audience

the audience for this is elderly people that have problems with maneuvering the world. After talking to my grandparents they said that they were a bit worried about it and might not want to do it. I think the goal would be to angle it for younger people so that they could recond it to their parents or grandparents.



this idea came from the idea that I could help my grandmother have a better life, as she can no longer taste and has, therefore, lost her appetite. she is getting thinner and thinner for every time I see her and if I could give her something that would help her I would.

scedule

4. Sense Control Technology
Able to intercept and control the human senses.
Format: Brain implant (wireless control output)
Things to consider:
• What problems could it solve?
• Which sense(s) would you want to temporarily heighten or reduce/switch off?
• How are the senses controlled? (App? control switch? Wearable device?)
• Who is the target audience? How will you engage them?
• What is the customer experience of the brand?

Specific Deliverables:
 1. Brand name and logo for the product
2. e format of the technology (packaging for the wearable tech, app interface for example)
3. Promotional Materials (Ad campaign/brand launch campaign, Supporting literature)
4. Any other ideas for the customer’s brand experience.


6. Jan
elmwood
initial ideas

08. Jan
elmwood
initial idea

10. Jan
elmwood
development

Employability fortnight.
do what I can.

27. Jan
elmwood
development

30. Jan
elmwood
development

31. Jan
elmwood
production

03. Jan
elmwood
production

05. Jan
elmwood
finish

Brief
Your task is clear, design a type-based brand identity for one of the three clients listed below. Your typographic rebrand should support appropriate visual expression, information architecture and language requirements of your client, across print and digital platforms. This is a typographic brand brief and your priority is to create a compelling, engaging and typographic solution using typefaces from Monotype that can be accessed through Adobe Fonts and Creative Cloud.

Boutique Fashion Accessories Five years in business and looking to transition from a designer/maker to a larger but sustainable brand. Locally manufactured. Sustainable. A luxury product for the discerning, design-aware but cost-conscious customer.

07. Jan
logo and research

10. Jan
poster

13. Jan
production

14. Jan
finalizing

17. Feb
hand in

ideas

Should it be permanent?

injection

Schedule

items
glasses
gloves
headset
hat
nosering
watch

chocolate
pills

this was a waste of time seeing as it appears it has to be an implant.

I feel like it should be controlled with a separate remote as I aim to make it for elderly people.

mind map

I was initially not sure what to do with this brief I played around with some ideas for the teleportation brief in addition to the sense control as I thought that the themes could be something cool. I thought it might be cool if I could do some pill packing or maybe a sweet that would heighten your senses, but I read through the brief again and it is said that it has to be an implant. I went through what issues could be associated with losing your senses and I could not find a reason for me to only focus on one as I believe that everyone could be better off if they had the ability to heighten their senses whether it would be so that they wouldn't need glasses or hearing aids to getting their sense of taste and enjoy food again. I was also thinking that it would be interesting to have an item that would control everything once I reread the brief. 

elmwood briefing

invisible inc
tec innovation company
if you can dream it you can build it
mistakes make beautiful
last for a long time
elmwood designs define personality

values
imagination,
progress,
failure

personality,
 confident,
daring
irreverent.

the leading way within the world of technological invention.

make it human, oat-ly.
don't make it cold, and also make it relevant.

rooms in flat-pack furniture, make the idea work with the brand.

understand the customer
make it human
make it relevant
make it interesting
stay true


future brief
own name and partly personality
its gonna be its own brand

find a problem that could be solved.

teleportation portal tec
able to transport anywhere on earth
product or service

what would it be used for?
how will it become desirable?
make money
packaging, how will it be purchased
what is the target audience?
consumer experience
launch

brand name and logo,
considre package design. where is bought?  instruction manual? ad campaign?
what promotional material is suitable and relevant.

could it look like something that is no longer used?

a poster that showcases a different world, it would be 3d

indestructible,
could be a liquid,
paint spray bottle,
prevent anything to be destroyed.
think further than guns, water or something or smashing screens.
how do you use it and how is it packaged?
what material would it be put on?

