OUGD603 - Brief 06 - Copenhill - Design Inspiration

Before I begin brainstorming ideas I will first look into existing designs that may provide me with some inspiration such as the branding of BIG's previous building projects, the work of Snohetta, designs used on existing ski slopes and resorts and the branding and visual identity of nature reserves. On top of this, I will research Danish typography and graphic design as well as take inspiration from Swiss and Scandinavian design and look at the work of design studios situated in Copenhagen to identify if there are any styles specific to the area. Other potential routes to explore are the styles of vintage/retro ski posters and snow apparel brands such as Moncler. 

Snohetta

Ski Resorts

Danish Design

Copenhagen Design Studio - Studio Claus Due

Vintage Ski and Travel Posters (New and exiting utopian/dystopian future)

Snow Apparel 

Swiss Design and Herbert Matter

Herbert Matter was a master of using photomontage, color and typography in an expressive manner, transcending the boundaries between art and design. His design work often favored a heavy use of photography. His most recognizable works are the posters he created for the Swiss Tourist Office, but his photography work for Harper's Bazaar, under the direction of Brodovitch, is equally impressive.

OUGD603 - Brief 06 - Copenhill - Architecture and Outline of scheme

OUGD603 - Brief 06 - Copenhill - Research

About

Copenhill will be an alpine ski slope on the roof of the tallest and biggest building in Copenhagen, BIG's powerplant. The large park will cover the roof, featuring hiking trails, climbing walls, viewpoints and a 600-metre-long ski slope.The factory produces no toxins from the chimney only water vapour and CO2. Ingles described this as 'Clean mountain air that you can be near and enjoy' not something you have to stay away from. The chimney on the top blows out rings of steam turning the chimney into a celebration rather than a symbol of pollution. 

ARC is one of the steps towards Copenhagen’s goal of becoming the world’s first carbon neutral capital. And here comes the explanation of the smoke rings. These will be emitted and be visible to Copenhageners every time 250 kilos of carbon dioxide has been released into the atmosphere.

Amager Bakke

SLA's design of a green rooftop park for Copenhagen's new Waste-to-Energy Plant combines hiking trails, playgrounds, vantage points, climbing walls and street fitness - along with a 500+ m. ski slope designed by BIG. All of it created within a wild and sensuous mountain nature with plants, rockscapes, bushes and 130 trees. The experimenting use of the roof of an 88 m. high power plant with a very steep pitched roof, makes high demands on the plant and landscape design. In SLA's solution the challenges have been solved through a range of nature-based design solutions and 1:1 tests of vegetation and materials. The planting is specially chosen to meet the challenging living conditions and create optimal micro climate and wind conditions. The result is a lush and robust nature design that provides the visitors with the opportunity to use the park all year round and a sensuous and varied environment for all the activities of the roof park.

Site Copenhagen, Danmark
Service Urban space
Client Amager Ressource Center
Area 16.000 m2
Design 2016-2017
Realization 2018
Partners BIG, Moe & Malmos
Statitics

300 feet high at the top
600 metre long ski slope

Audience

Tourists and residents of Copenhagen of all ages. 

Aims

Ingles described a project like this as a  beacon in showing the world the utopian possibilities where you can take things that are considred infastructure and cross breed it so it has positive social and environmetnal side effects like the power plant. These combinations are very powerful because you are taking a very strong force, necessity utility and giving it poetry and possibility, there is something there that can be taken much further. 

Nature

The rooftop’s nature is designed to attract and shelter a wide selection of birds, bees, butterflies and insects, which in itself will mean a dramatic increase in the biodiversity of the area. Through utilizing natural pollination and seed dispersal the rooftop nature can also spread and benefit the adjacent industry area, parking lots and infrastructure. In this way, Amager Bakke will function as a generous ‘green bomb’ that will radically green-up the entire area.
Key Words

'It's a building not a mountain', utopian, possibilities, poetry, beacon, cross bread, celebration, positive, social, environmental, powerful.  

OUGD603 - Brief 06 - Copenhill - Brief outline

Watching the Netflix documentary Abstact I came across the work of Danish Architect Bjarke Ingles and his incredible project Copenhill, a ski slope and outdoor leisure centre on top of Copenhagen's tallest building, BIG's Amager Bakke Waste-To-Energy Plant. After forgetting about it for a few months I read an article on Dezeen as part of their mini living series, a year-long collaboration with MINI exploring how architecture and design can contribute to a brighter urban future through a series of videos and talks. Seeing artist sketches and prototypes of the development have inspired me to design a concept for the visual identity and branding of the project.



Brief - Create the end to end branding and visual identity of Copenhill, the world's first ski slope on top of a waste energy recycling plant.



Deliverables

• Branding: Logo, Logotype, name, colour scheme
• Collateral: Wayfinding, map, leaflets etc.
• Stationary: Letters, Invites. 
• Branding on Skiis and helmets. 
• Map of how to get there.
• Blog Posts
• Design Boards
• Branding on Skiis and helmets. 

OUGD603 - Brief 07 - Research Brief - Gender Disparity in the Design Industry

Over the past 2 years of studying graphic design, I have been surprised to learn of the statistics outlining gender disparity within the design industry. Before coming to university it was something I had never given a thought and I was totally shocked to discover that there was a gender wage gap in Britain, something I was naively unaware of until the other week. As a young woman just starting out in the industry it is an issue I'm extremely passionate about researching further into, to not only prepare myself for the harsh realities of the industry but to understand more into why this is the case and if there is anything being done about it to make this issue a thing of the past. In my current position as a student, the idea that many of the boys in my class will get a better deal in life simply for being a male is absolutely baffling and something I find totally wrong. As I am not in the industry yet the challenge of this brief will be to find something meaningful to make and present my findings in a sensitive but powerful way. I will also have to consider the tone of voice, who it will be aimed at and what I want to achieve as an outcome.



