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Transcript of The most ordinary individual is the most extraordinary.
Final major project submission
Rebecca West
The most ordinary individual is the most extraordinary.
Charity: The Living Room, Epsom Baptist
Photograph of Helen Thomas and Mark Minors
R e s e a r c hDevelopment &
1
WHaT aRE My aREas oF inTEREsTs?
My dissertation question was ‘How has photojournalism influenced
fashion photography’ so i have a keen interest in exploring the
reality of people’s livelihood. Photographers such as Martin Parr and
Richard Billingham, took pictures of people in their most natural
environment and the commodities that were attached to them. The way
they use colour, capture gritty realism, crop and edit information and
emphasis the most profound quality to a seemingly ordinary scenario,
is what excites me. Life should be captured in a way that marks our
cultural identity and expresses all spectrums of human emotion.
Therefore, i have made a visual demographic of marginalized
subcultures in Epsom and the surrounding area. i want to give a voice
to those individuals that would not usually be celebrated in our
community and to recognise the extraordinary stories of the
individuals in their area. This is why i have partnered with two
local charities called The Drop In and The Living Room. Through these
local initiatives people can be made aware of the positive impact they
are making to the most vulnerable and misrepresented people in
the community.
Barber Kruger Jenny Holzer
Barber Kruger and Jenny Holzer have inspired me
typographically and have helped me understand how to best use
language with imagery. i have always loved writing and
collecting quotes because i find strength in the written
wisdom of peoples thoughts and opinions. But to make the most
of language you have to know what words engage people the most
and what composition best shows off its full potential.
This is why i have used the power of three words in a lot of my
written slogans for The Drop In and The Living Room. “ Be the
change”, “See the need”, “Bridge the divide”. or re emphasised
one key word that is empowering and sums up a whole written
paragraph, e.g. “ Potential” and “ Equal”. My FMP challenges us
about community through the true stories of those that are
actually being supported, rather than from a 3rd person
perspective where no real relationship has been built. This is
also why i think Holzer and Kruger have become so well known,
because they uncover the reality of consumer culture and
challenge us about isssues that are uncomfortable to
face up to.
insPiRaTions
iniTiaL iDEas
in order to test out photojournalism as a way to capture the reality of peoples
lives, i did a day in the life documentary of a friend, from the morning to the
evening. i also did an interview with my subject about her current thoughts and
opinions about her life. i wanted to use this test to understand how a subjects
personality came across in different scenarios and how typographically her own
words related to the emotions expressed in photography.
i learnt from this experiment that digital photography was more reliable than
film and that making the subject feel at ease in your presence is paramount to
getting the best results photographically. The photos honesty represents my
friends’ personality and expresses, through the typography, the conversations
that unfolded between us in one day. By using a different mixture of image
layouts, through projection and inDesign, i understood what compositions worked
best when communicating someone’s inner thoughts.
However, my FMP direction was becoming too wide and abstract and needed to be
contextualized into a more comprehensive structure. Therefore, i decided that
channelling these methods into a charity would make my FMP more relevant and
would be a perfect platform onto which i can build my core concept; celebrating
the extraordinary stories of the everyday individuals in the community.
2Experimentation & Positioning
CMyK screenprint of steve salmon
FMP ProPosal
real live coMMunity
“The most ordinary individual is the most extraordinary”
The everyday person is the most extraordinary individual and this is what my FMP is
going to celebrate. My passion for people and their lives is what fuels my fasciation with
photojournalism, as this method of photography captures people in their natural
environment. Free from a fabricated reality that is artificially created to portray what
the photographer wants us to see, but instead, documents pure reality in its truest form.
i want the reality of peoples lives in the community to be fully recognized as a truthful
and interesting depiction of what goes on within the Epsom community. i have also been in
contact with charities and community projects outside of Epsom (see list of contact below).
However, through months of establishing relationships with these community projects i have
decided to base my FMP on two local organizations:
1. The Living Room, Epsom Baptist church hall - drop in centre for the homeless, unemployed
and socially isolated.
2. The Drop In, st. Barabus Centre, Epsom – drop in centre for people with mental
health issues.
These two community projects have been the most willing to co operate with my project and
have been the most willing to share their individual stories with me. Therefore, i have
decided to create advertisement media for these organisations.
