MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: Penguin Design Award 2014
Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context UK Greetings are the UK’s market leading direct-to-retailer publisher, and manufacturer of greetings cards and supply card designs to big name retailers including tesco, Sainsburys, Waterstone, Paperchase and many independent card shops. They are based in West Yorkshire, and supply to the major supermarkets, high street specialists and independent retailers in the UK and internationally. UKG have several established sub-brands, each priding itself on delivering something unique, giving UK Greetings a distinctive edge and sound reputation for diverse and eclectic product.
Brief or Tasks The greetings card industry is a very competitive market and UK Greetings is constantly looking for ways to stand out from the crowd, whether this be through an exciting card format, interesting use of finishes (emboss, foil, glitter, varnish, gems, googly eyes, printed card attachments, bespoke attachments, buttons etc), or simply stunning designs that stand out from the competition. This brief requires you to design a new concept and design for a target audience of 16 – 34 year olds. It is important to consider the situation you would be sending a card, why would you be sending it. What is the occasion? Target audience is important when designing and the aim of the card it to impress and convince and the design must fulfill this. The design itself can be for any occasion, as long as 4 designs working with concept are produced with the clear possibility of extending the range. The design for the inside of the cards, a range name and logo to be printed on the back page and considerations over the envelope colour and design.
Preparation/Research suggestions It is important to take a look at the existing competitors on the market, what type of cards are already available? It will be important to visit Paperchase, Clintons and WH Smith as well as smaller local card shops. A successful range often does something different to what is already out there. Take a look at what is out there. Visit Paperchase, Clintons, WH Smith and local card shops. A successful range often does something different to what is already out there. Target audience and understanding the customer is vital in this project so research into what types of cards are being sent to this target group and by the specified target group is key and why this is happening is key.
Evidence – for this project students should submit Physical products will include the 4 different card designs as well as the inside design and reverse of card design. The range name and concept. A successful design will also be applicable to a range of products so tags, wrapping paper and postcards should also be considered.