VDIS10022 Advanced Graphic Desgin Studio - Lecture 4 - From Brief to Final Outcome

VDIS10022 ADVANCED GRAPHIC DESIGN STUDIO Lecturer: Rachel Hawkins
VIRTU DESIGN INSTITUTE
LECTURE 4:
FROM BRIEF TO
FINAL OUTCOME
- AGDA CASE STUDY -

VIRTU DESIGN INSTITUTE: ADVANCED GRAPHIC DESIGN STUDIO - VDIS10022 2
FROM BRIEF TO FINAL OUTCOME
Like water flowing down a mountain side may take several routes to reach the ocean, designers may take just
as many different approaches and thought processes to reach a design outcome. No one outcome will be the
exactly the same and there is no right or wrong answer. Design is an objective process.
In guiding this objective process the design brief is one of the foundations upon which a successful design
project is built. It is a fundamental communication channel for the designer and a clear consolidation of the
project’s objectives and desired outcomes. We use the design brief to understand client goal, the scope of the
project and issues that may arise. We also use it as a tool to clarify the need and direction of the project and
how its success will be measured.
Most importantly, the design brief ensures that all parties understand the objectives, audience, and expected
results of the project from the outset. In many ways the brief is the blueprint that leads us to our final result.
Process is the key to producing effective design work efficiently.
If simplified there could be just 7 fundamental steps, for example;
1. First Meeting, 2. Design Brief, 3. Costing, 4. Design, 5. Approval, 6. Final Artwork, 7. Production
THE BEST WAY TO TRACK A DESIGN PROJECT FROM BRIEF TO FINAL
OUTCOME IS TO LOOK AT CASE STUDIES OF REAL WORLD DESIGN
PROJECTS AND THEIR CLIENT SPECIFIC OUTCOMES.
This lecture will present a case study on the AGDA rebrand released in March 2014.

THE
CLIENT:
AGDA
Australian Graphic Design
Association Limited
(AGDA) is the peak national
organization representing
the Australian graphic design
industry.
With more than 2,600
members distributed
throughout the creative, visual
communications, applied
design and technology
sectors, it is dedicated to
advancing the profession
through an interrelated
program of state, national
and international activities
in education, advocacy and
professional development.
AGDA is a lead member of
the International Council of
Graphic Design Organisations,
forming a global network of
187 member associations in
56 countries and consultative
status with UNESCO, UNIDO,
ISO and WIPO.
AGDA was founded in June
1988 by a small, dedicated
group of Melbourne-based
designers. Fifty designers
from across Australia marched
into history when they
joined together on stage at
the Mildura Conference to
symbolise their solidarity
and commitment to its
formation.

THE
PROB-LEM:
Prior to the Australian Graphic
Design Association (AGDA)
restructure and rebrand, the
organisation counted 2,600
members across nine state based
chapters.
The association was widely
perceived by the industry as behind,
corporate and closed off. The
association needed to transform
itself into the new digital age and
be fully open to new technology,
new opportunities, new ideas and
of course – new members. As well
as open to new disciplines – such
as digital design, motion design,
writing for design and branding.
To understand the problem
further, AGDA and Interbrand
commissioned a national survey
that was sent out to designers and
studios of all shapes, sizes and
disciplines across every state. They
were asked what they thought of
the organisation and how it could
be improved.
Resulting from the survey, AGDA
members voted overwhelming in
favour of a new constitution (96%
yes). This means that while AGDA
retained its not for profit status, they
made a lot of changes to the way
things were run.
AGDA has undergone a complete
organisational restructure, moving
from a state based set-up to one
national organisation. A National
Board of Directors has been formed,
with financial control and planning
centralised. This means AGDA can
make better decisions more quickly,
while being far more transparent
and efficient.
As a final step in AGDA’s
transformation, they needed to re-invent
their branding and image as
the ‘New AGDA’ to promote the
organisations new structure, mission
and attract new members.

AGDA
BRANDING &
COLLATERAL
PRIOR TO
MARCH 2014

THE
BRIEF:
( S I M P L I F I E D )
The rebranding and
repositioning of the Australian
Graphic Design Association
(AGDA) was to change the
perception and feeling around
AGDA. From an association
perceived as behind, corporate
and closed off. To one fully
open to new technology, new
opportunities, new ideas and
of course – new members.
To develop a concept to
refresh the already established
AGDA brand and create
innovative ways to connect
with its members.
Create a new strategic brand
platform and brand identity
framework to help make sense
of the changes and add some
much needed cohesion around
communications.
The new brand should reflect
a balance between unity
and diversity, and promote
connection.
The was to be a focus on
creating ‘One AGDA”, moving
from a state based set-up to
one national organisation.
The idea was to keep the core
brand elements ‘timeless’; to
resist the urge to make the
identity too ‘trendy’ or ‘cool’.
That way, there is space for
other designers to be more
expressive around the logo
and typography, but the core
elements can remain for years
to come. Therefore building
long-term equity for AGDA.

