Placement evaluation report by Amy Barstow

AMY BARSTOW BA Hons Graphic Design placement evaluation report.

Amy Barstow U1259936 BA Hons Graphic Design The Black Hole Agency Placement Provider â&#x20AC;&#x201C; Tim Hales Creative Director 0113 255 0555 Tim.hales@theblackhole.co.uk September 1st 2014 â&#x20AC;&#x201C; August 21st 2015 (51 weeks)

MY TIME ON PLACEMENT As my year on placement comes to a close I have started to reflect on the work that I have been involved in creating ,the responsibilities that I have been trusted with, people I have met along the way and what I feel I am going to take away from this amazing experience. When I look back at myself a year ago I canâ&#x20AC;&#x2122;t even believe the improvement, not only in my technical skills within different programs but also in my confidence in my own abilities and my understanding of what goes into working within this industry. I have been involved in a variety of different projects,

that I would never of had the opportunity to gain experience in before my third year at university, had I not taken on a placement year. Working alongside so many different people, with far more experience than myself, has given me chance to pick their brains every chance that I got. This is the story of my time on placement at The Black Hole in Leeds and where it has brought me to. I have included some pieces of the work that I have created during the past year that demonstrate the skills that I have gained. Not all of my projects and briefs are included.

BENNETT’S BIKING INSURANCE One of the first design jobs that I was involved with was a logo design for Bennett’s, a bike insurance company that is looking to expand into online shopping for motorbike products through a sub brand called Bike Nation and also into social networking between bike enthusiasts, giving information on up coming biking events and creating a kind of chat room for discussions between like minded people called Bike Social. Bennett’s wanted these new aspects of their company to have a fresh image, creating sub-brand logos.

I was then set off to start coming up with ideas for both the Bike Nation logo and the Bike Social logo, I started drawing up thumbnail illustrations. From this I was able to take some of my ideas and translate them digitally on-screen. Experimenting with colours and fonts that I thought conveyed the message of biking, speed, socials aspects and also the online shopping element. After many different versions of design four routes where chosen to present to the client.

A few months after this work I was asked to go to the Birmingham NEC with a the account manager to take a look at our work. I was part of the designing of the exhibition stand for Bennettâ&#x20AC;&#x2122;s. This was a different kind of design than what I was used to. I had to think about the design in a 3D sense and going to see it gave me a great understanding of the scale and how our flat designs translated onto an open space. I was also able to go around and look at other companies stands to give me inspiration for further work with Bennettâ&#x20AC;&#x2122;s.

DIGNITY DESIGN About Dignity

Dignity are a are funeral planning service and the agency do a lot of work from them from vouchers to leaflets. Working on these jobs allowed me to think about how you design for a certain target audience. Dignity target over 60’s therefore we have to design in a bigger font size which can make things slightly more complicated than I thought, I learnt how to utilize the space that I had to work with and be creative with the composition.

Dignity is a British run company that provides funeral services for families across the UK, with 2,700 dedicated employees working to serve customers from our local offices across the country. In 1985 Dignity introduced the first funeral plan to be offered in the UK and have been the market leader ever since. Over 625,000 people have now made provisions for funeral costs in advance with Dignity. This experience really has given us a unique understanding of our customers’ needs and has allowed us to create the most financially secure funeral plan available in Britain today.

Key Benefits Funeral Plan

• Protects you and your family rising funeral costs

• When you record any special your Will these are often not after the funeral, but with a G Funeral Plan from Dignity the known in advance, ensuring are followed

I realised the importance of image choice through my work with dignity when trying to convey a message to the audience and set a tone. This particular client is very particular so many rounds of amends were needed to get the work just how they wanted it. All this tweaking improved my InDesign skills immensely and I became a lot faster on various Adobe software.

£4,000 £3,000 £2,000 £1,000 £0

2007*

2014** 2021***

* Mintel: Funerals – UK January 2007. ** Matter Research August 2014. *** Forecast based on compounded growth rate of 6.38% each year between 2007 and 2014.

First Name(s) Surname

It’s only sensible to make sure all your affairs are in order As you may currently be thinking about planning for the future, considering funeral arrangements at the same time is a sensible and practical thing to do. A Guaranteed Funeral Plan from Dignity is a wise choice as it gives you the reassurance of knowing that you have everything in place and paid for, and that your loved ones know of your wishes.

