FMP Learning Agreement

Today myself and my peers handed in our learning agreements for our proposed study of work during the time span of the professional project unit. I have included my learning agreement below.

Name: Christopher Walter
Course: FdA Visual Communication Level: 2
Unit: Professional Project
Reference number: VCM209
Credit points: 45
Study hours: 450
Tutor(s): Sally Hope, Kit Johnson, Mike Ryan, Neil Leonard

Synopsis of Study
For my Professional Project I plan to produce a promotional campaign for a film festival. This will include producing an identity and other relevant pieces of design from the following list: posters, website, programs, schedules, tickets, invitations, flyers etc. The chosen theme of the festival will be decided as part of my research phase and will focus on a certain aspect of film and cinema whether it be a celebration of a specific genre, director, actor/actress or series of films.

First of all, I will underpin my work by completing some initial preliminary research into the cultural positives and impact on locations which host these types of event regardless of the size of the event (anything based around grouping people together for cultural ends is relevant research whether it be film festivals, art exhibitions or music festivals or local gigs). This will help me to anchor my reasons why I am focusing on my chosen subject.

The majority of my research will consist of the study of event publicity materials and existing film events as well as unrelated events, such as museum exhibitions and music festivals to gain a broader knowledge of design in this sector of graphic design as well as contemporary, professional practice and existing film related design such as the art of the film poster. I will also look at contemporary typographic practice to aid my design choice.

The reason for this choice of project stems from my interest in film as well as from my opinion that design for events of this kind are often too focused on a single audience and thus fail to appeal to larger target audiences. I also feel that film events could do with a more contemporary, refreshed design aesthetic to bridge the gap between the traditionalist nature of events of this kind and the need for a more modern appearance to retain a prestigious profile within the field of film, while using a design that moves with the times and appeals to the broadest possible audience.

I feel that an event of this type needs a modern aesthetic and style, which appeals to my target audience and beyond. My target audience consists of people within the film world, or who have an interest in the subject but do not practice within the subject area of film for example the everyday person/film go-er. This highlights the need for design, which will cater for this broad audience. The focus of the campaign could include specific subject based, and unspecific target audiences.


Aims
A1 To consolidate my creativity and practical skills in response to a ‘live’ or simulated professional brief.

A2 To develop my creativity and your knowledge and understanding of professional practice.

A3 To develop and produce a professional standard of creative work in response to a ‘live’ or simulated brief.

A4 To prepare myself for employment, freelance work or further study.

Learning outcomes:
LO1 Demonstrate a professional standard of creativity and practical ability, including:
• Work that is technically comparable to that made within a specified genre.
• Work that shows an awareness of contemporary trends, styles and
subject matter, within commercial contexts.
• Work that shows a high degree of creativity and aesthetic judgement.

LO2 Demonstrate a professional ability to plan your time and your work, including:
• Project time planning.
• Working successfully with others in the production of creative outcomes.

LO3 Respond appropriately to the demands of a professional/self initiated brief, including:
• Appropriate creative outcomes to industry/work related briefs.

LO4 Demonstrate readiness for employment, freelance work or further study with confidence in the level of your creative, practical and professional knowledge and skills.

Assessment Requirements
For assessment I will produce development sketchbooks, including research into contemporary practice particularly in the field of graphic design, typography and existing publicity materials for a variety of events, exhibition and festivals, leading to a set of final publicity materials 100%.

Assessment Criteria (specific criteria related to the learning outcomes and linked to the statement of generic assessment criteria matrix):

Evidence of understanding through synthesis and development - Research used to inform design decisions and communicate ideas (LO1)

Evidence of knowledge of concepts and contexts - Project work that shows creative maturity and direction within a commercial context (LO1,LO2)

Evidence of understanding through research and analysis. - Extensive research, and the application of it, used for the underpinning and final conclusion of project work (LO1,LO2,LO3)

Evidence of understanding through critical evaluation and reflection - The objectives of the research have clearly been identified and used to inform project work. (LO1,LO2)

Evidence of knowledge of technical processes – Knowledge of suitable hardware and software required for the planned project (LO1, LO2)

Evidence of realisation through presentation - Work is placed within a commercial context and appropriate methods of presentation used. (LO3)

Evidence of realisation through technical application and skills - A synthesis of creativity and professionalism is demonstrated in the conclusion of the project work (LO1)

Evidence of realisation through communication of ideas – Presentation of learning agreement and finished project (LO1, LO2, LO3)

Transferable Skills
Managing and responding to professional briefs
Project planning and management
Completing the learning agreement

References
Magazines:
Baseline
Eye
Grafik
CMYK
CR

Websites:
British Film Institute - HYPERLINK "http://www.bfi.org.uk/" http://www.bfi.org.uk/
American Film Institute - HYPERLINK "http://www.afi.com" http://www.afi.com
Film Festival.com - HYPERLINK "http://www.filmfestivals.com/index.shtml" http://www.filmfestivals.com/index.shtml
Baseline Magazine Site - HYPERLINK "http://www.baselinemagazine.com/" http://www.baselinemagazine.com/
CMYK Magazine Site - HYPERLINK "http://www.cmykmag.com/" http://www.cmykmag.com/
Grafik Magazine Site - HYPERLINK "http://www.grafikmagazine.co.uk/" http://www.grafikmagazine.co.uk/
Typophile - HYPERLINK "http://www.typophile.com/" http://www.typophile.com/
Typographer - HYPERLINK "http://www.typographer.org/" http://www.typographer.org/
Design Observer - HYPERLINK "http://www.designobserver.com/" http://www.designobserver.com/

Books:
Type and Graphic Related Publications
Publicity Publications

Other:
Relevant flyers, handouts, posters and any other resources – magazine, events, exhibition, festival related design and publicity.

