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Group Members: Amy, Mina, Michelle and Georgia

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Inspired by the contemporary, graffiti art style as seen in Alexis Tyrsa's design work, as well as bold, street inspired typography seen across Tyrsa, Wieden + Kennedy and Moross sports brand works, I wanted my personal logo to encompass these features as it best represents my design identity and personal style. I appreciate strong, striking colours and shapes that represent energy and the elements of this logo definitely incoporate these influences.

At first, I wasnt sure how to incorporate graffiti style without being too extreme toward the 'grunge' era, as my audience is across all sports and street industries. Contrasting the graffiti look and feel with cleaner line work and more slick textures allows my identity to fit seamlessly across the entire sports, dance and entertainment industry audience whilst still evoking my style.

To create my portfolio presence, on Adobe Portfolio, I chose a theme that could be simplistic but had a modern, contemporary layout.  I incorporated the same colour palette, bold 'sporty' text across headings, subheadings and paragraphs that compliment each other, and a street texture background choice throughout particular pages that I saw enhanced the overall vision, producing an embedded look and feel for my overall branding. I experimented with different backgrounds of colour and texture of inspiration, however many creations took away from the professionalism of the document I still wanted to portray or clashed with other content. Therefore, I created a background of subtle 'cloud' theme brush strokes, with a texture that created a light grey, street, concrete aesthetic to compliment the logo and collection additions to the portfolio.

Pages of the portfolio as follows:
1. Welcome page - to present audience with my name, area and Professional Purpose Statement.
2. Leading to the My Work page - to view my Personal Icon Representations, my Self-Mapping Representation and any other works produced in this subject.
3. About Me page - with a further blurb on my designer choices, influences and audiences.
4. Contact Us Page

Design Process of Logo below... plus Portfolio is Online

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Amy Sorrenson n9460896
Design explores the different levels of our creativity through experimentation, knowledge and purpose. It is our desire for understanding, evolving and modernising the wants and needs of people to create something new or improved in the world.

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Icons representing the Bonsai House, Planetarium and Cactus House

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My bird experimentation based off bold contemporary style I have been consistent with, and inspired by the strong bird identity of an eagle. Representing the birds as a duo, slightly angled with eyes as the focal point, piercing toward the sky clearly encompasses the key words of empowerment, community and pursuit of achievement. The curvy line work enhances the community and connection of the birds, overlapping slightly, contrasted with sharp, bold black lines for the strength aesthetic.

The design software used was Adobe Illustrator, translating my original draft sketches by utilising the pen, brush, smoothing and curvature tools to create a more professional, finished icon. Taking inspirational from eagle proportions to fix the body shape but still allowing for the overlapping body of the birds as originally created in my sketches. The eye needed to be the focal point and look humanely to gain connection with the icon on my key words... so choosing the colour combination orange and purple, representing energy and innovation with the extra detail created through line, shape and stroke was how I was able to achieve this dimension. Design Process images below...

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Contemporary Graphic Designer, known for her use of vibrant colors and a design style that is contemporary, wild, fun, bold. She is very illustrative which is important to my field as the sports/entertainment industry contrasts both photographic (sport) and illustrative representations (graffiti/hiphop). Favourite designs and reflections below:

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The concept was to experiment with different mediums/styles to represent the same object. In this case, I chose a Nike Air Force 1 Shoe using: single-line drawing; highlighter markers; coloured pencil sketch; heavy ink scratch style; and finally a digital translation on adobe illustrator. My inspiration for using the object is because I love my sneakers and they directly relate to my identity of a street/sport vibe. Inspiration for the mediums used reflects my bold and more simplistic contemporary design style. See images below...

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To powerfully enhance the sense of community, connection and appreciation through innovative brand design in the sports and entertainment industries, to reach and impact upcoming generations.

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Wieden + Kennedy, 2020 - Video and Imagery CAMPAIGN BY NIKE - YOU CANT STOP US (2020) 

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Wieden + Kennedy also have huge influence across the Nike headquarters accounts. This "YOU CANT STOP US" Campaign Purpose - to inspire athletes to keep using their voices and come together to create change. To unite the world through sport to create healthy planet, active communities, strength and aspiring for achievement across the world. Directly relating to my purpose statement and my key words.
Other works by the company include photographic and illustrative:

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Creation concept for the Jordan AF1 brand, a series of illustrative comics to create an experience that connects the Jordan sports shoe with both culture and personal experience. Utilises the graffiti, contemporary era of design with colour scheme that represents community, strength, innovation - also in my key words.

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Alexis Taieb (Tyrsa) discovered graffiti in 1999. 

