Brief #03 — Design Something More
Rinesh Mistry
Context
Design Something More are a multi-discipline design studio who believe every brand should be a wonderful experience. DSM are a new studio who have opened in Munroe House in Leeds.
OUGD603
Brief
Brands are an opportunity to make our lives better. They can turn the everyday and mundane into wonderful experiences. They can raise our awareness of things we didn’t care about before. They can change our behaviour and inspire us to look the world differently. Brands shouldn’t exist just to sell us more stuff. They need to do better. They need to care about us and the society we live in.
Target Audience
#01
The target audience for this brief are 30+ Descendants of elderly parents who are of or approaching retirement age. In addition to this the elderly citizens themselves would be included in the target audience as well. Re·Treat is mainly aimed at wealthier bracket of UK elderly citizens.
Extended Practice Submission
The brief was to rebrand and rethink the brands of today which are bad. We were each given a business to rebrand which we picked out of a hat. There was a selection of 6 in total. I had randomly selected care homes. ‘We want you to rethink the brands of today to make them better. You have been given a specific theme – you need to create a brand for it. Ask how it can be better. How do you feel about your theme? Here’s your opportunity to do something about it.’
Deliverables
1 x PDF Presentation of Concept and & Rebrand
Brief #03 — Design Something More
Rinesh Mistry
OUGD603
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Research
For this brief there were numerous elements that required research, ranging from existing care homes across the UK, exotic locations which are popular retirement destinations in addition to some contextual research into branding.
2 - Locations
Extended Practice Submission
I aimed to choose a location which was suitable for elderly people who had lived most of their lives in the UK, along with finding a location which was suitable for the type of retirement resort I had in mind. Barbados was found to be one of the top 10 retirement locations for Britons. This was due to the fact that there are over 27000 british residents already residing there. English is the one of the main spoken languages in Barbados therefore any issues of language barriers would not be an issue.
1 - Care Homes
Looking at existing care homes across the UK, focusing on higher end and premium homes I found that majority of them were offering a more homely experience as opposed to a more luxury or high end experience. This was something which I was aiming to address as a niche in the market.
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3 - Branding
Contextual research into branding was essential with it being a branding and concept generation brief. Majority of the research that I looked into was logo-mark and iconography. I had planned to design a logo which was fairly typographic and icon based.
Brief #03 — Design Something More
Rinesh Mistry
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Concept
The concept behind Re·Treat is an exotic care home that specialises in providing the best possible services within a care home environment. Re·Treat is known for its state of the art facilities in healthcare, relaxation, recreational and gastronomic services. Re·Treat are passionate about what they do and make sure that your loved ones are in the best of care - We Care, Because You Care. The name is derived from the idea of being able to ‘re-treat’ yourself in the last few years of your life, which also further emphasises the fact that the care home is not located within the UK but is exclusive for UK residents.
#03
OUGD603
Extended Practice Submission
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4 - Development & Variations
I had tried a variation of logo-marks and icons which combined the main points which Re·Treat aims to provide for its residents : Staff which are passionate about what they do The best medical services Location which is ideal Good food Along with a primary logo and icon, a slogan was something else which I had done some variations of, trying various serif fonts as I was aiming to further push the premium and high end aesthetics and ethos of the brand.
Brief #03 — Design Something More
Rinesh Mistry
OUGD603
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5 - Final Deliverables
#04
The final deliverables for this brief consisted mainly of imagery that was used within the presentation along with the presentation itself and a few mocks up of a website, staff uniforms, corporate branding and a mobile website.
Extended Practice Submission