Portfolio Deck

Consider what is wrong with your Portfolio?

- Do you have enough 'good' projects? 
- Are past projects documented and represented well enough 

It is important to archive a project with images of a high standard

Problem one: Outcome is iffy
Problem two: Photos of the project are crap

• Commissioned studio is a good example showing a good way of documenting work
• Every project should be documented to a high standard
• If a final outcome is weak fix it and extend it 
• Your portfolio is only as good as the weakest project
• Include context
• Doesn't need to be complex but should be considered
• Type should be reflective of personal branding 
• Concentrate on simplicity and impact with four projects 
• How can art direction inform imagery or photography
• Include contact details at least phone number and email
• Sort a Master document into categories 
• Try to show something new in each project
• Establish a consistent tone of voice 
• Back up Master document as you go
• Work with Photography students while this opportunity is openly available
• In this context documentation is more important than the work itself
• Tailor portfolio to less than 4mb 
• Spell and grammar check 
• Follow up should be a week max 
• Good portfolio examples include Sarah Boris and Snask
• To show detail the image shouldn't be small
• Can you make your own stock imagery

Feedback from Alec

• comission.studio good visual reference 
• 6/9 Projects in relation to the position you are applying for 
• 8-10 slides per project? 
• Show sides of a portfolio dependent on the client 
• Each project tells a narrative 
• Of the projects you've done select projects show off skills or approach in the best way
• How can you improve how these are documented - digital mock ups, photographs, scans. 
• Consider how to show the physicality e.g. GIFs Professionally print, Imagery 
• Collaborate with photographers to document projects well (creative art direction)
• Refine older projects 
• Real live client briefs should be included if possible as well as competition briefs, self-initiated brief, to show different skills 
• Mix of outcomes, sectors e.g. start ups and bigger brands
• Archive portfolio for Fashion Illustration and Graphic Design could be the same master document 
• Luke Evans photographer   

Responding to Feedback: Other Book Sources

Book: Ugly Is Only Skin-Deep : The Story of Ads That Changed the World - Dominik Imseng

• "All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level." - Bill Bernbach 

Book: The Beauty Myth, Naomi Wolf

• We are in the midst of a violent backlash against feminism that uses images of female beauty as a political weapon against women's advancement: the beauty myth. It is the modern version of a social reflex that has been in force since the Industrial Revolution.
• The contemporary backlash is so violent because the ideology of beauty is the last one remaining of the old feminine ideologies that still has the power to control those women whom second wave feminism would have otherwise made relatively uncontrollable.
• Feminists, inspired by Frieden, broke the stranglehold on the women's popular press of advertisers for household products, who were promoting the feminine mystique; at once, the diet and skin care industries became the new cultural censors of women's intellectual space, and because of their pressure, the gaunt, youthful model supplanted the happy housewife as the arbiter of successful women-hood.
• "Femininity" is code for femaleness plus whatever a society happens to be selling. If "femininity" means female sexuality and its loveliness, women never lost it and do not need to buy it back. 

Book: Media, Gender & Identity, David Gauntlett

• Theodor Adorno, felt that the power of mass media over the population was enormous and very damaging.
• John Fiske argues that it is the audience not the media, which has the most power. 
• The passivity which media consumption brings to people's lives is Adorno's main concern. In addition there is a belief that the medias's content encourages conformity.
• The concepts of order which (the culture industry) hammers into human beings are always those of the status quo...It proclaims: you shall conform, with no instruction as to what; conform to that exists anyway, and to that which everyone thinks anyway as a result of its power and omnipresence. The power of the culture industry's ideologies such that conformity has replaced consciousness. (1991:90)
• He further argues that the culture industry 'impedes the development of autonomous, independent individuals who judge and decide consciously for themselves' (1991:92) Critical thinking is closed off by mass produced popular culture. 
• Media effects studies support conservative and right-wing ideologies, even if that is not necessarily the conscious intention of the people producing them. The studies typically suggest that social problems are not rooted in the organisation of society, and inequalities, but are actually the evil magic products of popular culture.
• In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects in phantasy onto the female figure, which is styled accordingly. In their traditional exhibitionist role women are simultaneously looked at and displayed, with their appearance coded for strong visual and erotic impact so that they can be said to connote to-be-looked-at-ness. (1975:10)

COP Student-led Crit

Feedback from the student-led crit generally highlighted possible refinements to emphasise the slogan 'she's got it'. The feedback was also useful to identify if the message was clear techniques employed were recognisable and the topic of feminism was translated visually. The message of visualising feminist ideology and feminism as a commodity or for commercial purposes was successful and positive feedback reflected this. The suggestions of possible refinements with the script handwritten typeface were considered but the existing scale of the typeface works well already harmonising with other features of the campaign such as imagery.  

