Ephemera development

My feedback from my printed ephemera project was overall good, however there were a few different things that needed more work. One of the main things i needed to improve on was the repetitiveness of my pages, in terms of the elements, each page was laid in the same way, so you knew what to expect on every page which wasn’t very interesting and exciting. For my development on this project i decided to switch things up a bit, moving the images, titles and quotes around on the pages to make my work more playful and give the piece a more contemporary feel. Another issue with my work was that the Jessica Walsh article spilled on to the back page which didn’t feel right or seem fair to the rest of the artist, so i redesigned my work to fit this in. To fit this whole article within the booklet, i switched a few of the artists round so that i could use two and a half pages for Walsh, squeezing Ezer onto the last page and a half. which overall worked really well.

Another element i decided to have a play around with was the sub heading. In my original the sub heading looked out of place and didn’t fit in very well in regards to positioning and typeface used. I decided to still use Avenir and Avenir Next for all my project because i feel like this typeface is contemporary and easy to read and fits nicely with my design. I didn’t like the way that my sub headings sat in a box on top of the images so i tried to move them around to be by the heading or to intersect the text to break it up and alter the pace of my pages. I thought that this technique worked really well, especially on the pages that had big chunks of text.


The front page of my ephemera also had some development. In my original, the hierarchy was very unresolved and i didn’t emphasize enough what it was actually about and put too much emphasis on elements on the page that weren’t as relevant such as the time and place. For my cover, i really needed to emphasize the title of the event much more so it didn’t look so lost, I did this my altering the design and increasing the size and weight of the title to give it priority on the page. I had also made the sponsors too small on my original, so i decided to increase the size and move it up to the top of the page as an introduction into the title.

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The page below is an example of how i altered my pages to give it more pace and make it look well put together. Instead of the image being on the top left page and the title being on the top right, i decided to switch these around so that not every page was the same. I Also moved the sub heading into the middle on the left hand page to break up the text, i think that this works really well because the sub heading doesn’t look so out of place and awkward. Although each of my pages are now different in terms of element layout, they all still look consistent to each other and clearly follow a Graphic system.

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The next two pages show how i altered the two articles to fit the Walsh article within the pages. throughout this booklet, i still decided to keep my images in the same style by spreading across the whole width of a single page. Like the rest of my booklet, i moved the sub heading around to fit within the page rather then on the image which works really well as an introduction on both of these articles.

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The final thing i developed in my ephemera was the back page. Because the Walsh article had been moved off the back page, this allowed more room for all the details about designboom and  chapter. I decided to keep the back cover simple, moving everything into the center of the page and placing it on top of a semi-transparent square to make it look like it wasn’t just floating in the middle of the page.

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Through my feedback, I was able to develop my work into a more contemporary piece, making my work more dynamic and interesting to look at. A strong and key element throughout my work i believe is the addition of a pattern, it brings the pages to life and makes them seem a lot more engaging and exciting. However, the struggle to put text over this led to a few issues initially which i over came by placing a semi-transparent square underneath which worked really well. I think the things that improved my work the most during this development was the new sub heading placements, moving Walsh of the back cover and developing my front and back pages. Overall i feel like the development of my work has pushed it even further, exploring the limits of page layouts and how much you can alter a page and still make it look consistent with the rest.

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Ephemera review


Overall I feel like my printed Ephemera project went well. I have really enjoyed producing something which enabled me to utilize the skills i have learnt so far. This project has taught me a lot and has helped me advance my skills even further by bringing everything together in one project. Having never had a brief like this before it was exciting to see how my project developed over time and how i tackled the challenging parts of this project. This project helped me understand the importance of research and development, because without the research that I undertook I wouldn’t have produced the outcome that i have e.g. using the geometric style of the designboom website for influence.

