End of Module Self Evaluation

Throughout this module I feel I have become increasingly more aware of the type of designer I wish to be. Previously when quizzed about what sort of graphic design I had a preference for, I was never able to provide an answer. Having spent the last twenty-or-so weeks investigating the industry, where to source inspiration and creativity from and also trying to identify who I am as a designer, I have discovered that my passion within graphic design is ultimately hand crafted, luxury pieces and perhaps most typically in an editorial setting.

The practical work I have produced for this module is the work I am most proud of this year so far. This has been the first module where I have been able to truly design using my own style and feel that it has also been the most enjoyable. It has allowed me to discover new things about the industry, my practice, and also me as a person.

I hope to be able to progress and develop my self branding further over the summer and establish my practice outside of university, as I have come to learn that it is this that generally acts as motivation for all other aspects of life.

Though there have been times I have struggled in this Module regarding analysing myself and who I am, I feel it has benefited me greatly to have had no choice other than to face what I would usually avoid. Although I still feel the amount of pressure I put on myself to achieve is wrong, I am slowly beginning to accept that you cannot be your absolute best one-hundred percent of the time.

The personal development I have experienced this year so far alone makes me optimistic about where PPP will take me over the next two years of the course.

Studio Brief 03 - Design Strategy Presentation Slides and Notes

• Graphic Design A-Level - Everything for Purpose and Target.
• Self-written briefs.
• Johannes Itten’s Preliminary Course (Bauhaus).
• Foundation at LCA.
• Introduction to new mind set, design wise.
• Introduction to new processes (screen print/mono print/letterpress/lino).

• Coming from Vernon Street - Thought I was prepared.
• Thought I would have Studio Notebook / Critical Journal / Reflective Planner.
• Blogging was unexpected.
• Did feel benefits of having done A-Level/Foundation.

• Have enjoyed learning the technicalities of design.
• Learnt György Kepes’ language of vision, Gestalt theories of visual perception, and the basics of typography previously.
• Has been good to expand and add to my existing knowledge.
• Grids.
• Type sizes.
• Kerning.
• Orphans and Widows. 

• Throughout the course so far — feedback on work has been that it’s ‘too obvious.’
• Have been fighting with myself to try and understand why it’s a problem.
• Realisation that literal work isn't a negative, it’s my style within my practice.
• Don’t like over-conceptualised work.
• Feel design should speak for itself.
• Need to become an expert in creating clear work, using principles and rules. 

• Jessica Hische - Hand Lettering style.
• Javier Jaen - playful approach to design.
• Maricor Maricar - attention to detail and alternative process (embroidering).
• Sagmeister and Walsh - Sleek, contemporary and sophisticated edge present in all work.
• Craig Ward - Literal, typographic visual representations and advice in Popular lies…

• Preference for alternative approaches, strategy, production, finishing methods. Pin pricks, embodiment, marbling, foiling. 
• Want to produce beautifully crafted pieces of design. 
• Like a hands on approach, hand made pieces. 

• Considering specialism in editorial design.
• Provides greater possibility for potential to use more hands-on approach.
• So many considerations that make significant difference (finish, stock, binding , etc.)
• Tangible, crafted outcome with books. 
• Ability to explore and interact with design decision.
• More scope for using rules and principles (grids for example).

• Struggled to generate ideas, don’t like things concerning myself.
• Asked people for their thoughts — had to be sophisticated, dignified and gold.
• Had discussion with Penny from list I made. 
• “Not Just for Show” came out of discussion.
• Encapsulated all that I wanted to communicate.
• Representative of me.
• Tongue and cheek publication. Exaggerated / grandiloquent.
• Screen printed. 
• Gold, blue and ivory colour scheme — classy. Gmund Treasury Beauty / Accent Smooth Ivory.
• Georgia, serif typeface — dignified and traditional.

• Generating specific ideas and articulating them clearly through writing.
• Able to document my practice through the written word effectively and thoroughly.
• Opens possibility for dialogue to be made with design studios because of professional tone of voice.

• Feel like I have failed if I don't make everything perfect.
• Affects all aspects of my life.
• Too much pressure on myself.
• Affects time management.
• Affects motivation.
• Also need to develop better lateral thinking/idea production.

• Extend visual language of self branding to website and establish practice/online presence.
• Finish interior projects at home.
• Practise skills I want to explore and become more proficient in, ready for second year.

