Reflection/Evaluation

Strengths 
This brief allowed me to explore my interest in identity based design, with the outcomes of this brief being used in the real world. Although reservations were made at first towards producing the branding for the exhibition, this is an area that my confidence has increased in and allowed for creative freedom. It was also a positive experience working with an individual whose work ethic reflects my own and provides constructive, supportive feedback. The collaboration process increased my learning in the area of exhibition curation as I was able to learn layout and hanging techniques from Hilda. This is a brief I would like to explore further in the future by completing more exhibitions. Discussions have been had about attending the University's Summer School in order to better our understanding of finances and motivations behind the potential exhibitions. 


Weaknesses
Due to the last minute date change of the exhibition, there was less of a turn-out in terms of the creatives we invited. This could partially be due to the opening event having to be held on a bank holiday. In the future, this could be overcome by securing a space through a contract to ensure that no last minute changes could be made. 


Time Management
A pencilled in time frame that we wanted to hold the exhibition in aided the development of the exhibition. This meant that we could set an appropriate deadline to the submission of the exhibition brief as well as take the time to develop the identity. Once the date had been confirmed, the extra aspects could be scheduled in. Keeping to this schedule meant that everything was ready ahead of the exhibition opening night. 


Final Outcome
The exhibition opening night was a great success. It was reassuring to receive positive feedback from those who attended the exhibition. The handout provided many areas of discussion, with visitors discussing their perception and the artists. This brief has encouraged me to explore the organisation role further through future projects. 

Opening Night

The opening night of the exhibition was a relieving success. It was interesting to talk further with the individuals whose work was in the exhibition and learn more about their work. I was also able to put into practice some of the networking skills I developed in a careers session - things such as asking people about their practice, what inspires the work that they do etc. It was great to have the support of other tutors from different universities - this provided exposure for our practice, specifically for Hilda. 

In discussions with those individuals from Huddersfield and Salford University who were in the exhibition, it was reassuring to receive their positive feedback on the exhibition as well as their interest in being in future exhibitions. After receiving such positive feedback and enjoying the process ourselves, I have discussed with Hilda putting on more exhibitions in the future. These exhibitions would follow a similar psychological theme as this is our area of interest. This would also provide future opportunities and hopefully build on the relationships we have started through this exhibition. 

Exhibition Curation

Curation is not an area I have had previous experience in. This is a role that was primarily carried put by Hilda with my assistance. I assisted in the placement and hanging of the work. This tested my communications skills as I had to follow instructions when ensuring the work was being hun straight and in the correct place. As we both have a similar work ethic, the exhibition was hung within four hours. This meant there was more time to prepare the room in terms of applying the vinyl and arranging the seating. 

Vinyl

As recognised in other exhibitions, there is typically a body of text providing context to the exhibition on entrance to the space. Without wanting to give away too much about the exhibition we wrote a brief sentence for visitors to read. This will be printed in vinyl so that it is easy to apply and remove from the wall. This is a material I have not previously worked with and will be learning the technique of application from Hilda. 

Tests were completed to ensure that the type size of the vinyl would be legible from a range of distances, without being over imposing on the space. 

Due to the print technician being absent when I had an appointment to print the vinyl and the replacement technicians being unconfident to use the vinyl cutter, alternatives had to be explored. This developed my fast paced working skills as well as my communication methods. Alternative printers were contacted however due to the short turn around, the cost was out of the budget. The alternatives were to print a large poster with the information on, following the structure of the social media banners. Thankfully, the technicians gave it a try and we were able to print the vinyl.  

Exhibition Hand Out

As recognised in other exhibitions, a handout provides the relevant context to the artists work. This can also be a platform to promote the artist and have their contact information. Following the theme of the exhibition, the following handout was developed. Experiments took place in terms of text size and layout. Due to the content, a two column design was most appropriate. This allows for a readable line length and separates the information appropriately. Providing the audience with a choice as to whether they read the context information or not encourages individuals to discuss their own point of view. The simple layout allows for each of the 9 individuals in the exhibition to have their statements alongside the title of the work, name and website/social media. The design has been kept in a black and white format to keep costs low. 

Exhibition Feedback

As part of the exhibition, we want to engage the audience with the content and encourage the sharing of their interoretation of the work. In theory this concept has its strengths (networking, positive atmosphere, increased engagement) however there are also the real life limitations. The key audience of the exhibition is students, known for their fear for networking. This means that the chance of strangers engaging with each other is smaller than people talking within their groups. This problem was raised in a feedback session, to gain further insight from other students and a discussion was had about how this could be overcome. 

