Having just walked out of our final presentation with the client I wanted to blog about there feedback whilst it was fresh in my mind, My presentation for the client is shown below.

The clients feedback was overall positive, Although very brief as they had to get all students they explained that they really liked the idea of the fruit on the floor as a constant reinforcement of the campaign, They liked the main idea behind my work.. They seemed impressed that I have done good research and fruit placement was good (except from the fact that pineapples apparently grow in greenland now, My bad). I explained to the client that this was an easy fix.
The liked the way to campaign worked as a whole.
Another point they mentioned was that they liked the fact I had used an illustration of a factory worker because it made it more personal.
I explained in my presentation previous to this comment the reason I decided to do this and that my idea developed from an illustration of the factory its self to an illustration of a worker at the factory.
They asked if we had any questions at all, I did ask whether who ever got picked would get time to work directly with the directors to refine there art work, I wanted to insure that I would get an opportunity to prefect this.
I also asked about time frame of when we would find out who would be taking there ideas further with the client, They said this would be within the week, I wanted to make account of these to insure that I still had the project in hand before moving on completely and forgetting about the project, Hence the records of this to insure I have something to come back to.

Ethics of this project


When it comes to the ethics in this project, I wanted to reflect upon if there would be anything that would come up in this project that did not sit comfortably with my ethics, This is something I am trying to practice throughout my learning and development with design jobs to insure that I am not just mindlessly doing jobs and miss something that I do not want to part take in.

When it comes to the company that are the clients of this project I think it can only be a positive thing that they are taking responsibility for there waste and trying to improve this area of the company although something that did become apparent upon our visit to the factory was that there was lots and lots of waste that was actually created by the retailers and supermarkets they provide fruit too, Not only because of the expectations from consumers to have the “perfect” fruit or is this an assumption from the retailer?It was very clear that the retailers have such high standards and only the best fruit can be used, I can agree with this health and safety and maybe even taste wise but when it comes to the specifics, some of the demands can be extremely wasteful.

My thoughts about this was would it then be unfair to target a campaign at the workers even if this was not there fault but… I came to the conclusion that it cannot be a bad thing to do to start small and get the small issues solved then maybe other people will start to think differently.

Development – Illustrative Style Decisions

After deciding I wanted to keep my illustrations simple I had to find a style that had a good turn around time, as I wanted to do a more vectored and corporate style as I feel this fits this brief.
Not only is it clear and easy to read for all nationalities, When something is very visual I think you need to be the closest thing to simple as possible, Anything abstract at all would not work with a brief like that although this can be brilliant and work really well for some projects that just would not work for this brief in my opinion.

As you can see above I have experimented with watercolour effects etc to gain more of an idea of how I would do this as although I want something simple I don’t just want a flat looking vector as I feel this would make it even more clinical and sterile so I would like it to be very “human-like” and something bright, Interesting and maybe something with texture.

I decided I would use a pomegranate as this is probably the most difficult one to understand so I thought if I established a style on this I would be able to spread across the rest of the fruit artwork.

I used a photograph of a pomegranate to get an idea for colour and how I would draw this.

I first tried just line art and then tried just a really simple,modernist, watercolour look, I did this on illustrator with the pencil tool just copying elements of the photograph and then just took colours from the image and turned the opacity down and painted naturally.

Although I like this and thought it would work nicely to bring a more realistic feel I think it looks slightly untidy could be misconstrued by the staff.

I also thought that the one on the left (the uncut pomegranate) could be seen as a tomato, Orange, Sharon fruit and lots of other rounded fruit, This is not ideal especially when aiming to create something really easily understood, For this it is the inside of the fruit that will identify the fruit, This is something I will need to consider.. With things like Bananas, Strawberries, pineapples etc etc will be easily recognisable but I am going to have the other fruit drawn as the inside rather than lots of round fruits.

This experiment has confirmed that I definitely want to reduce everything to the simplest form when it comes to my illustrations.

