Author: emilyalldis

Connecting evaluation.

The mini brief for Connecting was all about going to a place and doing a design response to what you see, hear and feel. The message needs to be of connecting, peace and hope. My choice for this was to go to Kew Gardens and to appreciate the time, effort and care put into the magnificent garden for the public to enjoy.

Overall with this mini brief, I am really happy with how my final designs came out. I wanted to turn the theme of the original Kew Gardens illustrations and make it into something of my own, making the audience see, feel and understand how important the upkeep of Kew is by informing them of the facts behind the science of Kew.

The postcards are meant to resemble beauty and peace with the images of the plants located around Kew, giving you a taster of what lies within the place. Kew itself is known to be a peaceful preserve, and they connect with all different organisations and places across the world to make this place as magnificent as it really is.

I got a lot of inspiration from this project that I have applied to my FMP, the style guide of Kew especially. I’m really happy with my overall appearance of the postcards.

Despite this, if I were to improve on this project, I would have liked to locate where I was when I took the photos, and possibly collected seeds of those plants to put on the postcards. This way, whoever buys the postcards, will take home a bit of Kew with them. Nevertheless, the brief was about connecting, and the postcards show the connection of science, peace and beauty all in one, making Kew Gardens far more than a pageant of flowers.

Making my style guide.

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To round up my whole project, I thought it would be a good idea to include a style guide to showcase everything I have done for my brand, bringing everything together, as well as seeing all of the links in one booklet.

I got a lot of inspiration from the style guide of Kew Gardens, which I had found to get information and ideas for my other project on the side of this FMP: Connecting, which ironically has connected these two projects because of the style guide.

Like the rest of my brand design, I kept the style guide simple, showing only what needs to be shown for people to see and understand what has led me to where I am now, as well as showing why something in the brand is how it is.

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I’m really pleased with how my style guide looks. It is clean, fresh and shows a good, detailed understanding of how you can use the brand and apply it yourself whilst keeping to its theme and brand identity.

The style guide includes information about colour blindness also, as well as showing all of the necessary examples of my work that is important to be shown in the style guide, so that they also are recognised. This is because I have a lot of elements in my project, and it is important that everything is presented, to show the work I have put into this.

What I am going to do with my style guide is print it on high quality paper and ring bind it, to give it a fresh and professional appearance. My style guide is a part evaluation/guideline of my project/brand. I thought this would also work well with giving to customers, if they were to purchase a product for the first time, they can receive this booklet to give them some information also, bringing closer the relationship with the brand and their customers.

Final posters.

I still felt this image had further room for improvement. After printing the pictures quickly I had a look at what I could do to take these further and improve them. Eventually, I began to experiment with where everything was going, and I added some more depth and shadows in the pictures.

Improved version

I realised adding the small details such as shadows in the background of the image, the picture began to look a lot more vibrant and noticeable. Similarly to all of the other pictures, I tweaked them so that they all fitted the same and looked similar from each other.

Improved version

Improved version

Having the new designs mocked up on these signs also has helped me to see again how they would look if they were presented in real life, as well as getting understanding of what you would see first when you look at the page. The pictures are quite busy, but I think the execution of levelling everything so that you focus on each area differently has been done well, especially now with the final amendments.

Posters insitu.

Image on the left: The text needs to be pushed up at the bottom to allow more room for cropping.
Image on the right: Same applies, the whole canvas needs to be ‘shifted’ up to make the gaps even at the top and bottom of the page

Image is very clear to see and read from a distance

I decided to mock my pictures up on billboards and posters, as I would like them to be advertised. Doing these mock ups helps me to see what is good and what needs to be improved on the posters, considering the fact that the posters need to be easy to read from a distance.

Final adjustments

I could still see in this poster that the type at the bottom was quite close to the edge, so I have decided to shift it, leaving a much more even gap at the top and bottom of the page.

Final adjustments

Similarly to this photo. I wanted to use up a little bit more white space that was on the page, so I decided to centre the web address to allow it more focus, as well as bring everything up evenly. I also moved the logo to the top right hand corner, giving everything more room.