However, this project was very challenging at times and I did struggle with a few things throughout my development. One of the most challenging things I came across was trying to fix the text on the pages whilst still making my design look consistent and by using the right size text. This caused me quite a bit of trouble throughout my design process because I had to keep altering it whenever I changed my design slightly. Another problem i faced was fitting Jessica Walsh on a double page spread, because i tried to keep my design consistent, it just wouldn’t fit. I also tried putting Oded Ezer on one page and putting Jessica Walsh on 3 but this didn’t fit with my design, However this is one of the main things i would work on if i were to do this project again.

Peer Feedback

For our peer feedback we were put in pairs to discuss our work. I was paired with Ben, who gave me some reflective improvements and areas for development.


Over all my peer feedback was positive, he liked my layout and and thought that my booklet showed strong consistency throughout. He also commented on separate aspects of my design such as the use of columns to make my work look easy to read as well as my clear and bold heading and how the elements of my page worked well together. One of the things he said that I needed to improve upon was my type details, i needed to check the consistency of the dates and times on my pages (all the pages say November but the front says December) to make sure they all match up and also look out for bad grammar within the text. Another thing he commented on was the fact that Jessica Walsh had been put on the back cover, he said that this made it feel like she had some importance over the rest of the designers and that she should be inside with the others rather then on the back. To improve this his suggested moving one of the designers onto one page and moving her onto 3 or by making the images smaller which i would have to do consistently throughout the booklet. Another thing he picked up on was a few errors throughout my design, for example on the first page there is a faded out heading where it shouldn’t be and also he suggested keeping the faded boxes consistent on each page. This was some really informative and good feedback that will really help me when i come to making a few final changes over the holidays.






Ephemera project development

After completing all my research and rough design sketches I am more confident about moving on to my digital work. Throughout this project I tried to push boundaries whilst considering typeface, grid systems, margins, columns, hierarchy, path for the eye, point size, text detailing and other things that we have looked at in the module so far, reflecting what I have learned in Word, Photo and Image modules to create my final outcome. Whilst completing this task, i constantly looked at the brief, especially when it came to making decisions about my ideas and layouts, helping me improve my work. We were provided with all the content needed for our Ephemera booklets, including the images below.

Before I started developing my work on Indesign, I placed all the text, image and logos onto a blank document to see how much text I had to play with. There was much more text then i expected which made the idea of having a lot of white space hard to achieve.

After looking at the amount of text, I then created a 16 page double spread document with 10 columns, which would allow me to be playful with where my text sat and also help me to create an asymmetrical look. I decided that I wanted to try out my favorite design from the drawing, making over lapping a key element of my design. The first thing I did for each of my double page spreads was add the image, stretching it across one side of the double spread and into the first few columns of the next page, making the image a very dominant feature of my design.

The next thing i decided to add to my pages was a heading. Originally, the font i used for this was Microsoft Tai Le because It was bold and easy to read. After visiting the designboom website in my research, i decided that I wanted to use a really simple font that stood out so that my design didn’t look too complex and was a similar theme to the website. Using my type specimen poster that i did in the word module as inspiration, I decided that I  wanted to further my over lapping theme by creating lots of versions of the heading and laying them over each other, using the same font but a different size and transparency to create a repetitive effect over the heading, allowing my heading to overlap my image but ensuring that you could still see the image.

The next thing I did on my double page spread was add text. I decided to look at Jessica Walsh’s page first because she had the most text so i could fit it all on and make it consistent on the other pages. I decided that for this I would use the typeface Avenir because its clear and easy to read and a suitable font for the amount of text that would be on the page, giving the type a humanist and geometric feel to it, relating the the geometric website. For the questions i used Avenir black oblique at a point size of 9 and for the answers i used Avenir Next italic in a point size of 5, enabling me to fit all of Jessica Walsh’s information on one page. Because I used all 10 columns for the type, this meant that the text and image over lapped which made the text fade into the image. To over come that I added a faint outer glow to the text, allowing it to be seen above the image. For the ‘about the designer’ part of the text, I decided to have that on a separate page to the rest of the text to make it stand out so that the audience has some background information about the designer before reading the interview. For this I used a cursive typeface to make it stand out so it looked like it had importance on the page. I kept this text within 7 columns and placed it over lapping my image with an outer glow to make it consistent on all my pages. Using the same typeface i also added the cinema dates and times to the bottom right hand corner of the left page.

