OUGD603

Extended Practice Module

Anthony White

Notes:

YCN Collateral (Packaging) are with

Adam Garbutts work, as it was a
collaboration.
Digital version of all websites and
animated mock ups/prototypes are
displayed in full on my blog.

OUGD603

Extended Practice Module

St. Albans Sport Centre (Identity)

Brief Overview:
Create a new identity and brand theme for the Ampleforth College Sports Centre, St. Albans Centre (SAC).

Context

Audience

St. Albans Centre Ampleforth is a small sport centre

attached to the internationally renown Ampleforth Abbey
College. Offering free memberships and catering to the students of the boarding school, it also opens its facilities; a
swimming pool, fitness suite, 4 squash courts and a sports
hall to the public.

The audience will be very varied, the brand will have the
reflect a unisex look, which doesnt alienate any ages between 16-70. The gym is often used by 16-35 year old men,
approximately 85% of the gym users are men, and 95%
of the gyms free weight users are men. Fitness classes
are attended by women 90% of the time - aerobics and
zumba. Whereas circuits has a more even split of gender.
Swimming classes are attended by 3-11 year olds, primary
school, however the marketing would be aimed at the parents, young parents typically, both genders.

SACs branding is rather dated, consisting of a logo and

a turquoise colour along with white as the main brand
colours. Although, you wouldnt notice this on site, as the
brand guidelines, if they exist have been somewhat ignored. It would benefit the sports centre from the marking
standpoint to create a modern visual identity and establish
to brand ethics. Which would enhance the look and feel of
this fantastic business, held back by its image.
Brief
To create a new visual identity and brand ethics for the
company, a modern responsive website, along with several
marketing elements to promote the company and increase
its attendance, making it more of a public gym, rather than
that of private schools PE facility. The brand should tie in
with Ampleforth Abbey college; upperclass, prestigious
- quality. The identity could include the rebranding of the
classes within the fitness centre. An overarching theme
which could run throughout SAC.

Tone of Voice
Welcoming, concise, professional. Avoiding BSc Sports and
Exercise Science vocabulary, simple facts which people will
understand. For example, using nutrition management
rather than basso metabolic rate and activity monitoring
As not to off put customers.

Deliverables
A new visual identity/branding.
New Logo
Colour Scheme
Identity Guidelines
Brand Collateral

OUGD603

Extended Practice Module

St. Albans Sport Centre (Identity)

Evaluation
Throughout the St. Albans Centre brief, Ive developed
my approach towards identity design dramatically, and
handling real clients. Although this brief wasnt live, it was
regularly submitted to the business to their feedback and
suggests. I believe doing this has improved my professional
skills, dealing with people first hand, rather than through an
account manager. I feel this as developed my strength to
deal with clients wishes and requests.
Working with a larger business, one with over 45 years of
trading, and a vast amount of members and staff, as a lone
designer has been an experience, having opportunities
to push the identity into different directions, and covering
a range of collateral which I wouldnt otherwise consider.
Developing the skill to improve my range of products.
With this brief, and many other briefs, It has been a
challenge to balance the workout so early into the third year
(in the first semester) as well as working with a client of this
size for the first time, and attempting to juggle several other
briefs and Context of Practice research. However I managed
to muddle through, which later help organise myself in
further briefs.
I worked much more digitally within this brief, especially in
the conceptual and early design stage, which is something
I started doing coming from my placement at Bloom
over the summer before. Doing so allowed me to quickly
duplicate ideas, tweak and duplicate, following a trial and
improvement process to get the best end product.
I feel that Ive developed strengths through my brand
consistency, being able to produce a range of products with
worth together, and support each other, refreshing a visual
identity for a lacklustre brand.
I am much better at working for clients, producing work to
specifications and working with existing content, breathing
new life into it, which I feel Ive done with the logotype
and the classes, as well as the collateral and application
throughout the sports centre.
Ive found that the presentation skills of the final products
have also improve tremendously, in comparison to some of
the briefs seen in previous years.

