I started off the initial stages by sketching different layouts and ideas for the brief. Some of the visual research that was first looked at provided inspiration for these sketches, as they analysed several approaches. This included the way the desserts in other submissions would show ingredients around the images.
One way to start off the initial stage, involved designing a set of layouts that could reflect a sense of refreshment or sweet flavour.
One idea involved dividing the layout in different flavours, similar to neapolitan ice cream.
When thinking about frozen yoghurt in visual form and how this could be portrayed in the design, I decided to try using various gradient based layouts. The idea here would be to show the sweet flavours of the product and how the flavours mix together. The chosen colour scheme for the layout therefore used this idea to show the pink as an indicator of sweetness, while the light blue refers to the chilled temperature of the dessert. Another thing I had considered after this was the way the body text could contrast from the background.
Creating a logo for the concept, took a similar approach with the use of gradients to convey flavours through colour. The name Froyogo came about when combining the words 'frozen yoghurt'. The ideas for this logo consisted of bespoke inspirations, as well as more playful handwritten styles. In a compromise between the two styles, I chose to use Helvetica Bold and tighten the kerning so that the gradient was made clearly visible in each letter. I also added a small degree symbol to the top right corner of the logotype to indicate temperate, which felt appropriate being placed on the side with colder colour visuals.
Before the design stage for the personal branding could begin, it was important to first understand what inspirations could be taken and used for the style of the identity and the way in which to lay it out. During my time working with Uniform agency, I was given insight into the portfolios that agencies look for when applying at graduate level. I was shown examples of the graphic designers' websites and their own work, including the ways in which they layout their projects. I think this was a great way to tailor my own portfolio online and create it in a way that would appeal to studios of this type.
Another way that I was able to find inspiration was through Behance, as it provided several examples of existing online portfolios and personal branding projects. Studying the ways that designers layout the concept and explain it, made it easier for me to design a layout of my own that would eventually be useful for an online portfolio. Looking at how existing studios used certain typeface choices and colour schemes made me think about the sorts of fonts and colours found in my own work. As they would use them to reflect the type of business they are, in the same way I could include frequently used fonts and colours as a way to reflect my practice.
By also looking at the websites of the studios I am interested in, I can get a feel for how they prefer to present their own work. This might as a result, give me an advantage when it comes to applying for positions at these studios or similar places, as they will likely take interest in the projects similar to their own. One website I found particularly useful was Fifteen Studio in Liverpool, as this was one of researched agencies that I had considered applying for after graduation.
