OUGD405// Final resolution

The final outcomes did not turn out the way I would of liked, mainly due to incorrect stock being chosen. Unfortunately the closest colours of stock in 250 gsm (or anything other than paper), were out of stock. This has highlighted that I need to plan further in advance and manage my time management to avoid this in the future. The only other grey available was 'Dark Grey', which has a brown tint under certain lights- a colour I certainly did not intend to use. 

Comparing the vivities of blues inside the cover slider. The brighter blue on top is evidently more striking, engaging the audience and emphasising the message in a 'modern' manor due to the vividness juxtaposing the flat mass stock. If more copies of the leaflet are produced, I would opt for this blue instead of the Mid Blue selected at Fred Olders.

As it was not possible to get the lettering professionally laser cut (due to not being inducted), I opted for a traditional cutting/ folding method, using a craft knife and bone folder to achieve crisp edges. Naturally, the typeface has not turned out perfectly crisp due to human error, yet if reproduced properly the typeface should be even curvier and less jagged, fulfilling intentions.

As it is important the leaflet is eye-catching from a slight distance, I hung it on the opposite side of the room to see if it was still readable. The brighter blue is definitely more eye catching, yet this highlights that the dark grey does not work from a distance- unless the underlay was perhaps a very light blue to add contrast. This is definitely something I would change in the future.

Another test to see if the lettering was still visible from a distance, I was stood about 1.5 meters away. This suggests that if the leaflets were stacked and placed on a counter, when queuing viewers/parents would be able to engage with the item and hopefully pick up a copy.

OUGD405// Extended Development

Development // Outside

To see for myself how the Wave design would look digitally mocked up, the Wave design has still been digitally rendered incase of anything failing with the typographic sleeve. 

4 layer wave to emphasise surface area and let the under colour be more prominent. I needed to consider the area around the laser cut area to maintain sturdiness when in the hands of school kids, so making the design central was a main consideration. 

Larger but subtler version of 3 layered wave.

When choosing a typeface to replace the wave, group feedback was essential. After forming another crit group to discuss my type research, 7/10 people all suggested pursuing Halfway. The nature of Halfway is soft and almost liquified, the lack of geometric lines suggest a flowing approach to the type-forms, suggestive of the water nature the infographic is based around. The underlying colour blue should further emphasise this suggestion in a subtle way, with the sleeve colour balancing out the blue not over powered by a tight composition. 

   Possible options of outer cases, folded in the middle with bottom semi-circle cut outs acting as sliders, printed on a mid grey card. The aim of this is to engage the kids in an interactive way. In addition, when I (and many others I asked) were the age in question, I found large folded leaflets full of 'grown up' information really boring, therefore tried to attack the situation from a simpler perspective, incepting with my intentions.

I chose 'Halfway', a typeface sourced from Da Font. This soft hand stylisation composes of slightly curvy edges and 'straight' lines, suggesting a soft tone of voice- intended to draw the readers in. It has also been pointed out in a group critique when we discussed typefaces, that this looks like it has almost been thrown onto the page in water, with the slight Oblique adding emphasis onto the message.

   However, as my intention is to laser cut the words into the card, keeping the centres of the A's and R is a huge consideration. With this in mind, I adapted the typeface so it will still be coherent, yet this does mean increasing the card thickness so it is still rather tactile in the hands of 12 year olds.

When adjusted for laser cutting processes, the type is still legible yet may become weak over time. To maintain the  functional aspect of the leaflet, instead of laser cutting the type onto the slider cover, it may be more practical to heavily de-boss with a base colour. This would add sophistication and would hopefully not be thrown away as easily if ascetically pleasing than tacky. If debossed, a textual, possibly thick grey watercolour card may be a appropriate stock choice, reflecting to the message which lies inside.

Development // Inside (side 1)

Layout is always the trickiest part of creating a design for me, so prior to turning digital I wanted to mock out the composition to see if it would work.

The inside of the leaflet has taken much consideration. As I did not want to incorporate a fold, my intention was to let the words/ facts of the film 'Lonely Water' speak for themselves, whilst adding a shock factor- juxtaposing the clean/ simple exterior sleeve. After looking at several unsuccessful infographics regarding child water safety, I wanted to keep my colour pallet to a minimum, alongside simplifying the information and keeping it relevant to their age group (pre-teens).

