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ADAM BURGES 1 INTRODUCTION 55 CONClUSION Overview of the Live Projects unit and my response 3 PORTfOlIO / INTERvIEwS 48 wIDENING PARTICIPATION 14 vIvID BRAND 32 SkITOx Establishing a company and building the brand from scratch 24 ESTABlIShED & SONS Portfolio preparation for a number of industry interviews Student ambassador: Higher Education workshop at Townley Grammar Internship with in-house team at British design company in East London Summary and reflection of my expereinces throughout the unit
Citation preview
1INTRODUCTION
1 INTRODUCTION Overview of the Live Projects unit and
my response
3 PORTfOlIO / INTERvIEwS Portfolio preparation for a number of
industry interviews
14 vIvID BRAND Internship with shopper-marketing &
branding studio in Central London
24 ESTABlIShED & SONS Internship with in-house team at British
design company in East London
32 SkITOx Establishing a company and building the
brand from scratch
48 wIDENING PARTICIPATION Student ambassador: Higher Education
workshop at Townley Grammar
55 CONClUSION Summary and reflection of my
expereinces throughout the unit
Between January and March 2011, final year BA hons Design for Graphic Communication students at lCC were required to put together their own program of study for a unit called live Projects. These ‘live Projects’ could take the form of placements, competitions or freelance jobs.
having spent the summer with ico Design, doing what you might call the ‘standard london studio internship’, I wanted to use the opportunity to try different things.
I had planned to spend the term with Propaganda, a design studio based in the french Alps who primarily work with clients from the winter sports industry. Unfortunately, after a telephone interview, it became clear that the logistics weren’t suitable- french employment law meant they wanted me for a longer stint than I had available.
Instead, I decided to follow up on the subject of my recently completed Research Report, by doing a series of short placements in branding. first, with shopper-marketing and branding studio vivid Brand, then with the in-house team at British furniture design company Established & Sons.
Alongside these formal placements, I worked on a freelance project for a company of which I am in fact a founder member and partner, SkiTox.
My final ‘live Project’ was my work as a Student Ambassador with widening Participation, the lCC programme that works to encourage the local community into art and design education.
4 5I u
sed
this
opp
ortu
nity
to
gain
fur
ther
ex
perie
nce
of in
terv
iew
s an
d ge
t on
top
of
my
port
folio
.
I had
inte
rvie
ws
with
Esq
uire
Mag
azin
e, Y
CN
S
tudi
o, E
stab
lishe
d &
Son
s, V
ivid
Bra
nd a
nd
The
Tate
. All
but
one
of t
hese
inte
rvie
ws
resu
lted
in p
lace
men
t of
fers
.
I put
tog
ethe
r a
new
por
tfol
io a
nd a
dapt
ed
it ac
ross
sev
eral
for
mat
s: t
his
incl
uded
a
web
site
, a P
DF
port
folio
, an
A3
prin
ted
vers
ion,
a le
ave
-beh
ind
and
busi
ness
car
ds.
A3 printed portfolio / Box of print specimens / A5 freench-fold leave behind
PORTfOlIO / INTERvIEwS
16 17vIvID BRANDI s
pent
the
firs
t tw
o w
eeks
of
Febr
uary
in
tern
ing
at V
ivid
Bra
nd. D
urin
g th
at t
ime
the
stud
io w
ere
wor
king
with
som
e pr
etty
im
pres
sive
clie
nts
(Cok
e, N
estle
, Phi
llips
).
The
follo
win
g pa
ges
evid
ence
exa
mpl
es o
f w
ork
unde
rtak
en d
urin
g th
e co
urse
of
my
plac
emen
t. A
s w
ell a
s th
e w
ork
show
n I a
lso
spen
t a
lot
of t
ime
doin
g ‘t
ypic
al in
tern
’ job
s:
amen
ds, b
asic
art
wor
king
, for
mat
ting
files
, se
arch
ing
for
stoc
k im
ager
y, u
pdat
ing
the
blog
an
d, o
f co
urse
, tea
rou
nds.
