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[IMAGES: Logo, colour scheme, logo/ colour scheme lock ups, QR code]
The key elements surrounding City Canvas that were initially developed were the logo, colour scheme, and QR code. These elements, along with the chosen typeface, needed to be fully realised before the development of any other ideas so that the whole brand could work together cohesively as a whole.
The chosen typeface was Helvetica Light, specifically for the logo; a mixture of regular, tilted, and italicized. This mixture of variations created a quirky sense of movement within the typesetting. Furthermore, this both created a unique tone of voice and visually communicated the larger theme of movement surrounding the project.
Accompanying the type is a simplistic ‘smile in the mind’ style letter mark. Taking both of the C’s which have been tilted at the same angle for continuity and adding ellipses to turn them into peeking eyes. The two main objectives of the project are to firstly get outdoors and move around, and secondly to see some examples of contemporary design. Here, the movement is communicated through type and the visual aspect through imagery.
This approachable, friendly tone of voice was visually communicated further through the colour scheme. The brand was further realised through a mixture of unconventional combinations all of the a similar hue, creating a playful and intriguing feel.
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[IMAGES: Poster frames, map, posters, Instagram mockup, app mockup]
City Canvas is unique in that it’s whole premise combines digital and print seamlessly. Through the use of the QR code, the printed matter can easily lead people to the City Canvas app, where they can learn about the project and even support the cause by buying a print.
Another one of the key elements of printed matter are the poster frames. Integral to the project, people will submit their artwork and it will be placed into one of the digital frames before being printed. This means that when people are taking part on the art-walk they can easily identify which posters are part of City Canvas. It also ensures that regular passers by can be exposed to the brand and, due to the QR code, can learn more if they wish.
PERSONAL EVALUATION:
Working on a collaborative brief is something that I’ve never done before. Usually, I like to take control and have things go my own way, so I was apprehensive about this project. Surprisingly, I think that it worked really well and myself and my group worked cohesively with no major issues.
My favourite thing about working within the group was that the core idea that we came up with could be pushed to its limits, as all of us had different skills. Myself and Spencer focus primarily on print, so we worked on that while Zoe was able to generate an app as she enjoys digital design. All of this was pushed even further through Joe’s extensive research and budgeting skills. This was a really exciting experience as I saw something that I had worked on take on a form of something I currently don’t have the skills to do. I definitely couldn’t have produced an app so quickly within the time frame, but thanks to Zoe and collaboration it happened!
Furthermore, I have learnt that I really value bouncing ideas off others. Just having those key discussions and critiques are so valuable when it comes to idea generation. I sometimes struggle taking on big projects by myself as it can feel overwhelming, but almost resent collaboration because I want to do everything myself. I have learnt that collaboration is not something to look down on as it brings so many valuable things to a project and also lifts off a huge amount of pressure.
Lastly, I love how fast paced this project was. Something I’ve learnt about myself is that I’m not good with month-long projects constantly. I love being put under pressure to work quickly as I don’t overthink and most importantly just have fun! Myself and my group had our idea within a couple of hours and it was a great feeling to just crack on with it, not worrying too much and putting my skills to use.
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