A weakness for this brief was certainly time management,

or spending too long in the development phase. I worked
at making the logo perfect (or near enough), rather than
working on the content. which resulted in my losing the web
proportion of this brief, unfortunately.

OUGD603

Extended Practice Module

OAC Photography (Web Design)

Brief Overview:
Design and prototype/create a website for a small photography company, OAC Photography.

Context

Audience

Following up from the brand and identity design last year,

it would benefit the photography company to expand their
presence, and launch a functioning website. Currently
OAC Photography uses http://oacphotography.wix.com/
oac-photography which is a template site, with limited customisable features. It would be beneficial to have complete
control of the design and usability of the website. From a
marketing point of view, OAC would create a more professional standpoint with their own website.

New parents with young children. Based on the customers

within the last year, all of which have been under 35, both
male and female parents, which children under 8, and children as old as a few weeks.
Tone of Voice

Brief

A friendly warming tone of voice, professional, yet playful.

Speaking relatively standard english, avoiding complex
photography jargon, as to not confuse customers. Using dialogue and design which would be appropriate for all ages.

To design create and prototype a website for the York based

family photographer known as OAC Photography. The website would be used to host images of pervious shoots in a
portfolio format, for new and existing customers to browse
and download on request.

Mandatory pages within the website

The website will be designed in photoshop following the

previous theme used in the identity design last year. Mapping out all the pages and using placeholder imagery.

Home (must link to secondary pages)

Portfolio/work (previous shoots)
-Must link to tertiary pages for individual shoots.
Contact (contact form for bookings and map)
- Must forward all messages to OAC business email.
- Include social media profiles and all contact info.
About (information on OAC)
Reviews (taken from Facebook)

Deliverables
OAC Photography website design for all the pages, plus
imagery and videos to show a potential developer how the
websites UI will respond.

OUGD603

Extended Practice Module

Evaluation
On the back of working for Olivia in Responsive, last
academic year, I offered to design the website for the
business, to help further its progression from ammeter to
professional. This was my first full web brief Id run, rather
than mocking one up for a branding brief, I was designing
the ins and outs of all the pages, the roll overs and the user
interface everything. I feel like researching into what was
to be done has further improved my web abilities, learning
whats required from a web designer, not just visuals, but
how it works.
I was able to work with industry standard wire framing
software, known as azure, which I was taught at Bloom, but
able to apply fully in this brief. Which will become useful if I
were to apply for a web position at an agency.
Ive found my conceptualising and process has improved
and strengthened throughout this brief, being able to plan
out the content effectively before designing the website, so
Im aware of where everything goes.
A weakness would be the address of user experience,
I was unaware of what user experience really was. Only
with the addition of further web briefs, and attending web
conferences and workshops, was I able to really grasp the
concept of user experience. It changes everything in terms
of web design.
Finally, an additional weakness would be the order in which
I design. For this brief, I worked from desktop downwards,
compressing the content to fit into space rather than the
other way around. After this brief was completed, I was
taught to work from mobile upwards, to desktop, where
I was able to add content and spread out the content.
Unfortunately it was too late to change! In further web
briefs, this was addressed.

OAC Photography (Web Design)

OUGD603

Extended Practice Module

The Last Drop (Logo & Animation)

Brief Overview:
To develop the visual identity and online presence for the commended Last Drop pub crawl, in York.

Context

Audience

The Last Drop is an exisiting Pub Crawl, featured in York.

About to launch its sixth rendition. It has been recognised
and commended on York tourist websites and blogs and
attempted by many.Due to its lack of brand and online
presence, other than a map which has been passed around
its difficult to promote or share the story of the pub crawl
to those who might beinterested.

Above the legal UK drinking age; 18-45 unisex. A small

group of friends who enjoy experiecing Yorks best drinking
spots, a variety of pubs and bars. Those who enjoy a nice sit
down and chat sophistocated drinkers.

