Sunday, 26 February 2012

Project Two- Lung Cancer Awareness, Check before it's too late

Lung Cancer is the second most common cancer in the UK.

According to the NHS:
'Only 9% of people with lung cancer in the UK survive for at least five years '
'One of the reasons lung cancer is so dangerous is because the symptoms are vague and often aren't severe until the cancer is in its late stages.'

'Some smokers feel they shouldn't bother their GP when they have symptoms that may be caused by smoking. For this reason they can be reluctant to go to the doctor.
Many lung cancers spread quickly and can grow to quite a large size if they’re not detected, so it’s vital to recognise warning signs early and get medical attention promptly.
Lung cancer can be cured, and this is more likely if it’s caught early'

After researching this, I have decided to set up a brief that makes people more aware about the seriousness of lung cancer and the need for people to act early to get a check up if they are experiencing symptoms.

Most informative advertisements on medical health are often perceived as uninteresting, restricted to poster formats stuck on clinic walls and bombarded with textual information making it hard to grab attention and spread the seriousness of the message across to audiences.

Collection of existing adverts.

Audiences seem to have become desensitised by the conventional poster adverts, no longer putting any attention to read them. Perhaps what is needed to make people read the message is a more creative approach to deliver the message. I have come up with a concept for a lung cancer awareness campaign that utilises modern technology in order to negate the conventional 'dull' poster format to attract attention and thereby provoke interest to get the message across.


High definition mirrors will be the form of media I plan to use to deliver the message. If you would like to know more about it, visit the link here:


- Person walks to the mirror -> mirror displays an Xray with lung cancer present onto chest area -> person views the lung cancer present x ray on their chest in the reflection -> makes the person reflect about their own health -> Text appears: Check before it's too late.  Visit your local NHS doctor to check for lung cancer.

- Two-way mirror. Person walks to the mirror, sees the double reflection as showcased in the image below. The mirror will display an surgery operation to make it appear as if the person if viewing the surgery. Text will position the message: Check before it's too late. Check early, reduce risks. Lung Cancer Awareness.

- Checklist of symptoms of lung cancer. When the person moves towards the mirror, the checkboxes will tick of all the symptoms allowing the viewer to reflect if they are experiencing any of the symptoms. The last checkbox will state Check up appointment with local GP and will be ticked to inform the viewer the importance of getting checked.  Tagline at the bottom could be present to anchor the message: Check before it's too late. Check early, reduce risks. Lung Cancer Awareness.
The checklist provides a pun on the  concept  to check helping to make the message clear to the audience.

Google Photography Competition

This post is just a review back to the photographs that I had entered for the Google competition.

In brief:

'The Google Photography Prize is open to students in higher education aged 18 years and older from all over the world1. Pick just one of the ten categories, share up to eight of your best shots in a public Google+ album and complete the submission form by January 31, 2012. Please follow our Google+ content policies when sharing your photos'

I have entered 8 photographs in the 'Travel' category.

Here's a screenshot of the photo's I had submitted, taken in Japan, Malaysia and Hong Kong.

© Kasumi Miyake 2012

I thought it would nice to show some photography that I take in my leisure other than my university projects on my blog.

I've looked back on some of the photographs I've taken before and have decided to post a
them here.

These photographs were taken using film..

Peng Chau, Hong Kong © Kasumi Miyake 2012

Kyoto, Japan. © Kasumi Miyake 2012

Kyoto, Japan © Kasumi Miyake 2011

Kyoto, Japan. © Kasumi Miyake 2012

Kyoto, Japan. © Kasumi Miyake 2012

Kyoto, Japan. © Kasumi Miyake 2012

Friday, 24 February 2012

Castle Durham Fashion Show Programme

As mentioned in my previous post, I have been commissioned to create the programme booklet for Durham University's Castle College fashion show event. As I had produced posters for the event, I have kept to the same aesthetic as the posters (available to view here: 

I received a call on Wednesday evening asking if I could produce the programme by the weekend. I was given the text that needed to be in the programme along with the illustrations yesterday so I had to work on this project straight away. I have created a booklet before but wanted to make sure that I would deliver the project in on time as calculating how much time I would need to make the spreads would prove difficult as it comes down to your own judgements on whether it looks 'right' or not.

