Initial Design Directions
With a signed off advertising campaign that myself and tutors were happy with, I started to consider the overall aesthetic of the campaign as this would consist of a range of practical outcomes that needed to come together to create a sense of continuity that would allow the user to identify the different design elements as being part of the same unified campaign. Therefore before I started to consider what these individual elements would consist of I wanted to develop an aesthetic style which can then be extended across a range of collateral. I created a number of basic initial designs developed digitally as I wanted to experiment with colour and photography straight away therefore felt paper sketches would be less appropriate at this stage.
The first direction generated took uses high quality natural photography, simplified with the use of duo-tone to create an intricate high impact aesthetic. This use of duo-tone works particularly well with the light reflecting from the background highlighting the fleshy fruit of the lemon segments. The type is arranged in a contemporary aesthetic that is engaging yet still easily legible. At this stage the design is kept to a minimal two colour scheme however if developed I would like to experiment with foiled lettering and other processes to create more tactile and engaging resolution that adopts multiple processes.
This design direction took inspiration from my research into the Yale University School of Art programme, I really identified with the experimental nature of the work they produce and was keen to produce a range of more experimental design directions. The Key typography 'grow' initially sets organic connotations, that or complemented by the natural curves within the background of the design. The tonal blues and pin create a contemporary contrast that connotes a fun and experimental process that could also be developed with mixed media such as letterpress and mono printing for added texture.
Taking inspiration from the illustrative components frequently used in similar adverting campaigns and food packaging for a similar target audience identified within my research I developed that playful illustrative style that uses an engaging blend of pattern and colour. This was extended with a potential campaign slogan 'eat local, shop Hawarden' which could add further continuity to the series placed consistently throughout the collateral. There is also extended opportunity to develop this aesthetic with the use of different food illustrations and pattern elements that if reproduced in a similar aesthetic style with pastel colours could create a range of bold campaign imagery that were unique in their designs yet create a dynamic campaign set through the slogan and aesthetic treatment.
Further working towards an experimental style I started to play around with composition, shape and pattern. Although this experimentation wasn't particularly successful in terms of its aesthetic treatment it could be developed in a more tactile form using collaging such as that taken from the Appropriation and Subversion study task to create a more engagingly appropriate design treatment.
With these initial design experimentation I have developed a broad range of different design treatments that would each be developed into a full advertising campaign to promote local produce within a small community, From this I will gather a range of feedback from students and tutors as to which directions they feel are most appropriate to the concept and how I could develop these further and respond appropriately to this.
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