To create a pitch which will be shown to the LCA marketing team for the LCA 2013 degree signage competition, in collaboration with Graphic Designer Sophie Wilson. We will be creating designs for promotional materials to encourage a variety of audiences to attend the event.
Here I have included information from the briefs from previous years of this competition, as well as adding things I think we need to think about.
This is a collaborative competition brief which has the possibility of becoming live, that will allow me to work on information & way-finding and branding & identity skills.
Background
Leeds College of Art held its first end of year show in 1997. A degree show has been held in June each year since, with local employers, communities being invited since 1998. June 2000 saw the first College-wide End of Year Show, incorporating Further Education courses as well.
Considerations
- A friendly and informative tone of voice should be used.
- Consistency of visual identity between the entire promotional End of Year Show materials, as some guests will receive the complete pack of material in one envelope.
- It should be professional, considered, and innovative whilst portraying the College as a leader in art, design, media and communications education.
- What is the budget for the project & how many of each item will be produced?
- Where will the items be printed?
Mandatory Requirements
- Poster/Leaflet - innovative piece of promotional material that demands attention even when in an environment highly saturated with other flyers and information, poster must fold to fit in an A5 envelope.
- Private View Invite – high quality, innovative design, must fit in an A5 envelope.
- Email Invitation – low res graphic detailing key info, to send in an email
- Web Button – low resolution EOYS button for our college website and other social media platforms, must be (5cm x 5cm).
- Any other supporting material that may complement the promotional range.
- College signage – innovative and inventive signage for inside College buildings. Must be safe, easy to read for visitors to understand, follow and be guided around College buildings.
Deliverables
A2 concept presentation boards identifying:
Concept and content for Poster/Leaflet, Private View Invite
Deadline
The deadlines are not yet known as this years brief has not been revealed, but they will probably be similar to last years:
- Submissions to marketing by Wednesday 28th March
- Winner announced week commencing 2nd April
- Winner to present full suite of promotional material week commencing 16th April
- Print deadline 1st May
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Rationale
Brief: What is the problem you intend to solve?
I intend to... (inform/instruct/persuade/direct/educate/promote to)
Who needs to know?
A group of... (identify your specific audience or context)
The target audiences include: general public, alumni, local businesses, prospective students, staff and industry.
What do they need to know?
That... (state your message, idea or concept)
They need to know when the event is being held, what times, where, contact details, and any other information about relevant things happening during the degree show.
Why do they need to know?
There will be many other similar events happening at the same time that people from the industry may receive, so the Leeds College of Art promotional material needs to make this college's degree show stand out, so that people definitely visit it. Every year the degree show is a hugely successful event in terms of visitors so it is important that the high numbers of visitors is kept up every year.
What will they respond to?
In order to achieve this I will produce... (specify at this point in time what you aim to produce, the method of delivery/distribution/the context in which it will be viewed)
Design pitch boards featuring a final idea for the degree show promotional material
And then if chosen, the actual products will be completed and ready for print
Design pitch boards featuring a final idea for the degree show promotional material
And then if chosen, the actual products will be completed and ready for print
This will be produced using... (at least two print processes you intend to use)
All of the products will be mass produced, so they will be litho printed at a professional printers
For the pitch submission, the products that are created will be printed in digital print
All of the products will be mass produced, so they will be litho printed at a professional printers
For the pitch submission, the products that are created will be printed in digital print
What research is required?
Primary
- I need to find out about each course that will be shown in the degree show, so that the promotional material that is created will reflect the overall personality of the college
Secondary
- I will need to look at what has already been done before for the ideas for the degree show promotional material, so that I can create something totally different
- I will also need to look at what other local universities have done for their degree shows, so that again, the outcome for this one can be unique
- I should research information and way finding graphics to find inspiring examples which may influence my design decisions
- I will also need to look at what other local universities have done for their degree shows, so that again, the outcome for this one can be unique
- I should research information and way finding graphics to find inspiring examples which may influence my design decisions