Originally created in late2013, its now approaching its third

year of establishment. Its time to create a visual presense,
an identity to stand behind the crawl as a part of Yorks pub
culture.

To describe the pub crawl itself, using a fun almost

cinematic dialogue. Empthesising the great challenge
which lies before those who dare attempt the crawl. For
the actual information, a friendly informative tone of voice
should be used. Nothing too formal, as the event is meant
to be very social and casual.

Brief

Deliverables

To develop a visual identity for The Last Drop pub crawl,

which can be applied to the map which is distributed
digitally and physically to the participants. Also creating
any other relevant collateral. This doesnt need to be a vast
range, as its not a company or a business.

A refreshed Art Style, featuring a new logo and a newly

designed map for the sixth rendition of the pub crawl.

The look and feel of The Last Drop should be a mix of the
old and a the new. Capturing the rustic nature of traditional
York pubs, and the modernity of 2015. Modern
contemporary design.

Tone of Voice

OUGD603

Extended Practice Module

Evaluation
This brief was an opportunity to work with existing
content and apply a new style to it. Through research and
development and working with old art styles, I was able to
create something new and beautiful. So I would say Ive
developed my ability to work with existing content and
salvage it.
For this brief, I was able to work with animation, something
Ive not previously worked with until this point. I animated
the map to create a digital version, for social media usage
to show the route unfold before you very eyes. Little did
I know this actually lead to a keen interest in motion
graphics, which has become a huge part of my practice
towards the end of the year, especially implementing with
into my web products to demonstrate UX.
Strengths within this product lie within the animation,
which adds new life into the brief. A new dynamic which
you wouldnt usually expect from a map or way finding
elements, which Im really happy with. I also experimented
with new art styles, using an illustrative map, straying away
from the photography version. I feel that doing so has really
lifted the brands visuals, giving it a new unique touch,
rather than being quite lazy.
I feel that a weakness might the amount of surrounding
collateral, I only managed to expand it into a physical map
version and an animated map as well as some additional
social media collateral, due to the constraints on the time
limited. Which is unfortunate. In future, proper planning
would benefit, having collateral planned out, which can then
be executed in a structured plan.

The Last Drop (Logo & Animation)

OUGD603

Extended Practice Module

No. 7 Antiques (Identity)

Brief Overview:
To develop and refresh the visual identity of No. 7 Antiques.

Context

Audience

No. 7 Antiques is a small independant antiques shop

based in Malton, North Yorkshire. They provide high quality
antiques and collectables to their customers.

Other Antiquarians and those who would like to

purchase antiques and collectables. This can
range from ages groups, typically 35 and upwards,
however, there are out-liars. Both genders must also
be considered.

Using the original branding, which was inherited with the

shop, almost three years ago, They have requested a new
visual identity to help boost their brands presence and
hopefully, their profits.

Tone of Voice
Looking to set a formal tone, using rather formal language,
to establish the stifff upper lip attitude of the mid twentith
century, bringing old customs into the now.

Brief
To develop a new visual identity for No. 7 Antiques,
consisting of a main logotype, incorporating traditional
elements of typography.
This should then be applied to relevant collateral which will
further enhance the business.

Deliverables
A newly designed logotype, applied to a range of relevant
collateral.

