Creative Review: Jigsaw’s Advert Campaign

Scouring through Creative Review, I came across an article looking into Jigsaw’s (a luxury British fashion brand) latest advertising campaign. The campaign titled ‘Heart Immigration’ made a rather bold and political statement into the often complicated issue of immigration.

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What I love most about their new campaign is their direct and to the point approach. There is no hidden message that can be debated – it is clear that they are in favour of immigration and without it they would not be the company known today.

It shows that sometimes being direct without waffling and having hidden messages is the best way to be. It has potentially to cause a stir, but if it gets people talking about the issue of immigration in a positive manner rather than the usual negative manner then they have achieved their goal. This bold campaign will definitely turn heads and for this makes it a very successful advertising campaign in my opinion.

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On Display – The Themes

As mentioned in the previous post, we have been given five themes to choose from.

Here are the themes:

  • Beyond Borders
  • Brutalist Architecture
  • Defuturing
  • Etymology
  • Psychogeography

Each theme is vastly different to the next and are extremely vague in regards to their titles. Therefore I have done some basic research into each one to gain a better understanding of what it is they represent and the potential avenues that could be explored.

Beyond Borders:

This explores issues that are happening right now regarding borders between two places. There are a number of issues that can be explored in numerous areas across the globe i.e. Trump’s wall, Brexit, the migrant crisis etc.

Brutalist Architecture:

This looks at the movement now known as ‘brutalist architecture’ that occurred between the 1950s – 1970s, which involved buildings being designed and built form concrete. The name originated from the French; ‘Bréton Brut’ meaning ‘raw concrete’. The structures are not very easy on the eye and do not reflect what can be found on the inside.

Defuturing:

Defuturing mainly looks into sustainability through exploring techniques that exist now and that could be implemented in the future to help make the world a more sustainable place.

Etymology:

Etymology is simply the study of the origin of words.

Psychogeography:

Psychogeography is known as the art of wandering. It looks into going places without knowing either where you are going or how to get there and explores the journey taken through different approaches i.e. recording sounds, looking up etc.


Strongest Themes:

Although I now have a better understanding of what each theme is all about, I have decided to narrow my decision down to Beyond Borders and Brutalist Architecture as they are the two that interest me the most and are the one’s I can see the most potential for.

Idea Generation:

Beyond Borders:

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Brutalist Architecture:

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On Display Brief

For our main branding project, we have been set the task to develop an exhibition experience surrounding a theme of our choice. The themes have been set for us and there are five to choose from.

These are:

  • Beyond Borders
  • Brutalist Architecture
  • Psychogeography
  • Etymology
  • Defuturing

For whichever decision we make, we have to complete thorough research and narrow down our theme into a core idea of what our exhibition will be exploring.

The specified outcomes for the theme include:

  • The visual identity/ Marque (this marque/ identity should sit across a number of contexts:)
  • Animated moving identity
  • Promotional installation/ spatial communication
  • Ephemera (both printed and digital outcomes i.e. posters, brochures, app, web, product etc.)
  • Visuals of how signage/ way finding systems would work within the space

The expected submission for this project is a 10 minute PDF presentation.

The deadline is the 7th November at 10am.

From initially seeing the brief, it is clear that it is a very open project with a lot of research required in order to break down the themes and develop a structure before even beginning to develop the visuals. A back story must be developed first in order to fully understand what it is that I will be branding.

From this I will go on to look into each theme to gain a sense of what they are and what the potential are for each of them, which will then allow me to choose the one I feel is strongest and interests me the most.

Branding Workshop

On 5th October, Gareth Strange from John and Jane came in to help give a workshop on branding. The task set was to work in groups of four and from selecting a company from a hat, we had to brand it. This was only a day task and within the time we had to create a marque for the brand and implement it on to five different platforms. We then had to create a PDF document and present it to everyone. The deadline was strict in order to create the illusion that it was a real life situation.

I worked with Megan, Lily and Izzy and we had a company called Flower Bloom. Once we read into the company and gained a good idea of who they were, we set about generating a marque. We went away to develop ideas and came back together to discuss our outcomes. What we found was that we were concentrating too much on the name and trying to avoid using flowers as we knew that was rather cliché. We then went about thinking about the name and what the words meant, particularly ‘Bloom’.

