Design Development: Lookbook Test Prints

The test prints were essential to enable me to reorder the document suitable for print and production. Due to the layout being altered when folds are added. This experimentation also explored how the publication would differ printed in single pages. The double page spread will be bound using basic saddle stitch staple binding. Whilst the single page version would be bound using a hole-punch and tied ribbon. 

Further development will explore testing both white and black ribbon and experiment with scale as these where A4 prints. A4 is suitable for the single page format however the double page spread format should be printed larger in A3. These test prints identified the most suitable scaling for the publication and explored a range of production methods specifically in relation to binding. Further development will also explore testing different stock, including combining both matt and satin stock finish. A satin stock relates to existing fashion editorial stock for example fashion magazines usually use a glossy stock. The contrast of a matt stock may also give a high-end finish. 

Initial Ideas: Lookbook

Research for this brief looked into existing layouts of look-books that already exist. Other research looked into other successful fashion editorial publications such as Vogue magazine. Generally a popular and successful layout in look-books involves framing the photography with a white border. Creating a border around the photography creates a minimalist and a modern layout. This approach could be interpreted on a larger scale by increasing the width of the border. This would make the layout successful in relation to what already exists but also have a unique approach as an interpretation of what already exists. Type should be minimal or scaled and placed effectively as the main purpose of a fashion lookbook is to visually display the fashion through a showcase of photography. Most look-books also generally contain full colour photography. This inspired an approach to a black and white lookbook to visualise personal style as a designer as well as a the classic sophisticated themed photography. This approach would work well to combine the styling of a designer and a photographer.

The initial ideas for this publication focus on the production element and the different approaches to binding the publication.  Including is a double page spread with saddle-stitch staple binding appropriate or could the basic format challenged and the publication have a single or double page format bound by a tied ribbon. Although, double page spreads do meet the requirements set out by the brief as existing fashion editorial publications often include or follow the double page spread format. Feedback with identify which approach works best both visually and which format is also most appropriate for purpose. The headline typeface is called ‘vogue’ and is similar in aesthetics as to what popular publications such as Vogue and Elle currently use today. Similar more traditional typefaces such as Didot and Bodoni were initially explored as well. The combination of a script typeface alongside the ‘Vogue’ typeface works well. Due to existing publications there are often two typefaces and if not two different type weightings. This is so typefaces appear slightly different even when they aren’t. 

Designing Portfolio Website

Domain name: aldesignconsulting.com

Desktop view

Mobile view

Personal Brand Logo

An important factor of personal branding and professionalism involves showcasing my practice to a high standard. Therefore, a strong portfolio and digital portfolio is essential to showcase myself as a candidate for employment and a professional in industry. The personal brand I have created is called 'AL Design' this name references a personal brand as the name was created using my own initials 'AL' combined with design being my own practice. This brand is highly adaptable as when the brand is implemented on social media just the initials are required to identify the brand's trademark. 

A more professional platform or approach was necessary, this takes the format of a website. A website enables clients and possible employers to view your work in a more professional format. However, a key factor to the website design for me personally was to be able to recognise the brand with my own personal details. A secondary type based logo of my full name inspired and similar to the trademark. It was necessary my websites branding highlighted my name so that is why the secondary logo was created. This uses two typefaces and one set typeface to highlight my personal branding symbolised through the initials 'AL'.

Based on feedback gathered from the personal branding crit, the layout and design of the website aims to follow the classic minimalist style often presented through my practice as well as being reflective of myself as a person. The website design has a minimalist monochrome aesthetic which ties aesthetic and personality into a personal brand. The logo and secondary typeface logo is extremely adaptable and fits well to multiple platforms. The secondary logo can also be seen on my updated CV design where like the website it is essential my name and personal details are clear. 

Further development will include working to finish briefs.  Archiving and documenting these properly is essential. This should be done through professional photography before uploading them to my website. Written content such as project bios or rationales will also need to be added to the site. 

Design Production: Wedding Invites

All three of the developed outcomes worked so well it was hard for the client to choose her favourite. The experiments of both stock and other production considerations such as the location of the hole punch and white ribbon used to tie the invite contributed to the client’s decision towards the best design. The professional photos where used to send to the client for her to select the finish and design she liked most. It was essential for her to decide this before mass printing the invites. The invites  included a combination of two designs, printed on different stock and also experimented with both silver and copper foil. The client decided on the off-white rose border design with silver foil overlay page. The client also highlighted how difficult it was to choose between the ideas as she liked all the finished outcomes presented to her. This meant the client brief was successfully met both for the client and as a designer. Informing the client of production finishes at the start of the design process contributed to successfully meeting the brief. Client satisfaction was of the highest importance during this brief. 

