Dissertation Design: Development and Outcome.

I went right back to the drawing board to redesign my dissertation design and began to look at successful editorial designs rather than getting caught up in the idea of the final product, which is what I think hindered myself last time. By looking at this helped redirect my thoughts on how I wanted to tackle this design. I began to think back to my ISTD and tried to apply all that I learnt from that to this dissertation editorial design.

I wanted to begin to move away from the idea of a brand guidelines and present my dissertation as a simple book that was type set well, trying not to overcomplicate myself. As my design evolved I began to attempt to evoke a sense of a magazine layout. This I thought worked well in reflecting the sense of consumerism mentioned throughout my dissertation, as a magazine is often somewhere which is filled with many advertisements of different brand, whilst still dealing with a large amount of content.

As the design could no longer be printed, I wanted to somehow differ each chapter to reflect which branding tool it was referring to, creating a system throughout the design. In my first chapter I discuss emotional branding. one of the main tools within emotional branding, is the idea of humanising the brand is that the consumer feels some sort of emotional attachment to the brand and therefore becomes loyal towards it. This idea of humanising was something I thought could be quiet fun to play with throughout typography. To do this I created a title page for emotional branding and began to manipulate the text by adding hands and faces to each letter. This was a playful attempt of evoking a sense of the content through the use o typography and I believe it worked well as an effective system in my design. I decided to use blue as the main colour in the emotional branding design as it is the colour people most associate with emotions as well as being calming and happy.

When thinking of emotions, I thought of flowing lines as a way to resemble this, therefore took this concept to work as call out in my design, filling the important words to give it a sense of hierarchy.

When it came to sensory branding, I was unsure on how this could be achieved. Originally when thinking about a printed outcome I wanted to play with textures and smell to evoke the senses in a way that is talked about throughout my dissertation. However, now being unable to do this, I went to the use of bright colours to evoke this sensory reaction.

After my initial feedback with David it was encouraging to hear that my design had come on leaps and bounds since my submission before easter. It had become a lot more thoughtful in the way I had designed it and this was evident in the outcome. I began to bring in some of the skills I learnt in my istd and introduced running heads, call outs, strike throughs and highlights to create my design.

Moving forward it was suggested in my feedback to use images that can evoke a sense of texture, in the sensory chapter of my design. This is something that I think really helped elevate my design to the next level and again helped evoke a stronger sense of the text, I worked on layering text over crumpled paper, and bringing the design into photoshop to give the outcome a sense of realism. I think this works really well.

This idea also helped me think to different ways I could represent the brand that I was mentioning. When It came to mentioning the apple brand, it was important that apples clinical and minilaisitic look was shown in my design. To do this I tried to recreate an apple advertisement as a way to show a call out within the design.

For my final chapter in which I discuss the anti-brand movement and the concepts which surround it that state how branding itself is rendered useless in society today. I wanted to to stand out on its own as almost an angry attack on the branding world. to do this I made the background red and used strike throughs to cross out the words brand to evoke this idea of anti branding. I believe this chapter of the design is a successful contrast of the first two chapters and their aim. It acts as a sort of rebellious reaction to the strategies which I think the colours used help to show, with the hierarchy of the word ‘anti’ directing our eyeliner straight away.

One of my biggest challenges when designing this was the involvement of photography throughout. As a means of examples to show these strategy, photography had been used throughout my dissertation publication, however the clinical diagrams and stock images, made it a challenge for the design to flow together as one.

Overall I am so so pleased with the development of this editorial design and I believe it has become a great piece for my dissertation. It has reaffirmed the skills I have learned throughout my istd project and successfully evokes a sense of the content throughout the design. It is something that I would love to get printed myself to keep as a symbol of my hard work in the writing and designing of it as a final product. When comparing the first draft to now it is clear to see the ambition to push the design to be successful and shows how I have come on leaps and bounds as a designer.

    Dissertation Design: First Draft.

    The difficulty I found when coming to designing my dissertation is the clinical form in which my dissertation is written. My dissertation titled: ‘How effective is sensory and emotional branding in reinforcing brand loyalty?’ is set out in three sections, emotional branding, sensory branding and anti branding, and in each chapter, I use three case studies to show how these strategies work and wether they are effective. Because of this I was confused to how I could attempt to evoke a sense of the content of my design throughout. My first idea was to design my outcomes as if it was a set of brand guidelines. I began to create a mood board on Pinterest on how this could be achieved.

