Client Work: The Library Paintings

Learning Objectives: 6B2

The Library Paintings:
Logo design for TLP an online achieve based on Instagram showcasing different artists and genres in a monthly release.

Overall this client relationship went well due to the open nature of the brief which allowed me to research and developed informed ideas based on what I thought would work best for client. The client wanted an logo that would existing online but with the potential to go to print at a later date.  Therefore I wanted to create a simple logo that would work on Instagram but also be appropriate when printed. The main inspirations for this project was library archives, exploring the different classification systems to identify visual elements that could be used within the logo. However gallery blueprints/layouts where also explored as the basis for TLP was to create an online gallery/achieve. This approach was favoured by the client therefore the logo was developed further looking at how best to implement type within the 'blueprint' based on the room in which the photos of the artwork are taken. Once the logo had been finalised, a short animation was created which can be used within Instagram stories and posts to boost engagement rather than having a flat image.  Overall this process was quite easy due to the positive relationship with the client. This was aided by the broad nature of the brief and limited direction from the client, allowing for no restrictions or style preferences.

The final pitch/presentation to the client can be seen below:

Bafic

Learning Objective: 6A2, 6B2

Bafic:
works in film, photography - designers on other things
Process been distributed into everything, music videos
Bafic - at time obsessed with branding - date of birth in letters
'design is in everything, not just logo, branding, editorial, it is everything'
'everything that is man-made is designed'

Roles and opportunities not easily defined:
sometimes scary/sometimes freeing - paths aren't defined, make stuff and put it out there.

lie depending on what room you're in:
one you do photos, another video etc.

Brands have a core message and idea
Branding in politics - just in another way
Important to know where you fit within a system, things need to be relevant to the client and who they're selling too.

Your future clients are the people next to you
The industry isn't real - just an average

16:9 ratio screens - yet we work in square

Saul Bass:
'the qualities that make a graphic designer a good filmmaker really haven't got to do with the specific aesthetic of design. they have more to do with their sense of story, their inventiveness and their visual/aural sensitivity'

Malcom Gladwell - tiping point

Panes - Choice Errors
first thing after uni
At the time, obsessed with systems interested with the idea that choice is a human thing, errors very systematic, just programming all codes comes down to 0,1s can't mirror human emotion.
Wanted to shoot something systematic and then offsetting with something very emotional. Code replicates the editing process, includes some lyrics.

NikeLab x Roundell x TFL
Wanted the video to be grimy, screetch like when on train - bring illegal rave to underground.
Graphic design - elements within film but not as prevalent as earlier work. Become the glue that takes you from scene to scene.
Underground is part of the furniture, don't realise how important it is.

Have to go all the way in with research and ideas.

Straight Like That:
reference video
The process was a bit different, being in a certain environment can change to get the message across. Only listened in cars - used to experiment, sketch exploring new ideas.
Ask around:
Embrace the change
wanted to make a coming of age rap video.

feral london - camera rigs

shawn baker - shot film on iphone tangerine
filmitpro - app use iphone camera like a film camera
high flying - netflix shot on iphone

our place studio
camberwell fda graphic design

Regular Practice - Finn and Tom

Learning Objectives: 6A2, 6B2

Developing methodologies as a student:
Masters at Royal College - grad 2 years ago
Small space encouraged collaboration - decided they'd try and do some stuff together
Typographic Singularity - identity, wanted to see how you collaboratively create something.
Both work on something at same time, route taken - both technically proficient.
Experimented physically and then developed type digitally.
Important that stuff had a mass manufactured quality so it looked like it wasn't just them in a room.
Use people you know to make the type of work you might be able to make outside uni.
Started studio straight after uni - made a conscious effort to continue and treat studio as a job
sent emails to people, about studio asking for work
first work - Icon rethink
Decided to rethink the rocket lolli - 3-d model - short
not graphic design, being on the edge of making work
General enthusiasm for form rather than concept.

Where does work come from?
Architectural journal for University for Puto Rico: informa
Editor saw work at show, saw online press and then emailed asking to pitch. Identity based on split printing, theory start with two colours by the end have different colours. Process became identity of the project, identity couldn't be driven by imagery due to being an academic text.

