YCN Briefs

For OUGD203 we will be working with creative partners for the first part of this module so we need to think about who we will work with. The module will be based on competition briefs, so we need to look at these briefs over reading week. We will be looking at competitions from D&AD, ycn and ISTD (typography based). We will be solving problems of our own choosing. We will identify what we know and what we are interested in.

Websites:

http://awards.ycnonline.com/briefs/

http://www.dandad.org/awards/professional/2011

http://awards.ycnonline.com/

http://www.graphiccompetitions.com/

http://www.istd.org.uk/

Task


Go through the YCN briefs, and choose 3 you like, and one you don't. Annotate why with initial responses. There are 15 briefs to choose from.

Blyk

Design the kind of content you’d like to receive via your mobile device’s inbox

ESPN

Develop a brand affinity campaign to inspire younger audiences to engage with ESPN on any platform

Fedrigoni

Produce a fully integrated campaign to launch and promote Fedrigoni’s ‘Imaginative Colours’ paper selection tool in the UK

Google

Create an imaginary packaging range for Google’s family of products

graze

Make the graze brand more distinctive and desirable

Heinz Salad Cream

Get the Young Eating Heinz Salad Cream Again!

i

Create a campaign to make i (The essential Daily briefing from The Independent) the most read newspaper among students

Industry Trust

Can you stop film piracy?

M&S

Package the perfect M&S picnic

Peacocks

Develop a piece of communication, or a campaign, to increase brand awareness of Peacocks

SEGA

Create a piece of communication that celebrates the 20th Anniversary of Sports Interactive, the studio creators behind the Football Manager series

Swarovski

Attract the next generation of Swarovski fans

The Co-operative

Develop ideas for a new sponsorship property for The Co-operative and bring the campaign to life!

The Feel Good Drinks Company

Get fruity, make people smile and kick start your career

Triumph

Create a piece of communication that promotes Triumph’s bra fitting service

Briefs

Ones that initially caught my attention: fedrigoni (relevant to me as a graphic designer); m&s (interesting brief, would like to work with packaging as quite different to what I have done before); peacocks (think this could be good as I do shop in peacocks but I think they need some good attention as a lot of people don't think it is very cool); feel good drinks company (don't know much about this company but they sound like a good one to design for, and briefs would be interesting to answer); triumph (like how the brief is quite specific with requirements so wouldn't be stuck on where to start)

Ones that initially sound that I wouldn't be interested in: the co-op (not sure where to start with this); sega (not something I'm interested in); industry trust (feel like it should be more video based); espn (not something I'm interested in); blyk (not really sure what the point is)

Ones not sure about yet: swarovski (could be interesting but not as much as some of the others); heinz salad cream (could be hard to be creative about this); graze (already like the design of the box/branding - wouldn't feel like a re-brand is needed); google (interesting brief but google already has well-known branding and design); i (seems like a challenging brief which is actually needed)

After I read through the briefs that I thought I would like, the three that I have chosen to annotate are: triumph; peacocks; m&s. The brief that I don't like is: blyk.

- Creative brief
- Would like to design packaging as haven't done much recently
- Like how it is specific what needs to be done - stops me from getting stuck
- Theme I'm interested in
- Done a project on cook books before so know about food photography and done lots of research
- Challenge to make it environmentally friendly
- Still open for me to choose theme/audience
- Good to print after just doing a digital module for so long

- This is a different theme to what I have done before
- Again, would be good to do a print brief
- Different formats to cover
- Good challenge - how to communicate in a creative and interesting way
- Could work online too
- Open as how to go about it but specific sizes and formats helps you make decisions

- This is a company I shop at but it doesn't really have a good reputation amongst young people compared to other shops out there, so I think this campaign is actually needed
- Peacocks is in financial trouble so needs a new customer base
- Theme I'm interested in as I love clothes
- It is very open, possibility to work digitally
- Needs a good concept, and idea generation is a strong point for me

- Not what I'm trying to achieve as a designer
- I know nothing about this area (which could be a good thing to learn more)
- I am a bit confused about what the brief is asking
- I don't feel motivated at all by this brief
- It is not who I am as a designer