Final studio

‘CONVERSATION’ STUDO PROJECT 1

JODIE HIRST

CONVERSATION

BREIF: A CONVERSATION Consider the conversation creative industry professionals have with the notion of communication, technology and society.

We also want you to consider the most appropriate mediums for presenting this ‘Conversation’: Posters, Fanzines, Book, Magazine, E-zine, Manifesto, Marketing Strategy, Direct Mail, Advertising Campaign, Advertisements, Copy, Photography, Social Media (Facebook, Twitter, Instagram, You Tube, Vimeo, Vine, etc…).

Considerations:

Where is the most important place for the conversation to take place?

How will the conversation be heard?

Who will your audience be?

What are your aims?

Who will benefit?

Aims:

Undertake creative and ambitious research.

Develop a brief through research and development.

Examine the conceptual and aesthetic potential of “a conversation”.

Innovate and explore technical parameters.

Create a contemporary portfolio piece.

Make your chosen audience pay attention to your work.

Requirements:

A portfolio of designs involving a high degree of creative and technical skill and also market justification, in which There is a clear reasoned and personal response to the requirements of the brief. Background material in the form of research and concept development will be of a high standard and will clearly support the final outcome. Each assignment will incorporate a high degree of finish and presentation, with all aspects of the brief taken into account.

Take time to develop ideas and experiment with different media, materials and technologies.

What’s the most important conversation for today?

What’s the most important conversation for the future?

Who will you speak to?

What is the message?

Through the application of your chosen practice you are asked to research and develop a visual outcome that centers around the idea of ‘A Conversation’.

Basic examples or starting points you may want to explore could include: Consider the conversation between yourself and technology, the internet, phone apps.

Look at current social behavior, group activities, communities, lifestyles, conventions, business, leisure, play.

An external, political or social conversation that you may support or contest.

CONVERSATION

WHAT IS A CONVERSATION? A conversation is an act of interactive communication between two or more people usually spontaneous or unplanned, although excepted when arranging meetings for business or personal reasons. Typically a conversation occurs in spoken communication through speech or sign language to accommodate impaired hearing problems in some people.

Conversation through spoken or sign language is a way of talking to others socially, usually it’s informal as appose to e-mails for example. Conversations usually involve expressing and the exchange of opinions, ideas, new information or thoughts and feelings. Questions are asked and then responded to.

Conversation is typically identified as spoken language because written exchanges are not usually seen as ‘a conversation’. In our modern day digital ways of having a ‘conversation’ are increasing more popular than verbal communication, face to face with one another or in a group.

Social media platforms and e-mailing systems are now a part of everyone’s life through

all generations and now communication and ‘a conversation’ is seen as being all types of mediums including written. all generations and now communication and ‘a conversation’ is seen as being all types of mediums including written.

Ways of communication -verbal -non-verbal -writen

CONVERSATION

CONVERSATION

Create a series of posters as part of a campaign outlining our relationship between ourselves and technology

digital vs verbal

Create and brand an app for a new social site

INITIAL IDEAS

Use the relationship of the people talking, to determine the feel of the conversation based on the noise using sound waves on vinyl records or other mediums.

Using colour to represent the mood of the conversation

Create a range of different illustrations based on the different topics of communication using for example colour, line, theme or shape for topics such as gossip, culture or politics.

CONVERSATION

CONVERSATION

JWT 100 FUTURE 01 Everything is Retail

In 2013, shopping was becoming increasing more popular to be done online, physical shopping was in decline and online Internet shopping was on the continuous climb. The prediction JWT made was that eventually, due to the digital connectivity online, everything you can imagine will become available online. This to an extent is true, now shops like Boo Hoo and Misguided who never started with shops but instead sell online, these are massive competitors to the physical branded shops that have transformed themself into the online platform of the retail world to keep up with the growing market in the technological world.

02 Food as the new eco issue

In 2012 we were becoming more concerned with the food we consume as stakeholders, brands and originations pushed for awareness. “Sustainable” was the word on everyone’s mind. We are being educated more in what we eat and how this is effecting the environment and our bodies, for example the recent debate on the price of milk in Asda. Asda were paying their dairy providers too little so that the milking farms were not ‘sustainable’ on the sort of income they were receiving.

03 Mobile device as everything hub In 2009 the availability of wireless internet and connectivity increased, phones began expensive and then dropped in price in the early 2000’s, then the invention of smart phones resulted in the cost becoming affordable. It was predicted that by 2015

mobile devices will contain multiple applications ready for us to, watch, learn, play and interact at the touch of a button.

For example the launch of smart TV’s the convergence of surfing the Internet and playing games all on your TV.

04 Going private in public

In 2013 JTW saw our society as ‘living publically by default’, meaning that we were adapting to having our lives lived publically and everyone knowing about our private situations. However they also believed that social media was giving people a sense of privacy just by making their public’ profile private with settings.

However with things progressing as they are people are struggling to keep the privacy vs. public on an equal balance and the anonymous usage to a minimum. This causes some problems when it comes to Internet trolling, which is becoming easier to do and get away with.

05 Buying the experience

In 2007 JTW believed that experiences were taking over the need for “must have’ objects. They saw that people wanted to experience something, as the need to ‘do’ and not ‘have’ grew stronger. Although people want the social experience they also build loyalty and trust based on the experience they have with a brand and the way that experience goes for them. For example, Coronation Street has a set that audiences are able to visit. They may brand on TV, online and by other mediums but giving audiences some thing to experience and talk about.

Sharing experiences and thoughts gives that brand more exposure.

06 De-teaching

iIn 2011 JWT believed that people would use a device and then switch it of to use another or use a device in a way that’s effective, however the concern now is that we are so immersed in technology and its uses we cant distinguish whether we are using the technology to our advantage or disadvantage. Some believe that technology used in some ways can have a bad effect on us as well as a good one in some instances.

For example, when two teenage boys attacked a smaller boy and tortured him, the media blamed this influence on violent video games.

Can we ever prove this effect can happen? Or is this just our growing concern getting the better of us over the power and influence of technology especially on the young people.

07 Predictive personalisation

i2013 was when data for brands was becoming more accessible, meaning they could start to predict consumer behavior and what they would want. However now the data they collect is becoming more precise making it ever easier for trends and behavior to be predicted.

It means businesses can be a head of consumers, always making money by giving them what they want. A challenge they faced was doing this without setting off privacy fears about invasion.

This can be done by the use of cookies online giving you adverts based on your Internet history.

08 Queen trumps king

JTW predicted that with the rise in gender equality such as empowering women in education, the workplace and at home, women are gaining equal rights in business and money. They think that this growth in empowerment is rising from the younger generations in education. I believe this is true and I think its already being enforced. Although feminists are still growing strong the ‘mans world’ image is well and truly demolished in my vision of the world.

09 Re-tooling for the aging world

In 2010 the world populations expected age was growing older making business and brands cater for their needs keeping them as independent for as long as possible. The newly aging world means that they have to adapt more and cater for them, having to rebrand for aging all together. In my opinion although simplified, the older generation are starting to grasp technology more than they would have done 15 years ago, due to it being such an essential part of life now.

10 Coo-prative consumption

Sharing is a huge part in our society now due to social media, this impacts businesses in a branding and awareness factor as they need to find ways to brand a company by getting the audiences sharing and talking o social sites, this has the most captive audience. It’s proved that ad campaigns done through social media rather than print mediums work better in today’s society. All business now need an online presence in order to be passed around via social networking.

CONVERSATION

Physical retail shops are forced to change their ways of business from physical to digital; to cater to the consumers that live in the technological age we do today.

This is purely due to the movement of technology, the fast paced life of quick messaging, sharing and communication at the touch of a button. It’s evolved into everything wanting to be at a touch of a button and that includes shopping.

Retail hasn’t just stretched from store to online, its expanding from online website to social media sites. Social sites have proved to be the most

Effective way to pass information along for a long time. This has resulted in people selling objects, clothes and technology online to other people on those sites, whether they are complete strangers or live around the corner. This can be both convenient and quick or even just to grab a bargain. The majority of people check social sites everyday at least once if not more, where as they may only visit a shopping site every once in a while the chances of impulse buying increases, making it a brilliant platform to sell new and second hand products.

Retail is everything is linked into this prediction of buying the experience JWT Predicted.

It seems that because everything is digitalized, physical shops have to make shopping experiences in store more of an experience. For example using the stores decor, providing amenities like Wi-Fi, again people constantly wanting to be connected to the world around them digitally and this invitation draws them into a store, but also making customer service personalized and specialized. Retail can be seen as a third space, this implies that although stores can

give customers an experience , they can’t match the satisfying, personalized and fun experience that e-commerce can.

The extremes some stores have had to go to enabling them to grab the consumers attention back into stores and off online shopping was ideas like advertising special events and sessions.

For example in Chicago Nike fitness club, the store selling Nike merchandises Started offering free fitness sessions in store.

Business are desperately trying to involve their audience and get them talking to come into stores.

CONVERSATION

The name suggests that rather than teaching someone to do something we have to ‘un-teach’ someone. This is how I interpreted it at first and in some ways its right. JTW believed that technology would soon become something that was used so frequently people wouldn’t be able to distinguish the difference between technology as an advantage to a task and a disadvantage to a task. For example as research for a project maybe it can be a good thing but using just the internet and not the library for books limits their research, therefore could result in someone not getting some data that would benefit their task in hand.

I believe that de -teaching is a coming event and I think its among us now, the technological generation see technology as nothing but an advantage, however that’s because they don’t remember or didn’t experience a time when technology wasn’t so advanced and experience the different ways of working that can help in a better way. We have to learn to use technology to its advantages but not let it ruin our society. For example 3 year olds being able to use IPads, they should be playing with educational learning toys, however some argue this for and against this. There will always be a debate when technology is involved.

Originally if you wanted to search the web, play music and watch TV you would need 3 separate devices to do this all at the same time. Where as now all three can be done on the same device at the same time. It started with mobiles incorporating music, cameras and then the ability to watch TV and play games. Its now so advanced you can set up connections such as emails, downloading and streaming, the list is endless. Then came the applications, they have recently changed how we live.

Apps are short hand ways of using a browser website but this seems to be a quicker easier way to approach an online site.

Its now possible to not need a phone to ring a taxi but to use an app to order one that’s near your location, this is done through trackers in the taxi cars you can see where they are. This is something that could not be thought of a few decades ago.

Everyone is rushing about, urgent in this society and because of this the technological advances have had to keep up, making the devices smaller more compact, as well as quicker and easier to use. The mobile being the hub of everything has being a big factor in social media, it’s so accessible that everyone uses it everyday creating a bigger and more popular network online.

CONVERSATION

TECHNOLOGY

Here is a way of breaking down the process into a way that is more understandable for me...

I imagine I am focusing on the Internet of things based on the development of household technology.

Thermostats and heating can be turned on using mobile devices without being in the house; appliances can be turned on using the same technology. Cameras and sensing technology is more advanced.

INNOTIVE

Imagine the connected home, a smart hub senses a certain time, that you have to set when first purchasing the device that doesn’t then need touching after, the smart hub activates your coffee machine to turn on and make you a coffee automatically, this happens at the same time that your alarm is set off, no setting of alarms every night. Then lights and heating detect that you have left your home so turns itself off, the security camera system outside senses you and activates itself.

DOMAIN

APPLICATION

The alarm has being set off using software within apps on your phone, the coffee machine turns on because of the interface using machine to machine technology, the heating and lighting are also powered by software and interfaces to your phone as well as motion sensors. The security system outside works via sensors tracing your movement through the camera

The application is what the whole cycle does to the objects. It’s automating the coffee machine and the alarm clock so you don’t have to do it yourself, it can be set and left. The appliances are connected and again applied by the automatic feature.

The home security is a feature of the camera and the heating and lighting. This is the result it keeping your home safe from strangers and from internal danger.

CONVERSATION

THE INTERNET OF THINGS

In 1996 the worlds billions of computers connected via the World Wide Web, this was the Internet of computers. Then in 2008 billions of people started to interconnect through their advanced mobile devices and social media took off, this was the Internet of people. Its now 2015, billions of objects such as cars, bulbs, appliances are connected via the Internet, this is the Internet of things...

What is meant by this is that its not just people connecting to each other via the internet anymore appliances such as a kettle can now be turned on through a mobile phone ready for when you walk into the kitchen, no waiting. Lights and heating can be turned on and off. via mobile devices through internet connections. It’s no longer a connection of people its a connection of things.

The Internet of things is made up of 4 main factors, these factors have a purpose and all contribute to each other’s success:

Technology is advancing in all departments connecting countless objects. This then calls for businesses to be innovative, to create new and exiting technology suitable for keeping up with the times and adapting to the advances. The domains, such as the Internet is then the factor that connects these innovative products from the creators to the consumers creating an ‘internet of things’, this also involves things like interfaces and networks. To get these things connected to the web there has to be a way of working to do this, hence the Application, this involves how the object being developed will effect the environment it will be used in.

The information from online is collected about the consumers habits the controlled and monitored to then start the cycle again and create technology for the consumers

CONVERSATION

- UNBRANDED - WELBEING - ME TOO Vs ETHICS - CORPRATE RESPONSABILITY

- GAMING - SOCIAL MEDIA - MASS MARKETING

EXPREMENTAL SPACES

MINDFULNESS

CULTUE

BRAND

INNOVATION TECHNOLOGY

TACTILE INTERNET

- REMOTE EMOTIONS - INTERNET OF THINGS - CONSUMER INTELEGENCE - CONNECTIVITY & COMMUNICATION

CELEBRATING SERENDIPITY

- COGNATIVE DATA - MORTAL BEINGS - REAL ASPIRATIONS

CONVERSATION

DIFFERENT TYPES OF COMMUNICATION

CONVERSATION

VERBAL Verbal communication is one that has being around since the start of human race. Its how we talk to other people in life, its how we learn, love, live and teach. Without verbal communication there would not be the evolution of other communications in the first place. Without verbal language there would be no written language available to use in online conversations.

The English language or any other language would not exist.

The worry in today’s society is that verbal communication skills are lessening and people are finding it easier and more comfortable to communicate digitally. Someone who has already developed social skills and is in the line of business using both verbal and digital communication would be happy with this change but a developing child using technology, rather than playing with other children, means their social skills weaken and this will cause problems in later life.

The worry being that eventually when the generations that can do both are extinct, the rest of the population will settle for this idea of only using digital communication and the world will unrecognizable.

CONVERSATION

DIGITAL This in today’s society goes alongside the ‘emoji hype’ and actually is the key platform it was created on and continues to go on. The huge impact of technology and social media on us has meant that the amount of online communication by conversations via instant message and mobile texting has rapidly increased in the past 3 years.

The big debate is about how we are becoming too interested in our phone and not interacting with each other verbally face to face. Instead we prefer to text, it’s easier quicker and less effort we say? It’s also damaging our social skills and in generations to come the problem will only continue to grow.

However some people believe this revolution is good for us. It’s speeding our world up and connecting us internationally in seconds, allowing us to share more of our private life’s online. Making advertising easier and more directional towards us, making more money All in all there are two ways you can think of digital communication but it defiantly causes debate for whether the majority of communication being

CONVERSATION

MUSIC This may be a form of communication that is by passed quickly, if even thought of at all.

Music and lyrics is actually a really important means of communication, it’s just a more creative way of doing it. All songs have messages, they have stories and most artists write about their own experiences usually resulting in the song being to someone, about someone or for someone.

When people listen to music, even if their singing the lyrics they don’t actually think about what the lyrics mean or the message they are trying to portray. Instead it’s a good song to sing at 3 am in a night club, drunk. Even the loudest, bass driven songs have conversation hidden amongst them.

CONVERSATION

EMOJIS In the 21st century emoticons are used more than ever, they were released 5 years ago in October of 2010, at first people were cautious of using them. The faces and emoticons represented certain things and people were un sure on how to use them, it took a few years for the younger generation to start using them and then came the older generations hooking onto the craze. They are so popular now people can have a conversation just using emoticons with no text to contextualize the meaning of the symbols. They are so well known around the online platform we just have to see an emoji to know what it represents.

So much its even started to be used in advertising, McDonalds used emoticons and only emoticons to spell out a message in one of their latest advertising campaigns. In todays society this kind of up to date technique will appeal to people and get them talking, therefore getting them craving a McDonalds and making the marketing technique work.

CONVERSATION

SIGNS Signs are a more traditional way of communicating to people, but these kind of signs speak to people on a mass scale, rather than an emoji being directed at someone in a one on one online or text conversation, signs are placed to give everyone who passes it a message, an instruction or a warning.

These types of signs have been around for years, there are many places you find these kinds of signs, all public places for example, tube stations, pubs, restaurants, theaters, shops and road signs. Warning signs may be seen in labs and high-risk places.

Although this may not seem like a way of conversation, but there actually similar to emoticons, just more traditional. It would be very easy to create a visual conversation with these signs because of the vast variety there is. The signs are universal; they are used internationally meaning that this can break the language barrier, something that emoticons also do. Maybe were missing a trick here and this could be a way of

CONVERSATION

KEYWORDS Conversation

Hidden

Society

Speech

Communication

Obvious

Audience

Interactive

Digital

Technology

Acceptence

Social Media

Verbal

Face to face

Gratification

Formal/Informal

Written

Topic of conversation

Place

Time

CONVERSATION

CONCEPTS 1

My first idea is about how in todays society we all do things for gratification off others, for example we cant do anything in our everyday life’s without documenting it on social media, resulting in praise and acceptance.

