Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6 Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6

Contents Advances in technology have, paradoxically, made communicating more difficult: a virtually limitless Principal components number of people and products now compete for our 1.1 Visual identity limited attention. Moreover, specialist skills have 1.2 Editorial system multiplied, and the job of making them work together 1.3 Publishing tool has become more complicated.

Key marketing outputs Education is not immune from this. As with other public 2.1 The website or semi-public sectors, colleges and universities are 2.2 The brochures (Design Preis 2006 nominee) confronted with the need to market their services and products to a local, national and international market. Key marketing outputs 3.1 Posters Central Saint Martins College of Art and Design is 3.2 Event stands and flyers a world-renowned institution with a significant international community among its staff and students. Addendum With their marketing programme we pioneered a 4.1 Publishing tool: interface cross-media approach, combining excellence in the and guidelines fields of strategic planning, creative visual design and technological know-how, to exploit the potential of individual media whilst ensuring consistency and efficiency in communicating across a range of media.

This presentation demonstrates an innovative and holistic approach to communication design, developing new ways of working and improving the quality of output for the benefit of the client, their customers and the designer.

In this document we first illustrate the three principal components of the programme: the visual identity, the editorial system and the publishing tool (the design engine). Secondly, we present the two main marketing outputs: the website and the brochures. Thirdly, we show some examples of supporting marketing elements – posters, stands for fairs and flyers such as reply-cards. Finally as an addendum, we present the interface of the publishing tool – the control centre for managing content and resources and producing the marketing outputs – and the operational guidelines that support the staff using the tool. Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6

1.1 Visual identity College’s messages (samples) Typographic styles Colours Print process

‘Rockwell’,‘Rockwell Italic’ and Y 0 0 0

The College needed to consolidate its visual Students’ life. Clarissa Mendez 1 0 In order to signify the three- 5 0 M 0 C 1 ‘Rockwell Light’ are the principal 0 5 K M presentation to better promote its services and in the sculpture studios at 0 0 dimensional character of the College 0 0 5 1 K typefaces and are used on all M 0 0 M 0 5 products in an increasingly competitive education Byam Shaw School of Art the 5 0 0 we fixed a constant in the way all 0 0 Y 1 0 0 0 marketing material across all media. 5 C Y1 market, yet it was imperative not to appear overly college offers a complete 0 0 printed matter is produced.We C05 10 0 K C Verdana (not-antialiased) is used for 050 100 ‘corporate’ and to allow the rich diversity that range of labs and workshops. 0 Y chose two papers: Fedrigoni Symbol web as the replacement system M10 distinguishes the College to be retained. C050 Y050 Pearl and McNaughton Cyclus Offset. typeface. C100 M050 0 Student work. EastEnders, one M05 050 C C10 0 Y The visual identity consists of four components: of six paintings by MA Fine 50 050 Symbol is a dual-coated stock made 0 C K 1 Rockwell is a geometric slab serif 00 0 0 1 0 M 0 (a) the College’s messages; (b) typographic styles; Art graduate Josie McCoy, the Y 1 from high-quality pulp (chlorine 1 K M 0 Y 0 0 0 5 5 1 0 0 design, a strong display face for 0 5 5 0 0 (c) colour palette; (d) paper and printing process. paintings have been all 0 K free), it provides a pearly-coated 0 K 0 K 0 M 5 0 Y 0 headlines and titles; it is also legible 0 5 0 purchased by the BBC. 0 0 5 surface with a unique character, a Y 1 0 The College’s messages are the dominant in short to medium text blocks. M special luminosity and a distinct soft component of the visual identity. Stories are International. Franco di Lauro, reflection. Cyclus is an uncoated developped – in text and images – by using the Director of Italian creative The original Rockwell was produced Central Saint Martins colour palette stock made from 100% recycled post body of work generated by students, staff, alumni consultancy, Innocent, give a by the Inland type-foundry in 1910, is derived from the four colour consumer waste; it is exceptionally and other associates. Structure, processes and lecture to BA (Hons) Graphic which issued it as Litho Antique; primaries Cyan, Magenta,Yellow and high bulk. procedures for the collection and organisation of Design students. American Type Founders revived the Black. All colours are a combination images were developed and put in place. The face in the 1920s, with Morris Fuller of 100%, 50% and 0% of the primary The two stocks are conventionally editorially controlled use of these messages London. Proposal for London Benton cutting several new weights. set (ie: Magenta 50%,Yellow 100%) used (Symbol for cover, Offset for ensures diversity while providing an invisible Bourough Camden Town bus The Monotype Corporation and can be easily produced as body) or unconventionally (Pearl thread that unifies all outputs. stops by students on BA produced its version of Rockwell in special mix. interspersed in Cyclus for body). By (Hons) Arts, Design and 1934; unfortunately, some of the working out a range of efficient Typographic styles, a colour palette and a defined Environment. literature erroneously referred to it Colours only printed as ‘solids’ for foldings and bindings unique print-process system complete the identity as Stymie Bold, thereby creating text (with the exception of yellow) rhythms were created. This tactile ensuring recognition and a sense of family. Famous alumni. Alan Fletcher, confusion that still exists today. ensure crisp and clean type. element contributes to the special graduated from Central in personality of the identity. 1951, is one of the most The set allows maximum flexibility, influential figures in post-war Central colour consistency and affordability Below we illustrate the imposition of British graphic design. when used, either as duotones, four Directory 2004-5. [Sc] indicates Saint Martins colour printing or as a combination Symbol card [S] indicates Symbol Staff credentials. Matthew of the two. and [C] indicates Cyclus. Collings, BA Fine Art is the author of many books and College of Art A version of the palette was Sc Sc C CC CS SS SS SC C C M100 M100 M100 M100 C C C C C C C M M K50 K50 K50 K50 M M M M M M M customised for safe screen use. Y Y K K K K Y Y Y Y Y Y Y television series, including K K K K K K K K K the celebrated Blimey. CC CC CC CC CC CC CC and Design M100 M100 C C M100 M100 C C M100 M100 C M100 C C K50 K50 M M K50 K50 M M K50 K50 M K50 M M K K Y Y K K Y Y K K Y K Y Y K K K K K K K Career prospects. Since CC CC CS SS SCCC CC M100 M100 C C M100 C C C C C M100 M100 C C K50 K50 M M K50 M M M M M K50 K50 M M graduating from BA (Hons) Postgraduate K K Y Y K Y Y Y Y Y K K Y Y K K K K K K K K K Fashion Stella McCartney has CC CS SS SCCC CC CC M100 M100 C C C C C C M100 M100 C C M100 M100 K50 K50 M M M M M M K50 K50 M M K50 K50 reached the top as creative K K Y Y Y Y Y Y K K Y Y K K Directory K K K K K K K K director for Chloé, Paris. CC CC CC CC CC CC CS C M100 C C M100 M100 C C M100 C M100 M100 C C M K50 M M K50 K50 M M K50 M K50 K50 M M Y K Y Y K K Y Y K Y K K Y Y Industry links. Illy Clock by K K K K K K K K SS SS SS SCCC CC CC C C C C C C C C M100 M100 C C M100 M100 Kath Tud, BA (Hons) Graphic M M M M M M M M K50 K50 M M K50 K50 Y Y Y Y Y Y Y Y K K Y Y K K Design, responded to a brief K K K K K K K K K K CS SS SS SS SCCC CSc given to her while on the C C C C C C C C C C M100 M100 C C M M M M M M M M M M K50 K50 M M Y Y Y Y Y Y Y Y Y Y K K Y Y second year of her degree. K K K K K K K K K K K K Sc C M Y etc. K Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6

1.2 Name: Fusako Editorial system Nationality: Japanese Age: 19 Description: she wants to be in London, she wants to be In order to use Central Saint Martins’ ever at CSM, she dreams to see changing body of work as an integral part of the her creations on a catwalk. visual identity we devised a system to select and use images in the various publications in accordance with their communication values. Interbrand commissioned Central Saint Martins to produce images for a London Underground brand Name: Lee As part of the communications strategy Nationality: British awareness publication. The project Age: 18 was open to all graphic design development, we defined a set of key messages Description: he is from students studying photography and primary audiences.We visualised the latter Leeds and has completed and 23 students contributed. a foundation course in as typical personas: Fusako, Japanese, 18 years Interbrand used twenty images for Manchester, he wants to be the final publication which is a vital a product designer, he old; Lee, British, 17 years old; Francesca, Dutch, tool for their staff working on this thinks Apples Macs and key London brand. 24 years old;Yelena, British (of Polish origins), 38 i-Pods are cool. years old, Mrs and Mr Ranjit, Indians, in their 50s;

Geoff (CSM lecturer), British, 58 years old. Name: Francesca Nationality: German/Italian Age: 26 Each publication or strand of the communications Description: she is from Frankfurt-Am-Main and has strategy is designed to reach all or some of the completed a design course in Germany, she wishes to targeted personas. Every image selected for further her studies in inclusion is done so using this system, ensuring Communication Design, she is looking for a guru, that all key messages are always, and pertinently, she’d like a job in London. put across.