A digital replication of my sketch has been created, using only black outlines to suggest a person being pulled under water by a shopping trolley- a common object to be found at the bottom of Lonely Waters. My intention is to add a shock factor, yet if  if I had the facilities/ this was properly produced and distributed, instead of a Vector drawing this would be a highly emotive photograph, further emphasising the sense of panic and horror within the water/ message.

Digital mock up's of the inside pamphlet. The 'Any Water Kills' has been overlaid to see what would be visible through the letters if it was Laser cut.

A possible typographic insert as a poster/ flyer incorporating facts about the video, alongside UK Gov statistics on drowning. This has been unsuccessful as it would not be appealing to younger children, whilst going against all research collected and previous intentions.

Incorporating the same typeface 'Halfway' as emotive subheadings, I tried to perpetuate the personal message speaking in a casual manor they should relate to. As this will be printed on a matte mid-blue card, the pale blue bottom half should hopefully be printed in a slightly litter shade, yet still incorporating a grainy fade where the two colours should mix. This would be ideal as either a screen print or a Risograph print, yet due to easy distribution and sticking to Digital is the most diverse means of mass print.

The bottom information is kept short and sweet, composed into four short sentences in size 14 type. The typeface 'Coolvetica', is a adaptation of Helvetica Regular, yet still looks rather dark in comparison to the heavy negative space and top of page text. I chose this typeface to break away from standard conventions, yet sticking to a modern San-Serif, proven to appeal to younger audiences. After sourcing more feedback, it was evident I needed to change this text, dispite widening Kerning/ Tracking to see if this would solve the problem... it didn't.

Reverting back to the simplistic intentions, I resolved this by changing the bottom typeface to 'Helvetica Neue, Light'.  The type size has been kept at 14pt to aid composition, with Kerning adjusted +10. As I want to keep the information concise, the eye is drawn to the bottom of the page- the same place the trolley is floating, giving a subtle subliminal message of death. 

After obtaining further feedback to possibly adjust the illustrative design of the trolley and silhouetted leg, a few people (both in the group and out) commented that it reminded them of 'David & Goliath's' work, popular with teenagers, due to the hand rendered style typeface and simplistic composition.

// Side 2

The reverse side with some more information in Helvetica Neue, Light and Halfway. The rubbish at the bottom of the image is to suggest what is under the water, yet if it was properly produced, it would actually be a photograph of rubbish on the water bed (similar to the Lonely Water Video), ideally with a shoe trapped or something even more gruesome such as an arm.

Screenshot of rubbish which lays below waterline from Public Service Video, Lonely Water.

OUGD405 // Extended development & Research

Further research //

Before turning to the computer, I wanted to make sure the sleeve design was going to be as successful on screen, as when reproduced. With this in mind, I revisited my message of 'Any Water Kills' to obtain further feedback. After speaking to 4 children aged 11-12 who were siblings of friends, 3 / 4 said that they would respond better to a striking message rather than a "childish" image, "like a wave". 

With this in mind, I felt best to pursue a route with a mixture of typography and imagery, yet heavy in negative space so it didn't bore/ alienate them. I also wanted to avoid making it over child like, aiming to appeal to the 'grown up' transition they are feeling.

Type Experimentation //

Mock ups //

Considering Stock and Colour //

When considering stock and colour combinations, 250 gsm is needed to support the laser cut aspect, as well as making the interactive element more sturdy and tactile.

Rows of stock in Fred Olgers

The sleeve colour is intended to be a mid grey, ideally around Pantone 7543 U. To complement this, the blue should be around a vivid pastel blue, ideally Pantone 551 U P.

OUGD405// Wayfinding Finals and Feedback

Feedback //

When presenting my research and ideas generation, the first interim Critique raised valid points. It was suggested that I include coloured outlines so it is instantly visible what sign you're meant to be following.

I was really stuck when it came to choosing a symbol to represent Leeds College of Art, and as a group we concluded that the LCA Paintbrush symbol was the most appropriate, and would resinate as an art school within most people. They also suggested I could pursue this without the colour fill, yet I am concerned this may not make it so related to Leeds College of Art? It was also raised I need to create a distinction between between Vernon Street and Blenheim Walk campuses.

Making the composition more minimal so the symbol is the focus was another strong suggestion, yet this was counter argued by the group by saying "how would the audience know what the symbol was 100% without typographic accompaniment?". I will experiment with both to see which is more effective, this could also effect production long term if this was a real project.

