Last project of creative industry practice is making a kickstarter campaign for the group brand we developed before christmas. So Neat stationery is coming to life again and we need to think about how to promote the brand to it’s fullest to make people interested in our products and wanting to buy them. Starting out researching, I looked at other stationery brands that are live on kickstarter at the moment and realised that the most important part of a campaign is the video. When I scrolled through different brands, I completely ignored the ones that didn’t have a video because it felt like they didn’t make enough effort.
Watching different videos I made a list of what I think are important things to think about if you want your video to be successful:
- Don’t make the video too long (I lost interest pretty quick watching some of them so that’s definitely something to think about)
- Keep it snappy (if the video starts with someone not looking too energetic and just talks and talks, I stop watching)
- Interaction with the product is nice so you get a sense of scale
- Fast pace is preferable to too slow
- Videos with good light and sound feels more professional, so think about that
I especially liked this video as it is a bit fun and ticks all the boxes that it needs to tick. Plus, the images for the campaign are art directed to feel colourful and fun which is a good touch as the notebook in question is grey.
Initially the plan was to make a photobook via blurb in hardcover as I thought if I am spending so much time designing this I want the result to look as polished as possible (which means not binding it myself) but because my final page count has come up to 78, it would cost me 95 pounds to make the 2 copies required. So! I am now opting for the magazine option as that will be approximately 60 pounds cheaper. At first it didn’t feel right, the magazine format, because to me a magazine is something you throw away and that isn’t a feeling I would like for my collection project hah, but money had to be the deciding factor here and I’ve come to convince myself the magazine format is going to look great. In fact, some of my designs that cover a whole spread might actually look better in a magazine compared to a photobook as the binding will be thinner. Also the cover will probably look better as magazines usually have a lot going on on the cover but mine will be a solid colour red with only the title centered on it so I think it could look pretty interesting. The only thing that concerns me is that my design might not be playful enough to fit a magazine but that might be me overthinking it at this point just because I am nearly done.
Converting the book format to magazine format didn’t prove too complicated as the size I had originally was quite similar to the one I have now, only now it’s bigger (around A4).
I have been looking more into the zero movement and especially the works of Yves Klein. Klein was maybe the most experimental out of the people associated with the movement and the real motor, working a lot with performance, sculptures and experimental painting. He painted using his hands, people’s bodies, fire and was obsessed with blue as he saw it as the perfect colour.
Works by Yves Klein
I looked into Heinz Mack’s work more as well. He does installations, sculptural work, textures.. but the thing I am interested in the most is his work with lines and his passion for making vibration. Pretty abstract and strange sounding maybe, but looking at his work it makes more sense:
Next task for this brief is to choose one movement out of my three to develop further and base this project on, looking into typefaces, posters, textile, sculpture, architecture etc surrounding the movement. Feeling the most drawn to Washington Colour School, I researched that more but as it was so narrow I couldn’t find all the information I needed cause it simply doesn’t exist. So I changed to De Stijl as I felt I can work with that better and the movement is so much bigger, but looking into that more I realised I couldn’t engage with it fully as I didn’t like it whole heartedly. The typefaces used looks really bad and don’t inspire me at all and well.. all the information felt too accessible and too easy to find and it made me feel like a robot doing research as I didn’t have to think much myself.
So, standing in the library I glanced at a book by chance because it was next to the Dutch art books, picked it up and couldn’t leave without it.
It’s a book about kinetic art through the 1900’s and looking through it I saw names I came across while researching for the Google Engage project (LeParc and Morellet) and felt like I had to look into this more as I find it very interesting and inspiring. Reading the book, it mentions some of my Zero movement artists such as Otto Piene, Lucio Fontana and Yves Klein. So that’s how I decided to choose Zero as my project. It’s weird but challenging and inspiring at the same time and I feel like I can interpret it in so many ways which is exciting.
This project focuses on design history and movements. The deliverables will be a folded A2-A5 16 pager describing my exploration of chosen movement, and a motion graphic outcome. Starting off, I looked into 3 different movements I find interesting and chose De Stijl, Zero and The Washington Colour School.
De Stijl: Around 1917-1931 as a reaction to WWI, a group of Dutch artists set out to remake the world through a utopian vision and harmony and order. Exploring the ideal fusion of form and function, they wanted to eliminate all representational components, reducing painting to its elements: straight lines, plane surfaces, rectangles, and the primary colours red, yellow, blue, black and white.
To accompany my app, I need to make a book explaining the visual identity of London Poetry. As I have no idea what usually goes in such a book, I started researching it and focused on three different companies: Apple Pay, The Barbican and Skype as I thought they were a good mix of digital and print stuff.
Apple Pay- divides their chapters in: overview, apple pay buttons, do’s and don’ts, avoid mistakes, examples.
The Barbican- introduction, logo, lock up, grid, typeface, typography (line space, weights) and then what their different posters look like for different events like art, film, theatre etc.
Skype- logo (what it looks like and do’s and don’ts), typeface, colours.
Based on this I’ve thought about what I need to incorporate and so this is my list: introduction, logo + do’s and don’ts, typeface and colours.
It’s time to do my explainer video for this project. A video summarising everything from research, development and finally outcome- kind of like a pitch, the information can’t be too heavy and the message needs to come through quickly. After doing some research on explainer videos and different styles before I start my own I have come to the conclusion that I want to mix digital with handmade as that is exactly what I have done as my DOOH mockup so it fits. At first I thought about stop motion but as I want my white background to be stark white, that’s not a good idea (it’s crazy difficult to achieve) so that’s where the digital comes in and the wonders of AE. But to not lose the handmade bit I have decided to make small figures out of paper as my actors for the video so I get that stop motion vibe with out actually doing it as a stop motion.
Hopefully it will merge well with my mockup because I am having that in the video as well and have to think of how I can balance this so it doesn’t look bad.
Inside my pavilion I want something that give the walls more life and I was thinking about projecting a wave simulation on them with text explaining the connection with the leather theme. I did a test in After Effects creating “digital water” kind of but it still looked too static and a bit dull actually as seen below.
Water mockup test, by Lisa
So I looked more into how other types of waves can be visualised to make the water projection more abstract and dynamic. From researching heat waves, sound waves, light waves, magnetic waves and radio waves I made this moodboard as a summary of what I found:
When researching videos of Calder and his mobiles I always seem to end up watching the same one where a boy walks into Calder’s workshop and is amazed by everything that moves by its own. (video here) He stares at the mobiles hanging from the ceiling, living their own sort of life of there, creating their own universe. He looks at this play for a long time, eventually finding it hard to differ between dream and reality as he is more and more mesmerised by them. Every time I watch this I want to make mobiles.
Last time I thought about this project I was really into doing a stop motion animation. Today I ended up giving the mobiles another go and made another one.
Diving further into the art of the cover I made this moodboard with some designs I found inspirational. I chose these covers simply because I like them but it’s funny how much they say about me as well. This moodboard actually sums up my own aesthetics pretty well because of some of the things I like that keep re-accruing unintentionally like geometric shapes and colour or minimal designs with lots of white space. Some of the covers are almost architectural, some are only type and some are more rough (but not messy). Basically me, hah. I’ve also finally decided what size I want my book to be: 20x25cm portrait which means I can start designing it now 🙂
Moodboard, by Lisa