LO4: Reference your practice within professional, economic and social contexts, and show an ability to comment and reflect on the theory of graphic design
Now that you have reviewed your feedback and revisited work produced earlier in the unit, we would like you to create a โProcessโ book. So what is a process book? Quite simply, a process book documents your research, development, experimentation, use of materials and mediums, testing and finally, resolution. So what is the difference between your OCA Learning log and a process book? Not a great deal with regard to content, however, a process book allows far greater control of how your material is designed and presented. It gives you complete control of layout, typography, format, paper stock and length. The proliferation of digital printers, such as Blurb, allows your process book to be printed as a one off very cheaply. Alternatively companies such as Issuu, can publish your process book as an interactive flip book. So why should I design a process book? As well as giving you complete freedom and control, a process book can become a tangible part of your portfolio. A carefully designed book showcases not only your thinking but your practical command of graphic communication skills. This might seem a daunting task but you already have the written and practical content from the exercises and assignments. So it just becomes a question of organising and editing the material and then creating a layout. To get you started, you will need to use a layout programme such as Adobe InDesign, QuarkXPress or Affinity publisher. All three have powerful tools that will help you to complete the book with speed and consistency. Once you have created the process book, it can become a template for subsequent units.
Things to consider:
Unlike your OCA Spaces Journal, a process book has a front and back cover and also a spine. The front cover can include your brand identity, created earlier in the unit.
Create master pages (parent pages). This will aid consistency and save you time
Create a grid to include columns (all can be altered, if necessary at a later point)
Create character styles. Restrict yourself to four or five. Again this will aid consistency and allows you to make changes universally to the document. As an example, I might create the following: Character styles for titles, body copy, sub-heads and captions.
Page count: Remember this is entirely up to you but donโt cram too much material into the spreads. Allow the work enough room. A page could just be a single word.
To help you get started:
Firstly, create a folder on your desktop and title it, Process book assets.
Next start to populate the folder with images, development work, (photos screenshots) finished pieces etc.
Next copy and paste all your written pieces into a Word or Pages document and then put the file in the assets folder. You now will have all the material in one place which will help you populate the book.
Next open a new document in your chosen software and indicate size, pages, columns etc. See the example below using Adobe InDesign.
Once you have done this you will have a document ready to populate with your assets. The first page is your front cover. Consider how you want to organise the pages, for example in chapters or the 10 project assignments. You could at this point create a flatplan made up of thumbnails to help with this.
Now that you have started to add content (two or three pages), create four or five character styles as mentioned earlier. Once you have done this, experiment with your layout by editing the character styles, for instance change the title size colour and font โ you will see that this will change all instances of titles throughout the document. This allows you to edit a document universally, saving you time and providing consistency to your book.
Spend some time creating alternative layouts and then finally save the document as a PDF.
Upload it to your learning log. Below are some useful links that will help you create your book:
A process book is a structured and reflective document that records the creative journey behind a design or project. It includes all stages of development such as initial research, brainstorming, experimentation, testing and refinement leading up to the final outcome. The primary purpose of a process book is to show not just the end product but the thinking, problem-solving and decision-making that occurred along the way. It serves as a portfolio piece, learning tool and demonstration of creative strategy and professional workflow (AIGA, 2021).
In educational and professional design settings, a process book helps to articulate and communicate how and why certain choices were made. It can take both physical and digital forms and may include sketches, mood boards, notes, feedback, annotated visuals, and technical development (Shillington Education, 2023).
Inspirations: Analysing some designs
Pinterest, 2025
What I really appreciate about this brandbook is how well it balances clarity with visual storytelling. The clean grids and soft lavender tones create a calm and inviting atmosphere that makes the content feel digestible. I also love the consistency in how the visual elements flow, icons, photos, type and shapes all work together in harmony. It inspires me to be more intentional with structure in my own process book, using thoughtful colour palettes and repeated design elements to make everything feel cohesive and easy to follow.
This one immediately grabs my attention with its bold use of orange and black, it feels modern, confident and energetic. I really like how the pages showcase different applications of the brand across posters, merchandise and layouts. It feels alive and connected to real-world use. For my process book, I want to bring that same boldness into how I present my outcomes maybe through mockups, printed material examples or large-scale visuals that make the design feel tangible and impactful.
Pinterest, 2025
Pinterest, 2025
What really grabs me here is the bold use of typography, how the word โAnalogโ dominates the page and feels almost sculptural. Itโs clean but dramatic and I love how type alone becomes the main visual. This reminds me that I donโt always need images to make an impact. In my process book, Iโd like to experiment with oversized type and negative space to create visual pauses between sections or to emphasise key ideas in a way that feels confident and modern.
This layout has a quiet structure and thoughtful pacing. I like how it breaks everything down clearly with clean grids, earthy colour accents and soft photography. Thereโs a calm, instructional tone that doesnโt feel overwhelming. I want to bring some of that clarity into my own book, especially when explaining my process steps. Using consistent page structure and minimal design will help my content feel more approachable and grounded.
Pinterest, 2025
Pinterest, 2025
This design just feels joyful and expressive, itโs full of colour, energy and personality. I love the illustrated portraits and how they pair with bold backgrounds to make each section feel distinct. It celebrates individuality in such a playful way. Iโd like to bring some of this boldness into my book, especially when showcasing my final work. Even just using bright colour blocks or layering hand-drawn elements could give my layout more warmth and emotional connection.
This one feels friendly and hands-on. I like the muted navy and mustard colour scheme, itโs calming but distinct and the hand-drawn illustrations add a personal touch. What stands out is how it combines information with visual storytelling so naturally. For my process book, I want to incorporate small illustrations or diagrams too, especially when explaining abstract ideas. It makes the content feel more handcrafted and personal, which I think suits the spirit of a creative process.
