Visual CommuncationsRed Dog08•04•13

Sinead Kruis

Contents

1 The Company

2 My Role

3 What I learnt

4 Conclusion

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1TheCompany

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Red Dog Design, founded by Mary Doherty in 1993, is a creative design agency based in Dublin and has expanded with a studio in New York.

In Dublin alone the studio consists of 13 employees. These consist of Graphic Designers, full-time and part-time, Creative Directors, Project Managers, a Studio Manager, an Account Manager, a General Manager and an Office Administrator.

Red Dog are multidisciplinary producing work from brand identity to print and digital media. Their clientele consist of many high profile clients both national and international such as Concern Worldwide and Irish Aid. By choosing their client wisely it results in high quality, award winning work.

They are a studio with character who like to make their followers and clients smile with a variety of their own charismatic self promotional work. They work alongside other artists and product designers to create unique pieces for Red Dog The Store.

“Powerful Ideas, Powerfully Executed”

Red Dog Design, founded by Mary Doherty in 1993, is a creative design agency based in Dublin and has expanded with a studio in New York.

In Dublin alone the studio consists of 13 employees. These consist of Graphic Designers, full-time and part-time, Creative Directors, Project Managers, a Studio Manager, an Account Manager, a General Manager and an Office Administrator.

Red Dog are multidisciplinary producing work from brand identity to print and digital media. Their clientele consist of many high profile clients both national and international such as Concern Worldwide and Irish Aid. By choosing their client wisely it results in high quality, award winning work.

They are a studio with character who like to make their followers and clients smile with a variety of their own charismatic self promotional work. They work alongside other artists and product designers to create unique pieces for Red Dog The Store.

“Powerful Ideas, Powerfully Executed”

RedHotTop Drawer The Store

By Paula McEntee for the ‘Drawers’ exhibition by the Illustrators Guild of Ireland.

A seasonal update about what Red Dog have been up to.

Limited edition, handmade designs created by Red Dog and other designers.

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IdentityAnnual Report Campaign

One of their many Annual Reports designed for Concern Worldwide.

Logo and branding design for Ireland’s 2013 EU Presidency.

An element of a national awareness campaign for Haven, an Irish charity.

2MyRole

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My Work Placement with Red Dog required me to work on a number of projects ranging from research to print pieces. Clients included;

• Save the Children• Insurance Institute of Ireland• SSEI• Davy• Foróige• Red Dog The Store

My Work Placement with Red Dog required me to work on a number of projects ranging from research to print pieces. Clients included;

• Save the Children• Insurance Institute of Ireland• SSEI• Davy• Foróige• Red Dog The Store

My Role

To learn, in depth, about the client, the project and its requirements through examining the brief and all information supplied as well as their website and previous campaigns.

Research:

• US paper formats and standard US envelopes.• Formats and folds that would enhance the concepts.• Infographs and infograph styles.• Sophisticated and clean styles suitable for the target audience.

I brainstormed a range of suitable concepts which I later passed on to another designer so she could also produce a design piece.

It was necessary to choose the information that was of importance in relation to my concept and how that information would be read. This information was also translated into infographs. I ensured the tone and personality were appropriate for the target audience.

I made up my prototype and photographed all three pieces for the presentation boards which were sent to the client.

Description of Project

Using infographs, a sophisticated style and a US format that fits a US standard envelope, create a prototype to be pitched to the client.Due to client privacy I am unable to disclose full details of the project.

Team work

Working alongside a creative director and a graphic designer.

Skill Required

InDesign, Illustrator, photography and prototyping.

Duration / Outcome

4 days / The client chose one of the three pieces and elements from the other two.

Save The Children

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2010

2000

Description of Project

Design a clean and crisp corporate Annual Report that corresponds to the previous MDI and Annual report.

Team work

Working alongside a creative director and a graphic designer.

Skill Required

InDesign, Illustrator and prototyping.

Duration / Outcome

5 days / The client chose the black and white version and elements for the colour version.

My Role

Research:

• Annual Reports and corporate styles.• Timelines and organisational charts.

I put the research into Moodboards for the client.

I designed a range of sample spreads in a similar style chosen by client using images from the Red Dog Getty images account. These spreads were sent to client to show them the photography style that we were aiming for.