Name: Yelena Nationality: British (Polish) Age: 41 Description: she is married Sebastian Campos studied BA (Hons) with two children, she is Graphic Design at Central Saint interested in interior design and fine arts. She Martins and he is currently a lecturer would like a part-time job at the college. He is art editor and in a art or design gallery. designer of Graphic magazine and he is working on Making it a book published by Laurence King in 2007 and written by Chris Lefteri, tutor on BA (Hons) Product Design. Name: Mrs ans Mr Ranjit Nationality: British Age: in their 50s Description: they are interested in the best education for their children, they are not familiar with the art and design world.

Name: Geoff Nationality: British Age: 52 Description: he is a lecturer (Foundation course at Glasgow College of Art and Design), he is a CSM alumni, occasionally he makes it down to London for the Degree Shows. Central Saint Martins Resource College of Art and Design Library Cross-media marketing – images – audiovisuals programme 2004–6 Content Management – graphics Business processes System – templates – addresses – courses info – documents – bookings 1.3 Publishing system – FAQs – guidelines – statistics

Large volumes of changing information and limited resources for design make it difficult to repeatedly produce effective communications.

We extended the benefits of database publishing, already established for the College’s website, to printed items via our design engine. The publishing tool we developed (diagrammatically shown, right) produces highly-detailed QuarkXPress as well as HTML documents and PDFs – each optimised Directory (QuarkXPress) dynamically for their respective medium. Shared databases containing common content (such as the collection of College images) feed the design engine, ensuring consistency across the range of media. Email database – last-minute Postgraduate The designer can set the level of completion for each offers + Directory QuarkXPress document: from text only with typographic design (QuarkXPress) engine styles for galleys, to a completed document (including images) ready for the printer.

There are four key advantages for the College and us Short Courses (QuarkXPress) as their designers in using the publishing tool:

a) the design input already contained in the pre-determined templates empowers the college to create and recreate marketing materials embracing Summer School the visual identity, on demand; (QuarkXPress)

b) the burden of repetitive, data-intensive and error-prone tasks is removed;

c) because of the improved efficiency, each and every Portfolio piece can be produced quicker with less effort, Preparation courses significantly reducing costs; (QuarkXPress)

d) content is inputted and managed independently from the design and production process, both for the website and printed publications, creating a harmonious, collaborative working environment for the College and designer.

Website PDF downloads – courses info – courses outlines – FAQs – applications – news forms – bookings Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6

2.1.1 The website: overview

The website plays a major role in Central Saint Martins marketing programme, and importantly provides prospective students worldwide with immediate access to the full information about any course on offer at the college – within 3 clicks.

At the outset of the programme it was decided the site was to primarily target ‘Fusako’ and ‘Lee’, two of the personas identified as key samples of the college audience (see 1.3 The editorial system). They represent the younger, computer-savvy part of the spectrum, with high expectations.

To address the wider brief – and to achieve greater accessibility – we developed two websites, one to be highly visual and with engaging interaction to meet our principal audience expectation (top), the other to be text based, functional but styled in accordance with the identity to provide an alternative to those who do not have the adequate technical platform or simply wanting the required information without engaging with the content (bottom).

The brief stipulated the two sites to be HTML and not Macromedia Flash or Shockwave, the main operating system to be Microsoft Windows XP and the browser Explorer 5 or greater for the visual site.

From mid July 2005 this version of the website front-end will be replaced as the University of the Arts seeks to centralise the distribuition of courses information for all its constituent colleges. The website front-end will be viewable from our server archive: www.jannuzzismith.com/archives/csm2002-5 Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6

2.1.2 The website: conceptCentral Saint Martins

We designed and built the College’s website around the concept of an exhibition: the visitor is directed to areas of interest by signposts, indicating the direction across the page, rather than the conventional scroll-down.

The exhibition allows the user to engage with content: discover additional information about their area of interest, students’ work, and top-line information for all 900+ courses – all without leaving the homepage. Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6

2.1.3 The website: navigationC entral Saint Martins College of Art and Design

Crossmedia marketing programme

2.1 The website

Navigating through the highly-engaging homepage offers the visitor a complete view of the College’s offering.

On selecting a course, the visitor is presented with a new window and a clear visual change – much more textual information is displayed.

The ‘exhibition’ navigation options featured in the homepage is now compacted in a drop-down menu to continue to allow the user to reach all corners of the site.

The availability of dynamically updated PDFs for each course, downloadable from the site, have significantly reduced the number of hours College staff spend in responding to enquiries, as has the introduction of the online booking facilities for short and evening courses, the latter has also produced a marked increase in sales. Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6

2.2.1 The brochures: covers

Each year Central Saint Martins produces a range of printed outputs marketing their different types of courses, from degree (Directory and Postgraduate Directory) to part-time (Short Courses, Summer School and Portfolio Preparation Courses).

The brochures share the same format (A5), materials and printing processes and vary in number of pages (20pp to 196pp).

The selection shown in the following pages was produced using the publishing tool we developed for the College. New editions of the brochures are being produced every few months.

On the right are examples of the brochure covers.

BA Fashion Textiles, Neil Smith, Show Oonagh fashion tutor page 4 O’Hagan page 8 page 7

Summer Peter Towse, Degree Shows, drawing and Charing painting tutor Cross Road page 14 page 12–13

Student work, Neil Gilks, BA Fashion Student Work, fashion fashion tutor website PG Cert Central Saint Martins illustration page 17 page 19 Innovative page 15 Pattern Cutting page 23 College of Art and Design Portfolio and Audition Pattern Cutting T-Shirt design, Looms in the Rachel Kelly, page 24 Dominique weave studio textile tutor L’Olive page 29 page 32 Preparation Courses 2004–5 page 27

MixedCentral Media Painting, Inside-Out, Jeremy Painting Haruka Takada Kate Farley Akerman, page 33 page 34 page 36 curating tutor page 38

SaintIntroduction RuiMartins Matsunaga, Life drawing Student work, to Curating BA Fine Art studios life painting page 39 page 41 page 43 page 45

ThinCollege Skim, Portrait painting ofHead, Graphic design Michael Major page 49 Simon Cooley and typography, page 47 page 55 Byron Parr page 56

AMalcolmrt Culkin, andMagazine cover DesignRobert McAulay, Kate Sclater, Short Course design, graphic design graphic design student Wendy Latham tutor tutor page 57 page 58 page 60 page 65

Website Summerdesign, Fish-eye Designers Short Film, Mike Wolff photography, Block, Fuji Furusawa page 65 Mike Wolff Susanna page 70–71 page 66 Edwards page 67

SchoolChristmas card Alistair Steele, 2004Anne Marie Queen of illustration, BA Arts, Design Hopkins, Hearts, Matthew Abbiss and Environment The Design Lab Ruth Eisenhart page 74 page 75 page 77 page 78–79 Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6

2.2.2 The brochures: degree courses layout The creative industries are one of the powerhouses of The Degree Courses brochures body is Fedrigoni the new economy.In London alone they are one of the biggest employment sectors and the second biggest Symbol Pearl 130gsm printed as 4 colour process source of jobs growth. This pioneering new degree (CMYK) alternated with Cyclus Offset 130gsm printed course offers a unique opportunity to study and become involved with this exciting creative world. as CMYK and 2-colour specials. BA (Honours) Criticism, A lot of detailed information about each degree Communication and Curation for course needs to be conveyed. This information is Arts and Design (subject to validation) regularly updated in the database and automatically inserted into the edition under production. The Course content

brochures overcome the propensity to be dry Course information BA Criticism, Communication and Curation for UCAS name: LINST Arts and Design explores the ways our lives are documents by embracing a substantial amount of UCAS code: L65 Course Director: Professor Caroline Dakers shaped through objects and images.You will study rich, visual content. The visual material is revised Starts: October 2004 alongside future artists and designers and be able from edition to edition. to take advantage of Central Saint Martin’s Course code unparalleled links with the cultural industries. to be confirmed Below are some example page spreads from the The contemporary practice on the arts and design Tuition fees main Directory 2004–5 and the Postgraduate Directory UK/EU: £1,125 per annum courses at Central Saint Martins provide the range International: £8,950 per annum of subjects for the course. They will be located 2005–6. On the right a typical spread combining Please note that these fees are within the history of visual and material culture given as guidance only and 2-colour specials on Cyclus Offset (left page) with are subject to review. in the modern period. CMYK on Fedrigoni Symbol Pearl. Alumni You will be encouraged to challenge artistic Jane and Patrick Gottelier hierarchies and to explore the debates around met at the Central School in

