Persuasion – Teenage Cancer Trust

For this project we have been working with volunteers from the Teenage Cancer Trust, working under the name Teen Spirit. After meeting with the client it was clear that our goal for this project was to create awareness of their work and gain new volunteers. As well as this they wanted to create a positive outcome so that people aren’t afraid to talk about cancer.

After meeting with the client I decided to start researching into different charity brand ideas, looking at different logos and posters that are already being used to persuade and give information about cancer.

Background research


From my research  I discovered that depending on what type of cancer the charity is working for they will use a colour which is most relatable to it, therefore this was something I was going to consider whilst designing. I decided to keep with the Teenage Cancer Trust colours to show that ‘Teen Spirit’ come under that charity. As well as this I also discovered that many of the charities use different shapes and symbols as their logos, they are all minimalistic logos, using one or two colours. The posters definitely create an emotional approach, using imagery that people can relate to and make them want to help.




For the next uni project I will be looking into ‘persuasion’, how we design so that we shock the viewer and get the message across. We were given many examples of posters, campaigns and videos that were strong, striking and provocative. We were given the task of collecting images of events happening in society today, an exercise to show the different campaign designs. The most recent event was the Manchester bombing. The  ‘Busy bee’ is still a term associated with industry and hard work, however after the bombing many people decided to get the bee tattooed to remember those who were injured or died in the event.

Another event was the “Je Suit Charlie’ attack in Paris,  where two brothers armed with weapons killed those in the office. The attack was sparked from the attention for its controversial cartoons of Muhammad.

Following the discussion on events today, we were given different topics to choose from, which we will use to research and create work. I decided to look into ‘abuse’ because I thought it was a broad subject. I decided to do some brief research into the different types of abuse and the two that stood out to me most was animal abuse and drug and alcohol abuse.

Animal abuse

I found these posters to be extremely striking and provocative, all images are explicit, showing you exactly what happens to animals for fur or food. The image below surrounding the ‘factory farms’ is extremely provocative, not only have they used an explicit image to gain your attention and emotion, they have printed it to work onto a paper bag suggesting consumerism and produce.

The campaign below has created striking images explaining the reality behind the use of circus animals. The fact that they have drawn clown faces on the animals suggests how humans use these animals for entertainment and wealth. The bars in front of the animals gives you the impression that they’re in a prison, which makes the image even more provocative.

Drug & Alcohol abuse 

Another subject I researched was drug and alcohol abuse. There is plenty of controversy behind this subject and there are many different campaigns taking different approaches to the subject. The first image below, shows a woman who has abused heroin. They have used the slogan ‘Skin care by heroin’ to suggest how abusing the drug changes your skin and “screws you up”. The second image is extremely powerful, the gun  is a symbol of how the drug kills you instantly, there is no need for any text to explain.

The next two images show how abusing alcohol can be harmful for you and others around you. The first image is a take on ‘Absolute Vodka’, where they have created the shape of a bottle in as if it was a crime scene. This image is extremely powerful and metaphorical, as it suggests that you can’t control your actions whilst abusing alcohol. The second image is extremely unsettling, the image of a baby growing inside a bottle suggests how abusing alcohol has an effect on those around you including those who are pregnant.

The last two images show the effects alcohol can have on your behaviour. Even though the first image isn’t the most striking it shows the image of a person who clearly has a problem when it comes to alcohol. His reflection in the glass suggests that he’s considering taking the drink, giving you the impression that you can be addicted to alcohol. The second image is again quite minimal, however extremely striking and provocative. The quote ‘Booze brown’ suggests how some people lose control of their actions and take it out on others when they abuse their drink.


Book design research

After researching the different themes of the chosen books (Animal farm and Noughts and Crosses) I decided to collect some examples of book designs that impressed me the most.  I wanted to collect a variety of images with different styles, type and image.  The examples below show a variety of strong, metaphorical imagery and typography. These qualities create a visual image and helps you understand the plot of each book, for example the first book below suggests that something sinister happens in the plot, the lines that fall onto the page gives you the impression that it might be blood dripping.

However it’s not only the imagery that’s used to show the plot of each book, the colour used can also suggest what type of novel it’s going to be. For example if the book cover is designed using light, bright colours you get the impression that its going to be a happy and lighthearted. I will be considering  these techniques whilst creating my book cover for Animal Farm. I want to create a cover which includes strong, metaphorical imagery with a unique hand-rendered type.

