EVALUATION - Anna Branding

The process of working with an individual not on Graphic Design has been invaluable. Initially I found the prospect of the brief quite daunting, as I wanted to reflect the high quality work that Anna produced, however she was great to work with and only ever gave constructive criticism. The experience has allowed me to see what it is like working for a client, requiring me to be professional, organised and willing to compromise in order to suit their needs. The development stage quite long, as I wanted to make sure that Anna was fully content with the final designs. Requirements were also changed half way through the brief, which is something that will prepare me for the possibility of this happening within the industry.

During the initial stages, in order to gain a better understanding of the individual I was working for, I made sure that I was aware of the type of photographer Anna was, and the area that she specialised in. This helped to inform my designs right from the beginning, showing the client that I was both interested and committed to the brief. As I had only ever produced branding for myself, it was necessary to undertake research into existing designs, as well as processes and print services. By doing this, I was able to see what was successful in terms of content, layout and colour, using this information to produce a design that reflected the visuals being used.

In terms of strengths during this brief, I feel that from the outset I had a solid understanding of Anna as an individual and as a photographer, with good knowledge of her existing projects. I listened to her requirements, whilst also making my own suggestions without being too pushy, staying in contact with her throughout the entire process in order to keep us both up to date with what was occurring.

This is not the type of brief that I would usually work on, as it didn’t allow for the opportunity to work with my usual aesthetics. I therefore feel that I have branched out, exploring type and image in a different form to create a successful outcome where the type and content works effectively alongside colour and image.

In terms of weaknesses, I feel that the crafting of the end products wasn’t too the highest of standards, which is something that I had hoped for. As the cards were printed on matte, the black reverse picked up on every finger mark and every piece of dirt. This made a lot of the printed products appear grubby, detracting focus from the triplex process used. This is something that I brought up with Anna, suggesting that she consider using professional print for her End of Year show, in order to reflect the strong, high quality visuals.

FINAL PHOTOGRAPHS - Anna Branding

Final edited photographs

ANNA - postcards

I have also created some postcards for Anna to go with her business cards. She previously mentioned that she may want some for her end of year show, so I decided that I would create some for her simply using the design and layout of her business cards.

Two different designs were to be printed to see what was most effective. I felt that the white type on top of the photographs really complimented each other, adding variation.

ANNA - primary sources

In order to gain a better understanding of Anna as a photographer, to help inform my design, I been looking on both her blog and instagram as points of reference in terms of style, colour and subject matter.

Although Anna only wants business cards to promote her latest project regarding insecurities, I wanted to try and develop visuals that could work as a possible identity for her in the future. It was therefore necessary to see whether or not the design could be applied throughout her body of work. By looking at her photographs, it is evident that Anna uses a lot of dark tones and grey scale, working mainly with portrait formats. These would therefore fit well with the existing design, and could be transferred to create further print and web collateral for Anna as a working professional if she wished to do so.

Student Life

Sexulisation/Celebration

Fashion

Male/Female

ANNA - developed designs

With Anna being a photography student, she will be quite skilled in the art of elimination, and picking from 100s of images. I therefore decided to produce a large selection of layouts, which I would then mock up so she could view them all and pick out her favourites.

Anna also sent me the new photographs that were to be used on the front. The ones she sent were a mixture of portrait and landscape but I said that I would explore how effective these would be. I loved the new images she had sent, they were extremely vivid and the range of colours would look great with the solid black on the reverse.

Below are the new layouts that I developed, using all of the correct information and the Avenir typeface chosen by Anna. She also noted that she works mainly in uppercase, therefore would prefer it if that was the case on the business cards also.

I printed all of the designs off, with the photographs on the front so that she could see how the portrait and landscape images worked in contrast to the reverse. We then organised to quickly meet up, all the cards were laid out on the table and Anna went through and picked her favourite. 

The bottom right and middle top layouts were her favourites and then she then made the decision to simply go with the bottom right. She felt that her name was too big on the card on the top right.
I agreed with her decision, and I was glad that she chose this design. She also agreed that they would be more effective with just portrait images.

I asked whether or not she had one more portrait image so that there could be four colours on the front. She said she would send me one over.

Chosen design (left design uses medium weight for the content incase the black ink bleeds during print):

Chosen photographs:

Quick image:

ANNA - issues

Unfortunately because Anna's deadline is before mine, and I am busy also, it had been put on the back burner. However, I got in touch with Anna to see whether or not she was still happy with me producing her business cards and so on. She replied stating that she 100% wanted me to do her cards and she had in fact made a few developments since we had last spoken. As her deadlines have been quickly approaching, she has been producing more photographs, as well as working on her PPP.

