RATIONALE DRAFT

The project is based on puzzles and how the brain works around them while interpreting the design through a similar process. The design behind the brand is based on a sliding puzzle. The theme was developed through the idea of the connections in our brain, linking sections together which is the process of thought. The theme of puzzles relates to cartography, as a map can be thought of as a puzzle with a key holding the information to understand it. To communicate the idea of our theme we based our designs on the aesthetic of a sliding puzzles using a grid system to visualises the design and function of the game. The typeface was created by manipulating Helvetica Bold on a grid build on the shape of a sliding puzzle. Our typeface uses Helvetica in a 3x3 grid where the placement of the characters have all follow a rule where they have been shifted to the right, and if pass the left border reappear on the left but a column down, this visualises the idea of a puzzle in action and builds on our design theme. Grids were used as part of the design process to keep a consistent style throughout, which was important as the unit is based around branding and the approach of all collateral following a similar aesthetic. The alignment of shapes fit neatly within the area of the grid, therefore following the same design principles as the rest of the campaign. The typeface and layout rules for the Instagram page follow the response to research as they combine elements of grid spacing which used in puzzles like Rubiks cube and sliding puzzles. They are separated by individual blocks which join to complete a full visual design.

The Instagram page consists map designs labeled with numbers which are formatted in the same typeface as the logo type for consistency, the numbers will be linked to the actual printed designs at the exhibition.The Instagram will follows the same design style rules as the rest, map designs, typographic GIFS, invites and the poster separated into grid blocks.The colour pallete has been based on three primary colours which are used in children's toys like lego bricks. This ensures that the palette follows the consistency

of an existing game which would be recognisable to the user / viewer within the context.

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