Year 1 Design Tasks

In my first semester studying Digital Media Design, I was set a series of design tasks to complete.

Week 1: Climate Change Poster.

I created this poster entirely using Photoshop. I started by using shape tool to create a rectangle and then cut it into a triangle, to look like a tree. In order to create a more 3D effect, I added a darker shade of green to half of the tree. I also used the brush tool to add texture. I like the way the trees turned out as they are simple, however help to add more depth to the poster. I used a similar method to create the skyscrapers in the background. In particular, I chose to incorporate these elements as they help emphasise the impact of urbanisation on the rate of deforestation and therefore the environment. The flames further add to the urgency of the need to change. I found designing the character the most difficult as more complex shapes and details were required. I decided not to use much text as I wanted the message to be clearer and therefore seem more important. I also created a version of this poster which include signs displaying different deforestation facts, however decided not to incorporate these in the final version, in order to keep the focus on the image. I used the rule of thirds when designing this, in order to effectively and consistently layout the content. For example, the type is in the top third, whilst the man is in the bottom third.

Week 2: Kinetic Typography.

Lyrics:
"Can't stop, addicted to the shindig
Chop Top, he says I'm gonna win big
Choose not a life of imitation
Distant cousin to the reservation".

I created this kinetic typography using Adobe After Effects. I chose to create a lyric video for the opening of the song Cant Stop by the Red Hot Chilli Peppers as I like the song and found the lyrics interesting and ones which I could animate in specific ways. I created a separate layer for each individual word, allowing me to animate each one differently. I experimented with the position and scale settings, as well as the different axis, to enable the type to grow, shrink, move and spin. Prior to this task, I had never used After Effects, therefore lots of experimentation and trial and error occurred. I also followed several YouTube tutorials to create additional effects, such as the bubble effect which occurs around the word Shindig. I decided to use the same simple sans serif font throughout to keep the outcome more consistent. It also means that it is easier to read the words, whilst they are moving around the screen. I attempted to present the lyrics in a way which links them to their meaning. For example, by using a larger type face for the word big and replicating the word imitation several times. I like the outcome of this as I think its entertaining to watch, whilst still being fairly simple.

References:
Cant Stop (2002), Red Hot Chilli Peppers, Warner Records Inc: California.
4 Great Motion Graphics Techniques in After Effects (2018), added by SonduckFilm [Online], https://www.youtube.com/watch?v=9bnOVV3EBC8&t=264s

Week 4: Promotional/Informational Flyer.

For this task, I designed a flyer to promote Cadbury chocolate. I decided to use colours which reflect the brands values, as well as house style. For example, the colour gold connotes luxury and wealth, which helps portray the idea that Cadbury chocolate is a high quality, luxurious brand, in order to encourage them to purchase it. Furthermore, the colour purple connotes royalty, which further establishes Cadbury as this type of brand. Purple is also often associated with peace, giving positive connotations to the business. I applied a navy gradient to the edges of the poster, which implies loyalty and trust. Additionally, the colour brown used, whilst replicating the colour of chocolate, is quite a traditional colour, which helps represent Cadburys as an established brand, encouraging the target market to trust them. Furthermore, the colour brown is found to stimulate peoples appetite, therefore by including it on my poster, the audience may become hungry and buy Cadburys chocolate. I replicated the Cadburys logo on my poster design, to create a sense of brand recognition, which will benefit its promotional purpose. I designed this poster using Photoshop (the shape and selection tools in particular). I like the outcome of this poster as I think it reflects the brand well.

Week 5: Digital Art.

For this task, I was required to create a piece of digital art, inspired by another artist. I wanted to explore different styles, therefore decided to take inspiration from two artists: Salvador Dali and Piet Mondrian. I used Photoshop to complete this task.

This first design was inspired primarily by Dalis painting The Persistence of Memory. In particular, I took influence from the melted stylisation. Whilst the original painting symbolises how time is melting away, my version builds on this in a more literal representation, where the old statues are melting in the present day. For this design, I applied the oil paint filter to a photograph which I took of some statues in Bali, and then used the liquify tool to further manipulate it. I faced difficulties when attempting to liquify the statues, without impacting other aspects of the image. I found that using multiple layers helped to resolve this.