    My initial concept at the beginning of my development when printing was a viable option, was to print each section separately and put it together in a file, such as a pack of different branding outcomes. I knew I wanted to use bright colours to reflect the emotive qualities which these have on the consumer however was unsure on how to achieve this effectively,

    When I began to put my ideas together on how my dissertation could look as branding guidelines, I found this a more challenging task than first expected as branding guidelines often seemed to have minimal text, explaning each element of the colours and logo of the brand itself, whilst my dissertation didn’t do this, it involved a range of brands and the use of images was something used a lot as part of my dissertation. As formative submission was getting close I put something together to show a direction in which I could take my diss design, in all honesty I didn’t put much thought into my first draft of dissertation design as it had taken a back seat to all my other deadlines.

    My feedback from my first design, seen above, wasn’t all that positive, but on reflection I can understand why,. Although I tried to recreate the idea of brand guidelines, it was unsuccessful and resulted in me putting pointless elements into the design which only confused it. I needed to evoke a sense of what my dissertation was about through typography instead of asking elements to do this for me. As sensory and emotional are a big part of my dissertation there are many ways in which this can be evoked however I didn’t put much effort into trying to achieve this in the first draft. It was said by David that I needed more dimension to the design and more typographic elements such as folios and running heads. After all I learnt from the progression of my istd, I needed to put these ideas into play to achieve a piece of work that I am happy with.

    FMP: Refining ideas/Preparing for hand in.

    It was important for the final hand in that there was a way to connect all my outcomes together to do so I wanted to create a booklet that could explain the mission of the brand and sit alongside the other outcomes to bring them together as a cohesive and effective outcome:

    The aim of the booklet was to shed some light on the raw statistics and information- the core reasoning’s for the brands creation. As the outcomes hight-lights the aims and how the audience can help (e.g starting conversations), the booklet outlines why these conversations are needed and the struggles and hardships many have to go through. Having a strong sense of the brand identity was important when designing my booklet as it was key to linking all my outcomes together, using brand colours and imagery. 

    I wanted the front page of my design to play with the idea of secrecy within women’s sexual health. Using a front flap which when closed shows the title and a hand, but when opened the imagery shows the hand holding a used tampon with the caption ‘Bloody hell you’re. Awesome!’ Hoping to build enthusiasm around periods and encourage those who have them, to be proud of their body for this impressive process – why should it be a secret when its awesome! I also worked with typography within the book adding blood droplets to drip of the text to show the reality of periods in a subtle way.

    The editorial design helps to put context to all the outcomes. The outcomes are designed to be simple and not overcomplicate the overall message, helping conversations about these taboos to become easy to approach. Because of this, the booklet provides more information about the specific taboos and how the brand aims to help end the stigma. This booklet can work as a versatile outcome used as a pdf online, a handout within waiting rooms or as an extension to previous outcomes such as the playing cards which can be handed out as a packaging to university halls. This booklet would also benefit sitting along side the playing cards in a ‘Just’ freshers pack given to uni halls. Allowing the students to learn more about the brand and sexual health taboos as a whole package and make the playing cards a stronger outcome.

    To prepare for hand in, I made sure I added the logo and a call to action at the bottom of each of my posters, this is to help direct the audience to where they can find out more about the brand. The posters aim to encourage awareness of smear tests and period problems by reassuring the target audience that they are not alone and that there is no need to worry. The sight of these outcomes will help trigger conversations about the deeper meaning.

    As now hand in has gone digital, it was important for me to show my outcomes how I aimed for them to be presented, to show my design to the fullest. To do this I went back into adobe dimensions and played around once again. This was a difficult task, I am not finding adobe dimensions simple and it seems to make my laptop want to explode! I was able to create a box mock up of my tampons, this I think looks really good and helps bring the overall design together.