I designed a colour version, and Shane a black and white version, with the main colours being teal and the gradients from the MDI prospectus. These designs included a range of spreads, from president letters to timelines and financial statements, using the information supplied. I also created a rounded version of the font Berthold Akzidentz for the cover using illustrator.

We made prototypes of the Annual Reports and sent them to client for review with an emboss or a spot varnish finish suggested.

The III Annual Report

10

MESSAGE FROM THE INCOMING PRESIDENT

Ken NorgrovePresident 2012-2013

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The Insurance Institute of Ireland Annual Report 2012 The Insurance Institute of Ireland Annual Report 20121 2

Education

CPD

Membership

2012

2013

40% increase in the number of III graduates

5% increase in exam registrations

110% increase in qualifictaions achieved by members of the IIC (the Cork Institute)

140% increase in qualifictaions achieved by members of the IID (the Dublin Institute)

182% increase in qualifictaions achieved by members of the IIG (the Galway Institute)

IIIIII incorporates as a limited company 01.01.13

MDITerm opens for the new Management Diploma in Insurance (MDI)02.01.13

Headline EventEmbracing Finess & Probity- underpinning consumer trust and confidence06.02.13

CIDCertified Insurance Director (CID) programme launches as part of the A New Stream of Executive EducationEnd.02.03

AGMElection of The Board of Directors at the III AGM23.04.13

BIG DATAHeadline Event: Data Analytics- making sense of Big Data 25.04.13

16% increase in membership of IIS(the Sligo Institute)

6% increase in membership of IIL (the Limerick Institute)

8% increase in III membership

8% increase in attendance at CPD events

35% increase in online hours of CPD completed

104% increase in number of online CPD hours available between the start of 2011 and the start of 2012

TIMELINE 2012 AT A GLANCE

TIMELINE 2013 WHAT’S NEXT?

141% increase in qualifictaions achieved by members of the IIL (the Limerick Institute)

198% increase in qualifictaions achieved by members of the IIS (the Sligo Institute)

8% increase in membership of IIC (the Cork Institute)

7% increase in membership of IID (the Dublin Institute)

9% increase in membership of IIG (the Galway Institute)

The Insurance Institute of Ireland Annual Report 2012 The Insurance Institute of Ireland Annual Report 20121 2

TECHNOLOGY AND INNOVATION

CPD Two new systems were introduced during 2011 to offer choice and flexibility to all our members:

iiiConnect, our online learning management system, went live to members in August. It was developed by the CII-Unicorn Training partnership and provides access to an extensive e-learning library. It includes a suite of e-learning and new approaches to study. The iiiConnect platform was nominated in the Best Education Website category in the 2011 prestigious Eircom Spider Awards while Unicorn Training won the e-learning Development Company of the Year Award at the UK’s 2011 e-learning Awards Ceremony.

iiiPlus went live to members in July allowing them to manage their profiles, renew membership and register for courses and qualifications.

In addition, we introduced the iiiCard. This personalised smartcard allows members to swipe in at III events and CPD lectures.

We will continue to look to technology to introduce innovation, member benefits and cost savings duringthe 2012–2014 Strategic Plan.

2011 was the first year that the CPD lecture series was split into 2 seasons: Spring/Summer and Autumn/Winter. The A/W series was facilitated by automated attendance recording for members and e-learning CPD sessions via iiiConnect.

Lecture topics were developed following extensive industry research and in conjunction with Local Institutes. We engaged the best industry experts to develop a programme that was relevant and up to the minute on technical and regulatory issues. A number of industry panels have been created to facilitate greater industry engagement and to support the process.

Continuous QA was a feature of both series with ‘mystery shoppers’ in attendance at lectures and randomised telephone calls made to attendees in addition to the usual feedback reports.

In addition to its core qualifications and courses, the III delivered a programme of niche reinsurance and technical training. These specialist topics were aimed at providing the most up to date information, legislative changes and views from industry experts. Courses included Introduction to Reinsurance, Technical Aspects of Life Reinsurance and Introduction to Liability Insurance. Nine training programmes in total were delivered and feedback from attendees was positive.

EDUCATION

EXAM SUPPORTSThe Central Bank’s review of the MCC and the introduction of the Accredited Product Adviser programme coincided with the Institute’s review of the Professional Diploma in Insurance (CIP) and all other programme offerings at and under MCC level.

