OUGD504 - Design for print and web - session 1 - rewritten brief

Design for Print and Web - Reconstruction of the brief - session 1

My 3 Chosen briefs from the selection from ISTD:

1. 2010 project 4
2. 2009 project 2
3. 2009 project 1

I highlighted all of the key words - including some of the vague ones - to really get a grasp on what the briefs were asking me to actually do!

And from this it became apparent which one was my favourite: 2010 project 4.

After highlighting all the key words from the 3 briefs from the selection from ISTD; we began to analyse and deconstruct them using a series of questions/ statements.

5 Problems that the brief proposes I solve:

1. How can you make reading relevant to the lives of people who don't usually take the opportunity to do so?
2. How can you install a typographics piece in a public space without it becoming a piece of graffiti or visual pollution?
3. How can you stimulate the thoughts of a really broad audience? IE 'Residents and visitors of all ages'
4. How can you incorporate narrative/ lyrics to the public space in which they're installed?
5. How can you turn typographic narratives into a spectacle?

5 Facts about the subject and content:

1. It must celebrate reading in the 21st century
2. Must engage 'residents and visitors of all ages'
3. Must not become visual pollution!
4. Must be incorporated into the surroundings/ space in which they're installed.
5. Must consider how the readers engage with the text.

5 Facts about the intended audience:

1. They may not have the opportunities to read on a regular basis.
2. Their age range is very broad.
3. They regularly travel around in public spaces as a pedestrian.
4. They are willing to 'be lead on a journey of discovery' - does this mean they aren't very busy?
5. They may own technology capable of processing apps such as augmented reality - iPhones / iPads - does this give them a certain financial status? Does this cancel out the idea of reading for all?

5 Things you want to communicate in this brief?:

1. That reading can be 'fun' for everyone of all ages.
2. That by utilising new technologies you can turn the street into an art space.
3. The marrying of the stories/ lyrics with the chosen location / surroundings.
4. The idea of typography as art for everyone.
5. The idea of performance art can be understood and appreciated by everyone.

Things I don't know about this brief that I need to find out:

1. How to design for Augmented Reality.
2. How I could project onto buildings?!
3. Where I would be able to place the installation in relation to the story and surroundings.
4. How to engage such a wide audience.
5. How much I am allowed to propose and how much I can actually execute successfully.
6. Whether an older audience with the interpretive technology would care to engage with the installation and whether a younger audience who would care to engage but not have the interpretive technology of Augmented Reality.
7. How am I going to realistically show my work/ ideas?

Ideas for products of this brief:

• Augmented Reality iPhone/ iPad App
• Light projection installations
• Chalk drawings
• Natural green moss graffiti
• Power washed dirt

Because we deconstructed and really thought about the brief and it's suitability to our limitations and new understandings we then decided to re-write our briefs:

BRIEF TITLE

City Canvas

THE BRIEF

Design and create a public typographic installation that will engage a large audience.

CONCEPT / PREPOSITION

A series of preposed light projected installations for around a street space with a GPS orientated Augmented Reality App that the audience can use

BACKGROUND / CONSIDERATIONS

It must not create visual pollution/ litter/ graffiti in the chosen area and so must not be permanent or damaging in any way. It must engage a broad audience in a visually stimulating, unusual manner. It must work with the surroundings not just ergonomically but also subjectively/ contextually.

TARGET AUDIENCE

Residents/ commuters/ visitors of the chosen area that don't have the opportunity to read on a regular basis. They often travel as pedestrians through public areas. They may own iPhones/ iPads and so have a certain financial and social background.

TONE OF VOICE

Friendly, fun and easy to understand as it will be read by a widespread audience of people of all ages whilst they pass by. 

MANDATORY REQUIREMENTS

Fully planned concepts mocked up so that they are fully understandable and that can be proposed further. Possibly even a working Augmented reality installation to demonstrate how the installation would work.

DELIVERABLES

A working Augmented Reality installation and a series of design boards showing all proposals.