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The aim of this brief is to extend your knowledge of professional practices within design through a creative brief that allows you to develop a brand for an agency and apply for the fictional roles that go with that agency.
You will be expected to research the career area you hope to go into and evaluate your place within this industry through the production of a career plan. You will need to create a corporate identity for a creative agency called c310. This will involve investigating the origins of corporate identity and formulating opinions on the commercial and historical contexts in which corporate identity has evolved and is currently defined. You will be expected to apply for one of the fictional jobs within the agency that will be advertised on the notice board in c310. You will need to produce a cv and present yourself in a suitable way for the job you are applying for.
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BrandingBrand is the name or any other feature that identifies one sellers product from another.
Brands are typically made up of various elements such as:• Name - the word or words used to identify a company.• Logo - the visual trademark that identifies the brand (adidas 3 stripe
design)• Tagline - such as “Just Do It” is associated with Nike.• Graphics - the dynamic ribbon is a trademarked part of Coca-Cola’s
brand.• Shapes - distinctive shapes such as the Coca-Cola bottle and VW
beetle are trademarked.• Sounds - such as the Nokia tune or the 20th Century Fox Fanfare.• Scents - the musk scent of Chanel No. 5 is trademarked.• Tastes - the 11 herbs and spices of KFC is a trademarked recipe.• Movements - Lamborghini has trademarked the upward motion of its
car doors.
The word derives from the Old Norse “brandr” meaning “to burn” where producers would burn a mark on to a particular object as a way of stating that it is theirs to own and sell. This practice dates back to 2000BC, the transition from “This belongs to me, so leave it” to “This was made by me, so buy it” started to evolve in the 1800’s.Before the 1800’s most produced objects that were sold tended to be locally produced and sold in an open format, much like fruit and veg in todays supermarkets. This meant that the consumer didnt really know the name of the manufacturer that produced the goods. Since the introduction of mass transit during the industrial revolution companies were suddenly able to ship produce to a much wider audience and therefore wanted to promote themselves to be better than their new rivals, to do this they started to create a visual identity through attractive packaging and advertising.
Bass & Company, the british brewery and Tate & Lyle of golden syrup are some of the oldest brands around in todays world with Bass’s logo and Tate’s golden syrup packaging being almost unchanged since there introduction all those years ago.
Proper branding can result in a companies other products also achieving good sales results due to the trust that the other product might also be of a good quality, a brand that does this well is Kelloggs cereal a company founded in 1906.
Some companies have also been known to borrow aspects of advertising from competitors, one example of this is IBM’s USP (unique selling position) THINK campaign. This campaign that the company had been using since the early 1900’s started to get adopted by othere companies such as VW and Apple in an attempt to associate themselves with technology. VW started THINKing small whilst Apple was trying to THINK different.
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BrandingOne of the biggest companies that appears to have an immediate effect on trends within branding and advertising is Apple.
The most recent change has to be when Apple changed its IOS operating system to be that of a much more flat, simple and intuitive to use system. Most companies tend to copy this style and I believe that the reason for this is a lot of companies have their own apps available on the App Store and want to make these seemless within Apples user interface.
Here are a few logo changes that have happened only within thelast few years that show off this new trend in flat simple design.
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Branding ExerciseFor this brief task we were asked to come up with a brand identity for a new coffee shop called ‘Sunnie’s Bakery and Coffee House’. The brand had to be warm and friendly with a hipster vibe where people can relax and spend time reading, emailing, and relaxing with friends or family.
To start with I made a list of words that I associate with coffee shops and from this list I started to doodle different images to help lead me on a path that would hopefully lead on to a direction I wouldnt have normally thought of.
SUNNIE’S BAKERY and COFFEE HOUSE
Next using Adobe Illustrator I created my sunrise pattern and and used colours that I felt were associated not only with the art deco from the 1920’s but also with a coffee house. I then created a mug design and included this into my main design along with a typeface I felt completed my design.
After spending a short amount of time drawing I became aware that the shapes I was creating had an art deco look about them and then this led me onto looking at art deco shapes and patterns which in turn gave me the idea of using a 2 tone sunset pattern with a coffee mug in the middle for my logo for the shop and this was also very appropriate given the name of the shop is called Sunnie’s.