Brief - Conduct extensive research into gender disparity in the industry to produce a meaningful and effective piece of graphic design whether it be a publication, typeface, campaign, video or service etc. that will help put pressure on the industry to make a change for the better, and help make gender disparity in the design industry an issue of the past. 

Deliverables:

• Graphic design outcome

• Documentation of extensive research into the issue

• Blog Posts

• Design Boards 

OUGD603 - Grimm Beauty - Research

The backbone of this project will consist of a funny copy led campaign and tone of voice, beautiful packaging design, and the original more gritty versions of classic fairy tales taken from the Brother's Grimm, therefore, it is key that I research all three of these elements in depth.



Powerful and funny Copywriting - Copywriting is a great tool for designing effective and memorable campaigns and contribute a large part towards a brand's tone of voice and the type of audience they are aiming to appeal to. For this project I want the tone of voice to be very tongue in cheek and humorous therefore I will need to research campaigns that have successfully achieved this approach previously. 

Simply Be - Rules? Re-Written

This campaign was designed by Love, Manchester and the copywriting was done by Ellen Ling. I particularly liked 'Good Fits Happy Tits' which was one of their slogans. It's really funny and lighthearted and brings a no fucks given attitude to what people have previously found a somewhat sensitive topic. 

Peri.A

This campaign's copy was also written by Ellen Ling from Love, Manchester. The brief was to create a punchy powerful fashion brand for LA Socialite Peri Arenas which showcases the latest fashion designers before they get big. Best parts of copy from the campaign:

Camden Market by Ragged Edge Studio 

'In a world of increasingly generic retail destinations, Camden Market has always been defined by its punk spirit. So we created an ‘unbrand’, as relevant to today’s Snapchat generation as it is to the market’s anarchic history. Consumer research, brand strategy, visual and verbal identity.' The copywriting in this campaign is really clever with tiny subtle but effective details. It perfectly communicates the non-comforming punk attitude of Camden Market.

Batch Organics - Ragged Edge Studio 

'Our straight talking identity gives us an instantly recognisable voice that will resonate with a health-conscious audience fed up with fads and overclaims.' - Harold, Head of Marketing, Batch Organics. Another example of a no nonsese tone of voice by Ragged Edge studio. 

Comedy Feast - Only 

Another example of funny copy woven into the campaign to express the lighthearted tone of voice and aims of the festival which combines comedy with food. 

Petal infused perfume oil

Minimal packaging design to compliment and show off the beautiful flowers inside the bottle. 

Glossier 

Cult makeup brand Glossier has found a huge following this year and boasts a beautiful range of packaging which may be one of the reasons it has become so popular. 

Madison Tierney

I love the aesthetic of Melbourne based designer Madison Tierney's work and it's exactly the kind of gritty vibe I want to go with for the design of my makeup range pairing old world images with modern typography and a complimenting colour palette.

OUGD603 - Grimm beauty

As I enjoy branding and visual identity design I want to do another project with that as the main focal point, exploring this field of design in more depth and also exploring the use of copywriting in advertising campaigns. I had this idea randomly a few weeks ago and thought it would be a fun project to do. Hopefully, I will be able to produce a funny but well-executed outcome with a fast turn around that I will want to include in my portfolio.



Brief - Design a humorous copy led makeup range and campaign inspired by fairy tales from the brother’s grimm. Approach the project in a completely subversive way to the traditional cute idea of fairy tales which have formed as a result of Disney’s adaptation of the stories. Make the tone of voice tongue in cheek and lighthearted. The project will be a sattire of branding in the makeup industry and shouldn't be taken too seriously. 

Deliverables:

• A name for the range of makeup
• A full identity with brand guidelines

• A Campaign for the range and social media

• Potentially a website

Time Plan - 1 week. Be finished and ready to print by the end of the easter holidays if not before.

OUGD603 - Brief 04 - Pump n Grind - Meetings

Meeting with Jeff at Pump n Grind 

• Do you want to keep the blue colour on the doors etc.? 
 (Ans) No
• Would you pay for the cost of materials? the vinyl / the paint / stickers etc. 
 (Ans) Yes

Meeting with Marnie (Illustrator) 

Marnie: Window art, wall mural, sticker designs
Beth: Menu on wall, times on the door, stickers, measuring
Both of us: Shutter (Bear) 

Deadline: After Easter 

OUGD603 - Brief 04 - Ideas for Collateral

OUGD603 - Brief 04 - Pump n Grind - Design Inspiration

Window Painting

For the window, I want to create or commission some illustrations and potentially some type with clean vector style lines in white similar to the illustrations below. I will use either vinyl stickers or paint specially for windows to achieve this look. 

Shutter

The shutter will be painted with a bold black and white pattern, logo or text to give it an update on its current multicoloured leaf pattern. The style needs to be bolder to achieve maximum impact by avoiding fine lines and details. 

Wall Menu

The menu on the back wall also needs an update as it's become very worn and tattered. The style needs to be in keeping with the rest of the cafe and the logo to create a fluent and coherent visual identity. This will probably be done with a vinyl sticker for the wall potentially in the same font as the taste cards. 

Inside Wall Art

On the other back wall is currently an unfinished colour wheel that if left would confuse the aesthetic of the cafe. My plan is to replace this with an infographic of potentially how the beans are ground, how the coffee is made from the farm to the cup, what goes into certain coffees or a map of the areas where the coffee is grown. 

Stickers 

I will also make a small range of stickers to be available at the till for customers to take away, spreading awareness of the cafe.