Professional Practice Lectures

These lectures covered a number of things that a designer who is working in a freelance capacity would have to consider when it comes to pricing and communicating this with potential clients.

Creatives Vs non-creatives

We talked about the difference between how we believe that creative and non-creative people think about:-

  • What do creative people think of non-creative people?- Close minded, regimented, do not appreciate the process
  • Non-creative don’t understand what the creative industry if you don’t understand what it takes to get there (the learning, and the hours that go into it) it is a designers responsibility to make you understand

Understand your value

We then broke down what graphic designers can do for clients. We identified that it was is more than just making something just look pretty. We as designers solve problems for the client that they could not solve otherwise. This is the value of a graphic designer and it is our job to make the client understand this as they may not fully understand what design can do for their company it is our job to communicate this could be by providing using existing examples of how design (yours and others that have worked in the past).

Then by providing a break down of what exactly you do and the process that you will take on this project. (Brand study + Guidelines + identity + marketing)

Basics of Pricing


Costs these include things like Pens, paper, Adobe cloud, rent, insurance, ect…

Units this is the time taken and how much money you need to live on.

This a basic outline to work with and how appropriate it is will depend on who the client is, the size of the company and how quickly they want the design. The client needs to understand that they can only have two of the following things:- CHEAP, FAST, QUALITY.



Types of Freelance Jobs

Retainers—- Someone who can’t afford full-time designer and contracts the designer for a set amount of time. This is sort of like temp work.

One-Off- This explains it’s self really

Licensing- This would be putting something online and letting as many people pay a fee to use it the work would not be unique to the client.



Afterlife- Design Dough- Joe Brown

“Business shapes design, design shapes business.”

In this afterlife session, we heard from Joe Brown from Design Dough (a creative agency in the Bay). He came in bearing a tone of advice on how to get a job in the design agency. His advice is based on how his agency works and how they would expect potential employees to work.


One piece of advice was to “WORK BY HAND FIRST! This was helpful to hear from someone in the industry as this the way of working that we get encouraged to work in this way in uni. This is similar to the workshop with Theo where we had about 4 hours to create 100 logo ideas as at the beginning the ideas where obvious and then in the middle, they were really crap then nearing the end they started to get more interesting. “Design is a Process and the Process is Design!!”

Joe was honest and made it clear that it is not easy to get a job in design which I think I had realised in the first place. He talked about how he had built the agency around the team he has collected since he set the company up. They are focused on who they are and what they love. This could be taken as a way of looking at a brief as it could on the surface seem like a boring job but you should always take it in a different way to approach it in a way that you love (this could be in techniques that you use.) This was told to us in a more frank way by “NEVER A SHIT BRIEF JUST A SHIT DESIGNER!!!



A new way of thinking about a brand has given me less of a distaste for branding. I have always seen it as something totally removed from people, as something quite clinical and corporate. But Joe talked about looking at a brand as a person you would not treat a person like this and every person as just how they look. But how a brand looks is like how people sometimes use clothes as it is to express the personality of the wearer. It can inform what values that they want the world to see. To find out what the brand’s personality it adds listen on to the start of the design process. Whether this is to the clients, the end user and anyone in between.

Listen –> Explore (research/analysis) –> Create –> Refine (feedback, I love and I hate)–> Deliver


Tips for the Future

READ- Keep up to date with trends and style. Read about what others say about design.

BE DIFFERENT- Keep in mind what makes me and then apply this when applying for jobs. (Helps to be completely honest).

BRAND YOURSELF- Show what am I doing this for. Show your personality.

IT’S ABOUT THE PROCESS– Make how you work to be totally clear.


PROJECTS PROJECTS PROJECTS- Keep making even when you don’t have a job (do competition briefs). 

“NO DEAR SIR OR MADAM”– find someone’s name make it personal as it shows effort and it is not just some



A Brife History of The Labour Party (Context and Possable introduction)

In my dissertation, I had identified that an understanding the context of the world that the design is being realised into. This lead me to look at why the Labour Party was formed and what the past achievements where. This is because of the party under Jeremy Corbyn seems to be going back to their roots. If I am going to do some sort of publication this would possibly make up the introduction to the piece. As I believe that the parties direction is going back to its left winged socialist roots and picking up its original core values. And looking the good things that I have taken for granted in the twenty-two years I have been alive on this small island has helped me find why I support the Labour that I see today.

So who is the Labour Party? Why did they come about? What Have they achieved in the time they have been fighting for what they believed in? I think when looking at the Labour Party today it is important to have a basic understanding of the context that the party was created in. 

In a response to lack of voice of the working class in Parliament and the large-scale poverty and struggles of this group 1900 saw the birth of the Labour Party in Britain. This saw trade unionists and socialists, united a common goal. The Tories and Liberals ignored the Scotsman party founder Keir Hardie and his colleagues, as they came together to fight for change.

