Tuesday, 4 November 2008
Tuesday, 10 June 2008
-A Conclusion:
Throughout the duration of the project communicative and organizational skills became an essential part in realizing what I set out to achieve and making sure that all the various parts of the brief could be brought together as a complete unit to not only satisfy the brief set, but to realize my aim to produce more than what the brief required. After receiving the brief from Popular to create the visual brand Identity for Lifestyle 2 and its requirements across the project time span was ambitious but one that I wanted to overcome and achieve.
-From the beginning of this project, My aim was to actually produce four physical CD formats including CD booklets and inlays alongside the other requirements such as the stationery before the submission deadline even though the brief didn't state this. I am pleased that I have managed to achieve this in the time span despite various unanticipated problems that occured throughout the duration of the project by taking the steps to resolve and overcome them.
-Many Cd Production and Manufacturing companies were not prepared to produce a limited number of units, believing it to be cost ineffective and time consuming for such a small turn around. However, after lengthy persuasion over the phone, many emails and hours searching through numerous websites, I managed to find and maintain contact with Amstore, a CD Production and Manufacturing company who I could collaborate with to realize my intentions.
-It it is true to say that although this was an important part of the design process, it can now be regarded as just one element when seen in relationship to the entire scheme of satisfying the brief requirements. As a final review it must be said that despite initial and unexpected difficulties I have learn't to overcome them and resolve them accordingly and hopefully, successfully. It must also be said that I have enjoyed this project as it's requirements have encouraged me to manage and exercise both my organizational and professional skills up to the submission deadline.
Throughout the duration of the project communicative and organizational skills became an essential part in realizing what I set out to achieve and making sure that all the various parts of the brief could be brought together as a complete unit to not only satisfy the brief set, but to realize my aim to produce more than what the brief required. After receiving the brief from Popular to create the visual brand Identity for Lifestyle 2 and its requirements across the project time span was ambitious but one that I wanted to overcome and achieve.
-From the beginning of this project, My aim was to actually produce four physical CD formats including CD booklets and inlays alongside the other requirements such as the stationery before the submission deadline even though the brief didn't state this. I am pleased that I have managed to achieve this in the time span despite various unanticipated problems that occured throughout the duration of the project by taking the steps to resolve and overcome them.
-Many Cd Production and Manufacturing companies were not prepared to produce a limited number of units, believing it to be cost ineffective and time consuming for such a small turn around. However, after lengthy persuasion over the phone, many emails and hours searching through numerous websites, I managed to find and maintain contact with Amstore, a CD Production and Manufacturing company who I could collaborate with to realize my intentions.
-It it is true to say that although this was an important part of the design process, it can now be regarded as just one element when seen in relationship to the entire scheme of satisfying the brief requirements. As a final review it must be said that despite initial and unexpected difficulties I have learn't to overcome them and resolve them accordingly and hopefully, successfully. It must also be said that I have enjoyed this project as it's requirements have encouraged me to manage and exercise both my organizational and professional skills up to the submission deadline.
Monday, 9 June 2008
Bespoke Packaging:
I contacted Shepperd's the Bookbinders to see if it was possible to get some bespoke boxes made for a separate Limited Edition version made for Acoustic Songs and to package the Stationery that I will be submitting.
-Limited Edition Box Set: I drew up versions for how I wish the box to look, After visiting the store on Rochester Row I have submitted the dimensions required to get the box made and the designs so that they can produce the boxes in time. I have deiced to have the boxes bespoke with the logo block foiled in sliver on the lid. I decided to still go for minimal type as this will then tie in with the other with the layout of the type on other music releases. The quality of the finish has to be tops with the aim to make the box stand out and reflect the quality and sophistication of the branding itself.
Contents: I have decided to think about the various contents for each box set:
A selection postcards from the shoot, Out-takes etc.
Cd Wallets for Disc One and Two.
A poster featuring the front cover.