Here are the adjusted posters fitted insitu with how I would like them to be presented. I’m really happy with how they have turned out so far, and with the small adjustments made, it makes a lot of difference to looking at the pictures.

Final adjustments.

I want to print my postcards using Moo, a printing website that produces in high quality. As I saw my postcards on the preview, I noticed that the landscape postcards’ notes were very close to the trim and bleed.

I want to make sure that there is a good enough gap to prevent any trimming happening on my postcards, so I have decided to move the notes up on the landscape images. Understanding how the bleed and trimming works, it is important to make sure that any text is at least 3-5mm away from the trimming mark, to make sure that no clipping occurs, or that the text does not look like it is going to fall off the page.

Making my style guide: inspiration.

Having completed the main elements of my project, I want to create a style guide for my brand to bring everything together. Because my branding has so many elements, a style guide will help to tie it all together.

I had a look at a few existing examples, as well as looking at the guidelines I used for my Connecting project: Kew Gardens postcards. Looking at the style guides, they all explain how the brand works, the background and how you need to apply the elements to ensure that there is a same theme running throughout the work to ensure that it does not change, otherwise it would run a risk of preaching copyright.

Looking at my work, I will need to ensure that I include the following:

  • Background of Chroma and about CVD
  • Brand elements (typeface and colour schemes)
  • Logo variations
  • Size limit of logo on print
  • Print formats
  • Resolutions for screen and formats
  • Visuals for portrait and landscape

By creating a style guide, it will show how the overall design and concept of my branding is different in comparison to the rest of the clothing brands out there, and how I have chosen to take different routes of design elements during the process.

Moreover, I intend to have my style guide printed, which can also be possibly used as a booklet to be given to customers if they were to buy my products, as it will give them an insight of how the brand has carefully thought about every step of the design process, making sure that Chroma has secured that gap in the market.

https://designschool.canva.com/blog/50-meticulous-style-guides-every-startup-see-launching/

http://assets.kew.org/files/Kew%20Brand%20Guidelines.pdf

Final postcard designs.

These are my final designs for Kew Gardens. I wanted to take into consideration of the text on the image, so I placed it centrally on all of the pages, and put them near the edge to allow as much of the image to be seen as possible.

Some of the facts were longer than others, so I put the longer facts on the landscape images, as that allowed more room for the text to be placed. All of the images show plants and locations of the beautiful garden, with a fact about the plants to bring both the text and imagery together.

I’m really pleased with how these have turned out, as they look different to the usual style of Kew Gardens, but they represent a modern appearance using photography. I would have still liked to note down the co-ordinates of where I had taken the photo, as that would have been a nice addition to the postcard and made them more interactive with the audience, as they could take the postcard and locate where I had taken the photo. I would like to get these professionally printed also to showcase my work, and to see how the photos look in print.

The photos chosen are peaceful, they show colour in different forms and gives the audience a small taster of what they could / have seen in the magnificent place, as well as giving them some information they may not have realised, connecting them with the gardens, rather than just visiting.

Experimenting with my postcard designs.

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I began with playing around with the designs of my postcards following the guidelines of Kew, as well as wanting to implement some factual information about Kew and why there is so much more about the gardens than the landscape.

These were my 4 final results, which I could consider using as my final design. I felt that the title of Kew Gardens was not fitting with the actual design of the postcard.

Despite trying out different techniques such as masking some of the image out, changing the colours of the title, as well as making the image smaller, I felt this took away the effect of the image, which is what I want to stand out.

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6 – FINAL DESIGN

I decided to consider putting the logo at the back of the postcard. I saw some postcard designs for the back of Kew Gardens, and the back designs have been kept simple for people to write on the back. I want to keep the back design simple also, taking inspiration from their existing postcard designs; I put together my back design, including a small flower illustration as a little ‘decoration’.

4 – Final Layout

5

My final experimentation was to put a fact about Kew on the front in their style. I thought this fitted more than the other designs, as it is clean, simple and does not clash with the photography. I had a go at putting one of the other symbols on the front, however it was blending too much into the picture, not allowing it to be visible and causing eyestrain because of it.