New Start
13 years ago
Tuesday, 15 December 2009
Project 2 - Writing the Creative Brief For Ted Baker
After Summarising the information i filled it in to the original blank brief
After discussion I decided that the writing on this was too formal and did not match the style of the brief so i changed the font to make it more in context with the brief and to make it more interesting for the creative designers to look at. The font i chose was Hobo Std unlike the previous Times new Roman in Italics.
On finishing this i realised that it wasnt that colourful and was still a bit boring to look at so thought adding colour might be a better option
This still didnt look interesting enough so decided to experiment with more colour
This didnt really look as well as planned so i thought i would emphasise the most important part of the brief the Target Audience and Requirements
This worked better and shows the designers what exactly they need to be focusing on so this is the finalised option i chose.
After discussion I decided that the writing on this was too formal and did not match the style of the brief so i changed the font to make it more in context with the brief and to make it more interesting for the creative designers to look at. The font i chose was Hobo Std unlike the previous Times new Roman in Italics.
On finishing this i realised that it wasnt that colourful and was still a bit boring to look at so thought adding colour might be a better option
This still didnt look interesting enough so decided to experiment with more colour
This didnt really look as well as planned so i thought i would emphasise the most important part of the brief the Target Audience and Requirements
This worked better and shows the designers what exactly they need to be focusing on so this is the finalised option i chose.
Project 2 - Summing up what the Ted Brief Wants
Ted is extremely keen to look at other innovative ways of reaching old and new consumers
Ted wants a campaign for Ted Baker that will intrigue people.The campaignneeds to communicate the stylish and aspirational side of the brand while maintaining the original brand personality.
This solution that illustrates how different the brand is now and will arouse curiosity in those that are not currently buying Ted Baker
the concept would be applied to at least three different types of media – one of which must be our in-store window display
Ted does not want conventional channels such as press, tv, radio and billboards.
Instead Ted wants the creative team to consider demonstrating the concept using online marketing, promotional giveaways, outdoor guerrilla marketing, ideas for events, or any other medium
Ted wants to target 20-35 year olds of both sexes who do not currently shop at Ted Baker
These customers are usually working, professionals with a decent disposable income. They are aware of trends, go out to pubs, clubs, bars, festivals, read stylish magazines and want to look cool.
These people do not want to look too edgy
Ted’s tactics have been to entertain and make customers laugh and want to continue to do this, but in new and innovative ways
Teds Brand Personalty :
Tone of Voice / Brand Personality
Quirky
‘Out of the ordinary’
Quintessentially British
Witty
Visual humour.
By cutting this down i can now apply it to my blank brief and fill it in.
This is imitating a real life work environment as then the creative brief would be sent to the creative department that would think about the concept and come up with an innovative idea such as the ones below :
Ted wants a campaign for Ted Baker that will intrigue people.The campaignneeds to communicate the stylish and aspirational side of the brand while maintaining the original brand personality.
This solution that illustrates how different the brand is now and will arouse curiosity in those that are not currently buying Ted Baker
the concept would be applied to at least three different types of media – one of which must be our in-store window display
Ted does not want conventional channels such as press, tv, radio and billboards.
Instead Ted wants the creative team to consider demonstrating the concept using online marketing, promotional giveaways, outdoor guerrilla marketing, ideas for events, or any other medium
Ted wants to target 20-35 year olds of both sexes who do not currently shop at Ted Baker
These customers are usually working, professionals with a decent disposable income. They are aware of trends, go out to pubs, clubs, bars, festivals, read stylish magazines and want to look cool.
These people do not want to look too edgy
Ted’s tactics have been to entertain and make customers laugh and want to continue to do this, but in new and innovative ways
Teds Brand Personalty :
Tone of Voice / Brand Personality
Quirky
‘Out of the ordinary’
Quintessentially British
Witty
Visual humour.
By cutting this down i can now apply it to my blank brief and fill it in.
This is imitating a real life work environment as then the creative brief would be sent to the creative department that would think about the concept and come up with an innovative idea such as the ones below :
Project 2- Using the Blank Brief
Out of the two creative briefs i have chosen Ted Baker here is what Teds Brief said :
Ted Baker
Background
Ted Baker began as a male shirt brand in 1988 and since then the company has grown steadily, expanded its collections and now sells menswear, womenswear, childrenswear, accessories, footwear, eyewear, fragrances, watches, lingerie and home products.
Ted Baker is obsessed with the details, from the bespoke store fits, to the rather witty messages you may find inside a product. It’s these types of details that provide the unique selling proposition for the brand coupled with the eccentric brand personality based around Ted’s own.
