GalleryIreland.ie Design Workbook

Design
Workbook
By David Lin

Contents
Competition Poster
Briefing & idea generation p.3-10 Briefing & idea generation
Development & process of design p.129-134
p.11-27 Development & process of
Overview p.28-35 design p.135-143
Image references p.36-42 Overview p.144-145
Image references p.146-147
Facebook cover
Briefing & idea generation p. 43-50 Showcase
Development & process of design Showcase Idea p.148-150
p.51-65 Framed poster of group
Overview p.66-70 members p.151-158
Image references p.71-88 Name Tags p.159-161
Leaflets p.162-165
Advertisement for House & Home Other things we incorporated
Magazine in the showcase p.166-169
Briefing & idea generation p.89-94 Workbook & designs done by
Development & process of design David Lin (Art Director) p.170--
p.95-117 177
Overview p.118-120 Overview p.178-179
Image references p.120-128

Competition
The competition has not yet been approved by the
client during the development of the poster and
competition idea.

Strategy brief
The competition is a way of generating awareness for Gallery Ireland

It is targeted 4th, 5th, 6th year secondary school students and students
currently doing a FETAC course.

Applicants must take the passage “light within the darkness” and use
either print, paint or photography mediums to portray this phrase.

How the competition works is applicants must send a picture of their
artwork to info@galleryireland.ie with their name, age and school. If
they wish to include a short description on how it relates to the
passage they may do so. Those pictures will then be uploaded to the
Gallery Ireland Facebook profile.

The artwork will be publicly judged on the Facebook page, where
each “like” will count as one vote. Multiple votes are allowed. 5
Finalist from each medium (paint, print, and photography) will be
selected from the Facebook page as our finalists according to their
vote counts.

Objectives
To capture the attention of secondary school and
FETAC course students.

To increase the fan base of Gallery Ireland‟s
Facebook page through the competition.

To reflect Gallery Ireland through the poster by
making it look professional.

Increase awareness of Gallery Ireland among
students.

Media & Placement choice
The poster will be advertised through social
media such as Facebook and Twitter.

It will also be sent though the website‟s
newsletter.

Ambient advertising will be put up within the
various secondary schools and FETAC courses.

The poster is also to be put up on the Gallery
Ireland news section of the website.

Brainstorming
Profession
Green
Creativity al
Endless
Modern Faceboo
Possibility
Inspiration Irish k

Text & Online Social Twitter
Texture Print Websit Media
Photograph e
Desig
n y “Light within the darkness”
Black Camer Paint
a Showcase Ying &
&White
Brushes Yang
Colour Prizes
Opportunity
Awards Artists

Note*- Although “Gallery Ireland” and “Art” “Competition” are brainstormed separately they are all
done in the context of making the poster for the competition.

Research
Inspiration, Research for client industry, Independent research.

Primary research has been done to get an understanding of students and
their opinion about the competition. The majority of the students said that;
they would be more inclined to participate in a competition if it was
sponsored by a professional institution and if there was a judge that is of
importance within the art industry. Therefore a professional feel from the
poster is essential.

Other inspirations we have gather during the developement of the
competition, are the various different images that we would like to
incorporate into the poster e.g. Cameras, Ying & Yang designs, different
types of brushes and other posters and how they incorporate all the
mediums.

Design choice
The main idea around the competition was to inspire creativity, so we
included various mediums such as brushes and camera features. Through
the medium used we wanted to create a sense of a competition on a
professional scale while provoking the audience to be apart of this
competition. The logo and trade marked design will be kept on the poster
adding the competition text to it.

We wanted to represent Gallery Ireland professionally through this
competition. We did this by not over complicating the design & feel, but at
the same time it needs to seem appealing and creative through the
combination of camera and brush through lighting and composition.

Green, black and yellow are the three main type of colours used to
synchronize with the Gallery Ireland logo.

Text styles would vary due to information being displayed i.e. Essentail
information needs to be displayed clearly, while some other writings can
have a more professional & classical feel to it.

*Note – This is not the final poster and changed may be implicated in the

Development & process of
design All the design is done through Photoshop.
Images were taken from websites that are then modified to suit
the design of the poster. Some images are made through the
shape or brush tools.

Final Design format
All designs are done on photoshop

Dimensions - 2480 × 3508

Colour space – RGB

Colour profile - sRGB IEC61966-2.1

Initial design
I wanted to incorporate Galley
Ireland as a professional entity
through the poster as seen from
the research. Students would be
more inclined to participate if it
was seen to hosted by a
professional body.

The design layout would follow the
generalized poster competition.
From the logo being shown on the
top of the poster, followed by the
designs in the centre.

Further information should be
provided near the top and bottom
(followed by the sponsors and
social media logos) of the page.

I decided to use the camera lens and the brushes taken from online websites
for the design of the poster by modifying them through the eraser and selection
tool.

