Creating something colourful was really important to me as I feel the more colour the more creativity and positivity portrayed within the design.
This initial experiment was an idea/concept of having a really bold colourful aesthetic and the type in this poster is being revealed over time; it was supposed to be a visual commentary on how you change as a person over the 3 years spent studying. But I felt it wasn't clear enough.
My next idea was to apply a similar approach in that it is bold, simple and colourful. But instead create a series of 'flag' designs. Each representing different courses, personalities, individuals. This could of been developed further but I felt it didn't tie into the name time to well enough to be the final idea. Visuals are nice though.
This was a potential idea to experiment with visuals that represented bending time and such.
This was an idea to produce a brand identity surrounding the symbolism of stairs; time to go, time to move upwards and onwards.
Another idea was to create a typeface specifically for the exhibition using only variations of basic shapes. The idea that our students can create something great from a very simple thing.
I further experimented with the idea of designing a custom typeface for the exhibition. But made up of shapes and patterns and all in different styles, to represent each students individuality.
The ideas so far were good but not conceptual enough and not well informed/connected to the name.
I decided to use the idea of time, and clocks to then inform my design decisions; starting with a tweak to the name.
I changed the name to - Time:To - as written in this way it's similar to the display seen on digital clocks. All informed by the idea of time and it being time to move on etc. With this name change I also decided to make all the other elements of the design time related.
These are some initial ideas; creating a circle/clock face composition using the title of the exhibition. Potentially using the centre to write words etc.
My idea is to produce a clock type design; but instead of numbers the design features the ends of the sentence- Time to design, be the best, illustrate etc.
Digitally this would work by using animations throughout the online promotion of the exhibition. The clock/circle would spin and land on the different potential words. I feel this animated extra would draw people in much further than static images would.
In print this would work like a wheel of fortune, the posters made up of the background layer and the foreground wheel. Attached with a split pin, allowing passers by to spin the wheel and interact with the promotional material. It would get people engaging with the posters further than a quick glance and promote it really well; being memorable in comparison to other standard print posters.
This is what the underside of the clock face would look like, giving potential options to the user/viewer.
This is one of the initial developments; making the wheel into an optical illusion to further draw people in the streets eyes.
Some further experiments I tried out bright bold colours to entice passers by.
This is my final experiment - I adapted the wedge shaped wheel into a more full circle, instead with a 'cut out' section as it looks much cleaner and final.
The idea behind the gradient 'bubble' wheel, is that it looks almost out of space like; it makes me think of being beyond time and traveling though time. It's a futuristic aesthetic that I think represents the university and students within well. I chose colours that I felt were really neutral and representative of both professionalism and creativity.
The rest of the layout - type positioning I wanted to keep really minimal and simple. I felt in order to represent all the courses and not sway towards some more than others keeping a neutral simplicity was key. I used Avenir for the type as I feel this is also a really neutral typeface that doesn't alter any perceptions.
The idea behind this simple and clean aesthetic is that it's both attractive and good at making the exhibition appeal to people but also very much about the information. Your encouraged to spin the wheel and be part of the experiance, without it giving away too much and leaving you wanting to know more and really experiance the full effect of the actual final exhibition.
In order to present this concept full and visually show how it would work 'kinetically' and physically; I animated the wheel so that it spins and lands on a few of the potential options.
This is how it would appear on online and web promotional platforms for the exhibition; but it also shows how the physical poster would function.
This next gif is a mock up to show further how the physically printed and split pin bound poster would appear and work. It gives the judges an idea of the real potential that this concept has to be very immersive and draw crowds.
Continuing the animated theme I produced this really simple kinetic design for the title. When displayed online for promotion it would appear like this; flashing as its informed by the way numbers appear on digital clocks. The whole theme suggesting that employers should hire LCA students before running out of time, potential students should apply before running out of time and our grad students have come to a time in their lives that is new.
This is just a very simple poster mock up to give you a feeling of what it would look like off screen.
The brief also required me to produce other collateral; showing how the brand identity would work across other platforms. For this I produced this animated e-invite; displaying multiple of the circles spinning in the background. I wanted the animated elements to be the iconic factor of this brand identity to make it completely unforgettable for the recipients.
Next I produced a mock up of what print advertising within local press would look. Once again quite simply depicting a few of the circles. This kind of advertisement limits the ability to have any kinetic elements but I feel the design is strong enough to speak for itself - it's enough to encourage people to search online to find out more, they would then see the kinetic versions.
I developed this further into creating a mock up for the possible way-finding for the exhibition itself. I adapted the simple wheel shape into an arrow and really simply added the title of the subject to which it is pointing. It just shows how the concept it adaptable onto all different kinds of collateral needed.
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