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PRODUCTDESIGN
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FIRESURE
An easy to use domestic fire extinguisher
Many of us see re extinguishers on a daily basis, but how many people
actually know how to use them? This product focuses on re safety
in domestic situations, and the difculties people face whilst using re
extinguishers. It looks at the process in a holistic manner and aims
to reduce the amount of tasks required for successful operation. Theextinguisher is holstered in a bracket, which encourages the user to
remove the extinguisher by grasping the handle; a silicone grip on the
main body promotes a rm and secure grip. The direction in which the
powder is dispersed is indicated by the front nozzle and is achieved by
pushing the rear handle. The transparency of the main body ensures the
internal pressure vessel is visible, therefore ensuring the product retains
re extinguisher affordances.
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WRANGLER BOW SAW
A saw used to aid with re-utilisation of debris
materials post-natural disaster
This saw has been designed to empower the survival of hurricane victims
by aiding with the redevelopment of damaged areas through re-utilisation
of debris materials. Its used for cutting timber as well as fallen tree
trunks and branches. Its likely the user will be required to climb a tree or
manoeuvre through an awkward situation to use the saw; it has therefore
been designed with portability in mind. The steel frame contains a nylon
strap which unwinds using the same mechanism as a traditional tape
measure. The strap is unwound from the rear end and clips into the front
of the saw frame; this allows the user to carry the saw on their back. Its
partnered with a cover to prevent injury from the hardened steel blade
during transportation. The polypropylene handle features a padded aniline
leather touch point for increased durability and comfort during use.
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DINKY
An interchangeable fruit and vegetable tool unit.
The project brief was to create a brand, which sold kitchen products with
the target market being dual income couples with no kids yet (DINKY). The
brand we created was Cook in Colour. The inspiration was drawn from the
fact that many people do not take the time and effort to eat healthily, it is
often overlooked as being too much effort. Cook in Colour aims to createkitchen utensils, which encourage people to eat more fruit and vegetables
and educate them on the different nutrients they contain.
The product consists of a unit, which contains different utensil heads, a
separate handle attaches to the side of the unit via a magnet. The handle
clips into each individual tting using a bayonet mechanism with an
additional locking switch. The entire product can be placed directly into
the dishwasher for easy cleaning. Overall it provides a fun, fresh outlook
on fruit and vegetable preparation.
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An acrylic dildo, which can be removed from the main
body of the toy. Its connected by pushing the pink ball
into a cavity at the lower end. The material was chosen
as it become very slippery, especially when used with
silicone lubricant. The product could be developed with
interchangeable shafts, with varying shapes and textures.
The pink ball allows the vers
It rotates around the ball and
position.
Lock down suction pad allow
even for the most rigorous u
ROTATEMATE
A great concept with commercialpotential. We really like how the
head is interchangeable.
A prize winning sex toy designed for the renowned
adult toy brand Net1on1.
An innovative new female sex toy, designed for use in the shower. Its a
smooth and slick dildo with a twist. The dildo is able to gyrate around the
pink ball its attached to. The suction disc at the back allows the prod-
uct to be rmly attached to glass or tiled surfaces, offering a hands freeexperience. The toy can be used in countless positions, allowing the user
to nd what suits their body as well as their mood. The dildo attachment is
interchangeable, therefore allowing it to be sold with varying attachments.
Whilst discussing the product, the head of design at Net1on1 said A
great concept with commercial potential. We really like how the head is
interchangeable.
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SHROOM
A salt and pepper shaker brand and model.
Shroom is a set of two intriguingly shaped products; one salt grinder and
one pepper grinder. They have been designed with a simple inspiration
from the mushrooms growing in the world around us. The salt or peppe r
is ground by simply twisting the black domes; the exaggerated form offers
the user a comfortable palm grip. They attach to the base through magneticforce between the grinders and the base domes. Whilst in the resting
position, the progressively thin shafts give the impression of being rooted
into the ground, almost as if they were growing.
Shroom
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COLA BOTTLE
A Coca Cola bottle modelled using Autodesk Alias.
A CAD model of the classic Coca Cola bottle design was modelled and
rendered as part of a Computer Aided Design assignment. The liquid lled
bottle was created using Autodesk Alias. The model was rendered by
selecting appropriate materials and captured in a custom lit computer
studio.
