OUGD603_Briefs_Boards

Anthony White Extended Practice ModuleOUGD603 1SAC Ampleforth (Identity) Brief & Existing Identity

St Alban’ssportscentre

St. Alban’s Sport Centre, Ampleforth, is a sports facility equip with a gym, sports hall and swimming pool, offering fitness classes and swimming lessons to the public. Operating under the internationally renown school, Ampleforth Abbey College.

The existing visual identity has remained with the brand for well over three decades. Lacking any

Create a new visual identity for the sport centre, SAC Ampleforth. Developing all aspects of it’s visuals to bring the facility into the modern era, with a new look and approach to the fitness industry, to appeal to a larger target market.

CLIENT & BACKGROUND BRIEF AUDIENCE

The audience will be very varied, the brand will have the reflect a unisex look, which doesn’t alienate any ages between 16-70. The gym is often used by 16-35 year old men, approximately 85% of the gym users are men, and 95% of the gym’s free weight users are men. Fitness classes are attended by women predominantly.

modern presence or consistency in the current brand’s image. A refresh has desperately needed.

Above, you can see the existing symbol which is used across the brand currently. These boards will show how that has evolved and grown into a new, refreshed visual identity.

Anthony White Extended Practice ModuleOUGD603 2SAC Ampleforth (Identity) Research

Visiting several of the gyms in around Leeds, which also visiting St. Alban’s Centre itself has created a strong idea of the direction which the refreshed visual identity should be taken in. Seeing first hand how brand apply their visual identity within the health clubs. Such as the interior design, how the colour plays a predominant part of the interior aesthetics and atmosphere.

PRIMARY RESEARCH SECONDARY RESEARCH

Looking at visual identities of other gyms which have an admirable visual presence, such as their logos, and their collateral range. Analysing how they apply their brand.

Anthony White Extended Practice ModuleOUGD603 3SAC Ampleforth (Identity) Development

The development of the new logo is an evolution of the old logo, implementing new fresh icons, such as the running man. Removing the circle, implementing the crest from Ampleforth Abbey College. Experimentation with the crest and other elements of design has been tried and tested, however, this reduces the readability on a small scale.

LOGO DEVELOPMENT COLOUR DEVELOPMENT

The colours have been developed based off the original colour scheme St. Alban’s Sport Centre used, the blue. Matching colours which work, on a similar tonal value, with different hues, all of which working together on imagery.

Anthony White Extended Practice ModuleOUGD603 4SAC Ampleforth (Identity) Refreshed Identity

Original SAC Blue

CMYK: 64:0:22:0RGB: 81:190:204HEX: #51becc

Refreshed Green

CMYK: 22:0:71:0RGB: 216:223:103HEX: #d8de66

Earth Green

CMYK: 70:47:55:47RGB: 64:80:76HEX: #3f504c

Lightning Yellow

CMYK: 8:22:82:0RGB: 293:197:64HEX: #efc540

Lively Crimson

CMYK: 12:86:51:3RGB: 209:63:89HEX: #d13e58

BEBAS NEUE Headings. (68pt)Source Sans Pro Regular Body Copy. (12pt)Source Sans Pro Semibold Highlighting Copy. (12pt)Source Sans Pro Italic Emphasis. (12pt)Source Sans Pro Bold Subsection Titles. (12pt)

The new refreshed St. Alban’s Sports Centre visual identity. Sporting a new logo, based upon it’s parent company, Ampleforth Abbey College’s logo, the crest and ribbon. Sampling the running figure from the original logo, using a similar icon within the new logo, to echo the previous identity. This icon can also be used as the secondary logo, where the full logo may not fit, or work. All the specifications for

IDENTITY

the logo usage, sizing and placement have been outlined in the identity guidelines.

A refreshing colour scheme has been adopted for the new identity, using rich, organic greens. These have been selected as the two main brand colours to work with the brand’s new direction: improving your health through natural, organic movements.

The typography uses two clean, modern typefaces. The towering, bold Bebas Neue for headings and subheadings, and the discreet clean Source Sans Pro for all body copy elements.

Anthony White Extended Practice ModuleOUGD603 5SAC Ampleforth (Identity) Interior Application

The visual identity of the brand has been applied to all aspects of the health club, including the interior. The colour scheme has been applied to walls and equipment through the health club, to highlight visual elements. Greens run throughout the club. The brand’s logo is also applied to large wall spaces, where appropriate.

