BRIEF_12_end of year show

RATIONALE:

SUZANNE MOORE

PICTURES OF LEEDS COLLEGE OF ARt

BRIEF:

AUDIENCE:

RANGE:

Create a promotional campaign for the end of year show for Leeds College of Art. The campaign will be for both the Bleniem Walk show and Vernon Street show. It should represent the students and showcase the show in a positive, enticing way.

The audience for this brief will be both male and female ages ranging from 15 - 75. It must appeal to enrolled students, graduating students and perspective students. The audience will also span to parents, grandparents and other relatives of people involved in the show. The audience may also be professionals from the art and design world.

The range for this brief will be: Posters, private invites, online promotion, printed adverts, programmes, way finding and flyers.

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CONTEXT/PURPOSE

SUZANNE MOORE

PURPOSE:

CONTEXT:

LCA EOYS:

OTHER EOYS:

The purpose of this brief is to advertise and promote the end of year show for Leeds college of art. It must show the university and their students in a positive way and work as both a celebration of the students and as a way of advertising the college and coursed to perspective students.

The promotional material that is created for this brief will be seen predominantly in Leeds and around Leeds in a range of formats. The online promotion will be seen on a larger scale and may appeal to students who are not from around Leeds the work will also be viewed at the actually colleges of Leeds college of art.

To gain a better understanding into what has been done before at Leeds College of Art end of year show we have researched into previous pitches successful and unsuccessful to see what has worked and not worked and why. This has helped as we now know which directions of the end of year show work most successfully.

We have also researched into the ‘competition’, meaning we have looked into other Art schools end of year show campaigns. It has been really good to discover what other art schools do differently when it comes to the end of year show and it has highlighted beneficial things such as human interaction that Leeds college of Art has not used before.

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CONCEPT:

SUZANNE MOORE

OUT WITH A BANG IT STARTS HERE.

OUT WITH A BANG: The concept we have developed is based on the phrase ‘out with a bang’. This communicates that all of the studies have reached their climatic ending, and the sense of spectacle the show will deliver. We have followed up with a tag line ‘it starts here’ as this is the end of education but it is just the beginning for all graduates.

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RESEARCH:

SUZANNE MOORE

BALLOONS: For the Out With A Bang concept we have decided that the visuals will involve use of a balloon, as we feel is a strong and positive symbol for a ‘bang’ effect.

We have researched into visuals of balloons in use as promotional items so that we can gain a better understanding into how they can be used.

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CONCEPT DEVELOPMENT:

SUZANNE MOORE

BRANDING:

BALLOON:

Proxima Nova Bold is the typeface we have chosen to use in the end of year show as it is a very clear typeface and we feel the boldness represents the concept of ‘Out With A Bang’ well as it is a strong message and a strong typeface. We will be using the college brand guideline colours so that the college branding works with the end of year show.

To represent the visuals for Out With a Bang we have decided to use playful, impactful imagery of a balloon being popped, creating a sense of excitement about the show. The popped balloon demonstrates a release of tension after everyone’s hard work, of the work itself and of students into the industry. We created the visuals by filling a balloon with powder and filming it

being popped using a slow motion camera that takes high quality fast stills that we can then export as either a moving or still image. For this proposal we will be using the images we have generated from this experiment for mocking up purposes. If we were to win the pitch we would use colours that would fit with the brand guidelines and would not be so dull.

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FINAL OUTCOME:

SUZANNE MOORE

VIDEO: Above is still from the short teaser film for the end of year show. This short film will show the slow motion balloon popping and a list of all the contributing courses who are exhibiting. It is a very dramatic and exciting teaser which will in turn get people excited about the work that is going to be shown at the end of year show.

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FINAL OUTCOME:

SUZANNE MOORE

POSTERS: There will be two versions of the promotional poster.

We feel that by having a series of posters it will stop the printed promotional good from become too monotonous and invisible. There will be one poster that will feature a full balloon and the tag line ‘it starts here’ and the other poster will feature the title ‘Out with a bang’ and imagery of the balloon being popped

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FINAL OUTCOME:

SUZANNE MOORE

Programme/ flyer:

PRIVATE INVITE:

For the programme we wanted it to continue the playful interactive feel so we have developed a way of the flyer showing both the stages of the balloon, like the posters do. When the programmes is closed it will show the balloon before it is popped, and when someone opens it, it showcased the balloon in the moments of being popped.

For the private invite we have continued the concept of human interaction and proposed that the invite feature a balloon. The invite itself does not feature the imagery of the popping balloon, but by attaching a balloon with ‘Out with a bang’ printed on it, it will act as a teaser and allow the audience to associate it with the promotional goods when they see them.

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FINAL OUTCOME:

SUZANNE MOORE

WAY FINDING:

COURSE TITLES:

The way finding would feature vinyl stickers that use playful copy writing that encompasses the concept of Out With A Band. The way finding would feature messages like ‘pop in’ , ‘pop up’, ‘pop outside’. It is a friendly and inviting way of showing people where things are and also is in tune with the concept.

The titles of each course would work as a mini, eye catching installation. By creating a wall of plain balloons we would project the course title onto them, which creates a striking visual which would there fore mean people would be able to notice where each course is.

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FINAL OUTCOME:

SUZANNE MOORE

BALLOON RACE

BALLOON RACE: As the end of year show is centrally all about the graduating student, we want to create a significant coming of age type moment where the whole year group can gather together. This would be done in the form of a balloon race where all graduation students would be invited to the car park before the opening of the end of year show to attach their business card to

a balloon filled with helium and at the same time let them all go. This would be a very striking moment for the students and would be a great promotional tool for the end of year show

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