The brief

For my next project ‘Persuasion’ we were given our own brief which we had to create. i decided to use ‘drink aware’ as my client, as their campaign is to encourage people to make better choices about drinking and give them information about abusing alcohol. After researching their website and the work they had already created I noticed that the designs were very similar and quite formal. My idea was to create a branch that reached out to students and young people, creating work that was appropriate for them. The work would then go on to be installed in bars/clubs and any other alcohol related event.

Name and contact details of Organisation or Client:


Project title or mission statement: 

Messy heads.
‘Helping people make better choices about drinking’.

Prepared by:

Ffion Eleri Hughes
07449 518940

1. Background / Overview:

Abusing alcohol is extremely popular amongst university students, affecting those students who are unsure of their limits. Being a university student myself I realised that there aren’t many campaigns targeting the dangers of alcohol as much as there are posters promoting nightclubs and drinking establishments.

2. Objective. What is the goal of the campaign?

For this project my challenge is to encourage people to think more about how abusing alcohol can affect their lives and those around them. The goal is to target young students or any young people to encourage them to think about how much they drink. The name ‘Messy Heads’ is suggesting how some individuals might be confused about their limits or confused about the truth behind abusing alcohol, as well as considering those who might be pressured by their peers into drinking too much.
3. Target audience: who are we talking to?

In my project I will be targeting young people, those who are university students and those who are about to join. To really connect with this audience I will use images of university students/ young individuals so that it’s more relevant to them.

4. What’s the message?

The message behind this project will be to show students / young people that they might not be the only ones confused about their drinking limits and to show the reality of abusing alcohol.

5. Possible solutions?

After researching into ‘drink aware’ the work they use is based on information and facts. To create something different for this company I intend to use strong imagery and colour.

6. Phases of creative development


I will be collecting my research from websites, posters and any short films that have been created about the effects of abusing alcohol. As well as this I will be doing research into colours that stand out and strong imagery.

Phase Two: CONCEPT Review, edit and focus the research, find common themes, create concepts for a range of possible approaches, gather feedback.

Phase Three: PROTOTYPE:

Develop on concept in more depth and create a prototype… include any mandatory elements such as the logo and website address. Gather feedback. Your prototype should help you to test the idea in context and to better understand the audience experience.

Phase Four: REFINE AND DELIVER: Present ideas to client.




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.


Animal Farm – Design process

Over the Christmas holidays I decided to play about with some hand-made prints, using  lino cutting tools and ink. My initial idea for the book cover was to create something unique and minimal, using dark colours and gritty font. I also wanted to stay away from creating anything with a pig on the cover! However starting out I was stuck on how to create a cover which gave enough information about the plot without using an image of a pig.

Using my lino cutting tools I created a print of a pigs behind, I thought this would create a sense of humour  which contradicts the themes of the book. I created five pigs, four in black ink and one in red, to represent the leading pig Napoleon.  To create the type, I used oil paint and sketched the letters quite roughly. after placing the images and type into illustrator I was quite happy with the quality of the images and started playing around with how I would place them onto a cover. I also experimented with different background colours and converting the black colours to white.

At first, I was very happy with the outcomes and I wanted to keep experimenting with my lino cutting tools. However after asking my peers for their opinions on the work, they said that the cover was quite boring, which made me think that I needed something more unique which gave my own personal stamp on the work.

My next idea was to use screen print to experiment with mixing different colours. I started by creating one page full of red, white and black ink mixed together to see what unusual patterns I could create. In my opinion all of the colours were very overpowering and if they were to work they would have to be scaled down. I decided to create a stencil of pigs feet print and place that on the screen, so that the mixture of colours would show in the form of trotters.  After scanning the image onto my laptop I noticed that the colour of the paper had slightly faded and become more of a beige, yellow colour, it reminded me of a classic, old-fashioned book. I want to play on this idea, and decided to create a new type using my handwriting.

To create the type, I wrote the title ‘Animal farm’ several times on paper until I found one I was really happy with and was also easy to read. After placing the image and all of the provided text I felt as if the cover was visually pleasing however again it wasn’t giving you a sense of the story or any metaphorical imagery. animal farm trottersI decided to look into the themes of the content once again, to find if I could take a different approach with the imagery on the cover. One theme that stood out to me was ‘produce’, in my opinion this is one if the main reasons that the animals decided to protest  in the book. The animals are tired of being used for their produce, it says in the book  that “Man is the only creature that consumes without producing”, this inspired me to think about greed, which is another main theme of the book. I decided it would be really interesting to create a minimal image that was metaphorical and showed humans greed all in one.

I decided to picture a plastic bag, representing a butchers bag, filled to the brim with meat. I would also have sausages bulging out of the bag to suggest how full it is. After taking several images of the bag, I decided to play around with the hue starvation to see what unusual effects I could create. I decided to create  blue background because it reminded me of something cold and mysterious, which I think worked really well with the metaphorical idea.

However, after having a group tutorial I was told that the first thing that came to their minds was the American Flag, which has no relevance to the story. I was told that the font worked well with the image, the elegant type and the harsh image contradict each other similar to the large contraction which is suggested in the book’s plot. Overall I was happy with the idea, however I wanted to change and experiment further with the layout and colours of the cover. Animal farm bag

Keeping the same idea and style, I decided to re-photograph the image in a more professional setting, so that there weren’t any visible lines behind the bag. I decided to have a gradient behind the image to create depth and to pull all of the focus onto the bag.   I decided to keep the elegant type, placing the title ‘Animal farm’ the top and ‘George Orwell’ at the bottom. what I liked about this layout was the clear sense of hierarchy, the bulging sausages are as if they are leading you down to read the author’s name.

On the back, I decided to play around with the text so that it was tidy, and that all of the quotations were in italics. I also created the provided text using my handwriting  so that there is a clear connection between the front and back cover.

Cover 33


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.




Marrakech – Reflection

I was apprehensive but excited to join the trip to Morocco. Before going I decided to do some brief research into some of the places we would visit on our trip, such as the ‘Bahia Palace’ and the ‘Saadian Tombs’. The place I was most excited to see was the Majorelle Gardens, after reading about its brief history.  The building and gardens took 40 years (1886-62) to create, by the French painter Jacques Majorelle. The garden covers two and a half acres of land, and is filled with exotic plants, trees and pools decorated with water lilies and lotus flowers. What makes it so exciting and unique is the vibrant primary colours. The blue paint used on the buildings is called the “Majorelle blue”, making it unique to this site.

I was  surprised to see how busy it was on the streets and in the different sites. On the streets  you are overwhelmed by the different smells of spices, dust and food cooking. When you visit the square, you can hear the snake charmers and their instruments and the sounds of people talking and cars/ mopeds massing and beeping. Different to the outside, the sounds from inside the buildings are much more tranquil. You can hear birds chirping and fountains dripping and the light sound of Moroccan instruments playing in the background.

Everything I experienced in Marrakech became part of the inspiration for our project. I was most inspired by the variety of colours and smells, and thought that they would be really interesting to experiment with in my project. I wanted to use these senses to come alive in the book, and give whoever’s looking at it a brief experience of the smells and sounds of Morocco.

Whilst in Marrakech we decided to re-group, so that we would be working with others who had similar ideas. I was put into a group with Maris, Freya and Nuw, and we all wanted to focus on the senses. Whilst in Morocco we came up with the idea of designing a book which would include fabric, dyed using the dyes we bought in Morocco, some would even be infused with spices, orange blossom and argon oil. The book would also include some pages of interesting artworks, sketches and patterns that we were inspired by in Marrakech. We also wanted to have the sounds we recorded in Morocco playing as you look through the book. We had the idea of using an ‘Ipod’ so that you could listen to the sounds through headphones.

After returning home, we had a group discussion and gave everyone a specific role, making sure that everyone could experiment with media from outside their subject. My other role was to create the element of touch in the book, by using my sewing machine. Maris’ role was to create a typeface that would correspond with the editorial and the ‘book of senses’. Nuw and Freya’s role was to dye the fabric and stitch.

