Feel Good Drinks Project Brief

Unit 3: Ideas and Concepts in Art and Design Unit Code: K/502/5736 QCF Level: 3 Year One Credit Value: 10

LEVEL 3 90 CREDIT DIPLOMA

Unit 18: Communication through Art and Design Unit Code: D/502/4969 QCFLevel: 3 Year One Credit Value:10

Unit 3: Ideas and Concepts in Art & Design Unit 4: Communication through Art & Design 90 Credit Diploma Graphic Design Launch Date: 23/01/13 Author: Adam James Lecturer: Adam James

Deadline date: 19/03/2013 IV Signature:

Unit 3: Ideas and Concepts inArt and Design 1. Understand how ideas and concepts inform art and design work 2. Know how to generate ideas 3. Be able to generate and refine ideas in response to given briefs 4. Be able to communicate and present ideas and outcomes to different audiences

Aim: This unit aims to broaden and deepen learner skills, knowledge and understanding of creative thinking, across contemporary and historical art and design, in order to inform their own practice..

Unit Introduction: Ideas and concepts are the core of all creative art and design thinking.

Innovation, imagination and intuition in the vocational world of art and design are essential for practitioners to create successful artwork, designs and products. Professionals use a wide range of intellectual, intuitive and perceptual skills in generating and developing their ideas. In order to secure commissions, practitioners must generate innovative ideas and be able to refine and present their ideas in exciting, persuasive and convincing ways.

They will investigate contextual sources to explore and analyse the creative ideas of different practitioners. Through this process learners will analyse the ideas and concepts used by practitioners for different purposes. This will involve studying language, images, artefacts, meaning, direct observation, perceptual sensitivity and the practitioners’ own motivations in art and design.

Researching and analysing the thought processes of art and design practitioners and theorists should inform and inspire learners’ own creative thinking in generating, developing and communicating their ideas and concepts.

Learners will develop an understanding of their own innovative thought processes through carrying out activities and briefs that give them opportunities to explore possibilities within a range of ideas and concepts.

In working through this unit, learners will develop their communication skills. In preparing to progress to professional practice, learners must appreciate the need to create informed and stimulating presentations of their ideas for different audiences.

Unit 4: Communication through Art and Design

Learning Outcomes 1. Understand how media, materials and processes are used in others’ work to convey ideas and meaning 2. Be able to develop visual language 3. Know how art and design is used to communicate ideas and meaning 4. Be able to communicate by using the language of art and design

Learners must appreciate the need to create informed and stimulating presentations of their intended to communicate ideas to different audiences. Learners will apply visual and non-visual skills in exploring a range of presentation techniques and methods.

This unit could be integrated with specialist unit assignments, as the knowledge, skills and understanding required underpin all other units in the qualification.

The Feel Good logo

Aim: This unit aims to develop the breadth and depth of learners’ knowledge, and understanding of and skills in communication through art and design. Learners will achieve this by studying how practitioners use primarily visual imagery to communicate ideas, messages and meaning, and then applying findings to their own ideas.

Unit Introduction:

The ability to communicate ideas in original and innovative ways is essential for all art, craft and design practitioners.

Potential audiences and clients are becoming increasingly knowledgeable about the different forms of communication and there is a constant requirement for fresh, creative ideas to replace or revise familiar forms. In every vocational field of art craft and design, practitioners need to continuously review and update their knowledge, and understanding of and skills in using new and more effective methods of communicating ideas.

Learners will then apply this research to their own ideas, investigating and exploring the communication techniques they have studied. The unit will enable learners to develop their understanding of how to communicate different meanings and messages, through the manipulation of formal elements in 2D, 3D or time-based media as a means of creating a range of imagery or artefacts for different purposes. The form that works of art and design take, and the media and techniques used to communicate meaning, will vary according to learners’ specialisms but it is expected that they will gain experience across disciplines.