Page 34 Postgraduate Study Fashion and Textiles Page 36 Student work All BA Fashion students cultural identity, high and popular culture.‘What MA Design Studies The innovation, energy and glamour produce final collections 1974 when Jane was studying which are eagerly reviewed of fashion, textiles and jewellery at by the industry and press. Course information MA Design Studies provides a particular approach In 2003 Sharon Zax, Sozo Course Director: Geoff Crook to the study and application of creative innovation Central Saint Martins is famous Yamazaki,Quoc Pham, Lee Course length: 1 year (45 weeks) full time Cleal,Yurika Ohara and 2 years (90 weeks – 1 evening by encouraging you to question convention, worldwide. It is based on a broad and Matthew Moore all showed per week) part time for a postgraduate diploma in anticipate the future and negotiate new forms and their work to the world. are museums for?’‘What is history now?’‘Whose deep understanding and knowledge Starts: January content experimentally.You are encouraged in particular to make imaginative leaps and speculate of these fast-moving and highly Tuition fees UK/EU: £2,940 per annum full time on the shape of the future through the inter- diverse industries. £980 per annum part time relationship of design theory, models of creativity, textiles after her graduation International: £8,950 per annum full time management, marketing and business. £2,985 per annum part time Please note that these fees are history?’‘Is painting dead?’‘Why has contemporary given as guidance only and The course draws together creative and business are subject to review. talent from a deliberately eclectic range of backgrounds. Students draw on each other’s from St Martins a year earlier professional and diverse cultural experience to provide critical and constructive insights which open up new ways of thinking and doing. with a BA (Hons) Fashion culture moved to the street?’ The course supports you from the challenges of interdisciplinary and multicultural interaction in seminars and discussions, to the identification and realisation of your own research project. Design degree. She met MA Creative Practice for Narrative Environments

Course information In any museum, visitor centre, speciality store or Patrick Gottelier when she Course Director: Patricia Austin themed entertainment venue a story is being told. Course length: 2 years (60 weeks) – 3 days attendance per week full time Experience of this narrative unfolds in response to Live projects will take place in London’s Starts: October 2004 the visual, textual, audio and spatial context. The course forges collaborations between disciplines Tuition fees needed a 3rd year industrial in the creative development of narrative International: £8,950 per annum UK/EU: £2,940 per annum environments for both the cultural and commercial Please note that these fees are sectors.You will be concerned with visitor/user given as guidance only and experience not simply space, objects or images. remarkable cultural resources, including museums are subject to review. design student to help her Core aspects of the curriculum include: • narrative structures Central • the use of film, objects, text, sound and image • the engagement of all the human senses Saint Martins • project planning and management make a jacket inflate. They and galleries, studios and shops. The staff team • models of practice for changing contexts Directory • negotiation and collaboration. 2004–5 later married and now run includes critics and journalists, curators, editors, ‘Artwork’ – a fashion knitwear historians, photographers, artists and designers.

Page 16 company. © Jannuzzi Smith, Graphic Design Student life Exploiting the new and the old Student Services successfully,from multimedia to Student Services offers professional assistance and Jane Gottelier typography,photography to the Internet, guidance for London Institute students with is at the core of communication today. practical or personal concerns. Its services include: Graphic and communication design at • a pre-arrival handbook,‘Entry Zone’, sent to you when you are offered a place at Central Central Saint Martins concentrates on all Saint Martins of these areas to produce designers of • a Student Services office at Central Saint Martins Career opportunities include working in galleries, agility and intelligence. for information, advice and guidance on a range of issues including finance; immigration law; referrals to central services or appointments with specialists • a Careers Information Centre for specialist help in planning your career which you can access throughout your course and for two years after museums and archives; in arts and heritage you finish • a professional and confidential Counselling Service • a Student Health Adviser • a day nursery for students and staff with children based at the London College of Printing, SE1 • a College chaplain offering confidential pastoral care is available to people of any faith or none. management and administration; corporate

Contact Student Services at The London Institute, 65 Davies Street, London W1K 5DA, tel: +44 (0) 20 7514 6230, fax: +44 (0) 20 7514 6219, website: www.linst.ac.uk/student

Industry links Many student projects at the information resources, archives and collections; College are set by outside companies. BA Graphic Design and Illy Caffé have worked together for several years. In one project third Industry links year student Diego Milos Covic and Eva Paccagnella devised a social Helberger from BA Graphic experiment which used publishing; journalism; also further study at MA Design won the 2002 Laurent coffee as a ‘catalyst for Perrier Design Challenge. communication’.While Eva and Milos produced a driving in a van loaded up series of images to with an Illy Espresso machine encapsulate the phrase and Illy coffee, Diego ‘Laurent Perrier – L’esprit stopped and offered coffee to d’independence’ by people he met along the way. conveying sheer decadence using Laurent Perrier in level and postgraduate research. extravagant ways. Two of the images appeared in the UK edition of Vogue. © Milos Covic and Eva Helberger Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6

2.2.3 The brochures: part-time courses layout Graphic Design: the tutors on the graphic The number of part-time courses available at the design short courses at Central Saint College is vast compared to the number of degree Martins come with a combination of courses. The part-time courses brochures (Short Computers – Layout and Images: image Courses, Summer School, Portfolio Preparation Courses) inside-industry knowledge, degree-level manipulation and desktop publishing for professional development. each contain hundreds of courses. They share the same teaching standards, and most importantly, basic layout and print process and are created in a great enthusiasm for their subject areas. Apple Mac for Beginners AppleMac for Beginners seconds by the publishing tool. The covers are on Whether you are a beginner interested in Robert McAulay ARCA – Evenings Fedrigoni Symbol Pearl 300gsm printed CMYK, and Weekdays 10.00–17.00, 3 days Mondays and Wednesdays 18.00–20.30, 4 weeks exploring your creativity in studio-based course 1 5 July – 7 July 2004 course 1 5 July – 28 July 2004 course 2 20 September – 22 September 2004 cost £390 the body is Cyclus Offset 90gsm printed as alternate courses or you need to improve your cost £360 location Southampton Row 2-colour specials. location Southampton Row computer software skills, this selection An introduction for graphic designers An introduction for graphic designers wishing to use Apple Macintosh of short courses covers all the graphic wishing to use Apple Macintosh Below are some example page spreads from Short computers. Students will work with design disciplines. computers. Students will work with Macromedia FreeHand, QuarkXPress Courses 2004–5, Summer School 2004 and Portfolio both Macromedia FreeHand and and Adobe Photoshop. They will QuarkXPress. They will develop their develop their understanding of the Preparation Courses 2004–5. understanding of the Apple Mac to a Apple Mac to a professional standard. professional standard. Beginners will Beginners will be welcomed and be welcomed and computer-phobics computer-phobics given help and given help and understanding. The understanding. The course is designed Page 94

Photography, Video and Animation course is designed for those who may for those who may be getting an Apple

Photography be getting an Apple Macintosh at their Black and White Printing Cameraless Photography Colour Photography Dance Photography Macintosh at their work place or who John Myers FRPS, FBIPP Guy Paterson Steve Harries, Tim Marshall Hilary Shedel