My idea is to explore this further into the idea of the virtual world, the way we all put on a fronts and make social media a platform for showing off and making people think your life is great even if it’s not. It’s an escape for a lot of people, and I want to explore why this is?

2

My next idea is based around the idea of not the conversation topic itself but between the two people having the conversation and their relationship to each other, as this is also a contributing factor to how the conversation goes and feels. The idea is to explore into how the person your talking to affects your thoughts, feeling and emotions during a conversation, for example talking to your wife as appose to a teacher or a business partner.

This type of visual could be represented using many things such as colour connotations and line and shape formations.

3

Another idea I had was about looking a peoples interpretations of things, in theory practice we have looked at the open works and how interruptions are always different no matter how similar the person, the idea was to ask people to look at the same cluster of clouds and ask what they see.

I could then represent this using print, drawing what they said they could see, this would also produce a series of illustrative posters all linked together by a sentence in typography print indicating the idea of interpretation.

4

My last idea was about how the topic of conversation can differ, whether it is about celebrity gossip or even personal gossip, politics, culture of what was on TV last night. I thought about showing these different topics through vector illustrations and a series of posters to show the same style but contrast depending on the topic, the colour and the object form.

EVERY HUMAN SEEKS ACCETANCE

CONCEPT 1

“EVERY HUMAN SEEKS ACCEPTANCE”

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE Society today is worlds apart from what it used to be, we now seek acceptance. This is a sentence that may mean many different things to different people but it has one core idea. Humans behave and socialize in a certain way in order to gain acceptance from every other human.

Whether it is through our clothes, our topics of conversation, our attitude or our behavior. It’s all done through the hope that we are liked and feel part of society.

The reason we are worlds apart in society than what we were maybe 15 years ago is because we seek acceptance but through a platform known as social media. The younger generation and now spreading to the older generations, as technology is longer around, use technology to hide behind. We have a virtual identity that we can use to create a whole new persona and no one knows any different.

This brief is about exploring the idea of people feeling the need to seek acceptance in everyone else through the use of technology, social media and the ways in which within them they achieve this. But also the continuances on not being accepted and what this can do to your social hierarchy.

EVERY HUMAN SEEKS ACCEPTACE

PRIMARY RESRCH When thinking about the idea of looking into the big conversation that’s current to this generation of ‘every human seeks acceptance” I realized that this could have multiple meaning to different people and it may also result in people having different opinions on the debate, whether they think the statement is right or wrong or if they think the idea of it happening is right or wrong, this is something I wanted to explore so here are some profiles of some individuals I asked to answer my question...

What do you think’ every human seeks acceptance” means and how would you respond to the matter?

After asking people of all ages, from different background and different interst i found a commn theme. everyne beleive that the younger generation were being th most influenced, however that waent the onl resonse, adults were also being influcnced by the growing need for acceptence using online social miea, for example parents postnf selfies and constant rants on facebook for everyone to see and strike ocnversation and debate. although the youger generation are a common theme, there not the only ones being influenced.

Luke Hirst Age 22 Law student

Everyone has the inherent desire to feel safe and secure, and human behavior revolves around the need to garner that sense of physical and emotional security.

“On a deep emotional level, feeling approved of makes us feel secure with ourselves as a person.

There is a huge degree of inner peace and security connected to feeling good about who we are.”

Oliver tooth Age 19 Music student Everyone, regardless of his or her thoughts or actions, seek acceptance.

The young generation of today mean well. For example, I often see a teenager in town give a sandwich and a bag of crisps to a homeless man sat in the doorway of a disused shop. My bet is, they go home and tweet about it, or put a post on Facebook. Not to boast about how much of a ‘good person’ they are, but to perhaps subconsciously, receive praise and approval for their actions. We live in a society that seeks reward for good behavior.

We’re taught it from a young age, “be nice to your sibling and you can pick some sweets out”. I believe that although we don’t intend to, our actions are perhaps shaped by the reward and gratification we’ll receive from them.

Jodie hirst Age 19 Graphic Design student In todays society, especially in the younger generation, everything is done for a social purpose, people don’t just do a good deed and then leave it there, it has to be known, tweeted about, explained in a status, all done to generate conversation though social media and about the person posting.

Everything we do down to what we wear, how we do our hair and how we behave, whether that is who we are or who we are pretending to be, is done to be accepted by others. As part of the younger generation myself, it baffles me. I don’t see why people need the acceptance of people they see maybe once a year or bump into in the street.

EVERY HUMAN SEEKS ACCEPTANCE

Sheree Riley Age 41 Mother and housewife

As a mother I think that seeking acceptance has been more present in the younger generation now more than ever, I’ve seen it in my own kids. Posting things online that actually don’t have a point, but the point is that they get praise or acknowledgement. I think everyone does seek acceptance, primarily in the younger generation, but ultimately everyone wants to be liked and accepted I just don’t want the need to grow out of its depth and take a turn for the worst.

At the moment its manageable as a parent I think.

Becky clark Age 19 Graphic deisgn Student

I believe that every human seeks gratification because of society, cause trends influence people and you feel that if you are not keeping up with trends that you are the odd one out. Like even with Facebook and Twitter and things like that, you think about what you post and write so that other people don’t criticize you and so that they accept what you think. It’s all about being conscious about others. I don’t want to be a sheep but I also don’t want to be bullied because I’m very different.

It’s the easy life fitting in I guess.

EVERY HUMAN SEEKS ACCEPTANCE

MASLOW: THE HIERARCAY OF NEEDS ( SELF ACTUALISATION) Dr. Abraham Maslow (1943) hypothesized that a ‘hierarchy of needs’ motivates humans. Individuals must be satisfied with the bottom levels of the hierarchy before moving up levels to make it to the top (self actualization)

SELF FULFILLMENT

To the right is the hierarchy of needs Dr. Maslow devised....

The theory suggests: Humans must pass lower levels to move up and once this level has being satisfied the motive no longer motivate the individual, however the need is always present.

Maslow describes self-actualization (individuals that have made it to the top of the hierarchy) as: -Being realistically orientated -Accepting of others for who they are - Spontaneous in their thinking, Behavior and emotions - Problem centered not self-centered - Need privacy - Independent and able to stay true to themselves even through unpopularity - Have meaningful relationships with Few people - Are democratic and judge as Individuals - Highly developed ethics - Resist conformity to culture Humans described as ‘knowledge workers’ usually have no need to worry about physiological or security needs as these thing no longer motivate them its the higher levels that do in todays society for example love.

inovtion oppotunities, hight level

SELF learning & Challenging Projects ACTUALISATION

RESPECT OF OTHERS

GIVING AND RECEIVEING AFFECTION

ESTEEM Self esteem needs LOVE Social need

A HARNESS

SAFTEY Security needs HUNGER

PHYCOLOGICAL Physical survival needs

important projects, Rcognition of strengh, status

acceptnce, grouup member, love

eoomic and physical safety, comfort, peace

water, food, slep, sex, excercise

EVERY HUMAN SEEKS ACCEPTANCE

MASLOWS HIERARCAY OF NEEDS TRANFORMED (ALDERFER”S) It was then seen that Maslow’s hierarchy of needs doesn’t work on all personalities.

Alderfer came up with his own hierarchy with only 3 levels, Growth, Relatedness and existence. However Maslow argued that again this doesn’t work depending on all personalities, they worked with introverts and extroverts, reorganizing both diagrams to come up with a combine effort of Maslow and Alferder.

This was to say that the way these two types of personalities react to each stage of motivation is completely different, as an introvert would motivate by getting into a group and extrovert would seek what value they had to the group.

The Institute for Management Excellence (2001) suggests there are nine basic human needs:

Nohria, Lawrence, and Wilson (2001) provide evidence from a sociobiology theory of motivation that humans have four basic needs:

(1) Security, (2) Adventure, (3) Freedom, (4) Exchange, (5) Power, (6) Expansion, (7) Acceptance, (8) Community, and (9) Expression.

(1) Acquire objects and experiences; (2) Bond with others in long-term relationships of mutual care and commitment; (3) Learn and make sense of the world and of ourselves; and (4) To defend ourselves, our loved ones, beliefs and resources from harm.

Ryan & Deci (2000) also suggest three needs, although they are not necessarily arranged hierarchically: 1. The need for autonomy 2. The need for competence 3. The need for relatedness.

WHAT I REALSED...

Researching through Maslow’s hierarchy of needs I agreed with what he said and how he put the diagram in the hierarchy, however laooking deeper into the human motivation theories I found that many different physiologists and Doctors had different options of what human motivation consists of but one they all have in common and agree on is that within human motivation, love, affection and acceptance by society is interlocked into every one of them in some way.

EVERY HUMAN SEEKS ACCEPTANCE

THE NEED FOR ACCEPTENCE ON SOCIAL LEVELS By this it’s meant that people are defined by the brands they wear, we see a connotation of a brand and assume a person is like that, or we see that someone isn’t wearing a type of brand and assume they cant afford it and this can single out some people.

LIVING OUR LIFES THROUGH BRANDS

PACK MENTALITY

In society having a circle of friends is something that everyone wants, it makes you feel wanted and again accepted, if you are out of this friendship, this is when you can become singled out either because of the way you are, behave, dress or many other factors. Friendships cause pack mentalities. People form groups and we need that acceptance

FRIENDSHIP

DATING

BULLYING

A pack mentality is something usually referred to as a dog instinct but actually in todays society it’s seen that it’s also in humans. If someone for example is being bullied and picked on about something it seems that the majority of people will join in or if not will isolate that person anyway.

Dating in todays society is a lot different from a few years ago, it was all about taking someone out for a date and meeting them in a pub or at work, now its about meeting people online all based on looks. People are judged on appearance before they even get to speak to anyone; on sites like tinder this is a huge acceptance seeking social space. The pictures people post are provocative, they are subjective to both male and females and this is how people get ‘likes’ as it were and start to interact with the opposite sex. If you don’t conform to the normal image people would post, you become unsuccessful in finding people.

Bullying is the big consequence of not having acceptance, this happens to people who subvert the stereotype of their certain generation. Although being different sparks the majority of bullying, it can also flame from jealousy, insecurity, and also problems at home.

ALL THESE THNGS FACTORS ARE CONNECTED AND ENHANCED BY ONE THING, SOCIAL MEDIA...

Social media is something that fuels all these factors of acceptance needs. This to me is because online people can ‘gang’ up on someone and say whatever they want because there behind a screen, they cant be touched and that brings out confidence in people, they say things they wouldn’t normally say. Things can be taken the wrong way, they can be angered easily and young people are too naive to handle this. They see social media a vent and they don’t think that anything they say has consequences.

EVERY HUMAN SEEKS ACCEPTANCE

“NEEDS DIFFER DEPENDING ON CHRECTERISTICS OF HUMANS”

EVERY HUMAN SEEKS ACCEPTANCE

THE 4C’s- Cross Cultural Consumer Charecterisation Young & Rubicam (2001) ‘There are 7 kinds of people in this world” Young and Rubican took Maslow’s idea of a hierarchy of needs and looked at everyone else’s theories for human motivation and came up with a result. A segmented system thoughtful enough to separate all mankind and understand all basic motivations.

Young and Rubican asked what brands people bought and how they felt about it, this gave the system a deeper understanding of the appeal of those brands. The system took into account different countries and cultures not missing any aspect of life on earth. The separation was due to a persons core motivation.

THE REFORMER “Don’t tell me what to do or what to think” says the Reformer, valuing their judgement.

They’re the most anti-materialistic of thecatagories, precived as interlectual.

They are socially aware, and pride themselves on tolerance. seeking out the authentic and the harmonious, seen at the leading edge of society.

However, unlike Explorers, they won’t buy things just because they are new.

Their core need in life is for enlightenment.

I wanted to comment on how Young & Rubican devised this system with an input from the brands people buy and wear and why?

This links to the reason I have looked into this case, how people behave in today’s society including what they wear, like brands, and why. It’s to fit in, to be accepted. This idea suggests Maslow’s hierarchy is correct; we do seek acceptance and love.

THE ASPIRER Materialistic, acquisitive people, who are driven by others’ perceptions of them rather than by their own values.

As a result, they respond to what others perceive as being superficial: image, appearance, persona, charisma and fashion. An attractive pack is as important to them as its contents.

Their core need in life is for status.

THE EXPLORER They’re driven by a need for discovery, challenge and new frontiers.

Young in nature, if not in reality, Explorers are often the first to try out new ideas and experiences.

They respond to brands that offer new sensations, indulgence and instant effects.

In short, difference is what they seek out.

Their core need in life is for discovery

THE MAINSTREAM These are people who live in the world of the domestic and the everyday.

A daily routine is fundamental to the way they live their lives. Their life choices are ‘we’ rather than ‘me’.

As their name implies, they are the mainstream of society.

They are the largest group of people within 4Cs across the world.

They respond to big established brands, to ‘family’ brands and to offers of value for money.

Their core need in life is for security

THE RESIGNED These are predominantly older people with constant, unchanging values built up over time.

For them, the past is bathed in a warm nostalgic glow.

They respect institutions and enjoy acting in traditional roles.

Their brand choices are driven by a need for safety and for economy. They choose above all what is familiar to them.

In life, their aim is basic: it is to survive.

THE STRUGGLER Strugglers live for today, and make few plans for tomorrow.

Others often see them as victims, losers and wasters aimless, disorganised people with few resources apart from their own physical skills.

If they get on in life, it will depend more on a winning lottery ticket than anything they do themselves.

They are heavy consumers of alcohol and junk food.

Visual impact and physical sensation are an important element of their brand choices.

In essence, they seek escape.

THE SUCCEEDER Succeeders possess self-confidence, have a strong goal orientation and tend to be very organised.

As a result, they tend to occupy positions of responsibility in society. Their investment in the status quo means they tend to support it.

When it comes to brands, they seek reward and prestige, and will often seek out the best, because that is what they feel they deserve.

On the other hand, they also seek out caring and protective brands – their aggressive attitude to life means they need to relax occasionally.

Their core need in life is for control.

EVERY HUMAN SEEKS ACCEPTANCE

PRIMARY RESEACH- THE 4C’s The 4C’s were made up for the people of the 21st century, the more complex system caters for all types of people and I wanted to see for myself how accurate this would be. I asked a number of people ranging in ages and occupations to see if the result of everyone seeking acceptence came through.

Jodie hirst- 19 (Student of graphic desgn)

Oliver tooth, age-19 (Student of music)

Luke Hirst, age-21 (Student of Law)

Sheree Hirst age- 41 (parent and Housewife)

EVERY HUMAN SEEKS ACCETANCE

Tracy lannon, age-40 (lecturer of art)

Paisley williams, age-19 (student of events management )

John , age-45 (Professional Graphic Designer)

Bradley hirst , age- 16 (high school student)

EVERY HUMAN SEEKS ACCEPTANCE

“OPENING UP ONLINE AND CLOSING IN REALITY”- DISCONNECTION WITHIN SOCIAL MEDIA

EVERY HUMAN SEEKS ACCEPTANCE

IS SOCIAL MEDIA DISCONNECTING AND ISOLATING US? The idea of social media originally was about connecting the world internationally, being able to connect with people you may have lost touch with or don’t see too often, and also meet new people through connections both business and pleasure. However the real truth is, how connected are we?

It seems since the launch of Facebook in 2009, the sites growing interest in people being able to share more and more, after all the more people are willing to share the more money the founder of Facebook, Mark Zuckerberg, is able to make, making this society we live in now more lucrative than ever. However the fact that talking face to face has now turned to an online chat more often than not and dating becoming more of a virtual experience, we are now becoming more isolated than ever.

We sit in a room full of people on our phones, this isn’t social this is disconnecting us from the people we see most days.

“Zuckerberg may seem like an over-sharer in the age of over-sharing. But that’s kind of the point. Zuckerberg’s business model depends on our shifting notions of privacy, revelation, and sheer

self-display. The more that people are willing to put online, the more money his site can make from advertisers. Happily for him, and the prospects of his eventual fortune, his business interests align perfectly with his personal philosophy. In the bio section of his page, Zuckerberg writes simply, “I’m trying to make the world a more open place.”

This quote from the article of Mark Zuckerberg opens up, demonstrates to me exactly what is happening with the world, we may be opening up on social media but its closing us down in reality.

EVERY HUMAN SEEKS ACCEPTANCE

NASTYA NUDNIK

EMOJI NATION

In her project titled Emoji Nation (2014), Nastya Ptichek embeds icons from popular social media platforms onto great works in art history. The set includes several Edward Hopper paintings, with depictions of modern American life are full of loneliness, regret, and boredom — emotions that, 70 years later, social media seems to have heightened. These then highlighted by status updates and friend request icons.

The image of the man sat alone with the twitter famous ‘no followers’ icon above his head, is a symbol of the way we are isolated now by the huge world of connectivity. I think the paintings clash the old with the contemporary. For example the image of the boy and the girl, the meeting face to face is a reality thing but the way they are portrayed to be thinking by emoticons is very contemporary, meeting people online and taking in this way. I think they all show how we can be with someone but still be alone in technology.

EVERY HUMAN SEEKS ACCEPTANCE

ERIC PICKERSGILL Photographer Removes Phones From His Images To Show How Addicted We’ve Become...