Another technique I will consider using is creating a repetitive pattern, similar to the ones below. Personally these books give you the impression that the books are quite tense and suggest an obsession with someone or something. For example in the novel ‘Lolita’ it tells a story about a man who has an unusual fascination and obsession with a young girl called ‘Lolita’. The fact that they have written the name ‘Lolita’ over and over on the cover definitely suggests some type of obsession with that particular character.

Animal Farm – George Orwell

After researching Animal Farm book covers I discovered that many of them are designed using symbolic imagery from the novel or farm animals. As well as this, the colours used on the covers are all quite similar. The most common colours used to design the covers are red or black, or colours that you usually associate with a pain and darkness. The type used on the covers are usually typographically strong, formal or bold.




Penguin Design Award – Animal Farm

For this competition I decided to choose the book Animal Farm, as I had studied this book at school. I had studied Animal Farm in depth and remember discussing all of the different themes that arise in the book, as well as the characters and symbols.


Briefly,  Animal Farm begins when Old Major gathers the farm animals into the barn to tell them about his dream, where one day all animals will live in peace together with no humans to control them. After ‘Old Major’ passes away, three of he younger pigs, Napoleon, Snowball and Squealer plan to run the farm owner Mr.Jones off the farm, using the principles Old Major had taught them. The animals are successful and re-name the farm, ‘Animal Farm’.

The two pigs, Snowball and Napoleon fight for leadership. Snowball, who is the most intelligent, suggests the idea of building a windmill so that the animals can keep busy and continue to create produce. However Napoleon, the cruellest pig, chases Snowball off the farm with his 9 dogs. Napoleon then becomes the ruler of the farm,  and gains the trust of nine dogs to get rid of any animal who disagree with him. The animals followed a set of commandments, that were painted on the barn, which deteriorate throughout the book. As the novel continues the pigs become more and more human like, for example the pigs change the commandments to “Four legs good, two legs better”.

What was the purpose behind Animal Farm?

However, the real purpose behind Animal Farm was based on events in Russia.  Orwell’s idea was to portray how Stalinism betrayed the Socialist Revolution within the Soviet Union. The novel criticises the SU, and wasn’t published until after World War II.

“I thought of exposing the Soviet myth in a story that could be easily understood by almost anyone and which could be easily translated into other languages.”- George Orwell. 


  • Power & Control.
  • Equality.
  • Social Class.
  • Politics.
  • Class Conflict.


  • Windmill / industrialisation.
  • Communism.
  • 7 Commandments.
  • Boxers Death.
  • Pigs gradually becoming more human.




On display – project development

My idea development 

I started my project by researching into the history of brutalist Architecture and how it was seen by the public. It’s safe to say that there is a lot of controversy around the building’s appearance, some people are completely against the buildings and reckon that they should never have been built. However on the other hand some people are happy with the architecture, possibly those who are more interested in modern style buildings that are cost efficient or possibly who are interested in sculpture and see the buildings as ‘naive art’.

Personally I never had an opinion on brutalist buildings before this project, they definitely never stood out to me. After watching videos and looking at various pictures of the buildings I can understand why people don’t see them appealing, however I do agree that there is an element of sculpture art within the design of some of the buildings, for example the Hemeroscopium House in Madrid, Spain that was built-in 2008. The building gives the illusion that the concrete is held by nothing but glass walls.

At the beginning of this project I had various ideas of what I wanted to portray in this project. My first idea was to base my designs on what types of art were formed after brutalist architecture was introduced. I was inspired to  do this idea after looking on the Tate’s website, where they listed a handful of artist who used brutalist architecture as inspiration for their work. Following the idea of ‘raw concrete’ the artists created a new form of style called ‘naive art’. Personally I didn’t feel as if I had enough information to construct a brand identity, so I continued to develop on the idea. I was determined to keep with the same style of idea, where something or someone uses brutalist architecture as inspiration for their work. I found that browsing different creative websites helped me collect inspiration for this project.

Following the same style of idea, I wanted to create a new ‘Art Movement’ based on what happens when you introduce brutalist architecture to the creative / fashion industry. In my exhibition I want to inspire the public to look at the buildings in a way they haven’t before, and I want to show them that they are much more than blocks of ‘raw concrete’. My idea is to create a small exhibition showing videos, photography and pieces of fashion all created by designers who have been inspired by brutalist architecture. I also want to promote the ‘art movement’ by creating a page where people can go to give their options on their favourite brutalist fashion pieces or artwork on the exhibitions website. The website will also include a hashtag that people can use to refer to the exhibition and make the movement even more popular on social media, for example ‘#BRUTisback’ or ‘#brutalistfashion’.

