This is my second live brief that I have chosen to look at. It's from the YCN website just like the first brief. This one is from Cornetto.
The brief is to promote Cornetto's 'snap, scoop and share' campaign to get more people to share Cornetto.
Background
Cornetto started in 1959 by Spica, an ice cream manufacturer in Naple, Italy. They came up with a new innovation where they used a cone with chocolate coating insulation to prevent the wafer getting soggy. They have established themselves as one of the world's most famous ice creams. Selling their ice cream over 5 continents.
Target Audience
The target audience are the hyper connected lovestruck teenagers who are passionate and experience music and love. They are hyper connected through multiple social medias.
The people are 18-35 year olds who are 'young at heart' and likes to snack usually at summer occasions.
Positioning and Brand Personality
Cornetto has always been connected to love. They are light hearted, fun, spontaneous, playful and genuine and they want to reflect that through love.
Cornetto are known as the 'innocent ice-breaker for lovestruck teens.'
They are trying to encourage more customers to 'share the love' by sharing a cornetto.
The Challenge
The idea is 'snap, scoop and share'. I have to encourage the audience to snap the chocolate tip, scoop some f the ice cream on top and share it with someone special.
They are looking at creative and unexpected ways to 'share the love' through real world and online expressions.
I need to create a real world application and further amplifying into digital channels.
Considerations
- I need to think about how to design the product's elements like the crown, wafer, tip, wrapper etc to encourage people to 'snap, scoop and share'.
- I need to think about a strategy to generate passionate conversations around the campaign. How can I get people to share?
- How can consumers become involved in this idea?
- What does success look like and how will it be measured before, during and after the campaign?
Mandatories
- Include visual illustrations of how the product could be used in the campaign.
- Express my style in my own way.
- If social media is involved, images, gifs or any type of digitally assets can be used.
- The proposals must fit with the brand's personality and any illustrations must be aligned with Cornetto's visual identity.
- The creamy and crunchy snacking credentials of the product should be demonstrated to create a strong appetite appeal.
Thursday, 10 November 2016
Wednesday, 9 November 2016
Live Brief #1 - BEAR
This brief is called 'BEAR' and it was on the YCN website. It's by the company 'Bear' where they produce healthy snacks for children.
The brief
They want me to create the next set of yoyo cards that are found inside the packaging. Below is an example of the yoyo cards found inside.
The brief
They want me to create the next set of yoyo cards that are found inside the packaging. Below is an example of the yoyo cards found inside.
Background
The company started off back in 2009. Hayley, who was a personal trainer, was confronted a lot with complaints about parents finding it hard to get their kids to eat healthy. She came up with 'BEAR' as a solution, she came up with the bear from reading an article that was about how bears who drifted into cities and ate out of a bin were 30% fatter than bears who ate salmon and berries so she used the idea of the bear as a way to get people eating healthier.
Ever since, the company have been making tasty lunchbox snacks out of fruit with educational yoyo cards found inside which kids can learn different stuff.. They have grown to be the number 1 kid's fruit snacking company.
The idea was to get kids eating healthy and eating their fruit in a fun way without them knowing.
The challenge and what I need to consider
The challenge is for me to create the next series of the yoyo cards where I can pick my own theme. They want to see at least three card designs, both front and back.
The previous themes were about cultures, species and inventions so this theme has to be different but at the same time, very educational like the previous themes.
The series of cards has to have a story behind it and the BEAR needs to be the main point behind it. The bear is very important because in the minds of children, they think it's a real bear and they write letters to him asking stuff like what he likes doing or who his friends are.
I have to fit as much information as I can in those cards but at the same time, try to not be boring. The point is to not make the children feel like they are in school with all of the facts.
- Be bold and not safe. Think wild and have fun.
- Style: the cards don't have to follow the style of the packaging. Keep it fresh, colourful and trustworthy.
Target Audience
The target audience are 4-9 year olds, both boys and girls.
