ASSESSMENT 1A PROJECT PLANNING PROPOSAL · against a monochrome page setting. Taliban Feature | Black and white large scale photography creates stark contrast against bold, white

ANDREW FLINT | 7758472

ASSESSMENT 1A PROJECT PLANNING PROPOSAL

DDD30013 | T2 2016 | ANITA CALAVETTA

2 Topic Proposal | Design as Activism

Topic |

Design as Activism - In the discipline of activism, design is used in order to represent a marginalised group of peoples, question and spark discussion on sensitive topics and create solutions to worldly topics.

Within the publication, a number of design as activism projects are discussed within the excepted existing body of academic works. Analysis of such develops the target audiences understanding of the practical applications of design as activism.

Projects Discussed |

Anti-Memorial for Heroin Overdose Victims | St Kilda, MelbourneWalking Borders | G12 Summit, Brisbane#wecandothis Australian Marriage Equality | Canberra National Airport, Canberra Plastic Jesus & Donald Trump | California, United States

Proposal

RIGHT | Anti-Memorial for Heroin Overdose Victims2001

Topic Proposal | Design as Activism 3

Audience |

These discussions will allow me to form an essay base that is learned and aimed at either the young/middle aged designer seeking to learn more about designs role in activism, or the university student or recent graduate who seeks to extend their understanding.

This will mean that the publication will be aimed at an audience around 18 – 40, learned, who have an interest in social, environmental and political design and design for the betterment of everyday living. People interested in design for rights, design for protest and design for representation of secluded or neglected peoples will also find great interest in this essay.

Purpose18 - 24P R I M A RY A U D I E N C E A G E

PRIMARY TARGET AUDIE N C E

UNIVERSITY

R E C E N TGRADUATE

OR

S T U D E N T____________ ____________

4 Purpose| Audience

Reading Style |

The overall aim is that the reader grazes (reads cover to cover) the entirety of the publication, immersing themselves directly within the content. If the reader wishes to commence browsing (selecting particular content within the publication) or hunt (look for a specific piece of information), appendices and/or index will be available to support this.

“design for the betterment of everyday living”

Purpose | Reading Style 5

Tone & Voice |

The essay will seek to compare, contrast and evaluate. The tone of writing will be academic, but will not require a deep existing understanding of design within activism.

The publication will aim to support the text with appropriate imagery, and draw the reader in with considered design and a splash of creativity representative of the projects discussed.

The publication will seek to make use of strong physical ties to the essays content, with the presence of paper stocks and treatments, imagery, typographical hierarchy, grid, push quotes, hierarchy and type setting.

6 Purpose | Tone & Voice

Manuscript Summary |

The Opposite of Indifference discusses how design within activism is defined, the ways in which design is implemented as an activist tool and the ability design within activism has to elevate topical discourse when approaching sensitive topics.

Using existing examples of design within activism, The Opposite of Indifference also asks poignant questions of the reader, asking for consideration as to how and why we label and catergorise, who deserves remembrance and what avenues designers and activists are taking to represent those who are marginalised within our communities.

“asks poignant questions of the reader”

Manuscript

Ideation | Manuscript 7

Newsweek Travel Essay |

A large quantity of text is cleverly arranged in a two-column grid system, allowing a push quote ample white space to breath. Full colour photography is vibrant against a monochrome page setting.

Taliban Feature |

Black and white large scale photography creates stark contrast against bold, white typography. A narrative story is born, promising of secrets revealed whilst balancing the serious nature of the topic.

Mood Board

8 Ideation | Mood Board

Newsweek Travel Essay |

Full feature colour photography uses a broken grid to apply type. Imagery is cleverly framed by the structure of the architecture.

BEST PRACTICE |

Metropolis Magazine |

A 3 column grid is employed for text placement with overlayed imagery breaking across guidelines. Type in the style of traditional Spanish lettering reinforces the copy text topic.

Christian Lacrouix Feature |

Photo montage is employed with overlayed , handwritten typography. The grid is expressively broken, capturing the essence of fashion guru Christian Lacrouix. The communication by author is tailored to the target audience.The Beatles Feature |

CMYK typography is left aligned, support the left edge of the photograph. A 6 column grid is employed for maximum flexibility without compromising the legibility of the copy.

Ideation | Mood Board 9


Observed |

Experimental typographic layout becomes a part of the image. Hierarchy is used effectively to define and contrast levels of copy.

