IOW 100.6 Concept and Idea Generation

•

Brief Summary

The aim of this project is to introduce you to the process of conceptual thinking as an active and engaging process that requires regular practice. Various thinking techniques and theories will be explored during the project, focusing particularly on Edward de Bono’s notion of The Six Thinking Hats. A major part of the project also revolves around brand conceptualization and name generation, based on Carl Jung’s theory of Archetypes, applied in a design and marketing context. Here, the aim is to conduct independent research in order to fuel conceptual thinking and generate strong ideas that can be translated successfully into designed material.

List of Deliverables

1. Idea Conceptualization

2. 1x A4 Mounted T-shirt Design [Gouache]

3. 3x 7cm Mounted Circle Button Designs [Gouache]

Design Strategy

For the entirety of this project, we had to research and choose one of the 12 Jungian Archetypes that we identified with the most, and then base our designs on them. The theme of the designs was merchandise for a musical band. During the research process, we had to decide what genre of music best fits your chosen archetype.

Through my research, I discovered that I mostly relate and fit into the archetype of the "Sage", also know as the "old wise man" archetype. This archetype is characterized by the attributes of wisdom, analytical and information. They value truth, knowledge, insight and facts.

The music genre I settled on, was that of Classical Jazz and Blues. I found that there was a clear link between the visuals of a jazz/blues band and that of a wise man. I focused on that visual throughout the project. In the End, my concept was an Owl Man, wearing a suit, sitting on a chair while playing guitar. The owl is because it is a symbol for wisdom. He is wearing a suit, because when I think of Jazz and Blues, I picture a smokey room with some men in suits playing instruments, and I thought that captures the nature of Jazz and Blues. I chose a Typewriter Typeface, as it matches the old / vintage theme of Jazz and Blues, as well as the theme of books and wisdom. The colour scheme I went for is a Deep blue, which through my research is linked to the Sage Archetype, paired with some neutral browns and tans, to emphasize that vintage style.

Idea Conceptualization