Joshua Gray Photography Logo

“I would like to commission you to design a logo for my photography business. This logo would be used on my new website and perhaps as a watermark on my images.

I would like a fairly simple and easy to read logo. My photography is mostly based around nature so I would like it to fit nicely with the subject matter.

If you could give me a quote for your services that would be excellent, thank you.”

As this was a relatively open brief, I started by exploring the different directions I could take the logo in using markmaking and brainstorming. I decided to go down the ‘wildlife’ route as I felt using the copy ‘Joshua Gray Photography’ would give a more professional appearance, and that it would not need to be reinforced with the imagery of the logo itself.

Final Logo:


I chose serif fonts to make the logo appear elegant yet professional, as this fits the general theme of the logo. I also included small hints at the nature of Joshua’s photography in the silhouette of the fern leaves, however I didn’t want these to be the main focus of the logo, only to accentuate the overall brand mark.



I chose to use a different typeface for the watermark, as I wanted something simple yet elegant that clearly showed Joshua’s initials. I created a ligature from the two letters, as I felt it created a more cohesive design.

The logo and watermark I created are currently being used on Joshua’s website, which can be seen here. 


Stage 2. Mars One Project

The Brief;

Research the Mars One Mission and take into account people’s opinions with regard to the social and cultural issues that this exploration will raise. The planet will require a unique and memorable brand that would be appropriate and applicable to that of a newly inhabited planet.

A promotional campaign that communicates the rational of this colonisation and articulates the progress of the mission could be one way of promoting the planet’s brand and desired identity.

You will need to think about the applications that are relevant for this ‘destination brand’ and how you instil a sense of belief about the environment. How will you also set the rules; a manifesto, law or religion might be part of your overall story.

You can find out more about Mars One here.

Issues to address:

Mars One aims to create a human settlement on Mars, by sending individuals to the planet in small groups. This offers an amazing and unique opportunitiy to said individuals, with the chance to create a new life on the planet, giving them a fresh start. While sending individuals to Mars may be more practical in the beginning, in the long run it would be more beneficial to send families, introducing already established relationships etc to the colony.

Currently a vast majority of the applicants will be under 50 when they first arrive on Mars, leading to a young population. By providing the opportunity to families to make the trip, it would encourage older generations who may not have wanted to leave their families behind.

With the chance of more people also comes the issue of resources; in solution to this the company could terraform the planet, using existing science to ‘heat up’ the planet, which would lead to water accumulating and the atmosphere becoming breathable, meaning less resources would have to be sent from Earth.


Phoenix Aeronautic Enterprises

Phoenix; rising from the ashes, rebirth, reflects terraforming and bringing life to the planet
Aeronautic Enterprises; loosely explains area of buisness that the company is in, ‘Aeronautic’. etc


After expermenting with various approaches to the brand mark I decided to use the wings element of the phoenix, representing the name of the brand within the logo itself. (The wings also hinting at ‘travel’ and flight ie. space flight). I positioned them so that it almost looked like they were embracing something, a caring gesture, often related to family. I also kept them open, hinting at the open nature of the opportunity the brand would be providing; giving families a new chance and opening up new opportunities for them.


Giving families a fresh start.

I wanted the slogan to be simple so that it conveyed the aims of the company and project straight away.

9 v2Brand mark in context


Because my idea of a ‘fresh start’ and a ‘new way of life’ is reminiscent of the idea of ‘the American Dream’, I wanted my posters to have a ‘vintage/retro’ feel to them, similar to those that were used for advertising in America. While I wanted my posters to appeal to families, I also wanted to include small details so that it was clear that the place in the image wasn’t Earth, I did this by changing the colours of the ground and adding 2 moons. These elements should help make the message clearer, while also drawing attention to the posters themselves. I also included the brand mark and slogan below the poster.


Tired of city life? Enjoy the beautiful scenery of Mars.
Looking for a fresh start? Discover new opportunities on Mars.


Posters in context


I decided to create a Television advert to go along with my posters, as I felt it was a good way to get the message across in more depth. I used a collection of clips I had gathered from various sources (as due to the advert being about Mars I had no way of gathering primary footage).

