Creative Advertising Collaboration: Collaboration/Brief Evaluation

Overall the collaboration between Lydia and I went well with some issues and miscommunication. Initially the roles we decided meant Lydia was responsible for research and ideation and I would be responsible for art direction, design and some ideation if needed. However as the brief developed Lydia felt more comfortable developing the idea/copy for the idea alone based on the audience we had chosen, students who want to be clean but are a little lazy. Initially this was fine however presented issues when it came to the design process as it limited creative opportunities as Lydia had a set idea of how she wanted the copy to be presented. However once we had discusses the copy further, re-establishing roles the brief became more collaborative as we both had input on the direction of the designs. This lead to the use of illustrations within the outcomes which I was initially concerned with a I felt they where too simple and felt a more typographical approach would have worked better. Furthermore we had the opportunity to develop ads that reinvented Shake n Vac rather than suiting its existing aesthetic which wasn't explored as Lydia felt keeping with Shake n' Vac brand was more appropriate. Despite these issues the final outcomes received good feedback from creative advertising tutors and worked well as a three due to the consistency achieved.

Overall I learnt a lot within this collaboration as certain parts didn't work such as not being involved within the ideation process, if more collaboration had happened at this point less issues with design direction would have occurs as a more developed concept could have been established. Furthermore I could have communicated my design ideas more clearly to highlight the importance of concept within the design more which would have created a more engaging advert. I also compromised more than I should have within this brief and I'm not 100% happy with the final outcomes and feel I could have been more assertive with my opinions such as the use of Helvetica within the ads which is quite boring despite the benefits of legibility.

Creative Advertising Collaboration: Pitch

In order to gain final feedback Lydia and I pitched our concept and designs within the Creative Advertising course, gaining tutor feedback. Feedback gained was minimal as they found the final outcomes appropriate as they linked well creating a consistent campaign.

Creative Advertising Collaboration: Final Outcome

In order to finalise the designs ready for pitching the ads have been made into the correct dimensions for a ad shell, billboard and tube ad. This will allow the designs to be mocked up easily as the final outcomes are the right specification, meaning little manipulation will be needed. In relation to the designs themselves finishing touches where made to ensure consistency across adverts (see figures 1-3). Helvetica Neue Bold has been used for the main copy to allow the type to stand out whilst being easily legible at a glance (see figure 1-3). Furthermore Avenir Next has been used for the tag line and brand name as this was the closest match available to the typeface used by Shake n' Vac (see figure 1-3). Throughout each outcome the text has been right aligned to match product placement and the position of the tag line, allowing consistency to be achieved throughout (see figure 1 and 3). The only ad where this isn't the case is figure 2 however the this makes sense for the illustration used, with the position of the tagline and product staying the same creating consistency. Once these final iterations had been made I mocked the adverts up using found imagery for figures 5-6 and an online digital mockup for figure 4. The use of digital mock allowed for a more professional outcome to be presented as a high resolution image was not available for the ad shell.

Overall the final ads work well as a three due to the consistency created by the use of pastel colours and Helvetica Neue across all ads. However I feel these design lack innovation as the illustration paired with copy is a very simple approach. Due to the collaborative nature of the brief compromises had to be made as copy needed to be the main focus of the design as Lydia is a copywriter. Furthermore as Lydia wanted to the copy to be the main focus of the ads which limited the concept around the designs. Furthermore although the designs do have conceptual backing this was limited due to the collaboration within the brief, for example the use of a brighter blue within the message inspire ad is more conceptually sound however Lydia felt a more muted blue would work better which was supported by tutor feedback. Personally I would have explored the use of type more (see figure 7), making the designs appeal to students more as their was an opportunity within this brief to reinvent shake n' vac more which I feel we lost within the brief by focusing too much on making the ads fit shake n vac currently rather than creating something new. I experimented with the use of type more, incorporating product imagery in order to create a stronger link to shake n vac (see figure 7). I would have developed these further as I feel these are more appealing to students and the type and colours are more relevant to the visual language consumed by students. However the use of illustrations was preferred by Lydia which was further supported by tutor feedback, leading to the final outcomes. Although the final adverts are quite safe they effectively target students through the message of the copy with the illustrations/ad design helping communicate the tone of voice more clearly.

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Creative Advertising Collaboration: Design Feedback and Response

In order to develop and refine the adverts further feedback was gained from Lydia's tutors to help identify how the if the illustrations complimented the copy or if the typographic experiments should be developed further.

