in situ

Evaluation

Brief
In response to the brief did I complete what what was proposed/asked for.

I designed print pieces graphically "for the promotion of the London Road Brighton project."

I used the same theme and style between my "range of print pieces"

I "use[d] typography and a graphic style in a way that creates a visually coherent campaign".

I created a "folding leaflet which promotes the project overall combining text and images".

I created "three magazine ads focus on a specific aspect of what’s on offer in the zone"

I "mock[ed] them up into a photo of a location or magazine to show their impact in situ" using "suitable aspect ratios".

I started this project "by undertaking visual research", i looked at "existing posters, magazine ads and leaflets for their design characteristics",

I looked into "the visual presentation of architectural and urban regeneration projects" 

Target audience
Target audience "designed to be attractive to the target market of 18 – 39 year old well off students and professionals"

Type: I tried to use (where possible) more interesting and up-market wording in both my leaflets and poster, for example I used words such as "executive flats, executive apartments, delicatessen, fashion houses, seminars, banquets, revitalised as well as foreign names for places like Lor'veso and Serán, these types of words and names fit and attract the "well off students and professionals".

Imagery: For the imagery i used pictures of attractive buildings, and furnishings that would appeal to the target audience, for example the apartments images i have shown are white, clean with lots of space which would appeal to "well off students and professionals" as the bigger the better, the whiter the cleaner and newer.


Style/Layout: The layout that I have gone for is fairly busy one, but i have kept the images the text to there own sections so that it looks neat, I have used drop shadows on the images to make them zing out and give the sense of depth. The cover is similar to that of a word search, it draws you as you try and find the words embedded within the other words and is like a puzzle. I think that the front back cover are the cleanest of designs out of the entire leaflet, each object is fitted into specific parts and are all straight whereas the inside pages are a little more fun, the text is in its own sections however the rotated images and drop shadows interfere with the tidiness which makes it seem more "fun"

Enjoyed
The part that I enjoyed more about this project was the freedom to design something (to a degree) how you wanted, with the previous project there was a limited (although wide) style in which you had to adhere to, e.g. the propaganda posters we had a set era in which we had to design/mimic to, all you have to do is look at the final posters to see what the parameters were. This project we could create something new using parts of different designs that we liked from any era/artist, this meant that there was a wide range of designs created. Another thing that i enjoyed was the way in which i saw my research develop into ideas which turned to digital designs and then to printed pieces, i was nice to see the entire development from start to finish.

Time keeping/Another chance
If i had another chance i would have liked to got on with my work sooner, i seem to alleyways leave it late on to design and finish my project, i had some ideas that i wanted to implement further such as showing my adverts/posters as a digital video in which i used tracking in after effects to track my posters onto bus stops, busses, train stations etc. However as i had left it late i didn't have a chance to go onto show this in my pitch/final crit.

Printing
Before i got my printing done externally i thought that it would be a good idea to print my adverts and  leaflet so that i new that they would all be correct, i spent about six hours fixing issues that arose when printing, firstly some of the logos i had placed into indesign as .png gave me a semi transparent box around each of them, i had to then work around this by remaking the logos or embedding them another way. I also noticed that some  of the text was harder to read on some of the colours so I had decrease the transparency on some of the boxes from 14% to 30%. As I was using three different printers and mediums some of the colours on each combination would sometimes be incredibly different.

Personal opinion
I think that my trailer is pretty good, the audio works all the clips fit in a logical order, i wouldn't change it.

Final product evaluation
I think that my designs were visually coherent, they matched each other and you could tell that they were from the same campaign, the colours, fonts and imagery worked well together and also would be attractive and appealing to the target audience.

printing

I had my adverts and leaflet printed at LGD, Lindfield Graphic design, i supplied the printer with high-res CMYK PDF's with full printers marks for the adverts and i supplied a high-res CMYK PDF of my leaflet.

I mounted my adverts onto boards to present them.

crit

From my crit i got some helpful information:

Leaflet:

Perhaps the green arrow on the map was not needed.
The cover page colours should link to the map colours (like a key).

Advert:

The images on the left distracted you from the main image.
The text was not laid well looked unbalanced.

I agree with all the crit that i have got, i have gone onto changing the map colours and cover colours so that they corresponded with each other, removed the green arrow and enhanced the map.

Complete overhaul of the layout, images removed, text removed, logo and information added neatly and balanced in the top right of each advert, main focus is now the background image.

Leaflet

This is my final version of the leaflet, in correspondence to the crit I have changed the colours of the front cover so that one colour corresponds to a certain venue e.g hotel and bar, this means that my map points relate to the cover which acts like a key. I have got rid of the arrow on the map and changed it to a better image and zoomed in so that you can read it easier.

After test printing:

After doing some test prints I immediately noticed some things that I needed to change:

1. Some of the semi transparent boxes overlapped some images

2.  Some of the transparent boxes were not centred within each of the panels

3. Some of the transparent boxes were not strong enough and were lost so i upped them from 14% to 30%

4. I swapped the blue and green panels as when it was folder the blue panel and the blue from the inside fold clashed even though they were the same colour.

