New Steps.
Task 12:
For this week's challenge, we are asked to take a graphic design interest that we are familiar with and investigate how the idea can be improved, disrupted or retold through a shift of application. It can be an opposing media or environment (e.g., book to installation, packaging to performance) or an opposite time or fictional future (e.g., speculative design). We can tell the story of our idea in any medium, but we must ensure the shift we make with our project is apparent, courageous and driven by risk and a rationale.
Since this is the final project of the first module, I hope to give my utmost effort and complete the project excellently. I want to challenge myself to conceptualise a peculiar amalgamation of two very distinct brands into one. Therefore, I will combine Dior and a dairy brand to create something so distorted and inconceivable. Dairy products are nothing compared to Dior. They are considered very cheap and cost nothing to a £2000 Dior bag. Thus, I want to combine the implications of luxury and necessity into one product. Dior is one of the most extravagant brands in the world, and Diary is a food necessity for many people. Hence, creating a juxtaposition of turning the magnific Dior into a dairy brand and vice versa will perplex people and send a strong message of how a necessity is essential for life while extravagance is just a bonus.
Learning objectives:
Research and analyse how ideas are perceived in new environments.
Imagine a graphic design interest that I am familiar with and investigate how the idea can be improved, disrupted or retold through a shift of application.
Communicate my outcome/ shift, ensuring my outcome is apparent, courageous and driven by risk and a rationale.
Document and communicate my working process on my blog.
Participate in and reflect upon debate on the ideas wall.
Manage my independent learning through good planning and self-direction.
Chosen brands:
Arla:
Arla is owned by the same dairy farmers that supply the milk. Every step we take, from farm to fridge, is focused on one ambition - to leave the farms, the food and the world around us in even better shape for the next generation.
Dior:
There is no beauty without happiness. Happiness is the secret to all beauty; there is no beauty that is attractive without happiness. Don't buy much but make sure that what you buy is good. Zest is the secret of all beauty.
Package design Inspiration:
Design Process:
Failed Trails:
Successful Trails:
Front page:
Back page:
Side page ex:1
Side page ex:2
Final outcome mock-ups:
Case studies:
Question 1:
What are potential future definitions of design practice?
Question 2:
What are the sectors that might change or need to change?
Sam Winston:
Question 1: What are potential future definitions of design practice?
Sam Winston's insights taught me about design's future definition and impact. His point of view emphasizes how design is always there to solve problems, which broadens my perspective on how innovation is relevant to society. I'm more aware of the importance of the attention economy and how tech can help us be more productive and less distracted. Thinking about cognition, creating, and the impact of tools has opened up a whole new way of thinking. Winston's insights on the industry prepared me for an ever-changing field, and the idea that students are shaping design's future is exciting and scary. Overall, he broadened my view, taught me valuable lessons, and helped me think critically about design's future.
Question 2: What are the sectors that might change or need to change?
I've learned a lot from Sam Winston's reflections about the fact that design sectors are so varied. His experience working in museums, galleries, visual arts, trade publishing, and the fine press showed me that each domain works in its own way, even when there's a lot in common. I used to think it was easy to jump from one sector to the next, but now I know that you have to start from scratch when you move between different silos because there's so little recognition of your skills and experience. Sam's focus on breaking new ground has helped me understand the importance of breaking boundaries and creating new things. I've realised that the design world is ever-changing, with different entities constantly forming and reforming. It's made me more flexible and open to new things in my creative life.
Sarah Boris:
Question 1: What are potential future definitions of design practice?
I agree with Sarah Boris that design practices are changing. I understand the shift away from print-focused roles and towards broader client needs. The industry's growth towards visuals and animation means we must adapt and grow as designers. The role of a general designer has changed, and so have client expectations. The multi-talented approach of recent graduates differs from the specialized approach of older designers. This shift highlights the dynamic nature of design and how we need to be flexible and adaptable to meet the changing needs of the industry.
Question 2: What are the sectors that might change or need to change?
Sarah Boris' insights have given me a deeper understanding of the changing dynamics in design practice. She talks about how production sectors are shifting to print-on-demand solutions because of environmental awareness and how the industry is changing. It's made me realise how important it is to be flexible and sustainable. I've noticed that designers are now working on projects that involve collaboration across different areas, like marketing and writing, which shows a more collaborative and flexible approach to design. It's about designers doing different things to meet the needs of a changing environment. Now I know that adapting and working together across different disciplines is essential when it comes to changing the landscape of design practice.
Susanna Edwards:
Maziar Raein:
I think we believe that we can make the world a little bit better and I think, if you don't believe in that then you should stop designing straight away. If you think you can't make the world a little bit better for somebody else, or for yourself, then you shouldn't really be in the dangerous business of design I think that’s what we hear and that's not my quote I'm afraid.
I learned valuable lessons from the "New Steps Podcast" by Susanna Edwards and Maziar Raein. This podcast centres around conversations that revolve around the creative process, innovation, and the journeys of various artists and professionals. Listening to their engaging discussions taught me how these individuals tackle challenges, adopt new perspectives, and forge innovative paths in their respective fields. I loved how Susanna and Maziar talked about their experiences and shared enlightening insights. To sum up, this podcast serves as an informative platform that not only stimulates thought-provoking dialogues but also imparts inspiration and knowledge about the dynamic evolution of the creative world.
Contextual Research:
Anab Jain: Why we need to imagine different futures?
In her TED Talk, Anab Jain talks about the importance of imagining different futures and why it's critical to explore different possibilities and scenarios. She talks about how we need to expand our imagination and perspective to navigate the ever-changing world. Finding peace in my work/life and never settling down is hard because nothing stays the same anymore. Anab's TED talk was a great reminder to me to get over my fear of change and to stay motivated and open to new opportunities.
Prada Marfa: A Prada store in the West Texas desert that is never open for business.
Prada Marfa is an art installation that takes place in the Texas desert. It's like a Prada boutique but with no sales. It was created by Elmgreen & Dragset, and it's all about pushing the boundaries of what's possible in art. It critiques consumerism and contrasts city life with the wilds of the countryside. It's a reminder of how art can provoke thought and conversation. I wanted to do the same thing with my project. I wanted to challenge norms and make people think and feel something they never felt before. Prada Marfa was about luxury and isolation, and I wanted to make mine about luxury and necessity. Prada Marfa's audacity inspired me greatly, and I aim to make the impossible possible.
Reflection:
I consistently aim to give my utmost effort in these concluding tasks as they allow me to showcase the culmination of my learning. As a result, this week proved to be a fantastic experience. I enjoyed engaging with the process and embracing the brief's concepts and ideas. I stepped out of my comfort zone and generated an unconventional yet creative image. I wanted to verify if I stuck well to the brief, so I shared my final creation with friends and family, who enthusiastically embraced the idea and grasped its essence. Overall, I wanted to make a physical version printed on cardboard to see how people reacted and if they were interested in buying. I tried to put an £800 price tag on each milk carton. Unfortunately, I didn't get around to completing the receipt and label. I might come back to that later, but I'm happy with what I've achieved so far.
