Personal & Professional Development Evaluation

The first project of the year focused on the application of digital skills, with the aim of providing me with the opportunity to learn the techniques associated with professional graphic design practices. In order to achieve this aim a number of learning outcomes were implemented to assure my understanding and knowledge of the area. The learning outcomes were as followed:

-          Demonstrate industry standard practices in the application of digital techniques.

-          Apply appropriate digital techniques in the realisation of a graphic design product

-          Evaluate the application of digital technology in relation to originating, manipulating and realising graphic design work to a professional standard.

Whilst the actual outcome of this unit was not particular strong I was able to develop my digital skills greatly. Through the completion of small tasks in relation to learning outcome one and two, I was able to learn the correct use of software such as Photoshop, Illustrator and InDesign (the knowledge of which I am still using to this day). As a result I able to use the potential of these programs to my advantage in order to produce a greater quality of work at a professional standard. With the final learning outcome it has gave me the ability to analyse the use of digital skills within other pieces of work and an insight into the software potentially used and whether or not it was the right choice.

Over the course of the digital skills project the importance of software such as the Adobe Suite was made apparent. It was made clear that the ability to utilise such software is a vital skill that is needed in the industry of today. When used correctly it can greatly aid in the execution of an idea or enhance a final outcome. It was stated that the ability to use such software can greatly increase the chances of employment therefore it is also an important skill to be recorded on a CV.

The second module centered on the design of packaging which aimed to provide me with the opportunities to develop creative and technical skills in packaging design. As with the previous module, evidence of my understanding of this area was measured through the three learning outcomes.

-          Analyse packaging design products in terms of the development and realisation of ideas and concepts.

-          Use appropriate creative techniques and thought processes to realise packaging design.

-          Evaluate their own learning and achievement in relation to the development process

Through the completion of the live brief which accompanied this task I was able to meet the learning outcomes to a very high standard. Taking note of the function, purpose and aesthetics, I was able to effectively evaluate and analyse what makes good packaging. As a result I was able to develop and produce a strong final outcome for a men’s underwear fashion business. When it came to evaluating my own learning and achievement in relation to the development process, the use of action plans and skills analysis were implemented. These significantly improved my organizational skills as well as help my own personal management of time.

Packaging, before this module, was an area that I have never explored before. Therefore this unit provided me with the experience and knowledge of a big area within design, which turned out to be an aspect of design which I enjoyed and which capitalized on my strengths. Becoming familiar with another sector within the umbrella of design allowed me to add another skill to my arsenal as well as expand upon my potential career possibilities. The use of action plans and skills analysis were also very beneficial in evaluating my own performance and management – something which I will continue to use in future projects.

After packaging, the next module intended to enhance my breadth of knowledge and understanding of advertising through the study of alternative techniques. With this module its purpose was to extend the range of techniques and relate them to my own vocational development, recognising similarities to accepted practice.

-          Select and develop skills for an alternative technique at an appropriate level.

-          Demonstrate alternative techniques related to sector requirements at a professional level.

-          Apply alternative techniques in a relevant context

Unlike previous units this module presented the opportunity to work with in small teams to complete a professional competition brief for an award winning organisation - D&AD. This proved beneficial when it came to the size of the brief as the task in hand was fairly large. Instead of working with a small clientele the brief chosen involved working for a large scale organisation with a reputation. This in itself challenged my way of thinking and also my approach to solving the tasks. It also allowed the opportunity for myself being a graphic designer to explore the field of advertisement, which like the previous module was a new and knowledgeable experience.

One of the key experiences I took from this module was working within a team based environment. It allowed me the opportunity to experience working in collaboration with other designers and highlighted the importance of communication within the industry (especially as working with other designers is included in the career path of a graphic designer). Working on a competition brief was another fresh experience and a challenge in comparison to previous live brief. With this and the combined use of advertisement it was a rewarding experience.

