Today we had to prepare our stencil to screen print next week. To better utilise the medium and its visual outcome, I though of setting a few rules before starting to sketch:
- It has to be hand cutted, and for what I understand, the stencil will get ink on it, so fine details might not be a good idea.
- Then, straight lines and geometrical objects looks better on stencil, since it is easier to cut it precisely.
- It is hard to get extremely precise stencil composition, or at least I know I’m a beginner, so I try to make things simpler. So, ink my overlap.but an intentional intersection can be a good thing, since theres a nice transparency involved, and the colours will mix.
To start I focused on working with type, I did a bit of a research, and theres so much contemporary posters following the swiss style using type, that I though I could do a more abstract composition.
So, I focused on grids again and the use of geometry. I though of the grid, and its negative space, squares or rectangles. How that can be boring, and how to create a grid that could work as an image. So, I created 12 different geometrical shapes with 4 sides each. I placed their centre in the intersections of a 3×4 grid… each one of them is different, and now they compose a negative space of a unique grid.
The colours should be red / grey …but it is something I can easily change to accommodate the inks available. The swiss style used a lot of black, white, red…but also have some really cool posters with a lot of bright colours mixed in.
Here is how the poster will ( more or less ) look like:
Netflix Valenties Day Special
Netflix made a Valentine’s day special, and the Campaign is the story of how Santa Claus asked Michael Bolton help in order to increase the number of babies born until Christmas, to match toy supplies.
I like the campaign because it has a good narrative behind it, and the visuals bring humour, to a very tense date. Engaging beyond the typical valentine’s day fans.
Crust Pizza brings Beats to the Street:
This campaign is very interactive. It mixes touch with sound. And the persona is transformed into a DJ. Having fun whilst looking at pizza. Win win.
I noticed, that my favourite campaigns, DOOH or not, are the ones with humour, or a very light, and positive approach.
Off all the DOOH campaigns I came across on my research, the ones that truly captured my attention where for the interesting concept, visuals, or the positive feeling it left. Not how the technology was used, if it allows touch, or responds to movement, or eye gaze. I think is important to note that. Today, while the DOOH is a novelty, the use of technology as a artifice to call attention might work, but with the propagation of the DOOH, that will not work anymore. It will be harder and harder to stand out, as it is today with printed campaigns.
Opening the sketchbook, reading my google slides and focusing on the essentials of my research and my own ideas with honesty…without trying to imagine any visual outcome, was the best step.
I want charity to be a positive experience, the campaign…everything.
So I written POSITIVE in a A3 double spread, and made a map of key words
think positive – > think charity
Do good – > feel good
All of these words helped me to guide the campaign from this moment forward. And it all started to fall into place. After weeks of not going anywhere, in one afternoon I had colours, slogan, movement …
What I’ve learned so far is… that I have my own working process. That I only start to identify, and that I need to respect it, so that I don’t waste so much time being lost next time. I’ve also learned that, it is good to know how to use technology, but that the key concept and work should not be dependent on softwares or anything else besides what our own believes, informed by research and reflection.
Now I value my sketchbook way more.
We had a great and inspiring presentation by Grand Visuals to start this project. After the talk I started to think, what would I like to change? What social change would I like to see? Well, theres so much things needs to change. I think anyone who asks themselves this question is up for longs hours of though and doubt.
First I though of the fashion retail industry, and the amount of clothing we produce, buy, throw away. Then the conditions in which people work, then the ecological impact of our way of living… then child labour.
I started to read about it, came across essays about it, from UN, several NPO…then I found Apps tracking which companies are being conscious, which aspects are good, or bad.
I noticed, that there are people fighting, trying to make a positive change all over the world. Studies are being conducted, even if we don’t realise, things are slowly improving. And, if it wasn’t for our ability to gather into NPO, the efforts to change would be difused, and change would be much harder.
So, the idea to do a DOOH campaign for charities started to sound good. I had an idea that charities needed to update their ways into digital marketing, and I really don’t like the inducting-guilt TV campaigns, or the cold-calling system. So I decided to start researching about it, and see where I could take this.
