FINAL MODULE EVALUATION

In terms of my developed skills, I feel that I have really progressed as a designer this year, with a better understanding of my practice and areas of interest. Throughout this process, I have found that from my original statement of intent, a few aspects have changed, allowing me to refine my visuals. There were a number of briefs that I chose to not to undertake anymore as I felt that they were no longer relevant, allowing me select more appropriate briefs that I felt would show of my illustrative and conceptual skills. I am now extremely passionate about print, pattern and packaging with a strong focus on application and product range, which has allowed me to put together a portfolio that is professional and consistent in terms of content and aesthetics. The use of a photography studio has massively improved my final resolutions, which I would be happy to use after graduation. As well as simply producing outcomes for my own personal gain, I have been involved with a number of briefs that have had context and purpose, including exhibition briefs, live briefs and and briefs for charity. I have therefore had to interact with clients, working to strict deadlines, which has given me the skills and confidence to present my work within an industry environment. 

In addition to this, I feel that I have worked extremely well as part of a number of different collaborations, with both people on the course and off it. I am aware of how to utilise a range of skill sets to produce the best outcome, allowing for the development of strong concepts. I feel that I am organised and professional enough to work well within a team, knowing when I should be around and also knowing when to compromise on certain aspects. The yearbook in particular has been a great opportunity for me this year. I am extremely pleased with how this project has turned out, and we are all glad that we decided to take it on. The content, layout and visuals all really compliment us as individuals, as well as a working group, and this is something that we will definitely be putting in our portfolios. Each step was managed well in order to produce an outcome that we are proud of.

My practice and development has been massively informed by primary research this year. A lot of emphasis was placed on it at the beginning as it is extremely beneficial, allowing you to make a strong connection to the content and the audience you are designing for. As a lot of my design is focused on illustration, it has been paramount for me to look at primary sources so that they could be used as reference tools. I have been able to evaluate the context and purpose of products, gaining a better understanding of successful, working design. This also led to the development of new processes, as I started working with different mediums, such as acrylic paint and watercolour. This has given a unique selling point to my work, strengthening my interest in hand crafting, focusing my design on a specific audience. 

In terms of weaknesses throughout this module, I wish that I had experimented more in terms of stocks, as this has been kept consistent all the way through my briefs. Exploring new stocks would have allowed me to find colours and textures to compliment my visuals in a way that is more exciting than matte white card. I also wish that I had explored more processes whilst I had the chance to use the facilities within university. I feel that screen printing compliments my practice, and therefore this is something that I should have considered exploring if it was appropriate to my concept. This links also to the crafting of products, which hasn't been to the highest standards. I was really impressed with the quality of my design context publication which was printed professionally, therefore I wish that I had considered this for briefs such as my personal branding, as well as Anna's business cards. 

EVALUATION - Design Context

Towards the end of the year, I have felt much more confident in my design, in terms of my abilities but also in terms of the direction that I see my practice going in. It has only been recently that I have become much more influenced by blogs such as Studio DIY, Oh So Beautiful Paper and The Sweetest occasion, who explore personalised stationery and crafting, which had a direct influence on my branding and identity. I started to use Pinterest regularly to document my recent influences and aspirations, splitting these into different boards. This then formed the basis of my publication, giving me the titles to each section in my book – things I love, print and pattern, gifts and greetings, packaging and context of practice. Evidently, this publication does not feature design that is completely new to me; there is evidence of strong influence throughout, showing the love I have always had for packaging and print.

I wanted the content to be well organised, manageable and informed and therefore chose an A5 format that could be transported and used as a point of reference. I sent them away to print so that I had something that was professional and high quality, as this is something that I will want to keep as a log of all of my influences. I chose to get it perfect bound also, as this was the most appropriate time of binding for the number of pages included within the publication.

In terms of written content, I have made sure that each section is thoroughly explained and evaluated in terms of how my practice can be seen throughout, and why I have chose to include that particular area of design. I also included other appropriate content, such as interviews with designers themselves, as this gave a great insight into their working mind, offering tips and advise for graduates and those wishing to head in a similar direction. This was something that was really useful, as it instilled confidence and allowed me to gain a better vision of my future.