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SKATEBOARD
A CAD model created using ProEngineer.
This model was created as part of a CAD assignment. Each part was
individually created and then joined using the mating tool. The model was
then rendered and captured in a light studio.
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DFM
A batch of pencil sharpeners, manufactured
through the use of engineering drawings.
An executive pencil sharpener with an incorporated rack and pinion gear
system. A pencil sharpener is fabricated to the pinion gear, the user slots
a pencil in the sharpener and drags it along a horizontal path. The gear
causes the sharpener to spin along the path and sharpen the pencil. Thepencil was manufactured from aluminium and mild steel.
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RETRACT
An iPod headphone accessory designed for Gear4.
This product has been designed to be used in conjuction with the nano
chromatic ipod range. It consists of a protective casing which works to
solve the problem of tangled headphones. The headphone cable is in the
form of a coil housed in a disc in the back of the casing.
To use the product the user rstly slots the ipod inside the casing and onto
the headphone pin. The switch at the back is icked down and the
headphone cable can be pulled out to the required length. When the user
has nished using the product, the switch is simply icked back to its
original position and the cable is drawn back inside the casing.
The product would be made available in different colours to suit each
product in the range. The design could also be developed to suit different
ipods.
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INBLUME
An intelligent outdoor light designed for RCL Lighting.
This product has been designed for use in outdoor domestic situations.
In the daytime, the pod located at the top of the light is closed, when
darkness falls, the petals open to reveal the light. The light can also be
twisted in any direction so the user can direct the light at whatever they
want, for example at garden plants. The Petals open and close using
shape memory polymers. A heater located underneath the light casing
heats the petals so they open up, when the heater cools down the petals
return to their original shape. The light would be made available with different
colour lters to produce different light effects.
The light consists of a closed bud
in the daytime, which blooms inthe evening. Its fun and playful,
whilst still serving a real purpose.
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ECO IRON
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ECO IRON
An eco redesign of a steam iron after considerations
of Lifecycle Analysis software results.
This project involved conducting a Lifecycle Analysis on an existing steam
iron. The product was then redesigned, based on the aspects highlighted
as being detrimental to the environment.
Firstly, the iron has been reduced in size by 15%; this was done to reduce
the raw materials required as well as the amount of power needed to heat
the soleplate.
The iron is cordless and powered using a rechargeable Lithium ion battery.
This satises a physiological need by making the iron easier to use through
increased versatility.
The heat dial has been simplied to make it clear to the user what the
appropriate heat is for the garment they are ironing. This will prevent them
from using an inappropriate temperature, which wastes power.
The soleplate has been designed with a simple screw fastening to allow
easy disassembly at the end of the products life.
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I hope you like what you se
BENTLEY
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Mr Li Taohai The CEO of China
Mr Taohai treats his car as his own personal luxurious space
the cachet attached to buying from the British born compan
the timelessness and craftsmanship that make Bentley creatdenition of luxury.
Ethnic Background. Chinese Age. 45 Marital Status. Divorced
Mr Taohai is not a family man, hiswork and his cars are his life. He isconstantly busy and could afford to be
chauffeured but still chooses todrive to and from work each day.ese journeys provide a source ofenjoyment and relaxation rather thana burden; he thrives on the quality ofthe Bentley driving experience.
He is a true perfectionist and this reflectson his taste in cars; detail is everything.His huge disposable income means thatmoney is no object when trying toachieve perfection in his vehicles.
He is fluent in modern technology andembraces new design with enthusiasm.He feels that he needs what is new andtakes pride in being able to afford whathe wants. He gains a sense of powerthrough ownership of status symbols.Similarily to other Chinese Bentleyowners the Continental GT is his modelof choice. e grace and power fusedwith the luxury stitched into every aspectof the vehicle is what he desires. He does notsee luxury through the same distorted eyes asthose who have fallen into the bling era. Tohim luxury means quality, craftmanship,
functionality and good useful design. Whenused in conjunction these aspects createtimeless quality and style which is ultimatelywhat Mr Li Taohai is looking for.
BENTLEY
People are looking for timelessness,for a subtleness of quality and for
functionality.
A future concept for Bentley motors, which incorporates
haptic elements into the Continental GT.