Weekdays 10.00–16.00, 1 week Weekdays 10.00–16.00, 1 week Weekdays 10.00–16.00, 1 week Weekdays 10.00–16.00, 1 week course 1 2 August – 6 August 2004 course 1 28 June – 2 July 2004 course 1 5 July – 9 July 2004 course 1 23 August – 27 August 2004 cost £350 cost £350 course 2 16 August – 20 August 2004 cost £395 location Southampton Row location Charing Cross Road cost £350 location Charing Cross Road work place or who may already be location Southampton Row may already be using one but have no A course based mostly in the This workshop will break the rules of This course focuses on capturing the darkroom using the College’s conventional photography. By This course is suited to anyone who spirit and energy of contemporary sophisticated equipment, including experimenting with an assortment of enjoys expressing themselves through dance. Essentially a practical course, the Ilfospeed rapid processing light sensitive materials, students will the use of colour and will give those it equips photographers with the machine. Having covered the basics discover that a great deal of graphic with an image-making background the knowledge and skills to plan and using one but have no time to of printing the students will be activity can take place without a chance to refresh their approach and execute their own dance shoot. expand their range of techniques.You time to experiment with the encouraged to explore simple creative camera. As well as encouraging a Briefly looking at the history of techniques such as multiple printing, greater scientific understanding of the will be introduced to colour printing dance photography and leading solarization etc. This course is suitable chemicals and materials used, you will and given an overview of the variety of practitioners in the field, students will for beginners. explore exciting new ways of results that can be achieved in colour be encouraged to start developing recording and communicating. The photography.Within a set brief you their own particular style. Shooting in experiment with the capabilities of the John Myers works in the Photography only cameras used will be hand- will be motivated to explore how your the studio and on location, students Unit at Central Saint Martins. constructed.We will explore the personal visual language translates will work with professional dancers capabilities of the machine. Each following techniques: through the lens via the negative on to using both improvisation techniques • Photograms – dramatic shadow the paper. Be warned that this is not a and choreographing shots specifically pictures made using found objects fine printing course – seeing a project for the camera. Both shoots will be to explore shape, translucency and through to the end is our goal, but the followed by a darkroom printing machine. Each student will have composition process of creating and making session. Basic darkroom experience • Chemograms – made by painting mistakes is equally important. is necessary. Photographs by student will have continuous and developer and fix on to absorbent Unorthodox printing and processing students from last year’s course materials, which are then pressed methods are encouraged, as well as appears in the Autumn 2001 issue of on to paper the use of unconventional lighting and Animated magazine. • Photo-batik – using skin-cream as a camera equipment. Students provide their own film and paper and will need continuous and personal use of a Mac. resist to photographic chemicals Hilary Shedel is a freelance • Cliché-verre – where marks are to budget £10–20 for commercial commercial photographer specialising personal use of a Mac. scratched into paint applied to glass quick turn-around colour processing. in dance photography. then contact printed with Basic photography and darkroom photographic images. experience would be an advantage. Staff profile: portrait of Steve Harries (above) by John Ingledew, both of whom work on the BA (Hons) Graphic Design course. Guy Paterson is a print-maker and Steve Harries teaches photography on BA Graphic Design at Central Saint public artist. He studied fine art at Staff profile: portrait of Tim Marshall (left) taken by John Central Saint Martins. Martins. Tim Marshall teaches Balsom, graduate of BA (Hons) Graphic Design. photography on BA Graphic Design at Central Saint Martins. Robert McAulay teaches computing on BA Graphic Design at Central Saint Martins. Page 38

Fine Art

Fine Art: portfolio building courses and curatorial practice for people Drawing interested in all aspects of fine art.

Total Drawing 2 Exploring Artists’ London Introduction to Curating Summer Study Abroad Student work: print and typography by Byron Parr, Anthony Hull H.Dip – Evenings – Fine Art Weekdays 16.30–19.00, 4 days course 1 26 July – 29 July 2004 Jeremy Akerman Gary Perkins Weekdays 10.00–16.00, 1 week course 2 23 August – 26 August 2004 course 1 6 September – 10 September 2004 cost £115 Mondays and Wednesdays 18.00–20.30, 4 weeks Weekdays 10.00–16.00, 3 weeks a student on the BA (Hons) Graphic Design course cost £240 location Southampton Row and On Location location Back Hill course 1 5 July – 28 July 2004 course 1 28 June – 16 July 2004 course 2 16 August – 8 September 2004 cost £995 (credit) or £895 (non-credit) Explore the London of artists’ studios cost £195 location Charing Cross Road You will work on a series of daily location Southampton Row and galleries based around Central projects, which are initially designed London, the Southbank and the East This course is uniquely positioned to at Central Saint Martins (left). to strengthen the basics of your Who and what is a curator? This course End. Using the work at the Tate draw upon this energy to motivate and drawing.We will examine the different is aimed at a wide range of people Modern as a main resource, this course stimulate positive changes within your elements of drawing, e.g. line, contour, interested in producing exhibitions, looks at contemporary artists who use own developing practice.With tone and your own mark-making events and other arts projects. The all possible mediums from paint and opportunities to use a full range of range, while building up a greater course will provide a framework to photography to film, the readymade media from painting to installation we fluidity in composition by considering curate your own project. It covers and new technologies in their work. will focus on finding the approach contrast, rhythm, balance, space, topics such as contemporary art and The focus will be on art of the 1970s, which best fits your ambitions in proportion and volume.We will also artists, how exhibitions happen and 1980s and 1990s and then through to creating a body of work inspired by evaluate how random marks thrown up how they are organised. In the weekly today, that redefined approaches to art your experience of London.The course by the drawing process might inform discussions we will consider different in London, and will include lectures will be taught within a structured your decision-making using various ideas in exhibition making, look at and seminars alongside the framework of projects, technical materials including pencil, willow some historical models and build Student life: Malcolm Culkin (right) is a short course exploration of the London art scene. workshops, group seminars and charcoal, compressed charcoal and scale model proposals. Practical tutorials. Supported throughout the ink. The aim of this course is to provide instruction is given on marketing, This course will be taught by students course you will be encouraged to you with a ‘menu’ of drawing options to budgets, press packs, fundraising, from the BA Fine Art course at Central realise you own responses to the pursue in a lively workshop publications and more. The course is Saint Martins. issues the course raises by creating student in Photoshop and Illustration. Malcolm atmosphere. Students should have supported by an enjoyable reading list confident and challenging work that basic drawing skills and a willingness consisting of a wide selection of art positively acknowledges the need to to experiment. theory and contemporary essays, as experiment. This course is part of our well as a visit to Central Saint Martins’ Summer Study Abroad Program.Whilst Anthony Hull is a painter. own extensive museum collection. it is not essential, should you wish to currently works in the financial services sector but receive a transcript for this course Jeremy Akerman is an artist and towards your college credits then freelance curator. He teaches on the MA please ask for a brochure with full Fine Art course at Middlesex University details of the program. and has recently edited a publication of hopes to change direction. new work by the Scottish artist Chad Gary Perkins teaches on the BA Fine Art McCail for Book Works, London. at Central Saint Martins and on the Graduate and Postgraduate courses at Staff profile: Jeremy Akerman (left) tutor from the Wimbledon School of Art. curating courses (above).

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BA Fashion Textiles, Neil Smith, Photography, Show Oonagh fashion tutor Photography,Video and Animation: the Video and page 4 O’Hagan page 8 Animation page 7 courses at Central Saint Martins maintain

