Waterhall Gallery

Well here we are, the final project of the year… Work-based Learning 2! This is my final project of my second year foundation degree, for this project we were given 4 live briefs from three different design companies which I will get on to a little further on. Before starting my blog, I already read and made my mind up on what brief I want to purse, this brief is set by a Graphic Design company called http://www.ledgardjepson.com (barnsley). Legard have set us the task of doing a total re brand of the Waterhall Gallery in Birmingham, this project consists of a logo design, brochure, leaflets, interior work, such as inside super impositions, and finally the company want a new way finder designed for the Museum.

Just before I get to the actual brief I have chosen, I just want to go through the other briefs we had the choice between…

The first being a project called “young blood” from a company called http://www.rarecreativegroup.com …

Young Blood

Life is short, for some too short. There’s an ever-growing demand for blood donation. By donating blood, you will help save and

transform the lives of desperately ill people.

Facts about blood donation:

  • Someone needs blood every two seconds
  • Around one in every seven people entering a hospital needs a blood transfusion
  • There is usually less than a week’s supply of blood in the UK’s blood banks at any one time
  • Around one in four of us will need a blood transfusion at some point in our lives
  • One single donation can save the lives of up to three people.Research & Target markets:
  • The average donor is aged 24-44
  • The Target age group we are aiming for is 16-24
  • Research your market before designing for them (what appeals to them)
  • You are targeting those who are not currently registered.

Prime objectives:

• To give Blood donation a new lease of life

• To raise awareness of world blood donation day

• To encourage people to register and do something about it (a “call to action”).

Note: When designing anything that requires your target market to get involved then the following is good to remember:

1 Who are you talking to?
2 What are you saying?
3 Why should they be interested?
4 How do you want them to respond?

Final requirements:

  • A blog and/or pdf of research and design development showing how and why your campaign developed the way it did.
  • Createbrandingfor“worldblooddonationday”.
  • Comeupwithanadvertisingcampaign
    that encourages people to become donors. Your creative solution should have a minimum of three different visuals.And at least one of the following:
  • Leaflet
  • Handout
  • Donorcard
  • Websitehomepage
  • Storyboard for tv adverts.

The second brief is again for http://www.rarecreativegroup.com this project is all about re branding a Sheffield based festival called Tramlines…

Music to my ears


Tramlines festival, is Sheffield’s very own inner city music festival that draws over 100k people each year. The festival takes place at over 70 venues and 4 main stages in the city centre. One of the reasons for its popularity is its diverse music (rock, Indie, pop, electronic, dance, hip hop, folk, experimental, metal, reggae)

Research & Target markets:

  • Research other festivals to see how they approach branding
  • Research into what other festivals do (design wise) to stand out. Do they give you anything that could improve your festival experience?
  • The market for tramlines is vast so make sure you don’t alienate certain people/groups

Prime objectives:

• To make Tramlines look and feel like the large scale festival it has become

• To engage previous and future attendees. Final requirements:

• A blog and/or pdf of research and design development showing how and why your designs developed the way it did

• Redesign the Tramlines branding • Apply it across:

– Advertising
– Tickets or wrist bands
– Leaflet or city map or festival guide – Clothing for staff
– Stage or area signage.

• Consider how the brand would appear online, create at least one digital application using the brand, either a web page, an app, or social media.

The third brief I was contemplating with is called Yee Kwan which is an ice cream company based in Sheffield, the project was all about re branding the ice cream company, this includes, a new logo, a new diverse rang of flavours, website home page design, and one piece of print marketing promoting the brand. The brief has been set by another Sheffield based Graphic Design company called http://side-side.co.uk …

Yee Kwan Rebrand

A young and fun brand offering authentic, innovative and exciting range of ice cream and sorbet flavours to the UK ice cream industry.

They source the best quality ingredients from around the globe to create their unusual flavour combinations, offering their customers exciting sensory experiences which they will remember for years to come.

They love to explore the globe for new flavours and are constantly creating new products to launch into the marketplace. They want to be the first to market and be the leading brand for exciting flavours.

Their demographic is the 25-35 year old young professionals (highly affluent, health conscious and confident in the kitchen).