Feedback from Crit

Could 'She's got it' slogan be made larger to emphasise this?

Current scale justified by the entire campaign's layout and the current scale harmonising with other features within the campaign including imagery. 

Colgate developed idea definitely works and the message is clear

Feminism is effectively visualised as a commodity through this campaign. 

Feminism is visualised and recognisable

Through employing 'femvertising' techniques and a sponsored female celebrity as the main feature of the campaign makes the feminist approach clear and recognisable to a wide audience.  

Could the script typeface being bolder also emphasise this?

The current typeface is closely matched to main visual reference the campaign is based on, Always Like A Girl.   

10 Brief Encounters - Follow up with Poppy

As a follow up from Brief Encounters session, Poppy and I decided to refine our 10 briefs by critiquing each other. The overall feedback included some useful tips for further refinement. Overall the briefs were written clearly however, some sections needed tweaked. This included moving parts from the brief description to background considerations. Other helpful tips included making the references more specific, and including both a studio and module deadline. To adapt to these changes I highlighted Poppy's notes throughout. 

Overall feedback:

- Take second title out of briefs 
- Put tone of voice after background 
- Rename format / production considerations
- Add in module and studio deadline 
- Name any specific examples in references e.g. Orla Ramsden Opticians
- Individual module code for each brief works 

    

HAWRAF Studio - Peer Discussion

• Pitch deck interesting - document the process 
• Confidence is a major factor and how you sell it 
• Creating a master document can document the process
• Values in the form of a manifesto - straight to the point 
• Manifesto can tell you a bit about the personality of a business 
• Working as a team is challenging 
• Negotiables (nice to haves) Non-negotiables (accountability) 
• Negotiables worth considering when working collaboratively or part of a team 
• Consider ideals?
• Get away from design as a product and more design is a service?
• Educate client on the value design can bring 
• As a process it is important to document ideas e.g. via brainstorming 
• Using tools has helpful applications 
• Consider pricing in relation to project timeline, budget and deliverables 
• As the timeline increases the pricing increases 
• Have initial pricing for the strategy and then increased pricing for deliverable 
• Pricing dependant on client, deliverables and time spent 
• Pricing really dependant on the client
• Specific client work highlights prestige in a portfolio
• Rates can fluctuate 
• If design is a service you can have external help
• Explore skills and techniques you are interested in to experiment and develop your practice 
• Discovery questionnaire - Whenever, we can we should try to introduce ourselves at the end, after having the appropriate information to cater our story and offering to the potential client needs. 
• Collaborative initial chat:
• Who are you what is your role?
• How long have you been there?
• How long has your company been around? What its story?
• How big is your team?
• Any other stakeholders or decision makers? 
• Have you worked with studios in the past?
• What have you done so far? What has worked? What hasn't? 
• What are your challenges?
• What are you trying to communicate?
• What's your budget? 
• Timeline? 
• Make the client feel important, ask questions at the end before talking about you? 
• Knowing this information helps when pitching the idea back to the client. 
• Most effective to do Discovery questionnaire in person or via email if necessary?
• Lost business feedback helps identify where you are going wrong, approach process, experience, capabilities, pricing, budget, timeline, other. 
• Set up a Lost business feedback form/survey
• Creating a lost business feedback form creates a level of professionalism and does not limit work in the future 
• The press offers recognition, build morale amongst staff etc. 

Discovery Questionnaire: Dealing with Clients

Discovery questionnaire - Whenever, we can we should try to introduce ourselves at the end, after having the appropriate information to cater our story and offering to the potential client needs. These questions are adaptable depending on the client, what do you want to know how you can build rapport with the client. 