Address

Postcode Telephone (incl. local code) Email

This testimonial is genuine and is representative of the many received from customers and their families. We have printed it with the permission of the writer. It is available for inspection, on request. Photograph is posed by a model to protect customer privacy.

Date of Birth Are you enquiring for (please tick box): Yourself

How to find out more

Yourself and your partner A relative or friend

The Dignity Guaranteed Funeral Plan is available to anyone aged over 50 and there are no health questions or restrictions.

When someone loved and close to you passes away, especially with no notice and suddenly, you are coming to terms with shock and grief. To also have the worry of a costly funeral is extremely hard. I took the plan out so my sons will not be in the same position when I die.

Mrs Alexander, Durham

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Mr/Mrs/Miss/Other

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Are you (please tick box) Male

LE AVAILAB E AR IF YOU AGED 50 ER OR OV

Female

Please detach this coupon, moisten where shown, fold and post. NO STAMP REQUIRED!

Alternatively, send for our FREE information pack by returning the attached coupon or calling us on:

Agency number:

0800 633 5148

Dignity Pre Arrangement Limited will use the information you have supplied to send you information about the Funeral Plan. Dignity Pre Arrangement Limited may telephone to check you have received your information pack. Please tick if you do not wish to be kept up to date on other products and services brought to you by Dignity Pre Arrangement Limited [ ]

Please quote Agency number opposite Lines open 24 hour a day, calls may be recorded for training purposes.

MOISTEN HERE

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Funeral costs have been continually rising in recent years and, as the graph opposite shows, it’s predicted that they will continue to do so. By 2021 a funeral could cost £5,438***. Low interest rates mean that any money already set aside in savings accounts or life assurance plans may not be adequate to cover these costs in the future.

• It’s a fixed cost plan, once it’ it’s paid for. And there are fle payment options to suit your

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What’s more, you can choose to pay with either a lump sum or over 12 to 60 months. We can even tailor flexible payment options to suit you.

FOLD HERE

Projected funeral cost

It could save money now – and in the future

• The plan includes all the arra necessary for a cremation fun so your family can focus on t personal tributes

FOLD HERE

Your relatives will have access to all the help and support they need from the Dignity owned or approved funeral director. Additionally, they can call one of our specially trained UK based Customer Service Advisors at any time of the day or night if they need any help or guidance.

Average funeral cost

£5,000

£5,438

Dignity is one of the UK’s leading funeral related service providers, with funeral directors across the country, so you can be sure your family will receive all the support and guidance they need at a difficult time.

£6,000

£2,288

A Guaranteed Funeral Plan is different from other ways of putting money aside for a funeral because it actually guarantees that the costs in the plan will be covered. Additionally, including your wishes for your funeral in your Will carries the risk that your family will not be aware of them as it’s unlikely to be read before the funeral takes place.

It will also spare them from having to pay funeral costs themselves before they can access funds from your estate. That’s because once the service has taken place, the funeral director will be paid directly from the independent Trust Fund where your payment for the plan is held securely.

Rising cost of funerals

£3,527

It’s more important than ever to ensure that your financial affairs are in order, especially in these times of financial uncertainty. Most people appreciate the importance of planning for the future by writing a Will, but the best way to ensure funeral costs are covered and to protect your estate is by taking out a Guaranteed Funeral Plan from Dignity.

A Guaranteed Funeral Plan from Dignity helps both you and your family. It includes the arrangements for a cremation funeral (burial option is available) and ensures that they will be carried out by one of Dignity’s owned or approved funeral directors exactly as you wish. By doing this, you ease some of the stress for your loved ones, helping them through a difficult time.