The Feel Good Bespoke typography

The Feel Good Drinks Company Brief 1: focus on creating a new look for our pack design Brief 2: produce a national brand awareness campaign

A Little Bit About Us We are a relatively small, privately owned company which makes tasty, healthy drinks. The business was started by Dave, Chris and Steve in 2002 with a range of 3 juice drinks in 375ml glass bottles. We now offer 5 ranges including Feel Good Kids, Feel Good still & sparkling juices, Feel Good non alcoholic cocktails and Feel Good vitamin waters.

The “golden rules” we stuck to since the start of the business are that we only use 100% natural ingredients and never add sugar to our drinks. One major challenge we have is that consumers aren’t aware that almost all of the supposedly healthy drinks have lots of added sugar or artificial ingredients.

As the name suggests, our brand is all about making people feel good. We keep things simple and quite light hearted, after all we’re not rocket scientists we just make tasty, healthy drinks. We do try to do our bit and have a Feelgoodness Days volunteering scheme for our team, along with our weekly Feel Good Fridays and our Feel Good Fund for good causes.

The Challenge Because we love seeing new ideas we’ve given 2 briefs below. Brief #1 is focused on pack design. Brief #2 has a broader scope with the challenge of raising brand awareness. So let your creative taste buds be tickled and take your pick (if you’re feeling very industrious, we won’t stop you doing both!)

Brief part a - A new look for Feel Good We think our pack designs look good. The designs are simple, colourful and impactful on shelf, the brand name is clear and most people get the fact that we are offering tasty, healthy drinks.

However there is a risk that we’re being a little modest with our communication of some the main reasons to drink Feel Good eg no added sugar and 100% natural ingredients. We also want to ensure that we strike

the right balance between the communication that our drinks are healthy and having label designs which makes people smile and feel good.

We’re big fans of simple, uncluttered pack design, we like what we’ve got but recognise that the best designs are constantly evolving. The supporting information included in our project pack shows how our designs have evolved over the last 10 years, we’re up for change and would love to see some fresh ideas.

Brief part 2 - Make the nation Feel Good The biggest opportunity in our business is to raise awareness of our brand. We know that when someone tries one of our drinks, they’ll give it a big thumbs up.

The trouble is, currently only 2 out of 5 of our target market are aware of Feel Good Drinks when shown a picture of our bottle.

That’s where you come in! We are looking for creative ideas for a national communication campaign to raise awareness of Feel Good Drinks. We need you to think big - we want to see ideas that stop people in their tracks and make them feel good, an ear to ear grin kind of good.

The communication objectives are really simple: people need to know our brand name, what our drinks look like and that our drinks are choc-full of tasty goodness.

We want the communication to be unique, memorable and very feel good. We’re up against some soft drinks giants with very big pockets, so be brave, be cheeky if you want, but above all be noticed!

Creative Requirements Brief: part 1

Please focus on the label designs rather than the bottle shapes. We’d like the ideas to focus on our still and sparkling juice ranges but ideally you’d also demonstrate how your idea could be translated to our other ranges. We’ve supplied the current brand typeface and logo, but please feel free to change, challenge and be creative.

Brief: part 2

We have a completely open mind as to which communication channels we use for the national campaign. We like outdoor advertising because it can be confident and impactful, TV has also worked well for us in the past. We’re big fans of digital, our Facebook

and Twitter family is growing quickly and provides the opportunity to spread our message virally. Whether an idea works across a number of media channels will be one of the judgement criteria, so get stretching!

Feel free to incorporate the Feel Good Drinks logo and images of our bottles into your work where appropriate. For the communication campaign we’d like you to focus on our small bottle still and sparkling juice drinks.

Images of these can be found in the project pack.

Target Audience 16-34 year old adults who are happy to pay a little bit more for a healthy, tasty soft drink that isn’t full of junk. They are an up-beat, look-on-the-brightside, sociable bunch, who like to work hard but always find time for some feel good fun and games.