Pinterest, 2025
Pinterest, 2025
I love how expressive and bold this design is. The bright imagery and clean layouts feel experimental but still readable. It plays with alignment, scale and colour in a way that feels playful and contemporary. This makes me want to loosen up a bit with my own layouts maybe allowing myself to be less rigid to experiment with layering and asymmetry in places where I want to communicate creativity or emotion.
This one feels lighthearted and fun and I love the pastel palette, it gives the whole portfolio a dreamy and approachable tone. The use of colour blocks, clean fonts and personal imagery makes it feel very connected to the designerโs personality. I think this could inspire the more personal parts of my process book, like the introduction or reflective sections, where I want my voice to really come through in a friendly and honest way.
Pinterest, ๏ฟผ2025๏ฟผ
Pinterest, 2025
This design has a really strong presence with the dark backgrounds and punchy contrast. I love how it feels confident and stylish, especially with the graphic elements like arrows and bars. It reminds me that bold colour and sharp layout can create a powerful mood. For my book, I might use this kind of approach for chapter dividers or to highlight final outcomes, anywhere I want the viewer to feel a sense of polish and impact.
What I really like about this layout is how warm and inviting it feels. The soft pinks paired with natural photography give it a calming, almost spa-like quality that feels personal. I also appreciate the structured grid, it balances text and imagery so everything feels easy to read but still visually engaging. For my process book, Iโd love to adopt this balance between calm colour palettes and clear sections to make my work feel approachable and well-organised.
Pinterest, 2025
Pinterest, 2025
The use of flowing lines and minimalistic vector shapes in this design really caught my eye. Itโs elegant, fresh and professional without feeling too rigid. I like how each cover has its own unique twist while still feeling like part of the same family. I think I could use similar wave motifs or soft geometric accents throughout my process book to add some visual rhythm and cohesiveness from page to page.
This layout is sharp and striking, especially with its use of diagonals and bold pink accents. It has a more dynamic, energetic feel that contrasts nicely with some of the softer designs Iโve seen. What I want to take from this is the boldness, it reminds me that structure can still feel exciting. I might incorporate some of these angular layouts in my chapter dividers or intro spreads to add more energy to my process book.
Pinterest, 2025
Pinterest, 2025
Thereโs something really dreamy and modern about this one. I love how the pink tones are softened with gradients and how the use of circles and overlays gives a futuristic vibe. It feels like something from a digital product brand or startup pitch and thatโs inspiring. For my own book, I think Iโll experiment with layering elements like this overlapping shapes or photos to give certain sections more depth and visual interest without overcomplicating the layout.
After spending time looking through all these visual references, Iโve realised that a soft, minimal layout with warm pastel tones, especially pinks, feels like the right direction for my process book. Iโm really drawn to that mix of clean structure and gentle, welcoming design. I want the book to feel polished and professional, but also have a personal, approachable touch. Using warm colours, subtle overlays and carefully chosen typography and imagery will help reflect both my thought process and design style. My aim is to keep everything clearly organised while still creating a visual flow that feels calm and engaging throughout the book.
Mind-mapping
Thumbnails
Typeface
For the typeface in my process book I want something to reflect both clarity and calmness. I lean towards clean, modern typefaces that are easy to read but still have personality, nothing too sharp.
I chose Playfair Display and Fira Sans because together they felt like the right balance between personality and simplicity. Playfair Display has this elegant, slightly classic feel that gives my titles a bit of presence without feeling too formal. It adds a nice contrast to the clean, modern look of Fira Sans, which I used for body text because itโs super readable and easy on the eyes. I didnโt want anything too stiff or too plain, just something that felt thoughtful and well-matched to the soft, minimal style of my book. This combo let me keep things looking clear and structured, while still bringing in a bit of character where it counts.
Putting this process book together really made me stop and appreciate how much Iโve grown throughout the unit. Itโs not just about the final designs, though Iโm proud of those, but also about how my thinking and approach have developed over time. Looking back through each project, I can see how Iโve become more confident with research, sketching ideas and making design decisions that feel intentional. Iโve also tried to keep the layout of the book clean and consistent, which I think reflects how much more attention I now give to the overall presentation of my work.
Each project had its own challenges and learning moments. The 21st Century Zoo branding made me think beyond just a logo, and the Spin the Bottle project helped me understand how design connects to everyday use and user experience. I think the self-promotion piece was the most personal, it really made me reflect on who I am as a designer and what I want my work to say about me. Putting that part together felt honest and surprisingly fun.
One thing I noticed while building the book is how important it is to not just show the work but also explain the thinking behind it. If I were to do it again, Iโd try to include more notes about the early stages and what was going through my head as ideas were forming. But overall, Iโm really happy with how the book turned out. It feels like a true reflection of my journey, not perfect but thoughtful, honest and full of growth.
Building on the research and writing you have already done, create a final draft of your 1,250-word critical review, or 10 minute visual presentation. Before you forward your Critical Review to your tutor, please ensure that you have:
Spell-checked your document.
Used Harvard referencing for any essay quotes.
Created a bibliography citing all the books, journals, or other documents you have made reference to in your text (Your bibliography is not included in your 1,250-word limit or 10 minute audio/visual presentation). Saved it as a PDF, a powerpoint or a recognised video or film movie format.
Most of the coursework youโve created so far has been a result of specific tasks with clear objectives defining the outcome. However every design or image you produce has a potential value or use beyond the completion of an exercise or assignment. At the end of Unit 1.1: Elements of Design, we asked you to go through the artwork / designs youโve created throughout the course, and we would like you to repeat this task for this unit. Review your sketchbooks, working drawings and thumbnails as well as the more โresolvedโ or finished design work. Try to step back from each taskโs original context, and its success as measured against your original intentions and aims, and make your selection purely on whether you enjoy the outcome aesthetically or conceptually. Photocopy or scan a selection from your exercises and assignments to make a sample โportfolioโ of sketchbook work, images or designs as a showcase for your different visual approaches and styles. Make notes on your choice, it will be a valuable step towards making your selection of creative work and learning log entries when you submit for assessment.