APPLICATION

Anthony White Extended Practice ModuleOUGD603 6SAC Ampleforth (Identity) Collateral

Anthony White Extended Practice ModuleOUGD603 7OAC Photography (Web Design) Brief

BRIEF

Design a website for York based Photography, Olivia Cowley, trading as OAC Photography. The website is to exhibit work in a portfolio style layout, and offer a method to contact Olivia for bookings.

The website should bring focus to the photography, a clean minimal approach may be beneficial.

New parents with young children. Based on the customers within the last year, all of which have been under 35, both male and female parents, which children under 8, and children as old as a few weeks or months.

A designed and mocked up or prototyped website, which features a portfolio of work and a contact form, to take books and ask questions. Ready to submit to a developer, for creation.

AUDIENCE DELIVERABLES

Anthony White Extended Practice ModuleOUGD603 8OAC Photography (Web Design) Research

EXISTING BRAND

OAC Photography was branded last year, a visual identity was established, which must remain a constant within this project. The visual identity consists of a logo, and a colour scheme which can be applied to images in a duo tone or greyscale format, if appropriate.

Visiting OAC Photography’s studio, which gave an insight into how the business currently operates, and what would be beneficial to the company as an asset to the website.

Other websites which provide a similar service, such as portfolios websites, business websites and creative imagery websites. Further extensive research was undertaken looking at user interface elements.


Anthony White Extended Practice ModuleOUGD603 9OAC Photography (Web Design) Development

WIREFRAMES

The wireframes were created to develop the order of content on the website, showing the client where the content will sit. It was also a quick way of making layout amends and changes effectively, before the design phase began.

The user interface has been designed to be clean and minimal, the roll overs for the menus are extremely subtle. Doing this draws focus way from the interface, and to the imagery, which are the main reason for the website.

USER INTERFACE

Anthony White Extended Practice ModuleOUGD603 10OAC Photography (Web Design) Design

COLOUR

The website uses a minimal colour palette through, pushing focus towards the imagery, which runs throughout the website. The OAC Photography deep violet has been used on buttons and to highlight information, accenting content within the website, drawing attention toward it.

The website allows the user to browse through previous shots, which will be showcased in the portfolio section of the website. Which then expand for a better, larger view of the images to appreciate their beauty.

The minimal aspect of the website also helps the loading speed, as there is little to load.

USER EXPERIENCE

Anthony White Extended Practice ModuleOUGD603 11

CONEY ST.MICKLEGATE

PARLIMENT ST.

STONEGATE

ROUGIER ST.

RIVER OUSE

RIVER OUSE

STAT

ION

RD.

HIGH PETERGATE

GOODRAMGATE

LEEMAN RD.

LOW PETERGATE

MUSEUM ST.

PICCADILLY

TOFT GREEN

The Last Drop (Identity & Animation) Brief

BRIEF & BACKGROUND

To develop a visual identity for The Last Drop pub crawl, a York based twelve-pub pub crawl. This would then be applied to the map – which is distributed digitally and physically to the participants. Also creating any other relevant collateral. This doesn’t need to be a vast range, as it’s not a company or a business.

Above the legal UK drinking age; 18-45 – unisex. A small group of friends who enjoy experiencing York’s best drinking spots, a variety of pubs and bars. Those who enjoy a nice sit down and chat – sophisticated drinkers.

A new logo or symbol for the brand, with a colour scheme and map for the crawl.


Anthony White Extended Practice ModuleOUGD603 12The Last Drop (Identity & Animation) Research

PRIMARY RESEARCH

Visiting the pubs in and around York, to get a look and feel for the atmospheres within them, and the enjoyment of the night, drinking within the walls of York.

Looking at visuals which appear on better bottles, menus and within the pubs, drawing inspiration from them.

Sampling maps from other pub crawls, or even maps which look visually appealing. Playing attention to how they communicate paths, roads and buildings as well as plot routes.

Other logos for pubs and bars have been looked at for reference to design the logo for The Last Drop Pub Crawl.

SECONDARY RESEARCH

Anthony White Extended Practice ModuleOUGD603 13The Last Drop (Identity & Animation) Research

PRIMARY RESEARCH

Visiting the pubs in and around York, to get a look and feel for the atmospheres within them, and the enjoyment of the night, drinking within the walls of York.

Looking at visuals which appear on better bottles, menus and within the pubs, drawing inspiration from them.