The inside page displays information and pictures about the individual projects of the entire London Road project, each section on information is matched with an image of the location. The white headings and black body text worked so much better than that black headings with white body text, the white text clashed  with the white edges as well as the picture frames around the image. I liked the idea of having slightly angled images within the leaflet other than "square" images, using the angles meant that i could use slightly different sized images without an individual image standing out.
The BN1 in the corner was a late final touch in the design, without it there was no reason to have the folded up corners, they are also a shade of grey instead of black which i used as black was to prominent.

The map i decided to use in the end was my perspective drawing that i made up in sketchup which i exported to illustrator to finish up. This worked a lot better than any other of my map designs as it fitted neatly within the space without being to small or obtrusive. My original plan was to either have the map one of the section small and up the correct way, however it made it to small and wasn't visually appealing, my next idea was to have the map across two section but again it didn't look right, there was too much space around the top and bottom and it meant that it would only work when the leaflet was completely un-folded. After a few tries i rotated it and placed it on one section, it fitted perfectly and meant that i could add a title and location points on the map. 

Adverts

 I used the blue sky in each of the corners  as a place where i would place a small bullit point style information, this way it kept it tidy and neat, I also staggered the text so that the longest was at the top, this fitted in with the angle of the buildings. For each of the posters i used an individual logo that fitted within the space. The background image is the style that i had previously played around with - photoshop cutout filter - this gave me an artist impression look. I designed individual QR codes for each of the adverse that featured part of the logo.

I used a semi transparent box in which i kept my information, this kept it neat and made it easier to read.

I could of perhaps made each of the corner folds different colours similar to the folds of the inside of my leaflet but i think that green works the best as there is already a lot of blue within the advert and the pink would really stand out and not fit in with colours already in the advert.

I have also included printers marks for ease of trimming, for actually printing in a magazine i have alternate pdf's.

Advert backgrounds

I played on the idea of using the folded corner on my adverts similar to my leaflet idea, i think it works quite well and i can place my QR code in the corner.

On this image the sky was originally white, I wanted it to match the previous two so replaced the sky with a nicer rental gradient blue, if i were to use a white logo it would now work on all three.

inside leaflet panels

This is the style i have decided on using  as my inside pages of my leaflet, i like the folded corner idea as i could use my QR code that i have designed under it, it may not be suitable on the leaflet but defiantly on the adverts.
I made these first in illustrator to get the basic shape i then exported to photoshop and added the corner folds.

I expanded on the previous design and added a texture and did reversed corners. 

cover development

I have been playing around with the idea of continuing the "beach huts" around to the next page so that i could use it more as a key or with a different design, until i start looking more closely at the internal design i cannot really implant which/if one i would use.

leaflet cover

I showed these two designs in my pitch, although both were generally agreed would work as a cover there was much more discussion on the second BN1 cover, it was said to be much more intuitive and pointed out the specific aspects of the regeneration project, it gave more information that the first in a stylish way without compromising design. If i wanted to add further information to the purple one i believe that it would interfere with the design.
On looking at the second cover and after comments from the pitch i think that it would be a good idea colour each of the location differently, e.g all the hotels are white and all the clubs are a certain shade of blue. This could then be used as a sort of key for my map that I am wanting to include. Another idea that i had before was to have specific words in white (as this stands out the most) this way i could make sure that the audience would see these words first.

From my previous designs of this layout i have added the (what i would refer to the beach huts) on the side of the letters, i have also brought in the letters as i wanted to keep some space between the edges so that it looks neater.

text layout idea

i have been experimenting with some clever text layouts in which a sentence ca be picked up with only a few words, I'm not sure if i could implement it in my style however its quite intriguing and it makes you want to read it.

Front cover proposals

These are my first designs that I have come up with.

Although i do like the design of this cover, i am not sure if it is engaging and eye catching enough , theres not a lot of content and doesn't really say what the leaflet is about. The purple wood is similar to those of a beach hut and the way in which the gradient has been focused upon the BN1 really makes it stand out better.

I have done some work on a completely different design that uses a mixture of words to fill space that are relevant to the regeneration, I prefer the centre one of each of the designs which is a mixture of the other two. I defiantly thing this design is much stronger than the previous as it gets across more information without looking boring, at also follows up on what i looked at by Paul Rand with the multitude of logos and letters which draw your eye in as you look for those certain words/images like a word search. The middle one incorporates the BN1 found on the first but with the larger edge to edge design found on the last. Im not sure that the black works with the other colours as it becomes too prominent, however i could use this as a way of pinpointing certain words in someone would pick up first, even sub-conciously, i think that white would look far more attractive and gives that new appeal.

ideas

i do not what to show actual images of the location but rather images that look like artist impressions, i have experimented with photoshop filters as well as creating line drawings.

Using photoshops cut out filter and playing with the settings i got a image that i liked the look of hand that would fit into my leaflet ideas.

