Studio Brief 3 - Collaborative Practise - Leeds Library Exhibition Branding
Study Task 1
As an gradual introduction to brief 3 we were assigned a one day brief in order to make us comfortable working within our assigned groups from brief 3, this was was a practical way to get to know each others strengths and weaknesses and how we would best work together collaboratively before starting work for the studio brief 3. The brief was to re-brand leeds office development tower works giving it a new and visually engaging identity that better represented the company.
We started by researching the history of the company and found its original purpose was a factory which created pins for the carding of wool. We were keen to implement this original use in a modern and updated seeing within the new identity. Through further research we also discovered that the area in which tower works is situated is undergoing a regeneration project to make the south of leeds more accessible, it is currently knows for being the creative hub of the city and we felt this would be an unique concept to incorporate into the identity as it would align with the regeneration of the area. We then took both of these concepts and started to develop them into initial ideas as we felt at this point they could both be developed into successful and sophisticated concepts.
As a group we came up with a range of ideas, we took inspiration from the physically act of carding which takes the uncreated wool and separates the fibres from messy clumps into organised individual fibres, this is depicted below from an initial idea created by Thea the represents the process of carding, this is made from 3 tower like structures representing the architecture of tower works. I feel this design is conceptually relevant however we were unsure how it would reproduce on a smaller scale.
Overall I feel we worked extremely well as a group during the course of this one day brief, although we took a long time to decide on our concept and logo I feel we have created a conceptually aware brand identity that is contemporary and a range of collateral that has successful real life application. I am happy with the outcome of our re-brand and am excited to start work on studio brief 3 as I feel this study task highlights our ability to create a successfully casually engaging identity.
As an gradual introduction to brief 3 we were assigned a one day brief in order to make us comfortable working within our assigned groups from brief 3, this was was a practical way to get to know each others strengths and weaknesses and how we would best work together collaboratively before starting work for the studio brief 3. The brief was to re-brand leeds office development tower works giving it a new and visually engaging identity that better represented the company.
We started by researching the history of the company and found its original purpose was a factory which created pins for the carding of wool. We were keen to implement this original use in a modern and updated seeing within the new identity. Through further research we also discovered that the area in which tower works is situated is undergoing a regeneration project to make the south of leeds more accessible, it is currently knows for being the creative hub of the city and we felt this would be an unique concept to incorporate into the identity as it would align with the regeneration of the area. We then took both of these concepts and started to develop them into initial ideas as we felt at this point they could both be developed into successful and sophisticated concepts.
As a group we came up with a range of ideas, we took inspiration from the physically act of carding which takes the uncreated wool and separates the fibres from messy clumps into organised individual fibres, this is depicted below from an initial idea created by Thea the represents the process of carding, this is made from 3 tower like structures representing the architecture of tower works. I feel this design is conceptually relevant however we were unsure how it would reproduce on a smaller scale.
We then took the concept of the carding pins the factor produced more literally, we combined these with office pins as this shows the progression of the site from industrial use to its contemporary modern use referencing the history in an engaging and appropriate manner. We all liked this logo and felt it could be developed into a strong concept behind the brand.
We then looked at the regeneration of the surrounding area and came up with a concept that would be in-keeping with the innovative and modern feel of the area the council are trying to convey. As it is labelled as the creative hub of the city we wanted to produce a logo design that was well designed and referenced an artistic inspiration. I created this concept for an abstract logo that represented the architecture of tower works in a contemporary and refreshing way that was unique and engaging. We felt this logo represented the creative environment of the area and represented tower works in a unique and creative way. We then decided to develop this design further into our final concept.
Logo Development;
I started by creating a continuous line sketch that had a uniquely abstract nature, I wanted it to represent the architecture of the site but not in an obvious and safe manner such as the current branding does. From this I then developed this in illustrator creating a vector line path that could then be developed by the group accordingly. We then experimented with text positioning and colour scheme which took some time to agree on. We experimented with a range of colours, we wanted to reference the red brick of the towers however felt this was too dull. We then decided to incorporate the bright orange which is still reminiscent of the brick yet adds a contemporary feel that fits our concept well.
We then applied this branding to a range of collateral we felt would be appropriate for the company. We started by assigning collateral to each person that best fitted their strengths however we did not work on these exclusively, we collaborated on the designs to ensure the best outcome. We created a letterhead for the stationary, this is simplistic minimal and would work well both in colour and black and white. We created contemporary business cards that we felt really expressed the contemporary nature of our rebranding. We redeveloped the website to incorporate our new branding and highlight the creative nature of the company and finally developed a range of flyers and to let signed that were both contemporary and sophisticated to represent the high quality of the premises.
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| Letterhead by Thea |
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| Business Card by Megan |
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| Website by Jack |
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| Flyer by me |
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| TO LET sign by Hattie |
Overall I feel we worked extremely well as a group during the course of this one day brief, although we took a long time to decide on our concept and logo I feel we have created a conceptually aware brand identity that is contemporary and a range of collateral that has successful real life application. I am happy with the outcome of our re-brand and am excited to start work on studio brief 3 as I feel this study task highlights our ability to create a successfully casually engaging identity.
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