Mandatories
- Three designs, both front and back of the card.
- A simple paragraph explaining the theme and idea behind the design.
- Must include the BEAR logo somewhere on the card.
- The cards must be numbered. They are collectable.
Tuesday, 8 November 2016
Brief Two Introduction
08/11/2016 - Lecture
In this lecture, I was introduced to my second project of the year which is a live brief. We were given the choices of two networks to choose from which are YCN (You Can Now) and RSA (Royal Society of Arts).
YCN focuses on contemporary communication and they have 16 live briefs which I can pick from. The deadline for each brief is 23rd March 2017.
RSA focuses on social environmental and ecological and they have 12 briefs which I can pick from. The deadline for this is 8th March 2017.
We were shown a video made by RSA and it shows people who have previously won and people who work for RSA. The video just gives me an idea of the type of work the previous winners have done to get an idea of what they are looking for and what happens during the marking process. It talks about how useful it is to do a live brief from RSA because I could end up with a job at the end of it. It gives designers an opportunity.
The RSA Student Design Awards: A Student's Story from RSA Student Design Awards on Vimeo.
Timeline
Week One - For this week, I have to pick 3 briefs, one from each competition, from then, I just have to generate ideas for each and talk about it.
Week Two - Develop ideas - Think about which ideas are my strongest, get feedback and pick the right brief for me.
Week Three - This is where we begin to formalise ideas. Think about what kind of skills is required to achieve the chosen brief.
In this lecture, I was introduced to my second project of the year which is a live brief. We were given the choices of two networks to choose from which are YCN (You Can Now) and RSA (Royal Society of Arts).
YCN focuses on contemporary communication and they have 16 live briefs which I can pick from. The deadline for each brief is 23rd March 2017.
RSA focuses on social environmental and ecological and they have 12 briefs which I can pick from. The deadline for this is 8th March 2017.
We were shown a video made by RSA and it shows people who have previously won and people who work for RSA. The video just gives me an idea of the type of work the previous winners have done to get an idea of what they are looking for and what happens during the marking process. It talks about how useful it is to do a live brief from RSA because I could end up with a job at the end of it. It gives designers an opportunity.
The RSA Student Design Awards: A Student's Story from RSA Student Design Awards on Vimeo.
Timeline
Week One - For this week, I have to pick 3 briefs, one from each competition, from then, I just have to generate ideas for each and talk about it.
Week Two - Develop ideas - Think about which ideas are my strongest, get feedback and pick the right brief for me.
Week Three - This is where we begin to formalise ideas. Think about what kind of skills is required to achieve the chosen brief.
Sunday, 6 November 2016
Cybernetic Self - Formative Assessment Response #1
My target audience is 5-10 years old so the tone I wanted to convey was playful and friendly.I thought of achieving that by creating a happy character with a common name, something that the young viewer can connect with.
I tried to make the character appropriate enough for 5-10 year olds and not too childish because I don't want the poster design to make the viewer think they are too childish. The character is smiling to give off the friendly feeling to the viewer.
The things he says in the speech bubble is meant to motivate the reader,make them feel empowered and feel good about themselves like when he's asking "are you a winner?" and replies with "ofcourse you are", he'scalling the child a winner which motivates them to enter the competition and makes them think that they have a chance to win.
I tried to use as much colours as I could for the poster without being too much so the poster doesn't look dull.
The paper size for this poster is A4 because it's big enough to fit all of the information and at the same time, big enough for the text to be seen easily so the children can read it.
I started off with the 'win a prize' part because the main point behind this poster is that there's something that can be won, I made the text big because of that reason so it attracts the viewer's eye immediately and it's something that will interest the reader. The type of the text is called Blockhead, it looks like it has been drawn on which goes with the idea of the viewer having to draw for themselves as well.
The second type used in this poster is called Futura Book, I chose this because it's playful, not serious, easy to read because it's light and I can fit a lot in a short space without seeming big and busy.