Sampling maps from other pub crawls, or even maps which look visually appealing. Playing attention to how they communicate paths, roads and buildings as well as plot routes.

Other logos for pubs and bars have been looked at for reference to design the logo for The Last Drop Pub Crawl.

SECONDARY RESEARCH

CONEY ST.

MICKLEGATE

PARLIMENT ST.

STONEGATE

ROUGIER ST.

RIVER OUSE

RIVER OUSE

STATION RD.

HIGH PETERGATE

GOODRAMGATE

LEEMAN RD.

LOW PETERGATE

MUSEUM ST.

PICCADILLY

TOFT GREEN

CONEY ST.

MICKLEGATE

PARLIMENT ST.

STONEGATE

ROUGIER ST.

RIVER OUSE

STATION RD.

HIGH PETERGATE

GOODRAMGATE

LEEMAN RD.

LOW PETERGATE

MUSEUM ST.

PICCADILLY

TOFT GREEN

1. THE THREE TUNS2. THE ACKHORNE3. THE FALCON TAP4. BRIGANTES

5. GIBSON’S BAR6. THE YORK TAP7. LENDAL CELLARS8. THE THREE LEGGED MARE

9. THE GOLDEN SLIPPER10. THE OLD WHITE SWAN11. PIVNI12. THE LAST DROP

Anthony White Extended Practice ModuleOUGD603 14The Last Drop (Identity & Animation) Emblem

EMBLEM COLOUR

The new emblem for The Last Drop pub crawl comes in the style of a wax seal. Since the pub crawl is produced numerous times with slight alterations to each edition, a stamp or seal which could mark the pub crawl as part of the series is appropriate.

Using elements of the York skyline, such as the York walls as part of the structure of the seal, you can

The colour for the emblem comes from a deep rich scarlet red, reflecting a wax seal, also shadowing the red used in the York logo. Accompanying this is the light cream colour to complement the red, working as the lighter of the two.

see one of the gates in the background, behind the numerals, adding a sample of York into the emblem.

Anthony White Extended Practice ModuleOUGD603 15The Last Drop (Identity & Animation) Map

MAP

The map has been created to show the route on the pub crawl. Using the colour scheme through out the map, tonal alterations have been applied to the sections between the roads, to differentiate the buildings.

A video version has been created plotting the route and showing the direction and points of call.

Anthony White Extended Practice ModuleOUGD603 16No. 7 Antiques (Identity) Brief & Background

BRIEF & BACKGROUND (LIVE) AUDIENCE

No. 7 Antiques is an antique shop based in the market town Malton, in North Yorkshire. The owner uses the branding from the previous business, which he inherited along with the purchase of the building, being No. 7 on the street.

A new logo has been requested by the client, with the intention to echo vintage typography. Nothing

Other Antiquarians and those who would like to purchase antiques and collectables. This can range from ages groups, typically 35 and upwards, however, there are out-liars. Both genders must also be considered.

brash or illustrative, a classic logotype with diverse application. As the client would like it to be installed on the shop front at a later date.

Anthony White Extended Practice ModuleOUGD603 17No. 7 Antiques (Identity) Research


Visiting No. 7 Antiques’ shop, and getting a feel for the atmosphere, what they do, how they operate and their style. Also providing a chance to see who they usual customer base are.

Looking at logotypes of a similar design style to that requested by the client. Looking for dated or vintage typography, and art-deco style design.

Anthony White Extended Practice ModuleOUGD603 18No. 7 Antiques (Identity) Development

TYPOGRAPHY

Using heavy weighted typefaces, equip with slab serifs for a mid-twentith century look. Using Roman typefaces for a traditional visual effect. Frequent evaluation points have been used to scrutinise every aspect of the logotype, as this is the majority of the project.

Anthony White Extended Practice ModuleOUGD603 19No. 7 Antiques (Identity) Logotype

LOGOTYPE

The logotype selected by the client, the recommended selection of those proposed. Featuring a heavy weighted typeface, customised with addition of thick slab serifs and traditional typographic elements, such as the underline on the ‘O’ of the number sign. Which has been then mirrored as the underline for the entire logotype. Doing so creates a dated, traditional, vintage

logotype, which appeals to the second hand, quality, nature of antiques and collectables.

The clean nature of the logotype makes it applicable to all audiences, not being too swayed towards an age group, or gender.

