Samantha Walker
OUGD503
CONCEPT DEVELOPMENT & LOGO
I worked with Mellissa Gater to complete the YCN Morrisons brief as part of the collaborative practise. After spending some time analysning the brief we each came up with initial concepts. After discussing all our potential concepts we deicded to develop one of the initial concepts I brought to the meeting based on the gameshow Supermarket Sweep. After discussing this further we finalised our concept and named it The Secret Sweep. We agreed that we would produce a points card and the aim would be for customers to find hidden items around the store, that would be marked with stickers, and these would give the customer points which would lead to prizes. We got to this stage pretty quickly which meant we could get started on the design at an early stage.
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We knew we needed to create an identity for this in store innovation and so we each drew up some logos and from these we decided to go with one that I had brought to the meeting and so we digitalised this. However, this changed after the final crit as we realised we needed to change our design as it looked unprofessional. To do this we created a pattern from the trolley vector and so we needed to revert back to another of my original designs and instead include the magnifying glass in the logo.
Samantha Walker
OUGD503
CHANGING DESIGN
Following the final crit we decided to revisit our designs as we felt the aesthetic we had been using was giving an unprofessional and cheap look and wasn’t communicating in the way we wanted it to. We wanted the design to be more sophisticated and we both agreed that to do this we needed to reduce the amount of yellow and include more of a consistent feature, other than the dots. To resolve the issue we used the dark green as the feature colour and created a pattern from the trolley illustration. Although we were really pleased with the pattern and how this improved the design we then needed to change the logo as there were too many trolleys and we didn’t feel it communicated the idea of hidden items.
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Samantha Walker
OUGD503
INFORMATION LEAFLET & CARD
HOW IT WORKS
Look for items in store with The Secret Sweep stickers on, these items mean points and points add up to prizes.
Each item you find gives you 5 points and you will receive a prize with every 15 points. These vary from tote-bags and trolley tokens, to vouchers to spend in store.
Keep an eye out for the Super Secret Sweep Item which will give you a ÂŁ50 voucher to spend in store. One item will be placed in each Morrisons store each month. Use your personal points card to hold and collect your points. This will be swiped at the till if you have found any secret items.
Check how many points you have at any time online at morrisons.com/thesecretsweep or download The Secret Sweep app for free! You can also ask any check-out operator to check your balance in store.
One of my design roles was to design the card itself in addition to the information leaflet. The information leaflet needed to explain what The Secret Sweep was all about but to ensure customers would want to read this information I kept it as simple as possible and included simple, vector illustrations with the points.
Start your sweep today and collect your points on this card.
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Samantha Walker
OUGD503
WEBSITE & APP
For quick access to their points customers can visit the Secret Sweep section on the existing Morrisons website or download the app which will tell them their existing points balance in addition to what they can currently redeem their points for. Mel and I decided that it was best for one person to design both the website and app as these would be very similar in design. This was one of my roles and the final products are the ones I am most proud of.
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Samantha Walker
OUGD503
PHOTOGRAPHING IN STORE
We wanted our design boards to show the concept as clearly as possible and so we took advantage of the fact that I work in a Morrisons store and sought out permission to go and take photographs of products with the stickers on and the leaflet around the store. These photographs show the concept well and really assisted the way the boards communicated.
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Samantha Walker
OUGD503
FINAL PRODUCTS
On completion of the brief we had managed to design the information leaflet and points card, a section of the existing Morrisons website and an app in addition to the identification stickers and designing and proposing potential prizes and in store promotions. This wide range of products ensured our concept was clearly communicated to YCN.
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