Initial logo ideas consisted of various black and white typeface variations. My main focus was to find two key typefaces which worked well as a duo. In order to do this, I experimented with upper and lower-case combinations. I created 14 type/logo variations to present to Catherine, asking which examples she liked most. The initial logos are shown below:
Cat's favourite logo was logo number 12. We agreed that this style was the most appropriate for her design practice. The typeface is light, friendly, and approachable - an ideal representation of her interest in Children's Illustration. Once we had agreed on this typeface, I began doing different layouts experimenting with upper and lower-case. I then showed Cat a few different layout possibilities to compare against one another.
The favourite type arrangement is shown below:
[[IMAGE HERE]]
To add a personal element to the logo, Cat specified that she wanted me to include a few of her own illustrations. In order to ensure the logo remained clear and legible, we agreed it only needed a small illustration. She suggested using a few jewels she had drawn previously, using her favourite pastel colour palette. It was her suggestion to include a maximum of three jewels. Below are a few examples of logo variations including the coloured jewels. Just in case, I also referred back to some of the previous typefaces to see if she now preferred these once the jewels were in place.
We agreed that Avenir Condensed Hand was still the most appropriate typeface. This meant we were able to then focus solely on the placement of the jewels. I experimented with placing one one each side symmetrically and placing a few in the same style next to one another. We also tried centring the jewels and placing them below the text.
I showed the developments to Cat to to see which variations she preferred. We agreed that the jewels worked best below the type as this was less distracting from her name. It meant the jewels weren't the main focus, but they complimented her name nicely. The inclusion of the jewels also worked as a small introduction to her style of work.
The final logo choice is shown below:
We kept it simple, friendly and approachable to reflect her both as an individual, and as a Children's Illustrator and Surface Pattern designer.
[LOGO HERE]
Once Cat was happy with the logo, we began to work on her promotional pack. This was to be used as an online portfolio for Cat to send to potential employers and as an alternative way to present her work as a set of collections. For this task, Cat provided me with all of her work and gave me a rough idea of how she wanted the layout and display to look. It was then my task to put this into practice, ensuring all of the images were edited and scaled properly through photoshop.
The first page was used as an introduction. For this, the only information needed was Cat's logo because this already included her name, her skills, and the jewels as a small taster of her work. I enlarged the logo to make better use of the A4 page, making the text easier to read. As a bonus, I proposed that we added a repeat of the jewels along the bottom of the page in the same style as displayed in the logo. The final layout is shown below:
The main template was then formed for the rest of the promotional pack. We agreed it was helpful to repeat her name and profession on each page. This kept the template consistent throughout the pack, and also meant readers were more likely to remember her name and associate the work back to her each time. The jewels also remained at the bottom of each page, exactly how they had been placed on the introductory page. This was a great way to reinforce Cat's identity, and we were both pleased with the outcome. The final template is shown below:
The next task was to experiment with layouts. I was given a folder of Cat's work, along with an order of each of her collections/projects. She specified that she wanted a continuous layout of the flat digital designs displayed large on the left-hand side of each page. These were to then be accompanied by the drape designs she had created to showcase her designs in context. We worked together on the promo pack. My main contribution was ensuring the layouts were consistent and the images weren't pixelated or damaged for any reason. I decided the most effective way to do this was in InDesign. The images were each placed individually and scaled to the desired size.
To avoid any image distortion when generating a PDF, I selected the images individually and chose the 'Edit with..' option in InDesign. From this I chose the 'Edit with Photoshop' option. This then directly opened the image in Photoshop where I resized the images to match their new dimensions in InDesign. Once the images were saved, they automatically updated themselves in InDesign, bringing the scale back to 100%.
A few examples of the pages are shown below:
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The next task was to help Cat with her CV and Cover Letter. Again, this was mainly a case of experimenting with type and layout. The logo was included on both the CV and cover letter, with the jewels running along the bottom edge in the same style as her promo pack template. I experimented with a few different layouts, including one CV landscape. The final pages are shown below:
[CV]
[COVER LETTER]
Finally, I needed to create an envelop or wallet to contain the body of work. We looked at a range of templates, but the most effective was a 'pillow box template' found on Pinterest. Using this as a template in Illustrator, I drew a new version using the Pen Tool. This was in order to make my own vector image to avoid any chance of pixelation when enlarging the box template.
Once the template was complete, we printed out a few mock ups to make sure it was big enough to hold all of the contents. I then added Cat's logo on the front and an illustration she specifically requested for the back. Again, I experimented with both portrait and landscape but the layout worked most effectively portrait and it informed the user which way up the box/envelope was to be held.
[FINAL BOX WITH CONTENTS]
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