Over the course of Projects 1 to 9, Iโve explored a wide variety of design approaches, from branding and visual identity to layout, campaigns, and interface design. Looking back now, I wanted to take a step away from the original briefs and objectives and instead focus on the work that still resonates with me on a personal level. These are the pieces I either enjoyed creating, learned something important from or still feel proud of whether they were fully finished or just an idea that stuck. What follows is a selection of those moments, showing how my thinking and style have developed throughout the unit.
Project 1: How the Industry Works
This piece helped me make sense of how broad and interconnected the design industry really is. It was a bit of a brain-stretch at first but once I started mapping things out, it became clearer and quite fun. I liked finding a way to visually untangle all that information. It reminded me how much I enjoy turning complex ideas into something people can actually see and understand.
Project 2: Promotional Posters & Your Town Onstage
Promotional Poster
I chose this piece because it was one of those moments where I just let myself play with type and see where it went. I wasnโt overthinking it, I just liked the contrast between the bold, textured letters in the background and the clean, bright text over the top. It ended up being a fun way to explore type as more than just words, almost like shapes or visual elements in their own right. I like how strong and graphic it feels, even though itโs quite simple. This one reminded me that sometimes the best ideas come from just experimenting and enjoying the process.
Assignment 2: A Sweet Identity
This piece was a fun one, I got to experiment with mixing hand-drawn elements and digital polish, which felt like a good balance between playful and put together. It was one of those moments where the design came together in a way that felt light and approachable but still intentional. I like that it has a bit of personality while keeping things clear and clean.
Project 3: 21st Century Zoo (Logo Evolution)
This was my first real attempt at building a visual identity system and I approached it with the idea that a modern zoo should feel warm, accessible and connected to nature not corporate or cold. I chose a hand-drawn style for the logo to reflect that organic, approachable feel and the large paw print helped ground it in something playful and immediately recognisable. I really enjoyed combining earthy textures with a clean layout, it gave the whole look book a friendly tone. This project made me think more deeply about how design can carry a message beyond just aesthetics, in this case, communicating care for animals and the environment in a way that feels genuine and family-friendly.
Assignment 4: Getting to Know You
I chose this piece because it feels the most me. It was the first time I really leaned into my own visual style, soft, expressive and handcrafted. And let that guide the design instead of trying to match someone elseโs expectations. The combination of delicate watercolour textures with clean typography struck a balance I really love: gentle but confident. It felt like I was introducing myself not just with words but with design that spoke for me. This assignment helped me clarify the kind of designer I want to be; someone who values detail, emotion and a strong personal voice.
Exercise 5.1: Spin the Bottle
I chose this work because it pushed me to think more commercially and creatively at the same time. Designing for a real brand like Evian made me look closely at how subtle things, like colour, texture or typography can change the feel of a product. I experimented with different visual styles to see how each version could still feel โon-brandโ but offer a new twist. It was one of the first times I let myself go through a proper trial-and-error process, exploring multiple outcomes rather than aiming for a single โrightโ answer. That freedom made the whole project more playful and rewarding and I ended up with results I was genuinely excited about.
Assignment 5: Redesigning a game
I picked this project because it was genuinely fun to work on. Redesigning Dobble into something that teaches maths felt like the perfect mix of creativity and purpose. I liked the idea of making learning feel playful, not like a chore. Playing around with different fonts, colours, and numbers let me be a bit more experimental and I added equations and math symbols to add an extra layer to the game.
Exercise 6.1: The Front Cover โ Reading Matters
I picked this exercise because it reminded me how much I enjoy working with stories. Designing a book cover meant thinking about how to capture a whole mood or message in just one image, no pressure! But honestly, I loved the challenge. I spent a lot of time tweaking the layout and typography until it felt balanced and I found myself really caring about the little things. It was one of those projects where I felt more in control of my choices and more confident in trusting my instincts.
Assignment 6: Professional Bodies and Graphic Design Competitions
I picked this assignment because it really challenged me, in a good way. Trying to redesign the cover for Sapiens meant boiling down a huge, complex story into one simple, striking image. I played with the idea of human evolution running along a DNA strand and that visual just stuck with me. It felt like a way to show both where we came from and how far weโve come, all in one. I ended up making a few versions because I couldnโt settle on just one direction but I actually enjoyed that part of the process. It pushed me to be more critical and intentional with my choices.
Exercise 7.1: Bon Voyage!
I picked this exercise because it just felt really meaningful to make. Designing something for Istanbul Duty Free gave me the chance to represent a place thatโs full of personality and culture and I wanted the logo to reflect that without feeling too corporate. The tulip felt like a natural choice, itโs simple but says a lot and adding a hand-drawn touch made it feel more personal. I also played with the lettering to keep it loose and welcoming, almost like a signature. This project reminded me that design isnโt just about looking good, itโs about capturing a feeling, a sense of place. And I really loved that challenge.
Assignment 7: Unlikely Alliances
I chose this project because it let me bring together two things I didnโt expect to combine, a modern cafe brand and the timeless elegance of William Morrisโstyle pattern design. Iโve always loved his work and using that as inspiration gave me a new way to think about texture, detail and how visual identity can create atmosphere. The floral pattern I created felt like a natural fit for Meganโs soft, handcrafted and a little nostalgic.
Exercise 8.1: Taking Creative Risks
I chose this piece because it represents one of the biggest creative risks Iโve taken and also a big step forward. Itโs a complete reworking of a design I made in a previous unit but this time I approached it through the lens of surrealism, which gave me the freedom to be more expressive and instinctive. I let go of structure and focused instead on atmosphere, symbolism and emotion. The melting clock, the black hole, the calendar marked with 13, all of it was my way of visualising time as something fragile and distorted. Itโs a bit unsettling on purpose. What made this one so important for me was not just the final image but the process of reimagining an old idea in a completely new way.
