Developing on from my previous designs and realising that they were not working quite so successfully i decided to take on the same original water colour art work i created and apply it in using a different style and rethinking my design ideas completely from a different angle. The original observational paintings i used before to create the small images in multiple repeating patterns and layouts, i instead blew the images up and zoomed in certain elements and applied different filters and colour changes to them to create a much more abstract image. Instantly they looked much better and i was more pleased with these outcomes than all the other developments previous. Using simply only one or two images layered on top of one another allowed for a much more accute poster design than the business of the others. Altering the colour palletes of the water colour made them instantly more abstract and vibrant which is what i had intended. Although wanting a series of three posters to run for the national trust campaign i wanted them to have a similar theme but for them each to be individually different. I think i have accomplished this aswell as it being audience appropriate aiming for young adults. I think as final designs they could also be transferred into different platforms of advertising and awareness for the national trust whether they be featured on websites boards or handouts.
FINAL POSTER DESIGNS –
In order of posters i intended, although slightly abstract, the first poster to be in representation of all the water sports and sea work national trust are involved with with the paint markings appearing and conjuring the thought of waves sea themed or a current. The second poster linked with the forest and trails and having the image of leaf markings and possible tracks alike to that found in the national trust parks.
Developing on from the work inspired by morris and scott I found that they were not presenting or creating a thought in any relation to the national trust so definitely needed some refinement. Wanted to integrate the commonly recognised national trust logo into my designs but not as usual national trust posters have done before. Changing the opacity of the logo against the background and experimenting the other way round proved more successful with the blue themed image enlarging the logo and contrasting the size difference of the different elements. Although trying many altered designs something wasnt quite working with the patterns against the national trust logo. I need to perhaps experiment more with different sizing of the original watercolour painting as i would still like to integrate them into the design. Looking at the research i first conducted of Joan Miro’s work I would like to experiment with a different kind of style than what i have been developing and continue from a different angle using the same imagery. Perhaps a more abstract take on my poster designs could work strongly especially with the intention of attracting a younger audience keeping it more interesting current and with a new modern feel for national trust.
After looking into morris’s work i really liked the style of using a nature theme which is also relevant to my own project of a campaign for the national trust. Using my observational water colour paintings i wanted to manipulate and the structure these into a whole image with inspiration of morris. Placing and creating multiple repeating patterns proved a bit more difficult at the beginning than i had anticipated. Many developments and the images started to look more correctly placed and appear as one. Mirroring certain parts of the pattern and aligning them created a design that looked like it belonged in the surface pattern industry. Although i liked how these images came out Im unsure how well it could be applied to my final designs in keeping with national trust as i think that element has been lost slightly in the development process.
INSPIRED BY KATIE SCOTT
Realising that using the images with alot of pattern and colour on them as the ones above appeared to busy and not quite right for the style of posters i had intended i looked back to katie scotts work that i previously researched. Her clear and well laid out placement of the images made me re think my ideas on having the water colour images so layered on top of each other and page filling. Although these designs also turned out rather wall papery aswell i think they are alot more successful. By just using the single images and repeating and flipping them the layout works well. Both images still need refining more to make sure they work well in coordination with the rest of the national trust poster oveerall.
I have always enjoyed william morris’ work the designs rather remind me alot of surface pattern designs interior design and wall papers in particular. The repeating images are although usually very bold busy and vibrant they somehow are not over complicated or to busy on the eye. The naturalistic themed images are cleverly placed that ensures you can see the design clearly and as individual images within the piece.
Katie Scotts work includes pieces of technical drawings that appear very clear and scientific in a way as if they belong in a textbook. The detail and life likeness in these two images in particular is somewhat of a spectacle and are very interesting to look at. I think these illustrations are very successful and the placement of each element on the page works excellently. The thoughtfulness of how the page is laid out i should keep in mind to when i create my own work for the national trust campaign.
Some of her other work reminds me also slightly of william morris’s work with the era based patterns and style of early 19th century and art deco inspired. The basic colour patterns work effectively with no part of the image drawing attention away from another.
Beginning my explorations using water colour, acrylic paint and observational painting/sketching from nature inspired by certain elements of william morris work and technical drawing of katie scott.
1. Campaigning to promote more interest with the National Trust in the younger generation.
2. starting point. The National Trust is a important charitable organisation that preserves British heritage and cultural wildlife in specific areas through England Wales Scotland and Northern Ireland. Although it is one of the biggest British charities financially its cliental is predominantly of the older generation. I think a change and more modern approach to their advertising would broaden their audience and donations to the younger generation to further their success and keep interest in the cultural heritage for years to come.
3. personal aims
4. potential subjects and themes. Keeping that I want this campaign to appeal to young adults in mind I want to create something that is intriguing and not something you would usually expect from National Trust to really grab and keep the audiences attention. I think using a abstract theme and potentially incorporating existing imagery from National Trust and manipulating it could work effectively as a base to this project. I want to keep the theme as close to National Trusts existing campaigns to …..
5. Within researching i intend to look at a broad variety of artists looking at how they present similar campaigns and what works successfully in terms of captivating younger audiences, to more abstract artists such as Matthew Richardson and Joan Miro. I think using a mixture of inspiration will really help me broaden my ideas creatively and to not get stuck in a certain theme perhaps to similar to what National Trust is already. I think looking at artists that have explored nature and wildlife as a theme would be beneficial to me to see how they show these in a more interesting form such the work of William Morris and Katie Scott. Looking at other campaigns and poster designs patricianly polish poster design could be a interesting element to how I present my own series of posters. Researching more about National Trust itself, what they do and what they can offer will enable me to promote more clearly to the younger generation as many are probably unaware of the opportunities and adventures the National Trust offer to the British public. Ill also be doing observational drawing from some of the national trust sites as a base for my idea generation and starting point of developments.
6. what material process. I want to explore creating abstract themes throughout my project and think experimenting with collage along with rough drawings could work effectivity. My intentions are to collaborate contrasting processes and manipulate these in photoshop to create my final designs. I intend for the end product of this campaign to be a series of posters that can be transpired on to their website and other formats.
7. My target audience are young adults of the British public from the ages of 16 – 24, i think this age group as a whole are less knowledgable and less interested in the National Trust generally as it is thought to be more associated with the older generation. I want to change this perception as it is important that the young generation will be the ones to continue funding this charity for years to come and in turn preserve the cultural heritage in to the future.
8. define the structure Thoughout my project i want to make sure i keep experimenting and going back to what has inspired me to keep the ideas fresh and development going foward. 3 milestones ?
Going on from my experimental work with relief etching I scanned the individual images onto Photoshop and enlarged and zoomed in to certain areas and repeated the layers to create multiple etchings integrated in to each other. This created a theme of an intricate design that looked similar to a finger print like the previous prints. The blue and green symbolise the earth rather than having the usual world map that everyone recognises i wanted to keep it slightly more abstract and entices thought to the audience. I think it symbolises well the areas most effected or have a heavy coverage of the electrical surges signals and connections – particularly in the westernised countries.
Researching aswell the more traditional mappa mundi designs of city’s and historical locations i admired the thick line work and overall design. Keeping this in mind i applied a similar style to a city based of my own home town and did this originally with stick and ink. I removed certain areas of the image when layered on to the digitalised etching as i found it looked quite busy and the two images looked separated as though they didnt belong together at first. However i wanted to continue using the contrasting styles so by removing parts of the city drawing it allowed other parts of the background image to come through integrating together much more successfully.