Final year project
Layers festival and " " campaign [Read more]
Layers festival - poster campaign
A collation of posters, used to advertise the event. This collection is an element of design in context, as part of a case study for the festival. It expresses the brand and purpose, like nothing else. Colour, excitement and collaboration. The main communicator for the branding is the parents, as they hold the ultimate decision. So I needed to build a brand which hosts creativity and engages the audience to think about the meaning of layers festival. Inviting them to find out more.
Layers festival - banners
Festival banners, designed as part of the case study in Nuneaton. This image shows how the banners can be applied to the park environment or how they can be applied to advertise the festival.
Campaign - posters
These are a set of rural posters which combine imagery, typography, colour and space. The idea of utilising white space and minimal design to empower the key message of the campaign. The logo is the speech marks, which is also a key aspect across the brand image. Alongside this, the imagery is current and is symbolic to the time period we are living in. It is a message to the audience, to recognise how easy it is for people to mask their feelings. The posters, are built on making a statement and to initiate a change in behaviour towards mental health.
Campaign - billboard
I have thought about bringing together the purpose of the outdoor campaign, by branding various touch points. Here, utilising white space on a larger surface area, making a more powerful message to the target audience. This bolsters the power of the outdoor campaign, by deploying a larger image which can be recognised from a distance.
Campaign - interactive posters
The idea behind the interactive posters, is to build an organic message for the audience to see. The message involves real peoples messages or stories, making them ambassadors for the brand. The brand focuses on engaging and interacting with the audience to build raw meaning. Encouraging more people to share with the campaign. These type of posters are implemented in such areas as train stations, where people have some spare time to think, reflect and engage in the posters.
Campaign - social media
The main reason behind targeting a specific demographic of 18-30 year olds, is to utilise the power of social media to interact with the audience. The idea behind building this part of the campaign is to develop better usage online, to challenge and interact with the audience to build more positive messages on social platforms. The social media element, focuses more on interaction, tasking the audience to share personal quotes, stories or messages etc.
Know your stuff - portaloos
A campaign I built, which is based at festivals across the UK. In order to encourage the audience to test their drugs, I have integrated the branding into the festival environment, thinking about how people will come into contact with these specific touch points. The challenge was to build a brand which encourages a crowd to trust the campaign and welcome the audience in. I focused the branding on creating relevant illustrations, which show understanding and build a relationship with the audience.
Know your stuff - tents
Thinking about the festival environment, I also implemented the brand across tents. This element, focuses on tents which are set up across the camping sites. The bold illustrations are eye catching from a distance, which will hold different messages for the audience to think about. Another touch point for the brand, which focuses on integrating into the festival space.
I utilise the skill set I have developed, to solve wider issues through my design, always trying to push myself further, to make a statement with my work.
The final projects I have completed, are very contrasting. Firstly, the layers festival which is bold and eye catching, drawing the attention of families. The focus for this event, is to re imagine a common space and I decided to utilise the open space of parks. Across the UK the festival, will take place at various park locations. Each event, will have four different host countries and the audience must have a connection to one of the four countries (each event changes hosts). Layers festival hosts a primary focus, which is bringing together diverse cultures. Targeting families with young children aged 3-8, so that the idea of diversity and multicultural society is expressed in their life from an early age. Families will engage with the activities which are delivered, in order to learn indirectly through eating, playing, listening and creating. The brand acts as a unifier, with a colourful and flexible final image. A host of colour, focuses on representing the vast amount of countries whilst keeping it vibrant and fun. Layers of imagery and colour, is a primary asset to the brands image. The brands style is symbolic to the idea of connecting and building a community, with layers built upon each other.
The second project, is a campaign with no name. The key element of the message for the campaign, is focused on filling a void. The void is the blank space in peoples conversations, with this expressed across the brand image. The logo is a key feature, which hosts just a logo mark and no title. This is to express white space and emptiness, a symbolisation of the conversations regarding mental health. The campaign has no name and is open to interpretation of the audience. To empower the meaning of the message, building a statement across the campaign. The target audience is 18-30 year old men and women. With two sections of the campaign, focusing on outdoor posters and social media to build up the campaign and send the messages.
Each element of the brand, focuses on minimality and simple complexity. This is used to embellish the power of the words and imagery. To draw attention to the messages that the campaign expresses. The minimal approach, is constructed to show nurture and caring towards the subject matter. No bold words or loud text, in order to embrace the audience. As well as this, the campaign focuses on using symbolisation and deeper meaning within the text featured among the posters and social posts.
The final project that is seen here, is from semester one of my final year. This is also a campaign which I built to challenge the audience, to get their drugs tested and learn more about these substances. Know your stuff, stemmed from the idea that no matter how tight security is or how much control they try to take over these individuals, it won't stop them from taking drugs. I wanted to use the campaign, to minimise the risks that people take by not having more knowledge of these substances. It aims to keep a more controlled and safer environment, by testing drugs and educating the audience. The branding for this particular project focuses on building a message through creative illustrations. Using imagery which is relevant, branding for a young audience of 18-20 year old's, needed to show understanding. As well as this, a laid back approach to the messages deployed by the campaign are more welcoming to this demographic.
My time at university has seen myself develop an extensive skill set across adobe software and build up personal assets to keep working on outside of university. I have become confident in my ability to solve problems, through graphic design. I have continued to develop my understanding by completing personal work outside of university, always trying to learn and improve. But more importantly, having fun crafting new ideas and designs.
Personally, I have enjoyed the journey at university and now I look forward to the next part of my journey. I feel that I have combatted a lot during this period and keep learning more about design every day, as well as learning about myself and pushing my limits to improve my ability. My focus has been drawn to branding as I have progressed through the years here at Loughborough, so the final projects feature on this page have a heavy focus on building a brand to solve a problem. This is where I see my career heading, working in branding and continuing to expand my knowledge and skill set.
Final year project
Layers festival and " " campaign
As well as engaging with my university projects in the past 3 years, I have also worked on a selection of small scale commission work. I have worked on some illustration and logo design, where I have come into contact with some clients to produce a final piece. Although I have not completed many, it has allowed me to develop my understanding of working with a client and building up confidence for future work. I have learnt more about process and timing, as well as communicating to build a design which is fit for purpose.