This was a live project with Bentley Motors, the time frame for the project
was one week. The concept generated was named Haptic Interaction
and focused on introducing tactile elements into the Continental GT, replacing
ddly knobs and dials. Doing so increases the luxurious elements, bysimplifying the dashboard and therefore increasing space and harmony.
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Haptic Interaction
people are looking for timelessness,for a subtleness of quality and for funWeston, Netjets
Real luxuries are time, space and peace.William Wiles, ICON
The idea behind the concept is to
create a luxurious interior through
the use of haptic technology. The
main controls on the vehicles
dashboard will be operated using
dierent hand movements rather
than twisting knobs and pressing
buttons. Doing so will create an
interaction between the car and
user, an emotive value which can
only be achieved through touch.
Tactility has been considered to
create a bond between how
something is switched on and the
function it performs. This can be
seen in the method used to
control the heated seats.
Reducing the amount of physical
controls will work to create
another level of luxury by leaving
the user to focus on and
appreciate the ne detail and
craftsmanship of the Bentley.
However, functionalilty will not be
jeapordized due to the haptic
technology which will provide the
user with maximum control in a
more subtle and elegant way. An
element of space will be produced
through a simpler and more
minimal interface.
Haptic; of or relating to the sense of touch. Tactile; percept
Haptic InteractionHaptic; of or relating to the sense of touch. Tactile; perceptible by touch.
VOLUME
09
e tactile dome will be situat ed in the gap between th e armrest and the door. To activate,
the dome is squeezed for two seconds. A feedback signal in the form of a vibration is thenproduced from the dome. e human fingers are most sensitive to 230 HZ, this frequency ofvibration will therefore be used. e dome will have a gel layer beneath the leather surface,along with the ridges this will create a tactile surface which will represent a sense of warmthand comfort when touched. Pressure sensors beneath the surface will register the users graspand send a bluetooth signal to th e heaters to turn them on. e sensors will also t urn thelights on emitting a warm glow from the gap and informing the user that the heaters areswitched on. Although shown here as accessable only by the driver, this feature could be
incorporated into other areas of the car, for example in the rear seats.
e door handle containspressure sensors underneath thechrome casing. When the userpushes their fingers against thesethe door will unlock ready to bepushed open. e sensors arelocated along the entire insidewall, this is so that it can be
operated by users with a varietyof different hand sizes. esensor pads will be ridged
offering a firm and reassuringgrip for the users.
e location of the dome and the light it emits is indicatedby the red lines. e way it is held is shown on the image tothe right.
e steering wheel has two touch pads which are used to operate numerousfunctions. e left touch pad is used to scroll through the different functionsand the pad on the right is used to make alterations, for example to audiovolume. e changes are displayed on an OLED screen in the centre of thedashboard. An OLED screen is used as they use far less power thereforeadding sustainability to the design. e screen was placed in the centre so thatit does not act as a distaction to the driver. In this position it can also be seen
by the passenger.
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GA DRAWING
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A
B
C
D
4 3
34
140mm
1.
2.
3.
4.
6.
6.
40mm
70mm
42mm
46mm
7.
GA DRAWING
Various technical drawings produced for a variety
of products I have designed.
The drawings have been generated using CAD software such as ProEngineer.
Each is highly accurate and could potentially be further developed for
manufacturing use.
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A
B
C
D
4 3
34
S
112mm
8mm
25mm
16mm
18mm
23mm
13mm
A
CD
0.030Scale
D
C
AA
B
C
D
4 2 13
3 2 14
213mm
150mm
8mm
diameter:9mm 16mm
28mm
115mm
56mm40mm round
70mm round
160mm
Dimensionsmm Name Studentnumber 0710088Joe Midgley
Title
Interchangeable fruit andvegetable tools
A. Main bodyThis is made from melamine
and holds the dierent tools as well
as the handle.
B. Bayonet mechanismThe mechanism has a stainless steel
body, the interior mechanism is made
from injection moulded Delrin
(Dupont).
C. Tool handleThe handle is made from POM, see
handle GA for detail.
D. BladesThe blades are made from stainless
steel 3.16. For the purpose of the
drawing only knives are included as
the project did not involve the
design of the actual tools.
E. MagnetThe magnets are used to attach the
handle to the side walls of the product.
F. Silicone baseThe base has a silicone coating produced
through double injection moulding.
A B
C
D
D
E
incook colourF
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MADE IN BRUNEL
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MADE IN BRUNEL
Worked as part of a team to design and produce
the colour of innovation.
