The brief is as follows:
Examine graphic design outputs relating to social, political and ethical change. Aim to increase your awareness of historical examples plus contemporary practice that is responsive to 21st Century issues. Be sure to note the relationship between medium and message.You should then produce a body of research work that explores the connections between these concepts and their respective design outcomes prior to your own practical and conceptual exploration of possible products, ranges and methods of distribution that may be suggested by your preferred content or, indeed, those that reflect your own ideologies, concerns and/or ambitions.
Part 1: Based on the introductory workshops, develop a practical, visual and contextual investigation of a specific subject. You should aim to develop research from a range of primary and secondary sources in order to fully explore the opportunities for informed creative development. Your research and development of this part of the brief should be documented on appropriate blogs and will be presented as part of your interim concept pitch.
Part 2: Devise and develop a body of practical work that both distils your knowledge of an identified issue and demonstrates your ability to tap into the market potential for socially, politically and ethically-driven design. This output should still work within the broader creative and professional contexts of graphic design but could be based around ideas of awareness or protest. Examples of potential deliverables include (but are not limited to):
- materials relating to an issue-led campaign (this could be one affiliated to an established organization or a more ‘guerilla’ approach)
- a poster series
- a booklet/publication/manifesto
- a web/digital platform
- placards, banners or a set of badges
- a range of products or merchandise that communicate your identified core message
Your contextual research, critical observations and reflective evaluations should be documented on your Design Practice blog and summarised within reflective content that supports your design submission. Your response should explore the relationship between product range and methods/media of distribution as well as specific audiences, contexts and appropriate tone of voice.
This project allows for a variety of creative outcomes. Looking at some of the examples of design outcomes to raise awareness of political and social change, I can tell straight away that the tone of voice is extremely important.
Here are some examples of WWF ad campaigns which are known for being controversial or thought provoking as is their goal. The tone of voice varies throughout their ad campaigns. The ones below are a mix of comical, sad and thought provoking.
The Puma inspired ad campaign was aimed at teenagers and relied on their common shared knowledge of the well known puma logo of a puma leaping over text. The campaign puts a realistic twist on the unrealistic puma logo. The collaboration of ideas is called a 'mashup'. Mixing two very diferent things together can often create something new. The technique can be used to create unique visuals.
A similar technique has been used here to collaborate the imagery of something nice and fun (ice-cream) with something more serious (planet earth). The image uses another advertising technique called a visual metaphor. Just as an ice-cream melts in the heat, the earth is overheating.
There is a slight dark comical tone of voice to these adverts. The idea is comical, but in reality the viewer would strongly disagree with what is happening on frame. They use comedy/shock to grab the attention of the audience.