Tone of voice PMA people - you can’t call yourself Feel Good Drinks and be miserable! The message should always be friendly, fun, and just a little bit cheeky. Please don’t get all serious on us now. It’s about talking to people on their level, making a connection and making them smile.

Additional Information Read all about us at our site and stay up to date with what we’re doing by becoming a Facebook fan or a Twitter follower.

Deliverables, Artwork and Additional Information Any additional supporting information referenced in the brief can be found in the supporting project pack.

Available on the Graphics Year one Moodle site.

Project Brief Tasks 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.

Analysis and understanding of issues surrounding collaborative work Moodle Assignment Research & analysis of the ‘Feel Good’ drinks company Research and analysis of other drinks companies Techniques and processes activity Range of ideas for packaging.

Development of designs.

Ideas for the advertising side of the brief Development of the advertising.

Final presented visuals Presentation of your final ideas and concepts Evaluation of project.

Continuous Task:

Create some method of recording what is happening dayto-day within the duration of the project; this could be a blog; a written journal; a vlog etc.

Task 1:

Mind map all your starting points to research the drinks packaging industry. Highlight relevant information you need to find out to help start your research. Compare different ideas and concepts from products already in the market place that are relevant to your design brief, making reference as to where you found the research

Task 4:

Research and analyse other drinks companies, and the way that they position their products to the public and how they communicate this.

Task 5:

Try out lots of different techniques and media processes that will allow you to create a range of imaginative and reative concepts.

Task6:

Create a range of designs by hand for the initial packaging requested in the brief. Analysing the effectiveness throughout your idea generation through evaluative notes. Think of the communication to your consumer with typography, layout and image.

Task7:

Develop these ideas to a final finished visual that is printed and mounted to a high standard!

Task8:

Generate ideas for the second part of the brief, advertising the brand to consumers; evaluate the effectiveness of the communication to the end user.

Task 9:

Experiement and develop ideas to ensure they can be produced to fulfil the brief. Analyse collaboratively and individually and record the response.

Task 10:

Develop final presentation standard visuals for the advertising ready to present to a focus group.

Task 11:

Task 2: PAL TASK

Complete Moodle assignment on how ideas and concepts have developed over historical and contemporary sources; like Dada, Surrealism, Modernism (Bauhaus) - looking at how they communicate their ideas process and utilise different media to express communication and ideas.

Task 3:

Research into ‘Feel Good Drinks’ and identify the way they communicate their ideas and brand through design.

Present your concepts to an audience, thinking about the communication to help the audience understand your ideas and concepts.

Task 12:

Evaluate your own work - discuss how well you performed in the group, how you overcame problems, how you decided to make key decisions at key times etc.

Each of these tasks should be completed to ensure that you at least achieve a pass within this assignment.

Grade Descriptors: Unit 3 Ideas & concepts in Art & Design Pass Grade:

A pass grade is achieved by meeting all the requirements defined in the assessment criteria for pass for each unit

Assessment Criteria for a Pass

Assessment Evidence for a Pass

To achieve a pass grade the evidence must show that the learner is able to:

P1 compare ideas and concepts in art and design work

Task 1: Mind map all your starting points to research the drinks packaging industry.

Highlight relevant information you need to find out to help start your research.

Compare different ideas and concepts from products already in the market place that are relevant to your design brief, making reference as to where you found the research Task 2: Complete Moodle assignment on how ideas and concepts have developed over historical and contemporary sources; like Dada, Surrealism, Modernism (Bauhaus) - looking at how they communicate their ideas process and utilise different media to express communication and ideas.

Task 3: Research into ‘Feel Good Drinks’ and identify the way they communicate their ideas and brand through design.

Task 4: Research and analyse other drinks companies, and the way that they position their products to the public and how they communicate this.

P2 investigate ideas generating techniques P3 generate and refine ideas in response to given briefs

P4 communicate and present ideas and outcomes to different audiences.

