I n k & I m a g e

an insight to illustration and art

through the eyes of

Kelly Alessandra Macleod

Ink&ImageIllustrations designed by: Kelly Alessandra MacleodDedicated to: Cherise HoeflerISSUE #1July.14213128555

WELCOME

Ink&Image was created with the notion of serving one simple purpose: express my story of visuality in Art Direction. The creative path of learning elements of art, developing new skills in inDesign and Photoshop, capturing self-confidence and most imortantly; creating my very first portfolio in Advertising.

Feelings and emotions are captured through the wonderful world of new and old images, typography, colour and textures. Art can take us down memory lane through a simple visual; creating a strong sense of serenity and solace.

Creativity lies deep within my soul; my late Great Grandmother was a famous artist in South Africa known for her beautiful paintings and drawings. Rita Williams dedicated all her artwork to Queenshaven; an old age home she herself and family members attended. I have been lucky enough to have seen most of her work, simply beautiful and sentimental. I am inspired and thankful to her for opening my eyes to art, expression, emotion and creativity.

Each individual continues to mould their own talent, creativity and shape their individual story. My story continues to develop through the pages of Ink&Image within my Advertising and Journalism degree at Bond Univeristy. As you shift through the pages, you will discover my art direction visuality for semester 142 themed around illustration and simplicity, with a touch of contemporary artwork and feminity.

TypographyIt’s not just about CREATIVITY, it is about the person you're BECOMING while you're creating. -Charlie Peacock

Never bend your head. Always hold it high. Look the world right in the eye. - Helen Keller

Believe you can and you are halfway there. - Theodore Roosevelt

Art is the most intense mode of individualism that the world has known. - Oscar Wilde

The aim of art is to represent not the outward appearance of things, but their inward significance. - Aristotle

You can’t use up creativity. The more you use, the more you have. - Maya Angelou

Don’t think about making art, just get it done. Let everyone else decide if it’s good or bad, whether they love it or hate it. While they are deciding, make even more art.- Andy Warhol

Thinking out the box

Naturally Good Logo Rough Copy

Naturally Good Logo FINAL Copy

I decided to create a simple logo for Naturally Good after analysing the company and all it has to offer. The brief discussed during our official meeting with Mark Harvey expressed important elements. Naturally good is a ‘Business to Business’ company that offers natural and organic products. The current logo on their website has been created with a dark teal blue, white and turquoise. I decided to avoid using the obvious elements such as food and opted with a leaf instead to create something entirely different to their current logo. Analysing the company, I felt it was best to stick to minimal images and copy to create a simple logo to be consistent with natural colours. I believe less is more when designing logos, as simplicity and minimalism often appear more professional.

Natio Traditional Advert Rough COPY

Curving the straight line

Curve your boldness

My first draft of Natio’s traditional advertisement consists of the main elements I wanted to include in my final version. I feel the photo I chose was simply beautiful and really portrays the eyeliner, as her eyes are the main focus. As the copy of Natio eyeliner is gold, I decided to be consistent and use calligraphy typography as it resonated with my chosen words, ‘Curving the straight line’. I edited my final copy in Photoshop CS6; cropping out background colours of the Natio logo and eyeliner as well as choosing a complimentary typography for my chosen theme. I included a pattern on the model’s back to show the lines, keeping to the ‘eyeliner’ product and theme. The thought process behind the eyeliner was to have a bold curve, hence the tagline ‘Curve your boldness’.

Natio Traditional Advert- Final Copy

Natio non-Traditional Advert Rough COPY

Create your own Wings

Freedom to fly with Natio

Creating a non-traditional Natio advertisement made me really think out the box and find a link between eyeliner, lines, black and something different that tied in all elements of art and visuality. As I love illustrations and blending images together to create an abstract dimension, I combined visual elements towards a ‘bird’ theme. Branding is all about consistency, which made me combine black and gold, calligraphy typography and feathers; symbolising the ‘wing’ type of eyeliner that women often wear to elongate their eyes. When creating new advertisements, I realise there is quite a long creative process in developing something that hits the nail on the head. My rough draft shows the thought process, images I wanted to blend together and typography styles that I could put together to create my final copy for Natio in Photoshop CS6. As with the traditional version, I felt textures and patterns would add a dimension to the abstract art pieces, surrounding the ‘lines and bird’ theme.

Per s o n a li s ed L o g o Br a i n s torm

P e r s o n a li s e d L o g o Fi n a l C op y

Logo designs can be unlimited through elements such as colour, typography, visual imagery, dimensions and style. Branding and image are incredibly important, however when it comes to personalisation it can be incredibly difficult to resonate who you are into a simple design. Understanding who I am; my individual style, favourite shades and tones, particular typography and textures, I realised I capture the following dimensions and portray certain qualities. Incorporating all information, I was able to design the above logo:

- Feminine- Pisces- The Little Black Dress- Elite and Exquisite - Black and White- Illustrations- Bold Images And Typography

As much as I adore colour, I personally believe logo designs should be clean, simple and bold, which is why I designed a black and white logo, including my favourite style of artwork - illustrations. I truly believe that the best investment you can make in life- is in yourself! Advertising your artwork, creations or simply anything for your brand that you can put your logo on should really stand out and show who you are.