My client did not give me any restrictions allowing me to make the creative decisions freely and independently. The project allowed me to adapt to work quickly and be highly organised so that I would be  be able to deliver the project within the set deadline. By regularly sending my designs to my client and having phone meetings, I was able to produce the programme that they were pleased with and delivered within the next day.

Front Cover
© Kasumi Miyake 2012
 I manipulated the original photograph by changing the lighting and contast to make the photo appear more professional and editorial like a fashion magazine spread. I kept to the Bebas typeface for the main heading and Madame Butterfly typeface for the date that I used for the poster to keep within the same visual aesthetics so that the advertising and content would be cohesive.
© Kasumi Miyake 2012

© Kasumi Miyake 2012

© Kasumi Miyake 2012
The spot illustrations have been drawn by Sophia Chan. You can view her blog via this link: I added washes of inks to her illustrations as my initial spread for this page was not in harmony. The white background overpowered the illustrations creating a distinct contrast that was too harsh for the soft qualities of the watercolours.
© Kasumi Miyake 2012

© Kasumi Miyake 2012
 I have corrected the photographs for all the photos using Photoshop to create a more professional and refined visual aesthetic.

Back page

Durham Castle logo. 'Programme produced by Kasumi Miyake'

Thursday, 23 February 2012

Side project... Durham Fashion Show Programme

I have been asked to commission the programme booklet for Castle Durham's fashion show.
As the deadline is tight, having only a day and a half to produce it, I have had to work straight on Photoshop and InDesign without creating any planning sketches.

Here is what I have managed to produce so far:

© Kasumi Miyake 2012

© Kasumi Miyake 2012

© Kasumi Miyake 2012

© Kasumi Miyake 2012

© Kasumi Miyake 2012
© Kasumi Miyake 2012

Wednesday, 22 February 2012

Degree show fundraising events // Posters for degree show

Visual Communication students at Loughborough University are raising money to fund a separate degree show in London upon graduating in order to maximise potential of showcasing new talent.

If you would like to see our work please visit:

The webpage has just been uploaded so more work will be posted in the following weeks to come so keep visiting it! 

Different fund raising events have been organised. See below for events coming up!

6th March 2012
Frock Swap @ the Custard Bar, Loughborough
From 7pm 

The students of LUSAD Visual Communication 2012 need to raise money for their final degree show. All the money raised will go towards producing a catalogue of the students work and their degree show to help them further their future careers.

► Entry: Only £3 
► Bring clean clothes or accessories to swap. (T-shirts, jeans, trousers, dresses, shoes, bags, scarfs, jewellery etc...) 
► Browse the racks and stalls and take home the same amount of items as you brought. (£1 per extra item) 
► There will be plenty of clothes avaliable for those who first arrive to browse through
► The bar will be open so have a drink whilst treating yourself to a new wardrobe!Please spread the word and invite your friends

FUNDFEST @ Orange Tree


I've left a bit of time on the side today to create a few posters which will be sold to raise money for the degree show. The date has not been yet been confirmed. 

If anyone has any poster requests, please drop me a message via commenting on this post, facebook or my email: kasumi,

Typography/ Clean and simple designs
© Kasumi Miyake 2012
© Kasumi Miyake 2012
Photography with type
© Kasumi Miyake 2012
© Kasumi Miyake 2012
© Kasumi Miyake 2012

Cadbury Bubbly project

Brief: To advertise the new Cadbury range 'Bubbly' through user experience.

Solution: Install an interactive floor projection on supermarket aisle floors.

Visuals: Follow Cadbury's brand image, Animated bubbles which move according to the customers movements while they walk on the projection. A jump onto the projection would make the bubbles pop.

See the images below and visit the link provided for reference to interactive floor projections:


I believe that consumers should be able to have an experience with the brand, advertising no longer resonates the blatant function to just sell products in informative ways. Experiential advertising allows consumers have their own unique experience with the brand and therefore they will become more emotionally attached to the brand (based on Kevin Roberts 'love marks'/ Kathy Lo's 'touchpoints' concept). 