    I also wanted to put together the idea of the ‘Just’ student to give a sense of how this brand could reach others and impact they to begin making conversations:

    Here is a mock up of a concept of the box containing the playing cards and the booklet which can be given out to student halls to create conversations with a younger audinces. Packs like this could also go out to youth clubs or even schools to use as a creative fun and educational learning tool.

    my final outcomes for hand in are as follows:

    3 posters: the aim of these is to catch the audience in day to day life, wether that be on social media or as a flyer hand out, or as a poster in the tube and bus stops, the posters help spread the brand and capture the attention of audience with their simplistic design and catchy call outs. The aim is to encourage conversations and lead them to a platform of more information if they were wanting to find out more.

    tampon box: This is to be sold as its own product along side other tampon brands within super markets etc. Its branding is designed to shock people and stand out from the rest with its explicit packaging.

    animation: this outcome is to catch a wider audience on social media and outline the dangers of avoiding your smear test, again it is to make people aware and start a conversation not over power the audience with information. the links at the end of the video direct the audience to where they can find out more.

    Playing Cards: the playing cards are used as an educational tool to educate a younger audience on smear tests it is a chance to empower them with confidence in doing so and help those of all genders be educated on something that otherwise they wouldn’t have been. creating conversations about smear tests between all genders and ages alike and help to abandon the stigma which currently surrounds it.

    Booklet: the aim of the booklet is to give reasoning to my outcomes, the booklet offers the shocking facts and information that urged the creation of the band and the need for open conversations to end the stigma and encourage those to ask for help and go to their smear. It is a way for my outcomes to have meaning. Although the idea for the booklet was for it to be printed, it also has the possibility to be a pdf dowload which again can help the brand reach a further audience of people.

    I am so happy with the way this project has turned out and I would go as far to say ti has been my favourite project to date. I believe I have successfully achieved a strong and cohesive brand which is noticeable across all my outcomes and something different to what I have seen out their already. The outcomes successfully link and their is room for it to have scope and expand and touch upon more issues surrounding women’s sexual health.

    This project has challenged me and and made me use new skills and software that I haven’t before which has improved my skillset which is helpful coming to the end of my journey here at uni. I also used dimensions to create an idea of how my outcome would look in a degree show setting. As I am devastated this is no longer possible I thought it would be fun to have an idea of what it could be like.

    FMP: Feedback and development.

    After my feedback from David about my FMP, I was feeling positive with the direction in which I was going. David loved the brand identity and posters so it was important to maintain this throughout all my outcomes. From the comments that he made I began to make some edits to my logo to refine it further:

    I developed the final logo into the design you see above. It was mentioned in my feedback previously that the dotted line and other elements that I previous had became to distracting and confusing to what I was trying to outline. Along with this I worked on the splash within the J as it had been mentioned by David and Ian that this needed to for better in order to clearly represent what it is. Overall I think my final logo works really well in embodying the brands identity and aims. It is what I would call simple but effective and is transferable to a range of outcomes.

    Once this had been finalised I developed my poster by adding a call to action at the bottom of each, directing the audience to a hypothetical website link in which they could find more information on the brand itself and its aim of creating a conversation about women’s sexual health.

    The design of my tampon box was received well however it was important that it fit alongside the posters and within the brand identity I had created, a need for the purple colour was thought to help this.

    I began by adding the brand logo to the box. Here to word just can be seen to work effectively letting the box read ‘Just a box of tampons’ to highlight the normality of the box and to express the feeling of it just being a box of tampons, why do we care? Underneath I kept the same copy writing however highlighted ‘because periods happen’ using the rich purple in the brand guidelines, this is to help it stand out as a stand alone message. On the sides I began by adding elements that could be found on a regular box of tampons such as how to use them safely and the different thickness of the tampon itself. On the back it was important for the box to shed a light on the aim of the box, acting as a manifesto to the brand itself. This will allows the audience to get involved in spreading conversations about women sexual health, as well as direct the audience to how they can find more information. Overall I think the final design has worked really well and helps create a stronger identity for the brand and its mission.

    As statistics show, most fears surrounding women’s sexual health is due to the lack of education around the topic. To develop this, focusing on smear tests specifically, I wanted to create a fun way to educate students and involve discussions about these topics into student culture, to increase knowledge from a younger age and to those with the largest and most impressionable community.

    When moving into student accommodation as a fresher it has become a universal standard for each flat to be given a pack of playing cards to encourage games amongst flat mates in a bid to create bonds between each other. This encouraged me to design a set of playing cards as one of my outcomes during this project.

