Task 1

Task 1 – You Theme

Before you begin – Remember this: 
Your sketch book is critically important. 
Write down ANY ideas you have, include visuals by drawing and/or pasting images. 
Take photographs, make copies of images you research. 
When you find something that inspires you, write about it, draw it, print it, paste  – diagrams, information. 
You MUST record the web address and name of the artists and designers for everything you find online – if you don't know how to find this information, check with the teacher. 
Your sketch book should be nearly full before the end of term one 
Scan it when you're finished (page by page) and we'll give you a new sketchbook.

Task 1
this task has four steps and will take 13 lessons to complete
A. Brainstorming, B. Visualising, 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 – Brainstorm ––- Time Allowance: 3 lessons 

Make an Adobe login using your student email, go to the account or profile settings and make a new password in order to access the full range it has to offer – if your school password is not long enough for Adobe's settings, just extend it with capitals or numbers so it's easy to remember – Now log into to Behance and Colour Wheel which are both required during these tasks. 

On Behance, search under these categories: Graphic Design, Branding, Typography, Packaging, Posters, and possibly Fashion. If you have an idea for your theme you can also search with key words like Record Labels or Burger Joint.

In Behance, find 8 relevant examples of design that you like.
As you find them, click on the work, add them to your collection. 
Click on your profile and you'll be able to get to your collections. You can share and/or follow other peoples collections. 

Make a login on Pinterest, make an ArtDesign page, research designers and save to your board.

While you're gathering your 8 collections – follow the steps below:

Use two A5 pages in your sketch book to begin your written brainstorm. 
This will include drawings, notes, diagrams.
You need to develop ONE idea – from ANY of these ideas below:

Time Allowance; This step should take about an hour. 

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

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

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...

...Double check you have two pages with written brainstorm lists, drawings and/or diagrams exploring the ideas you have for a design campaign.

Then move on to the next step...

B – Theme ––- Time Allowance: 5 lessons

Produce 6 A5 pages of Visual Images for your idea.
Gather/make/develop visuals for your theme. Visualising your theme means producing a visual overview of your design campaign. 
  • Make SIX Categories to develop a complete visual picture of your design campaign: culture, customer, voice, feel/benefit, impact/value, x-factor. 
  • Leave S P A C E between images so you can make notes, add drawings and diagrams.
  • Your colour palette research MUST come from your Adobe login – use descriptive terms from your written brainstorm when describing the use and function of colour.
  • Use only large images of at least 2000 pixels
  • To summarise: you're gathering visual ingredients – you're telling a story – you're curating images, it's artful and well laid out.

If you're stuck – Ask yourself...
What do I think of when I think of ...? 
Try and picture things in your mind. 
Visual people need images to help them think. 
Make sure you're looking at quality images by referring to the design magazines in class, the design LINKS tab, our YouTube Playlist, BEHANCE, appropriate Pinterest images – check with the teacher if you're unsure.

And remember – only use large images from Google image search - click on Images/Tools/Size – you may also need to go further and click on Settings/Advanced Search because you need to collect images that are AT LEAST 2000 PIXELS IN ANY DIRECTION 

C – Focus ––- Time Allowance: 1 lesson

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

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

male/female?, age?, activities they're into?, qualities/characteristics? picture him/her

–––AND 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? 

–––Finally 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?

D – Research Existing Designs ––- Time Allowance: 2 lessons

What's already out there in the area of your Design Campaign? 
There will already be plenty of similar ideas out there. 
How have existing/similar designs done 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 4 A5 pages with written and visual research of three 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 three 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.

Submission – Hand in your sketch books for formative assessment –-- Time Allowance: 2 Lessons 

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.