project report, 2013
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Responsive project reportTRANSCRIPT
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MODULE_OUGD503
Responsive. Project Report.
OUGD503
Brief_
Joel Burden
Level 05 BAGD
503 Project Report
Reason for Choice_ Experience Gained_
Relish Bar & Grill - In House TV Advertisements
Freelance
Relish is where I hold down my part-time
job and for some time now I’ve noticed how
this busy restaurant’s quality was not being
reflected through it’s design & branding.
After some discussion with the owner, I
managed to persuade him to let me create
some striking adverts for the televisions which
hang on the walls in the restaurant. He had
previously complained about the current
images not having enough impact and I saw
this as an opportunity for perhaps on going
design work for his business.
I’ve started with this example because after
showing him the TV adverts he had gained
enough confidence in my skills to allow me
to work on a re-design of the food, cocktail
& dessert menu. It was an interesting self-
initiated process that allowed me to get more
interesting work by going out of my way to do
some smaller jobs first.
Creating images for screen means you can
achieve some extremely vivid colours. Also
because the images are shown in a slide show
of around 20 secs per slide, it means you need
to get your message across immediately, the
viewer has no control over the format, it is not
tactile and cannot be studied or manipulated.
One of the main positives to take away from
this is that if you don’t ask you don’t get,
knowing someone who needs work should
never be a chance missed.
Brief_
Joel Burden
Level 05 BAGD
503 Project Report
Reason for Choice_ Experience Gained_
Relish Bar & Grill - Food Menu
Freelance
Following on from the TV advertisements, I
started work on a new food menu. Designing
for restaurants is something I believe is
generally highly regarded in the branding
industry, obviously depending on the quality of
the restaurant in hand.
I had many constraints from the client but it
was refreshing to be working on something
real which will be produced and used on a
commercial level.
I mentioned the constraints put on me by the
client, it meant the menu stock and format was
already pretty much set in stone as it needed
to be waterproof so it can be wiped down
and also a single DPS to keep things straight
forward. It was still good practice with working
to client restrictions and guidelines, learning
to compromise your creative visions seems
inevitable in this industry and it’s been a good
stepping stone into accepting that. I would
of liked to let rip creatively on this of course,
but when it’s live with a real budget this isn’t
necessarily possible.
Brief_
Joel Burden
Level 05 BAGD
503 Project Report
Reason for Choice_ Experience Gained_
Relish Bar & Grill - Cocktail Menu
Freelance
After setting a basic style with the food menu,
the cocktail menu needed to fall into this. This
was easier said then done because of me
getting some different instructions from the
bar manager of how he’d like the cocktail menu
to look, simplified he wanted it to be colourful.
I decided to compromise by keeping it in the
same type family and half tone image style
with a more colourful background on the inner
pages.
How a client can ask for two very different
things on the same project and how as a
designer you have to find a suitable solution to
this, keeping both you and the client happy.
Brief_
Joel Burden
Level 05 BAGD
503 Project Report
Reason for Choice_ Experience Gained_
YCN 2013 - Bacardi
Competition
The brief looked interesting and also like quite
a challenge. It also was to do with something
(alcohol) that I’ve worked with for a long time,
as well as being a rum drinker myself and in the
target audience.
It also gave you a lot of creative freedom and
allowed you to answer the brief in any means
and method you saw fit.
It was a frustrating process to be honest. I
came up with a pretty strong concept and
failed to deliver on it because of poor time
management and lack of commitment to the
brief. I took from it though a good sense of
failure, and how to avoid this in future. The only
shame was a waste of a potentially winning
concept if I had of executed it properly. I had
some interesting ambient ideas and sound
installation pieces which I’d like to use as a
medium for another brief if suitable.
Brief_
Joel Burden
Level 05 BAGD
503 Project Report
Reason for Choice_ Experience Gained_
Taitech Logistics - Logo
Competition
Quick turnaround competition brief for a
computer logistics company. Decided to do it
in half an hour to push myself into swift logo
generation.
It’s refreshing doing for one a logo, because I
never generally opt to do one, and two doing
something so quick without any real prior
research. Simply taking a brief, analysing
it quickly, and going with your gut instinct
response.