    Playing cards are used a lot by students becoming a common pre drinks necessity for every student household. The Just playing cards entitled ‘No idea about your smear?’ Are design to work as normal playing cards, however with the introduced element of question and answers around the topic of smear tests to help encourage conversations and reduce any fears some may have. Each icon used throughout the brand identity to represent different smear concerns are used here as the four different suits within the playing cards. The back of each card poses a question whilst the front presents the answer along side the number and suit.

    The concept behind this outcome is to encourage open conversations around the topic of smear tests and ease any building concerns that those reaching the invite age of 25, may have. By using playing cards as a means to do so, allows it to be a casual conversation had amongst peers of all genders, maybe even over a drink. It also helps smear tests to become a part of the uni culture, reducing any intimidation on the topic therefore making it less taboo.

    I really like this fun and playful outcome as it is something different than I have done before. Again sticking to the brand identity it is a snappy way to reach a young target audience without the use of social media and helps to put the brand into all different areas of peoples lives.

    Following on from my feedback I wanted to be ambitious and push myself to try something that I haven’t before. I began working on adobe XD to mock up an idea of a critical game as one of my outcomes.

    In a bid to reach the social media audience, I wanted to create an animation which could be used across multiple platforms to spread the message of the Just brand and therefore encourage conversations about women’s sexual health.

    My initial concept was to create an online interactive app inspired by the game ‘Candy Crush’. The concept behind the idea was to find matching vaginas in amongst a group of them, named ‘fannying around’. This idea was to express the difficulty of finding ones that match or ones that are ‘normal’ and express how each vagina is unique. This interactive game was designed to help reduce smear fears and act as an education tool by adding facts at the end of ever level.


    Adobe XD became very easy to use and understand and I was excited with my new found skill and it is defiantly something I will use in the future. However, developing my idea further and after receiving feedback, I came to the realisation that I would be limiting my target audience if my outcome was required to be downloaded from the app store.Following on from spreading awareness around smear tests. I wanted to work on a more universal animation to be used across social media on all platforms. 

    Within my feedback David mentioned the idea of playing with the concept of gambling with your chances of cancer by not going to your smear tests. This along with the playing cards was an idea which I thought could work well in producing a critical response to women’s sexual health. From this I decided to aim to create a new animation to better translate the importance of smear tests. to do this I moved onto after effects, after effects is never something which I have been confident in, my knowledge is very basic and I often find myself having tantrums when I can’t get it to work, however as it is my final ever project at university I really wanted to see if I could challenge myself.

    I began developing a short playful animation based around the idea of gambling with your life when not attending your cervical screening. To do so, I began working in after effects to create a short animation with inspiration from online gambling adverts. To do this I created two short animations to sit within my main animation. The first animation reflects the idea of scratching a scratch card, with it titled ‘Do you want to gamble with your chances of gynaecological cancer?’ As the animation plays the scratch card reveals the individual illustrations representing the different worries surrounding smear tests. The last box results in a win, aiming to show that missing your screening could result in cancer.

    I began by illustrating all my elements on illustrator and transferring them to after effects. After watching many YouTube tutorials which sadly were all in Korean, I somehow figured out how to create this effect and to say I was pleased was an understatement.

    The animation continues as typography narrates the statistic of your increased chance of gynaecological cancer by not attending a screening and leaving it undetected. The second short animation shows a spinning slots machine, which again features the illustrated icons representing the different fears towards smear tests, again ending in a win, a reference to getting cancer.The animation then ends with a call to action of ‘start the convo. End the stigma’ this short snappy phrase encourages those with smear fears to talk to one another and spread the word about the importance of smear tests.

    I am extremely proud of this outcome as animation is something that I have always found extremely challenging. When uploading my animation to YouTube I came across my animations from field in first year, It was crazy to see the development of my skills I was so pleased with myself as I almost feel that I haven’t developed as a designer throughout my journey especially on tools such as after effects, however this has proved me wrong.

    I added a simple tune over the top of the animation to make it work as a simple transferable advertisement that could be used on a multitude of platforms. The language used throughout the animation is casual, this was an important aspect of the brands identity, making it friendly and approachable whilst talking about issues that people may find difficult to discuss. The slot machine and the scratch card within the animation act as a playful metaphor to the true reality of not attending your smear. Its aim is to spread awareness outlining the risks of not attending your smear test, opening up the topic for conversation. I believe this works more effectively than my previous animation as it becomes easier for the audience to relate not attending screenings, to something that we are all familiar with and often regarded as dangerous and risky game, appealing to all genders.