The idea to change the Broadcasting Tower logo to the Beckett 'Flower' was raised, as some people may think we're taking them to a specific location.

After receiving feedback it was evident that I needed to change the Leeds Beckett logo from Broadcasting Tower, to the generic flower. It is notable that the flower is composed of illustrated figured intertwining, suggesting a friendly environment and community, adding a subtle quality to the imagery. Furthermore, I tried to keep as much black into the image as possible, adding contrast and reducing pricing. However, to obtain maximum effectiveness, the ideal solution to catch eye, both in light and dark, is to outline each sign in the colour of their establishment.

Leeds University logo and Leeds Beckett logo are kept as black outlines, contrasting with the specialist schools who have an outline encasing another figure, e.g: the circle from LCM encasing the music notes. This should reduce costs as purple is a notoriously pricy colour due to the pigmentation. In addition, University of Leeds maintain a monotone colour scheme throughout their web/logo branding, with the dark green mainly being featured throughout 'On site' way finding, aligning with the idea of having minimal colours and predominantly black featured on the logo itself.

As one sign// 

When composing a generalised piece of signage, I felt best to go off the logo's and colour ways initiated from the individual pieces of way finding. I experimented with a possible low hanging informing the viewer of distance both in miles and in time. The low hanging could be achieved by an extension of the signage material, or possibly even a chain link adding an additional quality to each piece, making it stand out from other signage.

Experimenting with old LCA signage seeing which works better in a full format. After asking peers again, they all said that the walking man was vague, and suggests 4 mins from each place- which obviously is incorrect and therefore pointless. The general census was also to stay to the paintbrush logo as it identified more as an art school to people who may not recognise the significance of 1846.

A more sisinct and informative way of presenting time. As a pedestrian, I generally do not consider milage when planning a journey, I simply think of the time it will take me to get there- the same as many people I have asked. I have also removed the underhand from the sign due to additional costing, alongside it possibly getting ripped off through possible vandalism or extreme weather.

In settings//

As the way finding will predominantly be from student accomodation, I thought it best to showcase the signage as it would be most appropriately featured.

On the Liberty Park building on the right of the exit. This would ideally be moved over the road so when students exit the grounds for the first time, they will know which direction to turn.

An artificial post created to suggest how the signage may look direct from Liberty Park gates

The next main turn to the University district from Liberty Park. 

When exiting Marsden House, predominantly student living for Leeds Beckett and University of Leeds, the first thing they will see is signage pointing to universities, which will then lead them to further signage when required.

When exiting Unite Students which is slightly closer than LP and Marsden House, specific signage is engaged to give pedestrians a more coherent overview of the time it will take them to get wherever. This is also important as Unite Student Accommodation is not restrictive or specialist to one/two universities, yet a high volume of international students stay here meaning a deeper distance insight is crucial.

Signage within the University district

Mock up map of pedestrian routes in Leeds City Centre

When evaluating the success of this Studio Brief, I asked myself and peers in a final critique ‘If you were a neewbie in town, would these signs help you?’. Overall, the response was yes. 

The clear, simplistic colour combinations catch the viewers eye when singular yet may get lost when in the sequencial composition. 

This could be ammended in the future by introducing smaller symbols to be emphasised by the negative space encasing it. In addition, the University of Leeds logo can introduce subtle twists of colour- however I would be concerned that this would detract from the structural form of the clock tower and swaying away from the actual branding of Uni of...

With regards to composition, typography could be considered to a higher degree of analysis, possibly by using a narrower alternative to Helvetica Bold, which is equally as readable and distinctive from a great viewing distance. Furthermore, I would also pay more consideration to the material it would be printed onto, and specific destinations/ positions to increase quality and legibility.

In the future I definatley want to work on my photoshop skills with regards to making an object looks like it belongs there, as my mock ups 100% look like mock ups- defeating the point of them being in setting. Furthermore, if I had more time I would investigate other establishments of possible need (such as City College etc) and even develop a  directional app allowing you to select your accommodation and destination, acting as a personalised google maps.

In conclusion, I feel this project has been successful in its concept and the simple values it possesses, however increased consideration for typeface and material would have aided development further. If amended, I would experiment with simpler compositions and smaller arrow boards, reducing production costs allowing more to be produced and distributed around Leeds.