The Professional Diploma in Insurance (PDI) is now accredited at Level 7 on the National Framework of Qualifications by the School of Professional Finance, a recognised College of University College Dublin. With effect from May 2011, students who successfully completed the CIP programme and met the SPF/UCD requirements, graduated with both the CIP industry designation and the academic award of the Professional Diploma in Insurance.

The CIP remains the benchmark standard for the general insurance industry. Our Pathways to Qualification & Professionalism are aimed at delivering a life-long learning model that supports insurance professionals throughout their careers.

Enhanced pre and post moderation Quality Assurance (QA) procedures were implemented for all modules. Greater external verification is now required both before each examination paper is sat and also before each set of results is presented, deliberated on and finally, ratified by an examination board.

We engaged bilaterally with counterpart organisations in the US, Canada, Australia, the UK and many other countries, to ensure that programme structure and module content maximise the potential for student mobility and recognition and portability of III qualifications.

Exam supports were improved and new supports were consistently made available throughout the year. By the end of 2011 students had access to the following exam supports:

• The study manual

• Automated study planner

• Past papers & guideline answers for written exams

• Threemockexampapersper module for multiple choice exams

• A learning plan for each module

• General,Life&PrivateMedical Glossaries of key terms

• Readingskillsadvice

• Studyskillsadvice

• Timemanagementadvice

• Keypointsperchapter

• Facetofacetuition

• Casestudies

• Exampreparationadvice

• Referencee-learning

• Student&lecturerblogs

REINSURANCE AND TECHNICAL TRAINING

The Insurance Institute of Ireland Annual Report 2012 The Insurance Institute of Ireland Annual Report 20121 2

2012

03.02.12

17.02.12

Limerick Annual Dinner

Galway Annual Dinner

30.03.12Dublin Annual Dinner

TIMELINE LOCAL INSTITUTE

03.04.12Cork Conferral

Cork Annual Dinner20.01.12 03.05.12

20.05.12 08.11.12

Dublin Conferral

Sligo Annual DinnerSligo Hill Walk

02.04.12Sligo Conferral

19.04.12Limerick Conferral

26.04.12

28.06.12

07.12.12

Galway Conferral

Xmas Jumper Party

Limerck Networking BBQ

26.10.12Cork Jazz Lunch

My Role

I brainstormed concepts and created moodboards for a 50 page, wire bound, 190x250mm notebook.

'The Dog Ate My Homework'

This was the chosen concept as it was witty and related to both clients and designers as well as Red Dog. I explored various ways to portray the concept and furthered the one that was most effective. After creating my own pattern I decided to recreate the houndstooth pattern used on the Red Dog tote bag. I kept the design clean to reflect the Red Dog style.

I chose to use dotted lines for the page ruling as it is suitable for both writing and drawing. Each page contained the Red Dog logo, email address and contact number.

The final design elements we put on the Red Dog server.

Description of Project

A quirky notebook design for the Red Dog store that would be suitable for designers as well as clients. Design the cover, the inside cover and the interior pages.

Individual project

Critique with creative director

Skill Required

Indesign and Illustrator

Duration / Outcome

1.5 week, when not working on other projects / Design elements for a Red Dog notebook.

Red Dog Notebook

HOMEWORK

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HOMEWORK

HOMEWORK

SHOPPING LISTSTO DO’SSCRIBBLES

IDEAS MEETINGSMORE SCRIBBLES

HOME

WORK

A NOTEBOOK FOR

HO

ME

WO

RK

To do list

Shopping List

Calender

Concepts

Designs

Calander

THE DOG ATE MY

Homework

Book

Copy

Concepts

Designs

To do List

Shopping List

To Do List

Calendar

The dog ate my homework

My Role

I examined the information supplied by the client for the timeline and highlighted the important elements. Corresponding to the Foróige style, I hand drew icons that represented the main events for each year. They were scanned, made into vectors in illustrator, colour was applied and they were inserted into the timeline.

Description of Project

Hand draw icons for the Foróige annual review 2012 website.

Team work

Working alongside a Junior Designer.

