"If you don't know where you are going, any road will take you there." - Lewis Caroll
Project Overview:
FFC by Positive
Date:
19th April 2020
Tasks:
· Research Positive
· Read through the brief
· Prepare any questions for the Q&A Client Briefing
Research / Notes:
Positive:
We create positive connections that deliver measurable results.
Positive Thinking.
Digital Agency.Design and build enterprise level websites.
Financial Service work.
Brief
Family Football Club aimed at mums with primary school kids.
Social Media Campaign
Initial thoughts:
I like the idea behind the brief
I do not like the branding of the product
Questions:
Why is it aimed at Mums with Primary School children?
How will it benefit them?
Interested in any collaborations?
Date:
20th April 2020
Tasks:
Attend lecture
Discuss the brief
Notes From Lecture:
Tim Miller
Cep positive
Family Football Coach
Positive Thinking.
Digital Agency.
Design and build enterprise level websites. ie Gordan Ramsay.
Financial Service work.
Project falls outside of Positive, but positive has the resources.
The brief.
Launch FFC via social media to Mums with primary school children (aged 4 to 11).
Brief specifics.
A campaign idea that works across several identified media channels.
Level of finish.
Conceptual design.
Idea first
Work out how it fits the channels.
Covers the channels identified.
Find a route that works across the platforms, then work towards a final package.
How we can leverage and deliver those three message
Coaching your children
Connecting with your children
Becoming fit and healthy
How does FFC enable you to connect as a family and do more together.
FFC is a tool that enables you to deliver the fit and healthy messages.
Certain elements of the product and brand and what channels can we deliver the message in.
Coaches, film, youtube perspective.
Idea example:
Gifting.
Social Demographic.
Price of the product does not dictate the target audience to be affluent.
10 pounds a term, 10 videos.
1 pound a week equivalent.
Strategy vs Tactics.
Pick up some of the key brand points and find the platform to deliver those messages.
Adapt the messaging within those channels.
Looking for the activation in the media the brand are going to.
Leverage the brand truths.
Look at the stories that people want to hear.
Stories that will engage the target audience.
The back story is enabling the hierarchy of messaging
Brief Specifics.
£500 for work we use and your involvement.
Come up with an amazing idea and concept!
Marketeer's kit bag.
01. Influencers. Brand partners/ joint promotions.
People who influence mums.
02. Bespoke social strategy: Instagram, Facebook, Twitter, Youtube, Pinterest etc.
03. How do competitors position themselves and why? (Sword Fencing?)
Top Tekkers
Street Kickers App
Sportsy
Sportsplan
Technica
FA Superkicks
Website Driven, not going through the app stores.
Q&A
What do you want?
Personal, connection between family. Trying to do something he would have found useful.
Commercial, this app to be recognised as the best training app in terms of the three messages its delivery.
If FFC was a car, what kind of car would it be?
A merc Soft top. Mercs are German, well known for building solid cars. Stability. Convertible, it enables you to do multiple things. Drive with the roof down, looks great and the engineering is second to none.
What type of shop would it be?
John Lewis, because it appeals to everyone, broad base, never knowingly undersold, not too flash but solid and reliable.
Keep it simple.
A good case study to look at is someone who keeps it basic.
Example, Joe Wicks. Reaches the same target audience.
2 clicks away from signing up.
Not working along side any other football bodies at the moment.
The premiere league are running a similar project with primary schools.
Reach out to premier league/ FA in the future.
Are we free to explore and experiment with design, type and colour?
Try to stick to the brand identity and the logic behind the colour.
Adapt and change elements if you feel it needs to be changed.
Secondary audiences?
Can't assume everyone is happy families, has a lot of time etc.
If there is something that works then explore it.
Paid service?
10 pounds a term
27 pounds a year
10% discount
Sign up now and get 2 short courses for free.
10% of profits to charities.
FBB (Football beyond Boarders)
KitAid
Possible third charity.
Free video trials on the website.
Examples on Youtube.
Children's education and learning
Over the course of a programme you can become a better footballer etc.
Develop it as its an on going learning programme.
