OUGD505: Studio Brief 2 - Module Evaluation

OUGD505: Studio Brief 2/ Product, Range and Distribution  

Module Evaluation 

OUGD505 builds on a range of new skills and challenges as a designer that feeds into the level 6 programme. There is a stronger sense of independence within the module due to the open interpretation of the briefs and the ability to self-direct these projects to appeal to individual design interests. The independent nature of the brief allows a developed and more intimate research process between the designer and subject that provides a holistic and extended understanding of the brief that can then inform these design decisions to ensure the resolution is appropriate and effective for its purpose.

Brief 1 challenged an investigation into a conceptual problem regarding the concept of money and more critically an investigation into the future of the banknote. Developed specifically for an exhibition in the grade two listed building in heart of Leeds the resolution would be featured alongside a range of other proposals and could act as a good opportunity for exposure within Leeds creative field. This problem could be interpreted in any way and prompted a body of research to understand the origins, development and design of currency. With this critical understanding of the subject one could then begin to develop a series of design proposals that would answer the problem of a new banknote design. Based on this research I proposed that the best hope for tactile 'real' money to remain viable within society is for it to be used as a tactile celebration of culture. I took inspiration from the ecology of the exhibition venue to propose a banknote to act as a celebration of the Brutalist Architecture movement within the UK. The resolution takes inspiration from the unique form of Bank House, the production of the exhibition piece combines traditional print methods with technical production features using laser cute elements for added aesthetic engagement.

This informed research and development culminates into a strong aesthetic resolution for a future banknote design. The tactile nature of the screen printed resolution works effectively with the aesthetic of the design to creates a contextual resolution that engagingly represents my interpretation on the future of the banknote. 

Brief 2 acted as an in-depth research investigation that was vaguely written to allow a high extent of creative freedom, this research project would culminate into a practical resolution that appropriately creates opportunity for social or political change. Identifying the topic of localized farming/ local produce for the basis of the research project I investigated the topic and identified a client that’s ethos acted as pinnacle of this social issue. Contacting the client directly and given permission to base my research project around their estate invited an extended nature to this research to ensure the practical resolution would be appropriate to the client’s target audience and the environment in which this practical resolution would be distributed. This adds clear distribution values to work towards and can be developed into an extended live project. Through the extended nature of the design process, taking informed conclusions developed from primary and secondary research, I established a project proposal to celebrate the use of local produce within a community environment as a viable alternative to mass super market produce. Celebrating this use of local produce further promotes its availability via the client and educates the target audience regarding this on the doorstep availability.

The aesthetic style of the campaign is developed through peer feedback and extended research taking inspiration from illustrative components frequently used in other adverting campaigns with a similar target audience. This aesthetic is then developed in a playful illustrative style that uses an engaging blend of pattern and colour inspired by the natural produce found within the Hawarden Estate. To extend the project a style guide was created to add a critical consistency within these resolutions. This ensures that if the campaign was taken live I could hand the style guide over to the client’s design team to further develop and ensure their maintenance of the campaign kept a unified distinct aesthetic style throughout.

The campaign is a strong resolution to the brief that identifies a clear social issue and is developed into a promotional campaign for a client that’s ethos is inline with the projects concept. This use of a client adds significant distribution values that allow me to design for a specific target audience and environment that ensures the resolution is appropriate and effective in communicating with its audience.

The Design Practice 2 module has allowed me to apply my own personality within my resolutions making a broader statement regarding the style of design I want to produce. Stepping away slightly from the more corporate and serious resolutions produced within other modules allowed greater experimentation and self expression, this didn’t always result in success such as the production of my tote bags within brief 2 however allowed me to experiment with new media and processes that an be refined and developed throughout level 6. Making advance bookings and developing a significant body of work to meet these deadlines demonstrates effective time management skills and engaging with clients and independent establishments reflects my ambition to start developing a live series of portfolio pieces, I have contacted the Hawarden Estate from Brief 2 and have arranged a meeting to pitch my campaign proposal on the 1^st of June which will hopefully result in live paid work to extend the project.