Tinted Window: done by critical writing grads - both previously worked
Responded to mass email, responded saying wanted to start a journal. Interested in how type could be constructed. However needed to do kickstarter to get the journal started - helped with production.

British Council: linked to jazz posters did whilst at uni
Won project, identity needed to reflect Lawren Child - sent over sketches, having her drawing on poster traditionally wasn't going to work. Came up with flat system of four posters that she would draw directly onto the posters. Idea that all link if sat in one place.

Serpentine Work Marathon:
Both studied with Laura Gordan who worked alongside Legrand Jager (who worked on website). Weekend of lectures, talks - 2 days. Keen on a conceptual link between design processes and theme, drew typeface.

RCA Show 2018:
Designed identity, ask four recent graduates who have set up - paid pitch. Built tool, allowed to populate shapes around a shape, spitting out letterforms. Allowed each application would be slightly different. Conceptually meant that digital elements manifested in print.

Mute Records:
Worked with Adrien Shawnase at uni - asked to work on rebrand project for Chinese art school. Lead to another project, 40th anniversary where wanted to create a motherboard - designed artwork for board and how it would work. Had to fit elements in and make design - made for fun exercise. 

Never made spec work without getting paid - never done a free pitch.

Prepping for industry: some thoughts
Nothing can replace good work - there are no shortcuts, create interesting work and people will find it.
Don't make a website in a night - focus on documentation and a strong PDF portfolio first - focus on work and how you can present that rather than wasting time on an average website. Clear documentation is important. - 80% a scan will work.

Utilise your time in education to make interesting work - push practice whilst you can
Make work you won't be able to make when you leave, build a portfolio that makes you different.

Strategies & custom your approach to people - don't bcc, don't be lazy - don't do a mass email

Go To Stuff:
Be a face that people see at events, show you're interested in the field - meet and ask questions
Get personality across. 

Kieran Walsh - Wired

Learning Objectives: 6A2, 6B2, 6D2

Top Tips:
Make a website- have something people can land on when they search you, make the aesthetic match you online profiles.

Spell Check your CV

Instagram - create work account, represent yourself well as employers will look to see if you seem like a decent person.

Future proof your skills - learn animation, after-effects - have a working knowledge. Broaden your working knowledge.

Find an excuse to talk to that person:
try to introduce yourself, ask a question - find a reason to contact those you want to work for.

Go to talks, signings, opening nights etc.
Go where people in your field will be, get to know the design scene.

Get a professional email address:
mail@name.com - make everything match

Learn what css/html is:
get used to it, try getting a working knowledge.

Enter  Enter  Enter :
Get published, competitions, calls for submission - get work out there.

Learn to prioritise:
What's important - sorting website out or spending hours fixing one tiny thing.

Research:
Research the company, find out who the creative director is, friends - use Instagram.
Build a network.

Don't make silly mistake - send portfolio to someone else to check.

Brief:
Massive Attack: Unfinished Symphony
Tease the story, 60 sec max or 15 sec story
Helps if works accross all platforms - sqaure

Deadline - 27th Feb 2019

Commission - Chris Moorby

Learning Objectives: 6A2, 6B2
Commission is a graphic design studio specialising in branding for a range of companies from high fashion to social enterprises.

Rimowa:
Pioneered aluminium styled suitcases, brought in to bring image up to scratch and meet the luxury association with the product. Final outcome simple, tactical and interesting, simplicity showcases luxury.

Espelma:
Clean burning candle, natural wax.
Packaging/ Identity:
Used silicon bubble stickers, mimics wax spill on the packaging into shapes of some of the ingredients within.

Unfolded: German Print Festival
Complex printing process simply presented. Wanted to create a pure element of print. Micro perforation used tiny needles to punch holes.

'no point being good if can't sell work as no-one will see it' - visualising work well is key

Documentation:
Graphic design is transient, if you don't document what you create chances are people won't see it as invites etc. tend to get thrown or put in a draw.
Documenting enhances work
Start by creating a mood - how do you want people to feel/ how do you want to present this to the world.
Look at reference images, what fits the mood and can be lit easily - its possible with limited equipment.

Examples:
Haw-Lin Services:
work super clean, documentation matches - very simple and clean
Black background - a mixture of scans, photography, add textures to papers.
Shadows to creases in the paper.