Top Concepts for Neutrogena / Above Vivid Brand studio
18 19vIvID BRANDI w
as s
et a
n on
goin
g ta
sk (
alon
gsid
e m
y ot
her
dutie
s); t
o re
desi
gn t
he V
ivid
Bra
nd
pres
enta
tion
tem
plat
e.
I had
to
com
e up
with
a s
impl
e, e
ffec
tive
desi
gn t
hat
was
in k
eepi
ng w
ith V
ivid
Bra
nd’s
ex
istin
g co
mm
unic
atio
ns a
nd t
hat
all m
embe
rs
of s
taff
(in
clud
ing
non-
desi
gner
s) w
ould
be
able
wor
k w
ith in
Key
Not
e.
I put
tog
ethe
r th
ree
varia
tions
, the
se in
clud
ed
‘mas
ter
page
’ tem
plat
es, t
ype
spec
ifica
tions
an
d im
age
guid
elin
es
Vivid Brand presentation template designs
20 21vIvID BRANDM
y ot
her
ongo
ing
task
was
to
com
e up
w
ith id
eas
for
a V
ivid
Bra
nd p
rom
otio
nal
mai
ler
- the
y cu
rren
tly h
ave
a bl
ank
note
boo
k de
sign
ed t
o lo
ok li
ke a
mar
ketin
g se
lf-he
lp
book
(se
e fa
cing
pag
e).
They
wan
ted
som
ethi
ng c
heap
and
pr
ofes
sion
al -
not
an e
asy
task
! M
y m
ore
succ
essf
ul id
eas
incl
uded
a m
ug a
nd p
enci
ls.
Left Promotional mailer concepts / Right Current promotional mailer
22 23vIvID BRAND
Summary
I applied for an internship with vivid Brand after seeing their call for interns in lCC’s ‘Graphic Opportunities’ newsletter. I hadn’t previously heard of them - I tried to do my research but their website didn’t give much away - so I started the placement not really knowing what to expect.
Based on their name I had assumed vivid Brand were a branding studio, they sort of are, but they specialise in ‘shopper-marketing’. This means they mainly do strategy and design for point-of-sale. I thought ‘shopper-marketing’ might be a bit dry and boring, and to be honest, it was!
I tried to learn as much as I could from the opportunity - I spent two weeks trying to be professional and keen. Over the previous pages are some examples of the work I did, but I also spent a lot of time searching for stock imagery and doing in-house jobs like updating the blog and designing a presentation template. I got the impression that vivid Brand are one of those studios who have almost created a permanent intern position so they free-up the designers from some of the menial tasks. That’s Ok I guess, but I’ve done placements like that before and I wasn’t getting much out it - so when they asked if I wanted to stay on at the end of my two weeks - I politely declined.
On the plus side, they do pay their interns £200 a week.
Experiential concepts for Neutrogena ‘Love Winter’ campaign
26 27ESTABlIShED & SONSIm
med
iate
ly a
fter
fini
shin
g at
Viv
id
Bra
nd, I
sta
rted
a p
lace
men
t w
ith t
he
inho
use
team
at
Est
ablis
hed
& S
ons.
The
follo
win
g pa
ges
evid
ence
exa
mpl
es
of w
ork
unde
rtak
en d
urin
g th
e co
urse
of
my
plac
emen
t. W
orki
ng f
or a
n in
hous
e te
am m
eant
car
ryin
g ou
t ba
sic
desi
gn
task
s bu
t di
d no
t al
low
me
muc
h sc
ope
for
crea
tive
inpu
t.
Established & Sons annual journal
28 29
Left ‘Jumper’ illustration for price list / Right Reworked Volcano illustration
ESTABlIShED & SONS
30 31
Summary
Established & Sons are a high-end British design company who work with some of the world’s leading designers, architects and artists. The brand was created by MadeThought and passed over to an in-house design team.