Anthony White Extended Practice ModuleOUGD603 20No. 7 Antiques (Identity) Application

APPLICATION

The logotype has been applied to range of appropriate collateral. A range of business cards and stationery, which will be distributed to potential customers or associate dealers.

Wrapping paper has been created to enclose and protect purchased products. This also means the customer takes a part of the brand home with them.

Anthony White & Adam Garbutt

Extended Practice ModuleOUGD603 21YCN Awards – Yorkshire Tea (Packaging) Brief

BRIEF & BACKGROUND AUDIENCE DELIVERABLES

Yorkshire Tea are an iconic brand, known for their proper brew, a cup of tea, with the taste of Yorkshire. The brief was to innovate around Yorkshire Tea product, and to design something (be it physical or experiential) that will engage and benefit younger customers. This is not a communication or campaign brief. The output hereShould be Product Innovation.

Mainstream black tea is not as dominant within the 18-35 year old age group, which is something that Taylor’s of Harrogate are very keen to change. When coming up with ideas, assure that the younger audience at the heart of the product.

To innovate and transform the Yorkshire packaging to appeal to a younger audience. The innovation will cover all the variants of the Yorkshire Tea products, so they work as a set.


Extended Practice ModuleOUGD603 22YCN Awards – Yorkshire Tea (Packaging) Research

RESEARCH

The new design draws inspiration from the Yorkshire countryside, culture and spirit with the goal to convey its natural beauty through design.

It appeals to a younger audience - the future tea drinkers – through more modern applications such as landscape photography, sourced from independent Yorkshire photographers. This works

The new design draws inspiration from the Yorkshire countryside, culture and spirit with the goal to convey its natural beauty through design.

It appeals to a younger audience - the future tea drinkers – through more modern applications such as landscape photography, sourced from independent Yorkshire

together in harmony with the warm feeling created when drinking a proper cup of tea.


Extended Practice ModuleOUGD603 23YCN Awards – Yorkshire Tea (Packaging) Development

DEVELOPMENT

Focusing on the Yorkshire countryside through photography, the image of the box has been brought into the modern era. The logo has been refined, stripped back and de-cluttered – retaining its essential elements for a more impactful appearance. Rather than the old fashioned oil painting, retracting from the product’s potential to appeal to a younger audience.

Experimentation on the overall look and feel of the box has lead to the removal of the vertical red stripe, in order to unobstruct the imagery. This gives more focus to the gorgeous photographs of the Yorkshire countryside.


Extended Practice ModuleOUGD603 24YCN Awards – Yorkshire Tea (Packaging) Packaging

COLLATERALART DIRECTION

All aspects of the box have been modified and updated to create a modern aesthetically pleasing piece of design, which appeals to a younger audi-ence. The red has been retained in order to high-light the lid. This adds a strong, bold presence to the box, on the store shelf and in the cupboard at home.

All aspects of the box have been modified and updated to create a modern aesthetically pleasing piece of design, which appeals to a younger audi-ence. The red has been retained in order to high-light the lid. This adds a strong, bold presence to the box, on the store shelf and in the cupboard at home.

The Royal Appointment, which sits on the front of the box’s lid, is also placed on the top of the box itself. When the lid is extended to its open position, the Royal Appointment remains overlying on the landscape. This adds an interactive element to the box.


Extended Practice ModuleOUGD603 25YCN Awards – Yorkshire Tea (Packaging) Packaging

Anthony White Extended Practice ModuleOUGD603 26Coffee Culture (Identity) Brief

BRIEF & BACKGROUND

Coffee Culture is a small independent coffee shop, within the York walls. It’s cosy, relaxed atmosphere, along with fantastic coffee makes it a must for tourists in the city. What it lacks is any form of visual identity.

Develop a new visual identity for Coffee Culture into help improve their brand presence and talk them

Coffee lovers. Coffee Culture is known for it’s fantastic coffee, it’s not a suitable atmosphere for children, so it will be aimed at adults only. Both genders and any age.

A new visual identity including a logo and or a symbol for the overarching brand, as well as brand colours or guidelines and relevant collateral for Coffee Culture, such a stationary.


from an ammeter looking business to something more professional with greater longevity, in an aim to increase business within the coffee house.

Anthony White Extended Practice ModuleOUGD603 27Coffee Culture (Identity) Research

PRIMARY RESEARCH

Primary research consisted of visiting Coffee Culture, and other similar coffee shops in and around York, the competition. To establish what they do, and how it benefits them, or hinders them. These visits ranged from corporate coffee chains, to small independent houses, collecting a broad range of data.

