OUGD505: STUDIO BRIEF 1 - Product, Range & Distribution // Publication Scamps

Following my research post which looked at layout, I've begun to apply the layouts I sampled within my own layouts. Doing this, using the work of other designers, teamed with my own ideas, should help improve the overall quality within the publication. These are just thumbnails overall, which I will develop using further layout research, when I increase the size, creating the final design. 

I mocked up a few thumbnail layouts, based on my research. I've created them in a way to see how they would fit the content. The subject is all about 'Power, Beauty, Soul', which is Aston's tag line. So to express this through my layouts, imagery will be extremely important. I've tried to create the scamps with images in mind, devoting a larger amount of space to the images, and allowing the type to fit around it.

I've tired to add variation in the layouts, some of the images will need more copy with them, some explanation and some context. Therefore I've altered the layout to accommodate for the copy, allowing more or less space. On some of the scamps I've explored the idea of having a larger amount of white space around the type and copy, the bottom right scamp for example. 

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. 

OUGD505: STUDIO BRIEF 1 - Product, Range & Distribution // Studio Workshop - Time Management

A small workshop, where we were asked to create a time management schedule, a guide to follow throughout studio brief 1, as it was evident in the last module that time management was an issue amongst a few of us. 

I labeled the dates along the right hand side, to indicate the time scale. I have between now and the 18th of March to complete the first studio brief for this module. 

A shot of my week planner in full, I hope to stick to it for this studio brief, and see how my time management improves throughout. 

OUGD505: STUDIO BREIF 1 - Product, Range & Distribution // Research Boards Feedback

Following the research boards, I presented them and spoke about Aston Martin, speaking about the range of research I'd done, extending what was on the research boards, with knowledge I've gained, as you'll see on my Design Context blog. I spoke to a small group of 7, running through my research process, from the cars, the history, the centenary, the concepts and the artwork - a flow of work, explaining how I got from one to the other. I received the following feedback:

Pros

• Good range of images and text, balanced ratio, the text isn't overwhelming, and there aren't too many images, they all serve a purpose, in delivering information.
• The research board's order reflects the direction I headed in, you can clearly see how I transitioned from one topic to the other.
• Interest is certainly showed, it comes across in the attention to detail and reflection in the presentation.
• Consistent grid structure throughout, clear that design awareness is evident in the boards.

Cons

• Consider different fonts for my copy and headings, using different weights to establish order in the boards
• Don't speak in first person! Clients won't care, stop doing it!

Overall, I can't really complain about how they turned out, usually, I try to use different weights on my fonts, however on this I didn't, I'll try and use them next time. I will an extra effort not to speak in first person, in future.

Boards Workshop

We then crit the research boards, passed them around and labeled what was bad, and what was good. What could be fixed, we ended up being extremely petty, but the best things are perfect, so we need to be petty to get the best result.

"Your name is missing on the boards, I think your boards would benefit from having the title on each board stand cut a bit more as I was searching for it. Good images and a clear system".  It's fair feedback, I do need to include my name on my board, although I wasn't aware it was mandatory. Including a larger title might also work too, however, by increasing the weight of other fonts, I can establish order. 

"Minuscule spacing" I don't understand this comment, the type and images fit in the gird, it's the same throughout, I suppose due to the white space, it's probably subjective. "I would write it is, more professional and as Aston martin very high end, I think language should reflect" Another fair comment, I'll attempt to adapt my writing style and my vocabulary to suit the audience. 

Grammar errors, fairly standard, I'll be sure to get someone else to proof read my work in future. 

I measured out these two gutters from the closest points, they both measure to 5mm. They're all created using the same grid system. It must once again be subjective. 

I spoke in first person a lot throughout the boards, it's something I must rectify. Speaking in a different person, such as third person, would be more affective, as the client doesn't care. 

A black line down the side of some of my images, it's petty, but it doesn't look good. By cropping the images, I can get rid of this, it's an easy fix. 

OUGD505: STUDIO BRIEF 1 - Product, Range & Distribution - // An Exhibition of Aston Martin - Research Boards

Following my research, I prepared some research boards for the crit tomorrow, I've created the boards in the chronological order which I carried out my research. Starting with the production line, the history, the centenary, the design of the centenary car, the CC100, and finally, cars as art.