(B1) Out of Context: Summative Evaluation

 B1 Out of Context:

The first half of the project pre-pitch was in collaboration with Rosie Mossop and Zoe Van Rhyn-Behm and post-pitch developments were myself revisiting the brief for a week, expanding on feedback from the pitch to strengthen the outcome. As I struggled personally at the start of 2021 due to the 3rd lockdown I had to make alterations to my timetable meaning I revisited this brief on my own. I would have loved to continue working on this project with Rosie and Zoe, however, I made the decision that was right for me at the time. I believe this was an opportunity to learn about adaptability within my practice and how to evaluate a situation to make the best decision. 

During the collaboration portion of the project the three of us had good open communication and would use Google Drive to share content with each other, we had regular video call meetings to discuss ideas and ensure we were all on the same page with the design process. These meetings were also used to delegate roles and define the direction to progress with, ensuring the collaboration ran smoothly. 

When revisiting the project myself I stuck to a schedule of a week to allow for developments to be made in response to feedback with enough time to refine the final outcomes. As I learnt from second year I have a tendency to not leave enough time for refinement so I wanted to ensure I had enough time on this project for this process.

The final outcome of the project works well to communicate a sense of ambiguity across all elements, the addition of full RGB blue adds a secondary element to the branding and prevents it from becoming too monotone. The typography and image work well to present a digital tone to the work and incorporates a visual that every student will have been working with (hyperlinks, digital text, search results etc.) during 601. This is a stand out feature of the final outcome and I think it complements the concept well.

Upon reflection the initial research and ideas for the project could’ve been expanded upon further, as the project started off as a short brief this process was completed rather quickly. The project was took place in the first few months of the year and throughout the rest of 603 I’ve learnt that the ideas and research are integral to my practice and if I were to revisit this brief now I would focus on this area in more depth, exploring the themes of abstraction and ambiguity in detail. 

This project allowed me to explore a conceptual brand identity and learn how my approach to design can be applied to more commercial projects. This was beneficial to be as I’ve been unsure in the past about how I can combine my method of designing to commercial outcomes.