Which Brief?
In this workshop we had to decide which brief to answer. We started by looking through the ones we liked, and then decided on two that stood out, and one that we really didn't like. We then had to give five reasons for why.
Peacocks
1. We recognise that a campaign like this is needed, as peacocks is in administration and lacking support from customers
2. We can get plenty of research for this, as we already know about the british high street
3. This is an open brief, with the opportunity to work both digitally and for print
4. Peacocks are lacking in quality adverts and packaging, so it feels as if they really do need us
5. This brief allows us to focus on type and image and get all our skills across
Feel Good Drinks Co.
1. We don't really like their packaging, it is too informal, and we think they need a stronger identity
2. This campaign is needed, as they aren't a very well known company, and they need to be made famous
3. They are an ethical company that care about making natural juices
4. Again, this brief is quite open, and it could be digital or print, there is lots that can be done
5. We can get lots of research for this, including talking to the customers
Blyk
1. We are unsure about how we would go about answering this brief
2. We are not sure what we could compare it to other than 02 surprises and Orange rewards
3. We just don't think this brief is interesting, it didn't stand out to us like others did
4. We can only think about it being for text - there are limited outcomes as it is so specific
5. This isn't what we're interested in as designers, as we like print not designing for mobiles
We then had to choose which brief we would do, and both decided we could get the most out of the peacocks brief. As the brief is quite open we will need to lock it down, and define what we are being asked to produce as open briefs can be a nightmare. The company may already know what they want from us.
Thinking about how open the brief is, we then had to look through the brief and pick out five words for each of the categories.
Content/Subject
Fashion
Peacocks
Value
Reputation
Brand
Media/Distribution
Packaging
Displays
Advertising
PR
Campaign
Audience/Context
(Price) Conscious
Awareness
18-45 m/f
Value
Quality
Product/Deliverables
Marketing
Promotion
Awareness
Displays
Campaign
What are we being asked to do?
Fashion
Peacocks
Value
Reputation
Brand
Media/Distribution
Packaging
Displays
Advertising
PR
Campaign
Audience/Context
(Price) Conscious
Awareness
18-45 m/f
Value
Quality
Product/Deliverables
Marketing
Promotion
Awareness
Displays
Campaign
What are we being asked to do?
- Increase brand awareness
- Don't exclude the existing 'family' customer
- Focus on a specific customer or broader appeal
- Devise an advertising campaign
- Enhance Peacocks fashion credentials
Problems asked to solve:
- Need better reputation to sell high brand
- Low brand awareness - despite stores and stats
- Unsure of target audience
- Secondary location so need to make up for this
- Bring brand into todays market (e.g. facebook) stuck in 1990s
Task
For next tuesday:
- Attempt to re-write brief
- Complete concept statement
- Why has this brief been set?
- What does the client want?
- What are you being asked to solve?
- Go and research the brief and the brand, and come back with the problems that you need to solve that you have found that might not be in the brief
- You can't design until you know what the problem is you are answering
- Look at the competition for Peacocks, such as ASOS, New Look etc...
- Look at successful brands like Primark and analyse why these are so successful
Initial Ideas
- High quality packaging - laser cut labels
- For a specific target audience
- Brand overhall, new website, etc
- Make it modern, give it fashion credentials
- Make sure all stores have same logo and identity