The pew research center researched into the usage on social media site in adults in 2005 the percentage of adults using social networking sites was 7%, a tiny percentage compared to now, its being proved that in todays society more than 65% of adults are involved in social sites in some way. They say its now more common to walk past someone looking down at a phone than it is to make eye contact with someone.

This series of photographs by Eric Pickersgill further investigates into this further physical disconnection. He takes photos of everyday situations but with a twist, he takes the mobile devices out and it just shows how disconnected from the people around us, the so called; “connected world”, is making us.

The project was called ‘removed’ and it was inspired by a situation Erick himself observed one day. He was sat in a cafe observing a family, dad and the kids had their phone out but the mother didn’t, she seemed to be staring out the window saddened, every so often the dad would say something about what he was seeing on his phone but eventually the mum got her phone out too. The lack of connection was a wake up call for Erick and knew this wasn’t even the surface scratched.

EVERY HUMAN SEEKS ACCEPTANCE

SHERRY TURCKLE CONNECTED, BUT ALONE? Sherrie Turckel a cultural analyst studying technology and science, does a talk in a TED conference “Connected, But Alone?”

She talks about how she loves receiving texts from her daughter but too many becomes a problem? How exactly?

Sherrie makes a case that we are letting technology take us to a place we don’t want to go, setting ourselves up for trouble as to say. Devices are not just changing what we do but their changing who we are, things we do on our devices now would have being odd a few years back, but now they are familiar to us.

She states that we remove ourselves from parts of situations we don’t want to be in and immerse ourselves into our phones.

The trouble is coming from how we relate to others but also ourselves and our self-reflection. Were used to being alone together, to be with each other but elsewhere. We find ourselves hiding from each other even though we are constantly connected technologically.

Sherrie talks about a theory she has devised talking to different Generations. This is called the ‘goldilocks effect’: people cant get enough of each other but only at a distance so they can control it. The goldilocks effect shows that we don’t want people too close or too far but just right.

However the problem occurs here when we realize what might be just

right for you may not be right for an adolescent human needing the skills of face-to-face communication.

Sherrie asks an question that receives an interesting response, what is wrong with a conversation? She got a reply that didn’t necessarily shock me but made me think in a way id never thought of before...

“I’ll tell you what’s wrong with having a conversation. It takes place in real time and you can’t control what you’re going to say.”

That’s the bottom line Texting and email and all these digital commutations, they let us present ourselves as we want to be, we can edit, delete, “we get to retouch, the face, the voice, the flesh, the body -- not too little, not too much, just right.”

“That feeling that no one is listening to me is very important in our relationships with technology. That’s why it’s so appealing to have a Facebook page or a Twitter feed -- so many automatic listeners. And the feeling that no one is listening to me make us want to spend time with machines that seem to care about us.”

The idea of people being able to control what they say online but also edit their personality, their look and their voice, this is the idea of a catfish relationship, creating virtual self to portray a person that people would want to listen to, hence the idea of documenting things constantly and making the thing you document admirable along with your life.

EVERY HUMAN SEEKS ACCEPTANCE

“HIDING BEHIND TECHNOLOGY & PORTRAYING A VIRTUAL SELF FOR ACCEPTENCE”

EVERY HUMAN SEEKS ACCEPTANCE

CHOMPOO BARITONE Mark DeNicola. Who found the Barbie article then found an artist Chompoo Baritone, a photographer based in Bangkok, Thailand, also playing around with the joking idea of how we use social media.

The photographer uses a picturein -picture method to show that what you see on Instargram within the frame isn’t what is really happening in reality. Outside the frame it doesn’t always look as picture perfect as we make it seem.

Is there actually any harm in staging these pictures? Do you see them as potentially dangerous to how we perceive both others and ourselves?

I myself don’t see the harm in making a picture seem more picturesque than what the scene in reality actually is, but its the effect of the cliché images, the idea of making life seem better than what it is for you, why do people do this?

What is the need people feel to fulfill, to make people think you have such a god life, why are we seeking this praise and acceptance so much through social media?

EVERY HUMAN SEEKS ACCEPTANCE

ANOMYNOUS SOCALITY BARBIE Moving onto the way we behave on social media and how this effects how we are perceived therefore seeking acceptance from the people around us.

Social media is logged on to many times a day, most people cant stay logged out from it for more than a few hours, because of this constant usage and the viewing of others content constantly, it seems that the majority of content has become cliché, from selfies to arty shots and pictures with our relatives, were all guilty of posting the same things day in day out.

I see this in my own social feed, I’m even guilty of doing it myself, photos of food, documenting every little thing you do.

An anonymous wedding photographer from Portland, Oregon started an Instagram account unlike any other.

Operating under the name ‘Sociality Barbie’ the account features all of the cliché pictures we love to post, but with a Barbie doll in our place. The message seems to play on the quote “You were born original. Don’t die a copy.” social media has drove us to posting things we think are original and will gain you ‘publicity’ amongst your friends to seek the acceptance we crave as humans, but has actually drawn us to all become the same. The

https://instagram.com/socalitybarbie/

EVERY HUMAN SEEKS ACCEPTANCE

LOOKING AT ARTIST TECHNIQUE

EVERY HUMAN SEEKS ACCEPTANCE

ANTHONY BURRILL Anthony Burrill is a typographer, he has done many projects creating type but in this one he specializes in using a letterpress to create his work.

Anthony Burrill sells these sorts of prints, each one has a story behind the phrase, and he even devised a book full of these posters all explaining the stories behind them.

My favorite is the phrase is ‘I like t what is it? I particularly like this one because it sums up a lot of what we see. We say we like it but when asked why we can’t really pin point it. It was just likable, aesthetically appealing to the eye.

The idea of using a letterpress appeals to me, it’s not something I have done before but the effects that can come from it are really interesting. It’s something I want to try and incorporate into my work, for example I have the idea of stamping phrases onto my work to do with what I am producing, to do with the need for acceptance.

Perhaps creating a number of posters and the link being the title every human needs acceptance’

EVERY HUMAN SEEKS GRATIFICATION

CRAIG WARD Craig ward is a typographer who has done a lot of work for commercial use. I wanted to look at his work because I think the diversity of the techniques he uses is brilliant.

I myself want to create a type of awareness campaign about how we are seeking acceptance from other constantly and it defines what we do no matter who we are and what we believe in. My idea is to have different posters showing this message however different they are they will be joined by the phrase ‘every human seeks acceptance’ in typography. I want to look into his work as I want to try some of his techniques in my experimenting for example, printing, cut outs, using materials and digital photography.

I saw the upraised typography and although digital I thought about the possibility of doing this in reality to show the desperation for acceptance, reaching out to grab it. Being big and bold in your face to make sure viewers understand the idea.

EVERY HUMAN SEEKS ACCEPTANCE

JOSH BRILL Great series of animal illustrations created by Josh Brill; under the art and design label Lumadessa. “The Flora Fauna collection is a cataloguing of the design identities of plants and animals from around the world. Examining the visual character differences and similarities of species. A field guide of discovery, beginning with birds.�

The reason behind the artists creation is not what I want to focus one here, the way in which these vector digital arts have been put together is something I really like the look of, and I defiantly want to try this in my experimentation, I think this way of working is contemporary as well as fun and it could work in favor of what I have in my head as my final piece.

Recently I have started to really like this digital vector way of working and this is something I want to have influence my work even if its not in my final piece I feel I can benefit from it.

EVERY HUMAN SEEKS ACCEPTANCE

MATIE FRANCHI OXBOW X ROXY

This type of vector is slightly more detailed and more messy and undefined. I prefer this vector style, I think it makes things look better actually because the lines look more realistic that straight refined lines.

These pieces by Matie Franchi are part of a series called OXBOW & ROXY. There wasn’t much information on the reasoning behind the work however its obvious its about the life and activities these two characters have and do. I think the backgrounds and added texture is a really nice touch and could be influenced into my work easily.

I also like the pastel colour pallet here; the colors are less saturated than the ones previously by Josh brill. I can say I like both styles but I think this one gives an appropriate look for the location they are in.

In my work I want to make sure the colour are reflective of what I want to portray.

EVERY HUMAN SEEKS ACCEPTANCE

INFOGRAPHICS Info graphics isn’t something I thought of originally, but looking at some inspiration on various sites I found that they popped up a lot, they could help me with the idea of portraying 7 different characters, and looking at a variety there are many different ways I could do it, more illustrative or with more information etc. although I would do it with less information and more graphics because of the group I am thinking of aiming my work at.

EVERY HUMAN SEEKS ACCEPTANCE

GENIS CARRERAS This artists take a completely different approach, its something I want to try out to see if it gives the right effect to my final idea, although its simple for some concepts could be really effective but used in the wrong way the effect ad message could be lost and the posters become meaningless and lost.

There were a lot of these in the sequence and I think some are more effective than others, I think the reductionism poster works well because it’s being reduced to 1 circle. The concept is clear where as some were a little harder, these 4 are the ones that were more obvious to me the ones on the other page are some that were harder to relate to and pin down.

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

DEVELOPMENT

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCETANCE

The idea behind these series of posters is to show people that everyone has different personalities and different motivations that drive them; they have different ways of thinking, different hobbies and different behavior. But it doesn’t matter who you are or what characterization category you fall under (Young and Rubicans theory) You should be accepted and we all want to be accepted for whom we are and what we like to do and wear.

I started by just experimenting with the different categories and then when I had done a few I started to experiment with layouts to get a better idea of how I want them to look. I did a number of them based around the aspirer poster and I found that this was the best. I did a detailed vector image of this suit to show status, but actually the outline gives a better impact and a good interesting image that will make people want to look.

I wanted to try a vector approach after we did an image for it when doing a production lesson on after effects. I think it works really well and I plan to do a few more with this style to see if this could lead to the final piece for me.

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

After figuring out the style I wanted the posters in and the fonts I wanted to use I did a few using the different categories, I started off liking the first few but then I thought the designs weren’t fitting with what I wanted them to do. I wanted them to give off a clear message and although I think the posters are showing what they should and are relevant to the categories, I don’t think that for someone who doesn’t know the categories this way of working gives the best effect.

EVERY HUMAN SEEKS ACCEPTANCE

EHSA

EHSA

THE ASPIRER EVERY HUMAN SEEKS ACCEPTANCE ACCEPT EVERYONE FOR WHO THEY ARE

THE SUCCEEDER EVERY HUMAN SEEKS ACCEPTANCE ACCEPT EVERYONE FOR WHO THEY ARE

EVERY HUMAN SEEKS ACCEPTANCE

EHSA

EHSA

THE STRUGGLER

THE EXPLORER

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

ACCEPT EVERYONE FOR WHO THEY ARE

ACCEPT EVERYONE FOR WHO THEY ARE

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

RESULTS After using more detailed vector in the first development stage I decided to try the way of working that Genis Carreras uses, making simple posters that the cartages can be represented by simple shapes and outline silhouettes.

I wasn’t sure whether this was going to be too vague, and if the audience would understand it.

Some I thought were quite effective for example the aspirer poster, the colour connotations of blue and clouds linking to dreaming and the idea of aspirations however I thought the mainstream and reigned to the left were harder. I understand the concept, a loner and a group of people however some people may not at first glance and I think it can be reinforced better using a different method. One poster I found impossible was the reformed poster, I know this will be the most difficult in all developments however I hope that in my final piece whatever I choose to it, it makes sense and gives the representation of someone who has changed.

The colors connoting the groups work well, for example the idea of the succeeded with a green background and the resigned in a white isolated area.

Although I think with work could work well with a bit of development, I don’t feel it’s going to give me the result I want. I think I need something more realistic to do this. However doing this has helped because its gave my the idea that although I like the vector effect, why don’t I make it more realistic and this should then make the message easier to understand, I came up with using real people, photography.

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCETANCE

FINAL PIECE What’s the most important conver- Who will you speak to?

I believe the problem that this stems sation for today?

After looking at all the different issues to do with social media and the way it is changing us as humans in society in relation to technology, I came up with a number of ideas however I was lead me to the title ’Every human seeks acceptance’.

In society, we all do things hat we then feel the need to document online, however we make it more admirable and inspiring, we feel the need to tell people what we are doing and we can only make it seem the best.

The problem with this is that we have become so absorbed in this, it starts to result in many problems, one being the idea that if you don’t conform to this culture, you become singled out leading to bullying. The problem linking to this is that social media is heightening cyber bullying due to people not accepting others that are not mainstream and don’t act and look the same as them.

from is in the younger generation, it’s them who feel the need to impress and belong in environments like high school. They feel the need to be accepted by others in their age group and society and it puts pressure on them to be who they are not, by creating virtual selves and putting on a front that they wouldn’t if it wasn’t seen as necessary.

This is whom I’m going to aim my design at. I want to make them aware of what this culture is doing to the people My idea for a campaign although that don’t follow it, the attack they get about cyber bullying comes from a and the hurt they are going through different angle compared to most cydue to something so superficial. ber bullying campaigns, most show victims and the way they have being What is the message? affected, my campaign focuses on My message is telling high school the other end, and how it can be teens that ‘its ok to be different’, that even if someone has different interest prevented if these kids realize that to you or wants to wear different things everyone wants the same, everyone just wants to be accepted and if this they should be just as accepted as you. Even if they don’t conform to soci- was to happen, bullying wouldn’t ety’s ideology of ‘normal’, they are still take place because there would be no reason to single someone out. just as normal as everyone else.

What’s the most important converThe Idea... sation for the future?

I am going to design a poster camThat is the big conversation to today, the idea of virtual self’s, that we can delete and edit not just what we say online but who we are and how we look. Teenagers in society do this more that other generations to be accepted in order to fit in and avoid being singled out and bullied. The conversation I want to start is about how everyone should be accepted, no matter what they are into, what they wear or how they act. All personalities are different and this should not determine the way they are treated.

By young & Rubican, these categories detail 7 stereotypical characters, each poster will promote that, although people fall into different categories and no everyone is in one, that’s ok and they should all be accepted. These will then be targeted at young people, posted in schools, to hopefully convey the principle of ‘accepting everyone’.

This then in turn, reduces bullying rates, which are heightened through social media.

paign, stating how ‘its ok to be different’, and that every human seeks acceptance, even if their personality doesn’t conform to society’ s definition of ‘normal’. This will be achieved through a series of posters, one for each of the characterization categories. These categories are what each member of society falls under theorized

The reason I have got onto the topic of bullying is I feel strongly about it, my research has being largely based around the fact that technology is allowing us to change how we are online and gives us confidence, some people go as far as acting like a completely different person and enhancing the way they look through selfies. This to me is ludicrous, even as part of the generation growing

The trend. The whole reason people are doing this is because if they don’t they face the idea that they could be singled out and bullied.

The posters will all indicate a different member of society but will be linked by the line ‘ every human seeks acceptance’. The characters shown will be in the age group that high school kids can relate to. I also want to add a tag line different on each one that the character shown would say indicating their category. The categories include - Struggler - Succeeded - Aspirer - Resigned - Explorer - Mainstream - Reformer.

I also want the posters to have an organization behind them so I want to create a logo for this.

EVERY HUMAN SEEKS ACCEPTANCE

BULLYING CAMPAIGNS

EVERY HUMAN SEEKS ACCEPTANCE

LINDSAY BOTTOS

Artist’s Selfie Project Shines Light on Cyber bullying....

Art senior Lindsay Bottos, 21, was tired of the cruel anonymous comments about her selfies, so she fought back.

Instead of hiding from her tormenters she layer her selfies with the hateful comments, in a plea to mock.

“I’ve always gotten anonymous messages that were really hateful, especially comments about my appearance,” Bottos said.

“I’ve basically been screen-grabbing them and saving them for something, and decided to do a project.”

“I think that we really should be concerned with women’s self-esteem, especially girls and women online,” she said. “I think it’s so important, and if this project can help the way girls are treated online and help anyone with their self-esteem at all, I think that’s amazing.”

Clinical psychologist Dr. Jeffrey Gardere said the Internet exposes peoples’ dark sides.

“More than anything, there are really no consequences to the things that are said. You can be ugly, you can be very inappropriate, you can say the rudest, most horrible things and you don’t have to pay the price. You have the cloak of invisibility,” Gardere said.

The quote by Dr. Gardere was one I found very interesting, suggesting that people behind a screen don’t get penalized for what they say to people online, people gain confidence and as he said think they have ‘invisibility’ Looking and being different is something people are bullied for and the online presence of this is growing, women’s self esteem is being trashed by other women who think its ok to do so.

EVERY HUMAN SEEKS ACCEPTANCE

ARTISTS AGAINST BULLYING A project called artists against bullying was launched in partnership with MuchMusic to create a recorded version of Cyndi Lauper’s classic “True Colors.”

The video was made as the recording artists hold up their signs urging people to fight back with bullying and reduce the bullying that goes on in our nations schools. The idea is to tell the kids to show their true colors and stay true to themselves.

This was done as part of bulling awareness week, stars like Jacob Hoggard and Alyssa Reid were just some of the stars that teamed up to take part in this amazing cause.

This idea of using a project as a campaign to raise awareness really gave me an idea towards a final piece. I decided that my idea of everyone seeking acceptance can link into this really well and it gave me an idea to explore.

EVERY HUMAN SEEKS ACCEPTANCE

WHITNEY SMITH Whitney smith created this poster campaign as part of a threeweek research and design class for social issues.

She comments...

“I like to create things that solve problems, educate, and support positive change. Over the summer of 2013 I was lucky enough to intern at National Geographic Magazine in DC and felt what it was like to be a part of a larger cause.

