Creative report - initial concept

For Hamish Muir's creative report, the concept of the practical will be based around his answer "the potential of the z-axis to extend the typo/graphic space." This is the principle that formed the design attitude in 8vo and subsequently carried through to MuirMcNeil.

In 3d terms the z-axis goes in and out of the plane. When translated to the work of Muir, this relates to the visible process of layering information on the page to give the illusion of depth. Thus it can be said that through the exercise of layering, 8vo and MuirMcNeil effectively test the potential of the z-axis in each of their designs, whereby the z-axis goes out from the x-axis of the page (following the diagram above whereby the z-axis is the orange plane and x, blue). The opacity of traditional stock prevents the z-axis from extending through the x-axis. Therefore to extend the z-axis, the idea is to design a poster using tracing paper. The translucency of the stock effectively extends the z-axis to infinity, with the potential to have content on both sides to better replicate depth and to create 'space' on the page. This interpretation of Muir's answer has been informed by the research done in CoP on 'ugly design' and its designers. Their approach to briefs often highlight a small detail that has been interpreted literally or conceptually.

A poster design for Muir's interview is appropriate given his explanation on how posters are an "opportunity to explore scale, type, form and colour in specific ways" and the range of poster designs made by 8vo and MuirMcNeil. Given one of 8vo's most recognisable pieces of design work being their run of Octavo magazines, the poster will be folded into 8 leaves, following its definition.