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Becky Bond research work for speller metcalfe
- 1. hoarding design for constructionof a cyber security base
- 2. THE BRIEF Create hoardingfor new cyber security unit Target audience – the construction workers, not much footfall other than workers Aim – be out of the box, something aesthetically interesting to see
- 3. FAMILY RUN AWARDWINNING PERSONAL AND HANDS ON HEREFORD BASED PROJECT CYBER SECURITY QUARTER WOODEN INTERIORS SWISS TIMBER NATURAL LIGHT YELLOW AND GREEN CHAIRS SPACIOUS 001010110100101 0100 CODING DESIGN BLACK AND WOOD LINE DESIGN UNIQUE & UNCONFINED EMPHASISE NATURAL SETTING AIM TO SURPRISE COLLAGE/ILLUSTRATIO N/ART INSPIRED ENTRANCE PIECE THINK OUTSIDE THE BOX TheOutcome:TheSpace: TheCompany:
- 4. MY OWN WORKImportance ofpersonal touch was emphasised when meeting with the client My art and graphic style is varied. I do a wide range of creative designs, such as pattern, collage, painting, sketching, digital drawing, type and fashion. My collage work is some of my favourite because of the unpredictability of it, combined with the refreshing new ways I can view things I’ve perhaps seen hundreds of times before. I want to work in pattern more, and this might be a good opportunity to explore that. I would also like elements to be hand drawn as that is my core process. I would also like to improve on my Adobe Illustrator skills over the duration of this project, to increase my confidence in this software.
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- 7. Art pieces onsuch huge scales work brilliantly and create a fun, cheerful environment. I want to bring this to a hoarding board, rather than letting a sleek but predictable advert take over the space. The potential in the space is amazing – it deserves to highlight the best parts of the company and their ethos in a unique and spectacular manner.
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- 9. INITIAL IDEAS The buildingwill be used as a cyber security unit, which led me on to thinking about computer graphics. 8-bit was a design which stood out to me. While thinking of ideas I kept in mind the messages they wanted to portray. There was a definite emphasis on making construction accessible and interesting to a female demographic. I liked the idea of this. Also, I learnt that construction is more than strength and building, but coordination, planning and other areas. I liked the idea of making the hoarding into a giant art piece, taking inspiration from large scale urban graffiti works, or beautifully painted murals. I could make something that is created for Instagram, something with a hashtag and a gimmick. While this isn’t classically associated with the target audience of builders and construction workers, maybe it could be a subversive piece.
- 11. Using a ‘gimmick’such as a designated selfie taking area leads the product/business to becoming advertised by others. Being shared around social media is a quick and relatively easy way for your brand to start to advertise itself. While there is a lack of footfall nearby and a slightly older target audience than teenagers, a design which wows an audience is never a bad idea. This is one route I can go down, either by creating a photogenic design, or a photo op type of design.
- 12. IDEAS FOR TEXT Feminine, inclusive,exciting Make construction fun Making construction fun Making construction fun again Making construction fun again. For everyone Innovative construction. For everyone.
- 13. Feminine, inclusive, exciting Makeconstruction fun Making construction fun Making construction fun again Making construction fun again. For everyone Innovative construction. For everyone. I wanted to create a slogan for Speller Metcalfe which encompassed what they were trying to promote. They wanted to either promote the green/eco friendly elements of their construction work or the inclusiveness of construction. I chose not to go with the green point of view as they had just tarmac’ed a whole area. They had been encouraging honesty about mental wellbeing in the workplace, personal self care etc alongside regular health and safety measures. I saw that they genuinely wanted people to change how they viewed construction work. instead of negative stereotypes about cat-calling, middle aged men with their bums hanging out on the side of a path, bothering women, they wanted to show that construction has many roles, and can be accessible to women as well as men. So I began the process of making a slogan which communicated this.The first one I found may be misconstrued, it seems like I wanted to say it already was a feminine environment rather than male dominated. I liked that ‘exciting’ gave it a sense of enthusiasm, rather than focusing on the work aspect. ‘Make construction fun’ sounded too much like a demand, and a complaint about its current status. It made it sound like working there was a drag – definitely not right. Making construction fun sounded a bit childish, and adding ‘again’ sounded a bit too much like Make America Great Again – always best to steer clear of links to that. I added ‘for everyone’ which I liked. To emphasise the work Speller Metcalfe do towards changing the face of construction, I decided on ‘innovative construction. For everyone.’. I found that this really summed up what the company wanted out of the billboard. While visual communication and the visual language of graphics is crucial in getting a message across, a slogan which is catchy is also helpful. I like how snappy this is and I see potential in it for designing
