MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: FA Learning
Module Leader/Tutors: Amber Smith,
Collab w / Uniform Design Agency
Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context Uniform are a Brand & Communications Agency based in Liverpool who are looking to set up an ongoing Brief with myself as part of an ongoing Internship before I graduate on the course. Uniform deal with various clients, some of which are on an ongoing and returning contract and client list. I will be closely working with Uniform, meeting up regularly for Idea Generation and Critique Sessions. The Fa Learning are looking to get more people into onto the Licensed Coaching Pathway to encourage Fair and Professional Play from Professional Level all the way down the Grassroots. A Brand Campaign needs to be applied and directed at a target audience to encourage this.
Brief The FA Learning Brand are looking for a new brand campaign to help encourage members of the British public to get into official licensed coaching. That could be people who have not considered the thought before, but are interested. It could be people who manage their child’s football team as a bit of fun, or the person who manages and captains their Sunday league team. As well as this, the current FA Learning Brand and Sub-Brands need serious treatment in order for it to work long term. This will be a brand identity, based off their current logos which will be applied across type, layout colour and hierarchy, in order to produce a consistent and structured set of guidelines that the FA can work with on a much more longer term plan that will make sense to both the audience and themselves.
Preparation/Research suggestions Consider Audience. What kind of people are we targeting? Football Lovers. Where would be the best place to target these people? Think about Format and Position. Beer Mats? As a quick and obvious example. Web Banners on Sport Pages is another Idea? Research into The Target Audience Specifically as well as extensive Research into the existing FA Learning Brand. What are it’s problems? Why isn’t it working as it is?
Evidence – for this project students should submit A Brand and Promotional Campaign for the FA Learning, FA Licensed Coaching Club and ST Georges Park. This will be in the form of Promo material both Web and Print Based and possibly Guerrilla Advertising. A Revised Brand Guideline Booklet will also be produced.
Briefing: Monday 30/09/2013
Deadline: Thursday 22/05/2014