OK-RM: Context/pace
Set the scene, pace of how presented:
hints from style sets scene - not every image needs a material within.
Scans allow folds, textures to be shown.
Content/texture - don't be repetitive.
Show simples mockups - not everything has to be on a phone

The Directors Cut:
No-one needs to know the truth of what was actually made
Making mood - alpha studio, stamping into clay
Think of different ways to shoot basic outcomes - packaging tap through sunlight

Make most of this time - think of documentation as part of the project rather than an afterthought.

Creative Convos Eva Cremers

Learning Objectives: 6A2, 6B2

Current: Internship at Man vs Machine

Dutch designer, always enjoyed being creative but never thought about being a creative as studied international business after high school. Started to draw summaries out of the books, realising more creative so quite international business.

Art Academy Minerva Groningen to study graphic design.
University:
Happy Book - made by hand using pop-ups initially thought she'd be a print designer
Graduation show - first attempt at 3-d
Graphic portrait of yourself - wanted to use animation to describe, push, make, play.
Open day branding - more 3-d animation

final year degree half-year internship, half graduation
Internship:
Dream company Snask, Stockholm
Took a risk - presented as new intern - turned client video around.
Sent huge pink box, filled with pink party stuff including a letter, hello i'm your new intern looking forward to video celebrating that.
Tagged in Instapost - when do you want to intern
5 month internship

Projects:
We've got you covered:
Got to work on project - Umberella  IT wanted a fresh identity

Graduation:
In News We Trust:
Dutch newspaper that supposed to report accurate stories however changed to bold headlines to sell the paper, printed research as a newspaper. Wasn't the newspaper wasn't the bad guy but the reader as doesn't want to take the time to read the news.
How can I imitate how news works?
Process:
set goals, sketching, testing, improving, testing, ask yourself why, making
Realised simple poster wouldn't grab attention - animated, made sound, moved
End Result:
Moving installation, wanted to focus on idea that reader doesn't focus on actual information. Next to wall newspaper containing information which didn't get read therefore showing that people don't fully pay attention.  Only a few people read through the headlines.

Plan of Attack:
'You don't need the confidence, you just need the courage'
Boost Intagram
Think of a fun project
Learn new skills
Hope

Worked on Instagram/mad fun projects
Lead to Design Kids interview - boost confidence
Intern Magazine
Collaboration - got in touch with superfreak, made 3-d illustrations out of his work
New York Times - went to London office, created a piece for them.
Man vs Machine - email asking if wanted to do an internship, never did 3-d but thought why not? Started to learn cinema 4D

Things I've Learnt so far:
Throw your work online
Use the positive side of Instagram - focus on yourself and what you could do
Pinterest is training - can develop an eye or art direction and design
Don't be afraid of big designers - read more to understand more
Being insecure about your work is normal
Not only your mum follows you
It's normal to have no idea what you're doing or what your plans are - learn what you do and don't like

Questions:
How to build Instagram - use # look at others work and that # they use and add them
Comment on other peoples work, follow people you want to work for - don't be shy.
How did learn cinema 4d in short time - student version, youtube tutorials basic and then went through - grayskillgorilla

Lucas Zanoto

Workshop:
Team up in groups of 6
Search references
Prepear 5 min presentation with references and ideas
Don't think about execution

Theme: Progression
Instant - instant fear of the unknown after graduation

Test Your Fate:
Showing the multiple progression routes people can take after uni, showing that a lot of what happens is by chance or up to fate. Creating a fun interactive element takes the fear away from the unknown which many feel when graduating.

Andrew Adong - Pesa Productions

Learning Objectives: 6A2, 6B2

Andrew Adong - Creative Production

Intro/about Andrew:
Studied physics with astronomy as parents had hard idea of what a career was.

How made transition from degree to production:
'didn't want to be defined by my degree'
Discovered job conference producer on Guardian website, forced to ask tough questions surrounding what wanted to do.
Knew wanted to be centred around people, serving peoples needs and interests.

Conference Producer: 3 years
Involved the creation of content/speakers for an event.
Roles: research content/ write program/ pick speakers/ work with marketing to make a financially viable event.
Job was critical to career as understood brands more, learnt how to contact brands as before they felt impenetrable.
Learnt lots of transferable skills such as communication, research, project management, networking and how to make a financially viable event. Understanding title was also imporant to know who to contact/talk too.

