Studio Brief 3 Briefing

= 5 min presentation 
= reflect on who I am as a learner and designer 
= how have past experiences informed my current aims and ambitions 

Identify
1. creative concerns
2. personal aims 
3. professional ambitions (over summer and year 6) 

Presentation 
= reflect personal style 
= appropriate format (slideshow, pecha kucha (20 second slides), video/moving image, storytelling etc.) 

= draw together examples of contemporary design practice and relate them to development of my work 

= what work did I do that affected what I chose in future briefs? 
1. outcomes/briefs that were important to me during the year
2. outcomes/briefs I didn't do as well that meant I avoided it or worked more on it 

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PRESENTATION 

= Liked the idea that this project was going to create positive change 

= Although the subject was interesting, about bringing together art and science students, it didn't make much difference and instead felt more about making a hypothetical solution with nice posters and gifs 

= Didn't feel a passion for change in this brief but working with a class mate on a brief where I liked the outcomes showed me the different directions and outcomes that I could take/make 

= eg. aesthetics wouldn't normally go for, processes didn't know how to do 

= IMPORTANT CHANGING POINT WITH REDUCTRESS 

- Dramatic shift from when I did Reductress publication 

= love print, love working on the subject of feminism 

- I can do projects on the same subject in different ways!

- If it's something I love then why not choose to do another project on it, as long as it challenges me in the outcome side and processes learnt eg. more digital side than physical 

- Doing projects on some other topic which doesn't keep my interest as much as the subjects that have before eg. feminism, sexuality, will mean I don't do as well in them as I won't want to work on them 

- But perhaps I should spend more time on working out what other subjects I could grow a passion for? Doing these projects could mean I learn something new about how I work or what I enjoy 

= Doesn't need to be just about feminism 

= What other subjects around feminism count towards the general subject of helping women, presenting to the world the issues we face

= I can use design to suggest things to the world, or even just the small space of people in my studio 

=> Publication Brief 

= Do soemthing around women 

= Something around sex 

= Something around taboos 

= First project in two years which I was very proud of creating 

= Didn't necessarily accomplish its task as it was in the bubble of the studio 

= Created interesting discussions within the studio and between people I knew outside of uni

= This process was important in showing me how to approach subjects I am passionate about, about presentation of physical work etc. 

= Took those further steps in presentation with the bag, the website QR code etc.

= Physical side of the brief in learning how to present things through the practical was another turning point 

= Loved making the print of Reductress 

= This was a more in depth, developed and weighty publication outcome that solidified my love for print 

= Working with just imagery = interested into changing the way images are percieved by people = how can it be manipulated to present it in a different way? 

= Found an interest in collaging 

= Being forced to turn the physical brief into the digital was important in making me learn how to apply concepts to a sphere of design I'm not as comfortable with 

= Learning how to create AR interactions 

= Once I'd created work I was proud of I felt it was a good time to set up professional accounts 

1. insta

2. email 

3. online portfolio (uncompleted)

= Followed graphic desing on an design insta = needed to see inspo every day = followed new accounts on normal insta 
= There was a shift in my understanding of design and it became easier to apply ideas and concepts to different physical briefs later on

= Gave myself a huge task to do within the time sphere 

= Really wanted to fulfil it to the level of my vision but this was difficult with other briefs 

= Challenging time but was really exciting 

= Thoroughly enjoyed organising the content, working with other creatives, working at shoots and creatively directing every element 

= Could my future be an editor for a magazine for women?

= Running for NEST editorial officer with Leon 

= With recognising that my practise is based largely around wanting to create discussions about issues, directing my creative report around this by interviewing TEMPLO

= Their work is mostly digital, but the subject matter is at this far end of ethical design which I wanted to learn about 

= How can I take my passion for change to the positive extreme? 

= Want to work on finalising my online presence with social media and pdf website 

= Internships over summer

= Want to try new things and challenge myself 

= What other subjects can I do that will expand my practice? What digital processes can I learn and use in order to create different things to what I do now? 

= Might see some changes within my work and aesthetic over the year

= But also it might change around creating positive change with issues 

= Will my practice become more about ethics or was that just an important step to take in understanding the importance of ethics at the centre if being a graphic designer? 

Creative Report - EVALUATION

Pali makes strong points on his creative process and passion in briefs which I strongly agree with. He comments on unpaid briefs being the most favoured and how these will show how passionate you are about a subject, which I’ve found being very much the case in my university briefs: It is the outcomes and subjects which I enjoy, along the lines of feminism and women, which prove to me every time how much I love making work around the topic. TEMPLO does work for corporations but only if they match the company’s ethical ethos, which would be a direction I would be interested in following. Although money is a concern for the stages after university, making small choices around which briefs to accept and reject, will challenge my practice and show how far I am willing to take ethics within my work. 
His attitude to the studio and working is also something we share. I think it’s important to separate personal life with work life when creating a balanced life. As a passionate graphic designer, you will always be thinking about subjects and projects, and it’s important that this impacts in your practice as it means your work feels real and important. Ensuring that this doesn’t make you stressed is essential however. 