I wanted to present the competition as an art related one, through imagery and
what better way to do so by adding the essential tools (paint brushes and

(continuation from last
page)
As you can see the camera is placed in the middle as the centre piece as I found it to
be a more appropriate. The brush will be used to complement the centre piece by
revolving around it and both the brush and centre piece is modified by selection,
transformation and deletion tools. Other adjustments such as the size of the
sponsorship bar and the social media logos have been made through the resizing

Design changes 1.0
Although the brush complements the
centre piece (camera) nicely, somehow it
was hard to further develop the concept
of the design.

The brush seems to be in an awkward
position and it doesn‟t seem to allow any
changes to be made. I have considered
adding another brush to the other side,
as it looks pretty bare but this just clutters
the poster.

Finally, I decided that the brush should be
moved around just to see if there is any
other way of filling that void on both left
and right side of the poster.

To showcase the centre piece a bit more I decided to use a more whole camera
with greater contrast to its dark surroundings. The brush is revamped and
moved to the left hand side of the camera, again modified through free
transform, selection and movement tools. I also left some temporary shadows by
using the brush tool) on some of the tilt of the brushes that is to be modified later
on. The sponsors at the bottom of the page has been resized and transformed

Design changes 2.0
Now we have the feel of the poster in
terms of its composition that could
essentially be in the final design.

Text has to be added into the poster at
his point to see how it should be
planned out. I‟ve taken the more vital
information that needs to be displayed
on the poster, while the rest can be
seen on the Gallery Ireland Facebook
profile and website.

The text styles are carefully selected to
suit the professional feel of the overall
design and clarity of information
provided.

After adding the text I begin to see the final draft of what the poster would look
like. The text is carefully placed, as you can see the terms and conditions is
added at the bottom of the poster. The quote for the passage is to be displayed
at a more noticeable place as it provides the theme of the competition. Other
information is then distributed near the centre piece (camera).

page) can see the brushes have been nicely refined through patching in
Also you
Photoshop. The shadow under the brush has also need refined to look more
realistic and smooth (shadows done through brush tools over camera to add the
smoothness). The instruction is added to the side of the camera, while
complementing its shape by revolving the text around the surface.

page) line is added by accident but as it turns out it works quite well. It is
A smoky
done through the brush tool function of Photoshop. It somehow fills the void
on the right hand side of the main body of the poster.

Refinement & changes to
design 2.0
Although we can start to see how the design
might look in the end, there are some issues
that need to be addressed.

The terms and conditions at the bottom is
way too long and leaves little room for the
information above to stand out.

The quote “light within the darkness” needs to
standout more and by placing it at the very
top looks quite awkward and out of place.

I initially wanted both social media icons to be
present in the poster but after taking a closer
look it, the icons are too overpowering in
conjuncture with the sponsor‟s icons.

The brushes also seem to be floating in mid
air and that needs to be addressed.

As you can see there are some small changes that have significant impact on the
overall design of the competition poster.
The more noticeable changes would be the passage “light within the darkness”
being placed at the centre of the camera. A bar is then added underneath shaded at
the two ends with the brush tool. The purpose of the bar is to provide support for the

page)
Other significant changes would be the icons at the bottom. I decided to remove the
Twitter logo, as it seems to take up unnecessary space and it is more important for the
Facebook logo (changed shape and colour to green to suit the flow of the poster) to
appear as the judging will be done on the Gallery Ireland Facebook profile. Line bars
(done through the shape tools and shaded by the brush tool) were setup as stands to
support the brushes.

page)
The terms and conditions has been reduced to make the text above standout more as it
now reads “Applicants must be 16 or over. Terms and Conditions apply… See Facebook
page for more details “. Other minor details to change include the green writing of Gallery
Ireland‟s artwork submission email (changed to green by the colour tool) to add contrast to
the rest of the text. The brush has been further refined making it more smooth and
pleasant to look at.

Text style reference
BlairMdITC TT

“vote for the winner on Facebook” – Info.

” Applicants must be 16 or over. Applicants only applies to 4th 5th 6th
year secondary school students or students currently doing a FETAC
course.“ – Terms and conditions

“Send a picture of your artwork to info@galleryireland.ie with your
name age and school. Include a short description of the piece.” – Info.

“Competition” - Title

Cochin

“From this passage you must portray what is written through the
following mediums; print, photography or paint” - Instruction

Engravers MT

“Light Within the Darkness ” – Quoted passage

Overview
Client feedback & problems that occurred during
development.

Client input & feedback
While our Account Handler has sent the final
design to our client, no feedback of the design
was given or any implication that the competition
will be hosted in 2012.

However we did receive some feedback from our
client‟s web designer when I showed him my
designs for the competition poster during the
Eircom video shoot.

