, food and drink products. -Retail ; fashion, kitchenware, home ware, interior design, design-culture. -Gifting industry; greetings cards, gift wrap, stationary and other gifting elements -Contemporary culture; music, entertainment, events. -Art culture sector; galleries, exhibition, design-culture. -Publishing; design culture publications, childrens books, book illustration, editorial illustration. -Other audiences that are determined by the brief General themes Decoration Humour Satire Obsurity More is more (as oppose to less is more) Experimenting with the boundaries of legibility Food and drink Kitchenware Home ware Interior design Dining Resaturants Gin Gifs Greetings Cards Gifting Design-culture graphics Image side of publishing book/magazine/editorial Language(s) Fashion and beauty World culture Animals Aesthetically driven design Back to basics using software as little as possible. Media Vintage images Trends (past and present) Design Disciplines / Creative Development

Primary concerns :
-Custom Lettering; illustrated/hand drawn/3d/decorative -Applied Illustration -Image making through mixed media -surface application -Finishing processes -Print processes Secondary concerns : -Identity -Application/layout for packaging -Promotion -Crafting -Application of my designs to screen based media

Not focussing on : Coding for web Nets 3d/structural design for packaging Layout for publication/book etc Motion graphics Wayfinding Branding Icons/pictograms Heavilly commercial/corporate design Annual reports

Practical Skills / Workshops what, why and when?

Current skills I want to further : Drawing & Illustration - Need to draw more routinely to improve practice as it will help with all areas of my design practice. Screen printing Need to engage in regular (weekly?) sessions to improve my technique as I feel that working with screen printing helps with my general understaning of print/finishing processes, inspiring me to be creative with my designs including finishing processes. Also allows me to create more realistic mock-ups in some cases. Research need to broaden my spectrum of research for each project as well as conducting more primary research. Time management Create and follow a stricter time plan setting weekly/daily deadlines and sticking to them plan further in advance. Resolving the initial brief In the last module I veered off from the brief when my ideas werent working as well as I had envisioned. Working collaboratively or on live briefs will help me in this area as altering the initial brief wont be an available option. Working client relationship - Working with real clients is good experience and will help to develop my inter-personal skills and clientdesigner relationship. Software skills (InDesign/Illustrator/Photoshop/Dreaweaver) - constant development Type develop better understanding of appropriate use of type including fonts, point size, kerning, tracking, leading, weight, style etc.

Composition develop my skills at layout through composition Industrial production add to my existing knowledge of print processes by visiting printers, engaging in dialogue with printers, and

researching print and finishing processes. Formatting work for print I have a basic understanding of this, but I need to keep developing my understanding in terms of commercial print.

Skills I want to obtain :

Product photography so that I can present my work better General photography skills so that I can take good quality photographs as content for my projects Layout develop better understanding of how to correctly use a grid as a visual aid when composing elements in a design. Learn new printmaking processes (e.g. Woodblock/lino/chine-cole) To broaden my image making skills. Designing for screen develop a good understanding of the ways in which my work could be applied to digital media.

Brief 1: Kit Cats Dinner Dance [Live brief expanded] Rationale: Create an identity for Kit Cats events including printed media and proposed digital media. Applied illustration/identity/logo design/promotion/surface application

Deadline

Fri 10th Feb 2012

Brief 2: Gin Identity

Deadline

Wed 28th March 2012

Rationale: Create an identity for a new Gin and promotional material via either applied illustration or applied custom lettering. Applied illustration/applied custom lettering/identity/promotion/surface application Brief 3: Deadline Wed 28th March 2012 Ten types of type Rationale: 10 short custom lettering briefs with the potential to expand 3 into larger briefs including a range or applications of the lettering. Further details on blog. Custom lettering/surface application/identity/promo. Brief 4: Four illustration briefs Rationale: Deadline Wed 30th May 2012

1) Design a range of 5 book covers and supporting promotional material. 2) 10 x editorial illustrations 3) Illustrations to promote exhibition at the V&A includes promotional material as well as surface application to products to be sold in the gift shop along side of the exhibition. 4) A selection of one day applied illustration briefs.
Applied illustration/surface application/promotion/identity. Brief 4: Deadline Wed 30th May 2012 Self promotion Rationale: Design a range of self-promotional materials including online portfolio, printed portfolio, direct mail, business cards, letterhead, invoice, stamp and other appropriate stationary.