The final thing I added to my pages on my first draft was the page number and the designboom logo, keeping it small so that it didn’t compete with the rest of the page.


After some advice from one of my peers, I decided to alter my images in photo shop. Because our booklets will only be printed in black and white, i decided to have a play with the brightness and contrast of the image after turning them into a grey scale image. I tried to make them look bold and dramatic so that they stood out on the page.

I then added my edited photos to my design, editing the glow of the text that over lapped it so it still looked subtle. Another thing that my peer commented on was the cursive text on my left page, she thought that it seemed a bit out of place and didn’t fit with the rest of the page, so I changed this font to Microsoft Tai Le to match with the heading. Because of this i had to alter the leading, kerning and tracking of the font to make it easier to read and so that it still fitted where it sat before.

Even though I liked my design at this point and the way everything over lapped, I was quite concerned with how it would look once it was bound. Because the image and heading spills on to both pages, I thought that it could be quite difficult to bind the booklet together so that everything matched on every single page. With this in mind I decided to move everything onto separate pages. I made the image slightly smaller so it filled out the top half of the left hand page and also made the heading slightly smaller so it stays on the one side. After making everything smaller I realized that the heading was quite difficult to read because some of the repeats of the name were also quite dark so to over come this i reduced the opacity of the repeats to 20%. I also decided to add the designers name of the left hand side page too right on the bottom of the image. I turned it white so that it looked like negative space within the image, however this looked better on some then others and it also made it difficult to fit some of the text on the left page because it could no longer overlap the image.


After a tutorial with David I made further adjustments to my work. After a discussion about my line length, I decided to put my text into two lots of 5 columns, making the line length much shorter and easier to read. This made my work look much more professional and neat, filling up the page and leaving very little white space on the right hand side. Another adjustment I made was turning all my typefaces into Avenir. Because Avenir has so many different weights to it, it allowed my work to look consistent, but also meant that not all my pieces of texts looked identical. Another issue with my design was the point size. After my discussion with David I was informed that the minimum point size was 9, 8.5 at a push. This meant that I had to alter my paragraph styles changing the questions to 12 and the answers to 8.5. Because I had to make the text bigger, I started to struggle with fitting my text on one page, especially with Jessica Walsh. For most of my designers I extended the text onto the left page, which I though worked quite well, even though it meant that my design had less white space. Since I had to re-position the text on all of my pages, I decided to get rid of the white names on the images so that I could move the ‘about the designer’ parts back on to the images so that I could fit everything in. I tried to fit Jessica Walsh on a double page spread, however, once I had managed to fit all the text on to the pages, there was no room for the ‘about the designer’ text without covering the whole image in the text which would have made this layout look odd compared to the rest of my pages. With this in mind, I decided to move Jessica Walsh’s other text onto the top half of the back page.



After I had done my designboom research and had look at their website, I decided to add a geometric style pattern to my design to make it look more fun and enjoyable. Because the website and the logo we had been given was very geometric, I decided to use a piece of hexagonal shaped netting as a stencil. To create my patter I dabbed acrylic paint on it to leave a hexagonal design behind. Using the right amount of paint was quite difficult, if you used too much it turned the pattern blobby and if you didn’t use enough it looked too faded and wishy washy. Once they had dried I scanned them in to edit them on Photoshop. I decided to use the print that had the least blobby bits but you could still see what the pattern was. I opened my image in Photoshop and turned my image into a grey scale image and then had a play with the brightness and contrast. It was hard to find the right balance, i wanted it to stand out and be a dark colour, however i also didn’t want it to look too grainy. Once I had found the right balance for my image, I then decided to turn it into a pattern, copying the original image 3 times and using the rubber tool to fade them out so they looked like one image. Because I was going to use the same pattern on all my pages to keep it consistent, i decided to fade out one side of my pattern so that it blended in with the pages.