small classroom numbers, enabling Animation: traditional drawing or new technologies are explored in the Summer Peter Towse, students to spend as much time as possible environment of the London Animation Degree Shows, drawing and Charing painting tutor with the tutor, working with the group and School based within the college. Animation Cross Road page 14 page 12–13 using the equipment. The facilities on Flash for Animators Introduction to 3D Animation Introduction to Drawn Introduction to Maya Life Drawing for Animators Premiere and AfterEffects offer are of a very high standard, and so Birgitta Hosea Lynne Pritchard Animation Kevin Rowe Jeanine Breaker for Animation Student work, Neil Gilks, BA Fashion Student Work, fashion fashion tutor website PG Cert Matt West Birgitta Hosea Weekdays 10.00–17.00, 1 week Weekdays 10.00–16.00, 1 week Weekdays 10.00–17.00, 1 week Weekdays 10.00–16.00, 1 week illustration page 17 page 19 Innovative you can expect to take away from these course 1 23 August – 27 August 2004 course 1 2 August – 6 August 2004 course 1 9 August – 13 August 2004 course 1 26 July – 30 July 2004 page 15 Pattern Cutting cost £595 cost £375 Weekdays 10.00–16.00, 1 week cost £595 cost £300 Weekdays 10.00–17.00, 1 week page 23 courses exciting work, whether black and location Catton Street location Catton Street course 1 19 July – 23 July 2004 location Catton Street location Southampton Row course 1 16 August – 20 August 2004 cost £375 cost £595 white photographs or storyboard sketches, location Catton Street location Catton Street This course will focus on using Flash Are you interested in 3D stop-motion As an introduction to Maya, this The first and most important thing for Pattern Cutting T-Shirt design, Looms in the Rachel Kelly, for character animation and motion animation? Whatever your background page 24 Dominique weave studio textile tutor that reflects the standards on offer at Starting with walk cycles and course is intended to be open and any animator is to know how to draw. This course will give students a L’Olive page 29 page 32 graphics rather than for web site this course will teach you the basic squash and stretch, the course will give a lead into a very wide ranging This course aims to provide a better thorough overview of working with page 27 creation. Students will focus on skills in this exciting form of animation the college. cover all the basics of traditional and powerful set of tools which understanding of the mechanics of the Adobe Premiere and After Effects for learning drawing and animation which is widely used in television and drawn animation, including: matter, potentially allow you to express any human body through the study of multimedia or video productions. The techniques with Flash and how this can advertising. Students will be shown characters, acting and lip-sync. conceivable still or moving image. anatomy applied to life drawing and topics covered will include: the be outputted to video. Students should how to design and build a wire frame MixedCentral Media Painting, Inside-Out, Jeremy Concepts of timing, layout and The course is structured in three through exploring gestural drawing. It principles of digital video and audio, Painting Haruka Takada Kate Farley Akerman, have knowledge of either Windows or and foam puppet, then use their movement compositions will be overlapping areas with the latter part will combine long poses to allow creating basic edits, editing for music page 33 page 34 page 36 curating tutor Mac operating systems, and a basic puppet to explore the processes of covered and the lessons learnt will aid of the course focusing on areas that students to study a particular part of video, creating special effects, motion page 38 knowledge of using graphics software. character animation through a series all forms of animation, not only drawn students may wish to explore at a more the body in depth with short poses graphics and animation. Advanced This course is also suitable for of learning exercises, until they feel but puppet and computer. The course advanced level: concentrating on the posture, gesture techniques will be covered, as well as traditional animators or animation confident in creating their own short will have a practical approach with the • the interface and modelling and movement of the model. Each tips and tricks to enhance your use of Introduction Rui Matsunaga, Life drawing Student work, students who wish to become more animated sequences. During the Saint Martins students’ work being recorded and • animation student will be tutored according to the software. Students should have a to Curating BA Fine Art studios life painting computer literate. course students will be taught how to analysed on the spot. Students will • lighting and materials. their individual standards and good working knowledge of either the page 39 page 41 page 43 page 45 use a video capture suite to produce leave with a video tape of their work requirements.The course is suitable if Windows or Macintosh operating Birgitta Hosea is a video artist who has their animation sequences and advice and a very large pile of drawings. Kevin Rowe is an experienced animation you are preparing a portfolio to apply system, and basic experience of using shown her work in galleries and festivals will be given on how you can create tutor, teaching on the PG Cert Animation for further study or work in animation, graphics or digital video software. across the world. She also demonstrates your own home animation studio. By Matt West is a professional animator. He course at Central Saint Martins. or if you are already working as an Thin Skim, Portrait painting Head, Graphic design College of Premiere and After Effects at trade the course’s completion,students will has animated television series for the US animator and want to brush up or Birgitta Hosea is a video artist who has Michael Major page 49 Simon Cooley and typography, shows for Adobe, works as a consultant leave with their very own puppet, a Career prospects: Lynne Pritchard is a graduate of the page 47 page 55 Byron Parr and UK markets and worked on a variety improve your drawing skills. shown her work in galleries and festivals page 56 in the use of digital video and animation VHS of their work and an PG Cert Animation course, and now works as a 3D of other TV and internet projects. animator for children’s TV. across the world. She also demonstrates software and is the course director of PG understanding of the process of Jeanine Breaker is an international Premiere and After Effects at trade Cert Animation at Central Saint Martins. traditional 3D animation. Basic exhibiting artist, lecturer, teacher and shows for Adobe, works as a consultant She is currently writing a book on Flash materials are provided. researcher specializing in drawing the Malcolm Culkin, Magazine cover Robert McAulay, Kate Sclater, in the use of digital video and animation Art and Design for Focal Press. figure in motion. She is a Leverhulme Short Course design, graphic design graphic design software and is the course director of PG student Wendy Latham tutor tutor Lynne Pritchard studied on the PG Cert Fellow, AHRB grantee and visiting Cert Animation at Central Saint Martins. page 57 page 58 page 60 page 65 Student work: a 3D character generated on the in Animation at Central Saint Martins and lecturer at the Royal College of Art. She is currently writing a book on computer by a student from the PG Cert Animation works as an animator and web designer. course at Central Saint Martins (left). Flash for Focal Press. Website Summerdesign, Fish-eye Designer s Short Film, Mike Wolff photography, Block, Fuji Furusawa page 65 Mike Wolff Susanna page 70–71 page 66 Edwards page 67

SchoolChristmas card Alistair Steele, 2004Anne Marie Queen of illustration, BA Arts, Design Hopkins, Hearts, Matthew Abbiss and Environment The Design Lab Ruth Eisenhart page 74 page 75 page 77 page 78–79

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Tailor-Made Training So next time you are thinking of training Whether you are a freelance designer or Services to Business your team, call us to discuss your needs. artist who needs to enhance professional Individuals and companies from all around We are happy to visit you at your offices skills, or if your company needs you to Artwork Sales and Leasing the world come to Central Saint Martins and discuss the range of options develop a specialist knowledge in a College to learn how to develop creative available to you. particular field, Central Saint Martins Would you or your company like to own ideas and technical skills.Your can offer an extensive variety of tuition. or lease artwork by the new generation organisation and staff can also benefit from One-to-One Tuition It may be computer and multimedia of London artists? Do you need to create our wealth of experience by creating a skills, technical drawing, photography, an environment that reflects the creative Tailor-Made Training course – an This study option provides the ideal design principles or print production, ethos of your organisation? At Central opportunity that will give you the creative opportunity for continuing professional Central Saint Martins can offer tuition Saint Martins the painting and sculpture edge over your competitors and development.While we encourage on an hourly basis with expert tutors. students learn to express themselves something that will become a valuable people to investigate the short courses through a variety of medium with an resource for your continuing success. available at Central Saint Martins, we Seminars, Workshops and Tours emphasis on individuality and realise that individuals may require experimentation.Visit our virtual gallery Tailor-Made Training allows you to decide a more personalised approach to Central Saint Martins also arranges special at www.csmgallery.com to view a wide the content, the purpose and duration of their training.We also recognise that courses, workshops and tours for groups. selection of work from recent Central the training. In consultation with our highly time is precious and our extensive Saint Martins Graduates. skilled and professional tutors we can programme of short courses may not If you are from an educational institution design a course or workshop that is fit with your schedule. specialising in art and design, or a group Consultancy appropriate for your training needs. that would like to see London through the expert eyes of tutors from Central Saint The staff and students at Central Saint Whether it is teaching computer software Martins, we can offer a range of activities. Martins introduce new and exciting trends packages to designers, delivering in all areas of the art and design world.We creative-thinking skills for managers or We can arrange bespoke courses for can offer you professional consultancy by product development and graphics for groups of students from overseas our teaching staff whose industry designers, our dedicated staff and universities seeking a summer course in knowledge and valuable contacts can give excellent facilities can provide your the UK to tie in with existing studies, a your project the expertise and ‘new company with exciting solutions to your lecture on your area of interest, or a thinking’ it needs to make it a success. training and development needs. guided tour around London looking at art, design, fashion and interiors. Art and Design Commissions

Training can be provided in a wide range We can also provide your business with of ways so do not hesitate to contact us to the opportunity to use the fresh talents of discuss your ideas and requirements. our students on projects such as website design, promotional literature, For further information please contact photography and illustration work, Cathryn Lloyd, Professional providing you with an imaginative and new Training Manager approach to your important design project. Tel: +44 (0) 20 7514 7130 Email: [email protected] We regularly choose students or recent graduates with experience relating to the Caption: Ian Kettle (left), proposed project to ensure the client Fashion Design tutor. receives a result above and beyond their expectations. Each project is managed and coordinated by our staff to ensure work follows the brief and is completed on time and within agreed budgets.