As Ted has chosen not to use advertising in a traditional sense, the brand has to think creatively about how it communicates. More often than not, all the activity is centred around the retail stores, their window displays and themed promotions. However, Ted is extremely keen to look at other innovative ways of reaching old and new consumers beyond the stores, and so is open to other ideas.
Objective
To create a campaign for Ted Baker that will intrigue those customers indicated above to come in-store. The campaign needs to communicate the stylish and aspirational side of the brand while maintaining the original brand personality. It needs to arouse enough curiosity to make people evaluate and re-evaluate the brand.
Creative Requirements
To come up with a creative solution that illustrates how different the brand is now from its early days, and will arouse curiosity in those that are not currently buying Ted Baker. You should demonstrate how your creative concept would be applied to at least three different types of media – one of which must be our in-store window display.
Think ‘advertising without advertising’.
As well as your in-store window display, you might like to consider demonstrating your concept using online marketing, promotional giveaways, outdoor guerrilla marketing, ideas for events, or any other medium other than conventional channels such as press, tv, radio and billboards.
Target Audience
We want to target 20-35 year olds of both sexes who do not currently shop at Ted Baker. The reasons for this may be that they have not revisited the brand since its male-orientated beginnings, and they are ignorant about the new product offerings and how much the brand has grown up. These customers are usually working, professionals with a decent disposable income. They are aware of trends, go out to pubs, clubs, bars, festivals, read stylish magazines and want to look cool.
However, they do not want to look too edgy. Ted customers like to look a little bit different but not too much so they feel on top. They like to wear the clothes and not the other way around. They also like quality and are prepared to pay for it.
Considerations
Consumers are so bored of normal advertising and fashion brands trying to be the next new thing. How can you cut through all of the information and get someone’s attention?
Ted’s tactics have been to entertain and make customers laugh and we want to continue to do this, but in new and innovative ways.
You should think about how you can entertain the viewer but yet also inform and interest them too. Where would you choose to talk to them? Are there places that aren’t already saturated with other brand messages? If you use a medium that is already out there, how can you do it differently from anyone else?
Things to Remember
It’s not simply about using models and collections, think about the brand essence and try to communicate that more effectively.
Remember the acid test: if you remove the logo from the visual, can you still tell what company is behind it?
Always think about PR, would your idea generate media interest which may in turn lead to editorial?
Tone of Voice / Brand Personality
Quirky
‘Out of the ordinary’
Quintessentially British
Witty
Visual humour.
Ted Baker
Background
Ted Baker began as a male shirt brand in 1988 and since then the company has grown steadily, expanded its collections and now sells menswear, womenswear, childrenswear, accessories, footwear, eyewear, fragrances, watches, lingerie and home products.
Ted Baker is obsessed with the details, from the bespoke store fits, to the rather witty messages you may find inside a product. It’s these types of details that provide the unique selling proposition for the brand coupled with the eccentric brand personality based around Ted’s own.
As Ted has chosen not to use advertising in a traditional sense, the brand has to think creatively about how it communicates. More often than not, all the activity is centred around the retail stores, their window displays and themed promotions. However, Ted is extremely keen to look at other innovative ways of reaching old and new consumers beyond the stores, and so is open to other ideas.
Objective
To create a campaign for Ted Baker that will intrigue those customers indicated above to come in-store. The campaign needs to communicate the stylish and aspirational side of the brand while maintaining the original brand personality. It needs to arouse enough curiosity to make people evaluate and re-evaluate the brand.
Creative Requirements
To come up with a creative solution that illustrates how different the brand is now from its early days, and will arouse curiosity in those that are not currently buying Ted Baker. You should demonstrate how your creative concept would be applied to at least three different types of media – one of which must be our in-store window display.
Think ‘advertising without advertising’.
As well as your in-store window display, you might like to consider demonstrating your concept using online marketing, promotional giveaways, outdoor guerrilla marketing, ideas for events, or any other medium other than conventional channels such as press, tv, radio and billboards.
Target Audience
We want to target 20-35 year olds of both sexes who do not currently shop at Ted Baker. The reasons for this may be that they have not revisited the brand since its male-orientated beginnings, and they are ignorant about the new product offerings and how much the brand has grown up. These customers are usually working, professionals with a decent disposable income. They are aware of trends, go out to pubs, clubs, bars, festivals, read stylish magazines and want to look cool.
However, they do not want to look too edgy. Ted customers like to look a little bit different but not too much so they feel on top. They like to wear the clothes and not the other way around. They also like quality and are prepared to pay for it.
Considerations
Consumers are so bored of normal advertising and fashion brands trying to be the next new thing. How can you cut through all of the information and get someone’s attention?
Ted’s tactics have been to entertain and make customers laugh and we want to continue to do this, but in new and innovative ways.
