OUGD603 - Brief 7: YCN Syfy
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Emily Lodge
Brief
Audience & Tone of Voice
Deliverables
The brief is to get the target audience engaged with Syfy through the clear passion for the sci-fi genre, not just the channels own programming.
The audience is those who already watch the Syfy channel, as well as those who know about the channel, but do not watch it. The intention of this brief is to get those people enjoying Syfy and what is has to offer with its passion for sci-fi. The tone of voice is friendly and inviting.
Branding & Identity Printed Collateral Promotional Material & Proposals Proposed App Proposed Website Proposed Interior & Wayfinding
‘One Small Step...’ is a weekend long sci-fi convention running at the QEII Centre, London to bridge the gap between Syfy and their audience, creating an interactive and exciting environment for all sci-fi lovers.
OUGD603 - Brief 7: YCN Syfy
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Subject Research Research shows that while the target audience knows about the Syfy channel, they are not tuning in to watch what it has to offer. This is due to the programming now available on other channels and online, which is of the same or similar genre. Sci-fi fans are interested in channels which are truely passionate about the genre and are not bias.
Creating engagement in the brand is what is needed to keeping a consistent and strong audience. Important sci-fi moments, films and TV shows should be celebrated and continuously supported to show a clear passion for the genre. Showing this passion openly and consistently is what will keep the audience interested and willing to engage with the brand over others as it shows that the audience and their views are important to the brand.
Emily Lodge
OUGD603 - Brief 7: YCN Syfy
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Emily Lodge
Headings & Body Copy PT Sans Bold
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Concept & Identity Linking to the idea of passion for sci-fi and what makes it great, the monumental moments of sci-fi fiction and non-fiction have been considered. One of the greatest sci-fi moments ever was the moon landing for its huge leap forward for mankind. This moment inspired a generation, and also created one of the most memorable quotes of all time.
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This quote - ‘One small step for man. One giant leap for mankind’ is the inspiration to the concept for this convention and its name. It also plays on the idea of how one small moment can make such a big impact - much what this convention is about in aiming to get the audience involved with the Syfy brand and channel. Associating with something so monumental in history shows a clear appreciation for all sci-fi, whether it is real or created.
The primary colour for the convention is the deep red, with a supporting colour in the Syfy purple which is used for imagery across the identity. As well as these, black, white and two greys have been used across the printed and digital outcomes. PT Sans Bold has been used across all material as it is similar to the bespoke Syfy typeface. Gotham Bold has been used for the tagline.
OUGD603 - Brief 7: YCN Syfy
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Convention Events The convention is built up of a number of events, exhibitions and workshops that will run throughout the weekend. With numerous guests from sci-fi greats such as Alien and Firefly, to more recent shows like Continuum, there is an array of opportunities for sci-fi fans to meet, ask questions and get involved with the shows and their cast and crew. Events include Cast Panels, Spotlights, Signings, Exclusive Previews and Behind The Scenes Previews.
As well as these, there are a number of other events. An interactive event for those who attend is the ‘Fan Voted’ - a series of films/TV Episodes all voted for by the public. There is also a number of exhibitions on show, with a special exhibition into the works of Ralph McQuarrie. More interactive events running include a variety of workshops throughout the days, and continuous sessions of live gaming of past and present sci-fi video games.
Emily Lodge
OUGD603 - Brief 7: YCN Syfy
Website The immediate link between the audience and convention is on the Syfy website where there is a portal to the convention. This is where users are able to purchase their tickets, see the schedule and get all the information they need to be able to plan their trip and book places into workshops and limited events. This is also where users can vote on the ‘Fan Voted’ showings and take part in competitions to win a place and VIP access to limited events.
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Emily Lodge
OUGD603 - Brief 7: YCN Syfy
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Photo Collateral When arriving at the convention a goody bag will be received. This contains all the information needed for the weekend, promotions for exhibitions and a variety of freebies, such as posters and sci-fi quote coasters. As well as the goody bag, there are a variety of material which can be purchased or picked up across the convention.
There is an Event Planner, which allows the holder to to look through the schedule and create their own plan for the weekend. A venue floor plan map is also be given for ease of access. Printed material that can be picked up around the convention include booklets for each of the exhibitions, detailing the featured items and surrounding context. There is a number of Ralph McQuarrie limited prints available to purchase from that exhibition.
Emily Lodge
OUGD603 - Brief 7: YCN Syfy
App Along with the printed material given, those who attend the convention have the option to download the App. This App allows them to view all the content digitally and create their weekend schedule. Events can be added and deleted from their schedule easily, with clear times shown for every event, and a floor plan map to aid in way finding. There is also options to set reminders and view live feeds of other events they are unable to attend.
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Emily Lodge
OUGD603 - Brief 7: YCN Syfy
Way Finding A variety of way finding will be throughout the convention. These mainly consist of printed material giving directions, however there is also prints of the convention identity and famous sci-fi quotes. This is to create a fully consistent environment around the venue. Arrows and floor paths are utilised to help people get around the venue, with large numbers on each of the floors to help show exactly where they are.
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Emily Lodge
OUGD603 - Brief 7: YCN Syfy
Promotion To promote the convention a large scale media campaign will be used around cities, supporting the online presence. These play on the concept for the convention in the use of imagery and text, presented in a clear and simple way to really put the message across to the viewers quickly and simply.
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Emily Lodge