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Branding ExerciseI then applied my logo and branding to a variety of objects this is to help visualise how each finished product could look as a finished piece.The items I have created are, coffee mugs, paper takeaway cup with branded sleeves, napkins, takeaway paper bags, a chalkboard for behind the main counter, a shop front, and also branded Twitter and Facebook pages to show how the companies online presence might also look.
SUNNIE’S BAKERY and COFFEE HOUSEApple Doughnut - £1.35
Belgian Bun - £1.75Bread Pudding - £2.30Chelsea Bun - £1.00
Currant Bun & Butter - £1.20Danish Pastry - £1.75Eccles Cake - £1.75
Iced/Jam Doughnut - £1.20Fruit Scone & Butter - £1.45Fresh Cream Eclair - £2.00
Fresh Cream Doughnut - £2.00Fresh Cream Slice - £2.00
Fresh Cream Meringue - £2.00Vanilla Slice - £2.00
Toasted Bun & Butter - £1.30Muffin - £1.35
Cappuccino - £2.20/£2.50Caffe latte - £2.20
Caffe mocha - £2.40Espresso - £1.70
Filter coffee - £2.10(Including refill)
Americano - £2.00Hot chocolate - £2.35
Luxury hot chocolate - £2.55Pot of tea for one - £1.85Pot of tea for two - £2.75
Herbal/Green/Fruit teas - £1.90Milkshake - £1.90(With whipped cream)
Mineral water/ - £1.60Juice burst / Oasis - £1.90
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Branding Exercise
Overall I am reasonably happy with this quick exercise. I feel that my outcomes have met the brief to create a new warm, friendly, relaxing, and hipster vibe coffee house with an online prescence. I believe the idea to create an American Art Deco feel to the brand is a unique one compared to the current crop of chained coffee shops out there at the moment which tend to either promote a modern sleek design style or a more warm Italian approach. Even though this would start as an independent store I believe that this design choice could easily transfer into a franchise brand that would suit any high street or shopping center.
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Notice here how the Coca-Cola logo has changed very little since its introduction in 1887, I believe this to be a huge factor in it becoming possibly the worlds most famous brand because the consumer doesnt have to get used to a new design so is consistent throughout their lifetime.
In its early days Pepsi also adopted a similar typeface. However in the 1960’s the company decided to radically change to a new bold sans serif typeface. Notice also how a new round swirl effect pattern has now appeared as a little homage to the original logo shape. This design again remained hardly altered right up until 2008, where the logo was again simplified with plain blocks of colour possibly done to make the product stand
out against its rivals with their highly detailed designs.
Also notice here how it is the same kind of changes happening with a company just
as old but in a totally different market sector (oil). Here Shell also believe that their brand is so recognisable that they have even taken away its own name from the logo.Again these changes are apparent with the Vauxhall logo. In this logo the main image of a Griffin holding a flag has been in every design and even changed in shape from a standard bird shape to being squashed to fit into a square box
expanding into all corners, to how it is today, a nice clean circle. Also notice how as technology has changed so has the production design of the logo with its most recent metallic and 3D carnation. This change has happened to a large number of logos over the years.
Looking at Existing Logos
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Looking at Existing LogosAnother three companies here that are in the same business. All three have a very simple yet effective look and only contain letters.
The BBC has gone for a bold sans serif typeface, as has ABC but in lowercase and the CNN logo has its own typeface that reminds me of the NASA logo.
Logos don’t have to just represent companies, they can also represent events such as these here for past and future Olympic Games. There are many different takes on the Olympic logo by the countries hosting the games. The one common element that they all have is the Olympic rings, many countries have also included an image of a person.
Sometimes as companies merge so do their logos as seen here after Microsoft aquired Hotmail. Notice how to start with Microsoft added msn first and then its own name, then added a butterfly shape using its colour pallette from the Windows logo and then in the end just swapped it over for the Windows logo.
