FEDRIGONI RESPONSIVE// Layers Plan

This is a 28 page book made out of tracing paper I put together, planning out each page in the cutout book step by step. The aim of this book was to make sure we didn't rush headlong into illustrator without planning what should really be on each layer. I started with the mill scene and worked forward to the forest scene shown below. After this I worked backward from the mill scene adding in the city, hills, mountains and clouds to the rest of the book. This method worked well because it ensured that the mill was always going to be centre stage and never covered by any obstacles. When we start producing the actual scene in illustrator, and indeed when we put the book together itself, we can refer to this book as a step by step guide to how everything should be constructed.

TYPE AND GRIDS// 3rd Session

Construction of grids...
Before you can apply a grid you must understand the requirement of the grid for the work to be produced.
- Start with small sketches.
- Make drawings proportionate to the final format.
- Consider the number of columns needed.
- You can subdivide a 2 column grid into 4 and a 3 into 6.
- Design a selection of thumbnails then enlarge a few to full size for further development.

Applying type...
- The first line must fit flush to the lop limit of the column grid.
- Use same leading in body copy.
- 10 point type = 15 point leading.
- Column length 15cm loosely means 15 point leading.
- Line up grid to the proportions that the leading dictates.

Font Heights...
- 3 lines of 4 point type with 6 point leading will be the same height as 2 lines of 7 point type with 10 point leading.

Type and Picture, 8 Field Grid...
- A4+ Formats 8 & 20 fields.
- 8 field grids allow you to add text and image to one page.
- 20 Field grids offer a large scope for design.

Dps 20 field grid...

FEDRIGONI RESPONSIVE// Test Book

This a test book we cut up a while ago to demonstrate to ourselves that this idea could go forward and look good. We did wonder whether the book would work based on our plans and if it would ever look suitable for the brief so this quick mock up was very useful. It also taught us some very useful skills in how to layer and produce the real book, eliminating the trial and error stage from the final version. Additionally, we can also now pin-point parts of the book that we need to work on, for example the colour of the pages will have to work as a gradient, the front page will have to bee a less garish colour and the size of the book will have to be much smaller and compact. Ste and Myself have will continue to use this book for reference and as a guide for the rest of the project.

FEDRIGONI RESPONSIVE// Our Design Sheets...

These are some of the initial design sheets we have produced to outline our plan for this brief, encompassing our timetable as well as a range of ideas and possible outcomes...

An initial mind map of interesting routes of research and ideas generation written up by Ste.

I wrote up this 3 week skeleton plan for this brief  If we stick to this we should get everything we need doing finished and ready by the deadline. (14th March) I have tried to include all workshops and a few days off to work on personal projects also.

This is the design board for our main idea. The fedrigoni cut out book. Each page will be laser cut with a certain scene from a north italian landscape creating a wonderful bit of papercraft scenery. A space to the right of the image will be left for text. This idea can also be reverse engineered to produce a poster as illustrated above; the scene will jump out of a computer screen at the viewer. This is our strongest idea because it incorporates the messy creative side of paper with the serious and straight side to the paper business.

Another board describing ideas for paper suits and paper goldfish worlds. The paper suits would allow the wearer to dress up as anyone; this could illustrate the creative side to paper and also alludes to the idea of 'endless possibility'. This is the same with the gold fish bowl worlds. They could be placed in mundane office spaces to bring life to the drudgery of work, this could work as a photographic poster or as an actual product.

This is a continuation of the idea described above.

This is a short advert/film storyboard I drew up at the start of this brief. It details the slow motion filming of Fedrigoni brand stock being printed on with a wide variety of print methods. Each scene would feature a different type of printing and a different stock. The final product will be a fine rendering of the brand name and logo on a clear smooth stock. This would highlight the quality of the brand as well as a range of stock options and possible applications.

This is some detail drawings of the goldfish bowl idea. With the plan to turn it into a video advert.

This drawing is our plan of the cutout within the cut out book idea. We plan on drawing a typically north italian scene with rolling hills leading to the alps. In the centre we have placed the Fedrigoni paper mill in an early style with a small italian town surrounding it.

Ste produced a more artistic version which details a simular landscape. This has more detail and style, and whilst we wont use the drawing as the plan we can refer to it as inspiration on what the scene should look like in detail.

