Rationale
Appropriate branding & promotion for sub-cultures with a focus on type.
Type based branding & promotion offering appropriate solutions for sub-cultures, focussing on identity within music, sporting brands & boarding culture.
Producing type based design which fits into the categories of branding, visual identity and promotion. Doing so, for sub-cultures within music, fashion and design, which hold specific visual characteristics creating social identities. Maintaining focus on things that I hold a strong interest in, dance & alternative music, boarding culture & sporting brands. Creating new or updating brands, expanding the body that creates their visual identity and design presence as well as promoting not only the brand itself but the ethics and values of that specific brand.
Subjects / Themes
I intend to create work for subjects that I hold an interest In. All of which tie into the term and theme of sub-cultures. Looking at sub-cultures specifically within music, fashion and design. What I intend to do within each of my briefs is to research and play around with the notion of how the mixture of the three areas create identity within society.
The subjects I intend to focus on, and work for are…
Music Industry.
Within this having a focus on alternative, dance, electro, hip-hop genre’s. The subjects within these areas being,
. Record labels
. Artists / DJ’s / Bands
. Festivals
. Clubs
. Magazines & publications
Boarding Culture.
My main interest lies within snowboarding but I intend to Consider it as a whole, looking at Surf, Skate, Wake, Snow & Ski. The subjects within these areas being,
. Global & national brands
. Clothing
. Hardware
. Resorts / facilities (Holiday destinations / indoor & outdoor parks etc.)
. Pro riders & Teams
. Magazines & Publications
Sporting Brands.
This relates somewhat to the boarding culture as they are all sports, but I intend to create work for the more mainstream and mass – appeal brands such as Nike, Adidas and also looking to build on brands such as Kappa and Fila. The subjects within these areas being,
. Clothing
. T-Shirts
. Product / Merch
Along with these subjects then I will have an overarching theme of Identity & sub-cultures relating back to the correlation of music, fashion and design.
Design Disciplines / Creative Development
The design Disciplines I intend to work across are,
. Branding
This being an area of design that I intend to focus a lot on. Developing my skills within logo design, specifically type / hand-drawn type & type as image. These being areas I want to really hone in on. With this focus on branding I will also be developing my abilities in effectively and appropriately portraying the subject matter.
. Visual Identity
This going hand in hand with the branding side of things. My intentions being to really push the idea of range. Seeing how far a stationary set can go and again producing effective and appropriate products to create a strong thorough body of work.
. Editorial
Coming off the back of some successful designs last module this is an area of design I intend to touch on through one or more of my briefs. Thus developing my skills in layout, type and use of image further.
. Info-Graphics
This being an area that I deem versatile, in terms of work, most things I will be designing will portray or give some form of information and in that sense, delivering information. This is an area I hold an interest in and intend to develop my skills in further, these skills again being layout & type.
. Promotion
This being a discipline that goes hand in hand with branding & visual identity, once the designs are in place anything more can be deemed as promotion. Thus this will be a discipline I often work in, developing my skills as a designer & a creative.
. Print & Digital
I don’t consider myself a designer for print or designer for web but whatever appropriate for the problem at hand. Therefore I shall be developing skills in both fields of design.
Practical Skills / Workshops – what, why and when?
. Type
. Hand-drawn type
. Type as image
. Photoshop
. Illustrator
. InDesign
. Digital illustration / Tablet
. Digital print
. Any More?
I see myself as a heavily type led designer and therefore will mostly be working with and for type. With a strong focus on Hand-drawn type & type as image as my design practice. As well as using my general skills of typography, in terms of layout and when producing editorial or publications.
I will also be using Adobe software programs, Illustrator, Photoshop & InDesign. Illustrator will be my main means of designing other than drawing / handcrafted type. Using the software to digitalise drawings, vectorize, create and experiment with type as well as colour. Photoshop will be my source for mocking my designs onto products and altering any photographs. InDesign shall be used for any publication or editorial as well as creating documents such as my print & digital portfolio. Touching again on the subject of digitalising any drawings or designs I shall also use the tablet for drawing, creating and adding to my designs.