Secondary research consisted of looking at similar visually stimulating coffee shop identities, and to the extend which they push their visual identity throughout their collateral.

SECONDARY RESEARCH

Anthony White Extended Practice ModuleOUGD603 28Coffee Culture (Identity) Development

LATTE ART LOGOTYPE

Working as an extension of the original logo, but trying to incorporate more of the coffee culture into the logotype. Working from the artisan craft of latte arts, adding the traditional foamy leaf design into the logotype – which just screams quality artisan coffee, by talented baristas. Combined with a new fresh typeface to bring a clean modern take to the visual identity.

Experimenting with different type layouts, such as curved set sub headings, wrapping around main heading. Subheadings such as the street address, which is used as the business’ secondary trading name, and the establishment date, to show it’s near decade of experience.

Anthony White Extended Practice ModuleOUGD603 29Coffee Culture (Identity) Identity

LOGOTYPE COLOUR TYPOGRAPHY

The logotype uses a clean centre aligned layout, using the Fibonacci system to establish geometric proportions and aesthetically pleasing spacing throughout the logotype.

Displaying the secondary information, such as the address and establishment date in slightly smaller point size, to create a sense of hierarchy.

Sampling the brown from the rich, delicious coffee served at Coffee Culture. Which was then used as a base to create over colours. Sampling colours which complement and work with the rich coffee colour, highlighting and accenting against the brown.

A new fresh typeface has been used for the new primary typeface for Coffee Culture. It’s clean Gothic San-serif, modest features makes it the perfect choice for a understated business such as Coffee Culture. The typeface’s name, Delicious, coincidentally, is also very fitting.

Warm Orange

C=9 M=74 Y=83 K=1R=220 G=93 B=52

Rich Coffee

C=54 M=65 Y=81 K=76R=55 G=38 B=20

Pastry Yellow

C=0 M=43 Y=68 K=0R=246 G=165 B=92

Deep Red

C=32 M=78 Y=61 K=38R=131 G=60 B=61

Delicious - Roman -12ptAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 £ & ! ? . , ; :

Delicious - Small Caps - 12ptAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 £ & ! ? . , ; :

Delicious - Italic - 12ptAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 £ & ! ? . , ; :

Delicious - Bold - 12ptAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 £ & ! ? . , ; :

Primary Typeface: Delicious

To be used for all headings and body copy in both physically printed and digital media, wherever possible.

Anthony White Extended Practice ModuleOUGD603 30Coffee Culture (Identity) Art Direction

ART DIRECTION

Following a rather simplistic visual style, focusing on the relevant information, rather than an over bearing art style, cluttered with imagery and iconography. Allowing the gorgeous typography from the clean typeface, Delicious, hold it’s own on the collateral. The variant in weights and fonts within the typeface allows for a diverse range hierarchy within the body copy.

The rich coffee brown is used to accent areas within the collateral, such as on the front of the business card and subheadings with the body copy.

Anthony White Extended Practice ModuleOUGD603 31Coffee Culture (Identity) Application

APPLICATION

The new visual identity has been applied to a range of collateral with you would find in a coffee shop. Coffee mugs which sport the latte art icon, menus containing the fresh, new visual identity. Carry out mugs and cops which are marked by the logo and the icon, over-scaled as a decoration on the items. As well as relevant stationery.

Anthony White Extended Practice ModuleOUGD603 32Coffee Culture (Web Design) Brief

BRIEF & BACKGROUND

Coffee Culture has recently undergone a rebrand, which has created a new visual identity. Currently, the York based coffee house lacks online presence, apart from that on social media.

A website is to be created which conveys relevant information, which would be expected from any business’ website. Information such as opening

Coffee lovers. Coffee Culture is known for it’s fantastic coffee, it’s not a suitable atmosphere for children, so it will be aimed at adults only. Both genders and any age.

A micro website for Coffee Culture, mocked up or prototyped. Displaying relevant information for customers.


times, location, menus and a contact form, to get in touch with the owners.

The website doesn’t need to be too substantial, it’s main goal is to provide information for customers and potential customers.

Anthony White Extended Practice ModuleOUGD603 33Coffee Culture (Web Design) Research

RESEARCH

Exploring the new visual identity, in intent to corporate the designs style into the website. Also exploring the brand guidelines to gain all the rules and artwork/typefaces to fit the website into the brand.

