ADZ5888 Reflective Writing

Overall I think Field module was an amazing opportunity to apply my contextual knowledge and theories from subject module and work collectively with students from other courses to find and design a solution for a given brief. I really enjoyed working collectively with others because we had the opportunity to share our knowlege while working on a brief as a team. Having to work in groups with people from other courses helped me to develop on my current skills as well as learning new ones and made me see things from other perspectives, such as from a sound producer or photographer’s perspectives. My first term of Field was more about exploring the moving image opportunities and navigating the urban environment while capturing different images of places and things in the area. Then, analyse them and create an abstract video of all of these images together. The fun part was that we were split into groups of 4 or 5 and each group were tasked with creating a 1 minute video of their urban encounters. Then, at the end of it all the groups come together merging each group’s videos into one big picturesque documentary film. The experience was great and it really opened my eyes, making me realise there is so much more to achieve and always try to push my boundries. Also, being able to work collectively is great as it can bring amazing achievements.

However, in the second term I’ve experienced something rather different and more independent. Information is Power being my second Field project was probably one of the best project I did the whole year. This project was about communicating with data visually. For this project we had the freedom to pick a subject of interest and take the data and visualise it. I took this as a good opportunity to build up on my activism and data visualisation skills. My idea was to collect data on the subject of sea waste and design an animation displaying all the facts surrounding the issue of plastic debris. Originally, I wanted to create a narrative infographic and illustrative outcome based on the collated data. Also I was thinking to create a series of posters showing the journey of plastic from the sea to our taps and foods but I wanted to take this opportunity to explore and develop my After Effects skills instead. In the end I decided to create a piece of activism design which focused on the plastic waste and how it not only affects our oceans but also affects us as well. The video portrays the narrative of how plastic circulates within our oceans and that there is only more plastic adding up each year and the old one that only begins to decompose after rougly 400 years it turns into small fiber plastics which then are consumed by fish. The idea of how it affects our oceans and then us.

In conclusion, this module taught me a lot of new things related to video and sound editing which I then I explored and expanded further within my second field project. Overall I think it was a great experience to be able to work in groups and learn from each other then being able to apply all that I learned in one individual project I think worked out pretty great. However, I did have a few challanges such as recording my own sounds and trying to figure out how to do certain things within After Effects.




DigitalMe – Research and Development

DigitalMe is all about myself and how I present myself out there as a practitioner. I think this project will be a good opportunity for me to get myself ready for the real world of design.

So I begun looking for various examples of cvs and portfolios of other designers.

First I needed a brand for myself so I begun sketching down ideas of logos with my name initials C.D. and Celion being a name I came up with. Also I’ve explored with a bunch of symbols as well.


After choosing my best logos I took them into illustrator and begun to digitise and explore with more digital tools.

So after digitising and exploring with the logos I selected my favourite one again. I chose this logo as it is inspired from minimalist logo design and it represents my style quite a lot. It is simple and I quite like the aehstetics of it. 1

Once I had my brand done I started to sketch down some CV format and layout ideas in order to get some initial ideas of how my final is going to look. I was looking at different document formats, and I quite liked the idea of a folded CV.




2I chose this CV to be my final outcome as it is very legible and readable, is simple, strong hierarchy and it communicates everything clearly. I also quite like the negative space on it overall, this is my strongest CV outcome so far.


PDP – Dissertation Research Proposal


Having to come up with a topic for research have been rather challenging as I was not sure what I wanted to pursue for the dissertation research proposal. Yet, I was thinking of my degree and wanted to find out why is it that graphic design is so contextual and that everything we do carries a message across different cultures or backgrounds. Everything that we do has to be informed by something else such as what is the target audience or who the client is. However, graphic design is all about communicating to a target audience and designing visuals that are meant to inform a message brought by the client. Now the theory is what fascinates me about graphic design. Critical thinking is one of the prime elements along with the design style it must be visually powerful and imposing communication to a certain audience. We graphic designers use the power of design to inform and to promote certain products and lifestyles. We get under the finger nails of our theme in order to fully understand it and then use that to create a visual representation of what we learn and transmit a message to a given audience. We manipulate our audience to follow our design by understanding what their emotions and what their demands are. Although, there are things that we design that doesn’t just inform but even govern how some people do things. We, to a certain extent change the way society thinks or things they do. We take a full space in helping the society understand certain things such as transforming boring information into amazing visual representations that are easier to understand and faster to learn.


