In Real Life is a design show hosted by York/Sheridan Program in Design that makrs the end of the 4-year long academic journey. This event is also a celebration of conquering critiques, earning our degrees, sharing the awesome projects us students have made with each other and the public, and marks the start of a new chapter as professional designers.
I had the pleasure to have been selected and take part of developing the brand for my graduating year, 2019. Creating and developing the brand was the first step in the year-long process (September 2018–April 2019), in addition to working with other teams to create the grad show. This is a case study that showcases the process of how our team developed the brand for the YSDN 2019 Grad Show 'In Real Life'.
School Project, 2019
Research, Brand Strategy + Identity, Conceptualisation, Strategy Co-Director
Jay Lintag, Zachery Eng, Mirabelle Wang, Melosha Ratnasingham, Olivia Rohner, Daniel Kim, Chayoung Lee, Soomin Chung, Lucy Park, Katrina Kuzyk, Isaak Man, Ajay Patel, Melissa Coulbeck
Digital + Print Content Team, Social Media Team, PR Team, Web Team
Illustrator, Photoshop, InDesign, Sketch, Lightroom, AfterEffects
Grad Show Photography by Zachery Eng
The In Real Life brand highlights the realness of who we are as designers and people through. Often times, designers are seen and masked over to portray a serious tone leaving our human and personable side in the shadows. Thus, embracing a copy-driven dynamic identity that encourages creativity and provides endless individual personalization through the use of playful and witty statements—relatable and enjoyed by designers and the public—by labelling ourselves, giving a better idea of who we are as designers and fellow human beings.
Through IRL, we wanted to create an environment where authentic human relationships are made between the graduates and the public, encouraging our audience to experience grad show in person meeting both the professional designer and the relatable human. Thus, brand applications were collateral in which we were able to interact in the physical and/or digital space.
The event was held over the course of 2 days at Free Space in downtown Toronto. It was such a rewarding experience to see how the brand came to life within the physical space and how the brand interacted with the graduates and their projects as well as how the public interacted with the brand.
The team began our process by individually and collectively conducting research: determining our target audiences and using the SWOT analysis method to analyse and observe previous grad shows, events, campaigns nationally and globally. These were important steps for our team to take as it laid a strong foundation for the brand values. It also helped us understand and determine how we wanted to define ourselves, as well as deliver, convey, and represent ourselves through the grad show brand.
Phase 1: Research (competitive)
Phase 2: Conceptualization 1
Phase 3: Concept 1 exploration
Phase 4: Filteration 1
Phase 5: Concept Finalization
Phase 6: Selected concept exploration
Phase 7: Refinement
Phase 8: Finalization
[More coming soon].
© Livia Widjaja 2020