Initially after the workshop we set about trying to come up with a narrative for our film as we wanted it to be Relatable, Honest, Blunt, Youthful, Relaxed and Ambitious. We wanted to have a light hearted approach. We also decided to keep the framing we used in the initial branding. This is due to the ideology behind the concept. Every designer uses their own framing of a situation and eye (which is what we were emphasising with the creative view/ framing using hands; which not everyone else has)
Thus our insight was born:
'Young people have lots of questions that only they can answer'
We wanted to provide a 'helping hand' to help the next generation make a decision on where they wanted to go with a career in design. The tone was 'Its okay not know what you want to do, there are so many careers within the 'Design Industry' that we are going to show you. Hopefully it would help to provide insight into potential paths they would wish to follow.
We needed to encapsulate this some how visually. We explored a variety of design styles that would work visually across multiple platforms. We decided to use physical hands instead of brackets (moving away from our initial idea of using brackets to frame the copy). I sketched a few illustrations with a key idea, using a colour palate: Black, White and Yellow. However, from feedback, a valid point was made: why was there brackets within 'brackets' (referring to the fingers framing a frame). The key point was that the hands were a great idea, but they needed refining artistically.
Rosie then created flat design hands that were clean and simple instead of illustrative.
This gave us a basis to work from. We then started to pick colours from the reference video that we liked and thought worked well together.
We then added in a couple of shapes and squiggles here and there. These were an abstract element that provided a language that was fun, engaging and inviting. We combined the hands, colours and shapes together, which produced our final logo comcept.
However, again we discussed how well it worked visually and if it could be improved in any way? We thought there was too much going on. We decided to drop the hands from the main logo as this would draw more attention to the Brands name 'Untitled' instead of distracting it with the hands.
From the reference video we researched relating artists that had similar artistic styles. These included, Kate Moross and Studio Moross, Super Mundane and Hattie Stuart. I really liked the colours and vibrancy, these were also the designers we wanted to have at the conference. We thought that it would be fitting to our idea.
Once we had all decided on a brand identity we wanted to pursue our initial 'test video' concept by creating 3 GIFS that were illustrative and fun. These involved facial expressions that were inspired by creative processes, Creative blocks, responses to being asked what does creativity mean to them.