Skill Required

Hand drawing illustrations and Illustrator

Duration / Outcome

1 day / The icons were used on the timeline for the Foróige annual review 2012 website.

Foróige Annual Review 2012

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My Role

I researched good quality images sourced from reliable design blogs of finishes:

• Foil Blocking• UV spot varnishes• Gradient Foil Blocking

I cut and assembled two prototypes using sellotape and spray mount. It was quite a complex shape and so it was necessary to allow space as well as trim down the edges so it would close neatly for photographing. Any areas that were snagged or unsightly would be fixed up in Photoshop if necessary.

Description of Project

Mood boards and prototypes for a client pitch.Due to client privacy I am unable to disclose full details of the project

Team work

Working alongside a graphic designer.

Skill Required

Prototyping and a knowledge of finishes.

Duration / Outcome

1 day / The moodboards and photographs of the protoypes were sent to the client for review.

SSEI

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Example of Research Board

My Role

I measured advert spaces in 'The Irish Times', 'Business and Your Money', "The Economist' and 'Cara". I rearranged the elements provided to fit the dimensions of the advert spaces using Indesign. The colour of the white areas of the adverts were adjusted so they would sit realistically with the paper stock used for the magazines and newspapers.

I printed the adjusted adverts out and spray mounted them into the magazines. I removed adverts from the magazines that had similar imagery or content. I scanned in the newspaper pages and, using Photoshop for a realistic effect, I inserted the adverts. I cut down mounting boards to A2 and spray mounted large versions of the adverts on them.

The aim was to give the client an idea of how the adverts would sit in editorial spreads as well as on a larger scale.

Description of Project

Adverts in context for a client presentation.Due to client privacy I am unable to disclose full details of the project

Team work

Working alongside a Senior Designer.

Skill Required

Indesign, Photoshop and Prototyping

Duration / Outcome

1 day / The client was happy to move forward with what was seen in the presentation.

Davy

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3WhatI Learnt

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During my short work placement with Red Dog I gained an abundance of experience. This ranged from studio etiquette and professional practice to tips on software and typography. Most importantly I got insight into the running of a large, busy studio.

Technical Nature

Software

I was required to work on the Red Dog sever which gave me access to their projects. From here I was able to look at previous jobs done for a client and get the required elements for projects I was working on such as logos and typefaces. The server is organised into project numbers and kept tidy as it must be easily navigated by everyone. This meant I had to understand and adhere to that structure when placing work on it.

Other shared accounts included Pinterest and Getty Images. As I was required to use Red Dog's account on these websites I had to learn how to use the websites as well as work in an organised fashion and be selective about what I chose. The importance of high quality research from reliable sources was emphasised.

Typography

Having high typography skills is necessary. Knowing how to use grids appropriately as well as typefaces. Tips given to me included good typography books and newsletters such as MYFONT which is good for keeping up to date on typography styles. When mixing serif and sans serif using fonts from the same foundry or era is advised. Saving grids that you know work is useful and saves time on projects.

Prototypes

During my work placement I made numerous prototypes. Remembering safety techiques and working precisely was required. However, when photographing pieces to send to the client it was possible to fix up any unsightly areas using Photoshop if necessary. Making prototypes both mini and to scale was encouraged when trying to deciding formats.

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Print Specifications

Previously I knew little about print finishes, however during my work placement I was required to research various finishes. These included spot varnish, emboss and deboss, foil and gradient foil.

As these were only for research purposes I did not learn about the technique behind them. However, the 40/40/40 catalogue being designed by Red Dog was undergoing its final print process. This gave me the opportunity to get an insight into the printing process as well as stock. The finish consisted of a clear foil. The paper stock and colour they chose meant that the foil was not appearing how it was intended. Working with the printer they devised ways of layering other finishes under the clear foil to enhance the colour. A series of tests were done using these techniques and a final one was chosen. Two layers of white were printed and the clear foil on top. Bible paper was used for the sleeve. This project also showed me that the deadline relies on the printer and its necessary to be firm to ensure it is met.

When working with American clients I had to inform myself of US stock and envelopes. As the printers in America may undergo different techniques for finishes. It was necessary to send a sample of the print finish that we required.

Visualising Statistics

Many of the projects I under went involved exploring areas of graphic design that were new to me, in particular infographics. This required me to learn in a short period of time how they function and how best to visualize information using infographs. Other areas included timelines and icons.

