Brief One

Some initial research for this brief, looking at Nike 6.0 as a brand as well as other specific divisions of Nike (Snowboarding). Getting an idea for what the visual identity of it is like...

Nike 6.0 Logo...

Nike 6.0 Logo 2...

Nike Snowboarding website...

Very simple, typical Nike design. Effective, to me its a bit similar to their football stuff just with less going on.

Some illustrative work I found, shows how the logos, and slogans of Nike can be visualised. This being of interest and relevance as the board artwork will take this form of having an illustration / design alongside the logos.

As I intend to produce designs over the spectrum of boards, I will look deeply into artwork and designs across this range,

Skateboards...

Surfboards...

Wakeboards...



Even with this initial selection of designs It is clear to see that they all tend to be of different styles. Wakeboards and Snowboards have a strong relation of having both sides of the board printed on and some of the styles are fairly similar. Skateboards is the one that I think has the most diversity in terms of designs and appearance. This being due probably to its popularity as it is the only sport you can essentially do at any time at any place. Most relatable to the public.

This will carry on so that I end up with a catalogue of all, surf, snow, skate and ski designs.

Brief Five:

This is a live D&AD brief from which I intend to change slightly and make it into an ongoing brief...

CREATE AN ILLUSTRATED INTERPRETATION OF A MUSICAL TRACK THAT IS EXPERIENCED BY THE VIEWER IN AN UNCONVENTIONAL AND PIONEERING WAY

Creative Challenge:

Over the past decade the world of music has undergone a revolution. Just as the ways people consume and experience music have been turned upside down, so the role of illustration in the world of music has changed too.

From the decline of the 12” album cover as a ‘creative canvas’, to the rise of downloadable tracks with artwork reduced to the size of a screen based icon. This situation has pushed people creatively to explore new opportunities that include street art, online video, experimental performances and interactive applications.

Your challenge is to choose a band or artist and create an illustrated response inspired by two of their tracks. In doing so, you’ll be facing this issue head on and demonstrating your vision of a brave new world for illustration in music.

Target Audience:

The target audience intended for the illustration will be the fan base of the musician/band/artist you select as part of answering the brief.

Considerations:

• Successfulentrieswilldemonstrate how illustration can reinvent itself as a powerful tool for promotion and expression within the world of music.

• Wearelookingforworkthatexplores new ways that illustration can be integrated into the music experience.

• Youshouldconsiderhowmusicians are reinventing the way that they interact with their fans and the increased importance of building intimate relationships and new experiences between fans and bands.

Mandatory Requirements:

• Produceaminimumoftwo illustrations, each based on a different track from any band or artist who’s music inspires you. While your solution maybe 2D, 3D or even time based, they must be documented and presented in A3 format as per the Formatting Guidelines PDF. The choice of band is unimportant – they maybe well known or equally unheard of.

• Create a short, clear and concise presentation of how the illustration would be integrated within the context of an unconventional music experience.

• Ashortexplanation(max300words) about how you decided to interpret the music.

• Forthebenefitofthejury,pleasealso submit MP3s of the two tracks that your work is based on.

Deliverables:

This category will be judged in two rounds with physical work not required until round two. Please see the Formatting Guidelines PDF.

Further Information:

www.diesel.com www.dieselumusic.com www.dandad.org/studentawards @baby_pencils

Background

Like balloons, we are filled with hopes and dreams. But over time a single sentence creeps into our lives. Don’t be stupid.

The world is full of smart people, doing all kind of smart things (with other smart people). That’s smart. Well, we’re with stupid.

Stupid is the relentless pursuit of a regret free life. Smart may have the brains. But stupid has the balls. The smart recognise things for how they are. The stupid see things for how they could be. Smart critiques. Stupid creates. The fact is if we didn’t have stupid thoughts, we’d have no interesting thoughts at all.

It’s not smart to take risks. It’s stupid. To be stupid is to be brave. The stupid aren’t afraid to fail. Why? Because they ain’t dumb. The stupid know there are worse things than failure like not even trying. Only the stupid can be truly brilliant.

So, be stupid.

A strong believer in creativity as a force for positive change, Diesel has consistently broken with convention.

