MORGAN MCKENRY

Stop motion outcomes

- Below are some still images from my model outcome.

After Effects

(First time using the software)

After exploring how the typeface would sit with the rest of the brand I opted to take a minimal approach to the young audiences festival. Keeping it clean, easy to read and fresh for 2019. After the trend research I did on illustrator I found lots of new ideas that were forecasted for 2019 and I feel that the minimal lined play button suits just that. It originated from the top of the ‘I’ in Flix, so maybe the full logo could be used but I am still unsure on if it would look right together. 

The colour palette has evolved from modern electrical packaging, cinema leaflets and brochures and with a hint of hunger (yellow and red/pinkish) for the popcorn lovers. Even though theres depth and thought behind the colours I feel that they pop too, leaving a funky colour combination for 18+.

These are just a few posters I found of festivals which all share a similar style;

Parklife (8th - 9th June)

Bestival (25th - 28th July)

Dot to Dot (24th - 26th May)

I've realised through looking at festivals that there are many graphic elements through the process, as advertising, promoting, way finding, wristbands, merchandise, posters and banners all have to be done to ensure a successful festival. At the start of the process you create logos and a brand identity which focuses upon the colour palette and typefaces. These are all then pushed through to the website design and social media platforms to gather interest for the festival. I’ve learnt that a festival wouldn't be a successful one without graphics as it holds a very important part. 

Just before our new module launch we were set a task in researching into small, independant festivals that were all about design, music, food, and more. Whilst searching, we were told to focus upon the design elements that involved a graphic designer to help us understand what sort of things will will be focusing upon when making our own festival. 

There were many festivals that caught my eye and I realised whilst looking, what really grabs my attention. To my surprise the style wasn't what I expected as I tend to enjoy and create simple and minimal designs that scream out neat, high end black and white yet I found love for colour which just reminded me of summer sun and music. 

PARKLIFE - JUNE 2019

As I came across Parklife I felt excited as the cool illustrations drove me in. The whole aesthetic of the website was fresh and young which combined with the choice of colour works well for a Sumer festival that includes many popular artists that you'd see in the charts. I love the use of a bouncy and characterful typeface that just reveals more and more detail as you delve further. This use of type is effective against the black background. The website sells the audience an experience, a narrative to which they can live through going to the festival. The illustrative scene creates a story to the audience of a popular young cool situation where there is a funky luxurious house party, with a pool, fireworks, drinks, and more. To most young festival lovers a house party with the friends you love can sometimes beat another party, as well as the interest for summer city pool parties. 

Above is a screenshot of one of the pages on the website where they use the cool street light signs to showcase the events and facilities/ options they have to offer.

The image above is at the very bottom of the first page and I believe it is a creative link to the top of the page by creating another wished social scene. This one also showcases subtly the facilities they have to offer within the finer details. 

Taking over instagram is a very important contribution to the overall campaign and for aiming at the most appropriate target audience. When taking over peoples feeds and posts I wanted to achieve something that was interactive and more interesting to look at. Gif’s are a very popular way of sending a meaning, a story, a laugh across to someone else and I wanted to let the ‘Waste Not’ campaign get involved with the modern day and get talked about. 

I feel as though I could make illustrations to match the quirky advert although the rough stamp style that I've opted for may not suit. I remained simple and efficient with a little fun to make a statement and also ask questions to the reader. 

SECRET LIFE OF COLOUR

In the first half of the lecture it was all about blue, true blue, electric blue and blue connotations. I learned that during 1901-04 Pablo Picasso had a ‘blue period’ throughout his career due to a passing of his friend. Work like Picassos is known for being bold and bright and it was a shock to see it in another way. This may have been a subtle hint at why we associate with ‘feeling blue’ and feeling sad.

Through the years the use of blue was special, so much so it was worth six times its weight in gold as it was a painful process at the time to grind up the blue stone into powder and paint. The blue was only saved for holy robes in paintings such as Virgin Mary. Although in 1670, Johannes Vermeer’s iconic Girl With a Pearl Earring was probably one of the first painting were the blue was used for a holy reason but was to be believe the artists eldest daughter Maria.