Collaborative initial chat:

• Who are you what is your role?
• How long have you been there?
• How long has your company been around? What its story?
• How big is your team?
• Any other stakeholders or decision makers? 
• Have you worked with studios in the past?
• What have you done so far? What has worked? What hasn't? 
• What are your challenges?
• What are you trying to communicate?
• What's your budget? 
• Timeline? 
• Make the client feel important, ask questions at the end before talking about you? 
• Knowing this information helps when pitching the idea back to the client. 
• Most effective to do Discovery questionnaire in person or via email if necessary?

Bangor Optometrists XMAS Email/Poster

The objective was to design an e-card that could be sent out to thank existing patients for supporting this new business in the first year. The theme of the design was Christmas, it also needed to be large enough so it could be visually pleasing once opened in an email so it was designed in a A4 format. This promotional material aims to target all age groups within the patient database, however, this also considers older people are probably less likely to check their email and some may not even know how. 

The design incorporates the brand colours and typeface to keep the design consistant with the branding and recognisable as Bangor Optometrists marketing material. The client also wanted to incorporate a script typeface to add a more personal note visually as to who the Thank-you is from. As this e-card aims to target a wide audience it was important to consider a script typeface that was legible, this informed the decision to choose this particular script typeface. 

COP Practical Colgate: Digital Implementation

The outcome produced is a 30second digital advert designed using Indesign and Adobe XD. This advert can be implemented digitally via social media platforms such as Twitter and Instagram and possibly television. As the outcome must be digital I considered a less static more engaging approach by creating a moving image or interactive video. Part of ensuring the outcome was digital involved considering its context and digital implementation. 

COP Practical Brief & Meeting the Brief

The Brief 

Meeting the Brief

Digital Outcome 

The outcome produced is a 30second digital advert designed using Indesign and Adobe XD. This advert can be implemented digitally via social media platforms such as Twitter and Instagram and possibly television. As the outcome must be digital I considered a less static more engaging approach by creating a moving image or interactive video. Part of ensuring the outcome was digital involved considering its context and digital implementation. 

Referenced 'femvertising' existing campaigns 

A lot of visual reference for this campaign came from existing 'femvertising' campaign Always Like A Girl. This campaign also aims to employ techniques from this campaign, for example showing women as active. As my essay discusses some problems with female representation in existing adverts and women appearing as fragmented or static in the background. By showing women as active or doing something this aims to tackle this issue. 

Femvertising/Advertising techniques used

With reference to 'femvertising' and other advertising techniques the campaign employs several techniques including celebrity endorsement as a focal point, brand colours and storytelling, by evoking a need for the product through a story of everyday things consumers can relate to such as speaking and smiling. As mentioned previously the campaign also tackles issues among some advertisements of women appearing static or in the background women are both active or doing something and the key focus of this campaign. Three quarter gaze is also used to show women not necessarily looking directly to the camera but nearly, and not having the sole purpose of being there to satisfy the male gaze.

Feminism visualised as a commodity 

Feminism is visualised through the inclusion of women as the focus point for the campaign instead of in the background and through other 'femvertising' and advertising techniques applied. This campaign aims to show how feminine aesthetics and techniques applied in advertisements are used to sell a product no matter how feminine or non-feminine the product the brand aims to sell, feminism is still used as a commodity, although there is controversy as to whether this is good or bad, the main purpose of an advertisement will always be the same, to sell. Techniques also work to evoke need for a product and by using women as the key focus and easy things to actively do such as smiling, singing and speaking consumers can relate, hence recognise feminism being used as a commodity. 

Targeting the audience - people interested in feminism 

The campaign would appeal most to people interested in feminism as it aims to target issues surrounding feminism such as female representation and objectification but still show how feminism is used as a commodity in advertising. 

Tone of voice is uplifting and motivational

The tone of voice aims to be visualised through uplifting 'catchy' music throughout the ad and showing women as active and doing something tackles issues of representation so should be more engaging and relatable to the audience.  

Visualise the message 

The message is visualised by employing techniques employed by existing 'femvertising' and advertising campaigns. Showing women as the key focus of the campaign also immediately visualises a more feminine campaign.  

