Month: November, 2015

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.

03:11:15 Shot 2015-11-03 at 21.58.18

03.11.15 – Sitting Down With Lee

Lee and I agree after today that I’ve been trying to create a refined singular final piece that attempts to make a legitimate impact on my audience up until now.

Focus on what the elements of my represents, not how you’re trying to tell it.


The meaning I’m trying to convey creates an idea of my target student audience as gullible of adverts  and the practical, short-term benefits of fast/ bad quality/ high sugar foods.

I think that output and it’s environment/context is really really important, but concepts we’re far more important to me during sixth form and harnessing that will make me feel more comfortable during this project


I had a good think and recycle of the work. It’s altered my perspective largely on how I ought to approach all projects in the future.

What I was doing was shooting straight to the final piece. This has happened a lot this year.

What I should have done was focus on how I want to say something graphically that doesn’t require particular canvas dimensions or a pixel width. I needed something that characterises my project and the point I am shooting for.

Example. Rather than jumping for “bus stop ad cause it works for my audience”.

Character design because it works for my tone of voice.