My role for the exhibition came a bit earlier than everyone else’s as I was tasked to create the visual identity for the degree show.
I started working on developing the concept in April and carried on to complete the design in July. Handling the visual identity, however, didn’t stop at creating the design but also included coordinating with postgraduate colleagues and Ravensbourne’s staff to facilitate how this identity would be used in different aspects.
The design had undergone some transformation from a style that was initially flat to one that is purely 3D. The concept did not change much from the first studies but much of the process in 3D development is thanks to my Moving Image colleague, Sangwoo Lee. I had done the 3D modeling on Cinema 4D but Sangwoo rendered the objects to improve the texture and make them more realistic. The process was a team effort as he helped in adding objects based on Brigitta’s comments and I refined these additions to improve the overall composition of the piece. Once all the objects were approved and rendered, I did more refining on Photoshop to edit colour grading and small bugs that couldn’t be changed as precisely on the rendering software.
Creating the object was the first step that then led to producing layouts for print and digital. In the last couple of months, I worked on designing posters, web banners, full-scale print banners, Eventbrite and LinkedIn images, email invites and flyers. I worked with Louis Sampson from Communication Design and Peter Schaefer from Interactive Digital Media in facilitating the production of test-prints for the three large banners as well as the poster and flyers. I did not expect that it would take that many test prints to get each and every detail right but we got to the final prints eventually.
My role also included coordinating with those in charge of marketing and publicity tasks. To ensure that the identity was consistent, I distributed the project files and templates to be used for the different collateral such as sponsorship letters and exhibition material. Upon the request of Ria Hawthorn from Ravensbourne, I assisted in creating the visuals for the custom email invites for VIPs.
I found that my role was quite big to handle for one person especially as it was a task that began at very onset and extended towards the end. I was very grateful for my colleagues who helped with feedback and execution. I definitely would not have been able to produce the output without their help, especially Sangwoo’s and Louis’. Perhaps in the following years, the visual identity role could be divided among a small team. I understand the concern on how developing the design can be complicated if handled by more than one person but coordinating on the various collateral such as posters/flyers/banners could be handled by a team (maybe from Communication Design) so that the work could be done more efficiently.
Promotional material for the band’s tour. The visuals used in each of these designs were taken from the logo, installation, and stage design--all of which have been represented in different merch and promo material.
I created a third prototype, this time making an acrylic base without all the 100 holes. Instead, it would be cleaner, with holes only for the tubes on the cross grid. I also tried what it would look like with a black-mirrored base and found that the tubes’ reflections create longer patterns. But I find that using the transparent base gives a cleaner effect.
The two prototypes also allowed me to experiment with the positioning of the graphics. Rearranging them produced various combinations of graphics that were different from the intended design so I got to test how each would work. It’s also interesting to note that the graphics I stuck on by estimation produced a more effective anamorphic perspective than the one with graphics I computed digitally. Based on my experiences building this installation, physical testing is significant when dealing with perspective-based works. It is when I work on it while it is in front of me in its actuality that I get the better effects.
The image below shows the different tests of sticker printing I tried to achieve the right illusion once stuck on the tubes. Adjustments had to be made in the layout of the graphics to counter the discrepancies brought about by perspective views.
