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College Project Jonny Blackmore 2012
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Graphic Design Fundamentals Year 01 FdA DGC
ContentsI BriefII Dice RollIII Sector ResearchIIII Audience Research
V PersonaVI Client ResearchVII Cartier BrandVIII The Message
IX ConceptsX DevelopmentXI Final ConceptsXII Final Outcome
Graphic Design Fundamentals Year 01 FdA DGC Projectby Jonathan Blackmore
Start date : Friday 28th October 2011Summative Deadline : Tuesday 6th December 2011
FURT
HER RESEARCH
RESEARCH
AN
ALY
SIS
COLLECTING
IDEA
G
ENERATION
DEVELOPMENT
TEST
IN
G
OUT
COMEFINAL
The Brief
Given a sector and target audience, create a message, to help facilitate a brand or business to communicate to that audience.
The briefs calls for group research to be completed on the sector and target audience initially. Once these have been research and shared
Key aspects to the brief are research and development. How research is completed, the sources used and the methods of brainstorming/thinking to develop your ideas.
The final outcome, produce a 15- 20 page PDF with displaying your research and development from the first idea to the final piece. Showing the design process form initial ideas to final outcome.
Graphic Design Fundamentals Year 01 FdA DGC
I
Dice RollChoosing the Sector & Target AudienceThe first part of the project was to find out what sector and target audience our research group would get. Once chosen in order to understand the different sectors, initial research of each sector and target audience was completed. This included research into VALS™ TYPES and how they are used in marketing and how they relate to each other.
Client:01: Retail Sector 02: Cultural Sector 03: Environmental Sector04: Leisure & Entertainment Sector05: Food & Drink Sector06:Technology Sector07: Health & Wellbeing Sector08: Education Sector
Target Audience:01: Actualisers 02: Fulfilleds 03: Achievers 04: Experiencers05: Believers06: Strivers 07: Makers 08: Strugglers
Results of Roll
6Technology
SecTor
4experiencerS
INNOVATORS
SURVIVORS
ACHIEVERS EXPERIENCESTHINKERS
STRIVIERS MAKERSBELIEVERS
IDEALS ACHIEVEMENTSELF-
EXPRESSION
RESO
UR
CES
INN
OVA
TION
VALS™ TYPES
II
Sector ResearchInitial research into the technology sector
Once the sector had been chosen I did some research into how the most popular brands currently preform on facebook. In previous research Experiencers where likely to use facebook and also express what they like on their profile.
The brands that have largest following seam to be brands that have had major success in changing or re-inventing a market.Surprisingly Microsoft had a very low number of fans but looking at the age group of 18 - 25 it can be understood. The rise in popularity of Apple in the last 10 year. This demographic grew up with iPods and iPhones two major industries; music and mobile phones.
To appeal to Experiencers, companies have to look at the whole package. Every aspect of communication with user must have a message of honestly, innovation & passion. But must importantly the ethos must be found in every part of the company, even the parts that people don’t normally see.
PoPularity of brands
on facebook in the uk
300 000
III
EXPERIENCERSAGE 18-25
UK MARKET
LIKEIPHONES
LIKESPORTS
LIKELUXURYGOODS
LIKESPORTSLUXURY GOODSCONSUMER ELECTRONICS
LIKEBEER
12MILLION
12 MILLION PEOPLETHAT ARE AGED 18-25
& LIVE IN THE UKARE ON FACEBOOK
Audience Research
Resources and motivation determine how a person will express himself or herself in the marketplace as a consumer. Experiencers are part of the self-expression grouping and tend to have more recourses and a higher level of innovation.
Experiencers are brand aware and have a tendency to spend what they have to enjoy their expressive lifestyle. They have a hunger for life and will try new things all the time.
Social activities are very important which is reflected in that most of their income is spend on nightlife and entertainment.
Brands play an important part of an experiencers life. Brands that speak to a youth market.
Initial research into the chosenTarget audience - Experiencers.
IIII
PersonaChosen persona to reflect the target audience for the Technology Sector.
To help develop a message it helps to get into the mind of the consumer. Using VALS™ Types and the initial research as a group we created a persona. Using this method allowed me to constantly ask ‘What would James think/do?’.
name : Johnny Nikethamideage : 24nationality : Englishweight : 11.5st
height : 5.11ft
religion : Catholiclives : London
job : Trainee PR Manager
facebook friends : 800 friendslikes brands : Apple, Puma, Redbull, FHM, Q Magizine, Addias, Swatch
income : £17,000 annualliving cost : £12,000 annualsavings to date : £0
James works hard during the week but lives for the weekend. He is an great consumer by spending his money on fashion, entertainment, and socializing. He likes to have the latest iPhone and wants to look good. Any product that sell a way of life or culture that is outgoing and expressive will speak to James. He is young, impulsive, entusiastic and willing to try new things sometimes taking risks.
IV
Client ResearchChoosing and researching 1 Local, 1 National & 1 International
Each member of our research group researched different clients they wanted to use. After a group meeting where we shared our finding a vote was taken to choose one local client, one national & one international.
Once each client had been chossen furter research was undertaken. Which a focus on how each client currently spoke to its respective audience. Getting a current view of how each uses its own design language to communicate helped to understand how we could change that message.
Local ClientLocal Drink Delivers CompanyAfter researching these companies I found that the general design was poor but it was not a product that needs to be dressed up for the youth market. The product, alcohol is perfect for Experiencers as they spend a large amount of socialising.
I wanted to challenge myself in creating a message for a company that currently does not speak to Experiencers.
National ClientNUMATIC - HenryAlthough this company has international sales it is a British company. The ‘Henry‘ hoover is an iconic brand with a reasonable mascot in the shape of a friendly hover. The use of simply giving a product a persona is very clever.