Assignment 8: Working with a Difficult Client
I chose this project because it tested more than just my design skills, it really challenged my ability to listen, adapt and stay patient. The fictional client had strong opinions and while that was tricky at times, it also pushed me to think more deeply about the purpose behind every design choice. I leaned into bold, gold visuals and ancient textures to reflect the richness and history of the Incan culture, while keeping the layout clean and clear for a public audience. Even though the process felt a bit tense, I actually learned a lot from trying to meet those expectations while still staying true to a vision I could stand behind.
Assignment 9: Take a Stand
The reason I chose this project is because it felt like I was designing with real purpose. Creating a campaign about sustainable fashion gave me the chance to speak up about something that matters to me, not just as a designer but as a person. I wanted the visuals to be loud and hard to ignore, so I went for strong colours, bold typography and simple but impactful illustrations. The idea was to make people stop and think about where their clothes come from, who makes them and at what cost. What I loved most was using design as a tool for awareness and change.
When you have completed the assignment, take some time to write a 750-word reflection about your experience of this unit as a whole so that your tutor can see it before you include it in your assessment submission. If itโs useful you could reflect using these questions as a starting point:
What does Graphic Design mean to me?
How did my creative approaches to graphic design develop over the course?
Did the use of creative strategies like mind maps and spider diagrams help the development of my ideas?
What do I feel and think about the processes of experimentation I have undertaken with a range of materials and technical approaches ?
How has looking at other creative practitionersโ drawing and design and reading about their work expanded my understanding of visual communications?
There is time between completing your final project and the assessment event to rework your coursework. You may want to revisit and improve on some of your earlier projects, or think about how best to re-organise your portfolio once youโve received feedback from your tutor.
Remember to give yourself a final self-assessment check against the unit learning outcomes before you submit your work for assessment. Make adjustments if you think there are any areas you can strengthen.
Final Reflective Statement
Now that I have reached the end of this unit, I have had some time to pause and really think about everything Iโve learned, not just in terms of skills, but also in how I approach graphic design as a whole. This experience has shifted the way I see design, creativity and even myself as a designer.
What Graphic Design Means to Me Now
When I started, I thought graphic design was mostly about making things look good: clean layouts, strong visuals, good use of colour. But over time, I have come to understand that itโs so much more than that. Graphic design is a form of communication. Itโs about telling stories, solving problems, and connecting with people. Every design choice, whether itโs the typeface I use, the composition, or even the materials, says something. Now, when I approach a project, I think first about what I want to say and then how I can say it visually. That shift in mindset has been one of the biggest takeaways for me.
How My Creative Process Evolved
Looking back, I can definitely see how my creative process has changed. At first, I would rush to the final idea, eager to start making something. But now, Iโm more patient. I spend more time exploring and playing with different directions before committing to one.
I also started taking more creative risks. In the beginning, I stuck to what I knew, mostly digital tools and clean, minimal styles. But through the unit, I started mixing media more, experimenting with texture, collage, even going back to hand-drawing at times. It wasnโt always comfortable but it was worth it.
Using Mind Maps, Diagrams, and Other Creative Tools
I will be honest, at first, I did not like doing mind maps or spider diagrams. They felt like extra steps. But after a while, I started to see the value in them. They helped me slow down and really dig into the why behind my ideas. Laying things out visually gave me clarity and sometimes led me to unexpected concepts that I would not have found just by thinking in my head. They became part of my workflow, not just a requirement but a tool I actually used to build better ideas.
Experimentation and Working with Materials
Experimenting with materials was a huge part of this unit and one that really opened things up for me. I tried working with combining hand-drawn elements with digital ones. Some of it worked, some of it didnโt, but the process always taught me something. One of the most surprising things I learned was how imperfections can add personality and depth to a piece. Not everything needs to be polished or slick. Sometimes the rough edges or mistakes bring out the emotion or rawness of a message.
I have also become a lot more comfortable using programs like Illustrator and Photoshop in combination with physical materials. That hybrid way of working feels like a space I want to keep exploring.
Learning from Other Designers
Researching other designers was a major source of inspiration throughout the unit. Seeing how different creatives approach their work helped me understand how broad and expressive the field of graphic design can be. Itโs not just about following trends or making something โcoolโ: itโs about having a voice. Learning about designers like Paula Scher or Saul Bass gave me insight into how powerful visual storytelling can be when it is driven by a clear idea and a strong sense of purpose. It also made me think more critically about my own work, asking myself what story Iโm telling and who Iโm telling it to.
Looking Back and Moving Forward
As I prepare my portfolio for assessment, I have taken time to look back over my earlier projects. It is clear to me now how much I have improved, not just technically but in how I think and reflect on my work. Iโve gone back and reworked some pieces with a better understanding of layout, hierarchy and how to make my message clearer. Getting feedback from my tutor was incredibly helpful and reorganising my portfolio has helped me tell a more cohesive story about my development.
Final Thoughts
This unit has pushed me to think more deeply, experiment more freely, and work more intentionally. I have learned that graphic design is not just about visuals, itโs about communication, emotion and connection. I am proud of the work I have done but even more excited about where I can go next. I know there is still a lot to learn but I feel more equipped now with better tools, better habits and a better sense of who I am as a designer.
You may or may not have an online presence, so it is worth reviewing your current options. There are many platforms available, offering different levels of interactivity and functionality. Increasingly, the importance of being โsmartโ on how you share your work on social media platforms is also key. Below is a list of some of the better known platforms. Do some research on these and then review the pros and cons of each platform. For instance, Instagram may have a huge number of active users but is rigid in format and is perhaps more geared towards photography (or pictures of your dinner). If you are using a different platform then also include this.
