Profile: David McDonald

David McDonald is a designer in Newcastle Upon Tyne, and recently conducted a talk which I attended.

The majority of industry talks I have attended so far have featured those still based at a design agency. Though David McDonald does have agency experience, working for the both highly influential agencies, Infinite and Gardiner Richardson, he prefers to work freelance and has since left both companies to pursue this. It was great to hear a different perspective and gain insight into the freelance world.

McDonald asked for client confidentiality. He did show and talk through some great pieces of his work, but I would like to respect his request and not relay the companies and identities on here. Instead, I'd like to focus on his advice.

"Ideas give you an identity. They need to be diverse, thats the key. You don't want to be known as a great designer, because anyone can learn to use a computer or to draw. You want to be known as a great problem solver."

McDonald stressed on the need for good ideas. Similar to Sarah Hanleys talk, he explained that we as designers need to be able to transfer skills into every direction and project. We need to be problem solvers, and be able to think for ourselves. Often designers are perceived as being "arty" and just being able to work a computer. I know that misconception has been thought of me when I explain that I am studying Graphic Design. But what the job description often misses out is the need for ideas. To be able to come up with great, fresh ideas which challenge and receive results. And that requires a lot of mental work.

It's not a job area you can switch of from. Ideas come in all shapes and sizes, at any and all times. McDonald spoke of one of his freelance jobs, where he was inspired by the building the company was situated in. He states that the answer was right there in front of him: and it was simple. Designers often overlook simplicity, but complex ideas hit walls. Simple ideas are everywhere, and can be built to be an unconventional approach. They unlock people, are easy to follow and recognise, and can create a cultural following.

The solution is always in front of you: it's always in the brief. In the years of my course I've often skimmed through the brief until I have a good understanding, and then I usually turn to the internet for research. McDonald mentioned that the internet is overwhelming. Yeah, it's a great place to be inspired, but we compare our work to what we see and we end up underestimating ourselves. And the majority of the time, what we need for the "big idea" is really in the brief itself!

He also spoke about getting started in the design field. Suddenly we are five weeks away from finishing the course, and its more vital than ever that we understand what steps to take next. As someone with 19 years experience, and who graduated from the same course I am undertaking, he offered some insight.

"I spent my first year working on my portfolio. It's difficult to get into design, and it's definitely not a quick process. It's a lot of hard work. But that being said, it was my sketchbook that got me to where I am now, not my finished, polished work. Industry folks want to see your ideas, not your laser sharp work, but it is good to show a mixture of both. If you include a finished piece, show examples of your scamps and brainstorms of how you got there, and it will translate more to those critiquing."

We need to position ourselves differently to the rest. Our portfolios need an identity, they need to be diverse. They need to be flexible. Design in Newcastle upon Tyne is a small, aging industry, as its becoming more and more about advertising in the city. So it's important to be you, and get across your openness, willingness to change and your fluidity as not just a designer, but a person.

You need energy. McDonald credits his energy for helping him fast track his position through Infinite. But with that energy, you also need to be 100% yourself. It's important that you don't head into an interview acting one way, to get the job and act another. Especially if you use social media and online platforms.

McDonald explains that a digital persona is extremely important in the industry now. It's a way of showing your interests before an interview, and employers do look. He said he wouldn't trust someone who didn't put their handles and URLs on their CV, especially in this day and age. But it's also important to use them sensitively, show your personality without ruining your image. Your language needs to reflect you, and be honest, but focus on putting across the best parts of you, and projecting yourself as well as you can, without watering down what makes you "you."

McDonald also spoke of knowing names of designers: and to send letters out rather than emails. "Getting mail is much more personal, because your presence is there in their hands. Emails are quick to skim through and delete, and theres little care about it because it's so informal and regular. Mail is still the way forward." And in those letters, we should never say, "I am looking for a job," but rather, ask for feedback. Every designer has been in our situation and they are more than willing to help, and even if you don't receive a job offer, you are bettering yourself and your work. Constructive critique in this business is extremely necessary, and it's also a play on their ego. It's also important to not focus on the level of designer: junior designers will be more willing to meet and help you get a position than a creative director.