-Stationery Box Set:
A range of bespoke stationery with the logo die-cut to measure, The stationery will be white with the logo in sliver that also compliments the black exterior of the box set.
I contacted Shepperd's the Bookbinders to see if it was possible to get some bespoke boxes made for a separate Limited Edition version made for Acoustic Songs and to package the Stationery that I will be submitting.
-Limited Edition Box Set: I drew up versions for how I wish the box to look, After visiting the store on Rochester Row I have submitted the dimensions required to get the box made and the designs so that they can produce the boxes in time. I have deiced to have the boxes bespoke with the logo block foiled in sliver on the lid. I decided to still go for minimal type as this will then tie in with the other with the layout of the type on other music releases. The quality of the finish has to be tops with the aim to make the box stand out and reflect the quality and sophistication of the branding itself.
Contents: I have decided to think about the various contents for each box set:
A selection postcards from the shoot, Out-takes etc.
Cd Wallets for Disc One and Two.
A poster featuring the front cover.
-Stationery Box Set:
A range of bespoke stationery with the logo die-cut to measure, The stationery will be white with the logo in sliver that also compliments the black exterior of the box set.
-The Stationery:
I have started creating the templates for the stationery so that the templates can be sent off to the Baddeley Brothers for Printing. I have decided to get the logo printed using silver Die Cut Stamping which will give the logo a slight relief from the surface making it look unique and sophisticated. The coloring of the stationery is going to be purely black, silver and white, which act in combination with each other making it distinctive with the brand name.
I have started creating the templates for the stationery so that the templates can be sent off to the Baddeley Brothers for Printing. I have decided to get the logo printed using silver Die Cut Stamping which will give the logo a slight relief from the surface making it look unique and sophisticated. The coloring of the stationery is going to be purely black, silver and white, which act in combination with each other making it distinctive with the brand name.
Sunday, 8 June 2008
CD Booklet Templates for Acoustic Songs.
Limited Edition CD Wallet Templates-Disc One & Two.
Limited Edition CD Wallet Templates-Disc One & Two.
-Progress Update: After going thought he selected images from the shoot I have started to create and layout the pictures onto the following tempters in Indesign so that they are ready to be sent and printed at Amstore.
-The Artwork & track-listing Layout: I want the artwork for each layout to be full bleed with minimal type as too not distract thee viewer form the shots. I have reworked the images by cropping into them so that they don't look too much like beauty shots deciding to have the front cover as full head shots and the inside spread as a full body shot. Basically, I want each of the genre to work as an entire set so when seen together they present and reflect the lifestyle02 brand so the coloring for the inlays will be really important. I also want the colour palette of the inlays to compliment each of the shots for the genres. The layout for the track-listings took the longest by working out how to present the information as clearly as possible. I decided to keep the artists names in bold, using Helvetica Neue (Thin 75) as a typeface to make it clear and defined, which also represents the logo of lifestyle.02 in the same typeface. Minimal ltype I think is key with these images!
-Sample Shots from the shoot:
Here are a sample of the shots from the photo-shoot in full res, Retouching has been completed, All that is left to do now is cropping the various images that I decide dot choose for the booklets to fit to scale with the dimensions of a standard CD booklet. Basically, The images for the front cover Will be used generically across all other release most of which will be promotional, material such as posters and adverts.
(From Above:)
Dance Grooves
Soul Grooves
Chill Lounge
Acoustic Songs
-Myself and Shyla Hassan, The Stylist.
A Photo-shoot Review:
Photo-shoot Aim: Basically, As time was limited the space was booked out for the entire day so all the shooting for each genre had to be done, The longest time was the setting up of the equipment and the changing between the styling for each genre and make-up retouching. It was important for the shoot schedule to work on time so that we didn't get behind. In this way, the same time could be allocated per genre shoot to get the best results possible.
-Arrival at Westgrove Studios and the equipment was setup, The model was already there in make-up and getting ready for the first shoot. Lighting for the back drop took ages to arrange with colour levels adapted and merged for the correct vibe, Blue and pink lighting against a white background using color gels.
