Scholarship – 2013:
Design (93307)
Examples of Candidate Work
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Outstanding Scholarship
This Outstanding Scholarship Design submission presented an inventive series of design briefs that focused upon the promotion
of an environmentally friendly fabric store called FIBRE, with a target market of 16-25 years. FIBRE encourages youths to make
their own garments.
The candidate is highly attentive to all contributing aspects of their design solutions. They are bold in their approach and always
seek lateral answers and ways to extend and expand. Fabric is used literally, metaphorically and conceptually, eg. the logo is
printed on appropriate paper stock that reinforces its rawness and picks up on the nature of thread - it is inventive and gestural and
supports the attitude of the proposed store. This approach is followed throughout all of the briefs (logo, poster, smartphone
animation, sewing kit, magazine, store interior, packaging, look book and installation). Each brief utilises a range of methods and
not always in expected ways, eg. the poster combines screen-printing and stitching on fabric, which is then photographed in-situ.
The poster also contains a QR code that provides a link to the company and the smartphone animation. Elements such as surface
are considered for their tactility and potential to add meaning, eg. the candidate commissioned a tattoo artist to translate her
design onto a cowhide – this confirms the candidate’s design credibility and inventiveness – they keep pushing every aspect of the
design process at all stages.
Imagination plays an important part in this submission. This is consistently revealed through the manufacture, installation and
conceptualisation of each brief, such as the sewing kits presented on folio board two. Everything is intelligently considered, from
the initial ideation, research, analysis and contextual linking through to end products and installation. In the workbook, the
candidate is thorough in their critique of their own thinking and management. This is a real strength, as they then are able to
operate responsively and decisively. The range of references and links is extensive and far-reaching (graffiti, tattoo, craft,
contemporary designers and artists) all of which is articulately discussed for their relevance and critical value to the stylistic
intent.
This is a full, cleverly linked, diverse and inventive enquiry, which demonstrates understanding and insights that keep on moving
and consistently maintain an inherent sense of determination.
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Scholarship
This Scholarship Design submission presents a cohesive and systematic enquiry. The brief asks the candidate to promote a new
sculpture park, soon to be opened in Northland. They require a logo, gate banner, poster, brochure and a double-page spread for a
magazine.
The strength of this submission lies in the initial brainstorming and the consistently inquisitive approach the candidate employs
throughout the project design. They utilise a wide range of drawing strategies that look at vegetation, mapping, landform, topographical
maps and sculptural forms. Decisions made are commonly based on type and image that incorporate the idea of sculptural notions with
land (such as mass, volume, form). This leads to a series of graphic outcomes that are conceptualised through their links to subject and
design language and purposeful application of typography. This evidences highly developed knowledge of type and image.
The workbook effectively documents the design process undertaken and highlights key conceptual ideas, specifically through the
deployment of type strategies, eg. with the final logo, white type reversed out of black is layered with a linear map. Each folio board
concentrates on a different aspect to extend options and to generate further starting points giving rise to a number of successful
solutions. Early on the candidate demonstrates clear decision making through their choice of colour palette, subject, source, use of line
and opaque form and motifs. These contribute strongly to the confident and purposeful design solutions. Synthesising a range of models
and earlier drawing, the candidate investigates double-page spread design with fluency.
Visual analysis in the workbook reveals lateral thinking. The brochure explores a range of formats and plays with layering to reference
landform in both die cutting and the iconography of colour. The map is identified as a key opportunity for expansion of ideas, as shown
on workbook pages 6,7,8 where landform is transformed into a potential sculptural object itself. The candidate moves between sculpture
and their own ideas to create inventive solutions. This is a fluent and in-depth design enquiry that skillfully utilises a range of
approaches and strategies to locate a series of successful options and conclusions.
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