This second design was inspired by Dalis surrealist style, whereby different aspects are merged together. In this instance, I decided to combine the past (the Roman columns) and the present (the music concert). I decided to use the oil paint filter again, to replicate the texture of Dalis paintings. Using different layers and the selection tool, I was able to cut out different aspects of two different images and combine them to create this outcome.

This third design was primarily inspired by Piet Mondrian’s painting Composition A. I wanted to add a modern twist to this painting, using different layer styles to give it a more digital effect. Furthermore, instead of using block colours, I filled the rectangles using a painted texture, which I then altered to hue of to change the colour. I like how this design combines digital and manual techniques and how the colours stand out against the greyscale background.
Overall, I think the outcome of this task was successful. This is because I think these designs reflect the styles of the original artists well, whilst taking a more modern approach, which incorporates my own style as well.

Week 6: Sketching/Scamps and Observations.

I sketched different locations for this task, such as Winchester high street and Cathedral. I found it difficult sketching buildings from a low angle, as my perspectives tended to come out quite distorted. Whilst sketching, I tended to start by drawing guides such as basic outlines to help me get the proportions right. I think these turned out quite well considering I do not have much experience with sketching.

Week 7-9: International Society of Typographic Designers (Mini Project)

For this project I decided to follow the Climate-Typo Action brief, which is to address climate change using typography. I chose this brief as I felt like I could explore it the most, taking it in a variety of different directions. I started by brainstorming different aspects of climate change in the form of a mind map. From this, I then selected specific words, which I could take inspiration from.
The next stage was to sketch out different typographic and illustrative ideas. Then I selected my favourite ideas and mocked them up digitally, using Photoshop. I then further developed these designs. From this I created a series of posters combining my designs with facts about climate change and ways to help protect the environment.

One of my ideas involved embracing the path type tool on Adobe Illustrator. I took inspiration from the CO2 graph produced by NASA. I traced the graph and then used the path type tool to type in the same of the chart. I also used a similar method to create type in the shape of a polar bear. I combined these designs together in the poster shown below. I like the outcome of this and found that it was an interesting way to layout text. Currently the type includes placeholder text, however my intention was to replace this with information about climate action, as my work is developed further.

Another one of my ideas involved moulding type into shapes. For example, I created a circle using the word change. I then used colour to make it look like the earth, to help portray the projects message. I first created an illustration of a flaming earth however then developed this to incorporate typography, which resulted in this final mock up.

Whilst researching climate change, I found the amount and impact of waste interesting therefore decided to further explore this issue. I created a mock-up of the earth inside a bin, which represents the impact of global waste and how a change is needed. I then produced a poster which incorporated this, as well as facts about this topic, in order to invoke a sense of shock and urgency. I experimented using a few different colour palettes however resulted using green (to represent the earth), grey (to represent waste) and black (which has negative connotations).

I also explored the impact of urbanisation, particularly in regards to deforestation and the burning of fossil fuels, which have resulted in ice caps melting and species becoming extinct. I created designs using a simple font, however making subtle changes to emphasise the issue of global warming. For example, making a word appear melted.

I am pleased with the outcome of this project as I feel like I have explored different aspects and effectively used different typographic methods to represent the brief.

Weeks 10-11: 3D/Animated Logos:

I created this logo using adobe software such as Photoshop and After Effects. I decided to animate the logo which is present on my website, to keep my work and brand image consistent. I followed a YouTube tutorial (FilmVentureStudios, 2017), in order to create the live handwriting effect. I then adjusted the scale and position settings to give the impression that Maia McGhee was moving forwards, whilst Design was moving backwards. I then added sound effects to my logo, which I downloaded from a website (bigsoundbank.com, 2019). I like the outcome of this logo as the animation is simple, yet effective.

References:
Write On Brush Stroke Text Effect (Beautiful Destinations- After Effects Tutorial), (2017), added by FilmVentureStudios [Online], https://www.youtube.com/watch?v=WJQlO0GrLPo
Joseph Sardin (2007), Available at: https://bigsoundbank.com/detail-0221-pencil.html (Downloaded 2019).
Joseph Sardin (2013), Available at: https://bigsoundbank.com/detail-0655-car-door.html (Downloaded 2019).