I enjoyed this rebranding project, as it’s
an area of graphics that I want to pursue and thoroughly appreciate. I learnt a
lot about the high street store that I intended to rebrand during the research
process of the project and I particularly like the close analysis into the
identity of a brand. I find it really interesting when thinking about ways to
communicate their identity. I also really enjoyed creating ways of trying to
recreate an identity for TK Maxx and using typography to communicate a tone of
voice.
This project seemed very simple to me and
there wasn’t much depth to it. I am used to spending a lot more time on work
and producing lots of visual effects that I can bring together into a final
piece. Even though I enjoyed this project I felt that it is very different to
the style of work that I like to create and I was limited in terms of work I
could produce because of the brief. I could only experiment with typography.
However I learnt in this project how important typography is and how well type
on its own can convey a message and tell a customer a lot about a brand’s
identity.
I think the overall execution of my work
went well. The part I enjoyed the most out of this practice was placing my logo
design in context, applying it to labels, a website and bags. This is another
side of design that I really enjoy.
For me I think the critique sessions didn’t
go particularly well, especially the final critique session as I produced lots
of ideas after my feedback when I was supposed to finish the project. So
perhaps the planning of my time wasn’t done well or I didn’t brainstorm enough
ideas to begin with. Next time I will think about this so I don’t end up
producing work from all my ideas after the final critique.
Placing my design work into context is
where I think I was successful in this project. It combined editorial design
with branding, two of the design processes I most enjoy. I also think that the
research went very well. Actually going into the TK Maxx store allowed me to
get a feel for the store and see what didn’t work very well and what might put
a customer off shopping there. I also could develop a good understanding of
what parts of the store’s original branding works well and which parts I could
use in my own design so that the core values of the store aren’t lost.
During this project I have learnt how
import primary and secondary research is. If I hadn’t gone into the store its self,
keeping in mind my brief and looking into the brands identity as it is
currently, I would not have been able to understand its current design tactics
and develop my own brand design from the original design. I also learnt how
effective type was at communicating messages and a tone of voice. This is
something that I will now be able to take further into my future projects.
I think that I didn’t use my time
particularly well. I don’t think planning my time was where I went wrong, as I
met the final critique date, but its the way I brainstormed ideas and not
necessarily getting enough of my ideas into sketches. I also produced examples
of my design in context very late on in the project and I would of liked to
spend more time on this part of the design.
If I were to do this project again I would
make myself spend specific amounts of time on each part of the project so that
I could go into great detail. For example I would make myself do a couple of
days of research and not produce initial design ideas until I had sketched or
drafted a certain amount of ideas first. This would allow me to have a vast
variety of ideas instead of being limited and unsure of what to do next. I
would also focus more time on putting my design into context and taking more
care in those designs.
I am very pleased with the end result and feel
as though I have learnt a lot from this process. I am happy that what I have
learnt will help me in my future projects. This project has taught me a lot
about conveying a message and tone of voice and how simple it is just using
type.
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