Screen Based Comms - Feedback

As well as having to hand in our proposed study in the form of our learning agreement we also received our feedback and grading sheets from the screen based communication 2 unit. I had worked extremely hard on this unit and learnt a great deal about web development software (Flash, Dreamweaver) and designing for the web in general (do's and don'ts, the importance of browser and resolution consideration, etc).

I received the grade of 66 (a high 2:1) which I am extremely pleased with. A first would have been better but I am still extremely pleased with the grade, and the feedback I received.

When looking at my website, there is a large flaw which makes me feel I was lucky to receive the mark I did. This flaw is the design of the site, it is boring, I don't mean the way it works and presents itself, more the dull colour scheme of black and white... It is just far too plain. I plan to update this alongside my PPRD.

Technically I think the site is sound and I was extremely pleased with the amount I learn't on the brief, especially the amount of detailed actionscript I work on heavily, even having to make a complete change of much of the workings. Annoying but helped me learn even more.

So... Overall pleased but wish I had jus used a stronger set of design elements, colours, typography etc.

Live Brief Completion//Presentation 18th February

Today myself and Ben Strowman presented our logo and identi-kit to two MAA associates who we explained our reasons for our design choices (colour, type, orientation) and our reasoning. When completing the brief we decided that the logo needed to be corporate to a degree while still being appealing and not looking like a construction company or a courier service identity. We chose a selection of blues with detailing and strapline in an orange. We felt these choices suited the location and the areas which would be involved within the MAA of Dorset, Bournemouth and Poole as it is a coastal area and although many colours would have been suitable we felt that the chosen selection would help the public relate as well as still being a strong identity with bold colours.

During the presentation we discussed our choices with the two representatives of the MAA, Kit Johnson and Matt Desmier. I felt that it went extremely well and am quite intrigued as to the piece of work they choose as after seeing various groups work, it became clear that the standard of work was extremely high. I think were in with a chance though. I have included the logo development and the our chosen final logo below. I feel it is also worth noting that I am actually really beginning to enjoy presenting and discussing my work, a skill which I think is very valuable to someone who plans to enter the professional workplace.

London Trip//Inspiration 16th Feb

Today I attended the rescheduled London Trip which was put in place to allow us to gather information for research and to be inspired. We arrived at the Tate Britain which was interesting but was not particularly relevant to my chosen proposed area of study for my Professional Project.

I spent the majority of the day with James Mcmorrow, Meghan Corkrill and Laura Foster. I found the day really productive and useful as we walked alot which allowed me to view and photograph various event advertising and publicity posters, and other advertising spaces.

We also walked to the BFI (British Film Institute) at Southbank which I found extremely useful as there is a never ending array of film festivals which take place at the location which is made up of a gallery, a small exhibition space upstairs (where I saw various pieces of film development (scripts, posters and some amazing examples of storyboards) for Kubrick's Barry Lyndon) and three screens.

I was able to look at a variety of posters, publicity materials and even managed to obtain various monthly programs for the BFI's exhibitions. Also it happens that the National Theatre is next to the BFI so I was able to obtain other examples of similar publicity examples.

I had actually forgotton how good London is for inspiration and a taste of culture. I am seriously considering moving to a city after completing the course as some of the larger places such as London, Leeds etc seem to literally hum with creativity. All in all a very useful (but long) day. I have included select photographs of the various advertising spaces and existing film exhibition publicity below.

One Minute Presentations - 12th Feb

Today the group presented our individual ideas/learning agreements and research sources to the rest of the group, Jo, Kit and Sally. Initially I was not overly thrilled to be doing a presentation lasting a single minute, however when I began working to prepare slides to present my idea for the day, I began to notices flaws and areas within my proposed idea which could be more solid in substance and working. Overall it turned out to be an extremely useful excercise in idea rethinking and development.

On the day we presented our set of slides, I was pleased to receive some good pointers and solid feedback from Mike Ryan, Sally Hope and Jo Donolly and my peers. I plan to ammend my learning agreement somewhat so it is more specific and relevant to my proposed area of study.

Professional Project Initial Ideas// 5 + 6th Feb

After considering the project over the last week between trying to work through a brief for the MAA with Ben Strowman, I have come up with various initial ideas for the subject of my final major project//professional practice unit.

My first idea was to develop and brand a t-shirt company, including designs and branding materials however after a lengthy discussion with Kit Johnson about whether it would be a suitable subject, I eventually concluded that this is something which I could work on as a personal project later on, where as for the professional project something with a bit more scope and exploration is more suited to the amount of research and preliminary work needed for a suitable subject for the professional project.

I have since had various other ideas including a type event (redesign Helvetica 50 event but for Helvetica 100?), a film poster redesign, or the branding and identity of an event or festival.

Live Briefs // Competition Briefs

I have not documented my progress on these two areas mainly due to the fact that very little progress has been made (if any at all). Since i last mentioned the D&AD briefs, I have changed project and joined a group made up of myself, Robert Houliston, Ben Strowman, and Alistair Blake. We are working to complete the D&AD Pj Smoothies advertising brief. Currently we are throwing around various ideas and have made some progress into considering visualisations.

The live brief although not running for nearly as long as the competition briefs is going well. Ben Strowman and myself have decided to work together to produce an identity and various other pieces of branding for the Dorset, Poole and Bournemouth Multi Area Agreement. We have made various logos and have begun working on website templates to present on the deadline of February 18th (hence the reason why the D&AD brief has been put off for the time being). The brief also requires us to think of a slogan and create other pieces of documentation such as business cards, letterheads and a newsletter (printed and digital).