PPP: Copyright and Copywrong

How to write about your work?

• This is a key skill in alot of contexts including websites and portfolios
• How you write about your work is up to you and should reflect who you are
• Title and description, strong lead image, an introduction, image and more detail in text format.
• Captions helpful
• Bold key points 
• Context of project
• Design challenges and Design solutions 
• Credits any press or links 
• Another example, Pentagram
• Pull quote - two or three bold sentences
• Larger amount of images combined with motion graphics or GIFs text can take a backseat 
• Pull quote to give a basic description of what is happening and design process
• Captions are an essential part of the design when including images
• Categories may become relevant the more work you build up
• Research driven likely to be more text-based 
• Fullscreen detail shots 
• Text laid out in short paragraphs amongst images 
• Think who you want to see your website 
• Important that employers and potential clients see the website
• Name of the project and client 
• Balance between text and images - without disrupting images
• Can there be an option to read more about a project? 
• Content if less imagery more text can be included 
• Client expectations in terms of a self-led brief is a measure of success 
• How can you apply or reference these styles in written communication?

Would you say you're a confident writer?

The tools below can be used to help:

Hemingway Editor 

Grammarly 

Proof-read 

Printed rather than on-screen 

Task: Write a copy for an existing portfolio project from one of the styles below:

Liz Wells Style

Intro 

Design challenges

Design solutions 

Alec's elevator pitch 

What is the project 

How does it work

Why does it work

Format guide style

Context (intro)

Client expectations

Design process

Challenges 

Measure of success

Project: Brand Guidelines/Strategy for Bangor Optometrist 

1. Liz Wells Style

Intro: As a collaboration with McCadden including Creative Director Neil Ramsden and a team of graphic designers create brand guidelines for Bangor Optometrists. Through knowledge gained from placement design a brand guideline/ strategy document for an existing brand. 

Design challenges: The document should reference content necessary to clearly set out the brand guidelines and strategy to a new designer, business owners and any other business representatives. 

Design solutions: The design solution is a branded printed and digital pdf that sets out the rules and application of the brand. 

2. Alec's elevator pitch

What is the project: In collaboration with knowledge gained from a placement at McCadden design the brand guidelines and strategy document for previous brand identity project for client Bangor Optometrists. 

How does it work: The project aims to visually inform business owners, representatives and other designers on the suitable application and use of the brand. This includes the brand's background, core elements of the brand such as the logo and core colours etc. The document also includes examples of the incorrect application. For example manipulation of the logo. 

Why does it work: 

The design solutions work through visualising the brand through the document design and its content. The content reflects the application and design decisions behind the brand identity. 

3. Format guide style

Context (intro): In collaboration with knowledge gained from a placement at McCadden design the brand guidelines and strategy document for previous brand identity project for client Bangor Optometrists. 

Client expectations:The project should visually inform business owners, representatives and other designers on the suitable application and use of the brand. This includes the brand's background, core elements of the brand such as the logo and core colours etc. The document also includes examples of the incorrect application. For example manipulation of the logo. 

Design process: The design process involved liasing with the client to understand their needs. As a designer it was my job to reflect the client specification. 

Challenges: The challenges were to effectively represent the brand to enable someone who doesn't know the brand to apply it correctly across a range of formats based on an understanding of the brand guidelines and strategy. 

Measure of success: The measure of success will be seen across a consistant set of brand deliverables spanning across a range of different formats.