OUGD603. Extended Practice. Brief 1: TOTEM AUDIO.

the brief arose as a job contracted to me and leo from a friend in leeds. they wanted us to collaborate on the brand and promotional design. we were tasked with logo design, flyer/poster layout design, visual design, online promotional layout etc. 

they were unsure of the name, trying to decide between 'totem audio' and 'temple audio', and ended up choosing the former. we decided to get straight into the project as the night was scheduled to take place on the 5th of november.

BRIEF TITLE: TOTEM AUDIO: LOGO DESIGN & PROMOTIONAL ILLUSTRATION.

Brief:

‘Totem Audio’ is a new music event that has been established in Leeds. Concerned, mainly, with bass music (grime, garage, drum and bass, dubstep etc), Totem Audio intend to attract a wide and enthusiastic audience to their nights. There is a need, hence, for a strong brand identity to be produced, along with striking promotional ephemera and a relevant image. Identify appropriate aesthetics and visual techniques suited to the event/music genre, and design the required outcomes accordingly.

Background:

‘Totem Audio’ is an event dedicating to hosting a number of acclaimed artists and DJ’s across the bass genre, and presenting/introducing them to the audience. The founders of the event are closely involved in the music genres involved and so need a brand both relative and original to boost their recognition and audience attendance.

Considerations:

·       What do the genres entail and what design aesthetics and identities exist within them?

·       What might potential attendees of the event like to see in a logo/illustration?

·       On what will the logo/illustration appear?

·       What sizes will they be?

·       When is the event scheduled (dictating time constraints)?

Mandatory Requirements:

1.     The design of one digitally produced visual logo to accompany the text logo already produced. Must be useable across digital and printed platforms and be legible at different sizes (ranging from approx. 1cm2).

2.     The design of at least 2 illustrations relating to the logo and night intended to be used on the various promotional ephemera for the event. The illustrations should be appropriated to a. A6 (flyer) b. A3 (poster) and should work as a set.

3.     The design (including full layout front & back and type considerations) of a flyer to promote the night involving a recognisable identity and colour.

Target Audience:

The target audience will be comprised, mainly of drum and bass enthusiasts and listeners, due to the fact that it’s a ‘DnB’ event. A secondary consideration for potential attendees (freshers, locals, those outside of Leeds) should be made in an attempt to attract a wider/larger audience.

Tone of Voice:

The tone of voice must be focussed and professional, in order to present an aura of dedication and in depth understanding, so that the target audience (who are mainly knowledgeable enthusiasts) may better understand the event’s legitimacy.

It should also present mysticism and instil curiosity within the audience in order to pull them in.

Deliverables:

·       Visual and Audio research (primary & secondary) to inform the designs’ progression evidenced on your blog.

·       A broad exploration of potential aesthetics and design paths through sketching and digital rendering.

·       Evidence of communication with the client to produce the most appropriate and successful outcomes.

·       The final mandatory requirements.

leo and i decided to delegate tasks evenly and according to the project progression and our strengths. since we had worked on branding/promotion briefs collaboratively in the past we had established a good working relationship which enabled us to get right into the research and design. we didn't set in stone the tasks each of us would carry out but spoke about my strengths lying with the illustrative aspects and his with the layout aspects. this, however, will not impose a rigid divide between our jobs.