I worked with a team of seven ideas from the start to nish of producing
the 2011 Made in Brunel book. My main role was been d esigning the
book grid and the layout for the majority of the book content. The book
showcases the work of a select group of talented Brunel designers and
engineers. The book is being sold in bookstores worldwide and will be
available in online outlets such as Amazon. During the process I learnt a
great deal about professional book design and now have a great deal of
experience in dealing with such tasks.
The book was printed and published in June 2011.
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MONOCLE ESSAY
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01 Brand baby created by Adbuster asa backlash to corporate branding.
02 Brainwash represents the infuenceheld by big business.
03 The Fairtrade Coffee beans, which
Starbucks ensure we are all aware of.
MONOCLE ESSAY
An exploration of corporate social responsibility,
writted and designed for Monocle magazine.
Corporate social responsibility is a contemporary contextual issue, which
everybody experiences on a daily basis. This essay explores company
integrity and how honest businesses are in their intentions. The essay
content was formatted for use in Monocle magazine and care was taken
to ensure the design remained in harmony with the current Monocle style.The essay was published in the 2011 book the colour of innovation.
A boosted positive image can help
a company jump out of hot water,
or perhaps haze over a wrongdoing.
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03
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period of time is a
Being green iinto virtually evevalues. But modea requirement, it
companies embesuitable example iof Etihad Airwayof reducing, re-
true that they mfood trays using rSheet, 2010). Hwith an Etihad de
that upon landinposed of with nomoting the use omakes the comp
scious. Big businand regulations adifference, but iteffort across the
Modern brands increased desire this has resulted
Marketing,whichwhich bridges cthat benet both
2011). One of th
keting campaignpartnershipwithtionFund, wherefund for every c
03
04
05
Coca Colas Indian water debacle is a primeexample. The brand was accused of extracting
groundwater causing severe water shortagesfor the local community and putting thousands
of farmers out of work. They managed to savethemselves by highlighting a water steward-
ship policy in a sustainability review using a
good deed to bury a bad one (Lambooy 2010).Its incredibly easy to listen to what these
companies say and believe them, they knowwho we are and they know what we want to
hear. However, the digital age is increasing
corporate transparency, its no longer easy tocover up mistakes or hide undesirable actions,
people are becoming increasingly cynical andskeptical of big business. The Anti Corporate
Movement is growing in strength; consumers
are becoming increasingly savvy and are lesslikely to be drawn in by supercial claims.
This leads us ask; what the future holds tosocial responsibility? And are there any com-
panies out there who care for the right reasons?
The term Corporate Social Responsibility was
coined in the early 70s through the realisationthat the area affected by a business stretched
much further than the customer, stakeholdersexist in all kinds of unexpected places. It began
as an inclusion of public interest into corporate
decision-making and the honouring of a triplebottom line: people, planet, and prot. Modern
times have increased pressure on companies totake their responsibility seriously due to a shift
in where a companys value exists. In 1980,almost 100% was tied up in tangible assets.
Today this gure is between 30 and 40%, the
rest is intangible, with much of it being thecompany brand (Barda, 2010). The brand is
often the biggest asset a company owns. Theresulting worth of the brand encourages modern
companies to invest a great deal in their image
and reputation, with any mishaps being poten-tially disastrous. This situation highlights a
motive for companies doing what it takes toshine in a cleaner light, their appeal no longer
lies in the products they sell. In April 2009when the Innocent Drinks brand received a
30 million investment from Coca Cola, they
slipped from a 5 out of seven, to a one in theYouGov Brand Index Buzz rating (Barda,
2010). The niche smoothie brand was seen
as selling out and its popularity dropped,
this is an intangible aspect of the brand andhighlights the inuence of how a consumer
perceives a brand. Today over 90% of theFortune US 500 companies employ CSR ini-
tiatives and a report by the economist stated
Corporate Social Responsibility has becomethe norm in the boardrooms of companies in
rich countries (Eisingerich, 2010). The use ofCSR is an effective method of shielding rms
from scrutiny and allowing them to trade morefreely with consumers and stakeholder com-
munities (Eisingerich, 2010). These factors
allow rms to nancially prosper and thereforepromote scrutiny in terms of the integrity of
their motives. Its important to explore theCSR techniques employed by rms and the
ways in which the information they provide
can be somewhat misleading.