From this came up with the idea of using a very lose continuous line drawing to represent a flower but in an abstract manner. The idea behind it was that it was a much more organic and individual approach as the company valued creativity through the customer receiving their flowers and creating their own arrangements – it is more personal, unique and individual. Similar to the marque, the drawing, if drawn again, could not be replicated, and if it was would never look as natural and organic. I also feel it encapsulates the word ‘bloom’ through the marque expanding as it rises – it feels like it is growing.

The problem we found the most once we were happy with the marque was selecting a typeface that would work well. We initially went for a serif typeface, this was pointed out to us as being rather dated and traditional and that a more contemporary typeface would be more suitable. We took this advice on board and looked at a number of typefaces and decided on a sans serif typeface that had rounded terminals with a geometric structure. We thought that the rounded terminals helped to soften the overall typeface and worked better in relation to the brand.

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I think we were all a little unsure on the typeface selection and struggled to decide where it should sit alongside the marque. However, as time was a constraint we made a final decision and worked with it for the remaining implementation. In reflection I do think that the typeface choice could have been stronger.

Once we finalised the marque we decided as a group what five things the marque could be implemented on and then gave ourselves one of these to complete. We chose to design packaging, an advert, an animation, business cards and a website. We managed to complete everything by the given deadline.

The presentation went well in my opinion, we were given positive feedback for the marque itself, but were told that the typeface let it down. Although with some refinements it has potential be a strong portfolio piece.

In reflection, I thoroughly enjoyed the day and am pleased we were set the task. When we began, I did struggle and doubted myself strongly. But once the marque was formed, it was like a lightbulb moment and everything began to fall into place. When I saw everything completed, I felt really proud of what we had accomplished and it instilled confidence back in me.

I think that we worked well as a team, constantly talking to one another and asking each other what we thought of whatever we were working on. I feel we gained a good insight into how it would be like in industry, which made it even more worthwhile. I will continue to work on the marque and the outcomes created as I believe that it can be a strong portfolio piece.

100 Ideas Challenge

For our first project we have been set the task to create a 100 logo ideas to brand ourselves as designers. We have to encapsulate who we are as people, as practitioners within a single marque.

Going into the project I went straight into creating logos based off of my initials, I tried to play around with the letterforms to create something a little different to the standard ‘M’ and ‘L’ letters. I also tried to play around with shapes based off of the letter ‘M’ and went on to play with marks and combined them in a variety of ways in order to see what works and what didn’t.

The wave mark was originally designed to symbolise my name meaning; ‘from the sea’. But I then thought that this could represent a mark making mark that could be the beginning of a process. I also thought that this mark has potential to be used across a variety of systems and be even brought to life through an animation.

I then had a group tutorial with David and a few others in my year. It quickly became apparent that everyone had gone about making logos based around their initials. As David then pointed out to us, it is not the final outcome that they want but a 100 ideas.. concepts. It is more important to work out how to communicate an essence of who I am as a person and as a practitioner. I was advised to go and do some research into brands that have successfully encapsulated who they are and then go back to the drawing board and re-think my approach to the task.

Based on the feedback I received, I researched the Airbnb rebrand and the ITV rebrand. I also listed what I thought my most apparent personality traits are and what I am most like as designer currently. I came to a conclusion and then went to work based on those themes, looking at the thesaurus to try and look for synonyms to work with to see if I could get any new ideas. I then went back to creating my designs.

I found the tutorial extremely helpful, it definitely opened my eyes to the way I was working and how that needed to change if I was to successfully respond to the brief. It was also an eye opener to see how everyone had a similar approach, showing how your work just became background noise amongst everyone else’s designs.


Research:

ITV:

ITV went about having a large rebrand of their identity and marque in 2012. Before going about making their marque, they sat down and worked out who ITV were as a brand and how they were different from other broadcasters. After coming to their conclusions, they could then go on to work on the brand’s identity and marque. The process for the marque was long with a lot of going back and forth until they finalised on a design.

Reading about their process has definitely made me rethink my process. It is not about just diving straight in and going for the obvious and cliche but to really think about what it is you want to communicate. Once that has been established, it is then possible to jump in to the creating stage.

I really like the rebrand itself. I feel it communicates everything they want, it is friendly with a human element and the combination of colours presents the idea of diversity. I also think that through allowing the logo to work with different colour systems according to the programmes, it gives it versatility and flexibility.

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Airbnb:

Airbnb took a similar approach to their process through the creative team fully emerging themselves in the Airbnb community by going to various locations and living a number of hosts and recorded every aspect of their experiences. From this they were able to understand what Airbnb were all about and able to determine the values of the brand and with that what they want they wanted to communicate.