1906 saw the first election for the party where they won 26 seats in Parliament and the party also chose the name Labour in this year. 18 years later saw the first Labour government in our country’s history with Ramsey MacDonald the Party’s first Prime Minister. This parliament may have only held for a few months but it passed important legislation to improve housing, education and social insurance.

In the aftermath of the Second World War Labour won by a landslide. And this Parliament led to the setting up of one of Labours greatest achievements (also the pride and joy of Britain) The National Health Service. The NHS, spearheaded by Health Secretary Nye Bevan, transformed the country. This removed the anxiety of illness from millions of families.

The Labour governments (1964-70 and 1974-79) were ones of great change: the permanent scrapping of the death penalty, decriminalisation of homosexuality, legislation to outlaw racial discrimination, and the creation of the Open University. In 1970 the groundbreaking Equal Pay Act was brought about by Labour’s Barbara Castle, who was Secretary of State for Employment at the time.

Then in 1994, Tony Blair came to be the leader of the party and the party was forced into a totally new direction (New Labour). When he won the race for prime minister in 1997. Yes, there was record investment in the NHS, schools and the police. And most importantly there was the introduction of the National Minimum Wage. But under Tony Blair Britain was brought into a war in Iraq. This illegal war brought to the public that the Labour Party was no longer a socialist party and was leaning to the right. Leading the public to believe false information on weapons of mass destruction. Blair and George Bush raged war on Iraq. This has led him to be one of the most hated prime-misters in living history beaten to the top post by Margaret Thatcher (time will tell for Theresa May).

After the loss of the election of 2015, a change of direction for Labour was set when Jeremy Corbyn won the party’s leadership election by a landslide. His vision is one that takes back to the original values of the party. A vision of change, renewal, and a robust anti-austerity agenda, an outsider. This gained a new interest in the party as it tripled in size with new members inspired to join a mass movement for change and the work began on a new transformative policy agenda that takes on the powerful few on behalf of the many.

Last year saw a snap election. The Conservatives expected to gain seats as they wished to create a “Strong and Stable” government with a larger majority. But instead, they lost a majority as they had underestimated how much Jeremy Corbyn was able to inspire people and gain brand new voters from the most overlooked group of voters the 18 to 25-year-olds (who were known for not voting and being disinterested in politics). This was through a message of hope, ‘For The Many, Not The Few’.

This message will be what is explored throughout this publication. How a party has connected with young people and what they care about? What stances does Labour take on what is important to young people today? As I think that this is what has really captured the passion of 18 to 25-year-olds. I have talked to a number of people and asked them what they hold important in their values and will look at Labours stances on these issues.

This will lead me to ask people what they hold important in their lives and what makes them angry in terms of politics and by looking at the Labour Manifesto from the 2017 election and make connections.


The Labour Party. (2018). The Labour Party. [online] Available at: [Accessed 9 Mar. 2018].


Grow the Gare Prototype and final design

I was struggling to bring the idea together. Then I realised that I was over thinking and it’d be better to make one touch point well and then work out from that. I decided to focus on just the seed packet. As this is a cheap and viable way of communicating to Families. This could be to advertise an event that would see a planting the seeds in the packet that would have been grown at home. A reminder flyer would be needed. I made the design for sunflowers for a starting point for Derwen as they are easy to grow even if there is no past gardening knowledge. I decided to make the packet larger than a standard packet to increase the visibility. I don’t think that this really works as it doesn’t feel like a seed packet this is mostly because of the size. This was massively improved when I reduced the size of the packet. There was also some elements that needed cleaning up like the alignment of the instructions on the back is messy and hard to connect with the number.

I think that I managed to make a playful but clear design.

Grow The Gare- Type Design

As I wanted this work to have a more organic feel to it but that would still feel modern and smooth. I knew I would not be able to get this with a font that was computer generated as I tried with a few from Typekit. So I got out the fine-liners and came up with a hand-drawn alphabet. It has a subtle serif that does not appear on each character and part of the character that typically has a serif. I was trying to create a feeling of organised disorganisation. Then bringing in to illustrator to give it a bold feel.


This font was only used for headings and avoided using it in a body text due it having reduced visibility in a smaller format like a seed packet as it is quite bold and I only produced one weight of the font.

I do wish that in the client presentation that I had included that I had created the font my self as it was a massive part of designing the piece.

Mentor Feedback

Through this project, I have been getting feedback from a mentor. We have been utilising Skype and Slack to facilitate this communication. A key bit of feedback was from when I came I sent Mia my ideas and concepts.

“I love the little drawing of the pot with the photo of lavender in the presentation you sent me. I love the mix of photography/simple line art and think as a style, that would really appeal to your audience.”

I found this most helpful as I was humming and harring over which direction to take the visual language of the project.

It was also good to have an extra person to spot things I had missed.

“Your colour palette is nice and simple but I would just watch using similar shades and tones all together – I would err on the side of caution in terms of colour contrast because of your target audience being older.”

Because of this piece of advice, I stripped down my colour down to minimal yellow/orange for the sunflower petals and the black to create a bold contrast on a white background.