However, I am deeply immersed in the idea of design and how it works that I wanted to find out more, so I decided to pursue this topic for my dissertation research proposal to find out more. I have looked up for different writers and academic papers and read and try to understand what the elements of design are in depth. As I am studying graphic design I already have a basic understanding on the subject matter and this research has helped me to learn more and fully understand design as a subject. Things that have truly amazed me are the social experiments and studies carried out by different academicians. One study that really fascinated me and even provoked me to find out more was how the size of an image on a packaging can affect the subconscious mind and manipulate the audience into consuming more or less depending on the scale of the image on the package. Also, studies with colours and the importance of signage and way finding designed to inform the audience even if that audience doesn’t even speak the language.

However, the hardest part was to come up with an idea for the dissertation, after doing enough research on the theme I came to the conclusion that all this information needs more data to be backed up so I decided to conduct a test or a survey to prove people’s reaction to certain designs and how the elements that attract these people to it. I want to understand what provokes the people to follow up the designs and why is it that design affects the subconscious mind in different ways. Also, I have watched a documentary featuring a typeface called “Helvetica” which talks about why some designs are simply engineered to be appealing to the human eye and improve readability and legibility of the text. This could be one of the reasons or elements of why people get attracted by a piece of design. Other studies talking about the functionality of a design and whether or not can be used by a wider audience or just narrowed to one small audience.

Design has changed over the years quite drastically, together with the market becoming saturated design is what allows certain products to be more distinguishable and stand out in a word of goods and products of different kind. Today it is all about manipulation of certain target audiences and profit induced. Companies use different design strategies to stand out and dominate the market. With the colour coded designs representing a marque or a style identity of a specific company now design is the key to bringing a message across.

Overall, I think it is a good subject to pursue and it needs more research into, but I think it will be quite successful. I believe it will also be a little bit of a struggle but that is what university is all about and I am looking forward to it. It is what I do, and I want to take this topic further and analyse and identify key strategies through further primary and secondary research. The challenge is big, but I want to learn more about it as it will help me to inform my studies and help me to fully understand what my degree is all about.

Persuasion Part II City Hospice – Developing Outcomes

At this stage I had to pick my strongest idea and think how to develop it and finalise it ready for the client presentation. I chose this idea as I thought it was very unique and it fulfiled the organisation’s requirments. This idea inspires youger people and even older to get together to inflate a 30 foot ballon in the shape of a heart. This idea was based on the guerrila advertising principles and it targets younger audiences to get involved and volunteer with City Hospice.

This campaign was specifically targeting younger audiences by creating an event to be appealing, upbeat and fun. It encourages them to stand together and work as a team.


At one of the client meetings, they have mentioned the fact that they wanted their campaign to be unique and memorable and upbeat, energetic. So with this in mind I decided to create a very memorable moment for everyone and also interactive that everybody can get involved. After I’ve done some reasearch into the theme and found out that most of the similar organisations such as Mcmillan or Cancer Research have always focused their campaign on the dark side of things and on facts. Whereas for City Hospice I decided that something fun with a powerful tone to it would be rather memorable and enjoyable for everyone. I wanted people to get the message that standing together can achieve great things and then encourage them to go and volunteer with them as well. However, I have put together a visual plan sort of like a handout that explains every stage of this campaign starting with pinpointing the location on the map to uploading the final film on social media and use it to promote it.

Idea plan.jpg

Next, as we approach the deadline, we had to create a presentation for the client visualising our ideas. After a tutorial with my tutor we’ve agreed to put together an animation to visually present the concept of my idea. I’ve created a short animation that explain what the campaign is about and what are the steps taken to create the promotional short film. The animation uses some visual methapors and some are pretty straight forward, it is just a further development of the previous plan.

Client Meeting and Final Presentation

I think the fact that I had the chance to present and get feedback from real clients is really eye opening. I believe that I need to work towards improving my presentation skills in the future and I’d want to be able to coherently explain my work to others without any issues as well. Overall I wish there were some things I knew before I decided to go on with this idea such as how large the campaign should be, wether or not it should only target Cardiff City audiences or the whole of the UK. Also, their budget as I found that my campaign was a little over their budget for what they were looking for. Yet, I think it was an amazing opportunity and I’ve learned very important things working with the real clients. It helped me to boost my confidence in my work and also to get an insight on how to approach the clients. The tutorials also were very helpful as it helped me to think outside the box and see things from different perspectives, the fact that we had some constructive criticism helped me to spot the pros and cons of mine and other’s work as well. Our tutor also talked us through step by step and it helped us on how to approach the clients. Overall, this was a great experience and a good project to work on as it is eye opening in certain aspects.