Feedback

• Use of illustrations works well more effective as compliments and aids understanding of the copy. 
• The use of paracetamol box, pizza and cheap vodka is too focused on act of drinking rather than cleaning, needs to represent the act of being hungover rather than what causes a hangover
• The candle doesn't resemble couple enough could try toothbrush or wine glasses as suggested in initial ideas 
• Text message response is most successful however bright blue clashes with other more pastel adverts, doesn't work with other adverts 
• try muting the blue more so it works with other ads 
• Typeface used for text message design works best, could be implemented across all adverts.

Response:
Based on the feedback given both Lydia and I discusses how to develop the responses further. Editing the message outcome was straight forward as we decided to make the blue lighter and the text box white which allowed the copy to stand out and be more legible at a glance (see figure 1). The additional text was also removed for the final design as Lydia felt it wasn't necessary and distracted from the copy (see figure 2). We decided to experiment with the use of two toothbrushes for "setting the tone" (see figure 3-4) as this reflects a relationship more than wine glasses but also relates to the cleanliness aspect of the product. Initially black and white was used however this made the advert too flat (see figure 3-4) therefore pink tones where reintroduced to add some definition (see figure 4-5) however the use of a background colour didn't have much effect therefore we changed to colour of the toothbrush holder, adding a gradient to make the illustration more life-like (see figure 6). Personally I thought the gradient was unnecessary as by changing the colour alone, making the rim of the pot white added enough definition (see figure 7) however tutor feedback preferred the gradient.  The main issues faced when responding to the feedback was finding imagery that fit 'sober self' as initially Lydia suggested a hand half on the side of the add so it looked someone passed out. However it was difficult to make the arm look life-like as initial experiments looked too stiff (see figures 8-9), not fitting the copy. Therefore we decided to add in a bed (see figure 10) to give more context to the idea that the hand represents someone passed out after a night out. This allows the arm to look less rigid whilst adding context, allowing the illustration to make sense in relation to the copy (see figure 11). The addition of a colourful 'club stamp' on the hand further reinforces the concept behind the illustration.

In relation to the colours used pastel shades where used to give the impression of a fresh, clean environment within each design, also allowing the adverts to look as if they are part of the same campaign. Furthermore Helvetica Neue has been implemented across all adverts as tutor feedback said it was more appropriate as it was easier to read at a glance. Personally I feel this typeface lacks impact however it is a very legible typeface making it appropriate for adverts seen in a short space of time such as on busses or billboards. Shake n' Vac has also been included as well as product imagery as just featuring the product didn't showcase the brand enough as it wasn't quite clear what the advert was for.

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Creative Advertising Collaboration: Design Developments

Based on ideas developed with Lydia during our last meeting I've started to develop illustrations surrounding the imagery we paired with each piece of copy. The use of a candle (see figures 1-2) symbolises the calm, romantic night in you could have with your partner after they decide to stay over due to the fact the consumer has finally cleaned. Many students use candles to decorate their uni rooms, making it recognisable with the use of reds further hinting to the romance aspect of the advert. Simple line drawings (see figure 1) was used at first however upon discussion Lydia and I felt adding definition by changing the colours would make the illustrations look more realistic, creating a more professional outcome (see figure 2). Pink tones where used for the background and label as this allowed the type to stand out more as this was the darkest shade on the poster (see figure 2). Making the background colour and label colour different shades allows the candle to stand out more, giving more definition so the illustration looks less flat against the background.

In relation to 'for house inspections' a simple text message (see figures 3-4) has been used as students will recognise this imagery quickly and easily as they often get texts from wither their landlord or estate agent informing them of house viewings. I decided a text message would be more appropriate than an email as the visual language of an iMessage is more instantly recognisable. Helvetica Neue has been used for the main copy as this is the same typefaces used by Apple within iMessage allowing the message to be easily recognisable (see figure 3). This is further enhanced by the use of blue which is synonymous with receiving a message on iMessage. In order to further the connection with house viewings I also looked at adding 'shake n vac 9-10am thanks'  (see figure 4)to further reference the information that would be found within a typical message (see figure 5). Feedback will be gained in order to decided wether the additional information in necessary.

