The Group
Myself (Migle Saveikyte)Kat Soo
Jessica Schofield
Alexandra Gray
The Brief
You are to create the concept and promotional campaign for the Leeds Arts University annual end of year show. This will include the Foundation End of Year show which takes place 16 May 2019, and the Degree End of Year show which takes place on 7 June 2019.The concept should reflect the essence and purpose of our end of year show - namely showcasing the hard work and talent of all of our exhibiting students.
Parents and friends are already going to come to the show. You need to attract the people from industry that can actually give graduates jobs. Leeds Arts University ranks no.1 in The Guardian University League Tables 2019 for Design & Crafts, in the whole of the UK. We should act like it. It is our duty to be bold and forward thinking.
This is a large and exciting project that requires professionalism and an understanding of how to respond innovatively to a creative brief.
The end of year is a University-wide exhibition and the design concept needs to be representative of all our courses. The concept should be as creative and eye-catching as possible, as the project offers significant publicity and is likely to appear in regional and national press. The Leeds Arts University logo must be visible and legible on every design.
The concept will be used across the following marketing materials so please consider this when developing:
- External Signage Blenheim Walk. Signage covers the four sides of the brick folly, each panel measures approx. 2260mm x 4030mm. (Mandatory)
- A0 Poster. For the poster towers in and around the city centre and Hyde Park, Headingley etc. Poster must be bright and bold to stand out from the 'noise' created by other advertising. (Mandatory)
- A6 double sided flyer. To distribute around bars and venues in Leeds. (Mandatory)
- Publication Adverts. Several adverts for printed publications. (Mandatory)
- Private View Email Header. A high quality digital invite sent out mainly to industry contacts/ friends to promote the show. Animation and interactive elements are welcome.
- Exhibition Guide. A printed guide handed to visitors at Blemheim Walk to guide them round the exhibition.
- External Signage Vernon Street. Usually includes 3 or 4 pieces of external signage.
The target audience:
- Local feeder schools, teacher and pupils
- College students, parents, staff and management
- Students that have applied to study here
- General public in Leeds/Yorkshire
- Alumni
- Local artists
- Creative industry professionals and businesses
Deadline:
You are required to submit your design concept on an A2 sheet of paper. This will be displayed in Room 212 on Friday 22nd February for consideration by SMT.
Deadlines for the finalised design concepts and assets will be in late March.
Initial Ideas Discussion
- Colours/shapes to represent each course, rather than objects.- Each course is a different petri-dish/circle. Scientific metaphor.
- Half-tone textures/screen print.
- Same colour story throughout, rather than multi-coloured.
- Puzzle/map. Every course is a different piece, and they all come together into one.
- An abstract metaphor we could apply? Sea, Earth, Science, Space.
- The Big Bang, the Universe expanding, the solar system.
- A 'Creative' Solar System, each planet is a different course moving around each other/collaborating.
- The university as a planet/system/universe that accommodates us human creatives.
- Words associated with space: nova, celestial, orbit, bang, expand
- Play on the first words on the moon 'One small step for man, one giant leap for humanity'.
- Exhibition name: One small step.
- An on-going sentence that starts with the promotional posters, and finishes in the exhibition. 'One small step... (on posters) one giant leap … (as you enter exhibition) for Graphic Design/Illustration/Animation (as you enter each course/wayfinding)'.
- Visuals should also be quite simple/abstract as is the name. It should still utilise the space metaphor and imagery, but in a subtle and intriguing way.
Research
After deciding on a theme/concept, we decided to look for inspiration in various Apollo 11 mission photography/graphics, as well as other space-related graphics. From this we wanted to find some sort of subtle visual elements that we could use for our branding. We knew we did not want the space theme to be too literal, but simply wanted to hint at it, so that the metaphor within the exhibition name 'One Small Step' was more obvious and had some context.
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| I liked the typography used on the side of the rockets, and how it is placed vertically. I thought this could be something we could explore, and could be a nice subtle reference to our space/moon theme. |
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| We liked the newspaper, how the layout and use of typography felt very out-dated and therefore referenced the 1960s/70s, which we thought could be a good subtle reference to that era and the Apollo 11 mission. We also thought that this could give us a quite interesting format to work in, and could be something quite unique for exhibition branding. |
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| We liked the simplicity of these graphics/posters. It feels obvious that they are representing space, but it is not too overwhelming or too typical. We thought that our references to our space theme/context should also follow a similar simple/minimalism style. |
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| We all liked the texture of the moon, how unique and alien it feels to us all. We thought that this could become a really nice and aesthetically pleasing visuals for our branding, and also be a quite subtle reference to our space theme. |
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| We liked the map/contour lines, and thought that could be a nice and subtle visual elements to include. Contour/map lines represent exploration and a large surface, which is how we will all feel after we graduate, ready to explore what's next but also feeling quite small in the large space of the industry. |
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| The black and white imagery from the Apollo 11 mission was very interesting and awe-inspiring to look at, and we liked how the monochrome/black and white style created an emotive and reminiscent atmosphere. We thought that we could also explore black and white and see if we could create a similar atmosphere within our branding. |
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| The technical drawings of the space rockets I really liked, because I thought that visually they are very enticing. The drawings seem to not make much sense to me because I am not a scientist or engineer, however, I can still appreciate their complexity and the astound amount of work that went into putting the man on the moon. I thought this simple technical drawing style w could also implement or explore within our branding to showcase how much work goes into us being creatives, contrary to popular belief that being a creative is simple/ only paint and canvas. |
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| The footprint is an iconic visual/symbol we all agreed would be the most recognisable and is something we thought we could explore for our exhibition branding. |
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| Again the simple geometric/minimal line graphics I thought were very effective as they are not too literal or typical of space related imagery. We did not want out exhibition branding to be too visually typical of space, so this type of minimalist style is something I thought we should definitely work towards. |
Further ideas after research:
- A newspaper front cover with out exhibition information/content on it instead.
- Monochrome colour scheme (black and white, with possibly one bright colour to make it stand out)
- The exhibition guide in the forma of a newspaper.
- Typography similar to the block type on the side of rockets, maybe presented vertically also?
- Map/contour lines of the moon for wayfinding/patterns within the branding.
- The spacesuit footprint used within wayfinding.
- Various patterns and textures for the branding can be taken from the moon surface/planets/rockets.
- Visual elements to explore: moon texture, footprint, monochrome, name 'One Small Step'.
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