First I started brainstorming a new name for the brand. The RREE hub is a really long name however does state the different elements to the brand so I liked the idea of using an acronym but not with the words existing because it doesn’t spell out a word. I looked at every individual word and found different words them that meant the same thing; I then looked at different acronyms with these words. I came up with the word ‘REAL’ that stands for Regeneration, Exploration, Activity and Leaning: it’s still quite a lengthy name however I felt that the word ‘REAL’ would work with other words such as hub, core, space and enterprise. I like ‘REAL enterprise’ however it sounds very corporate which is not want the brand wants so I liked ‘REAL space’ instead as I felt like it represented a community which was fitting for the brand.
Since the brand has a lot of different strands to it, I had the idea of the using different shapes and different colours to represent the different part of the brand which then comes together to create one logo. I started experimenting with the formation of shapes and how they can come together to create an abstract logo with the name overlaying.
I started off by experimenting with shapes overlapping together. I like the idea of when the shapes overlap they create new shapes so I can use these to put different colours within them.
I looked at the use of different colours and used tracing paper to try the layering of different compositions. I liked the idea of it being abstract and the different colours coming together but decided to stick to just 4 colours because I felt that having more than that made the logo too clustered and overcrowded. The colours pink/orange/green/blue all compliment each other and if the name is in black it will stand out. With the shapes and different colours I think that this creates a vibrant feel for the brand therefore making it approachable.
I created the logo digitally from the stuff I did by hand. I like the logo created on illustrator, I feel that it gives more life to it and I think that the tone of colours compliment each other. One thing I do need to work on is the composition of the shapes, especially the blue because I think that the shapes are a bit too jumbled up. It’s quite a heavy logo as well so I will work on making with less shapes so that it is more easy on the ye and you can read the writing more.
Client feedback: likes the shapes, likes the hand drawn elements, make it less vector shapes, decide on a different name (sounds very academic)
Today we had a meeting with our client to present and discuss what we have done so far. There is 5 of us in the group and we have each worked on the project individually so we all had something different to present.
Since we all had different names that we had create, she gave us feedback on each of them which she liked however felt that something else would be better. A name that resonates with ’empowerment’ and ‘collective’ and doesn’t contain the words community or hub. They are company that doesn’t have a particular space that it’s contained in nor is it just about communities. There are a lot of other projects that use the name hub so they want to stand out from that and their unique point of the business is that they form relationships between the university, the local authority and the community. She wants an easy visual and name that represents this but isn’t too corporate so that it makes people want to work with the brand.
She liked the idea of having a visual identity that was adaptable for the different parts of the brand. With my work she liked the idea of the shapes coming together and the use of vibrant colours I had used so she was happy with continuing with this idea. Laura had presented work which used a handwritten logo and Izzy’s work showed a brand that changed for each part of the service they offered so she suggested combining these ideas along with something that uses vibrant colours. So the main points I took from this for the logo is that it needs to be personalised, hand developed, colourful and adaptable. This should follow on to create a visual identity for the brand.
Moving forward with this project, I will take the points that she has said and develop my work further. She has stated that she would like us to focus on creating a logo and visual identity for the brand that will go across different forms of communication such as: letterheads, a base for surveys/paper communication, websites, brochures and email footers. The client emailed us a list of case studies which of project that company has been involved with so for the paper brochures/communication I feel that this will be good information to use. The first thing I need to do is create a new name for the brand and develop the logo.
Within term 1 of Level 5 constellation, I was in the study group ‘Posthumanism Art & Design: Matters, Ecology, Ethics’. In this topic, we discussed a variety of different subjects in relation to human/non-human, objects and the ethics of design which enabled me to think further into my practice as a graphic designer in terms of the effects of what my practice can do and to think about it in relation to the wider world. I decided to write my formative essay on the question ‘Is the 21st century graphic designer a cyborg and what effect is this having on the gap between the human and non-human?’ because I wanted to explore whether graphic designers are consumed by technology – therefore making them a cyborg – and whether this is affecting the non-human world. I enjoyed researching into the topic and making up my own opinion regarding the gap between graphic designers and the non-human world which led me into my dissertation topic. I started to question my responsibility to the environment as a graphic designer and how I can relate the ideas I was exploring to my practice. I felt that as a graphic designer, my responsibility is to create work for the human world and I thought it interesting to find that by doing this, what is the impact on the environment and is there a solution to change this. I decided to continue this through to my dissertation because I felt if I discussed this topic in depth then it would develop me in practice as a graphic designer in becoming more environmentally friendly. Sustainability is really important, especially within this current climate, so already in my subject, I am trying to be mindful of the materials I am using and to create pieces of work that have a real purpose in the world so are worth the materials they are using. I have learned to not create just ‘stuff’ that is not needed and would just be thrown away once it’s been used. I have begun to work in a way in which I think about the end use of the product before designing it so that I can limit my negative effect on the environment. I feel that this constellation topic has been really insightful and I have been able to create strong links between this and my practice which has development myself as a designer.
