YCN Live Brief
INTRODUCTION
YCN BRIEF 2015 / GRAPHIC DESIGN
The YCN Awards challenges Students to be the best, to compete for oppurtunity and to strive to win. Briefs this year include many well known companies and allows the wide variety of skill bases and sets to be explored through live briefs. Here is my book of development, research and my take on the briefs that have been set.
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the briefs
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research & competitors
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idea generation
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development
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final work
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thank you 3
THE BRIEFS
YCN BRIEF 2015 / GRAPHIC DESIGN
Feel Good drinks
the briefs
We are open to ideas for new campaigns such as press adds, PR, Packaging, social media, sampling, on-pack promotions, in-store engagement; concepts for grabbing people on the streets or fresh thoughts for how our bottles and packs look • Start with Focus groups with target audience. • Creating a campaign to re-engage 18-35 year old females with the Feel Good brand. • ‘Inside my handbag’ – Illustrated posters of what’s inside a woman’s bag, showing juice too. • Everyday life scenarios and how FeelGood are always there for you • Taking Kids to school (mums) • Getting the kids ready (mums) • Meeting up with friends (both) • Gym glasses (both but more mums) • Work place (both but more mums) • Shopping (both) • University (younger age)
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YCN BRIEF 2015 / GRAPHIC DESIGN
THE BRIEFS
Royal Opera
Orchard Pig
Our target audience currently think that: • Opera is historic, dry, stuffy, formal and traditional and not relevant to contemporary life • Opera is for posh, old people, not ‘people like me’ • You have to be musically educated or an opera buff to understand or enjoy it • There are certain accepted opinions about opera, and open interpretation or appreciation of it is not welcome • Opera is mainly fat ladies singing for a long time about death and love in Italian
Target Audience Everybody and anybody that espouses the same values as Orchard Pig – Generation Z, no demographics apply. Our Principles • “Stay rooted” is what we say to the world. • We appreciate simplicity…and cider. • We like to poke fun at the world and ourselves… and each other. • We are ALL about the cider… Our Values
We would like to communicate to them instead: • Opera can pack a huge emotional punch – it’s exciting and alive and a thrill to watch • Operas have been written for the last 400 years, but new ones are being created all the time – it’s a modern and energetic art form • Because it deals with the big human themes – life, love, death, loss, passion, joy, anger, humour – it’s relevant to everyone, and everyone can understand it • Operas cover an enormous range of subject and stories and most productions, including those in English, have subtitles, so language isn’t a problem Keywords: • Exciting • Thrilling • Modern • Understandable • Everyone
BOLD Dare to be different CIDER It’s all about the cider ROOTED IN SOMERSET Proud of where we are from MISCHEVIOUS A catalyst for more fun SIMPLE Simple brand and simple product
• Emotion • Energetic • Art form • Human • Narrative
INCLUSIVE For anyone and everyone
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FEEL GOOD DRINKS
YCN BRIEF 2015 / GRAPHIC DESIGN
The Feel Good Drinks Company is an independent soft drinks company based in the United Kingdom. It was originally founded by three executives from Coca Cola UK, and the products are now sold in over 20,000 outlets in 14 different countries, including in supermarkets and bars. It produces various ranges of drinks - still, sparkling juice, 100% juice, and a kids range that are made up of 2/3 juice and 1/3 water. All products contain no added sugar, and some have added Vitamin C.
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PAST BRIEF WORK
YCN BRIEF 2015 / GRAPHIC DESIGN
This design on the left is a brief repsonse from Robert Waters for FeelGood. His task was based around the ‘no added sugar’ feature of FeelGood Drinks and create an advertising campaign around it. He focused on the idea of not being able to find the sugar and began working with illustration designs to create the campaigns imagery. The idea was that the brand would continue with it’s cheekiness and it’s fun factor. In doing so the brand would stay recognisable to the brand audiences.
I was looking at this piece of work for the brand development booklet that came with the campiagn and his final images. He worked hard to produce a 11 page document with ideas and real world imagery. These were his final images and worked with the brief perfectly. I really like the illustrated idea of the final images and want to try out a similar approach.