This will include:
1. Logo designs for charities.
2. a series of 6 a1 landscape posters displaying a photo of a person that is part of one
of the organisations, with a short testimony with key information and contact details of
the charity.
3. a3 double-sided pack down posters, that on one side have a poster design and the other
8 a5 photographs of the people from each charity with their testimonies and contact
information. There will be 2 designs each, one for each charity.
4. a5 postcard packs that have photographs of people involved in the charities on one
side, and on the other side short testimonies and key information as to how to get in
contact with the charity.
5. a small landscape book containing photographic visuals of both charities, expressing
not only their personal life stories, but a deeper look into the mental health history of
Epsom during the 19th century.
The media that i create can then be used by the organisations to help them spread further
awareness of what they do and what they provide for those in the community that are
disadvantaged. Either through domestic, financial, psychological or mental circumstance.
aesthetically, the final media provided is not just to express the everyday physicality of
a person, but to reveal the personalities, experiences and beliefs of these individuals.
The work that i have already documented have been tests to see what methods of research
works best and what type of responses i have had in return. Therefore, my FMP
relies on gathering primary research, as the methods that i will be using will be:
1. Voice recoded interviews.
2. Building conversational relationships through community projects.
3. Taking pictures of the people that are supported or volunteer with the project.
Why aM i doing it?
i have chosen this subject because it is making people aware of the wider community and the
needs within it. My brief is relevant and valuable to society because i want to make people
aware that their communities are making the difference and the people it helps should be
recognized as a result. so often people will only focus on the negative issues surrounding
their communities and will only observe all the things they do not have. But surrey is
fortunate enough to have a number of self initiated projects that support the elderly and
the homeless, that provide benefit help, find counselling for family break down and drug
and alcohol abuse, that give a shelter to women who are a victim of domestic violence.
The lives that have been transformed as a result of these projects should be celebrated,
so that other people can see what a difference their community is making and how they could
get involved. i am also helping promote local charities and the carers and volunteers that
give up their time and energy towards the livelihoods of other people. Without them,
people would not have got the level of support they need as people cannot always get care
from other organisations or charities. Either because they are overly populated, costly or
too far away. These smaller projects provide food, a social life, activities, education and
counselling, which most of us would take for granted. There is a need for these “stepping
stone” projects between the hospital or the care home, between the streets or the shelter.
sometimes people just need to be supported, not by professionals, but by everyday people
that can provide the right guidelines and direction towards a healthier, proactive and
independent life.
Who is the audience?
The target audience are the people of surrey, as a way of them seeing the goodness of the
community they are in and making them aware of the extraordinary people that they did not
even know existed. it is also for the people that have shared their lives with me and for
the charity volunteers and leaders.
i want my work to shock, challenge and move people in a way that goes beyond an exhibition
space and into the rest of their lives. i want my work to make people more proactive in
helping support their vulnerable community members and have a wider effect on how they view
themselves as active members of the public. i believe people are more willing to help those
in their wider community when they can see the difference it is making and can see how
their skills can be used to help sustain it. Being a volunteer goes beyond putting money in
a pot, it allows people to see and be part of building that little change to one
persons life.
charities and projects contacted and working with:
Contacted:
The Big Issue, London - work with the homeless
SeeAbility, Epsom - support for the blind
Homelea, Epsom - private retirement home
The Pitstop, Leatherhead - drop in centre for the homeless, unemployed & socially isolated.
Currently working with:
The Living Room, Epsom Baptist church hall - drop in centre for the homeless, unemployed socially isolated.
The Drop In, st. Barabus Centre, Epsom – drop in centre for people with mental health issues.
FEEDBaCK REFLECTion
My project has now concentrated on two local charities, 1. The Living Room,
which works with people with homelessness, financial difficulties and mental
illness and 2. The Drop In, which works with people with mental health issues.
i have learnt from my last feedback that my FMP needed to have more direction
and clarity as to what my FMP was about and how i was going to contextualize
it. Therefore, my new FMP proposal clearly outlines my intensions and i feel my
FMP has had more focus as a result.
The methods of documentary photography that i used in my test experiments (as
previously shown) i used again, to document the people that are supported by
the charities and those that volunteer, (as shown on next page). My shots were
not premeditated because i wanted people to honestly be themselves around me.