Task 5: Try out lots of different techniques and media processes that will allow you to create a range of imaginative and reative concepts.

Task6: Create a range of designs by hand for the initial packaging requested in the brief.

Analysing the effectiveness throughout your idea generation through evaluative notes. Think of the communication to your consumer with typography, layout and image.

Task7: Develop these ideas to a final finished visual that is printed and mounted to a high standard!

Task8: Generate ideas for the second part of the brief, advertising the brand to consumers; evaluate the effectiveness of the communication to the end user.

Task 9: Experiement and develop ideas to ensure they can be produced to fulfil the brief.

Analyse collaboratively and individually and record the response.

Task 11: Present your concepts to an audience, thinking about the communication to help the audience understand your ideas and concepts.

To achieve a merit grade the evidence must show that, in addition to the pass criteria, the learner is able to: M1 use the results of purposeful research and investigation to inform own ideas and concepts, demonstrating coherent direction in originating and developing ideas

M2 demonstrate a considered approach to producing purposeful ideas and solutions in response to briefs, presenting work coherently and effectively.

Assessment evidence for Merit

•

Research and understand puposefully how ideas and concepts can be developed in different ways.

•

Use the results of your research & investigation to inform your own ideas in a coherent direction.

•

Reflect on how when developing your own ideas you have thought about your initial research and investigation.

•

Generate considered ideas individually, to then be discussed collaboratively, that respond to the brief effectively.

•

Experiement and develop diverse ideas to ensure they can be produced to fulfil the aims of the proposal. Analyse collaboratively and individually and record the response.

•

Develop final presentation of effective outcomes coherently ready to present to group, efectively showing your design journey.

To achieve a distinction grade the evidence must show that, in addition to the pass and merit criteria, the learner is able to: D1 independently analyse and interpret research to generate personal ideas and concepts, applying sophisticated thinking in generating, modifying and synthesising original ideas

D2 demonstrate an individual and perceptive approach to producing and communicating innovative and engaging work, using sophisticated presentation methods.and engaging work, using sophisticated presentation methods.

Assessment evidence for Distinction

•

Generate and source comprehensive independent research and synthesise and interpret how this will effect your project.

•

Produce a range of comprehensive and sophisticated concepts or your project.

•

Analyse development comprehensively, modifying initial concepts to create an original and sophisticated design solution.

•

Present your work in an individual and professional way; using different presentation techniques that will create an engaging presentation.

•

Presentation that is sophisticated and details the perceptive approach you have taken for this project and the innovative concepts you have produced.

Grade Descriptors: Unit 4: Communication through Art & Design Pass Grade:

A pass grade is achieved by meeting all the requirements defined in the assessment criteria for pass for each unit

Assessment Criteria for a Pass

Assessment Evidence for a Pass

To achieve a pass grade the evidence must show that the learner is able to:

P1 explain how media and materials are used in the work of others to convey ideas and meaning

Task 2: Complete Moodle assignment on how ideas and concepts have developed over historical and contemporary sources; like Dada, Surrealism, Modernism (Bauhaus) - looking at how they communicate their ideas process and utilise different media to express communication and ideas.

Task 4: Research and analyse other drinks companies, and the way that they position their products to the public and how they communicate this.

Task 5: Try out lots of different techniques and media processes that will allow you to create a range of imaginative and reative concepts.

P2 create own visual language by working with materials, media and processes

P3 describe ways in which visual language is used to communicate ideas and meaning

P4 communicate an intended meaning to a specified audience using the language of art and design.

Task6: Create a range of designs by hand for the initial packaging requested in the brief.

Analysing the effectiveness throughout your idea generation through evaluative notes. Think of the communication to your consumer with typography, layout and image.

Task6: Create a range of designs by hand for the initial packaging requested in the brief.

Analysing the effectiveness throughout your idea generation through evaluative notes. Think of the communication to your consumer with typography, layout and image.

