OUGD603: Extended Practice - D&AD Mubi Competition Brief - Initial Designs

OUGD603: Extended Practice - D&AD Mubi Competition Brief - Initial Designs

I started by developing basic visuals for each concept using adobe illustrator. Not really thinking about typographic choices or colours schemes specifically yet. 

Out with the old and in with the new

This first design was created using the first tagline "out with the old, in with the new". It related back to Mubi's 30 movies, for 30 days. Where one is added and removed each day. The left hand side of the design was based upon old movies, where picture quality was poor, to create an instant connection for the audience to recognise a movie being outdated and old. Below is a screenshot taken from an old movie, where colour wasn't present. 

 The design was then developed further by noticing the sepia tones in the image above which also complimented the orange and yellow tones from the image on the right hand side of the poster. 

The illustration created was made from a basic video camera used to film movies, strong, bold colours and central alignment creates instant appeal and attention to film lovers. The typography choices made here, were basic however well thought through. An old looking Serif typeface called Bodoni 72 and on the right a futuristic sans serif typeface, Futura. If deciding to develop this idea further, colour schemes will be changed, imagery may be adapted further, Mubi logo will be added and typographic choices may be adjusted. 

1 better in, 1 out.

I decided not to take this concept any further than this stage, as I felt it was too similar to the one above which I felt was more effectively worded.

Don't just Kill time, spend it doing something you enjoy. 

Design below was created with both "Don't just Kill time, spend it doing something you enjoy" and "Time is intended to be spent, not wasted" in mind.

Time is intended to be spent, not wasted.

This next design was created with popcorn as the main visual element. A simplistic illustration of popcorn was created, and clock hands were added. As popcorn is a familiar snack commonly associated with films and cinema, it is very effective in communicating movies quickly to the target audience. The clock hands were added to give a sense of appreciation for the tasty popcorn/movies as the tagline emphasizes that Mubi has a collection of high quality films, which you won't waste your time on. You will spend it well enjoying your popcorn. Again if I decide to take this design forward, colour schemes, typography and logos will be adapted/added. 

The scroll is in your hands.

Deciding on which scroll is best to use visually, was quite difficult. The top image shows a hand with a mouse scroller inside it, however it isn't very clear what it is and as I wanted the design to be effective in communicating a strong visual, this wouldn't be effective. Secondly, the image below shows a scroll of films on a video tape roll, which is more effective visually in communicating the ideologies of scrolling through films however it doesn't link towards the online streaming side of Mubi very well. I decided upon using a computer mouse illustration instead. The below design is very basic and would be developed further but just shows where the concept would be heading.

Our Unique Collection. Watch it grow, watch it leave.

The above images show a collection of movies. As I collection was quite hard to show using strong imagery, the design needed something effectively that shows how to movie collection on mubi works. Where one is added everyday and one is removed. I decided to use a tree as way to communicate a collection that is growing. Almost like a family tree.

To be continued...

Time wasting is money wasting
Time is what we want the most but also what we waste the most.
Don't let your time, melt away.
Mubi. 30 films. 30 days only.
Scroll, click, quick quality fix. 
Time is precious, why waste it scrolling.

OUGD603 - Competition Brief Mubi - D&AD - Development

OUGD603 - Competition Brief Mubi - D&AD - Development

After making mistakes in the past which have led me to wasting time designing aesthetically pleasing artwork instead of initially focusing on a strong concept behind the work, a lot of time was spent brainstorming ideas which will attract the correct target audience and entice them to want to sign up to Mubi. I wanted to promote the high quality collection of films coupled with communicating why Mubi has a competitive edge which is solves an important and annoying problem across most movie streaming sites. The problem being the oversaturated amount of movie choices of lower quality movies, which causes users to spend more time finding a film than actually watching it, even sometimes settling for a dud. 