I spent three weeks with the in-house team (which only comprised of two people; one full-timer and one part-timer). Although the Established & Sons offices are probably the coolest space I have ever worked in and lots of hot girls work in the sales department - the work I was asked to do wasn’t quite so glamorous. I have shown the highlights over the previous few pages - but some of the other stuff I did really isn’t worth showing. I spent an entire week compiling a spreadsheet of product images, which I’m sure will be very useful for the design team, but ranks alongside data entry as one of the most mind-numbing jobs I’ve done.
Once again, when my three weeks were up I was asked if I wanted to stay on - and once again, I politely declined! I felt I had got as much as I could from the experience and had gained an insight into working for an in-house team. I had other projects in the pipeline and felt my time would be better spent focusing on those…
Left Labels and marks for new products / Right Telephone card
ESTABlIShED & SONS
34 35SkITOxA
fter
fini
shin
g at
Est
ablis
hed
& S
ons,
I be
cam
e in
volv
ed in
an
ongo
ing
free
lanc
e pr
ojec
t ca
lled
Ski
Tox.
Ski
Tox
is a
ven
ture
tha
t I h
ave
star
ted
with
tw
o fr
iend
s. W
e ar
e a
ski c
ompa
ny s
peci
alis
ing
in h
ealth
y sk
i bre
aks
to t
he F
renc
h A
lps.
The
follo
win
g pa
ges
give
an
over
view
of
the
early
sta
ges
of t
he b
rand
’s d
evel
opm
ent.
Team photoshoot
36 37
organicnaturalwellbeingfreshtranquilrelaxnewinnovativeoriginalvibrantunwind
healthretreatpersonalisedtailoredgreenshort breaksenergyvitalitydifferentunique
words that sum up the brand
price range between £900 - £2000
luxury but not super luxury (very comfortable)
really good service
spa treatments
a relaxing healthy holiday
small carbon footprint / respect the mountain
10 person chalet
locally sourced organic food
aims of the brand
The
Ski
Tox
whe
els
wer
e al
read
y in
mot
ion
by t
he t
ime
I cam
e on
boa
rd. W
e ar
rang
ed a
m
eetin
g so
I co
uld
find
out
mor
e ab
out
the
conc
ept
and
bett
er u
nder
stan
d w
hat
was
ne
eded
fro
m m
e.
From
the
out
set,
I fe
lt it
was
impo
rtan
t to
fo
cus
on c
reat
ing
a br
and
(rat
her
than
sim
ply
an id
ea o
r co
ncep
t). H
avin
g re
cent
ly w
ritte
n a
Res
earc
h R
epor
t on
bra
ndin
g I h
ad s
ome
exer
cise
s I w
ante
d to
try
to
help
us
bett
er
defin
e w
hat
the
com
pany
was
abo
ut a
nd
clar
ify o
ur f
ocus
.
