REFLECTION
The key factor of this assignment was collaboration. Collaboration was a new aspect of design for me, and I found there were both strengths and weaknesses in this process. For example, working alongside the marketing students had its benefits, such as their in-depth research on trends and data. However, it was very hard to communicate effectively with them. This was mainly due to them relying so heavily on AI which we do not use in graphic design. This was clear through their research; example designs, and their final project video which had clear AI elements. Although this was a struggle initially, after presenting our work ideas through mood boards and other visual elements, we got onto the same page, and our work began to become streamlined. Furthermore, we solved our challenges through lots of communication and regular meetings. I decided to step into the art director role and focus on collaboration, presenting our work in order to give them an idea of what we can produce which ultimately changed the group into a more successful collaboration. This teamwork greatly reduced the challenges and helped us work together effectively.
This began to shape design process and decision making as “One of the greatest strengths of collaborative decision-making is the variety of viewpoints it brings to the table” (Figure 1) and this was clear as we continued to build a connection as a team. Having diverse perspectives on each stage of design makes a key difference and ultimately fosters a much stronger design suited to a wider audience. Personally, this collaboration was a positive experience as I learnt to design for the benefit of the target audience and campaign, rather than just suited for my individual aesthetic. Each decision ran by each team (the marketing team, another graphic designer and even the client) making the process longer however, it gave me a new approach to my design, including the feedback from peers and taking the trends and data into account.
The process was certainly not linear, however with each iteration the collaboration became stronger, and we eventually reached a strong outcome as a collective. Finally, the end designs were a culmination of all our collaborative process (that we worked on through regular meetings in the library). Through extensive research, including research on art directors and agencies, we worked on our roles to produce this final design.
CLIENT
Working a live client brief is a new experience for me. Having the opportunity to speak to the client about my designs and process meant that it was much more streamlined when designing my work as they had direct influence on each outcome.
The consistent feedback influenced my decisions on this campaign. For example, Ash really liked my Instagram posts, so I made them an integral part of this campaign. I also kept the same campaign identity throughout each asset, such as the grain and the World Cup colour palette. Throughout this feedback, Ash also commented that he liked the mural idea that we had come up with. This response meant that I made it imperative to take forward the mural idea, creating billboards and even featuring them as banners on my website.
This project was quite challenging for me as someone who otherwise knows nothing about football. I had to do heavy research to find the aesthetic and direction I wanted to take this design in. In this case, collaboration was advantageous as the marketing team helped immensely with data on popular players and teams. Furthermore, my ideas were affected by the live client as I had their website and brand identity to help guide my campaign. Using their already made assets, the design process was much smoother and easier.
Through this experience, I learnt a lot about professional communication as “Effective communication helps designers understand client expectations and tailor their work accordingly” (Figure 2). This became increasingly clear as the more I tailored my design based on client feedback, the stronger the design became (and the more it fit better into the current brand identity). This outsider perspective in a work environment was definitely a new experience for me. It ended up providing me with great insight through each stage of my design process and I made key iterations such as focusing on emphasising the murals that I have created as well as making a campaign that suited the style that I did for my instagram mockups which had great feedback.
This relates to the industry practice I have researched because many of the agencies relied on communication and collaboration in order to reach a stronger outcome. For example, the way I have communicated with the client and marketing team mirrors the relationship between Pentagram, Pol Montserrat and Super Peach of which I researched. All designers rely on a strong team that they can be supported by, and this is clear as I focused my designed based upon client feedback and the data supplied to me from the marketing team.
References
Figure 1 – Yenamandra (2025) Collaborative decision-making: Definitions, Example and Benefits Collaborative Decision-Making: Definition, Examples, and Benefits – Behind the Brain (Accessed 26th April 2026)
Figure 2 –Bierut (2026) Why Is Good Communication Essential For Successful Designers? Why Is Good Communication Essential For Successful Designers (Accessed 26th April 2026)