For further information please contact our Sales and Marketing Manager, Stewart Smith: tel: +44 (0)20 7514 7008 email: [email protected] web: www.csmgallery.com

Contents Page 14

Introduction page 1 Introduction Short Courses For the Fashion Folio you may like These are just a few of the short courses Frequently Asked Questions page 3 to choose: run by the college. For a complete list and To attend a Portfolio Preparation class it is Experimental Fashion Drawing further advice please contact: 3D Design Portfolio page 4 Welcome to Central Saint Martins. necessary for students to submit a Fashion Design for Beginners Short Course Office Fashion Folio page 7 Taking the first step towards realising your portfolio, or to attend an interview and Fashion Drawing for Beginners Central Saint Martins College Graphic Design Portfolio Course page 8 show current work and interests. Course Figure Drawing for Fashion Designers of Art and Design An Orientation to Art and Design potential in the world of art and design Leaders will look for evidence of a Introduction to Fashion Design Southampton Row fundamental understanding of the chosen London WC1B 4AP – Foundation Entry Level page 10 education can sometimes seem subject area along with a genuine For the Graphic Design Portfolio Course Tel: +44 (0)20 7514 7015 An Orientation to Fine Art bewildering. Application forms and enthusiasm. Before an application is you may like to choose: Fax: +44 (0)20 7514 7016 – BA Entry Level page 12 submitted it may be necessary to attend Exploring Illustration Email: [email protected] Short Courses page 14 interviews can be daunting, especially one of our many short courses, a route that Illustration Workshop Or view the list of courses at Central Saint Martins Course Booking Form page 16 has always proved very successful. Introduction to Advertising www.csm.arts.ac.uk Locations page 17 when you are coming to London from Introduction to Graphic Design College of Art and Design Credits page 17 The following classes take place Introduction to Typography Student work: Rubber Man costume designed by students of overseas, and understanding what is looked throughout the year, either as daytime, the MA Scenography Course at Central Saint Martins. Short Course Office for in a successful portfolio can be a evening, weekend or Summer School For the Orientation to Art and Design Portfolio and Audition Central Saint Martins courses, and are suitable for students – Foundation Entry Level you may like College of Art and Design challenge for anyone. of all abilities. to choose: Preparation Courses 2004–5 Southampton Row Drawing Portfolio London WC1B 4AP For the 3D Design Portfolio course you English Language for Art, Design and United Kingdom The five courses listed in this brochure are may like to choose: Communication Telephone: +44 (0)20 7514 7015 an ideal way for international students to Drawing Portfolio Evening Painting Fax: +44 (0)20 7514 7016 Foundation in Drawing Improving Drawing and Painting Email: [email protected] develop their portfolio. The support and Introduction to Furniture Design Life Drawing Website: www.csm.arts.ac.uk Interior Design expertise of the tutors combined with your Introduction to Product Design For the Orientation to Fine Art – BA Entry Introduction to Spatial Design Level you may like to choose: own enthusiasm and commitment will Life Drawing – Open Class ensure your application to a Foundation or Life Painting Mixed Media Painting Degree course will achieve the success Mouldmaking and Casting Workshop it deserves. Portrait Painting Whether your interests lie in fashion or fine art, graphic design or three dimensional, by choosing one of these courses you will be given the rare opportunity to specialise in a discipline in which you are passionate. You can supplement your creative discipline with English language studies, or simply use your spare time to develop personal projects and explore everything that London has to offer. Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6

2.2.4 The brochures: special layouts

Page 72 Eileen Ellis Textiles Iannis Kakleas Directing Edgar Saba Directing Alumni Lydia Kemeny Fashion Sade Fashion Stephen Farthing Painting Morris Kestelman Painting Bernard Sams Product Design The publishing tool provides flexibility for inclusion The founding colleges of Central Saint Martins Theo Fennell Fine Art Philip King Sculpture Gerald Scarfe Graphic Design were Byam Shaw School of Art, Central School Jewellery Design Rodney Kinsman Furniture Douglas Scott Product Design of special page layouts. These can be included in the Colin Firth Acting Wakiko Kishimoto Textiles Richard Seymour Graphic Design design engines’ templates, or for one-off pages they of Art and Design, Drama Centre London and Rodney Fitch Product Design Ralph Koltai Theatre Design Jack Shepherd Acting St Martin’s School of Art. Famous ex-students and Tara Fitzgerald Acting Leon Kossoff Painting Yinka Shonibare Fine Art can be directly created by the designer, or a staff and the courses on which they studied or Barry Flanagan Sculpture John Simm Acting Alan Fletcher Graphic Design Posy Simmonds Graphic Design Denys Lasdun Interior Design taught are listed here. Colin Forbes Graphic Design Sandro Sodano Graphic Design combination of the two. This allows ad-hoc design Malcolm Le Grice Film and Video Shelley Fox Textiles Peter Souter Graphic Design Mike Leigh Theatre Design Mark Francis Painting Ruskin Spear Painting intricacies to permeate the brochure. Norman Ackroyd Printmaking Simon Callow Acting David Leland Directing Caryn Franklin Graphic Design Charles Spencer Theatre Design Bruce Archer Industrial Design Mel Calman Graphic Design W R Lethaby First Principal, Lucian Freud Painting Herbert Spencer Graphic Design Frank Auerbach Painting Michael Cardew Ceramics Central School Elisabeth Frink Sculpture John Standing Fine Art Gillian Ayers Painting Anthony Caro Sculpture Robin Levien Ceramics Below we see the content page of Postgraduate Thorsten Fritz Product Design John Stoddard Product Design Jacques Azagury Fashion Design Robert Cary Williams Fashion Ian Logan Textiles Anthony Froshaug Typography Marianne Straub Textiles Directory 2005–6 and the courses calendar Summer Helen Chadwick Sculpture Richard Long Painting Hussein Chalayan Fashion Hamish Fulton Sculpture Joe Strummer Foundation Bobby Baker Painting Alison Chitty Theatre Design Elizabeth Suter Fashion School 2005. On the right the college list of alumni Gordon Baldwin Ceramics Joyce Clissold Textiles Stella McCartney Fashion Anthony Symonds Fashion Reyner Banham Interior Design John Galliano Fashion Jeanetta Cochrane Theatre Design Helen McCrory Acting of Directory 2005–6. Celia Bannerman Directing Ken Garland Graphic Design Jarvis Cocker Film and Video Bruce McLean Sculpture Jonathan Barnbrook Graphic Design Bill Gibb Fashion Howard Tangye Fashion Bernard Cohen Painting Alexander McQueen Fashion Colin Barnes Fashion Gilbert & George Teague & Wright Jewellery Cecil Collins Painting Enid Marx Textiles Lionel Bart Painting Painting / Sculpture Colin Tierney Acting Matthew Collings Fine Art Bernard Meninsky Painting Luella Bartley Fashion Journalism Eric Gill Stone Carving Joe Tilson Painting Peter Collingwood Textiles Sara Midda Book Illustration Nicola Bayley Painting Nigel Goode Product Design William Tucker Sculpture Terence Conran Textiles John Minton Painting Nadine Baylis Theatre Design Frederick Gore Painting William Turnbull Painting Stephen Cox Sculpture Bill Moggridge Product Design Hildegard Bechtler Theatre Design Anthony Gormley Sculpture Philip Turner Sculpture Nick Crosbie Product Design Bruno Monguzzi Graphic Design Cressida Bell Textiles Nicolette Gray Lettering Theo Crosby Graphic Design May Morris Embroidery Antonio Berardi Fashion John Gunther Theatre Design Bob Crowley Theatre Design Sarah Mower Fashion Journalism Keith Varty Fashion Adrian Berg Painting Morag Myerscough Graphic Design Keith Vaughan Painting John Berger Painting Kathleen Hale Illustration Paul Bettany Acting Martin Darbyshire Industrial Design Dinny Hall Jewellery John Napier Theatre Design Polly Walker Acting Drusilla Beyfus Fashion Journalism Alan Davie Painting Richard Hamilton Painting Paul Nash Painting Scott Walker Fine Art Stephen Billington Acting Peter de Francia Painting Katharine Hamnett Fashion Bernard Nevill Textile Design Nigel Walters Product Design Derek Birdsall Graphic Design Frances de la Tour Acting P J Harvey Sculpture Winifred Nicholson Fine Art Iain R Webb Fashion Journalism Maria Bjornson Theatre Design Richard Deacon Sculpture Tim Hatley Theatre Design Adrian Noble Directing Tristan Webber Fashion Peter Blake Painting Len Deighton Graphic Design Mona Hatoum Fine Art Tilly Northedge Graphic Design Robert Welch Product Design Sandra Blow Painting Robin Denny Painting F H K Henrion Graphic Design Sonja Nuttall Fashion Matthew Williamson Fashion Antoni Borokowski Textiles Paola Dionisotti Acting Patrick Heron Painting Lambert Wilson Acting Derek Boshier Painting Peter Doig Painting Susanna Heron Jewellery Penelope Wilton Acting Hamish Bowles Fashion Journalism John Drummond Textiles Richard Heslop Film and Video Jessica Ogden Fine Art Cerith Wyn Evans Film and Video Sally Brampton Fashion Journalism Jennifer Durrant Painting David Hicks Interior Design Bruce Oldfield Fashion Alison Britton Ceramics James Dyson Fine Art Anastasia Hille Acting Thérèse Oulton Painting Caroline Broadhead Jewellery John Hilliard Painting Rifat Ozbek Fashion Pierce Brosnan Acting Bobby Hilson Fashion Sheilagh Brown Fashion Ian Hogg Acting Reema Pachachi Jewellery John Burningham Illustration Geoff Hollington Product Design Eduardo Paolozzi Textiles A S Byatt Literature Richard Hollis Graphic Design Victor Pasmore Painting Craigie Horsfield Painting Mervyn Peake Painting John Hoyland Painting Reynold Pearce Fashion Paul Huxley Painting Muriel Pemberton Fashion Julia Peyton-Jones Fine Art Geraldine James Acting Phoebe Philo Fashion Tess Jarry Painting Platon Photography Edward Johnston Lettering Paul Priestman Product Design Stephen Jones Fashion William Pye Sculpture Isaac Julien Film and Video