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Logo History Exercise
Boots 1883 Jesse BootCoca Cola 1886 Frank M Robinson
Rolex 1904 Hans WilsdorfKelloggs 1906 Will Keith Kellogg
Olympics 1912 Baron Pierre de CoubertinMG Motor 1924 Cecil Kimber
Pirelli 1945Quaker 1946 Jim Nash
Braun 1952 Wolfgang SchmittelPlayboy 1953 Art Paul
Pan Am 1955 Edward Larrabee BarnesCanon 1956
Dunlop 1959 BendalSony 1959
UPS 1961 Paul RandWWF 1961 Sir Peter ScottBeatles 1963 Ivor ArbiterMobil 1964 Tom Geismar
Harrods 1967 Minale TattersfieldPuma 1967 Lutz Backes
Fiat 1968 McDonalds 1968
Quaker 1969 Saul BassRolling Stones 1971 John Pasche
Shell 1971 Raymond LoewyAdidas Classic 1972 Käthe and Adi Dassler
Atari 1972 George Opperman
Nike 1972 Carolyn DavidsonFC Barcelona 1975
Nasa 1975 Richard Danne and Bruce BlackburnFord 1976
3M 1977 Siegel & GaleApple 1977 Rob Janoff
I Love NY 1977 Wells Rich GreeneMTV 1981 Frank OlinskyEspana 1982 Joan Miro
Belkin 1983Metallica 1983
The A Team 1983Qantas 1984 Tony Lunn
Saab 1984 Carl Frederik ReuterswärdStussy 1984 Shawn StussyNBC 1986 Steff GeissbuhlerMicrosoft 1987 Scott Baker
BBC 1988Chupa Chups 1988
Mercedes 1989Obey 1989 Shepard FaireyV & A 1989 Alan FletcherAdidas 1990 Peter Moore
Mastercard 1990BT 1991 Wolff Olins
Starbucks 1992 Terry HecklerMighty Ducks 1993
Skoda 1993Burger King 1994
Fed Ex 1994 Lindon LeaderTaco Bell 1994
Animal Planet 1996 Apple 1998
Michelin 1998BP 2000 Levi 2000
Sony Ericsson 2001Linkedin 2003
Nickelodeon 2003UPS 2003 Futurebrand
Skype 2004Bacardi 2005
Facebook 2005 Cuban CouncilNHL 2005
London 2012 – 2007 Wolff OlinsGoogle Chrome 2008
Audi 2009Dell 2010
Twitter 2010Google Drive 2012
Microsoft 2012Windows 8 2012 Paula Scher
Mall of America 2013 Duffy and PartnersEON ???
For a learning exercise we were given this list of logos and a timeline and asked to find out who designed each one and when. This exercise turned out to be a lot more effort than first realised due to the fact that the majority of the logos here have gone through many changes in their own personal timelines, because of this some designs became impossible to find exact information on because the design was only a slight tweak at some point in its history. Below are my findings in date order.
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Creating My Own LogoA good logo design is what helps the public remember you or your business. The right logo design can be one of the strongest marketing tools.
For this part I would like to create an image that would be unique to myself and after looking into current designer logos I can see that what I would like to do is use a part of either my name or initials to create something that would hopefully stand out from the competition.
Target Audience:Professional companies, individuals looking to promote their own business.
Where Might it be Placed:Business cards, letterheads, iPhone app logo, newspapers/magazines, websites, cv’s, clothing, stationary, mugs.
Slogans or Words:It should probably include my name and job title, so for an example, Simon Ryland Graphic Designer or perhaps just my initials SR.
Overall Design:Should be modern and clean so it is quick and easy to read and not cluttered with unnecessary elements that could distract the viewer.
Colour:I feel that I would like my logo to work in all colour variations so not to limit myself towards a final design and also this would allow my logo to be used in many different situations.
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Creating My Own LogoThumbnails
Here I have created a set of thumbnails as I start looking into creating a logo for myself. I quite like the idea of just keeping the layout very simple as can be seen in the first 2 images. I also like the design in the top right where I have merged the letters S and R to create a new shape that reminds me of the Pi symbol. I will look into merging these 2 ideas together as I narrow down my ideas.
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Creating My Own LogoThumbnailsHere I have started to put some of my ideas together using the computer to see what looks best. I started by creating the symbol of the S and R combined which can be seen below and I am really pleased with this outcome and then I looked at a mixture of fonts for the wording and I experimented with different styles and upper and lowercase letters and I am most happy with the outcome bottom right of the page next I will try seeing how this design would look in different forms.
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Creating My Own Logo
I have made some small alterations to my chosen design by altering the spacing between the lettering to make the logo easier to read. I have also scaled the SR shape to fit between the X-height of my surname to the baseline of the word design
and I feel that this helps the overall look.
