MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: Saracen Rye
Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context
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Saracen Rye Ltd is a new developing business intending to operate in the emerging cross over environment of street art and contemporary art. The objectives of the business are to promote a range of established and emerging artists in this exciting new field. The company will operate in both primary and secondary art markets and will represent some of the most exciting artists emerging out of this worldwide scene. ! The directors of the business intend to operate the business utilising both web / social media and traditional retail / gallery platforms. They are likely to take advantage of a “pop up” capability and as a result have no fixed gallery space but utilise various venues and art fairs primarily in the UK but also worldwide. ! As a result the directors of the business require branding to promote the launch of the business through a strong identity and supporting marketing materials that encompass both traditional print and web approaches. The directors also require a social media capability to be built into any marketing approach as a means of communicating quickly with potential clients and building wider brand awareness.! A key requirement for the design is that both identity and marketing material reflects the directors objectives of promoting a business with the following key attributes:! •
Traditional and trustworthy (identity design)!
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Elegant and classic (identity design)!
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Contemporary with a key focus on emerging artists that collectors need to keep on their radar.!
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Exclusivity and longevity of client and artist relationships!
! Brief or Tasks ! To develop a branding strategy, corporate identity and marketing material for Saracen Rye Ltd.!
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Preparation/Research suggestions
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Work with the Contemporary Art Director to establish an identity and supporting branding / marketing material to enable the brand to be launched in 1st quarter 2014.! Note: The Contemporary Art Director has a clear “mental image” for the company and as such close client interaction is required. He wants special attention paid to both typography and elegance of design layout.!
! Evidence – for this project students should submit ! A corporate identity for Saracen Rye that meets the key attributes for the brand outlined above.! A small set of marketing materials to support an initial “soft” web launch of the company. The objective of which is to achieve brand awareness, anticipation, suggest exclusivity and establish initial market penetration. ! Establish a web marketing capability that encompasses social media and emerging web based functionality. The web based capability must be functionally capable of being updated quickly and easily to reflect gallery news, sales and acquisitions, and details of gallery exhibitions prior to launch and thereafter.!
! Briefing: Monday 30/09/2013
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Deadline: Thursday 22/05/2014