- 14. DEVELOPING 2 FAVOURITEIDEAS One of my favourite ideas were to create a typographic design on a patterned background My other favourite out of my drafts was to create an 8-bit mural. I want to combine my own art style with their brand ethics, targeted directly to the target audience. Patterns are usually aimed at women, on clothing. However, I think a huge patterned piece, not too overdone, could really appeal and maybe perk up a male-dominated, cold environment. A lot of construction companies are very corporate and serious, I would use this as an opportunity to brighten up a scene usually associated with hard work, sweat and dirt. I decided to work on an 8 bit idea first, because
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- 16. 8-bit has manymerits, it’s quirky and fun, but it also appeals to 20-35 year olds who get a hit of nostalgia by seeing a style they heavily associate with the games of their childhoods and adolescence. Building work is a trade many men go into straight after college, so can be a relatively young target audience. Men tend to work in construction up until they’re about 50, when physical work gets a bit much. Primary target audience is men, aged between 20 and 35, typically of a lower socio-economic group. I created a stereotypical builder in my head, he would watch sports, enjoy being at the pub with friends, typically live near where he grew up, have a wife and 2 kids and a dog. He plays videogames in his spare time, and encourages his kids to try out toys and games he used to love, like Subbuteo, arcade
- 17. The building willbe used as a cyber security unit, which led me on to thinking about computer graphics. 8-bit art was a concept which stood out to me. I wanted to construct a mural piece in a visual style which represented the cyber security unit. the mural would show construction workers creating the building using not just work tools but game elements – shooting stars, lightning bolts etc. This would create a less serious vision of construction and will appeal to a range of audiences. I created a loose storyboard for my 8-bit idea. With the site being a cyber security unit, the idea of ‘safety’ came to me. I think ‘safety’ can be construed in many ways. The opposite of safety is ‘danger’ which lends itself to even more scenarios. I wanted to portray a hero saving the day type of narrative, with the different types of construction workers being the heroes – for example, saving others from big dangerous animals.
- 18. REFINING RETRO How do Imake it retro without being dated? In my tutorial, I discussed how to make a design retro without it looking dated, especially for a cyber security unit where the best is the newest. I decided that using brighter colours in a different palette to slightly dulled colours of 90s gamer graphics would show that it was new. Using a very limited colour palette in a risograph style could create some interesting outcomes.
- 20. I began witha tiger, the building and a tree. The nature around the site is something they’re proud of, it features heavily in the design of the building – big windows, open spaces mirroring the beautiful scenery. I taught myself a way to draw 8-bit, by looking through Mario game pictures and sprite style video game characters. I used the iPad app ProCreate to physically draw them, and focused on a small colour palette to keep things authentically 8-bit, while using bold enough colours that they look modern
- 21. I experimented withadding a busy patterned background, to test if the colour palettes on my characters a icons were niche enough, and if the style worked in context at all. This is a pattern I had designed beforeh just for my personal work. I think it has a nice depth and angular character, but I think the colours may be traditionally feminine for the target audience of men.
- 23. ADDING THEIR COMPANY LOGO Theyhave all these variations of their logo made to suit every type of background. This gives me a good example of how I should be making logos – flexible and with a tight colour scheme
- 24. My outcome wasa combination of all the things I had enjoyed and thought were most effective from the development. I’m happy with the outcome and think it looks suitably fun and nostalgic. It gives a different view of construction work than how the public currently perceive it. I think perhaps it might be towards the younger side of the target audience, but I don’t think that’s a bad thing to target that part of my TA. The 8-bit and maybe the sense of humour of the piece would appeal to the older construction workers. I think the colours are a good choice, not too feminine or masculine, just a smooth gradient overlaying a design of work tools. I’m confident that this is an out of the box idea the client will enjoy learning about and seeing the end result. I think I’ve made good use of the dimensions of the hoarding by creating a story narrative that flows along it. Each small section of this design stands alone as a nice visual and makes sense without the complete context. For a design of this size, this was really important for me. If I were to have this on a huge moving billboard, I could make it into a small animation, where the characters jump up and down and scare off the animals, and the animals walk out from the building off the screen. The small elements like stars, rainbows and lightning bolts could flash and scale up to create a fun flow to the piece.