You should think about how you can entertain the viewer but yet also inform and interest them too. Where would you choose to talk to them? Are there places that aren’t already saturated with other brand messages? If you use a medium that is already out there, how can you do it differently from anyone else?
Things to Remember
It’s not simply about using models and collections, think about the brand essence and try to communicate that more effectively.
Remember the acid test: if you remove the logo from the visual, can you still tell what company is behind it?
Always think about PR, would your idea generate media interest which may in turn lead to editorial?
Tone of Voice / Brand Personality
Quirky
‘Out of the ordinary’
Quintessentially British
Witty
Visual humour.
Project 2 - Finalising My Blank Creative Brief
Taking inspiration from more geometric pop arty looks to make it more interesting to look at i aded odd shaped boxes and images to reinforce the idea e.g £ in the background of the budget box.
I still thought that this one looked quite plain so then i decided to incorporate the background that i had used in previous ideas as i thought it was a nice subtle background
Using the transparency tool as before i also made it look paler as i thought a more subtle look looks more professional and lets the text stand out more for the designers to look at
As this was my preferred lay out I added what text i thought i might add for it
Project 1 - Finalising the Redesigned Magazine Article
After Finalising the look of the copy of the magazine , i thought i should do the same to my redesigned article because it looks more professional and i decided to look at the kerning and changing the font etc. I decided to create a bit more spqace around the pictures in the text also to make it not look as crammed .
Below is the final redesigned article.
Below is the final redesigned article.
Monday, 14 December 2009
Project one Finalising Project "look" Copy
I did some more tweeking to make my magazine look more alike to the original
one way of doing this is using the pen tool on indesign to trace over the original unique writing it had.
With this writing i copied and pasted it into photo shop and used the paint brush tool to speckle over the text image in white to give it the same mottled look that is seen in the magazine.
Another change i made was to the kerning of the spacing after consulting cxad and IT I found it was near enough Impossible to get the kerning exactly right unless I knew the size of the font and type face used.
Therefore after a lot of tweeking i got it as close as i could by guessing and then justified the edges on both sides of the columns and added indentation for paragraphing and editing of the lettering at the end of each paragraghs and below is the final outcome of the cop of the original.
one way of doing this is using the pen tool on indesign to trace over the original unique writing it had.
With this writing i copied and pasted it into photo shop and used the paint brush tool to speckle over the text image in white to give it the same mottled look that is seen in the magazine.
Another change i made was to the kerning of the spacing after consulting cxad and IT I found it was near enough Impossible to get the kerning exactly right unless I knew the size of the font and type face used.
Therefore after a lot of tweeking i got it as close as i could by guessing and then justified the edges on both sides of the columns and added indentation for paragraphing and editing of the lettering at the end of each paragraghs and below is the final outcome of the cop of the original.
Project 2 -Ideas For Blank Creative Brief
I looked at designing some more interesting layouts for my brief
i decided to name my "pr company" G&S after my initials as it looked simplisitc and professional.
The theme for all my ideas were black white and grey as i thought this also would be a more professional image plus would save cost of priniting colour if in use of an actual business .
below are some of my original ideas.
This was just a rough idea for my logo and then how i could add text on however this did resemble the plainess of the ideas i originally looked at so i moved on to something more interesting to look at .
I took inspiration from the more interesting example of a zune creative brief that uses colourful backgrounds so i thought i would look into this
Using photoshops paintbrush tool and tranparency layers i created this design which is more interesting to look at but still very plain so i thought i would experiment with shape to put the actual text in.
This idea with the odd shaped boxes looked quite cool but i still thought it would be a bit too "washy" to be a creative brief so took inspiration from other places to try come up with a more creative image.
i decided to name my "pr company" G&S after my initials as it looked simplisitc and professional.
The theme for all my ideas were black white and grey as i thought this also would be a more professional image plus would save cost of priniting colour if in use of an actual business .
below are some of my original ideas.
This was just a rough idea for my logo and then how i could add text on however this did resemble the plainess of the ideas i originally looked at so i moved on to something more interesting to look at .
I took inspiration from the more interesting example of a zune creative brief that uses colourful backgrounds so i thought i would look into this
Using photoshops paintbrush tool and tranparency layers i created this design which is more interesting to look at but still very plain so i thought i would experiment with shape to put the actual text in.
This idea with the odd shaped boxes looked quite cool but i still thought it would be a bit too "washy" to be a creative brief so took inspiration from other places to try come up with a more creative image.
Wednesday, 9 December 2009
Project 2- Designing a Creative Brief
After looking at the logo and takng inspiration from saatchi saatchi and DMB&B creative briefs i decided to use in design to create my own interesting version.
The examples are very plain and not very inspiring for a creative designer to work from therefore I plan to make mine more visual to look at
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