Once I had designed everything as in ALL the products I put it all in a PDF ready for submission. Can be found below
This was my first attempt at a branding project/assignment and I felt it has enabled me to express my creativity on a bigger scale as a much larger outcome was necessary to fulfil the brief.
At first I wasn’t sure of what kind of branding project I wanted to do, I even went as far as trying to get a brief from the BBC TV show The Apprentice. I’ve always wanted to do one of the branding projects they get as I thought they would be quite interesting to do, but myself and my tutor realised there was not much of a structure to their briefs so we just left it at that. We looked elsewhere and she found a few briefs from YCN (Young Creative Network) and I asked a member of staff at Marine Studios to send me a few briefs so I could also have a look at them and pick one. Me and my tutor went over the briefs they sent and we both unanimously agreed on the Transport For London one.
The aim of this task was to design and brand a contemporary canteen’s graphic/visual identity (that is inspired by London’s Transport’s history and design heritage) that promotes the canteen to Londoners and tourists. I created a brand for the canteen called Central Diner, the concept behind the name was that the diner is based in Central London and it will offer a diner experience to the intended audience so Central Diner I settled on. From there I would create a logo and the rest of the visual identity that can be applied to differnt design formats in my case a stationary suite (a letterhead, business card and a compliment slip). Cutlery sleeve, table mat, menu, staff uniform, signage and an advertising campaign promoting the canteen.
To start this project officially, I went to the Transport For London (TFL) Museum in Covent Garden, going there would help inspire my project as I had to include TFL’s history and design heritage in my designs somehow. At first I struggled to do just that, and I think this was mainly due to me rushing the processes that I had to go through to get to the final outcome. I had gone with my first idea as opposed to trying to find alternatives and I struggled because I fell short based on the ideas I had produced (it weren’t enough). However I was able to recover when I revisited my research, as it helped open more routes to tackle the brief.
I believe the things that went well was the application of designs that the brand lent itself to in terms of design products, so stationary suite, cutlery sleeve, table mat, menu, staff uniform and signage and the advertising campaign. I felt my skills in all the softwares that I used to create the products were tested to an extent that made me have to learn new skills in order to pull of what I was envisioning, otherwise it won’t look as I had imagined making the project (as a whole) weaker. I feel I developed stronger skills in Photoshop, Illustrator and Indesign that allowed to create better designs for the brand and the overall project.
The things that didn’t go too well was when I repeatedly got stuck on the idea and design stage, before I finally settled on a logo design for the brand I had to redesign it twice and I found it quite frustrating because I couldn’t produce the rest of the products until the logo was done and I found it quite demotivating which lead me to procrastinate for a while… But with a few days off I was able to come back refreshed with new ideas and keep the project going 🙂
Overall I was pleased with my final outcome for this project because there were a few stages where I didn’t even think I’d manage to produce the work I have and to a good standard on top of that, but my persistence was of great help. This project on a whole has slightly increased my confidence in my skills as a designer, as its pushed me to apply skills that i weren’t necessarily good at and were out of my comfort zone for example, illustration and layout needed a lot of work in this assignment in order for me to accomplish anything decent for this assignment on top of that, the mistakes I have made have also made me grow as a designer.