3A - EXTERNAL POSITIONING

JUS DEVON MOORE UNIT 3A

EXT. POS.

EXTERNAL POSITIONING

STUDIO PRACTICE3A


STUD

IO V

ISITSH

ogarth

World

wid

eK

emistry G

alleryL

ovenskate

Over the past year I have managed to visit numerous studio’s for lectures, workshops and studio days. Hogarth Worldwide, Kemistry and Lovenskate stand out amongst these visits as they have continued to inform my practice.

I was part of a small group of second year graphic design students who were able to visit Hogarth Worldwide for a talk with the creative director discussing the appropriate usage of typography. He discussed not only the technical aspects of typography but also its contextual meanings. I found this discussing very engaging as this is around the time I began to recognise Art Direction as a potential career path and common theme amongst my portfolio. Appropriate contextual meaning an essential element which I endeavour to integrate into my own practice.

Kemistry were able to take us through the process of the branding of the “Africa Channel”. Personally I did not find the work itself to be overly impressive, but in hearing the lecture I was able to understand and appreciate the creative decisions made. Identity design projects are something which I enjoy, and so I found it interesting to compare my own approach to that of a well renowned agency. It was good for me to both add to and re-enforce parts of my own process.

Lovenskate are a small print studio based in Old Street, London. They silkscreen most notably for european skateboard companies and street wear fashion brands from all over the world. Through a friend of a friend I was able to arrange to help out in their studio for a week. Here I was able to put my printmaking skills to practice in a professional context and also learn from printmakers who I already had great respect for.

STUDIO PRACTICE3A


DA

ZED &

CO

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SEDIn

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ipA

rt Direction

Grap

hic D

esign

Artw

orking

Title S

equ

ences

After linking my portfolio in a tweet on Twitter (which my friend showed to his boss), I received an email from the Art Director at Dazed Group asking me if I would like to come in for a casual interview, discussion and possible internship. Designing and developing a website, and social networking platforms has allowed me to make great contacts and share my work with others. From the beginning of September to mid October, I assisted the Art Director in a creative team which consisted of 2 editors, a designer, a production manager, a web designer and web editor. It was fantastic to get involved with a multi-disciplinary creative team applying my skills to a number of mediums.

Printed for [email protected] from Dazed & Confused (November 2011) at www.exacteditions.com. Copyright © 2011.

STUDIO PRACTICE3A


Printed for [email protected] from Dazed & Confused (December 2011) at www.exacteditions.com. Copyright © 2012.


I was fortunate to be amongst very pleasant people who were easy to get on with. I tried to complete every task I was given to the upmost and subsequently had to opportunity to work on some interesting in-house and external projects, including, Dazed TV Identity and titles, an installation for 20 Years of Dazed (an exhibition at Somerset house) and spreads for November and Decembers issues of Dazed & Confused magazine.

STUDIO PRACTICE3A



STUDIO PRACTICE3A


In the design of the Dazed TV identity I was able to apply skills learnt from previous, talks, exhibitions, previous work and research to pitch my ideas and design. When working on this I had to consider to the already present brand identity of the magazine and aesthetic quality. One of my identity mock ups was chosen for the final logotype. In addition to this working as a collective we researched and experimented to produce title sequences for the launch for video of Dazed TV, “Dazed TV, The Party”. In this video I ended up creating all of the typographic elements and helping to distort the visuals. After this I was also asked to make the titles from several fashion related Dazed videos.

STUDIO PRACTICE3A


Only is the first student publication to come out of UCA. Initially discussed as a publication to document the events of the Lab, it’s concept quickly evolved into a much more sustainable idea. It’s format tries to adhere to the questions about space raised by the laboratory project. We thought that the mechanics, size and form of the publication should not conform to norms, and so it is designed in such way to challenge the space in which itself concerns. Its contents consists of independent fold outs which sometimes use folds to hide and reveal sections of images and text.

We took a mock up of our publication to Fenner Paper, who were supplied us with free paper in return for a mention in a publication which was sent out to lecturers and practioners who took part in The Lab.

The design stages evolve into a efficient piece of design which made best use of our collapsed budget of £0.00, a limited stock of A3 paper and a production team consisting of Mika Vaajoki, Laura Heckford and myself. From one A3 sheet of paper were were able to print 12 pages. The cover is made out of one half of a 350gsm A3 card. The Only logo, a illustration from the Lab project, was silkscreened on the cover in an experimental concocsion of pearlescent medium, ground glitter and acrylic. 50 publications were produced and sent out.

ON

LY PU

BLIC

ATIO

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rt Direction

Grap

hic D

esign

Prod

uction

STUDIO PRACTICE3A


TYPE D

IREC

TOR

SC

uration

Netw

orking

The Typographic Circle was formed in 1976 to bring together anyone with an interest in type and typography.

I was fortunate enough to be part of a small team of type enthusiasts from our course who were given the oppurtunity to curate the Type Directors Club exhibition on the 1st f loor of 1 Knightsbridge Green. I tried to work efficiently throughout the day as part of the team, and keep the morale of the group high. It was a long difficult day of curation but very rewarding when the doors openned at the beginning of the evening.