I have also presented my logo in many different colours and because of this I can say that the design would quite happily work as any of them and this is good to
know especially when the logo could be placed on all manner of backgrounds. My favourite colours out of this selection are, blue, light green, the mixture of purples (design number 6 if read left to right) and also the last design in the bottom right.
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My Logo FinalsA closer look at my final logo design.
With the combined SR shape I have actually used the font Lithos Pro and altered the shape accordingly to work best. With the shape created by my logo I have used a font called Harabara this is because I felt that its rounded non serif design was most in keeping with the look and feel, also because this is not a stock font on most computers it gives my design a unique look and feel.
I have included an image on this page of my current work in progress C.V. because the 2 purple designs have their colour taken from areas within this design. I feel that the purple does not quite work as a fill colour for the letters themselves because it is quite hard to see that the colour is made up from lots of different elements. The colour does work much better as a background with a simple white text overlay. This is the design I will use for my final piece because I feel that it would work much better as a brand.
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rylanddesign
sayhello
email : [email protected] : www.rylanddesign.co.ukphone : 07792031152
Business Card / LetterheadHere I have created a business card and a letterhead that I could use for my self promotion.
As you can see I have kept the purple theme from my main logo design and the white writing because I felt this stood out most from the background. I have added a drop shadow to the text on these items just to make it stand out a little bit more and make it feel a little bit more professional. With the reverse side of the business card I have introduced a new font Kirvy. This font is much better for this part of my business card and also in the bottom of my letterhead this is due to the point size needed keeps it visible and easy to read whilst still retaining a nice rounded feel without coming across as childish.
I am really pleased with my letterhead design and I feel this is probably much better suited to be used for my CV rather than the original idea because it does not feel as cluttered and harsh to the eye.
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SWOT AnalysisHere I have done a personal SWOT analysis (strengths, weaknesses, opportunities, threats). This will help me understand where I am as a designer in my life now. Doing this exercise will also show me where I need to improve myself so I am more desirable to potential employers.
Strengths:
Time Management - Here I have a proven track record both with attendance within my current job and also with college and also with submitting completed work in either on or before a set completion date.
Age - Being 28 means that I am a mature person but also I am still in touch with current social media trends. I also believe that my age and maturity helps me take on board criticism much better and more constructively.
Hunger to Learn - Proven track record with the ability to learn new software, (illustrator, indesign, photoshop) over the past 2 years which was completely alien to me before and constantly learning new techniques and processes with these products through both learning through my education but also doing online exercises at home in my own time.
Personality - I am not a shy person and through my life experiance I have the ability to get along with and work with lots of people from many different lifestyles.
Travel - I own my own car and are therefore able to travel freely without any constraints which can be helpful especially with getting to a place of work and to meet new clients.
Weaknesses:
Experience - Lack of real world experience but hoping to combat this by
finding a job where I would be able to help out one day a week.
Illustration - Lack of real illustration skill.
Age - Companies might be looking for someone who is younger which they can mould into what they want or even someone older who has the exprience of real work within the industry.
Opportunities:
Uni - Possibility to carry on learning with a university course.
Practice - In my own time doing online tutorials for different techniques for different outcomes with software such as Photoshop and Illustrator and also with extra work within education working on live briefs (Glevum).
Getting Out There - Going to see exhibitions and also by taking photos of inspiration from places I visit in my own time.
Social Networking - Getting in touch with other designers and keeping up to date with current trends.
Threats:
Competition - Other designers
Expense - Cost of equiptment in an ever expanding technology driven environment can mean that I can beecome outdated quickly.
Recession Recovery - Lots of people already out there looking for jobs in a recovering economy, plenty of people with lots of experience already who may have lost their original jobs due to costs.