The long term visions is to become an international brand, recognised around the globe to their exciting branding, brand story, stylish packaging and stand out flavours.

They are currently stocked in online supermarket Ocado, as well as many independent retailers.

Short term goals

Market their products to premium retailers such as Waitrose & Selfridges but also become a recognise brand in the mainstream market.

Long term (1-2 years)

Pitching their products to the major supermarkets (Sainsburys, Asda, Tesco & Morrisons).

Project Description

Yee Kwan would like to rebrand, and create an identity which represents which represents where they are now, and where they’re aiming for. Their current identity has remained the same since they began, and no longer portrays the correct image. They began as a ‘Taste of Asia’, and their current identity evokes Asian culture. Going forward, they want to be “Explorers of Flavour” (this is a description, not a finalised tagline) and will not be concentrating solely on Asian flavours.

Think about the most interesting, exciting flavours from different cultures across the globe. This is what Yee Kwan wants to get across – the first to market and be the leading brand for innovative flavours.

Rebrand deliverables  

  • Logo
  • Accompanying typography and brand elements – Brand elements may include illustrative or photographic style.
  • Ice cream tub packaging (x4 flavours) – Matcha Green Tea – Black Sesame Seed – Chocolate Miso – *Create a new flavour*
  • Web design – Home page – Product page
  • 1 piece of printed marketing, promoting the brand. Size/style not specified, but most commercially viable.

Waterhall Centre for Contemporary Art and Creativity – Legard Jepson

This project aims to transform the Waterhall Gallery at Birmingham Museum & Art Gallery in to thriving centre for contemporary art through a strategic partnership with Birmingham City University (BCU) and turning point west midlands (TPWM). TPWM is the regions contemporary visual arts network which is managed by BCU and funded by ACE. Through collaborative programming with BCU and TPWM, as well as their network of artists, universities and galleries across the region, the Waterfall will seek to showcase the best in performing and contemporary art, with special emphasis on work by artists with connections to Birmingham and the West Midlands. The Waterhall Gallery will aim to represent and support a broad range of artists at different stages in their careers alongside work from Birmingham’s modern and contemporary art collection.

Some flexibility will also be built in to the Waterhall’s programme to enable it to respond to other unique exhibition opportunities when they arise, such as bringing artwork by internationally renowned artists in Birmingham, helping raise its international cultural profile.

In creating a co-curated gallery space, through a strategic partnership with BCU and TPWM, the Waterfall will become more sustainable for the longer term, drawing on funding and resources from other partners as well as their very established networks and marketing resources to create a more dynamic, higher profile and better used space for contemporary art and creativity. It will also provide new opportunities to develop closer links and synergies between BCM’s collection and practicing skills

Main Deliverables –

  1. Logo – Waterhall gallery
  2. Museum Wayfinding
  3. Museum banners
  4. Exhibition Posters
  5. Leaflets
  6. Extra – any other corporate material

Key Project Targets 

  • Established a Waterhall partnership agreement with BCU (and its affiliated Turning point West Midlands network)
  • Deliver minium 3 exhibitions over year representing artists at both early and mid-career
  • Support minimum 1 artist residence each year
  • To attract 30,000 visitors in 2016/17 and 40,000 visitors in 2017/18 to the Waterhall

Target Audiences 

  • Primary: Urban Arts Eclectic – Under 35’s
  • Primary: Artists and wider arts coommunity in Birmingham and region
  • Secondary: Culture Vultures
  • Secondary: Young professionals and local businesses

I contemplated with all the briefs, and narrowed it down to two out of the four we were given… Yee Kwan and Waterhall Gallery, these two brief were more about branding, and I feel branding is a major strong point amongst my design skills. I particularly like the rebrand of the Waterhall Gallery because it offers a lot of freedom throughout the brief, also as its the last project of the year I want to play to my strengths and stand out from the rest, and I think this brief ticks all the boxes for me doing this. My aim is to make the Waterhall re brand exciting, professional, and eye catching.

