Toxic Masculinity - Initial Ideas Presentation

Module Evaluation

Tea - Overall I’m pleased with the outcome I believe I have hit the brief in terms of creating a creative use of the tin, as the metal itself comes as part of the design package. I’ve also successfully marriage together the set of three tins in terms of design style, and physically in terms of the box in which it comes; in keeping with the style of luxury, and both elements complementing each other. The tins are reusable as a secondary pack due to their material and stylish nature, but not without in keeping the debossed branded elements of time tea. Considerations of shelf impact were taken into account in terms of the designed comparison to the traditional more muted competitors. This is through the bright white packaging and complimentary high-gloss gradients, which have been using simplistic modern and elegant way. I believe the flavours and the brand itself is aimed towards the luxury market, due to its all natural ingredients, lack of caffeine rather a different natural replacement to wake yourself up, and an all-natural relaxant tea to help the consumer wind down.

Mossy Bank Logo Design - The set of three leaves represents the three main species of tree which can be found at mossy bank, therefore representing the way in which the environment has been formed and what is present there, which is to be preserved. Contrasting colours make each individual leaf evident, whilst the overlapping nature of the piece brings together the three-separate species as a whole. The overlapping nature has also been made to resemble a chain-link, this is one of the main developments from the previous stage, this was said to represent the community spirit which the committee have. The visuals presented in this way to look almost as if the three separate elements were pulled apart they would be unable to be broken, similar to the way that which the committee wishes to keep the green space available as public space and fight for what is theirs as a whole body, rather than a separate resident. The typeface which has been used is simplistic and concise, making it available for most people to easily understand and comprehend the meaning of the Logo. 

As the logo itself, without the type, is a strong single piece; it can be used alone in other contexts once the logo has gained notoriety within the local community.

Rachel Victoria - Overall I’m pleased with the outcome that has been created the artist now has a series of stock images which can be used to promote herself as an artist across social media and other platforms. As well as a clear brand identity in which could be carried across multiple platforms and music sharing paraphernalia. Merchandise has been considered and further will be developed in order to promote, gain and maintain widespread brand notoriety. I believe that the designs have successfully indicated the genre of the music tours being an alternative pop artist, as well as raising the thought of evoking visual questions which can be further investigated through the music.

Dog's Trust - Overall I am impressed around with the final outcome which can be shared across the social media network believe that infected the dogstrust brief, as it enables social media users to understand that they don’t need to go and buy a pedigree dog just to fit with the trend. It taps into the key demographic of new dog owners your way which they will already be on, and rather than destroying a trend utilises in a way to benefit dogstrust. The visual literacy used throughout the video is upbeat and happy similar to the way in which the dogstrust ads have been created before. Yet is quick enough pace and short enough to be able to be a social media ad, that people will take interest in and share due to its modern relevant context.

Adidas Motion - Overall I’m extremely pleased with the outcome of Adidas motion, as it answers the brief in changing the fabric of one of Adidas’s key cities in a realistic way which could happen. This brief also allowed me to further experiment with my Illustrator skills, and push myself to learn new software such as premiere pro and after effects. This brief also saw the recording of a voice-over, in which I learned how to use the recording studio. Moreover, I believe this brief has enabled me to collaborators better design responding to the way in which my collaboration partner saw the vision and making that come to life, a realistic and in a fitting way for the brief. The collaboration overall with successful and the workload was evenly distributed between the two of us. This brief gave me the insight into what it will be like in industry working with the creative director/advertiser in order to create an outcome.

Deals with one of London’s growing problems, and could easily fit into Adidas’s growing world of tech. In response to the way a primary research tells us what the target demographic want and therefore would be successful if put into market.

As a whole I have found the module extremely stressful, it is testing my time management skills in a positive way, yet I do not think it's realistic to run four modules at this same time; as it does not give you any time to focus on one single thing leading to a declining standard of work across all of the modules and briefs. 

I enjoyed both working singularly with the client as it enabled me to gain the confidence and skills to be able to test myself and start doing personal projects freelance. Its also enable myself to test new boundaries in terms of what software I can use and has allowed me to develop a new skill set within the field of video editing and audio editing; something which before this module I had never touched upon before.

Working collaboratively was excellent experience as I chose to work collaboratively with somebody who I would be working close with an industry, thus giving me an insight into how the industry would work in terms of working relationship between different agencies. The overall collaborative experience has also give me the confidence to go and ask to work collaboratively with different specialisms both inside and outside of university walls.

Rachel Victoria - Merchandise

In order to create hype around the release of the EP I suggested to the artist the introduction of possible merchandise. As this merchandise would act to my site promotion for the EP we wanted it to include a sense of mystery. Therefore it would get the audience to investigate further into its meaning and uncover the EP.
The series of badges are cheap to produce a mass production, easy to give out, easily recognisable, and can be sold once the EP has got notoriety. The badgers themselves contain the background image from the EP itself the vintage rose is slightly adjusted on each one making every badge a little bit different.
The typography which overlays this image is key lyrics taken from the songs within the EP, in kept with the brand's visual identity and the EP social identity through the use of the same typeface and colour. Meaning once the audience start to look into the meaning of the merchandise they will quickly find that the EP and the badges are linked.

