Reviewing Briefs Klaudia Cios
Live Briefs I
n this brief, we had a possibility of choosing the brief, from the range of briefs from the two different competitions for students- YCN and ISTD.
Y
CN had a really huge range of briefs to choose from, and many of them where for the leading brands, such as Yorkshire Tea, GAP or J2O.
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he ISTD had only 4 different briefs, which are however still really interesting. The other thing is that the briefs within this company are mostly focusing on typography, rather than on branding or advertisement. The typeface needs to be a queen here.
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here were a lot of briefs that interested me, but it’s mostly because they had a good topics and recognisable brands.
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or the ISTD, I liked all of the briefs, because they were mainly focusing on producing a typography piece, and this is something I enjoy doing. The briefs themselves seemed interesting as well, and connecting it with typography only made it better.
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he YCN had much more briefs available, and I have to say that not all of them were interesting for me, however there also were lots I liked; Whistles, Save the Children, Gap, Taylor’s Coffee, L’Oreal, Yorkshire Tea and Pan Macmillan.
Whistles T
he aim of this brief is to design the concept and the campaign for the first Whistles perfume. Because this is a first ever perfume by Whistles, it is a big opportunity to make yourself visible in the industry, as the campaign introducing a new product is always remember-able.
“Whistles is a leading British contemporary fashion brand that encapsulates an intelligent sense of design with timeless and luxurious pieces. Our collections are modern and laid back with an attention to detail and quality.�
My Ideas 1
. The fairytale style background, and the beautiful princess at the front, leaving stardust everywhere she goes (perfume imitation). The whole thing designed in a delicate style.
Advantages • It might create a elegant and posh overview
“You wanna smell like a real princess? Try Whistles”
• It would create a posh and . A beautiful and posh woman walks through expensive overview the streets of London, and everyone are • Might be very stylish piece turning around to look at her, after smelling the of work. Whistles in the air.
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“Whistles sings to people like a nightingale”
Disadvantages • The final thing might turn out, looking like it’s a perfume for children, instead for independent and professional woman
• To get the best possible result, it would require to create an animation/video, and I prefer to focus on still graphics.
Save the Children T
he aim of this brief is to inspire and motivate dads to read to their children. As short time as 15 minutes a day can make a bog difference. If the dads don’t read to their children it’s probably because they too busy at work, or just too lazy to care, and the campaign need to be very emotional to change it.
“On the 8th September 2014, Save the Children launched its most ambitious UK-wide campaign – ‘Read On. Get On.’ – focused on getting all children reading well (reading well meaning reading book such as Treasure Island or Harry Potter) by the age of 11.”
My Ideas
Advantages
Disadvantages
1
• It is possible to create a still • The idea might be too simi. Father looking at his 5 years old son, and looks back at his own life- how he didn’t care graphic version of his idea lar to the original campaign advert. at school and became a father in age of 17. He • It would be better as an thinks of how hard his life has been since thenanimation/video- it would be easier people rejecting his job application, even in the to express the emotions involved worst kind of jobs; how his family is struggling in it. because of him. Then he thinks of his son’s grades and progress at school, and seeing that his son follows the same path in his life as he did. “Start read, and make a difference for your child”
• Create a positive image in. Father reading to his kids as a family trastead of negative would be somedition, and one of the best memories of your thing different childhood. The memory of you sitting with your Will encourage people from father, covered in blanket, next to the fire place • all background to read for their (this will create a warm family atmosphere). Maybe eve creating a photo album of each gen- children, not only from the poor eration father reading to his child. ones
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• Might not get to the centre of the problem
L’Oreal T
he aim of this brief is to raise awareness and popularity of the L’Oreal professional salon products, between regular consumers. L’Oreal is a well known brand, which already has lots of loyal customers who trust this brawnd. This makes the brief easier because we only need to introduce the professional salon products to them.