Brief 5: Design Context Publication Rationale:

Deadline

30th May 2012

Develop research skills and develop better understanding of the processes, subjects and opinions surrounding my personal practice. Skills developed through this brief include design for publication, layout, arrangement of content and custom type design.

Contextual references / Designers / Studios / Companies (specific)

INDEPENDENT DESIGNERS & ILLUSTRATORS : Alison Carmichael, Si Scott, Steve Bonner, BrandNu, Mike Perry, Craig Ward, Pomme Cham, Mathew the Horse, Mr penfold, Moshik Nadav, Alex Trochut, Blue Logan, Steve Heller, Brosmind, Doe Eyed, Mathew the Horse, Mark Howe, Robbie Porter, Non-Format, Alex Trochut, Gretchen, Uberkraadt, RobRyan, Wood McGrath, Ralph Steadman, Quentin Blake, Erone, Ronald Searle, Craig Oldham, Chrisophe Niemmen, Lotta Nieminen, Marc Johns, Sophie Alda, Anthony Burrill, Marian Bantjes. STUDIOS/AGENCIES/COLLECTIVES : Happycentro, Jelly, 8vo, Handmadetype, Maricor/Maricar, Brosmind, Non-Format, Come de Bouchony, Friends of Type, Ilovedust, BlinkArt, Studio8 Design, Hvass&Hannibal, 60 Layers of Cake, I love dust, Studio8 design, Hvass & Hannibal, Fabio Ongarato Design, The Church Of London, Chez, Valois, Hype Type Studio,

Founded, Toormix, Duke Studios, Peepshow collective.

RESEARCH ACTIVITY: Talks/Lectures Details D&AD Day - Talk/Portfolio surgery and illustration lecture Print Talks Leeds Print Fair Talks from Si Scott, Generation Press and Anthony Burrill.

Deadline

29th January 2012 8th February 2012

RESEARCH ACTIVITY: Deadline 24th February Placement with Jelly 2012 Details Gain experience with working in a studio, working in London and learning how an illustration agency works. Will also gain some knowledge in how illustration is required in a commercial market. RESEARCH ACTIVITY : Deadline 30th May 2012 Contact/visit suppliers and printers Details Gain an understanding of industrial print processes, sourcing stock commercially, printing onto unusual materials and develop understanding of costing. RESEARCH ACTIVITY : Deadline Visiting Professionals Details Visiting professionals will help with getting an outside opinion on my work and my design presence. 30th May 2012

RESEARCH ACTIVITY : Deadline 24th February 2012 Various visits- London Details While in London on placement visit V&A Museum and David Shrigley exhibition at the Southbank Centre as well as visit the Ginstitue to learn how Gin is distilled and how the flavours are infused. RESEARCH ACTIVITY : Studio Visits Details Mentoring program with Logistik in Leeds means regular visits to use as I wish. Visits to other studios.

BIBLIOGRAPHY
BOOKS / TEXTS - (Harvard Refernced) Adorno, T. and Hullot-Kentor, R. (1998) Aesthetic Theory, University of Minnesota Press, Minneapolis. Bernard, M. (2005) Graphic Design as Communication, Abington, Routledge Ed. Bierut, M., Drenttel, W. & Heller, S. (2006) Looking Closer Five: Critical Writings on Graphic Design, Allworth Press, New York. Elsom-Cook, M. (2001) Principals of Interactive Media, Berkshire, McGraw-Hill Publishing Company. Glaser, M. (1997) Design and Business: The War is Over, in Heller, S. and Finamore, M. (eds) Design Culture: An anthology of Writing from the

