18.01.16 -Brew By Numbers


What I like about the packaging by Brew By Numbers is it’s functionality.



The large number on the left signifies the style of beer. The number on the right signifies the name/ recipe of the beer.

The purposefulness of this speaks to me as a designer.


Ideas, Research and Impending Disaster

Speaking to Paul, he explained that it was problematic that I didn’t have secondary references that back up my work and that this communicated a sense of naivety in the use of my footprint designs.

I argued that the idea I have produced has spawned from research, however it was primary. As it stands, I currently believe primary research provides wider potential for originality because the thought (in coming from me) speaks to me as a designer more.


Here is the reasoning behind the use of footprints:

  • My research revealed a sense of diversity to the city. To convey this would illustrate an “unvarnished view of the city”, a request that Dan would like seen in our outcomes.
  • Footprints provide a recurring motif that is flexible enough to demonstrate a bespoke application to each section of the book (i.e. working shoes in Attainment & Ambition to might indicate commitment to working).
  • Footprint designs give an impression of individual personality whilst potentially supplying the audience with familiar aesthetics. This may create relatability and encourage reading.
  • Dan wants the report to “provide a baseline of how the city operates”. I think that I’ve achieved this by using the footprints to guide paths that demonstrate peoples behaviour (i.e. footprints walking towards each other in the “Living & Working” section of the book might indicate a social interaction between people).

As a designer, I don’t see the necessity of searching for inspiration in people’s work I see. But as a person I do see the necessity for seeking inspiration in everything I see hear, which in this case, I did

Because human perception governs their focus, I want to use visual language that’s familiar to people to create an approachable document that encourages the reading of it’s content. I think this is more important because I don’t think  the audience aren’t looking out for the latest graphic trend in my work to ensure that they read it.

Deviating from my design methodology seems silly based on the grades I’ve received since second year. This is why I’m less inclined to take Paul’s advice.

Paul recommended researching graphic uses of footprints. But I feel like I’m back tracking by doing that. It connects and looks more holistic. It’s just not authentic.

Am I simply justifying the first idea that comes into my head and excusing it as an easily understood means of design communication? I shouldn’t say that I’m right, because Art and Design is subjective. But if that’s true. Should I be marked down for designing based on my opinion of the purpose design serves?

Ultimately, what Jo said the other day about the designer challenging and shaping the meaning of what design is and how it functions places a full stop at the end of this article. I believe that secondary resources should provide glimpses of inspiration, but that the bulk of an outcome should be embedded strongly in primary research, and human observation.

05:12:12 – Objects Experiment


D&AD Visit – 03:12:15

The Define Stage – 03:12:15

03:12:15 – Annual Reports

30:11:15 – The State Of Sheffield – Definitions

After gathering all the discoveries, I collated them together and organised them under particular themes/ patterns.

From here, I created insights. I did this by looking at the categories and thinking about what these coupled discoveries meant.

At this point, Ideo, the creators of the double diamond design process suggest making “How might we…” Statements. Taking the insights I’ve realised, these statements translate my research into questions that encourage the process of changing.

I’ve been trying to do this task for a while now but the only question I can seem to able able to ask is How can I exploit (insight x) to accentuate the features of this project.


