Graphic Design Fundamentals Year 01 FdA DGC
Contents I Brief II Dice Roll III Sector Research IIII Audience Research
V Persona VI Client Research VII Cartier Brand VIII The Message
IX Concepts X Development XI Final Concepts XII Final Outcome
Graphic Design Fundamentals Year 01 FdA DGC Project by Jonathan Blackmore
Start date : Friday 28th October 2011 Summative Deadline : Tuesday 6th December 2011
AL IN ME O
Given a sector and target audience, create a message, to help facilitate a brand or business to communicate to that audience.
Key aspects to the brief are research and development. How research is completed, the sources used and the methods of brainstorming/thinking to develop your ideas.
CH R A E S
LLECTI O N C
ENT M P LO
G
N TIO A ER N E
G
ANALY SI S
RE
The final outcome, produce a 15- 20 page PDF with displaying your research and development from the first idea to the final piece. Showing the design process form initial ideas to final outcome.
FUR TH IDE ER A G
The briefs calls for group research to be completed on the sector and target audience initially. Once these have been research and shared
CH R A E S E R
TESTI N
Graphic Design Fundamentals Year 01 FdA DGC
DE VE
OUT F C
The Brief
I
Dice Roll Client: 01: Retail Sector 02: Cultural Sector 03: Environmental Sector 04: Leisure & Entertainment Sector 05: Food & Drink Sector 06:Technology Sector 07: Health & Wellbeing Sector 08: Education Sector
INNOVATORS
IDEALS
ACHIEVEMENT
SELFEXPRESSION
THINKERS
ACHIEVERS
EXPERIENCES
BELIEVERS
STRIVIERS
MAKERS
INNOVATION
The first part of the project was to find out what sector and target audience our research group would get. Once chosen in order to understand the different sectors, initial research of each sector and target audience was completed. This included research into VALS™ TYPES and how they are used in marketing and how they relate to each other.
RESOURCES
Choosing the Sector & Target Audience
VALS™ TYPES
Target Audience: 01: Actualisers 02: Fulfilleds 03: Achievers 04: Experiencers 05: Believers 06: Strivers 07: Makers 08: Strugglers
Results of Roll
6
Technology Sector
4
Experiencers
SURVIVORS
II
Sector Research
300 000
Initial research into the technology sector Once the sector had been chosen I did some research into how the most popular brands currently preform on facebook. In previous research Experiencers where likely to use facebook and also express what they like on their profile. The brands that have largest following seam to be brands that have had major success in changing or re-inventing a market. Surprisingly Microsoft had a very low number of fans but looking at the age group of 18 - 25 it can be understood. The rise in popularity of Apple in the last 10 year. This demographic grew up with iPods and iPhones two major industries; music and mobile phones. To appeal to Experiencers, companies have to look at the whole package. Every aspect of communication with user must have a message of honestly, innovation & passion. But must importantly the ethos must be found in every part of the company, even the parts that people don’t normally see.
Popularity Of brands ON facebook in the UK
III
Audience Research Initial research into the chosen Target audience - Experiencers. Resources and motivation determine how a person will express himself or herself in the marketplace as a consumer. Experiencers are part of the self-expression grouping and tend to have more recourses and a higher level of innovation.
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Experiencers are brand aware and have a tendency to spend what they have to enjoy their expressive lifestyle. They have a hunger for life and will try new things all the time.
MILLION
Social activities are very important which is reflected in that most of their income is spend on nightlife and entertainment. Brands play an important part of an experiencers life. Brands that speak to a youth market.
12 MILLION PEOPLE THAT ARE AGED 18-25 & LIVE IN THE UK ARE ON FACEBOOK LIKE SPORTS LIKE
SPORTS LUXURY GOODS CONSUMER ELECTRONICS
LIKE
LUXURY GOODS
EXPERIENCERS
LIKE IPHONES
AGE 18-25 UK MARKET
LIKE BEER
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Persona Chosen persona to reflect the target audience for the Technology Sector. To help develop a message it helps to get into the mind of the consumer. Using VALS™ Types and the initial research as a group we created a persona. Using this method allowed me to constantly ask ‘What would James think/do?’. name : Johnny Nikethamide age : 24 nationality : English weight : 11.5st height : 5.11ft religion : Catholic lives : London job :
Trainee PR Manager
facebook friends : 800 friends likes brands : Apple, Puma, Redbull, FHM, Q Magizine, Addias, Swatch income : £17,000 annual living cost : £12,000 annual savings to date : £0 James works hard during the week but lives for the weekend. He is an great consumer by spending his money on fashion, entertainment, and socializing. He likes to have the latest iPhone and wants to look good. Any product that sell a way of life or culture that is outgoing and expressive will speak to James. He is young, impulsive, entusiastic and willing to try new things sometimes taking risks.
IV
Client Research Choosing and researching 1 Local, 1 National & 1 International Each member of our research group researched different clients they wanted to use. After a group meeting where we shared our finding a vote was taken to choose one local client, one national & one international.
International Client
Cartier
Once each client had been chossen furter research was undertaken. Which a focus on how each client currently spoke to its respective audience. Getting a current view of how each uses its own design language to communicate helped to understand how we could change that message.
National Client
NUMATIC - Henry
Local Client
Local Drink Delivers Company After researching these companies I found that the general design was poor but it was not a product that needs to be dressed up for the youth market. The product, alcohol is perfect for Experiencers as they spend a large amount of socialising.