OUGD603

Extended Practice Module

Evaluation
This brief was another live brief working for a smaller
business who pretty much gave me total freedom to work
as I desired, and take the brief in any direction I thought
appropriate. I learned a lot from this, having free reign on
a project was an opportunity to surprise the client, and
provide numerous variants for him to select from. So I
was able to experience producing a number of developed
ideas which I would submit to the client for shortlisting and
selection.
Again, an approach Ive developed developing the
approach of creating multiple possible routes for the client
to select, rather than designing on and having it modified
continuously, over and over again. Doing so has developed
my approach to designing an identity, also developing a
more professional approach to the matter.
The design process Ive developed from working on this
brief would definitely be counted as a strength, something
Ive improved over the course of this brief. Implementing
the design process from Aaron Draplin into my own design
process, as something different, which ended up vastly
improving the way I design. Not only in identity briefs, but in
all the other briefs Ive undertaken.
As this brief was mainly a typography brief, Ive definitely
developed my typography skills. Focusing and customising
key elements of fonts to age them, add presence or
weight, to a typeface. Something which Ive never actually
attempted before, but turned out to be a strength. Slowing
editing, duplicating, editing, I was able to worth through
numerous styles to get the desired effect.
A weakness, would also be the lack of typographic
knowledge entering the brief, only having a basic overview
of typography, It took a while to find my feet, and really get
into the ins and outs of typography and manipulating it to
achieve an age or a style.

No. 7 Antiques (Identity)

Yorkshire Tea

Create a new product innovation

for Yorkshire Tea

Website

yorkshiretea.co.uk

YCN Student Awards Europe 2014/15

Social

@YorkshireTea

ycn.org

Yorkshire Tea

Background
Britain is a nation of tea drinkers but over the years the number of mainstream
black tea drinkers has been on the decline. Shoppers are buying less volume, less
often and many are switching to coffee.
The mainstream teabag market is dominated by PG Tips, Tetley, Yorkshire Tea,
Twinings and supermarkets own brand tea with increasing levels of promotional
activity across the category. Within this, our Yorkshire Tea brand has seen
excellent levels of growth (its the fastest growing major tea brand) bucking the
market trend with its Proper Brew positioning and quality taste.
About the Audience
The Yorkshire Tea audience is incredibly broad but with a core consumer profile of
35+ adults, split evenly between males and females). They range from a core group
of 35-54 year olds who make up a large percentage of the mainstream tea market,
through to 55+ who are strong brand advocates and have always drunk Yorkshire
Tea.
Mainstream black tea is not as dominant within the 18-35 year old age group, which
is something that were very keen to change. When coming up with ideas, make
sure that you put the younger audience at the heart of the product.
About the Brand
What underpins all of the Yorkshire Tea drinkers is their love of a Proper Brew and
the knowledge that no matter where they buy it, its the same great taste tea done
properly.
A proper brew is Yorkshire Teas unique taste. Consumers often tell us that we
make strong tea or proper tea. But the fact is, we put more of it in the bag and use
better quality blends than many other tea manufacturers. We take this principle of
doing things properly and infuse it into everything that we do, from our packaging
to our advertising to the way we work in our business. Its a Yorkshire honesty and
integrity that is ingrained in the way we do things.
The brand sets itself apart in the tea category with advertising that celebrates tea
drinking, a large and loyal social media following, and a fresh, quirky approach to
everything it does.

YCN Student Awards Europe 2014/15

ycn.org

Yorkshire Tea

The Creative Challenge

Your challenge is to innovate around our product, and to design something (be it
physical or experiential) that will engage and benefit our younger customers.
It can be a packaging or format idea, a new way to drink tea, something that adds to
the tea drinking experience or even a simple design tweak to our existing product.
Think about the tea drinking experience, how it can be improved but also how our
consumers love a Proper Brew. This doesnt have to be a revolution, small changes
can be just as impactful. The important thing is bringing the product idea to life.
Think about the different types of people within our target audience, and the times
and environments that they are engaging with the product.
Essential things to bear in mind
Were looking for a creative product idea. You should exploring packaging, format,
occasion and usage. This is not a communication or campaign brief. The output here
should be Product Innovation.
This isnt about licensing or partnering with brands in other categories. This is a tea
product that delivers the great taste of Yorkshire Tea. Whilst coming up with ideas,
keep the Proper Brew brand proposition front of mind.
As well as bringing your idea to life visually in as much detail as possible, please also
provide a written summary of it in less than 300 words.
Deliverables and Additional Information
For guidance on how to submit your work, please adhere to the main Deliverables
information which can be found at the YCN website.
Any additional information referenced in the brief can be found in the supporting
Project Pack at the YCN website.