In the second half, David spoke about how there are cliches involved in colour, blue/pink, boy/ girl and spoke of how colour influences our moods and buying habits. He also pointed out Pantone, as they release colour swatches that represent every year although they are planned four years in advance. They set a narrative and meaning for that year and are always thought about thoroughly. The new 2019 Pantone colour of the year is ‘living Coral’.

RESEARCH & HOW I WOULD ACHIEVE IT

Many people are taking over instagram in a way to advertise their programmes, merchandise, profiles and much more yet it gave me an idea. The website above talks about how its influencer marketing and new clever, modern day way of advertising to your target reader. It also reveals that its often used for brand exposure which is exactly what I want as I want as many people as I can to know about it and fast. 

I have come across with an issue with the milk due to the unique and difficult shape which is the commonly way it is sold. Even if I wanted to I wouldn't be able to create a carton or other shaped milk packaging as I'm taking over already made brands, so as a result I've had to make do with the awkwardness. 

Above is the first way I've portrayed the 20% statistic on the bottle and I'm happy with the way it looks however it fails to match the other products I've edited as I wanted to indicate the percentage within the blocked out area to emphasise the amount of waste. This now stands out for all the wrong reasons and I've had a go at changing the layout to a more realistic blocked area.

Above is the new improved version which matches better with the rest of the products and allows the campaign to have a sturdy identity which will lead into a successful outcome. Even though the smaller blocked area isn't as satisfying as the larger one its more accurate and realistic. To complete the milk design I've also edited the lid to match.

While trying to achieve the outcome on the cheese packaging I realised that the type need to be move so that it was all aligned and straight. This way it would run smoother appeal to the target audience better by looking more professional and well executed. To move forward from this I am going to change the breads type layout to ensure they all match and have the same effect on all audiences that see them.  

ISSUES AND SUCCESS WITHIN PHOTOSHOP

To begin with I had to take photos of the products in order to edit the packaging with the take over week stamp. The images are clear and was only done in my kitchen, however I placed the objects on the white flat surface and white back ground as I know that i’d be able to brighten the surroundings later in photoshop. 

Once in photoshop I began to play around with lighting and patch tooling the area surrounding the object to make sure it was clean and crisp. 

However before applying the crisp clean background had to find out how to achieve the 40% of the packaging being blue. I realised i’d have to smooth out the surface first in order to get a evenly spread colour blue. Using the polygon tool I selected the other half to make black and white and then projected that onto a new layer. This left me alone with the uneven side. I slowly but surely patch tooled the side until all was one tone of colour.

Now I had a play around with the colour tones to try and see if I could produce a blue intense shade from the saturation and brightness.

The only thing to do now was the positioning of the text. It took me a while to find a free type that would fit the theme of the campaign and once I did I found it got slightly more relaxed. I faced a lot of issues trying to find out how to achieve my goal but I slowly got there in the end. As the the first one took so long, hopefully now i’ll be able to produce the cheese and milk much quicker.

FOOD WASTE WEEK CAMPAIGN

18th August 2019/ ‘Waste Not, Want Not’ week.

TASK: Pick one of the 50 top agencies and write a 500-1000 word case study.

https://www.creativebloq.com/features/uk-top-50-studios

It was hard to chose from the very long list of beautiful agencies yet I felt I wanted to work at sawdust myself, so therefore I delved onto their own website and explore all of the clever designs and campaigns they've done. 

Who is my audience? Who would see my ideas, who would make the campaign/ product successful?

INITIAL DEVELOPMENT

I’ve created mood boards to gather a feeling of what I want to achieve from this project. The colours, tones, textures, imagery and styles all help me to understand what I want from the project and how I can achieve my desired look. By referring back to this page or adding along as I go I will gather  enough inspiration to guide me through the design process successfully.