503 - Collab: Monotype - Touch Point

Our early development ideas for the touch point included ideas of interactivity and creativity between monotype and the audience in a three-dimensional format. The use of 3D type or something to engage passers by in a physical space will be more unique than simply stickers or tote bags.

Earlier when we discussed our intentions for the brief, we all mentioned the Ted talk- If H is a chair. This places typography as tangible large scale objects in the public space, intended for audience interaction.

This could be incorporated as a large scale typographic piece, in situ; or something else which symbolises interaction. A huge scale piece of paper covered in tattoo designs with space to draw your own is another idea.

Inspiration for the interactive touchpoint:

Jen took this further by creating an initial mock up of 3D type in a public space. 

She opted for the use of Druk Web to keep the typeface consistent with the posters, but then warped it, attempting to make it look 3D. The experiment did not come out as well as she would have liked, however the concept would be to place 'be yourself' in an area where the target audience engages: the financial district, busy public spaces, cities and places highly photographed to get a larger social media/Instagram platform and link with the campaigns #hashtag.

With out time constraints, as a group we held a crit session with classmates with the intentions of receiving some feedback regarding were to drive the idea for the touchpoint. It was clear how we could all see how this concept is unrealistic for us to produce a high enough quality mockup in time to submit to D&AD, so we decided to consider a touchpoint which will interact the audience on a smaller and simpler scale, which would actually have more reach if handed out in a public place than a single touchpoint. 

Tote bags are increasing in popularity, cheap to produce and easily transportable and recognisable. As tattoo's are essentially art, the tote bags could simply be art works in their own forms, highlighting the message with a commercial agenda for Monotype.
Jen tackled the tote bag designs - she created a range in her own style which best reflected the aesthetic of the brief. 

She opted for a black cotton tote over white canvas, which would require a white thick-ink screen print to keep the product quality high. A small Monotype M would appear as the side tag, peeking out from the corner of each design. Anna and her worked collaboratively on taking these from concept to design.

We wanted to keep the branding consistent across all platforms, so they used similar typesetting styles to what Rob previously used for the posters, including the same type. 

For the artwork she used a mixture of everyones illustrations, with manipulated photographs of Rhiannon's tattoo's to further convey the tattoo iconography.

As a group we concluded on the three final totes below.

The tote on the left carries a clever concept - with a more playful attitude, the arm is positioned so it looks like its your arm when you're reaching into the bag.

The middle tote is a combination of the Past, Present, Future concept. It takes one part of each, creating a new composition of gothic type, sailor iconography and the future of tattoos in a modernist typeset.

The final tote is a homage to the project mission statement, making typography the focus. Simply the message, perfectly justified and powerfully bold in Monotypes Druk.