"I can't relate to my child playing football, I can't play to save my life but this app has helped me have some amazing 1 to 1 with my son and get fit and healthy". Tone of voice.
Media Spend Budget?
Paid Search.
Organic Search.
Link Building.
Mums like to share stuff on social media.
Interested in collaborating with Local Football Clubs/ footballers if possible.
Brian
New Realistic, yet supportive, experience for you.
This will not be like your previous experiences.
Real client, real brief, real product.
Real working practices.
We will judge you on the criteria set by the industry.
Have fun, make mistakes.
Produce strategic and tactical creative work that will get you a job.
Not here to solve the brief for you.
We're here to watch you wrestle with it, fail, then solve it.
We are here to support you in a professional context.
If you get lost, come find me.
There is a bigger picture.
Experienced specialists are teaching you industry craft skills.
Respect this.
Ask questions.
There is a lot to experience, to learn, to do. The more you push this, the better you will become. I promise.
Develop key skills.
How to read a brief.
Difference between strategy and tactics.
Answer a commercial live brief. The 2 live briefs are your passport to the final year and the start of your portfolio. (And commercial briefs are gold dust in a student's portfolio.
How to prioritise and pitch professionally.
"If you don't know where you are going, any road will take you there." - Lewis Caroll
What is your personal objective?
To work out where you might 'fit in'.
To learn client handling.
To understand briefings.
To remove conscious and unconscious bias from your working method.
Write down your personal objective.
Judge yourself by your objectives.
Pull the brief apart.
What is right?
What is Wrong?
What is terrific?
What needs improving? And why?
Love?
Hate?
Think beyond initial Ideas.
A story about competitors.
The best swordsman in France didn't worry about the second best swordsman in France. They played by the same rules. He worried about the angry farmer with a pitchfork.
Competitors
After school clubs.
Leaving other siblings at home.
Time.
Keeping a kid focused.
Understand the target audience.
Facebook is much more successful for Females than Males, through sharing.
How do we know/judge what the "solution" looks like/ is?
You can't test an idea using creative work.
Solve this BUSINESS problem.
Problem solving includes.
Awareness, positioning and selling.
Today is an industry specific discussion.
1. Challenge what you think. It isn't about you.
2. Who is the target audience? Talk to that audience with language they understand.
3. Challenge assumptions.
4. Review what you have been told.
5. Ask the difficult questions.
Interrogate brief.
Insight.
Creative iteration.
Check on brand and on brief.
Pitch with a professional deck and mindset.
Be curious, question everything.
Knowledge is finite. Wonder is infinite.
Keep your brain open.
Professional briefing.
Sum up the brief in 6 - 8 words.
Test the work.
1) Is it on brand?
2) Is it on brief?
What does Positive do?
Connecting family business
Get your kid off the computer and spend time with them outside.
Go beyond the brief.
How is the client's product/ service consumed?
Who are its competitors?
How the competition present their offering?
Then zig to the competitions Zag
How is a product similar presented?
1. Does this brief have a branding or advertising outcome?
Advertising outcome.
2. Is there an issue or problem to be raised/ addressed / solved? (An objective)
There is no issue or problem to be solved.
3. Does the brief show an understanding of the social milieue?
Yes it does.
4. Does the brief show an understanding of how messaging channels work?
Yes it does.
A commercial reason (Brand and product). The why
Target audience. The Who
Deliverables. Requirement. The What
The why is the most important.
Reflection:
Zoom briefing.
Everything was very clear and precise. Derek explained all aspects of the term very clearly.
I am happy with the team I have been put in, I work well with Sid creatively and look forward to producing work with him for this brief.
Tim Miller Briefing
I found this session very helpful. Brian interrogated the brief very well and showed his experience with breaking down a brief and asking tough questions to a client. This session gave me a really good insight into how a client would view his brief. I feel the brief is very personal to Tim, especially when talking about the personal reason that pushed him to starting this project.
I learned a lot in terms of brief specifics. I feel the questions of comparing his product to a shop or a car spoke a lot about what Tim was looking for. He wants the product to not be too flashy, but to look nice but have a very solid foundation and thought process through the design and campaign.
I learnt that Tim is looking for a campaign idea that works across several identified media channels.
