Our final presentation for the DBA "Capital North" brief was in the lecture theatre, which although is quite daunting I felt was beneficial to us in terms preparing us for pitches we would make in the future to clients and professionals.
The feedback we received from the visiting professionals was generally positive. They all agreed that the visual outcome we presented was a lot more appropriate in communicating our 'Big Idea' than previous designs we had shown during the interim critique.
My Contribution
Looking back I would have liked to have contributed a lot more to the brief than I did as it is was a truly unique brief in terms of what I worked on before and would have provided an interesting talking point in my portfolio.
Several pieces of the design work I did produce didn't get used for the final presentation such my initial concept for the visual identity which explored structure and how each of the fur cities supported each other and a couple of skylines I produced for the train and taxi liveries. Although this is unfortunate I do understand that visual software is not my particular strength and the final outcome is effective.
I am particularly pleased with my own proposal for the train liveries in which I applied the brand identity to the top of the train carriage, extending over the sides. Not only is this more engaging and interactive the placing the full logo on the side of the carriage but is also considered in terms of the modernity aspect of out 'big idea' as the idea is that the professionals in their skyscraper will be able to look down and see our branding.
I am extremely pleased that this did get included within the final presentation and I had the opportunity to pitch it.
Evaluation
Despite the difficulty of the Capital North brief set by the DBA in terms of the timing, which was at a very busy point in the academic year when we all had various other large scale briefs to be completed and the sheer scale of the problem they were asking us to solve I did throughly enjoy the challenge of the brief which was unlike any other I myself had worked on before.
Our group consisted of myself, Joe Harrison, Sarah Butler, Leo Sims and Jake Greenhalgh none of whom I had previously worked collaboratively with before.
As a group I do believe we worked quite well together, we communicated well with each other in order to assign the various tasks, discuss concepts and ideas and ultimately produce a visual solution to a quick turnaround. Unfortunately we did have some difficulty in producing a visual outcome which was appropriate to our big idea, as our original idea was put under some scrutiny during the interim crit but again our good communication allowed us to resolve this problem quickly with a new identity which was stronger in communicating the key elements of our 'big idea' unity, modernity, variety and strength.
I am pleased with the final visual out come in which four sharp, angular shapes inspired by modern architecture come together to form the 'N' representing how the diverse cities come together in other to create one overlying entity; Capital North. However this is something which would benefit from further development should we of had the time.
The colour scheme particularly which was something which was picked up on during our final presentation, although the warm colour palette works well together they are so close in hue that it possibly could be hard to differentiate when they are not in context.
Once we had our the visual identity we were able to efficiently assign substantial tasks to each member of the group and set deadlines for ourselves. We were also able to help each other out in terms producing the more difficult collateral such as vehicle liveries.
Unfortunately one member of the group dropped out shortly before the presentation having done none of work and leaving other members to pick up the slack, but again were able to respond to this really well and were able to present to finish all the collateral and present our idea to the visiting professionals with the remaining members of the group.
I strongly believe our methods of working complimented each other well as were we able to produce a substantial amount of collateral in response to the brief in a short space of time, and I would very much like to work with this group again should the opportunity arise.
Possible avenues for extension include the application of our identity to other channels of communication such as an app which would be appropriate for the 'modern' aspect of visual idea swell as a more developed range of printed collateral for adshels etc. This is something we would consider should we revisit the brief.
Overall the experience gained from the DBA brief was invaluable, particularly the interim crit were we were able to discuss in depth our ideas and concepts with a professional from the industry and receive feedback from them. I personally have always been apprehensive about talking about my work especially with professionals however I think this experience has really improved my confidence.
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