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ROYAL OPERA
YCN BRIEF 2015 / GRAPHIC DESIGN
The Royal Opera, under the direction of Antonio Pappano, is one of the world’s leading opera companies. Based in the iconic Covent Garden theatre, it is renowned both for its outstanding performances of traditional opera and for commissioning new works by today’s leading opera composers, such as Harrison Birtwistle, Mark-Anthony Turnage and Thomas Adès. Some of the world’s most famous singers have performed with the Company, including Joyce DiDonato, Plácido Domingo, Renée Fleming, Juan Diego Flórez, Angela Gheorghiu, Jonas Kaufmann, Anna Netrebko and Bryn Terfel, as well as the late Luciano Pavarotti and Joan Sutherland. The Jette Parker Young Artists Programme, founded in 2001, offers exceptionally talented musicians at the start of their careers a tailored programme of coaching and performance opportunities. Many of its graduates are now seen regularly on the international stage.
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PAST BRIEF WORK
YCN BRIEF 2015 / GRAPHIC DESIGN
This is a piece by Nicholas Maher, a student who worked on the YCN brief for The Royal Opera House ,2014. This response to the Royal Opera brief was the one that stood out most. The dark colours and the use of red were key in the creation of the final image. I love how he uses the rose to centralise the type at the bottom of the poster. I like the emotional feel that the poster creates with it’s deep colours. However, the character in this image could have more depth and smoothness to it. I would recreate the character to fit the smooth colours and background. I like the use of the typography and how it fits with the logo for the Royal Opera House.
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INSPIRATION
YCN BRIEF 2015 / GRAPHIC DESIGN
The YCN Macmillan Brief for 2014 was to create The front cover and two Illustrations for the 50th aniversary of Alice’s Adventures in Wonderland. The idea behind these was to recreate the Alice in Wonderland novels to your own taste and to then stylise the images to the brief. In these images I can see that his Illustrator skills are very prominent. 10
MACMILLAN YCN BRIEF 2015
YCN BRIEF 2015 / GRAPHIC DESIGN
Nicholas Maher also worked on the Macmillan brief for YCN. His illustrative skills are evident in all of the pieces he creates. The Sleeping Beauty piece and this Alice piece both contain character, typography and stylised images. I want to try and work with the illustrative style in my choice of brief so therefore have chosen briefs that I can respond to in various ways. 11
SEBASTIAN HELENE, CAMERON KNOTT
YCN BRIEF 2015 / GRAPHIC DESIGN
This piece won the award for the MOO brief and was based on the idea of ‘Design Works Wonder’. The image seen left is the final image from a stop start animation of the cuttings of paper to create the typography for this image. The overall image is strong, it’s very much meeting the brief sepcifications and it’s creativity is inspiring. I like that fact that this piece is different to others and very individial. The key element I am taking from this response is the originality and the style in their design.
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COMMENDED MOO BRIEF 2015
YCN BRIEF 2015 / GRAPHIC DESIGN
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YCN BRIEF 2015 / GRAPHIC DESIGN
OPERA IN FILM
The 2008 production ‘REPO! The Genetic Opera’ shone a brand new light on the operatic genre of music. It gave a modern twist to the musical scene. I have watched this film myself and have decided to used it as an example of shining a modern light on a not so popular culture. I want the campaign to show a modern twist to the Royal Opera and follow the brief in terms of guidlines and target audience we are marketing at.
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YCN BRIEF 2015 / GRAPHIC DESIGN
REPO! & ROCKY HORROR
Also. the 1975 film ‘The Rocky Horror Picture Show’ created a whole new light for industry. I have looked at this as an example of how musicals were shone under new lights and looked at in a completely different way and to a different audience. This musical explored everyday situations with sexuality in a different way, crazily making the show popular.