AIGA Journal of Graphic Design, Allworth Press, New York. Hillner, M. (2009) Virtual Typography, AVA Publishing, Switzerland. Iser, W. (1978) The Act of Reading, John Hopkins University Press, Baltimore. Jobling, P. and Crowley, D. (1996) Graphic Design: Reproduction and Representation since 1800, Manchester: Manchester Universtiy Press. Loos, A. (1997) Ornament and Crime: Selected Essays, Riverside, Calif, Ariadne Press. Marx, K. and Engels, F. (1968) Selected Works in One Volume, Lawrence & Wishart, London. Shaugnessy, A. in Looking Closer blah Vingnelli, M. (1994) Long Live Modernisim, in Bierut, M., Drenttel, W., Heller, S. and Holland, D. K. (eds) Looking Closer: Critical Writings on Graphic Design, New York: Allworth Press. Virilio, P. (1996) The Art of the Motor, University of Minnesota Press, Minneapolis. Walker, J. A. (1983) Art in the Age of Mass Media, Pluto Press, London.

(1989) Design History and the History of Design, London: Pluto Press.

Warde, B. (1955) The Crystal Goblet: Sixteen essays on typography, Sylvan Press.
Sagmeister, S Everything I have learnt in my life so far. Alex Touchut More is More Just My Type Simon Garfield Visual Poetry Today article by Geof Huth in Poetry Magazine V&A various books/catalogues

Playful type 2

MAGAZINES / JOURNALS / ARTICLES (include publication date and details) Bouma, H. (1973) Visual Interference in the Parafoveal Reconition of Initial and Final Letters of Words Lasron, K. (2005) The Science of Word Recognition: Or How I learned to love the Bouma, Typo Magazine, January, p.2 Papazian, H. (2005) The Bouma Supremacy, Typo Magazine, January, p.12 Other Magazine articles : Creative Review various from subscription Grafik Magazine hand drawn type issue December ON LINE REFERENCES / WEBSITES / ARTICLES (include specific urls) Bak Magazine, 2011. Si Scott, [online] Available at : <http://www.bakmagazine.com/interviews/11/si-scott> [Accessed 24 January 2012] Design Taxi, 2008. Featured Artist Interview - Si Scott, Available at : <http://designtaxi.com/article/100163/Featured-Artist-Interview-Si-Scott/> [Accessed 24 January 2012]

Type for You, 2006. Si Scott Interview, Available at : <http://www.typeforyou.org/2006/08/30/siscott-interview/> [Accessed 24 January 2012] http://ilovetypography.com/2008/07/27/sunday-type-book-type/ http://blog.hypetype.co.uk/2009/09/si-scott-print-offer/ http://www.phrases.org.uk/meanings/a-picture-is-worth-a-thousand-words.html, tuesday 20th December 20.26pm, Copyright Gary Martin,
1996 - 2011

http://www.creativereview.co.uk/cr-blog/2009/april/alison-carmichael-exquisite-handjobs, monday 30th jan, 15.52 http://www.gestalten.com/new/typography/16243, monday 30th jan, 17.05 http://www.bantjes.com/about-me/bio-and-photo, monday 30th jan, 17.34 Other Websites : youmustcreate.com dusendusen.com ammomagazine.com formfiftyfive.com crapisgood.com gestalen.com etapes.com istd.com ycn.com d&ad.com thedesigninspiration.com itsnicethat.com sharesomecandy.com friends of type.com OTHER REFERENCE MATERIAL (Films, events, exhibitions, conferences) Leeds Print Festival 27th/28th/29th January D&AD Lecture, workshop and portfolio surgery Wednesday 8th February @ Sheffield Hallem university V&A Museum London Design Museum London Pick me up (leeds)

ACTION PLAN use this section to identify specific tasks that you need to complete in order to resolve the brief.
week 1 What do you need to do? Research for all briefs Research for format of context publication Live brief kit cats Website (update) Deadline

Ongoing research for context/all briefs Live brief Future shorts festival Portfolio development Research for all briefs Personal Branding Context proposal Second half of kit cats brief Competition brief custom type Research for other briefs (Dissertation submission) Deliverables for kit cats brief Ongoing research Placement & Visit to V&A , sounthbank centre, ginstitute and studios (?) Placement

Begin gin brief Ongoing research

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