Publish – Week 2

Today in field, we were put into pairs to design a magazine cover for a topic of our choice. I was paired up with Amber and we decided to design our cover based on cycling.

Our first task was to decide what type of cycling magazine we wanted our publication to be, in the end we want to base in on the environment that we cycle in. We chose the heading “the world’s deadliest tracks” for this particular issue of our publication. A big reason why we chose this topic is because we felt that we could create the most visually appealing magazine on this topic in the time frame we were given.

We chose to name our magazine Ride. We wanted something short and snappy and a name that easily rolls off the tongue, we were surprised to find that no cycling magazine that we could find in our research already used this name.

We decided on the layout of our magazine cover after doing research on other cycling covers. We found that a lot of current cycling magazines use a really similar and frankly quite boring layout, so we wanted our magazine to stand out from other cycling magazines. To do this we decided to stay away from using the main image covering the whole page, instead we placed it in different places on the page and created a white border almost.

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Advertisements

Client Side – M.A.P

For the client side of this project I have developed my own brand based around a ‘travel agents’.

M.A.P – 

(Music, adventure, passion)

Values

  • Providing and easy and efficient service
  • Fun and friendly
  • Young and fresh
  • Adventurous and active
  • Passionate

Competitors

STA – www.statravel.com

Thompson – www.thompson.com

Thomas Cook – www.thomascook.co.uk

The Festival Calendar www.thefestivalcalendar.co.uk

Target Audience

Our brand is target at young people, male or female, between the age of 18 to 25. Our target audience will have a passion for music and a need for adventure. They typically will be either students or in a non degree specified job

About Map

MAP is a fresh and young company originating from a group of friends passion for music festivals and travelling. The idea is to help and encourage other people to begin travelling, starting with festivals based all around the world, this is a great way to travel the world and experience lots of different cultures as well as centring in on the target audiences passion for music. MAP was originally set up online, now wants to develop their business by offering a app to consumers, which they can used to help tailor their first/next festival holiday. The app should offer a range of different options for their festival holiday, including all inclusive packages which will included the delivering of all the consumers festival needs to the festival campsite to help them have an easy, stress free experience. On top of this, the all inclusive packages include the festival tickets, flights and transfers.

Persona

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Audience and Persona

Maslow’s hierarchy of needs

Abraham Maslow was a anthropologist who developed a theory about the way the people are motived. This theory was published in 1943.
The  theory was based around a triangle of needs, at the bottom part of the triangle were the basic needs that any human would need to survive, and then moving up the triangle were more factors that would motivate a person.

maslow-pyramid

This theory is relevant to branding and our project because its the consumers who build the brands, not companies, and consumers give any given brand their values by helping to develop the perceptions of that brand from other consumers. However, these companies can try and help enhance the values associated with the brands by delivering consistent brand experiences and trust to those consumers.

  • What do consumers need?
  • Do they really need those things or do they just think that they do?
  • What drives them to actually take action and buy once a real or perceived need is identified?

Target audience

When we are developing our brands for our projects, we need to think about:

  • Who our target audience are
  • Why is it important?
  • How we can find out about them

A target audience normally has six typical characteristics, and these characteristics may influence the behaviour of a group of individuals.

  1. Geographic:
    This is where the target audience is from and the nature of their physical environment, the characteristics of their religion and local characteristics, and also how the climate may effect them.
  2. Demographic:
    This is the target audiences, age, gender, ethnicity, income, occupation and education. Also, the number of people in their household, whether they are single or not.
  3. Psychographic
    This is about the persons personality (Extrovert/introvert, and characteristics), lifestyle, interests and hobbies, and their attitudes.
  4. Behaviour
    How the target audience responds in a group or family situation, whether they have any loyalties to a group, and how they respond to various scenarios.
  5. Product related
    This is how the person may identify, engage with a product or how the product could become a totem or a motif.
  6. Motivations
    This point brings up the argument that target audience can only exist in theory, this is because people are each motivated by different things, and this can’t be applied to a group of people as a whole. However a person could be motivated by events involving that person.

In response to this presentation we created our own persona for the company that we were are developing.

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An introduction to branding

Today, we had a talk from Cath Davies introducing us to the world of branding

Thinking about brand identity

“A strong brand is created by focusing on its essence where communication managers look beyond the surface for the brands innermost substance” (Kapferer 1997:99)

The Essence of  a brand is the values, identity and the associations to do with a individual the brand in question.
Brands make a product which doesn’t just have a basic function, but instead they aim to create a product or an image that represents the values that the brand is trying to communicate to the audience. You only think about that brand when you spot a characteristic of that brand elsewhere. For example when you see the Nike tick, you automatically know that the shoes, or item of clothing that you saw it on are from Nike.

“Identity is constituted by a set of unique associations that should be defined by the brand strategist… represents what the brand stands for” (Aaker 1996:65)

The consumer of a product needs to get the associations to do with the brand otherwise they won’t buy the product, so the brand is represented by a set of unique associations that the brand has created. So the brand is saying ‘this is what our brand means and this is why you should buy it”.