Behance
Dribbble
Adobe Portfolio
Coroflot
Portfoliobox
Instagram
You should treat your portfolio like a bestselling biography. It needs; history, nostalgia, growth, progression, excitement, energy, relevance, development and most of all, a clear and compelling story.
Behance
Behance is a free platform run by Adobe, and itโs really popular among designers and artists. Itโs easy to upload your work, and other creatives and clients can discover you through tags and categories (Skillshare, 2023). But it can feel a bit stiff. The layout is the same for everyone, and while itโs great for visibility, it doesnโt give you much room to tell the deeper story behind your projects (Boelter, 2024).
Dribbble
Dribbble is perfect if you want to show off small visuals like icons, branding, or UI elements. Itโs more like a gallery of highlights than a full portfolio, but itโs great for getting noticed and even finding design jobs (Skillshare, 2023). The downside is that it focuses on visuals only. Thereโs not much space to explain your thought process or showcase full case studies (UX Playbook, 2024).
Adobe Portfolio
If you already use Adobe Creative Cloud, Adobe Portfolio is a bonus feature you can use to build a simple, clean website for your work. It looks professional, connects easily to Behance, and is easy to set up (UX Playbook, 2024). The only catch is that it doesnโt give you a lot of creative freedom with layout and design, so it might not stand out from others who use the same templates (UX Playbook, 2024).
Coroflot
Coroflot is a lesser-known platform, but it still has a job board and basic portfolio features. Itโs straightforward to use and aimed at designers just starting out (Vardot, 2024). However, itโs not very active anymore and lacks the modern features or large audience that platforms like Behance or Dribbble offer (UX Playbook, 2024).
Portfoliobox
Portfoliobox is a good option if you want more control over your site without needing to code. It has clean templates, and you can add features like blogs, contact forms, and even a shop (Vardot, 2024). Itโs more flexible than Behance, but the free version comes with limits and branding, so you may need to upgrade to make your site look fully professional (UX Playbook, 2024).
Instagram
Instagram isnโt a portfolio in the traditional sense, but it can be a powerful tool to share your work and personality. Itโs great for quick updates, behind-the-scenes content, and building a following (Skillshare, 2023). However, the format is limitedโyou canโt organise projects or explain your process easily, so it shouldnโt replace a real portfolio site (Boelter, 2024).
Summary
A strong portfolio should feel like the story of your creative journey. Think of it like a biography, it should show where you started, what youโve learned, the problems youโve solved, and where youโre going next. For each project, try to include the background, your design process, the results, and what you took away from it (Bridgegood, 2024). People arenโt just hiring your skills, theyโre buying into your growth and vision.
Self-Reflection
Doing this research task really helped me get a better understanding of the different platforms out there for showcasing creative work online. I already knew about some, like Instagram and Behance, but Iโd never really compared them properly or thought about how each one could shape the way my work is seen by others, especially potential clients or employers.
One of the biggest things I took away from this was the idea that a portfolio shouldnโt just be a collection of finished projects. It should actually tell a story about who I am as a creative, how I think, and how Iโve grown. The โbestselling biographyโ idea really stuck with me. It made me realise I need to be more intentional when presenting my work, talking through what the brief was, what problems I solved, and what I learned along the way.
I also learned that not all platforms are built for that kind of storytelling. For instance, Behance is great for exposure, but itโs quite structured and doesnโt leave much room for personalisation. In contrast, tools like Adobe Portfolio or Portfoliobox give more freedom to explain your process and add your own voice. That made me realise thereโs real value in using a mix of platforms, one that tells the full story and others that help get it seen.
Something that surprised me was how useful social media, especially Instagram, can be when itโs used thoughtfully. I used to think of it as more casual, but now I see how it can support a personal brand and give people a window into my process and personality. Itโs not a substitute for a proper portfolio, but it definitely plays a role in building an audience and connecting with people.
Overall, this task made me think more clearly about how I present myself as a designer. It pushed me to be more strategic with the platforms I use and to think beyond just showing finished work. I feel more confident now about creating a portfolio thatโs not just visually polished but also meaningful and personal.
Following each of the projects you would have received formative feedback that outlines the strengths and weaknesses of the work you have produced. Critique, as already discussed earlier in the unit, is an important part of your development. Of course, feedback needs to be constructive and provide genuine objectivity. Alongside tutor feedback, you will have no doubt received opinions from people you may know, friends or family for example. This can often be subjective and based on simple personal preferences. You need to be able to make this simple distinction in order to develop your work further. Identify key words and advice from the feedback provided by your tutor(s). What are the main strengths and weaknesses? What actions have been suggested to improve your work? Are there any recommendations that are along the same lines?
Once you have done this, collate the data and produce a simple two page spread, using the left page for strengths and what you enjoyed, and the right page for weaknesses or what you could improve.
My tutorโs feedback
Strengths and What I Enjoyed
I consistently show strong initial research and thoughtful design development.
My use of mixed media and experimentation has been praised, especially when I step beyond digital solutions.
I have a clear and effective visual style across my projects.
Personal interests come through in my branding work, which helps strengthen the authenticity of my outcomes.
My confidence in thumbnails and design progression is well recognised.
Weaknesses and What You Could Improve
Avoid jumping too quickly to digital; spend more time on experimental or analogue techniques.
Extend my research by analysing why Iโve selected examples and how they influence my work.
Develop more variations in my early-stage designs (e.g., lettering, colour palettes, patterns).
Be more visually playful: explore alternative materials, scales, and media combinations.
Improve navigation of my blog by breaking tasks into individual links.
Identify a designer, studio, or collective that is now or has historically participated in design for social impact.
Find examples done well, as well as examples with room for improvement. Comment in your learning log how these might be improved.