As this business strategy of having high quality films seemed to be Mubi's USP (Unique Selling Point) I noted that it would be specifically important to portray this to target consumers in order for them to choose to sign up to Mubi, instead of sticking to old competitors such as Netflix/Amazon Prime. The design needed to be effective in visually communicating Mubi as a high quality, prestige streaming site, and separating it completely from its competitors by promoting Mubi's USP. 

Therefore, with this in mind I stuck with my old concept of "wasting time", however I adapted it and grew it slightly by adding a hint of quality to the ideas. The new concepts were as follows:

• Out with the old and in with the new
• 1better in, 1 out.
• Don't just Kill time, spend it doing something you enjoy.
• Time is intended to be spent, not wasted.
• Our Unique Collection. Watch it grow, watch it leave.
• Time wasting is money wasting
• Time is what we want the most but also what we waste the most.
• Don't let your time, melt away.
• Mubi. 30 films. 30 days only.
• Scroll, click, quick fix. 
• Time is precious, why waste it scrolling.

After thinking upon a few slogans/taglines. I started to develop my ideas by Illustrating some strong and eye-catching visuals to go along with them. I wanted my designs to develop into a strong advertising campaign, which will be placed on billboards in locations seemed suitable. 

I decided to use billboards as my form of platform to promote the campaign, as it best suit the type of poster design i was creating as well as they are extremely effective for many reasons. The first reason is that you can't escape it! People spend more time than ever in their vehicles. According to recent studies, on average people spend over 15 hours per week in their cars. Outdoor billboards are in the face of the consumer while they are in their vehicles. They are also cost effective for businesses, outdoor advertising is one of the most cost effective forms of advertising on the market. Most billboards and other sign and banner programs cost less than a penny per thousand that see your ad. Other forms of medium cannot compare to this. They also offer endless design opportunities. There are tons of design possibilities, so much that the possibilities are endless! Not only does outdoor advertising surpass other forms of print or media advertising, it also has a higher return on investment and consistently increases market share. Outdoor advertising continuously encompasses new technology. With the use of digital billboards, the outdoor advertising industry is even more powerful. By going digital, this appeals to our technologically-driven minds. It also helps advertisers stay on top of current trends and incorporating those into daily messages. It offers constant exposure. as it is available to consumers and working for you around the clock, 24/7.Not only does outdoor advertising provide flexibility in design and messaging, and how your ad is to be designed, but it also offers a lot of flexibility in location. The impact it makes is effective based on how big and bold the design is, a style which I like to work with in comparison to being subtle and discrete in communicating a message. Finally, it provides a high frequency. Frequency and repetition are key areas that outdoor advertising provides like no other.

OUGD603 - Competition Brief Mubi - D&AD - Development

Development of Ideas

As I had already decided that Mubi's main selling point was to stop endless scrolling of films, so therefore wasting time. I felt like wasting time could be a strong concept to start with and build upon which could potentially be effective in attracting the right target audience of people who hating wasting time and being let down. It was then beneficial to think further into ways in which wasted time could be communicated effectively using strong visuals/imagery. 

Wasted Time

• Something that melts to show that time has passed. E.g Ice cream or melting clock.
• An advert that is unnecessary and just wastes your time. Maybe like a word search or complicated type which is very illegible. Links back to why the audience would not want to be doing that. (Sick of wasting your time? Sign up to Mubi today)
• Clock that has been thrown in the bin.

Melting Clock

Melting Ice Cream

Melting Ice Lolly

Illegible Type

Another concept which would work in portraying the brands main USP, was the idea of having a smaller selection of films which are of a higher quality and are updated added and removed frequently instead of having a larger quantity of films which makes it harder to find good films. In simpler terms, Quality over Quantity. 

Quality over Quantity

• Imagery showing the same of a lot of something really bad and little of something really good. 

OUGD603: Research Led Brief Mindfulness Campaign

Types of mental health problems

If you’ve been diagnosed with a mental health problem you might be looking for information on your diagnosis, treatment options and where to go for support. 