Metropolis Front Cover |

Emphasis is cast on the offset typography of the headline, with full-colour illustration encroaching upon the layout for visual emphasis.

The Beatles |

Strong contrast between image size and text block create a fluidity across the layout. Colour contrasts against monochromatic elements.


Mood BoardINFLUENCES |

Oversized Typography |

Monotone, over-sized typography is used as an image making device, creating a strong and significant contrast between copy and image.The audience is led from left to right via this image, with a scale within scale context beginning to break the grid on the left.

Creative Typography |

Creative typography is overlayed upon black and white photography to create contrast, expression and narrative story making,

Typographic Layouts |

Typography created narrative with its application - the word ‘amplify!’ increases in size as it is amplified. This form of typographic manipulation allows for an instant visual understanding of the topic discussed within in the copy.


Use of Colour |

Use of colour can highlight specifics within text and image. Colour can also connote a particular feeling, or relate to our per-programmed understanding of basic senses.

Scale-within-Scale |

Inserts allow for opportunities to showcase other imagery, textural experimentation and expression that may sit slightly left of parallel to the content of the publication.

Oversized Format |

Oversized formatting of the publication makes it immediately recognisable, accessible and connotes a sense of the serious. An oversized publication does not sit in the immediate comfort zone of a reader, as many of the topic within design activism may not sit directly within the excepted beliefs of the general public.

Books! Poster | A. Rodchencko & V. Stepanova

Contrasting, monochromatic colour palletes depict the rallying call for books for all. Contrast not only between colour hues, but also curvaceous and angled shape are dynamic, bold and submissive of the rules preceding them. Collage and photo montage are intersected within the formal elements for an abrupt and risqué composition.

Stairs | A. Rodchencko

Black and white photography is manipulated with angle to create an impression of modern progress.

Beat the Whites with the Red Wedge| El Lissitsky

An organisation of space, shape and colour are used to break the grid and form an expression of freedom.The relationship between these formal elements allows for a dynamic shift between the expected, the ordered, and the new.


Mood BoardCONSTRUCTIVISM|

Draft Copy | Proposed Contents Page 14

Proposed Contents Pagei | Front Cover

ii | Contents Page 1 | The Opposite of Indifference / Heading / Creative Typography

2 | Defining Design as Activism / Sub-Heading / Introduction

3 | Anti-Memorial for Heroin Overdose Victims / Image

3.1 | Anti-Memorial for Heroin Overdose Victims / Sub-Heading / Double Page Text

3.2 | Anti-Memorial for Heroin Overdose Victims / Double Page Image

3.3 | Anti-Memorial for Heroin Overdose Victims / Double Page Text 4 | Walking Borders - Arts Activism for Refugee and Asylum Seekers / Image

4.1 | Walking Borders - Arts Activism for Refugee and Asylum Seekers / Sub-Heading / Text

4.2 | Walking Borders - Arts Activism for Refugee and Asylum Seekers / Expanded Design / Sub-Heading / Double Page Image

4.3 | Walking Borders - Arts Activism for Refugee and Asylum Seekers / Expanded Design / Double Page Text

5 | #wecandothis - Australian Marriage Equality / Image

5.1 | #wecandothis - Australian Marriage Equality / Sub-Heading / Text

5.2 | #wecandothis - Australian Marriage Equality / Double Page Image

6 | Designer or Activist? / Image

6.1 | Designer or Activist? /Sub-Heading / Text

7 | Plastic Jesus & Donald Trump / Image

7.1 | Plastic Jesus & Donald Trump / Sub-Heading / Text

7.2 | Plastic Jesus & Donald Trump / Image

7.3 | Plastic Jesus & Donald Trump / Text

8 | Is activism definable within a design context? / Sub-Heading / Text

iii | References

ix | Back Cover

Concept Driven Narrative

ACADEMIC NARRATIVE

A C C E S S I B L E

O V E R S I Z E D

CMYK PHOTOGRAPHY

B A L A N C E

SCALE WITHIN SCALE

ACADEMIC NARRATIVE

READER EXPERIENCE

TYPOGRAPHY AS IMAGE

I N V E N T I V E

F L U I D L A Y O U T

S U M P T U O U S

ACADEMIC NARRATIVE

S E N S O R Y

R E B E L L I O U S

A N A R C H I S T

G R I D B R E A K I N G

A W K W A R D

CONCEPT 1 CONCEPT 2 CONCEPT 3

With a strong focus on narrative balance, type and image play duplicate roles leading the reader on a journey amplified with colour photography, varied high quality paper stock and a gloss paper treatment exuding a top end publication

Emphasis is placed squarely on the reader experience - academia is presented in an alternative structure with typographic elements acting as central imagery to copy. Illustrations permeate pages for visual cues.

