After analysing and viewing all possible brief outcomes during out Thursday Workshop with Lydia; I decided to settle on the UK Greetings brief; As I had an incline that this brief would be the best for me, and open up new possible pathways for myself and my own artistic direction. (Turns out I was definitely right!)
The NEW NOW; UK Greetings brief is as follows: -
(Uk greetings.(2020).NEW NOW.Retrieved10 feb, 2020, from https://newnow.ycn.org/awards/live-briefs-for-2019-2020/brief/12372-uk-greetings.)
"Design your own collection of greeting cards, notepads, and gift dressing.
Background
Back in 1906, a young entrepreneur Jacob Sapirstein had only $50 in his pocket, but a wealth of ambition. He took to the streets of Cleveland Ohio, selling penny postcards from a handcart.
These postcards made a pretty penny, and Jacob’s business became the world’s largest direct to retail manufacturer of greeting cards.
Together, UK Greetings and American Greetings have one of the largest and most talented creative teams in the industry, all around the world, publishing cards in 20 languages in more than 70 countries.
Creative Challenge
We would like you to create a collection of greeting cards, notecards, notepads, gift bags and wrapping paper.
We are open to any graphic or illustrative style, patterns, painterly illustrations, lettering and designs that feature characters or that use humour.
You could name your collection and show how it can all sit together, ready to go to market.
2 x Single greeting cards: size 137 x 210 mm
1 x Boxed notecard set: size 110 x 132 mm
1 x Gift Bag: size 267 x 330 mm
1 x Pattern for wrap
1 x Notepad cover
Creative Requirements You could try any style you like — graphic, painterly, character, fun or funny. Remember to have variety in your range, but make your designs comfortably sit together. Illustrate how your ideas can work as a collection by having one of your design sheets with your work displayed together. We are hoping that you will bring your unique talents to this project and show us an idea that could one day make it to a huge audience! Additional Information Click here to submit your entries for this year's programme. For guidance on how to submit your work, please adhere to the main guidelines information which can be found here. Please contact newnow@ycn.org with any questions."
Immediately, after reading through the brief, ideas began to flow. I therefore turned my head to Google, and began carrying out quick Google Searches and research clicks - on greetings card images, websites and ideas - which jumped off the page, and out too me: -
The sequence of images below, are a short example of this; and immediate initial ideas i was gravitating towards;
What I was gravitating towards with this quick Google search; was the traditional hand-drawn element of the 'greetings card' 'world', such as those sold/found, drawn and sold on 'Etsy' or 'not on the high street .com' etc.
But, Another very strong category of greetings cards 'themes', I was drawn too, was; PUNS!
I love all 'punny/humorous/short/quick & hilarious' forms of greetings cards. I've found these are definitely the style of cards, (if purchasing one for a family member or friend), that i gravitate too, for simple reasons such as; A simple gesture as a card is traditional - but if you can implement kindness, or a smile to make somebody's day. Then the effort of taking the time to pick out the best card, was all worth it.
That is the style of card i would love to achieve for this Design brief.
Further 'Pun' Themes I uncovered from my initial research online, were: -
I love all these designs, they're comforting and relatable - but also 'quick' and easily funny.
However, one quick assumption when researching into 'puns' as a style or technique. 'They' have been thoroughly well produced, and one key theme I want to try achieve is, A style - that hasn't necessarily been achieved or produced before: -
DETAIL - is my Key Theme.
Furthermore; one other issue that arose - when having a quick discussion with my tutor Lydia and Anneke during my Formative Assessment, is; 'You don't want to do puns which have been 'over done' - as it were. You want to try do something unique, and carrying out your own primary research or audience questionnaire would be a good way or avoiding this/ or gathering puns you couldn't previously discover through online research etc, this would be a great thing to creatively do for your own practice.
'Survey Monkey' or 'Instagram' would be a great platform to do this on, as they can be answered and submitted anonymously; This is key, in order to avoid breaching any consent or ethics.
Back to researching a 'Theme', 'Detail' or 'Design'.
One, very clear 'theme' that keeps reoccurring; is the KEY use of D-E-T-A-I-L within my card designs. Similarly to the image above, I simply love traditionally, hard-drawn and thoroughly detailed hand-pressed greetings cards.
'Hand Pressed', being the key word here;
I love the style and technique of traditional methods, such as; Etching or Printing pressed designs. However, when researching online; I was almost un-able to find, what is was i was looking for, uncovering a small gap in the market.