FEDROGONI RESPONSIVE// Brief and Rationale

PROJECT RATIONALE

What is the problem? 
1.  Fedrigoni what to expand their customer base in the UK.
2. They want to reinforce the image to cheaper hight quality Italian paper.
3. They need to printers to switch to using them from pre-existing relationships.
4. The product needs to be inspirational, fun but also informative and useful.
5. We have to produce this in a limited time with limited materials . 

We intend to...  Inform, educate and promote to a group of ... professional printers that ... Fedrigoni is a leading high quality paper brand offering great Italian paper at a surprisingly reasonable price.

In order to achieve this we will produce...
A publication which will contain information on the tenants, history and pricing of Fedrigoni papers. Said publication will contain a Northern Italian scene depicting the founding of Fedrigoni's first paper mill in 1717 against a backdrop of the Alps. Supporting promotional material will also be produced.

This will be produced using...
Our own sketches and imagination, followed by laser-cutting and screen printing the design into a 20-25 page book.

The Brief / Fedrigoni UK

Inspire Printers across the UK to work with the wide variety of Fedrigoni Papers on offer

Background

The history of our business dates almost as far back as the history of paper in Europe itself. Over the years, we’ve consistently been at the forefront of our industry, pioneering the techniques and processes that make paper the beautiful, versatile medium it is. It’s a tradition of sustained growth and innovation we’re proud to continue to this day. Building on the past. Delivering the future.

Considerations

Create a happy medium between creativity and formalness to suit the actual identity of Fedrigoni

Concept/ Proposition

Communicate that Fedrigoni offer a wide variety of stocks to Printers across the UK, exploiting their art & science that has gone into refining their paper qualities.

Combine a large selection of their papers, display their heritage and explain their price, range and rich history. We aim to do this by layering different types of paper, which would then display an Italian Paper mill when brought together, complimented by text and icons. These different layers could then be applied to different methods of production, 'Bringing your designs to life' is our working title.

Mandatory requirements

Experiment with paper using different processes. Produce a range of design boards clearly stating the direction of our progression along with supporting contextual & practical research taken from both primary and secondary sources.

Deliverables

A publication and supporting promotional material, displaying the versatility of paper in a creative yet formal way, to inspire the use and variety of Fedrigoni paper

Tone of voice

Inspiring and Professional

Target audience

UK Printers, (The general public also needs to be taken into account in terms of building an awareness of Fedrigoni papers)

WHAT IS GOOD?// Studio Workshop

5 WORDS THAT SUM UP SPACE EXPLORATION
- Space
- Exploration
- Rockets
- Discorvery
- Other solar systems, galaxies and possibly universes.
- The moon landings
- Science
- Human progression
- Global telecommunication/ satellite network.

5 WORDS THAT SUM UP AUDIENCE
- Scientific minded, those interesded in science.
- Technical - Interested in how things work.
- Space geeks, sci-fi fans.
- Sceptics of space exploration.

5 WORDS THAT SUM UP TONE OF VOICE
- Serious
- Technical
- Simplicity
- Informative
- Attention Grabbing
- Interesting
- Fun, in an interesting way.

5 PRODUCTS I COULD MAKE
- Branding for -UKSA -ESA -NASA which improves public facing self image.
- Brand guidelines for above ^. 
- Livery for PDS and other space equipment, ground crew and equipment.
- Info pack for public to get behind funding for space exploration and space science.
- Posters and visual campaign to improve public image of UKSA/ ESA.
- Mission patches for ISS and re-design of ISS web page.

5 PROCESSES
- Printing
- Screen Printing
- Binding
- Photography
- Illustration
- Comprehensive and technical writing
- HTML+CSS
- Photoshop and illustrator.

WHAT IS GOOD?// Module Brief

BRIEF TITLE:
The UKSA

The Brief:
The UK Space Agency is Britain's version of NASA. It is under constant attack from groups who oppose its funding and is not well know to the general population. The brief is to boost public opinion towards the agency whilst informing them about the missions and goals of the UKSA.  

Considerations:
Consider the negative side to funding the UKSA. Challenge the arguments and counter them with facts and science as best you can. The UKSA needs to inform the people who pay for its existence in a polite, educational and persuasive way.