“L’Oréal is well-known for its cosmetic and beauty products the world over. However, our L’Oréal Professional Products Division – which provides products for the professional beauty market – is less well known. This product range encompasses hair, nail and skincare across 10 brands: L’Oréal Professionnel, Kérastase, Shu Uemura, Redken, Pureology, Matrix, Mizani, Essie, Décleor and Carita.”
My Ideas 1
. An ordinary, average looking woman, starts using the L’Oreal Salon Professional products, and transfers into a completely different person. “This is how much the change of the hair products can
•
Advantages
Disadvantages
The life changing feeling
• Best result would require creating an animation/video, and I prefer to focus on still graphics.
change”
2
. A woman feeling special and amazing everyday, with her hair having a salon look every day, with the L’Oreal Professional Salon products. “Feel like after a visit in hairdresser, every day!”
• Some woman are searching • Hard to visualize for solution to have their hair have • Probably would require doing a salon look, everyday an animation/ video for best result • Sound like a trivial solution
Taboo T
he brief asks you to design a typographic work, which explores the word “Taboo”. This brief is interesting for me because it mainly focuses on the typography, and it’s also pretty open, as there are lots of possibilities how to explore the word “Taboo”
“A taboo is a vehement prohibition of an action based on the belief that such behaviour is either too sacred or too accursed for ordinary individuals to undertake, under threat of supernatural punishment. Taboos are present in virtually all societies.”
My Ideas 1
. Look into different taboo topics, and choose 1 or 2 which I;m going to focus on, and create images based on them, as the background to the typography.
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. Show a forbidden situations as a background for the taboo typography.
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. Create a series of posters/ stickers as a spread around campaign, to raise awareness of the taboos.
Advantages
Disadvantages
• Full-filing the part of brief • about a deep research • Adding a background image would make it more interesting, as there would be something more than just typography
Might be too much
• Would make the peace to stand out, and be noticed • Stickers- an interesting and different way to spread it around • Posters- bigger format
• •
Stickers- small format Posters- bit borring
Design Museum T
he brief aims t produce a new typo/ graphic identity of the museum. This means they want something completely new, and doesn’t need to fit to their previous styles. This brief is probably the most open brief from all I’ve read, because it’s purely about the design.
“The Design Museum is known internationally as a champion for architectural, fashion, graphic, industrial and product design. Founded in 1989 as a charity and based on the banks of the river Thames in London, it exists to help everyone understand the value of design.”
My Ideas I
don’t have a particular idea of what to do for this brief, but I think this brief is not about the actual idea, but about the good and unique design.
I
f I decide to do this brief I would try to create something modern and stylish, as this is what about this museum actually is.
40 Milestone T
he brief aims to create a design honouring the 40th anniversary of International Society of Typographic Designers. They also mention that we might want to use a subject or a person who was significant for a several years..
“The ISTD Student Assessment Scheme has reached a milestone this year; the education activity of the society has been in existence since 1975. We are now turning 40, a significant milestone.�
My Ideas 1
. The 40 years historical timeline- showing the big events, the progress and the change of style.
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. Creating 40 milestones- each of them in the different typography, somehow representing each year.
3
. Iconography to represent each milestoneshowing the big event, or someone important for the organization in that year.
Advantages
Disadvantages
• The work would need to be very consistent, but the outcome might be interesting •
Challenging idea
• Would require 40 different typographies and not enough time, so they might not be on a high standard
D
eciding n the brief was a hard jobs, as I had so many ideas for different briefs- there were ones I liked better and one I liked less. There was many reason why I chosen taboo. I liked the ideas I had for it, but there were few which I might liked more.
Choosing Taboo
ne of the reasons that I chosen TABOO was because it was a part of ISTD brief, and I wanted my brief to content typography. However the main reason why I chosen taboo, is because I didn’t want to do another pretty design that everyone would like- I wanted to do something that STAND OUT, something what you see on the street you won’t walk past. Something what’s going to MAKE YOU STOP and LOOK.
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