In terms of weaknesses, I would have liked to have made the format more appropriate to my design practice. For example, I could have created some packaging for the book. I had also originally hoped to have each heading as a separate book, allowing me to produce a consistent range, bringing them all together as though it was part of a stationery or gifts and greetings range. However, this wasn’t feasible, as I wanted to get the books printed professionally, which is costly. In addition to this, there are also a few images, which haven’t come out perfect quality, which is a shame. I had initially printed a mock up that allowed me to see if there was any pixelating, resolving this issue, however some images are still not as sharp as they could have been.

I now feel much more confident in terms of my practice and the type of studios I want to direct my attention towards. I want to improve my skills in terms of hand lettering and calligraphy, exploring stocks, materials and processes, in order to become much more accustomed to studios that work with personalised stationery and greetings ranges.  

EVALUATION - Harry Ramsdens

I had never worked within this sector of design, and had never completely rebranded an existing company; therefore this was an exciting process that I was unsure whether or not I was going to enjoy. It gave me the chance to work with packaging and illustration, however, which I feel I have learned a lot about in terms of how it can be used and applied to create high quality visuals, reflecting brand values, whilst targeting a specific customer base. I learnt during this process that a lot of brands are very inconsistent within their design, in terms of colour, type and imagery, and through research I was able to see how a brand could be made to be more successful. More contemporary branding was stripped back and minimal, with focus on intricate illustrations and restricted colour palettes on natural stocks, which helped inform my design.

I feel that overall I have created a consistent product range that is suitable and appropriate to the environment it is intended for, and it’s purpose, showing how the new identity would effectively work across a broad range of scales and formats that are relevant to the setting. Everything has been kept consistent on all final outcomes, including colour, print and type, vastly improving on the previous visuals that were conflicting and garish. The design now reflects the price range that the restaurant currently sits in, with a strong focus on heritage through the inclusion of facts, imagery and specific content, such as the date on the logo and inserts in the menus.

In terms of my strengths, I feel that I have become much more aware of how important primary research is, especially in terms of using it as a reference tool for my illustration, making my design work much more informed. It helped me create a connection to the brand and to create a much more focused understanding of the audience and the environment that you would find each visual in.

In terms of weaknesses, I feel that more care and consideration could have been taken into the crafting of the packaging. Whilst I am evidently not going to be an expert in this area, I wish I had taken more time to consider how everything was going to print and fit together. Unfortunately, some products were printed a number of times, wasting time and money, because of annoying things like pixilation and sizing issues. I also feel that it would have been much more appropriate to explore a range of different stocks to create a visual that didn’t show all the imperfections – for example an off white stock. This also would have offered a more natural canvas appropriate to my illustrations.

EVALUATION - Personal Branding

As we were required to demonstrate appropriate preparation for our stated progression ambitions, it was necessary to have both print and web based outcomes in the form of personal branding in order to create a successful design presence. The basis of my identity was formed from four specific colours that I had come across during research into one of my briefs, that had caught my eye in terms of reflecting my own practice. I feel that I have developed a personal and unique focal visual of my name, taking on a playful and reflective aesthetic, that would work alongside examples of my prints, patterns and illustrations as a direct representation of both my design and my ambitions.

When it came to researching for my personal branding, I found that a lot of the content within my Design Context publication really helped to inform my design decisions. I had already gathered a lot of imagery that focused on range, process, colour and stationery, which was the perfect starting point for determining what exactly my branding should look like. Because of this informed research I was able to be efficient and organised with my design development.

I feel that I have successfully presented myself in a way that not only represents my practice, but also the type of design that interests me. This meant that through the exploration of primary and secondary sources, including business cards, I could see how similar designers had approached their own identity and how they had applied this to a range of appropriate products.

A range of colours were used throughout that automatically connect to the type of design I am attracted to, focusing on pastel shades alongside contrasting elements. Print and pattern has been incorporated throughout as I feel that this is where my practice currently lies. In terms of contacting studios, a small pack would be sent off that would include a cover letter, my CV, a range of postcards and also business cards which have been triplex printed. These would all be tied together with string and sent off in an envelope with a DIY printed liner. I hope that this shows attention to detail, unifying my overall branding.

In terms of weaknesses, I feel that the crafting of my products is not up to the standard that I would have liked. In due course, I will get them printed professionally so that there are no finger marks and no poor quality images. This was allow me to come across as a designer that is certain of the direction that they are heading in, who is willing to learn and willing to work hard. I also feel that I should have explored a different range of stocks so that any imperfections could be hidden. This would have also linked in nicely with my envelopes, which were quite textured. 

