Fina l M a jor Pro jec t N e t wo rk ing v C ron y ism
Name:
Branka Kovacevic
Student ID:
21230016
Module Code:
AD60148E
Module Leaders:
Brian Whitehead / Ben Dunning
Ne t work ing v Cron y ism As a student living in a densely, diverse and ‘invigorating’ economy, it would be valuable to reflect on a better understanding of everyday economics. Therefore, reform how economics is taught at school and at university as it would benefit society as a whole. My final major project originally derived from a YCN Rethinking Economics brief, where they asked individuals to encourage the audience to ‘take ownership of economics. The reason I had chosen to take this economic route is that after looking at the YCN brief I listed economic factors that impacted people in society and more so graduating students. Students located in London and other major cities around the world feel a massive economic pressure when graduating due to the levels of economic benefits turning against them. It is worth reflecting and considering, how networking can be a force for the good however, also being aware of where it can become dysfunctional cronyism. Young adult conversations about economics and the economy leads to alienation through the disconnection between what they hear about
economists on the political level rather than what they actually understand themselves. This understanding only comes through personal experiences with economic factors such as, housing, income or job opportunity. Therefore it is important to show our graduates how to take control and ownership of their own personally economy. Networking is a useful and important part of socialising and meeting new people to help us meet our goals either by fining the perfect job or knowing what agency to use to find your dream home. However, networking is more of a helping hand towards the right direction. It is useful to consider just how important networking is when done successfully although it is also important to understand where networking happens. This is where networking can quite easily be transformed into corrupt cronyism if done unsuccessfully . The Networking v Cronyism campaign aims to bring a clearer understanding to what cronyism is and to help students and education sectors understand how we can help our younger generation take ownership of their own economic factors that impact them with the help of reliable networking.
r es e a rc H:
Sketchbook research pages, understanding if cronyism and why it is seen as a negative issue in economics as well as society as a whole.
Researching about the balance between successful and unsuccessful cronyism. The lines between how they separate are blurred therefore its not always easy to call out cronyism. This may be the reason why so many companies get away with it. This may also be the reason why students impact badly from it as it is so hidden they may not see as negative.
Blue box to the left is a direction that my campaign is taking. Using shapes rather than complex illustrations to get a simple message across to the right audience.
v isUa l r es e a rc H:
Through research I have looked at lots of visual research from cartoonists to simple minimal text based existing campaigns and political newspapers. Through the research the what stood out was simplicity, most if not all campaigns ended up being simple and clear. This is the type of style the networking v cronyism campaign should aim to be, simple, clear and colourful. To grab readers.
Looking at political styled cartoons and campaigns to see how other campaigns achieved their target.
The first campaign/advertising though my research that made an impact on a direction I wanted to go to was the ECONOMIST identity. Its simplicity and engaging ways of getting peoples attentions is exactly what the campaign should aught to do. The use of playing with text and simplistic icons and symbols along with the bold red v white is what makes this campaign stand out and send its message across clearly. The second campaign that impacted the direction I was taking for my campaign was the World Wide Fund For Nature. The foundation has been around for many years and its simplicity has improved significantly than how the campaign first started.
Sketchbook pages of research into the personal economic factors that impact everyone ... » Income, » Housing, » Job Opportunity, » Entertainment, » Debt. Along with research on the topics themselves I have given each topic two synonyms one deriving from the word Networking and one from the word Cronyism in order to show how they interlink and change path from good to bad.
Sketchbook notes of research and the main concept circling around the main economic factors impacting students in today’s society.
logo r es e a rc H a nd d esigns:
The logo for the campaign came about by experimenting with the words cronyism and Networking. After coming up with predominantly typographic logos I came across one that drew me in for its ambiguity and its complexity in meaning. This was a moon logo which at first was used in a typographic approach representing the C in Cronyism. This instantly sparked an idea of doing a sun that goes alongside it to represent two halves. Dark v Light/Day v Night ect...
My first logo final is on the bottom right hand corner and these are all the ideas and steps I took to make it, however there was a slight miss read of the actual icon. Therefore even though the icon works it has more than one meaning directed to it and for my campaign the meaning of the logo needs to be consistent. The fact that the logo need to be changed gives me a opportunity to redo it entirely with changing both the sun and moon sections of the logo.
