PROJECT FILE

Links to the individual project briefs and evaluations can be accessed below;

BRIEF ONE

Link - http://j-harrisonreader1215-ep.blogspot.co.uk/2015/05/brief-one-natura-project-evaluation.html


BRIEF TWO

Link - http://j-harrisonreader1215-ep.blogspot.co.uk/2015/05/brief-two-dsm-brief-evaluation.html


BRIEF THREE

Link - http://j-harrisonreader1215-ep.blogspot.co.uk/2014/12/brief-three-nest-brief-evaluation.html


BRIEF FOUR

Link - http://j-harrisonreader1215-ep.blogspot.co.uk/2014/11/tdr-conclusion.html


BRIEF FIVE 

Link - http://j-harrisonreader1215-ep.blogspot.co.uk/2015/06/brief-five-drme-brief-evaluation.html


BRIEF SIX

Link - http://j-harrisonreader1215-ep.blogspot.co.uk/2014/12/brief-six-feathr-brief-evaluation.html


BRIEF SEVEN

Link - http://j-harrisonreader1215-ep.blogspot.co.uk/2014/11/brief-seven-intern-magazine-brief.html


BRIEF EIGHT

Link - http://j-harrisonreader1215-ep.blogspot.co.uk/2015/05/brief-eight-design-publication-brief.html


BRIEF NINE

Link - http://j-harrisonreader1215-ep.blogspot.co.uk/2015/02/brief-nine-secret-7-underworld-brief.html


BRIEF TEN

Link - http://j-harrisonreader1215-ep.blogspot.co.uk/2015/02/brief-ten-secret-7-chemical-brothers.html


BRIEF ELEVEN

Link - http://j-harrisonreader1215-ep.blogspot.co.uk/2015/03/brief-eleven-ycn-moo-brief-brief.html


BRIEF TWELVE 

Link - http://j-harrisonreader1215-ep.blogspot.co.uk/2015/05/brief-twelve-bapt-brief-evaluation.html


BRIEF THIRTEEN 

Link - http://j-harrisonreader1215-ep.blogspot.co.uk/2015/05/brief-thirteen-abigayle-libberton-brief.html

BRIEF ELEVEN - YCN - SUBMISSION BOARDS

(ADD!)

BRIEF ELEVEN - YCN - MOO BRIEF - BRIEF & EVALUATION

PROJECT BRIEF -

PROJECT EVALUATION - 

BRIEF ELEVEN - YCN - MOO BRIEF - SUBMISSION MISTAKE

Today, a day after the YCN deadline for competition submissions, I had the horrific realisation that I forgot to submit the digital advertisement as part of my response to the competition.

Somehow, during the excitement of submitting a project I am really proud of, I managed to forget to add the gif file to the collection of documents sent to the YCN email address through wetransfer. 

Unfortunately, there is nothing much I can do about it now other than hope it doesn't affect the success of the project too much. 

BRIEF ELEVEN - YCN - MOO BRIEF - SUBMISSION PROCESS

Unfortunately, in the excitement of the submission process I forgot to get some beautiful screen shots documenting the process. Therefore, instead I have used the conformation emails received from YCN and WeTransfer to evidence the submission of my project.

Images below illustrate the conformation emails;

BRIEF ELEVEN - YCN - MOO BRIEF - FINAL SUBMISSION BOARDS

Once I had completed all of the outlined project elements I progressed with creating the submission boards for the competition. 

To ensure that the boards showcased my response to a high level and evidenced the amount of thought that has gone into developing the project concept, both the visuals and written content were carefully crafted to achieve visual consistency and a thorough project description. 

The points listed below document some of the steps I followed to achieve this;

• Typography and colours used on boards fit those defined in the MOO brand guidelines to form visual consistency. 
• Brief was read with phrases picked out and used within the project descriptions. 
• The MOO brand guidelines available as part of the project pack were re-read with words and phrases picked out to used within board type. 
• All mock-ups were created in illustrator using the same line weight and colour to achieve visual consistency across all boards.   

The set of images below document the final design boards that were submitted to YCN;

BRIEF ELEVEN - YCN - MOO BRIEF - SHOP FRONT - DEVELOPMENT

As an additional aspect of the campaign I decided to also include a proposal for environmental graphics that would be placed in the shop window of MOO's Boxpark store location in Shoreditch. 

Surpassing the simple notion of strengthening the campaign, the idea, although only simple, illustrates how aspects of the campaign can be extended to all the points of contact members of the audience will encounter.

As all elements needed to produce the design have already been created the creating of the shop front window graphic was relatively straight forward.


WINDOW GRAPHIC DEVELOPMENT 

Thus far, all aspects of the campaign have been digitally mocked up so that the visuals will be consistent when placed onto the submission boards.  Therefore, when creating the mock-up shop font I simply used an image of MOO's Boxpark shop, placed it into Adobe Illustrator and then create a simple vectorised version the cow graphic can be placed onto. 

Once I had created the vectorised shop front I opened the file in Photoshop so that I could add the cow graphic and adjust the perspective to visualise how the  display would look if physically produced.  

Once completed the graphic was saved ready for placing onto the final submission boards. 

BRIEF ELEVEN - YCN - MOO BRIEF - STICKER PACK - DEVELOPMENT

I spent the majority of this weekend in London visiting some exhibitions as part of my PPP module. However, while in Shoreditch I had the opportunity to visit the MOO store located at the Boxpark. 