As a sensory experience, paper stock and treatments enhance the subject matter, whether it is rough and rebellious or soft and mainstream. Colour is vivid when employed and text overlays image in an anarchist, grid breaking and defiant manner.

Ideation | Narrative 15

Grid Systems

Ideation | Grid Systems 16

Modular Grid |

The modular grid is the perfect grid choice for a publication aimed at centered, academic and ordered individuals. This grid is 12x12 which allows for multi-faceted text and image placement at different scale, creating emphasis and seeking attention to particular elements of the layout.

B O O K M E A S U R E M E N T S

A3PORTRAIT4 2 0 x 2 9 7 m m15mm Binding

_______________________________

Typography

Ideation | Typography 17

BaskervilleRegular | Italic | Semi-Bold | Bolda b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z ! ? @ & % $ /| *

OptimaRegular | Italic | Bold-Italic | Bolda b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z ! ? @ & % $ /| *

The Opposite of Indifference

Defining Design as Activism |

Defining design as activism requires understanding of the existing body of opinions concerning activisms representation within the field of graphic communication. To do this, several esteemed views need be compared and contrasted, building a body of myriad stances equal to designs role in activist society as it stands today.

The Opposite of Indifference

Defining Design as Activism |

Defining design as activism requires understanding of the existing body of opinions concerning activisms representation within the field of graphic communication. To do this, several esteemed views need be compared and contrasted, building a body of myriad stances equal to designs role in activist society as it stands today.

Cover Designs

Ideation | Cover Designs 18

Directions |

These two draft directions for the front cover exemplify elements from Constuctivist design princples whilst addressing a learned audience.

OPTION 1 |

A clean, expansive layout akin to a report or academic paper which relies on the contast of scale of typograpy, colour and shape to promote a simple message.

OPTION 2 |

A photographic composition outlines the principle of considering other counter narratives, highlighting our ability to see, speak and conceptualise opposing views.

References

Research | References 19

‘Academic Writing Design 1’ [image], in Design Means 2011, The work of Erich Nagler, Design Means, viewed 21 July 2016, <http://designmeans.com/work/magazines/NW_trav-el.html>.



‘Academic Writing Design 4’ [image], in Design Means 2011, The work of Erich Nagler, Design Means, viewed 21 July 2016, < http://designmeans.com/work/magazines/NW_travel.html>.

‘Academic Writing Design 5’ [image], in Design Means 2011, The work of Erich Nagler, Design Means, viewed 21 July 2016, <http://designmeans.com/work/magazines/NW_tali-ban.html>.com/work/magazines/metro_observed.html>.com/work/magazines/NW_steve_jobs.html>.

‘Academic Writing Design 5’ [image], in Design Means 2011, The work of Erich Nagler, Design Means, viewed 21 July 2016, <http://designmeans.com/work/magazines/beat-les_beginning.html>.

‘Academic Writing Design 6’ [image], in Design Means 2011, The work of Erich Nagler, Design Means, viewed 21 July 2016, <http://designmeans.com/work/magazines/metro_la-croix.html>.

‘Academic Writing Design 8’ [image], in Design Means 2011, The work of Erich Nagler, Design Means, viewed 21 July 2016, <http://designmeans.com/work/magazines/beat-les_beginning.html>.

‘Academic Writing Design 9’ [image], in Design Means 2011, The work of Erich Nagler, Design Means, viewed 21 July 2016, <http://designmeans.com/work/magazines/met-ro_columns.html>.

‘Academic Writing Design 10’ [image], in Design Means 2011, The work of Erich Nagler, Design Means, viewed 21 July 2016, <http://designmeans.com/work/magazines/met-ro_products.html>.

‘Academic Writing Design 11’ [image], in Design Means 2011, The work of Erich Nagler, Design Means, viewed 21 July 2016, <http://designmeans.com/work/magazines/met-ro_observed.html>.

‘Academic Writing Design 12’ [image], in Design Means 2011, The work of Erich Nagler, Design Means, viewed 21 July 2016, <http://designmeans.com/work/magazines/NW_steve_jobs.html>.

