March 2012 Chloe Ackroyd – Marketing Officer chloe.ackroyd@leeds-art.ac.uk 0113 202 8044 Prospectus Design Brief To design a prospectus for Leeds College of Art 2013-14, and to retain a combined Higher Education & Further Education document. Background Each year Leeds College of Art creates one full-time prospectus which is a promotional brochure for both further education and higher education courses. The College has recently transferred from a further education institution to a higher education institution. This means there has been a shift in funding, stakeholder priorities and competitors, therefore the design and style of the prospectus needs to represent and promote the College for a more competitive higher education environment. Approximately 25,000 copies are produced each year and distributed to - schools and colleges/ carers and parents/ careers and community centres/ information centres/ art galleries/ craft centres/prospective students and to individuals who request them. The prospectus is the main printed information resource for courses. Consequently it is heavily used as a reference tool within the College by staff members and by external careers advisors. Tone of Voice • It should be professional, considered, and innovative whilst portraying the College as a leader in art, design, media and communications education. Mandatory Requirements • Design for (approx.) 144 page prospectus Further design will be required for the following (at a later stage in the year) • Open Day Promotion • Backdrop design for UCAS fair Deliverables for submission • We’d like to you submit: 1. Your portfolio 2. Front and back cover design/s 3. Double page spread for the BA (Hons) Printed Textiles & Surface Pattern Design (pg 62 & 63*) 4. Double page spread of Entry Requirements (pg 122 &123*) 5. Creative costs for the job as described as follows: To re-design final artwork of the Prospectus, five sets of amends (including minor copy changes), to include supply of PDFs and any additional costs involved. Photography, copy and a timing plan will be supplied by the College. Please detail costs so that we can see how they breakdown in terms of approximate anticipated time for the job All submissions must be prepared on A2 boards. Deadlines st
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- Submission date Tuesday 1 May, (4pm in the Marketing Office, 1 floor, Blenheim Walk) - Three candidates will be chosen and informed from those submitted rd - Prospectus Pitch - Three chosen designers present their proposed designs to panel of College staff, on 3 May (PM) th - Successful designer will be informed week commencing 7 May - Prospectus goes to print August 2012 - Designer must be available during the summer months to work Supporting information, brand guidelines and logos can be sent if you’re interested in this brief. Please contact Chloe Ackroyd from the Marketing Department on 0113 202 8044, chloe.ackroyd@leeds-art.ac.uk or call into the marketing department at Blenheim Walk. *Pages reference our current prospectus 2012-13
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Supporting Information
Key Messages/Values & Perception • Leeds College of Art is one of only a few independent, and specialist higher education art colleges in the UK • The College offers nine degree courses and four further education courses from Fine Art, Digital Film, Games & Animation to Fashion including a variety of short courses. • Over the last 160 years Leeds College of Art has contributed significantly to art education and continues to do so • Leeds College of art nurtures creativity, students are part of an inspiring creative community • Leeds is an exciting, developing city • Studying at Leeds College of Art sets you up for a successful, exciting future. Courses are geared towards finding employment during study and when students graduate • The College is a specialist independent art college with an excellent reputation and a highly creative environment • Open, friendly and personal • Alumni including Henry Moore, Barbara Hepworth, Damien Hirst, Marcus Harvey, Danny Sangra, Joash Woodrow. • Sense of fun, excitement and quirky nature alongside a history combined with the contemporary, reflected through the older Vernon Street building and the newer Blenheim Walk building. Primary Audience Prospective applicants- largely aged 15-18, who are thinking about college/university and where they would like to study in their next academic year. Prospective applicants aged 18+ - the College also runs a small amount of courses and short courses for adults and teenagers, those interested in these courses may be seeking a qualification or a change in career and may be unemployed. Secondary Audience Parents- they may have a huge influence on prospective applicants, as many of the applicants are very young and parents invest heavily in their education,(especially now tuition fees have increased) Staff- the prospectus is the only printed summary of the courses available, and is heavily used as a reference tool. Existing students- to showcase their work and their college Other art organisations- local and regional Universities and colleges Local Community Visitors Board of Governors Friends and Business associates of the College Concept/Ideas Please consider and reflect these words in your concepts and ideas: Friendly, creative, vibrant, specialist, independent, academic, energetic, distinctive, unique, innovative, quality, relevant, contemporary, committed, challenging, rewarding, sophisticated and dynamic Content and Style All copy must be clear and easy to read. We want to maintain our ‘grown up’ tone. We are a College that has to reflect an academic tone to compete with universities for Higher Education students and Colleges/Schools for Further Education students. We would keep our tone friendly and personal wherever possible. Therefore jargon and educational language should only be used where necessary for accuracy. We recommend designers look at past College prospectuses to gain knowledge and tone of outcome. These are available upon request from the Marketing department. Photography This year a professional photographer will be selected by the College to produce photographs of students work and the College environment. It will be necessary for the designers to liaise and work with the photographer to achieve the agreed photographs and a couple of days will need to be spend working with the photographer to achieve this. Print and postage This is always a large outlay and recommendations on how to reduce outgoings without compromising quality are valued. 10,000 are sent to a mailing house for the initial bulk mailing and the remainder are distributed either direct through the College mailing system, to visitors to the College or handed out at UCAS fairs. Layout & Navigation A good mix of imagery and text means that the prospectus is easy and enjoyable to read. Being able to go straight to the information that is needed rather than wading through lots of irrelevant text is important. There is scope to suggest improved ways of presenting information and the flow of content and pagination.
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Brand Guidelines
Logo The College mosaic logo should be used and guidelines will be supplied. The logo may feature on the front or back of the prospectus but the name should feature on the front cover. The mosaic logo should feature somewhere within the introductory section. The College name and year should also run down the spine of the prospectus as it currently does. Font Helvetica should be used for body copy and an additional font of your choice may be used throughout for titles and/or headings. Colour The College prospectus in previous years has adopted different colour palettes of approximately 5 colours. We are open to suggestions in use of colour. We’d recommend that a palette be chosen and a theme continued throughout the prospectus. Colours must be replicated in CMYK to ensure consistency throughout potential future promotional material. Paper Stock 100% recycled paper uncoated stock will be used for printing purposes. Please bear in mind that this paper stock is usually quite porous, therefore ink absorbs easily into it and colour isn’t usually as rich. Size 200mm by 200mm. Style It should be innovative, professional and considered whilst portraying the College as a leader in art, design, media and communications education. Approval process All candidate submissions will be reviewed. A selection of three successful candidates will then be chosen to go through to pitch presentation, where you’ll be asked to pitch your prospectus design proposals, prepared design boards, ideas and costing to a group of management staff. Selection will be based firstly on your portfolio/ideas and secondly on costs. Submissions Visual concepts must be submitted as hard copies on A2 presentation boards to a level that clearly demonstrates your ideas with brief notes if needed to explain detail and finishes etc. All pieces should be clearly marked with your name, contact st number and email address and brought to the Marketing department on the 1 floor in the Blenheim Walk building. Students are permitted to enter as many concepts as they wish, though each should be clearly labelled as a separate entry. N.B; Please note, no CDs or digital files will be accepted.
Inclusion Criteria Designers need only apply if they haveGraduated from Leeds College of Art within the last 2 years; 2010 or 2011. Expected to graduate from Leeds College of Art summer 2012
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