Essay Initial Plan

Structure;
Introduction to your argument - what you are investigating.
Critical argument developed through a discussion of triangulated academic sources (All Harvard referenced).
Case studies (1 - 2 contextual examples) these might be examples of graphic design, objects, practitioners / practice, cultural phenomena that relate to your theme.
Conclusion discussing evidence raised in the main body of essay and practical work.

Introduction
Is expressive and bespoke type design more effective in communication than standardised type?

• Historical context: Standardised type was based on production methods available in response to mass production (letter press) in comparison to ... Modernist and Post-modernist ... Digital age
• Current/contemporary: ... 

Critical Argument

1. Consumerism
2. Maslow's Hierarchy of Needs
3. Brand identity and advertising
4. The role of a type designer
5. The purpose of each type design

Case Studies

1. Leah Maldonado
2. Advert/brand?

Conclusion

Should not come to a clear conclusion - what was the most important finding?