Food Factory – Final Presentation

Today we have had the final piece presentation in which we did the pencha-kusha style presentation in front of the client and his fellow managers. All members of our original group (+1 from a previous group) all gave our presentations back to back in order to receive feedback from the clients and show off our ideas for the campaign.

(To download the powerpoint presentation for viewing, click hereluke-pascoe)

Using a time-slot order, each original group took turns in presenting each individual idea from each person. With this, me and the rest of my old group took turns in showing the ideas and concepts which have developed since our mock presentation. Along with giving the clients a verbal presentation, we also gave them a paper containing the final piece, some notes about the purpose of the message and a space at the bottom for some feedback.

The presentation itself went rather well in front of the clients, as no errors occurred in the power point and I was able to keep up my talk throughout the whole thing. After doing my presentation I was given a small amount of feedback from the clients on both my speech as well as my idea.

While I am unsure whether or not it was due to time constraint or due to lack of any criticism, none of the clients had any negative feedback, only commenting on how they liked the theme and design before moving on. While I am unsure how to take this response, I am glad to have receive the good feedback.


Final Design


Here is the final design for the Pride in the Process project/campaign, as shown in the previous post(s).

Plus – I am quite happy with the overall design of this piece, as I really enjoy how well the angular sketch designs managed to translate into the final product. I am also very glad that I had decided to add the extra time links with the seeds and the sapling, as looking at it now makes me realize that they help flesh out the idea of passing time and the overall process a little more than it did before. I feel as if the overall design for the characters comes off as very friendly, being a somewhat kid-friendly design yet still remaining it’s more serious tone about the message. The logo as well turned out very nice for a last minuet addition as it makes the overall design link to the company a little more than before.

Minus – I am still somewhat unsure about the design/layout of the timeline and path marker itself, as I feel as if it looks a little out of place next the other designs. I also wonder whether I should have given the fruits on the tree the white outlines which I give them afterwards, as looking at them without now irritates me just a little bit for not matching. Something I also worry about in terms of its design is whether or not the design is too simple. I know from experience that simple design is not bad design, but I feel as if the design looks simple not out of style, but rather it looks lazily done or has a lack of skill needed to make it.

Interesting – I think that I may take this art style into a future project at some point maybe, although I may also decide to put a fair bit more practice into it first to ensure some improvement beforehand. I may take some inspiration from the style of the logo as well, as the idea of combining both the type and the logo design of the company serves to create a very fitting design to go alongside the main work.

Creating the my Final Design


Using the shape of the farmer from my previous experiment, I copied over the same body shape over to the next characters, as  I wanted to keep each character to around the same body shape and patter, as well as prevent too much difference between each other this if I had done them from scratch. The only exceptions to this rule was the inclusion of the small fruit tree which I included from the original sketches, which I created to go alongside the farmer using similarly angular shapes.


After creating the farmer and tree I began creating the other figures. These figures include: a delivery/storage worker, a worker from the factory, a store clerk/store worker, and the customer.

(Note: For the customer I had a little trouble choosing which skin color I should choose, as I wanted to create as diverse a cast as possible, but did not want to force that factor in. In the end I choose to use the black skin color for the customer thanks to a little bit of feedback in class.)

Like in my original sketches I kept to the idea of placing the factory worker in the center of the image. This is to hopefully hint to the workers that they are a/the central part of the process and have an importance within the hierarchy of the timeline.

After creating the characters I began experimenting with what way I could show the hierarchy and/or importance of their role within the timeline. At first I tried just using the original design idea, which was just a straight timeline with marks for each part of the process.


Next I tried using an idea inspired a little by another groups idea of having a hierarchy pyramid within the timeline, however, I quickly realized that this idea was fairly messy and did not entirely show off the message.


I decided to go back to the original straighter design as I realized that it would also be much more conservative with the amount of room it needs, as too big of a design may create issues for the location should it be selected.

After gaining some feedback and advice, I also began experimenting with the methods of how to show the different paths that the fruit can take. Around the same time I had also decided to add some extra design elements just to add a bit more meat to the appearance as well as complete the timeline properly. I added both a seed and a sapling to the start of the timeline, as I feel as they now show to the audience (workers) how not only do they have to be delivered to them, but they also have to be grown in general.

With some more feedback, I choose to use the the forked line design as it seems a little less confusing compared to the left design.


Here is possible logo that I created on the side to go along with my current design. The logo was made pretty simply using “Impact” typeface and by adding a solid color version of the company’s logo itself. I will use this logo alongside my design to serve as some form of campaign title for either just the presentation, or for the

Returning to the Sketches

With the main artist for the original design gone, I have decided to stick with the original art style which I used when drawing up the sketches, as I feel as if they were a very simple yet stylish and understandable design, with the latter being something that will be very important for our non-English speaking audience.

Using the angular and shape based style in my sketches, I began experimenting with what I could do using my favourite program, Adobe Illustrator. I started by creating the farmer which would make the first part of the timeline.


I started creating the farmer by only making half of his body, then when the design was complete, I copied and pasted the design onto the other half. Using this method of creating the character would allow me to create completely symmetrical figures without having to worry about mistakes of wasting time. After mirroring the design, I added a few edits to one side in order to give the farmer a pitch fork, as I believe that by giving the farmer this tool, he becomes a bit more universally recognisable.