Self Branding Final Resolutions and Evaluation

The 'Not Just For Show' self branding I have created stems from a concept that addresses my love of exquisitely crafted pieces and traditional style, which has allowed me to produce a beautifully hand-produced resolution that explains both who I am and what my practice is concerned with. The resolutions capture not only my particular practice-style, but also who I am as a person. The pieces perfectly reflect my aspirational, mature and civilised demeanour, meanwhile signifying the luxurious, high-class attention to detail I love to create.

Through critique feedback I was able to discover that my name in origin actually means 'Crown.'
This piece of information provided me with the perfect symbol of luxury, class and craftsmanship. The crown symbol enhances the message of my self branding by immediately establishing a 'regal' aesthetic that represents my aspirational personality and also preference for luxury branding.

By producing a small publication, I was able to delve into considerations regarding editorial design, relevant to me as a designer as it is this specific area I am considering a specialism in for the second year of the course. This publication format allowed for me to produce something tangible that can be explored with craftsmanship evident throughout.

I also had the opportunity explore English language and playfully poke fun at myself via overly eloquent lexis before showing that the work I produce actually aims to surpass purely aesthetic intentions to meet specific purpose - to reflect that the pieces I create are 'Not Just For Show.'

All typographic information featured on/within the self branding pieces are communicated through Georgia Regular to maintain cohesion and establish and consistent visual language. Designed in 1993 by Matthew Carter, this serif font appears elegant but legible - even when printed small or on low-resolution screens. This, and the typeface's total visual clarity as a result of its reduced contrast and thickened serifs, made the type ideal in conjunction with the process of screen printing.

Inside my small, A5 self branding publication I have feature a tongue and cheek mockery of myself and my extreme passion for luxury branding and craftsmanship, that is before establishing that I am infact serious about my practice and that its 'Not Just For Show.' The book will features only one inserted page within the cover, providing engagement with only two single A5 pages parallel to the front and back cover, and an A4 double page spread in the middle.

The double page spread within simply reads 'Not Just for Show,' spanning across the A4 sheet at a 120 point size to simply reiterate the brand slogan to those who view the publication and make it a memorable statement for myself and what my practice stands for.

Pages 1 and 4 feature two differentiating bodies of text. The first page featuring a grandiloquent body of type which has an aim of initially capturing the attention of the viewer, before proving clarity once the last page has been read - which documents my genuine feelings towards my practice.

All passages of text have been placed within set margins and a 3mm bleed in order to ensure even spacing around the type and to give the publication as a whole some diversity as the information moves from top to bottom across the pages. Type on pages 1 and 4 is set at 12 point - a standard sizing for body type. The standard setting of the type on these pages, caps for starts of sentences - lower case for all else - makes for ease of readability for those who's gaze is on the book.

The colour palette of my self branding includes deep royal blue, metallic gold and ivory - all of which work harmoniously together in establishing a traditional, regal aesthetic.

The publication, and business cards, are wholly hand produced via the method of screen print and binding, for which I have used gold elasticated thread for maximum strength. This instills the resolutions with an enhanced appreciation for the craft movement and its considered finish.

Self Branding Screen Printing

Being familiar with the screen printing process at Vernon street from my foundation, I carried out the screen preparation including stripping, coating, exposing and post hardening the screen before knocking out my designs from the screen so it was ready to be printed with. I had one of the technicians mix gold medium for me before I began the physical printed process. 

 With only limited cover stock, I produced 4 cover prints which were successfully printed:

Once I had printed the covers, I moved on to the double sided insert pages, exploring a range of samples I ordered from G. F. Smith:

I ultimately decided that the most effective colour was Accent Smooth Ivory, as all other stocks were either too yellow, or too pink - as can be identified above.

SO creative

SO is a boutique creative agency based in London’s 'vibrant' East End. Since being founded in 2000, the agency have gained a reputation for exceptional creativity, high quality design and a bespoke, tailor made service. These attributes that have undoubtedly led towards the enviable client list they have today. 

The SO team is small, and they only work with people they like and on projects they like, which they say makes for a 'good experience on both sides' and 'a more rewarding process' due to the more openness which yields better results. The agency's down to earth honesty and unpretentious approach is what gets them their clients, and reason why 90% of their work comes from referrals.

Though SO's client base spans a diverse range of sectors, the majority of their work is focused on luxury or aspirational brands that want a fresh and unique approach. Un-paralled attention to detail is what they say ensures the creative vision stays cohesive throughout. They take great pride in their practice and therefore consistently make their work stand out.

As an aspirational person myself, I enjoy exploring the more luxurious design practices, processes and agencies. Standing out for attention to detail, pride for work and high quality are all things I strive to achieve in my own work. SO is most definitely an agency I would consider an achievement to gain personal experience or even employment from in the near or distant future.