Rejane’s views on ethics, lifestyle and design are also ones I strongly agree with. She encourages travelling, exploring and understanding in the same sense Pali recommends interning in order to experience design in different forms. Both Rejane and Pali comment on moving – exercising or doing something – to overcome a creative block, and from experience these are definitely the best methods for me. I like her point on preferring design that “has a presence”. This type of aesthetic really stands out and draws intrigue (no matter what the subject) which is always an important part of design. I would like to continue this ethos within my own work and keep creating work which achieves this.

Similar to TEMPLO’s central ethics, I am not sure my future practice will be as ethical as Rejane’s. I do smoke and drink and so these sorts of briefs I would not have a problem doing work for. I think there is an important distinction between enjoyment of life and having choice, with producing design for large corporate companies which go against my personal ethical values. Working out these ethical values will be a long process for me in the next few years that I want to distinguish for myself and practice.

The challenge Rejane faced with the Alzheimers project is also something I feel I want to work with – challenging myself with tricky subjects from which the outcome will create positive change or support. Pali has also risked his standard of living and life in creating free design for important subjects, eg. Arrest the General. Creating design that stands up for personal values will always be important to me, no matter how it is received by others. For the new research brief tackling abuse and exploitation will definitely challenge me and hopefully I will be able to create something positive out of it just like Rejane and TEMPLO do with so many of their briefs. Doing subjects in the future that I am passionate about or that are difficult will ensure each outcome is “touched by emotion”, as Rejane comments, which will mean my practice and work means something for other people and therefore has purpose.

TEMPLO - Ethics in Design

- Lots of interning 

- There's a disparity between what the graphic design industry talks about to do with charity and what actually needs aid 

- None of their work actually helps someone - poster for refugee is redundant

- Most of the industry gets paid to care about a brief for three months or so then they move on

- Pace needs to be re-explored = should be consistently approached until change is successful 

- When there's no money, no attention, how can change occur? 

- Branding = change to = Communication 

- Activism balanced with the legal side = makes change 

- No idea is shit = hands on = placing everything on a wall to get the bad ideas out of their system 

- Dangle the carrot to the client with things you think should be made for them despite them not asking 

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- Seeing Pali in real life with his strong passions for ethics was really important in showing me that perjaps that direction in my design practice isn't my main passion 
- I want to create positive change through my designs and helping issues is central but how far do I take ethics over design?
- I would still enjoy working with brands and corporations, which is not part of TEMPLO's ethos 
- Doing an internship there would solidify this decision or change my mind = should email Pali after sending him photos of the creative report for him to share 
- Also need to make sure my social media presence is up to standard before doing this so that if I get potential coverage through him 

SB2 Life's a Pitch Personal Evaluation

Took a prominent role within the group with a few other people from the brainstorming issues stage, through to the logistics stage and then with the presentation development. I directed it with Leon for the first stage and once the initial plans and meetings were completed this shifted over to Natalie. I took on the role at the start of ensuring everything was on track - we created a timetable and worked out what needed to be done between us - but with various members of the group missing at numerous meetings I took on a lot more of the project than initially intended. This proved okay when creating the presentation, as one person doing it ensured it stayed in the same style throughout and was therefore visually consistent. Creating all the hand writing type and illustrations and having to digitally prepare these for the presentation also took a lot of work. However as a group the different slides and what should be included was worked out altogether which was very helpful, and each person wrote each slide. I transferred this into notes for presenting the presentation to keep it simple visually. I felt I successfully fulfilled all my roles, including working out the costs and logistics, working well as a team member and leading when necessary. 

The topic in general was really well received by the class and our work on the topic appropriately reflected the tone and message we wanted to convey on the issue. The slow development on the presentation aesthetic was a struggle as first as this meant we had less time to actually create the presentation in a way that would've been more equally distributed amongst the team. But essentially it ensured we had a lot of choice and discussion on it, which is a positive aspect of team work briefs. 

EDITORIAL OFFICER CAMPAIGN - INITIAL PLAN OF ACTION

- Was this issue of NEST relevant? Did people outside of graphic design read it or talk about it?