Going back to the character, I added a speech bubble and made it look like the character is talking directly to the reader which makes it feel personal.
I added some sort of step by step guide of what to do which can be done in 3 simple steps like draw, colour and send. It's just some extra information that could help the child reading it understand what to do. I tried to make the competition look as simple as possible because I felt like if the competition was complicated or very time consuming, the child would be put off and lose interest very quickly, by displaying that it can be done in three simple steps with simple being the key word, it would encourage the child to enter the competition because it looks easy to do.
I combined imagery with text to display the step by step guide because I felt like a child would understand the imagery more than if it was just text and it's easy to understand which is a bonus.
Saturday, 5 November 2016
Print Bureau
25/10/2016 - Workshop Week
In this workshop, we spoke about printing and book binding to help me when I eventually have to print a booklet, magazine etc.
We first spoke about book binding and the different types of it to get an idea of the pros and cons of each so when I come to printing, I know what I want.
Perfect Binding
How this binding works is the pages are folded into sections then the wrap around cover is glued around the book.
- It's the most used in books.
- It's not the strongest form of binding and the book won't open flat.
- The cover needs to be a wrap around cover to make this work.
- I need to think about margins when designing especially the inside margin. I need to make sure that the inside margin is not to close to the edge.
- This type of binding is useful for manuals, catalogues and annuals.
- One of the pros of this binding is that it can be designed landscape.
Saddle Stitch
How this binding works is the stitch of thread is placed into the fold of the book.
- When printing, the total pages has to be a multiple of 4.
- This type of binding is good for mock ups for clients but not good enough for production.
- Make sure the text isn't close to the clutter.
- The con of this binding is that it can't be designed landscape.
- It is mostly used for magazines or booklets.
- It has to be double page.
Spiral Binding
Holes are punched near the edge of the book and held together using wire or plastic colls.
Advice
The advice we got was to do mocks up first by drawing it out on paper first to get an idea of where to place everything and how it will look then transferring it into Indesign.
Print it off a couple of times as mock ups to know how it looks printed and make changes if needed before printing it for the final time.
The other advice was the thicker the book is, the bigger the inside margin should be.
The best file to save an image from Photoshop and safely uploading on Indesign are TIFF or PDF because there are times that saving the image as a JPEG could cause trouble when uploading it on Indesign.
Types of Printer
- UV Printer - This printer can print on hard surfaces.
- MFD Printer - The printer that is used in the studio, ordinary and standard printer. It doesn't print high quality photographs so it's best not to print my final work with this printer, it's more as a business printer.
- Digital Press - Produces very high quality prints, this would be a great machine to print my final work. It can print saddle stitch booklets.
- Wide Format Inkjet - It's a meter wide. It has a wider gamut and it can print digital photographic prints in RGB.
In this workshop, we spoke about printing and book binding to help me when I eventually have to print a booklet, magazine etc.
We first spoke about book binding and the different types of it to get an idea of the pros and cons of each so when I come to printing, I know what I want.
Perfect Binding
How this binding works is the pages are folded into sections then the wrap around cover is glued around the book.
- It's the most used in books.
- It's not the strongest form of binding and the book won't open flat.
- The cover needs to be a wrap around cover to make this work.
- I need to think about margins when designing especially the inside margin. I need to make sure that the inside margin is not to close to the edge.
- This type of binding is useful for manuals, catalogues and annuals.
- One of the pros of this binding is that it can be designed landscape.
Saddle Stitch
How this binding works is the stitch of thread is placed into the fold of the book.
- When printing, the total pages has to be a multiple of 4.
- This type of binding is good for mock ups for clients but not good enough for production.
- Make sure the text isn't close to the clutter.
- The con of this binding is that it can't be designed landscape.
- It is mostly used for magazines or booklets.
- It has to be double page.
Spiral Binding
Holes are punched near the edge of the book and held together using wire or plastic colls.