Dogs Trust - Final Video

This final video will be posted amongst facebook, twitter and possibly even instagram.  this would enable people to then share the video even more the use of the interesting language would be unique  point for this video is no other videos put them all together. The tone of voice is upbeat and happy along with illustrations of all of the dogs in a positive light, therefore keeping in tone with the dogstrust key beliefs.  this is giving me the chance to be able to look at the way in which our visual culture is changing through social media, and give me the chance to be able to experiment with enhancing it rather than challenging it for the benefit of a brief, to reach the target demographic; and change one ideal into another.

Dogs Trust - Premier Pro Development

The video was created using premiere pro, this could have also been done in after effects although as the dogs were still images which were being exported from Illustrator there was no need for them to move. The only moving animated part of the video, is in fact the earth turning which was created as a giff  and therefore did not need exporting into after effects. Through using this method allows me to get a better understanding of the sound. Through the use of premiere pro you can select an area of the waveform and zoom into the exact sound form  which can pinpoint the exact millisecond that the image should change on-screen, therefore giving me the most professional outcome possible in terms of sound matching visuals.

Dogs Trust - Illustrations

Within Illustrator I traced over images of the dogs found a website, in order to illustrate 17 dogs with features such as fur it was  time-consuming. To enable me to easily draw the father I experimented with new techniques and tools within Illustrator. Such as creating a new pattern Brush, therefore making the process easier. Yet because of each dog being different this changed within each illustration. In order to ruffle the edges of the fur the crystallise tool was used. Each of the dogs were different in terms of size also, due to the different words that they relate to. 

 Through the use of illustrator mixed with photo shop I also created a gift of the world turning, this is the only other visual that needs to be on the screen whilst there is no dogs (other than the logo, and the numbers) this is to ensure that there is something visual on the screen all of the time keeping the attention of the audience.

 The logo was given to us as part of the pack, and therefore did not need illustrating. The brand guidelines gave me the colour which enabled me to create a colour matte within Premier pro two uses a background. the brand guidelines also included the name of the typeface which should be used with any outcome made dogstrust, 'gooddog' was used to create the numbers for the corresponding parts of the script, in the correct typeface which was downloadable from typekit.

Dogs Trust - Sound-booth + Editing Sound

 Within the sound booth voice was recorded.
To be able to create a more relatable voice  for the voice-over I edited my voice using logic. This enabled me to even out the tone in my voice and also sought out the pitch. This is how we gain an understanding of the way in which sound must be edited to be able to have a professional outcome. Once the sound had been edited I had to look for some music which could be placed in the background.
Music selected is copyright free and therefore able to use for the submission, the music was sourced from Ben sound.com. When selecting the music I wanted to choose something that was upbeat and happy, this complements the yellow that will be used in the background of the video. The other is a signature colour of the dogstrust brand. And therefore will play significant part throughout my design. The upbeat music also coincides with the key values of the dogstrust putting a positive twist on everything they do.

Dogs Trust - Dog Selection

 In order to create a base of images from which I can illustrate began by visiting the dogstrust website, from which each of the different words I was able to search, from breeds, sizes, and ages of appropriate dogs that could suit.
Each dog is representative of a different word, I will be illustrating each one through Illustrator, and placing them through approach create an animation video which coincides with the backing  voice-over track.

Dogs Trust - Script and Idea Refinement

As previously stated I will be creating a piece of moving image/animation that will be output on social media dogstrust to change the influence of said media and therefore changing the trend in dogs being rehomed.

I've taken inspiration from this paragraph found an online article about the language based around dogs. I will be adapting this piece to make it more relevant to dogstrust, taking into consideration the tone of voice, whilst also bearing in mind the audience at which I'm posing this to.
In order to ensure that the original writer of this piece was happy with me using it as inspiration I messaged her on Twitter, in which I received a reply saying if the entry was to progress I would credit her in the video.

Adapted Script:

Rescue a dog,

There are doggos,

some are puppers,

and others may even be pupperinos.

There are corgos and clouds,

fluffers and floofs, woofers and boofers.

 The chunky ones are thicc,

and the thin ones are long bois.

When they stick out their tongues,

they're doing a mlem, a blep, a blop.

They bork and they boof.

And whether they're 10/10 or 12/10,

they're all the goodest boys and girls.

Rehoming a dog from Dogs Trust may not change the world,

But for that one dog their world will change forever.

I will be recording the script in the sound booth to gain the best possible outcome.

Each time there is a different word for dog use within the sentence the animation will change, and be presented with an illustration of a dog that matches that description within the meme language, such as bork matching a pomerian ( as previously discussed). In total I will need to illustrate 17 dogs.

