Now we had met our client and knew what Derwen was all about and what they wanted from us, we were finally prepared and ready to be given our exact briefs.
There were 10 briefs to choose from, based around 4 different themes:
- Intergenerational spaces
- Communicating with business partners
- Addressing the gender imbalance
- Identifying with the Hub
The theme that appealed most to me was the intergenerational theme. I like the idea of the challenge to communicate with a target audience of a huge age range, from children, to adults, to older people. The brief that I have chosen from this theme is: Communicating to Families.
We are working in small groups of 4 during the research stages, and then going on to create our own individual outcomes. We have also been designated a group mentor for the project – ours is Mia Tivey, an illustrator and graphic designer based in London. Mia was on the same course as us here and graduated back in 2013.
After choosing my brief, the next step was to begin putting together a creative brief. In today’s tutorial with Wendy, which was our first tutorial of the project, we spoke about our brief and about ‘the bigger picture’ which really helped me get my head around the project fully and I feel that I now know what the key things I want and need to focus on are.
During our tutorial with Wendy, we brainstormed ideas and grouped them into four key categories:
- The bigger picture
After writing everything that we could think of down on sticky notes and sticking them up in front of us, we narrowed them down to one’s we thought were most important.
After our tutorial, my group and I went on to also make notes on: our objectives for this project; our target audience; and the important things to say/show. All of this, including what we covered with Wendy, will go towards my individual creative brief and help me put it together.
Today I spent the morning on trip with some of my peers and Ian at Zenith Media’s, Print and Packaging plant in Pontypridd.
We were showed around the plant by Alun Phillips, the Business Development Manager there, who knew Zenith Media inside and out. We started the day with a short introductory presentation given by Alun and we were then taken and shown around the whole plant, before being spoilt to lunch. After taking lots of photographs and some films from our trip to Zenith Media, I put together a short montage of the clips.
One of my favourite parts of the trip was that there was just printed paper absolutely everywhere. Wherever you looked there were stacks and stacks of paper, some almost as high as the roof, in every direction. It was great to see the companies that they worked alongside: everybody from small independent book publishers, to big car companies – they even print the prospectus for Cardiff Metropolitan University and we even spotted a sneak peak stack of the prospectus’ for this year, ready for dispatch. The cover of the Cardiff Met prospectus was navy blue with a maze-like pattern printed in a pink holographic foil effect for extra detail and a quality feeling (image below).
It was great to see the huge variety of printing processes that they could carry out in one place all at Zenith Print and Packaging. They had several rotogravure printing machines which are commonly used for high-volume printing due to their ability to produce high quality results rapidly and are great for long runs. It was great to see the machines in work and producing prints – it was incredible to see how rapidly everything moved. There was machines of all different kinds in the plant – some of my particular favourites were the ones that added special effects to prints, such as spot UV coating which creates a shiny, varnish effect which looks brilliant on practically any print (image above). Alun’s enthusiasm for the printing industry was contagious. He proved to us that you can print onto any material at all of any thickness, from paper, to wood, to metal. At Zenith, he says that they often even print onto fabrics to create cotton banners, etc.
Overall, it was great to visit Zenith Print and Packaging – it has helped me realise that it is not only digital design that I cold go into in the future, I can also take the more hands on route of printing. It reminded me just how great of a degree that I am taking because their are so many potential pathways that I could take after graduating. Alun even added that if we were ever interested in carrying out some work experience with them in Zenith, that we were very welcome. I feel that we have all made a great contact with Zenith Media by visiting them.
Over the last few days, I have been working on developing my brand style ready for my first tutorial today.
I began with attempting to self-brand myself using my name rather than an actual logo. Finding a photograph of myself that was able to actually interactive with the ‘title’, I’m Amber, made me realise that this was the style I liked best. Unfortunately the photograph is not high quality enough for me to be happy with and I want to capture a better one, but this has at least helped me decide on a favourite style. I should be able to use I’m Amber in both ways, with and without the image of myself sat on it.
After testing out a few different fonts and style, and picking a favourite, I began experimenting with colour and of course I had to use my favourite colour orange (Pantone 144 CP) that I use in so many of my projects. After all, it is my colour, “amber”.
I have put together an initial rough CV layout that I think works well alongside my personality and overall brand. My next step is to begin creating the online portfolio layout in consistency to the CV. As my CV is not fully completed yet, I will be able to make changes accordingly if needed – I think it is necessary to keep myself flexible in the beginning ideas generation and design stages of this Digital Me project.
