hannahtinsleysecondyear-blog

[hannahtinsleysecondyear-blog]

Developed print magazine proposal

Think this is a massive improvement on the last printed magazine advertisement. It includes '8' items of 8 different big brand consumer products such as Michael Kors, John Lewis and Debenhams. I'm going to try more grid type layout for another 'Street view' experiment as I feel it will communicate the '8' icons theory in a more successful manner. 

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Developed Idea

I decided to re design the idea using the same icons but as photographed images, using a red colour scheme throughout making it bolder and eye catching 

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Development

After feedback from clients the main positive was we stuck to the brief however on the graphic front it was not as strong. Saying this I've decided to channel the development through our patterns of the bags that can then become the advert. However instead of using the icons and taking on board the Clients critic on using actually photos of the big brand products, but if I am to use actual photographs of the products they are going to have to be edited the same way to bring them all together. For example have a red undertone hue with colour halftone pattern. I'm going to do some experiments.

Ant suggested we reference the website 'TOAST'. Its structure is similar to grid and very minimal.

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Feedback

Feedback from the Client

Notes I made straight after the presentation

Positives

We stuck to the 'Liverpool ONE' brief 

Strong Concepts of the bag

Strong research of going into Liverpool ONE and collecting bags

Criticism 

Its too subtle for Liverpool ONE, needs to be bolder 

The clock face is clever - but need to advertise the range of shops/brands in Liverpool ONE such as Michael Kors, as it is the range of shops that brings customers to Liverpool ONE instead of anywhere in the North West. 

The Billboard advert suggestion - is too subtle for a billboard, pay a lot of money for a billboard so it needs to be packed all of info ( like brands etc). 

Feedback from Ant

Thursday 5th Feb

Our concept communicates both time and shopping - responded to brief

The idea to apply the idea through Gorilla advertising was good.

Graphically it was felt that it could be a bit more powerful and might get a bit lost in Liverpool ONE - maybe a less minimal version would be good.

Presentation has a nice introduction, a good start with a positive approach. 

Generally I presented very well and as a team. 

Overall I'm happy with the feedback and agree with the criticism that now I see that it could get lost in Liverpool ONE - the design although I still like the concept is not bold enough for Liverpool ONE. 

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Presentation 

We knew from our meeting that we wanted really plan our presentation. It was decided that Myself and Emma would talk and Dannie would do the slides and hand things out. It only took me and em a morning to sort our script out, then we work with Dannie and probably practiced it about 10 times!  I did most of talking at both the beginning and the end and Emma talked about the concept, as she was the main creator of it. 

Overall I was happy with how the presentation went and was surprised how much your nerves leave you when you begin to talk! My aim for the presentation was the to personal, passionate and always positive and of course professional - I thought I achieved this. 

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Streetviews

These are the final Street views that we used in the presentation, we decided to make some of the posters of the bags to show people what bags are available and also to make connects if the 'gorilla' style marketing were to happen. Emma created all these Street views and I think she's done a great job! 

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Applying to the Website

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GIF

To complete the brief one of its requirements was to create an online GIF, whilst Emma and Dannie were working on other final outcomes I decided to have a go at making the GIF, I enjoyed the process. 

My concept was for the 'clock' to come to life on the bag. By the way the photo was edited we wanted the bag to stand out as much as possible using only limited splashes of colour. The GIF is made up of 13 frames.

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Final Adverts

These are the final adverts I have produced that we are using within the presentation, we have decided to mount them on foam board for our presentation as then the client can physically hold them and all together they will look more professional.

My favourite advert being the simple logo, think it is the exact outcome that we wanted - something that looked crisp, clean and clearly delivers the message of 'Shop till 8'.

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Photography

We began our photography in the upstairs studio then after a couple of shots we realised that we needed a lot more space - especially for our bigger bags. It was an idea of mine that we could style the photographs using tissue paper coming out of the bag ( this could be a possible idea for the GIF as well ). Emma also created a large '8' cut out of foam board - we thought these would be a effective way of reinforcing the number '8' making it memorable. 

Carlos then suggested we go downstairs to the photography studio that fashion use for photographing models. I thought I'd take this opportunity to get a model. i asked Helen as she was wearing all black and even had red lip stick ( I thought this could be useful when editing later ). As it was quarter to 5 we were on a 15 minute time limit! On one hand this was really good - we had a really successful photo shoot as we were all focused and worked quickly. We all had a go at taking the photographs however personally I enjoyed directing more. I came up with the idea of having all the bags tipping over and tissue being ripped and dispersed as I thought it could make a strong billboard because of its natural landscape form. 

Having photographs of Helen really supports our 'Guerilla marketing' idea, now to just refine our outcomes and pick our final images. 

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Printing & Production 

It was our intention to print the bags on the sheet feed, however after printing our mock bags to trial sizes, printing requirements and the making process on the roll feed printer we like the stock of the roll feed printer paper for our bags. We also concluded from trying to fold our thicker stock paper it does not fold as cleanly.

Emma had the great idea of using Christmas bag handles for our handles. We felt if we used black string would be too much black - also the string being red  just lifts the '8' in the red off the bag - reinforcing the key number and message! 

