Boxpark - Brand Identity Design Brief

Unit 1: Visual Communication in Art & Design HIGHER NATIONAL DIPLOMA

Unit Code: J/601/6374 QCF level: 4 Year One Credit Value: 15

Unit 2: Ideas Generation & Development in Art & Design Unit Code: F/601/5403 QCF level: 4 Year One Credit Value: 15

Unit 1: Visual Communication in Art & Design

Learning Outcomes 1. Be able to communicate ideas and concepts by researching visual techniques 2. Be able to select visual communication techniques to realise creative intentions 3. Be able to produce work which demonstrates the use of visual communication 4. Understand the potential for personal development through the application of new approaches to visual communication.

Aim:

This unit aims to develop the necessary skills for artists, designers and craftworkers to communicate their ideas across specialist applications, both traditional and alternative.

Unit 2: Ideas Generation & Development in Art & Design

Learning Outcomes 1. Be able to exploit idea-generating techniques 2. Be able to implement complex ideas visually 3. Be able to express ideas using visual techniques 4. Understand the cultural contexts in which ideas are visually transmitted.

Aim:

Creative thinking and the ability to generate free flowing ideas are vital skills for all artists and designers.

This unit aims to develop skills in generating and communicating ideas visually.

Context Boxpark is a great initiative to get smaller businesses and brands working together to promote enterprise and creative design within an area of London that was identified as an area of regeneration and development. The Boxpark Mall is located in Shoreditch in London and is unique as a concept and structure.

The Unique aspect of Boxpark is that all of the units available to businesses are created using recycled shipping containers, which reduces building costs, promotes recycling and allows for expansion to occur with relative ease.

The Boxpark Mall in Shoreditch has become such a great success, that Boxpark, as a brand, are looking to expand their initiative into new cities and locations. Boxpark wish to select the new locations carefully to ensure that the brand is well represented by new more local businesses to reflect the initial intent of the whole ethos of Boxpark.

To help select the new location, Boxpark are challenging small businesses to pitch their brand and service to them, to be considered for inclusion within the new potential location.

As many small growing businesses do not have the capital (money) to afford to have an in-house graphic design department like larger businesses such as Topshop etc. They will often contact either an outside agency, or more likely use a freelance graphic designer, as this is a more cost effective direction.

These businesses would require a freelance graphic designer to design the elements needed to visualise the brand (logo, advertising, store graphics) to pitch to the Boxpark representatives in a meeting.

Boxpark would need to be shown what the brand looks like, how it would be advertised, and how the brand would potentially use one of their shopping units (layout, graphics, signage).

Project Produce an effective solution to meet one of the small businesses needs to be able to pitch their brand to the Boxpark representatives. You will need to decide what type of business you wish to produce the designs for, developing a logo, advertising and a scale version of the intended shop unit.

You can choose to work with one of these small businesses; Dirty White: is all about streetwear clothes with an exclusive edge. All of their t shirts, jumpers, backpacks, beanies, bobble hats and caps are all limited edition on a short run basis. They collaborate with local artists and illustrators to come up with fashionable and unique designs. They want their brand to reflect their limited edition style.

The Breakfast Club: is a small diner/café. They will be serving up everything from the traditional English breakfasts to American Pancakes and Pain au Chocolat, accompanied by one of their fair-trade coffees or fruit smoothies. They want their brand to make people think of The Breakfast Club as a cool, funky place to hang out that reflects their global menu.

In Print: is all about selling books that are focused on design related subjects. From Graphic Design, to Art, to Fashion, to Photography and Film; They would love to bring a feeling of design elements to their brand.

Hi! We’re Vinyl!: is an independent stockist of designer vinyl toys made by companies such as Kidrobot, Medicom, Bearbrick, Ugly Dolls and More! They want their brand to be vibrant and reflect the type of products they stock.

You will need to develop the brand logo, and essentials for the brand, such as; menus, uniforms, business cards etc. You will also need to produce visuals for the interior of the shop unit, with graphics added – you can use the guidelines of size from the Boxpark brochure.

You will then need to pitch your concept to the company using a presentation showing all the elements you have created.

Puma Boxpark Shop Interior

Requirements & Tasks: You should show evidence of your idea and development work throughout the project.

You should submit; • • • • • • • • • •

A sketchbook to support your research and practice.

Research of selected primary and secondary examples of visual communication including branding.

Design development work.

Analysis and evaluation of your ideas and development, working methods, techniques and processes used.

Records of processes and techniques used.

Evidence of planning.

Evaluation of outcome(s).

Final outcome(s).

Evaluation.

Bibliography.

Task 1:

Research visual techniques of others. Analysehow do others use visuals to get their message across? What materials are used? What is the style of design? Does it work?

Task 2:

Research and analyse similar brands/shops/services that link to your choice of client. What visuals are used to communicate the type of business?

Task 3:

Matching your research to your designs. How does it influence your visuals? How does the product effect your design resolve? What techniques can be used to reflect the type of business?

Task 4:

What technique can you use to generate ideas? - research how others have generated ideas e.g. mind maps, mark making, illustrating words, drawing with alternative materials, using materials

Task 5:

The production process of your design. Consider the use of line, form, tone, texture, colour, contour, etc. Creating ideas for the company’s brand.

Task 6:

Develop your ideas by experimenting with these techniques and developing them to use colour, different media, scale, emphasis, etc.

Task7: Develop final presentation stand ard visuals for the outcomes that you can present to a focus group

Task 8:

Evaluate your final branding campaign and use constructive feedback from your focus group to help identify areas to improve.

Task9:

Produce bibliography of sources that you have used within your assignment.

Designing a logo.

When employed in a local graphic design company, logo design is the ‘bread and butter’ work you will be expected to undertake. But you wont have long. The faster the turn around the more business you can generate. Astonishing when you consider that logo design is one of the most important aspects of a company profile.

• • • • • •

What should your logo achieve?

Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concretes User Loyalty

Questions to ask -

1. What products and/or services do you offer? Define the qualities of these services and/or products.

2. What are the core values of your products and services?

What are the core values of your company?

3. What is the mission of your company?

4. What does your company specialize in?

5. Who is your target market? Who do your products and services attract?

6. What is the tag line of your company? What message does your tag line send to your prospects?

7. Using the information from the previous steps create a personality or character for your company that represents your products or services. What is the character like? What qualities stand out? Is the personality of your company innovative, creative, energetic, or sophisticated?

8. Use the personality that you created in the previous step and build a relationship with your target market that you defined in Step 5. How does that personality react to target audience? What characteristics stand out? Which characteristics and qualities get the attention of your prospects.

9. Review the answers to the questions above and create a profile of your brand. Describe the personality or character with words just as if you were writing a biography or personal ad. Be creative. www.about.com