‘Oversized Typography 1’ [image], in Pintrest 2016, Inspira-tion Feed, Pintrest, viewed 26 July 2016, <https://au.pinter-est.com/pin/304555993532873136/>.

‘Oversized Typography 2’ [image], in Pintrest 2016, Byte, Pintrest, viewed 26 July 2016, <https://au.pinterest.com/pin/397161260860157982/>.

‘Oversized Typography 4’ [image], in Pintrest 2016, Luis Fer-solano, Pintrest, viewed 26 July 2016, <https://au.pinterest.com/pin/549368854521271999/>.

‘Oversized Publication’ [image], in Pintrest 2016, Mia Dunne, Pintrest, viewed 26 July 2016, <https://au.pinterest.com/pin/488922103279522619/>.

‘Scale Within Scale’ [image], in Pintrest 2016, Noelito Flow, Pintrest, viewed 26 July 2016, <https://au.pinterest.com/pin/271764158742053026/>.

‘Screen Advertising’ [image], in Pintrest 2016, Kyle Rob-ertsons - Behance, Pintrest, viewed 26 July 2016, <https://au.pinterest.com/pin/422071796310185175/>.

‘Russian Constructivism 1,2 & 3’ [image], in CreativeBloq 2013, The easy guide to movements- Constructivism, Creativ Bloq, viewed 26th July 2016, < http://www.creativebloq.com/graphic-design/easy-guide-design-movements-construc-tivism-10134843>.

MOOD BOARDS |

References

Fuad-Luke, A 2009, Design activism: Beautiful strangeness for a sustainable world. London & Sterlin, Virginia, US, Earthscan.

Heller, S. & Vienne, V. 2003, Citizen designer: Perspectives on design responsibility. Alworth Press, New York.

Rawsthorn, A 2013, ‘Expanding the definitions of design’, New York Times, viewed 14 July 2016, <http://www.nytimes.com/2013/07/15/arts/design/Expanding-the-Definitions-of-Design.html?ref=alicerawsthorn&_r=0>.

Rawsthorn, A 2015, ‘INDEX: Design award aims to solve the world’s problems, a few at a time’, New York Times, viewed 14 July 2016, <http://www.nytimes.com/2015/08/28/arts/design/index-design-award-aims-to-solve-the-worlds-problems-a-few-at-a-time.html?ref=topics>.

Thorpe, A 2011, Defining design as activism, Design activism, 19 May, viewed 14 July 2016, <http://designactivism.net/>.

Anti-Memorial for Heroin Overdose Victims |

UKessays 2015, The rise of the anti-memorial language history essay, UKessays, viewed 14 July 2016, <http://www.ukessays.com/essays/history/the-rise-of-the-anti-memorial-language-history-essay.php>.

Ware, S.A. 2008, Anti-memorials and the art of forgetting: Critical reflections on a memorial design practice. Public History Review, vol.1 no.1, pp. 61-75.

Ware, S.A. 2006, Memory slips: Speculations in Australian anti-memorial designs. The Landscape Architect, IFLA Conference Papers May 2006, vol.1 no.1, pp. 171-181.

Plastic Jesus & Donald Trump |

Anderson, J 1991, The adaptive nature of human categorization. Psychological Review, vol.98, no.3, pp. 410.

Simon, H 1969 in Fuad-Luke, A 2009, Design activism: Beautiful strangeness for a sustainable world. London & Sterlin, Virginia, US, Earthscan.

Walking Borders |

Phillips, L & Gutierrez-Sanfeliu, C 2015, ‘Walking Borders: arts activism for refugee rights’ Right Now, 2 February, viewed 14 July 2016 <http://rightnow.org.au/artwork/walking-borders-arts-activism-for-refugee- rights/>.

#wecandothis Australian Marriage Equality |

Bourke, L 2015, ‘Airport lights up in a rainbow to greet MPs flying in for parliament ahead of marriage equality bill’, The Sydney Morning Herald, 9 August, viewed 14 July 2016, <http://www.smh.com.au/federal-politics/political-news/exclusive-canberra- airport-lights-up-in-a-rainbow-to-greet-mps-flying-in-for-parliament-ahead- of-marriage-equality-bill--20150808-giutzl.html>.

COPY |

Research | References 20

ASSESSMENT 1A PROJECT PLANNING PROPOSAL · against a monochrome page setting. Taliban Feature | Black and white large scale photography creates stark contrast against bold, white

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