Finally, McDonald stated that as a northerner, we have a great advantage in our field. Similar to what Founded said, we are outspoken and have quite a bold and daring attitude, and thats what makes us so different to London. We are not trying to be up and coming, and the next big thing: we focus on the customer, on the concept and making a connection.

McDonalds talk was extremely informative. Through showing us his designs, he allowed us to know he was credible and that he knew what he was on about: his advice following was really helpful. I'd say McDonalds talk was possibly my favourite out of all the industry talks I have been too, because now I feel a little bit more prepared. There's still the fear of what comes next, but that jump is something I need to take sooner or later, and I know a lot of what McDonald has said will guide me.

You can see more of David McDonald here.

Process: Typography Anatomy.

For my Editorial Design Application module, titled Process, I decided to look more in depth to the process of Editorial design itself. Something I wasn't very knowledgable on was the anatomy of typography, so using this module as an excuse to learn more in depth on the aspects of Editorial, I decided to create four posters: one on grid systems, typography, leading, kerning and tracking and the use of colour.

Though I understood the terminology of type, I didn't really know the definitions of the subject. I began to research into other typography based posters on pinterest and behance.

My initial idea was to create a collage using typography, similar to above. Unfortunately, I noticed that it didn't delve into the terminology, nor the meanings and I felt this was important to show. Scrapping my initial idea, I began to research beyond this and found the website, Typography Deconstructed. This was exactly what I wanted to create: showing things such as the baseline, cap line and mean line. I came across this due to their own examples of posters on behance.



Using this as my inspiration and also finding the body copy on the website, I created my own deconstructed typography poster highlighting the different terminology.



Using my module as a way of learning and experimenting with something I really didn't understand, I feel I have a better understanding of type in general. I feel this will come into play within my next year of university and aid my annotation also. I found it extremely interesting to see how much is involved in creating typography and font faces, and the characteristics that make typefaces diverse and different.

Recently Rejected

I kind of stumbled across this blog on one of those nights where you spend too long awake clicking link baits and find yourself on corners of the internet you didn't really know existed. I'm extremely glad I stayed awake that night to find this, though my body didn't appreciate it the next morning when I was awake at 7 for work.

Recently Rejected describes itself as a "curated graveyard of good and bad ideas, dedicated to unearthing previously unseen works by leading industry creatives." It features work by some of my favourite creatives, such as Craig + Karl and Leslie David.

We all know I love looking at curated blogs, seen in this post here. They are great for conducting research on: but recently rejected takes it one step further. What I love about the site is that it hits home that sometimes great work doesn't really hit the mark. Sometimes great designers don't hit the mark, and that's okay. As a student, that's something I find when my grades aren't what I expected, or what I wanted: but it's all a learning curve, and it clearly happens to the best of us.

Another thing I love about the site is that it shows the research and process of great designers, something that usually isn't in their portfolio. Not seeing them in their full, finished form, and seeing their workings out, sketches and research is really inspiring: I wish they published more of this in their portfolios. It feels more personal, you can see their thought process and it's a reminder that leading industry designers still use the same process as me. They still go through the good and the bad ideas, they still begin with hundreds of ideas and whittle them down to one, they still take that one idea and expand it until it's the best it can be. And they still get rejected. (And that reminder is nice when your struggling towards your deadline!)

This is definitely becoming one of my favourite websites. You can visit it here.

University Interviews

I recently participated in interviews to continue my degree at a university level and enter into my final year to complete it. I have been through the UCAS process three times now: my first experience, applying for English Literature, was a huge disaster. Going through changes in my life such as living away from home, moving schools and the addition of being a moody sixteen year old meant choosing the wrong A levels, rarely attending and being disrespectful towards myself, my teachers and my parents. My parents are supportive: there's no question about that, but when choosing my A Levels I was guided by many to steer away from the more artistic courses, though my sixth form didn't offer many. At the time I had decided I wanted to become a psychologist or teach English Literature, and therefore with a little push in the right (wrong) direction, my choices were made. Psychology, Chemistry, Biology and English. What I had failed to look into was the difference between my high school and sixth form: participating in MYP instead of GCSE meant I was far behind on two of the subjects, and had learnt a completely different curriculum to another. Choosing the wrong A levels meant I felt relatively stuck in terms of my choices for university, and I was unsure as to whether I even wanted to attend: I was miserable. After a long conversation with my parents and teachers, and a lot of debate and long nights I decided to defer my application for a year.