Target Audience:
- Those interested in space exploration. 
- Taxpayers and sceptics of space exploration who will want to know more about where their money goes and how it ultimately benefits humanity.

Tone of Voice:
- Serious.
- Technical.
- Informative.
- Inspirational.
- Interesting.
- Scientific.

Background:
Formed on the 1st April 2010 replacing the BNSC the UK Space Agency was started to ensure Britain's continued membership in the ESA and to grow its own world leading space agency. The agency wants to expand its current 6% market share in space technology to 10% with a value of £40 Billion. The current brand identity of the UKSA is not reflective of these goals.

Deliverables:
Re-brand the UKSA and release brand guidelines for the new identity.
Release a public facing booklet for UKSA containing information on what the agency is about and why they need funding. 

WHAT IS GOOD?// Design Sheets for Concept

FEDRIGONI RESPONSIVE// 10 Points Fred's Task

10 Similarities between Ste and Myself.
- Both want to learn more about print industry.
- We have a desire to win the brief. We know we can win.
- Awareness of creative practices.
- Interest in laser-cutting and screen printing, and there creative possibilities.
- Efficient designers with a range of skills.
- Both want to try some new techniques and styles, like paper cutting.
- Motivation.
- Both happy working all day and staying in till all the work is done.
- Both want to have fun on this brief and wont make this a tedious brief.
- Flexible in terms of allocating roles. 

10 Differences.
- I have worked with stop with stop motion and animation.
- Construction 3D work is Ste's strong point.
- Ste is good at finalising deliverables.
- I am a more experimental and conceptual thinker.
- Ste is a late worker.
- I am never late ever.
- Ste will do research and often change his idea based on feedback.
- I prefer to design what I want.
- We have different research styles and methods.
- Ste has experience with the laser-cutter.

10 things we agree on in relation to the brief.
- Simular feeling towards the environmental impact of the paper industry.
- Fedrigoni will allow us to try something new and be most creative.
- Brief allows us to work together and collaborate effectively.
- Time constrains provide us with time to experiment.
- Time constraints will also push us to be efficient and manage our time wisely.
- We both like Fedrigoni as a brand and range of papers.
- We would both like a better understanding of range and stocks.
- Stock choice is important.
- We know we can win this.
- We both want a perfected outcome with no flaws.

TYPE AND GRIDS// 2nd Session

Van De Graaf - Canon.
A gridded page is much like the scaffolding for a building, It is a structure whose elements can be organised.
Known as 'secret canon', used by medieval manuscripts, designed to divide the page into pleasing proportions.

http://en.wikipedia.org/wiki/Canons_of_page_construction

Cuts the page to allow for hands to fit on page, whilst sitting in scannable zones for readers eyes.

Cut the page up like this, crossing through the dps and individual pages. Use this to draw the positions of the content boxes.

Use this grid to work of the normal grids. This should develop the most aesthetically pleasing grid system for this page.

15 point sans serif goes with 17 point leading
20p - 24L
24p - 28L
28p - 32L

Using these priciples I have drawn up a quick design based on this layout:

Finished

OLLIE FP RESPONSIVE// Submission and Evaluation

In the end I designed a poster, manifesto and FB banners for Ollie. My response to this brief was very quick, I had only a few nights night to design this stuff so Ollie could go out the next day and post them up around Uni. I have aimed to make the design seem almost American, as most students are more aware of American political campaigns. The blue is an aim to look friendly and open to ideas but the type is bold and heavy, a signifier or decision making ability and personality. Main campaign points are made a bold as possible and I have re-written the manifesto slightly to fit in quotes. I have been slightly populist with this project and really went for something that I think students would want to see rather than something that looks good to me personally. As it stands I could imagine seeing this design all over a student bar but never really thinking it was that great as a piece of design. At the end of the day however is there to persuade people to vote for Ollie and the only thing that is going to do that is if people agree with his opinions, which I have clearly outlined. I had quite a few problems with the image of Ollie too. The photos he was taking of himself were pretty poor quality, even with a large amount of photoshopping. This is something I would change if I took a project like this on again, I would take the photos myself, on an SLR. Another issue which I have learnt a great deal about from this project is that of design ownership; a week or so after I gave Ollie my designs he had re-written part of his manifesto and instead of getting me to add it in he did it himself with word art. This was then posted up on the internet with my logo over the top. The unfortunate thing is that most people knew that I was making the posters but saw what Ollie had made with my logo instead. In summary I am happy that the function of these posters works however the form is not to my personal taste.