Each of the dogs images I will be illustrating from will be taken from the dogstrust website, further enforcing the visuals linked to dogstrust as well as promoting the different many types of dogs that are available at dogstrust. During the audience that not only pedigrees which are purchased the thousands of pounds can match the world of dog names which they are trying to keep up with, therefore changing the trend.

Dogs Trust - Initial Ideas

Due to the nature of my previous research I want to create a moving image piece which can be put out on social media and shared to  a young adult audience. Social media is where the trends in dogs is coming from, by sharing this information on this platform it'll be a star in convincing these people that buying a dog is not the trend.  In order to make rehoming a dog trend I will be tapping into one of the other current trends with in dogs at the moment that is evident on social media. Therefore already making the piece relatable to the target audience.
The trend I want to tap into is the language based around dogs currently, and the way in which this language that we refer to different types of dog has sprung from. The aim of my video will be to achieve the brief needs of being positive and focusing on changing people's perception that dogstrust homes only take in damaged dogs.
I will be  researching to find a piece of spoken word which tackles this language that has come about to do the dogs, and possibly look into songs and poetry, to find somebody that I can collaborate with or be inspired by to create a voice-over for this video to make sure it has the strongest impact and the most professional outcome whilst taking into consideration dogstrust's stance.

Rachel Victoria - EP Cover Development

 The first experiment I carried out was using one of the stronger headshot images, this was before the decision was made to save these for only promotion of the brand rather than being used as part of the EP. Although I do believe this is strong in terms of the considerate look on the artists face which is showing the audience the type of music which she is captured on the EP itself. This is complemented by the high contrast of black rose in white centralised. The typeface used is once again objektiv, this is because it is the artists first EP and I wanted to keep the brand identity closely linked to the EP's visual identity.

 My second and third experiment looked at the idea of taking the imagine using the white space around the image to represent the vulnerability and openness of the music. This is then contrasted by the high textures and shadows found within the image the first of the two experiments also contains the name of the artist I believe this is important in the overall output of the artist's first EP. although after taking into consideration the strength of the image by itself I decided to remove the name, this keeps the focus on the image and keeps the audience intrigued therefore making them want to purchase or listen to the EP to find out more.

Because of the colours used within the projections I decided to experiment with the use of full-colour full bleed image on the front of the cover. Although I believe the colour can be could distracting to the title, it adds a further sense of depth to the EP cover. Because the distracting nature of the pinks I decided to extract one of the colours from the flowers and use it colour the title which is centralised similar to the first image to add back the strength and focus, and contrast strongly against the portrait. 

 to bring back the focus to the artist, similar to that in the previous experiments with the white space, I've decided to zoom in on one of the portraits making the face the main feature of the front cover. The title is then placed within the corner this is the place where it will get the highest contrast within the image and therefore stand out most. Although I believe due to the warmer colours, vulnerability is not represented daily through this image. My further experiments will bring clear both ideas of vulnerability whilst retaining the focus on the artist herself.

Through framing the image with a contrasting background floral it brings the focus back to the artists and allows for a strong picture without having the whitespace filling the screen. Although because of how much is going on within the first experiment, the title is lost. This was combated by removing the frame from the image and placing the title in the bottom corner, similar technique to the last experiments where high contrast makes the audiences eye draw towards this point.

 this experiment uses a pink out of the roses to lower the intensity of the title and visually tie in with the rest of the piece. The background image of vintage roses have been used to complement the black and white florals that have been used on the protection. Chose a vintage image due to the fact that everybody comments on the artists personality claiming she is older than she is, this is something that is understandable at 1st to a stranger from the outside, yet is understood after listening to the music and the lyrics. Roses are also used within the title the use of pink contrast the word black is, this contrast leads to human  intrigue kicking in and therefore making somebody want to listen to the songs to gain an understanding of this visual.

Rachel Victoria - Poster Production and final outcomes

Within these first two experiments I was using, same imagery that has been used in the EP cover itself, therefore bringing together the brand identity. Although this works in the EPI do not feel that this visual works as a poster. This is because of the multiple different elements on top of a busy background, I feel as if the audience would have to be looking for the information, yet promote the audience should be out to see the information straightaway and know what the poster is about.

To experiment with making the image the focus at a quaint background, this makes the artist the focus and the imagery links to that used in the album cover itself without being the same. Therefore tying together the brand with the album and promoting it. Although due to the white space fillers if the pink writing loses itself against the image.  Yet I do not want to change the colour of the typography, as this links to the visual identity of the EP.

Within these two experiments I was looking at making the image full bleed, this makes it the clear focus of the poster and hard to ignore yet once again because of how powerful the imagery is and how texture due to the different layers, the type gets lost within the image and therefore makes the promotion confusing the audience.

 By making the information white and only keeping the words black rose in pink it allows information to stand out from the background, whilst retaining the strong visual impact of a full bleed image. This also still retains the EP's visual literacy. Because the contrasting style of shots these posters could be put together as a series within different spaces and look as if they belong together, For example around the city. this is the poster I will be moving forward with as I believe it is the clearest and represents the brand as well as the EP to the most consistent standard.