With the farmer design complete, I feel very confident about what I can do for the final piece as looking at the farmer now seems t be a fairly good success. The style matches (if not better suits thanks to the white gaps) my original sketches thanks to the tools provided by Illustrator. I may even be able to use this design within the final piece as there does not seem to be anything that wrong with it at the moment, and it will also save me needed time for the rest of the final piece.


Essay Preparation – Romanticism

Today we have been learning a new subject within graphic design known as Romanticism, a theme which will become very important/helpful for our essay later down the line.

Romanticism is a classical form of art/literary/music which emphasises the glorification of both the past and nature and often has themes of the smallness of man compared to the hugeness of the world around us. Romanticism was mostly (if not purely) created in response of the Industrial Revolution, as well as other critical points at the time such as the Age of Enlightenment and the new appearance of scientific research and rationalisation of nature.

These new ages sprouted various themes from artists who romanticised various new ideas and concepts from their arrival. The main goal created by these artists was to emphasise intense emotion as an authentic source of aesthetic experience which would cause such reactions as  apprehension, horror and awe (especially in the new concepts on the sublimity and beauty of nature.

Here is an example of a piece of romanticised artwork:

“The Nightmare” by Henry Fuseli

This painting Henry Fuseli is an obvious attempt at creating the feeling of horror, although it was not so much as an attempt but a full scale success as both patrons and critics alike have praised this piece of romanticism due to how well it fulfils its role of infecting a sense of fear and discomfort within its viewers while still keeping them intrigued by its message. The image itself depicts a woman laying unconscious on a bed while a small, ape-like incubus is crouching atop her belly, and a disturbing horse-like creature watches from behind a curtain.

The likely forms of romanticism within this painting are all likely to be aimed around the feeling of dread when experiencing a nightmare. The incubus sitting on the woman’s stomach is likely referring to the feeling of suffocation one gets when induced in a nightmare. The incubus itself may be in reference to how people believed how demons and spirits were the causes of nightmares. The woman position may refer to an old belief that this position in be would make you susceptible to bad dreams, as well as depict a feeling of helplessness against the events happening. The horse (mare) itself may actually just refer to the word night”mare” itself.

“The Sea of Ice” by Casper David Friedrich

This is another example of romanticised artwork we explored during the lesson. This piece is a depiction of the wreckage of the HMS Griper, which was lost during an expedition to the north pole during 1824. However, the main aspect of this painting is mostly focused on the frozen landscape of the area around the wreck, which (as named by the title) is nothing but a sea of snow, ice and jagged ice rocks created by both the ships crash and natural conditions.


Food Factory – Now Independent

With our presentations to the client finally over, it has been revealed to us that from this point onward we will be work on our own using any ideas that came from the previous half of the assignment. This means that we can either choose to create a new idea, use our previous idea from group activity or even take inspiration from another team’s idea.

Currently I am going to stay with the current idea of which we had as a group, namely because it was the only confident idea that I saw that we had, as well as due to it being the idea that I myself created. I may have to change the final design for it however as the loss the original artist for our presentation has of course also gone independent with their work, meaning I must now do the final designs by myself.


Food Factory (Session 3 – Mock Idea presentation).

Today we have had the cleint himself make an apperance at the college, of whome we have had to give short presentations to discussing our ideas and try to sell our campiagns over to him as best we can.

We were able to finalise a presenation ready made by a member of our team as well as show the current mock design for the final design itself, which was wonderfully recreated from my sketches by another member of our team (which oddly felt as if it was inspiried by the  artist of the Roald Dahl’s books – “Quentin Blake”).

Both the practice attempt and and official showing of the presentation in front of our client went very well, with no technical difficulties and both me and my fellow speaker managed to speak clearly and effectively throughout the presentation. However, unlike the other groups who presented, our group did not receive any immediate feedback from the client. Whether this was because he saw no faults within the presentation or because he simply forgot is unknown.

Some criticism I noticed myself after the presentation however was that we (I) forgot to mention the method of display for our design idea (which would be the the door flap method). I also noticed that even if we did remember to mention the method in our speech, we were the only group who did not create a real-life design mock-up (in that they edited in their design into actual photos they took within the food factory, showing the client what their designs would look like if they were into the factory).

Food Factory (Session 1 & 2)

Today (and Friday) we have been placed into selective groups of a brand new, interesting project which for the moment will be simply known as the “food factory” project to prevent and possible copyright or confidential problems in the future.

The task of this project as of so far is to work as teams in order to create a new idea/design concept for a real client, which will help them lower the amount of food waste occurring within their food processing factory. Whatever way we go for creating this concept, we must also be highly aware of the fact that the staff working within the factory are all of different ethnicity and thus do not speak much (if at all) English.

Because of such we agreed it would be in best interest for the group if we focused on a purely visual design which gets its message from the image(s) alone. This will ensure (or at least help) that the staff can understand what the message of this campaign is trying to say. This will also help encourage us to think a bit more creatively than usually since we must communicate through the sign language of design.

Using the information we had been given, we began working on various ideas of what we could do to communicate with the staff as well as what factors we would have to take into account. As a result, we created a mind map to have a visual representation of ideas.

Using these idea that we had noted from the mind map, we realized that we must try to stay as friendly as possible when trying to communicate to the staff through the design, as  a single misunderstanding within the message could easily come off as an insult to the workers, who we also noted were on minimum wage at the time, so talking about other peoples money would also serve no purpose. On the other hand we also had to be careful about not putting any messages that could potentially insult the clients themselves by making any remarks about the company or their payment.