Street Feast Collaboration: Initial Ideas

Based on our initial ideas, discussed together Lizzie and I decided to work on designs and then show each other to see what aspects we can develop further. Therefore based on the idea to include illustrations I started by looking at recognisable aspects/stalls within the markets as many of the markets are tucked away so a front illustration of the building wouldn't have been possible (see figures 1-5). I chose to work with the illustration seen in figures 4-5 as I felt this was the most recognisable image for people when entering the venue. However I felt the illustrations where too simple on there own (see figure 5-6), deciding to incorporate them into the idea to create a game within the campaign through the use of a key word or phrase. In order to develop key phrases as discussed when generating ideas, I looked into the different features and stalls within each area, focusing on Hawkers House for the initial experiments. This lead to the idea to relate the phrase to a specific stall creating a riddle which visiters would have to solve in order to gain a prize such as free meal or drink. We both felt this idea was strong as it aimed to increase footfall by providing a reason for people to visit the venues, which is one of Street Feast main objectives. Based on these decisions I decided to reduce the size of the illustration (see figure 7) to create a repeat pattern similar to those found of parchment paper served with food. The main problem when experimenting with this was creating a way in which the type wouldn't be overpowered by the multiple illustrations within the background. Furthermore I decided to experiment with breaking the grid with the type so viewers would have to find the message themselves in a similar way to needing to solve the riddle to gain the prize. However I felt these experiments where too difficult to read meaning if people where to glance at the posters they wouldn't understand. Furthermore the inclusion of the #Whatami? provided (see figure 8-9) enough explanation for people to begin to solve the riddle with more information about the campaign being provided if they where to type in the hashtag into Twitter or Instagram. Throughout these experiments I've looked at using different bright colours as the campaign will be set in summer with some difficulty identifying colours which work well together with the design composition i've been working with (see figure 8)

Due to the difficulty reading the experiments using the illustrations, I decided to remove them and experiment with solely typographic responses by repeating the hashtag in the background and placing the riddle on top (see figure 10-11). During these experiments it was also hard to distinguish the text leading to the incorporation of a block of colour to remove the background from the area around the text. This implementation was successful as it create a more eye-catching design as the block of colour attracts peoples attention whilst allowing them to read the riddle (see figure 11). Based on the successful use of colour within these designs I decided to implement it into earlier designs using the illustrations and found it worked successfully within this context too. However was more successful when placed below the illustrations rather than on top as seen in other experiments as the white space between the illustrations is less overpowering than the stream of text in other experiments (see figure 11).

Throughout these experiments I struggled with finding a typeface that would create an impact and attract attention as although Circular Std and GT Walsheim Pro (used in initial experiments, see figures 7-9) are both bold, powerful typeface I thought they failed to make an impact when place alongside the illustrations. This lead to the use of Poppins Bold (see figures 10-11) as the short x-height and structured terminals allow the typeface to create an impact and not be overpowered by both type and illustrations as seen in figure 11.

Figure 1

Figure 2

Figure 3

Figure 4

Figure 5

Figure 6

Figure 7

Figure 8

Figure 9

figure 10

Figure 11