Studio of the future

Learning objectives: 6B2, 6A2

Studios:
New Studio:
An international collective of designers and architects, set up an identity that represents all to create a bigger wider network/authoritative output

NineSixteen: 9:16
Only produces content for phone screens (9:16), selling specialism.
Clearly defining what they deliver.

Kyra TV: A New Age TV Network
New youth facing media platform, all-most content lives on youtube. Simple concept, repeatable format, super targeted audience. Simultaneously builds Instagram and youtube.

Mother: NY
New York public library, turned classic books into Instagram stories. Successfully targeting a younger audience.

Task:
Set studio ten years in the future, create a studio of the future.
Groups, no more than six
Design Sprint:
Create 5 min presentation that covers:

• the name and branding of studio
• predicted trends
• how studio meets new needs 
• pricing services
• fictional case study, customer, what you've done  

Potential trends:
new social media formats
AI's role in creating communication
Roles of data to drive projects
Voice search
Influencers?

Group

Hannah Rice

Emma Blackman

Neve Ball

Emma Shuffleton

Sophie Rose

The Pitch:

• Name/Branding
• Predicted Trend - AI
• How You Meet These Trends
• Pricing
• Fictional Case Study

Brainstorm

The power of influencers - Fyre Festival, how to transfer that to a studio - a database of influencer, sections of influencers
Social Media
AI - how AI can be incorporated within a brand, how AI can be used to sell a lifestyle, virtual reality- studio ran by an AI
searches lates data sources to find the most engaging format of the content to be used, an algorithm for a perfect outcome
human and machine vs problem, AI can conduct research quicker for a greater turnaround
AI in computer system, to aid research and initial investigations

Outcomes:

• Heuristic
• Trend: AI
• Branding studio that uses AI in a computer system to aid research and initial investigation to help designers develop more accurate outcomes with a greater chance of success.
• With the uprising of AI, more and more businesses are starting to appear which take out the human element of design. Companies such as WIX have implemented logo generators, allowing business owners to skip the middleman and use computer programmes to create designs. However, these generators tend to repeat designs making branding less personal. Computer generated designs do not have the thought and concepts behind them that humans can contribute. Therefore, to work with AI, as not to become obsolete, we intend to use Heuristic search techniques which narrows down the search for optimal solutions for a problem by eliminating options that are incorrect. This allows us to use AI to research design solutions and work with the most refined concept to create a personalised outcome, bridging the gap between personalisation and technology.

Takes the time out the process

Less back and forth

Get consumers to accept but we create a bridge

AI in a studio environment

In a computer system in a studio to aid research and initial investigations

https://www.youtube.com/watch?v=mJeNghZXtMo

Artificial branding

Intelligent branding

Heuristic search techniques: Support that narrows down the search for optimal solutions for a problem by eliminating options that are incorrect.

Brainstorm:

• The power of influencers - Fyer Festival, how to transfer that to a studio - a database of influencer, sections of influencers
• Social Media
• AI - how AI can be incorporated within a brand, how AI can be used to sell a lifestyle, virtual reality- studio ran by an AI
• searches lates data sources to find the most engaging format of the content to be used, an algorithm for a perfect outcome
• human and machine vs problem, AI can conduct research quicker for a greater turnaround
• AI in computer system, to aid research and initial investigations

Branding studio that uses AI in a computer system to aid research and initial investigation

Names Ideas :

• Algorithms
• Still learning
• Decision tree
• Heuristic:
• Heuristic search techniques: Support that narrows down the search for optimal solutions for a problem by eliminating options that are incorrect.

Concept:

Branding studio that uses AI in a computer system to aid research and initial investigation to help designers develop more accurate outcomes with a greater chance of success.

Trend:

AI influence within the research design process

How Studio Meets New Needs:

https://www.amnetgroup.com/en/uk/why-do-we-still-need-the-agency-when-we-have-ai/

https://algorithms.design/

Case Study:

Roots and Fruits

Vegetarian/vegan cafe expansion in 10 years time

Logos and branding need to be on trend to reach the target audience and promote the idea that sustainable eating/food sourcing is a main focus within society. The Ai system would be used to conduct all research regarding the impact that meat eating has on the environment and how the trend of sustainability has branched out into our eating habits.