A common catalyst for increased socialresponsibility tactics is the global concern over
the environment. Most large companies havetaken this on board and often a step further, but
again the question remains rmly in place, are
A common catalyst for increased social
responsibility tactics is the global concern
over the environment.
they honest in their intentions? The term green
washing springs to mind, a tactic employed toboost a positive environmental image through
something, which perhaps isnt as effectiveas it seems. In Apples environmental report,
they state how they recycle 66.4% of the
materials used in their products, but how dowe know how much of this is materials from
defect products simply being reprocessed?These are not questions asked by general con-
sumers, this therefore allows companys tocreate an appearance of good nature without
having to actually be notably eco-active. As a
companythatproduces millionsof landlldestineddisposable products every day, Bic decided
to take steps to enhance their image of ecoresponsibility through the Ecolutions product
line. This included a razor made from bioplastics,
however the head was not detachable and wasdestined for landll like any other disposable
razor. This demonstrates how a company cancreate a product, which promotes sustain-
ability, without being incredibly sustainable.The way in which many large companies
developed an eco-presence in a relatively short
01
02
02__Issue 40
47
01 Image one of the BP oil spill.
02 Image two of the BP oil spill.
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02 Image two of the BP oil spill.03 A bird coated in oil after the spill.
03
themselves as a company, which goes Beyond
Petroleum to nd cleaner methods of producingenergy, this reputation quickly shriveled after
the spill. The reaction of the company was theonly means of salvaging the brand, however
the following sequence of events portray BP
as being less environmentally concerned thanthey so fervently insisted they were. Plugging
the leak was the primary concern, howeverBP spent valuable time and money spraying
toxic dispersants on the ocean to break up
oil particles. These dispersants do nothing toreduce the toxicity of the oil; they simply break
it up into t iny droplets. By spreading the oil,BP were able to reduce the visual impact of
any photos taken as the spill appeared to be
smaller than it actually was (Lillelund, 2010).The company employed many techniques to
appear more active than they actually were,
in July 2010 they forced to admit using Pho -toshop to exaggerate the level of activity in
the Gulf oil spill command centre, the photoshows staff monitoring ten giant screens, in
reality three of them were blank (The Guardian2, 2011). Incidents such as this portray the
company as desperately trying to enhance an
image of themselves, which does not exist.Three months after the Deepwater Horizon rig
exploded, it was revealed that BP were yet to
update their oil spill emergency plan. Errorsincluded identifying the sea walrus as an animal
in need of protection, despite there being nonein the Gulf, and the listing of a wildlife expert
who died four years before the plan was ap -
proved (The Guardian 3, 2011). All of thesefactors portray BPas being more concerned
about retaining an environmental image, thanactually being green. Ironically, perhaps by
taking note of the fact actions speak louder
than words they would have been able torebuild their image in a much more success-
ful manner. The disaster saw BPfalling of amajor marketing consultancys list of the top
100 brands and being left out of Interbrands
index for the rst time in 11 years (Barda,2010). To be successful , CSR must be in-
grained into the fundamental ideals of a brand;it is not a tactic, which a company can employ
as a quick xfor a delicate situation. Modern
day consumers are becoming increasinglysavvy and beginning to spot the cracks, which
inevitably show with weak social responsibil-
ity. The BP situation was clearly worsened bythe fact that they had so overtly attempted to
portray themselves as a nice company, devel-oping an ecologo and marketing a positive
slogan isnt enough. It takes more than a cos-metic makeover, a company such as this cant
just change their image, they must also change
the business to t the image.
As we have already seen, its no longer enough
for companies to employ CSR as a means ofimmediate relief, the world is changing, busi-
ness is becoming increasingly transparent andits now much more difcult to hide a blunder or
embellish a truth. The online world is opening
businesses up more than ever before, whetherthey like it or not. Companies are no longer
able to employ censorship methods in theway they used to. In 1998 ABC News killed
a Disney-related story, which involved an
investigation of allegations of lax security attheme parks, leading to inadvertent hiring of
sex offenders as park employees. Credible sus -picion was raised due to the fact that Disney is
the parent company of ABC and Disney CEO
Michael Eisner was caught on tape saying, Iwould prefer ABC not cover Disney (Klein,
2000). This would not be possible in modernbusiness due to the vast communication channels
available to consumers and corporations alike.
