Responsive- Design Process 2: Study Task 2

Following on from the Study Task of picking our main brief and done some questions on it, we had to then get into Groups of 4 for the start of the session and discuss what we had done so far. We had to get feedback for what we had done so far and any questions or concerns that have come up from the Brief.

The main things that came back was the idea of trying to get people to go to the Countryside as this would be the biggest challenge. A good question that came up was whether the Brief was trying to get people to sign up for membership of the Trust which, we concluded, it probably was trying to get people to ultimately sign up. The group concluded that the brief was asking to make boring concept exciting which they felt might be best answered by giving Case Studies of locations or by making it something that could be done within Friendship Groups, taking from nature what you make of it.

Following this, we were given a series of questions which we had to answer in response to our brief in order to analyse and break it down further:

1. What ares the 5 most Important Words?

• Relevant
• Positive
• Nature
• Modern
• Visitor

2. What are the 5 most Important Considerations?

• Who's the Target Audience?
• What's the Message?
• How would I Change Perceptions?
• How do I Approach the Brief?
• The Need for a Concept/ Idea

3. Name 5 related products?

• Membership Cards
• Information Signage
• English Heritage
• Guided Tours
• Afternoon Tea Rooms

4. Name 5 related places?

• Museum
• Countryside
• Stately Homes
• Garden
• Castles

Afterwards, we had to swap our brief with the person next to us and, using their brief, answer he same questions. I swapped with Emily and she had the Dominos Pizza Brief by YCN.

1. What ares the 5 most important Words?

• Ownership
• Reinvigorate
• Attention-Grabbing
• Locally
• Differentiate

2. What are the 5 most important Considerations?

• Who Is the Target Market?
• The Interchangeable Brand needs to work in all seasons
• How to Differentiate between Dominoes and other Brands?
• Who is the Target Audience?
• How to include the Pre-Existing Brand Identity?

3. Name 5 related products?

• Pizza
• Dominos
• Take Away Food Chains
• Orange Wednesdays
• Home Deliveries

4. Name 5 related places?

• Pizza Hut
• Papa Johns
• Homes
• Italy
• Dining Room Table

Afterwards we compared answers to each others briefs. Emily's response to my brief was this:

1. What ares the 5 most important Words?

• Nature
• Modern
• Campaign
• Young People
• Reconnect

2. What are the 5 most important Considerations?

• Relevance
• Audience
• Reconnection
• Keeping True to the Brand
• Media and Galleries

3. Name 5 related products?

• Maps/ Guides
• Old Objects
• Picnic Food
• Flowers
• Leaflets

4. Name 5 related places?

• Parks
• Gardens
• Stately Homes
• Care Homes
• Forests/ Areas with Trees

As a class, we compared the answers that we had gotten and found that we had very similar answers to each others briefs. This can be good because it proves that we have fully read and understood the brief and what it is asking for as well as being written well. Despite this, it can be bad because if everyone has read the brief in the same way then all the responses will be similar and therefore you won't win.

We went back to looking at our own briefs and wee given some more questions to answer:

5. Who Is The Audience?

25-40 year olds Nationwide of the UK both Male and Female

6. Who Should the Audience be?

16-22 year olds, both Male and Female or Working Class People

7. Who Could the Audience be?

Office/ City Worker, Commuters and Professionals, Pet Owners, Young Families

8. Why?

Encourage membership from a young age so that they are more likely to be a member for life. Throughout life, they can introduce friends and families so it spreads more and more.

From selecting the potential audience that they could be, which I chose as young families, we had to answer these questions:

9. What Do They Do? 

Full Time Stay- at- Home Parent, Part- Time Work

10. Where Do They Go?

Nursery/ School Run, Home, Supermarket, Park

11. What Do They Buy?

Nappies, Toys, Food Shopping

12. What Do They Want To Be?

The question is, what they want their children to be?

We discussed examples of our possible audiences, highlighting how the actual audiences is the Judges who have made up these particular audiences. What are they looking for? Turn the Brief on its head. Reconsider the Audience and change it up.

Study Task 2:

We need to produce Initial Development Sheets and Contextual References for our brief.

National Trust Initial Ideas

The first thing I did was, based on the breakdown of the brief we had done in class,  I went back to the brief and came up with some ideas which was more specific to the audiences which we had focused down to. The main idea I felt was the most successful from these was the idea of producing a kit which families can use to take to sites with them in order for them to make the most out of their visit. Based on these ideas, I started to look at contextual references and design inspirations that link to these ideas and how I could advertise it.
 

