During the last stage, the task changes radically. Getting new information from the client, deciding not to implement some of the ideas we had. Deciding to maintain the style of printed materials and adapt them to updated requirements.
Making the designs more strict. Working with the map, changing the direction of the pipe.
Per the client’s request, removing the plane over the continent and the clouds over the peninsula.
After the logo is created, making new covers for the printed materials. Trying them on the booklet.
Simultaneously working on flag-styled bullets.
Sending it all to the client. Receiving the answer: it won’t work.
Preparing other designs. The art director chooses the version with the sea and red bars. We just need to adjust the sea color slightly.
Sending the design to the client. The client replies that the cover doesn’t look organic. Clarifying what that means. The sea doesn’t work because the cover does not use the full-color logo.
The art director suggests to prepare a series of covers next time.
Deciding to develop the blue pipes idea.
Overall it still looks a bit feeble. We need something cooler and bolder.
Art director: Looks like a crab. How about you try something radically new, while we still can experiment?
Coming to realize that all three designs we created first were in the same style, they all featured circles, graphics and three colors. Deciding to present them all together.
The client says that even though we have completed the task, it’s not exactly what they were looking for. Gazprom has been using toned images for a while now. We need to make something new.
Art director: I think that when we know what the brochure is about, one or two similar pictures would suffice. It will also make brochures more different from each other.
Art director: Overall it’s OK, but I’m a bit confused by the Target-ness of them. Maybe try to expand the white background a bit? Or slightly move the photo ring. Or make two rings?
Art director: You can stretch the shifted one more to the bottom and make it an ellipse instead of a circle to increase dynamics. Otherwise, present it.
Designer: The ellipse looks a bit odd so far, I’ve made the circle shift stronger though.
Art director: The white lines in the circle should probably match the white lines of the logo.
Sending to the client.
The client replies:
1. the accent on the monogram in the center causes negative-aggressive emotions;
2. we don’t understand why there’s a monogram on the cover that duplicates the logo; if it stays, it has to be clear, why;
3. there is a feeling that the cover isn’t creative and interesting enough.
Ultimately, the client feels that they don’t like the cover.
Art director: Nope, patterns just don’t seem to work.
Art director: Let’s develop the third one. It also has to work with different pictures.
Art director: Looks weak right now, the composition crumbles, you can’t say what’s important here.
Designer: The first concept is a juxtaposition of technology and nature. They contrast but still coexist, like yin and yang.
Art director: Not bad. We need to typeset flags of Russia and Turkey in the same series.
Showing to the client, the client approves the concept.
Using the South Stream Transport B.V. diary as a starting point and changing all the text.
Working on the cover and the endpaper, while keeping in mind the materials that will be used.
Demonstrating the notebook at a client meeting. The client changes the task.
The notebook will also be used as a souvenir, which means that the logo either has to be smaller, or entirely gone. The endpaper has to separate the inner part of the notebook from the cover.
We really don’t want to get rid of the logo altogether. Thinking of using blind embossing or UV coating.
Art director: UV coating looks OK. The sea color is unnatural. It will be black at night, but won’t be red during the day, although I can’t tell off the top of my head how exactly it will look.
Searching for pictures to fill the arc.
Getting another task. We need to create technical graphics illustrating S-lay pipe installation. The picture has to feature a stinger and a small “piece” of an abstract vessel.
Designer: Here is the first sketch.
Slightly changing the shape of the ship to make sure it doesn’t look like one of existing models.
The art director asks to expose the internals more. Cutting metal.
Per the client’s request, changing the vessel shape even more. The art director suggests to use color bars.
The bars don’t work well with the overall style. Reverting to call-outs. Starting to add color.
Realizing that there would be two ships. Bringing the ship style closer to that of the existing one.
The art director doesn’t like the red “leg.”
Changing the color.
Working on water in the left part of the image. The senior designer notices that water textures are different. Submerging the “leg” in new water.
The art director asks to take lipstick and add some festivity. Doing so.
Finalizing all the details.
Taking the South Stream Transport B.V. booklet, replacing the text, images and the cover.
Taking the English-language booklet and changing all the text and markings on maps.
Moving on to the Turkish-language booklet. Realizing that ALS Direct typeface does not support the Turkish language. Adding the letters Çç Ğğ Öö Şş Üü İ i I ı. Starting to typeset in Turkish.
Replacing images and text. Using a different typeface. Trying to make the posters more graphic by using a background but ultimately dropping this idea.
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