503 - Collab: Monotype - Presentation Slides & Evaluation

Final Feedback 

Q. Do you think our choice of identifying tattoos as a misinterpreted culture is a justified one?

All the messages throughout the campaign identify common negative attitudes towards tattoo culture. By you identifying them you successfully address how this culture is misinterpreted which is a requirement of the brief. The justification of this specific misinterpreted culture I believe is how you've applied a assertive tone of voice throughout which helps push tattoo culture.

Q. Does the overall communicated content address this in an appropriate light?

As I mentioned its assertive and confident which can reflect the culture but also the potential audience.

Q. Would you think that the overall aesthetical identity would be successful if published as a real life campaign?

It's current in terms of the style, so the use of Druk which is becoming more popular in corporate design helps elevate the design towards a real life campaign. Its simple and impactful across a number of platforms but I believe this campaign has the potential to exist within an environment. For example an exhibition showcasing tattoo culture in print or even a live exhibition in which the tattooed people themselves are the artwork on show.

Q. Does it feel powerful enough to effectively convey the message and draw away from the negative connotations previously surrounding the expression of tattoos in everyday life?

My only problem is that its highly stylised and is aimed and attracts younger and creative minded people who often don’t have negative attitudes and beliefs towards tattoos. I think if It was to change peoples opinions on tattoos then it’d have to be more designed towards people who have stifling views on tattoos such as older people.

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Q. Do you think our choice of identifying tattoos as a misinterpreted culture is a justified one?
Yes, as tattoo culture is becoming more and more common/popular, it will interest a wide range of people.
Q. Does the overall communicated content address this in an appropriate light?
Yes, I feel that you have celebrated tattoo culture and people will appreciate how you have done so.
Q. Would you think that the overall aesthetical identity would be successful if published as a real life campaign?
I believe that the content would work well in real life as many people would be able to identify with the campaign.
Q. Does it feel powerful enough to effectively convey the message and draw away from the negative connotations previously surrounding the expression of tattoos in everyday life?
I feel that you have shown how tattoo culture is becoming more of the norm and people who maybe have negative connotations previously may seen tattoo culture in a better light.

Evaluation

Working in a collaborative group has been a much more enjoyable experience in comparison to last year. Now we are further into the course I feel like I managed to secure myself a very developed team to work within, of which we all fitted into perfectly bringing unique and fresh accolades to the table.  Me and my group found ourselves bouncing off one another during all team meetings and concept development sessions. We found that ideas turned into concepts, and concepts turned into developed responses much quicker than when working alone - as we were able to allow everyones different opinions and specialities influence and shape the work we were doing, as we all come from different backgrounds and disciplines of Graphic Design we were open and accepting enough to allow scrutinisation of an idea and then quickly build on from that and develop it further as a team.

I was quick to notice how the benefit of being a team of 4 Graphic Designers meant we could all understand the specialist language and terminology from the offset, which in turn sped up the process as we could have more advanced and in-detail discussions and analysis than if we ended up working with an animator or illustrator. 

However, I think it would have been beneficial for me if I did experience what it would have been like to work with someone from a different course as it would have given me a taste of what working with external designers could be like, and I probably would have found it more of a challenge to communicate and discuss ideas due to their completely different approaches and structuring of projects. 

I did state how I wanted to improve my illustration and animation skills further, and this could have been done through working with someone who actually specialises in this and studies it strictly at uni; however I feel as I approached my group from the start with the intention of providing them with illustration/animation services it allowed me to fulfill that desire and really build my skills on my own, trying out things I haven't even considered before and gaining some more motion design experience aswell as work for my portfolio. The clean and more professional concise touch this provided drew the whole project in my opinion, building on from just the poster and touchpoint design making it a much more elaborate and interactive tone of voice and message for the audience to be attracted to. 

We were able to split workloads reasonably fairly and each feel as if we had a specific developing role in the group which we constantly reflected on in team meetings. Through the delegation of various focus' for our research it gave us each our own specialism to become immersed in, and then efficiently feedback to the group to build the bigger picture. In the design process everyone played to their strengths for example, Jen and Rob as lead photographers for the shoot.

I took quite a forward role in the group and feel as if I did approach myself correctly with the other group members. We were all very able to listen and consider eachothers different viewpoints and then collate them into something much stronger. With my role it naturally did come with some organisational responsibilities, ensuring everyone was pulling their weight and meeting our agreed interim deadlines and ensuring we always questioned our concepts from every angle to establish strong, understandable justifications.

With our time constraints with other projects we tried to make sure our brief was conducted to a strict time plan, which Anna and Jen made sure we adhered to to get the resolution produced and developed before the deadline. 

Upon first expectations for the brief I never expected to get to design for and represent a culture which I feel strongly connected to and passionate about. The initial concept of addressing tattoo culture on a whole did feel like a very daunting task although we were quickly able to hone in and produce and develop a strong visual typographically lead campaign.

In the future I plan to explore working collaboratively across more platforms, and the possibilities of working within a creative team within a close-knit studio and now know from experience the standard of work which can be produced with the right heads together.

In terms of feedback, it was seen as a very strong campaign both conceptually and visually, the only point that stuck with me was the consideration of how it is a very trendy, highly stylised campaign which the older generations may not all be attracted to, this being the kind of audience which most popularly have negative opinions and connotations with tattoo culture. My response to this would be it is a very sleek, yet hard hitting campaign which I think initially would still appeal and catch the attention of those generations out of interest. The layouts and tone of voice of the content do make it easily readable and easy to buy into, as the more personal approach of introducing you to each character whom sports tattoos may change your opinion and make you realise it is now a form of expression for everyone, not just delinquents!