My feedback from my formative essay submission, stated that my referencing system was incorrect, in particular my text citations. So within this proposal, I worked to ensure that I had improved upon my referencing. Another piece of feedback was to ensure my work had paragraphs so I worked on the structuring of my essay within this submission. Taking this feedback forward into writing my dissertation proposal, I ensured that I allowed myself enough time in preparing the research and writing the piece of work. Originally, I had planned to write a 10,000-word dissertation however, as I developed my idea I decided to write a 6,000-word dissertation and to present it alongside an artefact. I felt that this would more appropriate because within my dissertation I am talking about how designers have an effect on the environment so creating an artefact to alleviate the effect being negative seemed more fitting to the topic. Though I have enjoyed researching for this topic and look forward to creating the dissertation/artefact, I am apprehensive as to whether or not the artefact will work as planned. I am relying on natural resources to create my piece of work and it’s quite an experimental technique with room for it to go wrong so I am prepared for the challenge of creating the artefact. Despite this, I am sure that it is possible to create the finished artefact and I have planned for it to be a sufficient piece of work to present alongside my dissertation. Over the summer, I begin and hope to complete my artefact.
I continue to find it difficult to read and critique pieces of texts so it’s something I have learned to allow myself enough time to do. Within the first term, I found it beneficial to notice links between constellation and my subject because I have found before I struggled to notice the connection which made me less motivated to read different texts. Having found a dissertation topic in which I can be passionate about and have found that it can have a positive impact on my practice, has enabled me to want to read more academics texts and has allowed me to realise the importance of widening my reading. I feel that writing long pieces of text will always be a challenge for me and as I move forward into writing my dissertation, I will continue with the pace of how I have written my proposal so that I allow myself enough time to produce a piece of work I can be proud off. Being able to write about different pieces of texts has helped me in being able to critique pieces of artists/designers work within research for projects. In the past – in particular in first – I rushed to write my essays which led me to be given a grade I wasn’t happy with, so I’ve learned from that to have better time management so that what I submit is the best of the work I can produce. Alongside this, I should work to read more variety of text as I have done for the proposal, to provide a varied conversation. I plan to continually develop my writing skills and the reading of my text, in particular for the writing of my dissertation but also with my subject when writing blog posts for my work.
For the second part of this project, we will be working on live client briefs. Over the choices we were given, I decided to choose the brief for the RREE (Regeneration Research Enterprise and Education) hub which is a company that works to create community-based projects working alongside the local authority and the university. They assist community ideas and use funding and academics (students) from the university to make the projects happen. They have requested a visual identity for the brand along with renaming the company. We had a meeting scheduled with the client to present to work we have created so far for this project however, due to miscommunication she was unable to come to the meeting planned and re-scheduled meeting, I was unable to attend. So, two members of the group that were able to attend the meeting, showed their work and took notes from the client in relation to the brief. The main purpose of the brief is that it is a branding project and she wants a new visual identity created for the company.
We discovered that there are a lot of different branches to this company and different targeting audiences which are: reaching out to community-based projects of people who need assistance in funding and launching the project; for funding they reach out to local authorities so present why they should invest in projects and finally, they target academics from universities (students) to get involved with the projects by using their skillset. In terms of a visual identity, an idea for this would be to create a brand that can be adapted across the different target audiences to attract the different people to get involved however come together to create one brand. This seems like a difficult task but an opportunity to work on a challenging branding brief.
The overall advice for the brief of how the brand should look is that though they target academics, they don’t want it to be a corporate brand and would like it to be friendly and approachable. They want to encourage people to get involved so there needs to be a casual feel to the brand and for it to stand out. It needs to be a universal brand. adaptable and speak out to lots of people.
My first point for this project will be to brainstorm different names for this company to begin initial brand ideas. Ian did a lecture on creating names which was a really useful lecture. He discussed existing brands and their names and the different techniques you can use to create a name for a brand. I will use the techniques Ian discussed as a starting point to rename the RREE hub.