Whitney smith is someone who likes to create design for a purpose that will change people’s attitudes whether that is social, political or economic.

And that’s the reason I want to create a campaign. Looking at these posters I’ve realized that a huge campaign is not needed to a series of posters to use as my campaign and placing them in appropriate places will have an impact.

EVERY HUMAN SEEKS ACCEPTANCE

WEAPON OF CHOICE Here I found a series of bullying posters that were part of a project called ‘weapon of choice’ originally not meant to be a campaign but the images had such an impact they were seen as a campaign regardless.

The idea behind the project was to create a visual representation of the emotional damage words could do. World-class professional makeup artists generously donated their time to the project. The artists applied makeup to each participant to simulate an injury, and the hurtful word chosen by the participant was then incorporated.

The name “Weapon of Choice” was used because for the bully the word is one they choose to use.

I think this shocking use of imagery is something that will work well on a campaign as I am going to play around with photography however I think I could use a phrase the people say as the shock factor rather than how they look.

EVERY HUMAN SEEKS ACCEPTANCE

MARA PANZAR This was another campaign I found called the ‘ no bull’ campaign. The idea of taking no ‘bullshit’ from anyone a common phrase used in todays society. I think the reason they would call it something like this to relate to the audience as much as possible and that is something I intend to do in my piece. I want the place where they are put and the audience who will see to relate and link to each other, I think this will give the maximum impact.

NoBull is a non-profit organization that teaches kids how to deal with and prevent cyber bullying by utilizing data about the online habits of 12-17 year olds to create an all-inclusive interactive world, which would provide them with a community in which to play and discuss with their peers. Target research showed positive reactions to the campaign.

INCLUDES: Event posters, augmented reality characters, interactive self-mailers, an exhibit design, an online network, an interactive teaser game, and finally, some small promotional items including stickers and team shirts.

EVERY HUMAN SEEKS ACCETANCE

MORE DEVELOPMENT...

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

EVERYHUMAN HUMANSEEKS SEEKSGRATIFICATION ACCEPTACE EVERY

EVERY HUMAN SEEKS ACCEPTANCE

As ‘Struggler’ was the first poster I created, I used the image to experiment and develop an aesthetic that I liked and thought gave a good campaign style for what I needed.

First I started by looking at the photos I had took experimenting with different angles and looks, with these I experimented with text layout and font. Initially I found the font choice a tricky thing to pin down, the fonts just didn’t seem to look right to me, and then I thought about my audience and who was going to be reading this. I am aiming the posters at high school kids therefore I want the fonts to e appropriate to them, I found a font that I really liked called cafe&Brewey, the bold type made an effective font for the banner because its not to serious or too childish.

I knew initially that I didn’t want the poster to contain too much text, it would make younger children ignore it, however I wanted the same title on every human seeks acceptance on each and the quote they are saying to represent who they are. I added a simple logo at the bottom on the banner to make the campaign have a organization behind it ad I think the logo works well.

After I found the photo was most influenced by, I stared looking at different ways to layout the poster, including removing the banner, placing the logo in different places an setting the text in different formats.

I found one I liked and experimented with different colours; I found that I liked the blue one and started to create the others from this layout and house style.

EVERY HUMAN SEEKS ACCEPTANCE

After doing more of these posters, I liked some of the images I had used but I found the way I had composed them bland and emotionless. I think that if I am going to show these to 12-16 year olds I have to have the posters brighter, more colorful and in you face, the black and white can be dreary and bland.

The posters themselves do exactly what I want the to do, they promote the different characters but maybe in a too obvious way I need to think more in the head of a younger teen and think about what they would be like as this character. I still want the originations logo on these because these are still going to be campaign posters, but with a bit more creativity and imagination. The text is just straight across the images and doesn’t incorporate itself, there are many improvements that can be made and my idea now is to experiment creatively and visually to see what types of poster I can create.

I have to remember that although this is based around a bullying campaign it’s not like a regular one, it’s about learning to accept yourself and other to prevent the notion of bullying. So I will focus on that art incorporating ‘ every human sees acceptance’ into all posters in some way.

I don’t know how I plan to do this yet but I want to look at some more art direction to get e in the right lace.

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

After deciding I didn’t like the original idea of using the black and white images and house style, I tried some different ways of experimenting with photos and techniques. Initially I thought of the explorer and I like the idea, think the bright colour and the idea that they are ready to explore the world and the walking boots and map show this, I didn’t find a way that I thought made it look most effective. I then moved onto struggler and again I don’t think they are good enough.

The problem I have with this is that the idea is based around people, meaning photography and image manipulation on Photoshop is not my strong point, doing this has taught me more but not enough. I don’t think my skills can make this realistic enough, I think I need to go down the more graphic typography look. I want these to be effective and for young people to look at them, the bland images wont do this and I want to figure out a way that will.

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

THE RESULT...

Due to the fact that I only changed my idea and decided my finals were not good enough, a few days ago, these final designs are rough and could do with more work to get the layout and aesthetic right, As the posters are aimed at 14-16 year olds I don’t feel these re appropriate I need something that will catch their eye and to them interested.

Although some are bright and colorful, which is what I want from the posters, I don’t think the colour pallets being used are correct. I need something a little more interesting and not so random, Something a little more strategic and thought out.

The approach to these are the more graphical ideas, the aspirer one is the one that I started first and is the best of the bunch, however as I want thought they were not working out as well. I realized after this part of development that my posters didn’t have to be exactly the same but they did need to be similarities for example the logo. I also didn’t want too much text going on and giving anything away.

The text idea came when I looked at a brush technique in Photoshop and I developed it from there. I think some can look more effective than others but again I know when I get what I want and for now these are not right for my campaign.

EVERY HUMAN SEEKS ACCEPTANCE

FINALS

EVERY HUMAN SEEKS ACCEPTANCE

Succeeder

EVERY HUMAN SEEKS ACCEPTANCE

Explorer

Resigned

EVERY HUMAN SEEKS ACCEPTANCE

Mainstream

Reformer

EVERY HUMAN SEEKS ACCEPTANCE

Aspirer

Struggler

EVERY HUMAN SEEKS ACCEPTANCE

EVERY HUMAN SEEKS ACCEPTANCE

FINALS...

After the struggle to find the final outcome I decided to go back to basics and actually ask my target audience what they think of when I say words like succeeded, aspirer etc.

This worked well for me, I was able to establish a modern style that they preferred for example low poly, and also the tings they associated with the stereotypes I was representing, for example succeeded being a man in a black and white suit living in a big city, and a resigned person keeping themself in their own comfortable environment. This enabled me to get the look and the theme I was hoping for while aiming it right at my audience.

I used bright colours but made sure they were appropriate for the posters and linked them together with the logo and the use of triangles, I didn’t want to low ply everything so I took the influence and incorporated it, I always struggled to get the right style that fits every poster but I found that it didn’t need to be the same for everyone so some I’ve used illustration some vector and some even photography.

I created a social site due to the age range I was targeting and also created a website page as an extra to show people what the campaign was all about in more detail. Overall I am happy with the outcomes and I think in schools would catch pupils attentions well.

EVERY HUMAN SEEKS ACCEPTANCE

BIBLIOGRAPHY https://en.wikipedia.org/wiki/Conversation http://dictionary.cambridge.org/dictionary/english/conversation http://dictionary.reference.com/browse/conversation http://www.jwt.com/blog/jwt_intelligence/jwtintelligence-introduces-the-future-100-a-look-at-global-trends-in-2015/ http://www.jwt.com/blog/tag/everything-is-retail/ http://www.evanmarckatz.com/blog/online-dating-tips-advice/is-tinder-that-bad/ http://www.vanityfair.com/culture/2015/08/tinder-hook-up-culture-end-of-dating http://www.edutopia.org/blog/digital-age-bullying-and-prevention-amy-williams?utm_source=pinterest&utm_medium=link&utm_campaign=blog-digital-age-bullying-and-prevention-custompin&crlt_pid=camp.7fpD2gDfoYjg http://www.4cs.yr.com/diys http://tabacco.t-a-b-a-c-c-o.org/?p=2314 http://resources.uknowkids.com/blog/bid/334777/Artist-s-Selfie-Project-Shines-Light-on-Cyberbullying https://www.newsrewired.com/wp-content/uploads/2012/01/twitter_mobile_iphone1.jpg http://ultimatecomputerinsider.com/wp-content/uploads/2015/02/Category_computers.jpg http://bellevuemessenger.com/wp-content/uploads/2014/10/body-language-WEB.gif https://www.behance.net/gallery/16925985/Weapon-of-Choice http://wordsarepictures.co.uk/advertising/kmbd8d7am9ekwdogtwj2i2yperij4i https://www.behance.net/gallery/NoBull-Anti-Cyberbullying-Campaign/4040359 http://www.studio360.org/story/edward-hopper-paintings-invaded-by-social-media/ http://uk.complex.com/style/2014/10/15-works-of-art-inspired-by-social-media/jeremiah-teipen http://www.collective-evolution.com/2015/09/18/the-truth-behind-those-perfect-instagram-pictures/ http://www.ndtv.com/offbeat/the-truth-behind-those-amazing-instagram-pics-can-you-handle-this-1217927 http://www.downloadclipart.net/large/3354-headphones-design.png http://theinspirationgrid.com/flora-fauna-illustrations-by-josh-brill/ https://www.behance.net/gallery/7206311/OXBOW-X-ROXY http://visual.ly/philographics https://uk.pinterest.com/pin/507147608010691275/ https://uk.pinterest.com/pin/122863896060840376/ https://uk.pinterest.com/pin/334392341055540384/ https://uk.pinterest.com/pin/537758011729532550/ v https://www.ted.com/talks/sherry_turkle_alone_together/transcript?language=en https://www.behance.net/gallery/16925985/Weapon-of-Choice

FEEL GOOD DRINKS YCN- STUDO PROJECT 2

JODIE HIRST

FEEL GOOD

BRIEF About feel good...

Nichols plc has recently purchased the Feel Good brand.

Launched in 2001, Feel Good Drinks is a premium range of 100% natural still and sparkling drinks for adults sold in over 20,000 outlets across 15 different countries.

The brand ethos is all about Feeling Good — 100% Natural ingredients with no added nasties, giving 1 of your 5 a day with no added sugar. No added anything!

Feel Good has been marketed in the past but only had Facebook activity since summer 2014.

We want you to show us how we can spread the word about Feel Good and get more people feeling good.

Range of refreshing good, honest, great tasting drinks: 750ml Sparkling fruit juice 275ml Still & Sparkling Fruit Juice 400ml Still Fruit Juice Drink Available in Tesco, Asda, Sainsburys, Spar and cafes, parks, deli’s and restaurants across the country.

The challenge

We want you to re-engage 18-35 year old females with the Feel Good brand, and are very open

Mind as to how you go about doing it.

We want you to spread Feel Goodness, driving awareness and inspiring people to engage with the brand and buy the product.

We want to remind and reassure the target audience that Feel Good is relevant for them, that it’s simple and honest and that it delivers against their needs of wanting healthier cleaner drinks.

This is a deliberately very open brief, and you are free to demonstrate your creative thinking in any medium or combination of media you see fit.

We are open to ideas for new campaigns such as press adds, PR, Packaging, social media, sampling, on-pack promotions, in-store engagement; concepts for grabbing people on the streets or fresh thoughts for how our bottles and packs look.

We want you to think about the moments, formats and contexts in which we can most successfully engage with our target audience.

How can we spread positivity and connect with this audience in fresh and memorable ways?

Market Context

The soft drinks category is highly competitive and heavily promoted.

The areas in growth are healthier ones such as water and flavored water.

There’s currently a backlash on sugar in the category and products that claim to be healthy but really have additional sugars added in. Feel Good has no sugar added except the naturally occurring sugar in the fruit.

Tesco have recently removed high sugar drinks from kids’ category.

Target Audience

The brand itself aims itself at all ages and both male and female, however this brief is asking for a campaign to engage 18-35 year old women with the brand. its about targeting people who want to have cleaner healthier drinks and want to feel good rather than sluggish.

FEEL GOOD

BRAND AUDIENCE 18-35 year old millennial.

United by attitude rather than age, sex, money or geography Healthy but not obsessive e.g. they go to the gym but they will enjoy that slice of cake Want quality at a fair price Lead busy lives and use technology to save time and communicate Sociable, Ambitious, Adventurous Must talk regularly to them, they care and can help Marketing savvy... Keep it real!

They are socially conscious Work hard – play hard ethos

When would they drink FG?

At lunch in 275ml or 400ml format and then in the evening with their meal instead of alcohol (750ml larger bottle poured into glass) What does our consumer think?

I do not want to compromise. I want tasty healthy, natural drinks that have no added sugar that make me feel good.

I’m making a positive choice without compromise.

What do they Think/Feel/Do now?

They may have some recognition of the FG brand but no top of mind awareness and they are not aware of the brands relevance for them.

They are cynical about what is in drinks. Unsure about what has extra sugars in following sensational journalism on proposed healthy options having addition sugar added.

They balance between calorie intake (diet cokes fanatics) and looking for clean labels and healthier products.

Core Communication

100% Natural FG doesn’t compromise. Never any added sugar, (1 of your 5 a Day), 100% Natural Ingredients.

No artificial colors, flavors, preservatives – so you can feel good every day.

Brand Positioning and Tone of Voice

Honest. Big Fruit. Fun Fruity.

Upbeat. Modern. Not worthy. Not Preachy. Good Honest Fun.

FEEL GOOD

KEY WORDS FEEL GOOD

FRUIT

JUICE

WOMEN

CHARITY

CHARITY

CAMPAIGN

NO ADDED SUGAR

RE-ENGAGE

FEEL GOOD

INITIAL IDEAS

FEEL GOOD

THE STORY...

“I’ve always been pretty independent and I’ve always liked to make things happen, work hard and have fun – I guess they’re pre-requisites for the kind of thing I’m doing now,” Wallwork explains. “Feel Good Drinks is a great team doing something which is really satisfying – building a healthy, positive brand which consumers and retailers love.”

Chris Wright and Steve Cooper founded Feel Good Drinks in 2001. They had worked together developing new products at Coca-Cola, but realized there was a gap in the market for a healthy drinks company.

After securing over 500,000 from business angel investors, the business was launched and now commands a turnover of 3 million, with drinks sold in over 6,500 outlets in the UK. The company’s product range has expanded from three to eight flavored drinks.

“The inspiration came from the three of us talking about all things healthy and positive and recognizing that almost everything which is good for you is devoid of taste and frankly pretty boring,” says Wall work.

“For that we challenged ourselves to develop a range of utterly delicious, absolutely refreshing drinks made with quality healthy ingredients and put the drink in a cool bottle with a fun label.”

Having a story behind a drinks company is really important, it shows consumers they are honest, natural and transparent, telling and showing them the owner’s personal insights and believes will make them more trustworthy and this will produce loyal customers. I plan to do some sort of animation advert to show this, I think or any brand it’s the best way of doing it. Giving a bit of background quickly as a sideline and something to refer back to as a consumer.

FEEL GOOD

FEEL GOOD

THE GOLDEN RULES We make our drinks simply! Loads of fruit a little bit of water and absolutely no nastiness or artificial nastiness.

These rules show how the drinks are made, showing this again shows honesty, they have nothing to hide and want their consumers to be in partnership with them. Again this can be something I can incorporate into an animation or even a more interesting info graphic for a social campaign or website.

But in all my designs I want to make sure at least one of these 5 rules comes though as I still want the brand to be recognized for what they are under all the campaigns

FEEL GOOD

Feel god pride them selves on having great blends of flavors and no added sugar, dump the lumps. The bottles really reflect the organic, natural theme however I think for a campaign, limited edition bottles should be made to make the campaign more prominent and memorable.

This is defiantly something that I will develop.

I want to create a campaign that appears in al platforms, and I think it will have more of an impact if I create labels for the bottles that are recognizable as a brand but individual t the campaign, it will catch peoples eye who are used to seeing the normal bottles and also catch peoples eye if they haven’t seen it before.

FEEL GOOD

FEEL GOOD

Feel good have extended out from their dominant range of still and sparking drinks by branching out to other markets. Making kids juice drinks perfect for lunch boxes, mums already familiar with this brand will trust it and buy it for their kids because for the good health.

They have also branched out into non-alcoholic cocktails, feel good are a soft drinks company and they need their drinks to make you feel good and be clean and healthy, hence the non- alcoholic, however this is a great idea for older people to have from the age of 18 right up to 45.

For when your feeling like having something a little more special. This has enhanced my original idea, thinking about swapping a glass of wine on a Friday for a juice drink instead.

The design is consistent through out and I think its really effective, however I think there could be changes, they could have more colorful packaging rather than a white background something I will experiment with.

FEEL GOOD

Choose a flavour The brand pride themselves on getting the consumers being involved because without their input they wouldn’t work, which is why things like suggesting flavor’s is a good idea. I want to incorporate some user interaction with the campaign I create. Because of the technological burst in today society I plan to do something with a social media touch to get the campaign viral and shared all over the country and even worldwide!

Feel good fridays Before finding this information on the feel good Fridays the staff have at work, I had thought abut a campaign about feel good Fridays, ditching the wine for a juice drink. This only makes the campaign stronger, its already a thing at the office to why not share that with their consumers, ultimate engagement and a twitter campaign can be done with responses from the staff themselves, making it more personal and relatable.

