Afterlife: Yoke Creative

Yoke Creative is an agency focusing on video and animation – for commercial clients as well as charities.

One of the most interesting things Tudor said was emphasising the importance of personal projects, that you do off of your own back in your free time. These projects can show potential clients the type of work you enjoy doing, and do well it can lead to paid work that is in the area that you really enjoy. He also thought it was important to do fully self iniatied work just because you like to do it, not to fulfil a brief from a client because this isn’t really you being fully in creative control. Other advice Tudor gave was that going into a studio setting or a studio with lots of businesses running out of it can be really helpful in learning things other than just creative work, things like pricing jobs, working with clients to the more business side of things like writing contracts and what to do if someone hasn’t paid you.

Another big thing he said was that reflecting on the work you have done is really important, it helps you think about the tyoe of work that you enjoyed and want to do more of in the future. Taking a step back and assesing work you have done is really important.

It was really good to hear a talk from someone who is not necessarily a ‘graphic designer’ but from a different part of the industry. I think the Yoke Creative story was quite inspiring and shows that if you have passion and determination you can become really successful at something you love to do.

Manifesto research

Looking into design manifestos I found the Riot Grrrl manifesto which really stuck a chord with me, it was written in 1991 with feminism at its core. The content as well as the style of the manifesto are really interesting. Ten Principles for Good Design’s simple layout makes it clear what the author, Noah Scalin, perceive sgood design to be. I think the two manifestos say very different things and have different visual styles but they are both effective in different ways.

After looking at these two and some other design manifestos, I looked at the The Conservative and Unionist Union Party Manifesto, which details the five giant problems facing the nation at the minute, one of them is “Enduring social divisions” which tackles the issue of social mobility that my project focuses on. I think this would be a good source of information and point of reference for my project, I thought that I coud argue that the ‘state of the nation’ report proves that the government is not tackling the problem of the ‘class cieling’ because a ppay gap between woring class origin and more affluent background origin people.

I was thinking that including this as well as the other bits of research would help make the project and the outcomes more informed in a wider context of the political world.

FMP tutorial 08.03.19

After speaking with Ian about my project I realised I need to combine the typography I have created in the phonetics workshops with the research I have been doing about social mobility and the issues surrounding this. A way to do with would be including my opinion about the research I have been doing in a manifesto type document explaining why I feel passionate about the issue and why it makes me angry. I think this could be an interesting way to produce lots of different protest-like pieces that would raise the issue of social mobility and the ‘class ceiling’.
But I think including the way I feel about the issue would definitely be a way forward for the project as I was feeling a bit stalled on how to combine the two aspects of the project I had been working on so far. We also talked about including other voices or accents into the mix as another point of view to illustrate how widespread the accent is.

Moving forward I am going to look into other manifestos and try to develop one of my own as a starting point for the project that other deliverables will come from. The manifesto would combine the tpography of the Yorkshire accent. This will include my feelings about the subject and the fears/hopes that I have about the future which my accent/ background might have an effect on.

Accents: Yorkshire = Daft?

Looking for news stories and things on the internet about the Yorkshire accent. I found that a lot of them are meant to be humorous or poke fun at the accent. I don’t know if this is a thing and one of the examples of the ‘cultural baggage’ I have been reading about or just a coincidence.

A family business put up signs, whilst doing road works in Hull. Using Yorkshire dialect.

I think these ‘funny’ or light hearded stories fit with the style of my phonetic typography in that they represent the idea that the accents is often associated with silliness or daftness, not often with seriousness. This fits the rounded, bumpy and odd looking style of the typeface I have created.

In that sense it could be said that the typeface not only allows the reader to mimic the sounds of a Yorkshire accent but it also is representational of the attitudes towards Yorkshire accents – they are friendly, comical but not often taken seriously.

Afterlife: Clout Branding

Work with people who understand the value of strategic creativity.
A Logo is part of a brands visual identity – the brand is what the brand stands for and values – bringing this and the visual stuff together.

Look at the brief – is there a better way to go about the brief? Clients don’t always get it right, or have all the information.
Being critical about ideas and digging deep into the brief.
Articulate an idea clearly in words – if you can’t articulate an idea in words it isn’t thought hard enough about or it wont work.

Push an idea in a lot of different directions.

“REDSTART” “EAGLE CLEAN” “ANGELA GEORGIOU” “DOORSTEP LIBRARY” Peter Reynolds illustrator

A lot of work goes into great ideas – keep pushing and coming at the problem form different ideas and don’t be too precious with ideas. Best ideas are always simple and clear and efficient, these are the ideas that have the most power and potency.

Rebrands can change the course of things – make differences to peoples lives and can be rewarding.

