This brief pushed my ideas of what a brand
is and I think that the way the studio thought about brands was insightful,
they saw them as experiences and pushed the limit of what a brand can be,
although not seeing any of their work was a bit disappointing but I was
understandable as they had all come from different studios.
They had asked us to re-brand something
that was relatively dull, there was six choices and we picked ours from a hat.
I got the City Council, which was not the one I wanted but it wasn’t the worst
choice and I liked that I would have something challenging to look at.
I looked into the council, as I didn’t
really know what the council actually did. I think that I wanted to make the
council more personal for this reason so that it was more appealing to ordinary
people.
I went for a highly vecotrised and bright
style that was unlike my usual work. I think that created a coherent and
appealing style for the council, but on reflection I can see that what I had
created looked more like a campaign than a re-brand of the council, I was also
aware after designing the identity I had called the new council something which
already existed as some kind of campaign in Leeds, however I couldn’t change it
as I had produced all the work!
I think that a strength of the work is that
I had applied the new style to a range of products and I thought that this
brought the idea to life. I also liked that my design had been considered and I
had not looked to anyone else for ideas of what I could produce in addition to
the identity. I felt because it was a competition there as a level of
competitive attitudes that had made some people change their ideas or look to
others for more ideas, but I had created my things away from this and I was not
interested in the competition aspect I saw it as a bonus that someone may win a
placement.
I really enjoyed watching everyone present
I felt that everyone had produced good, considered and extensive solutions and
it felt like we had all improved vastly on our ideas of what a brand was and
how it can be extended into an experience and applied to almost anything
imaginable.
If I was to go back I may of liked to have
firstly been told my name for the new council already existed, I was aware it
did but I had completely forgotten as I was so intense of the design process.
Secondly I would of liked to have had a crit about the work I had produced
maybe even with said studio to see that my idea had looked more like a
campaign, which looked good but wasn’t entirely appropriate for the brief.
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