Brief & Strategy.
Task 6:
Our research topics this week include deeper critical reflection, demonstrating our thinking & working processes about how designers create strategies & project plans to keep a creative initiative on track.
We are asked to consider what tools and processes help ensure successful project development, especially over a long period of time, and to carefully evaluate how we can engage and reach a worldwide audience. We also have to look at relevant channels for engagement, including social media, cutting-edge technology, traditional print, slow journalism, crowdfunding and forums.
Learning Objectives:
LO1: Research — Select and deploy appropriate research methodologies to inform the needs within a project.
LO4: Distil — Position a creative strategic insight that has been distilled and refined through an informed investigation.
LO5: Imagine — Deliver appropriate and innovative ideas that embrace risk, have contemporary relevance and question the boundaries of the discipline.
LO6: Make — Select and utilise relevant tools, skills and technologies in the delivery, iteration and sustainable production of an outcome.
LO7: Collaborate — Demonstrate inclusive and empathetic strategies to plan and execute a project across distributed collaborative situations.
LO8: Design — Realise a final solution that evidences its strategic journey and clear relationship between form and function.
LO9: Communicate — Communicate effectively in a range of contexts and situations to specialist and non-specialist audiences.
Chosen Brief : Monotype
Chosen Design Strategy:
I often use the Double Diamond method to start my design projects, which has proven to be a highly effective framework. This method involves four main phases: Discover, Define, Develop, and Deliver, organized into two diamonds.
1. Discover: In this phase, I thoroughly explore the project's problem. I research, brainstorm, and gather information to generate creative ideas.
2. Define: In the second phase, I narrow down the project's scope by creating a clear problem statement and specific objectives based on the insights gathered in the discovery phase.
3. Develop: With a well-defined problem and objectives, I move to the development phase. Here, I create and refine design solutions, often with collaboration and feedback.
4. Deliver: The final phase involves turning these solutions into real-world outcomes, ensuring they meet the defined objectives.
The Double Diamond method has been invaluable because it offers a structured approach, helping me transition from imagination to reality. It ensures clarity and guides me through complex projects, emphasizing adaptability and improvement of creative solutions. Overall, the Double Diamond method empowers me to approach each project confidently, with a reliable framework from inspiration to successful design delivery.
Famous graphic designers who have developed design strategies and project plans to ensure the success of their creative initiatives:
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Paula Scher's design approach is characterized by meticulous project planning, informed by thorough research and a clear understanding of project objectives. Her work often combines typography and illustration to convey powerful messages.
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Stefan Sagmeister and Jessica Walsh are known for their innovative and conceptual design solutions. They emphasize careful project planning, with a focus on specific objectives and timelines, often resulting in visually striking and thought-provoking designs.
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David Carson is celebrated for his experimental and unconventional design style. Despite his avant-garde approach, he maintains a structured project plan and timeline, blending his unique visual language with strategic elements.
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The late Milton Glaser was a master of conceptual thinking. He approached his projects with meticulous planning and a focus on conveying powerful and memorable messages through his design work, including the iconic "I ❤ NY" logo.
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Debbie Millman's design approach incorporates her expertise in branding and strategy. She places a strong emphasis on strategic thinking and effective communication of brand messages in her design work.
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Michael Bierut, another Pentagram partner, is known for his clear and strategic design process. He begins by setting clear project objectives and adheres to a well-structured timeline, ensuring that his design work effectively meets its intended goals.
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Erik Spiekermann, a typeface designer, follows a systematic approach to font design. He combines meticulous planning and structured project management to create typefaces that are both functional and visually appealing.
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Chip Kidd's design approach is centred around book cover design. He uses meticulous planning and research to create covers that capture the essence of the content and appeal to the target audience, often incorporating clever and visually engaging concepts.
Brief’s Challenge:
Take a cause you believe in and use the power of type to make a difference. Design with typography to agitate, educate, and organise the world and your audience. Use typography to help people believe in your cause and its purpose; to motivate and inspire people, in a relevant way, to your cause; and above all, to make an impact.
Idea generation :
Brainstorming Survey Responses:
How often do you find yourself taking everyday objects like toothbrushes, pens, keys, wallets, clothing, etc. for granted?
145 responses
Do you think that people tend to focus more on what they lack rather than appreciating what they already have in their lives?
137 responses
Would you be interested in a project that aims to shift people's perspectives towards underappreciated daily essentials?
130 responses
What objects do you think are often overlooked or underappreciated in your daily life? For example, your wallet, keys, socks, sunglasses, food, etc.
Can you remember a time when you realized the importance of something you usually consider ordinary or unremarkable? Like putting on deodorant or brushing your teeth?
What are some creative ways to remind people to appreciate their daily essentials? (e.g., type, quotes, reminders, art)
Project Objective:
My project falls within the 'social impact' category, where I aim to create a transformative typeface that serves as a catalyst for instigation, education, and shifting the world's perspective on everyday life. The core concept revolves around imbuing value into the often-overlooked objects that we take for granted. I envision a data collection typeface that speaks on behalf of these underappreciated daily essentials, such as toothbrushes, pens, clothing, etc. The objective is to alter people's viewpoints towards these possessions, which we use without much thought. We often fixate on what we lack rather than appreciating what we have. Thus, my aim is to make a meaningful impact by fostering a more mindful and appreciative way of living and encouraging individuals to embrace the significance of what they already possess.
