Rationale

My twelve page brochure titled "The Wellington Market Experience" is a guide to three unique markets around Central Wellington; the Waterfront Produce Market, Container (Summer) Market and the Left Bank Night Market. Each market has its own unique values from the goods/services for sale to the general vibe produced. As well as portraying a level of fun to my spreads due to their busy and vibrant nature, I have also added an element of sophistication through my type as through my primary research I found that they were very well organised and run (i.e. rather than being arbitrarily designed), and also appeared to be attended by fairly well presented people. Adding to this I have refined my design to be as clean as possible with my set constraints in mind. Each spread has its own unique qualities achieved through different colour palettes (each has its own solid dominant colour(s)) and variated, yet consistent layout, which imply moods from calm to bustling and also the physical time of day for example dark colours for the Left Bank Night Market. Additionally through my primary research I established that my target audience is students/young professionals and families with younger children. I believe that my design style effectively appeals to this demographic.

Week Six (Complete!)

After revamping my spreads I have spent the last week fine tuning each of my spreads to perfect them for hand in. I have also put my idea of creating a recommendations & shopping list page for my final spread to work. My idea to make the green box on the left of the page angled and spread off the page comes from the graphics on my destination pages being spread out and cropped off the page and how the cover page title is slanted.

Additionally after refining my destination spreads I have made the map on the introductory page much simpler and easier to understand. I archived this my zooming it in so that unnecessary streets around the outside are no longer visible, removing small insignificant streets and naming major streets & landmarks.

I have removed the background colour from the Waterfront spread. This was to increase differentiation from the Left Bank spread which is at night, hence the dark background. So both the Waterfront and Container spreads have a white background as they are during the day.

The jar silhouette on my cover spread is to follow the theme on my other spread of having a angled silhouetted photo of an item spreading off the page, plus it makes it less naff and more vibrant; which is a mood I am trying to convey.

 

Cover Page Development

My cover design started with the background being a very neutral beige derived from the colour of a paper bag from a market. Further developed I have brought in the dominant colours from my spreads, and eventually brought back the paper bag idea. However as the design of my spreads changed I brought in a jar silhouette to continue the theme.

Design Revamp

After looking at some inspiration I decided to  revamp text of my spreads (title and body). I found a great simplistic font called PMN Caecillia which I believe perfectly conveys the sophisticated look I am going for.

As well as all this I have designed a cover page also with sophistication in mind. The idea to use slanted type comes from my destination spreads where the images are all angled. However I believe that it is still too naff.

And finally I have designed an introductory spread outlining the three market locations on a map and also text promoting the markets.

Print Options

I have chosen Big Image Print on Marion Street as I have used them in the past and know that they are fast and reliable. I have given them a visit and got a test print on 210gsm gloss paper done which cost approx. $10 which turned out great, hence I am confident they will print my final perfectly. I am going to use this paper type as it looks and feels very professional and has a great level of sophistication which is one of the elements I am trying to convey in my brochure.

Week Five Session Two

Following yesterday's critique I made the following changes to my Container spread. Rotated and spread my collage graphic off the page. I also removed the photo of the container from the middle of the page as it served no purpose.

Week Five Session One

Following last weeks sessions I have gone away and done some full mockups of a couple of my pages, both of which follow my theme/template.

Week Four Session Two

After yesterday's session I created a new layout for my Container Market spread using the collage technique of designer Eduardo Recife as explored in my previous post.

Eduardo Recife - Artist Model

I have discovered designer Eduaro Recife who creates these beautiful collages using different media such as photographs, patterns, paintings and drawings, and mashes them all into one central image to convey several things in one. I love this work and intend to employ this style in my designs.

Week Four Session One

Following last week's session I created a digital initial mock up of one of my spreads. After a brief critique in this session I have a fair idea of some changes I need to apply to my design in order to help differentiate it from my other designs to come as it lacked a dominant color.

























Additionally  I explored text hierarchy with my title/subtitle by testing each as a different typeface.

Week Three Session Two

Much alike yesterday we analysed design examples, specifically magazine spreads, however this time we identified their layouts with the underlying grid (invisible rows and columns) in mind. By applying a grid on top of the designs I was able to discover how the designer aligned elements of their design.

This is a vital design proceedure that I now know I will definitely need to apply to my designs to archive a professional looking brochure.

Week Three Session One

Today as a group we explored  a selection of design books and identified/analysed compositions and stylistic approaches that reflect a list of adjectives including calm, eclectic, extreme, aggressive and sophisticated. With these designs we thought of a list of design elements/aspects that reflect each of these adjectives to help us give our spreads the intended mood & feel/vibe.

Week Two Session One & Two

Prior to now I went out and collected primary research mainly in the form of photos of my destinations of markets around the city. I have selected photos and edited them in order to create compositions. I have attempted to capture close ups of items in each market to create patterns out of which I can use as overlays in my brochure. As well as this I have gone online and gathered inspirational images of others designs related to markets.

I am now in the process of considering appropriate colour palettes for each of the destinations for my brochure.

The Market Experience Concept

Each of the markets I have selected as destinations for my brochure are very unique in the sense that they all provide a different vibe and experience as well as merchandising different goods. The waterfront produce market provides a vibrant summery vibe with the addition of music and organic goods as well as produce. The Cuba night markets are however bustling with live cultural music and lots happening. Here the main items sold are clothes, 'nic-nacs' and exotic foods. Where as the underground/container markets are a lot more subtle and relaxed. Here there are cafes, hire stalls and clothes/accessories stalls.

Inspiration

Following the previous studio I have collected a couple of peices of inspiration which I like and hope to help design my brochure.

The first is an album cover that I noticed when listening to music. I quite like the idea of cropping an image to the shape of a silhouetted object (in this case a bird).

The second I like due to its simplicity yet effectiveness. I intend to apply this level of sophistication to my type.

Week One Session One & Two

For an exercise as a group we discussed and brainstormed concept ideas for our activities and destinations for our brochure. Our initial idea was walks around Wellington which included Mt Victoria, Oriental Bay and the Botanical Gardens. This was our strongest concept as each walk had its own unique experience such as Oriental being coastal and the Botanical Gardens being a very scenic bush walk. The main point of difference for Mt Victoria is the intensity of the walk, having much more terrain than the other two. Another idea we came up with was museums and galleries around the city. This included Te Papa, the City Gallery and the Museum of City and Sea. However we struggled to find any solid differences between these destinations.

I brainstormed ideas and established my activity set to be the market experience in Wellington. My three destinations are the waterfront produce market, the underground/container market and the Cuba Street night market.

I have also found some great market brochure examples.