MOISTEN HERE

can save money and worry for you and your family

Reassurance for the future – for you and your loved ones

“

A Guaranteed Funeral Plan from Dignity

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A Guaranteed Funeral Plan is available to you if you are aged 50 or over. Plus, there are no medical checks and no health questions involved in taking out a Guaranteed Funeral Plan from Dignity, so you are guaranteed to be accepted. Make a Guaranteed Funeral Plan from Dignity part of your planning for the future.

al wishes in t read until Guaranteed ese will be your wishes

• Ensures your loved ones won’t have to find the money for the funeral arrangements included in the plan • Your money is held securely in an independent Trust Fund, administered and managed by highly experienced trustees. An annual report is also available on request

angements neral, their own

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’s paid for, exible r budget

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Talk to your Advisor about the Guaranteed Funeral Plan from Dignity. Or request our FREE information pack by calling: 0800 633 5148 Please quote Agency code on the coupon Lines open 24 hours a day. Calls may be recorded for training purposes.

Or complete and return the coupon inside.

Please recycle this leaflet Registered provider

This Plan is provided by Dignity Pre Arrangement Limited. A company registered in England No. 1862158. VAT registered No. 486 6081 14. 4 King Edwards Court, King Edwards Square, Sutton Coldfield, B73 6AP. Telephone No. 0121 354 1557. Fax No. 0121 355 8081. Part of Dignity plc. A British company.

VOUCHER DESIGN All of the work that we do for Dignity is printed which has been great for me as I have been able to create work that will be sent to print and mailed to customers.

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ARGOS EMAIL BUILDING A massive part of what we do at The Black Hole is email design and I have been able to learn how to use our email building system in Wordpress. At first I found this very complicated but when I was put in charge of the Argos CRM email job it helped me to learn all the tricks and see what I could do in a design sense. The email builder works on a modular system, which means that each section of the email is created separately in section within one file. What you want the email to look like will effect which type of module you use, for a full image that contains a single link to another site you would use a “full width image” but if you wanted live text so personal information about a specific customer could be brought in you would use a “full width text” module. I got to grips with this very quickly and was able to test my design skills for each module, working with gifs, illustrator files, icon design and live imagery. Within the CRM breif I created six different responsive emails that would be send out at different times of the year. I had to stick to a seasonal design style for each one. For example this one is a summer email and concentrates on aspects of pet care that the owner will be concerned about during that time of year. Blog links are included and a competition to allow people to share their best summer pet snaps.

CRM WINTER EMAIL - SENT After taking on the CMP, all emails have seemed a lot easier and simpler in comparison. I have been involved in the design of various Argos emails. For example I worked on a Argos Warranties email which at first glance

is quite a dry brief but I had to find ways to put life into it. This was a perfect example of having to stick very closely to the brand guidelines and keep to the style so the customer instantly knows what the email is telling them.

IN HOUSE DESIGN WOR You’re Invited

FORTIES AT FORTY Forties themed fancy dress to celebrate Tina’s 40th birthday

29.10.2014

8pm - Midnight

Cadmans Dance School, 11A Ashfield Rd, Sale M33 7DY

R.S.V.P tina_barrie@yahoo.co.uk

Very early on in my placement I was asked to start doing some in house design for our clients. The account management team has made use of my design skills to do little favours for clients, the company hasn’t been paid for any of this work but I have found that doing personal design jobs on the side for clients is a great way to keep

a good working relationship and keep them happy. Not long into my time here I was asked to design a 1940’s style party invite for one of our Argos Pet Insurance team members. This was a really fun project, I got to do some research into 40’s design, and come up with the idea totally from scratch. I went with a pop art style design

with bright colours and art deco style fonts to tie it all in together. Originally the woman illustration was just a black outline but I was able to practice my photoshop skills and add in colour detail, this was a long process it get it just right but I definitely learnt a lot from this project. I then created little a add on, free drink token in the style of a movie stubs.

THE BLACK HOLE IS HOSTING A

WIMBLEDON FUN DAY!

Friday 13th March

DATE & TIME This Thursday / 9am - 5.30pm

ACTIVITIES There will be a table tennis tournament, a Wimbledon quiz and we will watch a match on the big screen with strawberries & cream.

Wear your onesie, PJ’s or loungewear to work & donate to help us to achieve our £150 goal.

£2

Bring in homemade or shop bought sweet or savoury treats to be sold at the TBH big lunch. All products will be chargeable so be sure to remember lots of change!

LUNCH TIME FEAST Whether it be homemade or shop bought, everyone is to bring a lunch time dish for us all to share in the boardroom. Anything from cucumber sandwiches to cupcakes.

