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  • “The Way Forwards Is Backwards"—A Raw & Real Design Conference
     
    A focus on traditional craft, processes and the ideologies of the romanticised past. The conference turns to the past and the importance that was placed on processes as a rich vein of inspiration and authentic contemporary visual communication.
     
     
    Introduction
    A group of leading creative’s from all around the world are coming together at Massey University, in little old New Zealand to share their thoughts in a one day contemporary design conference called Raw and Real.  In the discussions you will hear luminaries reveal inside stories of their brilliant careers, with a focus on their passion towards traditional craft and ideologies. As craft and processes can’t solely be explained, hands on workshops are worked into the experience. The underlining discussion point that all the speakers will be touching on is how they believe “The Way Forwards Is Backwards”, as turning to the past and the importance that was placed on processes is a rich vein for inspiration and authentic contemporary visual communication.
        
    This conference is relevant for people at all stages in their careers, from beginners to well ‘greats’. Whether you know you know nothing or you think you know everything, you are sure to learn something. 
  • A1 POSTER // DUST JACKET
  • Rationale
    The main ideal behind the conference ‘Raw & Real' came from my vision and thoughts on the current zeitgeist and it's direction. I believe that “The Way Forwards Is Backwards” for example in recent times there has been a return to traditional craft, processes and the ideologies of the romanticised past. This I feel is only the beginning and the ‘Raw & Real’ encapsulates this as a suggestion of the future of visual communication design.

    The speakers that attending all share this belief, all be it in their work or as a philosophy. They all turn to the past and the importance that was placed on processes as a rich vein for inspiration and authentic contemporary visual communication or cutting edge thinking.   
    The visual language I choose to effectively communicate this idea and content came directly from the processes and aesthetic seen in various traditional crafts such as printmaking, letterpress, wood etching, engraving, sign writing and early visual advertisement. To create an engaging composition that still accommodated a clearly defined sense of hierarchy I looked to the methods used in making a chase for letterpress, as well as the layout of traditional draws used to store letterpress letters. This created my underling grid structure and layout for the book as well as an element of the poster. I looked to another traditional craft of wood etching and engraving as the visual treatment of my poster and then tied this into the booklet with the speaker’s photos being etched as well.

    I continued the traditional visual narrative seen in the poster and booklet into a conference ‘pack’ for guests attending the conference, as well as the tickets they would receive. This pack acts as an incentive for attendance, however more importantly it is a walking advertisement for the event. Designing the speaker’s individual ‘Raw & Real’ business cards ensures design consistency as each speaker’s card is no doubt distinctively different.