Fashion Brand Research

I decided to look into some unique brand identity’s based on fashion, discover what they  have in common and if I could take inspiration from them for my work. The above have created their own unique brands that represent the personality of  what they’re trying to communicate to the public. Both brands have their own logo which represents their image and have kept their them fairly simple, using the brands name or initials. I have learnt that using a simple logo helps the public to remember it, the bold type or shapes stand out and catch our eye. However sometimes I personally feel like having a slightly more detailed logo also catches your eye and makes you want to see more. Looking at these logos has inspired my to think about how I want to create my logo, I will definitely experiment with a  simple logo but also include an element of creativity so that it suits my brand identity.

Both of the brands have shown what their logo would look like on various platforms, similar to what I will be doing in this project. I really like the idea of experimenting with how my logo would look like on a canvas bag, I think that this would be a good way of advertising the exhibition and as well as appealing to the target audience.

The two brands have a clear and sophisticated colour scheme to their visuals, which gives a clear idea of what their brands identity is all about. Both brands are clearly aimed at a more high-end market because their logos and colours are very simple and delicate. Both of them have used very luxurious colours, which is something I would like experiment with in my designs. Using these tones I would be able to show people how the buildings aren’t always cold and harsh, once they are put into fashion they can be quite beautiful. On the other hand I would also like to experiment with louder colours and the possibilities of making a bold statement, so that it catches the public’s eye and shows them that the exhibition is trying to make a powerful statement.

V&A Museum visual Language

This slideshow requires JavaScript.

As well as looking at examples of independent brands, I decided to do some brief research on the V&A museum, London, following yesterday’s session on visual language. When you first go onto the museums website you notice their large, logo placed in the middle-right of the screen. They have used different variations of colour for each logo, depending on what page of the site you’re looking at, for example for the fashion section they have used a bright red/pink colour. As well as the logo, the images used in the backgrounds of each page also stand out and are relevant to each page. This definitely encourages you to look further into what the exhibitions have to offer, therefore invites more people to visit the museum.  This is something I want o include within my project, I would like to create a web page showing images of what will be in the exhibition and give a sense of the personality I’m trying to achieve.

Another thing you notice about the website is repetition, all of the symbols or instructions are created using circles with matching colours to the logo on that page. The same repetition is seen through their wayfinding as they use the same circular symbols for directions and facilities. The museum definitely keeps its visual language very simple and modern, so that its easy to read and feels sophisticated.

The museum has posters about recent exhibitions scattered all around the city, usually in places that are most busy, for example the underground stations. They have sets of posters that show their logo, again using the colours to categorise each exhibition. Within my project I am asked to create a piece of printed ephemera, and I think that large posters would work well to advertise the brand, and so that I can include my logo and strong visuals of what will be held within the exhibition.

The exhibition

To create an effective brand identity I wanted to do some research into various fashion designers, this then gives me a better idea about the personality of my brand and what style I should be using for my logo or if I want to use image on my website/ posters. All of the work below have used brutalist architecture as their inspiration and it’s interesting to see how they all interpret the buildings.

The first collection by Patrick Ervell  has created a fashion line that’s very brutalist, and has used minimal and unusual patterns and materials. Ervell wanted to create a line with a “retro- future vibe” where as Omar Asim wanted to keep it more simple and elegant. Personally I prefer Asim’s work because he has created a line that beautiful and unexpected when using brutality as inspiration.

Pierre Cardin, who is famous for his unique frames, created a pair of glasses based on brutalist architecture. He created the glasses as well as clothing in 1980 after brutalist buildings started to become popular. He wanted to create a fashion that would suit the industry and break convention.

Patrick Ervell – Menswear Collection for VOUGE

“Unappealing, but designed for a purpose”

Omer Asim– London Fashion Week SS16

Pierre Cardin’s- New Designer Collection

Chris Francis – Shoe designer, “hard, rigid” shoes inspired by the aesthetic and philosophy of Brutalist architecture.