    ISTD: Submission and Reflection.

    Above is probably draft 10 of my istd. This has became a very challenging project for me and something I have quiet honestly struggled to get into the flow of doing. Im not sure if its to do with the crazy effects of the corona pandemic and now having to work at home without being surrounded by creatives or for my lack of motivation? But I have found it really difficult to love my outcome and have struggled to make progress. Because of my lack on interest I seemed to have no creative ideas about ho to progress with my design. The new colour Scheme worked well but I was finding it difficult to work with a large amount of text and try and evoke a sense of shock. Because to this I kept going back and forth with wether I was actually going to submit my work or not, I knew in my heart it wasn’t good enough to be award an istd so felt I should be concentrating on my other work rather than this one. After feedback with David he urged me not to get caught up in it all and simplify my design, focusing on type detail to gain a sense of personality instead of trying to achieve something big on every spread.

    I feel with a lot of my outcomes I introduce a sense of illustration as painting and fine art is something I have always done up until degree level so I feel it is in my nature to try and achieve an outcome with this element. I was reminded in my feedback that I needed to evoke this sense of emotion with the use of typography, this is a new challenge. At the core of my content is quotes from those victims of child marriage and lack of consent, so it was important these were dealt with differently within the text. I was unsure in how to do this and attempted to capitalise them however as mentioned by David in my feedback, this was too much and I defiantly agree with him, however I was stuck oh how to improve this.


    Above is my final design for istd submission and hand in and quite frankly I am so surprised that I managed to make it this far. This has defiantly not been my easiest project and I have had countless breakdowns in trying to get this design together but i am so proud of my self for actually achieving this and submitting it for istd.

    I think the main obstacle I had during this project, (besides from covid-19) was constantly comparing myself to other people and thinking my design wasn’t good enough. Although I have got it to the state it is above I still feel that it defiantly not good enough to be awarded an istd, however I do think this ha taught me a lot about typography and developed my skills in this area as a designer which before were non-existent. I kept comparing my design to other peoples, however now looking back with reflection I realise that each design is so individual and will vary so much depending on the content itself and by doing this I was just getting myself more and more stressed and making it difficult to think with a clear head.

    Working with typography was such a new skill to me and choosing to do an istd for the competitions brief was exactly the opportunity for me to try this whilst I am still at university with the chance to experiment. from the very beginning. David had mentioned how a lot of time and effort had to go in to the completion of an istd and I wanted to prove to myself and be ambitious in my final year to get a much out of it as possible.

    I managed to organise may time effectively and successfully submit my work for submission which I questioned on many times wether it would be possible. leading up to the deadline I turned all my focus on to getting my istd to as good as possible and I think this payed of. when I sent my final design to David after the easter holidays his feedback really helped lift my confidence and disregard a lot of fears I had that it hadn’t improved and my overarching feeling that it was shit, but David kindly disagreed saying it was one of my strongest pieces to date! I think making the decision to focus solely on istd leading up to hand in benefitted my design in a lot of ways and didn’t disrupt the progress of my other projects. It allowed my to push myself to achieve something that I never have before and showed my willing for meeting deadlines and finishing whatever I have started.

    By the submission moving to digital I think may of actually benefitted my work in a lot of ways. Because of this I was able to adopt the use of rgb colour to create the neon shades which became a big part of my design and really evoked this sense of emotion and shock that before i wasn’t able to achieve.

    Overall I am so proud of myself in achieving my finished outcome for istd, when looking back to my first draft at Christmas it is crazy to compare and see how much it has grown and how my typographical skills have developed. Although I my still question wether it is good enough, taking on the project has outlined my ability to manage time effectively and meet deadlines, it has also allowed me to learn so many skills and has forced me to develop as a designer, this I feel is something that I am so grateful for, moving forward, helping my confidence and becoming a part of the industry world.

    FMP: Finally getting somewhere!

    Wahoo I finally feel like I am getting somewhere with my FMP , feel like its taken me ages to get to this position but I can finally see it going somewhere. I found inspiration online for vector images which has inspired my illustration style which is in my outcomes. I wanted my outcome to be stylish and contemporary, to reflect the issues talked about, issues that are problems we have now and allow it to be a stylish thing to get involved in, breaking this stigma that creates these taboos.

