Back in April 2007 Dave Belfield, senior leader, spoke about building a new facility for the first time and in that talk he made several statements as to what the facility would be. I was tasked with taking 4 of those statements and creating graphics for them to add some visual weight to them. The brief I was given was to have each a blueprint type background and to have a 'different font' for each statement. Immediately I was thinking 'Oh no! Different fonts for each one? Not good.'
But it got me thinking. Sometimes when working with a layperson it's important to understand the 'why' rather than just the 'what'. Then it's the designers job to interpret that. If you can read between the lines and understand why the client is saying what they are saying then you can produce something that, while it may be different than what was described, still fulfills the brief.
For this assignment I decided to look deeper into what 'different fonts' could mean. When I thought about it deeper, what was being asked was for each statement to carry it's own weight and look distinct from the others. The term 'different fonts' was used because that's what most people would do. We've all seen those little announcement sheets done in MS Word with 15 different colours and even more fonts.
So instead of using different fonts I set about giving each statement a uniqueness. I jumped in to Cinema 4D (for the first time), and produced what you see below.
I think it looks pretty good, it fulfilled the brief and everyone was more than happy because it went beyond expectation. Not bad for a days work.
