AWES - Development & visuals

Orignal Branding

The original branding is very simple and does not look like an effective logo 

Design sketches 

Knowing that the client wanted simple, yet effective style of design it was decided that typography alone would be the logo. 

The chosen logo perfectly informs the audience what the company does, allowing the identity to be precise and professional.

Typography 

For the font, campton bold in capitals was used for the ‘aw’ as this is the focal point of the logo, highlighting the brands name. 

Futura was used for electrical installation contractors as this legible font works well with campton bold, both sans serif fonts allow the logo to remain modern and clean, while still looking professional.

Colour was simple, as the client had specifically requested that blue was used, this was shown to the client and the highlighted colour was selected, the feedback from the logo was very positive.

Chosen colour

Applying the logo to branding material

Business card

Letter head

Invoice

Feedback from the client

I received an email from the client, with a copy of one of his current invoices with the new branding applied to it, the feedback was very positive and overall the brief was completed to the standard that was intended. 

Illustration - Visuals & Deliverables

Skeletons

Flower study

The use of watercolour and how the paint is applied to different paper stocks creates an interesting texture, as the poster design will be flat it could be interesting to play with different medias and how they can be applied to paper. Looking at illustration as a starting point and looking into how soft images can be paired with linear designs; research into anatomical illustrations of bone studies is also shown on the design practice blog. Having the idea to combine the concepts of natural forms together was the starting point. 

Development


Drawings 

Digital drawings

Final designs 

Posters in context

Triptych - Development & Deliverables

Composition ideas

This is a rough composition using watercolour of how I intend to arrange the flowers around the illustration, keeping the combination of the strong linear frame combined with the soft watercolour floral pattern. 

Deciding on using the legs for the illustration, this was hand drawn then drawn digitally on illustrator. 

Keeping the lines simple and clean which will allow for placement of florals wherever. The idea is to wrap the floral designs around the legs so they interact with each other instead of just placing one over the other.

Creating the vector 

Scanned in dating of the skeletons legs

From the scanned image of my pen drawing, the vector of the legs was then recreated by using my drawing tablet on illustrator.

Creating the floral watercolours 

I began by lightly sketching the floral designs, allowing the watercolour to create the detail using different concentrations of the paint and water, in order for the flowers to be loose as opposed to have a strong linear outline, this will also contrast nicely against the linear illustration of the skeleton. 

Watercolour flowers (scanned in)

The finished watercolour flowers to use when taking the design digital have worked well, the combination of soft hues of pinks and blue compliment each other, they create a nice selection of pastel colours that I can work with. When taking these digital, I may change the colours to experiment with a range of tones, however as the aim for this design is to be kept feminine, this palette might communicate to the audience that it is aimed for. 


Once the flowers were scanned in, I decided that they would not work as a whole image how they have been drawn, so I began to play around with selecting the individual flowers and creating a composition that way to replicate the flowers weaving in and out of the legs. (As shown below.) 

Completed design

Final A1 poster design

Illustration - The brief & ideas

STUDIO BRIEF: 4 ILLUSTRATION

Brief

To create a series of three posters that work in sync together, taken from the triptych brief that was completed, this brief has been set to create an individual trio of posters.

Using the same concept and theme from the triptych brief, two more posters need to be created to work alongside each other.

Background/Considerations

Consider a consistent design that can work across three variations of the poster.

Show visual research in existing floral and anatomical illustration combinations.

Consider who would want to have these posters, and what is the purpose of them, are they simply decorative or do they have a purpose?

Mandatory Requirements

On-going research, experiments and decision making must be documented on my blog.

Design boards examining design changes and decisions.

Deliverables

Series of three poster designs.

An a2 printed poster for each design.

Development work including illustrations, sketches and research.


Initial ideas

With the starting point being the poster that has already been created for the triptych brief, the next stage was to develop two other visuals. To keep the posters in sync the same floral watercolours can be used but with different placement and variation. 

Researching further into watercolours and the different textures that can be created and how the paints can be layered. These two examples of watercolours show how the texture of the paper can add quality to the design, this is something to consider with the poster designs as they will be printed flat it will be nice to create some texture within the prints. 

Keeping with the bone theme I wanted to create another two posters that can go alongside the leg illustrations. 

Creating anatomical illustrations, looking at bone studies to develop own drawings, using floral watercolours that pair with the linear drawings. The chosen content will be ribs illustration and hand illustration, executed in the same style as the triptych poster shown here. 

Branding - AWES

STUDIO BRIEF: 5 BRANDING – AWES (Andrew Wood Electrical Installation Contractors)

 Brief

Create a new brand identity for AWES, Andrew Wood Electrical Services, an electrical installation contracting company.

Design a range of promotional material including business cards for the company, and letter heads and invoices that are used to send to their clients.

Background/Considerations

The target audience being the clients of this company, and what do they expect to see from the professional services.

Consider the type of work, and create a suitable identity that can be used in this field (electrical services.)

Mandatory Requirements

On-going research, experiments and decision making must be documented on my blog.

Design boards examining design changes and decisions.

Deliverables

Printed branding material including;

business cards, letter-head and invoice.

Versatile logo that the client can use across their material.

Initial ideas

For the brand identity the client wanted a corporate  design producing, as the business has a professional reputation, the client insisted the branding resembles this. AWES existing branding was very simple as shown above, but does not define the company, it is too minimal and blends with the body copy on any material. 

Looking into existing branding, most electrical based branding show either corporate style identities, or logos which include vectors of electrical related visuals. After a discussion with the client, it was decided to stick with the corporate theme, the brand needs to keep a respectful and professional image so to do this, it was decided in the early stages that the new identity would not include visuals such as vectors.

The brand identity will be applied to various material including business cards, letter heads and invoices, all requested for by the client, as this material is what they need on a day to day basis, the branding therefore must be versatile and work across all documents.

Visual research

Showing the client this branding mock up as an example, this was the material that they wanted.