Design changes 3.0
From the feedback of the graphic
designer, he emphasize that the centre
piece should be bigger along with the
quoted passage.

He also mentioned that the Facebook
logo should not be changed as it is
copyrighted.

Another comment was that he felt the
brushes were a bit too bright and that can
take away from the centre piece.

From these construct comment I decided
to add more and change the final design.

The brushes were finally
As you can see there are dimmed to bring out the
some significant changes centre piece (this is done
that were made in through by changing the
conjuncture to the initial final brightness/contrast). I also
design. The centre piece has decided to add brushes to the
been greatly enlarged with an right hand side of the poster.
additional design feature to it This somehow makes the
(made accidentally through poster feel more complete
the selection tool). and in equilibrium.

The Facebook logo had to be
changed back to its original
colour.
Due to the re-enlargement of
the centre piece, the green
smoke like line had to be
taken down after. It was not
without effort that I tried to
keep it but it was not

design 3.0
It is the minor changes
that brings one design
closer to perfection.
Although you may not
be able to see the
more micro changes.

Those changes is done
through liquefying,
erasing, adding
shadows and
positioning.

The instruction
however is now added
to the top under the
“COMPETITION” text,
which was once
removed due to lack of
Note* - Minor changes will be highlighted in the next page.

Client final feedback

During our final presentation to
our client we showed the
competition poster and reinforced
the competition idea to generate
more Gallery Ireland users.

However we did not receive any
direct feedback from our client at
the end of the presentation but
she seemed to be pleased with
what we presented so we take it
as a sign that she also like the
poster design.

Critical Analysis of Project
Overall there were quite a few issues during the development:
The logo is not of as good a quality that I would like, as we could
not aquire one with a higher quality from our client in time.
No client feedback
Not having the proper training for photoshop has increased the
project time dramaticly.
Mistakes were made during the making of the poster. By
flattening the images I could not move images I wanted to
change. How the only way to counter that is by overwriting the
flattened image or make an add on onto it.
The deadline for submissions is supposed to be added on the
poster but since we did not get comfirmation if the competition is
a-go or not, it could not be included during the design
developement.
Due to copyright issues the Facebook logo had to be changed
back to its orginal colour.
Overall, I went through quite a few designs, some of which, were
slight variations of a picture frame theme.
The final design looked completely different, but kept some of the
initial design characteristics.
The final design broke down the barrier by showing the bringing
across the brand message, brand image, information provided for
the competition and overall creativity of the design.

Competition Poster
Image References

Gallery Ireland Poster

Designed by Caroline Allen (Owner of Gallery Ireland)

http://image.shutterstock.com/display_pic_with_logo/102340/102340,1
239108662,1/stock-photo-digital-camera-lens-isolated-on-white-
28107136.jpg

http://www.simplyzesty.com/wp-content/uploads/2011/08/Twitter-Logo-
300x293.jpg

http://static5.depositphotos.com/1020169/412/i/450/dep_4125128-
Sable-Paint-Brushes.jpg

http://blogs-
images.forbes.com/tomiogeron/files/2012/04/facebook_logo1.png

Logo

Designed by Caroline Allen (Owner of Gallery Ireland)

Facebook
Cover
The Facebook cover was approved by our client
during the development of the idea & design.

Strategy brief
The Facebook profile needs a new cover for
Gallery Ireland.

It has no specific audience but just to show off
Gallery Ireland through the cover page.

The cover should reflect Gallery Ireland.

The cover page should be both creative and
appealing.

Objectives
To make an appealing and creative cover for the
Gallery Ireland Facebook profile page.

To showcase Gallery Ireland‟s personality.

To make use of the Facebook cover i.e.
promotion.

Brainstorming
Profession
Green
al
Creativity Modern Classical
Endless Irish Feel
Possibility Inspiration Frame
Capture polish
s
Traditional Timeless
To show off Pride
Social Media Global &
Personali
Reflection ty Local
Customizatio Connecting people
Colors Artists
n Online
Art
Fans
Design lovers
Note*- Although “Gallery Ireland” and “Facebook Cover” are brainstormed separately they are all done
in the context of making the Facebook cover Gallery Ireland fan page.

Research & Inspiration
Some research was conducted in terms of
looking at various different cover pages. We
have found that a cover page needs to be
relevant and complementing to a Facebook
profile. It also reflects the personality of a
Facebook page and the design should not be
taken lightly.

We got a lot of inspiration from looking at Gallery
Ireland‟s website and how we want to incorporate
the website onto the Facebook cover page.

Example of an interesting
Facebook cover design

http://www.techomag.com/15-cool-facebook-timeline-cover-
designs-that-will-blow-your-mind-pics/

design
All the design is done through Photoshop.
Images were taken from websites that is then modified to suit
the design of the poster. Some images are made through the
shape tools.

