Thoughts and potential ideas have been taken from the master plan and converted and developed into design solutions using 2D graphic design. The first design idea taken from the master plan was merchandise. The designed merchandise consists of eight reusable tote bags, eight reusable cups and six reusable face masks, all designed with sustainability and brand promotion in mind. The designs created use the four main components in graphic design, including conceptual design, colour, typography and composition. The colours used for each product match the existing Rooted in hull colour pallet to make sure that the brand identity isn’t confused and runs seamlessly through all new and future developments. The typography used through each design is called Scarlet Wood and was chosen to represent natural resources, sustainability and the urban farming aspects of the organisation, such as food growth and eco-friendly practices. The composition has been carefully thought about when displaying printed designs on products. Making sure they’re striking and memorable, attracting the audience with catchy phrases relating to Rooted in Hull, promoting the organisation and attracting the consumption of sustainable everyday products earning profit for Rooted in Hull. Finally, the Rooted in Hull logo is displayed on each product to ensure that the organisation is recognised by the public and promoted. The second design idea taken from the master plan was a poster. The developed artwork is a promotional poster with the intent to upsell the above merchandise, which can be displayed around the site for potential customers and the community to refer to when shopping, learning or cooking at the urban farm. The poster consists of the same components as the above merchandise to keep with the Rooted in Hull brand identity and theme. The final design idea taken from the master plan consists of both a loyalty card and an app. The loyalty cards can be utilised as a physical card or as part of the app designed as an online shop/donations platform. The elements used all relate to the previous design solutions, keeping with the original brand identity. The colours used link seamlessly to the original Rooted in Hull colour pallet, creating relations to everything they have made in the past and promoting the earthly organisation through bright and attractive colours, relating to the help they provide to the community around them. The illustrations used throughout the app and loyalty cards have been taken from the merchandise to create new icons and stamps. The same typeface Scarlet Wood has been used to create smooth transitions between online and physical products. In conclusion, the three design solutions created all relate to each other and follow the same main principles to create a seamless and recognisable brand identity through typography, colour, composition and conceptual design. Furthermore, the design solutions have been developed to last forever, being reusable, either through merchandise or online platforms. Finally, the designs will promote Rooted in Hull, draw in new audiences, and help spread the word about the urban farm and the good they put into the community. Attracting new investors and donations. References Rooted In Hull. 2022. Rooted In Hull. [online] Available at: <https://www.rootedinhull.org.uk/> [Accessed 9 January 2022].

Rooted in Hull have announced the opening of a new pizza parlour and require the help of the BA (Hons) Graphic Design students with developing a logo for the organisation. The client brief stated that the logo had to include a variation of the Hammer and Sickle, including tools used for making pizza. The logo design includes a pizza cutter and a pizza shovel to exhibit the hammer and sickle; other elements include a potential pizza parlour name (Rebel Recipes) and stars resembling pepperoni pizza toppings to bring the design together. The logo uses colour, composition, and typography; the colours used are subtle but impactful in creating a sophisticated and realistic feel to the imagery. The central composition of the primary two elements of the logo create balance and structure for the rest of the logo to flow naturally and create a frame. Finally, the typeface used (Brother 1816 Printed) is bold and in black with rough edges to relate to the craft of pizza making. The flyer, designed as a promotional piece of work to share the news of the new pizza parlour, includes the above logo, typography and shapes. The complementary shades of orange used in the background make the logo stand out and become the piece’s focal point to create a recognisable image for future customers and the general public. The typeface used for the logo and location of the Pizza Parlor is Brother 1816 Printed. The typeface used for the promotional information on the flyer is Millesime; this is to help the critical information such as the location stand out from the rest of the information. The second logo and flyer are variations of the designs above. The colours used have been altered to the original Rooted in Hull colour scheme so that the pizza parlour sits well within the Rooted in Hull site. A small Rooted in Hull logo has also been placed at the bottom of the designs to tie together the organisations. The third logo design consists of a pizza cutter, flames and typography. The fire behind the pizza cutter represents the stone oven where the pizzas are cooked, whilst the pizza cutter relates to the craft and makes it clear to the audience that the logo is, in fact, for a pizza parlour. The colours make the logo pop and draw the readers eyes straight to the typography. The composition of the three elements makes the logo highly legible and easily recognisable. The simplistic design of the final flyer design is straight to the point and shows the essential information without being overcrowded and unreadable. The Rooted in Hull colours were used throughout the flyer to ensure that the pizza parlour relates to its roots. The colours compliment the centrepiece logo by drawing out the flames and creating dimension with the pizza cutter. The Rooted in Hull logo was also placed on the flyer to form connections between the two. The pizza boxes have been designed to include the above logos to promote the pizza parlour whilst being transported. The colours used throughout the pizza boxes are a mixture of Rooted in Hull’s primary colours and the pizza parlours logo colours; this creates definition and makes the pizza tools stand out. The Rooted in Hull logo was added to establish that the two organisations work together. References Rooted In Hull. 2022. Rooted In Hull. [online] Available at: <https://www.rootedinhull.org.uk/> [Accessed 9 January 2022].