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COMPETITORS
YCN BRIEF 2015 / GRAPHIC DESIGN
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INNOCENT
YCN BRIEF 2015 / GRAPHIC DESIGN
Innocent uses a very personal approach towards their social media and customers. They have an online space where you can upload photos of you with your products or even fan based art. I think something that is along the lines of this approach would work perfectly with Feel Good. 17
IDEA GENERATION
YCN BRIEF 2015 / GRAPHIC DESIGN
Experimentation started with the illustrator idea that I took from my research. I took a famous younger film/opera to interpret and work on with this style. I began using an iconic object rather than the usual character profiles that films try to introduce on front covers. This would then my used in illustrator to create a poster design for the opera house. I have just started to play around with the idea of illustrated design for this brief as it looks younger and more modern that the usual imagery they use. 18
PRACTICE
YCN BRIEF 2015 / GRAPHIC DESIGN
A OPERA PRODUCTION BY ANTONIO FREIZMANN
LEIA SMOTHERS GRETTA FRIET SHARLEINE YORTURT HAROLD TUSTLER
BEAUTY AND THE BEAST
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BOTTLE IN THE BAG
YCN BRIEF 2015 / GRAPHIC DESIGN
The ideas I have taken from both brief’s research, have allowed me to look at the prospect of using illustrated design for the projects. I have begun to start creating vector images as part of this, for practice. A key idea I had was to bring in the fuction of a handbag and how you don’t go anywhere without your keys or lipstick, so why would you go without your FeelGood Drink? Everyday items would then be illustrated to create an idea dn concept for the brand which fit the audience. I want to explore this concept and way of design further through Illustrator and begin creating concepts and more delveloped ideas toward the illustrated style of artwork.
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ILLUSTRATOR PRACTICE
YCN BRIEF 2015 / GRAPHIC DESIGN
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TIME LAPSES
YCN BRIEF 2015 / GRAPHIC DESIGN
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THE FLOW OF JUICE POURING
YCN BRIEF 2015 / GRAPHIC DESIGN
Learning how it looks when you pour a drink is key for an idea I have for an animation. I want to start with this simple timelapse and begin illustrating these key frames to create and be able to work with the animation,
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FEEL GOOD
YCN BRIEF 2015 / GRAPHIC DESIGN
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ANIMATION
YCN BRIEF 2015 / GRAPHIC DESIGN
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ANIMATION
YCN BRIEF 2015 / GRAPHIC DESIGN
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THE STORYBOARD
YCN BRIEF 2015 / GRAPHIC DESIGN
The next steps... Carry on working with this animation to create a final piece to work alongside a campaign trying to engage with 18-35 year olds.
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CHANGE OF DIRECTION- THE BOTTLE
YCN BRIEF 2015 / GRAPHIC DESIGN
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THE TYPOGRAPHY
YCN BRIEF 2015 / GRAPHIC DESIGN
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IMAGERY
YCN BRIEF 2015 / GRAPHIC DESIGN
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EXPERIMENTS
YCN BRIEF 2015 / GRAPHIC DESIGN
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ILLUSTRATION & ANIMATION COLLABORATION
YCN BRIEF 2015 / GRAPHIC DESIGN
I attempted my first animation after first assessment and decided that in order to achieve a greater grade, I would have seek help elsewhere. I began working with Animator Daniel Cato as he was struggling with the Illustrative side of his piece. We collaborated with both of our skill sets to then create the final piece which consisted of an animation based around my illustrations. We began to work on a timeline and a storyboard for the animation and we worked alongside one another to make sure that the piece was exactly what we both wanted.
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COLLABORATION
YCN BRIEF 2015 / GRAPHIC DESIGN
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ILLUSTRATED PIECES
YCN BRIEF 2015 / GRAPHIC DESIGN
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STORYBOARD FOR THE ANIMATOR
YCN BRIEF 2015 / GRAPHIC DESIGN
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THE ANIMATION
YCN BRIEF 2015 / GRAPHIC DESIGN
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THE SCREEN GRABS
YCN BRIEF 2015 / GRAPHIC DESIGN
The final animation outcome proved to be a success. The collaboration worked well. I really enjoyed working with someone else and being able to watch over as they worked. I was able to pick up a few more hints and tips and my pieces will now start to become experimentally animated. https://vimeo.com/166714980 37
The YCN project has been both challenging and a new way of designing for me. I feel I have successfully approached the brief and that I have now grown as a designer and also as an animator as I was able to learn new skills. THANK YOU.
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