After completing my pattern, I added it to the masters page so that it was the same on every page, fading it out so that the rest of the text on top could still be seen. Another change i made to my design was by keeping all the ‘about the designer’ text the same size by using a paragraph style, this kept it all consistent.


After reviewing my work in my group tutorial I realized that I needed to come up with a front and back cover with the appropriate details on. My front cover had the pattern on it as well to act as a ‘frame’ for the rest of the page. I decided to go with a very simple design for my front cover, using Avenir as the main type face but in different weights so that the information looked different from each other. I made the super 7 text the main part of my front cover, using a bold weight and a big font size, as this is the event that the booklet was made for, creating a hierarchy on the page in comparison to the rest of the text. I decided to put the details of when and were underneath this so that these important parts could be easily seen. The designboom and Chapter logo were put underneath on the bottom right hand corner because these are the sponsors and not the name of the actual event. For the back cover, because half of it was text about Jessica Walsh, I sectioned it off halfway using a thick horizontal line. I then decided to lay the information out in two columns, one for designboom and one for chapter, using the font Avenir.

Another adjustment i made was to the heading. Although I liked the overlapping heading, It didn’t mix too well with the pattern and look too busy. So i decided to get rid of it and just keep one heading to make it look less confusing which i believe made my design look much stronger and made the heading clear to see. After realizing that my answers were in italics, I changed the weight to ultra light which made it much easier to read, however, this adjusted my paragraph sizes so i had to tweak them to make them the right size again. I also decided to get rid of my small caps on my paragraph style for the questions because they looked really harsh and set a strange pace within my work.






On the next day I then printed my work off ready to be bound, however, after I had printed it off on double sided A4, I realized that the answer text was too thin to read because it was ultra thin so i decided to use this is a practice run for my binding. I then went to the mac studio to do some final adjustments to my work. These adjustments included, making the weight of my answers thicker, altering my pattern so that it faded out completely, moving the when and where to the top of the page allowing more room at the bottom and also getting rid of the outer glow on all the texts and adding a faded out box so that the text on top could still be seen.

These are my final results of my designs:




Once I had finished editing my design I then had to print it off and bind it. To print it off in a booklet format it needed to be saved as a PDF file, the printer then gave you the option to turn it into a booklet when you print it out. I decided to print my booklet out on bright orange paper because i really liked the way that the black text stood out on it, it made my booklet look really eye catching and vibrant. To bind my book, I used the same technique that I had learnt in a workshop with Nigel, using a needle and thread to hold my booklet together.









Ephemera layout sketch ideas

After completing my research for this project, I then moved on to coming up with some rough ideas for my design. I wanted my design to be contemporary and appealing to Graphic Designers, Illustrators and creatives because these are my target audience. I first came up with a variety of different layout designs, thinking about different things i could consider to produce different designs. In my sketches i experimented with using different amount of columns in different positions to see how i could balance out my page with my heading and image. I also looked at different heading positions and also different image positions. Another thing i wanted to look at in my rough designs was producing an element of white space on my pages, this way my double page spread will look clear and not so busy and crowded. In my designs, I wanted to produce a clear hierarchy on my pages as well as a path for the eye so that my designs flow nicely and so that elements don’t get lost within the page. I decided to do very rough text blocks in my sketches because it made a lot more sense to look at my text detailing once i was working on this project on In-design.

Once I had finished my rough designs, I then chose a design to develop further. For this i chose my design in the top left. I liked this design because it was clear to look at and didn’t look too over crowded. I also really liked that fact that the different elements on the page over lapped as this made it look interesting, modern and fun.