Its true that bad news travels quicker thangood news, as soon as any unsavoury news
is released about a company, its likely to be
broadcast through numerous online mediumssuch as Youtube, Facebook and Twitter. This
is exactly what happened after the BP disaster,a blogger named Leroy Stick posted numer-
ous Twitter accounts mocking the energy giant by pretending to be BPs Global Press Ofce.
Stick gained more than 135,000 followers,
also the audience of a one-day conference onCSR was shown the posts, gaining a humor-
ous response. One unnamed man was able to
make a laughing stock of one of the worldslargest energy companies; the Internet truly
is a powerful tool. Corporate transparency isfuelling public skepticism over big business
04__Issue 40
01
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CREATING JMID
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CREATING JMID
Showcasing the physical attributes of the personal
brand, which I created.
JMID stands for Joe Midgley Industrial Design. The initial task of bringing
the brand to life was to design an identity package. This consisted of a
logo, a business card, a letterhead, a complimentary slip and an envelope.
The logo is the face of the brand and has been designed as a representationof my character and style. The uniform gaps in between the serifs represent
my appreciation of detail and precision. The letters have been dissected to
represent craftsmanship and material manipulation.
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WEBSITE DESIGN
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WEBSITE DESIGN
Skills I have developed in website design for both
personal and client purposes.
The images on the following pages shows my portfolio website, which I
developed for the JMID brand. The URL is www.jmid.co.uk.
I have experience working with both Adobe Flash and Dreamweaver and
am capable of using these programs to create and publish interactive websites.
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OMFSE
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OMFSE
A case bound interpretation of Operating Manual
For Spaceship Earth by Buckminster Fuller.
Before beginning the design process, the book was read and views were
developed on the best way of bringing the topics discussed to life. The
book has a running theme of fading images, which represent the idea of
movement and travelling through time. Different colour lters were used
to differentiate the chapters in the book. The book was designed, printedand bound in San Francisco, California.
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[X]pThe
THE [X]PRESS
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Nothingsays Super Bowl Sunday l
eatinga bowl ull o cowheartchili whsurrounded by people yellingor their vorite ootball team in ablur o gold,greand yellow.
On Feb.6, Bottom o the Hill heldthird annual Heavy Metal Cook-o aStuporbowl Party. The event invola chili cook-o competition accomnied witha rock and heavy metal plaistincluding suchbands asElectric LigOrchestra, Kelley Stoltz and CreedenClearwater Revival,all in preparation ashowingo Superbowl XLV.
Lynn Schwarz,40, one o Bottom o tHillsour owners,said thatthey are nomally a venue or music,but eventsli
By Brittany [email protected]
SFState PresidentRobertA. Corrigan released alettertoaculty Feb.4 acceptingthe University PlanningAdvi-sory Councilsrecommendation toreorganize the eightcollegeso the University intoa six-college structure.
The majority o the UPACsrecommendations,whichwere released in areportby the council Jan.20, were ac-cepted by Corrigan,withthe exception o aewkey mod-ifcations.
Corrigan stated the reorganization o collegeswill bethe broadestand most challengingo the recommenda-tions,but he accepted the general conceptwitha slight
SEE MULTIMEDIA, SVIDEOS AND MOREGOLDENGATEXP[
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CHILI: Zach Shelton enjoysa meaty serving ofassorted channual Heavy Metal Chili Cook-offand Stuporbowl Party
Corrigan accepts six-collegestructure recommendation
President O
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Stuporbowlburns up com
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Barbara [email protected]
Sam McClellansammclellan711@
msn.com
Joe Midgleydt07jcm@
brunel.ac.uk
[ ]
Whilst studying in San Francisco I was employed
as a graphic designer for a local newspaper.
Whilst studying abroad I worked for a newspaper, designing company
adverts and working on the layout of the weekly paper. I learnt a great deal
about document management for large-scale print jobs, as well as further
development of my Adobe skills. It was an excellent experience and I had a
great deal of creative freedom allowing me to complete some interesting work.
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SKETCHBOOK
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CONTACT
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JMPlease feel free to contact me if you have a question,
or for a copy of my CV or portfolio.
Telephone: 07837700737
Email: [email protected]
Website: www.jmid.co.uk
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I hopewh
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See y