JOE MITCHELL DESIGN

Here will be the Part 2 booklet of my work for A Sense of Place; minimalist influences are used to combine simplicity and layout that are two big running factors that feed in to my work throughout the process. The document is A5 in size and combines both primary and secondary research for submission. 

As part of my studio project, at the end of term we had to present our work to the group to demonstrate all the work completed so far. I set out to create a very minimal and simplistic ascetic for the design of the presentation that matched the themes that ran through my sense of place project. I hoped that the presentation gave a fashion-forward feel with the element of simplicity. I believe that my presentation worked successfully. 

Today we did some more work on essay writing and decoding an essay to pick out the good and bad points of it. I have finally decided on a theme; to discuss how a skate subculture can effect and influence Graphic Design. I have researched thoroughly into skate subculture and have decided to talk mostly about the Supreme brand, it's history to Barbara Kruger and its now influences of culture around the world - for example, how Supreme has now hired a contemporary graphic designer who juxtaposes its slick fashion editorial with edgy compositions or how young and inspiring designers are taking it upon themselves to decorate supreme street posters and shop front displays.  Todays task was to bring in an image and a short piece of writing for editing. As peers, we edited the writing and gave tips and feedback on it. I thought it was very helpful altogether and has inspired me to write more for my essay on skate subculture....

Today we got the chance to show our life drawing skills again in the third life drawing process and production task with John Kelly. We got split into three groups and tasked with the process of simply drawing what is in front of us. We had to try line drawing, looking at form, texture, path, composition and colour as well as producing realistic drawings too. We were given tonal pencils, pro-markers, pastels and fine liners to create our pieces. I really enjoyed this task; I particularly enjoy life drawing tasks as they are what I like to do in my spare time also. Here is the work that was produced; 

Todays seminar was very fun; we got the chance to decode and edit the word Helvetica written in the Helvetica font. We got given Helvetica sheets with the type written on it in regular and bold. Then, using only scissors and glue, we had to cut out and edit the type taking away the simplistic nature and creating a skewed and distorted version. The outcome of mine was very interesting as well as other peoples takes on it. 

In todays lecture we got the chance to broaden our knowledge on Helvetica history and the Helvetica font. We watched a documentary produced and directed by Gary Hustwitt. Helvetica in my opinion is interesting as a concept not juts a typeface - it represents post modernism to its fullest and is everywhere in todays society. If I ever am unsure on what font or type to use the easiest and safest choice is to choose Helvetica. The film explores its popularity due to its 50th birthday in 2007. The film also ties in with how much we take this type for granted in the modern world. The movie has won several awards.   Whilst watching the film we had to fill in a sheet to fully enable us to interact with what has been said. The sheet asked for a brief question or concept, why does this interest me personally, and any other notes.  Key Ideas from the documentary on Helvetica:  Massimo Vignelli believes that type should not be expressive -...

Today I went to the Library and borrowed books on Layout within Art and Design. As part of my studio Project I am working on creating a brand for a modern and minimalistic fashion brand that highlights the speciality of being located in Leeds. After researching into graphic designers such as Two Times Elliott and Yes Studio, who pioneer work for fashion houses, It was clear to me that layout plays a vital role in the way they bring the brand to life. Both of these books have inspired me greatly, and opened up my eyes to a broad field of Design. It has also influenced me to look and read magazines and look-books in a different light, as part of my research in my studio project I actually cut out parts from my favourite fashion and photography magazines that let me capture the beauty of layouts and the uniqueness of them. Measuring the margins and cut off points, it helped me gain a grasp of how these magazines and newspapers are subcon...

In this Process and Production workshop I improved my skills further in After Effects. I feel like I learned a lot in the previous workshop so therefore this time I wanted to push myself even further. I started by creating a simple but workable character, using layers in illustrator to separate limbs and extra features of the character. I chose to use a goat; something simple and cute that would move and make noises in a reality based animation. This animation in real life could be used in a children programme or advertisement as the nature of the image is colourful and playful. The noises and setting is also very exiting and immature. I chose to use describe movements, using anchor points, to move the tail, mouth and head of the goat. I also used a layered animation filter that would add a colourful and mysterious swirl patterned background. This only added to the magic...

I have been deciding between several different ideas and themes for my Theory as Practice Essay question. I have been considering Punk Subcultures, Grunge Subcultures, and Skate Subcultures. After researching into each area of design and how the subculture has specifically influeced design, I came across this video on Vimeo by KIDULT, a graffiti artist who decided to tackle Supreme Skatewear's idea of street culture. This art and design that is ultimately an effect of a Skate Subculture is very inspirational to me and I think it is a unique spin on the essay question. Therefore, I am going to talk about the history of Supreme, the design that goes into current Supreme Branding and Advertising, and then talk about how other artist and designers are influenced by their intense cultural following. Here is the video that finalised my decision to talk about Skate Subculture;  KIDULT x SUPREME NY from RENAISSANCE on Vimeo .