Anger

Anxiety and panic attacks

Bipolar disorder

Body dysmorphic disorder (BDD)

Borderline personality disorder (BPD)

Depression

Dissociative disorder

Drugs - recreational drugs & alcohol

Eating problems

Hearing voices

Hypomania and mania

Loneliness

Obsessive-compulsive disorder (OCD)

Panic attacks

Paranoia

Personality disorders

Explains personality disorders, including possible causes and how you can access treatment and support.

Phobia

Postnatal depression

Post-traumatic stress disorder (PTSD)

Psychosis

Schizoaffective disorder

Schizophrenia

Seasonal affective disorder (SAD)

Self-esteem

Self-harm

Sleep problems

Stress - how to manage it

Stress - tips

Suicidal feelings

Suicide - supporting someone else

Tardive dyskinesia

OUGD603: Research Led Brief: Mindfulness Campaign

What is Mental Health?

Mental health includes our emotional, psychological, and social well-being. It affects how we think, feel, and act. It also helps determine how we handle stress, relate to others, and make choices. Mental health is important at every stage of life, from childhood and adolescence through adulthood.

Over the course of your life, if you experience mental health problems, your thinking, mood, and behaviour could be affected. Many factors contribute to mental health problems, including:

• Biological factors, such as genes or brain chemistry
• Life experiences, such as trauma or abuse
• Family history of mental health problems

Mental health problems are common but help is available. People with mental health problems can get better and many recover completely.

Early Warning Signs

• Eating or sleeping too much or too little
• Pulling away from people and usual activities
• Having low or no energy
• Feeling numb or like nothing matters
• Having unexplained aches and pains
• Feeling helpless or hopeless
• Smoking, drinking, or using drugs more than usual
• Feeling unusually confused, forgetful, on edge, angry, upset, worried, or scared
• Yelling or fighting with family and friends
• Experiencing severe mood swings that cause problems in relationships
• Having persistent thoughts and memories you can’t get out of your head
• Hearing voices or believing things that are not true
• Thinking of harming yourself or others
• Inability to perform daily tasks like taking care of your kids or getting to work or school

Mental Health and Wellness

Positive mental health allows people to:

• Realize their full potential
• Cope with the stresses of life
• Work productively
• Make meaningful contributions to their communities

Ways to maintain positive mental health include:

• Getting professional help if you need it
• Connecting with others
• Staying positive
• Getting physically active
• Helping others
• Getting enough sleep
• Developing coping skills

OUGD603: Research Led Brief: Mindfulness Campaign

Mindfulness Campaign

Mental Health problems are something that are very rarely spoken about in comparison to Physical Health problems. Roughly 800,000 people commit suicide every year because they don't speak out to get the correct help. Being passionate about such a cause, I wanted to create a campaign to increase the awareness of mindfulness as a process to increase happiness and eliminate anxiety, improving mental health. 

OUGD603: Womenswear Brand Logo Reseach

Research Examples of Successful Clothing Logos

OUGD603: Womenswear Brand Name/ Target Audience Research

Brand Name/ Practical Research

Before carrying onto the ideas development stage for the visual aesthetics of the brand, a name needed to be chosen before being able to move on. Taking pen to paper, I started by brainstorming some potential names. 

When considering a brand name, it was evident that the brand needed to have a certain style of clothing to help this. As I am constantly keep up with fashion trends, I wanted the brand to be exactly the type of clothing I would wear and women my age would to. I also wanted the brand to be completely different to most things on the market today offering a complete different range of clothing suitable to a specific type of customer not just every women aged 17-26. This way I knew making the target audience more specific by choosing the right name based on the type of clothing products the company would sell, would enable to best possible shot at being successful in the long run.

Evidently in business you are not able to please everyone all the time and by choosing target market wisely, and honing onto it, you can please the right people all the time.  

Any entrepreneur knows that in order for a business to succeed it has to be aimed at the right people but many make the major mistake of assuming they already know their target market and employing a ‘one size fits all’ approach to their marketing strategy.