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Curriculum Vitae
SimonRyland
3 Waterloo TerraceHolts Road
NewentGloucestershire
GL18 1BU01531 82100407792 031152
about meI am currently a HND Design student with a passion for all things that look good. Looking to find a job that will get the best from me with my confidence with working within a team, my eagerness to learn and take on new challenges, my flexibility, and finally I’m also a bit of a
sports fan.
educationGloucester College 2012-Present
HND in Design Graphic Design Level 3
Newent Community School 1997-2004 A Level - 2 Passes C Grade GCSE - 11 Passes A to C Grade
employment historyTenpin Ltd - Supervisor
2004-PresentHaving left school I attended a local careers fair looking for a job that would take in a fresh faced 18 year old. Tenpin took me in and I immediately fell in love with the relaxed fun atmosphere of the place whilst still maintaining a professional work environment that would help me mature into the person that I am today. After a lot of consideration I felt it was the right time in my life to make a name for myself and chose to go back to education to retrain in another passion of my life,
Graphic Design and here I am today.
referencesJess Phillips - on requestFarida Price - on request
Wayne Dennison - on request
A CV is the most flexible and convenient way to make applications. It conveys your personal details in the way that presents you in the best possible light. A CV is a marketing document in which you are marketing something: yourself! You need to “sell” your skills, abilities, qualifications and experience to employers.
There is no single “correct” way to write and present a CV but the following general rules apply:• It is targeted on the specific job or career area for which you are applying
and brings out the relevant skills you have to offer• It is carefully and clearly laid out: logically ordered, easy to read and not
cramped• It is informative but concise• It is accurate in content, spelling and grammar. If you mention attention to
detail as a skill, make sure your spelling and grammar is perfect!
Here is my CV I have created using Illustrator.I have tried to keep the look and feel of it very simple and easy so as not to overload a potential employer who might miss key elements especially if they were looking more at the design of the page rather than the important information. To help achieve this I have created two columns the first one contains my contact information along with my key skills in an icon format so the employer knows straight away what I am capable of doing and I hope to add to this list over time. The second column contains detailed information and starts with a short statement about myself followed by my education (newest first), rather than list my qualifications from secondary school I have summarised my grades as I feel that this still shows my commitment to my education without listing individual subjects that are not relevant such as Maths, Biology, Physics etc. Next I have included my employment history with a brief description of my role to help show key skills here such as customer interaction. Finally I have added a references section with further information available on request.I will accompany this with a cover letter which can be taylor made for each application I make rather than have a generic tone to it which some employers disregard because of a lack of effort that it shows.
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C310 BrandingHere I am going to create a corporate identity for a new creative agency called C310. Here I have started with looking at how C310 would look with different fonts and then with these I have created a series of thumbnails for how the companys logo could look. Like my self branding I am going to take my favourites and turn them into digital versions that I will be able to play with more with different variations.
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C310 BrandingHere I have created digital versions of my favourite designs for C310. I wanted to create a simple clean modern look for the company and to do this I have chosen two typefaces that I feel complete this look, they are BIKO and KANKIN. I feel that the logo itself should be accompanied by the words “creative agency” so an onlooker would be able to know what the company is without having to guess by a sign. My favourite design from these is the bottom right design. I prefer this over the others because the design is much more simplified with very few harsh angles, and this gives the impression of a friendly company rather than a brash shouty design studio that I feel the other designs give off.
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C310 Branding
As with my personal logo I have put my C310 logo in many different shades of colour and also with this design I feel that it could work in any colour so is easily changeable depending on what media format it is on. I have also included how the design might work if placed on a blue background, the reason
behind this is because the design studio is based within Gloucester College, for my letter header/business card design I will look into using an image of the college from the outside and then putting it out of focus and putting the wording over the top.
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C310 BrandingHere I have applied my C310 logo onto different backgrounds (due to time constraints these are images from the internet however they would be fairly straight forward to photograph myself for a final piece). I really like the way
this has turned out and reminds me of modern t-shirt designs which have a large photograph on them like this image here. This helps give the impression that this is a new agency run by young designers with a fresh approach to design.
I really like how most of these designs look and could work well as a bunch of business cards/letterheads rather than just sticking to one design.My favourite design from these is the third down on the right of the blurred image of the docks in twilight. I believe that this design sticks out the most because of how the water appears in the image with its mixture of blues and purples. Also because the creative agency wording is within this area it is easily viewable.
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C310 Branding
Here I have looked into business card design for C310. For the front of the card I chose to look into my two favourite logo designs from above and scaled them down to the correct size for british business cards (85-55mm). I altered the size of the logo as well and this looks much better in the docks images because of how the creative agency wording stands out against the dark blue water. This then led me to take an area of the water which had a nice natural gradient from blue to purple and use this for the base image for the reverse side of the card. Next I have made up different variations of how this side could look to produce the best looking business card for the business with easily editable areas so the cards can be produced with different details depending on who it is for.The 2 designs I have chosen for my final card design are shown together at the bottom.