As part of sense of place part 2; place making project, we have to come up with a proposal that will summaries our project. This should be delivered as a visually inspiring pitch; the proposal should be conceptual and tackle issues such as something that is missing in the city, something that is missing or something that needs promoting.  Slowly my place project has gathered a flow towards people in place, pyscho-geography, anthropology, fashion in place, Leeds as cultural and dynamic city. Gathering up all my secondary and primary research I came up with these striking proposals;  create a magazine advertisement that represents the culture of Leeds (fashion,food,art) that highlights and promotes the diverse urban area. This will be given out as free magazine on public transport.  create a student fashion editorial that speaks to undergraduat...

In this lecture, Guest Lecturer Tracey Lannon, spoke to us about the psychology and emotion of design. Her main theory is behind being Human and how us as humans recognise and make sense of the world. Her concept comes from finding a meaning in everything you do within design such as an emotional response for example. Her work and practise also tackles a wider view of design and society; looking at real world problems  and designing new human experiences.  In the lecture we spoke a lot about the Brain, the Eye and how these work in conjunction with each other to create this reaction that happens in a millisecond. The brain creates an emotion; An image of a lamppost that was shown to us can have 1000 different expressions or experiences related to it, and they are all individual and unique to ourselves. The dark and gloomy image of the lamppost has negative connotations to me; bringing back memories of walking through stree...

As part of my studio Project I am looking at decoding the Leeds area and looking at how the different areas effect psycho-geography, culture and anthropology. After researching editorals and look-books who use this technique as well as Fashion Brands that look at "place", I decided to travel to one of my favourite areas of Leeds to absorb all the culture and feel of Headingley as featured, very cultural place within the City of Leeds. It holds a very grunge, minimalistic and student-esq approach which is so unique compared to other areas within the city. This means that the "sense of place" entitlement will shine through in the essence of my work.  Also looking at streetwear brands, I chose to represent the Hip Store as part of my proposal as it is an iconic store within the Leeds area. As one editorial, as part of their new cultural blog, I have chose to advertise a new pop-up store opening in the area as well as a new f...

In this seminar we looked at how semiotics were also used within Advertisements. This was one of my favourite seminars; I love looking and analysing pieces of art and I've never really thought about the effectiveness of semiotics within advertising and especially Christmas adverts as they have become a sort of trend nowadays; the best way to sell a shop at christmas in todays market place is to have a very effective, most times emotional and relatable, Christmas Advertisement. Christmas Adverts really have become their on genre with intentional festive messages that are so relatable and emotive. When looking at the different adverts we were asked to question the following;  What techniques are used?  Meaning?  Signs?  Relationship/Meaning? Which are the most effective?  John Lewis Christmas Advert 2016 - #BusterTheBoxer Relatable: putting up presents on Christm...

http://www.tenementtv.com/wp-content/uploads/2016/01/No-Future-Girl-Balloon-by-Banksy.jpg In this lecture we looked at Semiotics and how they play a pivotal role in design.  Most of the time we don't notice that we are analysing and using semiotics; they are a range of tools such as words, imagery, signs or symbols that represent meaning. Semiotics can also represent the relationship between different messages which is fundamental in creating design that holds context. As a designer, I am always looking for a meaning or context within my work therefore I thought that this Lecture was very interesting to see how other designers underpin these messages within their work.  Signs Signs can be speech, written language, gestures, codes, sounds and objects. To be a sign it must create an emotional or relatable impact. Context is everything; Banksy's work is very effective due to the meaning behind his beautiful graf...

In todays Process and Production workshop I put all my skills so far together to create a ten second motion graphics book advertisement on After Effects. The book I chose to advertise was Amy:My Daughter, Written by Mitch Winehouse about the short life of Amy Winehouse.  The first time I used After Effects I found it difficult and tricky so this time I was determined to try out lots of different methods and techniques. I started by picking a theme; I wanted a dark and gloomy atmosphere to hang around in the video with similar imagery to represent the dulcet tone within Amy's life. I wanted this grey theme to run throughout the video.  I started off by creating Amy Winehouse inspired illustrations on Illustrator.  I love the way in which these images really capture the spirit of Amy, I wanted to use iconic imagery from all the way through her life which would then act like a timeline for the narr...