My first approach was taken from this illustration that represented my campaign.
w eB si t e d esigns:
My campaign is an awareness campaign therefore alongside posters and maybe badges I thought that it would be appropriate to create a website for the campaign itself. This website will be as a go-to for information point for the campaign. I hope to create visually simplistic ideas that make individuals feel intrigues to find out more. Therefore this is what the website is for, to go into a little more detail of just what cronyism is and how it interlinks with networking. It also gives individuals who are interested to find out exactly which factors have different effects on them personally so that they know the areas they need to take more
ownership in. It also will allow the individual to hopefully after seeing both posters and the website to understand the importance of taking ownership. However I hope that it also allows the individual to want to take control of their economical factors and for them to see its not just a bad thing but that both sections can be good if they approach these ways of networking correctly without giving way to favouritism. The website is not to dictate but to inform. Web link: http://networkingvcronyism.me/
http://networkingvcronyism.me
For the website I wasn’t sure whether to choose the colours grey and yellow or to simply go black and white. The way I have made my logos identity is that it would work... » White on Black. » Black on white. » Yellow and Grey on black. http://networkingvcronyism.me/take_ownership/
» Yellow and Grey on White. » Black and White on top of an image. » Grey and yellow cannot be placed on top of an image as the colours are not strong enough to see. I used white on black with a mix of red and the logo being grey and yellow to represent the different sections of it within the economy that make sense when the content ion the website is seen.
r e- ed i t ed logo d esign:
This is the rework of the logo design seen earlier. The moon had more of a humerus smile, a friendly face to represent the positive side of networking. While the sun looks slightly sinister and this represents the destruction of the crony’s.
These are the final arrangement and colours of my logo. The black and white work as seen, however the grey and yellow logo can only be placed over photographic images with a drop shadow underneath it.
My evaluation of the reasoning the logo is the way it looks and what the sections stand for and how the idea came about.
P os t er d esigns: My first attempt for creating my campaigns posters. They don’t visually work therefore I needed to think of another method.
After struggling with a photographic approach I decided to do the idea that I understood the most and that was using my icons to try translate meaning without the complexity of photographs.
Trying a more dynamic approach using lighter photographic background making the typography burn into the image to create a unique stale.
“All individuals must understand the importance that teaching about housing will have on the students of today”.
A better approach here I tried using my icons to translate the meaning that the photographs were not translating clearly enough. This is the right direction forward for my campaign however it is missing colour. Therefore I have an idea to overlay colour and textures in my icons to make them more dynamic and capture the audiences attention.
Housing
Housing
HOUSING As a student thinking citizen, and living in a demysly diverse and invigorating economy. It would be good to reflect on a better understanding of everyday economics. Reforming how economics is taught at school university can benefit society as a whole. Located in London and other major cities around the world, there is massive economic pressure on students and young people today. It is worh reflecting and considering how As a student thinking citizen, and living in a demysly diverse and
invigorating economy. It would be good to reflect on a better understanding of everyday economics. Reforming how economics is taught at school university can benefit society as a whole. Located in London and other major cities around the world, there is massive economic pressure on students and young people today. It is worh reflecting and considering how networking can be a force for the good, but also being aware of where it can become dysfunctional cronyism.
A fair home for a fair living
“All individuals must understand the importance that teaching about housing will have on the students of today”. Housing is the most fundamental factor impacting students life’s. Especially, that students are finding it harder now than ever to afford their own house. It is becoming almost what is known as ‘The system of the elite’ which is a utopian belief (amongst graduates and for anyone earning below £45,000 annually to afford their own property). Finding the right networking support system to guide and assist them when
purchasing their own home is extremely important. However, there are blurred lines within the networking systems that can be overruled by an elitist force. Therefore, it is fundamentally important to increase the educational method used in order to teach the younger generation to reason, understand and take action for their own housing economics without being exploited.
A fair home for a fair living
Housing is the most fundamental factor impacting students life’s. Especially, that students are finding it harder now than ever to afford their own house. It is becoming almost what is known as ‘The system of the elite’ which is a utopian belief (amongst graduates and for anyone earning below £45,000 annually to afford their own property). Finding the right networking support system to guide and assist them when purchasing their own
home is extremely important. However, there are blurred lines within the networking systems that can be overruled by an elitist force. Therefore, it is fundamentally important to increase the educational method used in order to teach the younger generation to reason, understand and take action for their own housing economics without being exploited.
