Studio Brief 1 - Art Fund idea generation

To begin creating the Art Fund campaign, it was necessary to think about ways in which art can be used to reach the target audience. It would also need to show some appeal to people who want to visit a gallery or museum on a date. As the previous examples of Art Fund briefs showed different works of art in the form of memes, the idea to use existing art was one option to pursue. The idea being that the works of art could in someway be related to romance, dating or love, in an attempt to suit the theme of the project. These recognisable works of art would also be accompanied by a phrase or caption, so that the audience is informed of what the campaign is.

Famous works of art that could be used

The scream by Edvard Munch
copyright - https://www.edvardmunch.org/the-scream.jsp

The Kiss by Gustav Klimt
copyright - http://www.klimt.com/en/gallery/women.html

The Lovers by Rene Magritte
copyright - https://www.renemagritte.org/the-lovers-2.jsp

Son of Man by Rene Magritte
copyright - http://www.rene-magritte.com/son-of-man/






By using these recognisable works of art, the audience can straight away understand what the campaign is selling to them. Some of the art, can also be used to relate to dating in some way, while others could be used to play on humorous themes.

Here are several initial designs which could be used for magazine covers or hand-outs, advertising the Student Art Pass. Upon receiving feedback for the designs in critique, it was clear that the dating theme was a better option to pursue, as it had a stronger connection with audiences who may be considering going on a date. It was also advised that in order to develop this, a different approach to the design could be taken. One suggestion was to reimagine the designs using illustrations, as a way to appeal to student audiences. 

This then led to the alternative approach being a more favourable option, as it would also mean avoiding copyright issues in the design. To begin gathering ideas for the alternative option, it would be best to first analyse what had already been produced, to see whether the same ideas could be applied differently. The illustrations could in fact remain recognisable to the audience, but they will also make the design more original and thought provoking.

Analysis of initial ideas

Qualities

• It communicates clearly to the audience what it is. 
• It communicates some romantic undertones and entices the dating theme
• The limited information makes the design concise throughout each one.

Negatives

• not all communicate romantic themes
• copyright images
• limited room for development to be made to the idea
• not every person would understand the meanings

Building up an idea of how the illustrations could be created would mean first sketching different options to choose from. From here, it would then be easier to imagine the designs digitally and create them using Illustrator. 

As the first ideas included images of the work of famous painters, the idea that first came to mind during the alternatives stage was to recreate these paintings in an illustrative style. However, this idea didn't have much alternative quality to the first idea. Therefore, another idea came about in which the art pass itself would be shown as a piece of art. This way the audience can see that the pass has certain quality and worth, the same way in which art hung in a gallery would.

This idea involved showing the pass centred on a gallery wall, next to other works of art. It could also involve two viewers in the gallery, appreciating the art pass for its qualities or price.

The second alternative idea, would be to create a dating app themed advertisement. This design could take the form of the swiping layout found in dating apps, like Tinder. It could also be made for dating apps, as an advertisement link to the art fund website.