After coming up the concept, making and constructing the nets was probably the most stressed we've been so far! But I've learnt so much - really happy we've gone through the long process of making bags, now to photograph them and get more successful images for the adverts!

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Bag Designs

What I like about the consumer products is that like look slightly 'screenprinted' so with 3 printmakers in my group this does give us the opportunity to go down the printing path if we wish to on a later date, I referenced Kate Gibbs work when thinking of the designs of the bags.

I tried quite patterned and tiled designs, which featured sets of 8 and then just one line highlighted in the red. I liked this idea that I produced and if I have the opportunity to produced more than one bag I wish to develop this idea, as I like the idea of a tiled bag.

However my favourite and what I have decided to produced into my final bag - is the simple '8' icon in the centre with the consumer projects dotted about overlapping - which the accents of the Liverpool ONE red (which I found the exact CMYK definitions for!) in dots. Also I added the stars for a subtle 'night time' element.

Typeface (logo): Baskervile

Typeface (strapline): Helvetica

At the time we have to consider what our strapline is going to be - throughout the designing process we used the lien 'Shop till Late'. However as Laura pointed out when I was catching her up through messaging we are just promoting the 'Shop till 8 Weekdays' message. With this in mind we decided on 'Shop till Late Weekdays' - all text left alined with the Liverpool ONE logo underneath - I thought it best to have all the bags with these same typeface and alinement to create continuity.

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Bag research

The diverse range of types of bags to get come across is amazing! We found all these images great research points.Whilst looking at different style bags...we came across Guerilla Style Marketing.

Once seeing this marketing I thought it would be fantastic opportunity to be another type of advertising tragedy. I imagine models to be walking around Liverpool ONE holding our bags, giving them out. Making the bags our 'key media'. This suggests that we could use them as the adverts and create all different designs and sizes for the range of audience that Liverpool ONE attracts. I have said from the beginning that the public involvement would be brilliant as from previous research L1 enjoy producing big instillations that people can interact with - so we feel like this would really appeal to our Clients. 

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From focusing on our reference points such as the simple logo of 'Chanel' to recent adverts of the shops of Liverpool ONE, for example 'John Lewis' we thought about including consumer products with the logo?!

Then originally Emma created this fantastic concept for a logo where each number of the clock face was a consumer project apart from the 8! I thought it was just so clever and it didn't need any clock hands - I love it how it is! To stick to our decision of limited colour palette I had the idea of editing the images in the same way. I suggested using the 'Threshold' tool in photoshop and both Emma and Dannie liked this so we each did around 3 to 4 items. We discovered that the lighter colours of the original image made a more successful edit! I'm happy that we now finally have an identity! Now to concentrate on how to make bags and other possible designs! 

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Me and Emma kept thinking about the clock and felt like the '8' as an icon was going nowhere after the practical tests. But we wish to use the bags in some context . I arranged a few meetings with Ant as I felt we need direction as soon as possible if we are going to successfully complete our final submissions.

Ant suggested we go back to our earlier idea and keep focussing on the '8' as the main idea. 

In regards to the bags - he agreed with us that the photographs of the bags were too difficult to incorporate with an icon, so instead of using other shops bags, how about we make our own?!

'Look considered, but not too considered.'

Ant suggested we look at references like 'Chanel' for simple crisp designs for the logo that we could put on the bag. We thought that the design could be an 8 with clock hands on it on the media of a shopping so all together is a solid message. This idea doesn't look quite right but we all agreed that it needs to be simple with a possible limited colour scheme of black, white and of course the distinctive L1 red. 

What we have now decided

To make our own bags

To have a limited colour palette

simple crisp logo (including the '8')

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More experimentation

Along with experimentation playing with the bags and the '8' as the icon we thought about other shapes we could make out of the bags. 

This lead me to thinking what patterns are already within Liverpool ONE, remembering that 'Keys Court' in Liverpool ONE used to have a gorgeous bright tiled wall - thought this could make a clever link, using the environment and architecture of L1 within our icon. 

Emma found a clock on 'Etsy' and it just clicked that we could reinforce the key message of 'Shop till 8' using a clock. I began to research geometric clocks for ideas on how we could feature bags for even brands within the clock face. 

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Developing the bags

After myself and Laura photographed the bags I digitally experimented with some layouts and also the '8' itself. We had the idea of having L1 heart shape cut out of the 8 creating a real identity and link it to Liverpool ONE easily. The 'cut out' version I took inspiration from Yuila Brodskaya and some quilling cut out text Brodskaya produced. All the different coloured squares representing a different bag. 

Physical layout

Also to get to grips with size, materials and colours of the bags and what went with what myself and Emma physically set out the bags - this was a really useful experiment as it helped us decide what bags we might like to use. 

From this we discovered

less uniformed layout of the bags worked better than all bags facing the same way.

if we were to produce an icon with this type of layout, the yellow 'Lego' bags works really well against the 'GAP' bag and most of the pink bags, for example 'Boux Avenue' and 'Accessorize'. Colours would be really important to this icon idea.

If we were to develop this idea further the white/transparent bags would be really hard to edit or illustrate as their visibility is not great and many of the white/transparent bags are big names to Liverpool ONE such as 'John Lewis'.