A fair home for a fair living
M y n e w w eB si t e d esign Using n e w logo:
http://networkingvcronyism.me/
What my website looks like inside. Simplistic and clear o read navigate
Fin a l P os t er oU tcoM es ac coMPa ni ed By singl e sid ed l e a Fl e t s: All my final posters have been considered carefully on in terms of placing, layout, colour and chosen pieces of text
https://www.mockupworld.co/all-mockups/
My final posters have been pleased on real life scenario mock ups. The mock ups I have all used from online and all the links are from the same place posted on the side of each image.
https://www.mockupworld.co/all-mockups/
https://www.mockupworld.co/all-mockups/ https://www.mockupworld.co/all-mockups/
https://www.mockupworld.co/all-mockups/
https://www.mockupworld.co/all-mockups/
https://www.mockupworld.co/all-mockups/
NETWORKING V CAMPAIGN EVALUATION:
The Networking vs Cronyism campaign was inspired by the ‘Rethinking Economics’ YCN brief. The brief was aimed at inspiring young adults to take ownership of their own personal economics. The networking vs cronyism campaign took a similar approach in looking at the blurred lines of where networking could turn into corrupt cronyism, therefore advertising for young adults to take ownership of their own economical factors that affected them the most in today’s society, rather than economics as a whole. There factors are; housing, job opportunity, income, debt and entertainment. The target audience for this campaign is predominantly students and graduates all genders, however the target audience also extends to education sectors within all major cities around the world. For now London is the biggest concern as it has for too long kept the younger generation economically in the dark. The aim of the campaign is not only to inspire young adults to take ownership of their economy but to take ownership of impacting factors within their own ‘personal’ economic circumstance. Furthermore the campaign too has a secondary purpose which is targeted at the way economics as a core subject is taught to the younger generation. Education in terms of economics is the least understood masking it harder for young adults to speak up about a topic they feel alienated by. Therefore the campaign is vital to get the message across to education sectors and the younger generation in order for a change.
The campaign is a two part advertisement approach in which consists of firstly a series of informative posters, badges and postcards. This approach has been considered and made into the first production method for the advertising campaign because they capture peoples attentions when they are waiting for the bus or walking down the street. This production method is highly aimed at education sectors and adults with children at university as they are more likely to be visual outside compared to the younger generation that depend more on technology to get information across to. This brings us to the second production method of the campaign, a website. The campaign holds its own website for anyone wanting to find out more about the campaign and what they can do to get involved in helping themselves take ownership of their economy or to help others. This production approach method is for the younger generation that is now consumed by technology therefore making a web friendly campaign is a must especially as the website can now be searched up instantly with new fast broadband and wifi connections even in the underground. The objective behind having both these methods as production material for the campaign is important as it makes sure that the wider audience is being targeted. The marketing for the campaign consists of five colours, brown, green, red, blue and purple. Each colour has allocated three different pieces of information. Therefore the bright colours and graphic images could be used single handedly by themselves to also promote campaign without using the whole
poster. The marketing also extends to online formats with sharing information from the website as well as possibly even extending gifs to each icon which could be a step forward to the evolution of the campaigns marketing to get people in tune with the campaign. The marketing of the campaign also relies very much on its impact logo, a cross between day and night juxtaposed with the words Networking v Cronyism makes the audience interests to see what it means and why it is being shown to them. The logo has three alternative designs however the complete black and complete white logo work the strongest. The grey and yellow logo is predominantly only used with a slight drop shadow on photographic backgrounds and on matte only paper, whereas the black and white logos are standard and can be used without adding extra costs as each poster only consists of two colours, black and one more colour of the test which matches its bright icon. It is important to note that the campaign website is a starting point and as the campaign develops so does the site. Rather than a website looking political, the networking v cronyism website takes a friendly almost blog like vibe to capture the target audience of students and young adults. As there’s nothing more irritating than taking about economics with a website that looks boring and too serious than it needs to be. The material for the website would consist of daily blog entries on the topic raised in the campaign. The website would also in the future allow individuals to post their approved comments
on there in the aim to start a network to get students and education sectors interacting and communicating with one another. The campaign has a number of ways to be distributes which are as follows; firstly through educational events where the topic of economics is being taught each student will get a badge and a leaflet with the information about the campaign on it. They will also be directed to the website if they wanted to know more information about the campaign. Secondly the campaign would be distributed visually panning across bus stops, billboards and underground posters. This is to capture as much of an audience as possible as everyday over thousands of people travel using public transport therefore the posters would be unmissable, just replies on people finding the time to find out more. Lately, as the campaign has its own website it would be distributed by being shared across the platforms of, Facebook, twitter and email. These are the biggest social networks people in today’s society use therefore the website will ultimately have its own shareable icons, at the moment only the url is shareable as the campaign has not lifted off as of yet. This type of distribution is important as through the online space the website can reach more people than the physical formatted pieces. The media used to get the production out to the public are possible future gifs, poster, badges, advertisements in local newsagents/papers, website, print and lastly through mouth. Talking and sharing with people what they have seen.