Personal Branding: Updating my CV & LinkedIn

After the personal branding crit I wanted to refine other elements of my branding this included my CV. My name wanted to incorporate some of the personal brand in an alternative layout. This included using a script typeface for the initials this would be used as the secondary application of the brand. A CV in particular is necessary to contain personal information where just a logo is not enough. The developed CV design with full name logo gives the brand a secondary use and makes the design itself cleaner. The incorporation of columns and a grid aims to make the CV clearer and easier to read. 

CV

Updated CV

Bangor Optometrists: Competition Graphics & Leaflets

Client Approved:

Design Development:

Development

After a short placement at McCadden I learnt alot about keeping branding as consistant as possible throughout all brand deliverables. Stationary branding was consistant. In order for the leaflet format to match this it was important to come up with an adaptable layout or format for the leaflet as content differs. By observing the designers and their approach to branding briefs it inspired the layout to incorporate elements of the content such as imagery into the shape of the brand logo. 

Bangor Optometrist’s logo is the eye symbol replacing the ‘O’ in the brand name. This meant is was simple yet fitting of the brand to contain imagery within a circular rather than square format. Not ony did this tie in to the application of the brand by incorporating the logo but also generated content which stands out from competitors. This format stands out against the standard rectangle or square image layout usually seen in leaflets. The logo and brand name was also included in the design, making the brand recognisable across a range of formats including imagery, leaflets, posters. 

Design Development: Wedding Invites

Feedback received on which idea was best digitally was mixed. However it was hard to judge too early in the design process as until the designs were printed a finish could not be applied. Development included printing on different stock. Stock had to be thicker so higher gsm the invites where well considered and produced in the high quality aesthetic the client wanted. Development experimented with different stock and copper and foil finishing on the designs. However, as the stock was slightly textured which worked well this meant the foil didn’t apply as effectively to the thicker stock. Although this made this element of the design slightly more subtle which worked well. Foiling was very effective on the smooth surface of the tracing paper overlay so the overall finishing method worked in combination with other stock. Further development also worked combining the two stocks together through an enlarged circle whole punch centrally and left aligned, held together by white ribbon tied in a bow. The white ribbon tied the invite to the event itself, a wedding.

Personal Branding Crit

Feedback received was helpful and positive. However it also offered room for a developed solution on existing brand. Some considerations and development from the crit can be seen below:

• Personal branding should be a visual solution to where you want to work or what you want to do
• What are the goals, intentions and why?
• Feedback discusses and presents peers opinions 
• What is your focus as a designer or specialism. 
• Is their a particular element your portfolio is based on 
• The target audience for personal branding can include employers and clients
• Website should include, work, contact, about and social links 
• Could making your own script typeface make branding more personal and applicable in use e.g website headers. 
• Contrast of varied weighting works well
• Could the logo itself have more varied weighting
• The context of existing branding works well as it is an adaptable identity 
• How can the logo incorporate texture, e.g. material, brush stroke, weighting etc. 
• Processes including adding texture through material can bring more life to the logo e.g. commission studio.
• Monochrome effectively visualises the personal element whilst creating a classy and sophisticated brand.

Upon receiving feedback further development used a typeface that already exists to combine a typeface with different weighting within the stroke. Combined to create a logo inspired from existing branding. Although personally and with confirmation of peer review confirmed the initial branding was strongest and the handwritten element in contrast to type worked well. Further development will explore creating texture with this logo. 

Existing Branding 

Development based on crit

Work Experience: Crit with Creative Director Neil Ramsden

Version 2 

Version 3

Feedback from the Director helped me to produce a successful outcome the colour contrast works really well to capture the vibrancy of the city. The typeface selected also works really well to visualise the location and is ultimately fitting of New York. The colour swatches are also a nice way of visualising the vibrancy of the city. The director had no other suggestions upon completion of the developments he suggested. He agreed I have met the brief and created a high quality finished digital outcome. The next steps will be to ensure the publication can be produced and printed to the same high standard.