D&AD: Discussion

Yesterday I had my first discussion with John Clamp about the AD&D brief. During this it became very apparent that the concept was by far the most important item. This was followed closely by the presentation of the design.

He mentioned that the concept was important because when being judged the design must catch the eye of the judge. The reason being he may have to look at thousands of entries. It was for this reason alone that it was imperative that the concept was imaginative/innovative while also being functional.

Next we dissected the brief pointing out areas which must be considered:

The design must express that it is a series.
The design must encompass each area of Faber Films (Screenplays, Collected Screenplays, Directors on Directing, Technique, Film Books, and Film History).
The design must be updateable.
The design must look well in print and online.
The design must incorporate “Faber Film” text as well as their logo (both being a discreet but integral part of the overall design).

Target Audience: Film Professional, Film & Media Students, and Gifts for film enthusiasts)

Finally the dimensions which the design needed to be designed with:
126mm by 198mm (standard paper back) and 135mm by 216mm.

To finish he recommended some graphic designers which may interest me, Robert Brownjohn, Saul Bass and Edward Tuft.