How is it engaging?

The campaign is engaging through tackling issues among female representation in adverts and showing women as active is encouraging and motivational as the audience can relate because it's everyday tasks we can do and therefore engage with often without even thinking about it such as, smiling, speaking and singing.  

Advertising Techniques

Some quick examples of advertising and 'femvertising' techniques that can be used can include:

- Colour
- Composition
- Rule of thirds 
- Focal point
- Visual path 
- Typographic composition
- Body language - looking to the camera directly 
- Direct gaze 
- Three-quarter gaze
- Symbolism - product to advertise something e.g. wifi 
- Story telling 
- Influencers e.g. celebrities 

You can evoke a need for a product if you have a story consumers can relate to. 

HAWRAF Studio Reflections

Documents I found interesting:

1. Potential 
The potential slide show was interesting as the studio based development based on skills and areas they were interested in learning more about. 

2. Competition
Competition of a business can be determined by strengthening business capabilities via business criteria, products and services, marketing, innovation, sales and social media presence. 

3. Legal 
When working for or with a client you should consider having a services and partnership agreement. These can outline what both parties are liable for within a contract and what constitutes a client and designer based relationship.

Reflections:

- Running a design studio incorporates more tasks and job roles than you think, effective time management is essential to ensure a business can be run effectively and separate job roles that go on behind the scenes for the day to day running of a business. 

- It is important to have a legal understanding to be informed of client and designer liability and complications. A contract being drawn up works to put this information into writing and creates a form of agreement, between e.g. a client and a designer. 

One approach I am adopting:

The approach I want to adopt can include using my potential skills and areas I am interested in to develop and further my practice. 

COP Practical: Further Development

This idea was developed and refined in terms of type and layout. The developed idea focused on employing more advertising techniques such as celebrity endorsement. The layout was also developed to include branding and product placement. I decided to include product placement towards the end of the advertisement like existing 'femvertising' adverts such as Always Like A Girl. 

Type was also refined two typefaces were used 'Anderson Grotesk' and a script handwritten style typeface. Layout was also altered to ensure it included brand colours and imagery. The celebrity endorsement technique aims to resonate the brand with the target consumer. The developed idea, uses celebrity singer Jenna Kramer in the ad imagery as a female figure for the audience to engage with. The colour scheme remained consistent with the brand and the product being advertised, Colgate Optic White toothpaste. The slogan is also adjusted in this developed Ad to engage specifically with the product, "She's got whiter teeth in 1 day." 

     

COP Digital Production Adobe XD Development

Adobe XD

Advert

I developed the Pedigree Ad to include women as well to focus the idea more towards feminism. However some feedback received highlighted the controversy with the association of a female dog being known as a 'bitch'. As feminism is such a controversial topic anyway it didn't necessarily matter but perhaps the message wasn't as clear in comparison to the Colgate Ad. However the Pedigree Ad, with just the dogs does visualise the idea in a more subtle way. 

COP 3 Group Crit: Feedback

Essay Question: Is Feminism a commodity in Advertising?

• Practical should put argument discussed in essay into practice
• Dog approach is more humorous more of a parody
• Colgate one works - techniques are evident 
• Consider how it could be less explicit if you choose to develop Pedigree idea
• Look into feminist themes - using feminism to promote a product 
• Look into 'Woke-vertising' 
• Is the ad authentic or not 
• Is the effect of 'femvertising' a bad thing?
• What is it I am trying to put out there?
• Essay should discuss the backlash of 'femvertising' to offer strategies for authenticity.
• Authenticity is important 
• Colgate ad is notably focused on aesthetics can you add any other advertising techniques such as Celebrity endorsement
• If you choose to apply the same technique it could be interesting applied to a Tech brand or headphones as they are an accessible product to everyone 
• Headphone ads that exist are generally masculine and not to consume a product
• Look in Jessica Walsh's Instagram for feminist reference 
• Choose one brand not two to evaluate 
• Refine Colgate Ad with regards to type - it does not need to follow exact brand guidelines 

Feedback gave me a clear idea if my idea worked well or not with more feedback. This feedback confirmed my idea worked but needed further developed in terms of type layout etc. It also helped to confirm which idea visualised the concept and message I was trying to portray most clearly. The Colgate ad was focused on aesthetics but this is a common issue discussed throughout feminism. Further development with focus on refining the Colgate Ad in terms of type and layout to produce the best quality outcome. Generally the feedback was a positive experience not only did it confirm my idea was clear and visualised, I also was provided with feedback to let me know the best ways I could develop the idea further. 