Tim wants the app to be website driven, not going through the app stores.
He emphasised multiple times about the 3 messages he wants to implement into the product, which are:
Coaching your children
Connecting with your children
Becoming fit and healthy
Target audience is Mums with primary school children. why?
The app is aimed at primary school children 4 - 11 years old.
Family context, how will it benefit the Mums.
Getting kids out the house approach.
He wants the tone of voice to be light-hearted but affirmative.
Look at the stories that people want to hear.
Stories that will engage the target audience.
The back story is enabling the hierarchy of messaging
Brian Pulling the Brief Apart.
Brian discussed some very good skills that I have not used before.
I think focusing on our personal objective is a really good way to get as much out of the unit as possible.
I feel the tactic of pulling the brief apart is a really interesting way to tackle a brief. I have learned how to look and read a brief in a formative way that will be most beneficial. I now understand how a professional will look at and read a brief in more depth.
Pull the brief apart.
What is right?
What is Wrong?
What is terrific?
What needs improving? And why?
Love?
Hate?
Think beyond initial Ideas.
Questioning the competition.
I found Brian's approach to competition to be very insightful. Rather than looking at brands looking at every day struggles/ problems to solve within the competition struck a cord with me. I think this approach of problem solving could be a very good way to tackle the brief.
Solve this BUSINESS problem.
Problem solving includes.
Awareness, positioning and selling.
The why. The Who. The What.
This is a very good way of identifying what is important in a brief.
A commercial reason (Brand and product). The why
Target audience. The Who
Deliverables. Requirement. The What
The why is the most important.
Overall today's session was extremely insightful.
So... What do i want from this project?
I want to further establish the role I would like to take within this industry.
To produce some strong live project work for my portfolio.
To help improve my time management and organisation.
To improve my client-worker relationship.
To improve skills on how to approach a live brief.
How did this relate to professional practice?
This related to professional practice by working with Brian as a client handler. We watched him first hand discuss and interrogate the brief with a client to understand what he really wants. Brian gave the client confidence in his decision for hiring him to tackle the brief and asked the client the difficult questions that was needed.
Next step.
Interrogate brief.
Have a call with Sid to discuss the brief and establish our workflow.
Date:
Tuesday 21st April
Checklist for today:
Interrogate brief
Discuss the brief with Sid
Break down the brief into a sentence
Research/Notes:
What do I love and hate about the brief?
Love?
No previous football knowledge needed.
Helping parents bond and connect with their children.
Parents and children become fit and healthy in the process. All you need is the App a ball and a local park.
Hate?
The app will not be available via App store as it will be a PWA.
I don't like the authoritative tone of voice.
A radio campaign to coincide with the new term starting in September.
Brief in a sentence
A Social media campaign to promote FFC to Mums with young children (aged 4 to 11).
Zoom Meeting with Sid
Minutes:
We discussed the brief in full depth, what we hate and what we love.
We were both on the same page with the brief and come to the conclusion that the brief is crying out for social media branding and a social media campaign that can most likely work across platforms.
We discussed the who, the what and the why.
A commercial reason (Brand and product). The why
There is a hole in the market with education and parent-children bonding through fun.
Target audience. The Who
The target audience is primarily mums with young children.
Deliverables. Requirement. The What
A cross platform social media campaign.
Incentives
Rewards
Tik Tok
Social media branding and social media campaign
Brief in a sentence
A social media campaign for mums with young kids.
Tone of Voice idea.
This makes you RELATE to your kids. Become the Cool parent.
We discussed visual identity and that we would need to find some inspiration through primary research on our target audience.
We then planned what to do next and organised another meeting for Wednesday at 3.30pm.
To Do List
Primary and secondary research
Research Competitors
Reflection:
Discussing the brief with Sid was good, i felt happy with Sid's thoughts on the brief, we are in a similar state of mind when it comes to tackling the brief. We believe the most important side of the brief is the bonding experience with the mum and child.
In the professional industry this would be a very important discussion upon starting a project with a team to make sure we both fully understand the brief and where we want to focus.