    I wanted to start small to stop confusing myself like I did last time, so I worked on a poster design which was inspired by the recent ‘This girl Can’ advertisement that I came across whilst doing my dissertation. The video (which sadly my WordPress is not allowing me to insert) shows a group of women doing everything despite being on their period, not letting anything hold them back. On the final scene of the advertisement shows a women in her pants with her tampon string showing, this message resinated with me and supported what I wanted to translate with my project; it is normal and we shouldn’t be ashamed!

    From this idea I worked on creating a poster using Smooth lines and angles. I wanted to avoid the overall impression of the poster to be explicit, so that the image doesn’t shadow the message.

    I decided to stick to a limited colour pallette of deep purple, red and pink, similar to the image above these colours work successfully in complementing each other, giving the poster a feminine feel without being too stereotypical. I wanted to keep the vector images as a piece of flat design to again stop the image from being too explicit and hopefully concentrate the focus on the message and metaphor.

    I was really happy with the way this initial design turned out. The overall feel of the design and the illustration was something that felt a lot more me than the work I was previously producing previously. It was something that I was excited about and helped me spur on my ideas for where this project could now lead! I finally feel excited and passionate about where this final project can lead! wahooo!

    I then went on to create a second poster that could reflect the important information I learnt about smear tests. Here I took inspiration from my first year editorial like David previously mentioned as a staring point for my ideas. In this project I dealt with consent in the digital age, to express this in one of my spreads I used a vector image of legs with a phone image to cover where the vagina would be. I wanted to tackle this concept again in a more thoughtful way to represent what I learnt about women not going to their smear tests due to not having shaved. I wanted to use a cat for represent this, something that is naturally hairy and is a play on words for vagina. Using the same colour palette as before, I created a vector image of the cat with a pink background to represent the skin and a line of purple from under the cat to hopefully represent the divide of the legs successfully. I began to put text on top of the posters to translate the message properly, normalising conversations.

    For my final poster I wanted to play on the statistic that women don’t go to their smear tests because of embarrassment of what their vulva looks like! I found it difficult to find a metaphor for this that didn’t look like a vagina, so I opted for different abstract tangerine shapes using the same smooth angled lines as my previous two posters.

    Looking at them together I am thrilled with the way they have turned out! – I continued to make a couple tweaks to push the designs further, including some fur texture on the cat to empathises the hairy aspect, as well as adding shadows on the tampon string illustration to give it more depth. I also worked on the wording on the posters, giving them more of a catchy ring to it, something that you might remember later on after seeing the posters.

    After feeling confident about the direction these were going I wanted to create some brand guidelines to create a strong brand identity through out:

    Colours:

    It was imperative to my outcomes that there was a clear visual identity throughout, keeping all my outcomes cohesive and therefore representing a strong and noticeable brand. At the heart of my project the brand needed to effectively communicate my aim and remain attractive to a wide audience and communicate specific taboos successfully.

    It was important for my colour palette to centre around the colour red. As red is the colour disassociated with women’s sexual health and periods specifically, it was an aim of the project to change this, ignoring all rules around this and the stigma that follows. However it was important to find the balance between a red that could have negative connotations such as danger and warning and a red that could be used in the modern world of branding as sophisticated. 

    I decided on a lighter red with a hint of orange undertones as the significant red which I use throughout all my designs; by using hints of orange allow the colour to communicate a happy emotion. Orange is considered an energetic colour calling to mind feelings of excitement, enthusiasm, and warmth. It is known to often used to draw attention, successfully benefiting my outcomes.

    To compliment this colour, I decided to use warm and cool shades of pink. Pink and red successfully clash together to create something of visual interest, a modern trend. Pink also allows to hint further at the realities of sexual health with an indication to skin.

    To work as a contrast colour to the pinks and reds, I have decided on a rich purple, to help the impact of key elements throughout. In regards to gender roles, pink for femininity and blue for masculinity, purple is associated as a gender neutral colour for both masculinity and femininity, this will therefore help to maximise the audience which my outcomes will reach and reduce eliminating those with these sexual health issues of different genders.