For example, a common assumption among car accessory retailers would be that their target market is ‘anyone who has a car.’

Of course car owners are more likely to be interested than someone who doesn’t own a car, but that’s no target market. Having such a wide, unfocused audience makes it impossible to tailor a strategy to specific types of car owners for a specific product.

To have a successful marketing campaign/Brand Identity, you must know exactly who you are targeting, and why.  Far from being limiting, a clear, refined target market audience gives your content and marketing more clarity and focus – and makes it that much more effective.

It all starts with close self examination – you won’t be able to figure out who your business appeals to unless you know your products or services inside out. First, I needed think on these important questions:

• What is the purpose of what you sell? Is it designed to satisfy a basic need or is it a luxury item? The purpose of what I sell is to enable women to feel comfy and sexy at the time time. It will be a promoted as luxury item but affordable for the average women. ( National Minimum wage UK - 21 £6.31 an hour, 18-20 £5.04 an hour, Under 18 £3.72 )
• What makes your product or service unique? Is anyone else selling anything similar, and if so what gives your product the advantage? What makes my product unique is that it turns loungewear and tracksuits into something that is attractive and not stereotypically unflattering or baggy. Other clothing lines sell similar items however they don't specifically promote themselves for the comfort, comfort without compromising style will be the backbone of the business.
• Why does your current customer base buy from you? Who buys the most or spends the most money and what do you know about them? Is there anything they all have in common? They will buy from me as the business will offer them a unqiue and trustworthly product which still will be high quality in softness and finish even after being put through the wash numerous times. The products will have rips through some of them following a stylish popular trend. Strong, successful and confident business women will spend the most money on the products as they work hard throughout the week but relax at weekends and weeknights in the items. 
• Does your product or service offer a solution to a problem that people have – does it make their lives better in some way? What are its benefits? Women are able to feel relaxed and comfortable as well as feeling stylish and confident in their own skin. 

Discover your target customer

• What’s the reach of your product? Are you going to be selling regionally, just in your own country or worldwide? The products will be sold mainly across the UK but US and Europe consumers will eventually be able to access the website and place orders cost will be based on a delivery charge.
• Do your products or services appeal to other businesses rather than consumers? If so, consider factors like type of industries available, how big they are and how much money they make to figure out which ones are right for your business. Yes, other online retailers or businesses such as ASOS or Ebay will be able to buy the products in bulk to sell on

Refine your marketing with audience in mind

Now instead of wasting my energy targeting a too-broad audience, I have a strategy focused on the right audience that will pay dividends.

This means that instead of targeting ‘anyone with a car,’ my business can target more specific groups – 18-26 year old women, or executives who need accessories to make their time off work more comfortable.

Armed with better specific information, I can make smarter decisions about where to advertise (where these people hang out - Instagram) and how to talk to customers (using the language that resonates with them - Pop culture, hastags etc).

Tailoring my marketing strategies to delight and excite my customer, not just any customer. They will love me – and my products – for it.

With all this in mind, I carried on brainstorming potential names which would target the audience specifically. My favourites based on this were as follows.

• Pretty Reckless (Flattery of the customer calling them pretty, as well as reckless linking back to the ripped style of clothing)
• Pastel Baby (Pastel being the colour of the items, baby blue, baby pink, nude etc)
• Sexy Slumber 
• Pretty Chill
• Captivate
• Vibes
• Carried away (Carried away as in, getting carried away but also a link back to carrying the product away could be placed on the bags)
• Reckless Discovery
• Secret Desire ( Secret links back to victoria secret luxury but also secret as the clothing will be worn mainly indoors or lingerie under clothing or in secret intimate time. Desire being something someone wants.) 
• Secret Statement 
• Secret 
• Allure
• Undiscovered
• MsUndiscovered
• BabySky
• Baby Discovery 
• Secret Chill
• Undercover