Falling under the category of Work Based Learning, the next module’s primary focus was to demonstrate self-management skills through a vocationally related experience. Organisation and planning, developing skills in research and analysis, the diagnosis of problems, strategies to address problems and presentation techniques were fundamental aspects of this unit, with the outcome of enhancing future employment skills. ­

Out of all the modules this unit provided the opportunities to demonstrate skills and personal qualities in work-based practices. Unfortunately I was unable to secure a placement at the time therefore my experience of work was lacking to an extent. However, with the work on live briefs such as the Keltie Cochrane project this allowed the chance to develop generic skills, personal qualities and attributes essential for employment. It allowed me to sample the pace of work which is required to at industry level as well as the frame of mind needed. In order to maximise opportunities of employment or self-employment in graphic design at a professional level, this unit has taught me the need for experience.

In conclusion, over the course of this year the modules have been a key stepping stone in shaping me as a designer. It has provided me with the invaluable knowledge of the skills and experience needed to work at industry level - an example of this being the ability to utilise Adobe software such as Photoshop, Illustrator and InDesign to aid in the development of my work. Furthermore my studies have allowed me to experience the various elements which make up design such as branding, logo design, editorial, typography, packaging, illustration etc. through the use of live briefs. Working both as an individual and as a team, the live briefs have tested my performance and ability to work under the constraints of a client’s needs - something which in the career of a graphic designer is a fundamental aspect.

However, whilst I have gained a considerable amount of knowledge and skills needed to pursue a career in graphic design there is still a lot to be learned. As a student designer I need to develop my work and myself as an individual as well as learn the correct paths in order to be able to seek out work. With this in mind I have decided to continue with my studies on into third year.­­­

Progressing further with my studies into third year would allow me to improve and build upon my current skills set, whilst giving me the freedom to explore a more illustrative based design path, something which I feel is where my true passion lies. It would also give me the time needed to consider my future career decisions in whether or not I want to pursue freelance or work within a creative studio. The final deciding factor for choosing third year has been the need to develop a strong portfolio. With the design industries increasing daily and the number of student designers growing, graphic design has become very competitive. Therefore a strong portfolio is a vital necessity that will not only help me in achieving work but also allow me to compete against everyone else.

At the end of higher education I am hoping to have the confidence and skills required to be able market myself to potential clients, as well as have in my possession a strong and developed portfolio. 

The Americans - Poster Design

I am fairly pleased with the outcome of the The Americans poster, especially in the time frame given in which to complete it in. At a time when single projects took weeks to complete I had a week in which to produce a full developed final outcome. This was a challenge in it's self as previous briefs proved difficult when it came to time keeping and organisation. The change in work pace was demanding, scary and yet at the same time exciting. It proved a difficult task to complete but in the end provided an excellent insight into the type of pace required at industry level. 

Originally I wanted to produce the poster by using the traditional methods of screen printing but due to the time constraints of a week I was unable to do so. Whilst the poster does have a printed texture applied to it through the use of Photoshop it doesn't capture that genuine feel or look. If given the opportunity I would definitely try and use screen printing over digital means. As the actual final show isn't until a few months away this will allow me the time needed to experiment with traditional methods.

David McDonald Presentation

Local freelance graphic designer David McDonald delivered a talk today on making an impression on employers and creating a successful portfolio.

In order to stay relevant to the customer, McDonald expressed the need to develop work without a specific style. A portfolio should express a range of styles in order to avoid narrowing your opportunities. This includes having work in your portfolio which you might not view as being particularly strong, as someone else could have a completely different opinion. The same theory applies to your best examples of work as not everyone will understand your way of thinking, therefore it is best to appear versatile in your ideas.

Whilst the portfolio is of large importance, it is not the only thing that clients or employers look for. Based on his past experience in interviews and hiring people himself, McDonald states the three most important things that anyone should have: Passion, Personality and Creativity.

Passion - Talk about your work with enthusiasm and with detail. It is not just talking about the look of your work but the process involved and why you think it so important. Ask questions, be inquisitive and show dedication to the subject.