In addition to this, other websites have been explored which offer a similar service as Coffee

Culture’s website will. Single page micro websites, which convey information as you scroll down the page.

In terms of user experience, the order of information has also been explored, typically, the most frequent information obtained from websites are opening times and menus, so it’s worth putting that at the

top of the page, rather than scrolling down to the bottom

Also noting that a lot of the websites which were viewed have a large amount of content, which seem to lag the page. On poor connections, this will compromise the user experience drastically. It’s work keeping the content to a minimum.

Anthony White Extended Practice ModuleOUGD603 34Coffee Culture (Web Design) Development

WIREFRAMES USER INTERFACE

Wireframes were design mobile first, as advised by the web design and development agency, Mixd. Doing so allowed for the content to expand outwards, rather than contract into one small space.

Designing from mobile to tablet, then to desktop was a fluid process, rather than removing content and compressing images and realigning text to fit

A User Interface Kit has been designed, for consistent application of interactive elements across the website. Also increasing the rate of the design process, as buttons, symbols and forms are available to copy across to the design on demand.

a smaller screen. Designing the website to work aesthetically on mobile first then scaling that up in a similar type, rather than designing aesthetically and scaling it down – as it comes with complications.

Coffee Quote Signwriting

Quality CoffeeServed Daily

Menus for the foodand for the drinky drinks

FOOD DRINK

SUBMIT

DOWNLOAD

DOWNLOAD

JUMP TO CONTACT

SUBMIT

JUMP TO CONTACT

WHERE? JUMP TO MAP

WHERE? JUMP TO MAP

VIEW MORE

VIEW MORE

BACK TO TOP

BACK TO TOP

SEE PHOTOS

SEE PHOTOS

FOODDRINKS

FOODDRINKS

SECOND NAME

COMPANY (OPTIONAL)

FIRST NAME

EMAIL ADDRESS

SUBJECT

SAY HELLO!

Headings – Delicious Bold at 48pt

COFFEE AND OTHER HEADINGSBody Copy – Delicious Roman at 14pt

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque et purus eu magna finibus rutrum. Donec porttitor enim sit amet consequat pretium. Integer consecte-tur, velit sed fringilla euismod, ex sapien auctor neque, sed luctus ligula magna id nulla. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Maecenas in erat mattis, euismod lectus nec, fermentum tortor. Ut tortor ligula, porttitor quis neque pulvi-

Anthony White Extended Practice ModuleOUGD603 35Coffee Culture (Web Design) Development

DESIGN USER EXPERIENCE

The website is in the form of a single scrolling page. Displaying the relevant information as you scroll down the page. You’re initially greeted with a video, sitting behind the hand written sign writing, which showcases the master craftsmanship of the baristas at Coffee Culture. Appropriate user interface elements such as a compressed navigation menu, and a fast scroll bar on the right are visible.

Scrolling down, you find the opening times of Coffee Culture, the most frequent reason for visiting a business’ website. As well as buttons to jump to over points of interest, such as the location.

Further scrolling leads the user to the menus, where you can find both the food and drinks menus, to either view of download.

Following which you can find the contact form, where the user can contact the owners of Coffee Culture for information which they may not be able to find on the website.

Anthony White Extended Practice ModuleOUGD603 36Coffee Culture (Web Design) Application

Anthony White Extended Practice ModuleOUGD603 37DBA – Capital North (Branding & Identity) Brief

BRIEF & BACKGROUND CONCEPT

To create and develop the brand & visual identity for Capital North, the Northern Powerhouse. The four cities of the north, Liverpool, Manchester, Leeds and Hull, connected by the HS3 high speed railway in 2020.

In collaboration with Ewan North, Samantha Walker and Emily Lodge.

Uniting the four cities under one visual identity, together we are stronger, as one united north. Intertwining together, working as the northern powerhouse.

Our target audience is very broad - everybody and anybody, in the UK and abroad. We need to spread the word about what a fantastic place this is to do business, to invest in and visit. An area equal to London and major European cities in influence andopportunity.

Create a logo and a series of posters and other relevant mock ups or collateral for the new Northern Powerhouse. Such as train or taxi liveries, way finding and environmental application.


Anthony White Extended Practice ModuleOUGD603 38DBA – Capital North (Branding & Identity) Research

RESEARCH

Looking into the visual identities of other cities, and they style of artwork they use, to appeal to the masses within the city. It appeared that simple clean illustrations are effective at appealing to a broad audience.