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Before I start my research, I thought it would be a good idea to highlight key and important words used in the brief. I’ve highlighted key points that will help me develop my artwork and designs, key points in the brief such as “Waterhall is a thriving centre for contemporary art and creativity”, “Encourage more artistic and creative responses to the collection, making it relevant for younger audiences”, and “Create a vibrant, engaging and relevant centre for contemporary art and creativity distinct from BMT’s museum offer and traditional museum visitors”. These are important elements of the brief, because it will give me a more clear understanding when it comes to designing the logo and other corporate material for the museum. It also benefits me in terms of answering the brief in a strong and positive way.


For my research I will be looking in to the re brands of different museums, just to get a few ideas on what I want to produce. Im going to dig deep in to the museums (and other material) I research so I can get and understanding why they’ve used certain colours and  imagery etc, because I want my re brand to have a rational behind the design work for the Waterhall Gallery. The Waterhall Gallery brief states the gallery is a ‘thriving centre for contemporary art’ so I will do further exploration in to contemporary logos design etc just to see how I can link the branding and certain aspects of the museum. Finally I will look upon anything that will help me along the way for a professional of the Waterhall Museum. Here we go!!



These are the current series of logo design for the Birmingham museums, created by Legard Jepson, when we were briefed in on the project, the creative director Dave insisted we incorporate the circular shape that Legard have used for their logo designs., however they are open to breaking out of the circle. The roundel design was carried through the rest of the nine museum identities to create a family feel to the brand whilst also giving each museum its own personality so they could operate independently. Each icon, typography and colour scheme are meticulously researched to ensure they were relevant to the history of each property. The colour palette and typography were also steeped in the history of the city. Baskerville was chosen as the primary font because John Baskerville had his printing works there during the 1700s and designed the Baskerville typeface in 1757. Legard also introduced supporting handwriting fonts due to the fact that Birmingham has been at the centre of the pen trade since the 19th century. The colour palette was taken from the vibrant colours used by the pre raphaelites given that Birmingham boasts the largest civic collection in the UK. The result is a brand that is relevant and embedded in the history of Britains 2nd largest city whilst being modern, contemporary and above all understandable to todays consume.

When I design my logo for the Waterhall Gallery, I want it to feature a similar layout style, So stick with the circle design, I think sticking with the circle design will give the Waterhall Gallery a more suited appearance as its linked with all the places above. I think it would be a shame to break out the circle as it wouldn’t look as if the the Waterhall logo has anything to do with the Birmingham Museum.

I like the reasoning behind each of the designs, its important that I state my reasoning being my designs. I especially like the how Legard have taken the The Anglesey Mines Halfpenny and replicated it in to a logo that is fit for purpose for the Birmingham museum logo. Also the other logos, such as Soho House and Aston Hall all have a reasoning for the design. Soho House replicates the carpet design inside of the house. The Aston Hall logo is  influenced by the wallpaper inside the of the Hall way, I like how each place has taken a feature from the building for each logo design. This is something I will consider when designing my logo’s.


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These screenshots are from the recent rebrand of the Philly Museum in Philadelphia. Pentagram’s Paula Scher designed a bold new identity for the Philadelphia museum of art that’s both iconic and expressive, the logo customises the letter ‘A’ in the word ‘Art’ to highlight the breadth of the museum’s remarkable collection. The new identity launched earlier this month with the unveiling of plans for a major renewal and expansion of the museum by the architect frank Gehry. Scher worked closely with the museum to develop the new identity. Philadelphians refer to the philadelphia museum of art as the ‘art museum’ and the new identity both brings art to the people and leads people to the art. ‘A’ stands for ‘Art’ in the new wordmark, which can be customised in certain instances with up to 200+ different ‘A’that represent different styles of art and works in the collection, from pop-inspired graphic letterforms to sculptural and photographic interpretations. bringing an element of playfulness to the museum’s brand identity, the mark can be modified for specific exhibitions and collections, and is endlessly adaptable. The new identity is set in the sans serif typeface Avenir, which was also used in the existing identity. The font already appears on much of the museum’s signage and in publications and other communications. The implementation of the new identity on environmental graphics and other applications will be a long process the program will roll out as construction continues over the coming decade and it was advantageous to have the new system complement existing elements as work progresses. The designers customised Avenir for the new logo, changing its weights to make it more contemporary. My opinions on the design of the re brand is really positive, I wasn’t a fan of the design at first, but it vastly grew upon me, I partially like the way the letter ‘A’ changes to highlight the breadth of the museum’s remarkable collection, it makes the logo more fun and inviting. The corporate material such as the brochures and ticket designs are rather vibrant and use brilliant typography. I think the customisation of the ‘A’ attracts and makes the museum more relevant for a younger audience, if the ‘A’ just stayed the same the branding would be very difficult to attract a more budding ordinance. This is something I can consider for the re brand of the Waterhall Gallery, as the brief states it wants to “Encourage more artistic and creative responses to the collection, making it relevant for younger audiences” this is what the Philly Museum branding does well, so well it now attracts a much larger audience than it did before.