Through completing this process they were able to develop a marque that would become universal and easily recognisable to the brand. The marque is flexible and the interpretations that the creative team were able to create from it make it much more grounded and rooted into its brand values.

I think it is a very cleverly constructed marque that manages to encapsulate what the brand values are. It’s simplicity also allows it to be easily recreated giving it a sense of a personality and the variations represent the various locations and hosts that are on offer. But most importantly it is instantaneously recognisable.

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Here are my 100 ideas.

As it’s visually clear my approach did change, I tried to be more experimental; and playful to inject a sense of personality. I decided to try some with colour to give some energy and to see what the outcome would be. I definitely began to let go more to and play more rather than keep it controlled.

For the final presentation and critique we all placed our designs on the floor and walked around looking at what everyone had achieved. It was interesting to see such an array of designs and how they all differed. We then went around selecting the designs that we felt were most professionally executed and the ones that simply spoke to us; like a heart vs. head situation. One of my designs was voted most professionally executed and what was most interesting to see was that it was one of my eightieth designs. A design I doubt I would have created had I not pushed myself to come up with a 100 ideas. It made me realise the importance of idea generation because you never know what ideas may arise.

Overall I found it to be a really engaging and thought provoking project. But one I thoroughly enjoyed and am glad was given to us because it has definitely opened my eyes and forced me to think differently and alter my process. It will definitely be a process that I will employ for future projects.

Branding Introduction

Fresh back from summer we have been thrown straight back into work with an introduction into branding. We went over what branding is and looked at various brand’s to see how they have used a visual system to engage with people. Branding is a visual identity created specially for a brand designed to engage customers or clients. It is much more than simply creating a logo and making it look pretty. It is about creating a visual language that should communicate the brand’s values and provide an insight into who the brand are to any perspective clients and customers.

It was interesting to see how the logo for the brand could sit on multiple platforms and work on all those platforms. It was also clear to see how each decision affects the way the brand is perceived by the public, each decision is crucial.

From learning and understanding all of this we were then given the task to go and select a brand that sits across multiple platforms and display this on an A3 sheet of paper. We also had to discuss what the brand values were in relation to the brand itself and specifically the way in which the visual language communicated this or what it was that we thought it was communicating.

I worked with Ellie Hopson and Ffion on this task and we decided to go for Virgin because they are such a large brand and sit on many platforms. We therefore researched what all of these platforms were and gathered images of them to place on to the document.

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From our research and depicting the brand’s visual identity we thought that their brand values included; high quality, reliable and friendly. We decided on these because we feel that as they are clearly such a large brand reliability and high quality were quite obvious. The use of circular shapes, particularly in the Virign media and Virgin mobile logo; it is an infinity sign, portraying that their service never stops, therefore communicating that they are a reliable brand. The ‘V’ in the logo also resembles a tick, which contains positive connotations and therefore gives a friendly feel in my opinion. Even the red is unique to the brand, seeing the colour would automatically make your brain think of Virgin.

Overall, what this session has taught me is the power that branding can have on an individual when done correctly. Branding that has been executed well can make a drastic impact in the market it sits within. It should give people an insight into the brand’s personality and make them feel as if they know a little about the brand just through the visual language. The logo is just one piece to the puzzle.

Changing Faces Editorial – Final Print & Evaluation

Below are images of my printed spreads that have been bound together:

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I photographed them on the purple paper in order to get the spread to stand out more. I am very pleased with the end result and the overall design of each spread. I think I have considered what each spread is trying to depict in order to create a narrative for the article. I feel that one of the key strengths of the design is the negative space as I have considered it so that helps to control the pace and direct the eye of the reader. Another strength I believe lies in the hierarchy of each element on the page, each one has been considered so the path of eye is directed.

Overall, I am pleased with my design and the progression of the spreads in comparison to where they began. I believe that I have used a range of techniques to achieve the end result which has all been built up throughout the course of the year. I have tried to push myself beyond my comfort zone and have really tried to be ambitious with my imagery and layouts in order to push the way I design forward and develop my skills. Going forward I do believe that i will have a lot more confidence in tackling a brief such as this. I have thoroughly enjoyed the project and have particularly enjoyed editorial design.

Going forward I will take the skills I have learnt and apply them to future projects, particularly in regards to type detailing and hierarchy. I do think that I should have tried a few more layouts in order to fully explore my concept. Nonetheless, I am pleased with the end result.