Target Audience:
My target audience for this project, focusing on social impact, is the "General Public." This includes people from various backgrounds and different age groups who are open to exploring new perspectives and value personal growth and mindfulness in their daily lives.
Intended Outcomes:
Data Collection Cards: These cards could serve as tangible reminders and prompts to encourage mindfulness and gratitude for everyday objects. They might include information and facts about commonly overlooked items.
Posters: Posters can be powerful visual tools for conveying my message. They can be displayed in public spaces, schools, or community centers to reach a wide audience.
Type Specimen Book: This book could provide a more in-depth exploration of the concept, including typeface narratives, insights, and practical exercises for readers to apply in their daily lives.
Exhibition: An exhibition could bring my message to life through a physical and immersive experience. Visitors could engage with the concept through interactive displays, printed designs, and more.
Stop Motion Video: A video could be a dynamic way to capture the essence of my project, showing how a change in perspective can lead to a deeper appreciation of everyday items. It could be shared on various online platforms.
Educational Workshops: Organizing workshops or events where I can directly engage with the audience, encouraging them to shift their perspectives and fostering mindfulness.
Merchandise: Create merchandise like T-shirts, mugs, or notebooks featuring my message and design to remind people of the project's core concept in their daily lives.
Typeface Identity process:
Case Studies:
Torsten Posselt:
I learned a lot from Torsten Posselt's talk. He gave helpful advice on how to work with clients and organize design projects. Torsten emphasized that there's no one-size-fits-all approach to design, and you have to adapt your strategies to different clients and projects. He also stressed the importance of meeting clients in person when possible because face-to-face meetings provide information that you can't get through emails or virtual meetings.
The main point of his talk was that modern design is all about communication. Designers need to understand the client's perspective, language, and feelings and be willing to question and discuss assumptions. Torsten encouraged being open, flexible, and involving the client throughout the project. He also talked about managing budgets and timelines, which he compared to doing math. Some people find it easy, while others need to think carefully. The main lesson was to create a flexible and open environment for collaboration and keep talking to clients and project partners.
Even though my current project isn't client-focused, Torsten's talk was incredibly beneficial and made me think about the future. His insights on working with clients and organizing design projects have provided me with valuable knowledge and skills that I can apply to upcoming projects and throughout my design career.
Eden Spiekermann:
Eden Spiekermann's lecture in Amsterdam had a big impact on how I see design. He talked about the importance of knowing what's happening globally and understanding your clients' needs. He also stressed the need for in-depth user research, especially in global markets, and how this helps design for a diverse audience. Working in a global design agency, he said, is beneficial because it allows for different perspectives and more comprehensive solutions. I learned a lot from his talk about being globally aware, focusing on user research, and the advantages of international collaboration in design. As an international student, his words really resonated with me. Hearing about how international collaborations positively impact design agencies left a lasting impression on me.
Contextual Research:
"Creating the Perfect Design Brief" is a must-read for anyone interested in design. In my 710 module, I had the privilege of delving into this invaluable book, and it had a huge impact on how I approach my projects. This book took me through the complex process of creating a design brief. It deconstructs the art of design communication and breaks it down into step-by-step instructions. This clarity in communication helped me to execute my projects more efficiently, resulting in a higher level of accuracy and effectiveness. “The perfect design brief” is an essential part of my design journey. It allows me to consistently produce high quality work and exceed my creative goals.
Spin - Adventures in Typography:
During a tutorial with Stuart, he introduced me to the valuable resource "Spin - Adventures in Typography book." This website has been an incredible source of inspiration, significantly elevating my design thinking process. It has broadened my perspective on typography and design, and I'm truly thankful for Stuart's recommendation. "Spin - Adventures in Typography" is a captivating book that delves into the art of typography, offering valuable insights and inspiration for designers and typography enthusiasts. It has been instrumental in deepening my understanding of typography's vital role in design and communication, regardless of whether you're an experienced designer or just starting to explore the world of typography.
Creative Mornings - Craig Ward:
I was truly amazed by Craig Ward's work in "Creative Mornings." His long exposure photographs of custom-drawn typography on screen, resulting in an ethereal type treatment, showcase a remarkable fusion of art and technology. During my tutorial with Stuart, he mentioned Craig Ward's innovative approach, which piqued my interest and encouraged me to explore this captivating blend of design and photography. Ward's ability to create captivating and ethereal visuals through custom typography left a lasting impression on me and has since become a source of inspiration for my own creative endeavors.
Reflection:
I really don't like doing research, especially when I start a project. I'm not entirely sure why I feel this way, but maybe it's because I'm more of a visual person, and I prefer looking at things rather than reading and writing about them. This week has been tough for me. I've never felt so lost before; I couldn't come up with a clear plan to begin my project. Even though I have a lot of inspiring examples and research materials, I'm having a hard time getting motivated. I feel stuck and lost, and even after doing research, it seems like I haven't achieved much. I hope Week 7 goes better, and I can find the motivation to take some risks and start making real progress.