 Creating an illustration for 'sober self' was more difficult than the other adds due to the multiple items associated with drinking we identified, therefore I looked at the use of a paracetamol box, cheap vodka bottle and pizza box. The use of the paracetamol box (see figure 6) was interesting as the layout of the packaging allowed the information to presented within the object similar to the label on the candle. However once placed within an advert (see figures 7-9) the focus became the paracetamol bottle rather than copy, making the advert look as though it was for paracetamol rather than shake n vac. Initially I tried to avoid this association by using type not traditionally associated with medical packaging (see figures 7-9) however the use of colour and additional featured within the packaging that are needed to give context to the box also make it appear as an advert for paracetamol. Therefore I looked at featuring the copy within a pizza box (see figure 10) however this was difficult due to the imagery traditionally on pizza boxes it was difficult to incorporate the copy whilst still making the pizza box look authentic. Consequently I focused on a cheap vodka bottle (see figure 11) as the label of the bottle allowed the copy to be featured within the traditional structure of the label. Although the vodka bottle allowed the copy to fit best the illustration doesn't look as realistic or authentic in comparison to the paracetamol box. Furthermore the colours used within this experiment don't work well, the red links to the traditional association with cheap vodka however the grey bottle and background colour make the illustration look flat and unrealistic (see figure 11). 

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Creative Advertising Collaboration: Re-group and Design Discussion

In order to develop the three outcomes needed for this brief Lydia and I have discusses our initial design and copy ideas to see help create a more refined set of adverts. Upon discussing my initial design experiments it was decided to keep all the copy as shortening only worked for 'sober self' and allowed for the tone of voice to be communicated effectively across all ads. The use of two tone colours works well as relates to the topic of copy and they also work across the ads creating a visual identity. We also decided to include more product imagery within the ads as this helps visualise the design as it gives the copy context. We also decided to explore a more illustrative approach in order to help give the copy context visually by using items associated with each bit of copy as although the typographic experiments allow the copy to be the focus of the ad they don't sell the product in an effective way. Personally I feel more experimentation using type would have allowed this issue to be solved whilst also allowing for a more engaging, higher quality advert to be created as I'm not the strongest illustrator. However the use of illustrations could be more appropriate therefore we plan to experiment and gain feedback to see which approach is more effective.

Illustrations Ideas:

• For Setting the tone:
• candle 
• wine glass 
• toothbrush 
• For house inspections:
• text message 
• email 
• For drunken messes 
• cheap alcohol bottle 
• paracetamol - hangovers 
• take-away food container, pizza box 

Creative Advertising Collaboration: Initial Design Ideas

In order to develop the 'for every occasion' campaign I started by looking at gig/club posters in order to target students to use shake n vac in a new modern way that completely contrasts their current brand image. The contrast created through the use bright colours and black allows the experiments to stand out however this approach resembles club posters too much and isn't appropriate for the brand despite fitting the target audience (see figure 1). In order to develop the influence of gig posters further more muted colours have been looked at, the use blue allows the fresh, clean aspects of the product to be shown within the design (see figure 2). Furthermore the feeling of being drunk has been explored within the designs to replicate aspect of being drunk. Repeating the copy over is influenced by seeing double when you drink excessively, something students would recognise (see figures 3-4). However simply repeating the copy doesn't achieve this effect exactly. Overlapping the copy creates too much confusion for an advert, making the copy illegible (see figure 5). Therefore editing the 'sober self' within the copy allows the influence of being drunk to be shown in a more subtle manner by placing the type upside down and on its side (see figure 6). Personally repeating the copy is more successful as it creates greater impact on the consumer. Due to the long nature of the copy I've explored the option of shortening the copy focusing on the key aspect such as 'sober self'. This is an idea I will present to Lydia during our next meeting as she developed the copy. Having 'sober self' (see figures 7-8) as the main focus of the advert allows the main aspect for the copy to be highlighted to students, this approach also more effectively resembles a gig poster which is complimented by the bold extended typeface (GT American). Although this approach works better aesthetically the limited use of copy could cause some confusion therefore the additional copy was explored (see figure 9). However these experiments where disjointed as it was difficult to include the rest of the copy whilst still having 'sober self' as the main focus. Therefore the incorporation of the product was looked, allowing the copy to be complimentary rather than the main focus (see figure 10). Upon reflection these experiments work well as it allows the product to grab peoples attention with the copy targeting students. Furthermore the layout of the type attracts younger audience due to the influence of gig/club posters which often feature alternative type layout. 