Cadbury has effectively moved out to generate campaigns that have generated positive attention for the brand eg. Gorrilla Phil Collins advert and Moving eyebrows Advert. The selling point is the fun lifestyle that Cadbury evokes through their advertisement. Bearing this in mind, I have come up with a concept to advertise the new Bubbly range. What better location is there to advertise in a supermarket where people can purchase the product directly? Supermarkets can be overbearing with all the offers bombarding the aisles and dozens of products are sold. It is in a way an organised chaos. To get the message across to consumers, the floor space is an area of opportunity; consumers will definitely walk up and down the aisles as they do their shopping, the shop floors is an area where there's no clutter and so this would direct people to bring attention to if there were a projection installed


My rough visuals to demonstrate the concept...

© Kasumi Miyake 2012
 Consumers will walk down the aisle (the chocolate/ sweets aisle would be the ideal location as the product will be there)...Another way to capture those spontaneous spurs of buying something that is not on your shopping list!

Basic visual bird's eye view
© Kasumi Miyake 2012
The bubbles will move when the customer steps onto the projection. Like example images and video (see reference above) the bubbles will move away from the customer's steps.

Development of bird's eye visualisation

© Kasumi Miyake 2012

The bubbles will cover the entire surface when there is no one on the projection. Once the projection detects pressure and movement the bubbles will move haphazardly. I will need to consider the noise of the bubbles and the movement they make. Instead of making the bubbles move away from the customer, it may be more effective to make the bubbles move towards the customers. 

I am conducting a questionnaire for my research so I would really appreciate it if you could please spare some time to fill in my survey! :)


Thursday, 16 February 2012

Final year, Semester Two...time to start new projects

Between the time of handing in my projects for Semester One's assessment and the time now, I worked  on finishing my dissertation, was preparing myself for job applications and visiting my friends. I have received my results for Semester One which I am very proud of! I hope to maintain the same standard, if not, achieve a better standard! The dissertation was handed in last week so now I can fully concentrate on projects for Semester Two.

I have also attended the D&AD portfolio clinic in Sheffield as I thought it was a good opportunity to receive feedback from professionals in the industry to comment on my work. Two days ago, an ex-Loughborough University graduate came in to review portfolios as he is looking for someone to hire in his agency. This was a good learning experience and has helped me to gain more confidence in myself and my work. It has been clear from my tutors and from creative professionals that my NIKEID store concept project was the my best project (you can view it on my previous post).

As I consider myself as a creative rather than a designer, I have to carefully plan the amount of time I am going to spend for my forthcoming projects. I need to make sure I allow myself enough time for the execution of my idea as it accounts for 75% for this Semester. In Semester one it accounted for 50%.

Considering that my more successful projects last semester were based on concept projects that focussed on user experience in retail and branding, I intend to gear my projects towards this area. I made a visit to the library earlier this week to find inspiration by looking into advertising books and have also researched successful and innovative advertising campaigns online. I would recommend this website to view TV adverts:

The BA 'The Race' advert by BBH is one of my current favourites.

By exploring existing campaign ideas, I was motivated to develop new concepts that are fresh and exciting. This made me consider and question: What is out there that I can advertise in a way that has not been done before? What can advertising offer to people? And more importantly what can I offer to people? So i searched countless ads in all forms of media, analysed the product market- new products in particular and found myself coming up with lots of ideas! A good start to the term. I will present my ideas in my tutorial tomorrow to see what other people think of them so that I can select the best ones to execute.

Last night my friend commissioned me to create a poster for her University's fashion show event. She sent me the photographs and details that needed to be on the poster and left me to arrange the poster without restriction. Little did I know the deadline would be ASAP, meaning I only had a day to work on it.
So here is what I managed to create by rendering the photos and playing with the arrangement and typography in the time that I had:

© Kasumi Miyake 2012

© Kasumi Miyake 2012
I tried to create an fashion editorial aesthetic by employing a sans-serif masthead to mimic a magazine cover with the information details acting as taglines. I added some soft curvilinear lines to soften the image and contrast against the bold typography. The minimalistic aesthetic was intended to create a main focus on the subject matter to advertise the event.