Joundre was a self-branding project which turned out into process of discovering myself, and breaking my current practice tendencies, but also injecting some freshness into my thinking process. And indeed project sucessfully did that. I explored myself by immersing in unconventional colours, layouts, imagery and their unorthodox usage and edit. This project introduced me to "breaking the grid" idea, and that design doesn't have to neccesarily be coroparate, straight, or super readable to be beautiful.

Above you can see the front cover. Mainly logo and diagonal lines which are meant to add some dynamism to the whole, and then the theme of lines is used throughout whole book. Design of this publication required 3 attempts. These 3 tries gradually enabled me to push myself out of comfort boundaries and create a piece which in some way break or question my current design thinking and practice.

Spread above represents open-minded use of imagery and says "independent" as one of my characteristics. Copy says that I am very open with use of photographs but I still remember about good aesthetics and composition.

Duotone imagery plays mainly a decorative role, and it is meant to add some contrast and diversion from mainly black shapes and typography.

Fontface used is Playfair Display. Beautiful serif font and usage of its alternate bold, regular and italic styles. I just loved how it looks blowed out on the spread, and it seemed as a cool variation from ubiquitous sans serif fonts.

This pages are about my brand colours. Important when designing this book was ignorance. I had to ignore that usually I don't do this kind of kerning, or this kind of abstract layouts. However, that fact helped me with achieving project objectives.

What could be done better? When I looked at this project after about 6 months time I have realised that it is missing somehing. It seems just needs some more content and clarity apart from abstraction. Many people commented this publication that it seems very confusing, and it lacks some explanation beside the busy designs. I partly agree on that, but on the other hand, my aim was to confuse the readers, make them uncomfortable and curious on what they look at. Make them bear in mind publication which is not just a collection of typography and images but something that you can interact with (in some way) by applying your own understanding or interpretation.

What is point of creating book which is difficult to read? Art for art's sake? Self-development? Yes and no, but mostly it was the exigency of creating some unusual, new, unorthodox, escape from framing and mediocrity, shock and innovate.

Selected development process and sketchbook shots

Rectangular images below represents second attempt to Joundré. At this stage, I have already used "off-grid" layouts and aesthetics but it didn't work exactly as I wanted. It wasn't fresh and busy enough, thus I left it in development folder and started from scratch.

Red logo concept, and below final logo concept using colour shift which creates some kind of illustion and compelling colour mix. Logo was handwritten, then scaned, and then vectorized in Adobe Illustrator.

Pages below represent my first attempt to self-branding in November 2014. It was printed on two A2 sheets and presented to audience during critique at University of Greenwich, London. As you can see final aesthetics and style of my self-branding piece changed a lot since starting the project. Initially, it was more about adventure, travelling and independency. However, in the end it transformed into exploring myself, being aware of my skills, knowledge, and how I can use them to stand out and create something unusual, something personal that is confusing and aesthetically pleasing at the same time. And afterall delivers emotional impact which for me is the most important achivement.