Freelance:
Met art director friend - needed someone to focus ideas
Together approach British Film Insitute to develop an event - Rise.
Worked with Spotify on podcasting event Podx as well as women in podcasting festival.
Going freelance allowed realisation that skills could be used in service that i enjoyed.

Think about the value you can offer rather than what others can offer you.
Started Pesa as wanted to create something bigger than myself - notices biggest brands aren't centred around a person but a common value/idea/goal, people work towards an idea.
Wanted to democratise production - get creatives to learn how to see an idea to fruition.

Pesa Production:
Supported by Virgin Startup
Pragmatic/Visionary approach to production: keen awareness of intergenerational and intercultural nuances. Wanted to make an organisation that could support artists to create and give them funding to do so.

Types of creative production:
Events - exhibitions, conferences
Film - Music videos etc.
Photo - Editorial, fine art
Podcasts

What is creative production:
sell creative production both as service and product:

• Service - how people can upscale themselves to producers - run workshops 
• Product - offer creative production 

Julie Vergez:

'Making sh** happen. A producer has to be an enabler of creative ideas'

Jannis Birsher:

'The work we make and people you make it with should reflect the world you want to live in. Whilst inclusivity in front of the camera is important, it's equally important behind camera' 

Tell your own stories 

Producer:

Producer puts ideas together, brings them into reality - art director paints the picture. 

Producers need to be able too:

• galvanise people around common insight/goal 
• hold self/others accountable 
• be a problem solver

Link between design and production:

Producers need designers for event branding etc.

'Get to know producers' - make sure empathetic to vision. show understanding of the idea, listen and be proactive. Punctuality and communication is key.

5 things you should know:

Value-based networking:

Identify what you can do for others - don't just focus on what others can do for you. 

Identify Your Value:

See own value when networking.

Customer/Client Experience:

Never leave a bad taste in someone's mouth - be polite, keep promises and be punctual.

Ideas Useless Without Action:

Creativity comes to those who work.

Find Your Advocates:

Know who supports you, be courteous and polite you never know who will make it big.

*Network across, whose as hungry as you are, build up with those people.*

Value what you do and don't be afraid to fail - keep persisting.

Valentina Medina - Suspira

Learning Objectives: 6A2
Valentina Medina - Creative Director of Suspira Mag

Job after Uni:
Completed a BA in fashion Design in Berlin, after which worked in fashion design, merchandising and buying. Completed Masters in fashion journalism in London which acted as a rest point as new relationships and networks needed to be established, wasn't easy to get foot in the door. Worked at W project after uni as social media editor, after founder gave a talk at university and sent an email saying would be interested in helping out. Worked unpaid for year and half, did other jobs on side - sometimes need to do unpaid work to gain experience. However thought if going to do unpaid work might as well do it for own ideas and concepts, thought of what was personal and how that could be put into an independent mag.

Days paid vs unpaid:
On average 3 days unpaid however did something every day so would be split into afternoons and mornings. Would work remotely and sometimes together if an event was being put on.

Did always want to be Creative Director:
Logically thought editor/ focused on written content. However after starting masters realised a creative director could be more than thought. Realised that 'love taking ideas and making them into concepts'. Didn't fully realise what a creative director was until becoming one. When you work for yourself you realise your strengths and weakness.

Biggest Professional Challenge:
'how to pay the bill without selling my soul'

Worked a few 9-5 jobs however realised it wasn't the right fit as after a few months felt crippled and restricted creatively, 'wasn't for me'.

Being valued and appreciated is one thing, being paid is another - you wouldn't ask a lawyer or doctor to work for free so why should a designer.

What build/inspired the mag - Suspira
The concept took a while to flesh out - 6 months. Themes issues there from the start due to the broad nature of horror. Primarily became format to showcase the cultural and artistic nuances of the horror genre, creating a publication that acknowledged the content of horror.

How valuable was the process of feedback:
Important to show people you trust and those who understand the industry and what trying to achieve.

Key motivation for publication:
Underappreciated horror, people didn't understand genre as not always blood and death there are numerous nuances. Fed up justifying interest in something valuable.

How Important is it to represent women and be a voice:
Very important, for any group to have a voice, independent publishing is great for that.
Went down root passionate about as there is more to horror than meets the eye, many issues can be explored through the genre.