Organisations and company’s use graphic design manuals to communicate their brand identity to designers, this ensures the designers tailor their work to their clients standards so that everything sits in line with their brand. The screenshots below show the Hull branding manual as an example and initial research for inspiration for the Rooted in Hull graphics manual. The Hull branding manual shows good examples of simplistic design methods used to create new promotions for Hull. The pages below were a great inspiration when designing the Rooted in Hull Graphic Standards Manual. The contemporary layout makes for an attractive design, swaying away from the usual corporate graphic design manuals, which helps draw in the audience. The first page in the Rooted in Hull graphics standard manual is Typography; this page shows all the acceptable and unacceptable examples of typefaces that can be utilized for future Rooted in Hull branding. The layout of this page makes it easy to understand and simple to follow. The good typeface examples have a woody appearance, linking well to the overall theme of the urban farm, whilst the bad is bold and bulky, relating to a more manufactured feel. The second page in the Rooted in Hull graphics standard manual is Composition; this page shows the acceptable and unacceptable examples of layouts and Composition. The page shows how to place the Rooted in Hull logo on pieces of future work. The future designs should not be manipulated in a way that makes the overall design look squashed and out of place. The logo placement should be consistent throughout future plans, helping to emphasize brand identity. It also explains ways in which the logo, for example, would look out of place, guiding on the necessary placements for future design work. The third page in the Rooted in Hull graphics manual is Colour; this page shows acceptable and unacceptable examples of colourways. The acceptable colour choices are displayed on the left; these include Rooted in Hulls original brand identity colours with added shades for typography and design details. The page is easy to understand and displays the colours in a simplistic but creative way. The final page in the Rooted in Hull graphics manual is Photography; This shows acceptable and unacceptable examples of photographs. The correct photos are clear with good Composition. The images haven’t been edited heavily, which projects an honest and transparent message to the audience. The incorrect photographs are overly zoomed with bad Composition, creating a less professional outcome. The images are also overly-edited, losing quality and essential details of the definition required to bring the photo to life. In conclusion, the standards discussed above are easily understandable, making it easy for future designers to follow the branding guidelines, ensuring that the work sits well alongside the past projects. References Human Design. 2022. City Brand for Hull – Human Design. [online] Available at: <http://humandesign.co.uk/portfolio/city-branding-hull/> [Accessed 9 January 2022]. Rooted In Hull. 2022. Rooted In Hull. [online] Available at: <https://www.rootedinhull.org.uk/> [Accessed 9 January 2022].