synthetic muscle technology.
the ability to create meat or muscles.
how do you go beyond the perceptions of the lab-grown meat? and how do you actually sell it?
how does it look and feel?
cold and cynical or fun?
what problem can it solve?
the tone of voice?
staff, how do they live the brand?

sense control tec
able to intercept and control human senses.
turn off senes, heighten sight and hearing.
when would it be used? how is it controlled
what problem would you solve?
what sensed would you want to turn off.
older people?
what is the consumer experience?
step by step or maybe it isn't.
format?
is it a pill?
getting senses back as an old person


advanced ai foresight
able to see 10 minutes into the future
but if you can see 1o min into the future, would you not just see yourself watching yourself when you come to the end of it?
what is the point of gambling?

don't worry about the science.

make it human!


who is it aimed at?
what is human benefit?

a complete brand experience?

could win a placement?

deliver
pdf, video, or something relevant,  but remember to tell a story

it could be a small ting or a big problem, but sell it to a consumer

printing

we did it in a sort of assembly line, first, the small type and image on the back then overlayed the red type and finished with the pattern. we had some issues with the small type as it either bleed or did not print. initially, we were meant to have a series of four posters but there was something missed in the print room, so that is not how it turned out. we had six that worked out quite nicely. we ended up just dividing them so everyone got one good one to hand in and the rest are divided to put into the sketchbooks.

exposing

the exposing went well for the first two paper screens but with the acetate one something went wrong and we had to come back today and fix it. luckily there was one out of date clean screen that we just had to cat yesterday.

putting it together

Sadie had this idea of using nordic patterns for the redaction which I thought was a great idea. we had talked about having the texture of the cake or illustration of the front of it, but she had this idea that if we were to do that it might be a good idea to have it be the texture and add it into the pattern. I then had ani idea to put the full bitmapped image on the back with the title and have that side have something to it aswell. 

this would be the front. 

a simple overlay of the idea of with the positives. we printed the small type on acetate as to minimize the risk of bleeding. 

this would be whats on the back 

development type

The first task was to rewrite the recipe, I also tranaThe initial idea as to play up the idea of the recipe and showcase that in the layout and have the type quite simple without much faff, and have the redaction be the pattern. The type was selected because of the mechanic look to it as it would reference an archive and the fact that the recipe has been passed down for at least four generations. 

the type was a bit too big so I tried to scale it down to a point 12 size. as to create structure I aligned the numbers, measurements, and items into three separate columns. The instruction is set to the right aligned. as to try to mix up the traditional layout. 

I wasn't sure what else to do this, so I went for a full-on traditional layout. but it is all a bit dull. I don't believe that this design does anything to showcase the theme even if we were to redact it. 

As to reference the story, I removed all of the measurements. the type is not quite right on its own 

In order to go away from the traditional recipe route. I started to experiment with some bolder type, using impact as it is an elongated typeface that would be able to grab the readers' attention. the instructions are to be overlayed over the title whilst the ingredients are placed on the right with right alignment as to divide it into two to reference the traditions. I have used the same type as this will not be the final and without looking for the correct typeface I could plan out the layout quickly. 

I attempted to create a layout that would work a bit better for screen printing so that none of the type overlays like in the previous one. the justification on the bottom text is a bit too varied so that can't be it. I would need to alter that. the three different sizes is also a bit much. The title does not work to showcase the history of the recipe and if we did that the overly with redaction would not work that well. 

In order to create some controlled chaos and hide the content some more, I divided and spread out the title with hyphens between. they layout is inspired by normal recipes but the justified text and boxes are placed similarly to how you'd proceed when making the recipe. I placed the instructions within the grid. 

the black title was a bit heavy so switching the colours up as to lighten it and also make the type a bit more legible. I've also changed the title so that it lads horizontal and not vertical. The text boxes have been edited to fit within a grid. 

