Saturday, 30 November 2013


Based on my initial ideas for this brief, I looked into it again finding focus points which concepts could work around. I chose 3 concepts to think further about and research into; these mind maps can be seen below.

After I had written my mind maps, it enabled me to find focus within the two strongest ideas to develop further, Pick and Mix and Parenthesis. 

Further idea development can be seen below, looking more carefully at detail and specifics, gaging audience, and tone etc as well as concept and basic aesthetics.


Since stating I will be working on the D&AD ASOS brief, I have since changed my mind due to initially wanting to do a collaboration. I also feel the new brief collected is more me, and the design style I want to push forward, as well as being a fan of the brand. It also has a great prize including an internship.

I have chosen the Cath Kidston Brief which can be seen below.


Rewritten brief for the ISTD Mutton Quad. I am going to use this brief and concept written below for the foundation of this brief. Details given below regarding idea and proposal.

Friday, 29 November 2013


Content taken from my summer brief blog. It has been summarised and shortened below to help when coding the website.


This is a crit form filled in by Katie Rothery a couple of weeks ago, which shows I need a more direct colour scheme, and to experiment with stock. I completed both of these things, by limiting the colour palette used, and experimenting with white, peach and mink stocks in different stocks.

Above shows feedback from Abbas Mushtaq, a 3rd year student on the course, who gave me in-depth feedback and advice on photographing the print pack to my advantage by taking them in the studio with appropriate lighting, or if possible to even use a photography room. Justification is also said to be clarified for the final evaluation stating purpose and reasoning for the format of multiple books to avoid being intimidated by body copy. 


Brief Selected:

Reasoning for Selection:

I selected this brief for the Print & Web module, because I feel I haven't worked much with type and this allows me to do so in a creative and conceptual manner. After working full time and part time in a restaurant for 5 years it would also be nice to design a menu I feel is exciting to look at, touch and interact with as an experience within the restaurant environment. I also feel this brief can be turned into a website relatively easy and can be mocked up for menus etc on mobile devices and tablets for example.

Initial Ideas & Thoughts:

My initial thoughts were about anatomy of type as this has always interested me, the editing of text, and the individual characters used within a typeface and their individual meanings. As this is a conceptual brief, I wanted to develop a strong concept which can be stretched across multi media platforms and be well designed and thought out.

As seen below I then began looking at the ampersand and how this can be used to tie to elements together like that of a meal. Examples of this can be seen below. I struggled after a while to think of words which can be associated together and have a 'ring' to them when said or read.

I began categorising the list shown above based on the ampersand, and added 'alcohol' to the list in brackets for 'saints and sinners'. This lead me to look at brackets and their use within type.You can see above the meaning of a bracket. I found out through research that the correct term for the use of brackets is parenthesis. 

Use parentheses [ ( ) ] to include material that you want to de-emphasize or that wouldn't normally fit into the flow of your text but you want to include nonetheless. If the material within parentheses appears within a sentence, do not use a capital letter or period to punctuate that material, even if the material is itself a complete sentence. (A question mark or exclamation mark, however, might be appropriate and necessary.) If the material within your parentheses is written as a separate sentence (not included within another sentence), punctuate it as if it were a separate sentence.

I began to think about the term and how the content added in brackets is usually an after thought. I thought this was a great idea for a concept, as many different methods of parenthesis can be used - # * : P.S. , ( ) [ ] These could somehow be added to the branding to create an interactive, playful dining experience based around type and grammar.

Below is a short initial concept: 


Following my previous post, part 1, I have taken all of the colour out of the css code for the colour background. This made the entire website have a white background, as planned. I can now add text and appropriate links. I also could replace the logo. These are shown below.

Above you can see where I have changed the logo and the rollover images for the links in the navigation bar. I changed rhese by altering the file extension within the html code and ensuring the images were in the root folder.

Above is a screenshot of the initial content being placed on the homepage. I began with the homepage as this is the first site to be seen, as well as writing the content in order.

'Above' and 'Tip of the Day' above are shown in regular Helvetica. I used the <i> and </i> tag in the html code to make these sub headers italic, whilst the main body copy remains regular.

Italic text made the sub headers much easier to recognise for the viewer to navigate around.

Above shows the text coding for the text within the column. Each line was separated by the <br> tag.

Below you can see that for the tip of the day, rather than editing the tip everyday through the coding, to add a twitter feed to this section instead. This makes it easier for myself, if the website becomes live, as well as now I have the option of re-tweeting other messages from designers, or about upcoming events etc, adding extra functionality and interactivity for the user.

This can be seen below:

I achieved this through working through an online tutorial. Due to the success of the embed widget, I have now learnt how to create this addition for the future. 

Creating a code through twitter, and placing it within the html for column (right2). 

Additional info on website added to ensure the reader is aware of the contents of the website, and to ease navigation.

I then started adding links to the events a page. The main body copy was placed in the html coding, and each different event was separated by a line, using the <br> tag. Hyperlinks can then be added afterwards. 

Print Design in Italics - Sub Header.

Events listed over two columns for Print Design.

Web Design Added.

Conferences and Talks listed.

Each event was added to a hyperlink. This was done using the <a href=""></a> tag. 

For example; <a href="">London Design Week</a>.

This can be seen in the coding below.

London Design Festival Link.

Links on Pages.


Finished Links.

Facts Page, Headers and Sub headers

Filled in pages shown above.

Screen Shots of Finished Pages of Website.