    Logo:

    The logo sits at the heart of every brand, so it was important that the logo was able to translate the message of the brand through its design, without the need of the supporting outcomes.

    Upon much deliberation on different names, I decided on the name ‘Just’ for the brand. Just is a name that helps to express the normality of the sexual health issues in question. It is able to work in a multitude of pathways e.g. Just a period, Just a smear. By calling it just a period, allows us to associate it with many ordinary things which help to take away the stigma which surrounds the word, disassociating it from this abnormal function which it is believed to be. Along with this ‘Just a smear test’, allows it to sound like less of experience, as easy as ‘just waxing’.

    For the design of the logo I wanted to play with the opportunity of manipulating the letter J. Using the J as a representation of a tampon, i played with using continuous and dotted lines to combine the concept together. The J acts as a tampon expressed with the use of flowing lines within the J to represent blood. The top of the J continues on horizontally to the end of the t, acting as the string of the tampon as well as framing the text.

    Typography:

    Roboto Condensed’ is the font used throughout all outcomes. As a brand talking about current taboos it was important to keep the face of the brand modern, making it appealing to a wider target audience and relatable within the 21st century.

    Roboto Condensed is a San serif font which with its simplistic but bold weights allows the font not to distract from the message and allows it to be versatile to be used over many different forms of media.

    Design for Real Life: Final Edits.

    My summative feedback from my design for real life project was positive which I am so pleased with! I am happy that the message I aimed to spread was received successfully by my outcomes! Karyl at the Pernicious Anaemia society talked so highly of what me and my group had accomplished at our presentation, she was so lovely to work with and im so glad she liked what we had all produced and the different angles we had chosen to approach the issue of pernicious anaemia awareness. A couple weeks after our presentation Karyl arranged for me and my group to present our work to the chairman of the pernicious anaemia society who then arranged for me and my group to showcase our work at the yearly Pernicious Anaemia conference!

    This project has been a thrill to work with and has allowed me to get a sense of working in the real world. It was so accomplishing to complete designs to the client brief and have them love your outcomes and the way you had interpreted the brief!

    Following my summative hand in and feedback, there was a couple tweaks needed to push my designs up to the highest level and hopefully achieve a high grade, I knew there was an opportunity to expand the scope of my designs so I wanted to make sure this was a priority of mine before final hand in.

    As I have left my designs of PA for a couple of months, it gave me fresh eyes when it came to revisiting my outcomes and pushing them further. I first wanted to approach my posters;

    POSTERS:

    • The Pas logo must remain consistent on every touchpoint (size, colour, position etc – think about creating a brand guideline if Pas do not already have one).
    • Because of the boldness of the imagery the poster design feels cramped, think about how to create more space around the elements. 

    It was clear to see when looking back at my poster designs that they were a bit over-cramped, with the detail of information looking messy. As a trio of posters that work together as a set, it was important that there was unity and a cohesivity between them all.

    I started by creating space on the poster by reducing the size of the elements, giving the poster more negative space and make it overall more calming to look at. I gave more space around the type to stop the overlaying of elements that wasn’t reciprocated in the other posters I produced. I also worked on the information below the poster design. On my original outcome the information is very large and doesn’t seem to sit well with the text being left aligned, I worked on sorting this by minimising the elements and working on the type setting.

    I went to work on the same thing throughout all my poster outcomes. I made sure that the information elements on the poster remained the same throughout, something they didn’t do before and I think really allows to posters to be sleek, clear and successful. I also worked in flipping the colour background of the bottom two outcomes so they remain consistent with the brand guidelines I have created for my outcomes, along with changing ‘feeling dizzy?’ to ‘feeling confused?’ so that each poster has its own distinct tag line which is different from the rest.

    IMAGES IN CONTEXT

    I felt it was important to my final submission that I showcase my outcomes in the context that I designed them to be in to show how the design has evolved in the way it has.

    I worked on adobe dimensions for the first time to create this mock up above. It has taken me a while to get use to using dimensions as it is something that I haven’t had any practice with before and something I still need a lot of practice with. I worked with a bus stop mock up as one of the places I would put my posters, I have situated this bus stop in font of the university to capture students on their daily commutes. The bus is something I got everyday too and from uni and I dread to think how many hours I have spent waiting at a bus stop. Here the posters will be seen by student multiple times a day and allow them more opportunity to interact with the posters.

