STUDY TASK SIX//WHAT DO 'THEY' DO?//OUGD502

STUDY TASK SIX
Based on the principles that have been introduced in the PPP2 sessions so far and your responses to the previous tasks, evaluate the Strengths and Weaknesses of three practitioners or design agencies as objectively as you can. You should aim to identify a large, medium and small company from a sector or service that reflects your interests within the creative industries.

What opportunities for your own practice have revealed themselves to you as a result of this research,analysis and evaluation?

Do not use subjective language or make unfounded comments about other people’s businesses.  It is essential that you make references to SWOT and PEST analysis and evaluate their usefulness as an analysis or evaluation tool.

In responding to this task you will need to consider the following questions:

Who am I competing against?

What do they offer?

What makes me better?

What makes me different?


OWT CREATIVE (small)
ABOUT:
OWT creative is a multidisciplinary design collective based in Manchester.
We work through print, web, film, bookbinding, curation, branding and art direction.

STRENGTHS:

I think OWT creative offer a unique and interesting style of design on their work, you can definitely distinguish their work and style if you knew the studio.  They work in these specific areas: print, web, film, bookbinding, branding and art direction.  They experiment with publishing and have a wide range of innovative and creative zines.  In terms of strengths I think they have their own unique style.  The photomontages and collection of hand rendered and digitally manipulated images add an individual and artistic feel to the work.  

The designs are contemporary and target an audience that will be engaged with this type and style of design.  They have worked in collaboration with Manchester school of art which will boost their profile and allow input from creative and young designers.  They have also put on exhibitions of their work which will help build a profile and improve methods of distribution.

I feel the use of colour and text throughout the designs are strong and unique, the choice of colour is bold and eye catching and the experimentation with type gives it an individual feel.

• Unique style
• Illustration
• Photomontage 
• Type
• Publishing and editorial 

WEAKNESSES:

Because it is a small design company the budget may not allow them to try with a range of processes and formats, I think this is something that could be worked on in order to get a variety of different formats, including elements such as print processes and stock variation.  Because the company is small and based in Manchester I don't see how successful distribution would be further than the North.  Branching out would give opportunity for higher profile jobs.  Another weakness I feel, is the variation of products and formats used, it is obvious they specialise in print based zines and publication/editorial, however areas of graphic design they also specialise in such as branding, web and film do not appear to be very obvious when looking through their site.

• Limited product range
• Web
• Small client group
• Promotion and distribution 

FREELANCE GRAPHIC DESIGNER: CAROLINE AUFORT (medium)

ABOUT:
Art Direction - Editing - Visual Identity, based in Paris.

STRENGTHS:
This is the type of design I am really interested in, Caroline Aufort focuses mostly on publication and editorial design.  Throughout all the work you can definitely see their is a certain style which is recognisable and consistent throughout most of her projects.  The use of imagery is something I find very strong throughout the work.  I love working with photography and manipulating images which I feel she does really well. 

I think in terms of strengths she has explored quite a few different formats (concertina books, newspapers, publications etc.) that best fit the content of the project.  Her use of type and image is interesting and varied throughout all designs.  I feel their is a unique 'hand rendered' style within some of the design with the use of photographs, type, photo montages and binding techniques which I feel adds a certain distinguishable style.  

A few of the projects deal with social factors and Parisian culture, one in specific (NIGHT BIRD) newspaper is dedicated to publishing the Parisian nightlife, showcasing a mix of people, places and events dedicated to young, artistic talents.  I feel this is exactly the type of audience Caroline's work attracts, it is artistic, creative and contemporary but in a way that is mixed with fashionably dated design to bring an individual and quirky style.

These are the strengths I feel best reflect Caroline's work:

• innovative and interesting publication design
• range of formats
• binding techniques 
• personal style
• print
• relationship between type and image
• photography (photo montage)

WEAKNESSES:

I think in terms of weaknesses I feel there could be room to be slightly more versatile within the designs to appeal to a wider client base.  There is definitely a unique style with all the work, which isn't a weakness but defines a certain type of audience and client group.  In terms of distribution of design work I feel this is quite limited and the works popularity would benefit from some successful methods of distribution.  Another thing that isn't necessarily  a weakness, more of an area of specialising is that all the work is print based, no experience or evidence of digital design.

• Small client group
• all print based
• limited methods of distribution

FOREIGN POLICY DESIGN (large)

ABOUT:
We are a team of idea makers & story tellers who help craft, realize and evolve brands with creative and strategic deployment of ideas narrated by various appropriate media. We are located in Singapore, independently owned and creatively motivated.

STRENGTHS:

Foreign Policy Design is one of my favourite design studios, I think they have a number of strengths that contribute to a successful design studio.  They specialise in branding which they seem to be very successful at due to their client list and number of branding projects.  Throughout most of the branded products the design studio use a variety of different processes including laser cutting, screen printing, stamps etc.  Another strength is the balance between web and print design, for quite a lot of the branding work they have designed the branded products and the website for the brand, this will attract more clients as they have skills in both departments.  They have branded a lot of restaurants/cafes/hotels which opens opportunities to brand similar companies/brands within that sector.  The designs all look very stylish, innovative and contemporary which definitely sends out a message to potential clients about the type of high end design the studio has to offer.

I think a major strength is the ability to adapt style and design to different clients, each design suits the clients style and meets the requirements of the brief but still maintains the recognisable design of Foreign Policy.  The company always manage to produce high end and quality design whilst displaying its purpose and relevance to the industry.  They use a wide variety of stocks and finishes to give the design an extra edge and quality finish.

List of strengths that outline Foreign Policy Design:

• Strong concepts
• Wide and varied client list
• High end and stylish designs 
• Range of processes used
• Print
• Web
• Branding and Identity 
• Clean and professional outcomes
• Variety of work (installations, print, web etc.)

WEAKNESSES:

I think its hard to pinpoint weaknesses within this company as they create a lot of current, effective work in the industry and have strong design companies with a successful and large list of clients.  They work between screen and print design and adapt their design to suit the style of the client in a really successful and subtle way.  In terms of distribution internationally I think this could potentially be a weak point as they are based in Singapore and so most clients do not reach the Europe or the states.  Branching out internationally would lead to higher profile work and opportunities for an increase of clients and higher paid jobs.  

• International presence
• Methods of distribution 

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After looking at three companies, small, medium and large and looking at areas in design I am interested in (Branding and Identity and Publishing and Editorial) all on different scales focused mainly on print which is something I want to focus on.  I think with all of the companies there is room for new and broader methods of distribution.  With the two smaller ones there is room for new formats and interactivity within the printed design.  

I would like my design style and direction to take a similar shape to the freelance Caroline Aufort.  I feel her design style, methods and topics/concepts best suit my ideas and interests and she focuses heavily on editorial and publishing which is something I am most interested in within graphic design.

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I will be competing against new graduates and junior designers that will be looking for opportunities within the same field as me which is why I need to be able to offer a range of skills in different areas of graphic design.  I will need to display a professional and directed portfolio that best showcases my skills with strong concepts, varied processes and professional designs.  Design companies will offer me the chance to develop my style and give me the experience I need to progress further in the industry.