£1

Take part in the comic relief quiz on Friday lunch time. A prize will be awarded to the winner.

B Y E IA N !

THE BLACK HOLE SUMMER BBQ! Plus Ianâ&#x20AC;&#x2122;s farewell do! AT THE CROSS KEYS LEEDS, WATER LANE, LS11 5WD

F R I D A Y 7 th A U G LEAVE WORK AT

5:00PM

KICK OFF AT 5:30PM, FOOD STARTING AT 6:30pm. IAN BASED QUIZ & OTHER FUN GAMES. PARTNERS & FRIENDS WELCOME.

POSTERS DESIGNS As part of my in house work I occasionally design posters for our own events and fun days. The Wimbledon poster and TBH BBQ poster are great examples of this. As part of our charity work at TBH we had a Comic Relief fundraiser. I also designed a beer festival poster for one of my colleagues. All these are great examples of me being able to take total charge of my designs.

SOCIAL MEDIA RESPONSIBILITIES As well as my responsibilities as a designer I have taken on the task of coming into the social gang. When I started at the agency our social media presence was minimal but with the help of our new content marketing executive we have been able to improve our follower rating, build our blog with interesting content and show our personality through our social channels.

I have written various blog posts about my experience on placement and other activities within the agency. Working alongside people with varied skills sets has allowed me to soak in all the information they have to share and build up my knowledge on social media and its importance within an agency. The social gang were asked to come up with a new social strategy to take our presence online forward, I was given the task of looking into our possible progress through Instagram & Pinterest. Being able to research different topics that are out of my usual expertise, has given me further knowledge into social strategies, how different platforms can be used for different goals etc. Link to my placement blog www.theblackhole.co.uk/afoot-in-the-door-the-power-of-creative-placements/

ARGOS PET INSURANCE CAMPAIGN Argos Pet Insurance website ran a campaign to promote the fact that it is national pet month in the UK and in aid of this they are running a competition to win ÂŁ500 worth of vouchers to spends on a pet friendly holiday somewhere in the UK. I had to design a banner for the website, we looked at different routes that we could pick, one route was a sales orientated approach, â&#x20AC;&#x153;PAWS UP, WHO WANTS TO WINâ&#x20AC;? this would focus on the fact that you are entering a competition and making that the lead message. This would show animals looking quite cute all in a line with their paws in the air. We concepted 3 different routes but this was the one that the client opted for, because they felt that they wanted to go with the route that centered around winning as the whole point of the email was to gain interest in getting quotes and clicking through onto their site. I was able to source images that I felt where the most effective. This was fairly easy and I created it using roundels and the Argos branding. I had to design them into four different formats, desktop, tablet, mobile and for social media.

I then had to take this existing style and convert it into a landing page that would explain more about the competition. I was able to take a format from an existing design that was used for a Crufts competition earlier on in the year that I worked on. I had to drop in the banner. There was then some basic copy that explained the competition details. After that I created another section that listed what you and your pet would win, I did this with use of paw print bullets and a get a quote button. The third section to the landing page explained the features of Argos Vetfone, I had to set this layout so that it would fit in with the central design of the rest of the email. Finally I had to make sure that the T&Cs where correct and set up properly before sending over to the client for approval.

Another one of our clients, Rajapack, is the worldâ&#x20AC;&#x2122;s biggest supplier of packaging materials. One great thing about them is that they are always looking into running fun campaigns and supporting local charities in their area. Not far from their offices is Tiggywinkles, they are the worldâ&#x20AC;&#x2122;s busiest wildlife hospital. I was asked to design a body section for their website. They have created a character called Hector the hedgehog, every time they reach a milestone on their fund raising chart another part of Hectors cardboard mansion will be added. I was able to work with different typefaces and colour schemes. I experimented with cartoon cream bubbles of Hector imagining his new home being built. In the end I created a simplistic design that had character. From working on this charity brief Iâ&#x20AC;&#x2122;ve learn the design needs to be direct but not too forceful as this will give off a bad image of the charity. The designed ended up being very fun, including cartoon grass.

