After the showing presenting our 3 strong concepts, I had positive feedback and some suggestion to take my project to the next level. With the feedback I decided to focus on the second concept which was aimed at home activities with the slogan Your home is your playground. I started to research more visuals which I thought that would be appropriate for the project. The mood board below is mixture of all the different styles of visual elements I liked which I think that will work with the aim of the project. The mood-board consists of visuals which are heavy typography and organic playful shapes. There are over lapping but also clean structured styles. I annotated each poster with the things I liked about it. These visuals are vibrant and energetic, they can capture parents mostly as it’s not so aimed at young children. It is contemporary style which will fit in with the rest of the campaigns already in the market. The colours are vibrant and bold, I think this project I want to use a wide set of colours as this is out of my comfort zone too. Usually I like clean limited colours which makes the branding so strong but as we are aiming at families, the language needs to be friendly and motivating we can achieve this with wide range of warm colours. The use of shapes and bold heavy text seems retro but it’s modern, it’s eye catchy and I can see this working with this type of project.
Climatology
Climatology is a brand that develops a small range of Day and Technical packs -but also looking to grow and expand into other categories such as jackets, tents and outdoor hardware. The visual identity is warm and playful, I think it captures the earthy feeling with abstract organic shapes. It is modern and classic but it communicates the brand very well. I think this was an example of you don’t need drawings, illustrations of literally to communicate the message. Colours, shapes if used effectively can also be a strong visual. They have used editorial style using photographs and combining the organic shapes to create a modern clean branding identity. This was a good inspiration and I want to carry on searching for the aesthetic I want to create for this project.
VISUAL ELEMENTS
I started off with the colour palette, mixing matching to get a palette that works well together. The final 6 colours is below, I really liked the way blue would look with light pink, the orange is also a pop off warmth and energy. The dark rich green would work with pinks and also greens. I’m really happy with the colours, I think it would make the audience feel positive. Then I decided on the the typeface, again I wanted something contemporary, clean, easy to read and simple. I liked Roc Grotesk as it’s simple but it has few details on each letter which makes it unique. The sans serif is a good font which has variety of different styles which is good for titles and also body copy. The next step is working on visual elements.
From the 3 concept review, Paul said those shapes reminded him off sports like grid was like tennis nets, the circles were balls etc. I was searching looking for things that would reflect children and parents. Earlier as I said, playground is like a fun place for children, I searched into kids play areas, one thing in common is the shapes in those play areas. They always have blocks of shapes which kids can play with. The visuals I want to use in this project is seen below. These are the shapes I want to use on the posters and other elements. However, it will not look this structured the main idea behind is these shapes will look like they’ve been thrown on to the page, layered on top in some cases to show movement and being active. I think this way I can capture the movement that is needed in the visuals and it would fit the purpose. The colours will change frequently between each shape depending on the outcome as there are many outcomes I want to create for this project.
The movement will be created like this, as seen below. The shapes are layering on top in some cases. It looks much better when it is not structured as it then fits the playground theme. In a playground nothing is static, it’s always been thrown objects balls. I also used solid colours and outlines as it can look too similar, having few different features can enhance the visuals. I’m gonna have several variations on each element but the branding will be consistent through out. I think the next step is to start designing the some posters and other elements for next week.
For this project I will be creating several outcomes: Print & Digital
Posters – English/ Welsh
Website
Fun Package- Planners, Tote bags, Stickers, Game Cards
Instagram – Posts and mock ups
Facebook – Mockups
Maybe an animation of moving logo if I have time.
What I need to do next:
Research some layout inspirations for my posters, slogans.
Busra Yildiz 