OUGD 503 - Responsive: Individual

For this session, we are going to briefly go through what this module is about before discussing the various briefs that I have taken in. I have chosen these 5 briefs:

• Bacardi
• Fedrigoni
• UK Greetings
• LCA Christmas Cards
• Creative Allies

The documenting of this module will be essential in order to pass it, due to the nature of how independent we will have to be. There will be one main brief that we work on throughout the module, with at least 5 smaller briefs to run alongside. When it comes to ISTD briefs and RSA briefs, there is a lot of research and time that will be required; therefore they are not suitable for this module.

We then were asked to think about the things that we, as individuals, want to take from this module. This is the list that I compiled from my own thoughts, as well as ideas from the rest of the group:

• Better time management
• Being able to effectively prioritise
• Win a competition (Success)
• Become more conceptual
• Respond to briefs and competitions quickly and effectively
• YCN or D&AD award
• Become more professional in the designing production and documenting of my work
• Challenge myself and have fun
• Understanding 'realistic' time scales
• Effective professional communication
• How not to get exploited
• Work on a range of briefs
• Identify individual practices
• Stronger brief analysis
• Creative compromise
• Exposure/Recognition
• Portfolio development
• Contacts and opportunities

We also discussed why live and competition briefs will be useful. Here are our thoughts:

• Choosing my own briefs will allow me to focus in on my personal interests within graphic design
• They will help me to become a part of the industry, creating new contacts and networks for my future practice
• I can start to become recognised as a designer, with people other than just fellow students
• Further my understanding of how the world of graphic design works and help prepare me for after university
• Improving professional design skills
• The challenge of a professional brief
• Commitment to being more than just a student
• Developing clearer, more effective working practices
• Real world benchmarking
• Professional responsibilities
• Gain confidence
• Professional feedback
• Professional experience

Then, we looked at the 5 briefs that we brought into the session. We had to think about the reasons why we decided to select these briefs. These are my reasons:

• Past success in similar style of competition (Secret 7)
• A chance to experiment with alternative processes
• Based on a topic that I find interesting and would like to work with
• No entry fee, meaning that I didn't have to worry about losing the competition
• I am the target audience and so the brief related to me
• They look straight forward
• Short brief
• Challenge myself
• Ethically motivated design
• The prize
• Best options available
• Creative scope/freedom
• A range of problems

These are all aspects and criteria that we should assess all of our briefs against. This will help us to get the most out of this module. We were then asked to write what we felt made a 'good brief'.

A good brief has to be clear and specific whilst providing you with lots of information. This doesn't mean that the brief is right for everyone, that is dependent on content. Big clients could also be a factor in the choice of the brief.

However, we then looked into some of YCN's previous briefs, which we thought were good briefs, and realised that they aren't as good as they seem. We were given the 'Experian' brief and had to answer a few questions about the brief:

• What is the problem?

A lack of awareness surrounding credit score amongst young adults

• What is the brief asking?

Raise awareness through animation or video that appeals to adults aged 18-24

• What is the brief trying to achieve?

A better average credit score that enables people to 'get what they want in life'

• Who will benefit?

The company will benefit, whilst also helping people to improve their lives

• What is the message?

 'Act before it is too late'

• Target audience?

18-24 year olds that aren't aware of their credit score

• How will the message be delivered?

 Through a short 2 minute animation or video, or through a concept; this will later be delivered through social media sites

• Any problems? 

Tone of voice, making a dull topic interesting

Basically, these can all be summed up into 4 main bullet points:

• The company is losing money and going bust
• They're basically saying 'Help Us'
• They are trying to make more money
• The people who benefit the most will be the company

'Terms and conditions apply'

TASK: Our task from now, is to choose one brief that we can work with for the next few weeks. Ensure you think about the long run and picking a brief that has scope for development. Take a brief and answers these questions:

• Why have you chosen the brief?
• What do you want to get out of it?
• What do you want to produce in response?
• What do you have to produce in response?

Thinking about this task, I have decided to choose this brief:

YCN Brief - Fedrigoni

Now that I have chosen the brief that I want to look at over the next few weeks, I am going to answer the four questions:

• Why have you chosen the brief?

I have chosen this brief as I currently have a keen interest within the use of different stocks and think this brief gives me the perfect opportunity to explore this even more.

• What do you want to get out of it?

I would like to experiment with various types of stock, exploring the different ways in which they can be used creatively.

• What do you want to produce in response?

In response to the brief, I would like to produce an aesthetically pleasing calendar that is completely different to existing desk calendars. I would like to experiment with an array of printing methods that portray the high standard of the Fedrigoni stock.

• What do you have to produce in response?

The calendar that I produce must be aesthetically pleasing whilst highly functional, carefully considering aspects of design such as scale. It must also successfully promote the new Fedrigoni Woodstock paper range.

I also thought about the other questions that I must ask myself when analysing a new brief:

• What is the problem?

Fedrigoni want to advertise their new Woodstock paper range.

• What is the brief asking?

The brief is asking me to produce a desk calendar that shows off the new papers high standard and functionality.

• What is the brief trying to achieve?

The brief is trying to build up the client base and sell as much of their new stock as possible.

• Who will benefit?

Fedrigoni will be the main people that benefit from this project.

• What is the message?

They are trying to say that their paper is functional and of a high standard.

• Target audience?

It is aimed at graphic designers and those who have an interest in fine papers.

• How will the message be delivered?

Through a desk calendar that must be highly functional and aesthetically pleasing.

• Any problems?

I could have a problem with scale, as a desk calendar needs to be small enough to fit on the desk but big enough to be highly functional. Creating a desk calendar that is interesting, creative and different could be a challenge and the target audience is quite niche.

I also collected a few examples of desk calendars that demonstrate the various ways in which I could approach the brief: