Brief 01 - Original Rework Concept & Page Number

After the meeting the Fine Art team went away to define and focus the concept down so that it made more sense to us, so that we are working on the same page. Here is how they explained it:


Original Rework

Our expectation - you will design a visual branding which link cover to content

Original is an adjective here describing the action to 'rework'

So what does that mean? 

To rework .... is to use again in altered form 

Original....... is not derived, copied or translated from something else, it is fresh and unusual, first made or thought of.

So, a fresh, first made, using knowledge and skills with a known provenance in a continuum. That is what a student is doing. We struggle to perform and present our original works. recognising our relationship to the historic and contemporary world.

58 emerging artists presenting a shared exhibition of their individual art practices under the title which binds them together: ORIGINAL REWORK 

We would rather not have the message specified by an image like a Glenn Brown. We are happy for our message to come across in metaphorical use of type/colour layout rather than image. e.g all year books are the same format however, our book could be the original rework.

Contents: (132pages)

- Introduction to show ethos, 2 pages, 500 words

- Course ethos/ welcome   , 1 page, 150 words 

- Students 58 x 2 = 116 pages 

               * name

               * email address

               * 40 word statement

- Thanks page, 1 page TBD

- Contents page, 1 page TBD 

- Tour/ show detail , 1 page TBD

- Special features 5 double pages



At least now we have a clear idea of what they want to be included in the yearbook, and proposing 132 pages.
We will see if this is possible, however regarding the images quality, we will have to see later on in the project whether there is a budget to upgrade the stock quality and add special finished to the cover.

Regarding the concept we still need to decided between us and Fine Art what is going to appear on the cover, the would prefer a high impact image that reflects the course, but they also asked us to develop the authenticity stamp to see how that would work, and if it would work with an image. The concept needs to flow throughout the yearbook, so coign up with some layouts regarding the choice of typeface and composition needs to be worked on.

There are restriction on typeface as Helvetica needs to be used for body text, however we can use alternate typefaces for the names, titles and the page numbers. So I need to produce some ideas and variations on this.