Feedback:
- post in notes, but nicer. Take the concept and apply it to a clean looking exhibition space
- each person or group could be given a booklet that they write their own interpretation in as they view each project. This could be collect at the end of the viewing. In discussion about this concept, we covered how this could be taken further to collate the responses and see them in comparison to the photographers description. This could be achieved through a publication. Scanning each response and presenting them alongside the photoraph(s) and descriptions would add a developed level to the brief and exhibition. Doing this would engage the audience further and continue the discussion around the theme. 

Venue Issue

After confirming the date of the exhibition with the individual who runs the event space at The Brunswick, the following email was received. Having already sent out the invites, made a Facebook events page and distributed posters, this news was unnerving. Through communicating with Chris via email and over phone call, the date for the opening of the exhibition was changed and confirmed. Although this meant a redo of the existing graphics and event information, it was reassuring to know the exhibition will still go ahead and now receive more exposure due to the events being held by The Brunswick. 

Email Template

From my experience at LeedsBID, I learned the importance of a clean and professional email. This makes the information clear to read and therefore the audience is more likely to engage with the content. The decision was made to produce the emails on MailChimp - an email marketing platform. The templates were then loaded to the gmail account to send to the list of recipients. 

Two templates were designed for the variant in audience. The list of audience was separated into those who have a professional relationship and would like to build on this and those who are already aware of the event through discussions with myself or Hilda. 

This email was sent to those who we would like to build more of a relationship with. Links to the websites/Instagram accounts of the photographers featured in the exhibition were embedded in this email. This gives the individuals expose and trafficking to their profiles. It also shows a taster of what to expect at the exhibition, In the hope that those who attend are interested in the theme and content. The second email template acts as an informative ‘quick note’ for the audience who have already had discussions with myself or Hilda about the exhibition. 

Exhibition, Research and Development

In a review of the design chosen to advertise the exhibition brief, it was decided that the design lacked the 'wow' factor that is needed to draw attention in event advertising. Having a secure date for the exhibition allowed for more time to experiment with the overall appearance of the exhibition. Specific research was carried out into the overlay technique. This was a method used in the brief release and continuing this style would ensure that there be a consistency.  

Taking inspiration from the research, a range of developments were made. Once the poster design had been decided, further designs were made to ensure that it was appropriate in a range of mediums. This highlighted designs that worked and those that were less appropriate. 

Feedback:

General

- The strong use of colour is eye catching

- The colours work together when overlayed and as separate colours 

2nd line of developments

- Use of white space is overpowering (2,3,6)

- Th direction and colour of the shapes are powerful and draw attention to the advertisement 

- The typeface is cohesive with the shapes used in the design

- The link with perception is perhaps not clear

3rd line of developments

- the use of a semicircle and triangle look like kitchen scales. This could give the wrong impression of the nature of the exhibition.' Following this feedback comment, the same style was experimented with with varying triangles. 

4th line of developments

- although appropriate for the theme of the exhibition, they lack visual enthusiasm

Taking into consideration the feedback given, the decision was made to progress with the following style. 

Banner:

A banner is required for social media and the e-invite header. The dimensions and process of which I have learnt from my time at Leedsbid. 

Further exhibition was carried out to gain inspiration on how to advertise the exhibition as well as in the assisting with the exhibition curation. 

Exhibition Space

Having identified that the Brunswick was our ideal location for the exhibition, persistent contact was made with the pub. The Brunswick is a space that I have attended to view previous exhibition. The clean empty room offers the perfect space to exhibit a range of different pieces, with natural light being prominent through a wall of windows. This space, unlike others we have viewed, reflects the atmosphere that we would like our exhibition to have.

Having not previously received a reply through email, I called the pub to ask for a more direct line of enquiry. This is when I was informed that the exhibition space is not being run by a separate team. The following emails are of the main correspondence with Chris who is the event organiser. 

This brief has helped develop my professional communication and retaining my personality in the tone. It has also highlighted the importance of persisting to achieve a goal.

Deadline Extension

Due to the openness of the brief, it was expected that a variety of disciplines would submit. At this stage, the submissions received did not reflect this expectation. A discussion was had with Hilda and it was decided to extend the deadline for submitting to the brief. This is an act that many submissions take. Through a discussion with the organisers of the Beyond Photography, they expressed how beneficial an extension can be and the increased interest that can come of it. 