Who Roots and Fruits are:

Roots and Fruits has been a vegetarian café in Leeds for over 20 years

What we could do for them:

Using AI to establish a larger audience and expansion across to other locations.

The customers would need to trust them as an established company who have put a lot of research into the development of a vegetarian and vegan menu focusing on customer wants and nutritional needs.

We would help to expand the audience through the branding and online presence based on AI research - promotion etc.

Pricing:

Bespoke

Final outcome

Cover letters/email intros

(I wasn't able to attend this session due to illness, but I was sent the notes form friends in order to catch up)

What should a Cover Letter do?

• put skills and personality together in a story 
• Show you know a bit about the place, be sincere 

Shouldn't do:

• Long, waffle - stops reading 
• Clear, well designed 
• straight to the point 
• don't include anything general, no general statements be specific about what your interested in 
• don't be too informal in terms of language - context specific 

Important aspects:

• Confidence
• speak about skills in confident way, why relevant
• Clear:
• first impression, make easy to read - get to point 
• Concise:
• doesn't need to be long 
• max 5 short paragraphs 
• get peoples attention and introduction to work 

Tips from Web:

• Don't repeat your CV - Forbes
• how things your passionate about or projects align with company  
• Research the company - The Guardian 
• Tell them what you have to offer - The Balance Careers 
• we have stuff to offer rather than focusing on what they can do for you 
• Use a professional tone but don't lose all personality - The Guardian 
• have some personality, context depending 
• Finish Strong - Forbes
• don't tail off - be to the point 
• finishes on clear ask or point 
• what you can bring to the opportunity 
• don't loose purpose 

Grammarly can help correct grammar etc.

Example email intro 

Dear ______, 

I hope this email finds you well. 

My name is ____ and I’m a graphic designer currently studying at Leeds Arts University who shares your passion for socially-motivated projects and is a great admirer of your work. 

I’m getting in touch with a proposal. I’d love to come and work with you in the studio for either one or two weeks during March. I intend to join you on a placement meaning that I’d be there to learn from you and your team, helping out wherever required. 

No doubt, you get plenty of offers like this, so let me outline why I would be a great addition, rather than a cumbersome burden. Firstly, I feel that my design aesthetic and proficiency makes me a great fit for your studio. In my recent _______ project, I created a ______ ______ ______ ______ _______ ______ _____ _______. Your _______ ____ ______ ___ _____ book and campaign was a great inspiration here and proved how important visual communication is in society, allowing those who are overlooked, cast out or unjustly treated to reclaim their voices. Take a look at _____ here. 

Secondly, I’m eager to learn from you and your team. There’s no substitute for seeing how a studio operates on a day-to-day basis and while my education to date provides the opportunity to develop the creative element of my design practice, it can’t replicate the industry. How you manage clients, projects and the team, pitch for work and balance designing with all of the other things you do is of great interest to me. I sincerely feel that I could pick up a huge amount in just a short spell with you. 

I’ve attached a digital portfolio, tailored for you. If you like what you see, there’s more on my site and instagram. I hope that I’ve captured your attention up to this point and that you’ll consider my pitch. After all, we could be so good together. 

Best, 

__________________. 

We are impression studio

The reply was that they already have an intern lined up so they are not looking to have anyone else in.

Progress check

5.2.2019

Every couple of weeks I update my time management chart to ensure that I know where I am at with all of my briefs and it allows me to see which ones I still need to start. The chart is getting more and more complete and at least all started, but I have been made aware that it is the blogging that I need to keep more on top of in order to not leave it all to the end. In order to sort this out, over the next weekend I plan to try and get some of the blogging done - even if it is just the planning and drafting of some.  

