I began by reflecting on what we had already created for him to use as his main online representations. - we took a nice high-res press shot with his home-town Leeds in the background - stressing his proud roots.
- this is predominantly sent to events companies for use on event arts and posters.
We had also made use of the bold extended version of the quite underground/industrial reflecting typeface Eurostile - he picked this last year and was almost certain he wanted to stick with it.
But I already knew I wanted to strip it back and remove the lines, and see how we could experiment with this further some how.
I wanted to dig deeper into him as a DJ and as a person in general, to find some nice justifications which would help me approach the design.
THE NAME:
His name has a deep and meaningful story behind it
- he was brought up on a farm in Wakefield, just outside of Leeds, and his family have always been farmers. When he was a kid, he thought thats what he wanted to be and used to play on his step-Dad's old tractor all the time.
This tractor turns out to be quite the vintage collectors item, which they didn't realise until he was older when they found out it had been passed down from his step-dads parents too.
- It was called the Original Massey Ferguson TE20 Tractor - an agricultural tractor designed by Harry Ferguson. By far his most successful design, it was manufactured from 1946 until 1956, and was commonly known as the Little Grey Fergie.
It marked a major advance in tractor design, distinguished by light weight, small size, manoeuvrability and versatility.
- And on the side of the tractor it is actually written in a big bold typeface, almost identical to Eurostile which he says he remembers "running his fingers over each letter like it was yesterday"
Ferguson (Sam Lucas) is also an avid film photographer in his spare time too, which can also influence the approach to his DJ identity.
- As his natural style that he shoots is quite grainy and distressed, as it is on 35mm, and his focus is predominantly documenting the grungy and quite dirty underground dance music industry though his experiences as a DJ, this certain quality to his photos can be represented through the style of his identity.
- He often uses a flash to distinctly light up the dark raves - this captures the energy and emotion from that moment in a quality which rarely gets to be seen through all the low-lighting and neon flashing lights. Allowing the viewer to pick up on the imperfections from the film and little elements of the night you would never normally pick up on when you're there living in the moment.
How can I inject both of these influences into his identity to better reflect him and his practise as a multi-discipline individual?
In the meeting, we next discussed the potential deliverables that I can get working on for him, including ideas of:
- Identity (made up of:)
- Logotype/symbol
- Illustration / personalised character
- Digital outcomes
- Animated illustration for socials?
- Email Handles
- Motion graphics for use in Clubs
- Website landing page (time dependent)
- just the animation, and then links to socials, merch, upcoming listings.
- Physical outcomes?
- Album Artwork (+ digitalised/animated version?)
- Stickers
- Team AV8 Tees
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