End of Module Self Evaluation

As the overall module was quite lengthy, I was most certainly able to progress as a designer throughout. Looking back on my first set of design boards compared to the newest ones, I saw immediately how my entire approach to a project had changed and been a lot more refined, which was my biggest struggle before.

Working in a group was definitely a learning curb in my development as a designer, and I thoroughly enjoyed it. Having others to bounce ideas off of and develop your work with - as people have strength in different areas - ultimately enabled a really strong final project that I especially felt a lot less pressure to complete. My work is a lot better when I’m not stressed as it’s more motivated, which is the reasoning behind my design development in this module. It was also interesting to see how people compromise within a group of creatives, and it was evident that those who thought their abilities were best shut down others, which is something I acknowledged and will move forward in a way that avoids this.

I particularly enjoyed the variety of mediums and approaches that this module allowed us to explore, being very diverse and personally led at times. Getting into the print rooms was definitely a booster to carry on doing more hands-on approaches, as I feel I’ve lost my connection with this side of my creativity. Moreover, the briefs were all very positive, which is another thing that motivated me throughout. Working for a purpose, such that was the screen print for exhibition, and video for the new first years, gave context to the work encouraged me to produce more driven outcomes. Peer feedback was also really useful in the progression of my projects as well as my mind set for moving forward, as seeing the diversity in the class and the influence everyone has on each other to be really valuable.

Nonetheless, my designs are a lot more clean, with acknowledgement for layout and negative space, which before I sought to fill so desperately. I have also acknowledged that the work should speak for itself, and confidence in that means a lot less justification through words. Moving forward to next year, I am excited to use a number of different mediums to produce refined and focused work that is well researched and informed.

Digital Experiments for Screen Print

It was also important for the development of the design, to compare the physical collages to digital experiments.  As such, exploring the same types of shapes and patterns on Photoshop allowed for another perspective of layout and colour for the print (RGB vs CMYK). 

I wanted to get an idea for the layers and how they work within printing, and Photoshop is perfect as it is quite literally a digital collage. Seeing what shapes and negatives can go together allowed me to get an understanding of what I needed to achieve within the physical process of screen printing. 

Nonetheless, it was clear the digital experiments lacked the depth and textures produced in the material collages, that would aid the authenticity of a print. Lastly, type experiments was also an important investigation for the progression of the print, and it was concluded that it was somewhat unnecessary if the correct imagery was used. 

Visit to the Library - Exhibition Space

Visiting the Library venue allowed us to gage an idea of how much space we had to use, and what characteristics the room had. This also allowed for a visual representation of how our ideas from here would work in the available space, thus giving us information of what concepts would be applicable in practical terms. As such, primary research was important from the start, so that out developments and design decisions would be appropriate.  

Visual research was also conducted to see how cubes work in existing graphic design posters, as well as in a physical space, which was central for the development of our concept. 

Production - Screen Print - West Indian Carnival

The printing process is long and complicated and thus some marks were exposed better than others, however this is part of the development that creates the ultimate aesthetic of the print itself - the faults and successes. The choice in stock revealed itself to be important to the quality of the print, and thick card produced a much better outcome.

Experimenting with different colour backgrounds allowed a wider variety of options and colours produced, allowing for the print to involve more layers of colour without the need for an extra print. The green layer against the yellow background was not as defined as the print needs to be so this was disregarded. The pink background changed the tones of the print to suit the colour scheme of the carnival’s existing branding, so this was a strong coincidental outcome. Additionally, creating new compositional experiments by double printing some layers and moving around the screen carried on this idea of rough sketches, however were not appropriate if the final production was to be a clean screen print. The decision to go with the white background instead of the pink, was informed by both peer critique and the idea that the design ‘pops’ more to the viewer as it is not a subtractive colour. 

The final three-layer print is vibrant and tropical in nature, capturing the flamboyancy of the carnival, and the appreciation for the artistic creation that goes into building and forming the nature of the festival.  