Feel goodness days Feel good likes to do their bit, but sometimes life gets in the way, so they tale 5 days of holiday off a year to take part in some fundraising for numerous causes, one day they collected enough bras to reach the end of a canal and the money raised went to breast cancer UK, because they already have a relationship with this charity it may be one that I can target the campaign towards.

Reducing Sugar filled drinks in supermarkets...

Tesco has revealed plans to axe a number of its best-selling sugary drinks and juices from stores nationwide as part of the fight against childhood obesity. Such as Capri Sun and Robinson’s Fruit Shoot – will be replaced with healthier alternatives.

Health campaigners have called on other supermarkets to follow Tesco’s lead in an attempt to tackle childhood obesity.

David Beardmore, Tesco’s soft drinks buying manager, told The Grocer ‘from September we will only sell no-added-sugar drinks in the kids’ juice category’ “Any move to help to reduce sugar is a welcome one. I definitely agree choice is an issue.

In aiming my campaign at women, i am also looking at the market of mums, buying for their children, whatever I decide to do I want to encourage women to get their children involved too, which means I will create a drink for them too.

FEEL GOOD

FEEL GOOD

OASIS When advertising, brands have to be cleaver they have to be more innovative because traditional advertising techniques are slowly decreasing in use because of it isn’t working on modern audiences anymore, we have to think about the modern society and how they work and they way audiences can be reached.

Oasis’s senior brand manager, Natalie Whitehead-Farr, said: “The 2015 campaign uses animation to illustrate some of the absurd and funny truths in the everyday life of teens.

“Each piece of content pokes a bit of fun at a modern trend and delivers an Oasis perspecOasis in their latest campaign tive – whether that be go with a ‘O Refreshing Stuff’ on outdoor advertising, an honest campaign, where gym selfies, reality TV they basically tell the audior slow-motion product ence how it is, no gimmicks demos. no lies.

“We think this humorous The fact oasis proud themapproach will really resoselves on being refreshing, nate with Oasis consumthe honesty is quite surprising ers of all ages.” but also refreshing to hear, its nice to see a brand actually realize it doesn’t work and are honest with their audience.

Neil Simpson, founding partner at The Corner, said: “We want to connect the brand with a new generation of consumers, through an observational take on the modern world.

FEEL GOOD

FEEL GOOD

NAKED The Naked Juice story began with a young man with his backpack full of ice, wandering the glorious beaches of Santa Monica serving his handcrafted fresh fruit and vegetable juice smoothies to the thirsty crowds.

Bottle by bottle, store by store, the Naked Juice love spread across all 50 states, and today, Naked Juice is the fastest growing smoothie brand in America!

2007 The Naked Juice story began again in the UK, with the same spirit and passion at its heart Naked juice plays on its name to represent the idea of it having no added preservatives, its naked to its core and natural.

I think using the name to show its values is a good idea and the feel good brand s about feeling good rather than drinking something full of sugar like coke and feeling sluggish.

This is something I am going to work on and play with to see what I can get from it.

FEEL GOOD

FEEL GOOD

INNOCENT

THE BIG KNIT

As many as 25,000 older people’s lives are at risk because of the cold. And we wanted to help.

Back in 2003 we had an idea.

We asked some older people, and some younger people, to knit little woolly hats. We put those hats on our smoothies, and for each one sold we made a donation of 25p to Age UK. The idea snowballed and so far the people of the UK have knitted an astonishing 5 million hats. Together we’ve raised over 1.7m, and raised awareness of the great work done by charities like Age UK. Looking at the success of innocent smoothies, helping towards a charity is a good starting point, it will make people more involved and getting people interacted with the brand will get people to like and remember you, the brand called feel good can make you feel good in your body but also feel good if you know your contributing to a charity

FEEL GOOD

FEEL GOOD

FOSTERS: GOOD CALL Foster’s have ended Brad and Dan ads in the ‘good call’ campaign to move away from ‘laddish’ campaigns.

After 6 years the campaign ends as chief executive says it is time to move on from themes that are ‘dismissive’ of women.

Alan Clark, head of SABMiller. Commented, “Beer now has associations with fashion, art and design. The world has moved on from lads telling jokes on a Saturday and high-volume consumption. Beer is now drunk by women and men together.”

I think this campaign works really well, its simple, what orchard pig want, there isn’t a big names on bottles or feature to send anything in, it was literally a concept on adverts that people could relate to.

FEEL GOOD

CADBURYS ‘PUDDLES’ The ad was for the launch of Cadbury’s Dairy Milk Puddles, a new soft-centered chocolate.

A purple stuffed duck called Ducky, which has been tied to the front of a lorry, miserably bearing the brunt of the elements.

When the sun comes out, the duck sees the reflected beauty of the world in puddles and its expression changes from a frown to a smile.

The campaign used a cleaver story go get people connected and to remember the ad, people will see the duck as real and feel sorry for it creating an emotional connection and then maybe talk about it with friends, making them more aware of the chocolate and more likely to by it to try.

I think in my campaign I need to connect to women, I need to see what they would have a connection to, for example with a charity of some kind or with something to effect themselves or their children.

FEEL GOOD

COKE: DRINKABLE AD’S Coca Cola is taking advertising to the next level, promoting Coke Zero in a sense that you wouldn’t expect!

It’s not the sight, nor the sound, but the taste that is promoted on its latest campaign, creating a “drinkable billboard”!

An entire campaign that you can literally drink, whether it’s on billboard, on TV, printed, or even on radio!

Coke worked with shazam to be able to crate this idea, by shazaming the advert whether that be radio or TV, you can redeem a free coke from major retail stores, poster ad’s became free coke and flayers became straws.

Something like this is not simple, its a simple idea but the cost behind it is enormous, however the thought of the interacting with the audience and the enticement to join in is something I need to think about, I need to look at the audience and decide what would entice them to drink Feel good juice. .

FEEL GOOD

FEEL GOOD

CONCEPT Feel good drinks company want a marketing strategy to engage women between 18-35 with their brand. They want to promote that their drinks have no added sugar; they are completely natural and are good healthy drinks for your body. This appeals a lot to the female market whether it is for themselves or for their families.

The campaign idea is to go off the idea of ‘feel good Fridays’.

In this age range people will drink in their homes at night, whether it be wine, cider or lager, they pile on the calories and unhealthy sugars, the feel good Friday is about ditching the glass of wine on a Friday night for the healthier feel good drink of your choice. The difference that they saved in buying this product rather than a bottle of wine can then be donated through an app to breast cancer research.

Feel good drinks have had a partnership with breast cancer charities before; this will raise more money, more awareness and will make women more likely to donate.

The fun added part of this campaign to get people to interact is to encourage people to take selfies with their swapped drink, and even with as many people as possible, share the experience and raise more money for breast cancer charities.

The picture can then be tweeted to #feel good Fridays. The best picture each week or with the most people in it, have a chance to win a prize of gift vouchers for a retail store.

FEEL GOOD

HOW WOMEN ARE DIFFERENT TO MEN

Robert Craven of The Directors’ Centre.

Feel good drinks brief outlines how we are to target this campaign at women between the age of 18-35, this seems like a big age gap in terms on interests and priorities but in fact all women’s ideas on buying products are the same, they want a connection a relationship with the brand and product where as men just want to purchase it. Women will weigh up what they get out of it and do research, which is why campaigns and interaction will work better on them, they are the demographic that are more likely to join in and create the campaign causing it to go national.

In todays society women between this age are also engulfed in social media, the young demographic of 18-25 and also the mums who recently have become a key role in social media increase rates.

Women now are more likely to hold the purse strings, they are the main consumers and many businesses miss this and don’t realize that women are the people to focus on, and this doesn’t mean making it in pink!

Marketing expert Robert Craven, who believes firms, which don’t change their approach to marketing to women, will get left behind. According to Martha Barletta, author of marketing to Women, women are the primary decision-makers for consumer goods in 85% of households My idea for the campaign so far is about raising money for breast cancer, it will give women a reason and purpose to go along with something and will also make them feel good but the campaign also has to have something it for them.

FEEL GOOD

Primary Research: what makes women feel good?

FEEL GOOD

VAL’s (values and lifestyles)

What is a Val? Val’s divide Adults into eight distinct types of mindsets, using s set of psychological traits that drive consumer behavior, a method commonly used in advertising to understand their audiences needs and motivations. it was developed in 1978 by social scientist Arnold Mitchell.

VAL’s have 8 types and two critical concepts for understanding consumers, their primary motivation and resources, this determines how a person will express themselves.

Primary motivation This explains consumer attitudes and anticipates behavior.

There are three primary motivations ideals, achievement, and self-expression.

-Ideals are guided by knowledge and principles -Consumers who are primarily motivated by achievement look for products and services that demonstrate success to their peers.

-Consumers who are primarily motivated by self-expression desire social or physical activity, variety, and risk

VALS provides clients with: A fresh perspective by effectively “putting them inside the head” of their customers Rich, customized, consumer profiles or personas Distinctive communication styles of their best targets.

A person’s tendency to consume extends beyond age, income, and education. Self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness and vanity play a critical role. These psychological traits in conjunction with key demographics determine an individual’s resources. Various levels of resources enhance or constrain a person’s expression of his or her primary motivation.

FEEL GOOD

INNOVATORS

THINKERS

Exhibit all three primary motivations in varying degrees.

As a consumer group, Thinkers have high resources and an Ideals motivation.

As a consumer group, Achievers have high resources and an Achievement motivation.

-Are confident enough to experiment

Members of this group typically: -Have “ought” and “should” benchmarks for social conduct

Members of this group typically: -Have a “me first, my family first” attitude

Members of this group typically: -Want everything

-Make the highest number of financial transactions

-Have a tendency toward analysis paralysis

-Believe money is the source of authority

-Are first in and first out of trend adoption

-Are skeptical about advertising Have international exposure

-Plan, research, and consider before they act

-Are committed to family and job

-Go against the current mainstream

- Is future oriented

-Enjoy a historical perspective

-Are up on the latest fashions

-Are self-directed consumers Believe science and R&D is credible

-Are financially established

-Are schedualed goal oriented, hardworking and moderate

Members of this group typically: -Are always taking in information (antennas up)

-Are most receptive to new ideas and technologies -Enjoy the challenge of problem solving -Have the widest variety of interests and activities.

-Are not influenced by what’s hot Use technology in functional ways -Prefer traditional intellectual pursuits Buy proven products.

ACHIEVERS

-Act as anchors of the status quo and are peer consious and private -Are professional -Value technology that provides a productivity boost.

EXPERIENCERS As a consumer group, Experiencers have high resources and a Self-Expression motivation.

-Love physical activity (are sensation seeking) -See themselves as very sociable Believe that friends are extremely important -Are spontaneous -Have a heightened sense of visual stimulation.

FEEL GOOD

BELIVERS

STRIVERS

As a consumer group, Believers As a consumer group, Strivhave low resources and an Ideals ers have low resources and an Achievement motivation. motivation.

MAKERS As a consumer group, Makers have low resources and a Self-Expression motivation.

-Want friendly communities

Members of this group typically: Members of this group typically: -Are distrustful of government -Have revolving employment; high temporary unemployment -Have a strong interest in all -Use video and video games as things automotive a form of fantasy -Have strong outdoor interests (hunting and fishing) -Are fun loving and imitative

-Watch TV and read romance novels to find an escape

-Rely heavily on public transportation

-Want to know where things stand; have no tolerance for ambiguity

-Are the center of low-status street culture

Members of this group typically: -Believe in basic rights and wrongs to lead a good life -Rely on spirituality and faith to provide inspiration

-Are not looking to change society Find advertising a legitimate source of information -Value constancy and stability (can appear to be loyal) -Have strong me-too fashion attitudes.

-Desire to better their lives but have difficulty in realizing their desire -Wear their wealth.

-Believe in sharp gender roles -Want to protect what they perceive to be theirs

SURVIVORS As a consumer group, Survivors have the lowest resources; they exhibit no primary motivation.

Members of this group typically: -Are cautious and risk averse -Are the oldest consumers and thrifty -Are not concerned about appearing traditional or trendy -Take comfort in routine, familiar people, and places -Are heavy TV viewers

-Are loyal to brands and prod-See themselves as straightforward; appear to others as anti-in- ucts tellectual -Spend most of their time alone Are the least likely use the inter-Want to own land. net -Are the most likely to have a landline-only household.

FEEL GOOD

Primary Research Vals of target audinces

FEEL GOOD

FEEL GOOD

TARGET PROFILE 1 18-22 DEBBY Who they are: - 22 - Living with partner - Income £25,000 - Human resources - Business degree, - Living in a town - Dog called spot - Has lot of friends from university

What they think: - Prefer online media to newspapers - Reads fashion and lifestyle magazines - Loves to get together with friends and going shopping - Likes mainstream celebrities and TV shows

What they do: - Spends £100 a month on makeup - Shops online - Drinks wine after a stressful week while watching TV - Member of the gym

About: Debby loves to hang out with her friends and socialize, going on dated with her boyfriend and dinner dates with friends, she loves to shop online and in store. Enjoys the occasional glass of wine but likes to keep healthy by going to the gym 3 times a week.

She’s comfortable with money and plans to start a family in the next few years.

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TARGET PROFILE 2 23-25

JOAN Who they are: - 35 - Married with 2 kids - Income 30,000 - Stay at home mum - Former teacher - Living in a town - 2 cats Millie and Missy - Gathered a good circle of friends What they think: - New to the social circle but uses it to document everything she does - Enjoys going to spin classes - Also loves to eat chocolate and sweets - Loves to get together with friends - Make sure her kids are healthy and well

What they do: - Spends ÂŁ150 a week on food shopping - Goes in store to shop - Drinks wine after a stressful week with her tea - Documents what she does on social sites

About: Joan has 2 small kids, she stays at home to look after them and prides herself on making sure they are healthy, she loves to eat chocolate but wants to loose weight and does this by going to spin class, she believes her problem is not being able to cut out her glass of wine on an evening with her tea.

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'According to the mail online Government statistics show that behind the closed doors of Britain's middle-class homes, drinking has reached an all-time high.'

-Mail online

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"The average millennial could take up to about 25,700 selfies in his or her lifetime. Ninety-five percent of young adults admitted to having taken at least one such picture of themselves".

-Julia glum (international bussiness times)

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Stefanie Wiersch & Kathrin Grunendahl This stunning set of business cards was created by two designers to represent themselves. Each designer has her own set of cards relating to her personality. On one set the focus is on beautiful typographical renderings of the lower case letter. On the other set either a striking pattern or a quirky hand drawn illustration has been used on the front of the card. All of the cards have been screen printed in black and white and then finished with a bright copper foil edge. This treatment means that although there is a lot of variation in the overall design of the cards the black, white a copper scheme brings everything together and ensures that the cards work well as a set.

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KOLESTON NATURALS This is an ad for kolestone hair care, its a cut out billboard that bring through the colour of the sky, making the key idea that the colors are 100% natural made by the world.

This technique caught my eye because although very simple its promoting t the same message as feel good drinks, about how its 100% natural, if the labels were more see through or with bits cut out it could give the same effect, I think I could try this on bottles, that’s where I think the effect would be best as it would bring through the colour of the juice and promote it as being transparent and honest, no added sugar, ‘dump the lumps’

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ICELANDIC PRINTING GEIR OLAFSSON, HLYNUR INGÓLFSSON, ÞORLEIFUR GUNNAR GÍSLASON A group of Icelandic design students collaborated on a project which lead them to creating a series of bottles using a printing technique, this caught my eye because although I have thought about labels I never thought about printing straight onto a bottle, giving the brand and the campaign a fresh and ordinal look. Making people look twice and find the design and brand interesting, enticing them further to either buy or take part in the campaign itself.

I like the simple two-tone look the bottle gets when plain black is printed on, doing something like this would look great but I think it would be difficult to get the message of a campaign across. Depending on what it involves. However if my campaign turns out to be appropriate in this style it will be something I try out.

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FEEL GOOD FRIDAY CONECPT The brief was to ‘re-engage women 18-35 with the Feel Good brand’. Rather than re-brand the company, I wanted to create a campaign to engage and interest women in the brand itself.

At feel good drinks office, they host their own feel good Fridays, picking a theme, playing music and just having fun. I wanted to create an event that would mean everyone could have a ‘feel good Friday’ in turn making a community feeling between the brand and its consumers. Having an event that would mean everyone was doing something on the same night, together.

Researching into what would resonate with the audience, I found that alcohol consumption in the household had increased especially in the women d emographic; therefore I decided to make the campaign around ditching the glass of wine for a feel good drink on Fridays.

I looked into what made women different to men when purchasing and I found women want something from a brand, to feel a connection and purpose. The idea is that the participant donates the difference in price between their wine and juice to Breast Cancer UK, feel good have also had a previous

collaboration with them. It also means that ‘feel good inside and out’ work well with the healthier juice and the good feeling of donating.

To make the campaign something that people would want to get involved in, I designed some limited edition bottle to spark more interest and they are pink they are different to the normal bottles, I’ve also created a social space, using twitter, Face book and Instagram so people can chat and share content about the event. The whole point of the social space is so people can take selfies of them and their families and friends doing feel good Friday and posting it Online means they are in with a chance of winning prizes for the most imagInative and creative feel good Friday selfies.

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“FEEL GOOD FRIDAY” LOGO DESIGN

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BRAINSTORMING LOGO PURPOSE This logo is slightly different o the purpose of a normal logo, because it’s a logo/identity for a campaign for a company already with a successful logo.