STUDIO PRACTICE3A


SUM

MER

MO

MEN

TSD

irectionV

ideog

raphy

Toward the end of the summer break a friend of mine who recently got a job as a Creative Technologist at RAPP was asked to shoot a video for a Panasonic social networking competition. He had seen some of my previous video work and asked me if I would like to come along to help shoot and direct the short film. We had only a few days to collate some friends to attend a free trip to Brighton and storyboard a 1 minute film describing and “fun day in the summer”. We encountered a lot of problems along the way, including, people turning up late, acquiring Panasonic products, which ultimately led to us runnning out of time, so we had to be quick and decisive when collecting the footage.

To watch this video, follow the link below:http://youtube.com/watch?v=egN9rDDhgp8

STUDIO PRACTICE3A


DA

RY

L KELLIE M

EDLE

YD

irectionV

ideog

raphy

Ed

iting

Working with James Devereaux-Ward and Mika Vaajoki, I was asked to shoot a promotional video of Daryl Kellie by Vaugn Talent. The client already had a firm idea of what they wanted but a very limited budget. We transported a makeshift studio to Daryl’s home in Alton where we shot the video. The day required hard concentration and quick problem solving in order to get the shoot to run as smoothly as possible, we were limited on space, power supply and the ever changing external light source. The video was shot with three DSLR’s, (Canon 600D, 60D , and the main 5D) and a selection of different prime lenses we thought would work well within the proposed space and which had a large enough maximum aperture to be f lexible to our lighting requirements.

I have a history in working with sound recording and production so it was nice for me personally to use these skills alongside videography and graphic design skills. The client was very happy with the finished piece which Daryl uses to book gigs, it is also featured on his homepage, (darylkellie.com) and his youtube page.

To watch this video, follow the link below:http://www.youtube.com/watch?v=9VuaMVWSxQs

STUDIO PRACTICE3A


BLA

.SE LDN

ResearchId

entity

Art D

irectionG

raph

ic Desig

nH

TM

L an

d C

SS

Prin

tmakin

g

Blasé stems from a love of culture and people. Heavily influenced by graphic design, skateboarding and music, the project is a journey which encourages individuals to explore, socialise and educate. Music and design is shared on the respectuve selections of the website in a blog like format. It is also an output for my printmaking, typography and illustration experiments. I print a quarterly zine using found content from the website and work from creative contacts. I also silkscreen t-shirts which can be bought from the online store and Sputnikstore.com.

STUDIO PRACTICE3A


When creating the identity and direction for the project I knew that I wanted to create a project concerning arts, fashion, music and street culture. The vast majority of brands opperating in this area have a loud branding system. I want to keep this project a makeshift, out of the bedroom production, with limited runs and maximum care for everything produced.

After researching logo’s and deciding what the identity should say, I decided that the geometry of the letterforms and overall construction was very important. The logo was created using a large sheet of paper, a CD and a ruler. It has been designed so that the letterforms can also be stacked (bla on se) to provide some flexibility. After drawing it by hand I re-drew it with Adobe Illustrator and also tested its geometry, which is something I have seen from the work of Georges Huel and Pierre-Yves Pelletier and many other “swiss style designers”.

http://blaselondon.co.uk/

STUDIO PRACTICE3A


HA

ND

MA

DE &

BO

UN

DId

entity

Silkscreen

ing

Vid

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hyE

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Branding for the UCA, Epsom table in Handmade & Bound at St. Brides Library.

The theme of a sweet shop was undertaken to provide the notion of a child in a sweet shop (i.e. print geek in a book fair). After some observational research it was apparent that many of the design and visual elements of a typical sweet shop would work well with our required matter (posters and bags). We also had a large variation of work submitted from UCA, Epsom which provided lots of colour to compliment the table’s identity. The table was adorned with sweets in glass jars (free for everybody!).

STUDIO PRACTICE3A


500 sweet bags were screen printed for people to take away prints and zines. An edition of 100 two colour posters (with a list of exhibitors) were screen printed as a freebie for anyone who bought an item from our table. I rented a 5D for the weekend with the intention of capturing the days events. I was thinking about making a short video which Luke Pendrell suggested that I did, and so I also asked Tom Hagarty and James Devereaux-Ward to help me cover the days events. It was an extremely difficult space in which to work, it was very busy and not every exhibitor at the time was too happy about me documenting

their stalls, one person said, and I quote “...you could just buy one”. In truth I understand that your intentions maybe misconcieved in such situations, but with most people if politely asked if I could shoot their work for the Handmade & Bound video, there was no problem.

STUDIO PRACTICE3A


To watch the video, follow the link below:http://vimeo.com/32538942

STUDIO PRACTICE3A


PERSO

NA

L WEB

STEA

nti-B

rand

ing

CS

S Cod

ing

I have a basic knowledge of HTML and CSS coding primarily from experimenting with my own personal websites and blogs. I am currently doing occassional web work for a shop in Pimilico and have been asked to join a “web” collective as the art director. Being able to understand basic coding, and web do’s and don’ts allows me to better understand the limitations of web design and I am looking forward to working with knowledgeable coders who are looking to produce some exciting web based work.