Final Successful Prints:

Flyers and Social Media - Exhibition Branding

The flyers were an important forum for promoting the exhibition, and it was felt that creating an interactive quality to them would allow our branding to stand out and be all-inclusive. The idea of the exhibition is to celebrate Leeds, and social media is nowadays a huge influence in spreading information and advertising at a free and fast rate. By using the cubes as a frame, the flyer would allow people to photograph their favourite place in Leeds, share it to people, thus spreading the word further and allowing the public to participate in the event of spaces in Leeds. It would also replicate the imagery of the prints inside the cubes, keeping a coherent and recognisable brand of image within this cube shape.  

Wayfinding - Exhibition Branding

The wayfinding variations covered all the aspects explored within the branding visual identity – the combining of small cubes as well as the individual main logo cubes, and the other possibilities that could be produced from the relevant grid isometric and mesh system. In order to strip back and not over-complicate the design, it was decided that the net of the cubes produce the best template for an arrow that can be adjusted to fit any direction. The final aesthetic mirrored the idea that if you were the double-click on an image for example, it is highlighted against the background. This is what the arrows sought to achieve for the wayfinding – a highlighted section of the cube that reveals the arrow.

Mock ups:

Digital Developments of Collages

In order to develop the design, it was necessary to digitally edit the collages, as to make them fit for screen printing. This meant trying to reduce the colour pallet some way to 2, 3 or maximum 4 colours, to get a more plausible outcome. They also had to be digitally manipulated into positives for the screen printing process.  

The development explores what textures were most successful and applicable, as well as the relevant imagery that worked aesthetically. It also investigates colour, and the need for vibrant ‘popping colours’ that are evident throughout the costumes. This meant that any bright colour could be used, as the diversity at the carnival is evident, however the focus was mainly in the exploration of primary colours, as well as greens and oranges which represent nature (greenery and the sun), giving a tropical feel to the piece, with warm and cold colours combining to create a scene. 

As another form of development, the design needed to experiment with how the best sections from different initial ideas worked together. The palm tree was a particularly dominant visual depiction, that from peer critique was sought to be favoured, and was the main informative image that allowed people to immediately link the composition to the carnival itself. It was then decided that incorporating this into the print some way, could encompass both the textile side of the idea, and eradicate the need for text to inform the viewer. 

It was also clear that the more roughly produced, hand-made marks best defined the rationale behind the print, of a the process behind the construction of the costumes. 

After much development, the design needed to be simplified a lot in order for the print to be successful. The final two images were the favoured design, however it was clear cutting down the colours took away from the overall outcome that was yet to be screen printed. 

Resultantly, the final composition combines the best aspects of shape, line and image from the developments to create an overall piece that notes both the Caribbean scene and the creative progress behind the outfits worn within the carnival parade. 

Too dark, does present texture however not in the vibrant and celebratory way that is intended.

Green is too dark, need to simplify the composition.

Final Short Film - 'Deadline Day'

Vimeo Link: https://vimeo.com/218026443

Final Critique - Speaking From Experience

The general feedback was that the video was successful in presenting the key messages of organisation and student life. It is comical and serious when needs to be, but light hearted enough to be taken on the chin. 

Feedback:
- funny
- accurate
- nice shots and angle
- relevant music that fits with context
- some shots were out of focus / blurry 
- making more of an intro, like a theme song, instead of silent 
- intense
- not silent bit at the start

If we had more time to develop it and re-film certain parts there were technical aspects that could've been improved. People though the intro should've had sound, or set the scene better, as the contrast into the first scene is quite sharp with the sudden music. The scenes that were unfortunately blurred could be adjusted, with better focus on Harvey's expression at the end, and on the screens when he is typing. Nonetheless, overall people really enjoyed it, and found it very relatable - which is exactly the purpose of the brief. 

Behind The Scenes

The process involved capturing different angles of film, in order for the end product to have diversity and flow more professionally. It also involved designing the sets as to create a believable and relevant environment for the shots to take place. 

Setting the scene

Lighting had to be considered, to get the idea that it's at night despite being shot in the day 

Aiding direction for how the scene needs to pan out, the emotions depicting - all are relatable emotions and so emit a bit of our own experience into the film for the new Level 4's