Tuesday, 24 November 2015

OUGD503 - Brief 01 - Individual Practice - Monotype Brief

I found this brief today and I am very excited about it. As part of the individual practice module, we must choose one substantial brief to work on and several other smaller briefs. I have decided that this D&AD brief is going to be my main focus of this first studio brief of responsive. The brief is D&AD New Blood: Monotype: Activate Your Cause. This brief covers areas of communication design, writing for design, integrated campaigns and use of typography, areas within graphic design which I am very much interested in. 

I am very interested in developing my skills with typography. I am also excited by the opportunity to spread positive social, political and cultural change with the messages I embed in the campaign. It's going to be an exciting challenge to refine my views and opinions in order to call a specific group of people to action within society. 

Design has the power to do good, but to achieve this you need the courage to believe in what you have to say; the conviction to tell it; and the clarity to communicate it.
Monotype creates typefaces and technologies that help people tell their story—in any language, on any device, and with a clear voice.

Take a cause you believe in and use the power of type to make a difference. Design with typography to agitate, educate, and organise the world and your audience. Use typography to help people believe in your cause and its purpose; to motivate and inspire people, in a relevant way, to your cause; and above all, to make an impact.

Typography is the soapbox for your rallying cry. Used at its best, it can empower your words, evoke meaning, set tone, and inspire ideas. Without it, your message could be drowned out. Where would the students in Paris of ’68 be without their screenprinted stencil type? Where would Revolutionary Russia be without its condensed, sans serif gothics? And would Occupy have inspired the collective imagination without democratic digital design and ‘desktop publishing’? The right typeface, used in the right way, gives a cause, movement or change its true voice.

Think about: what you want to say and how you want to say it; where you should or could say it; how you might use type to improve your message, to initiate change, or to motivate and inspire.

Those passionate about a cause, those who want to be more passionate about a cause, or those with ideas on how a cause can reach more people or be more impactful with the right typeface.


  • You can pick anything from a global topic to a local or personal issue.
  • Think about the world of your cause and those already active within it. What means do they have to join you? Do they have digital access or would a predominantly analogue response be more fitting? What materials are related to the cause? What methods?
  • Think about the right typeface for the right cause. The typeface itself can become part of the message or the story – its origins, its history, and how you choose to use it – as much as or more than the words themselves.
  • Design for protest can be visceral as response time is short. Protest is both active and reactive. By its nature, its messages are often hurried, scrawled and raw. This translates digitally too, into transmissions that are often quick and immediate. How does this affect your cause or movement? What kind of typeface would suit this type of messaging? How would a typeface enhance its impact?
  • Remember your end goal. Make it bold. Make it powerful. Make a difference.
  • At least one poster
  • At least one digital element
  • At least one other touchpoint
  • Your touchpoints could include: banners, badges, moving image ads, newspaper ads, website banners or other online promotions – anything that could raise awareness and get people engaged. The more innovative the better.
  • Show how your output is relevant to your cause alongside your execution.
  •  Whatever applications you choose, use only type as the major creative expression for your cause.
  • Your executions must be visually linked to one another so that they can be easily recognised as part of the same movement.
A typography-led integrated graphic design campaign including:

See ‘Preparing Your Entries’, included in your brief pack, for full format specs.
Main deliverables (mandatory)
Present your solution using either a video (max. 2 mins) or up to eight presentation slide images.

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