As an experiment i also turned photographs into line drawings, i bought that i could use this as a slightly transparent background with text and images applied over the top.

research

This is the work of Paul Rand, i like how the image is almost a puzzle and i find myself looking for the words and logos imbedded, this is a good way of enticing people in to pick up/read what it is actually about, something like this really look good on the from of a leaflet due to the long and thin pages of a leaflet.

This mood board mostly focused on styles and folds of leaflets and how they design worked with that, for example the green leaflet which folds all into the centre, the outside (top) makes up an intricate image that when folded out makes part of the design.

the images on the left were found on an existing regeneration site, they tend to use uplifting and positive, bright and clean pictures which promotes the project better than showing dull images with un-happy people.
The images on the right were of a leaflet that i was really inspired by, mostly by the unique way of folding the leaflet to show the colour bars down the side.

Imagery

I came across this while researching and i believe that it would be good to include this within my design as the regeneration would be part of the brighton and hove council.

I may edit it slightly as i do not like the City council supported part, its also really far from the main logo and not very balanced.

This company deals with the similar regeneration projects, I think that it would be a good idea to include it within my designs. 

Proposal

Proposal

For my leaflet and advert designs i will use certain colours, fonts and imagery in order to design a visually coherent set of art works.

I will be choosing to design three adverts and an A4 sized leaflet.

Fonts

The fonts that i have decided to use are: Futura medium for the body text and Futura bold for any headers. For the cover and tittles i will be using borisblack.

Imagery

The image style that i will be using is an artist impression style, to get this style i will be using the cutout filter on photoshop, this filter changes the images to look as if they have been painted.

Style

The style that i have decided to use will be based on the separate panels that i have created with the folded over edges, i will use this as a background on my leaflet and adverts.

Colours

The colours i have decided to use are documented in my sketchbook, the background is a darkish cyan colour in which i will place my other colours onto. 

Language

The language that i intend to use will be to create a sense that London road is more up-market, using apartments instead of flats tells the audience that it is more upmarket

Maps

From my research i have found that using a map was a good way of showing the perspective of the development, I could also have points in which the hotels/flats correspond to etc.

I liked the idea of having a 3D type map so I found some images and started to build up a collection of buildings that i could use.

The original buildings were more realistic looking, using the trace settings in illustrator i made them a little more cartoony. Once i had done this it wasn't really the look that i wanted to go for so i went on to explore further.

i really liked this style, i planned on having a 2D birds eye view of London road and then having these placed at specific points so that i could say that these are specific buildings in the development, again it wasn't really the look that i wanted to fit in my current ideas.

So i decided to go down the 3D root and learn google sketchup.

I always find it best to start in the deep end and see what the program limitations are, from there i can see how/if the idea will work, the best thing about using 3D is that i can easily have any perspective that i want.

I started off by modelling my workshop as it was something that i could easily visualise.

Now that i had learnt the basics i started to draw the part of London road i had selected.
I imported the screen shot of the road then using the tools i traced the buildings, then extruding parts of the contours i made the 3D street, i got some trees to make it look a little more green and friendly and adjusted the lighting so that i got the shadows to cross the street.

I also came up with different rendering ideas, I really like this rough styled line drawing, I have also placed some arrows that are the the same as on the front of my proposed leaflet.

Fonts

These are two potential font that I will use within my design.
I like the Bebas neue font, however i do not really think that it could be used as body text because it is not easily read perhaps more as a heading.

My my body text i have experimented with Futura, i really like how the letters are matched and the spacings between them make it easy to read for both headers and body.
The borisblack font is a potential font for my cover page along with bebas neue. 

I have been testing the appropriate spacings, leading, pt size and style for my headings to see how they look and work, I'm not a fan of the italic and condensed version but the bold and medium type faces works well together and are easily read.

Some testing of readability and style, as well as appropriate heading and body text sizing leading etc.

textures

I have been looking at using a texture as the background for my adverts and leaflet, by texture i would like to use an image that fills the frame.

Some ideas and images that I liked:

I may have a problem if i used the purple wood, the lines going though it are quite prominent and would most likely interfere with any of the content that i will potentially use. The water droplets again may become a problem with the design due to the depth of field. if i do go for a textured backgrounds i would want to use something that is completely irregular and fill the frame, one idea is grass.

logo ideas

This logo is for the hotel I plan on incorporating into my leaflets and/or adverts, the hotel will be called "Bedrocks"

This logo is for the flats, I'm by saying executive apartments instead of flats it seems more up market and professional which is what the brief expresses

I started to play around with the idea that i would use folded over corners within my designs,  i have an idea that it could then reveal a QR code or a small logo, on my leaflet someone had the idea of having BN1...BN2...BN3 on each of the pages like page numbers, however i don't think that it is necessary as it may convey confusion as they could be different post codes, also trying to fit in the "2" and "3" to match the "1" would be a little difficult.

This is a bit more of a modern logo, the spacing need some work.

This logo is one of my favourite logos that i have designed, the black and white contrast well together, i am neither drawn to the "brighton" or the "london road"  but the mixture of the two.