OLLIE FP RESPONSIVE// Manifesto

In addition to the poster Ollie asked if I could put together a manifesto for him. He provided the text and I changed parts of it so it could be presented in a more friendly fashion, in that I cut out any repetition or unnecessary statements. I then but it in this easy to read format, with everything clearly labelled and a clear typeface beneath. The big problem for a lot of other posters in these campaigns is that the people putting them together tend to over-cook there design and add lots of 'special effects' like word art to them. Here I think I've toned that back a bit but also provided a splash of colour and decoration, in the blue titles and page breaks. I have also made sure that if you cant be bothered to stop and read the manifesto the title points are huge and easily visible.

On another point Ollie has posted a few pictures of people holding his posters up around his university. Good to contextualise my design sometimes. I'm not too happy with the quality of the print or colour preproduction though.

OLLIE FP RESPONSIVE// Poster and FB Banner

This is the final design for the main campaign poster, Ollie liked older poster but asked me to place some of his main proposals around his head. I thought that laying them out beneath his logo would be better would be a better idea and he agreed once these designs had been sent over. The campaign points are separated with stars to once again hint towards an American style election campaign in a very subtle way. I also sent the 'O' in Ollie's name to the back of the poster behind the picture of himself. I did this because I had to raise the logo up over parts of his face to fit in the new text, at this point his image was being drowned out buy text so by doing this very simple thing I can draw his image back into the frame.

I also used the same content to put together a Facebook banner for Ollie. Its basically just a rehash of the same content with an empty space in the lower left for his profile picture.

OLLIE FP RESPONSIVE// Posters Part 1

I presented Ollie will a fair few different layouts for this poster design. In this image you can see the various stages of the poster progressing. Although I have always used the same Ollie For President signature logo on top of the same image that he provided. I also wanted to use blue as a few of his competitors had already taken red, this way I could separate Ollie from the crowd and let the poster stand out on the walls of QM.

These are a few of the posters I sent Ollie the first time. The blue was too dark so in future versions I lightened it. This is something I did not really want to do, as there was a danger of straying too close to the new 'Tory Blue' which isn't so popular with students. He also preferred  the versions were his greyscale images was placed over the top of the blue and then the text on top of that. This brief and module as a whole has really taught me that your clients personal taste will rarely match up with your own and its sometimes a struggle to sell yourself out to someone else's idea of what looks good, at the same time its given me new ideas and insight into how non-designers think about design and how to communicate ideas to these people also.

This is the design that Ollie picked out as his favourite after I made the changes described above. He has also ask for me to change a few things here which I will show in a later blog post. Here I have placed the greyscale image over a brighter blue background and added the logo signature over the top of this in white. I think I will have to darken the image so the text is more clear from a distance.

OLLIE FP RESPONSIVE// Brief and Photo

"I’m running for President at Queen Mary and need someone to knock me up some flyers or posters. If you have a little bit of free time over the next week or two I’d really appreciate the help. Basically I’m not too picky as long as it looks cool, keeping it not too text heavy and colourful would be cool." -Oliver Brown.

It would be good to work with someone outside graphics on a project to see what sort of things people like in the real world. In terms of constructing the posters, I will only have to design the format and text, Ollie is sending me the picture he wants to use. The posters need to be simple but also convey a fairly substantial amount of information. Most importantly Ollie needs to be really visible, both with his name and picture. The target audience is students who are interested in the votes, so they want quick and clear points to see and a name to but them too.

So this is the photo that Ollie has sent me to use. In fact this is the best from the second set of photos Ollie has sent me because the first lot were shot even worse. The problem I have found with these photos is down to the poor photography, and camera used. I could touch up bad photography in photoshop but because the photo was also taken on a point and click or possibly a phone I don't really have much to work with at all. At the end of the day I have a limited time to get this done and Ollie is hundreds of miles away so this is going to have to do.

I altered the angle of the photo so that the gaze was more upward and forward, a reflection on better ideas and more positivity. I have also switched the colours to greyscale because the tonal differences look more impressive and it just look more serious overall. This also means I don't have to design around the colouration of the photograph and can pick a colour which is suitable for his politics.