-Throughout the shoot about a hundred shots were taken for each genre. To save time, Editing down the images further into various categories ranging from the best to least effective were negotiated as the model got ready for the following set of shots. Lighting was then readjusted per shoot.
-Setting up the lighting!
Amstore-Progress Update:
- Cd Production/Manufacturing@Amstore: I have had several issues regarding getting the actual Cd's manufactured and printed as many companies aren't prepared to make the units in such limited numbers, Basically it just isn't cost effective enough. I need to find and establish another contact elsewhere to actually make this happen as I want the Cd's to look as near perfect to retail quality as possible. I came across Amstore that may help with the production techniques.
-Amstore can make my Cd's: Basically, I have booked a meeting at Amstore to negotiate a quote to actually get the printing done. It was a massive surprise when they said that it would be possible to actually make the limited number for me on site as opposed to sending the artwork away for manufactured off site as it is a limited number of units required. This is amazing, and definitely worth pursuing further. I have to provide them with the appropraite templates by setting the artwork up and sending it to them for print.
The Photo-Shoot Schedule:
-The photographer: I found a really great photographer called Casey Moore who has a great portfolio online. I arranged a visit to meet him basically to formulate various ideas and think about how and where the shoot will take place. I created various mood boards presenting my ideas for the styling of the shoot.
-Booking a studio space: I need to find potential studio spaces that will be available for the date of the shoot. It was suggested that a place over in Shoreditch would have been the best for this as the studio is a large open space with trendy furniture as a setting. On the other hand, This was just a "maybe" as it might be that the studio will become unavailable nearer the time of the shoot date. Therefore, I have booked a studio space at Westbourne studios just in case it isn't available as a back-up plan for any eventuality.
-Booking the Model: I have been phoning around frantically trying to get a model available for the booking date without much luck. Most professional models are away on shoot but a new face might be an option. After speaking to FM Agency I suggested that they could send me a selection for models from their books that are prepared to do a test shoot on that day. This has been successful as the model has now been booked for the shoot. Her name is Merette Gearin and she looks fantastic, A softer looking model that I think has a wider, more commercial appeal that perfectly fits with the look that I am trying to achieve.
-Stylist and Make-up artists: I got in contact with a stylist, known as Shyla Hassan and Make-up artists, Natasha ready for the shoot. I arranged to meet Shyla so that I could forward the mood board and talk about various ideas according to how I would like the model to be styled. Basically, The combination of styling will be an import]ant factor to balance the presentation of the brand with a contemporary and sophisticated look alongside hinting the musical genre that the styling of the model represents.
-The photographer: I found a really great photographer called Casey Moore who has a great portfolio online. I arranged a visit to meet him basically to formulate various ideas and think about how and where the shoot will take place. I created various mood boards presenting my ideas for the styling of the shoot.
-Booking a studio space: I need to find potential studio spaces that will be available for the date of the shoot. It was suggested that a place over in Shoreditch would have been the best for this as the studio is a large open space with trendy furniture as a setting. On the other hand, This was just a "maybe" as it might be that the studio will become unavailable nearer the time of the shoot date. Therefore, I have booked a studio space at Westbourne studios just in case it isn't available as a back-up plan for any eventuality.
-Booking the Model: I have been phoning around frantically trying to get a model available for the booking date without much luck. Most professional models are away on shoot but a new face might be an option. After speaking to FM Agency I suggested that they could send me a selection for models from their books that are prepared to do a test shoot on that day. This has been successful as the model has now been booked for the shoot. Her name is Merette Gearin and she looks fantastic, A softer looking model that I think has a wider, more commercial appeal that perfectly fits with the look that I am trying to achieve.