YCN Student Awards Europe 2014/15

ycn.org

OUGD603

Extended Practice Module

Evaluation
My collaborative skills have developed during this project,
working with Adam Garbutt, to create a packaging
innovation for Yorkshire Tea. Working with someone who has
a different visual style is always difficult, but we managed
to work past that to create something brilliant and unique
together, by playing off each others strengths. Spending
more time with Adam helped the project, as we were able
to communicate ideas effectively and quickly to each other,
without issues.
Working with packaging, which neither of use really do, it
was a new challenge, Something we havent really tackled
before. Experimenting with making packaging mock ups, so
we didnt mess up the real this, dissecting nets. Developing
out skills as packaging designers. Which I quite enjoyed, as
it was something different to identity and web design.
Our team work was a strength in this project, being good
friends we were able to work well together, doing the
jobs were best at, playing to each others strengths. For
example, Im pretty good at imagine manipulation so I
artworked the imagery on the boxes, transforming them
into a seamless wrap around panorama.
In weaknesses, obviously there were clashes in ideas at
times, but we managed to get over them fairly quickly with
a design compromise. Other than that, I would say that we
worked well as a team.

Yorkshire Tea (Packaging)

OUGD603

Extended Practice Module

Coffee Culture (Identity)

Brief Overview:
Create a visual identity for the best independant coffee shop in York, Coffee Culture.

Context

Audience

Coffee Culture is a small independant coffee shop, within

the York walls. Its cosy, relaxed atmosphere, along with
fantastic coffee makes it a must for tourists in the city.
What it lacks is any form of visual identity. Menus and other
collateral all appear to have been created in microsoft word,
comic sans is everywhere.

Coffee lovers. Coffee Culture is known for its fantastic

coffee, its not a suitable atmosphere for children, so it will
be aimed at adults only. Both genders and any age.

They also lack a website, which would certainly help

improve business.
Brief
Using exisiting elements of the coffee shop, such as its
rustic chalk board menus, and its cosy warm appeal
develop a visual identity. As it stands, the coffee shops logo
is fair standard. Coffee Culture in a gothic font. This might
need tweaking, and perhaps a secondary symbol should be
added for web iconography.
A set of brand colours and guidelines are to be created for
future reference.
Brand collateral should be created. This includes business
cards, and a menu. Wayfinding and advertising will also be
a large part of the collateral.

Tone of Voice
The identity should have a very handmade feel. Almost
rustic. To reflect the interior and the atmosphere within the
coffee shop - almost cute. An informal tone throughout,
not using slang or overly formal language. Relaxed.

Deliverables
A new visual identity inculding a logo and or a symbol
for the overarching brand, as well as brand colours or
guidelines and relevant collateral for Coffee Culture, such a
stationary - menu, business card, etc.

OUGD603

Extended Practice Module

Evaluation
Similar to SAC Ampleforth, this brief worked with a client,
not as a live commissioned brief, but one I was submitting
to them intermittently to gain feedback, as if it were
real. Doing so allowed me to get more experience when
speaking to clients, getting feedback and acting on it in a
professional manner. So I could definitely say that my ability
to speak to real people about real things has improved over
the duration of this brief.
I think my process how I address identity briefs working
through it in a similar but much more refined manner than
when I worked on SAC Ampleforths identity brief. Working
at a faster pace through the conceptual phase, with regular
critiques, to really refine the idea further, and quicker. Giving
more time for the application phase.
A strength throughout this and a number of other projects
is my technical ability, being able to work digitally very
comfortably, I can create mock ups and design application
for collateral fairly quickly essentially as soon as the
pencil goes pixel, the work rate increases.

Coffee Culture (Identity)

OUGD603

Extended Practice Module

Coffee Culture (Web Design)

Brief Overview:
Using the refreshed visual identity, design a website for Coffee Culture.

