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BA (Hons.) GRAPHIC DESIGN LEVEL 06Module Code OUGD303 Outcomes 1

Module Title FINAL MAJOR PROJECT

FINAL MAJOR PROJECT

STATEMENT OF INTENT

Name: Sai Uennatornwaranggoon

Blog : http://s-uennatorn0912fmp.blogspot.com/

Rationale :

A concept driven investigation into branding, identity and promotion with a focus on the use of type and image

within printed media. Supported by an understanding of social and environmental responsibility

The main focus of my creative discipline is branding. Within branding I am focused on the printed media such as

posters, publication and stationary.

However there are other areas of branding that I am also interested such as environmental graphics and

signage. I will mainly focus on print but I am also interested in creating the complete brand, which may involve

other media such as environmental design, or even screen based media.

My design would be conceptually driven but supported heavily by the use of type and image. The functionality

and the applicability of the solution would be the main focus of my problem solving demonstrated through the use

of type and image

I also intend to use illustration to support some of my design work with the considerations of the appropriateness

depending on the function and the solution of the product.

Even with the intentions of utilizing my very stylized illustrative skills my design practice would still be

conceptually driven and therefore the design solution will not be bound to one aesthetic style.

I am also interested in the combination of contemporary design and the more traditional. This would be where my

typographic skills and illustrations meet. I work with more modernist type but at the same time my illustration

style is quite classical.

I intend to gain a fuller understanding of the designer s social and environmental responsibility and utilize that

within my design. However, my practice will not be driven completely by sustainability but will instead work under

the umbrella of it.

My research and understanding of social and environmental responsibility will determine my choice of clients.

They may not necessarily have to be non-profit organizations or environmentalists. However, they would have tohave an ethically and ecologically driven agenda and as well as a financial one.

My understanding of the designers environmental responsibility will also have influences on my choice of

materials, design process and production methods. These will include just using recycled material to actually re

thinking the entire life cycle of the product and its longevity and reusability.

Subjects / Themes

General Themes:

Sustainability and Design

More specifically sustainability as an overall umbrella for a graphic design practice.

Social and environmental responsibility of designers who still want to work as designers within the consumerist

culture.

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Becoming more sustainable through choice of clients, audience, design process and materials.

Looking at designing for clients with environmental concerns

Colour

Utilizing colours as a system

Using colour as a way to organize and represent information

The colour theory

Colour psychology

Geometry

Using geometry as a system

The Maths and science behind geometry Geometry and design including design theories

Language

The play on words, copy with a sense of humour

Design for:

Food

Branding for the food industry such bakeries, restaurants, food shops and food products. Focusing on those with

a health and environmental agendas (eg. organic foods )

Service industry

Other service industry would include hotels, bars, leisure centres like parks

Culture

Literature but in terms of places that showcase it such as the branding of libraries and bookshops

The branding of the culture sector focused on the arts and literature such as, exhibition space, art galleries,

libraries, public and private events.

Design Disciplines / Creative Development

Sustainability

More research into sustainability in general, sustainable graphic design studios.

The use of material, especially stock as my work will be heavily print focussed

Typography

Layout for promotional design

Modernist and bold typography

The use of typography with illustration

Illustration Use of stylized illustrations to support design work/ type

Branding

Companies with social and environmental agendas and concerns

For the food industry such as a food product, or catering service

Heavily focused on print media such as posters, publication and stationary

Also consider the place making and signage

Print

Different print processes for different products whether its a publication or just a poster

How print would work at different scales such a publication or in a large space ( eg. Wall)

Practical Skills / Workshops what, why and when?

Practical Skills-

Current Skills

Typography: I plan to apply the skills and knowledge in typography Ive gained over the past three years to all of my new

designs. However, there is still room for improvement. By using those skills consistently and critically, those imprvements

will happen organically.

Research: I tend to do a lot of research while tackling a problem. Looking at how other designers have solved similar

problems and then applying those to my own ideas and designs.