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These screenshots are from the current rebrand of the Jewish Museum in New York. The rebrand was produced by American design firm http://www.sagmeisterwalsh.com. The Jewish Museum wanted an engaging, exciting, contemporary branding that embodied the Jewish heritage and culture of the Museum. Looking at the screen grabs above, in my opinion, Sagmeister and Walsh have succeeded in this. The reasoning behind the design of the logo and typography is because S&W researched the origins of the Star of David and discovered sacred geometry, a geometric system created from calculations using numbers considered to have spiritual significance from which they were able to create a new identity. Sacred geometry relates back to the belief that the universe was created according to a geometric plan. Historically, the system was used in the planning and construction of many religious structures, architecture, and art. The overall design that S&W have created is very flexible, which means its suitable for all audiences. They’ve created a system that can adapt based on audience or event, yet always felt unified in visual language,” Walsh says. In collaboration with the museum’s staff and leadership, the duo settled on four brand attributes they wanted the identity to reflect: Engaging, Desirable, Unexpected, and Inclusive. I personally think the design is a love hate thing, its a very punchy and vibrant design, and as I said earlier its a design that suits all audiences, the down side is it can come across as a little overpowering, on a few reviews of the design, people said the typography is sluggish and grotesque, however the rational behind the design is brilliant, It’s intelligent, powerfully communicative and great-looking! These are certain elements I would like to take in to my Museum rebrand.

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These screengrabs have been taken from the website of http://www.itsnicethat.com/news/wolff-olins-metropolitan-museum-of-art-new-york-180216. The website displays the new re brand for New York’s Metropolitan Museum, the rebrand was done by London based branding company Wolf Olins. The new look, which sees the museum name shortened to ‘The Met’ in scarlet capitals, hopes to feel more available and accessible to first-time as well as frequent visitors. It is an original drawing, a hybrid that combines and connects serif and sans serif, classical and modern letterforms. In this respect, it reflects the scope of the Museum’s collection and the inherent connections that exist within it. The difference between the corporate material design is a massive improvement, the old corporate material lacked a lot of design flair, it was very drab and boring, the new material is far more dynamic and appealing, the updated red colour and new typography plays a massive part in the improvement. I think this rebrand links up very well to the brief I have been set (Waterhall Gallery), the key factor is to attract more visitors in to the Met museum. The rebrand gives the museum a new lease of life, and the latest assistance to suggest that Met Breuer is setting a cool, modern tone for a shaggy historical institution. These are features I want to achieve amongst my design work.

Waterhall Gallery 

Visitors to Birmingham Museum and Art Gallery often ask about the origins of the exhibition spaces known as Gas Hall and Water Hall. In recognition of Museum Week I am going to explain the histories of these beautiful Victorian and Edwardian buildings.

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By the 1870s, Birmingham had reached the peak of its prosperity, and there were 33 municipal gas undertakings in the country. In 1874 the Mayor, Joseph Chamberlain, persuaded the Council to vote by a huge majority in favour of buying the companies out. An Act of Parliament in July 1875 authorised the deal and the Birmingham Corporation Gas Committee was set up.

Birmingham Council House designed by Yeoville Thomason, was built in 1874 and in 1885 an extension was added. This part of the building, although now known as the Water Hall, was originally used to house offices for the Birmingham Gas Corporation. In 1912 when the Museum Bridge Gallery extension was built it became the Water Hall and remained in use until 1972. For the city’s population it provided an impressive ground floor banking hall for Birmingham Corporation’s public water supply, with Birmingham Museum and Art Gallery on the first floor above.