University had always been my dream: my dad was the only one in my family that had attended and recieved a degree, and I knew I wanted to follow his footsteps and make him proud. Taking a year out meant trying to get a job. When I eventually managed, it was a crazy concoction: working as a helper for costume characters, handing out flyers, working as a runner on fashion shoots and most importantly, working with a magazine. It was here I realised that what I had wanted to do all along was right in front of me: design. I rekindled my love for the creative process, and there lay my second UCAS application, to study a foundation degree in graphic design.

My experience with UCAS meant that my third application process was quick, easy, and almost effortless. On the other hand, I had only ever attended one course interview, for the foundation degree I am currently studying and therefore this element of the process was daunting.

My first interview was for a University which didn't offer a top up year. After emailing the course leaders and admissions guide, it was my understanding that the course allowed for entry into third year. After arriving at the interview and being issued a presentation on the course, it became apparent to me that this was not the case. The course differs quite vastly to the foundation degree I am undertaking: requiring you to choose a pathway in the beginning of your second year. This is the area of design you will study throughout the next two years. Within my interview my application for third year was almost immediately dismissed and I was told I could enter into second year only.

I began to consider this idea due to knowing which pathway I would choose: Editorial. This has always been the area I am most interested in. However, I do not want my portfolio to consist of one area of design and be limited for the industry.

I felt quite deflated after the interview and began to wonder if university was for me. Though I know I am not and do not feel ready to jump into the industry, the interviewers had been patronising and uninterested in my work and my plea, paying little attention to what I was saying about my work. When mentioning that I was currently creating my D&AD entry they explained my body of work was not at a standard they would expect of an entry. Whilst I understand it is important to be critical, the interviewers were quite dissuading and I was unsure as to whether I wanted to open myself to such again. After deliberation I decided to pick myself up from the experience which I can only describe as a complete disappointment, and continue on. As I mentioned earlier: coming out with a degree is important to me, and I know I am not ready for the industry just yet. Attending my next interview felt like the only option I had to progress: so biting the bullet, I attended.

This was in fact a completely different experience. After a brief presentation, we were guided around campus and handed leaflets about possible scholarships. I was then able to meet with the course leader, who explained the way their course worked and looked through my work. Though offering criticism, he described my work as raw and natural. I was made to feel comfortable, and during my interview the sole attention was on my work and how the university could benefit my style.

I understand that universities do need to be tough: with such a high amount of applications, the interview process is there to determine whether a person is suited to such a course. I do feel that an interview is also in place to allow the student to determine whether that university is where they should go. The education environment is competitive, and each course is fighting to fill their student spaces and hold a great reputation for not only the grades, but also the student life it provides. After speaking to a few students on different courses, though the university I interviewed for first had a better reputation than the latter, it's reputation for student life and treatment of those on the course was not good. Therefore, I believe that the course I have chosen was an easy choice to make: it will aid me to create a more diverse portfolio, and I also felt comfortable with the creatives I met, which I think is quite important when studying a creative course. I need to be able to place my trust in those teaching me: that they are trying to help me get to where I want to be, and also criticising me for the right reasons. With a lack of trust in those areas, I will not enjoy and be motivated during my final year.

The university process is difficult. Many of my classmates through A Levels dropped out within the first year: others came away from their degrees with low marks and little interest in pursuing. All aspects come in to play: choosing a subject at a young age to focus on for the next three years of your life, whilst going through huge changes in your personality and life. The course needs to be enjoyable and keep your interest and passion throughout, and those who are teaching you need to be trusted and hold confidence in themselves and you, whilst you hold confidence in them. With all that in mind, I am positive I have made the right choice continuing my degree and continuing it at my chosen university. I have never felt more motivated and excited for the future and all to come.

Pinterest Picks.

The top middle image, featuring the dynamic flower packaging from Blomrum, shows the companies innovation. I think the brown packaging is on trend and is a really simple way of carrying flowers to their destination safely.

Recently I have been really into typewriter fonts paired with sans serif fonts, as seen in the bottom middle image. Madewell have quite a visually stunning brand.

Finally, the bourbon bottle to the right of the image is charismatic and utilising it's namesake within the bottle, using constellations as a decoration.