Ask questions such as:
What is the design aiming to achieve?
Is the design truly for the public good?
Is it critical?
Is the intention to help or aid a cause?
What is the intention behind the work? For example: Is it purely unbiased information? Is it pushing an agenda or promoting propaganda?
For this research task, I looked into the work of Shepard Fairey, a graphic designer and street artist best known for blending political messages with bold, eye-catching visuals. Through his studio, OBEY GIANT, Fairey has created a wide range of socially and politically charged artwork. His work often challenges authority, sparks public debate, and aims to get people thinking and acting on important issues. Because of this, heโs become a well-known figure in the world of design for social impact (Fairey, 2020).
One of his most iconic pieces is the โHopeโ poster from Barack Obamaโs 2008 presidential campaign. At a time when the U.S. was facing serious political and economic uncertainty, the poster aimed to inspire a sense of optimism and motivate people to participate in the democratic process. With its bold colours, stylised portrait, and clear message, it quickly became a cultural symbol (Cushing, 2017). It did a great job of engaging the public and encouraging conversation around the election. While its purpose was clearly to support a candidate, it also served a broader purpose by promoting civic engagement. That said, it wasnโt especially critical of the political system as a whole, it was more about uplifting a specific figure than offering a deep, unbiased critique (Miller, 2018).
The Guardian, 2025
A more complex example is Faireyโs long-running โOBEYโ campaign, which started back in the 1990s. This project was originally meant to question power structures and challenge how we consume media and authority. It used ironic and propaganda-like visuals to get people to think critically about conformity (Fairey, 2009). While it started off as a bold and thought-provoking statement, the message became less clear over time. As the work became more commercial and entered popular culture, on T-shirts, posters, and merchandise, its original meaning began to fade (Edgar, 2016). The campaign started to feel more like a brand than a call to question authority, raising some tough questions about how easily activist design can be co-opted or misunderstood.
Looking at both examples, itโs clear that strong visuals alone arenโt enough for socially impactful design. The message needs to be clear, consistent, and stay rooted in its original purpose. Faireyโs work shows how design can play a powerful role in shaping public conversation, but it also reminds us how easily that power can be weakened if weโre not careful. This leaves me wondering: Can a design still do good when it becomes a material? And how can designers keep their work meaningful when it reaches a mass audience? These are important questions to ask when thinking about the real impact of design in social change.
This assignment is not meant to be fun. It is a simulation of working with a difficult client. How will you cope?
Part 1
First select your client. Will you be working on a project for:
The bigshot: This client has a huge budget and a huge ego.
The penny-pincher: This client will cut corners and limit spending.
The misinformed: This client doesnโt understand exactly what they need.
The wanna-be-designer: This client wants to art direct your work.
Nowselect one design brief:
Branding. Design the masthead and a selection of spreads for a catalogue of a national travelling exhibition titled โGold of the Incasโ. Each location the exhibition visits will also need branded site plans and guides specific to the location.
Information Design. Design a wayfinding system for a transport hub. Create the environmental signage system, this can include dynamic signage (screen displays) and static signage (directional navigation), printed schedules and route maps, vehicle stickers etc.
Type, lettering and printing. Create an innovative calendar for a font foundry to use as a marketing tool. The calendar should demonstrate novel ways of using some of the foundries’ popular typefaces.
Next, you will start the design work. Complete your research, conceptual development, thumbnail sketches, and initial drafts right through to early prototypes or mockups. Prepare 2-3 concepts to share with your client for feedback before proceeding to part 2.
Part 2
You will share your mid-stage design work mockups or prototypes with your difficult client for feedback before you finalise the work. This part requires using your imagination.
Read the feedback you receive from the client you selected:
The bigshot: โI donโt like the way it looks. Can we just replace it with this image I found on the internet?โ
The penny-pincher: โWe donโt have the budget available. Can we strip away some of the excess?โ
The misinformed: โIt looks nice, but can you make it more modern by using AI or something?โ
The wanna-be-designer: โThe colour needs to look more luxurious and the size is all wrong.โ
Having heard the feedback you will need to decide how to respond to the client.
Document your response in your learning log. Imagine what it would be like working with the person. Would you refine your work to satisfy the client, get the project done and move on? Would you try to rationalise your design choices and convince them to implement your ideas? Would you try to find a middle ground?
Part 1: Choosing the Client and Brief
Client: The wanna-be-designer
This client thinks theyโre a creative director in disguise. They love to micromanage, second-guess, and โsprinkle their geniusโ over every design decision.
Brief: Branding โ Gold of the Incas
Designing the masthead and catalogue spreads for a travelling exhibition with location-specific branded guides is a rich and layered challenge. It invites historical research, aesthetic sensitivity, and practical design thinking โ and plenty of opportunities for the wanna-be-designer to try and take over.
Research
I begin by studying Incan iconography, looking at gold artifacts, ancient symbols, and the unique typography rooted in Andean culture. I want the design to feel rich and mysterious, but still clear and engaging for a modern museum audience. I also spend time looking at how other traveling exhibitions, like the Tutankhamun tours, handle their branding, especially how they keep things consistent while adapting to different locations.
Cultural Symbolism and Visual Language
Artofit, 2025Mythlok, 2025
Dreamtime, 2025i.pinimh, 2025,
Medium, 2025alamy, 2025
The Incan Trilogy: Condor, Puma, and Serpent
The Incan worldview is encapsulated in the sacred trilogy of animals:
Condor: symbolise the upper world (Hanan Pacha), acting as a messenger between the heavens and earth (Ticket Machu Picchu, n.d.). Puma: Represents the earthly realm (Kay Pacha), embodying strength and intelligence (Valencia Travel Cusco, 2023). Serpent: Denotes the underworld (Ukhu Pacha), associated with wisdom and the cycle of life and death (Kuoda Travel, 2019).