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His first works were branding on walls, discovering his love for graffiti, branding and typographic creative styles. He began his career after graduating in 2007, and focuses on print and web design inspired by bold street and sport style.
"HE BELIEVES IN CREATING ENGAGING, MODERN AND PRECISE VISUALS THAT FOLLOW A SIMPLE GOAL: TO REINVENT THE LETTER, BUT NEVER LOSE ITS MEANING. OR ITS BEAUTY".

"THEY REPRESENT ME". He influences my design choices as I am heavily into the retro, bold, graffiti style of typographic design and myself am inspired and grew up in a world of street and sport culture. He does a lot of identity and branding and mural work. As his style represents himself, the influence also represents me. Some of my favourite works of his and details of theory are compiled below:

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Logo Styles - influenced by combining the eras of Retro = bold and catchy POP style typography and Contemporary Art = graffiti styles representing hiphop and street cultures. You can see he is visually influenced by his cultural backgrounds in street and sport, wanting to be seen and and his love for being influenced by his surroundings.

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This branding concept was constructed to create a community-driven identity for the Hiphop Cultural Centre in Paris. Using contemporary art inspired by geographical shapes and utilising his surroundings. This resonates with me as a designer for not only the industry of hiphop, but the values of bringing together a new concept for the community, supporting the new generations, in order to grow their appreciation for the culture and give them opportunities to reach their goals.

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Alexis Tyrsa, 2019 - Produced for Brand Identity of Drew League Basketball Tournament LA

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Influenced by his cultural backgrounds in street and sport, again being the Contemporary Art era. Using his talents to bring together a NEW tournament to bring together the basketball community across America. Aligns with my industry of design, love for sport and my chosen key words of community, strength, innovation, achievement and empowerment.

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Claire is a Campaigns director, designer and illustrator. Currently working for Nike headquarters - particularly Nike sportswear and empowering for Nike women. Inspired by Retro, Psychedelic styles of colour and line with a contemporary graphic design touch.

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Key Words; Street Textures, Representations & Materials;  Graffiti and Sport Aesthetics; Hiphop Aesthetics. Referenced Images in Reference Tab

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Utilising the contemporary, graffiti inspired typography to portray the new sports/street shoe of New Balance 247 in a Japan pop up. Directly relates to my industry theme of a sports/hiphop aesthetic and utilises the graffiti typographic features for her style creation. Colours are strong, vibrant and represent 'street'.

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Map of Choreography Notation for Hiphop Dance Routine 

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Map of Choreography Notation for Hiphop Dance Routine 

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Creating this icon/pictogram series was intended to represent my active, bold, contemporary inspired identity, with a street/sporty look and feel. The icons not only represent my professional identity as a designer, but also my life and the events which have shaped me. They are my greatest passions and influences: my love for music; sneaker for street style, breakdancer for hiphop culture; a team for my community nature, dance career and sports activities; an empowering hand with a dumbbell for achievement and strength both mentally and physically; and finally an energetic, healthy heart for health and wellbeing, and my electric passion for all of these elements of my identity. They reflect my purpose today - wanting to enhance the sense of strength and appreciate the culture in the sports, dance and entertainment communities, to impact the upcoming generations who will carry the future of the industry.

The simplistic, bold, street-inspired design and utilising the contemporary, street-inspired line and shape work, influenced by Alexis Tyrsa, will aid in directly connecting with this audience. Particularly taking insipiration from the Marl Sole illustration by Wieden + Kennedy, their works aligns with my values and purpose, also focus on designing for aspiring athletes - connecting culture and appreciation.

The colours chosen are also strategically located across the pictogram where enhancing the active, youthful, powerful, connected and passionate emotions are required, whilst also balancing the series visually. I wanted to create a sense of bold motion and movement throughout the icons, each one portraying the sense of activity or achievement... therefore I added the small line work consistently in each icon for where the movement, reaction or air would flow for each icon. E.g. lines out of the speaker, lines under the shoe for friction against pushing from the ground etc.
Finally, having icons situated on a 'plate' or 'stage' base (the grey semi circle) executes an 'out of the box' energy rather than in a circle or square border, which I feel best portrayed my aesthetic.

Draft Sketches and Design Process below...