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Workspace Inspiration.

Up until recently, I spent the majority of my time creating, on top of my bed or on my sofa. I didn't have a 'space' which I could really call a workspace, and I feel this was quite a big issue. I think having an area which is solely dedicated to work is important. It's difficult to distinguish when you are or need downtime when you don't have a separate area, and sitting on my bed was not the most comfortable (hello back problems from slouching over a laptop!) There were so many other distractions: and it got to the point where I felt I needed to buy a desk. So with some rearranging, I found a space and I headed to Ikea and got myself a little workspace.

So far, my new little friend is pretty empty. My sketchbooks, portfolio and laptop currently live there, but I want to create somewhere where I can feel inspired. So with the help of Pinterest, here are some lovely workspace goals.

 

I absolutely love the white space in this home office. It's quite the messy organised which really matches my own cluttered chaos.

This desk is quite similar to my own: and with my final year of university drawing closer, I've been thinking of investing in an iMac to work alongside my laptop. I think the sheer size of the screen will be easier to work on, and I also think that having a "work" computer would really help to keep my mind focused on my task. Ps. I think a garden centre trip is in desperate need. I absolutely love the idea of having plants around me to keep me company. (Maybe succulents only: I'm not sure I can commit to anything less self-sufficient!)

Something I am desperate to invest in is some artwork. I currently have Starry Night by Vincent Van Gogh above my desk, but I love the use of different sizes and frames to create a kind of "inspiration" wall. Its quite reminiscent of the Pinterest home page, don't you think?



I recently invested in an instax camera, and have absolutely no where to place my images. I think this would be quite nice, a personalised bunting! And it also would give me a great chance to finally find a use for my washi tape.

Now lets face it: I don't really have the space for anything like this. Yet. Just look at how beautiful this space is! Can we say, this is the ultimate goal? I mean, maybe in a few years time.....



This little beauty has been on my mind since my first visit to ikea for my desk. I think it would fit nicely underneath, and would be a nice way of decluttering the desk itself of pens and pencils, and files and sketchbooks. And it has wheels! If that's not beneficial, I don't know what is.



The reason I have added this photo in is because my mind is currently obsessed with anything copper. And I've seen similar pots in h&m home that look quite dreamy.

Finally, the room in which my desk lives in has quite a dark colour on it's walls. Far from the white walls of the first image! So I felt it fitting to add this beautiful workspace to the mix.

As mentioned earlier, it is really important to distinguish an area away from your other living areas in order to get your head in the right state of mind and really focus on what it is you need to do. So, I think soon I'm going to hit up the high streets and Etsy and find myself some pretty prints, plants and lots of copper pots to house all my stationary!

Editorial Design Applications

In my last module I set myself a target for this module to use Illustrator within my project. I used illustrator within my Alternative Techniques module, but not enough to feel more confident with the program. Therefore it's necessary to continue to grow my skills and continue using the program as much as possible. Editorial Design does not really require this use, so I will need to find some way of integrating it. Below I have created a SWOT analysis to evaluate my progress so far, and where I would like to be following this module.

Strengths
I believe InDesign is a strength as I feel confident when working on the program. I also believe my idea generation has become a strength due to my sketchbook work at the beginning of the year, and therefore I feel my project will be stronger when compared to last year’s Editorial creation.

Weaknesses
Again, I want to use illustrator and expand my skill set on the program whilst I still have the opportunity for help through experts, such as my tutors. I believe Illustrator is still a weakness of mine. Researching and creating my own body copy is something I have found difficult in the past, but I would like to create something quite interesting and therefore my research is an important step.

Opportunities
The brief has been set to be quite open, allowing me to choose my own creative directions alongside the subject matter and content. I feel this is the opportunity to experiment with something I wouldn’t usually, such as creating posters or cards. The brief allows me to deviate from what I usually perceive to be “editorial design” such as a brochure or magazine spread, and is reliant solely on the use of a grid system and layout.

Threats
Computer malfunction will be a threat so it is important to back my work up regularly. Time management and organisation is a threat to this module as it includes research, idea generation, collating body copy and the creation of the final outcome so it is necessary to create a plan to follow. As this will be created using InDesign, saving the files correctly is essential. Packaging files will mean the threat of losing and misplacing images will be reduced.