Based on experiments with sober self the same principles have tried to be applied to the other copy ideas, however the use of a shorter version only works with sober self. Therefore different layouts using the whole copy have been explored with the use of two tone colour being used to create a visual link (see figure 11-12). Placing 'actually' (see figure 12) in italics allows the key part of the copy to be emphasised allows the satirical tone of voice to be conveyed which resonates with the audience more as they identify with the copy more. Furthermore the use of reds tones further enhances the tone of voice as hint to the nice romantic evening that could be achieved by cleaning with Shave n' Vac. Incorporating another tone within the text was explored to see if this would add anything to the design however this made the type disjointed, effecting the legibility of the copy (see figure 13). The more simple outcomes where applied to the final copy with greys being used due to the serious nature associated with landlords(see figure 14).

Upon reflection I've miss typed some of the copy within these experiments however they can be fixed easily once the ideas have been discussed. Both Lydia and I will discusses these experiments alongside any copy refinements she's made in order to create more refined outcomes. 

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Creative Advertising Collaboration: Initial Ideas Feedback

In order to start the design process feedback needed to be gained in order to decide which initial ideas, developed by Lydia, was most appropriate. Within the crit we presented three ideas (see figures 1-3) targeting students, mainly looking at the traditional stereotype of the messy flat mate. The most favour idea was 'shake n vac for' (see figure 1) which portrays shake n vac for every occasion such as house inspections, drunken messes etc. Feedback found that this was most relatable and had the most scope to be refined further whereas other ideas where quite limited. Although the christmas idea (see figure 2) is relevant now it wouldn't fulfil the brief in 3 months time failing to bring shake n vac back into the modern market. Furthermore the focus on group chats/sticky notes messages (see figure 3) within a shared student house was also limited visually as how the idea was shown would be how it would be finalised visually therefore making 'shake n vac for' the most appropriate idea to develop further.

After the crit both Lydia and I discussed different ways to visualise our chosen initial idea, we decided to experiment with an illustrated approach, typographic approach too see which is most successful. Other approaches may be explored during the development process based on issues that may arise.

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Penguin Final Cover: Wonder

Overall the cover (see figures 1-3) successfully fulfils the brief as it focuses on one of the main messaged within the book, which is to stand up for what you believe in and not to judge people based on how they look. The use of focusing on the playground 'war' visualises how the majority of children within the book judged Auggie but by standing up for himself with his friends others learnt to not be so judgemental. The cover draws inspiration from a traditional playground due to the use of dark grey and white, as well as the crosses which are featured in many games played by children. These visual cues allow the cover to be engaging and intriguing to both children and adults whilst representing a key message within the book. Although the book is centred around Auggie and his disability I found the message of the book to be more focused on how we treat other people in general which is why I chose to not include Auggie or his disability within the cover as this has been the approach within existing covers. Overall the cover works well as the illustration draws customers attention to the book whilst the simple type allows children to easily read the key information within the cover. The only potential issue with this cover is the use of dark grey and white as it could be less appealing to children than more colourful colours, however when colour was explored the dark grey and white still seemed the most appropriate as it complimented the concept of the cover more. 

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Penguin Final Cover: Norwegian Wood

Originally peer-to-peer feedback found that figure 1 was a more successful cover as the red crated an eye catching design that drew attention to the cover and highlighted a key aspect of the book. However further peer-to-peer and tutor feedback found that figure 2 was more successful as the cover was more intriguing as it didn't look like a traditional book cover whilst also referencing a key element of the book. The only issue was that the black background slightly distorted the white type, making it appear thicker that originally thought. A different lighter weight was looked at (see figure 3) however this was too thin and would have been difficult to read from a far, lacking shelf impact.  However after looking back at the illustrator file, the type looks thiner this is due to exporting the artboard as a JPG as when its exported as a PDF the text looks thiner, similar to the weighting seen in illustrator. This will not effect submission as book cover need to be submitted via PDF therefor the weighting shouldn't be an issue. The final design (see figures 4-5) works well as the cover doesn't resemble a traditional book cover, creating an eye-catching and engaging designer as it draws the reader in. The use of black and white allows the simplicity of the design to be shown as the focus is the layout, inspired by the traditional letter format rather than readers getting distracted by the use of colour. The only potential issue with this cover is any confusion that might arise by featuring additional information, distracting from the name and author. However this hasn't appear to be an issue when feedback has been give and the use of having the title and author as the main contents of the letter also helps limit confusion as the other information its traditionally seen within a letter. Overall the cover effectively showcases a key element of the book without revealing any key information. Furthermore due to the interesting layout an interesting and unique cover has been created that would work both online and within a physical bookshop. 

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