Equally when being interviewed, i let the interviewee speak broadly about their
lives in Epsom and the struggles they face.
My portfolio will show all the experimentations i have undergone in order to
come to a finalized outcome. i wanted to use a broad range of materials and
styles, from illustration and photography. This has helped me understand what
styles communicate better and what language gets across the core belief of my
FMP, which is that “The most ordinary individual is the most extraordinary”. Charity: The Drop in, st. Barnabus Centre, Epsom
Photograph of anna D. Barat
the drop in, st. barnabus centre, 26/11/2012 - 3/12/2012
the living room, epsom baptist, 30/11/2012 - 7/12/2012
Logo DEsigns FoR THE DRoP in
i found making a logo challenging because you have to quickly and clearly
get across an identity and i am stronger at creating distinctive imagery.
However, as i prefer to use analogue processors i played to my strengths
when creating a logo. i worked from the vectored shapes first and then
hand stencilled the logos with paint. i wanted everything i designed for
these two charities to be completely unique and not typical of the generic
charity media we see everyday.
Therefore, the vector of the church building where The Drop In meets and
the line drawing of one of the members profiles, seemed too obvious. The
rustic stencil of a cup symbolizes that community can be centred around
food and drink, which presents The Drop In as a friendly and safe place,
where relationships can be developed and support can be given.
FinaLs
The Logo designs on the left communicate a more sinister tone
in comparison to the designs above. The bold swipe of the circle
(above) symbolizes that everything is connected, which comes from
the spiritual term known as Zen.
i also wanted the typography to reflect the fun and creative
activities that are available at The Drop In. The other design is
more simple but has less personality, however both have been chosen
as finals because they both communicate well from a distance.
Charity: The Living Room
Photograph of front of Epsom Baptist Church Hall
i wanted to create a logo that gave a sense of where the people of The Living
Room met. so i hand cut the surrounding bricks of the building and created a
stencil design, which was then completed with collaged letters and stencilled
vectors. However, the design is too complicated for a logo, so i have
contemplated using them as business card designs or postcards, which on the
back would give contact information about The Living Room. The imperfections
of the stencil also gets across that the charity is not corporate owned, but
humbly local and welcome to all.
Logo DEsigns FoR THE LiVing RooM
The people that are supported by the charity are often vulnerable and desperate,
so i want all my designs to have a sense of sensitivity and to make people feel
there is no hidden agenda. Therefore, i think the informal personality of the
hand cut letters and painted cup, all help to make The Living Room feel like an
informal community hang out.
The connections that The Living Room has to other local charities, that supply
food, counselling and fanatical support are all brilliant at making asking for
help easy and non - judgmental. i feel the simplicity of the typography works
with the square shape because it communicates, like a living room in a house,
that relationships are formed and opportunities arise.
FinaLs Both The Living Room and The Drop In are mainly heard about through word of
mouth, because people do not feel ashamed about these initiatives. There is no
bureaucracy involved or a sense of expectation, people that come face a range
of difficulties, but are treated as equals and become familiar with the people
that come every week. Community is the main reason these charities have become
so successful, the people that volunteer their time are from the community and
have a personal connection or reason as to why they want to give up their time.
The people that need help at The Living Room have often known each other in
prison, or in the case of The Drop In have gone to similar initiatives
together as friends. Therefore, the success in the charity becoming more well
known comes in combining the logo, the people and their testimonies, in a way
that communicates equality, respect and potential. again i choice the logos
opposite as the most successful, as they emphasis these qualities the most,
when combined with the photographs and written testimonies of the people, as
seen on the next page.
The following images are poster and book designs that i want to use as part of
the advertisement for The Drop In. all the written text has come from real
people through recorded interviews and questionnaires. all photographs i have
taken through day trips and monday visits to The Drop In.