Although this company has international sales it is a British company. The ‘Henry‘ hoover is an iconic brand with a reasonable mascot in the shape of a friendly hover. The use of simply giving a product a persona is very clever.
This client immediately stood out because they currently do not speak to my chosen persona. CARTIER is a luxury jewellery and watchmakers. The starting price for a watch is about £1,500. With jewellery also starting much above what the average Experiencers would spend on one item. The challenge would be to change the perception of my persona that Cartier was a brand that innovated, and spoke to a youth market. The fact that this was an international brand would mean that the design solution would have to work in all markets around the world.
Henry hoover was an interesting product but my target audience (20-25yr old) are generally in the market for hoovers and tend not to spend money on things the would not enjoy doing, like cleaning!
I wanted to challenge myself in creating a message for a company that currently does not speak to Experiencers.
V
Cartier Brand Research Extensive research on the brand. Its history and values including current market-share. Cartier are in the business of dreams. Everything about the brand is selling an aspiration product. From the iconic red box to the history of the brand. Alfred Cartier and later his son Louis were always interested in the measurement of time. It lined dreams with reality and jewellery expertise with watchmaking technology, developing cult designs inspired by what was popular at the time like the Tank watch in 1917. After interviewing a member of the staff in Cartier’s flagship store I decided to focusing my attention on the watchmaking part of Cartier. Jean-François Berger a senior sales executive in the flagship store informed me that the average age for jewellery was about (27+) and mostly engagement rings or presents. Watches on the other hand were mostly popular with a much older age group. And bought as a personal present or a mark of success. Cartier have a few signatures, the main brand colour is a deep red. Often appealing to women between 30-50+. Most adverts are playing on asportation lifestyles, success and happiness.
VI
The Message Using all of the previous research propose a message that will visually communicate to the target audience. As established in previous research I found Cartier do not speak to the youth market. Proposed messages that I want to communicate to my target audience included: • • • • •
We are youth We are of the now We are fun We are fashion We are innovators
In looking for graphic elements that convey these messages I looked at other watchmakers that currently speak to my target audience. One of the most popular brand I found was Swatch. Looking at how swatch covey this message would be key to understanding ways for communicating similar messages.
YOUTH
INNOVATION
FASHION
One main element of the swiss watchmaker Swatch uses is colour. Bright sometimes fluorescent with most watch lines offering many variation. But this would not work for the Cartier brand as it would cheapen the product. For the message to get through to Experiencers they would have to develop a new product/line of watches. Sponsorship of extreme activity events like skiing, snowboarding, surfing. A change to the logo to show Cartier are not afraid to venture into other markets.
NOW
VII
Concepts Initial concepts and their development using methods of thinking, prototyping & testing.
INITAIL IDEAS
BRAND REFRESH To address the main issue that the product (watches) does not appeal to a youth market. A new designs could include bright colour and more of a swiss style face.
DEVELOPEMENT
DESIGN A NEW WATCH OR CHANGE AN EXISTING ONE Looking the enormous watch market I began to think designing a new class would be a huge task.
DEVELOPMENT
DESIGN A NEW LOGO FOR CARTIER Experimenting with different fonts styles and graphic elements to make the brand look and feel more youthful.
RESEARCH
10,000 6,000
18-25yr old
Number of people who live in the United Kingdom & like Cartier on facebook. The youth market counts for 55%. So the brand is well known among that demo graph.
VIII
LOGO TREATMENTS
CARTIER
Different fonts colours and style.
SYMBOLS VISUAL EXPERIMENTS
C
C
BULGARI
EXPERIMENTS
ROLEX
Progressing each idea using the six man methods of thinking.
RESEARCH
HERMÈS
Development
COMPETITION SIZE Studying the size of Cartier with other similar brands showed Rolex with a similar amount of fans (10,000). Where Hermés, another french brand, had (15,000) fans.
INTERVIEW Interviewing an experienced sales executive in Cartier’s flagship store gave insights into who the typical consumer is currently. And also said the brand would like to be popular in every market like most companies!
IX
Final Concepts Initial concepts and their development using methods of thinking, prototyping & testing.
CONCEPT ONE
LOGOS
CONCEPT TWO
TRY IT ON APP
RE-BRAND LOGO
An iPhone application that would take a photo of your wrist then see how it would look on your wrist. Placing the iPhone on your wrist you could swipe across to try on different watches.
Give the Cartier brand a fresh, vibrant, edgy. Without losing the historic values of the brand.
RESEARCH
CONCEPT THREE
NEW TECHNOLOGIC INNOVATION Create a watch that can talk to the internet. Provided another screen for your phone alerts. Connecting the watch to a social network allowing interaction in the real world.
FINAL CONCEPT
FACEBOOK WATCH & LAUNCH EVENT With a brand new product a launch event would signal the start of Cartier’s new found passion for fun, fashion & innovation.
X
Final Outcome Part I : Logo for new line of watches Creating the identity would insure a new audience for the brand. The cross is to represent extreme style simple bold and a cheeky. The Cartier logo its self part obscured show the brand is not afraid to be bold.
XI
LIKE
facebookWATCH
ADD FRIEND
CHECK-IN
LED LIGHTS
BUMP TO
LIKE, ADD A FRIEND OR CHECK-IN
Part II : Facebook BUMP Watch With a simple action called a “bump“, you can like product, check-in or become friends. Simply bump your watch with some ones iPhone or another watch and you will become facebook friends.
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Graphic Design Fundamentals Year 01 FdA DGC Project by Jonathan Blackmore