Friday, 27 November 2015

OUGD503 - Brief 01 - Monotype - Indepth Analysis of Brief

Monotype D&AD - The Brief:

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.

A typography-led integrated graphic design campaign including:
                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.

I chose to work on the Monotype brief for the main part of individual practice because out of all the briefs on offer from D&AD, I saw this brief as providing me with the greatest creative challenge. It was asking me to work across digital and print, which is something I enjoy. It was also asking me to design for posters, leaflets and web, elements of graphic design I would say I have a passion for. I saw this brief as an excellent opportunity to begin developing a more critical understanding of typography, allowing me to fully realize its power and potential to spread poignant political, social and cultural messages within society. Once I had picked the brief apart, I got to work very quickly. 

It didn’t take me long to start thinking conceptually with this brief. I soon came to realize that it was the perfect place to develop my copy-writing skills as well as pure typographic ones. It was also a great opportunity for me to really consider the product, range and it’s distribution. I was continually thinking about the scope and range of people that my campaign would be speaking to, taking into account the target audience was fundamental in achieving success in this brief.

 The cause that I chose to promote was a very positive one and extremely relevant in today’s society. At the core, my campaign is all about encouraging the abandonment of labelling and stereotyping, with all of the negative connotations they have. I feel very strongly about this topic, so I was passionate about the work I was producing throughout the design process. 

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