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C310 BrandingGloucestershire College, Llanthony Rd, Gloucester, GL2 5JQ
t: xxxxxxxxxxx
w: www.c310.co.uk
VAT number 1234567890 Registered Company 1234567890
Here I have created both a letterhead and a “with compliments” slip for C310. For these designs I have simplified the design down to the blue/purple gradient with the C310 logo on top. I have tried to keep this design very simple because if either were being sent out with work that needed signing off or finalising I would not want the client to become distracted by its design so that they could concentrate more on their own work. However I feel that this design is still very nice and appealing to look at. Also I have used a handwriting font for the “with compliments” part to give it a handwritten look.
Gloucestershire College, Llanthony Rd, Gloucester, GL2 5JQ
t: xxxxxxxxxxx
w: www.c310.co.uk
VAT number 1234567890 Registered Company 1234567890
With Compliments
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Creative Job ExamplesAccount Manager 25-45k
An account manager is a person who works for a company and is responsible for the management of sales, and relationship with particular customers. They manage the relationship with the client of the account’s they are assigned to. The purpose of being assigned particular clients is to create long term relationships with the portfolio of assigned clients. The account manager serves to understand the customer’s demands, plan how to meet these demands, and generate sales for the company as a result.
What to expect as an Account Manager in a design agency.• Managing a portfolio of accounts• Using contacts to generate new business• Engaging in project management duties• Delivering presentations• Attending meetings with clients• Maintaining good relationships with clients
Art Director 15-25k +
Art directors are responsible for what advertisements look like. They are involved in creating a campaign that has an instant, positive impact on the consumer in order to promote the product or brand being advertised.
An art director’s tasks and duties may include:• Working from a brief with a copywriter,
generating ideas to present to the client• Working on designs to produce an effective
advertising campaign• Commissioning specialists, such as artists
and photographers, to work on projects• Managing projects and working within a
budget• Editing the final results for presentation to
the client.
An advertising art director should:• Be highly creative• Have a thorough understanding of
photography, typography and printing• Have excellent interpersonal and
communication skills• Work well as part of a team, with a range
of people• Have an interest in social and cultural trends
and fashions.
Copywriter 18k +
Copywriters are responsible for generating the words, slogans and audio scripts that accompany advertising visuals.
The typical creative process can involve:• Discussing the client’s core message and
target audience• Brainstorming visual and copy ideas with
other members of the creative team• Writing and presenting a few options to
clients• Modifying copy until the client is satisfied• Overseeing the production phase.
The copywriter and art director are accountable for checking all the content being advertised is truthful and complies with codes of advertising practice.
An advertising copywriter should:• Be highly creative and imaginative• Have good written and interpersonal skills• Work well in a team• Be able to work under pressure• Have an eye for detail• Have an interest in commerce, popular
culture, and new advertising trends and techniques.
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Creative Artworker 25-40k
An artworker is someone who produces a print-ready product.Artworkers get a concept from a designer (either in drawing or digital form) and use the appropriate software to create it.
An artworker would understand the basics of printing (cmyk, line screens, spot colours, etc.) as well as design, typesetting, formatting and colour correction. It would be rare to find an artworker with no eye for design.
A “creative artworker” is someone who is perhaps half way between a designer and an artworker. They would be required to design print-ready artwork on the fly or be called upon to apply a certain design style across a range of printed material.
Creative Job ExamplesPrint Buyer
The primary responsibility of the Production Manager (PM), or Print Buyer, is to ensure scheduling, production and on-time delivery of all agency creative, including merchandise and other promotional items.Internally, they collaborate with creative directors, art directors and graphic designers, and a variety of external suppliers.
Responsibilities:• Checks initial input for accuracy and requests
additional information (if needed)• Meets with account service and creative
teams to ensure consistency across all media forms
• Possesses a working knowledge of design and printing technologies
• Collaborates with creative team regarding project specifications (e.g. colors, dimensions, etc.)