-Stylist and Make-up artists: I got in contact with a stylist, known as Shyla Hassan and Make-up artists, Natasha ready for the shoot. I arranged to meet Shyla so that I could forward the mood board and talk about various ideas according to how I would like the model to be styled. Basically, The combination of styling will be an import]ant factor to balance the presentation of the brand with a contemporary and sophisticated look alongside hinting the musical genre that the styling of the model represents.
-Mood boards:
Make-up: Smokey and Dark with a hint of shimmer.
-I think the make-up should not be too bright and colorful but warm and mellow. Basically some reflective shades for Dance and Soul with some shimmer, Lighter Color palette for Acoustic and Chill.
-I think it will be important to experiment with lighting effects in the studio, Merging two separate colors together and then match the color of lighting with each genre, Various colors for Dance, Ochre's and yellows for Soul, Greens and blues for Acoustic and and warm summery colors such as pinks, yellows, and oranges for Chill. It will be important get this right though as its likely that the coloring of the background will subtly determine the color of the inlay for the CD jewel cases.
After speaking with the photographer I think it would be best to see how it turns out on the shoot, Film lighting would be the best for this job but will be really expensive. We managed to buy some color gels from a photographic store of various colors so we will have to see which colors works best when shot together. Hopefully, by using the same model for each genre, similar lighting technique set-up and styling to match, the shots will pull together to form a distinctive identity that works well when seen together as a set.
Make-up: Smokey and Dark with a hint of shimmer.
Lighting: Experiment with merging color gels, shadow
with lighting strengths to create atmosphere.
with lighting strengths to create atmosphere.
-I think the make-up should not be too bright and colorful but warm and mellow. Basically some reflective shades for Dance and Soul with some shimmer, Lighter Color palette for Acoustic and Chill.
-I think it will be important to experiment with lighting effects in the studio, Merging two separate colors together and then match the color of lighting with each genre, Various colors for Dance, Ochre's and yellows for Soul, Greens and blues for Acoustic and and warm summery colors such as pinks, yellows, and oranges for Chill. It will be important get this right though as its likely that the coloring of the background will subtly determine the color of the inlay for the CD jewel cases.
After speaking with the photographer I think it would be best to see how it turns out on the shoot, Film lighting would be the best for this job but will be really expensive. We managed to buy some color gels from a photographic store of various colors so we will have to see which colors works best when shot together. Hopefully, by using the same model for each genre, similar lighting technique set-up and styling to match, the shots will pull together to form a distinctive identity that works well when seen together as a set.
Making Arrangements:
-Photographers: If I am going to formulate the images around an entire photo-shoot then I will have to start thinking about getting in contact with a photographer and negotiating various meetings to talk through potential ideas and organize whether various photographic equipment will need to loaned out in preparation for this. I will also need to talk about various dates ready for the booking so that I can plan out booking a studio space. Basically, A good photographer and equipment is essential for quality shots and decent post production.
-Studio Spaces: The shoot could be a studio or even a location based. I have heard of a place called the Chelsea studios that cater for shoots at reasonable rates so it maybe worth checking this place out. However, I think it will be important to get these elements in place just in case the weather isn't any good and the shoot is subject to the studio .
-Booking/Casting a Model: If I decide to feature a model for the shoot, as opposed to product arrangement then I will have to start looking around and getting in contact with various modeling agencies. I haven't experienced this process before and will therefore have to take the required steps in which to do so. It maybe that the photographer will have contacts of his own that may become useful , although I can't rely on this.
-Stylists/Make-up artists: If I decide to choose a stylized photo-shoot as the basis to formulate the images form which to work from it maybe worth getting in contact with a stylist and make-up artists that can help with the various elements so that the combination of their skills will help produce a strong visual identity that will be reflective of the musical style and sophistication of the brand itself.
-Manufacturing/production of the Compilation CD: I need to find a highly recommended CD manufacturers as I want to get the actual CD made for each genre alongside high quality printing for the artwork. I may have to negotiate prices for the manufacturing of a smaller batch of units though so I think I need to establish this contact during the early stages of this project.
