OUGD603 - Brief 4 - Offcut Visual Identity - Evaluation against the brief and Project Evaluation

Evaluation against the brief

The design is appropriate for an online ecommerce start up as both digital and print aspects have been considered. A website banner was created for Offcuts website, whilst GIFS were made to use across social media. Both of these elements outline what Offcut do in a clear and succinct way. Customers would receive materials through the post so brand elements were considered within the packaging as another touch point for the consumer.

The design is appropriate for designers, crafters and creatives across disciplines as the design does not suggest how materials should be used leaving them open to creative possibilities. The use of the phrase ‘What will you make?’ highlights this idea as well as making the brand more personal to the customer and therefore more engaging. 

The design is made contemporary through the use of refined geometric shapes, abstract textures and industrial colour palette.

The idea of an offcut (defined as ‘a piece of waste material that is left behind after cutting a larger piece) is reflected in the logotype with the cut through the letters. The elements that were cut away from the letters within the logotype then became brand shapes to reflect the process of reusing materials which Offcut believes in. The packing slips are printed onto scrap papers to reflect the brands values.

Offcut supplies quality and unique materials which is reflected in the product photography. The material shapes are varied to reflect the different forms that the material would come in and showing the uniqueness of the materials. The minimalist and structured arrangement of the staging of the products creates a considered and quality  feel to the waste materials.

The design reflects the different qualities of the materials through the product photography which captures the materials from various angles allowing the different aspects of the materials to be seen. The use of textures within the brand shapes puts the focus of the design on the physical qualities of the materials. Swatches from materials were used to create a colour palette that complements the textures and creates an industrial aesthetic, reflecting how the materials are also offcuts from industrial processes.  Packaging stickers are applied to product boxes and are used to tape and wrap products up in a simple way. This acts as a simple way of customising packaging, whilst the use of the clear stickers allows the material of the box or wrapping to become part of the logo design, putting the materials as the focus of the design once again.   

Project Evaluation

I enjoyed working on this brief as it was a concept from last year that I touched upon but wanted to develop further into a brand identity. I have an interest in upcycling and reusing materials so this brief allowed me to explore how these things can be made desirable, marketed to a wider audience and how people can be encouraged to use reclaimed materials more. Creating a visual identity allowed me to consider other aspects of an identity that weren't graphic elements, particularly photography and the set up of the materials. Creating the product photography in the studio was quite difficult despite knowing the kind of shots I wanted to get. Lighting the materials properly was problematic as the shadows were often too intense. Getting a photographer to help with this part of the project, with me setting up the materials, would have allowed me to get the original shots I wanted. However the use of the different angles within the photography created strong visuals despite not being the original plan.