Final Year Briefs

MODULE ASSESSMENT BRIEF

LEEDS COLLEGE OF ART

Programme Title: BA (Hons) Graphic Design

Level: 6

Module Title: Extended Practice

Module Code: OUGD603

Brief Title: Fashion Branding

Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M

Module Credits: 60

Weighting of Brief within Module: 100%

Context The high-end fashion market is extremely competitive and the brand identity is key. It’s costumers buy into the brand to form there own identity by the label that they chose to wear. The brands are often global and new ones are forming all the time with designers starting up. With such a large range of competitors it’s important to stand out and the identity to have a strong concept.

Brief or Tasks Design a high-end fashion retail brand that could compete in the current market. Plus a campaign to market it across multimedia.

There is a large range of high end brands in the market today. Consider how could this one be different or stand out. Is there a gap in the market or is the branding concept going to have to make it different. What multimedia could draw attention? What produce is it going to provide? Is it going to be ranges or one specific set of items? Eg. underwear Who’s the audience?

Preparation/Research suggestions Look at other stores and how their branding is carried throughout the store and how it forms an identity as a whole.

Look at books on branding for fashion and what characteristics of the branding express the style.

Evidence – for this project students should submit A name – logo 5+ Printed products Market campaign across 3 different platforms 3 initial concept resolutions

Briefing: Monday 30/09/2013

Deadline: Thursday 22/05/2014

MODULE ASSESSMENT BRIEF

LEEDS COLLEGE OF ART

Programme Title: BA (Hons) Graphic Design

Level: 6

Module Title: Extended Practice

Module Code: OUGD603

Brief Title: Gift

Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M

Module Credits: 60

Weighting of Brief within Module: 100%

Context The gifting industry is a competitive market but a new range is about to be put in high street stores.

The brand Gift has a very simple and plain atheistic that’s strips back gifting products to basics. It needs to have an identity that demonstrates its simplistic approach to gifting but that doesn’t make it blend in the background of brighter or louder ranges. The important thing in getting a new range up and going is generating customers and gaining brand loyalty. Consider this as the main factor when creating the brand.

Brief or Tasks Create a branding and identity for Gift range. The gifting range will be used in retail stores such as Selfridges and Paperchase as well as independent card stores.

Preparation/Research suggestions Look for anything similar in the market or with similar concepts of simple stripped back and see how this is shown in the branding.

Sending situations and recipients.

Audience

Evidence – for this project students should submit Logo Logo applied to 5+ products Concept

Briefing: Monday 30/09/2013

Deadline: Thursday 22/05/2014

MODULE ASSESSMENT BRIEF

LEEDS COLLEGE OF ART

Programme Title: BA (Hons) Graphic Design

Level: 6

Module Title: Extended Practice

Module Code: OUGD603

Brief Title: Nest

Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M

Module Credits: 60

Weighting of Brief within Module: 100%

Context Home living and interior is becoming ever more popular in society in Britain today with programmes promoting a way of life and styling. It’s important to hit the market when there’s a rise in interest in a part of retail. A new company is taking this opportunity and starting a home furnishing store called ‘Nest’. It needs a branding and identity to be an established competitor in the thriving market. It must be concept driven and have a strong campaign behind it to build up to it’s opening. The company offers quality, well made goods and this is reflected in the price. Ensure the branding pushes this feel of quality and the campaign shows quality in the way it promotes and introduces itself to the audience.

Brief or Tasks Create a branding and identity for Nest using a strong concept. Create a campaign to promote it’s opening of it’s stores.

Preparation/Research suggestions Get visuals for ‘nest’.

Research interactive campaigns or awarded campaigns for stores.

