Attached below are my research & progress report and reflective report for my graphic design major project in CAGD390. If you wish to see more detailed and weekly posts they are available here.
This week I really focused on the feedback I had received from Travis. I began by still playing and altering between the typefaces to ensure I had made the right decision and began trying to incorporate the two different visual elements of the ‘hay you’ concept into one.
However, I spoke to Angelina at the beginning of the class and she suggested using the farmer as a ‘mascot’ and using him to tell the story. Aesthetically she suggested taking out the clouds, grass and gradient and keeping the image flat, ensuring I kept the hand gesture marks.
I think this week was a massive break through for me in terms of working towards my final outcome of the project, and think my discussion with Angelina was a massive step in the right direction. She ensured I was to return to the logo to look at the kerning, and suggested a spot UV finish on the Farmer.
Another aspect that I needed to improve was introducing the Farmer, and naming him, possibly giving him his own poster to introduce what he does. In order to do this, it was suggested that I look at other campaigns such as immunisation that translate a character across their collateral and marketing materials. Ideas arose about using a speech bubble in order to break the style and make it more playful, which could be used for the farmer to comment on statistics etc.
I think this was a major breakthrough and will help shape the overall visual outcome of my project. By discussing the two different concepts with Angelina and Travis I feel as though I am heading in the right direction, and cannot wait to see the final outcome over the next week!
To see the final implementation of my major project and the ‘HAY YOU’ branding and campaign, check out my Research & Progress report (pages 21-23).
This week I focused on developing and pulling together my chosen concept of hay you. I worked on further developing the brand logo, through the use of a visual pattern. As Ambrose & Harris (2010, p.112) state
“Letterforms and words have visual patterns created by the typeface, size and case. The visual letterforms are particularly important when it comes to the design of logotypes and the creation of brands.”
Reflecting on this I developed three prototypes of the logo ‘hay you’ with the visual pattern of crossing y’s, I started with a serif typeface but felt as though it wasn’t modern enough to be applied across collateral with blocks of text, and therefore moved to experiment with the san serif fonts ‘Hero’ and ‘Helvetica Neue Bold’.
This week I also began further developing the concept, implemented it with a different colour palette and without gradients.
I found that I quite liked the aesthetics of this, and it was more easily translated across collateral rather than the use of gradients, and gave off a bold, vibrant feel.
However I still attempted to apply the logo that contained visual patterns to the first conceptual development campaign of ‘hay you’.
Feedback from Gregor in class had be undecided as he steered me more towards the illustrative concept, but I was still stuck on where exactly I should take is visually. At home during the week, I began test printing both these concepts with the different fonts, and found that the Helvetica Neue was more legible, and the white on the second campaign with the gradients made it a bit illegible to read, and the circle concept could be recognised and read from a further distance regardless of type size and colour.
Therefore, I attempted to book a consultation with any of the tutors, and was unsuccessful and resulted in me emailing my progress to Travis. It was at this stage (a bit late) that I had also decided on what my final collateral was to consist of:
- packaging wrap
- branding book
- campaign poster
- butchers paper wrap
Travis’ response to my email is really going to shape the next two weeks and the development and direction that my project takes. He stated that it all looked fantastic, but because I hadn’t previously discussed anything regarding audience he couldn’t comment too much. He agreed that in terms of visual composition the circle would be much easier to deploy, but the illustrative concept had more visual depth due to the characters, and recognised it as creating a setting for the characters that generated a natural farming vibe that is part of my anti-gmo campaign. His suggestion was to try and combine them in some way, and this is what I hope to achieve in tomorrows class!
In week 11 the task was to present our designs that are up to the select stage of Ambrose & Harris (2010) design thinking process. My presentation (linked above) consisted mainly on the work I’d done over the past 3 weeks, and the progression of my three concept test. The main intentions of this were to gain feedback and advice on the presented designs in order to be ready for submission in week 15. Thee feedback I received from Gregor and Angelina is listed below.
- The character illustrations are fantastic, and this development to communicate the message is great.
- It it a campaign for non gmo food all umbrellaed under aco?
- I needed to smooth out the purpose between illustrations and brand marks as well as campaign for gmo.
- Concept 3 is well crafted with a well resolved trademark, however here typography is my worst enemy as scale and proportion is out. Would be fantastic if I was to get it right.
- All components of this project I displayed will be welcoming to a future employer.
- I need to focus on bringing everything together and making all components perfect.
- Need to clarify and make sense of what it is.
After this response I decided to select concept 2 of ‘hay you’ and the character illustrations for further development. It became clear to me that this strategy was the most effective in communicated the message I intended to surrounding non gmo and supporting Australian Farmers, supporting my design concept. I intend to make this bold, and give the project an overall fun and cheerful vibe.
Week 10 was a public holiday, and it was in this week I began developing my concept 3 – the photographic stamp concept. The icon was inspired by a meat production stamp, which consisted of handshake illustrating consumers and Australian Farmers coming together and encouraging individuals to eat gmo free.
Below was the logo development that was created across testing of multiple typefaces, colours and positioning.
I then worked on applying this to campaign posters, magazine articles and meat packaging. Here my intention was to represent the natural and raw state. The campaign worked on questioning individuals and encouraging them to interact and think about the campaigns they were reading, and in term educating them on their consumption of gmos. Below is the implementation of the brand mark across the collateral.