PosTER iDEas
i have decided to use a mirage effect in these poster designs, in order to
represent how we as a community need to look into the lives of each
individual that makes up our neighbourhood, and challenge the reader to
contemplate whether they are being proactive in changing their local
community. i have used the answers to the questionnaire i sent Michael
Preston, who is the founder of The Drop In (as seen above), in the posters.
as well as recorded interviews done with those that are supported by the
charity. i used this information to get across an honest description of what
the project does for people’s wellbeing and why community is important.
i wanted my posters to not be typical of what we see in charity
advertisement, but to represent real lives talking about what needs to
be done in communities and how local projects are helping peoples lives
change for the better. as shown later, i have used similar techniques in
how i have represented people at The Living Room, because although the
charities deal with different people, i want the style to be represented
in similar ways. Both charities have connections with sponsors, members
and volunteers and all come from the same community. This emphasises how
when we reach out to one person we can get connected to a whole community
of people with similar needs and interests.
TEsTiMoniEs
Telling the story of what the charities do through the voices of the people
i have met is paramount to making the advertisement of these charities stand
out as honest and inspiring. When one person from inside a charity speaks
about what it is like to serve a local community, or how their lives have
been changed as a result, it makes the reader more engaged in what the
charity do and are more likely to value its significance. Ultimately, i want
this advertisement to inspire people to tell someone about the charities
because their friend or family member could be helped by it or better still,
how they could give up their time to support their community.
as seen opposite, i have shown ideas for layouts that could be used not only
in a poster format, but also as a postcard. it gets across a message quickly
and the image is inviting and friendly, so there is an immediate connection
between the person’s testimony and the reader. i have also experimented with
the different uses of the logo, because when you position the logo with
different images and fonts the advertisement as a whole begins to determine
the personality of the charity. Therefore, i chose the logo (featured on the
bottom) because it is not elitist but gets across the unity of local people
coming together on an equal platform.
“ Coming to The Drop In is a way to escape that as I don’t like living in the place so its some way of escape for a little while anyway.I need to get out, the trouble is the lounge is like a dark tunnel and theres no light in it. I want somewhere that’s bright and new not full of memories of darkness. That’s what I want.”
“ Last Christmas before I came I was pretty bad and this was what happened, I was listening to the carol concerts at Christmas and then I got a message from God and He said you must get here come to The Drop In, here you will find healing and it bought me back. My weight was falling down I was falling to pieces and none of the drugs that I took worked. But when I came here, I got support and managed to keep coming back. ”
george Cooper - supported by The Drop in
st. Barnabus Church, EpsomProviding food and supportEvery Monday from 4 - 7pm
For further information Call : st Barnabas Church 01372-722874
our understanding of people develops when we get to know peoples lives. This
then becomes shared knowledge and this is why i decided to use the voices of
those i interviewed as the main source of information within the postcards and
pack down posters. Mental illness and homelessness may be taboo areas, but the
more people recognize it as a real problem and less of a threat, the better
educated communities become as a result. anyone can become financially
vulnerable and loose their home and everyone is on some scale of mental
illness. Therefore, it is not ‘us’ against them, it is about recognizing that
these problems can effect anyone and it is all our responsibility to support
each other and work out ways to re build lives. as oppose to ignoring people
that appear as ‘problematic’ in societies eyes.
i have developed the idea of testimonies further in my portfolio, through the
way the reader interacts with my pack down posters and postcards. as seen
opposite, these are some postcard designs declaring positive statements, aimed
at breaking down the prejudice against people with special needs and people who
are homeless. The photos show people just offering a hand and sharing a meal,
which brings an instant sense of normality to the environments that The Drop In
and The Living Room provide. inviting the reader to feel like they could step
right into this space and be supported or volunteer.
TEsTiMoniEs
iLLUsTRaTions
These illustrations show a more personal and intimate understanding of
the people i have met. There is a sense of privacy by not showing a
persons face, but instead focussing on a distinctive feature like a
tattoo or hand. My photography has purposely focused on the true
expressions on people faces because i want people to recognize the
reality of whom these charities work with. The photos should be honest
and direct and i feel illustrations achieve this to, but do not work as
well as photographs.
i have used a mixture of watercolours, pencil and ink but i think one
media works best rather than a combination. Therefore, i have
decided to not use illustration in the final production of my FMP, but
only use photography as the main basis of my work. However (as seen
later) i have re appropriated the photography through projections,
paintings, and screen printing. This is so i can see the most effective
ways in which i can communicate people’s testimonies and promote the
individuality of the charities.
