RESPONSIVE – SESSION 02 – D&AD NATIONAL TRUST

In further analysis of the brief we were asked to answer a number of questions in relation to the brief. This was done to dissect the brief and extract the crucial information so we could rewrite it properly.

 5 most important words:

-       Modern

-       Reconnect

-       Relevant

-       Communicate

-       Positive

-       (Natural//Historical beauty)

5 things you need to consider:

-       Audience

-       Tone of voice

-       Format

-       Existing problem

-       Underlying issues

5 design products related to the brief:

-       Advertising campaign

-       Website

-       App

-       Publication – leaflet//flyers

-       External installation

5 places related to the brief:

-       Wallington

-       Cragside

-       Castles//historical places

-       Halls//country houses

-       Lakes//national parks

Who is the audience?

-       25-40 year olds

-       Nationwide

-       UK

Who should the audience be?

-       Young professionals

-       People who spend all their time in a city

-       Spend all of their time in front of a computer

-       18-30 year olds

-       Pre-family

-       Young family

-       Middle class

Who could the audience be?

-       Students

-       Families

-       Other classes

What do ‘they’ do?

-       City workers

-       Commute

-       Shop

-       Professionals

-       Eat out

Where do ‘’they’ go?

-       Work

-       Home//flat

-       Commute

-       Bar – sophisticated

-       Restaurants

-       Shopping

What do they buy?

-       Organic food

-       Fashion

-       (Car//fuel)

Who do they live with?

-       Alone

-       Partners

-       Others similar to themselves

-       Young family

Get into the audience – who//what//where

What can you do?

-       Integrated campaign that considers all communication channels relevant to the idea, i.e. print, digital, experimental.

What are you going to do?

-       Advertising campaign

-       App concept

-       Website redesign

-       External installation concept

Why are you going to do it?

-       Answer brief

-       Existing idea

-       Aim to win

-       Experience

What could you do?

-       Advertising campaign

Posters

Video

-       Website

-       Experimental

Physical

External

Installation

-       App

-       Publication

Leaflet

Booklet

Flyers

TASK

Complete brief and concept statement forms.

What is my brief now?

Start working on the brief.

5 reasons why my response to the brief will win.