Through the above attributes, I was able to design my logo that portrays myself; Kelly Alessandra Macleod into a simple, artistic, bold, yet feminine design. Through multiple designs on the previous page, I loved the little black dress and incorporated it into the letter K as it stood at a perfect angle.

Blue: Spirit, perspective, rescue, self-sufficientBrands: Skype, Twitter, Intel, Blu-ray Disc

Navy: Trust, Authority, Success, LoyaltyBrands: Facebook, GAP, Reebok, British Gas

Green: Growth, prosperity, generous, stableBrands: bp, holiday Inn, The Body Shop, Starbucks

Orange: Warmth, Freedom, Motivation, and OptimisticBrands: Blogger, MasterCard, bitly, Penguin Books

Purple: Creativity, Stimulation, Fantasy, OriginalBrands: Cadbury, Yahoo, Hallmark, FedEx

Pink: Feminine, Nurture, Possibilities, AssertiveBrands: Victoria’s Secret, Barbie, and Cosmopolitan

Red: Active, Power, Ambition, Exciting, LoveBrands: Kellogg’s, Coca-Cola, Red Bull, and Virgin

P s yc hol o g y. B r a n di n g . C ol o u r . E m ot io n s

COLOUR Your World With Creativity.

Bond University Propaganda Poster brainstorm

S

4

You were born to be a LEADER

Don't FOLLOW the crowd...

Be the Best

Dare to be BrilliantAim to be Bold

BE BOND.

S

4

You were born to be a LEADER

Don't FOLLOW the crowd...

“Metaphor” Rhetorical Device

To express the VAIO laptop, SONY chose the rhetorical device of using a metaphor to express the extremely light notebook with a tag line, ‘Like.No.Other”

“ LIGHTWEIGHT LIKE NO OTHER Made from carbon fire, the new 1.15kg TZ is the world’s lightest notebook”

Expressing the notebook to be as light as a bird is a clear use of metaphors within advertising, convincing their audience through imagery and creative aspects portraying less copy and more visuality.

Six Taxonomy Devices

Interactive Experiment

Extreme Situation

Six Taxonomy Devices

Pictorial Analogy

Extreme Consequence

Six Taxonomy DevicesComparitive / Competition

Dimensionality Alteration

MOOD board:What is art direction to me?

Art has always played a huge part of my life; photography, drawing, designing, painting and even to the simplest form- spending hours on Pinterest scrolling through all kinds of weird and wonderful pieces of visual splendour. During this semester, I have learnt a great deal about symbolism, icons, branding, colour, typography, logo designs, understanding the client brief and most importantly; learning to trust my creativity and gain confidence.

Creativity is not only something that I believe comes naturally to me; it is a word and a feeling that describes a huge part of who I am. Through my magazine portfolio of Art Direction, I created the name ‘Ink&Image’ as I felt all my work has been surrounded by typography and visual art. I am inspired by the simplest of wave in the ocean to the most magnificent buildings throughout New York. Everything we are surrounded d by gives us either a feeling of hope, individualism, inspira-tion or simply the notion of being alive. I am truly blessed to be surrounded by so many wonderful people who have taught me a great deal about creativity, art and ambition to succeed in all that I do.

By creating a mood board for Art Direction this semester; four themes are recognisable, which I believe stems from my character. Black and White illustrations, Wanderlust, Wild Child and Femininity. I often describe myself as a ‘free spirit with a wild heart’. This is due to my favourite animal being a Cheetah and my urge to roam the world and seek all I possibly can. Through striking illustrations with a touch of pastel colours of fashion, faces and femininity, I strive to learn to create my very own artwork, to follow the footsteps of my Great Grandmother, Rita Williams. Another artist I love is Andy Warhol, as I love the artistic take on incredible icons.

Art Direction this semester has been an enjoyable one; I have learnt so many new things from fellow students about the industry, creative and useful websites to browse and the art of being confident in a very competitive industry.

Photography is another way I express myself, as I received my very first camera at the young age of eight years old. Ever since I can remember, my camera was my ‘go-to’ tool and friend. Today, expressing oneself through photos and images has become the norm and look forward to further development in technology to increase my full potential in creativity and art direction.

My dream job is to be an Art Director within the fashion, media and magazine industry... I feel I am one step closer after completing Art Direction this semester. Thank you Cherise for a wonderful semester, you have been wonderful, helpful, caring and most importantly- a mentor in the industry I hope to be apart of.

ART DIRECTION 142