VDIS10022 Advanced Graphic Desgin Studio - Lecture 4 - From Brief to Final Outcome

VDIS10022 ADVANCED GRAPHIC DESIGN STUDIO Lecturer: Rachel Hawkins

VIRTU DESIGN INSTITUTE

LECTURE 4:FROM BRIEF TO

FINAL OUTCOME - AGDA CASE STUDY -

VIRTU DESIGN INSTITUTE: ADVANCED GRAPHIC DESIGN STUDIO - VDIS10022 2

FROM BRIEF TO FINAL OUTCOMELike water flowing down a mountain side may take several routes to reach the ocean, designers may take just as many different approaches and thought processes to reach a design outcome. No one outcome will be the

exactly the same and there is no right or wrong answer. Design is an objective process.

In guiding this objective process the design brief is one of the foundations upon which a successful design project is built. It is a fundamental communication channel for the designer and a clear consolidation of the

project’s objectives and desired outcomes. We use the design brief to understand client goal, the scope of the project and issues that may arise. We also use it as a tool to clarify the need and direction of the project and

how its success will be measured.

Most importantly, the design brief ensures that all parties understand the objectives, audience, and expected results of the project from the outset. In many ways the brief is the blueprint that leads us to our final result.

Process is the key to producing effective design work efficiently. If simplified there could be just 7 fundamental steps, for example;

1. First Meeting, 2. Design Brief, 3. Costing, 4. Design, 5. Approval, 6. Final Artwork, 7. Production

THE BEST WAY TO TRACK A DESIGN PROJECT FROM BRIEF TO FINAL OUTCOME IS TO LOOK AT CASE STUDIES OF REAL WORLD DESIGN

PROJECTS AND THEIR CLIENT SPECIFIC OUTCOMES.

This lecture will present a case study on the AGDA rebrand released in March 2014.


THECLIENT:AGDA

Australian Graphic Design Association Limited (AGDA) is the peak national organization representing the Australian graphic design industry.

With more than 2,600 members distributed throughout the creative, visual communications, applied design and technology sectors, it is dedicated to advancing the profession through an interrelated program of state, national and international activities in education, advocacy and professional development.

AGDA is a lead member of the International Council of Graphic Design Organisations,

forming a global network of 187 member associations in 56 countries and consultative status with UNESCO, UNIDO, ISO and WIPO.

AGDA was founded in June 1988 by a small, dedicated group of Melbourne-based designers. Fifty designers from across Australia marched into history when they joined together on stage at the Mildura Conference to symbolise their solidarity and commitment to its formation.


THEPROB-LEM:

Prior to the Australian Graphic Design Association (AGDA) restructure and rebrand, the organisation counted 2,600 members across nine state based chapters.

The association was widely perceived by the industry as behind, corporate and closed off. The association needed to transform itself into the new digital age and be fully open to new technology, new opportunities, new ideas and of course – new members. As well as open to new disciplines – such as digital design, motion design, writing for design and branding.

To understand the problem further, AGDA and Interbrand commissioned a national survey that was sent out to designers and studios of all shapes, sizes and disciplines across every state. They were asked what they thought of the organisation and how it could be improved.

Resulting from the survey, AGDA members voted overwhelming in favour of a new constitution (96% yes). This means that while AGDA retained its not for profit status, they made a lot of changes to the way things were run.

AGDA has undergone a complete organisational restructure, moving from a state based set-up to one national organisation. A National Board of Directors has been formed, with financial control and planning centralised. This means AGDA can make better decisions more quickly, while being far more transparent and efficient.

As a final step in AGDA’s transformation, they needed to re-invent their branding and image as the ‘New AGDA’ to promote the organisations new structure, mission and attract new members.


AGDA BRANDING & COLLATERAL PRIOR TO MARCH 2014


THEBRIEF:( S I M P L I F I E D )

The rebranding and repositioning of the Australian Graphic Design Association (AGDA) was to change the perception and feeling around AGDA. From an association perceived as behind, corporate and closed off. To one fully open to new technology, new opportunities, new ideas and of course – new members.

To develop a concept to refresh the already established AGDA brand and create innovative ways to connect with its members.

Create a new strategic brand platform and brand identity framework to help make sense of the changes and add some much needed cohesion around communications.

The new brand should reflect a balance between unity and diversity, and promote connection.

The was to be a focus on creating ‘One AGDA”, moving from a state based set-up to one national organisation.

The idea was to keep the core brand elements ‘timeless’; to resist the urge to make the identity too ‘trendy’ or ‘cool’. That way, there is space for other designers to be more expressive around the logo and typography, but the core elements can remain for years to come. Therefore building long-term equity for AGDA.


THEDESIGN AGENCY

Interbrand branding agency was selected to design the rebrand for AGDA.