“IMPELO” dance charity that brings in science and learning.
– be aware of how a client will use the things you create for them.
– let the client be a part of the project – their values running through
– Create brand guidelines of how to use and how not to use it – simplify and think about the end goal and teach them how to use the stuff – take the clients on the journey with you so they understand how you have got to where you are – this will make the process easier.

“MIND CYMRU” getting men talking about mental health

Being a designer means learning the insides and out of the clients work and values – this is how you create insightful work that can change lives.

@cloutbranding

Keep pushing ideas further and further. Stay humble and level headed – do great work and the rest will come.

Reflection: It was really interesting to see the type of branding that Clout do, going into the talk I thought that ‘branding’ was only doing commercial stuff that woldn’t be very rewarding, however seeing the work they do and the method by which they do it has made me think about what I want to do after I graduate – I think it is important to do research when applying for jobs or internships and evaluate the work they do.

Phonetics and typography

I found the workshop with Jorge Dos Reis really useful as I think I will use it in my FMP. It was really interesting to think about typography in a different way with the focus on the sound of the type rather than just the way it looks. I decided to create the alphabet but in a way that when it was spoken it would sound like a Yorkshire accent. So the focus would be on pronunciation not necessarily about learning English as a language which is what Jorge’s ‘speechant’ which helped people to learn English with graphic systems.

This is the most deveolped version of the typeface, I have begun to think about the different sounds that different letters make in different words, this had led to variations of the same letter that make different sounds depending on where they are used.

Here I have begun to use the letters and sounds in some example words. I have also changed the scale of some of the letters to indicate that they are silient or have less emphasis on them in the word. I have also substituted some of the letters like th with the symbol to indicate the sound a th makes in the middle of ‘weather’ and the t’th’ at the beginning of ‘three’ hat is pronounced as an ‘f’ but isn’t an F. This idea stems from the advice from Jorge to stick to tradiontional orthography – which meand keeping the letterforms spelt as they should be.

I have really enjoyed working with type in a different way than I usually do, doing a different type of hand rendered type has been interesting and has allowed me to broaden my typography skills in a different way that what I am used to. I think the alphabet works much better when it is formed in a word, the next step is to develop the varying sounds and try and make the alphabet as comprehensive as possible so I can use it in my FMP as I think it would work really well in combination with my subject of the class ceiling. As assumptions of class can be taken from accents.

FMP: the class ceiling

Looking into the psychology of accents I found that Lance Workman hs written and researched a lot on the perceptions of accents and intelligence, using Yorkshire, RP and Birmingham accents, the birmingham accent was rated lowest for intelligence.
A different study found that the negative attitudes toward certain accents comes from the negative attitudes toward groups of people we experience using them not the sound of the accent itself.

The government report “the state of the nation” found that in Britain there was a ‘class cieling’ by which those from working class backgrounds were paid less than their counterparts from more affluent backgrounds. The report lists lots of statistics that I could use in my project.
I think looking at this aspect of class divide through the medium of different accents would be a good way to make people more aware that this gap in class and social mobility still exists.

Further research into the Class Ceiling

The Class Ceiling – Danny Leigh
The article focuses primarily on the class ceiling within the film-making industry.
“Class falls outside the 2010 Equality Act – leaving working class people without safeguards of opportunity.”
“They will face a hundred locked doors caused by lack of money, and a thousand micro-aggressions where they are made to feel unwelcome and out of place.”

The class pay gap in higher and managerial occupations – Daniel Laurison and Sam Friedman
Variation in the social composition  of different higher managerial and professional occupations (medicine, law and finance) remain dominated by the children of managers and professionals. But more technical occupations (engineers and IT) recruit more widely.

When people from non-professional managerial backgrounds are successful in entering prestigious occupations they face a powerful class celieng in terms of earnings. AND this gap exists after other factors such as gender, ethnic origins, age and education) are controlled. So there is a disadvantage within prestigious and highly paid occupations.
There are invisible barriers people from low class origins face in elite or prestigious occupations.
Class origin often casts shadows on life outcomes. And class identities often lend to always carry symbolic baggage of the past – which has important consequences on the present.

Why there’s an absence of working class people in UK’s creative and cultural sectors – Miriam Harris
Panic! Social Class, Taste and Inequalities in the Creative Industries commissioned by create london. The report confirms suspected class (and gender and social) gaps in pay within the creative and cultural sector.
The article suggests that the fact some creative professions include working for free on internships etc is something working class people can not afford to do so or see the unpaid work as exploitative miss out on the opportunity to potentially further their career whilst people from middle class origins see this more as an opportunity.

Criticality Feedback

My feedback suggests that the project was insightful and thought provoking but the fact that the price difference is an actual fact in real life should be more obvious as it is being lost. I think I need to make more of the price difference by somehow adding the comparison to a regular barbie doll. Making the message more clear/ obvious will improve the project.