- 28. I found atype I liked that looked neutral, readable, modern and friendly. Things that Speller Metcalfe would want their workers being greeted with first thing in the morning. I used ProCreate on my iPad to create an 8-bit stylised design of tools and didn’t know how to utilise it until I had a tutorial and it was suggested I made it into type. I went with hand tools commonly associated with building, wood work, fixing and making. It would represent the many types of jobs within construction, as Speller Metcalfe were keen to emphasise. This design is
- 29. TUTORIAL OUTCOME Use pattern astext, have to stand back to see, no outlines Experiment with merging favourite elements of the 2 designs together. Using the 8bit pattern as text, maybe reduce text down to one word? Different perspectives from where you stand Repurposing previous patterns and drawings was a good idea
- 31. I really likedthis idea of combining text with a repeat pattern. I had been inspired by my tutorial with Scott to try this out. I think it looks good, but I don’t know how legible it would be on a huge surface, whether the letters would get lost in the vast stretch of pattern. I like the pattern and might repurpose it in some more ways, combining it with another design. I don’t think this text alone is a strong enough option for a final outcome, but it might lead to something else. I still like the slogan, I think it’s impactful and motivational. I want to further the idea of a text based hoarding design, while putting more focus
- 32. While I wason the topic of pattern, I thought about creating a repeat pattern to be used as the main element in a design, something that had a more literal connotation toward building. I created this repeat pattern in an 8-bit style.
- 33. These are somepatterns I created as samples and ideas for my next hoarding design process. I need to find a font I like that’s bold enough to hold it’s own against a strong colourful patterned background.
- 34. I found thisbubbly font on dafont that I liked, it’s bold and looks shiny and plastic-y. I think it will either stand out against pattern well or it’ll make it look overcrowded. I’ll combine it with a pattern to see how it looks as a whole.
- 35. BRIGHT BEAUTIFUL BILL WhenI thought of eye catching, large scale designs, I instantly had Morag Myerscough in mind. Her work never fails to look perky, cheerful, encouraging and beautiful.
- 37. Supermundane is a graphicdesigner I follow on Instagram. His work is beautiful, vector stylised and pattern loaded. This could be a style I look into, for a busy and exciting style of hoarding design.
- 42. I decided toadd an exaggerated shadow to the words, it’s a trend I’ve seen lots of recently and I find really effective. It brightens up text and makes it more fun and friendly.
- 45. I wasn’t gettingthe results I wanted and didn’t think it looked professional enough. I taught myself to use Illustrator and discovered some text tools and design methods which resulted in quicker, better progression for the design. I decided to remake the stripy background on Illustrator to ensure it was high enough quality if it were to be printed. I found new effects to play around with and create different outcomes. I found a font I decided on using rather than the one I found on DaFont, Acier Bat which I find is really beautiful, it’s calming, authorities but friendly. It was more in keeping with the designs I’d been researching that really stuck out to me.
- 48. Making shadow text: Createtext box. Add text and font choice. Duplicate layer. Change top layer colour to white. Offset path, for example, to 0.125mm Switch layer order round / merge tool (both seem to work) Put original text back over the top in chosen colour I was already happier with the results I had got while using Illustrator. It looked more professional than Pro Create and I got to learn the software better in the process.
- 49. I added thelogos of HCA and Speller Metcalfe. I’m really pleased with this outcome, it looks how I envisioned it from the start. I think the text looks much more mature than the previous font I had chosen. It combines the aspects I had been working towards through my experimentation and development stages to suit the target audience. The aim was to create something fun, inclusive, sophisticated, exciting and modern – things which reflect the Speller Metcalfe approach to construction and their ethics. I wanted to create an abstract visual language wherein I represented Speller Metcalfe’s views, work and ethics. The bright colours will stand out against the green area of the site and create an eye catching banner and create an atmosphere of excitement. The font is sharp and concise, while being modern and aesthetically pleasing. The message is positive and highlights the inclusivity of Speller Metcalfe, as well as making a point of their collaboration with the university. Overall, it’s a quirky design which will liven up their work site and subvert from negative
- 50. I’m really proudof both of my main outcomes, I think they’re quirky and modern. I tried putting them in different scenarios, different methods of advertisement.
- 56. PRESENTATION FOR SPELLER METCALFEIended up presenting both my final ideas to Speller Metcalfe. I was confident my work was out of the box enough for them, inclusive enough and visually appealing. I got a round of applause after presenting my ideas, they said I’d answered any questions they might have had for me and I got some valuable feedback. It was really nice to hear them say positive things about my design work, this was the first ‘official’ pitch I’ve had with a client. They ended up choosing a corporate, quite middle of the road design which made me feel as if I had completely misread the brief and the misinterpreted the talk with the client. However, my confidence in Illustrator sky-rocketed during this project, I enjoyed envisioning my work on such a huge scale and getting to present my pitch was