503 - Collab: Monotype - Intro

For the responsive presentation slides which were presented to graphic design, illustration and animation in the lecture theatre - I didn't actually highlight Monotype as a brief that I was interested in undertaking. I focused more on the Adobe poster brief and Arjowiggins, trying to consider how once in my group, we can combine both illustration techniques with animation too (and obviously using Graphic Design skills for layout and design) in order to help build my skills in all of the above - as stated before that I do want to experiment more with basic animations for use within digital campaigns. 

Upon finding creatives to collaborate with it did quickly occur to me, that the people interested in the same briefs as me were not interested in the same style of design and approach and had completely alternate drives and ideas - after going around and chatting with as many different creatives as I could, I finally found the most appropriate group for me. Although it is made up of three other graphic designers and doing a completely different brief, the way they approached the discussion of their ideas with me, also showing that they could take onboard my concerns, concepts and skills too to develop a stronger project overall, I could immediately see how idea generation would be easy and enjoyable with these guys as we were able to bounce off one and other. We were able to consider the skills I wanted to develop from the module and apply it to their current ideas for the Monotype brief - agreeing on how all of our contrasting backgrounds in graphic design can compliment the different aspects of our response.

I wasn't initially drawn to the Monotype brief as I did not consider how type can be experimented with in terms of a whole visual campaign; but the way they sold it to me made me see how this is could be a brief I could adapt my skills to.
With the brief itself, firstly I believe it is very current in terms of world affairs, relating to immigration and politics and gives the designer an opportunity to communicate personal views on certain affairs that may interest them - meaning it can be very adaptable to various mindsets.

Secondly having the chance to engage in a topic that is vastly diverse such as culture allows you to have an open mind for this brief, referring back to my first point it can make it personal. 

After considering work I have been appreciating recently, to be able to experiment with type does actually draw me to the brief, as a more detailed typographical study is something that will develop my understanding and practise that bit further.

My group consists of Rob Harper, Jen Lea and Anna Farmer - neither of us has worked together before but we are all Graphic Designers - however not sharing similar interests in and outside of the creative world. Allowing us each to bring something different to the table!

When we first got together as a group we discussed when we could organise to meet up, we looked through each others timetables and realised we all have free time after lectures on Wednesdays. 

Along with most Thursdays these were the two days we highlighted as contact time, then we could organise frequent meet ups in between those days. 

For other ways of contact we set up a Facebook group chat so we can keep each other updated at all times.

In this brief Monotype challenges you to embody and express the importance of cultural diversity through a typography solution or campaign. In our first meeting as a group the aim was to analyse and interpret the brief in our own way. We agreed the best way to achieve this was highlighting key parts in the brief, this helps us understand exactly what the brief is asking for. As sometimes briefs can be overcomplicated but what we highlighted follows below:

- In collaboration with Craig Oldham - look into him
- Unique opportunity to express culture, local aesthetics, traditions, tastes, humour, quirks, place and people.
- Identify a culture, community, or country you feel is misunderstood, misrepresented or underrepresented
- Spark a conversation, evoke better cultural understanding and celebrate diversity
- Think about unique qualities
- At least one poster, one digital element, one other touch point
- Use only type as the major creative expression

Reading the brief a number of times really helped single out what we wanted to achieve as group for this brief, so we began to note down countries and notable cultures within those countries; also using recent news and conspiracies as initial inspiration. When noting down these cultures we always had in mind if we felt it was misunderstood, misrepresented or underrepresented. By doing this it would help eliminate possible cultures that we considered too obvious of a response to the brief.

 

*Was abit of a free-for-all for research to start with but then properly assigned areas to eachother.

As a group we decided to individually go away and find two possible cultures, communities or countries that we felt suited the briefed. Then we could meet up again and present what we have found, this would leave us with a total of six possible cultures, communities or countries in which we could select one then undertake extensive research and development.