live project one
national competition
YCN AWARDS ERWIN BAYANI
FINDING A BRIEF As part of my live project term, I decided to enter a national competition. After careful consideration, I chose the Marks and Spencer brief from the YCN website. Having been an M&S customer for many years, thanks to my mum who has worked there since the late eighties, after quitting her job as a nurse. I have eat the food, worn the clothes been to the store countless of times. This PDF will show how I went about from my discover to final stages.
Create a visual identity for Marks and Spencer’s Plan A campaign and develop campaign elements to bring the identity to life.
http://plana.marksandspencer.com/
As this is a national competiton I wanted to make sure that I understood fully what the brief was asking me to do. The way, it was explained, often confused me, so I wanted to break it down in my own way.
Create an icon, logo or family of identity elements for the Plan A campaign.
Choose one or more ways in which I can show this identity in an innovative way, through, advertising, windows, in store, M&S magazine, 0nline/social media and packaging.
It is all about M&S talking about themselves, to us. We want to be involved, and we want helpful advice on how we can start to ‘do the right thing’ in our own lives.
PROJECT BEGINS
MALE OR FEMALE?
HOW OLD ARE YOU?
UNDERSTAND PLAN A CONSUMERS GETTING INFORMATION FROM MY TARGET AUDIENCE
DO YOU USE YOUR OWN BAG? DO YOU HAVE FACEBOOK OR TWITTER?
Asking questions to Plan A consumers in Marks and Spencer branches. My aim was just to get some general information about my target audience
Gender 47% FEMALES
53% MALES
Age group 6% UNDER 20
30% 20-30
38% 30-40
20% 40-50
6% 50-60
Are you on Facebook/Twitter 92% YES
8% NO
Do you use your own bag? 80% YES
20% NO
I was trying to get in the mindset of a customer. I wanted to experience myself the different types of channels M&S currently use.
I REGISTERED TO THE PLAN A WAY OF LIFE. I WANTED TO EXPERIENCE IT MYSELF, I WAS CURIOUS HOW IT WORKED.
(From left to right) Love Food, Hate Waste, Sustainable wood, WWF campaign against pollution
Environmental campaigns, like Plan A are big topics these days, I wanted to brush up on my knowledge of what is going on around the world. This is a visual audit of some evironmental campaigns out there at the moment.
(From left to right) I love clean air, Fix the food chain, Warm homes, Green Peace Tuna campaign, Get serious about c02.
The next step for me was to look into all the manner of channels, environmental initiatives take use.
(Above) Television advert, Eco Joe. Is it easier to change the world on your own. (Right) The Greenbook.
(Below, from left to right) Twitter, the new ebay reusable packaging, mobile phone apps.
I looked at the popular words, environmental campaigns used to try and get some inspiration
change, difference, pledge, right, happy, smile, live, you, better, act, do, planet, save, world
1.
2.
DO YOU ENJOY THE
IS IT EASY TO FOLLOW
CURRENT WAY OF
THE PROGRESS OF
TAKING PLEDGES?
YOUR PLEDGES?
3.
4.
WOULD YOU LIKE TO BE
DO YOU REGULARLY
REWARDED FOR THE
ACCESS THE PLAN
PLEDGES YOU MAKE?
A WEBSITE?
NO
NO YES COULD BE BETTER
YES
NO
YES NO YES
WHAT HAVE I LEARNT SO FAR I have now completed the first stage of this project. I have produced visual audits that will help me with the deisgn aspect of whatever the outcome will be. Secondly I have been following the Plan A initiative myself, to try and see a problem as to why customers feel ‘not involved.’ I have also talked to my target audience, I have got to know their oppinons and I have learnt a few things about the type of channel this new identity will use. From these primary and secondary research methods, the next phase will be to use this information gathered and come up with a new identity and solution.
As the brief says I have to create clear and captivating engagement with M&S consumers.
TAKE AN ONLINE APPROACH AND CREATE SEPERATE WEBSITE DEDICATED TO PLAN A CUSTOMERS’ PLEDGES
51% BELIEVE CURRENT PLAN A METHOD OF TAKING PLEDGES, COULD BE BETTER
92% OF CONSUMERS USE FACEBOOK OR TWITTER
68% WANT SEE HOW THEIR PLEDGES ARE MAKING A DIFFERENCE
From my research I have found that the Plan A customers want a visualization of the progress they are making.
MY CONCEPT I want to create a new separate website dedicated to Plan A customers. The idea is that, this website will try to show, in a simple way, the progress of the pledges people make. A visualization of the difference they are making by taking and sticking to a pledge. I want to create a website that is similar to an electric meter. It instead measures the pledges people make and will show it in some way.
Hopefully, by doing this people can become more aware of the good that following pledges can do, in a fun way too.
On the Toyota Prius’ dashboard, there is a screen that continually moniters the energy you use.
The screens provide immediate and simple feedback, like a speedometer. It makes energy use visible.
Ngmoco, is a software developer, that develops games on the iOS and android platforms. The images show the two games WeRule and God Finger.
In these games you get full control over a kingdom or virtual world. You can build castles rivers, plant trees. I found it interesting whether I could combine this gameplay aspect with an educational purpose.
“Good design often makes people act differently.”
I cam across this project called ‘Changing Habbits,’ It is very similar to what I am trying to achieve. Ths works by telling the website how you use transport, what you waste, how you use energy, what you eat, how you manage your water use and what electrical devices you use, it generates your own personal ‘Habbit’, a human like figure with enlarged body parts for the areas where you can improve your impact.
My Pledges
Hi Erwin, welcome to your Plan A
I need to come up with an icon that can visualize the progress of plan A pledgers. I also need to create a mock of the website, how it will look.
My idea
When you first start to the Plan A programme, everyone starts off with their own individual ‘Planit A’ like this. Like ‘Changing Habbits’ you have to input details about yourself for example, how much you waste, miles you cover in your car etc. So each ‘Plan-it A’ will be different for each person.
So for example, this ‘Plan-it A’ is of an indivdual who has a car and drives alot. Through the pledges he commits to, he must try to focus on climate change pledges.
This ‘Plan-it A’ shows an individual who wastes a considerable amount of water. Their ‘Plan-it A’ is dry, short of water. This consumer would need to focus their pledges on waste.
See our PLANET SMILE see our planet smile
SEE OUR PLANET SMILE
This is some ideas for the sogan that I have decided to use. I wanted to keep really simple, but eye-catching.
Final design for the logo.
See our PLANET SMILE