    When writing about the scope for my project in my design document in my first submission, I mentioned how the campaign can be developed further by its presence during freshers fairs. I wanted to show how this concept could look for my final submission. I developed two simplistic banners that could be used during freshers fairs, I wanted the banners to remain minimal whilst encapsulating my design along side the current brand guidelines that PAS already have in place, I then sat these banners along side my outcomes.

    Mock up of Campaign could look at a Freshers fair.

    In my scope I also mentioned how it would be beneficial to the campaign to produce beer coasters that could be put in students unions and pubs; places which students are often present at, to encourage normalised conversations about PA, and increasing awareness amongst students. Keeping the format and overall design cohesive to the posters, I wanted to push the design further by changing the caption to fit the context in which the coasters would sit in.

    I am overall really pleased with my finished campaign for PAS! It has allowed me to push myself into thinking about how our designs can be communicated effectively to our target audience and how to work alongside briefing guidelines. It was so nice to be able to work with a live client on this brief, although the campaign itself didn’t end up going anywhere, I hope that our work inspired the team over at PAS on different ways they could capture differing audiences and hopefully spread more awareness of Pernicious Anaemia.

    FMP: Looking into Visual Metaphors.

    I had done all this research into smear tests but I still felt in a rut not knowing which direction to take it. I asked David to have a quick one to one tutorial, hoping he could push me in some direction which thankfully helped a lot. Once I had regurgitated all the information I had found on smear tests, David referred back to my first year editorial project which he felt was one of my most successful pieces of work to date. He talked about my use of visual metaphors I used in that project and tasked me with using visual metaphors in this project. I had been thinking too much about the final product that had boxed my thought process, so was advised to start on something small and once I find my direction I can build upon this, playing with cliches could be a way to develop my ideas. I scrapped all my original designs and started research into visual metaphors.

    ‘A visual metaphor is the representation of a person, place, thing, or idea by means of a visual image that suggests a particular association or point of similarity. It’s also known as pictorial metaphor and analogical juxtaposition.’ For centuries, artists have used visual metaphors to subtly communicate the subject of their works. For example, rather than paint Jesus Christ walking through Renaissance Florence, many 16th century Italian artists would use symbols that represented Christ, like a lamb or dove. These symbols were metaphors of Christ’s presence that audiences of the time would have understood. Over the centuries, artists in the Western canon have built up their own lexicon of visual metaphors, symbols that have been passed through art for generations and that are still used today.

    Visual metaphors are helpful as a persuasive tool in advertising and often used in successfully communitiating the comparison of one thing to another.

    These posters above are good examples of the way visual metaphors can be used in getting a point across. to the left is a poser for surprisingly an insurance company. the message here is that an unbuckled helmet is just as dangerous as no helmet at all. The company has achieved this message by designing the helmet to look like the head of the man, to express how there is no protection. I think this works well, it is simple but effective, not complicated to understand, which is exactly what I want to achieve in my work. To the right is an advert for WWF which shows the delicate ecosystem compared to a game of Jenga: When one piece is removed, the whole structure comes tumbling down.

    Above are some of visual metaphors which I think work really well in being simple but effective and helped to inspire the look I want to achieve with my work. The don’t over complicate the message and are effective in there metaphors. I began to sketch out ideas of what a visual metaphor could look like when thinking about smear test and normalising periods.

    My first initial thought was a playing with the representation of the vagina. Unfortunately this has been done in many ways by many people before and I struggled to find something that differed from using fruit as a representation of a vagina. the image on the bottom left however did spark my interest due to the flat vector design style it is in, stripping the objects down to the minimal and using abstract colours instead.

    When focusing on what direction I wanted to aim my project, I wanted to push for the normalisation of smear tests by using these ‘silly’ reasons to why women don’t go, making the outcomes fun and lighthearted. My aim isn’t to educate but was to normalise the conversation. I began by sketching some ideas of what these metaphors could look like; unshaved: I immediately thought of cactus, however these could be an issue with its constant link to the shape of a penis. vagina; I played with the idea of a cat in replacement for a vagina to play on words to ‘pussy’. I also had an idea of using a peach to symbolise a vagina however was unsure if this was too cliché.

    Mind Map of metaphor ideas.