~ Framework - Final design production ~

I took visual inspiration from some of the initial research done into typography based poster design. I felt creating a poster using a dark background and the bold bright colours set for me by the client would look effectively bold and instantly grab the audiences attention. 

These are some additional images sent to me by the client showing some of the work that will be part of the exhibition. There is a clear theme of bright and bold colours and expressive uses of abstract shape; something that I will need to try and inform my design outcome for the posters/identity.

I started by creating the main title typography for the poster. I wanted to design the type as a completely bespoke and hand-written design for the exhibition - but I based the types base design on the typeface VAG rounded - this typeface is rounded and really friendly in appearance due to its lack of harsh strokes - it instantly communicates peace and love which is the base concept behind the exhibition itself. I also chose to curve the composition of the type as I feel its further representative of this friendly and charitable meaning.

I used a Wacom tablet to draw out the title font using 4 bold colour choices that I took from the designs created for the previous posters sent to me by the client. I fragmented each letter in a 'patchwork' and un-even way suggestive of the togetherness of the women community within leeds and how artists are coming together to help them raise money. It creates this hand made, hand crafted and personal aesthetic informed by the concept. 

I added small shapes and patterns around the type in a confetti fashion - this informed by the abstract, bright, shape based aesthetic of the work actually in the exhibition itself.

I next decided to create a simple illustrative symbol of the iconic old red bus - informed by the exhibitions location. Sticking to the hand drawn and simple shape/pattern theme I had produced when illustrating the title typography.

This is an initial composition experiment for a portrait poster design - I planned to make both a portrait and landscape version to show how the identity could translate well onto different formats and types of varying media. 

I began to experiment with the landscape version as I felt the title type fitted much better in this composition within a landscape format. 

I developed the design further and further until I came up with this final landscape design. I composed the bus within the poster (adding a hint of road). I then added the additional content that the client asked for on the poster within the empty space. I wanted the type and image to all be fitted close together as I feel this represents the togetherness of the concept and it well informed and shows critical awareness. All type has been hand written to further this personal connection that the exhibition has to real people and the connection I personally feel to the cause. 

Keeping in with the theme I added slight hints of pattern around the main type and image composition to hi-light the theme of colour, shape and abstraction represented well in the exhibitions artists. 

I felt it was a good idea to create a portrait formatted poster alongside the landscape one; so the identity could be used in a range of different places depending what looked best/deemed most appropriate by the client. It also shows how the type can be translated into different compositions and still be effective. 

The title type still being at the top of the type/information hierarchy hense being the main focus of the poster design.

The client requested an additional version of the poster without the description to be used on digital media such as Facebook. 

These images show how the individual letters appear at a large size; once printed at a3 this will be more visible. It'll make the audience really appreciate the hand rendered base for the design and also hi light the fine art/illustration work that will be most of the exhibition itself.

This image is just a quick mock-up showing what the final posters will look like in print; also showing how the theme/brand identity has been consistent throughout and works across these different formats. 

Because alongside the posters, the only other promotion the client is budgeted for is online/via social media; I felt it was appropriate to make a really simple yet bold gif using the hand rendered title typeface. It instantly grabs your attention and will make an audience instantly drawn to the bright illustrative style and want to know more about the exhibition.

These final images just show how the images have been applied over the relevant social media platforms - Twitter and Facebook. The twitter header was edited to just include the background and the bus because of it's un-usual format and the Facebook features the landscape design without the yellow type. 

~ Once more with feeling - research ~

The brief/client made it really clear to me that the identity needs to be type based as anything illustrative or style based wouldn't reflect the large amount of different styles of work being exhibited. 

I know that the best way to represent fine arts rule breaking and expressive nature would be to be really experimental with type and expressive in style. I did some research into similar design projects which use a really simple yet expressive uses of type.

For this branding I will consider using really un-usual and interesting typefaces and even a combination of a few different ones. 

~ Once more with feeling - Brief ~

This brief is to create the brand identity for the fine art level 6 end of year show.

They need a general type identity, postcard/leaflets, posters, web header and social media promotion. 

Name - Once more with feeling 

likes italics 

not yellow - bright colours - one or two colours not just black and white


I was chosen as the fine art department had seen my pink manifesto project and really liked my un-usual uses of typography/layout.

This style of typography is very driven to breaking the rules, stretching typography further than their standard form and composing them in a way that is interesting and not 'true to form'. This is very representative of what fine artists in the most general way work; often very concept based, into breaking the rules and changing perspective.

I am happy to follow this concept with this brief as its a way I feel comfortable working and will be well informed by the context. 

~ Framework - Development ~

The brief was really simple as I was given all of the information needed in order to produce the poster. Due to the large amount of content/writing that needed to be included within the design I felt it needed to be created using interesting typography based composition. 

I found some examples of type based poster designs; they focus on hand drawn/digitally drawn typography to create something organic and individual. Drawing out the type rather than using standard typefaces makes something more personal to the exhibition.

