RESPONSIVE - BRIEF CHOICE & ANALYSIS

D&AD - ASOS

What is the problem?

-       ASOS want to expand beyond pure e-tail and need a way to do this whilst engaging future generations in a completely new way.

What is the brief asking you to do?

-       Produce (the design for) a digital app or site that is viewable on a smartphone that is new, innovative, unique and in keeping with the brand and its identity.

What is the brief trying to achieve?

-       Creating a social connection with a new generation of fashion lovers, using new technology to share and get fashion inspiration.

Who will benefit?

-       ASOS as it will increase the awareness of the company. It will also show them as the leading innovative company in their category.

-       ‘Fashion-loving 20 somethings’ as they will have a new, social fashion platform, something that has never been done before.

What is the message?

-       ASOS’s brand values.

-       Bringing people together to share fashion inspirations.

Who is the audience?

-       Fashion-loving

-       Price-savvy

-       Social

-       Addicted to newness

-       20 something year olds

-       Love style

-       Love looking and feeling great

-       Believe there is more to life than fashion

How will the message be delivered?

-       Digital app or site that is viewable on a smartphone.

Can you foresee a problem with this?

-       Fashion is ever changing and it is impossible to really predict what is likely to come next.

-   International aspect. Would have to be versatile linguistically.

Why have you chosen the brief?

-       I have chosen this brief because outside of graphic design one of my foremost interests is fashion.

-       I am also interested in the use of new technology and producing something that will be used with it.

What do I want to get out of this?

-       I want to produce an app or site that responds to social media and change and is focused on fashion.

-       I want to get noticed as a designer within the industry.

What do you want to do//make//propose in response?

-        

What do you need to do//make – deliverables?

-       A concept that is in keeping with ASOS’s brand and aesthetic.

-       An app or site (the design for) that is viewable on a smartphone.

-       Research references and mood boards.

D&AD - THE NATIONAL TRUST

What is the problem?

-       The National Trust image is dated.

-       The modern world does not have a connection to the natural world or places of historical importance.

What is the brief asking you to do?

-       Create a campaign that rejuvenates the National Trust and gets younger people connecting with the world outside.

-       Show The National Trust to be the driving spirit of our nature and history.

What is the brief trying to achieve?

-       A connection between the modern generation and the historical and natural beauty in this country.

-       A new modern image of the National Trust.

Who will benefit?

-       The National Trust and its members.

-       The modern generation as they will be made more aware of the beauty and history that surrounds them and how to get involved in it.

What is the message?

-       To show the importance of nature and heritage in our lives to the modern generation.

Who is the audience?

-       25-40 year olds

-       Nationwide

-       In the UK

How will the message be delivered?

-       Integrated campaign

-       Considering all forms of communication

-       Print

-       Digital

-       Experimental

-       Social media

Can you foresee a problem with this?

-       They say they want to make the brand more appealing to the modern generation yet their target audience is 25-40 year olds.

-       Cross over between print and digital.

Why have you chosen the brief?

-       I have chosen this brief because I grew up in the countryside, visiting National Trust site almost every weekend and is therefore something very close to my heart.

-       I also chose it because I believe a lot of people are missing out on some incredible natural and historical experiences in this country.

What do I want to get out of this?

-       A feeling that I have opened the modern generations eyes to the beauty of our country and a life away from a screen.

-       I want to get noticed as a designer within the industry.

What do you want to do//make//propose in response?

-        

What do you need to do//make – deliverables?

-       An integrated campaign that considers all communication channels relevant to the idea – anything.

D&AD - PURDEY'S

What is the problem?

-       New packaging is needed for and existing product and a new product.

What is the brief asking you to do?

-       Redesign/design the packaging for Perdey’s Rejuvenate and Natural Energy that will stand out on the shelf.

What is the brief trying to achieve?

-       New packaging that will stand out, getting Purdey’s more widely known, more widely bought and ultimately more appealing.

Who will benefit?

-       Purdey’s as they will get more sales and more profit.

What is the message?

-       Purdey’s is a brand like no other soft drink.

-       Healthy drink compared to other soft drinks.

-       Original, untouched and unadulterated.

-       The brand ethos.

Who is the audience?

-       People seeking a balanced and sustainability in the way they choose and live.

-       Active

-       On-the-go

-       Health conscious

-       Aspire for a happy and healthy lifestyle rather than making hardcore sacrifices.

How will the message be delivered?

-       Packaging/labeling of the two products

-       No limit on material, size or shape.

Can you foresee a problem with this?

-       Lack of direction

-       Seems too limitless

-       Issues with designing and requirements – special label.

-       The reason there are few sales is because of the stubbornness not to advertise or publicise the product so how much impact will changing the packaging actually have - no website.

Why have you chosen the brief?

-       I chose this brief because I think how a product appears ultimately sells it.

-       I am a strong believer in preserving heritage and doing it in a contemporary way.

-       I have an interest in packaging, however, it is not something I have focused on or designed before.

-       It is also a drink I like and I am intrigued by the challenges posed by the requirements of the labeling and how it affects the drink.

What do I want to get out of this?

-       The experience of designing something I have not personally done before.

-       I want to get noticed as a designer within the industry

What do you want to do//make//propose in response?

-        

What do you need to do//make – deliverables?

-       Two labels//packaging for the two different drinks that interact, stand out, fit with the brands heritage and make the brand more appealing.