Persuasion Part II City Hospice – Research and Initial Ideas

For this project we were split into small groups where we were given a client to work with. We’ve had to meet up with the representatives and discuss potential outcomes and the brief. I was selected to design for City Hospice, a local organisation that care for terminally-ill patients or people with cancer or deadly illnesses and their families.

During the client meetings I have taken notes of their goals and what they are willing to achieve and what is that they want us to design for them. One of the most important thing they wanted from us is to persuade more young people to volunteer and get involved within their organisation. Another thing was to help them to promote city hospice in order to increase the organisation’s audience they wanted to become more known around Cardiff something such as McMillan or Cancer Research but for Cardiff only.  Also, with the idea of donation in mind they wanted to promote the fact that the money coming in from donation do not leave the city and that they stay within the city, unlike other big charity organisations money circulate around and within the whole of the UK, theirs was only Cardiff based.


In terms of recognition and brand identity they wanted us to design something that is upbeat nothing too edgy or dramatic something to stand out and to be recognised around Cardiff. Also, another thing mentioned in the meeting was to keep their colour scheme and the logo untouched.

Here are a few examples of their promotional designs and their brand idenity’s colours and some things that they do such as activities and how they operate as hospice and charity.

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Also as part of primary research I have looked through their website and tried to find out key notes that could help me in my ideation process. I’ve browsed in-depth for more information that their promotional leaflets did not provide. I looked for things that makes them unique as a brand and that stand out, elements such as slogans, tones or messages that comes with their brand identity.


One important thing that I’ve noticed, is that they host and take part in different events and activities such as the “Velothon Wales” all in the name of charity and they seem pretty clear about their goals.

Next, having understood what they do and how they operate I decided to do some in-depth research into other similar organisations and see what I can find in order to draw some inspirations and begin my ideation proceass.

I begun looking for different contemporary campaigns by other charities and people’s organisations around UK.

I found thi interesting campaign by “Cyrenians – Ask Alex” which focus is to raise awarnes about homelessness and they help the homless and other vulnerable people in the society. This charity is one of the first charities to create a digital chat box for education purposes. I found this quite interesting and extremely appealing for a contemporary campaign it fits right in with today’s society.

What I found commune in this campaign is that they are also targeting younger audiences as well.


Royal National Institute of Blind People” is a campaign who teamed up with channel 4 to raise awarnes about eye care. This campaign seem very interesting as you don’t really know whats happening at first and then it occurs to you. Its a very unique way to raise awarness and it seems very effective too.

Young Epilepsy and Epilepsy Society” In a poll of 2,000 people in the UK, YouGov – alongside the Epilepsy Society and Young Epilepsy – found that there is a huge lack of confidence in knowing how to help people with epilepsy.

Be the Match, a charity focused on saving lives through bone marrow donation, launched its Be The Guy campaign in a bid to encourage 18-24 year olds to donate. Rather than focus on the patient, it delivered a message of empowerment showing that being young and male qualifies you to save a life. Launched on Reddit and Twitch, the campaign became an internet sensation.

Movember launched its Unmute – Ask Him campaign ahead of World Suicide Prevention Day to encourage open conversations about men’s mental health and reduce the suicide rate. The campaign consisted of videos of men giving how-to demos. Tapping into the typical online behaviour of watching videos with the sound off, it included captions that appear to relate to the content, however, when asked to unmute, the actor tells another story.

Some poster campaigns ideas as well.


Initial ideas:

To start with I generated a bunch of different slogans to support my campaign something to stand out and bring the message of the organisation across.


For this porject I was looking into guerrila marketing campaigns. My first idea was to create a 3-dimensional poster of a hand that requests the viewer to hold its hand with the slogan “Today we are strong, together we are stronger”. The idea was to project the tone of the organisation through the idea of giving a hand to those in need. The posters contain a QR code that takes the audience to the official website where they can find more info and donate if they wish to do so.

Another idea was to use the shape of the organisation’s logo “the heart” to create a 30 feet long balloon in a shape of a heart that is meant to promote the idea of getting together with the slogan “Lending a helping hand today” and be used to create an event where people work together to pump up this 30 foot tall balloon using individual pumps. The balloon would then be left in town for display for some time. The even will be filmed and the footage would be used to put together a further promotional film that is to go on across social media and hopefuly get viral.


Information is Power – Ocean Trash Design Progress & Outcomes

In the last stage of this project I decided to go with the animation video showing the effects that plastic waste has on us and how it eventually returns back from oceans through the food we are eating. For this idea I got inspired by a documentary from National Geographic channel where they talk about the cycle of plastic.