Henry hoover was an interesting product but my target audience (20-25yr old) are generally in the market for hoovers and tend not to spend money on things the would not enjoy doing, like cleaning!
International ClientCartierThis client immediately stood out because they currently do not speak to my chosen persona. CARTIER is a luxury jewellery and watchmakers. The starting price for a watch is about £1,500. With jewellery also starting much above what the average Experiencers would spend on one item.
The challenge would be to change the perception of my persona that Cartier was a brand that innovated, and spoke to a youth market.
The fact that this was an international brand would mean that the design solution would have to work in all markets around the world.
V
Cartier Brand ResearchExtensive research on the brand. Its history and values including current market-share.
Cartier are in the business of dreams. Everything about the brand is selling an aspiration product. From the iconic red box to the history of the brand.
Alfred Cartier and later his son Louis were always interested in the measurement of time. It lined dreams with reality and jewellery expertise with watchmaking technology, developing cult designs inspired by what was popular at the time like the Tank watch in 1917.
After interviewing a member of the staff in Cartier’s flagship store I decided to focusing my attention on the watchmaking part of Cartier. Jean-François Berger a senior sales executive in the flagship store informed me that the average age for jewellery was about (27+) and mostly engagement rings or presents. Watcheson the other hand were mostly popular with a much older age group. And bought as a personal present or a mark of success.
Cartier have a few signatures, the main brand colour is a deep red. Often appealing to women between 30-50+. Most adverts are playing on asportation lifestyles, success and happiness.
VI
The Message
As established in previous research I found Cartier do not speak to the youth market. Proposed messages that I want to communicate to my target audience included:
• We are youth• We are of the now• We are fun• We are fashion• We are innovators
In looking for graphic elements that convey these messages I looked at other watchmakers that currently speak to my target audience. One of the most popular brand I found was Swatch. Looking at how swatch covey this message would be key to understanding ways for communicating similar messages.
One main element of the swiss watchmaker Swatch uses is colour. Bright sometimes fluorescent with most watch lines offering many variation. But this would not work for the Cartier brand as it would cheapen the product.
For the message to get through to Experiencers they would have to develop a new product/line of watches. Sponsorship of extreme activity events like skiing, snowboarding, surfing. A change to the logo to show Cartier are not afraid to venture into other markets.
Using all of the previous research propose a message that will visually communicate to the target audience.
yoUThinnoVATionFAShion
noW VII
ConceptsInitial concepts and their development using methods of thinking, prototyping & testing.
INITAIL IDEAS
BRAND REFRESHTo address the main issue that the product (watches) does not appeal to a youth market.
A new designs could include bright colour and more of a swiss style face.
DEVELOPEMENT
DESIGN A NEW WATCH OR CHANGE AN EXISTING ONELooking the enormous watch market I began to think designing a new class wouldbe a huge task.
DEVELOPMENT
DESIGN A NEW LOGO FOR CARTIERExperimenting with di�erent fonts styles and graphic elements to make the brand look and feel more youthful.
RESEARCH
Number of people who live in the United Kingdom & like Cartier on facebook. The youth market counts for 55%. So the brand is well known among that demo graph.
6,000
10,000
18-25yr old
VIII
Number of people who live in the United Kingdom & like Cartier on facebook. The youth market counts for 55%. So the brand is well known among that demo graph.
RESEARCH
COMPETITIONSIZEStudying the size of Cartier with other similar brands showed Rolex with a similar amount of fans (10,000). Where Hermés, another french brand, had (15,000) fans.
INTERVIEWInterviewing an experienced sales executive in Cartier’s flagship store gave insights into who the typical consumer is currently. And also said the brand would like to be popular in every market like most companies!
EXPERIMENTS
VISUAL EXPERIMENTS
LOGO TREATMENTSDi�erent fonts colours and style.
SYMBOLS
HER
MÈS
BU
LGA
RI
CA
RTI
ERR
OLE
X
CC
DevelopmentProgressing each idea using the six manmethods of thinking.
IX
Final ConceptsInitial concepts and their development using methods of thinking, prototyping & testing.
INTERVIEWInterviewing an experienced sales executive in Cartier’s flagship store gave insights into who the typical consumer is currently. And also said the brand would like to be popular in every market like most companies!
LOGOS RESEARCH
CONCEPT ONE
TRY IT ONAPPAn iPhone application that would take a photo of your wrist then see how it would look on your wrist. Placing the iPhone on your wrist you could swipe across to try on di erent watches.
CONCEPT TWO
RE-BRAND LOGOGive the Cartier brand a fresh, vibrant, edgy. Without losing the historic values of the brand.
CONCEPT THREE
NEW TECHNOLOGICINNOVATIONCreate a watch that can talk to the internet. Provided another screen for your phone alerts.
Connecting the watch to a social network allowing interaction in the real world.
FINAL CONCEPT
FACEBOOK WATCH & LAUNCH EVENTWith a brand new product a launch event would signal the start of Cartier’s new found passion for fun, fashion & innovation.
X
Final OutcomeCreating the identity would insure a new audience for the brand. The cross is to represent extreme style simple bold and a cheeky. The Cartier logo its self part obscured show the brand is not afraid to be bold.
Part I : Logo for new line of watches
XI
BUMP TO LIKE, ADD A FRIEND OR CHECK-IN
CHECK-INLIKE ADDFRIEND
facebookWATCH LEDLIGHTS
With a simple action called a “bump“, you can like product, check-in or become friends. Simply bump your watch with some ones iPhone or another watch and you will become facebook friends.
Part II : Facebook BUMP Watch
XII
Graphic Design Fundamentals Year 01 FdA DGC Project
by Jonathan Blackmore