Concept 1: Flow
My first strong concept, titled flow, utilises a specialist typeface, called “Dugas” Uses a vertical distortion to better translate the feeling of Flow. Here I could potentially utilise the ink textures that i have studied, this would provide viscosity and a texture to the work, I envision these textures being mainly for the background and as a pattern to place onto various ephemera. I have tried to use a contrasting, but still unique typeface with Dugas, a calligraphic font sits atop Dugas, I like having this element of layering in my work as It will allow me to display a larger amount of information in a smaller space, leaving extra room for the flow like backgrounds to be appreciated. These elements would make for good infographics, as simple monoline icons layered with the text would assist in getting the visuals of menstrual products into the public’s eye, exposing lesser known menstrual products will be helpful in breaking down the stigma as it would make these items more normalised in the publics eyes.
Concept 2: Let’s Talk
My second strong concept, titled “Let’s Talk”. Focuses on the use of conversation to bring the menstrual cycle into the public eye in a positive and considered light. My initial thoughts is to use a mixture of photography and illustration, expressing interesting and conversation sparking facts and statistics with supporting, digitally manipulated illustration pieces to help the facts stick into the heads of those who come into contact with them.
My use of the double square brackets with text in between them could be used to subcategories my campaign and allow different elements to take sole focus throughout the different media I create. The brackets are manipulated into the type here as well, an element that could be further incorporated into my visual language. This concept was inspired by other campaigns that use speech marks or period points to encourage people to speak out, but my idea is unique as the brackets as a logo marque would have an empty space in between, representing the important conversations that are not being had.
Concept 3: Missing Piece
My final concept would also use a mixture of type, photography and illustration. This concept focusses on distortion effects in order to visually and typographically express key statistics that in turn will also create interesting and memorable visuals that could easily become hero images for leaflets, editorial spreads or posters alongside digital outcome like a social media campaign. The marque for this concept would likely use a jigsaw with missing pieces or something that hints towards a jigsaw, without it becoming to literal by drawing a puzzle piece itself.
I think the concept for visual distortion is stronger than the type distortion, however while this concept may potentially be my strongest, it does need the most development to become viable. This entire concepts being successful rests on testing to achieve the correct level of distortion, how I would make something distorted enough for people to slowly understand the visual and stat that is being expressed, but no too distorted as to make it look poorly made or unable to be understood at all, finding this balance would be key and would therefore need a large amount of logistical thinking and experimentation before I even know if it is a strong concept, However I do like the visual system and would like to express this in my other concept somehow as i think that having distorted visuals alongside facts and statistics would allow for viewers to have something visual in their head, assisting in remembering the statistic and allowing them to spread my message for me.
Reflections
After my meetings discussing my three strong concepts, I think that they all have strong concepts within them that can be transferred however they all need a significant amount of development before my strong concept becomes visible. They all use varying types of visual elements to express a similar message and so it shows that I have researched my topic thoroughly and understand the brief. Finally I think that my target audience needs further refining and identifying, this would be better discussed with the client as to ensure that whatever I make will be correct in their eyes.
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