THE
DESIGN
AGENCY
Interbrand branding agency was
selected to design the rebrand for
AGDA.
Interbrand started in 1974 when the
world still thought of brands as just
another word for logo. When brand
agencies didn’t exist.
Since then, they have helped
change brands into valuable
business assets. In fact, they believe
brands can change the world.
Their branding agencies in Sydney
and Melbourne believe the only
way to do this is to have an idea.
Equal parts logic and magic. The
product of discovery, truth, bravery
and imagination. The undeniable
and unbroken thread that connects
everything you create, every
decision you make, every action you
take.
Ideas are their obsession. And it’s
this obsession that makes them
stand apart. It underpins the work
they create for our clients, their
businesses and brands.
www.standapart.com.au

THE
DESIGN
TEAM
Listed below are the key
contributors and people
involved in the rebrand of the
AGDA visual identity from the
Interbrand team.
Executive Creative Director
Mike Rigby
Creative Director
Ben Miles
Designer
Jo Roca
Motion Designer
Mike Tosetto
Photography
Tim Jones Photography
Copywriter
Lex Courts
Music Score and Sound Design
Rumble Studios

THE
NEW
LOGO

THE
NEW
LOOK

To help celebrate a new spirit of collaboration, over 100 original pieces of art were submitted by
designers, illustrators and writers in response to the question: what can Australian design do?
The posters revolved around the letter A, and were displayed side by side at the events.

THE
FINAL
OUTCOME
The rebranding, executed by Interbrand,
represents a seismic shift in the setup of the
AGDA organisation, as well as a fresh face that
better represents the diversity of its members.
ADGA has gone from being a state-based
organisation to a wholly united national non-for-profit,
bringing with this a new website that keeps
a finger on the pulse of design culture across
the country. AGDA has also teamed up with
international partners such as ICOGRADA, D&AD
and its American counterpart, AIGA, to help lift
the profile of Australian design internationally.
This rebrand speaks of all of these changes, but
does it in a rather clever and simple manner.
The new branding for AGDA contrasts against
the historical Times New Roman logotype that
has represented the organisation for so long,
and it highlights the message of unity and
cooperation that AGDA provides among its
members. The new logotype is an interesting
play on the letter configuration of the acronym –
bookended by two A’s, these letters are occluded
in the new AGDA logo – which, as was explained
to us on launch night, visually communicates the
‘opening up’ of the organisation to current and
future members.
Going beyond the logo, the true power of the
identity is in its application – the logo allows for it
to be joined together repeatedly in a typographic
pattern with other words, or “AGDA’s”, forming
a daisy chain of colours and letters that clearly
communicates the connected nature of AGDA.
As with the critique of any major design
organization, there are strong, positive and
negative feelings towards both AGDA and its
new identity. One point of view is that the design
solution is a simple and concise idea that takes
advantage of the “A”-sandwich of the name and
perfectly supports the idea of connection and
linking. It’s eye-catching in its cropped approach
and once you see the logo connecting with other
logos or words or as part of a phrase it works
wonders. The typeface choice — straight up
DIN? — could have been a little more inspired in
terms of finding something with a nudge more
character but, really, this is perfectly fine.
The new website was developed by Reactive and
Bravo! in Victoria.
“There are now more features and better
functionality, because we want to make sure
that members get more value out of it, more
often. Through the site we can help raise the
profile of Australian design, because we now
have a better platform to communicate to a
broader creative community.”
Tim Kotsiakos, Executive Creative Director,
Reactive.
“AGDA is the ‘connecting force’ that unites our
industry. It celebrates the things that make us
different and the things that pull us together. The
perfect balance, between unity, and diversity. The
logo connects at either end, representing a chain-link
of the industry coming together.”
Mike Rigby Executive Creative Director,
Interbrand Australia
“We’re not just talking about a new logo, identity,
or website, we’re talking about a fundamentally
‘new AGDA’. The new structure means that
AGDA can finally do what it’s really here for – to
support, connect, educate; and show the world
what Australian design can do!”
Mike Rigby, Executive Creative Director,
Interbrand Australia.
Watch the video to view the message behind the
new branding, but it also displays the many facets
and flexibilities of the new brand.
To sum up, Interbrand found an idea and they are
beating that drum consistently and successfully.
It’s a good-looking identity with a catchy structure
that has plenty of room to grow and transform
over the years.
SINCE THE REBRAND,
AGDA NOW HAS 15026
PASSIONATE MEMBERS
AND COUNTING!

REFERENCES
LINKS
Under Consideration
http://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_agda_by_interbrand.php#.VECLU9SUdbo
The new face of AGDA - By Chris Drabsch
http://drawcard.com.au/2014/03/22/new-face-agda/
Mike Tosetto Motion Designer
http://www.miketosetto.com/case-agda.html
Interbrand - Stand Apart - Launching One AGDA
http://www.standapart.com.au/index.php/launching-one-agda
Australian Graphic Design Association
http://www.agda.com.au/

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