Personality – Considered even more important than the portfolio your personality reflects what kind of person you are and how well you can get on with others. It is crucial to be yourself and show that you are willing to work, listen, and learn new things.

Creativity – What inspires you on a daily basis and how you take this inspiration into your own work. The lengths and processes you have taken in order to achieve that specific style or look.

Moving onto the work side of things every employer is different, therefore it is important to understand them and do your research first. A job is great but if the place of work is not right for you then you will not give it your best or enjoy it. Rejection is also a big part of the experience and it is not always personal. Most of the time it is based on the type of person therefore you might not be what they are looking for. At the end of the interview phase it is good to drop them an email thanking them for their time.

Snug by Design

Snug by design is another short live brief who are looking for the creation of a corporate image to be used for a trade show, business cards and letter headed paper. My objective is to design, create and print a large company logo in time to be used to start promoting the business before the Trade fair. It will be used on all advertising for the show, also printed business cards and flyers to accompany the product information given out to potential clients.

The target audience will be the clients at Trade fairs and people who will see it on their website. Age range has not been specified and in this case is not applicable.
 

Creative requirements set by the client are to use a white font on a pastel colour background with an overall simple quirky look. IM FELL DW PICA PRO Regular font to be used.

Keltie Cochrane - STD Awareness Final

The finalised version of the Keltie Cochrane brief which aims to encourage women to get tested for Syphilis and Gonorrhoea. With the previous design ideas I was happy with the message being portrayed but felt that it was not connecting to the target audience due to the neutral look of the design. Therefore instead of having the white area as a mass of shapes I rearranged them to form the shape of an abstract foetus. The idea here is to make women think about the dangers of an undiagnosed sexually transmitted disease and the far reaching effects they can have, not just now but in the future.

Keltie Cochrane - Research (A condom here and a condom there)

Whilst traipsing through the various NHS campaigns on sexually transmitted diseases, I was ready to give up after the endless amount of unimaginative ideas that were floating about. That was until I stumbled across the work of Manchester based designer Michael Mara and his witty poster campaign for STD's. 

The brief - which is very similar in appearance to the one I am currently working on - was to inform young adults about sexually transmitted diseases and how easily they can be caught. 

The bright, bold use of colour is attractive and draws the attention of passing audiences. The element of witty humour to the posters makes the seriousness of the message feel more approachable than the stereotypical route of doom and gloom. The use of comical copy combined with the strong colour palette fits well with the intended target market of young adults.

Whilst I do like the style of typography used there are small issues with the spacing that I would address. The gap between 'use' and 'an' appears too large of a space and the leading on some of the posters reveals uneven amounts of white space.

The rest of the campaign as well as Michael Mara's other work can be viewed on his behance page- http://www.behance.net/gallery/NHS-STI-Awareness-Advertising-Campaign/4078845

Choices

With the UCAS deadline fast approaching I have decided to take my studies further and continue on onto third year. I feel that this is the best cause of action to take as I am still only developing as a designer and whilst I have learnt and experienced a lot over these past few years, there is still much to be learnt. If I progress higher it will also allow me to obtain a full degree as well.

At the minute my future goals are to become a freelance designer and illustrator. The idea of being fixed to one agency is something which I have not completely ruled out, but for the time being a freelancers path feels more relatable. However, In order to make it as a freelance designer I need to develop a strong portfolio as well as develop myself as an individual. The third year will give me the time to create this much needed portfolio and allow me to explore a more illustrative root as I feel this is where my strengths are at.

National Trust - Evaluation

With the National Trust brief falling under the category of advertising I felt this was a good brief in which to explore a new field that was unfamiliar to me. The brief itself involved reintroducing the National Trust as the powerful connector between people and places. There aim was to get across the importance of nature and beauty within our daily lives with the added challenge of changing the current perception of the Trust as being a haven just for the elderly. Unlike previous projects, the National Trust was a well-established, nation wide organization with an already loyal fan base; therefore it would be a big challenge to undertake. Therefore I found myself collaborating with a group in order to undertake this brief

The first stage of the project was the research phase. This consisted of the initial background research into the National Trust in order to build a profile on the current target market and to find out the facilities and experiences that they had to offer. A large part of this research involved online resources such as their website and social media platforms (eg. Facebook, Twitter and Instagram). Whilst these databases provided valuable information we knew that in order to effectively brainstorm ideas we would have to experience National Trust for ourselves. This vital experience enabled us to meet face to face with the target market and ask them questions relating to the brief.