In 2001 the Water Hall followed suit and opened as a new gallery exhibition hall, following a renovation supported by Birmingham City Council and European Regional Development Fund. Its Victorian interior has six fluted iron Corinthian columns and riveted iron beams. The original windows remain and light is filtered by four layers of adjustable solar louvres and blinds. It now houses Modern Art and temporary exhibitions

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After some research on the Waterhall Gallery, as well as gather loads of images, I wanted to try and replicate what I can find inside or outside the gallery to see what type of design I can use for my logo. As I’ve already stated the Legard logos for the other places associated with the Birmingham museum have all used an element form each place, such as Aston Hall which uses the wallpaper design and Soho House which replicates he carpet design. Unfortunately as the Gallery is located in Birmingham and Legard provided us with no photos, I had to go with the ones I found on the internet. What I have noticed about the Waterfall Gallery is the architecture, the outside and mainly the inside are overrun with arches, the entrance is an archway, and most of the interior is. The arches are something that personal caught my eye straight away, I also notice the floor design in the Gallery, the pattern floor is an eye catching a pattern that could easily be replicated amongst my logo. However I do like the way the Gallery features arch after arch after arch, So I think its a good idea that I base my logo on the architecture of the building, I think its an area of the Gallery that people will remember. I going to replicate the entrance of the building as its the first thing you see when you enter the Waterhall.



After some thorough research I decided it was time to start my development, as I stated in my research I want to replicate the archway entrance at the Waterhall Gallery, as I think this will be an element of the building people will remember. I will start off with a few initial sketch designs just to give myself a more clear understanding on what I want my logo to look like. Once I have finished my logo I will choose a suitable typeface that relates to the gallery. Once the logo is finished, I will focus on the Wayfinding of the Gallery, Posters, Leaflets, Signage, personal stationery and an other material I would like to include myself.

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These image are showing some of my initial concept sketches, as you can see Ive gone down the archway route, and tried to replicate the entrance of the Waterhall, but with a few little differences. Its hard to say out of the sketches which one I like the most, I know I will have a better understanding when designing them in illustrator. The sketches at the bottom are looking at how the logo will work on the other types of material, such as the way finding, leaflets, and poster designs, I think sticking with the circle is a good idea because you can do all sorts when it comes to the other material. Ive got to make sure it all communicates well, I also want it to be vibrant, engaging and relevant centre for contemporary art.




These the logo designs that I have come up with. As I stated earlier on I am open to breaking out of the circle, so iHave done a few designs with the logo not featuring the circle. I do like all of the designs, and I think they replicate my concept sketches really well. Out of all the designs I’m swaying towards the bottom two, I personally think they are the best out of the ones I have created, Love the small logo inside the circle, I think its very clean and represents the Waterhall entrance very well. Im going to use at least five different versions of the logo I chose, the five versions will be colour coded for each floor when I create my way finding.



The next for me is decide what typeface to use, I want a typeface the communicates well with my logo design as well as the Waterhall Gallery. I looking at using a traditional serif typeface as it is a traditional contemporary gallery I think a serif typeface will be fit for purpose. After some of my earlier research on the museum and Birmingham, I come across a typeface that originated from Birmingham called Baskerville, I personally think this would be a great typeface to use at communicates with Birmingham itself.


The next stage is for me is to try and work out how my logo and typeface will work together in terms of the layout. If you take a look back at my sketches I orientated the typeface in different ways. I did like the first layout I did with the line surprising the logo and the type, I think that is pretty sleek layout when put in to practice. Logo layout designs…


These are a few layout styles I looked at, on first thoughts, I personally think the bottom one is the strongest straight away, Im not saying the other two are rubbish, but the style of the layout just don’t work as well as the bottom one. Its a strong logo design that communicates with the Waterhall Gallery really well.