One of the main things i liked about this design was the fact that the image was always in the top right hand corner with the heading to the right of it or slightly underneath. This meant that when you came to look at the page all together, the image would be the first thing you see because the eye natural moves from left to right and top to bottom, meaning that the pages will flow nicely and show an immediate hierarchy. I wanted the image and the heading to play important parts in my design, giving them quite a lot of space on my double spreads. I quite liked the idea of my designs being asymmetrical, creating a visually interesting pattern by how the text and image interact together. In my initial idea, the image spills onto the other page with the heading over lapping it on the right hand side, I wanted to keep this similar throughout all my designs as i thought that it worked well. One of the main things i had a play with on my designs was the text, playing with the amount of columns used and also the positioning of them so that i could create a balance on my pages.


Research layout sketches

After doing some research on existing magazine and double page layouts, I decided to continue my research with sketches in my sketchbook. To start off with, i did some rough sketches looking at how the image on the spreads worked with the text and also looking at how they created hierarchy on the page and a clear path for the eye. Doing this helped me out a lot with visualising my designs when it came to doing some draft sketches. It enabled me to pick out parts of existing double page spreads and include them within the sketches of my own designs.


It was interesting to be able to break down the designs and work out what kind of graphic strategies they used and also how many columns were used in the designs. I really liked the designs that used a lot of white space, they were clear and easy to see and read and didn’t feel too busy. I also really like the clear use of columns in some of the designs, they contain all the text within a certain space which makes the page look neat and make it look like there is a lot less text then there is because of the way its laid out. Another thing I liked about some of the designs that I looked at was the idea of different elements of the page over lapping, this added a contemporary feel to the design. The colour scheme in some of theses layouts was interesting a striking, i really liked the use of colour in the food label article, its bright and grabs your attention which would be an important element of this project if we were allowed to use colour. Alternatively i also really like the last article about models thats in black and white. I like the fact that the whole article is contained withing a certain space and doesn’t run off the page, i also like the uneven margins in this design.


I think that doing these quick research sketches helped me significantly in my deign sketches. It enabled me to refresh my memory of drawing layouts which makes it easy to get my ideas across when designing.

Expressive type and format

For this task we were given a presentation on Expressive Type & the Format. In this presentation we looked at the meaning of type and how we could create different pieces of Expressive type by using pace, tone, space and different stresses on certain letters or words, making the piece of typography read differently to normal. We also looked at format of type, exploring the ideas of pages and how they relate to one another as well as looking at the colours used on certain typographic pieces and why they might have been used in terms of visual communication.

Our first task was a pace and tone task. We had to listen to 3 different Stephen Fry audio files and interpret the clips expressively listening for pitch, tone, pauses, accents and phonetics etc…

For this we had to bring in our own brushes to use and were given some ink mixed with water and some A1 sheets of newsprint paper. The three clips we listened to were “I have nothing to declare except my genious”, “Please let me go on, I’m dying to see how it all turns out” and “He was so famous, simply for the way he dressed”. The clips were played one at a time and repeated several times for about 20 minutes each. After looking at the examples from the presentation, I decided to try out different ways in presenting my quotes each time to produce some variation. For all my sheets i tried to use a variety of different brushes and font styles so that my quotes didn’t all look the same. As i was listening to the quotes, i tried to set a similar pace when i was painting them, as well as putting similar stresses on different words. I also tried to do a few quotes phonetically, however this was quite a bit more difficult and didn’t come out as well as i expected it to. In terms of my typefaces i used, i tried not to think too much about the design of it and more about the stress, pace and size of the letters and words. I really liked this style of working because you didn’t have to think too much about what you were doing as it came quite naturally when you were listening to the quotes and it was also a relatively quick and easy way to be expressive and give type a deeper meaning.








