Week Ten: Design Development

Updated: Dec 10, 2021

This week's lecture was in the form of interviews with:

  • Torsten Posselt (FELD)

  • Matthew Jones and Michelle Dona (Accept and Proceed)

  • Wouter Dirks (Studio Dumbar)

  • Stijn van de Ven (Eden Spiekermann)

Identify and explain a development process/activity where you've had to evolve a more revolutionary approach to solve a project.


  • Working on a brief that you might not be particularly interested in the subject of can be liberating.

  • The process can be the outcome.

  • Not going for the obvious is usually a good thing.


  • Combine history and technology.


  • Redesigning a brand's visual identity can be difficult after designing for a long period of time.


  • Clients need help every step of the way with digital products/services.

One of the points that intrigued me from this lecture was how working on a project that might not necessarily interest you could be liberating. I can see how this could be as you’re not attached in some way, so there’s freedom in that sense. There’s also the potential to discover new interests from working on projects that are out of your comfort zone or within your interests. With this in mind, as you establish yourself as a designer, I wonder where the attraction would be to take on projects that could potentially interest you over projects that you would be interested in, given the choice?

Nicer Tuesdays, (2019): DIA Studio


  • Life experience.

  • Theory.

  • Research.

  • Methodology.



  • Results.

  • Criticism.

  • Reflection.

  • Keep learning.

  • Everything is connected.

  • We can evolve the tools we use to sync with the state of communication.

"Resistance is what an airplane needs to take off."

-Wayne Shorter

  • Work from the heart.

It's Nice That, Here, (2017): Triboro

  • Work on a variety of projects.

  • Start with a blank page.

  • Work in a subtractive way.

  • Make a decision that forces you down a specific path.

  • Boil down ideas.

  • Find the midpoint between communication and confusion.

  • Graphic design needs personality and soul.

  • Take the brand name and work backwards in finding meaning.

  • Have consistency and flexibility.

  • Nike - NYC.

Image: Liam Thinks!: Nike’s Famous Logo Brilliantly Redesigned To Read As ‘NYC’

Image: https://www.shillingtoneducation.com/blog/triboro/

I really liked hearing Tribaro's story and seeing their work, very inspiring. I loved how they arrived at the identity for the Sauvage restaurant. It shows how rewarding it can be to look at the details, starting with the name and working back to its origins. This simplicity of looking at the details was continued in the NYC Nike logo, which I thought was an excellent observation.

Workshop Challenge

When discussing with my focus group ideas for the campaign tagline, it was felt that using 'mind' instead of 'mental health' was better as it feels softer and more approachable.

@Charles "mind" is better than mental health; treat sick people as ordinary people.
The translation from Harry is close to "mind" in Chinese, so don't worry about that.

-Jiang Chwan

Aaron Draplin Takes on a Logo Design Challenge

  • Look around you for inspiration.

  • Write the name out.

  • Think about what the brand is and does.

  • Sketch ideas out.

  • Sketching ideas out will lead to other, better ideas.

  • Show context.

  • Everything is a basic shape.

Image: https://creativecloud.adobe.com/discover/article/18-increasingly-irrelevant-questions-for-aaron-draplin

Images: http://www.draplin.com/work/

When thinking about my logo, I thought about what the core purpose of my project was about, and that was to ignite conversation surrounding mental health. This, in turn, made me think of soundwaves that would be transmitted through talking. I also thought about brain neurons in regards to the mind. I also looked at mental health charities for inspiration. Charity 'Mind' uses a logo that fitted into the aesthetic I was more drawn towards. Mind's logo looks as though it has been done by hand, which evokes a sense of human touch which is comforting. The colour blue is also well known for having a calming, soothing effect on mood.

I want to get my logo riso printed for reasons I have previously mentioned as riso is unpredictable, such as mental health; it also transmits that human touch that I like about Mind's logo. The colours available at my local riso printing shop are shown below. I've opted for 'Sky' blue as this seems to be the most calming. Blue skies also evoke feelings of spring and summer, which are usually linked with happy memories.

Image: Riso print colours

The idea I wanted to run with the logo was of sound waves, as talking is at the heart of the campaign. As well as this, of course, is mental health and the mind. The shape that then came to mind was a wavy thought bubble that I began making different variations of on illustrator. The purpose of this campaign is also to have people making things, and this also fitted into the logo as it also began to take the shape of what could be a splash of paint.

