MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: Lucy Rose Cakes
Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context Lucy Rose Cakes is a self-run business by Lucy Turnbull, a student at Leeds Metropolitan University. Lucy produces high quality, bespoke cakes that rival the cakes of popular bakeries and cafes. Lucy has always had a passion for baking, and developed Lucy Rose Cakes as part of her entrepreneurial studies, but is now keen to develop Lucy Rose Cakes as a fully-fledged, distinctive cake brand. The ethos of the brand is to provide customers with exceptional and exclusive cakes that exude luxury and opulence with a fun flair. Brief or Tasks Although the brand exudes luxury confectionary, more could be done to communicate this through its branding. Design branding, identity and promotional material for Lucy Rose Cakes. Aim to raise awareness for the brand and make it stand out as a top provider of delicious, beautiful home baked products. As opposed to only designing branding and identity, aim to design a concept that will be applicable to a range of products for a sustained period. Photography should play a large part of this brief. Lucy Rose Cakes produces exceptionally designed cakes that cater to the needs of individual customers, these designs should be showcased through use of professional photography. Preparation/Research suggestions Lucy has a range of inspirational baking recipe books that feature inspiring methods of professional photography, research and analyse these in order to gain an understanding of what will best suit Lucy's brand. Look into cafes and bakeries that have created conceptual design to promote their brand. Research bakeries based in the Soho/Covent Garden area of London; these bakeries are the most similar to Lucy's brand and have a similar ethos to that of Lucy Rose Cakes. Research their style of branding and promotion. Conduct interviews, dialogs with Lucy Turnbull to communicate ideas from both parties. Research styles of publication design. Evidence – for this project students should submit Research from a range of primary and secondary sources posted onto blog Documentation of dialogs with Lucy Turnbull, including ideas, agreed deadlines and opinions. Conceptual design applied to a range of media across both print and web. Briefing: Monday 30/09/2013
Deadline: Thursday 22/05/2014