My current website is build on a cargocollective.com platform in which I have managed to use CSS coding to style the page as I feel nessecary. I’ve tried to keep the website consistently unobtrusive and nutural so that the work can speak for itself, rather than my web design skills be assessed.

www.cargocollective.com/jusdevonmoore

STUDIO PRACTICE3A


WO

OD

TO W

OO

DD

irect Mail

Bran

din

g A

dvertising

Blasé stems from a love of culture and people. Heavily influenced by graphic design, skateboarding and music, the project is a journey which encourages individuals to explore, socialise and educate. Music and design is shared on the respectuve selections of the website in a blog like format.

STUDIO PRACTICE3A


STUDIO PRACTICE3A


EVALU

ATIO

NU

nit 3A

Articu

lation

During the second year of our course I tried to begin testing my practice within a professional context which has led into this semester. I have participated in some competition design work, two internships, studio visits, lectures and workshops from which I believe I have been able to build upon my existing skill set. Throughout this time I have managed to engage with production practicalities. In video production I have been able to build upon my knowledge of videography, colour grading and editing in Final Cut Pro 7, Final Cut Pro X, Adobe After Effects and Adobe Photoshop. I enjoy engaging with the technical aspects also, for example shooting video with the correct shutter speed to frame rate ratio and choosing the suitable export format. I have had increasing practise and engagement with this field over the past 3 or so years and have acquired some experience in negotiating the rigours of professional practice and it is an area in which I would feel confident to persue in the future.

Considering a budget has been a common theme in the projects in this portfolio. The budget has a huge effect on process, and therefore design. I have also been building upon my printmaking skills which have been feeding into my personal project Bla.se. Trying to surround myself with people who operate professionally within areas of

this project has led me to a hands on experience, which is something I feel you can’t be taught in the comfort of university. I have greatly enjoyed experiences different studio spaces and working environments. My six or so weeks at Dazed & Confused were very enjoyable, I had no trouble with punctuality and I feel as though I was able to be a very helpful part of the creative team there. I have maintained contact with them and I am currently working on visuals for a mens fashion feature with the art director. I also realised whilst interning there that I do not what to work in a magazine. Magazine’s already have a relatively fixed structure, so really its just a matter of laying out text and image combinations, which has its limitations. Fortunately I was able to get involved with lots of diverse in-house and external projects which I found to be most interesting.

Over recent times art direction has stood out as the discipline to which I think I will be most suited. I enjoy being involved with the initial idea generation, how that may inform the process and design, and execution of the project. I have always enjoyed working across a variety of processes and mediums and have a need to acquire technical information, I like things to be done properly. At this point in time I can see myself working loosely within print, typography, publication design, cinematography and web design. I would like to maintain and implement lots of experimentation

STUDIO PRACTICE3A

within my work as I don’t want it to become inhibited and monotone. I would love to set up my own studio with a small collective which may at some point make enough money to earn a living. In the meantime I would like to apply myself to any creative role (preferably art direction/junior art director) as I’m sure there is still much more for me to learn. I have been compiling a list of studio’s whose work I admire for reference and contacts, any of which would be amazing to work in for a while once I have graduated.


STUD

IO LIST

http://www.helmo.fr/http://www.nodeberlin.com/

http://spin.co.uk/http://www.umlautdesign.com/

http://www.milkxhake.org/http://www.madethought.com/

http://www.studiolucderycke.be/projectshttp://www.2br.com/http://www.artiva.it/

http://www.bibliothequedesign.com/http://thingwebsite.com/

http://wearebuild.com/http://co-oponline.net.au/

http://www.designproject.co.uk/http://www.blanka.co.uk/Design

http://www.studionewwork.com/snw.htmlhttp://www.davidairey.com/

http://www.alextrochut.com/http://www.lamosca.com/

http://www.robinuleman.nl/http://counter-print.co.uk/

http://www.letermedowling.com/aisleone

coffee cake kern grid-based publishedbyprocess september industry siteinspire thisiscollate typetoken welcometohr

2br.com 75b.nl a—s.ch/work a2swhk.co.uk abriefhistoryof.info artiva.it artworklove.com ateljealtmann.com

STUDIO PRACTICE3A

bureau-va.com bvd.se cartlidgelevene.co.uk departuresdesign.com designproject.co.uk dnco.com dowlingduncan.com em-project.com emerystudio.com exitdesign.com experimentaljetset.nl farrowdesign.com fodesign.com.au gavillet-rust.com hyperkit.co.uk inhousedesign.co.nz km-d.com kms-team.com korb.lt lavitrinedetrafik.fr madethought.com magpie-studio.com manualcreative.com marquecreative.com megadesign.dk mikeabbink.com mode-online.co.uk modernpublicity.com morganstudio.co.uk morsestudio.com muggieramadani.com nickbelldesign.co.uk ok-rm.co.uk opx.co.uk pentagram.com projectprojects.com proudcreative.com remakedesign.com


3A - EXTERNAL POSITIONING

Documents

creative director

studio practice3aprinted

art director

studio days

dazed group

small print studio

creative decisions

web designer