Professional Nature

How the studio operates

The work is divided by the project manager, who ensures the projects run smooth, meet deadlines and stick to the budget. Crits are held throughout projects by a creative director to discuss progress and give feedback. Each project is approved by Mary, the head designer, before it is sent to the client.

It was a large studio and a new project meant working with a different designer, each with their own advice and techniques to share. Working as a team, for example on the III Annual Report, meant that we had to keep up to date with one another to ensure we produced dissimilar designs. Each designer had their strong points and were always willing to help out on other projects. When we needed a tagline John was the man to got to.

Staying late, working at home and over weekends is common and shows dedication to meet the deadlines.

Dealing with clients

"You can't always give the clients what they want. If you did there would be no need for a designer"

Clients can be difficult and contradictory but it is important to remain calm and polite. Contact with the clients included phone calls, meetings, Skype, e-mail, dropbox and courir. When there were meetings in the studio beverages and food were supplied, the studio was tidy, the brainstorming board was full and the studio structure was made apparent. This reassured the clients that they have a strong, reliable and hardworking team.

Freelancers

Red Dog work alongside many freelancers. Work, such as an animation, sent to a freelancer requires clear communication, artwork and guidelines to ensure the desired result is achieved.

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Projects

Short deadlines meant I had to learn to work at a fast pace but still maintain quality. I was helping out with other projects on a daily basis which meant I had to think fast and be able to switch between projects.

When assigned a project research into previous projects done for the client ensures important design elements will remain constant. The client provides information from which the designer must choose what is appropriate. The client is asked for examples of styles and formats that they would like the project to reflect making it easier for the designer to understand the clients ideas.

Moodboards and presentation boards with clear, concise information are sent to the client for review. Presentations, such as that for Davys, aim to give the client the best idea possible of how the piece will function. When the client is satisfied that the designs meet their requirements they will 'sign off' on them.It is always stated on pitch ideas that certain element are not final decisions and can be change.

Interview Tips

Examples of questions that they ask include what upcoming designers you like and what blogs and websites you follow. This gives them an idea of your own style and if it suits the studio as well as how much you know about current trends. It also informs them of your research skills and your ability to see good design.

Budget

A budget is set out before the project is taken on. Time is money and the designer is informed of the time restrictions on each section of the project. However, sticking to the budget is not always achievable. When dealing with printed pieces a print budget is agreed between the client and the designer as some print specifications can be costly.

Red Dog are careful about what clients they take on. They like to ensure that there is a high enough budget to allow for good quality design.

4Conclusion

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During work placement the projects I worked on tested me and encouraged me to push myself and my skills. I learned many new skills and techniques through projects but it was working in the studio atmosphere that taught me the most. I did not work with the clients directly but I still learnt how to deal with them. The hard work and over hours showed the designers dedication to each other and the client as well as the reality behind success. I learnt the importance of teamwork in terms of communication, professionalism and deadlines.

This experience will have a positive effect on my future work as well as interviews and portfolios. The feedback and contacts I made through sending out my portfolio alone taught me to not be afraid of putting my work out there.

I found working in such a large, busy studio that still had time for personal quirkiness inspiring. Shane, a junior designer, displayed the importance of personal work with his pixel portraits gaining a daily spot on a popular blog.

Overall it was an eye opening experience and reassured me of my decision to take this career path.

During work placement the projects I worked on tested me and encouraged me to push myself and my skills. I learned many new skills and techniques through projects but it was working in the studio atmosphere that taught me the most. I did not work with the clients directly but I still learnt how to deal with them. The hard work and over hours showed the designers dedication to each other and the client as well as the reality behind success. I learnt the importance of teamwork in terms of communication, professionalism and deadlines.

This experience will have a positive effect on my future work as well as interviews and portfolios. The feedback and contacts I made through sending out my portfolio alone taught me to not be afraid of putting my work out there.

I found working in such a large, busy studio that still had time for personal quirkiness inspiring. Shane, a junior designer, displayed the importance of personal work with his pixel portraits gaining a daily spot on a popular blog.

Overall it was an eye opening experience and reassured me of my decision to take this career path.

Thank You For Reading

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