• Calculates all in-house, external printing charges
• Proofreads all materials before vendor distribution (i.e. copy/layouts/production art)
Studio Manager 35k +
A design or advertising studio manager’s responsibilities will typically include traffic management, by ensuring all briefs are dispatched in the studio according to a designer’s skills and strengths and ensure all work is delivered promptly and to deadline to the relevant people. A design studio manager should have excellent organisational and communication skills, and motivate their team by showing good leadership. The Manager should have a great understanding of how to both achieve and develope project briefs to achieve clients needs - and successful design.
Responsibilities:• Workload dispatch• Compiling studio schedules for senior
management meetings• Compiling Road map for projects• Constant update of Studio schedules• Project quality control and assessment• Project review and analysis• Developing project Briefs• Consolidating client needs• Prompt timesheet collection• Understanding of how deadlines work
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The JobNext we were asked to apply for a job within the design world for the fictional company C310 Creative Agency.
The list of jobs open for us to apply for were,• Account Manager• Art Director• Copy Writer• Creative Artworker• Print Buyer• Studio ManagerThis list is the same as the creative job examples I gave earlier.
I am going to apply for the position of Art Director because this is where I am aiming to be within the industry when I am fully qualified.
Here is a copy of my letter of application for the position and I have written it as if the company was a small agency fresh on the scene and I have just left college with my HND qualification. Also within this application e-mail I included PDF’s of both my CV and rebrand example of C310.
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The Interview
For my final part of this work we had to arrange to have a mock interview within the creative industry.To start with I researched into local design companies even stretching my reach as far as Bristol and for each company I wrote a personilsed email explaining who I was and how I would like to attend a mock interview with them that they would then be able to provide feedback on that I could then use to further develop myself. Here is one of the emails I sent to Third Floor Design who are based in Cheltenham. After sending off these emails it soon became apparent that no one was going to respond to my request and after reading back through my letters I realised I should have probably includeed a PDF of some of my work to showcase what I am capable of as well as give a time scale for when I would like to attend to have the interview itself and these are things that I would need to change if approaching a company for an interview.However with some help I was able to source an interview with The Launchpad in Tewkesbury.
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The InterviewThe Launchpad is a partnership between Cleeve School, Gloucestershire College, Chipping Campden School, and Tewkesbury School. It is aimed at students aged 14-19 and offers the governments diploma scheme, BTECs, and NVQs. This is also the base for the marketing department for Gloucestershire College and houses a small team of designers that produce a varied mixture of work for the college across a number of different mediums such as posters, prospectus’s, leaflets and also website design.I arrived for the interview about 15 minutes before it was scheduled to start and I used this time to double check that my portfolio was all in the correct order for how I wanted to present it. After a short wait I was introduced to Jack Mulcahy (Graphic Designer) who led me through to a room where I was then introduced to Natalie Whistance (Fundraising Manager) and was asked to make myself comfortable at the set up that I was presented with which was a large table where I sat opposite the two of them. After a brief introduction by themselves I was asked to talk a little bit about myself where I explained my background and what had led me to be where I am today with being back in education looking for a career. We then talked in an informal manner about what area of design I would like to aim to be in when I leave education which just happened to be roughly the same career path that Jack had taken so we chatted a little about how he got to the position he was in today. After this we then talked about designers who I like and hopefully inspire me (James White)
and then how much I knew about current trends within the industry for which I talked about flat design and how it all tends to be driven primarily at the moment by Apple and the introduction of Apps into everyday life. We then got onto the subject of my work and so I started to talk about my portfolio and explained in breif detail about each piece that I showcased. I felt my portfolio was varied enough to show a wide range of styles that I felt comfortable with producing and this was met with a good response which helped my confidence more as the interview carried on. I was then asked about whether I had had any experience with real clients where I was able to explain about our work with Glevum Heating and show a work in progress version of our leaflet. I was then asked whether I understood the processes involved for sending a finished piece to print and about various file formats to which I answered as honestly as I could explaining how I knew exactly how to produce something within college and that I knew the processes were different outside in the real world but that I was not sure how I would go about sending something to print which was met with a little bit of negative feedback but not much. The interview ended with me asking a few questions about the industry and I also asked Jack and Natalie if they felt that I had perhaps brought too much work with me because afterwards I felt that I was rushing my descriptions of my work and they suggested that I might try and tie a few pieces together like my illustration work could be photographed and shown on one A3 board rather than carry the large originals.