With the background of the National Trust established the next stage of the research involved examining other similar advertisements and campaigns, as well as viewing the previous years winners of D&AD. This research allowed us to see the standards required for submitting an advertisement.

The second stage of the project was the development of ideas. As a group, we struggled to come up with a solid idea in which to kick-start a campaign from. This was largely due to the difficulty of the brief due to the fact we had to ensure that we were connecting with our target audience. When finally came to it we were able to produce an idea allowed us to explore a range of mediums.

With the final outcome we produced ‘Escape the City’ campaign, which included a mixture of both print and digital work. Taking into consideration the knowledge gained from the research we created an app design, billboard, poster, and mobile advertisement.

One of the main challenges faced when taking on this project involved working with a new area of design. Advertisement required us to actively experience what we were going to sell in order for an idea to work successfully. The research provided me with information needed to recognize good advertisement.

Another benefit to this brief was working in a team. This allowed me to develop skills that would be essential to future work. It gave me the chance to explore where my strengths lie in and the areas I need to improve on.

My weaknesses when it came to this brief have to include my time keeping. I found myself repeating a similar situation as the Instant Print brief. With the struggle to find a concrete idea in which to pursue, I found myself falling behind. Consequently this lead to areas in which I could have spent more time in, being cut short.

Another weakness was my execution of the ideas. When it came to using digital software to present the idea in situ, I struggled to create a professionally looking visual. I think this may have been as a result of my time management as I did not allow myself any contingency time.

If I were to redo this project I would make sure to allocate myself enough time to cope with any set backs. With the final ideas we produced it would be interesting to explore more avenues of advertisement.

Interview

I had my interview today for the third year at Newcastle college. The interview involved a one-on-one talk with one of the lectures in which I discussed my plans for the future and the reasons I want to further my education. I had to present my statement of intent and explain why I wanted to pursue a route of illustration. Along side this interview, I also had to present a portfolio of my work in order to demonstrate my understating of the industry and the skills I have. This involved talking through each piece of work, explaining the reasons for my choices in style and mediums as well as how I set about achieving the creative solution. 

All in all I think the interview went fairly well. I was able to give clear answers and explain my reasoning for my choices. The interviewer was friendly and easy to talk too. I will find out the results and whether or not I have my place with in a few days.

National Trust - Gibside

Gibside is a stunning 18th-century Georgian landscape garden on a spectacular scale. With its valley views, winding paths, spectacular ruins and refreshing open spaces, Gibside is both a haven for nature and a literal breath of fresh air for us humans.  

For a cold winters day Gibside was surprisingly full. Everything from photographers, to ramblers, to people escaping the city, there was no shortage of people within the target market found wandering around the grounds. The most surprising sight was seeing a group of about 10 mothers pushing their babies around in the middle of a forest.

Recently I have been hearing a lot of skilled professionals talk about how experience is the best kind of research and today has proved that for me. It was a valuable insight into the kind of services and offers that are put in place by the National Trust and what kind of people use them. With this information we can now begin the design phase and start skecthing potential idea concepts.

D&AD - Pencil Panel 2013

D&AD hosted two live panel Q&A sessions at MPC's cinema in Soho, back in 2013, in which industry experts share their knowledge and experience of the respective industries and guide designers through the best ways to impress the judges. The video was shown to us in aid of the current D&AD competition that we are currently tackling in order to help us with the initial ideas phase. 

One of the main things emphasised in the video was experience. This was in responce to areas such as the research phase which a lot of people tend to refer to the interent instead of experiencing what they are doing/designing first hand. 

you can watch the here