In order to showcase the direction of reading I elongated the lines. as to have them resemble the lines in the recipe book. 

as to experiment a bit I enlarged and stretched the typeface as to overexaggerate the look of it but it turns out as it does not read well. 

seeing as I was quite happy with the smaller text for the title I went along with that and tested a new typeface for the body as the initial tests were just done with Impact but hat typeface is not suited to a smaller point size. I tested out this typewriter-style as this recipe is from around the 50s possibly quite a bit older. 

the typewriter looked quite polished so I attempted editing the actual handwriting of my grandma but the lines in the book made it close to impossible and as the idea was to decide it up this would not lend itself to that. i sepnt quite a while before i gave up. 

Sooo... I ended up doing each letter individually and doing line drawing in illustrator of the writing adding in all of the imperfections. This took absolute ages but the finished outcome worked way better when creating the layout. 

I divided and grouped and adjusted the spacing of the words and made them justified, this looked better in handwriting, than it did with the set typefaces, as it is natural to have uneven spacing when it comes to handwriting. the holes and rivers is not as big of an issue when it is done this way as humans are imperfect it is quite realistic. 

I set up a final tight square grid and fit the text within that, it is finally ready for screen printing. 

research

cake
the secret is based on this cake recipe that has been passed down for over three generations. when it was passed down to my mother my grandmother left out the fact that you had to double the chocolate from the written recipe. after finding that out after several attempts on making she found out that fact.  the worst bit was that my aunty knew from the start and it was only my mum that was not informed.



the family recipe

I got my granddad to send the recipe in my grandma's handwriting. seeing as it is over 50 years since it was written down it is faded and also lined. I have to do something about this. 

I looked at mine and when I got my cooking book and my mum wrote into it it is wrong and not modified so it seems as it is passed down that way. 

initial ideas

the theme is based on a family recipe that my great grandmother gave to my grandma and when she gave it to my mum she avoided telling her that in the recipe you'd have to double the about of chocolate in order for it to be how it is supposed to be. in addition to it not saying that you should baste? it with milk before adding the creme. 

we are making a flyer on a similar size to what her cooking book is so it is a bit smaller than A5.

the idea was to have parts of the instructions and order to be gone, simply not there. and possibly have it look like you have to fill it in yourself. 

on the back it would have the story on it?

this idea was to avoid having the measurements in the recipe. the flyer would consist of an illustration and type. 

we could make a stencil and have powdered sugar or cocoa make the design. but have some of it look smudged. as it would have the be slightly covered up as to not showcase the whole recipe.  

if we were to make it be a perfect stencil but smudge it as a reference to a worn cookbook and the missing info if it. 

The idea of just redacting lots of info could be a way to go as it would showcase the idea. the idea is to lay it out as a recipe but just simply remove bits of it

In order to have more interest, it might be more interesting to some overprints in letterpress with the ornament triangles. and create a sort of pattern. 

wit the illustration it would be cool if it was abstract so that you cant really see that it is.  cake the text would not have any words assoated with chocolate in it.

use some bold type and have patterns overlayed the recipie. This screenprint would be two colours and three layers. 

some of the briefs

a couple of weeks 

would be a bit dull

non-creatives possibly journalists 

longer brief

it could be short or longer as it is dependant on the stance you take on it.

the campaign might be a bit boring over the course 

it would take about 5 weeks as 

it would be lots of information to gather and it could be controversial or a bit in your face

A political statement within the music

could take the whole time collaborating with journalist students and musicians. 

they want something fun and playful so it would take some time and it would be nice to have 3-4 weeks on it possibly 

photography students 

you can't win, they will not be revived I believe or would it

they should work with brands that work within the music scene

docs

archives 

alter it to the city 

how could you actually make it alive? 

brief responsive

 20 credit
collaborate with someone, not in our class
17th of February hand in

Keep it interesting
is it something you want to do?

it is going to be weekly briefs and at least one selected brief.  one of them has to be a collaboration with someone outside of level 4 graphics.

best kept secret

Bestemors chocolate cake recipe
she gave the recipe to my mum but she did not tell her that you'd have to double the chocolate in it.
Meanwood trail, there are horses there
abandoned building on burley road (lab, the police station, abandoned)
emerald cave
dives
ostehøvel