George Dick-Cleland profile picture

George Dick-Cleland

  • pt16gdc@leeds.ac.uk

  • +447534457111

2022: Graphic & Communication Design BA Hons

Showcase

Statement

My work focuses on the intersection of 3D digital design and motion with advertising and branding. I most enjoy experimenting with colourful, abstract concepts and environments in 3D.

Independent Project

In the UK 40% of fruit and vegetables are rejected because they do not meet the cosmetic standards of supermarkets. Consumer perception is that wonky fruit or vegetables are inferior and abnormal. To address this problem, I conceptualised and designed an IPA brand aimed at 25-35 year old’s called Wonky Brewing Co. that makes beer from ‘wonky’ or misshapen fruit. The final deliverables are an animation, beer labels, posters, 3D designed mockups and branded merchandise. Please check out a breakdown of the project below.

The final solution for the advertising campaign is an elevation of the brand message of owning external flaws and celebrating what is inside, two posters were designed for a Mango and Peach IPA flavour. This advertising demonstrates that wonky fruit can be just as appealing as societies idealised ‘perfect’ fruit – despite the aesthetic flaws of wonky fruit produce, the flavour is amazing.

Poster advertisement for Mango IPA flavour, modelled in Cinema 4D with Realflow fluid simulator and rendered with Redshift

Poster advertisement for Peach IPA flavour, modelled in Cinema 4D with Realflow fluid simulator and rendered with Redshift

A short teaser animation was designed to create hype around the brand as a build up to the advertising. It was intended to be weird and eye catching to get people talking.

As part of the branding aspect of the project, messaging associated with the brand message was applied across a range of touchpoints including a beer glass, coasters, beer tap and a tote bag.

PlantAR

For this project we were asked to bring back an object or pastime to the present day, I chose to bring back guerilla gardening; the act of illicitly planting in neglected urban spaces. PlantAR is an augmented reality, community urban gardening app that aims to rearm the guerilla gardening movement and inspire urban 26-30 year old’s who would like to become more connected with nature and the local community. The app allows users to plan urban gardening plots with augmented reality on their phone. The selected pictures show a promotional seed bomb, advertisement, logo and a few of the app screens.

As a promotion for the app, packaging for a seed bomb was modelled and textured in Cinema 4D. Seed bombs are made from a mixture of clay and seeds and can be thrown or planted, typically in neglected spaces to bloom new life. The exploding box was chosen to emulate the petals of a flower and to link with the idea of the ‘bomb’, with instructions on each six internal panels. The outer packaging surface was designed to be minimal with plain cardboard and white text, revealing the vibrant brand colours inside. The panels tell the user to download the app, scan the AR tag at the base of the box. This would show what flowers the seed bomb would produce when fully grown, giving information about each plant.

These app screens show the sign up page, the augmented reality functionality and live map of your local area.

To promote the app Instagram story ads highlight three core visions of the brand, ‘Grow your community’, ‘Reconnect with nature’ and ‘Watch your city bloom’. The brand values include community cohesion, green exercise and beautifying neglected spaces.

3D Experiments

I mostly enjoy exploring and experimenting in 3D, creating abstract shapes, textures and environments. These are a selection of images designed in Cinema 4D and rendered with Redshift.

Thanks for looking through my work, if you’d like to see more or get in touch, please find my contact information and social channels at the top 🙂