Portfolio Magazine for Lemon Yellow

PORTFOLIThe magazine of Bryan Shuttleworth’s work

Lemon YellowSpecial

Douwe Egberts - The BrandingThe branding reflects the market experience, conveying the recollections of a quality market. The hand-written type and rich colours give a more personal feel and a sense of quality to a consumer demanding better quality and authenticity from their products.

CONCEPT, ART DIRECTION AND COPYWRITING BY BRYAN SHUTTLEWORTH AND JENNIFER CONROY.

Port Vale Official Matchday Programme 2013/14

26th December 2013 | Skybet League 1

PORT VALE FOOTBALL CLUB

VALIANTS VS NOTTS COUNTYVale Park | Kick-Off 3:00pm | Programme £3

You need to look after your body and cycling will give you plenty of exercise compared to driving.You can’t beat them. So why not join the revolution?www.facebook.com/cycle2revolution

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Design portfolio magazine

Personal information & Concept work

5 Bryan Shuttleworth Curriculum Vitae

7 National Geographic Lightroom Project

8 Peace One Day Project

10 YCN Award Winner: Douwe Egberts Project

Design & Visual Work

13 Cycle2 Guerilla Campaign

16 HawksF5 Ice Hockey Fan Group Branding

18 5-a-Day Peppers Campaign

Design for Mass Production Print

21 Port Vale Football Club Matchday Programme

Photographic Images

25 Namibian Landscapes, Wildlife & Portraits

34 Product Photography

BryanShuttleworth

PortfolioMagazine

Lemon Yellow Special • 2014 • Portfolio - Bryan Shuttleworth

Personal information & Concept work

5Personal Information & Concept Work

CommunicationI have excellent people skills which stem from my time working for ASDA, dealing well with customers and developing good relationships with my colleagues and managers. I also have developed these skills at Mercer Print, regularly meeting and working with clients to satisfy their requirements.

DesignI have very fluent knowledge of Adobe InDesign, Photoshop, Illustrator and Lightroom, as well as good working knowledge of Dreamweaver, all up to and including CS6. Very good knowledge of Final Cut Pro and am a Certified Apple Professional in Motion 5 and some basic understanding of Adobe Premiere Pro. Also excellent knowledge of Avid Studio.Fluent knowledge of Steinberg Cubase audio editing software.

PhotographyI have an extensive portfolio, knowledge and skill set of professional photography in many aspects, from portraits, landscapes and wildlife shots to in studio product shoots for catalogues.

ITI have very fluent knowledge of the entire windows operating system and an excellent knowledge of the Mac operating system. I also have good working knowledge of most Microsoft Office applications.

Problem SolvingWorking regularly with clients on a multitude of tasks has given me a great skill set of problem solving, in design, print and personal aspects. I am also good at analysing a brief thoroughly in order to help come up with an appropriate solution to a client’s problems and then pitching it to the client properly. >>

Communication is the fundamental goal of good design and the best way to communicate is through a concept. Ideas are the cornerstone ofsuccessful design and my main focus is getting ideas out there in the best way. As an award winning designer my biggest strengths come in the form of print, editorial design and advertising as well as surrounding all of my design with concepts that make it work. I am currently working for design and print company Mercer Print Ltd and have worked previously with clients such as Port Vale Football Club, Toggi, Blackburn with Darwen Council and The Coniston Hotel and Country Estate.

Address37 Rosewood

AvenueBlackburn

Lancashire BB1 9SZ

Mobile07597115080

Home01254664757

Websitewww.bryansdesign.co.uk

[email protected]

Curriculum VitaeThe full professional and educational history of Bryan Shuttleworth

Bryan ShuttleworthAward Winning Graphic Designer,

Photographer, Musician and Traveller.

Skills

Lemon Yellow Special • 2014 • Portfolio - Bryan Shuttleworth6

Mercer Print LtdJune 2013 –PresentWorking as a Junior Designer in their studio I have worked extensively with many clients including Port Vale Football Club, Toggi, Blackburn with Darwen Council and The Coniston Hotel and Country Estate.

Asda PLCJune 2008 –June 2013Working in various roles including Fresh Process (stock management), Date Checking, Shop Floor Assistant and Fresh Counter Assistant.

Forward Youth CentreApril 2006 – April 2007I worked voluntarily in Youth work with Blackburn With Darwen Council and was also in the running for MYP (youth MP) for the Blackburn constituency.