Final Design format



Colour profile - Color LCD

Initial design
During my initial design stage, we wanted to incorporate what I had from our
research and brainstorming. I decided to use frames as our centre piece for the
cover as an eye catching point (Within the frame would generally be a known
painting of some kind). As you can see I wanted to add the logo to showcase
the company.

I then separated
the background
by adding linear
black line
shapes.
Between those
lines I plan to
add images or
art pieces that
complement
each other as a
more vibrant
background.

As you can see I have
fused the frames
together to make it
more centralized.

Segments of art
pieces are then added
to the background
between the lines;
thus making the cover
more vibrant and
appealing

Since I already have
the logo on the
Facebook profile
page, we decided to
make the logo into a
banner that is to be
stretched across the
cover.

Design Changes 1.0
After looking deeper into the design there were some questions
that came to place. Although the cover does have an appealing
feel to it, there was the problem on how much it reflects Gallery
Ireland.

It may represent art in an international sense but at the same time
alienating Gallery Ireland and what it represents and that‟s Irish
Artist.

So then I decided to make
the cover more relevant by
adding Irish artists &
artwork into the
background and
foreground.

James Joyce is thought to
be one of the greatest Irish
artist of all times. His
poetry inspires people
internationally and gives
relevance to what Gallery
Ireland wishes to
represent.

Within the lines I added a
design from the Book of
Kells and also a piece of
Irish art to represent
Ireland and the Irish
heritage.

Design changes 2.0
After making those changes for the design layout, even with the
Irish relevance to Gallery Ireland, it still didn‟t feel right.

Yes it may represent Irish art and artists but how does it represent
Gallery Ireland? Thus back to the drawing board and sure enough
I found the answer on the Gallery Ireland website, as where it all
started.

From looking at the Gallery
Ireland website I found that
the answer was there all
along.

Gallery Ireland is full of
artworks by Irish artists and
thus can be incorporated into
the cover.

I then chose various art
pieces from all of the artists
(not wanting to leave some
artists behind in showcasing
their work through the
Facebook cover.) and then
chose the ones I think would
be best suited in terms of
quality, colour and fluidity.

The colours that I wanted to
incorporate were green( for
Gallery Ireland), blue (giving
contrast) and other standout

As you can see I have
added the final changes
to the design through fine
tuning the art works into
those lines.

The incorporation of the
colour contrast work
nicely from the green
(Left side) to the blue
(Right side). More
standout colours were
added in to the frame as
we want to emphasize
the centre piece.

Some of the art pieces
had their colour tones
and brightness slightly
adjusted to suit the flow
of the cover.

Design Changes 3.0
With the final draft in place I started to look at the centre
piece. Originally I wanted to add a iconic figure within the
frame but after making the transition from design change
2.0, I wasn‟t sure what to add into the frame.

Also I wanted the cover be useful and have an
advertisement utility to it.

I then added the “five free
uploads” (The poster that
our client did) to the cover
page on the right hand
side.

It is then divided by a
green line to show
contrast.

Inside the frame I decided
to add some kind of
working that represents the
idea of “this could be you”
and also giving it an
international appeal i.e.
C‟est Moi

Design Changes 4.0
After testing out he design on the Facebook cover page. The “five free
uploads” just didn‟t seem to work.

Another problem that I forgot to account for is that the design itself is a
larger size of the Facebook cover page. Therefore it did not fit into the
cover page the way it should and in that process cutting out pieces of the
design that was essential for the overall look.

The words within the frame didn‟t really reflect Gallery Ireland and the
space could be used to reflect Gallery Ireland in a less obvious way.

As you can
see we
removed the
“five free
uploads” and
mirrored the
green side of
the cover to fill
in the space.

The words
within the
frame is then
replaced with
a temporary
profile picture
taken from the
Gallery
Ireland
website.
The size of the overall cover design has been changed from 851 × 483 to
851 × 315 to suit the Gallery Ireland Facebook profile page.

design 4.0
With the final
draft in place
some small
changes had to
be made to the
cover page.

On the left side
the frame is
then taken out
as I didn‟t want
to take the
attention away
from the central
fame.

Although our client is delighted with the PowerPoint she
has some concerns - “I like what David has done for the
Facebook picture, its very creative! I have one
change though if you don't mind! There is no need for the
picture frames and the 'mysterious man', as the
background looks amazing on its own!”

After getting the client‟s feedback on the Facebook cover
page, we then took down the frames and replaced them
with more artworks to fill the void space where it once was.

design 4.0
As you can see I
removed the fame
in response to our
client‟s needs.

I added additional
art pieces that went
with the blue
paintings and a bit
of green to fill in the
spaces between the
lines.

Again some of the
paintings were
modified through
contrast and colour

Client final feedback
We presented the final work design of the
facebook cover during our presentation to our
client.

Though there was no direct feedback from our
client after the presentation, she seems to be
happy with the result.