Advice
The advice we got was to do mocks up first by drawing it out on paper first to get an idea of where to place everything and how it will look then transferring it into Indesign.
Print it off a couple of times as mock ups to know how it looks printed and make changes if needed before printing it for the final time.
The other advice was the thicker the book is, the bigger the inside margin should be.
The best file to save an image from Photoshop and safely uploading on Indesign are TIFF or PDF because there are times that saving the image as a JPEG could cause trouble when uploading it on Indesign.
Types of Printer
- UV Printer - This printer can print on hard surfaces.
- MFD Printer - The printer that is used in the studio, ordinary and standard printer. It doesn't print high quality photographs so it's best not to print my final work with this printer, it's more as a business printer.
- Digital Press - Produces very high quality prints, this would be a great machine to print my final work. It can print saddle stitch booklets.
- Wide Format Inkjet - It's a meter wide. It has a wider gamut and it can print digital photographic prints in RGB.
Thursday, 3 November 2016
Presentation Feedback - Formative Assessment
2/11/2016 - Polina
- My title is too broad, I have to narrow it down more, maybe choose between looking at social skills or brain development and choose one and go with that in more detail.
- Reduce my intro. It's too long for the reader to read, pick out key words and use them to write my introduction.
- Reduce the questions in my presentation. It could be confusing for the viewer to know exactly what my main research question is.
- Change my research quesion. I may find it difficult to find answers for it, change it to one that I could find answers easier.
- Include more studies and stats instead of just one or two.
- Place the pros/cons slide after the main research question instead of before it because the slide looks at how it approaches the main research question.
In conclusion, I think overall it went well, I don't feel like I have to make major changes to it which is good and I got some helpful feedback that will help me improve my slides and push it further on.
- My title is too broad, I have to narrow it down more, maybe choose between looking at social skills or brain development and choose one and go with that in more detail.
- Reduce my intro. It's too long for the reader to read, pick out key words and use them to write my introduction.
- Reduce the questions in my presentation. It could be confusing for the viewer to know exactly what my main research question is.
- Change my research quesion. I may find it difficult to find answers for it, change it to one that I could find answers easier.
- Include more studies and stats instead of just one or two.
- Place the pros/cons slide after the main research question instead of before it because the slide looks at how it approaches the main research question.
In conclusion, I think overall it went well, I don't feel like I have to make major changes to it which is good and I got some helpful feedback that will help me improve my slides and push it further on.
Tuesday, 1 November 2016
Cybernetic Self / Process and Production feedback - Formative Assessment
31/10/2016 - Sara
Cybernetic Self
- Design the poster of the challenge/prize that will be placed at the back of the final product.
- Publish/print one of the zines I created to make it look neat and professional.
- Out of the two narrative zines, the 'interaction' story was most liked, use that as my go to narrative.
- Maybe create more narrative like a zine?
- The size of the zine was appreciated - better than having it big because it's easy to hold and can be placed in pockets easier.
- The hand drawn narratives was liked more than the digital version of it.
- Create/re-design a better version of the current phone prototype.
Process and Production
- Make the thumbnails of my designs bigger. I want the viewers to take notice of my work.
- Make more references in my spare time by looking at what other designers are doing and link it to what I'm doing in process and production.
Cybernetic Self
- Design the poster of the challenge/prize that will be placed at the back of the final product.
- Publish/print one of the zines I created to make it look neat and professional.
- Out of the two narrative zines, the 'interaction' story was most liked, use that as my go to narrative.
- Maybe create more narrative like a zine?
- The size of the zine was appreciated - better than having it big because it's easy to hold and can be placed in pockets easier.
- The hand drawn narratives was liked more than the digital version of it.
- Create/re-design a better version of the current phone prototype.
Process and Production
- Make the thumbnails of my designs bigger. I want the viewers to take notice of my work.
- Make more references in my spare time by looking at what other designers are doing and link it to what I'm doing in process and production.
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