Instead of just having the logo represent the brand and their values, the logo has to represent what the campaign is all about, in this case its about swapping the wine for a healthy juice drink once a week on a Friday. But the other idea is that the campaign is raising money for breast cancer UK because of the audience its aimed at.

The campaign is aimed at getting 18-35 year old women more engaged an aware of the brand. For themselves and also because this is the demographic that would by for their families, husbands and children.

Here is my brainstorm of what i want the logo to represent, include and show...

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TARGET AUDIENCE The brand want us to re-engage 18-35 year old females with the Feel Good brand.

To do this I first needed to look into this demographic, to see what motivates them and what will appeal to them the most.

The feel good brand is aimed at everyone not just women, however wanting to grow even bigger and be one of the biggest choices for juice drinks internationally, appealing to women, who buy for themselves and their families.

Word of mouth For women word of mouth is how they start their purchasing process and seeing this campaign online would help its about hearing about a product from their friend family or even a stranger will make them more likely to go try a brand, women trust others opinions and want to try that experience for themselves. Because of this a campaign that can be shared online and whilst taking part is a great idea, it allows them to talk about the campaign and brand and their experience.

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COLOUR SCHEME Consistent use of colors builds familiarity.

You want customers to be able to mentally link your logo to the company.

If your company has branded itself with specific colors, the public will have developed a subconscious association with those colors.

In my experiments I plan to try use some of the colors in the logos into my logo however I really want the charity side of the campaign to come through so I want to use pink and the predominant colour, so in doing this I may have to make the design more recognizable than the colors.

feel good logo colour scheme Red: C=16 , M=100 , Y=96 , K=6 Cream: C=0 , M=2 , Y=5 , K=0 Dark Green: C=84 , M=22 , Y=100 , K=8 Light green: C=53 , M=11 , Y=100, K= 0 Brown: C=47 , M=60 , Y=86 , K=4 Varied Logo Colour Schemes Red: C=21 , M=96 , Y=100 , K=12 Green: C=58 , M=34 , Y=100 , K=16 Purple: C=65 , M=67 , Y=30 , K=10 Orange C=11 , M=65 , Y=100 , K=1

Juice drink colours Maroon: C=37 , M=91 , Y=63, K=40 Karki: C=29 , M=31 , Y=69 , K=2 Burgandy: C=44 , M=89, Y=65 , K=62 Gold: C=23 , M=47 , Y= 100, K=4 Red: C=19 , M=100 , Y=90 , K=11 Breast Cancer Uk colour Scheme Light pink: C=5 , M=45 , Y=0 , K=0 Dark Pink: C=28 , M=100 , Y=0 , K=0 White: C=0 , M=0 , Y=0 , K=5 Purple: C=84 , M=100 , Y=12 , K=4

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INITAL SKETCHES

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PRINTING

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PRINTING LOGOS After sketching out some ideas I had, I decided to try experimenting with the printing blocks I had got, I didn’t think the font they were in was to far off one of the ones feel good use however I did have my reservations on what it would ok like, I thought about the idea of a heart and because I had one in my printing pack, I thought I could use this to my advantage. I played around with it and because it was for women I made it pink and made a flower out of it giving it different effects but over all it just didn’t have the right effect for me. I wanted something a bit more recognizable to the brand of feel good, although girly, this had no recognition to well known brand itself, I am happy I tried this though because it made me realize that I need something that resonated with feel good for the campaign to be successful so I decided to stick with fonts that they use and its also inspired me to look at their logo already ad transform it.

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FURTHER DEVELOPMENT

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LOGO DEVELOPMENT After experimenting with the printing technique and finding that the font was not useable to be recognizable with the feel good brand already and that the heart seemed too harsh when printed I tried some other techniques, first trying different fonts and textures, I felt the font type I had in my head, on screen looked a little too 80’s disco, I wanted the logo to be aimed at 18-35 year old and this would not be a relevant font to use, however I did like the texturing technique, the pink flow texture resonated with the cancer research bow theme as well as the pink colour, I think its something I wanted to keep experimenting with.

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I then looked at the feel good logo itself and how I could adapt that, I did this by first turning it pink, however I thought this was too obvious, it needed something a bit more. Because the feel good Fridays is to do with swapping wine for juice I looked at adding in bottles and glasses in there but again this didn’t seem to have the right look I was hoping for, it needed to be more fun but still have the same theme, I looked at some outlines and I liked these I thought I was getting somewhere closer.

Because the campaign is about feeling good and supporting a campaign I tried the heart motif again but in an outline like the circle of existing logo but in a more soft approach and pink and grey for the girly touch that the campaign needs to appeal to. Although pink is not just for the girl market I have done it primarily for the breast cancer cause.

The logos to the left I really liked, they had a good feel to them I wanted the logo to actually make you feel good. However i decided that I would keep developing to see what I could get to. I looked into outlines again, but changing the colors and adding in the textured text worked well.

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FEED BACK FROM AUDIENCE This was the logo that I took to the target audience, I found that this logo from feedback was the one that people were drawn to, it was the one that stood out, related to feel good drinks as a brand but also had its own identity.

I first asked some 18-22 year olds what they thought, their reaction was that it was very girly and cute and made them wan to know what it was because of this. They liked the texture in the writing giving it a bit of depth although a few of the older groups of people I asked from 25-35 and they felt that it could make it hard to read in certain situations, something that I must take on board and sort out.

I took these variations of the logo to them and I got the general feed back that I should keep the Friday text as close to the feel good text as possible, it looked more symmetrical and recognizable they said, although a group of the audience liked the thin version, they said it looked friendly and inviting.

Overall I am glad I have done this because I have found that my logo has flaws I must sort for example the texture on the feel good text and also the type of text I use, as this was something I was unsure on.

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LOGO FOR CAMPAIGN I have decided this will be my final logo, the style is still the same, with the recognizable fruit motif of feel good drinks already and the text is the same, however the difference is the colour, pink was used not to target the women as a sole purpose but to set the theme for the breast cancer UK support.

I knew that I wanted the campaign colour to be pink from the stat because of this but it also works well because of the attraction of pink to women. I wanted the logo to make you feel good when you looked at it, I wanted it to be quite quirky and cute, for women this attracts them to look more into it. I know myself looking at this I would want to know more about it because of its bright pink colour and the fact it says feel good Fridays, I would want to know what that is, and I believe many other women would too.

I fixed the problem of unreadable text by making the colour darker and removing the texture, this makes the logo a lot more readable something that is a priority for the campaign.

The logo is one that will work on all mediums at all sizes which is a must for the variety that this logo will be paced on, for example, posters, bottles etc...

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Limited edition bottle design BOTTLE DESIGN

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BOTTLE LABLES The first thing I did with the labels is use my own logo for feel good Friday to create some new looks to the labels, the problem I had was that because I had kept the logo similar and I wanted to crate a campaign with the same brand rather than completely re brand, I didn’t find it appropriate to create a whole new packaging, However I did want to switch it up, I tried swapping the feel good logo with my feel god Friday and I liked the use of colour with the pink labels to connote breast cancer UK and it was something I knew I wanted to carry though my design however I decided not to put the feel good Friday label as the main focus as people still need to recognize the brand, instead I decided it would be a feature with the information somewhere else on the label.

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frnt h-8.5 w-9. back h-7.5 w-7.5 top 5.5- h w- 1cm circle 2 cm across 2cm height

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REVISING ORIGINAL LABELS After trying some other designs that I created I realized that for this campaign it wasn’t about making new material but adapting the material to the campaign theme, so I decided it was worth a look at adapting the original packaging to suit the feel good Friday theme, I also thought that the recognizable logo link needs to be flowed through, I wanted to have a limited edition bottle for the feel good Friday participants, so next to the original bottles these need to be matched.

I started by using the original logo and the original colour just adding additional information and a small logo but I didn’t think the colors were complementing each other, I then kept the same logo as I think the bottle needs to still project juice and not the feel good Friday logo, although this also needs to be incorporated. I turned the packaging pink to match the theme and added the cancer research bow, this works well and although I experimented I was happy with my outcome, it was one that I knew would be a finalized design because of its appropriateness.

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DIGITALLY PROTOTYPING BOTTLES Once I had played around with the bottle design and re vamped the original labels to suit my campaign I decided to mock them up digitally in Photoshop to see what it would really look like.

I started with the bottle and I think because the bottle was from the front, I was able to place and wrap the label around easily and it was in perspective, I managed to do this with all flavors and labels, however feel good have juices in a variety of containers, so when it came to the can, I had problems I didn’t notice until I had finished, the cam label was wrapped around as if the camera was looking at it front the front however the lid of the can was tilted upwards as if looking from the top.

This made the can un usable and un professional but it taught me that I have to think about perspective before I do things, I could get a new can and do this again, something I will to show the designs in a variety of ways.

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FOILING TECHNIQUE

I wanted to find a new more inventive way of creating a label for the bottle, although I wanted to keep it simple, I thought of how I can utilize the bottle and make it appeal to my target audience more, the bottles are to be aimed at women and in my research I found the women love sparkle, anything that shines and catches their eye, something that looks pretty

And interesting, they get thins from the love of shopping and jewelry etc., using primary research of my audience I found this out, so I looked at designers that have used foil and did the same thing, I used foil on the logo to make it sparkle and stand out, personally I don’t think many of these work however because of the recent hype of rose gold jewelry I think the bronze foil works best but doesn’t stand enough as the purple one does.

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FLAVOUR DEVELOPMENT

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FLAVOUR DEVELOPMENT The first label I created which I thought would be my final was appropriate and I liked the design, but I decided that it was too similar to the original labels.

I wanted to keep it recognizable but I think I could experiment a little more to get a better result.

The only indication of the flavor of the juice was from the text on the front telling you but they were all the same with no colour difference, so I started by keeping the labels the same but making the colour of the bubbles and flavor to match. However I don’t think it gave enough indication, it was too subtle and it wouldn’t be seen on a shelf, I needed something more eye catching. I then tried changing the colour of the logo to match the flavor but again although it worked on some bottles, on others it didn’t. The colour didn’t match right or look appealing.

I then tried changing the colour of the labels themselves, however I really didn’t want to take the pink away from the bottles, it was the indication that they were special edition for the breast cancer UK campaign I had created.

Although I did like some of them but again some didn’t work well at all. I knew there was a better solution.

I mocked the labels up onto bottles to see if this changed my mind and I liked the colored labels, I continued to develop to see what way I could get these to work best.

FEEL GOOD I changed the labels back to pink because this was something I was sure on, I then changed the logo to the colour of the feel good Friday logo but didn’t change it to that one because I wanted it to be recognizable to the consumer, the shape and style of the label stayed the same and the layout did, however I wanted to indicate flavor, so instead of using colour I decided to try using fruit, in a outline and colour block style keeping them very simple.

Feel good wanted to promote freshness and health, so I swapped the bubbles for a series of fruit that was appropriate for each label. As soon as I created the first one, which was orange, I loved it. it was such a simple touch but it looked better than changing al the colour. I then decided the text of the flavor needed to be more prominent. It was hard to see and put in an old style font before so I used the same font as the logo and I instantly started to love the label. I tried it with just an outline and I think it started to look early quirky which would appeal to the demographic and it something that will catch your eye on a shelf with al the other juice bottles.

I also changed the colors of certain text to match the flavor. I did this for more distinction and it works well.

I changed the ribbon into a solid shape rather than gradient. This defiantly makes it more eye catching and makes you look into what the bottle in advertising.

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POSTERS

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POSTER REFLECTION I started experimenting with the way I could construct a poster. I decided I wanted one that highlighted the idea of a new limited edition bottle for the campaign. I used a pink background to keep the theme and made placed the prototype bottles on to show that you would want more than 1 drink, but the composition of the poster was not working.

Although I did like that the breast cancer UK was on their because I think it needs to be known that the campaign is representing it and helping the charity.

I tried adding fruit but I think the way I was doing it was messy, there was no structure and the posters were not giving off a fresh feeling. The next set of posters, which I have mocked up on the left started to look a little more how I wanted them to. The white gave it a fresh look and the fruit was minimal but looked fresh. The simplicity is something I liked however I think because I’m representing a fresh fruity and healthy drink it needs to be more colorful, fresh and give that feeling of health.

I want a set of posters so I could have some that are more informative and some that are more representative of the juice itself.

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POSTER REFLECTION Because I liked the simple look to posters and I wanted to promote that these feel good Friday and these juices can be drunk anywhere and anytime, I decided to take the prototypes I had made and place them on background that looked like different environments the sunset, forest and indoors. I used a simple strap line that went with the campaign of swapping the wine and donating to feel good inside and out.

I used Photoshop to add shadows to make the bottles look like they were sat in the tables more realistically. However this is not something I had done a lot of and if not done right, it starts to look strange. when I had finished these posters I liked them but as I stood back and analyzed them I started to see the problems. The bottles were in the wrong perspective for the background, the shadows didn’t look real and ultimately it was looking unprofessional. I decided to try some other posters that gave the same message but in a different way. Giving out the fresh and fruity and healthy idea to the consumers.

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POSTER REFLECTION I started to thin about ways I could connote fresh and healthy to make you feel good on the inside and out and I thought about how the fruit has no added sugar, and contains nothing but fruit and water, so I showed this using a water splash and fruit. I instantly liked the poster, it really gave me a health kick feeling and I knew I was getting closer to what I wanted. However I did think it was too busy, the juice was getting lost in the barrier of fruit I placed behind so I decided to reduce the amount of fruit and just place it at the bottom rather than all the way round and I made the water splash edges disappear a little more.

I had added the new labels to the bottles and used only a bottle instead of a can and carton because the perspective was right. I added the feel good Friday logo and used their strap line ‘no added nasties’.

I used the same line of feel good inside and out but also added with feel good Friday to make the whole poster relate and link to the campaign as well as representing the juice as the brand would want.

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POSTER REFLECTION After creating a poster that I liked the showed the freshness and healthiness of the juice I wanted to start making one that gave a little more information about feel good Fridays and what it is. I have created a website and the home page I created worked really well as a poster because he juice bottles and the way I had put those together looked really fresh and followed the style I wanted but it allowed me to place text around in a way the worked to explain what feel good Friday is. The large text of ditch the wine grab the juice gives a brief overview and gets people interested in what it is, and the text under the image explains more in depth what the event it.

This would be a poster that would maybe appear in a place where people have more time to read in it a magazine for example.

I then needed a poster that explained the social media aspect of the event and also the breast cancer UK involvement. This needs to be on all posters even if a little smaller on the others. it the whole point of the campaign.

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ONLINE CAMPAIGN

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FACEBOOK Facebook is the ultimate platform for brands in today’s modern society, we are al constantly checking, scrolling through our news feed and posting pictures of what were doing and what we like. Having a campaign on a social site means it can be shared and liked my as many people as possible spreading the message and the campaign around, with more likelihood that the campaign will get picked up and people will do it more, not just for one Friday but every Friday.

Facebook is the best platform because is the most interactive and social one, there are comments, likes shares, you can post videos, photos, links to websites or just general information. Placing information with images is how I planned to catch people’s attention, people tend to scroll past paragraphs on Facebook and look at the pictures.

This is the platform that will really launch the campaign, al the advertising material can go on there in different forms and reach the right audience due to who people are following, mutual friend and interested parties.

TWITTER In today’s society, advertising a brand, campaign or company on line is key, online social sites is where most people spend the majority of their time, even if just checking they check a few times a day. Events and brands campaigns can be shared, talked about and liked, so I decided I would make on online social platform for my feel good Friday campaign.

I made the icon the feel good Friday logo but I also wanted the campaign to be recognizable to feel good drinks brand, so I used a recognizable brand bottles for the cover photo. I tweeted about the campaign and what’s involved as well as about cancer research and promoting their cause, in addition also tweeting feel good drinks logo itself. the idea behind this is that twitter becomes a platform for feel good Friday participants to tweet their picture using the hash tag #feelgoodfridayselfie. As well as getting information and sharing and retweeting to others.

Following and being followed by other people and organizations means the information is being spread around internationally in seconds, the bigger the fan base the more likely the campaign is to work and a social site is the best way to do this for the demographic of 18-35 that i am aiming at.

Women of this age are the biggest users of demographics.

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INSTAGRAM Again Instagram is a platform of social media that has grown in the past coupe of years, being the most recent release, its being the hype lately, there fore it has become my platform for people to submit their feel good Friday selfies, again using the #feelgoodfridayselfiie hash tag.

Instagram is a site driven mostly by images and captions making it a perfect way to encourage people to place their selfies on their, the point of the selfies is to pick a favorite each week and they can win prizes, the layout also makes it easy to see all photos and pick between them.

Again I need to gain followers and follow relevant people to share and encourage joining in with feel Good Friday. Posting photos myself as the feel good Friday creator will help people get involved and get a feel for the campaign, it will encourage people to follow and see what we are getting up to, once they are relatable to the brand, they will become loyal and start to get involved.

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WEBSITE

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OBLEND Oblend is a small juice company focusing on making vegetable smoothies taste better, their approach is more organic, it really does take simple to the next level, which I love but my website has to be more eye-catching and interactive to women, which is why I want to make the graphics well executed and appropriate. The thing I like from this website is the way all the information is done on one page in different sections as you go down the page, I really like this effect and I think it makes the website really easy to navigate around, it also means all information is on one page and it doesn’t make it confusing for the user or send mixed messages.

