OUGD503: END OF MODULE EVALUATION

Ougd503 Anthony White End of Module Self Evaluation by antjtw

OUGD503: STUDIO BRIEF 2 - Creative Partners // YCN Champneys

Champneys Individual Boards by antjtw

 The Champneys Individual Boards

Ougd503 Anthony White Studio Brief 2 Ycn Champneys by antjtw

 The Champneys Collaborative Boards

Design Practice Posts | Design Context Posts

OUGD503: STUDIO BRIEF 2 - Creative Partners // YCN Champneys - Pre-Submission Boards Crit

Before we submitted our boards to YCN, we've decided to critique our boards with Sean, Dan and Grace. Just so we know the imagery is appropriate and the text makes sense. I also want to know if our concept is pitched correctly.

Impact page was fine, large image, logo, impactful, draws the audience in. 

Some alterations to the text is needed, doesn't really pitch the concept, and it doesn't really make sense. Probably down to my poor english skills, and I was in a rush. However, Sean, Grace and Dan combed through it, and altered it so it made more sense. 

Another page is good imagery, however the text also needed a few adjustments to allow it to flow and read better. Just general grammar issues. 

The page for the website page was good, bold and impactful, showed the website, doesn't need text.

Plenty of grammar issues on the printed proposal page, the imagery was good, and strong. Just needed to sort the text out, again. 

Text alterations are needed. Tweaked the image's alignment to it fits better. 

The final board showing how Champneys work in the environment was fine. A few alterations in the text was needed, but it wasn't too much to do. 

The final boards will be included in the submission post, with all the amendments included. 

OUGD503: STUDIO BRIEF 2 - Creative Practice // YCN Champneys Submission

Ewan and I submitted our work to YCN today. Prior to this we had a critique with Dan and Sean, to spot all the faults on our boards, the majority of which were just type errors, as I'm rather terrible at English, as I'm sure It's evident on this blog.

You can see the YCN Student Awards Entry Form above, with all the relevant information in the entry fields for the submission. 

As above, you can see the confirmation screen for this project, when we submitted it. 

Ougd503 Anthony White Studio Brief 2 Ycn Champneys by antjtw

The final boards we submitted to YCN Champneys

OUGD503: STUDIO BRIEF 2 - Creative Partners // YCN Champneys - Action Plan

During a studio session, we've been asked to produce a project rationale/concept statement and an action plan. This will serve as a guide throughout this brief, a time scale and a plan of what we need to do, and when we need to do it. By doing this, we set ourselves deadlines which will help each other plan our time, so we complete the project as best we can.

The project rationale and concept statement helps us develop the brief, we're now able to rewrite the brief, so we know exactly what we're doing, who our audience is, and all the other required specifications of the brief.

OUGD503: STUDIO BRIEF 2 - Creative Partners // YCN Champneys - Context Boards

As part of the next session, we will be required to present our concept, and the work we've done so far. So, to aid in the illustration of the concept, and seeing how we arrived at it, I've created context research boards, which back up our thoughts and ideas behind our concept. Unfortunately, at this stage, only having the brief for a week, we've only been able to obtain secondary research.

The boards show the research which we've conducted into Champneys, their prices and their offers. We've used this research to arrive at our concept, due to the high prices, and existing 35-65 female audience, it's difficult to attract 16-25 year olds. So instead, we've decided to target the parents, who could afford the weekend, and use it as treat for their son or daughter, perhaps for doing well in an exam, or a reward for their hard work, a chance to relieve stress, and take some time off, which they deserve. Of course this is still in development at this stage, but it's what we have so far.

OUGD503: STUDO BRIEF 2 - Creative Partners // YCN Champneys - The Brief Analysis

The problem? 

Champneys aren't attracting a younger audience, and they want to expand their audience to a larger scale. OR they aren't making enough money, how can they is and abuse the younger generation to increase their profit. 

What is the Brief asking you to do? 

To increase awareness to the younger audience, promote their healthy lifestyle, with an underline of helping them generate more profit. 

What is the brief trying to achieve? 

Connect with our target audience, and inform them about an uplifting experience, a relaxing day they could have at Champneys. Increase the amount of people going to the spas and having a larger variation on the audience. 

Who will benefit? 

The younger audience will benefit, and it will improve their health and mental wellbeing. We will benefit, as we have a chance to improve our design skills, have a new challenge, and perhaps even win. And Champneys will benefit 

What is the message?

To have an uplifting experience, improve you health, physical and mental wellbeing. de-stress and have a nice time. 

Who is the audience? 

The audience, isn't specified exactly, however, it does says it wants to attract 16-25 year olds. However, we should also appeal to the honchos at Champneys and the judges of YCN. 

How will the message be delivered? 

Through the promoting awareness, using printed collateral and digital design, to appeal to the audience and encourage them to take care for themselves. 

OUGD503 STUDIO BRIEF 2 - Creative Partners // YCN Champneys - Deciding the Audience

Following my research, looking at the format of Champneys, I decided to flesh out our options for our audience. Looking at our audience will give us a clear direction of who we need to cater for when we're designing. 

I began to flesh out their initial specified target market, they want to attract 16-25 year olds, typically students. However, it following my research into the Champneys brand, this didn't seem feasible. It's far too expensive and quite tedious for a younger person to organise. 

 I then had a small brain wave, rather than specifically targeting the target market, I thought it would be better and more effective to target a market in their existing audience, parents of 16-25 year olds, who will lie within their '35-65, female' current market. Targeting the mothers of students, perhaps designing a method to convince them to treat their daughter (or son) to a spa day as a treat, a reward, a break from their studies.

OUGD503: STUDIO BRIEF 2 - Creative Partners // Selecting the Briefs

British Council

Pros

• Larger scope, nothing’s set in stone, so you’re able to really explore the creative depth of the brief, for the best solution. 
• Interesting content, imagery from both countries 
• Both print and web, so they’re an ability to split the load between the two of us
• Larger collateral range to work with

Cons

• We don’t speak Russian; google translate isn’t too accurate
• Part of the deliverables demand film and moving image, we’re designers, not cinematographers
• Large Target audience 

Champneys

Pros

• Clearly defined audience
• Larger collateral range to work with
• Clearly defined brief, say’s who they are, their values and what they don’t want to appear as
• Good subject matter, something we want to promote

Cons

• The audience might not take to the proposed idea, it wants to alter the values of young people, which will be difficult
• The current logo doesn’t really work with the target audience and the concept proposed, it also doesn’t say if we’re allowed to change it, or not

WPP

Pros

• Plenty of available information on the subject, global warming is widely discussed subject
• Large scope of collateral to produce, it gives us freedom to work with our own ideas

Cons

• Globally defined audience, extremely broad
• The whole brief is very broad, it doesn’t give us any initial direction to head in.