"I approached this brief with the aims of communicating Leeds College of Art as the specialised art college that it is. With my research directly leading me onto the consideration of our famous mosaic, this is where the inspiration for my main message originated from.
The Mosaic, seen as fundamental and truly iconic to the colleges identity, it reflects our tradition and rich heritage, whilst still underpinning the modern ethos, impact and ambition of Leeds College of Art - embracing the dynamic way in which we aim to reach out to current and potential students with something lively and promising.
I applied this concept, in a new and unique way by applying small scale images of the faces of the people who actually make up our tight-knit community, representing them as the individual pieces of the mosaic whom fit together to create the bigger picture.
This bigger picture being a breathtaking macro photograph of an eye taken by an LCA student, providing further depth to the design, and this acting as the main focal point of the composition.
Partnered with the clever, tongue and cheek tone of voice which aims to be approachable yet straight to the point for potential students; reflecting that of the people of Yorkshire, and in turn, encouraging the students towards this diverse and developing creative hub up in the north - which has seen rapid growth these past few years.
I wanted to suitably reflect this sense of community we have worked so hard on creating, not just through the mosaic, or the showcasing of students work via the imagery. I decided to feature a successful recent graduate on the swift roller banner strengthening my justifications even further.
I hope that my designs do engage with the potential students and will act as an eye opener to the pure marvel of LCA and Leeds."
Evaluation
I thoroughly enjoyed the opportunity the Display Wizard brief has given me to research deeply into my university, and refresh myself of the first hand reasons as to why I chose Leeds College of Art, and Leeds as a city to come and spend 3 very important years of my life at. This acted as inspiration for me for this project and encouraged me to question how and why prospective students may be considering it the same way I was, and then how I can produce a piece of graphic design which would aid their decision.
I particularly enjoyed looking into the actual brand identity guidelines for LCA as it allowed me to understand the identity surrounding the uni, which I communicate with everyday, but in a much more considered and in-depth way that I never have been able to before. And then to be able to apply this fundamental knowledge and get to experiment with producing my own response/media which aimed to be consistent and representative of the college I consider so highly.
I think I was able to stay true to the ethos and approach of LCA with my designs, through a developed concept surrounding the iconic mosaic. This resulted in a complex composition which adopted the idea of the mosaic in an intelligent way, using smaller images of creatives who make up the LCA community as the mosaic pieces, in turn creating the bigger image which I was trying to communicate. I would say the aesthetic of these compositions doesn't fit my usual style/final outcomes for projects, but I am pleased with how they turned out and see it only as a good thing that I was able to experiment with some considered totally new to me. I kept the concept and aesthetic consistent between the two banners, but satisfying the brief by varying the focus of promoting both the uni in general aswell as the social aspects of becoming part of this tight knit community we have going on within Leeds College of Art.
Due to time restrictions with other projects, and my poor time management I do feel as though I had to rush the project, not allowing me to fully experiment with my full range of ideas, however I do feel as if I was still able to finish with a considered and well-developed response to the brief. I hope Display Wizard values the hidden conceptuality within my submission and consider me as a serious contender.
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