Workflow/Process:
Varies as only two issues.
Issue 1 - took while to figure out the visual language due to a large amount of reference imagery. Finding a way to extract horror elements and place them within sophisticated design strategy - took around 7 months.
2nd Issue - 5 months

Who Onboard:
2 graphic designers (studio fax)

What was the process of visual representation:
Mainly intuition, get an idea/feeling which drives process and then buil case around that feeling.
Monster issue- looked at what it meant/what roads could go down, covered issues such as mental health and demons based on the idea that giving them a name helps. Explored the idea of fear such as clowns which are supposed to be happy - phobias.
Covered different elements - what term monster represents

Women in horror:
hard to find female representatives as wanted to show that women are just as capable of violence/anger. However struggled which speaks to the time certain films were made in where women's contribution wasn't as valued.

Will Suspira always be print or is their room for digital?
Print materials/finishing/format is a huge part of the experience due to tactile elements throughout the publication - can't see metallics/textures digitally. Hard to imagine digitally as hard to re-create the same immersive experience but something to think about for the future.

Favourite process of issue:
Cover - tactile and embossed
Interactive nature, have to move around to see all elements of book.
Accent colours which have been altered between issues to create consistency across the themed issues as aesthetic changes with theme but certain designs stay same such as type.

How to change visual language to fit themed issue whilst maintaining consistency:
Same typeface and colour layouts/uses. Keep papers same, few consistent elements gives ability to chaneg with theme.

Typefaces:
Standley and SF Grotesk

Having good network helps:
Network primarily from London/ Masters programme/publishing. Asking for help isn't a bad thing. USing network allows no advertising to be used within, social media used for promotion.

Finding team:
Funding- found someone who was interested and wanted to invest - put in touch with graphic designers. Printers and designers paid, rest unpaid however made aware.

Final Words:
Build a NETWORK

Being a Professional: Studios of the Future

Learning objectives: 6B2, 6A2

Studios:
New Studio:
An international collective of designers and architects, set up an identity that represents all to create a bigger wider network/authoritative output

NineSixteen: 9:16
Only produces content for phone screens (9:16), selling specialism.
Clearly defining what they deliver.

Kyra TV: A New Age TV Network
New youth facing media platform, all-most content lives on youtube. Simple concept, repeatable format, super targeted audience. Simultaneously builds Instagram and youtube.

Mother: NY
New York public library, turned classic books into Instagram stories. Successfully targeting a younger audience.

Task:
Set studio ten years in the future, create a studio of the future.
Groups, no more than six
Design Sprint:
Create 5 min presentation that covers:

• the name and branding of studio
• predicted trends
• how studio meets new needs 
• pricing services
• fictional case study, customer, what you've done  

potential trends:
new social media formats
AI's role in creating communication
Roles of data to drive projects
Voice search
Influencers?

Group: Emma Blackman, Emma Shuffleton, Sophie Rose and Hannah Rice

Brainstorm:
The power of influencers - Fyer Festival, how to transfer that to a studio - a database of influencer, sections of influencers
Social Media
AI - how AI can be incorporated within a brand, how AI can be used to sell a lifestyle, virtual reality- studio ran by an AI
searches lates data sources to find the most engaging format of the content to be used, an algorithm for a perfect outcome
human and machine vs problem, AI can conduct research quicker for a greater turnaround
AI in computer system, to aid research and initial investigations

Branding studio that uses AI in a computer system to aid research and initial investigation

Names:
algorithms
still learning
decision tree
Heuristic:

Heuristic search techniques: Support that narrows down the search for optimal solutions for a problem by eliminating options that are incorrect.

Concept:
Branding studio that uses AI in a computer system to aid research and initial investigation to help designers develop more accurate outcomes with a greater chance of success.

• With the uprising of AI, more and more businesses are starting to appear which take out the human element of design. Companies such as WIX have implemented logo generators, allowing business owners to skip the middleman and use computer programmes to create designs. However, these generators tend to repeat designs making branding less personal. Computer generated designs do not have the thought and concepts behind them that humans can contribute. Therefore, to work with AI, as not to become obsolete, we intend to use Heuristic search techniques which narrows down the search for optimal solutions for a problem by eliminating options that are incorrect. This allows us to use AI to research design solutions and work with the most refined concept to create a personalised outcome, bridging the gap between personalisation and technology.