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Personal Identity Icons more colours COMPLETE 2

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other ideas from captures

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other ideas from captures

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other ideas from captures

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Hamilton, J. (2021). DVB102 - Image Design and Production - Week 3 Lecture - Aesthetics. [Lecture Slides]. Blackboard. https://blackboard.qut.edu.au/bbcswebdav/

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Alexis Tyrsa. (2021). http://www.tyrsa.fr/

Claire Kang. (2021). http://www.clairekang.com/

Kate Moross. (2021). https://www.ariesmoross.com/

Wieden & Kennedy. (2021). https://www.wk.com/

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Wieden & Kennedy. (2021, April). Marl Sole [Jordan Branding Campaign]. Wieden & Kennedy Works. https://www.wk.com/

Alexis Tyrsa. (2021). http://www.tyrsa.fr/

Giardina, A. (2021). Pigalle Basketball Court - Paris. Interior Designer - Pinterest. https://www.pinterest.com.au/pin/705024516662423799/

Rihanna. (2021, September 16). Twitter. https://twitter.com/rihanna/status/1438368971930091520?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Etweet

Missy Elliott. (2012). Instagram. https://www.instagram.com/missymisdemeanorelliott/

Insplosion. (2021). Pinterest - Orange Textures. https://www.pinterest.com.au/pin/109353097188561828/

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Hamilton, J. (2021). DVB102 - Image Design and Production - Week 3 Lecture - Aesthetics. [Lecture Slides]. Blackboard. https://blackboard.qut.edu.au/bbcswebdav/

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The concept was to find a piece of creative text that we enjoyed - to read and highlight specific words throughout, redact these and ultimately re-create our own poetry. The text I chose was a section from the book by Paulo Coelho "The Alchemist" - the theme being a powerful, simplistic story about pursuing dreams and following your heart. This resonates with me, my life journey and my identity. Pulling the words that stood out to me, I was able to re-invent my new poem that reflects this pursue of strength - achieving what you've strived for, even when you didn't know you could. Poem experiment process below:

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Step 2 - Highlighting words that stood out

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Step 2 - Highlighting words that stood out

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Step 3 - Redacting the words out, seeing their place in the re-created story and punctuating in a way to create an interesting interpretation of my blackout poetry. 

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Step 3 - Redacting the words out, seeing their place in the re-created story and punctuating in a way to create an interesting interpretation of my blackout poetry. 

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step 4 blackout poetry remastered COMPLETE

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The concept was to evoke specific words or feelings by line representations. Discovering what this word/feeling looks like as an illustration. Through some words given in the class activity, to experimenting with a few of my own, I used the initial sketches from class and experimented further outside by downloading the Adobe Fresco mobile app (recommended tool by the lecture/tutor content) to explore presenting these lines digitally and playing with textures on my iPhone. See images below...

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As per the Botanical Gardens experiment sketching in class, I wanted to portray a group of realistic feeling, digital icons for my pictogram experimentation. I wanted to create a more cartoon-based look and feel for these icons, as my style is quite bold and obvious and is what I am naturally drawn to. I did experiment with textures on the tree and cactus greenery, however for readability factor when placed on a map or in a brochure, and when size is decreased, the texture technique needed to be clean, simple and bold - allowing the icons to be quickly processed, easily remembered and easily recalled by garden visitors. Hence, my draft and finalised versions below...

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Step 2 - Basic Elements Drawn using Shape and Brush Tools

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Step 2 - Basic Elements Drawn using Shape and Brush Tools

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Step 4 - Added additional line, colour and shape elements that connect the series 

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Step 4 - Added additional line, colour and shape elements that connect the series 

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Step 3 Icon Experiment - Botanical Gardens

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Decided to remove the background for a more 3d, professional effect, and aligns with my style more appropriately.

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Step 1 - Basic Line, Form, Shape Outlines Drawn based off best from ideation process

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Step 1 - Basic Line, Form, Shape Outlines Drawn based off best from ideation process

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Step 2 - Main palette colours inserted across shapes to begin visual decisions plus further detail added to speaker, team icon, breakdancer and strength icon. 

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Step 2 - Main palette colours inserted across shapes to begin visual decisions plus further detail added to speaker, team icon, breakdancer and strength icon. 

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Step 3 - More colours added/changed around plus further details to breakdancer and strength icon - combining empowerment and dumbbell icons

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Step 3 - More colours added/changed around plus further details to breakdancer and strength icon - combining empowerment and dumbbell icons

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Step 4 - Further colour detail to speaker, line work to the breakdancer and jersey lines plus 'team' logo to the coach of the team icon for better representation

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Step 4 - Further colour detail to speaker, line work to the breakdancer and jersey lines plus 'team' logo to the coach of the team icon for better representation

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Step 5 - adding further dimension of line, colour and shape across all icons. The added detail of the 'movement' lines across all icons to portray a sense of sound or motion, to represent my self as they are all active icons and create a seamless grouping element. The bolt in the heart for added energy and connection to the 'health and sport' aesthetic rather than just a heart.

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Step 5 - adding further dimension of line, colour and shape across all icons. The added detail of the 'movement' lines across all icons to portray a sense of sound or motion, to represent my self as they are all active icons and create a seamless grouping element. The bolt in the heart for added energy and connection to the 'health and sport' aesthetic rather than just a heart.