SkITOx
Branding exercises from first team meeting
38 39SkITOx
SKI HOLIDAY COMPANIES
Alp Leisure
Balkan Holidays
Consensio
Crystal
Descent
Erna Low
Esprit
Finlays
Fish and Pips
High Life
La Source
Mark Warner
Neilson
Off The Piste
Rocket Ski
Scott Dunn
Ski Beat
Ski France
Ski Olympic
Ski Total
Ski World
Snow Fox
Snowlife
Super Travel
Thomson
VIP Ski
Virgin
COMPETITION AND RESOURCES
SKI CHARITIES
Alpine Initiatives
Ski Club of Great Britain
Ski 2 Freedom Foundation
Snow Camp
Respect The Mountains
Ski Bound
SKI PUBLICATION / BLOGS
Downdays
Freeskier
Fall-Line
Metro Snow
Newschoolers
The Ski Journal
SHOPS, ETC
Chill Factore
Ellis Brigham
Freeze
Snow and Rock
SnoZone
The Snow Board Asylum
The Snow Centre (Hemel)
SKI & SNOWBOARD BRANDS
Atomic
Armada
Bonfire
Burton
Dynastar
K2
Line
Salomon
Rossingnol
RELEVANT BRANDS
Albam
Do Lectures
Howies
Innocent Smoothies
Nonusual
Rapha
Roleur
T-Post
The Green Soccer Journal
The Hoxton Hotel
The Ride
Velorution
Left Compilation of relevant business and brands / Right Existing ski company logos
40 41A
fter
con
duct
ing
a vi
sual
aud
it of
exi
stin
g sk
i co
mpa
ny lo
gos,
I w
ent
thro
ugh
the
trie
d an
d te
sted
rou
tine
of t
ryin
g nu
mer
ous
type
face
an
d ty
pese
ttin
g op
tions
. I t
hen
prod
uced
se
vera
l rou
ghs
to s
how
pos
sibl
e di
rect
ions
. B
etw
een
the
thre
e of
us,
we
whi
ttle
d th
is
dow
n to
our
fav
ourit
e tw
o, a
nd w
ith f
urth
er
feed
back
we
sele
cted
a fi
nal d
esig
n.
The
final
cho
ice,
its
not
actu
ally
the
cho
ice
I w
ould
hav
e m
ade
but
I wan
ted
som
ethi
ng t
hat
the
othe
r tw
o fo
unde
rs w
ere
happ
y w
ith.
Left Logo design mock ups / Right Final two designs (bottom option was selected)
SkITOx
46 47W
ith m
inim
al e
xper
ienc
e of
web
desi
gn,
crea
ting
a S
kiTo
x w
ebsi
te h
as b
een
a bi
g ch
alle
nge.
Firs
t I h
ad t
o ta
ke c
are
of t
he
logi
stic
s; t
hing
s lik
e pu
rcha
sing
dom
ain
nam
es a
nd w
eb h
ostin
g, s
ettin
g up
web
mai
l ad
dres
ses
and
tryi
ng t
o de
cide
d w
hat
soft
war
e to
use
to
build
it.
Aft
er s
eeki
ng a
dvic
e, I
deci
ded
the
best
so
lutio
n w
as t
o cr
eate
the
des
ign
mys
elf
and
brin
g so
meo
ne in
to
help
me
build
it. S
o I w
ill
be w
orki
ng w
ith D
anie
l Sam
son
to g
et
ww
w.s
ktox
.com
up
and
runn
ing.
With
the
logi
stic
s ta
ken
care
of
I und
erto
ok
a w
ebsi
te a
naly
sis
look
ing
at n
umer
ous
elem
ents
suc
h as
the
hom
e pa
ges,
nav
igat
ion
bars
, con
tent
and
ove
rall
desi
gn. I
am
now
fin
alis
ing
the
site
des
ign.
Summary
SkiTox is a venture I started with two friends. we are a ski company specialising in healthy ski breaks to the french Alps. Our team consists of myself - a designer and the Creative Director; Elena - a chef and the Managing Director; and James - a pilot and the Operations Director. we have a shared passion for the mountains and a combined experience of nine winters working in the industry.
My primary role is to create, build and maintain the brand. This will be an ongoing task so I have broken it down to a series of mini projects (some of which I have been able to complete this term). These include defining the brand, designing a logo, business cards, brand book and website. The early stages of the brand’s development are shown over the previous pages.
Although design is my main focus, building a company from scratch has involved a lot more than simply sitting down at my Mac. we’ve had regular meetings to finalise the concept, register the company and discuss finances. we have organised photoshoots, bank appointments and been to view properties in the Alps.
we have found a suitable chalet for our first year and hope to be operational by next winter. we have also booked a stand at The Ski Show in October - so there’s lots to do! SkiTox will now be an ongoing project that I will continue to work on in parallel to finishing my studies.