Context

Audience

Coffee Culture is a small independant coffee shop, within

the York walls. Its cosy, relaxed atmosphere, along with
fantastic coffee makes it a must for tourists in the city. What
it lacks is as website. A newly made visual identity has
been implemented into the coffee shop, however, whats a
businesss without a website?

Coffee lovers. Coffee Culture is known for its fantastic

coffee, its not a suitable atmosphere for children, so it will
be aimed at adults only. Both genders and any age.

Brief

Tone of Voice
The website, similar to the identity should have a very
handmade feel. Almost rustic. To reflect the interior and
the atmosphere within the coffee shop - almost cute. An
informal tone throughout, not using slang or overly formal
language. Relaxed.

Using the newly created visual identity created in a previous

brief, design a single page scrolling website to provide
information to potential customers.
Deliverables
Mocked up and show cased (animation) website, showing
respnsive capabilities.

OUGD603

Extended Practice Module

Evaluation
As an extension of the original coffee culture brief, to
design a website. This brief came following a workshop I
participated in at Mixd in Harrogate, so I had been taught
be professional web designers how to design for the web.
So I designed in the correct method, wire framing from
mobile upwards, implementing a UIKit for fast web design.
Before this brief I had also begun an extensive interest in
user experience, Learning how users engage with a website,
how things such as internet connection and cognitive
loading speed can effect the usability of a website, which
in turn will compromise the user experience. Knowing
about these elements, I was able to implement some of the
phycology into the design of the website.
Strengths within the project lie with the new skills which Ive
developed over the last few months, implementing user
experience and designing mobile first, in the same style as
the professional web designers. Focusing on making the
website a better experience rather than just aesthetically
pleasing.
Also adding in animation into the design, to show the user
journey on the website, how they can interact and engage
with different elements such as buttons, menus, navigation
how the windows open, the style of roll over buttons. It just
adds a whole new dimension to the website, transforming it
from a flat design into a functioning prototype, with an aim
to solve a problem.

Coffee Culture (Web Design)

Leeds College of Art brief

Capital North.

Background.
The government has recently revealed a strategy to develop the North of England
as a second economic capital in Britain to redress the economic balance across the
country and to compete on the world stage. They are calling this strategy Northern
Powerhouse.
The government believes that, by improving the transport infrastructure through HS3,
connecting Leeds to Manchester, and tapping into the huge potential of the North of
England, the North will become the globally significant economic force it has always
promised to be.
Great global cities have many attributes - access to a deep pool of human capital,
great jobs and businesses. Fast and effective transport connections. Strong
universities and hospitals, colleges and schools. They have the entertainment, the
green spaces, the housing, culture and sport that makes for a good lifestyle.
On a global scale northern cities are quite small and have individual strengths but
together they have the capacity to act as a global city. The concept of The Northern
Powerhouse builds on the idea that those cities, in a belt that runs from Liverpool to
Hull are stronger together, not as a rival to London, but to be its brother in arms in the
fight for Britains share of the global economy
Although HS3 will not be a reality until 2030, the idea already has significant impetus
and the process of connecting the major cities has already begun. Although, the
current government is driving this forward, the idea has been around for many years
and it is now fully accepted that this is the way forward for Britain.

The brief.
To brand the Northern Powerhouse and create awareness of its many and varied
attributes to the rest of the world.
Theres still a lot of uncertainty around the detail of how a Northern Powerhouse will
manifest itself, however for the moment lets assume the four cities that head up the
Powerhouse will be Liverpool, Manchester, Leeds and Hull which creates a nice neat
line across the North.
The idea requires a name and a brand, so that the world understands that this is a
significant single entity. After a consultation process with all the key stakeholders the
name Capital North has been selected - combining purpose and place. Its easy to
remember and recall.