In 5 years time ... progress check 

Annual goals (by the time of graduation)

Graduate with a 1^st, 2:1 at an absolute push

Have entered a number of competitions - yes and still working on more to enter

Have a plan/goals for what to do when I graduate - started to apply for a lot of jobs 

Have a portfolio that I am happy with – a large one that can be adapted for each studio - website updated to Studio Rice and put some of my strongest work onto portfolio pages that I can send to studios

Have a cover letter template that I can easily work with - I have saved all of the bits of writing that I have made for the different applications that I sent of for jobs

Term 1

Confidently finish COP - got a 1st, so happy with that submission

Keep on top of blogging - something that I need to work on because all of the projects that I did in the 1st term still have not been blogged about 

Term 2

Get a placement in London/Leeds/Manchester - still looking for one, a lot of rejections or being ignored

Complete the majority of the 10 projects, to a point that does not leave me too much at the end of the year - so far I am on top of a lot of briefs, I have started to complete some of them or at least have the end in sight so that I can start some of the bigger ones

Keep on top of blogging - I am dedicating a lot more time to blogging, but there are A LOT

Pro advice for snagging the top spot

Leading on from the self promo talk this morning, I found this article that had been shared by RobotFood on LinkedIn. The article shares some advice on what qualities you need to become a top creative director, shared by leading creative directors. 

1. Treat each project like it's your first

"Every job, big or small should be given the same energy. Complacency is the killer of good creative and spreads like wildfire if left to do so."

2. Trust your team 
Your main role is to look after your team and encourage them to flourish which means that you need to trust them to do a good job. 

3. Don't run a dictatorship 
Everyone has ideas and should be allowed to express them and put their own stamp on the business. 

4. Give good feedback
You need to be confident, yet decisive so that ideas can be nurtured and the passion won't be lost. Make the feedback constructive and helpful. 

5. Get your hands dirty sometimes

"It's all too easy to dictate some instructions and let the creative struggle to translate that idea on their own."

6. Be happy to be hated 
You need to be willing to take some risks and not always strive to be liked.

7. Stay true to your studio's vision 
"Without this, work is not going to deliver on the image the agency wants and in turn won’t attract the desired work in the future."

8. Know when to shut up 
Take time to listen to your team and learn from them.

9. Don't let bad things happen to good ideas
Need to copyright work etc. to ensure that the good ideas do not have anything bad happen to them. 

10. Share the love
Share what you know with the wider world and don't be afraid because it will help you to also meet new people. 

11. Create the right environment 
The studio environment can really impact the work that is created so make the atmosphere fun for the designers. 

12. Keep your mind open 

As well as making sure your work is well rounded and being open to any new developments, this can help keep you inspired within your own specialism.

13. Preach 
"There's nothing worse than seeing a project presented by someone who doesn't really get it. Doesn't understand it, or really like it. If the person presenting doesn't believe in the work, there is no reason for the audience to care,"

14. Don't get bogged down 
The best creative work comes when the mind isn't bogged down with stress. 

Although this article was about being a creative director, there are some points that were made that I found useful for my own progression such as treating each project like it is your first and the importance of having the passion. I also thought it was helpful to ensure that when I do start working in a studio I can make sure that my creative director is someone I enjoy working for and offers the creative support that they should. 

Job application - Viction:ary

I have expressed a general interest in any of the design internships that the company are offering as Hong Kong is a country I would like to explore and happily move to once I graduate.

Hello,

I am writing to express my interest in the design internships that have been advertised. I’d like to think that I have an “eye for detail, a love of learning, and a head full of ideas”. I am currently in my 3rd year on the Graphic Design course at Leeds Arts University and as a natural progression I am looking to take my creativity to a new and exciting location.

I was first drawn to Viction:ary when I discovered the CitiX60 guides as they successfully moved away from the fairly mundane itineraries of a city break and offered more creative, but personal ideas of things to see. The diversity of publications would keep the design job really interesting and engaging and I think that I could bring the skill of adaptability to new projects due to the demanding nature of my current Graphic Design BA Hons course which requires a number of projects to overlap in order to be completed in time.

The reason I have looked at branching out of the UK specifically in editorial design is because of the ability to visually communicate in a very culturally specific manner. This is something I would say in a recent project working with an environmental photographer I was able to invest a lot of time researching into. I found that the design style was heavily driven by the content and exact aims of the photographer herself, allowing for the final outcome to win an AON award and be exhibited in the Leadenhall Building in London for a year. After this, I have found myself investing a lot more time into editorial design and it is a part of my practice that I would like develop to a professional level.

I have attached my CV and Portfolio, so feel free to ask any questions that you may have.

Many thanks and hope to hear back from you,

Hannah Rice