Amendments to be made:

1. Anna now wants to use a sans serif typeface as this is what she chose to use within her PPP presentation. The typeface Anna wants to use is Avenir in light.

2. The photographs are to be changed. She now has a selection of new images to be used on the front of the cards.

I will now go ahead and develop a range of possible designs to show Anna.

PRIMARY RESEARCH - business cards

I picked up a range of business cards from when I was at the end of year show for the illustration and graphics courses at my old university.

ANNA - meeting

Myself and Anna organised to meet up again to discuss the initial designs. She asked for my opinion and I suggested that her business cards would be more effective if they were portrait, considering most of her images are - it would also make them more interesting and engaging. She agreed and we both decided that they worked best with the solid black background on the reverse, and the white type.

It was decided that I would go away again and develop my designs using the new requirements. She was still happy with the chosen typefaces, so these were to be kept the same.

ANNA - initial design ideas

The first step to developing the business cards was finding the perfect typeface. As Anna had mentioned that she wanted an extra light serif type, I scoured the internet to find a number of possibilities, and then used an application that would allow me to view each typeface next to each other. This would allow me to eliminate possibilities.

From this, I picked a handful of typefaces that I felt might suit what Anna was after, and met up with her discuss her thoughts and feeling.

Typeface selection:

Anna's chosen typefaces:

the two typefaces Anna liked best were Alexadria and Klinic Slab, which came in an extra light weight. The next stage was to consider layout.

Although the selection of images that Anna sent me were portrait, she was uncertain as to whether or not she wanted a portrait business card. I therefore tried a range of possibilities so she could see what she preferred.

I felt that the white reverse was too much of a contrast to the images that I had been given, therefore I thought that it would be nice to have the front of the card as a photograph, and the reverse in solid black. The initial images that Anna sent me via email would be perfect for this because of the composition and colours included.

I will now meet up with Anna to show her these initial design layouts and get some feedback.

ANNA - first meeting

During our first meeting, I wanted to find out from Anna what exactly it is that she wanted. As I know Anna, I am aware of the type of photography she produces, however, I asked if she could send me some of her work so that my designs were informed and so that I had a good understanding of she was. This was the first step.

Anna's requirements in terms of her business cards were that she wanted a really light serif type face for all of the content included, and she preferably wanted her business cards to be black, and the type to be white. This was all the information given to me, however, I felt that this was a good starting point. I could now go away and develop some possible ideas to show her at the next meeting.

PHOTOG COLLAB - business card research

Interabang

I looked at these business cards for the way that they use a full image on the front. This is therefore the main focal point, creating the overall personality and visual of the brand. The reverse is kept simple, using type hierarchy to show the importance of the information included. Anna is a photographer and therefore her photos are the main thing about her. I want to show this on her business cards, by using them to fill the front of the card. This way, whoever she gives them to has a clear idea of what she is about and what she is capable of. Over time, the images can change depending on recent work. The reverse therefore needs to be kept simple so that it can work with a range of visuals.

Deutsche & Japaner

These business cards are simple but evidently luxurious. The use of gold, red and white gives off a high end feel and a sense of class. They are contemporary but individual, keeping colour to a minimum to create a consistent identity. Edge painting is something that I am going to consider for the photography collaboration, or I may triplex them.

Vanitas

I looked at these business cards for their use of an overall image on the front, with the details on the reverse. The type is simple and legible, whilst the image is left to do the talking, becoming the main focal point. Text has been printed on top of the image in white, which creates an extremely nice contrast to the colours of the image. This is something I may experiment with using Anna's image as they are extremely vivd so the type will still be readable when layered on top.

Sita Murt

I love the use of hand type in vivid pink on a stark white background that has created a great visual identity for Sita Murt. Keeping colours to a minimum can be really effective, and this use of hand drawn type has given the brand a real personality and sense of fun. These visuals have been applied throughout, creating a consistent look that will really get Sita Murt noticed. 

Deutsche & Japaner

Again, Deutsche & Japaner have produced a really luxurious aesthetic for these business cards through the use of gold foiling and minimal colours. Both white and black add a high end feel that shows professionalism and simplicity. Sometimes, colour or processes can speak more than the actual content itself, and therefore the type itself doesn't need to be overly designed.

Belinda Love Lee

These muted business cards are extremely lovely, mixing hand drawn type with digital to give the design personality. The simple content has been placed on top of lovely saturated colours, giving it a contemporary and fashionable vibe.

Bellistrami

These cards have been designed for a photographer that is involved in reportage and story telling photography, as well as travel and portrait. The hole has been layered out in order to call back the stenopeic photography, or a pinhole camera. This allows the user to view a space through the hole, creating their own image. This is a really unique and interesting way of presenting a business card, as it shows a great reflection of the individual themselves.