Online portfolio and print on demand catalogs for Graphic Design and Animation graduates from the Department of Design 2012. On this page you will find our conference presentations, and by hovering over the menu groups on the left you can read contextual documents. You are welcome to attend our Grad Show, opening on 29 November 2012 at 6pm, and daily from 30 November to 6 December 9.30am – 4pm.
Where? – Auckland’s guide to craft and design.
Where? is highlighting creative enterprises within Auckland in order to promote their endeavours to the wider community. Where? promotes the local design and craft community through the use of a campaign about bespoke businesses and entrepreneurs. Where? is a multilayered design package that includes an A4 documentary style publication, a smaller lift out directory style publication, an A2 map poster and an online web platform. These elements combine together to let users interact and have an element of usability across a number of platforms within their day to day lives.
The key contextual reference that Where? is based on is the creative community within Auckland. This community is one that is based upon a set of values and ideas that relate to craft and design along with being a small business owner. Through the process of site visits to gain an understanding for the aesthetics of the community as well as their values I became aware that there wasn’t any current promotional material for these boutiques and craft markets within Auckland. This is what sparked the idea to create a platform which promotes bespoke business throughout Auckland focusing on boutiques and craft markets as well as interviewing a select few of these business entrepreneurs. Where? communicates to an audience that is both involved in Auckland’s design and craft community and the wider community who are interested but don’t know where to go within Auckland.
When conducting site visits ideas such as identity were revealed with the way the interior and exterior of craft markets and boutiques have been set up as this talks to who their client base is, who they are marketing to and intending on gaining sales from and also who they are as a business owner. Values that surround the community are talked about in terms of ‘getting away from the mass produced and supporting the handmade.’ This quote talks about the core value of the design and craft community as well as the community based around the support for design and craft as the wider community who are the supporters of these enterprises and they are based around their appreciation for design and craft and understanding the ‘precious value of craft and the handmade.’ 
One of the recurring themes throughout the development of Where? is entrepreneurship and being a small business owner. Throughout the process of creating Where? it became apparent that being an entrepreneur is something that a lot of creatives are now doing by ‘seizing control of their work by creating, marketing and selling their own products.’ Creatives are now positioning themselves in a much more hands on position and covering a broad range of skills. This is something that is necessary to remain current with the ever changing world of owning your own business. This model is also something that extends into this project, as Where? has developed into a multi-modal platform that acts as the guide to Auckland’s design and craft community through using an innovative approach and entrepreneurial thinking within the development of Where? into a viable brand and product to launch into the market within Auckland.
The conceptual ideas of community and entrepreneurship is represented within Where? with a multilayered design package that is based upon encouraging involvement and promoting the design and craft community within Auckland. Where?‘s central focus is ensuring the design and craft community is represented for who they are and making sure their key values are expressed correctly. It pulls together the concept of mapping through the use of a photographic site study to assist in the mapping and documentation of boutiques and craft markets located around Auckland. It has opened up a dialogue between shop owners, market organisers and stall holders and myself, where these interviews have made up part of the content of Where?. Not only do these interviews feature within the project they also help set the tone for the written content as they have helped gain an understanding for the process behind their practice and what it takes to set up your own business. Photographs taken while on site visits have made up a bulk of the visual content as these are used to help document the aesthetics of the different boutiques and craft markets as it lets the audience get a glimpse of that they have to offer and sets the general tone of the local design and craft community within Auckland.
The process that has gone into the creation of the brand Where? has been one filled with experimentation. Through the use of this experimental process I have developed a publication, lift out publication, map poster and a website which clearly communicates the core ideas of Auckland’s design and craft community along with being a bold, concise directory of where to go to find different boutiques and craft markets. The final product is something that has been a synthesis of a careful, cohesive, curated style that has had critical critique throughout the process of design and has developed into something that has now had an overwhelming amount of positive feedback from individuals both involved within Auckland’s design and craft community, the supporting community and those that Where? aims to motivate to become part of this growing community within Auckland.
The design decision of using a documentary approach to the A4 publication was one made with experimentation and market testing. A documentary style has allowed for each boutique or craft market to be clearly represented with photographs that convey the aesthetics of the store or market as well as giving the audience a taste of what they could get when people visit these locations themselves. The addition of a small lift out publication was a decision that was made to create a smaller publication that is designed to be the guide that users can interact with and keep in their bag or cars while out and about shopping throughout Auckland. It is a directory that includes a small map of where the boutique or craft market is located with these being categorised by suburb. The decision of using a double sided A2 poster that packages the publications together was made. As you unwrap the publications it reveals an illustrative map of where you can find different boutiques and craft markets throughout Auckland with a focus on categorising it by suburbs as well as doubling as a poster. The decision to extend Where? to include a website that is acting as the online presence for the brand which will create an online directory for bespoke business that feature within Where?. The general design of the website works within a similar grid structure, layout and content as the publication along with using some of the motifs and colour schemes that are employed within the publication to create a cohesive link between the two.
Where? is Auckland’s guide to craft and design that focuses on bespoke business and interviews with small business owners. It provides a multilayered design package that communicates ideas relating to niches within the design and craft community as well as providing an entrepreneurship aspect. It combines together elements of usability across a number of platforms to find a way to fit into all areas of the a users life.
Launch Where? Website: www.whereboutique.co.nz