Capital North. Continued

This is an identity project, very much about the craft and visual problem solving of
design. The brief and name is all sorted so theres nothing to distract you - concentrate
on working a big visual idea around the brief and producing beautifully crafted
elements.
Sweat the small stuff - we want you to work every element really hard. Not only should
the big idea be compelling but the way its brought to life, the attention to detail, the
way it looks should be beautiful and carefully considered.
When considering final solutions, avoid clichs and stereotypes. Rolling countryside,
regional dialects and visual shorthands are not appropriate here. This is not about
what its like to be in tNorth, its role is to attract interest and investment to a region
with an ambition to create prosperity to rival any economic power.
Organise yourselves into teams, numbering about 4 people in each. We want you
to work together to make decisions, to self edit, divide and conquer, and build the
presentation as a team with shared responsibilities.
Audience.
Our target audience is very broad - everybody and anybody, in the UK and abroad.
We need to spread the word about what a fantastic place this is to do business, to
invest in and visit. An area equal to London and major European cities in influence and
opportunity.
Deliverables.
To keep that focus on craft skills, technique and refinement, were limiting you to a
smaller number of applications. Only two are compulsory and choose another two
from a longer list.
Of course, if you have a burning desire to demonstrate an application over and above
those on the list wed love to see it. Dont be distracted though by producing lots and
lots of content - its the quality of thinking were interested in.
Mandatory applications.
The only two compulsory applications are numbers 1 and 2.
1. Logo
The key element that will be the building block of our identity.
2. Posters
A series of 4 posters - one for each key city. Theyll be posted in each of the key
cities to reinforce locally the importance of being stronger together.

Capital North. Continued

Additional applications.
Choose 2 further applications from the list below
3. Train livery.
The external facade of the train. If its travelling to and from London and spreading
the message of Capital North as it goes, what is it saying?
4. Train Staff Uniform.
Show us how the identity works on a smaller scale - how is it used in a subtle
way to create impact but still be appropriate and something which instils pride in
someone who wears it.
5. Taxi livery.
Not a black cab you might expect to see covered in advertising. If you got in
a taxi anywhere in Capital North what would it look like?
6. Environmental
How does the brand live in the city environment? How does it integrate into our
cityscapes, our communities, our architecture. How is the identity brought to life
everyday for the people of Capital North?
7. A Whats On App.
Tell us whats happening in Capital North. How do we do this in an innovative
and engaging way? Concentrate on the big idea and bring it to life in a succinct way
rather than too much detail on navigation architecture.
Timings.
Mon 2nd Feb 2015. 10.30am. Project kick off
Morning briefing/Q&A.
Weds 11th Feb 2015. 10.00am. Working day
A full day of attendance from the project team on-site at LCA to help
the teams develop their ideas.
Come armed with logo executions, supporting thoughts and ideas.
Friday 27th Feb 2015. 10.00am. Presentations and judging
Team presentations.

OUGD603

Extended Practice Module

Evaluation
Capital North was a collaborative brief with three other
members on the course, Ewan North, Emily Lodge and
Samantha Walker. I felt we worked well as a team, we had a
good mix in terms of skills. I was mainly assigned to all 3D
and motion work, such as the motion graphics, animated
logos and videos as well as pitching in on the core design
work. Being in charge of motion work, it gave me a good
chance to develop my skills in After Effects and even in
Cinema 4D (even though those concepts were scrapped).
Working in such a large group, organisation was key. A
strength was being able to implement a system to assure
organisation of all the work, in a group folder system. Which
I really enjoyed doing; replicating a filing system I had to
memorise at Bloom, it was the optimum was of organising
all the work, for easiest access. It saved a lot of hassle and
time.
Weaknesses I felt came through communication,
specifically communicating styles and ideas. As a group
we spent a large amount of time reverting logo ideas, and
trying to all push our own concepts, rather than accepting
the best one for the group. Which was a shame as it held us
back.

