Brief 2 – Cleo Tavern Evaluation
Initially this was a brief to brand a
tavern in NW, Oklahoma. However, as I began research and developing the brief I
realized that the concept would be better fulfilled if I brought the tavern
over to the UK and into a sophisticated situation such as Carnaby Street,
London. The reason for doing this was because I wanted to achieve two things
from this brief, bring heritage into design through processes while achieving
something sophisticated, clean and modern. By combining the two places,
Oklahoma and London, I could get this feel and look. My aim for the design was
to incorporate the original audience; cowboys, farmers and bikers into the
design whilst tailoring for the new audience; young professionals. I spent a
lot of time researching the style of design I wanted to achieve, and the
processes I thought I could use to create them.
At the completion of the brief I was aiming to have furthered my
knowledge in working with branding and identity, within a high-end market. This
is something I had only begun to touch on in the last module, and was something
I wanted to achieve by the end. Through the research I began making appropriate
design decisions and generating the brand and identity. The main problem within this brief was
creating the identity and proving that it would work across a range of
deliverables, which is why I focused my efforts and developing the brand over
the smaller things within restaurants, to help showcase the identity in a novel
way. I developed a lot of skills through this project, for example tailoring
design to fit an audience, whilst using another audience to inform it.
Generating design interior mock ups, which I had to work extremely hard add and
at the end I am actually very happy with this, because I didn’t find it easy to
begin with. I have also furthered my knowledge in processes, bringing together
wood engraving and modern design to showcase the past and the present. Within
this brief I also had contact with specialist professionals, such as getting
the glass engraved and getting t-shirts embroidered. This involved receiving
quotes, and specking up designs so that they could work when sent. This has
allowed me to think more broadly with regards to branding, and produce
professional looking work, which I did want to achieve.
In order to get the most of this brief I
had to work methodically, keeping on top of time management, with regards to
organising laser cut sessions and getting work ready. This brief involved
creating miniature deadlines and sticking to them in order to produce the
process work that I wanted to achieve.
As mentioned, my main aim with this brief
was to create a cohesive branding and identity with a focus on bringing
together heritage and modern aspects of design through the processes and range
of deliverables. I also wanted to prove that the identity created would work,
and I am happy with this brief, because I feel I delivered what I initially set
out to do, whilst learning a lot about the elements of design and branding.
Ougd303 Brief 2