Interbrand started in 1974 when the world still thought of brands as just another word for logo. When brand agencies didn’t exist.

Since then, they have helped change brands into valuable business assets. In fact, they believe brands can change the world.

Their branding agencies in Sydney and Melbourne believe the only

way to do this is to have an idea. Equal parts logic and magic. The product of discovery, truth, bravery and imagination. The undeniable and unbroken thread that connects everything you create, every decision you make, every action you take.

Ideas are their obsession. And it’s this obsession that makes them stand apart. It underpins the work they create for our clients, their businesses and brands.

www.standapart.com.au


THEDESIGN TEAM

Listed below are the key contributors and people involved in the rebrand of the AGDA visual identity from the Interbrand team.

Executive Creative DirectorMike Rigby

Creative DirectorBen Miles

DesignerJo Roca

Motion DesignerMike Tosetto

PhotographyTim Jones Photography

CopywriterLex Courts

Music Score and Sound DesignRumble Studios


THENEWLOGO


THENEWLOOK







To help celebrate a new spirit of collaboration, over 100 original pieces of art were submitted by designers, illustrators and writers in response to the question: what can Australian design do?

The posters revolved around the letter A, and were displayed side by side at the events.


THEFINALOUTCOMEThe rebranding, executed by Interbrand, represents a seismic shift in the setup of the AGDA organisation, as well as a fresh face that better represents the diversity of its members.

ADGA has gone from being a state-based organisation to a wholly united national non-for-profit, bringing with this a new website that keeps a finger on the pulse of design culture across the country. AGDA has also teamed up with international partners such as ICOGRADA, D&AD and its American counterpart, AIGA, to help lift the profile of Australian design internationally. This rebrand speaks of all of these changes, but does it in a rather clever and simple manner.

The new branding for AGDA contrasts against the historical Times New Roman logotype that has represented the organisation for so long, and it highlights the message of unity and cooperation that AGDA provides among its members. The new logotype is an interesting play on the letter configuration of the acronym – bookended by two A’s, these letters are occluded

in the new AGDA logo – which, as was explained to us on launch night, visually communicates the ‘opening up’ of the organisation to current and future members.

Going beyond the logo, the true power of the identity is in its application – the logo allows for it to be joined together repeatedly in a typographic pattern with other words, or “AGDA’s”, forming a daisy chain of colours and letters that clearly communicates the connected nature of AGDA.

As with the critique of any major design organization, there are strong, positive and negative feelings towards both AGDA and its new identity. One point of view is that the design solution is a simple and concise idea that takes advantage of the “A”-sandwich of the name and perfectly supports the idea of connection and linking. It’s eye-catching in its cropped approach and once you see the logo connecting with other logos or words or as part of a phrase it works wonders. The typeface choice — straight up DIN? — could have been a little more inspired in terms of finding something with a nudge more character but, really, this is perfectly fine.

The new website was developed by Reactive and Bravo! in Victoria.

“There are now more features and better functionality, because we want to make sure that members get more value out of it, more often. Through the site we can help raise the profile of Australian design, because we now have a better platform to communicate to a

broader creative community.” Tim Kotsiakos, Executive Creative Director,

Reactive.

“AGDA is the ‘connecting force’ that unites our industry. It celebrates the things that make us

different and the things that pull us together. The perfect balance, between unity, and diversity. The logo connects at either end, representing a chain-

link of the industry coming together.”

Mike Rigby Executive Creative Director, Interbrand Australia

“We’re not just talking about a new logo, identity, or website, we’re talking about a fundamentally

‘new AGDA’. The new structure means that AGDA can finally do what it’s really here for – to support, connect, educate; and show the world

what Australian design can do!”

Mike Rigby, Executive Creative Director, Interbrand Australia.

Watch the video to view the message behind the new branding, but it also displays the many facets and flexibilities of the new brand.

To sum up, Interbrand found an idea and they are beating that drum consistently and successfully. It’s a good-looking identity with a catchy structure that has plenty of room to grow and transform over the years.

SINCE THE REBRAND, AGDA NOW HAS 15026 PASSIONATE MEMBERS

AND COUNTING!


REFERENCESLINKS

Under Considerationhttp://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_agda_by_interbrand.php#.VECLU9SUdbo

The new face of AGDA - By Chris Drabschhttp://drawcard.com.au/2014/03/22/new-face-agda/

Mike Tosetto Motion Designer http://www.miketosetto.com/case-agda.html

Interbrand - Stand Apart - Launching One AGDA http://www.standapart.com.au/index.php/launching-one-agda

Australian Graphic Design Association http://www.agda.com.au/

Education

VDIS10022 Advanced Graphic Desgin Studio - Lecture 4 - From Brief to Final Outcome