End Of Year Exhibition Branding: Design Development

Imagery

The design development focused on creating the entire scene, off which the multiple design outputs could be made by zooming in on certain sections that would in turn form the pieces of a puzzle that connected & presented the entire structure. 

The nature of choosing Cinema 4D meant only one designer could work on the imagery which was difficult when the group was not together in keeping the design matching everyone's intentions. As a result, the group sat together to get the main render to everyone's tastes, and secure a clear art direction. 

The design group discussed what decisions would best reflect the message we wanted to send. After experimenting with AstroTurf textures for the bass and gold poles to match the new building, it was mutually concluded that simplifying the design would work best. Especially with the time scale and skill set we had in using the software. 

Aspects such as shadowing, angle of view, colour variations, textures and materials were played around with until a basic structure template was agreed on. This then meant that the designer working on the 3D rendering could go and develop the composition that had been confirmed by everyone, whilst the rest focused on typographic treatments and layout. 

The design tried to incorporate gold due to its prominence in the new build, however in practice the colour did not work with the imagery, and so was let go. The design then reformed to the old colours associated with the university's existing branding.

The new composition was compared against the old one in order to confirm the direction taking form

The initial render templates for the type experiments: 

Initial type experiments (before the final render)

The group was heavily split when deciding on a typeface, with half wanting to go for Domaine display and the others arguing for an alternative. The group discussed costs of type, and if the design deemed necessary to consider buying a specific typeface which we all agreed on. Cases were put forward arguing in favour of various typefaces, until a compromise was settled on. 

The Domaine Display family is current, popular and packaged typeface with a variety of forms to use across the various deliverables. Especially when considering the exhibition guide, the selected typeface would need to be malleable and applicable to large bodies of text, big headings, sub-headings, and so on. Progressing from Latin genre - an area widely used historically as a language of scholarship and administration - Domaine therefore holds contextual relevance, whilst also reflecting 'the horizontal head-serifs present in most Latins help create a calm, even texture on the page.' 

The designer of Domaine notes in his development;

'Hardys only needed two styles: a Regular and a Bold. Because they had to work across various platforms, media and sizes, certain details were suppressed. When the exclusivity for Hardys lapsed, I reassessed all aspects of the design — the typeface was completely redrawn to create Domaine.' - Thus signifying its relevance to this application. 

Domaine

Alternative proposition

 

Circular

Many compositions were played around with by the different designers, with some opting for borders, and various typographic placements and styles. The design concluded the the type should use Domaine for the title and an accompanying san-serif, clear, modern type, to be used for the information and body text. Circular Std was chosen for this purpose, as well as its resemblance to primary school type, to compliment the communication of the rollercoaster toy. 

The typographic treatments explored kerning, uppercase and lowercase varieties, as well as italic and weight experiments. 

Imagery & Layout Development

As a result of the Creative Convo week, the design had the opportunity to seek advice and guidance from practising professional Eva Cremers, who is well-known for her 3D renders, producing work for outlets like the New York Times. This unique opportunity meant that in the final stages of development the imagery for the main production was able to evolve and take form in a much more technical fashion - with accurate shadings, reflections and depths.  

Following, the design played around with the positions of the various geometric pieces, different contrast quantities, and the relevance of the table/stand. The group discussed the stand and what it represented, and whether the design needed it. Originally representing a stage, building blocks, and mirroring the table aspect of the toy, as well as Khyati Trehan's renders, when removed the structure seemed taller and more free-standing. We liked the new authority the structure had taken on, as well as the enhanced reflective qualities removing the steps produced. This design decision also took away the more literal representations which in turn made a bolder depiction. 

layout considerations

Flyers

Once the key imagery had been finalised and typeface decided, progressing with the other deliverables was efficient. The flyer design applied the ideas of sectioning off the structure, and adding the relevant text evolved from the concept, using the appropriate typeface. 

Motion

For the video production the design played with movement of the pieces to the puzzle/toy, and ways of revealing space to layout the information. Due to the nature of the imagery, motion graphics for this design worked really well in furthering the concept and thus engaging the viewer.