ISSUES 

- Lack of submissions 
- Lack of experimentation 
- Lack of diversity (within submissions, content and creators)
- Production unambitious 
- No digital or wider presence 
- No publicity/ Press coverage 
- Not very colourful = always minimal/swiss style 

CAMPAIGN ACTIONS 

GRAPHIC DESIGN 
- ask the tutors what they think could be improved or added 
- ask the studio what they thought of NEST 
- ask Ben 
- ask Ollie, previous NEST editor about campaigning 

OTHER 
- ask opinions of non-graphic designers 
- other student magazines (eg. Kocha, Alec tutor) 
- Talk to Emma and Aderice consistently throughout campaign 
- Ask Emma if there are set rules for NEST on being just about submissions 

OUTCOME
- Screen Prints Poster Zines
- Potential Photocopies of screen prints on coloured paper 
- Strong social Media campaign 

SOLUTIONS 

- Be approachable 
- Talk to more people (approach THEM for submissions rather than waiting for it) 
- Super Open Theme - Focus on being a platform for the uni rather than a project for ourselves to work on 
- Be more zine and more fun OR go for even stronger editorial publication aesthetic 
- Get publicity 
- Gain a Printer Relationship 

CAMPAIGN BRAINSTORM AESTHETIC IDEAS 
= Inspo = FLANEUR 

= Like computer digital pop ups but more refined and clean cut 

Presentation Development

AESTHETIC CHANGE 

= Reverted back from Natalie's aesthetic as the text in the background was proving difficult when making it work with body text 

= My presentation aesthetic was taken forward as it was simple and incoporated illustrations which worked to give visual detail, but not so much that it felt like it was the focus of the aesthetic 

= With the illustrations being included we felt that there should be additional details referencing this hand drawn style throughout the presentation 

= eg. additional hand written text on slides and arrows 

= When gathering these hand drawn assets from photoshop the scribbles that were left over were placed throughout as it heightened this human element, this reference to commmunity and people 

= Originally kept the type face Natalie had for her design aesthetic, however with the simplicity of my aesthetic this typeface brought no sense of character or playfulness to the presentation 

= Used slab serif = has a street sign feel to it which is appropriate = bold and modern 

= Couldn't be used for body text = This is where natalie's typeface comes in for legiblity 

= EVeryone in the group added a lot of text to their desginated slides, which I removed and replaced with title pages 

= This full text was written into a bullet pointed script for me and Leon to reference to throughout the presentation 

= Keeping the text light on the presentation means it's easier for the audience to follow along 

COLOURS 

= Struggled with the colour scheme as the neon green didn't work with the black text 

= Changing the main title pages and larger text to white made it more successful 

= Put the presentation on the projector to platy around with the colours to see what looked best 

= Found that this teal colour worked well as neon = more ravey feel appeals to students 

= This teal is bright, bold, neutral enough to apply to all the target audience 

TITLE PAGE

= Wanted to create a more playful first slide = Incorporate the illustrations from the title pages throughout the presentation? 

= Didn't really work = made it feel quite childish 

= Thought about refining it and having just one of the illustrations = but this location illustration suggests a shooting target which is the wrong idea 

FINAL AESTHETIC 

= Kept with the idea of using annotations

= Decided to take this further = Instead of having it simply on just the title pages I felt it would be both visually consistent and interesting, reinforcing this personal touch human feel, to have these hand written notes and pointers throughout 

= Changed large bulks of text to have elements of hand written text in there eg. Questionnaire answers with percentages 

= Draws attention to this number without it feeling too forceful 

= Instead of having text in places = eg. instead of writing unsuccessful and successful above the different projects we researched, having symbols makes it even more simple 

= Balance between visual and writing 

= Having these similar shows that both groups are similar in the way we feel towards our LS6 environment

= Only slight differences in the areas each group focussed on = eg. students about burglary whereas locals were about drugs and how obvious students are with it 

= Feel this could have been written in the typeface rather than hand writing as it feels a bit messy

= Free admission could have been the only element in hand writing  

= change this spread to just have a question on it and read out the rest of the information 

= Initially had this as the original graph in white on top

= Changed the background to white itself as it didn't sit well with the coloured background before realising it should be layer style multiplied to make them blend together 

= Had to colour change the grid to have black elements instead of the blue it came with as this contrasted badly with the teal background 

PRESENTATION NOTES 

Why is the research slide before the questionnaire?

Research slide determined that we want to work closely with the community therefore we did a questionnaire to directly understand their needs.

RESEARCH

• Colour Hyde Park was a project to create a sense of pride and unity in the Hyde Park Area by having beautiful murals painted. 
• This project was successful because they worked closely with the local community in workshops. 
• This is why we chose to work close to the target audience through questionnaires to identify the issues we need to focus on.