Moreover; a further idea - that links strongly , with 'etching' and 'print pressed'; Are Antique botanical etched illustrations: -
Such as those found below, in my screenshot images; found on Pinterest;
Society 6.(2016).Pinterest.Retrieved29 feb, 2020, from https://www.pinterest.co.uk/pin/540150549060231704/
I just simply love, the level of detail that can be achieved from these antique etched prints;
This is definitely a 'style' or a 'technique', that I would love to try achieve in my own practice;
Images collaged above, are found on the Pinterest mood board, for 'antique black and white etched designs';
One further discovery - when on subject for botanical designs; is the un-covering of this beautiful designed illustrative book/card/invitation design. I definitely want to try and see whether I can find this publication online;
I then took the inactive to try research the similar theme of 'Botanical Illustration' but solely in colour;
Images i initially uncovered, where those captured below:
Such beautiful designs, and intricacy of detail. I love how they almost appear as clinically similar to a photograph or image. Stunning illustration;
Furthermore, this is a juxtapositional view of botanical illustration; The use of botanical design on a wedding invitations, such as those pictured below; The pureness of the detail and the positioning of the design against the very large, but also beautifully chosen text is satisfyingly clinical but also - very smartly designed - in relation to dynamic lines etc.
Stunning, stunning design.
Furthermore, further initial research i decided to uncover, are the ideas of - New exciting practice/ technical pathways - such as - Laser Cutting; and all the beautiful designs and manipulation you can achieve through paper alone: -
Also, layering different papers too - and the removal or bending of the other, for a juxtaposition in colour or texture. Love this design idea;
More over, when analysing the UK Greetings New Now brief; I began to start researching intricacies such as, gift tags / gist bags / boxed note cards etc... examples of my searches below; Unique being my key word.
(As i want to ensure my practice is new and different when researching and introducing my practice to the field)
Unique wrapping paper ideas: -
This search - lead to a whole new (INITIAL) perspective change; (But only for a short while): -
Kids Kubby. (2020). KIDS KUBBY.Retrieved20 feb, 2020, from http://www.kidskubby.com/unique-wrapping-paper-ideas/
Research into this theme was opening so many design technique doors, and opportunities;
This was were i really began to get excited about doing something completely different and new within my practice. I simply just cannot wait to get started!
One very KEY initial idea, I uncovered was (this article) below, from '6SQFT': -
Rebecca Paul, R.P.(THU, SEPTEMBER 24).6 SQFT.Retrieved20 feb, 2020, from https://www.6sqft.com/clever-skyline-wrapping-paper-turns-gifts-into-city-buildings-from-around-the-world/
What a wicked IDEA!! you could create your own 'mini' city scape - if you wrapped all your birthday or Christmas presents in this designs. OR even, a skyscraper if they were stacked.
What an absolutely unique and brilliant idea - in relation to architecture and 'greetings' stationary design.
A further, less detailed but similar desired effect, that I uncovered - was this article/design below, by 'Cool Hunting';
Gabriella Garcia, G.G.(Nov, 2014).COOL HUNTING.Retrieved20 feb, 2020, from https://coolhunting.com/buy/skyline-gift-wrap/
This design, is far more 'clinical' and less detailed than the last. However, they detail of the architecture itself - almost appears as if they are stickers that are added too the wrapping paper AFTER the 'present' has bee wrapped. - that was also a very cool idea , which gain opened up my mind to further design ideas i could achieve for this design brief.
Kids Kubby.(2020).KIDS KUBBY.Retrieved20 feb, 2020, from http://www.kidskubby.com/unique-wrapping-paper-ideas/
Finally, when still on the topic of 'Architecture'.
I also uncovered the Illustrator Jonathan; an artist who has also studied 'stationary' as a theme, but has also dedicated his practice to small detailed architectural studies; Such as those pictured below: -
Jonathan Chapman, J.C.(2016).Illustration by Jonathan. Retrieved 23 feb, 2020, from https://www.illustrationbyjonathan.co.uk/2018/06/winchester-wrapping-paper/
Absolutely, absolutely love these designs; a fabulous array of detailed sketches morphed together digitally to produces a vast 'design' that could be applied on many different 'surfaces', such as stationary, wrapping paper, gift tags - and so on.
Great ideas;
After, I finished this thorough research session, I decided to carry out some primary research; and go out myself, physically; and discover what styles of greetings cards are available from my local supermarkets.
Images below, show the vast amount of cards available too me, I therefore went through. Selecting a few favourites to purchase while also capturing many reference images.
As shown below: -
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