Evidence – for this project students should submit Logo 3 initial concept resolutions Online and offline campaign examples

Briefing: Monday 30/09/2013

Deadline: Thursday 22/05/2014

MODULE ASSESSMENT BRIEF

LEEDS COLLEGE OF ART

Programme Title: BA (Hons) Graphic Design

Level: 6

Module Title: Extended Practice

Module Code: OUGD603

Brief Title: Merci

Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M

Module Credits: 60

Weighting of Brief within Module: 100%

Context Merci is a place created in March 2009 in the heart of the historic district of Haut-Marais. Bernard and Marie-France Cohen, founders of BONPOINT the children's fashion label, realized that Paris lacked a place which would bring together the best of the world of fashion, of design, of household goods with welcome refreshment areas. A business established in the heart of its region and of its country, Merci has already created more than 70 permanent jobs. Merci is, moreover, very pleased to act as a developer or launch-pad to the young designers who, thanks to this sounding-board, can make themselves known to the many customers and international personalities who visit merci. Merci is a commercial enterprise "like the others" founded by shareholders "not like the others". The founders decided that the proceeds of this investment would serve to fund an endowment to pay for educational projects and development in south-west Madagascar. Bernard and Marie France Cohen therefore want to say MERCI to life, MERCI to the talents and to the designers who made this success possible. It is this success which makes their generosity possible.

Brief or Tasks Create promotion material using the concept of the name.

Preparation/Research suggestions French advertising The word ‘merci’

Evidence – for this project students should submit 3 pieces of promotion of the same idea

Briefing: Monday 30/09/2013

Deadline: Thursday 22/05/2014

MODULE ASSESSMENT BRIEF

LEEDS COLLEGE OF ART

Programme Title: BA (Hons) Graphic Design

Level: 6

Module Title: Extended Practice

Module Code: OUGD603

Brief Title: Posh Nosh

Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M

Module Credits: 60

Weighting of Brief within Module: 100%

Context Own brand products are everywhere today and every supermarket have there own range offering cheap options to all kinds of products. Selfridges want to follow suit to own brand options and offer a novelty range called ‘Posh Nosh’. It needs to maintain there branding identity and have a slight tongue in cheek approach to bring forward the idea of it being a novelty range like other ranges such as insect vodka. Selfridges brand is well established and highly recognised so it is important there reputation for quality is kept intact. Consider there history in consumerism and there previous tactics in marketing. How could their history and knowledge come through in this novelty range.

Could it aid a strong campaign?

Brief or Tasks Brand and package the range ‘Posh Nosh’ for Selfridges novelty range.

Preparation/Research suggestions Previous campaign tactics Other ranges they have and the branding

Evidence – for this project students should submit Brand logo 5+ products Campaign proposal

Briefing: Monday 30/09/2013

Deadline: Thursday 22/05/2014

MODULE ASSESSMENT BRIEF

LEEDS COLLEGE OF ART

Programme Title: BA (Hons) Graphic Design

Level: 6

Module Title: Extended Practice

Module Code: OUGD603

Brief Title: Self

Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M

Module Credits: 60

Weighting of Brief within Module: 100%

Context ‘The self is the subject of one's own experience of phenomena: perception, emotions, thoughts...’

People are constantly trying to enhance, exhibit and express themselves and one way channel they use is make up and skincare. ‘Self’ is a fresh faced and organic company aiming to enhance, exhibit and express the natural. They want to appear clean, fresh and positive to a range of women.

Instead of them using make up to cover themselves they want them to feel comfortable in themselves by using good, natural products. It’s important that this is brought across in the appearance but also vital it doesn’t become the whole branding. The qualities of clean and fresh should come through but they don’t want to appear as hippy, organic products which will interest only a select few. There audience is females from early 20’s to 40’s including mothers who want to start their daughters off with the right idea and use of skincare and makeup.

Brief or Tasks Brand and package Self’s make up and skincare products.

Preparation/Research suggestions Previous campaign tactics Other ranges they have and the branding

Evidence – for this project students should submit Brand logo 3+ skincare products 3+ make up products Campaign proposal

Briefing: Monday 30/09/2013

Deadline: Thursday 22/05/2014