Software skills: My illustrator, Indesign and Photoshop skills have improved hugely and this should allow me to be able to

work quicker and more effectively

Need Developing

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Print: both in digital and screen prints. I also intend to gain more knowledge on offset litho printing as that is the most

commonly used methods of printing in the design industry. My projects will also be primarily focused on print and hence I

tend to treat these projects as if they were going printers and therefore will force me to find out about the print production.

This will also include preparing work for print.

Environmental design (Way finding, Place making and Signage) : I intend to incorporate these disciplines into at least one

of my branding briefs and this is something that is quite new. Therefore I intend to learn as much about environmental

graphics as possible in order to create a complete brand.

Layout Skills: I am planning on producing a number publication either as part of my branding or as part of a promotionalbrief. I will also be collaborating with a couple of fashion students and produce look books for them. For that, I feel like I

need to and will be developing my layout skills.

Crafting skills: I feel like I really need to improve my crafting skill in terms of producing the finished resolution/ product. I

want my work in the future to look like they have been professionally made and not just a student project.

Brief 1: Yearbook : Surface, Patterns and Textiles Deadline

Rationale:

A collaborative brief with Robyn, Sam, Will, Paul and Tom on the Surface Patterns and Textiles course yearbook. To

combine the two concepts proposed by each group together to create a year book that focuses on the relationship

between students on the course and the crafting and production processes each student goes through

Brief 2: AMIO: Fashion Branding and Publication Deadline

Rationale:

Collaborative brief with a fashion student to create her logo, look book and journal. The concept of her fashion is

sustainability and multi functional apparel. The brand was also inspired by the Maori People and the designers travels to

New Zealand.

Brief 3: D&AD Competition brief Deadline

Rationale:

Pentagram: To produce at least 3 publications on designers, writers or typographers who have given talks for the Circle

and produce a Cover & at least 4 spreads on each individual.

Brief 4: Brand and Promote a Thai Restaurant DeadlineRationale:

To combine the authentic Thai cuisine with contemporary design.

Brief 5: Rebrand and promote Roundhay Park Deadline

Rationale:The park needs an image and to be promoted in orderto get people to visit it more. This will include a logo and brandidentity which will be applied across a range of different media and through outthe entire park. The branding will alsoinclude way finding and signage of the park.Brief 6 : Brand and promote a range.. (type of food/food van/catering service) Deadline

Rationale:Through the use of type and illustration to create a food brand including application on packaging and promotion

Brief 7 : One Day briefs, live briefs and competition briefs Deadline

These include:Conquerer Type Games 2012 Poster Competition

Drop By Drop Poster Competition

Penguin Book Cover Design

Poster For Tomorrow poster competition

Pitching for live briefs such as :

NHS Branding Brief

YFM Fest ( young film makers festival) branding and promotion brief

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Contextual references / Designers / Studios / CompaniesDesigners and Studios

Simon C Page

Hey Days

Marielle van Genderen Rotterdam

James Windsor

Jeff Finley

David Whitley

Thomas Matthews

Celery DesignStudio8

Magpie

The Consult

A2/Sw

Castiron Design Company

Telegramme Studio

Mind Design

Audience and Context

Food/ catering service business,

RESEARCH ACTIVITY:

Stock and Material research DeadlineDetails

Research stock and materials suppliers for the year book but also for my other briefs such as the collaborative brief with

the fashion students whose disciplines are focused on sustainability.

RESEARCH ACTIVITY:

ColourDeadline

Details

Research into the colour theory and the colour psychology. How colours can be used systematically. I plan on

investigating into how colours look on different material, also on screen and off screen.

RESEARCH ACTIVITY

Brass Placement/ Studio VisitsDeadline

Details

My placement at Brass will allow me to observe how designers interact in a real working environment. It will also allow me

to see what is expected of a designer when tackling a complete branding brief which will directly apply my FMP

RESEARCH ACTIVITY

Information Graphic/ Environmental Graphic and Way findingDeadline

Details

As part of a branding brief, I plan to broaden my range of solutions and include the environmental graphic side of things.

In order to do that I will need to research into way finding and signage. This will be done through visiting such spaces for

primary research and books on environmental graphics for secondary.