Following on from the Rooted in Hull interview held at the University of Hull by the Graphic Design students, lecturers and CEO Adrian Fisher, a master plan based on all of the information shared at the event has been created. Groups were formed after the event to discuss potential ideas and design solutions the students could utilise to develop a larger audience for the small business. The use of mind maps and notes were used to form connections between different ideas based on the four main graphic design components, including composition, colour, typography and conceptual design. These aspects were considered when producing design ideas such as merchandise, packaging, web design, potential events and brand promotion. Moreover, during the interview, Adrian Fisher’s vital information explaining the future of what he would like from his organisation and brand identity has set clear goals to obtain, reaching out to larger-scale businesses, the hierarchy and the general public. Therefore, sparking interest in new audiences spreading the word about how Rooted in Hull are helping people in need and the environment at the same time. Merchandising is an excellent way of promoting the organisation and earning money simultaneously. The merchandise could be made out of sustainable materials to keep within the organisation’s ethos and brand identity whilst also greener for the environment. For example, the merchandise could consist of reusable bags, great for carrying shopping or everyday essentials, reusable cups for commuting to work and on the go and reusable face masks as they’re now an everyday essential for keeping people safe, which also relates to the ethos of the organisation. Rooted in Hull could potentially have an online store where merchandise could be bought, loyalty points earned, and donations collected to help the organisation achieve its future goals. Moreover, physical loyalty cards and donation boxes could be utilised for people unable to use an app or access the internet or a mobile device. Donation boxes could be displayed at other local small businesses such as coffee shops and sustainable clothing stores to show support, and further help spread the word about Rooted in Hull’s identity and goals. Social media platforms are also great for sharing information about Rooted in Hull and spreading the word further through online communions such as Instagram, Facebook, Twitter, and Tic Tok. Expanding on communications, Posters, banners, and leaflets could also be designed to catch the general public interest, displaying physical promotional information around the city centre and on community boards could also draw in potential business partners and donations for Rooted in Hull. References Rooted In Hull. 2022. Rooted In Hull. [online] Available at: <https://www.rootedinhull.org.uk/> [Accessed 9 January 2022].

Contact information  Adrian Fisher  Rooted in Hull Address – St Peter Street, Hull HU9 1AA Email – adrian@rootedinhull.org.uk Release date : 11th November 2021  Rooted in Hull CEO Adrian Fishers Meets with First Cohort of BA (hons) Graphic Design Students – University of Hull Rooted in Hull is an urban farm situated in Hull. The farm was founded by Adrian and Mark, two friends who wanted to do something good for the community during 2014. The donated site has made good use of derelict dry dockland and is now a thriving creative space for people to learn and enjoy quality time together. The site consists of shipping containers and raised beds for planting; this makes the farm easy to move if needed at short notice. The farm also uses innovative technology to reduce its carbon footprint, ‘Our site incorporates future-thinking environmentally sound technology such as reed bed water filtration, solar energy, there’s a composting toilet on site, and we’ve even got a new electric cargo bike so we can make local deliveries from the farm.’ (Our Story – Rooted in Hull, 2021). The organisation has many goals, but the primary mission is to provide less fortunate families with healthy food and a chance to learn new lifelong skills whilst bringing the community together through food production and sustainability. Rooted in Hull also provide immense educational support to Hull College; they provide industry-based experience for students learning a trade such as plumbing, welding and electrics, taking on 50 new students yearly. The first cohort of twenty-five BA (Hons) Graphic Design students met Adrian Fisher, the CEO of Rooted in Hull, on the 2nd of November 2021. The aim of the interview was to establish a professional relationship between the students and the organisation. Adrian Fisher provided great insight into the business, and future plans were discussed. The students met with the Graphic Design programme leader Robert Consoli, Digital Media lecturer Jason Hayhurst, Television Production specialist Dr Terry Westby-nunn and Adrian Fisher for an hour-long interview in the new media centre on campus. Interviewing Adrian Fisher led to discussions about wealth, greed, and environmental worries and how changing the mindset of people with honesty and transparency can push for change within a close-minded community. Rooted in Hull are striving to create a happier, healthier community through sharing, learning and generosity. Discussed were ways in which Rooted in Hull can persuade people to donate to the cause helping to change peoples lives in the most positive way. Design solutions were discussed to attract people to invest in Rooted in Hull. The students aim to design leaflets, posters and merchandise to promote their charitable acts and develop the brand identity. The designs will be displayed around Hull and surrounding areas in hopes of captivating donations that will promote Rooted in Hull efforts, creating jobs and opportunities for people less fortunate in life. Furthermore, web design, advertising and social media platforms can promote Rooted in Hull to a broader population, bringing in people from different backgrounds and creating a wider community to enjoy quality time, learning and growing as individuals at the urban farm. References Rooted In Hull. 2021. Our Story — Rooted In Hull. [online] Available at: <https://www.rootedinhull.org.uk/our-story> [Accessed 24 November 2021].