Brief Analysis Session

Why 'live' competition briefs;

Diversity in Portfolio
Show your Exciting / Interesting
To win competitions
Designing in Contexts
Responds / Reflects

____

Analysis and identify the brief >
to work out wether the brief is worth doing. How long you are prepared to spend on it.

____

SESSION: INITIAL REACTIONS > UK GREETINGS BREIF

QUESTION: 

1. Why have you chosen the brief?

- Aways had an interest in cards design
- I have chosen the brief because unique card design appeals to a type of design style i like.
- Because the end product (if won) would be widely spread
- The brief is open to creativity - not specific genre of card
- You have to create 4 designs - diverse - each could be different > shows off your talents
- It is popular demand
- People send cards everyday, normally boring, there needs to be some creativity that blends away form the'norm' of lowers etc. Quirky cards are seen to only be in specific shops, appealing to some ones likes / tastes is a challenge, because everyone is different. 


2. What do you want to get out off the brief?

- To get range of products produced
- Use skills that I want to explore
- A sense of achievement
- For my creative style to be put across

3. What do you want to do make, propose in response to the brief?

- I would like to create a range of 'Quirky cards' that include illustration / type / image etc. I would like to create 4 different styles of cards that i could portal my design skills to separately. 

4. Why do you want to enter the brief?

- To get my work out into the Industry
- To get actual sales from my designs - Confidence boost?
- To experiment with methods
- To have fun with a brief and to add my own style of design to a mass market. 

1.
* INTREST IN PROCESSES
* DELIVERABLES ARE NOT RESTRICTED
* RESEARCH OPPORTUNITY 
* AGREE WITH BRAND
* CONNECT WITH DIRECTION OF BRAND 
* FAMILIAL WITH AUDIENCE
* CHALLENGE WITH AUDIENCE

THERE IS POSITIVES AND NEGATIVES WITH OPEN ENDED BRIEFS > 

2.
* RANGE OF PRODUCTS TO BE PRODUCED
* DEVELOP NEW SKILLS 
* GAIN CONTACTS (WHEN YOU WIN)
* KNOWLEDGE OF SUBJECT
* NEW DIRECTION IN PRACTICE
* DEMONSTRATE STRENGTHS

4. 
* MAIL-OUTS
* 3D WORK > 
* PACKAGING
* INTERACTION / SPACIAL
* LARGE SCALE / SCALE AREAS

>>>> list of things that create winning / successful entry:

- Stick to requirements (target audience etc)
- Reconigise what will be common response + run away from it
- Quality of design 
- Quality of finish
- Always look at the deliverables (stick to it - formats etc)
- Original ideas / designing
- Innovative new ideas
- Awareness of trends - relevant to what the designer needs / wants 
- Submission Standard 
- Well informed design - research quality.
- Clearly presented 
- Imaginative ideas / innovative ideas 
- Creative / Memorable 
- Visual Impact
- Appreciation of design
- Be unpredictable
- High Quality Finish 
- Belief / Enthusiasm in the brief  
- Memorable 
- Range of possible options
- Contextualizition
- MEET DEADLINE

Break the brief sometimes!!!! > BE UNPREDICTABLE 

QUESTION 2:

1. Whats the problem?

No edge? Needs to stand out in a shop.
Very competitive Market
Target Audience

2. Whats the brief asking you to do about it?

Brief is asking you to creative new, innovative and exciting card designs, that need to stand out from other competitors. 

3. Whats the brief trying to achieve?

To achieve a sense of originality though out 4 card designs  that include certain variables and are appealing to wide audience. 

4. What are the 10 most important words on the brief?

- Reputation
- Women
- Exciting
- Interesting
- Finishes
- Range
- Occasion/s
- Target Audience

1. 
Misconception of brands
Competing brands
People keep stealing our audience
Young audience isn't interested - Old fashioned / Outdated
People don't understand us
Bad at what we do.
Confuse people
We did it first but no-body knows
People don't know what we do. 

Audience aren't buying enough products
Loosing money
We're about to go bust
(LOOK AT FINANCIAL SITUATIONS)

2.
RAISE AWARENESS
DISTINGUISH FROM COMPETITION
MAINTAIN MARKET SHARE 
GET PEOPLE EXCITED
CLEARER MESSAGE
NEED TO MAKE MORE MONEY

Question 3:

1. Whats the message?

Creative cards to grab audience attention
To stand out from the crowd
target the audience
Stand out from competition

2. Who is the audience?

Women
People in UK
'Mums' > supermarkets
Card Collecters
Artistic people
16-35 yr olds
Card buyers
Seasonal festivities >
Older generation


3. What is the context?

Supermrakets (Big chains)
Waterstones
Book shops
Independent card shops
UK

Message
Image
Illustration
Card size A format
Quote
Finished
Attachements

4. What products do you associate with the brief?

Cards
Envelope
Logo's
Inserts

1. What do you have to do? IDENTIFY

Create a range of card designs that use creative and innovative designs to stand out from the crowded shelves of shop displays. 

2. What do you need to do? UNDERSTAND
3. What can you do? DEFINE
4. What could you do? EVALUATE