Sunday, 28 February 2010
Friday, 26 February 2010
Wednesday, 24 February 2010
What is the Creative Process?
Ever since I became familiar with graphic design, I have always been intrigued to know the process on how a creative thought was changed to an advertising campaign or a poster display. I find myself questioning the creative process with a number of ideas I research on a daily basis, and sometimes get over confident with myself indicating I could easily match or better that standard of response to a brief with little effort. My first steps on a project is to gather a good understanding of what is being asked for then after some research, focus on a number of ideas and turn them to solutions relating the briefs requirements. As I recently discovered, generating ideas is much harder than I first thought as thinking of a clever solution within a logo or a typographical element requires a high level finding a creative answer. After conducting a number of interviews with designers within the industry, it had come to my attention that there are different stages towards thinking and finding a solution towards a brief.
As I investigated the creative process deeper and evaluated the interviews, my overall response was the most important element within the basis of answering a brief was the idea. Craig Oldham and I discussed the elements of the creative journey and the emotions you go through as a designer. Craig explained that moving on from a failed idea can be hard for a designer as your emotionally attached with that concept. When a solution may not be working to levels of how you wished it would, it then becomes a matter of time before you as a designer decides to let the idea go and start again. The creative process involves making that failed idea work but sometimes, their my not be any positive outcome and it’s your decision as a designer to let go and move on. I began to understand what the elements of an idea are. Thinking of a great answer to a brief is a key part within the creative process as without a solid idea, the project will not be successful. This is how an idea can evolve, as the design is a fortress around it for the concept to work.
Another topic Craig and I discussed was how the creative process can be affected when working with clients. Craig explained that the course of the brief can be interrupted by the client editing the content and changing the deadlines and final requirements for the artwork. I decided to contact Rebecca Low from the Chase in London to discuss her motivation and what first steps to take when starting a new project. She explained reading through the brief thoroughly gives you a better understanding what the client is asking for. Highlighting certain elements, which are important is helpful as you can refer back to these areas later on in the project if you need to. Rebecca also explained that graphic design is growing everyday. Wanting to better ideas or producing work that people engage in and talk about is all part of being a designer.
After gathering more research, it was becoming clear that the creative process was different for each individual and as designers, our decision making and how we react to certain mistakes or findings determines our experience. A design studio in Canada called Sage Media had an interesting blog referring to their working methods as they explain the steps they take when working with a client and progressing a brief. Altogether, Sage discussed seven elements within their creative process, from defining the project goals of the client, to developing further ideas after the project is completed. As I rationalise my research, I have become more aware of how hard the thinking process of generating an idea can be. I myself have experienced the challenging process of finding a solution for a brief as I sketched over a hundred ideas before being confident of pursuing the right one.
Samuel Beckett stated ‘‘Fail, fail again, fail better’’ which I believe is the creative process as exploring an idea and learning whether the outcome will be successful or not will determine the answer to the brief. Being attached to your work, as a designer is normal as the emotions you go through shows in your attitude, as the passionate belief you have when answering a brief will show in your ideas. I believe the creative process consists of learning from the mistakes you make. That is the beauty of design and how we are all different. We answer each brief individually, which also highlights the lessons we learn along the way.
Tuesday, 23 February 2010
As I was walking through the bus station recently, I had noticed a small poster reminding the passengers not to throw their copy away in the bins. As I cant post any ideas regarding my Metro work, I did however felt this was important towards the direction I wish to take the brief with this information.
This week I have been designing my logo the FMP. In some stages, I have had some slightly negative feelings regarding my ideas. I felt a small ideas block and every idea I did have was not pleasing. After talking to my tutor Ian, we discussed that the process of clever thinking is not easy but when your idea comes, it will be rewarding. I decided to do some research on logo’s and felt the Boston Museum identity was unique and creative with a strong idea within the design.
I noticed these t–shirt designs in a shop while visiting Edinburgh and felt the colour and choice of words was very clever. I plan to design some posters for my advertising campaign with the choice of words and these ideas have helped me greatly towards my thinking progress.
As I reflected my visit at the National Football Museum, I was focusing on the move and how it felt to the community of Preston and the museums visitors. It seemed the issue was greatly negative with the comments left by previous visitors on the memory wall. I was thinking of playing around with the idea of the concept of the museum being located to Manchester but this issue is clear to see it being a negative one.
As my visit to see the museum at Old Trafford football ground was great research, as I arrived outside the stadium, I noticed some constructers laying some vinyl on the glass plated front. I was more surprised with the size of the print as it covered I massive amount of space. It was interesting to see the print put together as smaller, separate prints were put together similar to a jigsaw.