Incorporating these animals into the branding can provide deep cultural resonance.
Chakana (Andean Cross)
The Chakana is a stepped cross symbolising the three realms of existence and the Southern Cross constellation. It serves as a bridge between the earthly and spiritual worlds (Wikipedia, 2025). Utilising the Chakana in design elements can reinforce the exhibitionโs connection to Incan cosmology.
Inti โ The Sun God
Inti, the sun god, was central to Incan religion, often depicted as a golden disk with a human face. The sunโs significance is also evident in festivals like Inti Raymi, celebrating the winter solstice (Wikipedia, 2025). Gold hues and sun motifs can thus be pivotal in the exhibitionโs visual identity.
Design Applications
Masthead Design
Typography: Develop custom typefaces inspired by Incan stone carvings and quipu knot patterns. Iconography: Integrate the Chakana or stylised representations of Inti to anchor the masthead in Incan symbolism.
Catalogue Spreads
Layouts: Employ grid systems reflecting Incan architectural precision, as seen in structures like Sacsayhuamรกn (Wikipedia, 2025). Imagery: Feature high-resolution images of artifacts, accompanied by narratives explaining their cultural significance.
Location-Specific Guides
Customization: Adapt the core branding to include local elements, such as regional maps overlaid with Incan motifs. Interactive Elements: Incorporate QR codes linking to augmented reality experiences or additional content, enhancing visitor engagement.
Material and Production Considerations
Textures: Use paper stocks that mimic the texture of Incan textiles or stone surfaces. Finishes: Apply gold foil stamping to highlight key elements, reflecting the importance of gold in Incan culture.
Digital Extensions
Website and App: Develop a responsive website and mobile application featuring virtual tours, artifact information, and interactive maps. Social Media: Create shareable content, such as short videos explaining the symbolism of the Incan trilogy or the significance of the Chakana.
Brainstorming
Pinterest board: Gold of the Incas
Pinterest, 2025
Thumbnails
Colour palette
Adobe color, 2025
Sketches
Design process
Final designs – Part 1
Inner Catalogue Spread, size: A3 to be folded in A4
Exhibition Poster, size: 18in x 36inCity-specific Guide/ map, size: 5.5in x 8.5in
Traditional approach
Approach and Coping Strategy
To pursue this brief, I would set some clear boundaries right from the start. That means Iโll explain the thinking behind my design choices, give the client a few carefully chosen options, and try to turn their feedback into something useful. I know that sometimes their frustration just comes from wanting to feel part of the processโso Iโll make sure they feel included, but I wonโt let them take over the whole project.
Part 2: Client Feedback and Response
Client Feedback (Wanna-be-designer):
โThe colour needs to look more luxurious and the size is all wrong.โ
The clientโs feedback was vague but assertive, typical of someone trying to impose a personal vision without design expertise. Rather than react defensively, I reframed the feedback: โWhat do you mean by more luxurious? Do you envision something shinier, deeper, more ornate?โ This led to a productive discussion where they admitted they liked the gold but wanted more gloss, which we could explore in print finishes.
As for the โsize being wrong,โ I asked for specifics. So, I adjusted the size to their required size. I added a grunge texture to the background to add some depth and authenticity also added a gold texture to the gold section to add to the luxurious feel. I also created a side-by-side comparison so the client could โsee the luxuryโ they had in mind.
In the end, I found a middle ground. I kept the core of the design intact but made a few surface tweaks to match what the client was hoping to see. It allowed me to finish the project with a design I was still proud of, while also making sure the client felt listened to and involved.
Final designs – Part 2
Mock-ups
Self-reflection
This project really pushed me, not just creatively, but in how I handle feedback and communicate under pressure. The idea of designing for a โwanna-be-designerโ client made the whole process feel a bit unpredictable, which actually turned out to be a valuable part of the experience.
From the beginning, I was excited by the richness of the brief. Thereโs so much depth in Incan culture: the symbolism, the materials, the history and I wanted to make sure I honored that in the design. I loved diving into the research; learning about the Chakana, the sun god Inti, and the meaning behind gold in Incan society gave me a really strong visual and conceptual foundation. It wasnโt just about making something that looked good; it was about telling a story through design.
One of the biggest challenges was definitely managing the clientโs feedback. Playing the role of the โwanna-be-designerโ meant dealing with vague or controlling input, which can easily disturb a project. I realises how important it is to create structure in those conversations, offering a few clear options, backing up my design choices, and guiding the client toward decisions that still align with the vision. That helped me stay in control without shutting them out completely.
What Iโm most proud of is how the work turned out visually. I managed to blend cultural references with a clean, modern design that could adapt across different locations. What I struggled with was the emotional side, feeling frustrated at times by unrealistic or unclear feedback. But honestly, thatโs part of the job, and this assignment reminded me of the importance of patience, flexibility, and keeping a cool head.
Moving forward, Iโll take these lessons with me. Good design is more than just aesthetics, itโs also about communication, empathy, and being able to pursue without compromising your values. And in the end, finding that balance between collaboration and creative control is where the real growth happens.
Knowing what you know now, having developed the skills and confidence through your studies and further refined your personal design process, how might you approach an earlier exercise differently? Revisit any of the work you have completed at level 1. This might be a book cover design, a brochure or some of your first experiments with typography. Try to select an exercise where you have a complete learning log entry and access to your working files and process work. You may select an exercise you really enjoyed, one that you didnโt understand at the time, or you may decide to select an exercise that you would like to improve for your portfolio. Critique your work. Be honest with yourself and also be kind, your early work is not a reflection of your current skills and abilities. The perspective you have gained since you completed the first version of the project will inform how you proceed with this exercise. The goal is to push boundaries, take your work further, and demonstrate how your creative process has matured. Based on your critique, select the option that will best enable you to take creative risks with the work and evolve it beyond what you initially thought possible. Option 1: Scrap it and start over. With this option you go back to the brief and start with a completely new set of ideas, developing the work from the beginning. Option 2: Salvage and refine it. With this option you work with the existing files and continue towards the concept you had initially set out to achieve. You might make adjustments to layouts, colours, or typography but the core idea will remain. Option 3: Pick and choose. With this option you might keep some elements and completely replace others. You may return to a thumbnail sketch that was unfinished or you may dismantle the final layout and keep some elements. Once you have critiqued your work and designed the new, updated, or revised version, compare the exercises side by side. Reflect on how your process has changed and what you have learned since your first attempt at the exercise. Include this reflection in your learning log.