The music I used was a copyright and royalty free track by a musician called Ross Bugden.

Comedy Society- Panel Quiz Show

The Brief:

The brief for this work is to produce a television show logo. The show is a multi camera panel show shot in a TV studio in Harrow. It is comedy based, topical, and live in front of a studio audience.

We’re looking for a play on quiz in your face sounding like ‘jizz in your face’ so we’re looking for like a splat effect if I can put that any more plainly. We would also love to have a newspaper montage much in the style of Russell Howard’s Good News or Have I Got News For You.

-Adam Bloom, Westminster Comedy Society

As this was a pretty simple brief, and the client had a very clear view of what they wanted the end result to look like, it didn’t take me long to pull some ideas together. After a relatively quick process of initial sketches, translating those into digital form and refining it, this was the end result. I chose to keep just the word ‘Quiz’ within the ‘splat’, drawing the emphasis of the logo and also making the play on words more apparent.




The Brief:

Designers are often asked to peer into the future of where a brand could go, not only through the evolution
of its core visual and 3-dimensional equities but also in how far the idea could stretch.

Wanting to see the full potential and opportunity for a project, clients will ask to have a wide range of ideas across the evo-revo scale and this project will explore this issue. 

Select one of the brands given below and produce a wide-ranging sweep of ideas. Consider how the visual and physical equities could be developed, from the tiniest of tweaks to the most extravagant and wild gesture. Uphold the core principles of the brand / product and if possible try to strengthen, challenge or give greater meaning to it’s core ideals.

1. Heinz Baked beans in a tin
2. Mars bar confectionery
3. Volkwagen Beetle
4. Spam in a tin

I chose to develop ideas for Heinz Baked Beans.


‘Beany’ hats


‘Beany hats’ given away in a promotion; codes given out on the back of tins can be entered onto a website, when 5 codes have been entered the customer can order their free Heinz beanie hat.
The hat reflects the idea that Heinz baked beans are the classic comfort food, and are mostly eaten in cold weather; the hat emulates the warm, cozy feeling gained by eating Heinz beans.

Middle of the Road;
Heinz ‘Beans on Toast’ Dunkers


A snack version of beans on toast, using melba toast instead of toasted bread to increase shelf life. A self-heating element beneath the beans, activated by a button underneath (using the same chemicals etc that are used in self-heating coffee).
The product reflects Heinz Beans’ history of being a convenience food.

‘Guerilla’/Street Advertising using Public Fountains

fountain sketch

Make a public fountain in a town or city centre resemble a bowl of baked beans by adding orange dye to the water, and inflating orange balloons. The outside of the fountain would be covered in a green/blue piece of material to resemble the Heinz Beans tin. After a certain period of time the public would be invited to pop the balloons which contain vouchers/freebies.


The Brief:

To develop a brands narrative across a series of challenges. Explore how to
amplify and edit the core values of the given company and its products.
Start with a company statement and overarching myth; use this to establish and reflect a tone of voice
with relevance and accuracy. Work on a series of different approaches before fine tuning and moving on.

Choose one of the following companies outlined below and reflect their given values
through devising a brand name and 150 word ‘brand myth’. This story may contain highly factual material or
be completely made up. It may reflect history, ambition, politics or other criteria that at the end of the day,
create a completely believable story.
1. Drainage company; Fast, efficient, no job refused
2. Ethical food company; organic, taking a stand, field to fork conscience.
3. Economy airline; no frills, cheap, safe, bus
In the second phase, come up with product names for each, supporting slogan and short
paragraph describing its point of difference;
1. The Drainage company are launching a DIY drain unblocking liquid
2. The Ethical food company are developing an alcohol training drink for teenagers
3. The Economy airline are launching a sub brand to tap into the space tourism market

Final Solution:

Chosen Brand: Ethical Food Company

Brand Name: Kowse Gardens 
(Kowses- Cornish; Inward thought/conscience/conviction.)