Wendy Ramshaw Jewellery Dai Rees Ceramics Clements Ribeiro Fashion Michael Rothenstein Printmaking Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6

BA Fashion Textiles, Neil Smith, Show Oonagh fashion tutor page 4 O’Hagan page 8 3.1 Posters page 7

Summer Peter Towse, Degree Shows, drawing and Charing painting tutor Cross Road page 14 page 12–13

Student work, Neil Gilks, BA Fashion Student Work, fashion fashion tutor website PG Cert illustration page 17 page 19 Innovative page 15 Pattern Cutting page 23

Pattern Cutting T-Shirt design, Looms in the Rachel Kelly, page 24 Dominique weave studio textile tutor L’Olive page 29 page 32 page 27

MixedCentral Media Painting, Inside-Out, Jeremy Painting Haruka Takada Kate Farley Akerman, page 33 page 34 page 36 curating tutor Each brochure has supporting marketing page 38

SaintIntroduction RuiMartins Matsunaga, Life drawing Student work, to Curating BA Fine Art studios life painting materials, such as posters and leaflets, to raise page 39 page 41 page 43 page 45 ThinC Skim, ollegePortrait painting ofHead, Graphic design Michael Major page 49 Simon Cooley and typography, page 47 page 55 Byron Parr page 56

ArtMalcolm Culkin, andMagazine cover DesignRobert McAulay, Kate Sclater, Short Course design, graphic design graphic design student Wendy Latham tutor tutor general awareness of the courses on offer. The page 57 page 58 page 60 page 65

Website Summerdesign, Fish-eye Designers Short Film, Mike Wolff photography, Block, Fuji Furusawa page 65 Mike Wolff Susanna page 70–71 page 66 Edwards page 67

SchoolChristmas card Alistair Steele, 2004Anne Marie Queen of posters are visually recognisable as part of the illustration, BA Arts, Design Hopkins, Hearts, Matthew Abbiss and Environment The Design Lab Ruth Eisenhart page 74 page 75 page 77 page 78–79 same campaign, providing continuity and re- enforcing key messages.

Additional marketing is produced quickly and simply, since the College does not have to start the design process from the beginning. The publishing tool minimises the work to be done: the editorial system determines the type of message; the content is already available in the database; the poster templates in the design engine are ready for use.

On the top right the poster for Short Courses 2003– 4 campaign, below posters for the Summer School 2005 campaign.

Central Summer Saint Martins School College of Art 2005 and Design Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6

3.2 Event stands and flyers

Bulky items such as an exhibition panel for use at College open days and education fairs have been produced, as well as postcards and reply-cards.

On the top right is the exhibition panel promoting graduate courses; below a booklet of postcards (including reply-card) for prospective students.

Reply slip If you picked up this leaflet at a careers fair or Higher Education fair, Central Saint Martins College please write name and location of the fair below: Which prospectus would you like us to send you? of Art and Design Pushing the Foundation and undergraduate prospectus Postgraduate prospectus Which course(s) interest you the most? Byam Shaw leaflet boundaries of arts, design Drama Centre London prospectus Evening, weekend, Christmas and Easter (course brochure and booking form) Summer School (brochure and booking form) and performance Foundation, Please enter your personal details below: Portfolio preparation (course brochure and booking form) Name:

Where did you get this leaflet? undergraduate and Address: at Central Saint Martins postgraduate studies: Graphic at the London Institute from my teacher/tutor Town or city: from my careers advisor Design, Fashion and Textiles, UCAS Design Your Future – London County/state/province: UCAS Design Your Future – Manchester Postal code: at a careers fair or Higher Education Fair Fine Art, Performance Country: and Three-dimensional Design Email:

