2013 / 2014
Stephanie Pickard
Leeds College of Art
Level 6
This is me
Passionate about Brand and package design. Full of energy, hard work and enthusiasm, needing a new challenge and wants to work in the heart of the creative industry. Enjoy all aspects of design and love to come up with inventive and creative ways of doing things.
Things I want to learn
Things I need to learn
Sector
Brand / Packaging / Retail
Exhibitions
London Design Festival, Visiting Professionals, Creative Network event, YCN up-an-coming events, D&AD talks, Truth about branding (05/12/13), Presentation skills (21/01/14), Print festival
Placements
Studio Output
Pure
Cosmopolitan big fish
Moo
Elmwood
Cubic
the chase
Glad Dinosaur
COP Research
How does branding affect lifestyle and consumer choice? Case study: Hollister.
Branding/Consumerism
Branding History 21st century branding How it has changed Role of a 21st century designer What Branding isn't Definition of branding Lifestyle brands Brand experience Consumer experience Brand tribes/loyalty Brand strategies technology/social media(two way communication method) Ideologies in branding Hollister (case study)
Edward Bernays-
Tried to tap into peoples sup egos, desires, wants and needs to help him with his advertising
Marc Gobe-
Explores how brands can use sensory and emotion to create a familiarity between the consumer and brand. How the use of emotions, thoughts and habits together with advancing technology can influence the buyers purchasing habits.
Simon Manchippsomeone studio
Wally Olins-
Exploring branding in the 21st century and how it has moved beyond its commercial origins. How consumers react to branding in the 21st century.
Marty Neumeier-
Focuses on how to make design and business strategy work as one within branding. Misconceptions of branding and the meaning of what a brand is within the 21st century economy.
John Berger-
Demonstrating how everything we see is influenced by a whole host of assumptions concerning the nature of beauty, truth, civilization, taste, class and genre.
Olins,W (2003). Wally Olins. On Brand.. London: Thames & Hudson Ltd. GobĂŠ,M (2009). emotional branding. New York: Allworth Press. Jenkins, H (2011). John Fiske, Introduction to Communication Studies. 3rd ed. Oxon: Routledge Shields, R (1994). Lifestyle Shopping The Subject of Consumption. London: Routledge Saviolo,S & Marazza,A (2013). Lifestyle Brands A Guide to Aspirational Marketing . Basingstoke: Palgrave Macmillan. Marty Neumeier (2005) The Brand Gap, 2nd edn., USA: New Riders. Berger,J (2008). Ways of Seeing. London: Penguin Classics.
21st Century
Branding
Over the last fifty years the economic base has shifted from prodction to consumption. - Marc Gobe -
information-rich and time-poor.� - Marty Neumeier -
Hollister
Hollister
Newyork
New York
Manchester
Manchester
Hollister London
London
Leeds
Quotes about this.
Market Research:
(180 people answered)
Studio Briefs
Brief 1 _Four Seasons
Concept/Proposition
The Brief
A celebration of the Great British seasons (Spring, Summer, Autumn and Winter). Create awareness of how Britain looks in each type of season, making use of colour, textures and print methods that may enhance the outcome.
The market for stationary is very competitive with a large range of stores competing in this sector. Paperchase want’s your help to make their next range standout as much as possible. The range should be loyal to their house style but push the boundaries of creativity. Paperchase would like the new range to be about the British seasons, showcasing the changes throughout the year and how the UK is still attractive all year round. Your aim is to make the Britain look good all year round.
Target Audience You should target at the traditional Paperchase audience range 16-26. Also consider the main buyers of these products being women, however not solely.
Brief 2 _Gone off milk
The Brief You should aim to create a brand of milk that is different to any other; the company should include a USP that makes it stand out from other milk companies out there. The milk will be available in many flavours, making it more varied and desirable. Adults shall be the main purchasers of the product, however children shall be the main target audience, making them want to drink more milk. Unique, healthy, great drinks are what people want. Your branding should show this.
Concept/Proposition Get children more interested in drinking milk, different flavours, and different types. Make drinking milk enjoyable for a younger audience. You should introduce the use of milk floats to deliver the large variety of milk. Make milk fun, tasty and interesting for all ages.
Target Audience The targets audience would be children, making them want to drink more milk. The main purchaser of the product would be parents.
Brief 3 _ 100 year anniversary
The Brief Produce a limited edition range for the 100 years anniversary of Glastonbury. The packaging design shall be produced for Brother Cider, as these are the main distributors at Glastonbury.
Concept/Proposition As Glastonbury hits a 100 years, its time to celebrate this. A unique range of flavours that spill out to help produce vibrant, interesting and creative celebrations to make 100 years even more memorable. Consider colour, textures, style and technology to show the heritage of Glastonbury while still being appealing to the consumers of now. Brother’s cider shares the history of Glastonbury, these two things should be hand-in-hand to celebrate the history.