Final Brand Myth:

At Kowse Gardens we’re passionate about celebrating 2 things: our products and our history (any excuse for a party). Like every good rags-to-riches tale, our story starts with humble beginnings; a rainy Cornish morning in 1983, a local farmers son loads up his market stall with his locally grown produce, dreaming of a day when he’ll own his own organic store. His idea is simple; to provide sustainable produce that has the appeal of supermarket products; but is also ethical and sustainable. 

After years of hard work and boring paperwork, his dream was recognized. While we may have expanded, our ideologies are the same, and are still the driving force behind everything we do. Even down to our name, which translates as ‘Conscience Gardens’.

For 30 years we’ve been providing sustainable products that can be traced all the way from the farmers field to your dinner table.

Brand Product: Kowse Gardens’ Forbidden Fruit Sparkling Cordial Liqueur

“We’re making the Forbidden Fruit more attainable”

‘Forbidden Fruit’ is a 3% ABV Organic Sparkling Cordial Liqueur, targeted at 14-17 year olds. The idea behind the product is to encourage responsible drinking in a safe or family setting. By allowing a teenager to drink in a safe environment, you are removing the ‘Forbidden Fruit’ element of drinking, and not allowing alcohol to turn into something that is idolised. In this way, if implemented correctly, Forbidden Fruits can help train teenagers to drink responsibly and make more mature decisions in regards to alcohol. While the name is appealing to teenagers, it also helps to get our message across to concerned parents, and represents what the product stands for.


The Brief:

Understanding our audience is essential if we are to produce relevant and meaningful design solutions and
this project is designed for you to come face to face with a given market group. By exploring an audience
photographically you will begin to consider the finer points that effect how we view a type of person
or consumer. How you look, point of view, eye contact, clothing and location give a sense of attitude,
confidence, frailty; in essence, how are a series of values or aspects of identity communicated in an instant.
In this project you will be exploring street portraiture in order to capture a truthful image around a set target
audience. You should ideally use a digital SLR but if not, other cameras or phones may be possible.
You need to choose an audience type from one of the following and take a series of images before they are
edited down to a final choice.
1. Urban youth,
2. Mature workforce
3 Real Cornwall.”

I chose ‘Real Cornwall’, and carried out 2 separate shoots during the week. I wanted to focus less on the tourism side of Cornwall and capture the side of it that people don’t usually see; the everyday people who live and work in Cornwall all year round.




Final Image:

I chose this image as I felt it portrayed a really strong sense of the subjects character. I like that the subjects manner doesn’t seem posed or awkward in any way, and that he has a very natural expression. Because of this I think the subjects personality showed through more in this image than the others I had taken.PRINTalt1

Stage 2. 1 week briefs. Week 1- Brand Language (Icon)

At the start of the new academic year we were set a series of 1 week projects. Each week we would be set a brief for the 2 sections of the course; Consumerism and Typography, which would run alongside each other.
The Brief:
“Brands are often made up of a complex set of values, carefully developed to make them relevant for a
particular audience and time. As a designer, ‘decoding’ the existing values or building blocks of a brand
can be confusing, as we try to understand the semiotics and meaning behind image, colour, sound and
smell; to give us insights, the point of difference and a unique story or ‘selling proposition’. The process
ultimately looks to distilling information down to an ‘essence’ of the brand. By creating mood-boards, word
maps, talking to user groups, visiting the ‘source’ (amongst an array of other research methods), the whole
universe of a brand can be revealed.

To really ‘get under the skin’ of a brand can take a long time or in industry, revolve around a large team.
Therefore we are asking you to think about yourself as a brand. What is your unique point of difference and
how might you communicate your core values to an audience of your peers.”

We had to choose 6 words that described us and create an icon based on a few, or all of them. My words were:
Pedantic, clumsy, ditzy, organized, perfectionist and polarized.

Screenshot_2014-09-28-12-07-34 IMG_20140928_121843   IMG_20140928_165324I chose to use a china ornament so that I could easily break and reassemble it (to reflect the value ‘clumsy’), I chose the bull as my star sign is Taurus (the bull) and it had intricate details on one side, which I thought reflected the ‘pedantic’ element. I also coloured half in solid black to reflect ‘polarised’ (as in polar opposites), and was careful when glueing the pieces back together, to try and show the ‘organised’ element.