Hobbies & InterestsMy main hobby is photography, of which I have great knowledge and experience as well as an extensive range of high standard landscape, wildlife, portrait and studio product photography to show this, and regularly use my skills to inform my practice. I am a huge ice hockey fan and regularly support the Blackburn Hawks, including having an active role in the HawksF5 supporters group, including creating all of their design output and giving the group a strong logo and brand identity.In my spare time I am also a self taught musician and songwriter. I play guitar and also programme drum tracks and mix my own solo music. I also enjoy PC gaming and spending time socialising and meeting new people. I am regularly teaching myself about various music and design programs so that I can be better at what I do, as well as keeping informed in the latest in design work and world news with magazine subscriptions including Creative Review, Computer Arts and National Geographic. •

>>TeamworkHaving worked as part of many teams in the past, particularly in my time at ASDA, I can safely say that I have very good teamwork skills and successful leadership skills as well. These were also proven when I worked as part of a 2 person team to win a YCN National Student Design Award.

EducationBlackburn University CentreSeptember 2010 – June 2013BA (Hons) Graphic Design: Graphic CommunicationGrade: 2:I – I also took part in many extra curricular exhibitions and won a YCN National Design Award with one of my projects on this course.

Blackburn CollegeSeptember 2007 – June 2009BTEC National Diploma Graphic Design: MPP (Merit, Pass, Pass)Some of my work pieces were also displayed at the college the year after I had left.

ReferencesShould you require any

references or further information please do

not hesitate to ask and I can make the information available to you. Contact

details are on page 5.

Employment

Curriculum Vitae Continued


National Geographic LightroomConceptual collaboration project between Adobe and National Geographic

National Geographic Lightroom is a project about helping people get better exposure and criticism on photography

This project was set at university to create a brand extension between two

existing companies. I have a very active interest in photography in my spare time and I decided to create a brand extension between a brand that helps create the best photography, and a brand that showcases it. Adobe Photoshop Lightroom 4.0 (the latest version at the time) and National Geographic. I chose a rather natural and fitting solution to this, and conceptualised a lightroom plugin to upload to a new, branded National Geographic Photography website. The unique selling point of this would be that it is aimed at a more professional audience, and would give proper, moderated feedback and critique on your photography, as well as exposure to an international company (along with it’s current audience) renowned for brilliant photography work.

In my branding for this I decided upon working simply, using both brands rather

recognisable identities but combining them in a subtle way that was also rather obvious. I gave the Adobe Lightroom logo a yellow tint to the top corner where it was fading to a lighter colour, and gave it the highly recognisable National Geographic yellow frame. Combining this with the simple National Geographic type underneath I created a simple solution that worked elegantly. The colour schemes of both brands are in there and work together very well and overall give a sophisticated and elegant look to suit both the brands and the audience.

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The website design was created from a combination of two things. The first of

which was to take this top corner gradient (which is the main brand imagery) and apply it as the background, as a theme for the whole thing. The second was by looking into the style, look and feel of the National Geographic website, and trying to emulate that in a slightly different fashion, giving it a new, but familiar look. Also included was a simple interface for showing, rating and commenting on images, as well as showing exif data for photographs.

The advertising campaign was created using the similar visual theme of the

predominantly black but yellow/orange top corner but by using actual photographs of national wonders at sunset. This imagery kept up with the brand style and also showed some fine photographs of recognisable things. I decided to use the theme “National” as the main concept for this. In the body copy I used short, simple sentences explaining what the product was about and the closing tag line of “take your best shot.” •


Peace One DayConceptual promotion campaign for Peace One Day

Peace One Day is all about making the world a better place and Sadako Sasaki was the little girl who only wanted that

The concept behind this project was to use the story of Sadako Sasaki and

the Japanese 1000 paper crane story. This campaign was created around the idea of one wish, world peace. It is made to bring more exposure and let people know what peace one day is through a short animated film that will tug on your heartstrings. It will be in a style that suits who it is about, a child, and will tell the story of Sadako Sasaki and her one wish. This is to be sent out targeted to university students. It will be advertised using strategically mass placed golden paper cranes with information on the film and links to Peace One Day inside them. These will be distributed by the student union of each university who will recieve a digital information pack containing the crane template and all necessary information. •

What’s your one wish?Sadako Sasaki had a wish. Her only wish was for world peace and she made it her lifes work to be granted that wish. She died age 12 as a casualty of the after

effects of Hiroshima. You can still make her dream come true. Peace One Day are working hard to create happiness in the

world. For one day simply be peaceful, no violence, no intolerance, just happiness.

Show your support at www.peaceoneday.org and on September 21st make her wish

come true.Read her story at http://tiny.cc/sadako Video link http://tiny.cc/peaceoneday

Peace One Day http://www.peaceoneday.orgFacebook www.facebook.com/peaceoneday

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Concept and development by Bryan Shuttleworth.