Selecting an Exercise to Revisit
I started by selecting a project from level 1 that I found challenging or less satisfying upon reflection, Magazine illustration. For this project, I didnโt fully understand at the time would be particularly interesting because I could now apply more developed insights to enhance it.
Critiquing the Original Work
Looking back at this magazine illustration project, I can see there were a few things that worked and a lot I could improve. I think I got the theme across quite clearly, the chaos of a childโs messy room as a โdisaster at homeโ, and I liked using Procreate and experimenting with different textures and colour palettes inspired by real natural disasters. Including the character from my previous exercise gave the piece some continuity, and I enjoyed developing that part. However, I really struggled with the composition; it felt too busy and overwhelming, and I donโt think the final piece was very visually strong or creative. The characterโs reaction sometimes got lost in all the mess, she looked like she was just stuck on top rather than part of the scene. I also felt limited by the concept, I went for a literal take on โdisasterโ and wish I had pushed myself to explore more unusual or metaphorical interpretations. Next time, Iโd like to simplify the scene, focus more on the storytelling, and not be afraid to experiment with different ideas right from the start.
With my current skills and confidence, I would consider how I now approach design: I feel that the projectโs core concept needs a complete overhaul, I would start from scratch, keeping the brief in mind but aiming to develop a fresh set of ideas. This would give me the freedom to explore new creative directions without being constrained by the initial design.
By redoing this exercise, I want to take everything Iโve learned so far and create a piece that feels more honest, refined, and true to where I am now creatively. Iโm hoping to move beyond the struggles I had the first time and make something that really reflects how much Iโve grown, both in terms of my skills and how I express ideas visually.
Brief
A magazine wants an illustration on one of the following topics: Lost – Disaster – Discovery – Guilty secret They want an illustration based on a still life. You have the freedom to select the items for the still life and are given creative free rein. The rest of the content, the method you use to produce it and the colours you use are all for you to decide. What to do Working at a maximum A3 size, produce a well-observed, objective drawing of your set up. Consider the materials to use and do thumbnail alternative compositions to explore variations and formats. Allow yourself to distort your drawing to convey the essence of the word. Each decision you make โ choice of subject, arrangement of subject, placing of subject in the frame, choice of media โ should contribute to the overall description of the theme you have chosen. Either trace, scan or photocopy this drawing and then do a tonal version of it. You may choose to totally eliminate the line from the drawing or to build tone around it. At this stage you may wish to introduce a character or be more specific about a location to suggest a narrative. Alternatively you may continue to work with and modify your original still life. Create a line visual that should communicate clearly the final artwork. Take this visual through to final artwork.
Choosing the Theme
After reflecting on the potential of each theme, I chose โLostโ for its narrative potential. I could choose objects that tell a story of someone whoโs been missing or searching, like pieces of a forgotten life or memory.
Setting up the Still Life
Lost in Time
Pocket watch, sand watch, old calendar pages, dusty book, broken clock, faded photo, old hat, candle, old glasses, key, flower
Google images, 2025
Inspiration: Surrealism
Pinterest, 2025
Thumbnail
Drawing the Still Life
Introducing a Narrative Element
This still life tells the story of a man who was lost during war, someone who left home full of purpose, but never returned and his fate left unknown. The melting pocket watch once belonged to him, now warped by time and memory, symbolising how the truth of what happened has eroded over the years. The torn calendar page, frozen on the 13th, marks the day he was last heard from, a letter that never came, a knock that never followed. His photograph, faded and cracked, is one of the only things his family kept close, while the worn book represents the journal he carried, its final pages empty, stories never written, a life interrupted. I imagined these objects floating on the edge of a swirling void, representing how war not only takes lives, but also leaves behind unanswered questions and emotional absences. With this image, I wanted to reflect on how time doesnโt heal all wounds, sometimes, it just buries them deeper, leaving loved ones to piece together fragments of someone who was never truly found.
Design process
Freepik, 2025
Final Design
Self-reflection
This piece, โLost in Time,โ is my attempt to express the surreal and abstract feeling of time slipping away. I wanted the melting pocket watch to be the central symbol, representing the distortion and fragility of time, and the torn calendar page marked with the number 13 adds an uneasy, unlucky feeling that ties into the theme of lost moments. The swirling black void in the background was meant to create a sense of being pulled into the unknown, as if time is collapsing or disappearing altogether. I tried to guide the viewerโs eye through the piece, starting with the large watch and moving down through the smaller objects, an old book, a worn photograph, and another watch, all of which I chose to represent memory and things left behind. I used warm, cracked textures and a muted palette to give everything an aged, almost forgotten quality. If I were to develop this further, I think including a more personal element, like a handwritten letter or a childโs drawing, could make the piece feel more emotionally connected. Overall, Iโm proud of how this artwork turned out, it feels much more intentional and aligned with my creative vision compared to my earlier work.
Resources
Freepik (2024). Damaged grunge texture. [Image] Available at: https://www.freepik.com/free-photo/damaged-grunge-texture background_160868982.htm#fromView=search&page=1&position=12&uuid=f562e391-1a07-454b-b244-411ff17c501a&query=cracked+texture (Accessed: 15 May 2025).