The new flavours you choose to produce should help promote Glastonbury while sharing its heritage of the festival.
Target Audience
Keep the brand as a genuine and effective choice amongst the now rather crowded cider market.
The targets audience is 25-39, middle class, middle aged people. The audience will be fun, out going sociable people.
Brief 4 _Organic Ice cream
The Brief Brand or rebrand a local ice cream parlour, allowing them to become a large company know for their range of organic and unique ice creams. The local company shall be orientated around a family farm, making them attractive to their audience, as all products are organic and fresh. The location of this parlour should be somewhere families would want to visit for a day out, to relax and let the children meet the farm animals.
Concept/Proposition Everybody loves local produce from your own local farms. Your aim is to make a local Ice cream parlour more known for the products it produces and the day experience families can have. Make a fresh image of ice cream parlours and that local products are as good as ones bought in shops.
Target Audience The targets audience is young families looking for a day out that wont cost a lot but keep them all happy and cool in the hot sun.
Brief 5 _Forest Live
The Brief You should aim to produce a range of promotional items for the 2014 Forest Live festival. As the festival changes every year its important to create a new identity that people can connect with but still reconise it’s the same festival. Connecting people, places and nature is what it is all about, with big names helping to create awareness of these fantastic places in the UK. There are no limits to what can be produced, but consider the budget for advertising, printing and production methods.
Concept/Proposition Attract more people to the festivals spread around the country, allowing people to see major artists in outstanding locations. Producing a range of promotional items shall allow for the festival to become more widely known and anticipated. Generate excitement for the next up and coming festival.
Target Audience The targets audience is 18-26 year olds who have a interest in the outdoors but also an interest in live music. While this is not exhaustive, families can also attend the events.
Brief 6 _VisitEngland The Brief VisitEngland is a company that aims to create interest and excitement about English landmarks, events and many other tourist orientated attractions. You should help create awareness of England and what it has to offer, think about what counties there are, what each place offers as well as what things you can do. It’s not just about the rolling hills, but the inner city experience to the wonderful English coastline. England is steeped in history, showing this could help create more interest, but research undertaking may inform your decisions of what makes people stay or come to England. Produce a range of materials to help promote England. Be creative and interesting. The campaign will be a part of ‘Visit England’s’ 2014 campaign for holidays in England
Concept/Proposition Make people stay within England for their holidays, making the most of our country. It should create awareness of the hidden gems within the England. Educational and informative guide to what’s fun, exciting, exhilarating and romantic things you can do within England. Targeting English people as well and foreign tourists that want to visit England and see what we have to offer.
Target Audience The targets audience is 18-26 year olds who have a interest in the outdoors but also an interest in live music. While this is not exhaustive, families can also attend the events.
Brief 7 _50 years of Pantone
Concept/Proposition
The Brief
Love colour; help create awareness of Pantone and their 560 new colours, including a celebration of Pantones 50th Anniversary.
Pantone are coming up to their 50th anniversary of Inspirational colours, they would like to use this landmark event to help create an inspirational campaign about its colour range. In turn Pantone has expanded its colour matching system concept to other colour-critical industries, including digital technology, fashion, home, plastics, architecture and contract interiors, and paint. Pantone would like you to produce a new campaign that helps create awareness of new colours and ranges that they have produced. The campaign should generate awareness and excitement around the brand aimed at creative professionals.
Giving creative professionals inspiration to produce creative, exciting and colourful outcomes.
Target Audience The targets audience is 18-40 year olds who work in the creative industry.
Brief 8 _Formal Attire The Brief Research the given theme, Formal Attire this shall allow you generate a body of associated research. You should expand your knowledge of this chosen area. Research and develop the theme Formal Attire further, you should generate a body of research that expands your knowledge of this area. This research shall become the main content of a publication that shall be produced to show your understanding of this theme. Supporting products and/ or promotional items should be produced to help support the publication. You should aim to gather a range of primary and secondary research, allowing you to find out as much as possible about the given subject. Consider the methods of research used
and how these shall help to increase your knowledge of this area. You need to collect a broad range of materials that can help inspire, inform and create personal opinions about the theme. These shall also help create a visual understanding of how your publication shall look. Collect a minimum of two of the research forms below: 25x Photos, 25x Publications, 25x Locations, 25x People, 25x Words, 25x Facts, 25x Statistics, 25x Quotes, 25x Measurements, 25x Techniques, 25x objects. These research forms shall help influence your direction, style and information of the given theme. This publication and supporting items should be aimed to support and existing formal clothing company within the UK.
Concept/Proposition Explore the given theme motorsports further, this shall allow production of a well informed publication. Taking into account facts, figures and other relevant factual information. Production of a visual document that helps explains the given theme further. This should be inspired and informed by a body of research produced before hand.
Target Audience The target audience for this brief is open. You should target a particular audience that is supported by the body of research you have produced.
Do things that make you nervous
Thanks for listening!