Task 1

This page lists task 1 and will take you 15 lessons/3 weeks to complete.
–note; time allowances are based on the best estimate of how students will progress through the course but can be subject to change depending on students' learning needs. Two extra lessons have been allowed for in case you fall behind.
Task 1 – 
Your Theme – 15 Lessons – 23 sketch book pages 

Your sketch books are critically important –

In your sketch books, follow the steps within each task and Write down ANY & ALL ideas you have, include drawings of ideas, annotations, diagrams, notes-to-self. 
PRINT and PASTE images of PHOTOS you've taken, paste images of DESIGN you've found online and make a rich visual feast recording all your ideas.
 
So here's the bullet point list of how to use your sketch book;
  • Have your SKETCHBOOK with you every day in class
  • Take your own PHOTOS of people and things you will have in your designs. 
  • WRITE about what inspires you, make DRAWINGS or DIAGRAMS of what inspires you
  • Search out DESIGNERS online, print their work, paste it in your sketchbook and make notes about what aspects of their designs you'll be using in your designs. 
  • At the back of your sketch book, RECORD the web address and names of the designers you find – Note this step is a MUST – if you don't know how to find this information, check with the teacher. 
Your sketch book will be full before long 
Scan it when you're finished (page by page) and you'll get a new sketchbook.


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The best thing you can do is look at how Established Designers make and present their work. 
Use Adobe's Behance as well as Pinterest and the magazines and books in class. 
You can also use the Links Tab, scroll down to Designers Websites and Design Inspriration and surf through those links to warm up your imagination.

You're being assessed on your knowledge of Design Conventions;
Technical conventions such as the way Designers work, the materials & techniques they use
Pictorial conventions such as the colour, contrast, balance and rhythm as well as their use of fragmentation & distortion
Communicative conventions such as their treatment of subject matter, the juxtaposition of imagery, their use of symbolism and metaphor


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Task 1
this task has four steps – you will need 8 lessons to complete
A. Creating Logins, B. Visualising Your Theme & Brainstorming, C. Focusing, D. Researching

Your first task is to develop a comprehensive brainstorm of ideas for your work. 

The importance of this first task cannot be over-stated.
Many professional designers spend more time developing ideas in the intitial stage than drawing it out. This process saves time and produces better results.

A – Creating Logins ––– Time Allowance: 1 lesson

Creating your Logins
  • Make an Adobe login using your school email, and school password – it's important you do this step correctly 
  • Now got to Colour Wheel and login the same login and password. 
  • You probably won't be able to log into to Behance but you can at least check it out. Search under these catagories: Graphic Design, Branding, Typography, Packaging, Posters, and possibly Fashion. You can also search with key words like Record Labels or Burger Joint.
  • Now download the Adobe Capture app for your phone and use the same login and password.  
  • Make a login on Pinterest, make an ArtDesign page. 
  • Follow Mr Beardsley's (BRS) Pinterest page –  research; Typography, Poster Design, Logo design, and Contemporary Graphic Designers – save pins to your board that interest you.   
  • You'll also be able to load the Adobe software at home. Ask for instructions.

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B – Visualising Your Theme ––- Time Allowance: 6 lessons - 16 A5 pages total


FIVE LESSONS:___________FOURTEEN A5 pages


Use EIGHT A5 pages in your sketch book (like this) to paste in images from the following: 
  • Find 4 examples of design from each of the sources below based on the style of design you might be interested in producing yourself for your campaign.
    • You need to find a total of 16 (4x4) - each of FOUR EXAMPLES from; 
      • Select FOUR from the TYPE DESIGN on BRS's PINTEREST Boards.
      • Select FOUR from the TYPOGRAPHY POSTER board on BRS's PINTEREST Boards.
      • Select FOUR FROM the LOGO DESIGN board on BRS's PINTEREST Boards
      • Select FOUR from the POSTER DESIGN PROJECTS that you like on BEHANCE (Login to Behance- if it blocks you just go back and use it without logging in, click on Discover, then click on Graphic Design, then click on Poster).   

Use SIX A5 pages in your sketch book (like this) to paste in images from the following: 
    • Now find 3 SPECIFIC DESIGNERS from this resource
      • Each Designer will be given two facing pages in your sketch book.
      • Make a title page for each designer and paste all three items (as noted below) on the left side of the facing pages. 
      • FOR EACH; Save the images and the Designer's names and web addresses. 
      • FOR EACH; Find a range of at least three different design products from ONE brand/project - like a logo, poster and packaging - all related and designed by one person. 
      • On the opposite facing page make drawings and diagrams visually explaining what specific aspects of their designs you will use in your own. 
    Share your images with Mr Soltero to print out so you can paste into your sketch book.  