Overall the project of making the cover took a while. There were some issues
such as:
Mistakes were made during the making of the cover. By flattening the
images I could not move images I wanted to change. How the only way to
counter that is by overwriting the flattened image or make a one add onto
it.
Other mistakes include not the consideration of cover size and as a result
I had to resize the image and full the blank space on the left hand side.
Changes had to be made for the client.
Not having the proper training for photoshop has increase the project
time dramaticly.
Finding the right colour image (artworks from Gallery Ireland website) for
overall all design and placing them was time consuming.

Overall, I went through quite a few designs, some of which, were slight variations of
a picture frame theme.

The final design looked completely different, but kept some of the initial design
characteristics.

The final design broke down the barrier by showing the bringing across the brand

Facebook Cover Initial
Draft
Image Reference

http://reillyenglehart.files.wordpress.com/2011/01/picasso_guita
r_player_1910_artchive_40pc.jpg

http://www.proprofs.com/flashcards/upload/a8703228.jpg

http://fineartamerica.com/featured/james-joyce-anne-marie-
odriscoll.html

http://www.maguiregallery.com/barrie/images/brigidscloak.jpg

http://www.ibiblio.org/wm/paint/auth/vinci/joconde/joconde.jpg

Facebook Cover Draft
Image Reference

http://www.scrapbookscrapbook.com/digital-scrapbooking-
frames.html

http://www.galleryireland.ie/profile/55/Paul-Johnston/&p=0


http://www.galleryireland.ie/profile/41/Anne-Rumpf/

http://www.g
http://www.gal alleryireland
leryireland.ie/ .ie/profile/62
profile/70/Alea /derek-
nnah- mcdermott/
McInerney/

http://www.ga http://www.ga
lleryireland.ie lleryireland.ie
/profile/66/pa /profile/65/Ma
ul-hallinan/ ree%20-
McG/

http://www.galleryireland.ie/profile/36/Una-McGuire/

http://www.galleryireland.ie/profile/34/Rita-Allen/

http://ww
w.galleryir http://www.
eland.ie/p galleryirela
nd.ie/profile
rofile/40/
/50/Lauren
Marc- ce-O'Toole/
Guinan/

http://www.
galleryirela http://www.g
nd.ie/profil alleryireland
e/57/David .ie/profile/46
-Dalton/ /sim-
abdalla/

Facebook Cover Final
Design
Image Reference

http://www.galleryireland.ie/profile/55/Paul-
Johnston/&p=2


Advertisement
House & Home
Magazine
The Advertisement proposal has not yet been
approved by the client during the development of
the poster.

Strategy Brief
We‟ve been commissioned to make an advertisement
for the magazine House & Home by our Account
Handler – “I have found a design job! For the House
and Home magazine, we need to create a quarter
page advert to insert. Can you create an advert along
the lines of the empty frames idea we had last year or
if our copywriter has some ideas.”
Our target audience are housewives, homeowners
and people who have a passion for art.
To inform readers of the House and Home magazine
of Gallery Ireland and its service
To generate awareness through creative advertising.

Objectives
To increase the amount of viewers on the Gallery
Ireland website

To get more buyers on to the website.

To generate brand awareness of Gallery Ireland
as a place to buy quality Irish art.

To increase the number of sellers on Gallery
Ireland (due to the increase of art being sold from
the website).

Fres
Frame
Mind mapping
h
s Contemporar Rega
New Addition y l

Retro
Decoration House Modern

Feelings
Atmosphe Gallery Ireland
re Advert
Style
Professional
Irish- House & Home
Green ness Magazine Interestin Unique
g
Gras
Audience Housewive
Eco s
Homeowner s
s
Viewershi
Island Adults
p

Note*- “Gallery Ireland Advert” and “House & Home Magazine” are mind mapped
together is done through the context of making the poster for the Magazine.

Research
To target buyers of art, the team plan to advertise in The
House and Home magazine which is issued bi-monthly.

Brainstorming, and the use of the internet helped us, come
up with obscure thoughts and designs for our House &
Home advertisement.

With the help of research, our ideas changed from giant
trees to picture frames, to the Mona Lisa in a brown paper
bag.

This magazine has an average of 93,900 readers per
issue. The magazine has a significant ABC readership of
13,575.

design
All the design is done through Photoshop and
Illustrator. Images were taken from websites that is then modified to
suit the design of the poster. Some images are made through the
shape tools and brush work.

Final Design format

All designs are done on photoshop & Illustraitor



Initial design 1.0

Our Initial Draft seen on the right,
featured a giant tree, with a classic
picture frame hovering over the tree
trunk. The text „Need Decoration‟
was added inside the picture frame.

The Gallery Ireland logo was
included in the bottom right corner.
The Advert was in a B&W shade with
the text in green.