As my FMP is progressing in all areas, my research is becoming a great help when thinking of ideas. As I plan my logo design and typography, I was looking at typefaces and was lucky to find this font on the Internet. The artist who created the font, João, describes ‘’The objective as the combination of logical geometry with round and elegant shapes and still get that extra readability in small sizes’’.
As I gather more portfolio visits, I had recently reflected my London trip in May when I went to see the FBH Incite and the Chase. I felt getting some more opinions outside Manchester was vital as showing work to local agencies can have a similar response. I thought about making another visit to London but it was announced by my tutors that as a group, we’d be travelling there in March. I decided to contact a number of agencies in Edinburgh and was successful to arrange a talk with Design Director Simon Shaw from Navyblue through my tutor Guy Lawrence, as they were friends. As I arrived, I was surprised to see the structure and design of the building. I introduced myself to the receptionist and was welcomed. As I sat on the first floor waiting for Simon to finish his meeting, I was fascinated with the amount of awards Navyblue had achieved.
As I introduced myself to Simon, we began by talking about the building. He explained that the bottom floor is a gallery exhibiting fine artists every two to three months. He said that feature gained some publicity for the agency, which was interesting. As I began to discuss my portfolio, Simon was greatly interested in my creative journey from my diploma of Fine Art to my current stage of the degree. I began to talk through my work very slowly and explained the process of each piece. I felt explaining my work with an upbeat attitude and less negativity (like Stephen Owen had advised from my visit with Love Creative) was important and Simon was happy to see my positive character. He enjoyed the Ringo Starr print and made some great comments on all my work.
We discussed some ideas regarding the Metro work as I described the brief as an ongoing project. Simon understood my three ideas I presented and he explained the areas I could improve on and take further. I noticed a difference in myself when talking about my work, as I felt more confident in the meaning of my ideas and Simon could clearly see that I was proud of my portfolio. He explained that having a positive attitude and a good portfolio is important in the industry as your response to criticism determines how good of a designer you are. As we reached the end of my work, we talked about how to get a job with an agency as big as Navyblue. Once again, Simon explained that being positive and having determination was vital.
As Simon shown me around the studio, I was surprised to see how the agency worked. Artwork and ideas are discussed within a group of six designers and one creative director. As I looked around the very large office space, I noticed around four to five meeting areas and I gathered having a number of opinions generated the progression of work. As I thanked Simon for his time, he asked me to stay in touch and make another visit for when I graduate.
Wednesday, 17 February 2010
Tuesday, 16 February 2010
As my research gets stronger with my FMP, I am beginning to get a good understanding of how football can interact with people emotionally and physically. This past week I had received my Adidas tape sent by Craig Oldham. Fellow classmate Nick Entwistle also requested a sample, as his final major project is similar to mine regarding the concept of sport. We decided to try this out in class and we had some great fun.
Monday, 15 February 2010
Thursday, 11 February 2010
Today I decided to visit the National Football Museum in Preston for a better understanding of what my FMP will be focused on. As I arrived outside the museum, I was overwhelmed with the statue of former footballer Sir Tom Finney called The Splash. It was based on a photograph of Finney performing a sliding tackle on a waterlogged pitch in the early 50's. I was beginning to understand the historical content football had and was understanding my brief more. As I viewed the exhibition of world football on the bottom floor, I was fascinated with the memorabilia of the past events which makes the sport the most popular attraction in the world today. I noticed the passion and emotions the sport brings and capturing the history of the World Cup, the career of George Best and the dominance of Liverpool in the 80's made me think of how different the game is today which sparked off yet more ideas.
The visit has opened my thinking towards the brief and viewing the historical elements of world football has given me a great understanding of the subject matter. I also noticed how important the identity will be as applying the logo on the descriptive information, the stationary and the merchandise is key. As the museum is part of Preston North End's stadium Deep Dale, it seemed their was an affiliation with both parties as on the second floor, an exhibition called Local Hero, celebrated Sir Tom FInney's footballing carrier. I also noticed a wall with written requests from past visitors pleading for the museum to stay in Preston. I got the impression this subject is not to be taken lightly.