I decided that I wanted to create my own typeface so that I can add a humanist factor onto the campaign. The idea of this is so that it makes the campaign seem friendly therefore making the topic of conversation more approachable. The typeface is geometric with the idea being that I can experiment with colours.
Logotype & Colour
I developed the title ‘CHAT IT OUT’ as the logotype for the project as I felt that it was a strong, literal message of what the campaign is doing. I eventually added the word ‘lads’ so that it was more personal and direct to the audience. I tried a series of different colours and decided to go with orange, blue and black. Blue and black are the colours of the Heads Together logo and since I’m going to be using the logo within the work, I thought it would be appropriate to use. Orange is a loud and bright colour which looks well with blue and black and I felt would work well with attracting the audience.
I developed coaster designs with the idea being that these attract people’s attention and hopefully begin the conversation of mental health. On the coasters, there is information of the organisation, encouragement to speak out and also where to go to get help, including a 24/7 helpline for emergencies which I felt was really important to include.
With a development from the idea behind the coaster, I decided to create a brand of beer. This brand of beer is a extension of the idea about putting the encouragement
of talking about mental health in a normal setting such as a pub. On the packaging of this beer is initial encouragement of not sitting in silence and where to seek help. With people that have mental health problems, it is encouraged that they drink little amounts or even avoid alcohol however this is not advice that is always taken well. Creating a brand of beer that will have a low alcohol intake with an emphasis on talking about mental health will aim to ensure that it does good to the person drinking it and
not induce their worries. Further to this, if a person is drinking alcohol in order to avoid seeking help, then by them having this beer it tackles the issue head on and provides the person with direct advice and information of what they need to do.
In order to reinforce the idea of having a conversation about mental health over the drinking of this beer, these cards with information will be sat at the bar. They will be there for people to take as they please as well as the customer being handed one when they purchase the beer.
Though the primary target is males and within pubs, an advertisement on a billboard will widen the conversation and make more audiences aware of the brand which would ideally encourage more people to talk about mental health.
Idea: relieving the fear surrounding the conversation on mental health.
My initial idea was to create something that makes mental health discussion approachable. One way of doing to was to use comedy as a factor to draw people in. So I thought about using a thought that someone has to do with anxiety and quoting that on a poster. For example, it could be something about over-thinking a situation. The idea being by enlarging that thought onto a poster and making a joke out of it, it would hopefully make a start a conversation between people on their mental health. I continued to explore this idea further through choosing a charity on which to base my campaign upon. Different charities that are already education people on different types of mental illnesses are: Mental Health Stories; Mind Charity and Heads Together. The charity Heads Together is an organisation which describes themselves on there Instagram page as “changing the conversation on mental health because when we get our #headstogether we can achieve great things.” The fact their entire charity is based on encouraging conversations, I think that this is a perfect charity to base my campaign upon which is related well together.
One of my initial ideas was to create a video for the campaign showing a visual representation of someone struggling with too many thoughts. So it could be a video of a group of people around a table, with the focus on one person looking distressed, with the others around them making lots of noise, e.g. banging the table, tapping of the foot, singing,… The person the video is focussed on, then stands up and shouts the room to shut up. The last visual will then be ‘if only it was this easy to shut of your thoughts’. So the idea is that the initial view on the video will be humorous and then they’ll be a shock factor at the end with the narrative.
Establishing target audience
I spent time researching a potential audience to target my campaign. The charity Heads Together tackles mental health within all age ranges so whichever audience I chose to target it will be fitting with the brand. I decided to go with the target audience of males under 45 because suicide is the bigger killer of this age range; though it is a large audience, I feel that it’s an important topic that needs to be addressed.
Initial design ideas
Once I’d established my target audience, I began creating initial ideas for the campaign. I decided to create a brand to be put within pubs so that it specifically targets the audience in a place they stereotypically socialise. I started sketching out designs of a typeface using the words ‘chat it out’, trying to create a friendly and approachable design. After a tutorial where I discussed my idea of a film, I was given the idea to move away from that and create products such as coasters to be put into the pub. The idea of this is to create interactive work to start a conversation within the pub on mental health. I explore this throughout illustrations and then after feedback from peers that they liked the name ‘CHAT IT OUT’, I decided to call my campaign this and work around this idea. Ideas for the coasters was to have lyrics from a pub anthem on them so that it catches the attention of people having a drink, leading them to pick up and read about it and then hopefully trigger a conversation on mental health.