Typography

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A few new typefaces I relate with the brand and persona, layout and kerning will be essential to target its audience and put the annual report / range into context.

Offset

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Quite popular at the minute is offset design. It is related to the young hip movement which a lot relate to the brand I am designing for. This could be interesting to explore stock choices and also playful compositions with type & image.

Format

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Collected different formats as this refers my Statement of Intent and also the creativity of the client allows me to explore an original format for the annual. Quite like the different size publications saddle stitched together and is something I have not tried before so this could set me a challenge and could encourage me to enjoy the project through the use of learning about something new as well as designing.

Layout and composition of inside the report

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Collected many variations of layout for the text and info graphics inside the annual report. I have chosen to produce an annual report for Swatch as the brand has a lot of freedom and creativity for ways to present work / products they manufacture.

Colour

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Started to look at different colour that could reflect a - the brand and b the persona created for the brand. From this I will refer in my DP blog the decisions I have taken to choose for development influenced by this post for colour. A lot of the images were taken from ffffound website as this is the kind of persona Swatch target

Sayings about time

“Don’t count every hour in the day, make every hour in the day count.” “Time is more valuable than money. You can get more money, but you cannot get more time.” “Time discovers truth.” Seneca - Roman Philosopher “Better late than never, but never late is better” Excuses - Not with swatch Lost time is never found again. - Thelonious Monk

Boards

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Misc Research

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Organisation

From the annual report above I have just looked at for inspiration, I noticed that all the pages were all different, different stocks ect. When thing about a firm that sells watches I think it is important to keep the design minimal and well organised. Organisation / punctual are key considerations for the annual report especially with an overload of facts and figures. I think a good example of this is looking and old manuals using minimal colours and black helvetica for titles. If I find a subtle concept and add a little colour here and there to relate to the feel of the swatch brand it will

communicate the brands personality and also what product the produce - time- organisation Define Organisation organisation - an organized structure for arranging or classifying; "he changed the arrangement of the topics"; "the facts were familiar but it was in the organization of them that he was original"; "he tried to understand their system of classification" Sub Categories structure - the complex composition of knowledge as elements and their combinations; "his lectures have no structure" Lists *** Boards at the end make sure everything is lined up in context to refereed to well organised

Personas

Looking at similar brands who share similar personas

Penfield lookbook

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looking at similar brands that are related to the same persona/ audience as swatch to set a mood for the annual report.

Random findings about swatch

from looking back at the history of the watch designs, they produce one offs for each year which are more stronger visually in shape and colour but also have a more traditional watch as well as the other brands that are part of the swatch group.

Brief 4: Swatch Annual Report 2011

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