The idea was that I’d pick something of interest and collect enough research and information on that topic to back up my design idea then create a powerful visual representation of the data through design. That could be anything, from pottery to computer graphics and handmade objects or animation.

Initially I wanted to animate 2 pop up scenes. First, showing the content of tap water including microfibers and secondly, a fish containing microfibers as well.
Also after animating my first draft I decided to cut out this scene out as it seemed a unnecessary to for the message I was trying to convey.

This project gave me the opportunity to explore my creativity and designing skills further and experiment with data. It helped me to understand the importance of Information Design as it makes everything so much easier for us.

Overall, I had a great fun working on this project. Although in the future I would like to work towards improving my Creative Suite skills which would allow me to create more professional work and to a higher quality. Also I chose the topic of ocean waste as it seemed like one of the huge problems the world is facing right now. I felt that I could help using my creativity and skills to raise awareness about the issue, so I have decided to address it by designing an animation video on the subject matter. The idea of plastic in our food sounds horrific, yet it appears to be true according to Telegraph seafood lovers eat at least 11,000 bits of plastic every year. In my opinion that is a dramatic number that needs addressing as soon as possible. Therefore, my video focuses on the fact that plastic ends up returning to us through the foods we’re eating, and that as a result of land and ocean pollution.


Information is Power – Developing ideas and Research


Using mind maps I begun writing down potential topics of interests including world politics, world problems and personal related issues such as Romanian Deforestation and many more ideas such as the endangered species and many more. As I was quite familiar with the issue already I decided to go with the Ocean Pollution, particularly plastic debris.

So to get a better understanding on what I am working with I decided to look up some more data from different sources such as government agency websites and documentary videos along with a reportage and vlogs surrounding the issue.


As I understand the Plastic Pollution around the world has increased in the past decade especially with the population  on the rise there is more demand for more products therefore more plastic is being produced as a result. Yet, as plastic could be useful it is also extremely damaging and it can eventually transform into a huge problem as it usually take around 450 years to decompose.

Information Source: U.S. National Park Service; Mote Marine Lab, Sarasota, FL (decomposition times); National Oceanic and Atmospheric
Administration Marine Debris Program

A bottle of soda takes about a day if not hours to consume but it takes years to decompose resulting in a huge amount of plastic being collected and only a certain amount being recycled and the rest ending up in landfills or most commonly our oceans.



So I looked for facts and interesting points surrounding the Plastic issue and used that to sketch out different design concepts. I was thinking of mediums such as plastic made sculptures and experimenting with plastic within itself maybe create something out of plastic that would be sustainable as well as presenting a powerful tone.

Also to get some inspirations I looked for other artist’s works of art or related designs as well in order to see whats already out there that would hopefully influence my design decisions and help me to come up with a unique idea myself.

I really like these designs as they stand out in different ways even if some of them represent the same type of data, each one of them is still very creative in the way they are telling their story using visual language.


I begun thinking of a story line and the idea of info graphics showing the things damaged by the plastic waste such as the amounts of plastic compared to the highest point on Earth or the weight of the ocean plastic compared to the weight of a whale in order to show a significant comparison. Yet, it wasn’t something that hasn’t been done before. I was looking to tell a message that people didn’t already knew. So I after a tutorial with my tutor he suggested I looked deeper and pick something more specific. Rather an unknown story that hasn’t been told yet or a deeper area of the issue that hasn’t been explored by other designers yet. At this point I was just experimenting and still not sure what to go with.


I was thinking of plastic bottles filled up with water and colours showing different statistics such as the amount of plastic in the ocean starting from 1960s up until 2000s and the outcome if we do not stop it now. Like a bar chart using bottles and colours.

Yet, I don’t think this idea is engaging enough. So I will move on for now.

Watching these National Geographic documentaries was extremely eye opening, it helped me to understand this topic more like finding out the causes and the results of the effects of plastic waste.


So after some more research I came up with this idea of the world’s map using animated dots representing ocean waste being drifted by ocean currents from continent to continent, and how it spreads across the oceans infecting even the less polluted part of the earth with garbage.


Another idea was to go and collect old plastics and waste from the beaches around Wales and try to identify how old are they then photograph them and use them to design posters. Such as “plastic chair 1960s”.  Obviously putting the fact that we are in 2018 and just found an object dumped onto our beaches from “1960s” into perspective would be rather eye opening.


Another idea was to create an animation showing the potential causes of marine waste and the effects it has on us people as well. The cycle of plastic and how it returns back to us through food or within other products such as toothpaste or drinkable water.