Although I had more or less decided that I would not use my pre-existing logo (used on some social media), I wanted to put it into my CV just so that I could confirm or disconfirm in my tutorial if I was choosing the right way to go. Sure enough, my logo was pointed out as being probably unnecessary, so I am going to go ahead and remove it. Although the logo is not needed, they agreed that it was a great touch to have an image of myself interacting with the title, I’m Amber, as a personal touch. In my tutorial, it was picked up on by my peers that the use of the key colour orange worked really effectively as it doubled up well as being the colour “amber”, just like I am, Amber. The typefaces that I have chosen are Bebas Neue for the headlines and Champagne & Limousines for the body text.
The first part of the research stage of the persuasion project is to write a creative brief.
A good creative brief should cover what the aim of the project is, who you are doing it for, and why you are doing it. Having a creative brief makes your life so much easier when it comes to carrying out your client’s brief – it helps you make sense of the whole thing and to really understand what it is that they are asking for. Although our client had a brief for us, it helps to pick out the important information from that and recreate your own brief from it – it also helps to find what is missing from the client’s brief, so that when we go to see them, we can ask questions in order to fill in these gaps. A creative brief will help both myself, as the designer, and my clients – it will:
- Provides background for the designer.
- Clarify the goals and objectives.
- Uncovers the facts and the most important parts.
- Help to gain an insight into the brand.
- Reveal the personality and values of the client.
- Create a general agreement with the clients.
- Provide the criteria which needs to be assessed.
- Indicate exactly what is needed for success.
My Creative Brief
Although I have written the majority of my creative brief, it is not yet finished. I will not be able to fully complete it until after I have met with and spoke to the clients in order to fill in any gaps that I have discovered. It is highly likely that there will be multiple changes made to my creative brief as the projects goes on.
My creative brief begins with my client’s names – Dr Ellen Evans and Dr Elizabeth Redmond – and their contact information, followed by the title that they have given this project. I then have my own name and contact details as the project designer. Next comes the background/overview, the objective, the target audience, important thing to say/show, and finally, the development phases.
Background / Overview:
The bigger picture of this project is that many cancer patients undergo chemotherapy treatment, and although they themselves are usually aware of the food safety issues that come alongside the treatment, many others, including people close to them, are not. The clients, being doctors themselves, have most likely personally witnessed the effects of not knowing or understanding the food-related issues that come as side effects of chemotherapy, and how they can affect their own patients – the clients realise and fully see how much simple awareness of the difficulties could prevent food-related infection from occurring. Their core value is the wellness and safety of the chemotherapy patients, but they will most likely also care about their family and friends too.
Objective – What is the goal of the campaign?
The primary aim and objective of the campaign is to raise our audience’s awareness of the food safety issues to cancer patients being treated by chemotherapy. We need to inform the audience of the facts and advise them from there what they can do. The friends and family will want to help their loved ones who are going through the difficult times and procedure of the treatment. For this reason, we need to convince and assure them that they are able to help if they just listen to the campaign – we will show them exactly what to be aware of and do, coaxing them into action. We want the audience to feel included in the process, as if they too are personally affected by the issues, because in a way, they are. The audience should practically be able to imagine themselves in the patient’s situation, making them think, “What if it was me in their position?”. We need to urge them to take immediate action.
Target audience – Who am I talking to?
Cancer patients undergoing chemotherapy will undoubtedly see our campaign, however, rather than the actual patients themselves, we are talking more to the people around them. The original client brief specifically says that we are trying to reach the family-caregivers of the cancer patients at Velindre Cancer Centre. Everyone from their friends and family, to their colleagues, their bosses, their teachers, and even a waitress serving them in a restaurant – the general public around them all need to know.
What is the most important thing to say or show?
The facts need to be presented firstly – the audience need to be shown and made to understand why this food safety is an issue that needs to be addressed. They need to be told that they can help to make a difference, simply by learning about it and being aware of its existence. What are the high risk foods that should be avoided by the chemotherapy patients? But not only the negative side, with what they can’t have, but the positive side, with what the alternatives for them that they can have are as well. It’s not just ‘eating the food’ that’s necessary to be included, we should include information on a wider variety such as shopping, storage, food preparation, cooking, and eating out.
Phases of creative development:
- Do we have sufficient reference sources? – adverts, brochures, videos, websites?
- Do we have contact info and links to people, research and resources that can supply us with help?
- Is it clear from the client what must be in the communication? – client requirements?
- Is it clear from the client what might be in the communication? – client preferences?
- Do we represent the client’s issues, concerns and wishes?
- Have we completely excluded everything that the client determined undesirable?