DBA Capital North

A DAY IN THE LIFE OF DR.ME

BRIEF 001. Vinyl cover design
Create a vinyl cover from the email below.
were gonna be releasing a limited edition 12 of a mix evian christ
made last year called duga-3
http://www.dummymag.com/mixes/2012/07/19/dummy-mix-130-evian-christ/
We were discussing artwork concepts and josh wondered if there was any
way you could graphically represent the 10hz tapping sound that makes up
the duga-3 transmission?
Important to mention right now is that we dont have a lot of time to do
this, as this release is intended for record store day and they have
super tight deadlines, so we need this by the end of today?
Dimensions 12 x 12

BRIEF 002. Poster design

Create a poster from the email below.
Hey new poster please
ODONIS ODONIS
+ Guests
Weds 18th April
Kraak Gallery
www.ticketline.co.uk www.seetickets.com
www.wegottickets.com Piccadilly Records
Oh! Please have Saint Coltrane as support...
Dimensions A3 (297 x 420 mm)

BRIEF 003. Self directed art piece

Create a piece of work EACH to no brief and for no reason other than the
process of creativity and artistic freedom.
The only rules are it must be a 2D physical object and must be
23cm x 16cm. Be Brave.

Brands are an opportunity

to make our lives better.
They can turn the everyday
and mundane into wonderful
experiences. They can raise our
awareness of things we didnt
care about before. They can
change our behaviour and
inspire us to look the world
differently. Brands shouldn't
exist just to sell us more stuff.
They need to do better.
They need to care about us
and the society we live in.

it different? Whats missing? Look

around and experience it first
hand. The answers will help inform
your big idea: what it is you stand
for (also referred to as a reason to
believe or point of view, whichever
makes the most sense to you).
Your What you stand for will help
inform your brand name. Names
can be tricky, but are very
important. Spend some time on
this bit until you get something
which you really love and supports
what you want to say.

We want you to rethink the

brands of today to make them
better. You have been given
a specific theme you need to
create a brand for it. Ask how it
can be better. How do you feel
about your theme? Heres your
opportunity to do something
about it.

2. Create
You now have a name and know
what you stand for now you can
draw it. What does it look like?
What does it sound like? What
does it do? Youll need a logo.
Its your icon, the thing you will
be recognised by. How can it help
tell a story? Consider the other
elements that make up your brand.
If you put your thumb over the
logo, could you still tell it was you
from everything else?

There is no one simple rule for

creating a brand, but here is a
useful structure which might
help you plot your thoughts:
1. Define
Start by asking yourself some
questions. What should it stand
for? Why should it exist? Why
should people care? What makes

3. Build
Youve now defined how your
brand walks and talks now its
time to make it live. What are all the
ways the brand engages with you?
What are the things you will

interact with? Think beyond the

business card, consider all of the
fantastic things your brand could
do. Think about its behaviours.
What does it do thats unexpected?
Make your brand experience
wonderful, and something people
will be drawn to and care about.
Things to note
You are creating new brands, not
redoing existing ones. Your brand
idea should also be independent
to product and technology. The
things it will stand for should be as
relevant today as they are in twenty
years time. No lab meat, no flying
hotels, no androids, no hover cars.
Deadlines and submission
Crit: Monday 24th November
Final deadline for submission:
Monday 8th December.
To submit your final project, please
email as a PDF (under 10mb) to
[email protected]
Prize
Mystery trophy, placement, fame.
Good luck!

OUGD603

Extended Practice Module

Evaluation
The briefs were set and to be completed within a day, the
fast speed, with the exception of Something More, of which
encouraged me to work quickly and throw out concepts
and ideas in rapid succession, rather than following the
research, ideas, research, development, research, further
development sort of design style, which can take days. It
was a good opportunity to take a brief and run with it.
I definitely improve my conceptualisation skills, improving
my ability to come up with rapid ideas on the spot. The brief
was a good exercise to do so.
Strength, technical ability definitely keeping me up to speed
with my work, being able to take to software incredibly
easily, which helps increase the pace when working on all of
the projects.

Smaller Briefs (Dr. Me, Intern & Something More)