OUGD503: Studio Brief 01 - Responsive Choosing A Brief & Initial Ideas

1. 
UK Greetings
Create your own range of greeting cards and gift dressings.

The Brief 
Imagine nipping out to the high-street, or a cool little local shop, or even the place you buy your food, and seeing your designs on display. 

UK Greetings is the UK's leading direct-to-retailer publisher, making innovative, beautiful, cutting edge and classic greeting cards and gift dressings.

We want you to develop your own collection of greeting cards and gift dressings.

Initial Ideas:

Gifting seasons:

Christmas
Target Audience: Everyone

Birthdays
Target Audience: Different for different age ranges and genders

General
Target Audience: A generic aesthetically pleasing pattern that could be used for anyone and any occasion 

Research into Clintons, Paperchase, OhhDeer etc.

2. 
Adobe

The Challenge
Dig deep into your hard-won wisdom and life lessons, and celebrate them through illustration or photography. Identify the advice you'd like to give, and create a series of 3 posters or prints to visually bring your insights to life.

Can you communicate wisdom without words? They say a picture's worth a thousand. Create images that pack a punch and get to the core of the heartfelt advice you're trying to express. Though this is all about craft, so you can incorporate lettering if that's your illustrative style.

Initial Ideas:

• University based - work load, uni life, relationships, friendships, social aspect.
• Life lesson based - relationships, growing up, friendships.

3.
Roald Dahl
The Challenge
We invite you to illustrate a series of iconic scenes, featuring at least three iconic characters from Roald Dahl's inventive, revolting, wicked, or friendly stories in a style of your choosing. None of your illustrations should be boring, safe, or predictable. All styles welcome. 

The scenes can be from any of Roald Dahl's stories for children. You'll find a list within the project pack as well as a selection of extracts for your inspiration, but you don't have to stick to these.

Initial Ideas:

• George's Marvellous Medicine - iconic scenes from that
• James and the Giant Peach - choose three ionic scenes from that
• The Twits - three iconic scenes from that
• Could choose the iconic quotes or chapters in the book and illustrate those in a different style.

4. 
Royal Opera House
The Creative Challenge
We - that's the Royal Opera House and our advertising agency AKA - would like you to come up with a creative concept or idea that dispels the preconceptions and celebrates the beauty and emotion that ballet brings to the stage, something that challenges our target audience to look at ballet as an art form that could be a new love in their lives. Break down those preconceptions that have become a barrier to attendance. We'd like to you show them that ballet as an art form isn't what they think it is - and moreover that it is for them.

Initial Ideas:

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5.
Quorn
The Creative Challenge
We would like you to create a campaign to promote World Meat Free Day and encourage people to go meat free for the day.

How do we explain the problem and create a solution that people across the globe can understand and get involved in to make a change. The first step in what we hope will become a longer-term behaviour change.

Think about how your campaign can encourage people to make long-term changes to their consumer behaviour beyond World Health Day. Encourage people continue to feature meat free meals in their day-to day lives. Healthy for them and healthy for the planet!

A creative hook and execution is needed to help us do this!

Think about which channels you will use to execute your campaign. Will you create an animation to share on social media? Or perhaps some posters to be used within the supermarkets.

Initial Ideas:
Research into Quorn and their beliefs. Research scaremongering like Peta. Facts, statistics, infographics. Social media. Viral video. Advertisements. Posters. Handouts. Stickers. Interactive things to appeal to all age ranges and target audiences.

OUGD504: Studio Brief 02 - Design for Screen - Initial Ideas - Mind Mapping

Paying At Restaurants

Problem - Paying at a restaurant is daunting when the waiter or waitress won't look at you or ask you if you want the bill. Also splitting the bill between people is a nightmare or fuss when everyone needs to calculate the amount they need to contribute towards the bill. 

Overall project aim - A payment system that's on the table with a menu or price list that you or the waitress can add in what you have ordered and pay for as soon as you're finished with the meal. This avoids having to wait for the waiter or waitress at the end to give you your bill and would also enable you to be able to pay your set amounts.

Target audience - The person that pays at restaurants i.e. parents, adults, students, young people. 

Client - Any restaurant. 

Communicate with the later


Customer Service Calls

Problem - The prompt to press numbers on customer service calls is incredibly irritating because of the long and slow process when they suggest options for you to press.  The music you get whilst you're on hold is loud and doesn't help. Especially if you're in a distressing situation and want to be put on instantly. It makes the customer more irritable. 

Overall project aim - To create a user interface that enables you to request what specific services you require before the call is even made instead of taking you to an insufferable automated voice reading you the options on what you need assistance for. Perhaps all of it to be done through a screen or app instead of having to dial a number or listen to hold music or an automated voice so you could just read through and press options that are applicable to your situation. 

Target audience - Everyone that requires the service.

Client - Potentially phone networks, stores, schools. 

Shopping Trolleys 

Problem  - Tills, self checkouts can be a struggle if you find it difficult interacting with people, want a quick and easy checkout without having to scan all the items yourself or have too many items to place on the self checkout bagging area.  

Overall project aim - In stores such as Waitrose, they have a scanner that you pick up at the beginning of your shop and you scan the items in as you progress through the store then place the scanner in at the end of your shop instead of having to scan each individual item and put it back into your trolley. It seems to make the entire shop faster and more efficient. There could be something created such as a screen on a trolley to make the experience applicable to all supermarkets. That way you wouldn't need to carry around the scanner with you. Would literally just need the trolley to scan things then pay through the screen too. 

