Plan A. Because there is no Plan B. CLIMATE CHANGE
WASTE
SUSTAINABLE RAW MATERIALS
FAIR PARTNER
HEALTH
THIS IS THE CURRENT PLAN A LOGO:
THE BRIEF
THE CONCEPT
M&S want a visual identity for their Plan A campiagn, that can be applied across a range of media channels in a clear and captivating way. Their customers want helpful advice on how they can start to do the right thing in their own lives, because they want to be included in helping to make a difference. M&S also want these environmentally conscious people to go to them and not their competitors.
We intend to inform, advise and inspire a group of middle aged women, who want to be more eco-friendly in their own lives. We want to show how they can make a difference, through them realising the effects of their efforts, and by explaining how they can make a change. We have incorporated the 5 pillars into our design work, as they are such an important part of Plan A.
At the heart of Plan A are the 5 pillars of Climate Change, Waste, Sustainable Raw Materials, Fair Partner, and Health. M&S are working with their customers and their suppliers to help combat them, by setting up 100 commitments to change the way they do business.
This brief was a collaboration between Maya Srivastava and I. These boards show my contribution towards the development of our design work and the final resolutions we produced.
Kirsty Hair OUGD203 YCN - Plan A
Plan A Plan A
Plan A
LOGO DEVELOPMENT I had to consider a few things when designing the logo. It needs to represent Plan A, therefore needs to be recognised as a scheme to help the environment, and be associated with team effort. It needs to be evocative and should inspire people and make them want to get involved and find out more. It needs to be kept simple and yet clear, yet engaging and memorable. To keep the association with M&S I used the their corporate colour scheme, which seems to work well with the ‘ecofriendly’ theme. The logo is based on a Helvetica, bold, uppercase ‘A’. The counter has been altered to make it look like a tree. This combination of type and image is intended to evoke ideas of sustainability and the environment, through recognising it as Plan A. The accompanying type is Helvetica light, in a darker green to help it stand out.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Pantone 382C C- 49 M- 22 Y- 93 K- 7 Kirsty Hair OUGD203 YCN - Plan A
IN STORE INFORMATION LEAFLET This concertina leaflet, contains information about Plan A and the pledges that the customer can take, which are each categorised under the five pillars of Plan A. I chose a concertina fold, as it allows the customer to open it out and interact with it, with the pledges laid out clearly. The pledges have a star rating for difficulty: 1 being easy, 2 being moderate, and 3 challenging. A perforated coupon on the back of the leaflet gets the customer a free Bag for Life, as an incentive to help them take their first pledge. The size of the leaflet is 594mm x 140mm, and would be printed double sided on recycled paper, using eco-friendly inks. This size allows three leaflet to be printed on an A2 sheet, reducing printing costs and paper waste.
Kirsty Hair OUGD203 YCN - Plan A
M&S STORE WINDOW DISPLAY The window display alerts passer-bys to the Plan A scheme, and to some of the pledges. It is intended to intrigue people and offers them a chance to find out more in store. Each image, that would be suspended serperately, represents one of the five pillars and has an accompanying pledge. The logo and other information would be printed onto the brown backdrop, which brings a recycle feel to the scheme.
Kirsty Hair OUGD203 YCN - Plan A
OTHER FINAL RESOLUTIONS Here is the rest of final resolutions produced mainly by Maya. Our complete range include the logo, the instore leaflet, billboards, store window display and Bags for Life. The billboards are a set of five, and each represents one of the five pillars of Plan. The aim of the billboards is to raise awareness of Plan A and the challenge it faces. They also lead people to the M&S store if they want to find out more about Plan A. The images are the same as used in the information leaflet. The Bags for Life, are the first step in people making an ecofriendly change. They are a set of five, and each represent one of the five pillars of Plan A. The image on one side reflects the accompanying pledge on the reverse. They also help publicise Plan A when they are in use. We feel there is a consitency across our range of resolutions, and the visual identity works well in representing Plan A.
Kirsty Hair OUGD203 YCN - Plan A