D&AD Pantone - Production, Finals, Rationale, Evaluation & D&AD Submission boards

D&AD Pantone - Production, Finals, Rationale, Evaluation & D&AD Submission boards

Production
Moving on from the digital preparations I already had a set format in mind, a simple saddle stitch long edge bind in A5 format would suit the visitor guide vessel more and the more compact shape would make better use of space, image and minimum and concise text. 

To support the overall colour scheme for Tingley I selected a number of Daler Rowney papers in the same colours but more pastel in there tones so the inkjet ink print method would contrast better with the more bright tones used in the imagery. This way I achieve contrast of tone but consistent colour complementation, the focus is colour so this interaction is important. 

I stripped back the colours selected to resonate with:
Brown: Religious, Beer, Train Tracks
Green: Fields, Tingley Athletic Football
Blue: Resovoir, Leeds United Football
Pink: Quirky aesthetic to support the weird UFO incident. 
Yellow: Religious, Leeds United Football 
White: Acts as a good vessel for contrast to work with creating legible body copy

 A quick mock up to sort the pagination out on my printer and adobe indesign's, I had to go through a few internal edits in the printer to achieve double sided printing, by changing the orientation to short edge bind from lone edge bind the pages matched up well. Printing a 2 up 2 down saddle stitch booklet achieved this result. 

Once the mockup was created I began constructing the booklet, I got some different tones and tints of green cotton, influenced by the fields within Tingleys location and also work well with the yellow/barley like stock on the cover denoted agriculture quite well. The cottons were combined and twisted together to add more contrast of tone to subtly add more relevant colour application. 

Finals, Rationale & Concept

The main focus of the D&AD pantone brief was to re-imagine a location through colour, the brief was quite open in terms of possible applications, I saw this as an opportunity to create a publication to hold all my past research into Tingley's history, heritage and iconic events. 

The concept I came up with was based on Provoking memory within past residents and informing people with no knowledge of Tingley through the presentation of iconic events, history & heritage and past and present architecture. By using shape and pattern influenced by these aspects as a visual vessel for colour that alongside these visuals will support these elements with relevant application of colour connotations and theories.

Tingley is quite a religious location, been known as a Parish town so a system of shapes was developed taking majority influence from church imagery, this shape system then formed the basis of the rest of the images used that represent a variety of aspects of Tingley.

These been; its culture, iconic events, sporting figures, history & heritage referencing industry and culture and location. This use of a set of shapes kept the overall aesthetic consistent but still allowed freedom and options in how the shapes interact together producing unique aesthetics that suit the varied tones of voices and messages portrayed through the imagery. 

Avenir was used to support the imagery, it had quite a playful aesthetic yet geometric accuracy and precision which works alongside the varied aesthetics in the imagery which denote different messages and tones of voices, it also fits with the modular grid layout and structure which is quite precise yet loose in the spacial use and balance of the page. 

The front cover of the page references dictionary explanations to provide an explanatory introduction to more logistical aspects of Tingley, getting the boring bits out of the way so the rest of the publication can be more of an informative and interesting timeline supporting the strong use of colour. 

The majority colour scheme throughout is inspired by the religious focus, with additional alterations to support the message other images are trying to portray. 

Each event shares a different aesthetic and is supported with relevant colour to help denote the intended message. The sporting event uses quite an accurate square structure to emulate the shape of a football pitch, the pitches increase in size to emulate the progression of David Batty's career over the teams he played for with there supporting team colours. 

The UFO event uses a pink stock, abstract imagery and contrasting and clashing tones to emulate the weird event this section is portraying. 

More serious events like a crash couldn't share this tone of voice, so more considered colours where used, pink made a sinister event seem less serious while the green stock and ink supported the reference to it been an incident involving the army. 

Brown tones supported the religious focus to emulate the cross, the off white/barley colour worked well with the full pint glass referencing the colour of beer and supporting the brown colour ink used for the image, the grey stock supported the empty glass giving off a playful tone of voice. 

The grey stock here supported the contrast of tone and colour used for the pool balls, it was also the centre spread so the green stitching contrasted nicely here giving a nice tactile application of the colour green that represents the fields of Tingley. 

Architecture was supported by the neutral tones, with application of colour been subtly applied to reference the pub signs. (Blue, Green, Red etc)

Some pages shared a few concepts, one obvious one more subtle, the idea of zooming into a small section of train track references this mode of travel but also references ladders which denote to the mining industry and how the train lines where the main source of distributing the coal. 

The aesthetics of more complex source imagery needed to be modified and stripped back to carry colour better, like these fields and reservoir, the use of blue and green stock supports the varied green and blue tones used. 


The tunnel supporting beams needed support for what message they were denoting, so lumps of abstract coal in quite heavy weight where applied to carry the black colour, the dark tone contrasts well of these light pastel stocks drawing focus into the message been portrayed. 

The overall colour scheme was compiled together at the end over a double page spread, I didn't want to produce a colour identity of the location without no real investigation, through the vast amount of research, image development and colour theory research a scheme as put together that denotes the religious aspects of tingley, the fields, the water, the past industry and past iconic events. All while drawing attention in through bold colours and a contemporary aesthetic placing all these historic elements into a more modern light. 

Evaluation

To say this was my main focus brief where I was meant to put the most attention in throughout the responsive module I feel I lacked motivation in the finalisation of the ideas stage. Initial research carried out into aesthetics. history and concepts was probably the most in-depth I have ever gone and initial ideas gave a lot of strong potential starting points for very successful concepts. 

The resolution itself was successful in its concept and delivery. Colour was applied within a system of shapes that resonated an overarching aspect of Tingley with a visual journey been created through a number of illustrations that portray certain messages and tone of voice. The use of colour was very successful and was enhanced through this bold shape system, it carried the colour very well and really helped me communicate the intended message and tone of voice for each image. 

The physical production was carried out to a good standard with the detailing of the green stitching adding subtle relevance and links to aspects of Tingley adding more support to the overall colour theme I arrived at, improvements could have been made when it came to stock choice though. Some supported the tone of voice and message but some hindered them.

If I was to go about this brief again I would have developed the initial ideas a little more, maybe combining them into one strong idea. This was more of a safe bet idea using a system of shapes and source images, I usually take a more conceptual approach, this style took the colour application well but I feel I could have expressed my hometown in a more conceptual light that within the final outcome visualised the hometown as a hole rather than separate aspects. 

D&AD Boards
Had to be JPEG format, RGB Color and no more than 4MB file size.