Images: QR code, Logo, and further concept development notes

Deciding on type choice was going to be a difficult process too. However, I knew that it had to have the quality of being handwritten to fit in with the human touch aspect of the campaign and the subject matter with which it is dealing. The type also had to match the logo symbol too. It couldn't be too clinical or straight-edged, but I also didn't want it to appear childish. It had almost to be mature yet naive. I began compiling different fonts through print screening those that seemed to match these criteria.


Images: https://www.myfonts.com

Further Concept Development

As well as this, I was still trying to nail down my concept. All the ideas were there but just needed to be put in place. I took further inspiration from other campaigns that had executed similar ideas to what I was trying to achieve.

Needless (Speculative project found on Behance)

Image: The Printing Charity Projects | Photos, videos, logos, illustrations and branding on Behance

Further Concept Development

Covid Designers

Image: @covidesigners on Behance

The @covidesigners project arose from the following question: "How can design be useful in times of crisis?". In March 2020 the COVID-19 virus was arriving in Brazil and the country was about to be deeply affected by the pandemic. And with the intention of diminishing the crisis effects in more fragile social groups, an idea came up: what if I invited some talented friends and we made beautiful, positive and inspiring posters that could work as rewards to raise funds for homeless people? Thus @covidesigners was born, a project that brought together creative professionals with two main purposes:

1 . Develop posters that would bring a little joy to this dark moment we were living. The artworks were submitted and posted on the project's Instagram profile.

2 . Raise funds through a crowdfunding campaign, with the posters printed in Risograph as a reward. The net amount collected was transferred to the project “Ninguém Mora na Rua" (“Nobody Lives on the Street”), which supports homeless people in the Capão Redondo region and in other vulnerable areas of São Paulo. The posters were printed by Entrecampo.

The project also sought to expand and question the role of design - usually linked to consumption and profit generation - and, at the same time, make use of this tool to effectively contribute to improving the lives of vulnerable social groups that were deeply affected by the pandemic.

British Red Cross

Image: British Red Cross "Kindness will keep us together" by VCCP (campaignlive.co.uk)


Thankfully, everything started to seem to be coming together at this stage. Deadlines were looming, and it was becoming very stressful. I still wanted to get designs riso printed, which could take up to five days. With this in mind, all my ideas were beginning to fall into place, and I was happy with the direction I was heading, but I didn't have a lot of time to complete everything. Logos look simple, but there's a lot to consider in making them look simple. I was also going slightly crazy from looking at so much type!


flex.falmouth.ac.uk. (n.d.). Log in to canvas. [online] Available at: https://flex.falmouth.ac.uk/courses/954/pages/week-10-lecture-design-development?module_item_id=56272 [Accessed 24 Nov. 2021].

www.youtube.com. (n.d.). Nicer Tuesdays: DIA Studio. [online] Available at: https://www.youtube.com/watch?v=qTynk4wmXD8&t=919s [Accessed 24 Nov. 2021].

Behance (n.d.). @covidesigners. [online] Behance. Available at: https://www.behance.net/gallery/105054799/covidesigners?tracking_source=search_projects_recommended%7CCovid%2019%20riso [Accessed 30 Nov. 2021].

Mood board References

Wikipedia Contributors (2018). Mind (charity). [online] Wikipedia. Available at: https://en.wikipedia.org/wiki/Mind_(charity) [Accessed 28 Nov. 2021].

Popular Science. (2021). What are sound waves and how do they work?[online] Available at: https://www.popsci.com/reviews/what-are-sound-waves/ [Accessed 28 Nov. 2021].

www.medicalnewstoday.com. (2018). Study overturns age-old theory of brain learning. [online] Available at: https://www.medicalnewstoday.com/articles/321337 [Accessed 28 Nov. 2021].

Sample, I. (2019). Bionic neurons could enable implants to restore failing brain circuits. [online] the Guardian. Available at: https://www.theguardian.com/science/2019/dec/03/bionic-neurons-could-enable-implants-to-restore-failing-brain-circuits [Accessed 28 Nov. 2021].

https://www.facebook.com/thoughtcodotcom (2018). How the Doppler Effect Works (and How to Calculate It). [online] ThoughtCo. Available at: https://www.thoughtco.com/the-doppler-effect-for-sound-waves-2699444 [Accessed 28 Nov. 2021].

www.youtube.com. (n.d.). Aaron Draplin Takes On a Logo Design Challenge. [online] Available at: https://www.youtube.com/watch?v=gVUVUoXrPzM [Accessed 5 Dec. 2021].

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