From this brief my intentions are to, every week, create a type based illustration or piece of design of the title or lyrics from the number 1* song in the charts for that week. Thus resulting in a body of illustrative / type designs.

Brief Four:

BRIEF TITLE Branding & Visual Identity

The Brief

Design branding in the form of a logo for;

Botz Brigade – Hip-Hop / Rap record / clothing abel.

Epithiny – An electro / house UK DJ.

Concept/Proposition

Represent both brands effectively & appropriately.

Considerations

Will need to get in touch with each client to find specific considerations for the logo designs.

This is essentially a short brief with a quick turn around however there is much room to expand each brand to make this a more significant project, even splitting it into two.

Target Audience

Will need to get in touch with each client to find specific target audience. Also to get more detail than just Hip-Hop / Rap listeners and electro house listeners. This does however give a good insight to the kind of look and context to which the designs will sit in.

Tone of Voice

Will need to get in touch with each client to find specific TA’s.

Background

Will need to get in touch with each client to find specific backgrounds to each of the brands.

Mandatory Requirements

Botz Brigade – 2 x black logo

. Botz Brigade

. BB

Eptihiny – 1 x black logo w/ use of an eye

Deliverables

Logo designs, development & final proposals.

Brief Three:

BRIEF TITLE Snowboard Packaging

The Brief
Develop and design a new form of snowboard packaging / labelling to compete against the common A4 size sticker label.

Concept/Proposition
There is room to create something new, innovative and better than what exists at the moment.

Considerations
Think carefully of what the job of the package / label is. What is important on it, taking into consideration the wealth of variety within snowboard designs. Size, format, colour, stock, information, all of these are important variables.

Target Audience
Snowboarders and snowboard enthusiasts. Males / Females, 16-30.
Also creative directors of boarding companies, managers of boarding stores, chains & private.

Tone of Voice
Innovative, Fresh, Modern.

Background
The most common way of packaging a snowboard is an A4 size sticker that would be put on either the top or bottom of the board, put in place by either the board manufacturer or the store the boards are sold in.
These at times can cover up one of the most important aspects of the board the design.

Mandatory Requirements
Package Ideas developed and designed.

Deliverables
Packaging / label
Possible range?

Brief Two:

Soundwave

The Brief
Design and produce a festival programme along with the appropriate assets for Soundwave Croatia 2011.

Concept/Proposition
Soundwave has all the quirks of a Bestival but in a far more beautiful, and sunny, setting (sorry Bestival). - The Guardian

Considerations
Soundwave already has a strong visual identity, adhere to this but can it be altered for the better in any way. Think of cost, being a small festival the budget wont be huge. This is essentially information delivery, don’t forget this.

Target Audience
21-30 males and females, interest in alternative, hip-hop, soul, funk, dance music / based in Manchester, Leeds & London. Outgoing, lively party-goers.

Background
Soundwave Croatia is the newest festival set to take the long lost festival paradise of the Pijina Peninsular by storm.
The site in Petrcane, Croatia will provide a truly intimate surrounding to bath in the sun, bask in the shade and witness some high calibre live acts, DJs and experience a rare mix of parties and the odd bit of relaxation.

Mandatory Requirements
Festival programme along with appropriate assets.

Brief One:

BRIEF TITLE Nike 6.0

The Brief
Design limited edition boardwork across the Nike 6.0 board teams, surf, skate, snow & ski.

Concept/Proposition
Embody the brand values of Nike 6.0, expanding it to new & exciting places.

Considerations
Nike is one of the biggest brands in the world, can you capitalise on this or would it be beneficial to not rely on this.
Note that this has been done before by similar brands, achieve what they did and more.

Target Audience
Young males & females with a passion to succeed and live an active lifestyle. Boarders, surfers, skiers.

Tone of Voice
Innovative, Creative, Energetic.

Background
The Nike 6.0 brand defines innovation and embodies the creativity of youth, united by action. Nike 6.0 delivers footwear and apparel to support the new generation of action sports athletes who are changing the worlds of surf, snow, ski, BMX, wake & moto. Their unlimited potential and contagious energy deliver the future through performance and lifestyle.

Mandatory Requirements
Atleast one design for each team.

Deliverables
Artwork for surf, skate, snow (boards), Ski’s.

Statement of Intent, Revised

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 /