22.11.15 – Issues With Food – Checkpoint

Food Project Reflection

What is the Project?
Here are the notes I’ve written up following the Issues With Food Project we’ve been working on over the past few weeks.
The problem I’m focusing on are the bad eating habits students pick up during their attendance at uni and the risk of the fresher ’15 (a phenomenon that suggests the likelihood of 15lbs of weight loss or gain based on student dietary changes).
I think this subject is an issue worth raising awareness about having heard stories and seen the effects across the past few years.
The reason behind these bad eating habits are based on things such as saving money to go on nights out and the amount of perceived effort.
Responding to the project, I created a character that represents every bad student eating habit I’ve recorded and seen during my time at uni. He is based on my roommates and subjects of this problem in my primary research.
How Did It Go?
As mentioned, the issues is based on first hand experience, and not a lot of it. I don’t think is a basis for a real project. I feel compelled to reach out to my audience with a question/ series of questions to attempt to find bad eating habits that students partake in the most. This will give me access to a larger audience.
John Remarked that there was no girl Character? I didn’t find it necessary because all of the subjects of my project we’re male (so far). He also remarked on how I appear to be creating a brand.
I didn’t have any examples of this work applied to any outputs (flyers, pamphlets etc). This could have been achieved with a larger commitment to . However, I’m glad I took my time.
Alina Wheeler’s book Designing Brand Identity suggests how a character represents the values and attributes of a brand. I have a character that represents the opposite of this which I use to show the audience what decisions are being made incorrectly by students. Before making these decisions, Jimmy, the character is confronted with a dialogue that reveals the results of the consumption of whatever goods he was about it eat.
So how about a female character that represents the project’s healthy eating attitudes? She can also act to respond to Jimmy’s dialogue.
I feel somewhat uncomfortable using a character because the decision was based on research that is now useless to the project. Having said that, I believe that the visual language I use is still a viable option. John highlighted how observing this narrative from a third person perspective allows the audience to relate to either character,  providing them with a reference point to understand their behaviours and consequentially take action.
The illustrations aren’t of a high standard and I want to create work that might be used for actual material that targets the biggest, most realistic issues surrounding my topic.
What Action Will I take?
I’ll start by:
  • Researching into the freshers 15 further to discover any problems it has caused
  • Create a questionnaire
  • Learn illustration techniques to make make Jimmy look like a more authentic and professional cartoon

London Trip – 17:11:15

Day 1

We swung right into the week by visiting Pentagram. A design consultancy that work in various design hotspots around the world, I consider Pentagram to be one of the most successful companies in it’s nichè. I just had to see it.
A chilled atmosphere downstairs set the scene for the business’s general attitude. It’s one thing I like about the industry.
After we we’re led upstairs we asked some questions, taking a look around the work area. It occurred to me at this point that around that sort of environment, I currently feel intimidated. This is despite the smiling faces that greeted us, because all of these people, making work to such a professional standard arises thoughts of how at University, I’ve felt protected in the safety bubble of education whilst what feels like the challenging “big world out there” looms, demanding a higher gear. I believe that I can achieve this, but I’m taking my time and refusing to rush at this demanding pressure after attempting this various times last year and feeling out of sync with my work.
What I can take away at the moment is that at least I know where I think I stand setting out a realistic avenue for me to personally exceed it.
The building itself was used to load cargo in and out setting out a traditional aesthetic which maintains Pentagram’s knack for aesthetic, this was noticeable on the way back down to the entrance where we we’re offered a series of books designed by Pentagram.
Looking through the books on the way back from London, It occurred to me that the works Pentagram produce are generally the forms of graphic design I want to be producing. Advertising, poster, signage, packaging, identity, logo, branding and web.
Here We’re also wicked.  A very coherent and articulate partner of the business provided clear information and I aim to achieve. However, I couldn’t help but ask myself, with so many employees, do some creative voices not struggle to be heard? Mac Monkeys motivate me to work Freelance more, however I know that it’s important to stick work like that out
Day 2
Someone Designs saw more Mac Monkeys but it’s always good to speak to Someone from Hallam and these guys obviously take pride in their work.
Day 3
Offset gave me the honour of hearing Seb Lester speak. I’ve need heard to him before but as it turns out he’s invented a decent portion of the type faces I’ve seen. His humble attitude and honest approach shows proof that genuine and hard work have the power to fuel a rewarding and desired career
Day 4
The London Police spoke too. Their mad debauchery in performing there original Acapella renditions (themed) around dogs allowed me to admire a carelessness that I aspire too achieve myself
It was a great trip. I learnt a lot. Thank you Pam, Matt and all other tutors involved in the trip x

03:11:15 –

After a realisation, I’ve decided that I shouldn’t focus my perspective on people. It’s also not a real intervention. I think they make some bad decisions but the problem is based on what these thing will do to your body. The main contender?

The Fresher 15

With a deadline around the corner, I need to keep my work, I just need it re-branded.

Jimmy is now James, a first year student Sheffield Hallam has welcomed with open arms. He’s really excited to engage in the lifestyle. But will he be mindful of his well being during his epic journey?

Thankfully, he’s won’t have to worry about everything, because there is an ongoing campaign to provide James with information that encourages healthy eating by fighting the “Fresher 15”. A university phenomenon of which many factors contribute.