The second concept, to show “cool” abstract images, and relate them to charity is not working as well.
I researched the most liked brands in the UK, selected the most young ones, since I want to focus on a younger generation. Did a word association, looking at the images. Then tried to transform those concept into visual information, to make it more abstract, to then apply to my campaign…
Although I like the images created, It is not the answer yet.
Here are a few images of this second trial on ” coolness” :
I’ve made an animation with those images, and it didn’t work, then I tried a stop motion, just to experiment and see how it would look…not good. At least for this project. But it was a good development exercise.
So, keep on working, right?
The initial research phase, was about the charities campaigns, and how they engage with donors. I came across to a nice marketing essay by the Gates organisation, that helped me to better understand the costumer behaviour ( in this case, donor behaviour). The different kinds there are, what brings each group to donate, and key aspects of their decision making in the donation moment, such as amount, choice of charity… But also clarified the relationship between the charity organisation transparent, effectiveness and the donor willingness to donate.
At first, when I presented my idea for the class, the organisation transparency issue, where the money goes etc…seamed like a big deal. But after reading the essay, I realised that the emotional, values and social appeal influenced the donor behaviour much more than the organisation financial transparency and efficacy.
It was clear that my campaign should have a more emotional appeal. Than for example, portraying data about the financial success of the NPO.
So I realised, the ultimate goal was to “rebrand” charity.
I developed a logo before even started to create the app. So, when I started to design the screens for my chosen device, a smart phone, I had a big problem with fitting a squared logo into a rectangular screen. It didn’t looked good and it didn’t fit and integrated with the rest of the app.
Initially, I was using the logo as buttons, to better integrate the visual identity into the app, but as I went along, that clearly wasn’t working. The app didn’t need those buttons, and at the logo didn’t work well as buttons, as it didn’t indicated clearly one direction.
I knew I had to integrate the logo better, since the reason for its existence was the branding of the app. It had to be something that could have a strong presence, without disrupting too much. But I think that what make me change the squared logo, that I liked and was constructed with strong connections to the brutalist architecture ( squares and rectangles, bold big geometric shapes aligned and organised inspired by the Trelick tower double towers. But at the end, the logo shape had to be dictated by its use in the screen, where he would exist. Following a bit the shape follows function logic.
So I start to play around with the lettering of the squared logo, and how they could fit in a rectangle in a logical way.
Now the MAP OF ME lettering fits inside the rectangle, divided in two parallel rows.
At the start of this project I was convinced that Gill Sans was good type for this app. Theoretically it is, and visually it could if well.
I knew I wanted a type from the beginning of the twentieth century, sans serif, as geometrical as possible. In order to align with the buildings portrayed.
But I came across Futura whilst visiting the Barbican. It made much more sense, it is more geometrical, less detailed and the bold font, for me translate to type the brutalist feel, without being to bulky, illegible or cartoonish.
My map will display 3 or 5 brutalist buildings, in a virtual, visual journey.
The focus on brutalist buildings is derived of the alignment of my thoughts with the modernist movement. (The idea came to me after my first visit to the Barbican, to see Bedwyr William’s exhibition at the Curve). ..But also from the preconception people have toward those buildings, for lack of knowledge about their purpose. I thought they where ugly once too. And, if someone as stubborn as me can learn, so can an eventual app user.
I plan on mixing photography with collage, creating bold colourful shapes, based on details found on those builds to warm up the viewer. Then the “plot thickens” and the building starts to reveal itself, the collage starts to loose space for the photo.
I’ve decided to use collage because its a method that allows me to easily create the most simple shapes and alter them with much flexibility.
We started this project at CIP lessons, thinking about grids.
We chose a book as a “guide” to later develop our own layout.
I chose what I believe is a simple book, centred images and text. To make everything clearer, since its the first time I’m making a book. I believe that a strong grid would help the book to look more coherent from the first to the last page.
It has a great amount of white space, what I really like, I think helps the reader to “digest” the images better since it allows time to reflect.