The design had relevance with the
target audience, in an artistic way
and feel. But it did not effectively
bring the brand message across.

Design Changes

The tree became too
overpowering, and stood out
more than the Brand itself

The text had little to no
relevance with the Brand
image.

To reinforce the brand
image, we added the Gallery
Ireland Logo to the right
hand side.

Initial design 2.0

So we decided to change the
initial design to just the
frame, by taking the natural
tree setting out of context.

Taking the concept of the
frame and using the Gallery
Ireland logo to surround it, to
create a border over the
picture frame

The text would be added
within the frame provoking the
readers in some way.

I surrounded the picture frame, with Gallery Ireland Logos to create a border
around the picture frame. The white background was added to further bring
across the green text. Since the target audience presumably would be home
owners looking for designs and furniture to put up in their home. The words
“Need Decoration?” seems appropriate in this context.

Design change 2.0
After finishing the design I realized it
was too small in terms of its size
(246 × 205) for an A4 magazine and
other issues started to arise.

After reviewing the image, it looks a bit
over simplistic for a magazine
advertisement.

It was a cleaner design, but it still
didn‟t convey Gallery Ireland‟s
message properly and was a little
confusing with the micro logos
surrounding the frame.

The size of the new revamped design has been increased dramatically (2480 ×
3508) to ensure a greater quality when applying it to the quarter page magazine.
The FX tool is then applied to the text which gives it more of a 3D feel from the
shadow.

This was a more interesting and more modern approach, the tag line was
repeated three times with complementary colours. It almost reads „need direction‟
rather than „need decoration‟

The Gallery Ireland website is also provided below the last “Need Decoration?” in

To give the design a more varied choice for the magazine I inverted the
colour of the frame through the black & white tool. With a silver from it only
makes sense to colour the background to be an darker colour and in this
case I chose black.

The silver frame brought across a much more sophisticated tone which
suited the House & Home feel.

Design change 2.0
This was a very similar production to the last
draft, but the background was changed to white or
black, and the text stands out a lot better.

This would have worked well with the magazine
page ad space, but we decided to work on it a little
but more and create something else because it
seemed too simplistic and traditional for the
magazine advert.

Maybe, the use of a more modern frame would have
looked better, which is why we developed the idea
further.

A significant change has been made in comparison to the original design. The
previous design was thought to be too traditional and linear. I added the new
more modern frame and infused it with the ripped package. By tilting it
sideways it makes the painting more alive and within that centre piece the
words “Need Decoration?” would pop out more. The logo is then added to the
bottom left of the design instead of surround the painting, this is mainly due to
fact that it just didn‟t work as a decoration and did not standout as much as it

Design changes 3.0
Although the concept for the final
design is there. In terms of
composition it looks very
disconnected.

The more I looked at the “Need
Decoration?” words used, the
more I thought to myself. “this
needs to be changed.” We want
to represent Gallery Ireland as a
professional website that provides
quality Irish artworks and not
something off one of Harvey
Norman‟s annoying
advertisements.

The background needs to be filled
and something that ties in nicely
with the frame in front.

As you can see, we removed the “Need Decoration?” wording and is replaced by
the Gallery Ireland logo. This definitely gives the company a chance to showcase
their company logo as the centre piece, while stepping away from the traditional
way of placing logos. I tried to fill the background with frame parts to make the
background look less bear ( also by adding a shade of green that ties with the
logo).

Design Changes 4.0
The logo is definitely in the right place
in terms of generating
awareness, while giving a sense of
importance to what is in the
packaged frame.

However the background was just not
working out. The frame still feels like
it is floating on air.

The solution would be to find a
background that complements the
foreground.

After surfing the web, I finally found this background that goes well with the frame
colour. It shows contrast but at the same time complementing each other. It also
gives a sense of reality and familiarity to the readers, in comparison to the flat
background (along with random frames sticking out) in the previous designs.

Design changes 5.0
With the final draft in place, there was still
some things that needed to be added. The
background without a doubt complements
the frame, yet allowing it to assume the
main role of the design.

However the painting seems to be denying
the laws of physics by standing there on
one edge with nothing to support it.

There is also a sense of emptiness to the
bottom left corner and some kind of object
can be used to fill that void (something
that relevant to atmosphere of the design).

Text

I needed something to hold the frame, so that it wouldn't look like it was floating in
mid air. Originally I intended to add an object of some sort but then I thought that
adding a hand to hold the frame would make it look more alive. Thus I found the
image of the hand holding a bell, and by chance used the tip of the bell as the
stand and the hand holding on to the tip. I also added the sold sign (made on
illustrator) on the bottom left corner that adds relevance to theme and also filling

design 5.0
This would essentially be the
final draft of the design.

The objects however in the
design looked like it was added
on to the background, instead
being part of the whole design.

The sense of realism is taken
away by the flatness of the
objects and that needs to be
addressed.