EVALUATION - Yearbook

I was extremely happy with how effectively we all worked together during this brief. I feel that we were very organised and efficient, making sure to relay all information to each other and to the tutors. We were always aware of deadlines, and when things needed to be completed by - such as getting all of the content, taking photographs of work and organising the students. In addition to this, when one of us was unable to attend a meeting or a session, this wasn't a problem as any issues raised would be discussed later on and everyone would be brought back into the loop - there was always someone there when needed.

There was a lot of content and information we needed to gather from the textiles students. With the help of Duncan, we were able to post any necessary information on their main forum, setting up a dropbox where files could be sent for us to use. We created a strong relationship with the Textiles team, making sure to always be professional and organised.

As there was three of us, we had a range of skill sets, allowing us to present and design effectively, whilst having equal amounts of work to complete. Compromise was a main factor within this, allowing everyone to have their own input and knowing when to back down. I didn’t particularly think that I would enjoy working with type, grid and layout, however I have become much more confident within this area of design, broadening my practice and allowing me to strengthen my skills, which can then be applied to my design context publication. The brief has been extremely technical, which required more care and consideration than other briefs.

I am extremely pleased with how this project has turned out, and we are all glad that we decided to take it on. The content, layout and visuals all really compliment us as individuals, as well as a working group, and this is something that we will definitely be putting in our portfolios. Each step was managed well in order to produce an outcome that we are proud of.

EVALUATION - UK Greetings

During this brief, I feel that I have developed my illustrative skills. This brief gave me the opportunity to work in a medium that I wouldn't normally use. In order to broaden my skills, I worked a lot with paint and hand drawn image. This allowed me to create new and fresh visuals that reflected the content and theme. By using paint, I was able to put my ideas down on paper before I began digitising anything. This led to further development of ideas, colour and layout. I also feel that this has strengthened my pattern design and also the application of pattern to a range of products. I believe I effectively applied pattern across a number of different products, to create a strong and complete set that worked together.

As well as this, I feel that I have developed my skills in term of process. I have never used laser cut within my work and this was the first time I applied it to my products. This process was quite tricky as I had to take a number of things into consideration - how to keep the greetings cards clean, how to line up the laser exactly and how to create perforation. By taking the time to do this right, I feel I have created a really effective interactive aspect to my greetings cards. They won't simply be ephemeral like most cards received for Christmas, as they have a purpose and decorative form. 

I believe that I have effectively targeted my audience with my product range. There needed to be consideration of competition and the fact that mainly women purchase greetings cards. I feel that I took this into account and created a contemporary set of products that could be seen in shops such as Paperchase. They are finished to a high standard, including processes and the opportunity to interact. When undertaking briefs, understanding of the audience is key, and therefore this will be carried through into other briefs.

To push this brief even further, I could have created point of sale and advertisement for this range. Through primary research, I could have familiarised myself with how cards and supporting products are set out within a shop environment and this could have been mocked up. This would have strengthened the context and also displayed them within a working surrounding. In the future I will make sure to think of all possibilities for the brief so that I get the most from it. 

EVALUATION - Room 101

I chose to put cats in Room 101. Being a dog lover, I see cats as quite self obsessed animals that rarely offer love and affection to anyone but themselves. The illustration therefore reflected this throughout the use of a book format, to represent an autobiography by a self-indulgent cat that has no other friends apart from itself. The tone of voice is humorous, and is not intended to offend, this is strengthened through the use of colour and type.

For the final outcomes, I created an A3 posters, and also a book sleeve to show how the design would be applied to this context. In terms of colour and visuals, the design is strong, bold and eye catching, giving it shelf appeal within a store environment. The concept is strengthened through the tone of voice, choosing to include more colours than the brief initially asked for in order to create more impact and to reflect the personality of the book.

This brief was initially meant to have a quick turn around, as it was simply an A3 poster. However, the development process took longer than anticipated, which has happened on quite a few occasions within my briefs. My initial concept changed quite drastically, which set me back and then I wasn’t happy with the visuals, which led to me returning to the brief at a later date. Although this brief became stretched out, I am extremely glad that I made the decision to re-do the design so that it was much more reflective of my ideas, and visually looked more consistent in terms of my practice.

Although I used some primary sources, if I was to do anything differently next time, I would make sure to collect as many reference images as possible in order to aid my design, as this has been effective in various other briefs.