• Hyde Park Unity Day is a one day event that aims to bring students and locals together in response to the 90’s riots. 
• Based on research, we found that the community thinks it’s a good idea but doesn’t work long term as it’s only one day. 
• That’s why we will progress into a campaign.

• (90’s riots were a reaction by the local community to the feeling of divide and the heavy police presence in the area due to crime from younger demographics.)

QUESTIONNAIRE

• We posted two questionnaires in facebook groups, one targeted at local residents and one targeted at students so our event can directly respond to what the residents of Hyde Park want  

• 25% of students asked said they don’t respect LS6 as their home, and when asked if they think they should respect the locals in the area gave responses such as “Not really, if it was a nicer area than maybe, but we live in the ghetto so who cares”

• 90% of local respondents gave us details of a negative experience they’d had with students, these were mostly to do with noise, rubbish, drugs and bad parking 
• 
  
• “I have suffered at the hand of student anti social behaviour for over 10 years , i can also include student harassment and revenge attacks against my family when we have asked students to behave and turn their music down or stop there parties etc etc , i have had criminal damage against my property by students to get back at me , wing mirrors kicked off my car , aerialand windscreen wipers ripped off to get back at me , not only me its happened to other neighbours over the years , that’s why long term residents have left the area over years due to student anti social behaviour”

• one response explained how they have been woken up at 4am from noise even when sleeping with earplugs in and as a  full time social worker who leaves at 7am it can be frustrating not to sleep well.
• “I do find it frustrating that our street is trashed with litter. It feels like there's so little respect for the area. People never bring their bins in and seem to care very little for recycling. There's usually litter on the street and big items that have been there for ages like broken chairs.”
• “Being told to “fuck off, you decided to live here” by students when I ask them to turn music down

• Students also shared the same frustration over litter and noise, as well as concerns about burglaries and overall safety in the area, with many responses saying how they don’t feel safe walking around the area at night

• The LS6 Project will create a campaign to combat these issues to make the area better for everyone. 

• Locals are the minority in the area now and for 100% of our respondents to be interested is the main reasoning to push the idea forward

THE FAIR

• SUNDAY 10AM - 4PM 
• FREE
• Time chosen to optimise children & families & students being available (kids out of school, parents out of work, students not in uni
• Screenprinting w/ 2 or 3 screens and pre-designs to teach skills - based on questionnaire results 
• Students helping the kids learn how to print and to participate
• Families getting creative together 
• Relief printing w pre-designed stamps
• Creating posters to use for a poster campaign around the area to raise awareness 

CAMPAIGN MAP

• The campaign created from the print fair would be displayed at relevant locations keeping in consideration our two main target audiences - Students and Regular residents of Leeds
• The Main location is Hyde Park, which would have the highest concentration of the posters
• The other locations are chosen based on the target audiences:
• Student Unions and Accommodations :  Which would allow to reach out to most of the students in the area
• Community Centres : Some community centres (that are in the LS6 area)
• General cafes and pubs in the area :  Both communities could be at cafes and pubs

LOCATION

• Within LS6- Located within LS6 so makes sense to hold the event there and is accessible to the locals.
• Cardigan Centre is a local community centre which people and locals use to hold events. Easily accessible by public transport.
• They can also promote the event through their social media, website and advertise it in the reception which will get the word out about our event and more families may get involved. 
• There’s enough room to hold upto 120 people giving us enough room to have the screen printing and space for families to come together. The space will allow the event to also not feel crowded. 
• It’s a local centre so helps the local community- involving local resources. A community centre hence using local resources and benefitting the locals.

DEMOGRAPHICS

• 1991 - 21% students 
• 2001 - 61% students
• Total population estimates - 14,055 
• The average age of people in Hyde Park and Woodhouse is 27, while the median age is lower at 22 
• In 2005, 60% homes owned by absentee landlords
• Most tenants are absent for ⅓ of the year which affects for local businesses

COSTS

Read table out 

PLAN OF ACTION

RESEARCH - FAIR - CAMPAIGN. We would want this to be long term so the results of the research and fair would create a brand to campaign. Social media, posters, more events, etc.` FEEDBACK

EVALUATION There was a strong reaction towards this topic which I think proves that there is a gap to fill between the students and locals. There was a divide felt in the room between those who seem to have never thought about it and don't think it should be an issue, and those who thought it was a big issue and should be addressed. Presentation aesthetic worked well - simple and fun. It could have incorporated more moving media, but this wasn't essential in portraying the issue and how we're suggesting it could be solved. There could have been more interaction between the class and our presentation but the amount of questions asked at the end was an interesting way of creating this without it being forced. We successfully presented the concept and overall idea successfully in how me and Leon communicated and having most of the text on the script sheet rather than the presentation meant it flowed well.