Also investigating into way finding around cities, stations and other transportation systems. To see

the most effective ways to do so, and how this may be applicable to Capital North. Similarly, identifying how brands have applied their identities to liveries on vehicles.

Anthony White Extended Practice ModuleOUGD603 39DBA – Capital North (Branding & Identity) Development

DEVELOPMENT

Experimentation on the logo explored visuals such train way finding, using a connect the dot style design, which was to represent the four cities being interconnected. Creating the letter N, for north. However, there was too much of an association with the London tube map, so the idea was scrapped. On the back of which, the idea of a connected logo, a new design direction began.

The design of the logo comes from an interweaving cross effect, intertwining the four ribbons together, creating a strong united structure.

Experimentation with the de-constructed logo was used to create a pattern, which could later be applied to collateral and liveries.

Anthony White Extended Practice ModuleOUGD603 40DBA – Capital North (Branding & Identity) Logo & Application

LOGOTYPE ART STYLE

The takes for form of a cross, four lines meeting in the middle, representing the fourth northern cities in which take centre place in the Northern Power House. The four ribbons overlap and intertwine to create a strong united structure, one which is not easily broken. Trying to reflect the concept of the Power House.

Patterning iconography, icons which depict and represent all that can be seen and engaged with in the northern sector of England.

Illustrations have been created to showcase the landmarks within the north, the reasons four tourists to travel on HS3 to visit this beautiful place.

The de-constructed logo has been used to create arrows which aid in directional pointing, which has been used within the way-finding. Applied to windows for way-finding within buildings such as stations, where you would find HS3. Which has also been applied within the cities, helping tourists and professionals navigate their way around the city.

Applied to the side of the HS3 train, sporting the de-constructed logo pattern along the sides of the locomotive.

Posters and way-finding have been added around the cities to promote and advertise Capital North, whist also being used as a source of way-finding.

WAY-FINDING APPLICATION

Anthony White& Caitlin Walsh

Extended Practice ModuleOUGD603 41Dr. Me Brief

BRIEF & BACKGROUND

Set by visiting professionals, Dr. Me. To create the following; a 12x12” vinyl sleeve cover for artist Evain Christ, based on the sound of the track. Then, to create a poster for the artists Odonis Odonis, featuring their event, working with the copy provided. Finally, to create anything 2D, fitting on 270x160mm.

The audience would include fans of the artists, appealing to the followers and lovers of the genre is a must. Both the sounds are quite abstract, which would create an alternative and abstract following, the artwork should reflect that.

As specified by the original brief; - 12x12” vinyl sleeve - A3 poster - 270x160 ‘artwork’.



Extended Practice ModuleOUGD603 42Dr. Me Research

RESEARCH

As this was a day brief, there was no time for primary research, instead, scouring the internet for reference images in the secondary research format was appropriate.

Looking at images of Evain Christ, how he performs, as well as listening to his sound, taking in what he’s about, the genre and the style. Following which,

investigation into existing artwork and vinyl covers which reflected elements that seem relevant to Evian Christ’s style were also evaluated.

For Odonis Odonis, their art style and direction was investigated, their use of abstract lighting and manipulation, which would inform the design stage of the brief.


Extended Practice ModuleOUGD603 43Dr. Me Development

DEVELOPMENT – EVIAN CHRIST DEVELOPMENT – ODONIS ODONIS

Listening to Evian Christ’s ambient, mellow music, the imagery sourced from stock photography, with two contrasting themes, such as the city scape and the rural get away. Experimentation with the media to see how they can be combined to work together and contrast each other.

In contrast to Christ’s ambient music, Odonis Odonis adopt a far more abstract genre. The existing art style around their band reflects that, using heavily manipulated imagery to create surreal effects, something which was attempted in the development pictured above. Distorting images for a surreal effect.


Extended Practice ModuleOUGD603 44Dr. Me Deliverables

ART DIRECTION & CONCEPT

The design for the Evian Christ vinyl, pictured in the upper left of the board, is based on combining two contrasting images, the urban city scape and the rural get away, canoeing on a lake. Embodying the sounds of the music; relaxed music, created for what sounds almost industrious samples.

The Odonis Odonis poster is based on the surreal artwork which Odonis Odonis have used previously to advertise their band, tours and work. Manipulating photos in an asbstract manner to achieve an abstract surreal effect.