To advertise the extension, an updated post was ,ade on the collaboration page for the university. It was also shared on each of our Instagram pages and therefore reached a wider audience. 

Responding to Submissions

To maintain a level f professionalism and consistency, I wrote a template to use in response to those who submitted to the brief.  

Exhibition Space

Having contacted Hyde Park Book Club in regards to their exhibition space, a meting was arranged with the event organiser Joe. This meeting gave us the opportunity to see the space as a blank canvas and discuss certain elements such as dates and costs. Although Joe was very encouraging and enthusiastic about holding the exhibition at HBPC, the space lacked certain qualities that we would like. The space is located in a basement and there was therefore no natural light. This gave the room a dark atmosphere that was not helped by the scuffed walls and stone floor. There is also a charge of £50 to use the room. On discussions with Hilda after the meeting with Joe, we decided to reserve a date with Joe as a back up plan. This gives time to contact more local spaces that offer spaces for free. As there is no budget to pay for a space it is important for us to explore all the options.

Exhibition Space - The Old Red Bus Station

The Old Red Bus Station was a location recommended to my by a peer. From contacting the bar a meeting was arranged to explore he space further and see which dates they had available. Unfortunately after gaining more of an understanding as to where the work would be displayed we had to inform Rob that it was not right for us. The exhibition space is located above tables that are in the main bar area. This does not allow for primary focus of the work which is something we would like the chosen exhibition space to have.

The Brief

The brief was sent out to:
- Students at LAU (this was organised through a discussion with Levi Bond)
- Social media
- LAU collaboration facebook page

Identity Exploration

Feedback

- The eye design is too literal. This would suggest that this design goes against the theme of the exhibition.

- The 6th design is the strongest visually. It is eye catching for a display purpose but also works strong digitally. 

- 6th adds dimension to the design. This relates to the theme of the exhibition.

Exhibition Theme

The theme of the exhibition was determined through discussing our interests and researching how they could be related to an exhibition theme. My interest in psychology is something that I wanted to be able to explore within this exhibition as well as finding a theme that relates to a range of disciplines.

When the term image is used, it is being used to refer to a range of different mediums. e.g. a photograph, fine art piece, type based design etc. 

Perfection/Imperfection
- The state or quality of being perfect
- A fault, blemish, or undesirable feature
- Each are a current topic in todays media
- Can be interpreted in a range of different mediums

Manipulation
- Image manipulation is a very current topic in todays media
- Some photographic manipulation is considered skilful however also has negative opinions of unethical practice
- Exhibition could be used to educate the audience of 'image' manipulation and the positive/negative effects that this can have. Could also encourage viewers to be more aware of an images origin
- Psychological manipulation: a type of social influence that aims to change behaviour through abusive, deceptive tactics. 

Deception
- Concealing or misrepresenting the truth
- Positive and negative
- 'fooling the viewer' 
- Possible exploration of alternative curation methods
- Psychology; in studies, the participants are often deceived in order for the experiment to be taken place.

Perception
- The way that something is interpreted
- J. J. Gibson, 'The visual field is created by light falling on our eyes; the visual world, however, interprets these patterns of light as reality. The visual world, then, is an interpretation of reality but not reality itself. It is an image created in the brain, formed by an integration of immediate multi-sensory information, prior to experience, and cultural learning.' 
- 'perception always intercedes between reality and ourselves
- Range of mediums
- Possible exploration of alternative curation methods


The decided theme is Perception. From discussing a range of themes, it became evident that this brief could be extended to a number of exhibitions. 

Identity Research

Exhibition, The Brief

The Brief:
Organise, brand and curate an exhibition around a topic of personal interest. 

The Problem: Young creatives lack the opportunity to exhibit their work. There is often an insecurity about sharing work and it being seen by a large audience. 

The Solution: Provide young creatives with a platform to exhibit their work. This would be structured by a brief that individuals would submit to. 


I have had previous experience in assisting with the development of an exhibition however have not had the responsibility of curating the space. This project will therefore be in collaboration with Hilda Quick, a photographer with experience in exhibition curation. This brief has been informed by my interest in exhibition production as well as the development of communication and organisation skills.


Individual roles within this brief:

Kathryn 
- Organisation: Collecting submissions, communication with those who submit, communication with event spaces
- Branding: Identity to the exhibition, advertising, invitations
- Other: assisting with curation

Hilda
- Curation of exhibition
- Other:In general assisting with feedback, communication and decision making