Creative Strategist – Jess Willemse
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Set In Motion

Set in Motion was the 2016 AUT Communication Design Graduate Exhibition. The brand strategy and identity was designed to reflect the playful and curious nature of the young designers, and their enthusiasm to keep learning. It illustrates the non-linear pathway of both creative process and this industry. Highlighting the learnt skills that have set the students up to enter the workplace.

SET IN MOTION
AUT GRADUATE EXHIBITION

 
 

A smile may be regarded as a motion of the mind. We hope that you will be moved to smile with pleasure at what you find here.

– Dr. Peter Gilderdale, Set in Motion Graduate Publication, 2016

KEY ACTIVITIES – Brand Positioning, Naming, Design Management, Brand Identity Design, Socialising

 

 
 

 

PROJECT PROCESS

 
 
 
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Insight

2016 marks the first year of graduates from AUT's Communication Design Degree. These graduates have spent the last three years honing their skills, leading up to sharing their final projects with industry at their graduate exhibition.

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Opportunity 

To create a visual identity concept and design that reflects the diversity of the graduates and their skillsets. The identity needs to embody the attributes of the students, and support their work at the exhibition. It needs to stand out from competing exhibition identities, to act as a draw card of intrigue for both industry and the public.

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Key Outcomes

The 'Set in Motion' concept was developed in consultation with students, tutors and industry. Particular socialisation was undertaken to bring students on the journey of building this brand.

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Set in Motion reflects the playful and curious nature of the young designers, and their enthusiasm to keep learning. It illustrates the non-linear pathway of both creative process and this industry. Highlighting the learnt skills that have set the students up to enter the workplace.

Outcomes of this project included a brand concept, identity design, collateral production and wayfinding.

This project was created in collaboration with Cassie Khoo and Nick Peek.