CALLUM MCMURRAY DESIGN PORTFOLIO

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1 CALLUM MCMURRAY DESIGN PORTFOLIO

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3 Contents 02 About Me: A short description about who I am, what I can do and what I enjoy. Self-Branding: Logo and Brand: My project to create a brand to represent myself professionally either digitally or in print. Potting Shed Design: 30 Bays Brief: A project from a work placement in which I produced a map for a charity event. Snap.je: Cinetub Logo and Brand: A project from a work placement in which I produced a suite of logos and branding for a company. Americana: Soda Bar Branding: My final major project in which I developed the brand guidelines for a fictional restaurant. 1

4 Hi! I m Callum McMurray. Want to know little about me..? I am in my final year as Digital Media Design student at the University of Winchester. I have an interest in graphic design, illustration, animation and a willingness and desire to adapt and learn new sotware and skills. I m proficient with Adobe Photoshop, Illustrator, InDesign and Ater Efects with an understanding of HTML and CSS. I was born and raised in Jersey, and currently fly back and forth between there and Winchester. I m quite geeky, I love reading comics, doodling oten and I have a passion for cheesy 80s action films. 2

5 Website: Sotware Skills: 3

6 Self-branding: Logo and Brand Ater receiving feedback on my previous brand to think about how I wanted to represent myself beyond the obvious, like physical appearance. I set about producing a new logo and brand to represent myself professionally to industry professionals and potential clients. The final outcome for this project was to develop and produce a logo and brand for myself to be able to carry forward through any material I want to print or publish, which includes my portfolio website and professional portfolio. Sotware Used: 4

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8 Initial Logo Sketches Ater gathering research, I started to develop sketches for a new logo, focusing on a fun and informal brand. Creating logo designs of Cal, a nickname close friends call me. Thus, immediately creating a sense of intimacy between me and clients/employers which creates a sense of trust and familiarity. However, I received feedback that I should develop an emblem logo that could be accompanied type. Also, being known as Cal may have made it hard for clients/ employers to find me on social media. 6

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10 Logo Development Ater concluding the sketches, I began to develop my preferred concepts and experiment with colours in Adobe Illustrator. Focusing on developing the icon I had sketched that was a combination of my initials because the design was simple. It had other shapes that represented my brand well, such as an eye for design or a clock for timely work. Also, because it was contained, neat and featured my initials rather than a nickname, it would look more professional. 8

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12 Final Outcome 10 I decided on the colour red as the main colour. It had significance with being a colour that represents passion, energy and strength which I wanted to be represented in my professional brand Source Sans Pro Bold was chosen as the typeface because it was bold, easy to read and because of this had a professional look. Using Adobe InDesign, I arranged how to appropriately use the logo, colours and font in conjunction with each other. Exporting the document as a PDF to be able to easily reference at a later date.

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14 Potting Shed Design: 30 Bays in 30 Days Design Brief During a placement at The Potting Shed Design Studio, I took part in one of their student design briefs they had created for students to complete to add to their portfolio and improve their skills. I chose the 30 Bays in 30 Days brief which was to create a piece of promotional material to raise the profile of the charity event for next year which takes place in Jersey. The final outcome for this project was PDF and Adobe Illustrator document of the map poster in A3 for the 30 Bays in 30 Days charity event. The purpose of the poster was to highlight the locations of the 30 bays across the charity event. Sotware Used: 12

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16 Initial Sketches 14 Taking inspiration from stylized vintage posters, I started to sketch the outline of Jersey to get a feel for how to create accurate but interesting and compact version for the map in my sketches. Drawing the island in an isometric/top down style that I could use as a reference to replicate in Adobe Illustrator, which provided the ability to test out a simple layout on and illustrations that could go on the map.

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18 Poster Development 16 Ater creating sketches, I began constructing the poster in Adobe Illustrator by using the pen tool to create an outline of the coast of Jersey, both at low tide and high tide. This was to highlight the drastic change in land mass Jersey experiences between tides, and because it was important to show the bays in both states. Using the 3D efect Extrude and Bevel on the shapes to create the isometric look inspired by my previous research. A Grain efect was applied to the background with a radial gradient, which focuses on the island to draw the audience s attention to it.