Brief_
Joel Burden
Level 05 BAGD
503 Project Report
Reason for Choice_ Experience Gained_
D&AD 2013 - Ted Baker
Collaborative - Competition
In the end I believe me and Ross chose the Ted
Baker brief as we both found it compelling,
with plenty of scope and it allowed us to be
extremely concept heavy.
We also liked the feel of the brand itself and it
gave us a chance to really push ourselves.
One of the best briefs I’ve ever done. We both
really dedicated ourselves to this project and
I think it shows from the level of quality in the
outcome.
As a collaborative I think we worked extremely
well together and played at each others
strengths and shared ideals.
In terms of the brief itself we payed extra care
in order to fully answer it’s set problem. We
constantly refered back to it during all stages
of the project to ensure we were not losing
sight of it.
Process wise we really pushed ourselves, in
the end working the idea across photography,
installation, 4D advertising, 3D craft, model
making among other things, with both of
us taking on the roles of art director and
copywriters. Though we had specified who
would do which in the contract, it became an
real joint effort with both parties contributing
and building on an initial concept and range.
Evaluation_
What skills have you developed through this module and how effectively do you think you have applied them?_
What approaches to/methods of design pro-duction have you developed and how have they informed your design development process?_
What strengths can you identify in your work and how have/will you capitalise on these?_
What weaknesses can you identify in your work and how will you address these in the future?_
OUGD503
It’s been one of the best modules of the course
so far as it gave me a real sense of working
towards a real brief and the way to break
them down correctly so you don’t end up
chasing the wrong idea. Really deciphering the
clients wants has been crucial to this module
and something I hadn’t truly understood
before hand. Collaboration has been another
important skill improved on this brief for me,
but it’s one of the only ones where we’ve
chosen partners on a mutual respect and it
meant we worked together professionally,
allowing each other to contribute without
shutting either party out.
Certain projects I have approached in a
completely different way then I would of
previously. I am coming much more concerned
with the idea and how new processes can
propel that. The Ted Baker brief used so many
different methods in order to achieve its goal.
It involved photography, models (both human
and miniature), crafting etc. For Bacardi I
carved a logo out of wax and built a case, I
also had plans to print with UV ink and create
a sound installation. Concept driven work is
slowly becoming my focus over things that use
aesthetic qualities to mask something that is
perhaps not saying as much as it should. Again
proper brief breakdown is what helps generate
a fully extensive project and I’ve found myself
producing better and more poignant work is I
keep myself constantly anchored to the brief,
the moment you lose that the moment the
project loses its footing.
I feel that I’ve progressed in parts of this
module and not in others. On the positives I
think in terms of thought process and concept
I am starting to realise things that I wouldn’t of
previously thought of. This I believe has been a
concern in many previous evaluations so I feel I
am making steps in the right direction…finally.
I am also developing a much more professional
working method by using presentation boards
and project reports which help me better
understand and showcase work. The Ted Baker
brief for this module is one of the best I have
ever done in most respects and I think there are
many strengths to been seen throughout that
project, such as collaboration, art direction,
project management etc.
Personally I think there are many weaknesses
again through this project as I suffered from
personal problems near the beginning of it
and found myself playing a constant game of
catch up. Bacardi was a personal low for me
as I didn’t get anywhere near done, which
is bad time management on my part. It was
frustrating because I had big ideas for that
project which mean nothing if you can’t
produce them for the deadline.
Identify five things that you will do differently next time and what do you expect to gain from doing these?_
How would you grade yourself on the following areas? 1 being poor, 5 being excellent_
- Manage projects better in order to fully realise
concepts.
- Create more original imagery for layouts to
make my work more unique (something I used
to do but didn’t this time around)
- Blog! I fell really behind with it this time and it
affected my stress levels and progress
- Spend more time on boards to give a more
professional presentation of my work.
- Experiment more! Be more unique in my
approach to push myself further.
Attendance - 3
Punctuality - 4
Motivation - 3
Commitment - 3
Quantity of work produced - 3
Quality of work produced - 4
Contribution to the group - 4
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