The colour scheme works really well with this brand and I think I want to make the website more eye-catching but I also want common colors of pink and white or even with the dark red of feel good, this is something I will work out in development.

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INNOCENT Looking at the innocent website, its very simple, it takes you where it needs to go and is easy to navigate around, because there is so much going on with this website its important that it is easy for the user to navigate around and the same goes for my website or any website for that matter, I have not yet decided if I am going to do the whole of the website or just the feel good section, either way within the feel goo section, there are many different ideas and interactions therefore it has to be clear. The navigation is at the top with the logo very clear and this is something I am going to adopt. it seems on this website that the theme is very much based on panels and how different graphics lead to different pages, although I like this and I might try it I want the website to be even more simple so i plan to have a main page that explains the campaign and where the majority of things can be done, the other pages are extras in interaction and information.

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WEBSITE DEVELOPMENT

Before starting the website design online, i sketched out the way the website would work in terms of page structure and what will link to what page. it was important for me to do this so I knew what pages to design and what would be appropriate for them.

I then made simple mock us of what I wanted on each page in illustrator, looking at colors and layouts, I was aware that the look of the website would change dramatically but planning something simply in advance just makes the design process easier an gives me a guide of what i want and what I can imagine the website looking like to fit the style of the campaign.

I then went and advanced the mock-ups a little bit and then started to design using wix. I wanted a page with the flavored bottles and I think using the fruit and setting them the way i did worked really well.

And the front page with and explanation gives the audience a quick insight into what the event is about.

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TV ADVERT

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FEEL GOOD TV AD Feel good drinks have an existing TV advert from a YCN winner, her idea was to use gnomes at create the juice in stop motion, using playfulness.

Because of this I decided to create a TV ad that will fit with the brands current identity but change t to fit my campaign that targets 18-35 year old women.

So my idea is to make girl gnomes be playful with each other in the same way. I wanted one girl to pull a glass of wine away whilst the other chases it and then they get introduced to feel good drinks and really like it a simple concept and I think this could create a series of adverts with many different stories and playful scenarios.

I have storyboarded and mocked up my idea however id decided I could try and look into different characters too to see which ones would represent the brand as well as the gnomes did. So I started to create some designs as seen later.

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FINALS

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FEEL GOOD

FEEL GOOD

Bibliography https://books.google.co.uk/books?id=3il58OdP1mUC&pg=PA117&lpg=PA117&dq=what+do+the+demographic+of+18-35+women+like&source=bl&ots=AedQ8RdKEJ&sig=wjRCeKAn6NTyc5MmCihhSM7tyEo&hl=en&sa=X&ved=0ahUKEwiB0vLLqMDJAhUL2B4KHWW0BuAQ6AEIRzAH#v=onepage&q=what%20do%20the%20 demographic%20of%2018-35%20women%20like&f=false https://sheconomy.files.wordpress.com/2009/05/the-5-stages.jpg http://www.theguardian.com/society/2008/feb/24/drugsandalcohol.health1 http://www.ibtimes.com/millennials-selfies-young-adults-will-take-more-25000-pictures-themselves-during-2108417 https://uk.pinterest.com/pin/281756520413636680/ https://uk.pinterest.com/pin/400609329328324290/ http://allthingsgirlyandbeautiful.tumblr.com/post/16098543891 https://uk.pinterest.com/pin/548524429584811029/ http://www.marketingdonut.co.uk/marketing/marketing-strategy/the-truth-about-marketing-to-women https://uk.pinterest.com/pin/517914025871753830/

COLLIDE STUDO PROJECT 3

JODIE HIRST

BRIEF Individual Task Create both physical and digital outcomes in response to the three themes explored....

• Explore and evaluate the creative propositions beyond the parameters of your chosen project • Produce outcomes that respond effectively and coherently and meet your projects initial aims and objectives...

• Resolve technical and aesthetic problems utilizing and practicing a variety of working methods • Present and communicate developmental work and outcomes in a manner appropriate to your discipline and to high professional standard

R&D Blog - should include research, methodologies, experimentation, prototyping, synopsis and strategies.

Consider, explore and mash-up the three themes; Happiness/ the Internet/ Your Future Self; Sagmeister urges us not to convey happiness but to ‘evoke happiness’.

Coupland misses his pre-internet brain – should we embrace this ‘inevitability’?

The future – the virtual or reality – will we fake it, or keep it real?

Ten years from now…what will you be doing?

Collaborate Create artifacts and curate an exhibition of work to launch the Collide Event Exhibition outcomes for screen based media as well as physical installation pieces

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HAPPINESS

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THE HAPPY SHOW STEPHEN SAGMEISTER

In 120 year history the museum on Vancouver hosts one of the largest exhibitions, this spectacle transcends the boundary between art and design, the exhibition takes over the museums galleries and stairwells, hallways and restrooms to seek our answer to, what makes us happy?

After sagmeister documented his troubles with alcohol and drugs, weight gain and depression, he conceptualized ‘the happy show’ in an attempt to define and control his own happiness. The exhibition is a result of sagmeisters year off, in that time he researched into his own personal happiness.

The exhibition includes a great mix of installations, imaginative typographical displays, and interactive artworks.

After watching Stephen sagmeisters ted talk on the key to happiness, he speaks about how it’s about evoking happiness, something so simple can make you simple out in a public place, its about the unexpected.

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“TRUE”

SUBWAY SIGNS

In Stephen sagmeisters happiness ted talk, he mentions a young designer based in New York who goes by the name of ‘true’. He set out to evoke happiness as sagmeister insisted we must do, not just demonstrate what happiness looks like, that can be easier to do.

The new york designer did this because as commuters we don’t look at these signs or take any notice of them, but if your sat and you take a quick glance and realize they are not what they usually say, and the things they do say are social, it would evoke a smile on your face, you would tae photos and tell people about what you had seen because it was so out of the ordinary.

Its something that will brighten up someone’s day and make him or her laugh,

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JAMES TURRELL

THE ROOM

Another New York project, basically a square room by James Turrell, which has a retractable ceiling.

Opens up at dusk and dawn every day. You don’t see the horizon.

You’re just in there, watching the incredible, subtle changes of color in the sky. Stephen sagmeister comments on how the room is truly something to be seen. People’s demeanor changes when they go in there. And, for sure, I haven’t looked at the sky in the same way after spending an hour in there.

There is another version of this in the Yorkshire sculpture park called the ‘deer shed’. The idea is simple, the small things in life but the relaxation it gives you to not see the outside would but watch the changing sky is therapeutic.

This made me realize that the project can also be a concept of design rather than a campaign or an advert; I want to make something breathtaking and inspiring.

To do so I need to think personal and deep to get the best out of my skills.

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JI LEE

SPEECH BUBBLES

Ji Lee is the multidisciplinary creative who believes success follows fun. On the streets of New York, in 2002, speech bubble-shaped stickers began appearing. Bus stops, telephone booths, billboards, subway trains – anywhere there was an advert, you were likely to find a bubble stuck over the top of it.

thsi infleunces me because i now understand what sagmeister meant when he said to ‘evoke happiness’.

The stickers were left blank, inviting passers-by to fill them with their own thoughts. “I use it to download porn,” reads the bubble added to one IBM ad. “I steal music,” a model holding an iPod was made to say, “and I’m not going away.”

This designer let the audience take control of the campaign, they could do what they wanted to on the speech bubbles, express themselves in an anonymous way that works for them.

It brings people joy to be able to write something that no one knows was them and that everyone will see, it brings out the child in them and it evokes happiness. Something that doesn’t represent happiness but creates it.

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TIMES I FELT HAPPY...

THINGS THAT MAKE ME HAPPY?

The first time I preformed on stage

Listening to music

Striving for a goal

Sleeping

Proving someone wrong

My first new years eve with my friends My mum and dads wedding When I passed my driving test When I got my first A in collage Yacht in St Lucia on friends wedding day Fountain in London

Holidays Sun Friends Boyfriend Family warmth Reading Stars New York The future Making money for myself

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WHAT MAKES PEOPLE HAPPY? PRIMARY RESEARCH

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THE DIGITAL AGE

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“I’m starting to forget what my brain used to think about, I have being re wired, and I don’t think I’m alone”.

DOUGLAS COUPLAND

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DOUGLAS COUPLAND

SLOGANS FOR THE 21ST CENTURY This is an ongoing body of statements Coupland has been working on, in which he has made a consistent effort to “Try and isolate what is already different in the twenty-first century mind as opposed to the twentieth.”

“If you were to attach a stick to each of these slogans and carry them in the street, would they read as protest or would they read as complicit guilt?

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DOUGLAS COUPLAND THE LOVERS (DETAIL)

Douglas coupland, now a writer, was a former graphic designer, however he has recently started to explore the design world again, after commenting on the ‘rewired brain’ and the digital age, he curated a series of dots.

At first glance the dots look normal and the unorganized dots don’t look like anything much, but looked at through a device, you can see an image on someone jumping off the world trade center. The point of this is to show what we can see through the world of lenses.

The idea of the digital age and how we think differently now is shown here, ere so immersed in technology that we can only see an image for something through it, its the only thing that can hold our attention.

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MY FUTURE SELF

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WHAT IS MY JOURNEY FOR THE NEXT 10 YEARS? Placement Trip to New York 3rd Year of University Graduate Camp America First job in city near home New car House Marriage Promotion in Australia Live by the beach Becoming a mum Watching kids grow Grandkids Retirement COLLIDE

LUCY KILCOYNE I TRANSFER

This is a designer that won D&AD’s black pencil award as part of the new blood brief in 2015. the idea is based on their future self, something I am looking into for my brief of collide.

The way Lucy has looked at the brief is that you can construct your future and become a certain way depending on the decisions she makes. You might have one vision but when decisions come your way, you can be swayed and your paths can change quickly.

This got me thinking about my future self and what I would love to be looking at in 10 years, the answer is success, I have doubted what I have wanted to do for to long, I want to prove to myself and my family that I can something other than what they would have advised. Living in New York, working for a top design company living in a house on the outskirts with my husband and maybe starting a family. That is where I would love to be, but that’s the good option, there are many that could come my way...

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SHANNON LEA (HOME) MAKER

Shannon Lea is another student that won D&AD’s award but instead the yellow pencil award as part of the new blood brief in 2015 also. The idea is based on their future self, something I am looking into for my brief of collide.

This designer choose to take a scenario that she would love and contrast it with the opposite scenario that she would hate, I like the contrast in her dream and her nightmare, its something that interest me, my dream is new york, but realistically I hope to end up in a big city maybe even London at a good design agency. However my contrasting nightmare wouldn’t be a family, my hopes incorporate family. My nightmare would to be in a dead end job not knowing where to go.

The clever thing about this project is that the two images are merged into 1 and only one can be seen at any one time, one during the day and one during the night using two different inks.

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JAMIE KIRK TARROT

Again Jamie kirk is a winner of D&AD new blood brief, he himself was from Huddersfield University.

He created a series of tarot cards that had some quotes on that he does by, I think the way he has done the typography. I myself have a quote that I live by. ‘Try everything once, and the good things twice’.

Jamie comments, ‘Using the concept of tarot cards, I’ve produced a self-promotional piece of work that captures aspects of my past, present and future through illustration, animation and print.

This could influence how I make this project my own and personal. Before seeing this the idea of having a past present and future aspect to my project.

I think its interesting because it shows my development, it gets even more personal and digs deeper into my thoughts and feelings.

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TOM WATKINS WHEN IM A DAD

‘In ten years’ time, I decided that being able to inspire people was important, but even more so I wanted to be a dad, so When I’m a Dad was born. A way for me to inspire not only myself but also other future fathers about awesome things to do as a dad.

The print execution involved creating and printing a unique children book with 10 different illustrated ‘When I’m a dad’ scenarios.

For the digital execution I designed a website to bring the conversation online, which was picked up by some media helping it grow.’

This was by tom Watkins a student won a black pencil award.

I like this piece because of how emotional it makes you feel, most people think about their career and where they will live, but the aspect of being a dad is his inspiration is a nice thing to hear. its a little deeper than just a career, its his inner thoughts and feelings, success and proving I can do what I want is my motivation and it something I want to inspire my project.

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IDEAS

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TOM WATKINS WHEN IM A DAD

‘In ten years’ time, I decided that being able to inspire people was important, but even more so I wanted to be a dad, so When I’m a Dad was born. A way for me to inspire not only myself but also other future fathers about awesome things to do as a dad.

The print execution involved creating and printing a unique children book with 10 different illustrated ‘When I’m a dad’ scenarios.

For the digital execution I designed a website to bring the conversation online, which was picked up by some media helping it grow.’

This was by tom Watkins a student won a black pencil award.

I like this piece because of how emotional it makes you feel, most people think about their career and where they will live, but the aspect of being a dad is his inspiration is a nice thing to hear. its a little deeper than just a career, its his inner thoughts and feelings, success and proving I can do what I want is my motivation and it something I want to inspire my project.

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IDEAS

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DECISIONS DETERMINE DESTINY IDEA 1

I’m a big believer that every decision you make, impacts your future in one-way or another, whether big or small. Only you can make those decision, people will try and influence but if there’s one thing I learned, stick to your gut...

This brief is about independence, taking control over your own life and your own choices,that in tern will determine where you will go in life and if you will be happy.

A few years ago, neuroscientist Antonio Damasio made a groundbreaking discovery. He studied people with damage in the part of the brain where emotions are generated. He found that they seemed normal, except that they were not able to feel emotions.

But they all had something peculiar in common: they couldn’t make decisions. They could describe what they should be doing in logical terms, yet they found it very difficult to make even simple decisions, such as what to eat.

My ideas is to base the idea of decisions determine destiny, first telling my story by animation and linking this then into a physical design product.

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MILESTONES IDEA 2- Final Idea

When I look into my future, the things I cant wait to do are the milestones in life, the things everyone does, because they are the achievements in life, like getting married, becoming a parent and buying your first home. I can’t wait to be able to do that al for myself.

My idea is to have an animation with my milestone son telling the story of what I’ve done and what I cant wait to do, this will be an illustrative animation done on after effects, this will then rewind and say ‘ but forget my future’ what’s yours?

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FINAL IDEA DEVELOPMENT

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MY MILESTONES PAST Learning to walk and talk Lose first tooth First day at school First best friend 13th birthday Graduating high school 16th birthday First holiday Passing driving test 18th birthday

PRESENT Realizing what your passionate about

MY FUTURE Graduating university 21st birthday Run a marathon Anniversary First big interview Getting the job of your dreams Buying first house Getting married 30th birthday First promotion Becoming parents 40th birthday Becoming grandparents

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Here’s my initial idea sketched out, of a simple timeline with detachable numbers and tags that represent milestones in a personal life, some that al people go through and some that are more personal, goals and achievements they want to make, bucket list ideas if you like.

The idea was to have this illustrated by drawings however I’m not sure what to do, I want to try some illustration and vector ideas to play around with what will look best.

I wanted their to be an animation to go with this as the digital side, this will show my story and then ask the question what’s yours?

Going with the physical aspect and getting people to get involved and plan out their futures.

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HANGING TIMELINES After talking with a tutor, I realized that a wall timeline would be good however it would take up a lot of room, I wanted to condense my idea into something more creative, so I took a look at some creative ways I could showcase this timeline. I initially thought of a book but before exploring that i found this.

I really like the idea and look of this, I thought I could colour code the milestones depending on area for example, living, activities and work. And then place a timeline behind them like this one, and hang the milestones at a height of relevance to when I wish to achieve them.

Although this would make the project not interactive, it would show my story in more detail and I think it could work really well, however I do want the project to be different to what I’ve done before, I wanted something more interactive and personal.

So decided to keep looking around at ideas and come back to this at a later date.

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STACKED TIMELINES When I saw this I instantly liked it, itself its not a timeline of milestone but this can be adapted to do so and people could turn them away if they didn’t want it and work out where they would put it, the problem with this idea was that the order in which the milestones are achieved and at what age wouldn’t be able to be changed and I think age and when the milestones are achieved is a big factor in this project.

I think with some god graphic work and illustration something like this could look really effective, I want to keep looking into books to see if I can find a better way to get the audiences interacting with the project

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SPINNING TIMELINES I realized after talking to tutors that having typical milestones with a few crazy ones would be difficult, I would have to make many tags in order for the millstones to be appropriate to every type of person, so the idea is to base it on me, and the paths I could take and where that could lead me.

I decided to split my future into 3 paths, dream ideal and nightmare.

These three would then make it easier for me to show what I would reasonably want and then show people that if I took different paths what I could achieve.

I still want to instill the idea of decisions determine destiny and every decision effect you and who you become.

The idea when seeing this image was to have 3 sides that people could switch over and interchange with the ideal, nightmare and dream, making it more space saving but eye-catching at the same time.

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TAPE TIMELINE This is an interesting way of showing a timeline, the idea of it being pulled out to reveal the next part in the series is quite appealing, it may be that i have something in my work that participant can pull away to reveal, it leave suspense and makes them want to read on.

Rather than a big block of text or images that don’t have an order or structure.

Although I like this technique wanted to create something with a little more colour and appearance, so this particular method wouldn’t work for me, but the idea has sparked some inspiration into what I want to do with my project.

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BOOK TIMELINES When I saw this book I knew instantly its what I want to make, I like that I can make a diary type thing that will have my millstones in and the things I want to achieve in life, I can tell my story though my ideal life and then have interchangeable parts to show that my destiny can change based on my decisions.