Final Logos –

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These are the final logo design that I have produced for the Waterhall Gallery, As you can see I’ve done 5 different colours, the five different colours will represent each floor in the gallery. Ive done two sets one normal, and one reversed out, this is mainly for when I produce my other material like posters etc. The circular design around the logo, will be featured amongst all of my material, Im warning to use the circle design to put images in to on my leaflets and posters, I will also use the circle shape for my way finding too. Ive included the images of the Legard logos, just to compare my logo with theirs, as they wanted to keep circle design to link with the other areas of the Birmingham museum. I think I’ve done pretty well emulating my logo design with theirs.

Exhibition Posters

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I looked in to a few layout styles for my poster designs, as you can see Im wanting to keep the circle design, this will be the main feature amongst the poster, the circle will feature an image replicating what the exhibition is.

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I orginally opted for a portrait layout but however I quickly decided the poster design would work a lot better in landscape, as you can see I gathered the circle design from the logos I crated and clipped an image featured in one of the many exhibitions that the Waterhall showcase, I personally think the image looks brilliant clipped inside the circle, its gives off a consistent look from my logos to my poster design. Looking more in to the consistency again, I have taken the line than surprise the logo from the tex and used it as my title… Waterhall Gallery Exhibitions, underneath the title features the exhibitions, the exhibition content all run off the same line, its rather neat and quite minimal, all in all works well. The hierarchy is well presented as well as the overall layout of the poster design. I used the same layout for the other four poster design I created…

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I like the overall final exhibition poster designs, they have a real consistency, and all feature beautifully aligned typography. I like how I’ve changed the colour of the images to fit the colour of the poster, my favourite design out of the poster is the black and white one, because it looks really slick, and will fits well with the Waterhall gallery as its known as the gallery of contemporary modern art. The inspiration for the design came from the Philadelphia Art Museum, the inspiration I took was the changing of the logo A in the word art, I love the way its changes a certain part of the logo, I’ve tried to take this on abroad in terms of doing the same with the circular shape logo i have used, as you can see on the poser designs, the imagery is clipped inside of the outer layer of the Waterhall logo I designed.


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I also super imposed two of the poster designs, I wanted to see what they look like when put in to context. I found an image of a poster mock hanging from a ceiling, I used the one hanging from the ceiling because it could be replicated side the Waterhall museum with exhibitions advertisement posters hanging from the wall as you enter the Waterhall. I think the super imposition looks very realistic and professional.

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When I started my exhibition poster I looked at the exhibitions that Waterhall showcase, unfortunately they weren’t very many, so I had to make some exhibitions up, the brief didn’t really state many exhibitions the museum had to offer.

Waterhall leaflets –

For the Waterhall leaflet designs I looked at keeping the same layout style as the poster designs. I opted to keep the circular image design.

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The information on the leaflet will just be be promoting the gallery, so not much information at all, the main features of the leaflets will be the logo and the imagery, as well as the ‘for more information visit’ type on the footer of the leaflet.

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As I stated before I have opted for a similar layout design to my poster designs, the leaflets will be used to just to promote the gallery, I wanted a sleek minimalistic design, which I think I have achieved, the hierarchy is well thought about as you can see from certain screen shots above, the 3rd, 4th and 5th screenshots all show the type lining up with certain elements of the leaflet such as the image and the waterfall logo, the third screen grab showcases the end of the circle image aligning with the logo in the left hand corner of the footer, also the main body of text on the white background is aligned with the website link for the Waterhall Gallery. Originally I didn’t have the web link alining with the main body of type, but I felt the waterfall gallery text looked as if it been thrown on the design without any thought. The imagery on the screen grab above is of an exhibition the waterfall showcases called Inspire 16, the rest of the posters will feature an image from an exhibition that I find on the Waterhall website.






These are the rest of the Waterhall leaflet designs I have come up with, again they feature the same consistency of the poster designs. I really like the overall minimal finish. So far I think I’m hitting some of the main targets on the Legard brief such as ‘Encouraging more artistic and creative responses to the collection, making it relevant for younger audiences and ‘Create a vibrant, engaging and relevant centre for contemporary art and creativity distinct from BMT’s museum offer and traditional museum visitors’ I think this because the logo and the promotional material I have created are ‘Vibrant’ and ‘engaging’ I also think it appeals to a ‘younger audience’ with the use of colour and images.