The campaigns values are about equality. The campaign is driven on the basis to make a fairer more positive environment for the younger generation that feel alienated by society and the governments as they are not being heard. The campaign strongly relies and runs on a ‘students voice matters’ saying. Considering the end user as the target audience, they would probably firstly look at the graphic icon that takes up just a quarter of the page almost centred but slightly off so that it captures the eye. They may be interested to know what the poster is about and that’s when they look down to the logo and the tag-line at the bottom right of every poster.
is of their benefit that they understand economics better to help them take action of their own economical factors. The reason this campaign is stronger for an educational approach is for its visual bright punchy approach and also its simple done to the point information. The campaign does need a lot of further improvements concerning how much text may be translated to the readers on the posters compared to a billboard. The realistic nature of the campaign also needs to be improved on for the website and the posters to make them more campaign like.
The hope is that they would see the campaigns advertising as interesting visuals and want to know more about them looking for information online. However the campaign does have one or two weaknesses.
However these are all areas in which can be perfected in time for when the campaign gets publicised and produced. The campaign values are strong and clear in what the campaign is trying to get across through the use of separating each major factor into two subheading scenarios, one for networking and one for cronyism.
The brown section of the campaign is not the strongest visually and therefore it may just for that reason pass peoples attention after a glimpse. This area of the campaign needs to be revisited and altered to match the other sections that combined with the right balance of icon and colour stand out.
The value behind the advertisement is the most important as it is aimed at helping the generation became more wear, the improvements are the smaller issue and anything can visually be improved but campaign and brand values can only be meant or lied about like in politics.
The user will in hopes see what the campaigns values equality and fairness for the younger generation through reading the online website. Therefore splitting the site into two sections is a quick and simple way of getting to the point.
This being said the campaigns strongest asset is its strong values on creating a society where students do feel a part of the society and no longer alienated because they have willingly learnt and taken their own control over their economical factors.
Overall the campaign as a whole has very strong possibilities for the future especially used as an awareness campaigns mainly at school and university visits when teaching individuals why it
This is what the campaign strives for and the reason why it has a long life ahead of itself as it can make an impact in someone’s life for the long future not just a short term impact but one that will
The campaigns values are about equality. The campaign is driven on the basis to make a fairer more positive environment for the younger generation that feel alienated by society and the governments as they are not being heard. The campaign strongly relies and runs on a ‘students voice matters’ saying. Considering the end user as the target audience, they would probably firstly look at the graphic icon that takes up just a quarter of the page almost centred but slightly off so that it captures the eye. They may be interested to know what the poster is about and that’s when they look down to the logo and the tag-line at the bottom right of every poster.
is of their benefit that they understand economics better to help them take action of their own economical factors. The reason this campaign is stronger for an educational approach is for its visual bright punchy approach and also its simple done to the point information. The campaign does need a lot of further improvements concerning how much text may be translated to the readers on the posters compared to a billboard. The realistic nature of the campaign also needs to be improved on for the website and the posters to make them more campaign like.
The hope is that they would see the campaigns advertising as interesting visuals and want to know more about them looking for information online. However the campaign does have one or two weaknesses.
However these are all areas in which can be perfected in time for when the campaign gets publicised and produced. The campaign values are strong and clear in what the campaign is trying to get across through the use of separating each major factor into two subheading scenarios, one for networking and one for cronyism.
The brown section of the campaign is not the strongest visually and therefore it may just for that reason pass peoples attention after a glimpse. This area of the campaign needs to be revisited and altered to match the other sections that combined with the right balance of icon and colour stand out.
The value behind the advertisement is the most important as it is aimed at helping the generation became more wear, the improvements are the smaller issue and anything can visually be improved but campaign and brand values can only be meant or lied about like in politics.
The user will in hopes see what the campaigns values equality and fairness for the younger generation through reading the online website. Therefore splitting the site into two sections is a quick and simple way of getting to the point.
This being said the campaigns strongest asset is its strong values on creating a society where students do feel a part of the society and no longer alienated because they have willingly learnt and taken their own control over their economical factors.
Overall the campaign as a whole has very strong possibilities for the future especially used as an awareness campaigns mainly at school and university visits when teaching individuals why it
This is what the campaign strives for and the reason why it has a long life ahead of itself as it can make an impact in someone’s life for the long future not just a short term impact but one that will
always stay with the student hopefully teaching the generation after them the same values of self ownership and worth. Overall the campaign has very strong values system within itself to be a successful campaign. The visual improvements that can adjusted and revised for a more realistic visual approach. Perfecting this campaign visually further will take place through the evolution of the campaigns life.