Street Feast Collaboration: Designs

Upon our earlier discussion based on my responses to our initial ideas I started to design the posters for the other locations. This involved identifying recognisable images from each location to turn into illustrations to feature on the posters.  In order to identify features I could turn into illustrations I started by looking at images of each location online using both Google and Instagram, as we couldn't visit the locations themselves due to them being in London.

Giant Robot:
When looking at images (see figures 1) of this location I thought of using the triangles from the menu to create a repeat pattern (see figure 2) as they are similar to the triangles featured on the roof of the building. However I felt this was too heavy (see figure 2) when used within the design so decided to revisit the images and draw the front of the building. This allowed for a more obvious representation of the location compared to the triangles which we both thought might be too abstract, when paired with the riddle which is quite difficult to figure out. Consequently we experimented with repeating the illustration at different sizes (see figure 3) trying to match the sizing to that seen in our initial experiment for Hawkers House (see figure 4). Based on earlier discussions we used bright colours when experimenting digitally, which we will then choose more accuratly during the production process when preparing to print. In order to develop the riddle for this poster I looked at the stalls inside the venue to see which I could feature within the design. Consequently I chose Laffa, using sections from their description to inform the riddle (see figure 5) as well as Giant Robot being a rooftop venue, allowing for the riddle 'look up to fine the shores of the Levant', if visiters understand all they have to do is say #whatami? to the staff to receive a prize, e.g; free side of halloumi fries or drink. Overall the final design chosen (see figure 6) works well and as the riddle is the main focus with the supporting pattern acting as a hint to the location. Once the design had been finalised, as both Lizzie and I agreed on the chosen design, I separated the design into two negatives with Lizzie's help so they would be ready to expose (see figure 7).

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Dinerama:
In a similar way to Giant Robot, to inform my illustrations I first looked at images of the location (see figure 8) to see what recognisable featured I could re-create. I identified the shape of some of the stalls and the Dinerama sign as being the most recognisable. However upon drawing the shape for the stalls (see figure 9) we felt it lacked impact and was also hard to recognise, leading to the use of the Dinerama the outline of which (see figure 10) we both thought was more recognisable as its the main feature photographed by those who visit. Furthermore when developing the riddle (see figure 11) for this poster I looked again to the stalls featured within choosing Prawnography, a stall dedicated to seafood. In addition I feel this riddle is one of the easier ones to figure out as it closely links to the description of the stall, as we wanted the audience to be able to understand the riddles either at a glance or when they've looked further into the different markets offered by street feast. Furthermore the use of the Dinerama sign for the illustration make the location easier to figure out, therefor aiding in the solving of the riddle. One of the main concerns we had when developing this design was making the illustrations big enough (see figure 12) to be recognised as the sign but not be too big, meaning the poster would look out of place when placed next to the others. Furthermore the we where unsure about the use of red within this design (see figure 13) as it seemed too create an outline next to the black illustrations when seen digitally on the screen, however upon discussion we feel this will not occur during the printing process as the colours should effect each other in the same way as they do on screen. Once this had been decided we separated the designs into negatives ready for printing (see figure 14).

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Model Market:
Initially when looking at Model Market for visual inspiration it was hard to identify specific areas I could use to create illustrations (see figure 15). This lead me to look at the location on Instagram (see figure 16) to see what those who attend found interesting to see if there was a specific feature photographed specially. Consequently I found that a number of people had photographed figure 17, with It's Always Sunny In Lewisham poster being a common icon when searching for the venue. This lead to the use of the doorway for the illustration (see figure 18) as the subtle use of 'its always sunny in' within the illustrations helps hint to the location. Furthermore we did experiment (see figure 19-20) with just using the phrase 'it's always sunny' at various sizes however we agreed this was too overpowering, making the phrase difficult to read and the poster impractical. Therefore we both agreed the use of the door illustration (see figure 21) was most appropriate as existing customers would recognise the symbol with new customers being able to easily identify the location when either searching the hashtag which would bring up street feast and all it's locations or the street feast website. In relation to the riddle featured within the poster, it has been taken form the description of Ink, a stall within the market allowing the riddle to be solved easily. Once this has been decided we separated the designs into negatives (see figure 22).

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Overall we are both happy with final designs as we feel they achieve our main aim of increasing footfall through the use of the riddles. However when gaining feedback some have said it might be hard for people to recognise or know where to go. However due to the links to twitter which will feature additional information and the use of the Street Feast logo we feel this won't be a huge issue/ Furthermore the use of recognisable illustrations allows existing customers to recognise each location, giving them a reason to keep going back in the summer which was a key aspect of this brief. In order to make this concept clearer we plan to produce visuals for the social media campaign such as ads that would pop up on Instagram and Twitter as these are common platforms used by most young adults and existing customers, as these platforms are used by customers to post photos and comment of the venues (see figure 16 and figure 23).

Figure 23