SkITOx
50 51wIDENING PARTICIPATIONM
y fin
al ‘L
ive
Pro
ject
’ is
my
wor
k w
ith
Wid
enin
g P
artic
ipat
ion.
I w
ent
to T
ownl
ey
Gra
mm
ar S
choo
l for
Girl
s in
Bex
leyh
eath
to
talk
to
the
stud
ents
abo
ut a
pply
ing
for
art
and
desi
gn c
ours
es in
Hig
her
Edu
catio
n.
I enj
oy p
assi
ng o
n m
y kn
owle
dge
and
pass
ion
and
am v
ery
inte
rest
ed in
tea
chin
g at
som
e po
int
in t
he f
utur
e. T
his
role
has
allo
wed
me
to
gain
gre
at e
xper
ienc
e.
Unf
ortu
nate
ly I
was
n’t
allo
wed
to
take
ph
otog
raph
s of
the
sch
ool o
r st
uden
ts s
o I’v
e in
clud
ed a
pho
togr
aph
of t
he s
tatio
n, a
Goo
gle
Map
of
the
scho
ol’s
loca
tion
and
a te
stim
onia
l fr
om m
y bo
ss a
t W
iden
ing
Par
ticip
atio
n!
52 53lOOk hOw GOOD I AMI h
ave
wor
ked
with
Ada
m a
num
ber
of t
imes
ov
er t
he p
ast
few
yea
rs.
On
Mar
ch 2
3rd
Ada
m a
ccom
pani
ed m
e to
To
wnl
ey G
ram
mar
Sch
ool f
or G
irls
to s
peak
w
ith 6
th f
orm
art
stu
dent
s ab
out
prog
ress
ion
into
FE
and
HE
.
Gav
in W
ater
s, W
iden
ing
Par
tici
pat
ion
We asked Adam to speak about possible routes into university.
He brought along his portfolio and delivered a clear, well informed presentation.
His insights proved invaluable; he was happy to answer questions and the students found seeing his collection of work really helpful.
54 55CONClUSION
Its been a funny old term. I won’t lie, I’ve found it hard organising my working life - its definitely shown me that I want the structure and discipline of working in a studio when I graduate - for a few years at least.
My previous experience interning with ico Design (spending a whole summer with them), had perhaps given me rose tinted glasses - by the end of that internship I was being trusted to see jobs through from start to completion. Subsequently, my two placements this term were a little disappointing. The experience has taught me that any future placements I undertake need to be longer than two / three weeks to really be worthwhile.
The main positives I can take away from the term are seeing what it is like to work in-house; confirmation of interest in teaching; excellent interview experience and feedback on my portfolio.
Throughout the term I continued to go to interviews and have secured three placements for after I graduate. I am particularly excited about doing a three month stint with the Tate in June, plus it looks like I might finally get to intern in france afterall!
At the start of the term I attended a lecture by David heiatt (founder of howies and The Do lectures). he encouraged us to be ‘doers’ and to follow our passions - something I have tried to do with SkiTox. It’s been a real challenge and a lot of stress - hopefully I’ll manage to keep the balance between work and study over the coming months - but if it is a success it might well be the best thing I’ve ever done.
Ada
m B
urge
s w
ww
.ada
mbu
rges
.com
ar
burg
es@
gmai
l.com
This Publication
More often than not I produce PDFs to support my projects. This approach has served me well and consistently earned me good grades. However, for this unit I have decided to break from tradition. This document is intended to be a physical piece - it is my hope that it is read in print.
When designing PDFs I give a very thorough, step-by-step narrative of the project. My default setting is to think “how can I make this design communicate as clearly and simply as possible?” With this project I have allowed myself to indulge in editorial design, been more playful with my placement of image and text and taken a much looser approach to the narrative - its been a liberating experience - but I hope it still communicates clearly.
I’ve had to think much more carefully about format, pagination and image preparation. All-in-all its definitely more work to design for print, but its rewarding to have something physical in your hands at the end of it all rather than another PDF to sit on the hard drive.