Urban Regeneration

I have received my new brief and it would seem that we are now moving towards more professional design processes.

Assessment Rationale / Aims:

"This assignment emulates a commercial brief and requires students to learn to use research to develop a visual language to respond to the brief with creativity and originality. Students must devise and pitch a concept, produce a range of artwork, critique their work, justify their design decisions and evaluate their outcomes. The aim of this is to guide students in following professional design processes."

This assignment will work similarly to the way in which the professional design process takes place, I need to research and develop my visual language skills so that I can design work creatively and originally in response the brief. I must create a pitch in which I will show my ideas and how these will develop into a concept for my design pieces.

"Inner cites changed enormously in the 90s and 00s, with run down areas of disused buildings and land, and in some cases substandard housing, being redeveloped into pockets of urban cool, featuring flats, shops, hotels, restaurants, venues and conference centres, with the intension of breathing new economic life into the previously derelict. In Brighton, two examples of this are the area around the Jubilee Library and the New England Quarter at the back of the train station. Further afield, the work of Urban Splash has redeveloped areas of English northern cities."

From "disused buildings", "land" and "substandard" housing into "urban cool", "flats, shop, hotels, restaurants, venues and conference centres"

Existing: Jubilee Library and the New England Quarter.

Further: Urban Splash has developed English Northern cities

"This kind of regeneration has slowed right down in the current recession, but for this assignment you have to imagine that London Road Brighton is being redeveloped into a gentrified urban centre attractive to the young and single or couples without children. Flats, bars, restaurants, shops, a hotel and a club / music venue are designed to be attractive to the target market of 18 – 39 year old well off students and professionals."

London Road brighton needs to be redeveloped into:

Gentrified - Renovate and improved - Urban centre

Attractive for:

Young and single or couples without children. 18 – 39 year old well off students and professionals

Facilities/events/things to do:

Flats, bars, restaurants, shops, a hotel and a club / music venue


"You have been commissioned to create the graphic design for the promotion of the London Road Brighton project. You need to develop a consistent visual language across a range of print pieces, using typography and a graphic style in a way that creates a visually coherent campaign. You need to produce a folding leaflet which promotes the project overall combining text and images, and a series of at least three magazine ads or posters which focus on a specific aspect of what’s on offer in the zone (such as a bar, the hotel and the flats). The ads are for distribution as full page ads in relevant magazines including Time Out in London and Latest 7 in Brighton. The posters are to be placed in London and Brighton bus stops and train stations, and London Tube stations. You will need to create these print pieces at suitable aspect ratios and mock them up into a photo of a location or magazine to show their impact in situ."

I have been commissioned to devise the graphical elements and design for the London road Brighton project. I need to create  the artwork for print that utilises typography and graphic style to create a visually coherent and clear campaign. I will be creating a folding leaflet to promote the project overall and then a series of three or more posters that will be shown in London and Brighton bus stops and train station as well as the underground.

Instead of the posters I can create magazine adverts that also target specific aspects of the regeneration project that will be shown in magazines such as "Time out" and "Latest 7".

Each of my designs will need to be shown mocked up In there designed places.


"You will start this project by undertaking visual research. As well as looking at existing posters, magazine ads and leaflets for their design characteristics, you will look into the visual presentation of architectural and urban regeneration projects, and you will also explore the work of artists, designers, design movements and images to select a visual language that will inspire and inform your work. This research needs to be reflected in your blog."

I will be undertaking visual research to inspire ideas and to see what existing poster magazines etc have in common and that I can use to develop my concept. I will also be looking at existing regeneration projects as well as artists, designers, movements in which to select a visual language.


"You will devise the concept for your campaign (inspiration, imagery, tag line, colour, font, layout etc) from research and design development processes including brainstorms, mood boards, sketches, mock-ups etc and pitch this concept to the group and your tutors for discussion. Your design development work must be shown in your sketchbook."

I will come up with a concept in which through design research I will come up with the inspiration, imagery etc. I will pitch this concept to the group.
"You will use any combination of Photoshop and Illustrator to produce the artwork for this project. The leaflet must be laid out and typography incorporated in InDesign."

"You will show your completed artwork to the group for critique, justifying your design decisions and looking for potential improvements. The crit feedback needs to be written up on your blog. Once improvements have been made in response to the crit, you need to print your artwork to put in your sketchbook. These do not have to be printed at full size for the poster; you can print at A3. The leaflet printed double sided and folded. You need to get your printing done externally at a print shop (Blow up in Brighton and The Print Room in Lewes are recommended."

I need to create the artwork for the project in illustrator and photoshop and then have it made up with typography in Indesign. Once i feel i have completed the assignment it will then be critiqued and i will have a chance to change anything that news to be changed.

What i need to submit

Submit onto the Remus submissions server:

• A pitch presentation
• Working files in .ai, .psd and .indd form
• A high quality exports (PDFs, JPGs etc) of the final versions of your work