Task 10: Develop final presentation standard visuals for the advertising ready to present to a focus group.

Task 11: Present your concepts to an audience, thinking about the communication to help the audience understand your ideas and concepts.

Task 12: Evaluate your own work - discuss how well you performed in the group, how you overcame problems, how you decided to make key decisions at key times etc.

To achieve a merit grade the evidence must show that, in addition to the pass criteria, the learner is able to:

M1 evaluate how media, materials and processes are used diversely to convey ideas and meaning, drawing on own experiments to make effective comparisons

Assessment evidence for Merit

• Evaluate how diverse use of media, materials and processe are used to convey ideas and meaning with reflection to your initial brief.

• Research and explain with reference to relevant comparitive examples of other examples of historical and contemporary work how this has effectively informed your ideas.

M2 communicate an intended meaning clearly to a specified audience through refined use of the language of art and design.

• During your presentation you should communicate the clearly intended and specified concept in reflection to the brief.

• Use refined terminology to communicate the meaning behind the work you have created.

To achieve a distinction grade the evidence must show that, in addition to the pass and merit criteria, the learner is able to:

Assessment evidence for Distinction

D1 communicate an intended meaning cogently to a specified audience through imaginative use of the language of art and design

•

Generate and source comprehensive independent research and synthesise and interpret how this will effect your project.

•

Produce a range of comprehensive and sophisticated concepts or your project.

•

Analyse development comprehensively, modifying initial concepts to create an original and sophisticated design solution, effectively communicating the intended meaning of the brand to the specified audience.

•

Communicate to a specified audience your work in an individual and professional way; using imaginative use of the language of art and design that will create an engaging presentation.

•

Presentation that is sophisticated and details the perceptive approach you have taken for this project and the innovative concepts you have produced.

Additional Notes: Suggested Reading/Research: Magazine/Journals: Computer Arts, Computer Arts Projects, Creative Review Websites: www.computerarts.co.uk Computer Arts News and tips www.creativereview.co.uk Creative Review Magazine www.dandad.org D & AD: representing creative industries www.davidcarsondesign.com David Carson Design www.dmoz.org/arts/graphic_design/typography List of typography websites www.eyemagazine.com Eye Magazine www.graphicthoughtfacilty.co.uk Graphic Thought Facility design consultancy www.ilovetypography.com Celebrating Typography www.limitedlanguage.org Platform for discussion about www.linotype.com Linotype www.microsoft.com/typography/default.mspx Microsoft Typography www.portfolios.com Showcases designers’ portfolios www.rsub.com/typographic All about Typography www.typography.com Hoefler & Frere Jones fonts www.webstyleguide.com/wsgz/8-typography/index.html Web Style Guide Information on typography www.wpdfd.com/issues/23/typography Typography for the web Deadlines: It is expected that your project work will be submitted for assessment on time. If you think you will have difficulty meeting a deadline, you must discuss this with your tutor as early as possible. In certain circumstances an extension to the deadline may be granted. Your work must be handed in for assessment on the date shown on the top of this brief. You will be notified where to place or exhibit the work nearer to this date. If in doubt, ask your tutor.

Functional skills links: The topic will cover many elements of communication, from evaluation within your development work, through to the oral presentation of your work in a group situation.

You will also need the organisational skills to help you meet deadlines and to complete an ordered assessment of your work.

These are skills every designer should be aware of and be working towards improving.

Plagiarism: Please remember that all work handed in for assessment must be your own, or in the case of work taken from books, magazines, the internet etc, the source must be clearly identified. Copying other people’s work is a serious breach of course rules and is considered dishonest. If you break these rules you may be asked to re-do some of the work, or in a serious case this may effect your course grade.

Health & Safety: If you are going out to explore environmental surroundings in towns or cities, you should make sure that you don’t go anywhere that may be dangerous to yourself or other people.

Ensure that you read any safety information that is provided with art materials that you may use.

Brief analysis

Brief Analysis