Sun rises over Hiroshima.

Audio: Mono - A Thousand Paper Cranes starts playing.

Mushroom cloud starts to rise.

Camera: Pan down and back on itself.

Camera: Pans upwards into this view.

Camera: Pan in towards window shot.

Camera: Move in through window as mother gets out of her chair

and walks towards bed.

Mother puts baby into bed, pulls covers over and walks away.

Camera: Pan across to centralise bed.

Timelapse of baby growing into young girl.

Timelapse ends and another girl walks in and sits on a chair. Other girl passes golden paper crane to Sadako. Camera: Cut to close up of golden paper crane in her hands.

Paper crane then �ies out of her hands and into the air.

Crane �ies through clouds and swoops round to land on the hand of

the Sadako statue, symbolising her death.

Camera: Pan down the statue to the plaque. Camera: Pan out from the plaque to show the whole statue.

Statue then explodes into a thousand paper cranes.

Gold crane is focussed on as it �ies o�.

Golden crane �ies through the clouds and swoops down

to land on a soldiers gun.

Earth spinds gently and crane �ies in from the right and

lands on top of earth.

Peace One Day fades in over the earth and shows web address.

Audio: Ends.

Soldier then puts the gun down and smiles.

Crane �ies o�.

Crane �ies through clouds to scene of two men �ghting and

lands on the assaulting man’s �st.

Man then smiles, shakes hands with the other man

Crane �ies o� again.

Crane �ies through clouds again then o� screen as clouds clear to

show Earth.

Short �lm storyboard: One Wish

Storyboard concept for the online animation to accompany this campaign

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YCN Award Winner: Douwe EgbertsA project to rebrand and promote Douwe Egberts coffee that won a YCN award

Douwe Egberts Coffee wanted a solution to their problem of desiring a fresher look and younger brand - they got it

As the drinks market becomes even bigger, with different kinds of water, energy drinks, fruit teas and infusions, coffee is becoming ever-more sidelined at home, and the coffee shops are picking up that custom.

Douwe Egberts coffee has a lot of ‘love’ from people, and a high awareness of the brand name, but people tend to associate it with their

parents and grandparents, and the special coffee that gets bought at Christmas. Because of this, the DE brand is seen as old-fashioned, out of touch, and irrelevant to consumers. Whilst our 250 years of heritage are

what make us special, it also makes us look old! The challenge in this brief is to find a way of making coffee drunk at home as appealing as coffee

drunk in a coffee shop.- Douwe Egberts Coffee

Personal Information & Concept Work

>>


MARKET FRESH COFFEE - EVERY DAY

Fun fact: I support everything Blackburn - Blackburn Hawks Ice Hockey, Blackburn Rovers FC and even the promo photo here was taken in Blackburn. I also studied everything I know about design at the magnificent Blackburn College and University Centre.


MARKET FRESH COFFEE - EVERY DAYYCN Award Winner: Douwe Egberts

In a collaborative effort with Jennifer Conroy this combination of rebranding the packaging and finding a new way

of marketing the product was the ideal solution for what Douwe Egberts wanted

The brief for the Douwe Egberts YCN entry was a rather difficult one, as it wanted the best of conflicting worlds. It wanted an idea to innovate, while not spending much money, it wanted to bring in a new audience without alienating the current one, and it wanted to modernise while holding traditions very close. This was a great struggle but with a lot of research we finally settled on the idea to create a new branding and promotional campaign based around the theme of market freshness. In the 25+ young professionals demographic we aimed for there is a great demand for fresher products, for knowledge about that product and for great quality. These are all traits that can easily be linked directly to a high quality market. Not only that but with the ideals that Douwe Egberts themselves hold with their brand, the transition was natural. We created new packaging designs to give a lot more visual presence on the shelves in a very plain and predictable world of coffee packaging, but with a style that perfectly conveys the feel of a quality market. The friendly, handwritten type conveys a personal touch to the product, while the new window we added to the ground packaging gives the consumer

the ability to see the product they are purchasing, as you would in a market. The idea was to invigorate the three major senses of a shopping consumer: sight smell and taste. To incorporate the other two, we created a new promotion angle to give free brewed samples and sample packs in busy places, giving both the smell and the taste. As well as this, promotional scratch and sniff cards will be in these vans, as well as on shelf racks in stores to give people the ability to smell the rich Douwe Egberts coffee, as well as take advantage of a 10% off voucher.