COP 3 Crit Feedback with Supervisor & Jocel

Essay Feedback 

• Check grammar in some parts 
• Descriptions throughout can be briefer
• Good references from a range of sources 

Practical Feedback

• Consider what other techniques can be used to sell 'femvertising' 
• Try another non-feminine product such as gum?
• Could you apply this technique to another brand
• Look at femvertising techniques 
• Make the idea clearer
• Discuss idea in a pitch - the idea should be clear 
• Visualise the idea feminism is tainted 
• Perhaps address controversy in the written brief 
• It evokes controversy

The general feedback from Orlando and Jocel was visually the message isn't clear enough and around Pedigree there is more controversy due to the association of a bitch being a female dog with the focus of the practical being women and feminism, this was a 'touchy' approach to some. Therefore based upon this feedback I created a rough advert employing the same technique for Colgate toothpaste. This will need further developed but was a good starting point and visualised the idea more clearly. 

Work Experience: The Clothing Lounge Thank You Card

One-sided

Two-sided

Final Outcomes

Double sided

Keeping the type consistent with the brand guidelines was most appropriate and worked well with adjusted kerning to match the brand logo. The black background gave a higher quality aesthetic than a plain white background. The layout also meets the brief by leaving a blank space for The Clothing Lounge to also add a personal note to the Thank-You card. The Director liked this minimalist contemporary approach to design. 

COP 3 Crit: Presenting My Idea

Pedigree

The advertisement demonstrates the power of ‘femvertising’, even when used to promote and sell a non-feminine product, such as dog food. It aims to visualise the controversy of using feminism as a commodity and how it is still used as a technique in advertising no matter how feminine the product the brand aim to sell. 

Colgate

The advertisement demonstrates the power of ‘femvertising’, even when used to promote and sell a gender neutral product, such as toothpaste. It aims to visualise the controversy of using feminism as a commodity and how it is still used as a technique in advertising no matter how feminine the product the brand aim to sell. 

The Brief: Create two ad campaigns for two non-feminine/gender neutral products designed employing feminist tactics of showing women as active rather than static or in the background an issue among some advertising campaigns. This will visualise one technique employed by 'femvertising' to sell feminism as a commodity. The ads should also reflect through employing feminist techniques to non-feminine products that no matter how feminine the product is the brands aim is to sell. 

• Create two ad campaigns for two non-feminine/gender neutral products designed employing feminist tactics - showing women as active 
• Visualise techniques employed by 'femvertising' to sell feminism as a commodity 
• Aim - by employing feminist techniques to non-feminine products shows that no matter how feminine or non-feminine the product is the brands aim is to sell. 

Being A Professional

• A lot of sessions are focused on finding your place in the creative industry this session is a bit different and focused on creating a design print and pitch on advancements of technology in 10 years. 
• Think about the creative industry in the future
• Examples - New studio, nine-sixteen
• Take advantage of trends via social media 
• Kyra TV combines influencer culture with YouTube 
• See a trend and build something from it 
• Pokemon Go had sponsors like McDonald's paying them to place rare Pokemon in their location
• Brief - set your concept ten years from now 
• Do a design sprint and a five minute presentation
• AI, voice command, influencers
• Include branding, trends and a fictional case study
• Adopt an entrepreneurial mindset
• Pricing strategy unit and subscription charge?
• Applications can include meeting the client or a conference call

The Brief

Product: Equipment to generate hologram 

Aim:  Reduce business carbon emissions

1. Name and branding: H-eco

2. Predicted industry trends 

- Business' will want to cut down their carbon emissions 

- Digital technology will become more advanced 

- Technology is becoming more interactive 

3. How does our business meet new needs

Engages with current trends by creating a digital solution 

4. Pricing strategy 

- Unit cost

- Subscription cost

5. Case Study.