The flaps can be coloured black and white for dream and nightmare and then this shows my future in the way I see it now, even down to the small things like getting a tattoo.

I still have to work out the details on how I would make and produce this book but I know I want to give it a try.

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JAMES GULLIVER HANCOCK I know that I want my book to be quite illustrative; the milestone tags i want to produce will be purely illustrative, drawn and styled digitally. So I decided that i should look at other illustrators before I start for inspiration.

I really like this style of James Gulliver Hancock, the use of minimal colors really appeals to me, the simple but effective illustrations really tie together with each other and this is how I want mine to be.

I want the style to stay persistent throughout and I may try the idea of using one colour throughout, depending on how the book aesthetic appears.

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UNKNOWN This piece of work from an unknown artist caught my eye, I liked the way the outline stand out as much as the colour and its not too precise, it had a rough style which I think done right could look good for my project. I don’t want it to be to prefect because I think this could project my personality into the work more than a polished piece it can give it character and relatable features.

I think the colors being along the same colour pallet and pastel is really nice, its soft and I think the soft look, looking into the hazy future, could also work well for me.

I look forward to creating my project style because I have some good ideas and influences into what I want my pieces to look like.

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DIANNA DEMENTEVA Although I liked the idea of illustration, it’s not something I have done a lot of before, however this project could be a chance for me to try something different and broaden my skills. The other way I could do the book is using a vector style, similar to this illustrator Dianna dementeva. Using flat colors in shades to create a character and scene that implies light is being applied and depth of field is present.

I really like vector styles, I have done vector work in previous projects and it has gone well for me, although people may be harder and more intricate I think creating milestone tags would prove well for this style.

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MILESTONES FOR BOOK DREAM

- Rope swing into water - Climb a mountain - See northern lights - American road trip - Publish a book - Meet a world leader - Fly in a private jet - Walk the red carpet - Live in Australia - Get married - Have kids

IDEAL

- Get a tattoo - Run a marathon - Camp on a beach - peruse my passion - Start my own business - Swim with dolphins - Start a blog - Dance on a bar - See a drive in movie - Have a psychic reading - Be an organ donor - Live in a house on outskirts of city - Get married - Have kids

NIGHTMARE

- Be a street performer - Scuba dive - Drive a tractor - Ride in a hot air balloon - Sleep in a haunted house - Struggle with money - Stuck in a dead end job - Fail at design

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HOW IT WORKS...

Book contains story of ideal Future in milestones, A3 Portrait Book, binded toegther. folded A1 sheets.

59.4CM

A1 84.1CM

FOLDED

42.05CM

42.05CM

59.4CM

A3 A3

the flap frames are to different colours, one for dream and one for nigthmare milestones.

Ideal milestone for me, frame Fixed in book, milestone is removable COLLIDE

DEVELOPMENT

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REALISING MY MISTAKES As this book has developed through the project and my research I want it to be a sort of milestone diary, a book that is kept with someone for a few years, so they can keep track of their hopes and swap and change parts based on their decisions.

I wanted to make the book personal and reflect my personality so I wanted to make something authentic and hand made to make it more personal and diary like.

Again I had the same problem with the front cover, nothing was working for me and again didn’t give me the effect I had hoped for.

After not being able to get the effect I had hoped for on the cover I decided it was time to move on into the inner pages, I using hand drawn type but only in style, they were still digital, I made my milestones digitally however I used a graphic tablet, but again this was still At first I did a lot of developments digital- giving a digital effect. To an extent this can work but I needed to find the bally trying to get the desired effect, using pastel colours, hand type and intricate ance between hand drawn and digital to detailing, however the digital elements get the book to work in the way I wantlike adding drop shadows started to take ed it to. away the effect I wanted. I spent a long time developing and trying to achieve this look before I realized that the problem was that wanted a hand drawn look digitally. The problem with the digital idea was that I was adding things to the logo just to add to the aesthetic but had no real purpose.

Looking back on my work I didn’t like anything I had produced and that when I realized that I needed to draw everything, including the small font. So I started to create logos, covers and inner pages using my own drawings and handwriting and instantly I stared to like my pages better.

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After my realization I got stuck into doing the hand drawn elements, I wanted a sort of logo to put on this book, nothing that was too over powering but more of a statement of what this book was all about. Because the title I had decided to go with was decisions determine destiny I thought about the directions side of things and how decisions determine the direction your life goes in and the milestones you hit along the way, bringing me around to a compass.

I did this with the N, S,E and W signs on but that’s not what I liked, I think without it, it has the connotations of a compass without being too obvious. I think its a nice touch and has more meaning that putting a circle around it for effect. The handmade type in the middle written by me I think works well. Also like the idea of hand written type because although I don’t like my writing, it give a real personalization with the book I am going to create. I just had to write over and over until I was happy.

So this was the symbol I decided on, something as a reminder and a statement for the book itself.

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I then moved onto the front cover thinking that this would be the bench mark for my book, the style of this would be able to set the style for the book itself inside.

I started by using the digital type but writing it myself and although it was looking better, it was not the effect I had hoped for in this book, I wanted it to be really personal, handmade and crafted, these cover were not giving me that message. I was editing them digitally even though they were drawn and I think looking back that that was my problem. I wasn’t sure on the fonts or colours, they were coming across cold and the type was hard to read. I decided I should move on from this and try a different technique.

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When looking for inspiration I came across an illustrator that made a letter out of pure illustrations and I really liked the idea I thought it could work well for what I was doing. I spent so long drawing out the letters scanning them in and trying not to mess with them too much.

I really liked the effect I was getting in the letters however when I put them all together into words to make the question on the front of the cover the images were getting lost, the text was unreadable and there was nothing interesting about it as I had hoped.

I hit a little but of a wall here, I was finding the front cover hard to accomplish and I was not moving on with my inner pages. Again I decided to move on and come back to the front cover, the inner pages may give me inspirations and ideas.

I found I was trying to pack too much into the cover and maybe I just find one illustration I like or make the lettering really simple. I wasn’t sure yet but I knew if I came back to it at the end I would have a style and some ideas.

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i had decied to leave the front cover until i had don the rest of th book, as thi would gve me an indication on the style of the book., and it did exacly that. once i had craed th book from scratch and binded it toegther, realised how handmade this book was going to look and i decided the front cover should carry on that theme. so i got some wooden letters that i staned to make them a better colour and simply wrote your future on the front. i thn tied some twine in a complmentry colour to hold the book togther. i think it really works and after trying to get the right front cover digitally im gld i movd on and tried somethign more hand made, i thik it finsihes off the book well.

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MILESTONES

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ROUTEE

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I wanted to do illustration for this project because I had never done it before and I thought it could be a fun thing to do that would broaden my skills. I decided it was time to take some risks.

I used a graphics tablet and illustrator to create the outlines and colors of these milestones, I tried them using just lines and grey scale and although the colour was the best I wasn’t sure on them. The first one I did was the marriage milestone and the style really fit the illustration but as I moved on the illustrations were starting to look messy and unfinished rather than a particular style. I wasn’t happy and I wanted to find a way to fix this.

I then realized that although the tablet was hand drawn it would give me a better effect if I really did just draw them. So I did, I drew then scanned them in and only made it s the outlines were thin and a little unfinished this gave a good drawn effect and the coloring in although looked a little more vector defiantly worked better for me.

I thought about how I could improve them to make them more handmade and I realized that if they were printed on paper that wasn’t average they might have some spark. I tried rag paper and loved it straight away. It had a real crafted finish to it and I really like the mix and contrast between hand made and digital that I have brought together.

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Before deciding on the drawn aspect, I tried the drawn effect using different materials like markers, watercolor, inks, and pencils. I also tried out the idea of making the illustrations from card, building up layers for detail, but that wasn’t something I liked the look of.

I tried many different papers; some with imprints in them and different thicknesses just to see what I could make from them. What would work for me and the style I wanted for this book.

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I had started to move on with my book ages and I now knew the style I was going for, after printing the milestone son the paper I had chose I really liked the effect I knew that what I wanted to use. My next decision was how I wanted to display the millstones in the book and how they were going to be placed in and out. I cut a circle around the milestones and I cut all the way to the edges, but I found the best was to cut them out as squares.

I liked this idea and thought I should add a description to the bottom as I was going to do this separately.

I saw how the colours turned out o the paper and deiced that the best was to present the cards would be how I have to the right.

I went thought a series of ways and layouts to find the right one, but I wanted them to be simple, they needed to be understandable and because they were going to be a set of cards I wanted them to be all the same style and layout, the only difference was the colours and even they were all kept pastel and light.

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CARD PACK

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After deciding on a pack of cards I realized that as the book was compact I needed something that would be able to hold the cards, initially I was going to insert them in to the book but with so many the books would then not shut. The obvious thing to do was cerate a box that would hold the cards. I wanted this pack to be very simple, not too much going on just the symbol, and the same questions the book asks in a similar style. I measured the cards and created this net that I will design onto.

We have previously done prototyping and printing merchandise so I’m hoping this will be an easy task to complete once designed.

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What will your future look like?

Milestone Diary

Decisions Determine Destiny

Milestone Cards

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BOOK PAGES

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When starting the book I was only certain of a few tings, that I needed space for 3 milestones per page and that i had decided to make one milestone on each double page and main aspect, one that I don’t think will change, in turn being a dream, ideal or nightmare milestone. i started on my first page using the new york milestone and using my own type to complement it, I really liked what I had produced the first page I was very happy with so I continued into his style.

Some pages I did I really liked and thought worked some not so well. I kept changing and developing until I got what I liked, until the colours were right, the fonts worked and the milestone spaces fit. i then added the panels at the bottom that allowed users to tick what they had completed and I though this made a good interaction and an incentive to keep the book, allowing you to change your milestones as you like. Some colour schemes worked better than other in some ways and I worked on them until I was happy with every page.

Overall I am happy with my book. I was told the blue colours I was using in my ordinal designs were cold and that if I’m talking about my future it should be bright and colorful and that’s exactly what i have done on each page and I think it flows through really well. Also printed on hand paper gives the craft feel and makes the colours have texture linking in with my animation.

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CONSTRUCTION

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HANDMADE BOOK

After designing the book using only hand drawn aspects, I really wanted to get the feel of a handmade book, I realized mine was a little different as a lot of the aspects were vector but I think putting this into my own handmade book rather than a company printed one will make a huge difference in feel and quality.

I have already decided to print on a4 handmade rag paper. To enhance this I want to use a4 sheets double sided and create the book by stitching along the seam as a bind. Using brown thread that complements the colour of the paper will work well. i then wanted a hard cover book so I want to use 2 pieces of grey board front and back with the hand made paper stuck on using an attaching piece of paper to bring the whole book together and hide the edges of the paper that are binded together.

As well as making the book from scratch I wanted to give some special touches that will really give it that personality. So I want to add a seam of stitching to the front cover and also wooden hand made letters spelling out the title of’ what will your future look like? I want to continue to look at handmade books for inspiration and ideas.

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INSPIRATION

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2 A4 pieces of grey board covered in brown card.

thin strip of paper wrapped around spine to cover binds

A4 pages of book printed on handmade paper, double sided, binded by thread, sewn down seam

front and back pages stuck onto the grey board outer sides, brown paper hides grey board sides, strip covers bind

front and back of birnded book stuck to the 2 pieces of grey board covered in brown paper COLLIDE

Front

Back

Side

Open face down

Adding sewn detains to front cover for hand made cratf effect, with wooden letters stained and spelling out the question.

Open

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MAKING OF

I started to make the book from scratch, to give the handmade feel; I printed each page out using A4 paper and cutting down to A5 with an additional spine for the binding space. I used the handmade rag paper, which gave the colors and illustrations a crafted feel. I then scored down that line so the book would bend, sewing down the seam to create a binded book, using brown thread.

I then added the photo corners into the slots in the book, which I liked the look of.

I took the two pieces of grey board that were going to be my front and back and covered them in brown paper, originally so the edges of the grey board couldn’t be seen but I liked the brown in contrast to the rag paper and decided to keep that as the cover. I then had some letters that I had painted brown but wanted them back lighter, so I used nail polish remover and this worked well because there were still paint in the cracks, which gave it a more rugged, feel. I added them spelling out what I wanted and looked at adding the same brown thread used in the bind as decoration.

I printed the cards and cut them out, then created a box that would fit them in and printed that, cutting it and scoring the folds before sticking it together.

Then placing all pieces of the book together using glue, I created a brown bound book with inner rag pages, a set of cards with a pack that were inserted into the book as you liked.

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MILESTONE DIARY REFLECTION

After the making of the book I was very happy with the outcome, the only problems I had with it was that some pages were a little lighter than other making them look a little more washed out that I wanted, and also the book cover was slightly over at one side and under at the other due to how I did it when sticking it down, but nether the less this was a minor issue and something that would not be noticed unless on close inspection. I was very happy with the way the book was binded using needle and thread. It made the book look clean and professional, without seeing the binding itself. I was happy with the milestone cards and with the development that went under way the milestones were defiantly well drawn and executed, again the only problem I had was the grey on the text was a little light making it harder to rad that had anticipated.

The use of hand made paper meant that the book was very sturdy because of the thickness, the cards were heavy duty for moving in and out of the book and the card pack was well made ad supportive of the cards because of its strength in comparison to normal card.

The picture corners I used worked well although they may need sticking with glue if used a lot. I think the idea of the millstone diary is something a lot of girls in particular would love to have. It s a novelty gift and its a cute momentum to carry through life and track your milestone and achievements.

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COLLIDE EXHABITION I set my book out on a plinth at the exhibition, with the book standing and slightly open so you can see the pages at a glance and then set the best cards out in front with the card pack laid behind. I wanted the users to play with the book and look in it so I made the piece look inviting and interesting.

The mistake I made was not having a front over at the time, the cover may have enticed people a little more but nether the less I got a lot of interest and enjoyed listing in to peoples feedback. I was told that it was very well drawn, very cute and a lot of people commented on the paper type I used. I defiantly think the paper was a god idea. I also had people ask how I made it and how delicate and lovely it looed. I was so happy with the outcome and the amount of people I saw playing with it because I was unsure o the reception I would receive.

I took photos of people using my book but without them knowing at the time as this gave me an indication of what they were saying and dong without them knowing the creator was present.

I am very happy with my outcome as in the middle of my project I was worrying about how to drawn my illustrations and how the book would look in the end but I think for the fun lighthearted nature of the project I did well to personalize and have fun with it.

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ANIMATION

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Proud Creative inspiration

When I started the animation I had the idea of using cameras and null objects in after effects to move around a canvas in a 3d setting from milestone to milestone creating a story. When I figured out the ways in which it could be done I found that I was starting to push the boundaries of what after effects can do, it was more about working with after effects to achieve the look I wanted. Because of this I decided to take a different approach, I was shown a video by proud creative where the creator made a background and a floor and placed objects in a 3d space using after affects 3d tools. I had used these before and believed I could make this look effective. The proud creative animation had an effect that made the pages look like they were turning; this was perfect for me because I wanted the animation to be a digital representation of my book.

https://vimeo.com/1219276

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MAKING OFF

I don’t have a lot of experience on after effects, just simply what I had learnt in Sara’s after effect sessions and a little more from experimenting from those. However I found that because I know the basics I was able to figure out how to make things work. I had worked with 3d after effects before and I know about making objects separate on illustrator layers and retaining layer sizes.

The main work was in illustrator crating the artwork and different aspects that would move. I then used the transform tools to reposition, move and scale to create the desired effects.

One effect I wasn’t sure on was getting the pages to look like they were Turing like a book. I realized quickly that I could move the artwork by rotating it upwards, I struggled at first but when I realized I had to move the pivot point it became a lot easier. The difficult part was timings but the more I moved through the animation I picked it up.

Because I wanted it to look like a book turn I wanted to add shadows as a page was coming up, I learnt to create a black solid and use opacity to change the shadowing as it moved up. I really started to get the hang of it and I enjoyed the process. I have never done a proper animation before and the lighthearted nature of telling my story and it being personal was nice. I added my voice which sounded comical with the animation because of my accent but it works well.

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Final Animation

https://vimeo.com/160905045 COLLIDE

PROMOTION

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SOCIAL PROMOTION

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facebook advertising and audinece interaction after finishing the book and animation, i thought about how could further enhance my project. i rea;ised that i could find a way of promting the book and its uses through posters, social and animation. i looked into what had beena roud on facebook so i could catch onto a interaction that was in fashion to catch peoples attention. so i decided to use the texhnique facebook itself used when celebrating national friedn day, placing down the cards in an order to tell a story. i used it as a sneak preview into what you would and wouldent like to do with your future and get people interested in the way the book works. i think it will work well because these videos on facebook are something people like to do and being able to pick your miekstnes and get the video made for you.

vimeo link... https://vimeo. com/165847935

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BIBLIOGRAPHY http://museumofvancouver.ca/exhibitions/exhibit/stefan-sagmeister-happy-show http://www.thisiscolossal.com/2013/08/the-happy-show-by-stefan-sagmeister/

http://www.creativebloq.com/ji-lee-working-bubble-7133862 http://static1.cartoonsy.com/preview/73/2a02465cff54bf8 http://thumbs.dreamstime.com/z/%E6%B7%B1%E8%89%B2%E7%9A%84%E6%AF%95%E4%B8%9A%E5% A5%B3%E5%AD%A9-49402020.jpg

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