Developing a visual language

This morning we were given a brief talk on how to develop a visual language. We started by discussing the meaning of visual language, which is to persuade, describe, instruct and entertain the audience. Visual language can be shown through various media, such as posters, photography, wayfinding, signage, typography and animations. As an example  we looked at work by Callum Richards for the International Society of Typographic Designers Award 2017, where we were able to see his visual langauge develop through out his work. It was interesting to see the development of his work, starting by researching the idea and creating a narrative for the ideas. He then went on to research contemporary design and political design as inspiration for the visuals. Once he has an idea he then started to develop the visuals, it was interesting to see how his ideas changed when doing further research.

Another research example was the New Blood entry, ‘Grandstories’, the idea is to celebrate the relationship between grandchildren and their grandparents so that they’re reminded to keep in touch! For the visual language they have used bright colours and s strong typographic style. They created a typeface with two complimentary character sets that come together to represent a ‘hug’ between the two generations. My favourite thing about the work is how they have used elements that remind you of your grandparents, for example the lace table cloths or coasters. The work is placed all around the city as a constant reminder to the people passing to contact their grandparents.


Research task

After the discussion we were given the task of developing a research presentation on a provided exhibition space. My group had the task of researching ‘The Science Museum’, researching the exhibitions logo,  typographic system, colour scheme, way finding and signage system. We started by researching the logo, which has had a re-brand in the past couple of weeks. The logo is very simple and modern, which works well with the museum. The type on the logo starts with bold letters and gradually becomes thinner, this may give the illusion that the logos travelling suggesting that it’s  futuristic.

We discussed the colours that were used on the website and within the exhibitions. On the website they use simple shades, blue, white and black. I believe that they use these colours so that they don’t take too much attention away from what’s important, which are the exhibitions themselves. The exhibitions being held in the museum are usually shown through colourful images and patterns so that they catch the viewer’s eye. We learnt that the museum also uses colour within their exhibitions. To categorise the content they have used different coloured stands to help the people understand what they’re reading or interacting with.

The discovered through our research that the logo shown on the signage for the museum was very different to the one on their website. The logo used outside the building is a modern and futuristic type, possibly constructed to look as if it was taken from a computer game. Different to the websites logo, the blue background definitely stands out which makes it easy to find and recognise.



On display; Brief Theme research and ideas

Over the next five weeks we have been given a project based on branding that explores a strong conceptual understanding of a significant subject matter. Our task is to develop an appropriate graphic language and a cohesive exhibition experience that works well with our chosen theme. We will also have to create a brand identity for the theme that must work visually across a number of printed, digital and spacial contexts. The main challenge behind this project is to push myself to my creative limits so that my exhibition should inspire and engage to the public/ chosen target audience.

1. Beyond Borders – Geographic boundaries of political entries.

  • How borders aren’t always something to fear – when considering a better life.
  • Discussing the lives of those who have made it to  better life, encouraging countries to open their borders to those who are desperate.
  • how photography works to show sympathy.
  • no choice, survival, new sense of community, distractions, loneliness.

2. Brutalist Architecture

Brutalist Architecture first started as a movement of the early 20th century and began to flourish in the 1950’s to the mid 70’s. The term “brutalist” was given to the buildings to represent the rawness of their appearance, clean cut lines, and walls of thick concrete.

  • They’re not always liked, they can be seen as ugly or old-fashioned.
  • They are a reminder of the underclasses.
  • Some see them as sculptures.
  • Inspirations for fashion, performance & art.
  • Fashion & Brutalist Architecture 
  • Performance & Brutalist architecture 
  • Art Brut – ‘raw art’, ‘brutal art’ – outside the academic of fine art. Also known as art of the mentally ill.

3. Defuturing 

  • collection of words of how others see the future
  • looking at how films predicted the future, for example the film “back to the future”.

a defining quality of our species. However, with the numbers that we now are, with powers we have amassed and mobilised for ourselves by design, technological extension and fabrication (which has underpinned our rise to domination), our self-interest has started to turn back upon itself. Fundamentally, we act to defuture because we do not understand how the values, knowledges, worlds and things we create go on designing after we have designed and made them.” (A new Design philosophy: An introduction to defuturing, Tony Fry 12).

4. Etymology – study of the origin of words or how things got their names.

5. Psychogeography – the art of wondering / getting lost

  • why are some places more creative than others?
  • Affordability
  • things that inspire creativity
  • each city has a message – those who go with it are courage the others aren’t
  • culture
  • moving to london ” cliche message to others – promotional success.
  • origin of cultures or example punk culture.