I feel the background concept behind the exhibition - it being a charitable cause - it would be well informed to create something more hand produced and from the heart rather than generic and purely digital/minimal.

The use of subtle imagery/symbolism alongside the typography could also be effective

- Images of women

- Images that represent refuge

- Image of the red bus

This idea is perfect for the brief as it delivers the information in an interesting and different way, expressive of the personal and deep nature behind the exhibition. The style still positive and happy in aesthetic and colours informed by those used on the previous posters.

~ Framework - research ~

The context of this brief is all about women supporting other women and taking strength in their life. Many of the women helped by the charity are taking refuge from domestic violence. 

"About Leeds Women’s Aid

Leeds Women’s Aid (LWA) is a registered UK charity (number: 1005884)

Leeds Women’s Aid was founded in 1972 by a group of feminist activists who were concerned about the lack of services to support women and children experiencing domestic violence. Since then we have grown to become one of the biggest Women’s Aid projects in the UK. We work closely with other Women’s Aid projects across the UK. This means that if women need help and recognise that they need to leave Leeds to be safe, we can find them a space in a women’s refuge in another part of the UK.

We are a women’s organisation, run by women for women. Our aim is to protect women and children from the damage that domestic violence can inflict on their lives. We believe that women and children have the right to live their lives free from violence and fear.

We work in a non-judgmental and non-directive way, meaning that we don’t tell women what to do. Instead we enable women to make decisions about their lives that help them and their children to lead safer lives. We believe what women and children tell us about their experiences and abuse. This is really important, as sometimes women and children aren’t believed when they try to tell people about the abuse, meaning that it takes them longer to get the help that they need and they experience more abuse."

Because the cause itself was started by a group of feminists I felt it was important to conduct research into this field and use it to inform my design decisions. 

In order to fully realise the historical context behind the exhibition and supporting charity I decided to look back into some previous research I had conducted into visual examples of feminism in the 60's. 

The entire aesthetic surrounding the initial waves of feminism and the feminist underground press as the time was extremely focused on hand rendered techniques. Most images are illustrative and quite shabby/patchy in appearance due to the lack of materials available and print techniques at the time - limited by money. A lot of the title typography was also hand written; and body copy either hand written or created using a typewriter.

The top image is a perfect example of how feminism was iconically made up of this hand written typography that became bold in its own right and was representative of doing it for yourself and taking control. 

This is something I really want to get across in my design as the history behind the charity is just as important as what it is today and the design for the exhibition branding should celebrate that in a modernised and relevant way. 

In order to bring the contextual research behind the brief into a more contemporary brief/outcome I also conducted some research into looking how modern day feminist zines take selective inspiration from those historical examples. Often using a combination of digital type and techniques and selective hints of hand rendered illustrations and type. This is something I will use to inform the production and tone of voice that my posters will have.

~ Framework - Brief ~

Hi Izzie, 

If you would like could you please make a poster to advertise the exhibition. 

I have attached the call for submission posters and the current exhibition poster, so could you please design a poster similar those. 

Brief:

Design a poster to advertise the Framework exhibition at The Old Red Bus Station. 

Information about the event: 

Where - The Old Red Bus Station, 101 Vicar Lane, Leeds, LS2 7NL

When - Thursday 11 May from 5.30 till late

Background behind the event - 

The purpose of this exhibition is to raise awareness for Leeds Women's Aid, which is a charity that helps women and children that have been effected by domestic violence. 

Please let me know if you need any more information. 

Best, 

Imogen

The exhibition is to raise money and awareness for women's refuge in Leeds, its a cause I really care about and something I am so proud to be getting involved in. Money raised will go towards the Leeds Womens Aid Charity.

The images above represent the advertisements calling for submissions so far. The client wants me to follow a similar style and potential colour scheme but add something to it that really grabs the publics attention and encourages people to come along.

~ Zoo - client meeting ~

I presented the client with the various logo options I had produced; one main one could be chosen or they could all be used interchangeably for uses on different media. He agreed some would be better in different circumstances than others.

He wanted 'the zoo cafe' type painting on the side of the building as the main signage for the cafe; then the circular logo (without wearing) painting on the side door as the secondary signage and first glimpse you physically get of the branding. 

He then wants the worn logo to be used on the menu designs and personal brand of coffee the cafe will have.

He gave me a distinct list of collateral they need for opening...

- Menu design

- Sandwich board signage

- Hand painted signage

- Social media promotional collateral

- T-shirts for staff

I presented this as a coloured version of the logo, possibly for use on social media and to inform other colour schemes. 

I also showed the proposal for the menu design and possible continuation onto a takeaway food bag following the same brand identity.

Unfortunately although the client loved the designs he said the main issue for him would be cost of production. He needed the menu design to be as cheap as possible to produce; just using a standard black ink lazer printer. This means that you might want to rely on a cheap but nice looking stock choice to make it better looking; and possibly consider clipping it onto a clip board. The point being he wanted a design that could be re-created whenever the menu changes; where drinks and specials are printed separately then all clipped together as one menu.