I have still used the colours and shapes from the photograph but I have managed to do this a lot more simplistically, I have reduced this right down to its simplest form.The way I did this was starting with the simplest simplest form of the fruit by just using the colour and shape and then add small details until I am happy that it can be understood.
I will do this for all the fruit, I made it out of shapes that I just picks from the negative space in the imagery.
As you can see as the illustration changes throughout, I started with the pips being very flat and just ordinary colour but then added a radial gradient to insure there was some depth, I feel this gives the shiny feel which would make the connotations more strong for a pomegranate, I will continue to do this for the rest of my illustrations on my list.



It doesn’t need to be said that there are SOOOO many styles of illustration out there, The trick is to find the one that suits your skill set and try to adjust this in a way to fit your client and the brief.

This is a lot easier said than done, Even just typing into the internet “illustration” you get so many results…. As you see here.

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My aim for this post is to research into some as potentials for my project and try to work out what I might go for.

Something I initially thought about when I heard the project was watercolour as I thought this might look good to illustration a more human feel and this is defiantly a trend at the moment in design and illustration.
A particular style I noticed was on The Great British (Believe it or not).I really liked the way they did these illustrations… I thought they were really effective, they use the sketchy watercolour like illustration but make it look really neat and you can tell that this is refined digitally.
I would love to text this sort of illustration at some point although thinking realistically I’m not sure this would work for this project, I think its too “artsy” and not corprate and clear enough for this particular project although it is something I am going to give a go at some point during the illustration modules.

I then came across something that was completely at the other end of the spectrum, this is a really Simplistic, Modernist, Minimalist style.
This style is actually believe or not quite hard to achieve, You have to give as little as possible but enough to make it understandable,This is vector stripped right back and creates a simple and legible style when done cleverly.
The example I have shown below give a feel for just how simplistic this style of illustration can be, It gives just enough away to make it clear and literally brings the object/concept to its simplest form possible, I think these work really nicely and give a really slick and simple finish.
The illustrations are by Handsome Frank Illustration, This is an agency that represent different illustrators  art work is of this really simple style. I use there page a lot for inspiration from different artists.
This could work really nicely for my finals, It would make it really clear and make a lot of sense for anyone reading the campaign.

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I wanted to start of by gathering an idea of the sort of illustration style I would use, I thought I would refine my research by looking into maps and how people had portrayed the same information I wanted to already.

This is the first example I found, I think this is super effective, I think this is a map in its simplest form and it works really really well.

I feel this is something I could aim to achieve with my finals, this would also fit the constraints that this brief places on us as designers, In my opinion the main constraints of this brief would be

– Targetting different nationalities
– Time

Although something like this example may still bed difficult to use for this project due to the amount of english used there would be ways of working round this, Possibly even illustrating landmarks to make it more visual rather than having road names but I think the simplicity of this makes it work a lot better for this particular brief.


I think this example below is also very effective but completely contrasting, The example is a lot more loose, Less digital and more detailed although I think I still think this is pretty simple but in a completely different way.
This is by an artist/designer called Livi Gosling (link below) who creates hand illustrated art work that is then rendered and neatened digitally or even just combined digitally, I think this style could work really nicely in conjunction with my brief due the fact that the small illustration are more visual and would give someone more idea of what they were looking at if they could not speak the language.

Map .jpg

This example shows a style that is somewhere between the 2 previously shown really, It is still quite handrawn and illustrative looking but is simple and clear, not so “watercoloury” (I’m sure thats not a word but….. You know what I mean haha)
This is a style that might be work well for my final as it still feels “human” and handmade so it will add a new dimension to the very clinical environment of the factory.

I think although this looks a bit crowded for my liking it would be a good all round peice to use for inspiration, Not only will draw attention of the workers as it will be a very different brightly colours addition to the factory but in my opinion will also please the directors (our clients) as I will be able to make this slightly more corporate and clean looking than I would with a sketchy, More illustrative style, I am also a lot better at vectored art work so this would suit my personal skill set and style more.

The British Isles Map .jpg


















Illustrated Maps by Bek Cruddace