Trend:
AI influence within the research design process

How Meets Needs:

Branding studio that uses AI in a computer system to aid research and initial investigation to help designers develop more accurate outcomes with a greater chance of success.

Pricing:

Determined by AI based on how the compnay will benefit from the service, works out value to specific clients, humans based price on this information.

Case Study:

Vegetarian/vegan cafe expansion in 10 years time

Logos and branding need to be on trend to reach the target audience and promote the idea that sustainable eating/food sourcing is a main focus within society. The Ai system would be used to conduct all research regarding the impact that meat eating has on the environment and how the trend of sustainability has branched out into our eating habits.

Who Roots and Fruits are:

Roots and Fruits has been a vegetarian café in Leeds for over 20 years

What we could do for them:

Using AI to establish a larger audience and expansion across to other locations.

The customers would need to trust them as an established company who have put a lot of research into the development of a vegetarian and vegan menu focusing on customer wants and nutritional needs.

We would help to expand the audience through the branding and online presence based on AI research - promotion etc.

Getting Published

Learning Objectives: 6A2, 6B2,

This weeks session was about getting published in order to help drive traffic to your website/online platforms, as the best way to do this is by getting published either online or in print. 

Print:

• Printed Paged 
• Eye magazine 

Online:

• It's nice that
• Creative review 
• Intern 

Instagram feed:

• The Design Blacklist 
• Design & Branding 
• Design.pick
• bestofpackaging 

Tips:

• Research aesthetics/ what they feature 
• Use research to inform your work 
• Use guidelines and specifications 

Dark Arts:

if looking at its nice that etc. could write a press release:

• research how they write
• write about work in same style and send off 

Networking: The art of the cover letter

Learning Outcomes: 6B2 

What should a Cover Letter do?

• put skills and personality together in a story 
• Show you know a bit about the place, be sincere 

Shouldn't do:

• Long, waffle - stops reading 
• Clear, well designed 
• straight to the point 
• don't include anything general, no general statements be specific about what your interested in 
• don't be too informal in terms of language - context specific 

Important aspects:

• Confidence
• speak about skills in confident way, why relevant
• Clear:
• first impression, make easy to read - get to point 
• Concise:
• doesn't need to be long 
• max 5 short paragraphs 
• get peoples attention and introduction to work 

Tips from Web:

• Don't repeat your CV - Forbes
• how things your passionate about or projects align with company  
• Research the company - The Guardian 
• Tell them what you have to offer - The Balance Careers 
• we have stuff to offer rather than focusing on what they can do for you 
• Use a professional tone but don't lose all personality - The Guardian 
• have some personality, context depending 
• Finish Strong - Forbes
• don't tail off - be to the point 
• finishes on clear ask or point 
• what you can bring to the opportunity 
• don't loose purpose 

Grammaly/Hemmingway can help correct grammar etc. 

Outline:

• Introduce yourself with clear ask 
• Be light in some areas, why I'd be great fit and how work I've done aligns with the studio, trying to underline link between my work and theirs.  
• Eager to learn for you and team - learn from whole team not just top dog
• Why working there is important, what can learn from them - no substitute for industry, seeing how studio works day-to-day 
• Underline motive, what looking to get 
• pick up large amount in short spell - not going to be a drain or need babysitting 
• Digital portfolio tailored for you, links to site and Instagram 
• finish strong e.g. we could be so good together - link to song (relevant to designer, Craig Oldham) 

Gorilla Pitch

Learning Objectives: 6A2, 6C2,  6B2, 6D2

In order to change tactics I've created a personalised pitch for Gorilla in Manchester to send over instead of just sending an email and attaching my portfolio. The format of the pitch matches my branding as seen on my website and follows Gorillas approach to working with clients (see figure 1-2). I thought referencing aspects from this would be a good way to catch their attention as it shows I've put time and research into contacting them and is also a more creative way to inquire about an internship. I've only included a few pieces of work as I didn't want the pitch to be too long, with the brief chosen showcasing a range of skills. I've finished on my contact details, inviting them to see more by going to my Instagram as this is the most up-to-date platform I have. 

Figure 1

Figure 2