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The InterviewFeedback email from Natalie:
Hi Simon
Many thanks for coming in yesterday, I hope you found it usefulHere is some feedback for you
Simon came across very well. He is confident in his work and showed a breadth of knowledge across the different mediums of design such as: illustration, photography, graphic design and Photoshop work. Simon works with industry standard software (Creative Suite) and regularly takes tutorials on the Creative Block site to keep up-to-date.
Simon felt his strengths lay in package design, branding and promotional work and his portfolio displays this well, particularly with the package design in which he showcased a redesign of the ‘Napolina’ pasta brand and a perfume box concept inspired by the Egyptian pyramids.
Simon is able to talk through his thought process well and how his designs are developed. He can work to tight deadlines having juggled a job and full-time study.
Top tips
• Get as much work experience as possible: approach small
businesses, do work for friends and add to portfolio• Include other creative work in your portfolio (photography)
to show breadth of creative skills• When searching for a job, write speculative letters to
companies with your CV. Marketing Managers always like to have a freelance designer to hand and be prepared to turn a job around at short notice.
• Research the ‘print ready’ process for artwork – preparing artwork for lithographic and digital print
• Dress code for interviews: Not necessarily a suit but smart trousers and a shirt (no jeans) J
Good luck!Kind regards
Natalie and Jack
I am really grateful that Natalie was able to email me back with this feedback. This will really help me improve on how I approach future interviews. There was already some information that I already knew about such as trying to get as much experience as possible through side projects, be that creating a logo for a friends band or place cards for my sisters wedding reception. Something that I thought I had done correctly that I was surprised o read was my dress code, I felt that I was dressed appropriately (smart casual) but I now know that I need to wear smart trousers and possibly shoes.
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CopyrightCopyright law originated in the United Kingdom from a concept of common law; the Statute of Anne 1709. It became statutory with the passing of the Copyright Act 1911. The current act is the Copyright, Designs and Patents Act 1988.The law gives the creators of literary, dramatic, musical, artistic works, sound recordings, broadcasts, films and typographical arrangement of published editions, rights to control the ways in which their material may be used.The rights cover; broadcast and public performance, copying, adapting, issuing, renting and lending copies to the public.In many cases, the creator will also have the right to be identified as the author and to object to distortions of his work.International conventions give protection in most countries, subject to national laws.Copyright is an automatic right and arises whenever an individual or company creates a work. To qualify, a work should be regarded as original, and exhibit a degree of labour, skill or judgement.Interpretation is related to the independent creation rather than the idea behind the creation. For example, your idea for a book would not itself be protected, but the actual content of a book you write would be. In other words, someone else is still entitled to write their own book around the same idea, provided they do not directly copy or adapt yours to do so.Names, titles, short phrases and colours are not generally considered unique or substantial enough to be covered, but a creation, such as a logo, that combines these elements may be.In short, work that expresses an idea may be protected, but not the idea behind it.From The UK Copyright Service.
One of the best examples of how this law works is to look at the 2012 American Court Case Associated Press vs Shephard Fairey.Fairey was fined $25000 and given two years probation after pleading guilty to basing his poster on an AP photo of Obama and then trying to hide the evidence to make it look like all of his own work.
Just to be clear an undisclosed out of court settlement had already taken place for the plagiarism that Fairey had done by not crediting the news agency within his work.
When the two images are placed side by side it becomes clear that the work has clearly been lifted from the original photograph and is not an original image.
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Copyright
Taking this information into account STEALING is wrong even when done digitally and to best avoid this is to always produce original work. There are some sources available where it is possible to use a stock image/vector or downloaded font but I need to make it common practice within my own work to check what the license for that individual piece allows me to do with it. It is common to find fonts that are widely available to download but when you start to look into the licence you tend to learn that the font is for personal use only or if you would like to use it professionally you need to pay for the privelidge.
Here I have also included the licence for the font Kankin which I have used within my work as an example of what to look for when downloading fonts.
Embedding this font in a web page with a @font-face declaration is allowed once you credit Fontfabric with a link somewhere on your site.(www.fontfabric.com)
For more information visit http://fontfabric.com/
http://www.fontfabric.com/