Brief 1: Nike 6.0
Rationale:
Design board artwork for the new Nike 6.0 Pro Team, Snow / Ski / Surf / Wake.
Brief 2: Soundwave
Rationale:
Produce the program and relevant products
Brief 3: Botz Brigade & Epithiny
Rationale:
Branding and visual identity for a record label / clothing line.
&
Branding and visual identity for a DJ / producer
Brief 4: Board Packaging
Rationale:
Develop new ideas and designs for snowboard packaging / labelling.
Brief 5: Diesel D&AD
Rationale:
Illustrate music / two songs of your choice.
/ Taking the number one song in the charts and illustrating the title / lyrics whether it be by hand drawn type or digital designs. Doing so for 8 week
Contextual references / Designers / Studios / Companies (specific)
Designers
Alba Durana
Wesley Eggebrecht
Roel Van Eekelen
Russell Flanders
Silo
Joshua M. Smith
Alex Trochut
Studios
http://www.jdk.com/live/home.html
http://www.draplin.com/
http://www.ilovedust.com/
http://jthreeconcepts.com/brb/
http://palehorsedesign.com/
http://www.officialclassic.com/
http://www.effektivedesign.co.uk/
http://www.designbyface.com/#/
http://www.thinksimpleactsimple.com/
Companies
Nike, Adidas, Kappa, burton, Ride, K2, Yes, Mad Decent, Hospitality.
RESEARCH ACTIVITY: BUISC
Details
National student indoor snowboarding competition / championships. Opportunity to see snowboarding brands presenting promotional material, also gives me the chance to see options for context and chance to get some photos to then mock any deigns onto.
Banners / Ramps & Rails etc.
RESEARCH ACTIVITY: TSA / TWO SEASONS
Details
Pop into snowboard shops and stores to document and research into existing snowboard packaging and how they label the boards.
RESEARCH ACTIVITY: E-Mail Communication
Details
Get in touch with both clients for branding briefs, get a better sense of what I’m designing for. Getting to know their values and beliefs, in order to represent them appropriately.
RESEARCH ACTIVITY: Festival Programmes
Details
Can be fairly difficult to get hold of images of festival programmes and the like, so via social networking and asking people I know I will photograph and document any programmes / tickets / wristbands they have left from festivals gone by.
RESEARCH ACTIVITY: I Love Dust
Details
Get in contact with and try to arrange a visit down to I Love Dust studios. If I was to work in a studio I would like to work in one like ILD. Or so I believe. They have an interesting and appealing clientele and a strong sense of typography within the work they produce.
BIBLIOGRAPHY
BOOKS / TEXTS - (Harvard Refernced)
. Muller, Roland (2002). Los Logos. Gestalten Verlag.
. Klanten, Robert (2006). Tres Logos . Gestalten Verlag.
. Klanten, Robert (2008). Los Logos 4. Gestalten Verlag.
. Leslie, Jeremy & Burgoyne, Patrick (2003). Board: Surf, Skate, Snow Graphics. London: Laurence King.
. Davis, James (1999). Skateboarding is not a crime: Board culture past, present and future. London: Carlton Books limited.
. Victionary (2010). Nice to meet you too. Visual Greetings from business cards to identity packages. Barcelona: Index Books.
. Gilmartin, Jim , Bonner, David , Acuff, Dr. Daniel & Siegel Dave (2009). Market Smart: The best in age and lifestyle specific design. New York: Collins design.
MAGAZINES / JOURNALS / ARTICLES – (include publication date and details)
IDJ / MIXMAG / DOCUMENT / WHITELINES / TRANSPORT / SIDEWALK / WAVELENGTH
ON LINE REFERENCES / WEBSITES / ARTICLES (include specific urls)
10deep.com / http://kr3wdenim.com/blog/ / onlynylives.com/ ffffound.com / behance.net / septemberindustry.co.uk /
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