    ONE LESSON:___________ TWO A5 pages 

    Use two A5 pages in your sketch book for your written Brainstorm. 
    This will include drawings, notes, diagrams. Click here for a range of examples.
    You will develop ONE idea – from ANY of these ideas below:

    Products 
    Examples include but are NOT limited to...
    • Fashion: Clothing, Cosmetics, Accessories
    • Sports: Clothing, Equipment
    • Film: Entertainment, Documentary, Animation
    • Craft: Stationery, Accessories
    • Book/Magazine/Novel: Illustration, Character development
    • Travel/Adventure: NZ Based, Exchange, International

    Events
    Examples include but are NOT limited to...
    • Festivals
      • Music
      • Food
    • Religious events
    • Historic events
      • Anniversay events such as Passchendaele or Gallipoli
      • 100th Anniversary of the Suffragette Movement (Feb 2018)
    • Conferences

    Awareness
    Examples include but are NOT limited to...
    • Educational: Climate, Animals, Social Groups 
    • Political: Issues involved with Change 
    • Environmental: Built environment, Natural environment
    • Social: Bullying, Gender, Physical or Mental Health 
    • Revitalise/Reinvigorate/Regenerate...


    ONE LESSON:___________ two A5 pages 

    Now Produce two A5 pages of Visual Ideas for your design campaign – Written and Visual

    • The images you gathered from Task 1A have helped you begin to visualise what you're interested in and what style of design you'd like to produce. 
    • You've also studied a little about three specific designers and their work.
    • Now you're going to think about word-based ideas to help make your design campaign more specific. Then you'll make connections between the lists of words and your visual understanding of what that might look like - this first step involves using existing images and/or your own drawings/design work to produce visuals related to specific aspects of your theme. 

    Gather/make/develop visuals for YOUR theme. This stage of visualising your theme begins with producing written ideas that will help direct specific aspects of the visual qualities of your design campaign. This sketch-book example has some examples, click here, then click the right arrow to scroll through. 
    • Consider these categories when developing a full visual idea of your design campaign: 
    • Leave S P A C E between images so you can make notes, add drawings and visual images.
    • Your colour palette research MUST come from your Adobe login or from the use of the Capture App on your phone – use the descriptive terms to form your written brainstorm when describing the use and function of colour.
    • To summarise: you're telling a story and providing your design campaign with personality– you're curating images, it's artful and well laid out.

    IF YOU NEED TO USE GOOGLE to gather images – only use large images - AT LEAST 2000 PIXELS IN ANY DIRECTION 




    C – Focus ––- Time Allowance: 4 lessons 
    - FIVE A5 pages total

    Developing your Focus – imaginary clients & their target audiences 
    • Work as if you were a real designer. 
    • Develop a sense of the sort of client who needs your design services. 
    • Developing your imaginary client will help you focus on the best design brief. 
    • Be concise and specific rather than general

    –––Use one A5 Page to Write a simple LIST DESCRIBING THE CLIENT... 
    who are they, what do they want to achieve? who is their target audience?

    –––Use one A5 Page to Write a simple LIST DESCRIBING THE IDEAL CUSTOMERS or END-USERS: 
    • male/female?, age?, activities they're into?, qualities/characteristics? picture him/her
    • most importantly LIST the customer's expectations/needs from the design? 
    • What can the end users contribute to your design in terms of how they interact with it? 

    –––Use one A5 Page to write a list of all the things you COULD design for this campaign; tote bags, packaging, badges, wrist bands, t-shirts, posters, stationery, website/mobile app, point-of-sale displays. 
    Be creative and consider interesting twists on standard ideas. For example rather than "poster" what about a series of posters that interact differently when side by side? What about a collection of post-cards that contain designs for a whole group of related cut-out-pop-ups? What about a T-Shirt that doubles as packaging and wraps an object? What about a mail-out poster that doubles as a fold-up object?

    –––Finally Use TWO facing A5 Pages copy down the Principles & Elements of Design on the left side and Provide Visual Examples from your research on the right side using your own drawings/design examples;

    Design Principles
    • BALANCE – distribution of shapes/text/images - ideas like symmetry / asymmetry 
    • ALIGNMENT – visual connection between elements - visual qualities like scale / impact  
    • HIERARCHY – qualities that provide clarity of visual priority
    • CONTRAST – combinations of qualities such as dark/light, thick/thin, large/small
    • RHYTHM – repetition and organisation with visual qualities like movement and sequence
    • PROXIMITY – making elements seem part of a whole to visually declutter / simplify by placing things near
    • COLOUR & SPACE – colour defines the tone or feel while space allows elements to breathe 

    Elements of Design
    • Line, Shape, Value, Colour, Texture, Size, Space



    D – Research Existing Designs ––- Time Allowance: 2 lessons-2-A5 pages total

    What's already out there in the area of your Design Campaign? 
    • There will already be plenty of ideas out there that are similar to your idea. 
    • How have existing/similar designs approached their campaigns? 
    • What qualities and characteristics are the other campaigns promoting? 
    • How does your design campaign differ, how will yours stand out? 

    In your sketch book fill 2 A5 pages with written and visual research of two WHOLE existing campaigns that are similar to what you imagine for your campaign: their logos, any posters or other editorial collateral they've printed such as pamphlets, flyers, packaging, any web-based presence they have, ads in magazines...Make sure you capture two whole campaigns because individual-stand-alone designs are too isolated and out of context to make a judgement about.
    Print images out, paste them into your sketch book and make notes.



