SCHEDULE:
1: Research
Immerse yourselves in the subject matter and its context. Become your subject matter so you can speak from its culture, point of view, subjectivity and materiality. See its strengths, and shortcomings. Understands its mechanisms, behaviour, and values.
2: Concept
Each strategic direction is a pool of visual potentialities. Explore ideas, image what this can be and make notes, both verbal and visual. Ideas are the images of thought. What is the story you will tell? Foster serendipity by exposing yourself to the visualization of your research, to imagining and daydreaming, by trusting your intuition.
Deliverables: Present three different concepts.. One concept will be selected for refinement. Present your concepts with as much reference material as needed.
Format: a) pdf, letter size, uploaded onto our website prior to class meeting. b) you are free to select the most appropriate presentation style for in-class critique. If you want to project the pdf as your presentation is fine, or bring any story telling devise of your choice.
3: Creative Direction
In this phase, you define the event and its surroundings, the mise en scène, the ethos — character, mood, feeling, essence, principles, rationale, attitude, voice, looks — of your idea. If in your idea there is a horse, here is where you choose it to be an Appaloosa, for it’s semiotics — the signs and the symbols, their use and interpretation. This is when you create mood boards — a physical manifestation of what the research looks and feels like, and of what your thoughts and imagination looks and feels like. Take photographs, cut magazines, draw, collect materials, textures, abstract forms. Literally paste them up on your walls, and you may classify them by kind. Deliverables and Format: to come.
4: Design Direction:
The creative direction determines an overall direction whereas in this phase, you become more specific. If in your story there is an Appaloosa horse, what color and size are the dots on what tone of light hair of its pelt? Is the typography upfront and severe, or upfront and serene, what font? If the idea is about emptiness, what does that look/feel like? In this phase you edit your mood boards to arrive at the aesthetic you are looking for. You commit to a visual vocabulary. You refine your decisions and you simplify, but make sure you do not weaken the vitality of the idea.
Deliverables and Format: to come.
5: Communication Strategy:
How is the idea going to reach it’s audience? How and when will it launch? How will it stay relevant and vibrant? What is the point of enunciation? What is the appropriate media to disseminate these messages, this story, this myth? Is the message to be enacted in an art intervention, or an advertising campaign, or a virus on the internet, or all of the above?
Deliverables and Format: to come.
6: Design:
During this phase you design each one of the elements of your visual vocabulary, from graphic elements — color palette, typography, logotypes, symbols — to photo/videography, illustrations, to installations, products, etc…
Deliverables and Format: to come.
7: Production:
During this phase you will continue to refine the design and you will produce each one of your elements. Most important is to plan ahead and be realistic of the amount of work you can produce with good craftsmanship.
Deliverables and Format: to come.
8: Final Presentation:
Deliverables and Format: to come.
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