RAJAPACK B W I was briefed in on another Rajapack job, to create an information table that would be featured in one of their blog posts about the importance of proof of delivery vs. proof of postage. I had to think about how I could liven it up. I looked into using icons wherever I could so that the copy was kept to a minimum, making it easier to understand and more visually appealing. I was able to experiment with different colours that I could use and design a style for the icons. I was then asked to design a landing page for Rajapack that would be a link to the blog and take customers from the blog onto the main Rajapack site. I created a banner that took elements from the Rajapack site, as I was aware this would have to be on brand

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BLOG & WEBISTE DESIGN

be able to fit in with all other pages within site. I did three different versions, 1 was a ore modern illustration that showed a box ng scanned by a bar code scanner, this links ck to the importance of paying for proof of ivery as this protects you as a seller. 2 more porate life style image of a man signing a ital reader to prove that he had received package. 3 was an icon based cartoon stration of a group of deliverymen posting xes in different way, this was more fun and d a different format to the other two.

ad given the client options where the banner s concerned. I have found that it is better to e the client options to cover your back and vitable save time as there is less chance of m coming back with their own ideas that u know wonâ&#x20AC;&#x2122;t work.

ARGOS CMP PACK Once a month a CMP pack is designed and sent out to Argos customers, depending on what their purchase history is. It acts as a reminder of all the great offers that there are in the catalogue that might appeal to their needs. I had to come up with the over all design and then translate this over 4 different product categories. I went for the use of speech bubbles because I felt that it would come across as more personal, as though someone is speaking directly to you. This isnâ&#x20AC;&#x2122;t a design style that we had tried before but the client really liked it.

I found that this helped me a lot with my layout skills as I had to find a way to get all the products to fit in the pack together without looking squished and allow the design to flow. I later had to create an email that would also be sent out online beside the pack. This email included an offer which would encourage customers to look back at the CMP pack incase they wanted to use their voucher. I got a chance to try out different modules within this email and work with the new branding.

Something I have learnt whilst being on placement is that you are always going to get clients that arenâ&#x20AC;&#x2122;t going to know what they want but have a unrealistic ideas about what you should be doing. Eclipse is a perfect example, they asked us to create promotional print ads that would go into magazines etc, we went through various ideas, designs scamps and round of amends before we came up with the final design. Working on this client has improved my patience.

SAFFRON BUILDING SOCIETY 10 MINUTES LAYOUT DESIGN

In the past I have been involved in work for Saffron Building Society but it has been mainly amends to build up my general skills on InDesign but recently I was asked to design, from scratch, something called Saffron 10 Minutes. This is an A4 booklet that will be in branch for customers to flick through, to learn about what Saffron is doing in the community and the products and services that they

offer, whilst they wait to be seen. It will be published quarterly but this is the first of the year so it needed designing so that every 3 months the new content will be added and the composition will be tweaked slightly. A great deal of content and copy was provided by the clients but myself and the copywriter on this job had to fill in the gaps in their copy. So I started scamping up and fitting everything in. I wanted all

the pages to be unique, fit into the Saffron brand style but also have a different feel on each page so that it wasnâ&#x20AC;&#x2122;t too repetitive. This meant experimenting with the Saffron petal and imagery that I was given. It was a very enjoyable task for me, I love layout design and it felt good to have total control over a project. These images are of a mock up version, it had just gone to the printers and I am waiting on a print.

STUDIO INTERIOR Whilst I have been working at The Black Hole it has gone through some drastic decorating changes, I have been able to write a blog post about our decorating process & how we have been able to pump some inspiration into the agency and make it a more visually stimulating environment to work in. I have been in charge of coming up with new ideas, making moldboards to present to the agency to come up with new ideas & give people ideas of where we are going with our style. The image behind shows our second meeting room which was wallpapered with some of our favourite ads. This was a great exercise for me because it was a fun way to reseach different famous adverts from throughout the years. Some where funny, rude, political, copy based, but they were all very clever and a great source of inspiraion.

IPF TOOL KIT As a lot of the work that I do is digital it was nice to have one piece of work from IPF that was printed and sent to us. The toolkit that I created was an internal training tool to help future employees with their initial induction. I had done some work for IPF so I was familiar with their brand style but with the toolkit there was more room for experimentation as it was only being used in house and wouldnâ&#x20AC;&#x2122;t be viewed by customers. This gave me experience working to a different format and seeing how designing to a envelope template would effect the process. I have also been able to work on another in house design for IPF more recently. I had to take the copy and table design that I was given and put the IPF style onto it. The use of icons kept it simple and brought in various colours to make each page stand out on its own. I had to find icons that would relate to each different section of the copy.