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Way finding –

Before starting my way finding, I thought it would be a good idea to gather a few examples to just give myself a more clear understanding what way finding consist of, and how its used amongst different places…

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Here are just some very creative examples of way finding design. Ive chosen these particular 4 because they all stood out to me immediately, the simplicity and eye catching colours draw people towards the design in my opinion. I want my way finding to be very minimal to fit with the material I have already created, I don’t want to go too overboard with the design and it end up looking like something thats completely different from other promotional work. My favourite out of the ones I screen grabbed is probably the green 2, slowly followed by the blue 2, the green in particular is very appealing and stick out immediately with its powerful bright green colour, the only element I don’t like about it is the typeface thats used above the number.

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I just did a very brief sketch of what Im think of doing for my way finding design, as you can see I’m looking at the design being very minimal, again using the circle shape for the number etc, the numbers will be the main features of my way finding design.

WAY MOCKScreen Shot 2016-05-06 at 03.35.42WAYYY MOCK

Here are the first stages of my second floor way finding, I was lucky enough to find a good quality image o super impose my way finding on too, the only downside about way finding is finding a mock up/image to impose it on too. As you can see on first appearance, I’ve replicated the outer circle for the Waterhall logo again, consistency is the key when branding anything! I used the vanishing point to secure the position of the floor number, even though the background image is already pretty straight forward I just wanted to make sure that its in the perfect position, the next was to add the text, whether that be the exhibitions or a toilet or a cafe sign.

Screen Shot 2016-05-06 at 03.48.40

Coming up with the layout of the type was pretty straight forward, as I’ve just replicated a similar layout what I used on my other material. One thing I have noticed throughout this project is how well the Baskerville typeface works on clean minimal design, I mean the screenshot above… the typeface is just beautiful! The type is showing the exhibitions that are featured on that floor. The arrow I’ve incorporated is also a nice feature of the small layout.

Floor 2

This is the final way finding design for floor 2, I love the simplicity of the design, I relish the fact how both the number and the type work well together. I overall happy with the first out come for my way finding, the next stage is to do the exact same for the other 4 floors. I don’t exactly know how many floors the Waterhall has, but we were told just make it up, so as I did five different coloured logos, I’m going to replicate each colour for each floor, for example the black logo for floor 2 (above). Below are the rest of the way finding designs.

Floor 1

Floor 3

Floor 4

Floor 5

Im showcasing the logos underneath just to prove that I have thought about the colour scheme for each floor, and here I got the certain colours from, and why I chose them.

Screen Shot 2016-05-05 at 12.02.50 copyScreen Shot 2016-05-05 at 12.02.40 copy


Overall I am very happy with the floor way finding designs, they’re clean, sleek and very contemporary, and communicate well with the Waterhall Gallery. I decided to do a more examples of some way finding… (pictured below).

Wayfinding 2Wayfinding 3

Wayfinding 4

I added some toilet signs and exhibition information to my way finding designs just because I could, Legard stated they were open to anything on the way finding part. I particular like the Marilyn Monroe way finding imposition, its a very clean design, and works well when put in to practice. The other two way finding designs I came up with are pointing towards the toilets and cafe, I think theses two were rather important to include, as most galleries, well most that I’ve been too usually include a toilet and a cafe. However I do feel those two aren’t as strong as the rest. Overall I am very happy with my way finding designs,I think they are very fit for purpose as they emulate a part of the logo design, also the type layout is very similar to the one I used on the posters and leaflets.

Personal Stationery –

Waterhall Stationery

I decided to some extras as a part of this project, such as personal stationery, I didn’t go to overboard cause I didn’t want to end up turn this project in to a corporate Identity project. I just thought it would be a good idea to come up with a letterhead  and business card design to see how it would look when he waterfall gets rebranded. I love the letterhead and business card design I have designed, they are very clean and look very appealing, I like how the logo stands out really well when looking at it on first appearance.