Full story of steve salmon on vimeo
http://vimeo.com/10978330
PRoJECTions
i have always used projection in my work in order to create scale, so that i can
draw on top of it to create a large scale image. However, after looking at Holzer’s
work i saw how photographing a projection is also very powerful, as it is a double
emphasis on the content displayed. Therefore, i decided to project a photograph of
my friend steve salmon (an ex drug addict and alcoholic) who was made homeless due
to his wreckless lifestyle. Having a personal connection with steve since coming to
Epsom as a student, he helped me see that even in a wealthy area such as Epsom,
poverty is not a 3rd world dilemma, its on our doorstep. steve was helped by
The Living Room in Tenerife and was so transformed by it that he set up his own in
Epsom. This one story sets the foundations for all the voices i have been privileged
enough to document.
This is why i chose steve’s face as the main feature for not only The Living Room but also
The Drop In, as some of the people that go to The Living Room also go to The Drop In,
there is a link and there is a community and this is the main heart of my FMP. “Anyone can
change” represents the start of meeting one mans story, to meeting a whole spectrum of
people that have been transformed by these two charities. Transitioning from one life to
another is also a key message, whether it was going from being alone, homeless, ill or
jobless, to then having food, shelter, friends and stability, all the people i have
interviewed used to be someone and now are better for coming to these two initiatives.
This transformation i wanted to capture in the layering of paintings, projections and
colour separation of CMyK screen printing.
Experimentation of a2 posters with CMKy screenprint
3Final Outcome
Charity: The Drop in, st. Barnabus Centre, Epsom
Photograph of sarah Mulling
1. Posters
These 6 panoramic posters (as previously seen as 6 CMyK screen prints)
will be the main feature of my exhibition. steve was my first point of
contact when choosing to do my FMP on those in our community that are
the most disadvantaged. i will use steve to represent the transition of
how one life has transformed so radically. i want to visually show how
anyone can leave their past behind and have a brighter future, with the
support of The Living Room and The Drop In.
i will use my CMyK screen prints in order to show the transit of change
that one man has undergone to get to the point he is at now. Therefore,
parts of his testimony will be placed on all 6 posters, so it becomes a
visual diary that transforms in front of your eyes. The contact
information will then be represented on the last poster for both The
Living Room and The Drop In. Consequently, by the time people have
interacted with the postcards and pack down posters, they will have
experienced all the extraordinary people that i have met in the last 6
months and seen the value of a community that recognizes the needs of
everyday people.
The next 6 pages show the poster designs that will be shown at the
exhibition with the 6th page showing the final poster that will
advertise both The Living Room and The Drop In.
a1 landscape/panoramic
6 posters
Professionally printed at university
6 posters representing both
The Living Room and The Drop In
providing steve’s testimony and
contact information.
FMP Final designs
2. Pack doWn Posters
a3 Portriat
6 pack down posters
double sided
Professionally printed at university
designs representing both
The Living Room and The Drop In.
Providing poster art work on one
side and contact information on
the other.
The pack down posters are designed to be a compilation of the poster designs
and the postcard designs. There will be the same amount of contact details
available about The Living Room and The Drop In, but there will be more
individual testimonies from the people that make up these charities.
These pack down posters are more interactive because the reader will have to
open up each a5 square that makes a whole a3 poster. on one side the
opening of each segment reveals more of the charities testimonies and more
visuals. on the other, an inspiring message to all those wanting to help
change the lives in our communities with the message, ‘Your community
needs you’.
The other side of the posters will feature steve salmons message about
community and a CMyK screen print image of his profile (as featured in the
above posters). steve’s message will be used on each of the pack down posters
for The Living Room and The Drop In, in order to represent the heart behind
both charities.
The next 10 pages show the pack down poster designs. The first 4 pages show
the testimony pages for the The Living Room with the 5th page showing the
front and back designs once folded. The next 4 pages show the testimony
pages for The Drop In, with the 5th page showing the front and back designs
once folded.
3. Postcards i want to provide postcards that are completely unique and
inspiring and that immediately get across the sense of intimacy,
relationship and support that the community is offering to those
that need it. i wanted to avoid putting information such as ‘for
the financially deprived, jobless, mental illness’ etc, as this can
cause a distance and embarrassment.
as previously stated, these charities will naturally be promoted
through social workers, charities and word of mouth between
volunteers and most importantly through the those that are
supported by the charities themselves. This is why using quotes and
slices of people testimonies is powerful because it allows a
relationship and a shared experience to immediately transition onto
someone that may be going through the same predicament.