“Identity is about the ethos, aims and values that present a sense of individuality differentiating a brand” (deChernatony 2001:03)

A successful campaign should teacher a consumer that the brand is made specifically for them.

Brands, consumers and emotions

deChernatony (2001) suggest that brand success is attributed to a companies relationship with consumers, it could be argued that a brands relationship with the consumer is key because it establishes a trust and the consumer will repeatidly buy into that brand.
However Kapferer (2001) maintains that consumers define brand personas, that attributes are often inscribed by the consumers. This is the opposite to deChernatony because Kapferer is saying that a brand isn’t created by a brand, but instead the consumer is the one that creates the brand.
Keller (2003); Kapferer (2005) argue that brand knowledge is the emotional affliate represented (Feelings, attachments or experiences) provided added value to the brand.
For example with the Dr Martens brand, the punks and skinheads where the people who made the brand ‘cool’ originally, and the attributes that the brand has today were created by those consumers who originally brought the product. Today, we talk about brands as if they are part of us, because they become a part of our everyday lives, people have emotional affliations with brands. We create our lifestyles around these products.

Branding Strategies

“There is no doubt that there is a demand for product that are able to speak to people personally and find new ways of fulfilling themselves personally too” (Boyle 2003:270)

For this we looked at the Dr Martens: First and forever campaign, Cath told use to ask the following questions when we looked at the images:

  • What are the symbolic associations that accompany the brand?
  • How are these associations constructed in their campaigns?
  • What are the implications of their branding techniques regarding the relationship between brand and consumer?

For example with the online advert:
The online advert taps into the memory and nostalgia that a person may have associated with the brand, so this in turn sets up a community of people who all have nostalgic memories with the Dr Martens brand. They talk about how they always stay with you, that could be your memories, but also the docs in themselves as they are typically known but be a very hardwearing shoe. This online advert creates a direct affiliation with the brand and the person on the online advert, it is almost saying that ‘we help shape the person you are now”. The telling your memory button is effective because this in turn creates a bigger community of people sharing happy memories associated with their Dr Martens, so in turn this nostalgia may make those reminiscing want another pair of Dr Martens so they can relive these memories, but it also will make others who never have owned Dr Martens want to be part of this community.

I found this talk from Cath to be really useful, this is because we got to delve deep into a brand and think about what made them do specific things, and also we were also able to use information from our previous lecture with Ian and apply it to the new pieces of information we were being given from Cath

The beginning of level 5 – BrandWorld

Today was our first day back in the studio after our summer break. We began with a welcome back lecture on branding from Ian, in preparation for the beginning of our first project for 2nd year, BrandWorld.

What is a brand?

A brand is an organisation’s

  • Personality – The impression that the organisation wants to make on the target audience.
  • Beliefs
  • Values – Words which describe the organisation and how you would like the organisation to be perceived.
  • Behaviour
  • Attitude – The brands tone of voice and the language that it used
  • Aspiration

However, a brand is also made up of identity, the product and the marketing.
Identity is: The logo, name, font, sound, copy, images and the key colour used.
Product is: The materials, finish, experience, packaging, price point used.
Marketing is: How media, TV, shops, leaflets, websites and newspapers are used.

After this talk we were then briefed on our project for the upcoming few weeks.

To start off with, we were to be a client. We will be given a random company and we have to create a description, personality and brand values for that company. The end result will be a completed job bag with a design brief, a persona, a mood board, the brand values, the target audience and a description of our company. We will hand these job bags into Ian.

 The second part of this project will be the designer side. Ian will give us each somebody else’s job bag and we have to create a brand language/visual identity/tone of voice appropriate for the company that we will have been given.

 

 

Developed editorial

I have been working on developing my final editorial piece in line with the feedback that I received from David.

The feedback that I received was:

  • The body feels too tight on screen
  • There are some rivers
  • The images are strong but spread 2 and 3 feel too repetitive
  • The text blocks are very heavy on the page
  • Using too many typefaces for the callouts

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Updated Animation

This week I have also redone/updated my animation in line with the comments from my feedback on my previous animation.

The feedback that I received was:

  • Overall a very nice animation
  • Include sfx of ducks and water
  • Swan looks more like a dragon

So I firstly began changing my animation by redesigning a new swan for the ugly duckling to transform into. I did this first by hand drawing my swan, and then scanning the swan into Illustrator and going over the lines I had drawn to get a sharper edge. I re did my swan many times in order to create the effect of the swans wings moving, so I started by gradully pulling the wings further up the page to create the sense that the swans wings are extending. I then put all the images together on windows movie maker, ideally I wanted to use Mac software, however I don’t have access to this at home currently and didn’t get the opportunity to go in university for this animation. I also slightly redesigned the background, just by editing it slightly on Photoshop to give the elements a clear edge. Finally my last change to my animation was the addition of sound effects. It was recommended in my feedback that I use some duck and water sound effects so I had a look online to see if I could find any and over laid them on top of my original music.

Overall, I still don’t feel as if I am entirely happy with my animation. I feel that if I were to do the story project again, I would completely scrap my current theme of the Ugly duckling and start a fresh with a new theme. However, considering I don’t have much previous animation knowledge I am please with what I have created.