To do this I think I will have a regular barbie next to the graduation barbie and more text explaining that the price differetnce is set by Mattel the company who produce barbie and reflects real lif issues.

FMP Creative Brief

I have chosen to focus my project at the assosiation between accents and class. I have explored this in further reseach before writing my brief in the 2017 goverment document “the state of the nation” by the social mobility comission which suggests that in the UK there is a “class cieling” by which people from working/ lower class backgrounds earn less than their colleagues from more afluent backgrounds, and those from working class backgrounds have less social mobility than their counterparts from more afluent backgrounds. This is something I want to try and communicate using language and accents and comment on how this is still an issue.

Coming from a working class former industrial area I felt like any chances or opportunities were all outside of my hometown and surrounding area. Even despite places like Leeds and Manchester being relatively close, geographically speaking the transport links are poor and expensive for every day commuting. This also doesn’t change the fact that there aren’t many creative opportunities in Bradford if you compare it to Cardiff where opportunities are pretty much on your doorstep. If I hadn’t moved away for university I think I would have got stuck/ trapped working a regular 9-5 job because that is often the only option after finishing education. This idea of being ‘trapped’ in your hometown that is either rural, coastal or a former industrial area – referred to as social mobility coldspots is evidenced in the State of the Nation report released by the Social Mobility commission.

I watned to keep the outcome really open so I could be free to really get into the research and find an angle that I could explore in a lot of different ways.

Afterlife: Sean Rees

A freelance designer specialising in graphic design and branding.

Sean was inspired by Alex Jenkins – XL Recordings, London. who created the streets album art. He was inspired as he was able to relate to Alex Jenkins who was from a similar place to him.

@designdforlife – albums and artwork

Placement at Superunion (formally other names Enterprise IG /The Brand Union) – hard work and commitment paid off.

Vodafone music – on mobile phone before spotify – references from the iconography of music playing.

BB/Saunders – the total opposite of the big agency – small boutique – focus on craft not corporate.
British Ceramics Biennial­ work informed by pottery process – challenging preconceptions of the industry.

The partners – mid weight designer – Iconic agency, top of the creative league – “A smile in the mid” (book)
GO RED – Richard house children’s hospice

All of the emphasis was on the idea not the craft – they didn’t allow time at the end to make it look good – refinement that they had at BB/Saunders

Purpose – senior designer – both ideas and craft focused.
Dart Board typeface – and darts tournament in the office – which won awards as a self-initiated project. The agency wanted people to have ownership over projects.
The McGuire Programme – speech therapy programme that Sean was involved in. Charity that couldn’t afford to spend any money on design agency to do branding etc – so a great service/ product that looked amateurish. The brand became based on going beyond preconceptions, and stuttering. “beyond stuttering”

After 8 years in industry – went freelance – to keep pushing out of comfort zone – work with lots of different people in different ways of working.
– Moving Brands – innovation with design and technology.

Virgin Voyages  – Current identity being pushed out into applications – launching 2020

In industry there’s a lot of waiting after delivering assets and products –

Widen +Kennedy – freelancing – formula 1 project.
Formula 1 had an iconic mark that fans connected with and loved – classic logo – but aged –
– do homework, what makes formula 1 formula 1 – what’s broken & how can it be fixed – the human aspect of the brand is what they decided to run with – bringing it back to what was at the heart of the sport. – identity and homework before the brand. “engineered insanity”

NOW at Smogasboard Cardiff/ Amsterdam

Design is a team sport – its important how we work and collaborate with other people – clients, colleagues, bosses, printers, architects. Its important not to be a dick because the industry is quite small and people know each other – work hard and be nice to people (Antony Burrel)

Keep pushing out of your comfort zone – a continuous effort to improve and learn. There’s opportunities in every project – dream projects don’t land on your lap always, so looking for opportunities within the project you have. OR create one – personal projects.

Other passions feed your creativity – don’t be consumed be graphic design. And peruse interesting projects because in the long run passion pays off!

In freelance you have to keep proving yourself to new people all the time so this can put a lot of pressure on you all the time – working for other agencies can help this.

Reputation is how you make your money

Sharp type foundry – some trials

Reflection:
I found Sean’s talk incredibly inspiring and moving, the amount of fantastic work he has been a part of blew my mind a little bit, the main thing I took away from the talk was that if an opportunity comes yourway you should try it no matter how scary it seems because the regret of not taking it might be worse. Another thing that hit home was that finding a place to work that feels right to the way that you practice can take a while but will be worth it. I found it good to hear that freelancing within different agencies can work really well and can relieve some of the stress of freelancing alone, but it means that you are working with the reputation of the agency.