"M&S Picnic Box Design" (2012) by Ricky Richards

Richards, R. (2012) "M&S Picnic Box Design" [Weblog] The Behance Network 17th March Available from http://www.behance.net/gallery/M-S-Picnic-Box-Design/3400905 (Accessed 17th November 2013) 

A picnic box which looks at carrying multiple meals at once in easy transportation which can also be used to deposit rubbish which would be very good for a National Trust picnic basket so as to make sure that no rubbish is dumped in the gardens. The design is innovative and thoughtful with a clean aesthetic and encourages making food and enjoying it outdoors.

"Sunshine Picnic" (2012) by Maria Cuberos 

Cubero, M (2012) "Sunshine Picnic" [Weblog] The Behance Network 4th January Available from http://www.behance.net/gallery/Sunshine-picnic/2791261 (Accessed 17th November 2013)

The wood and cardboard material stock used for this picnic set emphasises the natural, organic elements of being in the outdoors. This stock would also be sustainable and could be recycled which fits in with the nature theme of a picnic. The fact that it is a pre-made set means that it could be bought on site and eaten out.

"National Trust Walking Festival 2011" (2012) by Fiona Gowen

Gowen, F. (2012) "National Trust Walking Festival 2011" [Weblog] The Behance Network 18th December Available from http://www.behance.net/gallery/National-Trust-walking-festival-2011/3783474 (Accessed 17th November 2013)

The interactive element of producing a walking kit to encourage people to go out and walk around different a sites. The fact that this information is produced in lanyards means that it is easy to handle and carry around. The use off landmarks to look out for and facts about the area means that it will keep the attention of the walkers and encourage them to take in the sites and scenery.

"National Trust Promotional Material" (2013) by Will Moir

Moir, W. (2013) "National Trust Promotional Material" [Weblog] The Behance Network 2nd December Available from http://www.behance.net/gallery/National-Trust-Promotional-Material/12727829 (Accessed 2nd December 2013)

This advertisement poster series contrasts the grey of city life with the bright vibrancy of life in the countryside, encouraging a sense of escapism by visiting the National Trust sites. The use of filters in Photoshop makes the difference more defined and obvious between the contrasting situations.

"The National Trust" (2013) by Alex Avis

Avis, A. (2013) "The National Trust" [Weblog] The Behance Network 31st July Available from http://www.behance.net/gallery/The-National-Trust/10141221 (Accessed 17th November 2013)

These cheeky and quite controversial posters take aspects of British culture which are not to be desired and highlighting how the National Trust stands for everything opposite. This gives the Trust an element of class and superiority within British society, giving it a sense of escapism and pride back to the British public.

"National Trust (D&AD Brief)" (2014) by Akika and Lucy

Akika and Lucy (2014) "National Trust (D&AD Brief)" [Weblog] The Behance Network 7th January Available from http://www.behance.net/gallery/National-Trust-(D-AD-Brief)/13561185 (Accessed 7th January 2014) 

This advertising campaign looks at how people interact with nature by relating it with all the senses. The idea that the posters themselves could have these textures on them would be tantalising as it would make it even more of a convincing campaign. The illustrative elements make it very natural and humble but gives more of a textured effect then if it was done digitally.

We need to produce a Concept Statement based on the idea that we have come up with in order to make it more focused;

Concept Statement

Based on the Concept Statement, we then need to take the Brief and re-write it so that it is more focused and bespoke to ourselves:

Re-written Brief

Admittedly, it has taken me a very long time to be able to come up with this idea as I found it a struggle to be able to come up with an answer to the brief but now I have thought of it, I am very positive and confident that it is a different approach compared to other people.

Finally, based on the idea I have come up with, I need to come up with a list of 5 reasons why my response will win:

• Interactive- My idea encourages people to get involved so because they can make the experience there own, the ownership they take from that will encourage them to return
• Practical- The app and the kit are compact but can be used and used over and over again so this will mean that people will continue to use it
• Inclusive and Accessible- The fact that there isn't an age limit on the product or the app will mean that the whole family can understand and play along. Everyone in the family can join in and have fun with it at any age
• Fun- There are plenty of things to do from what is inside the kit so everyone will be occupied and can have fun in a natural and safe environment
• Emotive- The fact that it plays on the idea that people can make their own family memories at the site from the kit means that more people are likely to keep returning