Personally I think we worked really well as a group. Even though we did most of the work in our own time we always kept in contact over social media. We would always keep each other up to date on the things we were doing. As well as this we all had our own style of work which showed whist we were putting the book together. before our presentation we all got together to put our work in the book.

Freya decided to cover the book in fabric, that was dyed using some of the colours we collected in Morocco. In Morocco we bought several powdered colours such as, ‘the colour of Marrakech’, ‘Saffron’, Indigo and the poppy colour. Most of the colours worked really well to dye the fabric, however the indigo didn’t take as well as we thought, however it left a subtle tint on the fabric. Whilst in Morocco Freya, Nuw and myself also bought some mint tea, argon oil and orange blossom essence. We decided to use the oil’s to infuse the different fabrics and decided to use double-sided tape to stick the tea under the fabric. Whilst putting the book together we decided to create labels giving instructions for example, “smell here” or “touch here”.

For the element of ‘touch’ there are many different textures within the book, including the disposable images. As part of my role I decided to buy some thread and an embroidery kit and started stitching over the printed images. For example, one of the images was of a large lantern, the picture was quite dark and didn’t highlight the detail that was on the lantern so I decided to take some yellow thread and stitch the outline. Another example was a picture of a plant pot in the Majorelle Garden. Instead of creating an outline of the image I decided to re-create the tile pattern on the image.

Overall, I think that the project turned out better than expected. We were quite apprehensive at the start of the project that our work wouldn’t be enough to fill a book and that our work might not be compatible. However our designs worked really well and we were able to portray most of the senses. We wanted the book to be a celebration, that didn’t have a structure like most books. Whilst in Morocco we decided that everything was so hectic that this was something we needed to show in the book.

If we had more time to create the book we would definitely consider taking it further and possibly creating it on a bigger scale and experimenting with different techniques from outside our subjects. As well as this we would have liked to have experimented with sugar paper, infused with oranges or the spices so that we could have covered all five senses.




Senses project

After discussing our roles within the project we were ready to start creating. I started by using watercolour to cover my canvas fabric with the primary colours of Morocco, I wanted to use watercolour instead of the dye so that there was a variety in colour. I then decided to stitch on top of the fabric. However, after creating my first piece I decided that we would have too many pieces of fabric in the book and we needed to experiment with some different fabrics and media.

Whilst in Morocco I took many disposable pictures of random things I saw day-to-day. I wanted to try a different technique which involved me hand stitching instead of using my machine. I decided to buy some thread and an embroidery kit and started stitching over the printed images. For example, one of the images was of a large lantern, the picture was quite dark and didn’t highlight the detail that was on the lantern so I decided to take some yellow thread and stitch the outline. This way I was able to include the element of touch into our project. Instead of only being able to look at an image you could touch the image too. I created several of these images, as well as creating watercolour backgrounds to bring plenty of colour into the book.

As well as creating the stitched images I focused on creating an editorial to go alongside the work. The editorial would consist of images from taken by my group in Marrakech, brief information about the places we visited and how each place made us feel. When it comes to creating  graphic work I am usually very experimental with my text and images. However this time we wanted the editorial to be quite simple, as the ‘senses book’ was so varied, so it was definitely a challenge for me to create something so formal.

To go alongside the editorial,l Maris created a typeface, inspired by the different fonts we came across in Marrakech, Arabic writing and the different patterns.


Before putting the work together I decided  to do some brief research into some artists who use ‘senses’ in their work. I started researching the work of ‘Odette Toilette’ on the Tate’s  website. Toilette’s work consists around creating events and installations focusing on ‘the sense of smell’.  Her idea is to bring a sense of smell to life, for example how a certain smell can remind us of a life event or a person. In 2010 Toilette started an event showing all the things that are possible to do with smell. Toilette’s work inspired me and it made me consider how we could use our sense of smell in our book. Whilst putting the book together I decided to place some of the Moroccan tea and spices we had collected behind the fabric, so when you rub the area where they are placed you will get a strong smell of the ingredients.

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