ARGOS PET BIRTHDAY EMAIL SCAMPING Scamping up your ideas before taking it to the mac is something that I have learnt to be very important in the design process, it saves you a lot of time in the long run and itâ&#x20AC;&#x2122;s the best way to show the client a variety of ideas in a simple form without having any copy yet. The Argos pet birthday email is a great example of good use of scamps. I drew up four different ideas and they were sent over to the client so see which route they wanted to go for whilst we looked into the logistics of actually creating each specific design.

This email is a non-incentive email meaning there is no offer or promotion, they are basically just acting as a thoughtful birthday card from Argos, to surprise and delight. The aim of this is to prove to customers that Argos is a brand that care about them even when they arenâ&#x20AC;&#x2122;t spending money. After the client opted for the sparkling cupcake design I had to go out and source cupcakes, imagery and sparklers. We then set up a variety of test runs, filming and taking pictures of a lit sparkler. This was then put together in a gif format so there was a variety of movement within the looping gif. We used an Istock image and over laid it with the sparkler video, this was because the turquiose background was the best colour match to the light and gender neutral colour scheme that I was going for. The end result was fantastic and this taught me how to push the boundaries and see what we can do thatâ&#x20AC;&#x2122;s new and exciting.

MOBILE VERSION.

To see the live version please visit www.emailbuilder.co.uk/email/20299-argos-petbirthday-email/

NEW SKILLS Not only have I been able to build up my portfolio but also working on placement has allowed me to take in all kind of information given to me by other members of the agency. I have had the experience of working with various copywriters, seeing their creative process and how the design and copy have to work perfectly together to create the best piece of work for your client. I feel my own writing has improved from being around such talented copywriters. Every few weeks a different member of our team will put together a presentation on their area of expertise, I have sat in on as many of these meetings as possible to learn as much as I could about every aspect of the company. We have had meetings on presenting skills and I feel I took away a lot of handy tips and tricks to make my own presenting skills and planning far more effective. I have also made real connections with the accounts management team and working along side them everyday to get work done and out the door has given me a great understanding of their role within a creative agency. Before I started my year on placement I didn’t know much at all about art working and the role that that plays, I have been able to observe our art worker, James, and pick up loads of tricks and tips. I was trusted to supply artwork when he was on holiday and it feels good that I have these skills to take forward with me. My eye for details is far keener now, picking up imperfections and spelling mistakes in your work before it goes to the client is such a time saver. Before a lot of the work we created could go to Bennett’s I was asked to help our art worker retouch a series of images, this was a very tricky job to use the stamp tool in Photoshop and get a perfect match on the images so that you couldn’t tell it had been changed. With a lot of practice I now think I have the nack for retouching and I’m confident in my skills if I am asked to edit an image in the future.

THATâ&#x20AC;&#x2122;S A WRAP!

When I look back at all the work that I have created, the skills that I now have that I didnâ&#x20AC;&#x2122;t before and the experiences that I have had whi on placement, I think how could I ever have go into my final year without knowing all this. I am far more confident in my abilities and instincts that I was going in September. Everything that have leant over the past year will put me in a m better place to make the best of my third year a also take into a graduate job this time next year have built up relationships within this industry,

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only with my colleagues but also with clients and freelancers that I have been able to work with. I now have a better understanding of each persons role within the undustry and how to work alongside people to get the best out of the breifs and out of eachother. My time of placement hasn’t been without it’s hard times thought, there has been times when I haven’t known exactly what I am doing. For example I stuggled on one particular breif as I didn’t have the

photoshop experience to create what they where asking of me but I think that’s the whole point of this experience, to learn. Now if I had to tackle that same breif I feel far more ready to do so and that’s exactly why I did a placement. Mainly this whole experience has made me realize that this really is the path that I want to go down in my working life, now I feel that I fit into an agency dynamic and know what is going to be expected of me in the future.