This project explores the blurring boundaries of casual and professional design practice. As an increasing number of designers are engaging with open online courses and template-based software, creativity has been democratised and the click of a mouse away. A majority of these designers are learning and focusing on skills, how to design something over why they're designing that thing.
The design response aims to challenge these designers' current ideas and perspectives on the landscape and state of design today. Ruminate is a mobile application that facilitates conversation and connection between designers of all practice, fields and experience, diverse in their ideas, understandings and abilities.
The visual style represents the adapting nature of design, fluid unique avatars are formed by the users' interests in design and help the app connect these individuals through commonality.
We were tasked with creating a book for our third year Editorial Design elective. The book was focused on the Vox typeface classification, a system for grouping typefaces according to their main characteristics.
The body copy was supplied along with a selection of images to choose from, the challenge was constructing a typographic system for the content to be implemented in. A vibrant blue colour palette acted as the foundations for the design response.
We were tasked with creating a type specimen during the second half of the semester. Peignot was showcased through a tip-in, utilising a red colour palette to contrast with the blue. It paid homage to A.M. Cassandre’s dynamic illustrations.
Toioho ki Āpiti
As part of my time interning as a Junior Designer for Open Lab, I was tasked with creating a brochure advertising Toioho ki Āpiti: The Bachelor of Māori Visual Arts Degree based in Palmerston North’s Massey campus.
By utilising a vibrant colour palette and the College of Creative Arts brand guidelines, the design output provides a playful yet informative guide to Toioho ki Āpiti.
As part of a Brand Communication paper at Massey University, we were tasked with rebranding the Ernest Adams biscuit range. As Arnott’s farmbake biscuits had been dominating the competition in recent years, our rebrand had to stand up to the big biscuit heavyweight. We looked into supermarket macro trends and psychographic user groups to help form our lively/energetic design response.
This project was done in collaboration with Adeline Ang.
Massey Academic Promotions
Another project I worked on during my design internship at Open Lab was the Massey Academic Promotions E-books. There were two variants (Level 1-4 & Level 5) which contained over 50 pages each worth of content to be styled, laid out and interpreted. A colour palette was established for both e-books along with infographics, general information and appendices.