I n this project we created visually great work, with a successful theme running

throughout all centred around a concept that answers all the questions the brief asked. The packaging itself is made to simply slot into existing templates of the packaging to save both time and money for the company. The concept we created reaches out to a new younger audience demanding more from their brands, and also doesn’t alienate the current audience. It modernises the branding with a contemporary look centred around a traditional theme. And it is a cost effective solution that would be simple to implement and would innovate in a rather dry coffee product landscape. •

Douwe Egberts - The Promotion Market vans will be positioned in popular locations, such as city centres and near office blocks at lunch times. These vans, carrying scratch and sniff promo cards and free sample packs, will offer freshly brewed coffee which invigorates the three major senses of a market experience: sight, smell and taste.

CONCEPT, ART DIRECTION AND COPYWRITING BY BRYAN SHUTTLEWORTH AND JENNIFER CONROY.



13Design & Visual Work

Cycle2 Guerilla CampaignGuerilla campaign to promote cycling and a safer road infrastructure

Promoting cycling is tough considering the reputation of cyclists created by motorists.

So let’s turn the tables

>>


With the m

oney you could save every day on petrol

by cycling, you could buy yourself lunch.

You can’t beat them. So why not join the revolution?

www.facebook.com/cycle2revolution

You need to look after your body and cycling will

give you plenty of exercise compared to driving.


www.facebook.com/cycle2revolution

Car emissions are a major contributor to destroying

the environment. Cycling gives no emissions.


www.facebook.com/cycle2revolutionI started out on this project with the intent of creating a movement to put pressure on the government. This was going to be a direct campaign to the government via a petition and was going to be used to change the infrastructure to make it safer for cyclists. The project however evolved from there and the real necessary end-game became changing opinions about cycling and making it more appealing by showing the direct effect on money, health and the environment. I decided the best approach would be to have a real in your face campaign with bright coloured branding and simple, bold, flat and impacting type and imagery to get the message across. The copy was written to be blunt and straight to the point, with a slight hint of wit to it.

The overall campaign itself was created to be audience led, with an emphasis on guerrilla work with posters

made and a logo stencil to be placed around everywhere in places that would reach the audience. There was also an emphasis on sabotaging current car adverts, both billboard and magazine ads in a local setting, to get the message across. This makes it very simple to create and get out there, with people adding their own momentum to the campaign. Social media will also be used to bring attention to it from a larger and wider audience.

Fun fact: This was my Final Major Project submission for my BA (hons) degree. For the exhibition of this work I sprayed the Cycle2 logo onto the boards and also hung branded, spray-painted bicycle parts around the stand that garnered lots of attention.

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I believe all of these elements come together to create a successful campaign

that reaches a wide audience and speaks to them in a way that gets their attention, and shows them the differences cycling can make to things that matter to them. The multiple delivery approaches of this campaign also make it reach a very wide audience, which is important with such a broad target market.

My work in this project was all created to a very high visual and

print standard, With all imagery coming out extremely sharp and clear, and with high visual impact. This strengthened the project’s presence on the street and online to bring great amounts of attention and awareness to it. The bright orange in particular was a great and useful selection to draw and maintain attention. •


Cycle2 Guerilla Campaign


HawksF5 Independent Fan GroupBranding, promotion and design work for a Blackburn Hawks fan group

Independent fan group HawksF5 wanted a branding that made them stand out while staying true to Blackburn Hawks

HawksF5 independent fan group is an organisation that works supporting, promoting and raising money to donate to the Blackburn Hawks Ice Hockey Club. The club itself are, by all definitions, an amateur ice hockey team and as such regularly incur a lot of costs such as equipment and physio that frequently have to be covered by the players themselves. HawksF5 wanted to help generate revenue and support to help team, in particular with regards to any necessary physio treatment required through the course of the season.The name HawksF5 came from the groups humble beginnings when they would

provide twitter based text updates on live games and leaving people in suspense refreshing their page (by pressing f5). They wanted a branding that would help them stand out from the crowd and put them a step

above the regular white noise seen around the arena. I used very vivid and strong red and yellow colours and the very recognisable Hawks head and built them into a crest. Combining it with very bold, attention grabbing typography it made a brand that worked in a simple and vibrant way.

They wanted a branding that would help them stand out from the crowd

and put them a step above the regular white noise


This successful logo design has since been used on all kinds of digital presentation media such as game sheets, players stats and fixture lists all designed with the same visual identity by myself. It has also been embroidered onto high quality apparel and put out for sale to raise funds for the team. The products themselves have been a great success and can now be seen standing out boldly in the Blackburn Hawks crowd at game days.There has also been design work to create posters and advertising for all the products as well as for this years Stanley Cup Sweepstake competition. On top of all of this there has also been strong photography of all the products to promote them effectively and moving forward there are many more initiatives going into place, such as a possible takeover of the game day programme.