-Printing finishes/techniques: I will require high quality printing finishes for the work and therefore, I will have to set the budget accordingly for this. This will be important for the stationery as I want the stationery to have a really unique and slick finish. I was thinking of getting the envelopes for the stationery bespoke so that it is unique and stands out. I came across a website that may provide this service, but after speaking to them on the phone it was stated that the weren't willing to print in such a small quantity. They suggested that I could get in contact with the Baddeley Brothers, A new firm that deal with bespoke sationery with really slick finishes, time to get on the phone!
-Photographers: If I am going to formulate the images around an entire photo-shoot then I will have to start thinking about getting in contact with a photographer and negotiating various meetings to talk through potential ideas and organize whether various photographic equipment will need to loaned out in preparation for this. I will also need to talk about various dates ready for the booking so that I can plan out booking a studio space. Basically, A good photographer and equipment is essential for quality shots and decent post production.
-Studio Spaces: The shoot could be a studio or even a location based. I have heard of a place called the Chelsea studios that cater for shoots at reasonable rates so it maybe worth checking this place out. However, I think it will be important to get these elements in place just in case the weather isn't any good and the shoot is subject to the studio .
-Booking/Casting a Model: If I decide to feature a model for the shoot, as opposed to product arrangement then I will have to start looking around and getting in contact with various modeling agencies. I haven't experienced this process before and will therefore have to take the required steps in which to do so. It maybe that the photographer will have contacts of his own that may become useful , although I can't rely on this.
-Stylists/Make-up artists: If I decide to choose a stylized photo-shoot as the basis to formulate the images form which to work from it maybe worth getting in contact with a stylist and make-up artists that can help with the various elements so that the combination of their skills will help produce a strong visual identity that will be reflective of the musical style and sophistication of the brand itself.
-Manufacturing/production of the Compilation CD: I need to find a highly recommended CD manufacturers as I want to get the actual CD made for each genre alongside high quality printing for the artwork. I may have to negotiate prices for the manufacturing of a smaller batch of units though so I think I need to establish this contact during the early stages of this project.
-Printing finishes/techniques: I will require high quality printing finishes for the work and therefore, I will have to set the budget accordingly for this. This will be important for the stationery as I want the stationery to have a really unique and slick finish. I was thinking of getting the envelopes for the stationery bespoke so that it is unique and stands out. I came across a website that may provide this service, but after speaking to them on the phone it was stated that the weren't willing to print in such a small quantity. They suggested that I could get in contact with the Baddeley Brothers, A new firm that deal with bespoke sationery with really slick finishes, time to get on the phone!
-Art Vinyl Store/Exhibition Space
I have just come back from visiting the Art Vinyl store located on Broadway Market! The store is really cool with comfy retro chairs, Neon Lighting and DJ decks which add to the chilled out vibe. The owner decided to set up his own store to sell vinyl display cases that he makes for customers to display and store their collections in a new way making it easier for them to find certain records and admire the artwork. By taking them out of the DJ box and presenting them as unique works of art in their own right, the sleeve can be viewed and interacted with in a totally different way.
I found it interesting to view sleeve art according to a specific theme rather than being categorized by the genre of music that the sleeve contained. The owner also explained that the store often holds various exhibitions of vinyl sleeve art with live music events and great company, check the link out above for info!
Some of my Initial Ideas:
-I have started to think about the content for the project, something which will form the most important element to the project....the two dimensional artwork contained inside each of the CD releases. Although it will be important to consider the target audience for each it is not essential. I also don't have any negotiation with the individual artists about the visuals because, in this case, it is purely about the brand identity.
-I think it is important to formulate how I want the brand to be visualized in terms of its own aesthetic, so that it stands out. As the targeted audience of "Lifestyle 2" are in their late 20's and early 30's then I think creating a sophisticated feel to the brand could be worth considering although the demographic is likely to be much larger.