    Check Point – Formative Assessment
    • Hand in your sketch book 
    • 23 pages of work 
    • 3 Weeks total



















    Below are sample starting points in case you're stuck for ideas in task 1a

    Sample Starting Points

    Sample list of ideas for Design Campaign Starting Points: 
    This list represents real starting points for previous students – all of which were developed further. 

    There are three broad categories for campaigns: Product, Issue, Event
    Most of the examples below are awareness campaigns dealing with issues. 

    Awareness campaign - regarding how consumers can make Positive Purchasing decisions to avoid negative impacts on the environment. Resources could be made available via apps and websites to inform consumers about the origin of materials or the potential environmental impact of particular types of products.

    Awareness campaign - regarding Human Trafficking - informing the public of the issue and of the vulnerability of people in these situations. 

    Awareness campaign - How media influences the perception of Beauty & Body Image. The design style could employ a contrast between "natural and organic" and "artificial and fake" to highlight different perceptions. Techniques could include use of white space, reflections, repetition. Colour scheme is based on skin tones, earthy greens and browns, white and black. Design challenges include Logo, Posters, Magazine Ad, Internet Ad, Billboard, Product labels.

    Awareness campaign regarding Elephant Poaching and the Ivory Trade. Colour scheme in Reds, Blacks, Greys, and natural earthy tones. Images could be graphic without making viewers cringe, an example of an existing campaign is the group; Blood Ivory. Design style could include an aim to provoke emotion. 

    Awareness/Product campaign – A magazine focused on Female Youth Issues such as peer pressure, media, parents, societal expectations, drug and alcohol issues. The name of the magazine will be Bloom, implying growth with a target audience of between 13-18yrs. Colour scheme could be based on the seasons because the magazine is published quarterly; Pink, Yellow, Blue, Brown - in muted tones. The overall feel could be retro, romantic, young, pretty, including hand-drawn and photographed images. Readers will be able to become involved creatively via QR code links to fb/web (uploading images, ideas, comments?) Design challenges include the cover masthead, magazine layout, ads style, issue spreads (smokefree, youthline), fonts and logo.

    Awareness campaign – "Against Exploitation" organisation called "Hoarders and Squanderers Foundation" (in reference to harvest and abuse of natural resources) focusing on fossil fuels, looking after natural resources. Design styles will include juxtaposition bold contrasting colours, images will look threatening and serious. Design challenges include a logo.

    Awareness campaign – Global Warming issues – in particular as they impact on the Polar Bear. Alex's awareness campaign will aim to give voice to the Polar Bear and in particular how the warming climate is impacting on where they live and their population numbers. He will use text as image and somewhat in Carson's style of legible illegibility to make the viewer aware of the voice of the Polar Bear. 

    Awareness campaign – Bullying – dealing with issues of Physical and Verbal Abuse of teens. The campaign aims to support the voices of those experiencing abuse. It may focus on school. Colour scheme is strong contrast, bold, cut-out style; black, red, white.

    Awareness campaign around Deforestation and effects on society. The campaign will have an illustrative look. Design style includes; illustrations, possibly photographs, design rules/techniques - the one-two punch, squish & separate, distribute light & dark.  Design challenges will include; Logo, Billboard, Posters, T-Shirt.

    Awareness campaign for Biodiversity, Design style; Pattern within image, limited colours; soft and dark (be specific) Rules & Techniques; Repetition, cropping, scale. Design challenges include; Logo, T-Shirt, Poster. Possibly images of animals fading, damaging effects of a lack of biodiversity through land clearance and the introduction of non-indigenous plants/animals. 

    Product promotion – clothing shop, based around tattoo culture, sytle inspired by Misery, illicit. The label is called Ugly Alcoholic Clothing. The colour scheme will be inspired by colours of a rainbow, very bold, including golds, blacks and whites. Design challenges include; Logo, Bus Shelter Ad, T-Shirts, Poster, Shop Signage.

    Promotion of event – Music Festival featuring different genres (detail needed about what genres and what is different?) Bands featured will be up & coming such as; Negative Dragons, Rise Against, Abandon All Ships, Thrice, 3 Doors Down, Three Days Grace. About 20 bands will be featured with the idea that they are inspirational (to a younger generation of future musicians?) One aim of the festival is to promote up & coming bands. Much more detail in terms of design style and approach needed, probably a little too much focus on which specific bands will be included...

    Awareness campaign for Human Rights Week - The focus will be to promote the Christchurch week-long Hagley Park-based component to the international event taking place in September (the highlight of the event is Peace One Day) including activities to help others (is this a 'get involved' focused series of activities?) 
    The week will include inspirational speeches from well known figures who have stood up for Human Rights. The motto of the week "Peace can mean much more than the absence of war". Colour scheme includes white, blues & peachy oranges - this will still use contrast but be less visually aggressive than the previous colour scheme. Design style includes the use of negative space, graphic and modern clean images to underline the seriousness and importance of the topic. Design challenges include; Logo, Posters, Flyers, Video, T-Shirts.