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Re Written Brief_
Deliverables:
The Brief: Channel X "We are an international Tv brand. We love our Drama, reality tv, soaps. We commission gutsy programmes and blend cool drama with our own lifestyles. We segue effortlessly from escapist to gritty to humanitarian, to sensational." "The picture is fantastic, what is missing is the frame. We need and identity that stands out amongst the avalanche of brands, movies, adverts, sponsors and TV shows that are all screaming for attention." "We need to build a bold brand, to forge emotional connections with our audiences_ to be open and compelling. rooted in truth and effect we want to be memorable. be a challenger and express a clear point of view. We need o be more than expected_ not just another channel"
Background: Look into existing branding Look into existing work that has been created for competitors Look at what already exists Look into what interests the target audience What medias will be most effective for delivery Times for advertisement
Target audience: Our audience _Love being entertained _ Are not affluent but have sophisticated spending and tastes _ Are articulate but not necessarily university educated _ Are between 16_45 _ With a slight male bias _ Including young parents
Develop a brand identity, aesthetic and creative direction of the channel Create a company name Logo design that represents the channel, it can be live action, animation based and it needs to have a bold strong attitude. that feels alive. this must be branded across all print and web based products.
Mandatory Requirements: Whether you take an animation, live action or print based approach, you must develop and produce a set of design guidelines for use of the identity/logo. as well as being a standard requirement this should reflect your layout and typographic abilities, it must express clear typographic control of the navigation of the information content. this will usually be read as a pdf on screen but can be proffesionally displayed via ISSUE
Tone of voice: I intend on making the campaign have a humours feel, however the tone could be varied for different programmes that are shown on the channel. The tone of voice will depend entirely on the ad, i must create a range that appeals to the whole range of ages within my audience:
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Research into competitors_
To gain a general direction i decided to look at my competitors, i analysed what specific aspects of each brand stood out or related to what i was creating.
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I also looked into the usability of all the on demand sites and again assessing the design choices so i can create a web design that is fully effective and the most usafriendly in the market.
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Creation of Logo_ Colour Choice_ This was a big decision as its the colours of the brand that will relate to the audience_ I chose Modern vibrant colours that relate to both sexes this relates to the content of the channel_ Modern and youthful.
Name_ based around 20/20 Vision the name reflects the highest quality in sight.
Dots_ This is based around what occours when a camera lense focuses on a subject. This is a relation to my web design Idea of focusing in.
The Concept_ The design itself uses the selected colour sceme as dots to represent seperate themes of the channel_ Representing the content of the cannel for example_
Series_ Documentarys_ Design For Print and Web_
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Film_
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Web Design Concept_
The idea is fullybased around usability, as i have learnt from primary research and personal experience, this is not the case with the ondemand site o today.
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Minimalising Confusion_ Each genre is represented by a colour, the colours work as a filter system, this is shown below. Leaving only the relevant material the allows the viewer to avoid looking through pointles material.
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Print Based Brianding_ The brand was then extended into Print based designs these would not only be used to advertise and promote the brand
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Stock Conciderations_ I was not happy with the stock so i have selected 2 stocks from Fedrigoni papers to show what i would use.
This would be sent out to client, viewers. Trget Market our whole audience the Branding works as one and i feel stands out amoungst my competitors.
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Advertising_
Moving Projection & Ads In terms of the advertising i wanted to apply somthing new to my brand_
In terms of Ads i have decided to keep it simple. This not only runs along with my branding, But i feel it would work best.
Projection_ This is applied in context in the city and would be shown from 4pm to 9pm targeting work leavers.
_Famous scene in blackand white, as tention builds. the logo then comes through over the top of the image.
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