As I began my research for the FMP, I decided to visit Manchester United's football stadium for an understanding of how the museum interacts with the consumer and analyse how they attract their audience. As I viewed their exhibitions, I began to fully appreciate the historical content within the museum. I was greatly surprised on how far sporting memorabilia goes back to and after touring the ground and engaging the past sporting memories, I felt I had a better understanding of where I wish to take my final major project. As I walked past each section of the ground on the tour, I noticed the posters advertising the museum. I appreciated how the images shown a historical footballing moment as I was easily engaged with the advertisements as Manchester United fan myself.
Wednesday, 10 February 2010
Tuesday, 9 February 2010
Monday, 8 February 2010
Thursday, 4 February 2010
As the FMP is moving along, my plans to create an identity for a five a side football complex was discussed with my tutors and we decided that this was not a strong concept to work from. I analysed my ideas and it was clear I wanted to involve football within my FMP. My tutor Ian suggested that I should look into working on a new identity and advertising campaign for the Nation Football Museum currently in Preston. After some research, the museum is moving to Manchester where the Urbis is currently located. I began to feel more motivated by using a historical element to my ideas as well as the change in location. I began to write an in-depth brief of what I intend to do. I look forward to my journey within the next couple of weeks.
Tuesday, 2 February 2010
As I have recently purchased a new iMac, I unfortunately do not have full access to the Adobe software like Illustrator and Photoshop. I decided to take full use of the software’s in university by familiarising myself with the pen tool once more. I decided to draw cartoon characters from South Park similar to my Homer Simpson drawings I did last year. As I focused on the body and structure, I decided to involve a friend’s look for a comical style. I do agree, they are far from anything of portfolio standard but I find keeping up to date with software is vital.
Today I took along my portfolio to Love Creative. I am beginning to understand a great deal of how a design agency operates, as this was my ninth visit so far. As I approached to studio, I was surprised to notice a number of different companies located in the same building. Besides Love, Flame Digital, The Neighbourhood and McCann Erickson also appeared under the same roof. As I entered, I noticed a number of designers arriving to the studio ready for a working day. As I located the correct floor, the receptionist, who made me welcome, greeted me in and sat me down in the waiting area while Stephen Owen, the designer whom id be talking to, was preparing for the crit. As I looked around the studio, I was amazed to see the scale and size of the workspace. I was bar far in the biggest studio within my visits and was looking forward to meeting Ste for the first time.
As we introduced ourselves, he explained he was in the middle of some work and will be with me in ten minutes. I took the opportunity to engage in all the awards and mistakenly questioned if a Chip award was a D&AD Pencil. As Stephen sat down, I explained my journey from graduating the HND to furthering my studies on the B.A degree. He understood the difference within the two courses, as Ste is a past graduate at the same university completing the same degree. He new my tutors James Corazzo and Iain Parkin and was enjoying my story’s as I explained my experience with them so far. As we went through my portfolio, Stephen made some very positive comments regarding the different outcomes my work could possibly look like. Regarding the Ringo Starr Tate poster, he advised showing some images of myself making the print indicating the process could benefit the piece greatly.
Stephen made some great points on how I communicate my work better. He explained that the Guggenheim end sting looked very dull as a storyboard. He said there was little to get excited about and I should think of producing a flip like story book so whom ever goes through my work can hold a physical object and see my idea evolve without it being flat on a page. I felt this was a great piece of advice as the Guggenheim was beginning to be a negative response within my past visits and I didn’t understand how to improve it. I began to explain my creative process on the Metro project and furthering the ideas I have already was a long topic we discussed. As I explained my Word Festival work, he advised this project brings my portfolio down slightly as it’s an obvious project I had completed sometime ago. I understood his advice as I see the improvement in my design since completing that brief.
As he evaluated of my work, Stephen seemed impressed with the variety of projects I had. He advised that when explaining the briefs, selling yourself should always come first. Talking about how I worked in groups or finding the solution a lengthy task is not what people want to hear. Explaining how you answered the brief greatly and showing a motivational attitude sits well within an interview or visit. Stephen walked me around the studio and shown me all the areas within the Love Creative team. He asked for me to contact him on a regular basis with up to date work from my FMP. I look forward to hearing from him soon.
Monday, 1 February 2010
As the FMP is two weeks underway, today, I was told the deadline was pushed forward six weeks for time to improve what we have for the end of year show. I decided to look at Craig Oldham’s Take it to the Streets campaign for Adidas. I found the concept of playing football on the streets and also playing at five a side pitches have a small similarity regarding space, rules and skill. I feel Craig’s ideas of using a piece of tape works well in regards to influencing people to play more football, as is my intention for my FMP. I have contacted Craig a sample and look forward to gathering some good research together.