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Prospec tus P itc h

w/ Arthur Carey

Le ed s Co l l e ge of A r t Pros p e c t u s 2 0 13 2 0 14
To design a prospectus for Leeds College of Art 2013-14, and to retain a combined Higher Education & Further Education document.

Brief Pro gres s io n

This brief was successfully pitched for and will continue throughout summer 2012. The sequential boards will show the original pitch, the pitch presentation and hnad out as well as

communicate the stage, which the brief currently is at, at this point of submission.

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Concept
This design implores prospective students to choose Leeds College of Art as their destination for study and Leeds as their creative platform/community. We aim to show throughout the publication what Leeds can offer the art student. The term Loiner will spark discussion due in part to its rarity and by the juxtaposition caused by its proximity to the word Londoner. A brief explanation of the term Loiner allows us to impart the statistics that Leeds has 800,000+ inhabitants, providing a superb creative environment for study. TEAM +44 (0)7769 948 026 hello@arthurcarey.co.uk Aaron Skipper Arthur Carey BA (Hons.) Graphic Design III

Prospec tus P itc h

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Initial cover concept

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Tone
The statement on the cover is intentionally strong. It is provocative. It will spark dialogue, it will challenge perceptions and encourage individuals to visit Leeds College of Art. This design will brilliantly represent and promote the Leeds College of Art in its more competitive new higher education environment. HERITAGE Proud of Leeds, using term loiner References to several artist movements in punchy cover design and colours. TEAM +44 (0)7769 948 026 hello@arthurcarey.co.uk Aaron Skipper Arthur Carey BA (Hons.) Graphic Design III

Prospec tus P itc h

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Boa rd Two

Printed Textiles & Surface Pattern Design

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PUNCHY The strong message in the copy will be supported by the bold choice of GFSmith colourplan Tabriz blue stock which will make the red foiled type pop beyond belief, truly stunning.

Detailing & specification

CONTEMPORARY AND INTERNATIONAL Typeface designed by a Dutch friend, typographer, and part time lecturer at University of Arts Mainz, Germany, Johannes Breyer. It is called JB Heureka and was created in 2011. Another contemporary touch is the asymmetric page numbering as well as the use of superscript. PRINT SPECIAL Red foil type on cover: determination drive energy passion excitement PUNCHY The strong message in the copy will be supported by the bold choice of GFSmith colourplan Tabriz blue stock which will make the red foiled type pop beyond belief, truly stunning. TEAM +44 (0)7769 948 026 hello@arthurcarey.co.uk Aaron Skipper Arthur Carey BA (Hons.) Graphic Design III

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Entry Requirements

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Some context shots

FOILING / COLOUR / BOLD Work from design studio OK-RM as well as work from Swedish studio Ritator. There are various examples of foiled typography as well as well-considered layout and colour. ACADEMIC / CONSIDERED This work combines the vibrance and punch and colourful feel with a sensibility through a beautiful typographic treatment of the important academic content. Flawless. CREATIVE COSTS Prospectus Re-Design + 5 sets of amends Additional Foiling Cost (to confirm) 250 per day collaborative costs. x 5/6 days at ten hours per day EST. 1200 TEAM +44 (0)7769 948 026 hello@arthurcarey.co.uk Aaron Skipper Arthur Carey BA (Hons.) Graphic Design III

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Boa rd Fou r

Context for printing and finishing.

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RARE PERFECT BLEND

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Continuation of concept through book I

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SUCCESS STORIES.

INNOVATIVE CONSIDERED COLLEGE AS LEADER IN COMMUNICATION

Prospec tus P itc h
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Pre se nta t i o n Pitch

From the initial pitch boards the idea of demeaning London was dropped and, instead a greater focus on the positivity of Loiner was highlighted. With Leeds College of Art offering

an intimiate learning environment amongst a thriving creative citya unique combination. As well as the highlighting of graduate success stories in the currently economic climate.

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Prospec tus P itc h

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Pre se nta t i o n Handout

For the presentation we included a multi format publication, highlighting the main concept areas and showcasing the design direction. The handout expanded upon and picked out

the keypoints within the presentation, perhaps most noably being two identically designed spreadsone set in Helvetic and one set in Aperu, a contemporary san-serif typeface,

we have persuaded the college to now use, explaining how Helvetica is not the innovative toyeface they think they are using.

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