The solution I found to remove that sense of displacement and flatness of the
objects was to; Add shadow to the sold sign, hand and frame that is reflected onto
the background.

As you can see the light presumably shines from the upper left to them bottom
right (All shadows are made from the brush tool).

design 5.0
With the final design in place, it was just
what I wanted the final piece to look like.
However it lacked information (or what
the advert was about) from a reader‟s
point of view.

I started to research what other
advertisements would do in this
situation, when the print ad. lacks the
information on the poster. I did not want
to add cheesy tag lines or generic words
in the design.

If I was to add text to the design, it must
be relevant to the overall
theme, appealing to the target audience
and creative. So the copywriter and I

Text

We finally came up with a
rhetorical question to
invoke the reader‟s
attention. The context not
only relates back to
company name but also
relates to what Gallery
Ireland is about with
words such as;
“personalities”, “vibrant
masterpieces” and
“Home…house”.

The text ends with the
Gallery Ireland website as
a reference and just to
enforce the company

Text References
Times New Roman

Quote - Bold – “ It‟s so hard to find the perfect piece
of art”

Paragraph – “ Home owners should treat their house
like a gallery; a place where they display their
personalities through vibrant masterpieces. Breathe
life into your house.”

Website – “www.GalleryIreland.ie”

Client input & Final
feedback
During the development the
client did not give any
feedback to the draft designs.
The proposal for
advertisement to be placed in
the House & Home magazine,
which has not been confirmed
by our client.

The final design was shown
during the presentation,
although our client did not give
any feedback, she seemed
pleased with the overall
presentation so we can only
assume that she is happy with
it.

Overall there were quite a few issues during the development:
The logo is not of as good of a quality that I would like, as we could
not aquire one with a higher quality from our client in time.
No client feedback during developement.
Not having the proper training for photoshop has increased the
project time dramaticly.
Mistakes were made during the making of the poster. By flattening
the images I could not move images I wanted to change. The only
way to counter that is by overwriting the flattened image or make an
add on onto it.
The first few drafts didn‟t sit well, even after some slight
modifications as they lost the brands message by being too vague.

Overall, I went through quite a few designs, some of which, were slight
variations of a picture frame theme.

The final design looked completely different, but kept some of the initial
design characteristics.

The final design broke down the barrier by showing the bringing across

Advertisement
House & Home Magazine
Image Reference

http://www.colourbox.com/preview/2562821-286095-women-s-hand-
holding-red-bell-with-sign-sex.jpg

http://i.istockimg.com/file_thumbview_approve/4933103/2/stock-photo-
4933103-antique-gold-picture-frame-square.jpg

http://www.designzzz.com/wp-content/uploads/2010/05/tree-hdr-
photography.jpg

http://www.ajanda.tv/wp-
content/uploads/2011/11/436607999_089db330b7.jpg

http://us.123rf.com/400wm/400/400/jackf/jackf1008/jackf100800145/7
506571-modern-thin-picture-frame.jpg

http://static6.depositphotos.com/1014680/632/i/950/depositphotos_63
22972-Wall-texture.jpg

Gallery Ireland Poster
for Facebook
The poster was approved by our client during the
development of the poster and competition idea.

Strategy Document
The Instructional poster shows how simple it is to get on board
with Gallery Ireland.

Its important to show our target audience, the deals which Gallery
Ireland offers and the ease of use with regard to the website.

Our target is online users but also those who are not exactly tech
savy.

To let customers know about the “five free upload offer”.

With this in mind, we wanted to create a poster, so that each of
our target audiences could understand the service, young and
old.

Objectives
Through our poster designs, our objective is
create awareness for the website

Increase the flow from the Social networking
sites as well as the website itself.

To let customers know about the “five free upload
offer”, thus increasing the amount of users of the
website.

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Life
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re Style
Professiona
Eart
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h
Gallery Ireland
Irishnes Poster
s

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s Design Geometri Ameria
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Old
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Research
Through primary research, we found out that not
everyone is able to use a computer as well as the
younger generation. People who are not familiar with
the internet, would probably be confused as how to
manage and operate their accounts on the Gallery
Ireland website.

Searching competitors websites, allowed us to see
how they implemented their designs.

We received much of our inspiration from
Brainstorming, general knowledge and the use of
Internet research.

design
All the design is done through Photoshop. Most
designs are made through the shape tools, brush work and
text modification.

design
Our Initial Design featured a screen shot. Text was added originally
on a black bar at the bottom of the Poster. Later, the text „Upload
your art work for free until February‟ was added at a diagonal mid
way through the poster.

In the top right hand corner, the text „Sign up now‟ was added with
tree green arrows showing the sign in button on the screen shot.

The keywords, Art and free in the sentence were highlighted in the
Gallery Ireland green colour to further emphasise the „G‟ in the
Gallery Ireland logo.