Target audience - Mostly adults, parents and students. People that do the food shop.

Client - Supermarkets - M&S, Tesco, Sainsburys, Lidl, Aldi, Asda, Waitrose, Morrisons etc. 

Incorporate the brand much more - the experience would be much more different. 
Present the idea you're going to be served politely.

Decision Making App

Problem - When people cannot make a decision on what do, where to go, where to eat, what to wear etc.  

Overall project aim - Place a question in the app, with possible outcomes it shuffles and chooses one for you.

Target audience - Indecisive people

Client - Anyone that can't make a decision.

OUGD504: Studio Brief 01 - Professional Printing Process

The colouring book is being manufactured in a bulk of 25. The orientation of this book is landscape. The cover is 300gsm matte laminated stock for the cover and back page and the inside is 115gsm recycled paper stock. The book consists of 32 pages purely because of the budget available to work with. It is more cost effective to mass produce books if you divide the cost individually but to buy it as a bulk is expensive on a student budget. The process was long. It was weeks of back and forth adjusting the artwork with the specific requirements for their printer. The book needed a 2mm bleed and 300dpi. The illustrations were also going to be printed within the inside of the cover and back pages on the laminated stock but needed to be redirected so that they were not and an extra illustration needed to be added as the book was originally ordered at 28 pages but extra pages needed to be added in 4's. This is why the extra illustration was needed. As of the 1st of November, the dispatch should be the 2nd and they should arrive on the 3rd in time for the final crit Friday.


There as one created using the resources at university and it was £6. To make one is more expensive if you were going to produce more than one. It also doesn't have the professional standard as getting it manufactured by a company does because they have a team of people producing them. It's time consuming to produce it by hand because you need to cut all the individual pages and bind each book one by one.

OUGD504: Studio Brief 01 - Design Production - Research On Other Colouring Book Layouts - WaterStones

Waterstones stocks colouring books. They have an extensive collection of colouring books with varying sizes. Most of them are perfect bound. The layout for some of them were square but a majority of the books were portrait. A few of the books were larger than A4. Most of the covers are colourful or have sketches on the front to show the style of illustration within the colouring book. 

OUGD503: Design, structure, format, tone of voice, annual, website of D&AD and YCN

D&AD

• Corporate
• Clean
• Awkward 
• Too much content
• Dense
• No way to navigate
• Visual
• Serious 
• Intimidating
• Creative edge
• Crazy
• Loud
• Less student focused

YCN

• Structured
• Intimidating
• Inspiring
• Playful design
• Change in stock
• Composition
• Tactile
• Expressive
• Vibrant
• Social influence
• Functional with the cover
• No over embelishment
• Understated
• Features a lot more student work

Any consistencies in award winning work?

Nothing is left to their imagination. Everything is shown how it would be considered in the real world. Nothing is open to interpretation. Context becomes so important with commercial work wether it's student award schemes or client work. 

D&AD felt like real commercial briefs whereas YCN is more hypothetical. A lot of the successful outcomes were transferable with varying interfaces such as working with apps and working within print. It could work in different context. They will ask for a campaign. It's not stand alone work. It will not win if it's stand alone, it will only win if it can be applied to many things as a campaign. Impeccable presentation. High end photography. Layout. Needs to look perfect. Idea and concept driven. Simple, clear (not complicated.) K.I.S.S - keep it simple stupid - acronym. If you make the audience feel like they're intelligent it can enhance the nature of the product. They're all innovative. The whole point to this is to do innovative work, a new approach to something. If you can look at a brief and interpret it to respond to it in a new way you're going to enhance your portfolio. 

What you think the influences of the work are? Social, ethical, cultural? And how have people done this in this work?

Economic change, environmental change.
A lot of the work takes in a social aspect, using apps and different interfaces to convey their idea to connect to people in innovative ways.
People have demonstrated uses of ethics by collaborating their work with charities or the types of materials used during the production. Justified by ethical reasoning.

OUGD503: Techniques To Professionally Responding To Commercial Briefs (Penguin Random House)

Research the book
Read the book
Read a summary
Read reviews / get emotions on how people feel about the book
The context
See other variations of the book such as films
Mind map
Research the theme of the book
Research the genre
The author
Previous art work
If there's a series you could do something that would work as a range
Researching the settings
Research the authors other books
Look at character analysis
Research the location the book is based in and book at art processes specific to that area which could be used as inspiration to the new design
Look at what the author intended, over arching theme
Year of publish - design movements
Previous winners / short listed
Previous rejected designs
Target audience
Take an ambiguous approach
Advertising the lateral
Tone of voice
Analyse your own visual style
Analyse the field of product
Look at the judges own practise - their personality, work, style, interests, professional background, previous competition judgements, look at their social media
Do some research

OUGD504: Studio Brief 01 - Design Production - Initial Sketches - Experimenting With Different Media

After the crit I decided to experiment with different types of media. This helped me to take into consideration the different types of media. 

Watercolour:

Stock Consideration:

• Hot pressed paper
• 180gsm

Fineliners:

Stock considerations:

• 180-200gsm

Colouring pencil:

Stock Considerations:

• Matte Stock
• 180gsm