Central Saint Martins has a distinguished We seek students who have enthusiasm Foundation courses discussion and the knowledge gained from Interdisciplinary courses in art and design professionally or for Fashion courses creativity, originality and design Fine Art courses Website: for detailed course information, application forms, Graphic Design courses Theatre and Performance courses BA (Honours) Theatre: Design Three Dimensional Design courses BA (Honours) Product Design international reputation and offers one of and commitment, the ability or potential making, help you to prepare for application pleasure. This new course will give you the application, with pathways in print, knit alumni profiles, projects, news and events: www.csm.linst.ac.uk for Performance the most diverse and comprehensive ranges to negotiate and challenge, together with Art and Design Foundation to a Fine Art degree. BA (Honours) Arts, Design analytical and communication skills needed BA (Honours) Fashion and weave. BA (Honours) Fine Art BA (Honours) Graphic Design BA (Honours) Acting BA (Honours) Ceramic Design Product designers need to be able to Affix stamp here of undergraduate and postgraduate courses ambition and talent. to take advantage of the parallel growth of Information Office: for course enquiries or to request a prospectus conceptualise and evaluate design ideas as and Environment tel: +44 (0)20 7514 7022 fax: +44 (0)20 7514 7254 Drawing on a strong tradition of theatre in art and design in the country – it is in This is the place to start your career in art Website: for detailed course information, application forms, opportunities for practitioners in criticism, Fashion is a fast moving and highly diverse Website: for detailed course information, application forms, BA Fine Art is at the forefront of practice [email protected] Graphic Design is hardly adequate to Performance forms the core of the course, design at Central Saint Martins, all areas of The course includes interior, architectural well as design and make products. This essence, the complete arts college. Located in the heart of London, Central alumni profiles, projects, news and events: www.csm.linst.ac.uk communication and curation. alumni profiles, projects, news and events: www.csm.linst.ac.uk practice based course is for people who can and design. The one year Foundation course The role of the artist and designer is international industry with a wide range and debate in visual culture. The course describe the breadth of this course. The with training in acting, character analysis, design for performance are explored, from and environmental ceramics; design for the Saint Martins offers both a stimulating and teaches you to investigate and understand of markets and creative communication encourages exploration and enquiry Overleaf: student work by Alice Woodhouse – BA Fine Art 2002, curriculum embraces typography, voice and movement in stage, radio, film theatre to film and television. The work vessel; lighting; tableware; holloware and think creatively, with a range of design Information Office: for course enquiries or to request a prospectus changing fast. By challenging the Information Office: for course enquiries or to request a prospectus 4D Pathway. Central Saint Martins builds on the a demanding environment close to the the physical and imaginative world and Website: for detailed course information, application forms, and production practices. It takes hard through the disciplines of painting, advertising, photography, audio-visual and television. The course explores the giftware.Your knowledge and confidence as outcomes including consumer product Central Saint Martins tel: +44 (0)20 7514 7022 fax: +44 (0)20 7514 7254 boundaries of subject areas, possibilities tel: +44 (0)20 7514 7022 fax: +44 (0)20 7514 7254 produced on the course often transcends distinctive traditions of its four founding centres of: communication, film, television alumni profiles, projects, news and events: www.csm.linst.ac.uk design, packaging, furniture, interface and allows you to build a portfolio for [email protected] can be extended to produce the work, flexibility and passion to succeed. [email protected] sculpture, print, photo-media, film, video, design, drawing, print-making, illustration, Stanislavski, Littlewood and Laban language barriers and draws on different a ceramic designer will grow by studying colleges: St Martin’s School of Art, the and radio; publishing; theatre, dance and application to an undergraduate degree Our philosophy is to provide a learning performance and digital media. This course computer studies and multimedia. approaches to acting and performance. theatre traditions in an atmosphere of the concepts and professional contexts of wearable technology. College of Art and Design unexpected. Students work across Information Office: for course enquiries or to request a prospectus Central School of Art and Design, Drama music; art galleries and museums; clubs; course. This course can be studied full-time Overleaf: student work by Lam Ho – Foundation Studies in Art environment in which innovation, invention Overleaf: BA Fashion Show 2003 (left – right) Sharon Zax, Sozo can be studied full-time or part-time. ceramic design as your practical and design disciplines on one of three pathways: tel: +44 (0)20 7514 7022 fax: +44 (0)20 7514 7254 innovation and risk. Centre London and Byam Shaw School of the design industry; advertising agencies; and Design. © Neil Reddy Yamazaki, Quoc Pham, Lee Cleal,Yurika Ohara and Martin Worth. or part-time. architecture, spatial or artefact to undertake [email protected] and originality can be developed within a Website: for detailed course information, application forms, BA (Honours) Directing experience grows. Website: for detailed course information, application forms, Southampton Row Art. The College provides specialist art and craft workshops; the fashion range of different fashion pathways. alumni profiles, projects, news and events: www.csm.linst.ac.uk alumni profiles, projects, news and events: www.csm.linst.ac.uk projects which transcend conventional BA (Honours) Fine Art – Byam Website: for detailed course information, application forms, education in fine art, fashion and textiles, industry; the retail industry; manufacturing Fine Art Foundation – Byam Shaw course boundaries. Overleaf: ‘Note Table’ by Tom Seymour – BA (Hons) Arts, Design This course renews the tradition of the well alumni profiles, projects, news and events: www.csm.linst.ac.uk BA (Honours) Jewellery Design and Environment, 2002. © Peugeot Design Awards Shaw at Central Saint Martins Information Office: for course enquiries or to request a prospectus Information Office: for course enquiries or to request a prospectus London WC1B 4AP communication design, three dimensional and distribution; finance and politics. BA (Honours) Textile Design known Drama Centre London Directing at Central Saint Martins tel: +44 (0)20 7514 7022 fax: +44 (0)20 7514 7254 tel: +44 (0)20 7514 7022 fax: +44 (0)20 7514 7254 design, theatre and performance, and Our close links with these industries ensure Information Office: for course enquiries or to request a prospectus BA (Honours) Criticism, BA Fine Art at Byam Shaw encompasses a [email protected] course. The aim is to enable emerging This course is for those whose ambition is to [email protected] interdisciplinary art and design. that the content of our courses is augmented Designers in today’s textile, fashion and directors to closely integrate aspects of tel: +44 (0)20 7514 7022 fax: +44 (0)20 7514 7254 engage in defining the direction of United Kingdom This single subject Foundation is an wide range of approaches to making art.You [email protected] by many ‘real-life’ experiences. Communication and Curation for Overleaf: student work by Nicky Remice, BA (Hons) Ceramic intensive studio-based course focusing on interior design industries must be lively, will have the opportunity to vary the media Overleaf: Milos Covic and Eva Helberger from BA Graphic directing – such as stage management, contemporary jewellery.Your personal The College has an extensive range Design won the 2002 Laurent Perrier Design Challenge. Milos Design. These dual-purpose ceramics for a bar or restaurant (subject to validation) flexible, highly creative and independent. technical production, publicity and arts creative identity is developed by problem painting, sculpture and print-making. Arts and Design in which you work according to your and Eva produced a series of images to encapsulate the phrase Overleaf: Design for Opera Project – Designer Simone can be used individually as ashtrays or assembled to make a of students from diverse cultural BA (Honours) Textile Design offers a broad administration – with a deep understanding Baumberger. The Design for Opera project is an annual solving, fluency of visual language, craft Individual tuition by artists, constructive individual development as an artist. ‘Laurent Perrier – L’esprit d’independence’, conveying sheer three-dimensional wall hanging. © Dave Hendley backgrounds, over 90 different countries collaboration between Abbey Opera singers from Birkbeck With the rapid growth of the creative education in textile design which develops, decadence by using Laurent Perrier in extravagant ways. Two of of the acting process. skills and an appreciation of the historic, College and 3rd year students on BA Theatre: Design for and all age groups, many with a broad industries more people are getting involved the images appeared in the UK edition of Vogue. © Milos Covic social and cultural context of jewellery. and Eva Helberger Performance where students are each given an excerpt of classic experience of life and the professions. opera to design. © Ian Hessenberg Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6

4.1 Publishing tool: design and guidelines

The design of the publishing tool itself was important. Key considerations were ease of navigation and usability, clear and simple-to- follow rules on cataloguing and content organisation, and security issues; namely, control of user access and authority.

To assist the College staff using the publishing tool, we produced a set of guidelines explaining its functionality and scope, with information and guidance on administrative matters, the editorial system and the visual identity.

Central Saint Martins Central Saint Martins Central Saint Martins University of the Arts London Central Saint Martins University of the Arts London University of the Arts London Digital Asset Management University of the Arts London Digital Asset Management Digital Asset Management Marketing programme visual identity, Digital Asset Management Frequently Asked Questions, Content Management System, typefaces and colours Overview administrator guidelines administrator guidelines 4 Administration 1 Typographic styles 1 Login 1 Login 1 Login 2 Colours for on-screen 2 Content Management System (courses information) 2 Homepage and basic navigation 2 Homepage and basic navigation Functions vary from administrator to administrator. 3 Colours for print 3 Frequently Asked Questions 3 Search question 3 Undergraduate courses 7 Contacts 4 Resource Library 4 Add question 4 Postgraduate courses 5 Amend question 5 Evening and weekend courses For questions related to your functions please contact Jannuzzi Smith, 25-1-2005 5 Guidelines and downloads 6 Contacts 6 Digital Asset Management guidelines 6 Christmas courses 7 Contacts 7 Easter courses [email protected] Jannuzzi Smith, 25-1-2005 8 Summer School courses Jannuzzi Smith, 25-1-2005 9 Portfolio Preparation courses 10 Study abroad 11 Digital Asset Management guidelines 4.1 Administration – add resource 12 Contacts Jannuzzi Smith, 25-1-2005 Define content type • Type of content: pull-down (mandatory). • Subtype of content: pull-down (mandatory). Define subject matter • Subject matter: pull-down (at least one subject matter is mandatory). Add as many subject matter as you required. Resource description • Title: enter (mandatory). Your title of the resource (ie: Malcom Culkin). • Description: enter (mandatory). Your description of the resource (ie: man walking on white background). • Caption: enter. Your caption (ie: Student life: Malcom Culkin is a short course student in Photoshop and Illustration. Malcom currently works in the financial services sector but hopes to change direction.) Resource group and related pages • Resource group: pull-down. See 4.4 Manage resource group for further instructions. File information • Date entered: automatic. The date in which the resource is first entered in the Library. • Expiry/review: pull-down. The date in which the resource will be removed from the Library. An email will be sent to the collection owner 4 weeks before it expires. • Source: enter (mandatory). The digital resource owner (ie: Central Saint Martins, Marketing and Enterprise). • Source ref: enter. The reference of another archive (ie: thembiCDarchive012a). • Usage: enter (mandatory). The terms of usage for the resource (ie: limited use, contact [email protected]). • Media use: pull-down. • Create date: pull-down. The date of creation of the resource. • Select image colour: radio-button. • Public: radio-button. To indicate if the resource can be viewed by other users. • No of words or length in mins: enter The word counts (for text resources) or the length in mins (for AV resources). Version information • Thumbnail file: automatic. Created when alternate1 is submitted. • Alternate1: browse (mandatory). The screen version of your resource (specification: max height or width = 600 pixels, RGB, 72DPI). • Filetype: pull-down. • Suitable for: enter. Your choice of media (ie: screen). • Restricted/unrestricted: pull-down. To indicate if the resource can be downloaded by other users. • Alternate4: browse Your original resource. • Filetype: pull-down. • Suitable for: enter. Your choice of media (ie: print). • Restricted/unrestricted: pull-down. Resource title: To indicate if the resource can be downloaded by other users. Malcom Culking • Submit new resource: click. For further information

Dani Salvadori Head of Marketing and Enterprise The Innovation Centre Central Saint Martins College of Art and Design Southampton Row London WC1B 4AP t +44 (0)20 7514 7255 [email protected]

Michele Jannuzzi Director Jannuzzi Smith Limited 10a Lant Street London SE1 1QR t +44 (0)20 7234 0557 [email protected]