I Love Ice Hockey

FUN FACT


5-a-Day Peppers CampaignPromoting healthy eating focussed on peppers with a simple idea

Peppers are a great vegetable with great health benefits, and highlighting these

was as simple as cutting them open

My main strengths and preferences in design are based around ideas generating and communication, most heavily in brand extension and advertising. In this project I think I really represented that, creating some good concepts and some great final advertisements. I created some excellent photographs of our subjects that generated fantastic two in one’s with the imagery and we anchored them with well considered body copy and colour selection.

The advertisements, and the copy used in them, basically made themselves as

soon as the peppers were cut open. After lots of considered research there were a lot of health benefits and other positive

aspects to peppers as a vegetable, and the goal then was to find a way to showcase those benefits.

After a bit of experimentation with cutting them open, the answer became very clear as the dissected

vegetable created vivid, impacting imagery that looked startlingly similar to the human body, and funnily enough, to parts of the human body that can benefit from consuming peppers! •


Avoid tears at tea time: It only takes 32 tastes of a vegetable for your kids to get used to eating fresh food. Peppers make a great starting point as

they only take ten tries for your tikes to take to them!



21Design for Mass Production Print

Port Vale Football Club Matchday ProgrammmeThe Port Vale home matchday programme for the 2013/14 season

This was an interesting and difficult project in terms of turn-around time but it was a programme that made a great impression on their fans, with the sales numbers

showing this and making the project a great success.

With their club’s promotion they wanted to elevate their programme to a new level

as well with a more exciting design

Port Vale Official Matchday Programme 2013/14

26th December 2013 | Skybet League 1

PORT VALE FOOTBALL CLUB

VALIANTS VS NOTTS COUNTYVale Park | Kick-Off 3:00pm | Programme £3

>>

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With Port Vale’s promotion they wanted to elevate their programme to a new level as well with a more exciting design that would draw in an audience with a punchier visual style and higher production values. The way I decided to go about this was to make the programme alot heavier in it’s style to keep the audience engaged. By using lots of grunge elements and dynamic page layouts, that still left the articles very legible and comfortable to read, I added a new, refreshed energy and life into this programme.

On the production side of things, we decided upon a slightly more substantial paperstock to make it feel

like a more valuable object in the consumers hands. The price range of the programme itself made it not possible to be more adventurous with lamination or any kind of special finishing or unusual paper uses but the stocks we decided upon did the job perfectly and within budget.

This was an interesting and difficult project in terms of turn-around time but it was a programme that made

a great impression on their fans, with the sales numbers showing this and making the project a great success. Using an illustration from a local artist and fan who had been illustrating for the club for many years, I kept the previous buyers interested, while showing quite clearly that the club was on a new level entirely. •


Port Vale Football Club Matchday Programmme


24 MARK Special • 2014 • Portfolio - Bryan Shuttleworth

Photographic Images

2525Photographic Images

Namibian Landscapes, Wildlife & PortraitsPhotography during travelling in Namibia in 2012

A Spiritual Journey for a Godless Man was a reflection of my insights in Namibia, my personal journey both inwardly and physically throughout travelling in this

magnificent country. Over the new few pages are a selection of some of my images.

During September 2012 I was lucky enough to travel around Namibia and

created a book of my experiences

>>

26 Lemon Yellow Special • 2014 • Portfolio - Bryan Shuttleworth

27Feature

Namibian Landscapes, Wildlife & Portraits


29Feature



31Feature



33Feature


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Product PhotographyStudio and none studio based product photography

Shown here are examples used elsewhere in the magazine so far of product photographs I have taken

Product photography is a very precise and specific field of photography that requires an intricate knowledge of

lighting, and proper usage of aperture widths and shutter speeds to create an acurate representation of the object in front of you. Then post-production is a very careful process of colour matching and correcting exposures to make the images look perfect.

These examples shown are of HawksF5 merchandise, the ones on this page were taken in the studio using

two pop flashes on a green screen back-drop, with mannequins showcasing the products in all their glory. On the opposite page was a shot taken raw in a small meeting room with no professional flash equipment available, of the product as worn by Blackburn Hawks players Jon Adams and Ollie Lomax. These product representations meant that sale of the F5 brand went through the roof and are now widely noticeable throughout Blackburn Ice Arena on game days. •


35Photographic Images


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Portfolio Magazine for Lemon Yellow