The next task was a format task, for this, using the same text, we had to express the nature of the audio pieces through a folded piece of paper. For my first quote i chose “please let me go on I’m dying to see how it all turns out” and decided to use an unequal concertina fold. For this, i dragged the ‘please’ on to two separate folds giving it much more emphasis and put the word ‘dying’ on a much larger fold, leaving the other words on the smaller folds. This was my favourite format but i would have liked to have maybe put some words on the back as well.

I then went on to do the quote “He was so famous simply for the way he dressed”, experimenting with putting words on different sides of the folds, looking at the way that the booklet would be opened to make the quote read in the right order.

For my final format booklet i used the quote “I have nothing to declare except my genius” and had a play with another alternative fold.

After we had completed both of these tasks, we selected our best A1 sheets and put them out across the studio floor for everyone to look at, commenting on certain things we likes about each others work. It was really nice to see everyone’s work out altogether because it showed so much variety and it was interesting to see the way different people had interpreted the audio tracks. I really enjoyed this task, it was fun to try and interpret audio quotes as this is something i have never done before. I think it would be interesting to be set a longer project on this, to see how we could develop what we hear further.




Further Designer research

For this project we were asked to produce a piece of printed ephemera for a hypothetical design festival held by designboom, bringing 7 of the best Graphic Designers to the city of Cardiff.

Target Audience

The target audience for our printed ephemera booklets are designers, illustrators and creatives so our work must express an element of play and experimentation. I will need to think carefully about the layout of my ephemera, it must be appealing, clear to see and read and also show a clear understanding of all the skills and typographical elements we have learnt on the course so far.


Jessica Walsh

Jessica Walsh is an american Graphic Designer, illustrator and art director who is a partner at creative agency Sagmeister & Walsh. She was born in New York and raised in Connecticut. She began coding and designing websites at age 11 and went on to study graphic design. Her work includes bright, bold colours, often using a lot of typography within her work as well as many pieces featuring the body. She has worked with a lot of campaigns, commercials and websites, producing fun and playful work.





Sawdust is the creative partnership of Jonathan Quainton and Rob Gonzalez. They are based in London, creating innovative typography, brand display typefaces, visual identities and image-creation. There work is very tidy and gives of professional and sophisticated vibes, most of it looks quite asymmetrical and contemporary.



Sawdust Design Studio, London



Morag Myerscough

Morag Myerscough is the multi award-winning founder of Studio Myerscough. Her work is characterised by  boldness, creating specific, local responses to each audience that will experience the design. She makes places from spaces that people like to be in by using bold, bright, vibrant colours and typography.




Veronica Fuerte

Hey Studio is a team made up of Ricardo Jorge, Mikel Romero and Veronica Fuerte. They are based in Barcelona and specialise in brand identity, editorial design, illustration and geometry with colour and direct typography. Her work is very professional, using colour colour and layout to come up with interesting and fun designs.




Felix Pfaffli

Felix Pfaffli is a Swiss graphic designer who set up his own design studio, Feixen in Lucerne in 2010. His website displays design projects that include magazine and book covers, T-shirt graphics, custom typefaces and an abundance of posters created for arts institutions and exhibitions. His work is graphic, with bold type and flat colours. He also uses brush strokes, different textures, gradients and collage effects to create illustrative imagery.




Oded Ezer

Oded Ezer is a graphic artist, type designer, design educator and a pioneer in the field of 3D Hebrew lettering. Before starting his career as a designer, he was a musician and a poet. Ezer lived in Jerusalem, London and in the Negev Desert before he settled in greater Tel Aviv. Ezer’s projects, posters and graphic works are showcased and published worldwide. His work is extremely playful and experimental, producing exciting outcomes that standout and appeal to the audience.




Eike König

Eike König is the founder and director of Berlin based design studio, HORT which is known for its experimental and free spirited approach. His style is very minimalist, bold and includes a lot of typography . Hort create unique visual systems for clients that stand apart from the traditional language of graphic design.