The final part of brief is an image depicting a Dancing Lemur surfing on a hoverboard from

the Back to the Future film series. As the brief’s specifications were quite open, asking for anything, literally anything. Lemur riding a hoverboard.

Anthony White Extended Practice ModuleOUGD603 45Intern Magazine – Lightbulb Brief


A day-brief set from the visiting professional, the creator of the bi-annual magazine, intern. The brief was to conceptualise and mock up a magazine, about anything.

Collaborating with Grace Buckley, Adam Garbutt, Laura Thomlinson and Sophie Abell.

A bi-monthly, multicultural childrens magazine containing short stories, using a welcoming art style. A percentage of the profits going to charities to help less fourtunate children – as an additional insentive to purchase the magazine.

Catering to younger children as the readers of the magazine, but using an art style which also appeals to adults, something which they would find suitable to purchase for thier children to read.

A conceptulasied magazine, mocked up and presented, at the end of the session.


Anthony White Extended Practice ModuleOUGD603 46Intern Magazine – Lightbulb Research

RESEARCH

Research lead to the investigation of childrens books and illustrations. Looking at the friendly, inviting art style the illustrators use to captivate and work for the younger audience.

The illustrations all have an element of charm to them, which would make them appeal to the older audience, who would be a secondary target

audience for the magazine, as they would be the grouop wh would be purchasing the product, for their children to read, or to read to their children.

Anthony White Extended Practice ModuleOUGD603 47Intern Magazine – Lightbulb Development

DEVELOPMENT

The development of the project was largely concept driving, establishing a name, and homeing into the audience and the art style, with an attactive logotype and sampling uniquie and beautiful artwork – as there was still time to develop any original illustrations

LIGHTBULB

LIGHTBULB

lightbulb

Anthony White Extended Practice ModuleOUGD603 48Intern Magazine – Lightbulb Deliverables

MAGAZINE & ART DIRECTION LOGOTYPE

The lightbulb publication, which has short stories for young children. Using a lovely art style which has a level of quality to it, that it can be appreicated by all ages – which in turn, encouraged the parental section of the target audience to purchase the magazine for their children.

The logotype uses a rounded san-serif typeface. The clean typeface brings a mature, readable appearance to the magazine, complemented by rounded edges, which lighten up the typeface, appealing to the younger audience.

Anthony White Extended Practice ModuleOUGD603 49Something More – Council Brief


A brief set from the Leeds based branding & identity agency; Something More. Who visited the University. Individuals were given different businesses which they were requested to rebrand, and create a new visual identity for that business.

Council was selected, and applied to York City Council, which has a some what dated identity.

Transforming the exisiting branding and visual identity it some which more approachable by the citizens of York. A brand which shows leadership, initiative and is mindful for the city, caring about making York the best It can be.

The citizens of York, a broad audience every adult age range, all of which are effected by the measures which are put into place by the council.

A concept for the new visual identity for the York City Council.


Anthony White Extended Practice ModuleOUGD603 50Something More – Council Research & Development

RESEARCH DEVELOPMENT

Looking at examples of other city branding, to see how over designers have approached designing identities for cities, which encompass a vast and broad audience.

Also exploring how the identity can be incoproated into the city, the enviroment, how it can be used to help the appearance of the city. For example,

Develping a simple logotype which is very minimal and simple, to appeal to such a vast audience, whilst also trying to communicate the urgency and devoution to York, to improving it.

An animated version of the logotype has also been created, avaliable digitally (see blog). Which shows the logotype adjusting itself, realining itself,

looking at construction covers on buildings, where a printed sheet is used to cover the building process, disgusing the unfinished building, improve the visual asethetics.

poitioning itslef under a drop pin, to show that ‘we are York’.

Anthony White Extended Practice ModuleOUGD603 51Something More – Council Logo & Application

LOGO APPLICATION

The logo has been crated to work responsively, resizing to fit a more square space, and a more vertically compressed, retangular space. Making it a much more dynamic artwork. Using a simple greyscale colour scheme makes the logotype extremely diverse, and applicable on a number of banners and posters, which would bear the mark of York Initiative.

Based on the scaffolding covers, which were investigated in the research period, Initiative would apply it’s branding and cover up the scaffolding on the York Minster – which is always covered in scafolding, to protect it’s visuals, and not to be spoilt by construction.

An animation has been created to show the transition between the two logotypes, which would appear as the dynamic logo on digital media.

Documents

OUGD603_Briefs_Boards