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20 Final Outcome 18 Finishing up the poster during the last week of placement at The Potting Shed, I neatened up the poster by providing a layout for the list of locations to make it easier for the audience to read the type. The 30 Bays in 30 Days logo was added to the poster to clearly promote the link to the event and brand. I moved the assets in the document to a Adobe Illustrator file for a CMYK A3 sized document to hand of.

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22 Snap.je: Cinetub Logo and Branding During a placement at Snap.je, one of my projects was to create a logo and brand concepts for a business idea for Tom (co-managing Snap.je). The idea was a business that hosted limited pop up cinema events in Jersey, with a focus being on cinema events that allowed customers to watch a film in a hot tub. The idea became known as Cine-tub. The final outcome for this project was a PDF to send to the client (Tom and his business partner) so they can identify the logo for the brand they want, and inspect the colour scheme and fonts. Sotware Used: 20

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24 Initial Logo Sketches 22 To create new concepts for logos and brand for the client I began by combining iconography that links to both key areas of the business, hot tubs and films. This included icons like films reels, tickets, cameras, waves, water droplets and bubbles. Additionally, I tried to identify negative space between the letters of Cine-tub to see if any of the gaps were shaped similar to these icons.

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26 Logo Development Ater developing sketched concepts for Cine-tub, the client chose a couple for me to develop further in Adobe Illustrator (Clapper board hot tub, Negative space audience, U hot tub type, etc) and asked me to create any other concepts that came to me while developing the others. 24

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28 Final Outcome 26 Ater the concepts were developed to a point the client was happy with, I isolated the latest version of each independent concept and created a new Adobe Illustrator document to place them in. Showing the final concepts the client, we picked four of them that he liked most and thought represented the brand best, to send of to his partner to make the final decision. I collated these final versions of the logos he liked in an Adobe InDesign document, and included the colour scheme concept and fonts to use with the brand.

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30 Americana: Soda Bar Branding For my final major project in my second semester of third year, I set myself the task of creating brand guidelines for a restaurant business concept. I created four independent restaurant concepts to create logos and brand sketches for, (Pizzeria, Cafe, Burger Van and Soda Bar) which I received feedback on from my cohort. Ater Developing logos, I focused my eforts on completely branding Americana: Soda Bar, an American themed diner that sells unique fizzy drinks and milkshakes. Using Adobe InDesign I assembled brand elements such as: Logos, Type, Imagery, Tone, Colour Scheme, Interior, Exterior and Packaging. The combination of these brand element were used to make an Americana Brand Guideline as my final outcome for this project. Sotware Used: 28

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32 Initial Sketches 30 I took each business idea and started to generate potential business names and logos for the brands. I chose four from each to develop into independent brand concepts based on how much I liked the sketch or how much potential it had. Ater presenting my concepts initial concepts, and then my developed concepts to my cohort I took on their feedback and pursued Americana: Soda Bar as the restaurant business idea for the final outcome of my project.

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34 Logo Development 32 Ater taking feedback and pursuing the Americana concept to brand, I made changes to the logo which were given to me as feedback. Using Adobe Illustrator, I centred the soda bar text and used the shape builder tool to remove the spaces between the letter. The logo is meant to represent a retro American style, and evoke images of signs outside American diners and cafés. The stars above the i is used to create a link to the stars and stripes of the American flag.

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36 Brand Development 34 Using Adobe InDesign I started to combine brand elements of Americana: Soda Bar into a brand guideline document based on sketches which included: Logos, Type, Colour Scheme, Voice/Tone and Imagery. Sketches can be seen on the let. Examples of layout and content can be seen on the next page. The layout of cover is inspired by the American flag with the front cover being stripes and the back cover being stars. I received the feedback that I should delve even deeper in areas that would require guidelines. I produced pages in the guidelines on Interior, Exterior, Packaging, Uniforms and Vehicles.

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38 Page 2: Our Voice 36 Page 3: Moodboard

39 Page 6: Colour Scheme Page 7: Colour Example 37

40 Final Outcome 38 The final outcome for this project was to export the Americana: Soda Bar: Brand Guidelines as a PDF for online and for print. This document will aid anyone who is looking to produce content for the Americana brand, from graphic designs to clothing to interior.

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