After a workshop with Fred where we allocated what we think we are about- as a designer, I went into this brief with such a clear picture of what I wanted to achieve. In the writing of my rationale and statement of intent, I wanted to take forward an element I found in a D&AD brief of designing 'an environment'. I was keen to put into practice an area of design that I haven't done much of and where I thought I had a massive gap in my portfolio. By injecting creative concepts into a retail environment allowed me to put int practice the multi disciplinary skills I want to exercise but in a brief where I come out with relevant designs with commercial potential.
Once clarifying exactly the design direction, ie Lettuce Eat, I then had such a specific picture of what I wanted the outcomes to look like. This proved to be a bad thing when I struggled significantly in the basic branding of the store. The logo in my head was heavily type based and had an extremely clinical and modern look about it. I was setting myself such a massive task in doing this and had shot myself in the foot as my determination to make this a successful brief meant that I would not give up on this aesthetic but was running around in circles getting more and more frustrating with my lack of performance. I hadn't realised this of course before my meeting with Fred. This proved to be a crucial stepping stone in my design direction. I was advised to do what I do best and inject some of my image knowledge and capabilities. Straight after the meeting this is exactly what I did. It proved to be a success as the first piece of imagery came out that worked well and had a lot of potential. I could then base my branding around image and move on with the brief.
I feel as though I was constantly working so hard in the brief and kept setting highly ambitious tasks such as screen printing a whole POS -to scale, yet when I look back at my blog I don't seem to have accomplished as much as I wanted to in my head. In each crit I felt well prepared in setting up early with the required amount of work, but I still wasn't satisfied. That is why I began my presentation boards early. This allowed me to allocate where I ad gaps. I then understood that it didn't matter that I wasn't going to screen print or make the actual resolutions I had in mind. It was all about the ideas and allocating what I would do if I had more time. I have heaps that still I want to do with this brief and to me that is a good sign for next year.
I worked so hard in this module and feel satisfied that I gave it a good shot from the resolutions themselves to the documenting and presentations. I feel as though I have finally reacted to past feedback and hope to see different feedback for this brief-good or bad.
No comments:
Post a Comment