This is just early prototyping, before moving to the select stage and taking one of my three conceptual approaches further. These designs still have plenty of work to be done in terms of type, my own photography and implementation of scale and proportion. However, I think this is a good starting point to show how the brand mark can be applied, and this approach has really helped me refine my design concept – to encouraging individuals to shop gmo free and therefore supporting Australian Farmers agriculture and livelihoods.
Over mid-session break I sat down and got into developing my ‘hay you’ concept.
I worked on implementing the feedback and suggestions that both Gregor and Angelina gave me since the start of session, and began testing the ‘hay you’ concept and developing it’s potential visual identity.
I then followed Gregors suggestion of working on applying it to collateral and integrating it with the infographic. Below is the campaign poster and infographic that I had started prototyping from this concept across mid session break.
I found that the infographic wasn’t as strong as I wanted it to be, and found that applying gradients across collateral wasn’t giving the bold visual aesthetic that I had hoped for. I think it felt like aspects of the project were fading away, and instead should be grabbing the audiences attention, and therefore this is something I think I will focus more on if I decided to develop this concept further.
My feedback with Angelina this week suggested I should work on developing the project with an Australian voice, and have it contain “gmo”. She suggested looking into brand such as Nudie to develop a sense of style. For example, I could develop the character of Frank to tell a story for the voice of gmo to create an authentic style, applicable to packaging and campaigning. It was also suggested that I could still incorporate the ‘Frank’ idea if I wanted to by using it as a tag line or campaign copy.
However, after this discussion I was inspired to take a completely different path which surfaced after a conversation involving puns with a friend.
As Ambrose & Harris (2010, p.114) state
“a pun is a joke that exploits the different possible meanings of a word or image or the face that a word or image has different possible meanings”
This was the perfect fit for the client of Australian Farmers and the call to action of consumers. The word ‘hey’ which is used to attract attention, express surprise, or interest, and ‘hay’ commonly found on farms as grass that has been cut and dried to be used as food for animals. Therefore, I decided to stick with ‘hay you’, with the tag line to be implemented with ideas such as “can help”, “we’re gmo free” & “shop gmo free”.
I began experimenting with typography and ways to form the brand. This encourage the shape and direction of my project as being focus around the livelihoods and agricultural of Australian Farmers, targeted at Australian shoppers who have the ability to promote change as they shop products that are 100% Australian and 100% gmo free.
Below is the beginning of the ideate phase for this concept.
Week 8 is coming to an end, and I feel like I’ve hit a wall. After researching and discussing with Angelina, and still 100% not set on exactly what I wanted to achieve we established the ACO branding system for organic food in which GMO’s can be labelled under. This was a major turning point from my project, and sent me right back to where I started. With a design concept and a lot of confusion about what to do.
Although in class I was quite annoyed that I hadn’t yet passed this, I went home and took it as a ‘happy’ accident. It helped me shape my project and made the overall decision between my “am I going to do a trademark system or a brand”.
It is here, now, that I plan to work on my next two concepts, and how these could develop to represent products free of genetically modified organisms.
In week 7, I tried to push the Frank concept further and represent him as an Australian Farmer intending to use him as a “shopping assistant” giving consumers advice on GMO free products.
After discussing my need to develop the character pictogram further in week 6, this is what I had visually achieved, yet I wasn’t overly convinced it was enough.
After discussing with Gregor about how I was struggling to push the aesthetics of the “farmer” or represent him differently any further he suggested I should begin working on collateral and the infographics that I intended to have run alongside the brand, however when I first began researching this I could only find American statistics, and this was another turning point. I was told I would be able to use American statistics if I could not find enough evidence and information of GMO’s in Australia.
However my critical incident occurred in a discussion with Angelina. She defined the ‘Frank’ concept as too Americanised as it pushed the term ‘Frankenfood’ that was coined in America and not commonly recognised in Australia as well as the iconography not exactly representing anything about ‘natural’ and ‘Australian’. At first I tossed up on how to improve this, but I’m thing it’s time to develop a second approach towards this.
Feeling a bit behind, this week I began developing my first concept to be involved in the three concept test. The aim was to creating a systematic brand identity that could be applied to food that contains genetically modified ingredients. This first concept was based off research from week 3 where I had discovered the American term of ‘Frankenfood’ which Steve Heilig defines scientists as they are
“creating a kind of botanical Frankenstein”.
I found inspiration drawn from this concept as the definition of Frank s
“open, honest, and direct in speech or writing, especially when dealing with unpalatable matters.”
I found this to reflect exactly it was I wanted the brand to stand for. Frank – being open, honest and hiding nothing of genetic modification in any products. I started by working with type, before adding illustration which ended up leading to a character pictogram.
I began by brainstorming slogans and tag lines to fit in with the ‘Frank’ concept, these included:
- Franken Free
- Frank & Free
- Quite Frankly
- FRANK – ‘no-gimmicks’
- to be FRANK
- let us be FRANK
Displayed in the image below is the visual approach I took to the systematic identity of ‘Frank’.
After discussion with Gregor, he stated the name had a good potential. But I found my biggest problem was trying to figure out exactly how I was going to apply this concept. In developing this I found myself being too attached to the icon, and struggle in terms of trying to alter it and it’s aesthetics. I don’t believe it was quite as strong as it could have been, and know from here it requires more work.