Art Fund: Initial critical feedback

I put together a simple slide show to show some of the process that was undertook for this part of the concept and visual development. The presentation shows the initial sketches which show the idea of basing the design on festivals as these are something that students all engage with. The concept then developed on to the idea that the posters could act as a form of comparison, taking all commonly bought objects that are worth £5 and then saying that the Art Pass is of the same value. Finally, focusing on the fact that students spend too long on social media and technology each day the idea developed into looking at ways in which this could be presented as a campaign. The idea to show a social media feed with on trend pieces of art work and illustrtions that someone holding the phone may like would then be in contrast to a gallery space which shows the sources of inspiration and how someone can go to a gallery take inspiration from the artwork and then drive new ideas for their own development when they get back. 

A gallery visit to the Hepworth gave me some primary images to use, leading to the development of the concept that I presented in the crit. The idea is that the doodles on the poster are derived form the artwork in the particular image and then brought to life outside of the image and presented in a way that could suggest different ideas. The short phrases on the posters vary so that a concept could be narrowed down and chosen as the most appropriate. Initially the idea was to look at how the well known pieces in galleries could be taken and developed in a new light.

The Art Fund brief says that it should be promoted as if it was an event as big as Glastonbury, so focusing on this part of the brief the concept was changed to be that the poster was acting as an event advertisement. This is suitable because the main period of promotion for this Student Art Pass will be during this period. To make this idea visually progress, research into existing club night posters took place to see what visual styles could be adopted so that the concept could be successfully portrayed. 

Feedback
The group discussion was useful as it allowed for some good ways to develop this further and ensure that all points of the brief were being met. By explaining each of the design developments and influences I was able to personally see which bits worked well and which bits were still a little undeveloped or didn't hold as much meaning as intended.  

• try to capture the essence of escape when visiting a gallery
• could constrast this inspiration and buzz of ideas that then happen after visiting a gallery through the use of the illustrations based on the artwork - lines on the image and then all of a sudden a much more complex and interesting illustration outside of the frame
• the 'doodles' should reference the well known pieces of artwork and show the new ways they can be transformed
• it may be interesting to include more within the illustrations such as influence from the geographic location of the artworks and galleries 
• it was also suggested that a visit to a gallery is much more that what is in the gallery and that the whole experience of going to a new palce, travelling there and then wanting to go to as many as possible in one day makes a unique experience that could be captured within the advertising campaign somehow
• mindfullness is a current trend and as students it has been realised that it does help to have a balance away from university work and partying
• research into mindfullness, popularity within the student community and whether or not this would be appealing to students when placed amongst a number of other promotions at a Fresher's Fayre