DELIVERABLE CHANGE 

While I was in the shop speaking to the employees working there I was given a MOO sample pack, which includes examples of a range of MOO products for potential customers to review. Unfortunately, one of my ideas for a campaign deliverable has an identical concept to the pack and was going to feature a range of MOO products, branded with the campaign visuals, for customers to review.

Initially, I considered continuing regardless and just redesigning the pakc it to make it consistent with my campaign. However, as the pack was already in existence and designed to such a high standard I decided to drop the deliverable and create a fresh new outcome.

QUICK CRITIQUE

Feeling a bit uninspired I sat down with some members of the group to talk through my current campaign and to explain the situation. During this process, while reviewing the employee grid concept for the posters, Pri suggested that I should make a simple sticker pack that would allow audience members to decorate the cow themselves. Genius idea.

Not only would the sticker pack be a relevant addition to the campaign, it would also allow the audience to express their creativity while decorating the cow themselves. Furthermore, MOO produce stickers, so it is also an opportunity to showcase their products.  

An example of one of MOO's current  sticker books can be seen below. 

Link

CONCEPT DEVELOPMENT 

To progress with the idea I next worked through the finer details of the outcome and experimented with some layout variations. 

IMPORTANT POINTS -

• Sticker pack will have an individual page size of A5.
• Cow will be placed in the center of the page replicating the posters composition and creating visual consistency. 
• Slits will be cut into the back of the sticker folder to allow the sticker sheet to be held within it.
• Information will introduce the campaign, company and direct audience members to 'express their creativity' by decorating the boring cow to help give him some more character.
• Body copy, similar to the carton, will utilise a humorous, playful tone of voice.  

PACK INSIDE SPREAD

With the concept and layouts defined I could progress with the digital development of the sticker pack, starting with the interior pages. 

The process of development was relatively straight forwards and did not take too long to complete as all of the design elements had already been defined and created. Therefore, the individual elements just needed organising into layout. 

The cow was placed centrally on the page composition to replicate the poster layout. 

PACK OUTSIDE SPREAD

After finishing the interior pages I progressed with the outcomes creation by developing the cover design. 

STICKER SHEET

Finally, after finishing the design for the sticker folder I finished the outcome by creating the sticker sheet which featuring some of the accessories developed for the poster set.

To ensure that the sticker sheet fit within the A5 page size of the folder, its size was slightly reduced to 140mm x 202mm allowing it to slide smoothly into the placements slits available.

Icons were taken from the poster accessories, scaled to fit the reduced size of the cow illustration and then arranged into a composition. 

While arranging the icons I had to make sure space was left between each one to account for the boarder that will be left by the edge of the sticker once they have been die cut. 

To create the sticker boarders I flattened the icons to make them a solid shape. 

Next, a slight boarder was added to the individual elements, expanded and then flattered, creating slightly larger variations of the initial flattened icons. 

The boarders where then added to the accessories to complete the sticker sheet and folder.

BRIEF ELEVEN - YCN - MOO BRIEF - MOO SHOP VISIT

While I was down in London visiting exhibitions I also had the chance to travel into Shoreditch to have a look around the MOO store. 

Unfortunately, my camera ran out of battery before getting to the store so I could not record anything with images. However, luckily enough I was able to get a selection of MOO products, a sample pack and also had chance to talk to one of the store employees about the competition and their usual customer profile.  

The MOO store - Shoreditch.

PRODUCTS 

The set of images below document the various business cards and sample pack that I was given while visiting the store.

Before visiting the MOO shop I was thinking of developing a sample pack similar to the one received from the MOO employee. However, after understanding that the company already have a well designed pack in circulation the idea lost relevance. Therefore, I decided to slightly change the direction of the project and focus on developing a different outcome as part of the campaign. 

VARIOUS BUSINESS CARDS;

The employee that I spoke to also gave me a discount card that I can use to get a 10% discount if I order products from the company (Don't steal code).

MOO SAMPLE PACK;

The pack was sealed with one of the MOO 'Yay!' stickers integral to the brand identity. 

Upon opening the pack revealed various elements. 

The pack also included a selection of stickers. 

Selection of business cards included in pack showcase the variation MOO can produce.

Informative booklet.

Informative booklet.

MOO EMPLOYEE - UNSTRUCTURED INTERVIEW

While in the store reviewing the MOO products I also got chatting with one of the employees responsible for running the store.  Some of the points she covered during the talk are listed below. 

INTERVIEW NOETS;

• Had not heard of the MOO brief and was interested in its specifics.
• Talked about print infinity, one of MOO's printing techniques that allows people to print business cards with a variety of different designs on the face of each one. 
• Technique was specific to MOO.   
• Customers come from a range of backgrounds.
• Recently seen an influx of younger creatives using MOO's services.
• A lot of start-up companies are also using MOO's services to produce business stationary and promotional material.
• It is mostly individuals and small companies that visit the small MOO store in Shoreditch.
• The Shoreditch MOO shop has had the lease agreement extended due to its success.

PROGRESSION 

I found the visit to the MOO store really useful for a number of reasons, all of which have been listed below;

• Allowed me to review products physically which helped me get an idea of the quality of product.
• Receiving the sample pack helped to change the direction of the project as initially I had a similar ideas listed as one of my deliverables.  
• Reading through the information in the foldout booklet that was included in the sample pack allowed me to further assess the tone of voice MOO like to use as part of their identity.
• Speaking to the employee allowed me get a better understanding of the typical profile of a MOO customer. 
• Allowed me to assess the MOO environmental graphics featured in-store - which unfortunately could not be recorded.