We sourced our tribal designs in the top right hand corner with the
help of brainstorming and Google.

Final Design format


Dimensions – 3508 X 2480


Initial Idea 1.0
The poster is to inform
Facebook users that
Gallery Ireland is
currently providing “5
free uploads before 12th
of February”.

We incorporated the the
facebook page to give it
a more contemperay
feel and to also show off
the website in terms of
how it looks and how to
sign up.

As you can see I cropped
the outside of the of the
screenshot to smoothen out
the overall appeal.

Sign up now is to be added
to the top right corner near
the “sign in” words.

The 5 free uploads is to be
added in the centre where
the bar is added through
the shape tools.

Design Changes 1.0

The text is then added as you can see in the centre bar with the text “Upload your
artwork for free until February 12th!” and the “sign up now” is then boxed in through
liquefying a square shape and colour changes.

Other designs were added through the arrow shape tool and buy using the pencil
tool on Photoshop, as seen on the upper right hand corner.

(Continue from last page)

I replaced the previous green
arrow from the top right corner
and added green arrows which
pin point where to sign up.

I added the 5 Euro information in
a circle after realizing that a
green circle added nicely in to
the poster design.

The upper right hand corner
design has also been further
developed to generate a better
flow and look for the poster.

I added an array of different font
types high lighting the worlds Up
and Art and Free.

Text References
Text – eurostil added quotation „5 euro per piece
after offer end‟

Text – „Up‟ + „art‟ font type - British script
standard

Text – „Load‟ (Times new Roman)

Text – „Sign up now!‟ (Futura Bold)

Text – „Work for‟ „Until February‟ „12th‟ (Lucida
Fax bold)

• We received no client
feedback.

• The only initial change was
that of a business level
change, The text „5 free
uploads‟ was later changed
and removed from the
overall design.

• The client then decided to
create her own design
instead of our creation. We
then changed the text to
„Upload 5 paintings for free‟
before removing it from the
site, as her creation was
uploaded instead.

Showcase
Note all design during the showcase is done
through photoshop

The Idea
The team needed a series of posters showcasing
themselves for the showcase evening on May
4th.
The decision was made early on to keep the
design simple, as emphasis must be placed on
the text.
The design is the same on everyone‟s poster so
as to avoid clutter and confusion at the Gallery
Ireland stand.
The frame idea reflects the concept of the
Gallery theme, which ties in with the project we
created.

Theme of design for stand

Our main theme is to
make the stand look
like a gallery but also
to give it a homely
looking atmosphere.

We wanted to
incorporate the
frames idea onto the
wall.

Framed poster of group
members
For use at the Gallery Ireland stand
@ the advertising showcase 2012

Frame used for images
Image obtained
from:
http://www.dreamsti
me.com/royalty-
free-stock-photo-
wooden-frame-
image11063775

I then simply
added a white
rectangle to
create the empty
frame look.
This created a
blank canvas for
us to work from.

To erase the logo
at the bottom, I
cropped the image
slightly, and then
using the smudge
tool, blended the
white writing into
the background. I
used a small
brush size to try
and keep with the
wood grain.

I then inserted a
brief draft of the
contents of the
frame. The text
was written by the
team about each
team member.
The images were
taken by the team
for the purposes
of this project.
The paperclip is a
shape from
Photoshop

The final text was written in by
the team.
The images at the bottom are
the Linkedin logo, and the QR
code for each individuals
Linkedin profile.

Linkedin image obtained from:
www.linkedin.com

QR codes were created on
www.qrcode.ie

Name Tags

Name tags
Name tags were
made for the
showcase. The
background for the
name take is taken
from PowerPoint
theme designs and
the text is applied in
the centre.

The changes that
were made is all
done on Photoshop.

Leaflets

Leaflets during showcase
Informational leaflets were handed out during the
showcase.

They include the members of the group and their
job descriptions.

A formula we made up is put on the poster.

The design is done through Photoshop shape ,
colour and shape colour diming tool.

Other things we
incorporated in the
showcase

Photo frame used during
showcase
Again the
background
was taken from
the PowerPoint
theme slide.

We inserted
the text
“creative frame
marketing” and
our group
picture

Quote of the day

Quote cards where put out
during the showcase in a
glass plate. These quotes are
words of encouragement, life
long lessons and other
phrases that is interesting to
read.

Workbook & designs done
by David Lin (Art Director)
The follow designs were displayed during the showcase

Feedback & Conclusion
Overall the showcase was a success.

With the limited amount of time, we tried our best
to incorporate as much as we could in our
designs and props for the showcase.

Although the designs for the showcase maybe a
bit simple, in comparison to the other designs
during the development of the Gallery Ireland
campaign but we also felt by not over
complicated things, we can better focus our time
and resources to better use.

GalleryIreland.ie Design Workbook

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