Signage –

I opted to do some signage and other extra parts to the brief, the main element I wanted to find was a mock up of a gallery exterior, unfortunately I couldn’t find one in a million years, so I juts had to go with the ones I’d already found. I also did a window design which I think looks very good, works very well with the Waterhall logo. Also two sets of stamps, a website imposition and a close up embossed letterhead…

Gallery wall mock up

Paper stock

Rubber Stamp  MockUp 2



Window 1



Well… what a bloody journey, this has definitely been one of my favourite projects of the year, despite getting the brief late… (the face). This project was my second live brief, the first one being Gripple, Legard set us a great project in my opinion, I mean to brand a museum… You won’t get many opportunities to do that. When I first received the brief (which was late), I was very annoyed at first as it didn’t state what the outcomes they wanted us to produce, however I quickly changed my mood and looked at what sort of material you need to brand a museum, obviously this started with a logo design. When coming up with the logo I was adamant to stick with the circle design, which I did, this is because  I wanted my Waterhall logo to look apart of the series of attractions the Birmingham Museum has to offer. For my logo design I replicated the entrance with a small illustration with a few tiny differences, the reason I chose an archway was because for me its something I easily remembered when looking at the images on the internet. I wanted to create an element of the gallery that people will remember after a visit there and the beautiful architecture was one of them. My other material such as leaflets, posters, way finding, stationery, and signage all consistency worked better than I thought, Im very proud with the outcomes I have achieved, If I was change an element or elements of the the museum… the first one would try more way finding layout styles, the second would with the poster design, super impose them inside the windows of the Waterhall Gallery, I did try it but it didn’t work very well so I decided against this one. When I was talking through the brief, I highlighted the main targets that I should achieve on the brief… such as “Waterhall is a thriving centre for contemporary art and creativity”“Encourage more artistic and creative responses to the collection, making it relevant for younger audiences”, and “Create a vibrant, engaging and relevant centre for contemporary art and creativity distinct from BMT’s museum offer and traditional museum visitors” I think I have definitely achieved these targets, my designs are vibrant, engaging and most importantly relevant for the the Waterhall, also I think my design work could appeal to a younger audience as I have used quite a lot of colour amongst my material. Most importantly I want to look at the module targets we get assessed on to make sure I’ve hit those too…


  • To provide you with opportunities and challenges to produce original design work in response to workplace-initiated design briefs, within a realistic framework and commercial context of outcomes and client needs.


  • To enable you to further investigate and understand the relationship of

satisfying client needs and objectives in terms of communication, market context and audience/message.


  • To assist you to further refine your learning programme begun in level 4 and allow you to apply, in an integrated and complete response, many of the varied skills, knowledge and experience previously gained throughout the course.


  • To enable the development of individual approaches in the language of aesthetics, design concepts and research methods applied to effective visual communication addressing specified objectives, targets and outcomes.


  • To further develop your ability to communicate ideas and designs through drawing and appropriate visualising techniques.


  • To enable you to develop and apply a range of study skills, work management skills and methods of working appropriate both to a graphic design foundation degree and the workplace.




  1. Respond effectively to client-based and marketing/contextual needs and demands in the production of creative design concepts and proposals.


  1. Demonstrate competence in generating, developing, evaluating and communicating design ideas and proposals.


  1. Manage your time and work in the production of commercially-led design work and take responsibility for setting targets, initiating and implementing plans and activities for various specified work-related contexts or goals.


  1. Work competently, and with increasing confidence and independence using computer programs appropriate to professional design practice in the workplace.


  1. Research and gather information from varied sources including companies and organisations and other external sources and analyse, synthesise and draw appropriate conclusions from this research material.


  1. Reflect on and evaluate own strengths, limitations and performance and identify the impact of them in relation to own knowledge, and employability and seek, evaluate and use feedback.


Reading through the module targets and end module targets, I can personally say that I have hit them to a high standard, that not me being biased, just me being bothered to read the module targets before, so I kid of knew what targets to achieve. Overall I have a learnt a lot of new skills especially on photoshop and illustrator, my skills are getting better and better by very project. I’m extremely guttered this our last project of my second year foundation degree (final year) :(! I know that I have developed way more than I expected to when I first joined the course, I have had an excellent 2 years with a bunch of great and fi=un projects to go with it.