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Step 6 - Final inclusion and shuffling of colours to evoke entire colour palette, after feedback of including more dimension/colour inclusion from peers and add visual balance across the pictogram series. 

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Step 6 - Final inclusion and shuffling of colours to evoke entire colour palette, after feedback of including more dimension/colour inclusion from peers and add visual balance across the pictogram series. 

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My design intention for self-mapping my identity was to take one of my icons and produce a visual story of something both significant to my life and directly connects to my entire design purpose, keywords and portfolio. I have chosen to map the choreography steps of performing a hiphop dance routine, through dance notation. Choreographing and dancing in hiphop routines is significant to me, being part of what I do for a living, it is a passion. Sheet music inspired by the hiphop genre is also incorporated to compliment and enhance the understanding of the choreographic map and when different movements occur.

The map reads with 3 distinct dancers - it was important for me to incorporate the team and community aspect of my identity, by producing a group performance of choreography, rather than a single dancer. Hiphop culture is also very driven by connection and support in this generation. Firstly, each dancers in the routine is defined by a different coloured outline - purple, blue and orange. Secondly, to produce the most realistic, clear routine for the audience to follow throughout the map, all dancers also have 'movement' lines in their same colour to represent how the movement direction from one choreographic position flows to the next. E.g. position 1 image, movement of each dancer on how to get to position 2, and then position 2 image and so on... generally, each dancer often has different positions when performing an intense, high energy hiphop routine and to create an added level of innovation I wanted to include this visual element, and so it best translates into a live dance setting.

Using the bold, black dancer silhouettes across this self map  rather than thin stick linework keeps the focus on the genre and street style. The map reads left to right, as the general structure of sheet music does too, however I decided to incorporate the numbers of the 'bar counts', as well as a 'start' and 'fin.' labels of the dance for clarity of those not familiar with the notation process.

I am heavily inspired by dance and wanted to portray movements on the ground, in the air and particular steps as realistic as possible for this hiphop culture, as it is a dance genre more lively than others and needed to be conveyed through the illustration. I also ensured I stuck to designing elements with my bold, contemporary and street stylistic influences to incorporate the variety of movement. Using Adobe Illustrator techniques to achieve this, including use of the brush tool, shape formation and pathway interconnections and anchor point movement to change the leg and arm positions across each new choreographic step, achieving the consistent look and feel of the routine mapping. Throughout the design process and choosing this idea, I was certain when discovering the dance notation technique and envisaged the look and feel I wanted. I added and removed elements seen in the below steps to come up with my final self-mapping which I am very proud of producing. Design Process below:

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Step 2 - Utilising Break-Dancer from Pictogram Series, began manipulating and creating hiphop routine shapes and movements. 

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Step 2 - Utilising Break-Dancer from Pictogram Series, began manipulating and creating hiphop routine shapes and movements. 

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Step 3 - Dance Routine of Group Finalised and Movement Lines Added to Connect

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Step 3 - Dance Routine of Group Finalised and Movement Lines Added to Connect

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Step 4 - Needed More Detail - after peer feedback, added in complete sheet music line work (5 lines instead of 1) for better realism, clarity and understanding of map.

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Step 4 - Needed More Detail - after peer feedback, added in complete sheet music line work (5 lines instead of 1) for better realism, clarity and understanding of map.

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Step 5 - Finalised and Refined Choreography Notation Map

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Step 5 - Finalised and Refined Choreography Notation Map

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Step 1 - Bold, Graffiti Style Outline of Letters with Thin Brush Tool - Adobe Illustrator

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Step 1 - Bold, Graffiti Style Outline of Letters with Thin Brush Tool - Adobe Illustrator

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Colour Palette is above for accurate colour using dropper tool.

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Step 3 - Added a second outline layer for added depth and dimension to create the graffiti style of lettering. Also played with colour fill and gradients in the style to achieve a better contrast and create a more 3D look and feel. 

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Step 3 - Added a second outline layer for added depth and dimension to create the graffiti style of lettering. Also played with colour fill and gradients in the style to achieve a better contrast and create a more 3D look and feel. 

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Step 4 - Photoshop experimentation with brush texture tool to create a spray paint, graffiti splatter aesthetic background to my lettering. 

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Step 4 - Photoshop experimentation with brush texture tool to create a spray paint, graffiti splatter aesthetic background to my lettering. 

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Step 5 - Adding more variety in the spray paint background to align with my colour palette and key words to create a stronger, bolder contrast. 

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Step 5 - Adding more variety in the spray paint background to align with my colour palette and key words to create a stronger, bolder contrast. 