-Stylized Photography:
I think all the CD covers could be based around a photographic shoot: Bold and colorful/ Dark and moody/Minimalist and sophisticated/Light versus dark/ Glossy. Crop shots and digital manipulation could develop this idea further during post production . Location shots, studio shots or both will have to be thought about.
-Product arrangement:
I like the idea of photographing objects that are collected and arranged systematically or randomly. The products could have some relationship with the music but I don't think this is essential, maybe show how certain objects and their arrangement in a personal space can reflect a particular lifestyle of the targeted consumer for example.
-Collage:
I like the idea of working with a variety of both digital and non digital mediums to formulate the visuals. I like the idea of collage images/layering/cut and paste.
Basically, these are just some initial ideas that I have started to think about and its likely that these will change and develop as this project develops. I think what is important is to start making decisions and finding a clear direction at sooner rather than later so that I can start to build up relevant contacts to make the initial idea a reality. Personally, I like the idea of art directing a photo-shoot as I think it is the best way to present this brand, but what is important is to move away from existing photo-shoot styles seen similarly on other music branding such as Hed Kandi and Ministry of Sound.
-I have started to think about the content for the project, something which will form the most important element to the project....the two dimensional artwork contained inside each of the CD releases. Although it will be important to consider the target audience for each it is not essential. I also don't have any negotiation with the individual artists about the visuals because, in this case, it is purely about the brand identity.
-I think it is important to formulate how I want the brand to be visualized in terms of its own aesthetic, so that it stands out. As the targeted audience of "Lifestyle 2" are in their late 20's and early 30's then I think creating a sophisticated feel to the brand could be worth considering although the demographic is likely to be much larger.
-Stylized Photography:
I think all the CD covers could be based around a photographic shoot: Bold and colorful/ Dark and moody/Minimalist and sophisticated/Light versus dark/ Glossy. Crop shots and digital manipulation could develop this idea further during post production . Location shots, studio shots or both will have to be thought about.
-Product arrangement:
I like the idea of photographing objects that are collected and arranged systematically or randomly. The products could have some relationship with the music but I don't think this is essential, maybe show how certain objects and their arrangement in a personal space can reflect a particular lifestyle of the targeted consumer for example.
-Collage:
I like the idea of working with a variety of both digital and non digital mediums to formulate the visuals. I like the idea of collage images/layering/cut and paste.
Basically, these are just some initial ideas that I have started to think about and its likely that these will change and develop as this project develops. I think what is important is to start making decisions and finding a clear direction at sooner rather than later so that I can start to build up relevant contacts to make the initial idea a reality. Personally, I like the idea of art directing a photo-shoot as I think it is the best way to present this brand, but what is important is to move away from existing photo-shoot styles seen similarly on other music branding such as Hed Kandi and Ministry of Sound.
-Making an initial contact with Popular.
A Brief Discussion:
During the Easter, I got in contact with Popular, a design company with an experimental and contemporary approach. The design company have been involved with a number of various music-related projects including album cover design and promotional material. After arranging and visiting the Popular design studios and meeting the Art Director, it provided a great opportunity to view past projects and to discuss the possibility to work on a live brief for my Final Major Project.
After meeting up with Peter Chadwick I could present my own initial ideas for a potential projects and areas where I could develop my own interests into a structured brief. When thinking about project ideas that would best suit my own creative ideas, It was discussed that a brief that was open and experimental could provide a wider scope for design research and a final outcome.
-The Brief/Context:
A live brief set by Popular UK to design and develop the visual brand identity for a music-based product called "Lifestyle 2" which will release music compilations of four individual musically orientated genres across the musical spectrum.
-The Compilation titles:
Dance Grooves, Soul Grooves, Chill Out Lounge and Acoustic Songs.
-The Brief Details:
Brand Visual Identity: Logo, Stationary: Letterhead/Business Cards/Comp Slips/Envelopes.
CD Artwork for each music title: CD Covers/4 page booklet/Inlays/Track-listings.
Release Promo Bag: A Promo bag for each compilation release with A4 Advert and A3 Posters.
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