Module Submission Form

Summative Evaluation

Final Major Project - Summative Evaluation

I was just starting to enjoy designing this last week… I think one major learning point is that pressure really focuses me in terms of my creativity. When a deadline is looming the design ideas seem to flow more. One major benefit of doing so much research and concept developing earlier on – the foundations were already there.

I still have a voracious appetite for research and being aware of new trends and innovation. I have enjoyed extending my knowledge of Indesign, Illustrator and Photoshop in order to deliver some of the designs digitally and for print. I still haven’t made time to extend my understanding of web development however I know how to set a URL up and also using platforms like Cargo and Go daddy to produce a reasonable online presence.

I loved designing and making the Design Context case bound book however I am disappointed with myself that I did not leave more time to proof read it properly.  I don’t think there are any spelling mistakes but there are some double spaces and punctuation errors.  The problem was it was so many pages I didn’t want to print it out even in black and white as it cost me £33 to print the colour version. However I think going forward it is the only way to proof read a document thoroughly.

To focus the evaluation I am going to summarise each brief

Brief One allowed me to continue an exploration of Brands, young people and culture, which fitted with the theme of my dissertation. This brief made me ask a lot of questions about my own ethics and ultimately whether authenticity really matters. The Hollister brand really annoys me with its fake back story however I am happy that I made the outcome of the brief positive rather than negative and in turn made something which is relevant in today’s `experience economy. I really enjoyed designing the ‘Classic’ books concept and am pleased with the concept I have proposed. (Both my son’s were impressed!)

Brief Two allowed me to research a Global Brand and also consider its Sustainability strategy.  It also informed my Design context and I believe that there is a real push in the corporate world to connect Design with Business Strategy more. I enjoyed developing a Campaign within strict brand guidelines as the focus could be on the Concept not the colours or typeface used. Going forward I do need to rein in the research somewhat as I am aware there isn’t usually so much time in the real world.

Brief three although I am pleased with the final outcome I am disappointed I couldn’t have had more impact on the final design but sometimes you just have to recognise someone else’s strengths.  Also I found myself working at home a lot more on this module as I saved a lot of time not commuting in.  This meant I missed a few meetings so felt slightly out of the loop even though the girls always kept me informed.  The only feedback I would give is the design for the Print version was done in Illustrator, which meant sharing the files was difficult.  I always design layouts in Indesign and this experience has reinforced this.

Brief four was both enjoyable and frustrating.  I really enjoyed understanding Tom’s practice and also it was a pleasure to reconnect with the Arts and Crafts movement.  The problem was Tom was sometimes a bit slow to respond to actions and also did not have any photographs or portfolio. Nor he did not have an up to date CV.  The brief also changed slightly halfway through from branding a new business to his personal branding. Fortunately the identity design still worked for him personally. The main frustration happened when I need to photograph the work and he had not made the cards or the folder. I understand he has deadlines too so perhaps I should have factored in a contingency plan. Fortunately he managed to make them for the hand in deadline.

Brief five I learnt a lot about compromise with this brief mainly because of the budget. From day one I had made the client aware how much the booklets would cost and this shaped the format of the book to a large degree.  One triumph was persuading her to spend another £25 for the cover lamination which was money well spent.  I have made some great contacts with local printers and also gained more knowledge about commercial printing particularly the limitation of digital.

Overall I am happy with all the concepts I have developed however slightly disappointed with the outcomes, especially the physical outcomes which are a bit thin on the ground.  Ultimately I have tried to rationalise this, as my practice is not about handcrafting or making packaging.  I have also been quite distracted applying for job and going for interviews, which ultimately has also informed my practice. I think an In-house Graphic design role would suit me even though I still aspire to work in a designs studio. The roles I have been applying for are working across both print and digital media, which will feed my appetite to keep learning new skills.

I feel confident I am on the right path to becoming a skilled, thoughtful, commercial graphic designer.  

Brief 1 Module Submission Boards

Brief 2 - D&AD Unilever Module Submission

Brief 3 - Interior Design Yearbook

This brief started as a significant brief but I replaced with the Alumni Competition brief.  Although I contributed to the concept development, content collection and some of the design development for the poster my role in the final design and layout was minimal so I do not have finished outcomes to put on boards.

Brief 4 Tom Bent Identity Module Submission

Brief 5 Dance School Module Submission