The next 6 pages show the front and back designs of the postcards.
The first 3 pages are for The Living Room and the next 3 pages are
for The Drop In.
a5 landscape
20 double sided
Professionally printed and
bound by printed.com
10 postcards each for both
The Drop In and The Living
Room providing testimonies and
contact information on front
and back.
The next 8 pages show the final printed pieces of my FMP. The first page
shows the final a2 posters portraying the extraordinary narrative of
steve salmon. This piece will serve as the opening testimony of the many
other stories that have been made available to me through knowing steve.
steve introduced me to the The Living Room and The Drop In and is the
perfect example of how one life that was destined to be destroyed, became
re newed. But this was only made possible through the support of the local
community and now he is giving back to the very people that used to be
like him.
The next 6 pages show the pack down posters and postcards for The Living
Room and The Drop In. With the final page showing how the pack down
posters and postcards work together as a whole. This shows how all these
forms of media display an in-depth look into what the charities do, as well
as a taster of what the charities have done in peoples lives. Consequently,
whether your reading it because you need help yourself or whether you want
to help volunteer, the reader can immediately see the heart behind the
charity because of the extraordinary testimonies of ordinary people.
FinaL FMP PEiCEs
1. Posters
2. Pack doWn Posters
Front back
3. Postcards
Front back
Front back
Front back
EVaLUaTion
i feel i have successfully and honestly uncovered the extraordinary lives of some of the
most vulnerable people in the Epsom community, which was my original intention for FMP that
i outlined in my proposal. although my FMP started of by documenting one life, i learnt a
lot about how to use my camera and how to talk to people. as a result i wanted to build my
FMP on something that directly works with vulnerable people in the community and this lead
me to working along side existing community projects in Epsom. i am happy with my
final pieces because they as a whole tell of many stories from the same area, but all are
so unique and inspiring in their own right.
The failures that i came across were in how i originally wanted my FMP to be about the
everyday people in my house and on my street. i realized that “ The everyday person is the
most extraordinary ”, brief that i wanted to send out to people via a direct mail brief,
was too loose and not grounded in enough research. i realized that it would not produce a
final contextualized piece that would be as coherent and relevant, as branding two local
community projects in Epsom. Consequently, branding The Living Room and The Drop In became
a natural extension of all the previous photography and illustration work i had done.
My FMP was still about giving people a voice, but through talking to Michael Preston and
steve salmon (founders of the community projects), i began to develop not only an
understanding of the individual needs of the people they support, but an understanding
of the history of Epsom.
all this primary research has enabled me to visit abandoned Mental institutes, talk to the
nurses and patients that used to inhabit them, and to see the effects of government cuts on
helping people find jobs and housing. it has greatly enriched my FMP because my visuals and
testimonies have not been fabricated or copied from other sources, but earned through first
hand experience. This is why i am confident that my final pieces will challenge and inspire
people to be part of these projects and to tell others about it that may need their
support. Prejudice against people with mental health issues or who have become homeless
build because of ignorance and a lack of education.
However, by providing an open conversation about true life stories through my postcards and
posters, people can become intrigued about the positive effects that people are making to
their community. That these issues are not taboo, but need to be dealt with and most
importantly, that it only takes a few people and a place to socialize together to make a
big difference to the most disadvantaged people in our area. i also want people to
realize that whatever skills they have, whether its cooking, caring or being creative, all
these individual gifts when put together, can spark up new ways to help support
peoples needs.
3BiBLiogRaPHy
bibliograPhy
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Martin o neill (2012) www.cutitout.com (accessed 10th october 2012)
The Liquid Way (2012) available at www.theliquidway.com. (accessed 9th october 2012)
exhibitions
Seduced by Art, The national Portrait gallery, December 2012, London
Taylor Wessing Photograghic Portrait, The national Portrait gallery, December 2012, London
For further contact:
email: [email protected]
blog: http://bwest2.gdnm.org/
linkedin: http://www.linkedin.com/pub/rebecca-west/70/a9b/830
Charity: The Living Room, Epsom Baptist
Photograph of Epsom Baptist Church Hall