RESEARCH ACTIVITY

D&AD Education day at Sheffield

Deadline

Details

Portfolio Surgeries with designers and studios

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BIBLIOGRAPHY

BOOKS / TEXTS - (Harvard Refernced)

McDonough, W. and Braugart, M. (2002) Cradle to Cradle: Remaking the Way We Make Things. New York,

North Point Press.

Chapman, J. and Gant, N. (2007) Designers, Visionaries and Other Stories: A Collection of Sustainable

Design Essays. London, Earthscan Publications Ltd. (745.2)

Dougherty, B (2008) Green Graphic Design. New York. Allworth Press

Shaughnessy, A (2005) How to become a graphic designer without losing your souls. London, Laurence

King.

Jong C, Purvis, A and Tholenaar, J (2009) Type: v.1: Visual History of Typefaces and Graphic Styles,

Taschen GnbH,

Heller, S and Talarico, L (2011) Typography Sketchbooks

McCandless, D (2010) Information is Beautiful

Gibson, D (2009) The Wayfinding Handbook: Information Design for Public Places

TwoPoints.Net (2010) Left, Right, Up, Down : New Directions in Signage and Wayfinding

Gage, J (2000) Colour and Meaning: Art, Science and Symbolism

Ambrose, G (2007) Basics Design 05 : Colour

Pentagram, (2010) Pentagram: Marks: 400 Symbols and Logotypes

Victionary, (2012) Nice to Meet You too

MAGAZINES / JOURNALS / ARTICLES (include publication date and details)

Eight: 48 Issue 07: You are Here

Eight 48 Issue 06: Thats the Funny Thing About Design

Eight 48 Issue 05: Couter-Print-Cover to Cover

Eight 48 Issue 03: Frame Me: Poster Design Today

Computer Arts # 193 October 2011Computer Arts The Book of Inspiration 2

ndEdition

Computer Arts # 192 September 2011

Computer Arts: Graphic Design

Idn v18n4 : Mono Graphics Colour Toning

IdN v17n5 : Wayfinding + Signage The Way Finders

IdN v17n3 : Eco Graphics Lets Go Green

IdN v171: The Branding Issue- Brand Everything

ON LINE REFERENCES / WEBSITES / ARTICLES (include specific urls)

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http://www.fastcodesign.com/tag/branding?page=1

http://www.formfiftyfive.com/

http://flyergoodness.blogspot.com/

http://www.aisleone.net

http://kuler.adobe.com/#themes/rating?time=30

http://www.logoed.co.uk/

http://www.typetoken.net/

http://www.typojungle.net/

OTHER REFERENCE MATERIAL (Films, events, exhibitions, conferences)

D and AD Education day : Sheffield

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ACTION PLAN use this section to identify specific tasks that you need to complete inorder to resolve the brief.

Brief What do you need to do? Deadline

1

Pitch for Yearbook and concept

Arrange meetings with course leader for year book

Appoint specific roles within the groupPitch final concept

Collect all content

2

Meet with fashion student

Pitch first set of logo with in the first week

2nd week, refined logo

then wait for part two of the brief which is the look book

Logo by first

week of Feb.

Lookbook-

to be

decided later

3

Research into selected designers

Collect content for the 3 publications

Design concepts for covers

Grid and layout research for publication

Design variations

11 FEB at

the latest (

short brief)

ideally 8th

Feb

4

Primary research at Thai restaurants around Leeds

Research into restaurant brandingResearch into place making

Produce a rational as soon as possible

Design concept

April

5

Primary research at Roundhay park

Collect research through photography, film and drawings

Collect content and select appropriate features to include in range of branding

Research into way finding and signage

Design concept

April

6

Narrow down brief but keep it so that it is food related more product than place

Investigate food packaging but more on labels and tags rather than actual packaging design

Typographic styles and illustrations experimentation

Context- where would it be sold? Target audience etc.

March

7For one day poster competition brief:Spend no more than two days on each brief

Ideally, spend half a day on design concept and a day on actual design solutions

Research into different typographic styles that I am interested in

March

8

For live briefs:

Depends on the clients and obviously if I win the pitch or not

Size of briefs and time scale will vary and therefore will need to plan research etc. at a later

date