Date:
22nd April 2020
Tasks:
Primary and secondary research
research competitors
Zoom Meeting with Sid at 3:30pm
Feedback
Feedback 1 (Junior Reds Football Club coach for ages 5 - 9)
It would benefit local club coaches by helping the kid improve in his own time and to help the parent understand the coaching process a bit more.
Junior Reds would be interested in collaborating with if it was not a commercial based business.
how are they going to use the app?
How does the kid feedback? he has no one to show him how to correct his mistakes.
Sceptical on the basis of it being a commercial enterprise.
Personal assistant, Tailor made to different abilities.
Small bites, not too technical, fun, move on quickly.
Educational. Fun.
Anyone can use it.
Feedback from his coaching.
"Hes gained confidence".
The fun element is the most praise he receives.
The difference between other peoples football school is we pitch it to all different abilities and don't discriminate on ability. Feeling comfortable to join in.
You don't have to be Ronaldo to join in.
Fun, informative, healthy, educational.
The more fun you have the more you will learn.
Stars for achievement.
Need a small area rather than a local park.
Getting fit together.
Feedback 2 (Children Centre Worker).
Free trial. Try before you buy.
Lots of benefits for the kid.
Children Centers would be good to collaborate with.
Feedback 3 (Mum of a 1 year old).
Learn a new skill alongside you kids.
Exercise with your kid, share and win.
Badges, ie Nike Run Club.
Share your kids achievements in the FFC Community. Show off your kid.
Teach the parents to coach to become their kids coach
Positive FFC Research:
Our story began with a single, simple goal; Create a way for children to be taught the beautiful game by their parents, grandparents, big brothers and sisters, cousins or carers enabling everyone to come together, get active, and use football in a meaningful, fun way to help embrace the many dimensions of child development.
Matt Jarvis our Football Technical Director brings his vast experience as a player with West Ham United and Norwich City to that of our experienced coaching team.
Matt also received an England call up in 2011 and has young children of his own. The Family Football Coach (FFC) programme was designed to help anyone with the app on their phone to teach children all the necessary skills to become better and more skilful players without having to know or have any footballing skills themselves. So, whether it’s tackling skills, possession skills or shooting drills, we provide everything you need to know to guide children through the programme. No matter whether it’s a boy or girl, complete beginner or a seasoned pro, our programme will improve football skills and help children develop both physically and mentally. FFC is aligned to the Government’s National PE Curriculum Key Stage learning 1 and 2, supporting a child’s progress naturally towards their full potential. As part of our philosophy we also focus on diet and health for primary school aged children. We’ll have regular features and tips to help guide you and we’ll share stories from our Football families. To join, click on the link below and welcome to our Football Family.
Competitors:
Not only does their content-filled site provide Kraft recipes, it also includes recipes that are easy for kids, holiday recipe ideas, how to stay healthy, how to save money on meals, and more. They even provide videos for several of their recipes, setting them apart from the myriad of other recipe sites out there. Their recipe exchange message board is also a great way to keep moms involved and engaged with their content.
Hoops:
Hoops is a company that compiles activities for young kids aiming at 3-12 years old. They collate activities, arts and crafts etc in to one space.
Penguin Kids Activity Packs:
Book publisher Penguin shares stacks of fun games and activities you can do at home. From how to make an astronaut helmet for your teddy bear to Diary of a Wimpy Kid activity packs, there’s stacks of ideas to download on this helpful website.
Target Audience:
The specific findings i have found about mums that interest me are mums say the best fun they have is with their kids.
In households with parents who are either married or living with a partner the mother manages majority of the children's activities,
but only plays or does the activities with the children alone 27% of the time.
Zoom Meeting with Sid
Minutes:
Making it about the community.
We discussed competitors.
We really like Kraft's Tone of Voice.
We discussed what we love and hate about Kraft.
Love?
I love that they are only focused on being community and family orientated.
I love that they use families playing games in their commercials to create an incentive for people to share and have family time. They call them "Big game commercials".
I love the tone of voice of "no one lies like your parent" "don't touch the China cabinet, it's full of spiders". My mum used to say to me, "I'll put you in the bin and feed you to the lions".
Hate?
I hate that their social media is only high quality photography and cute pictures.
I hate that it is not that evident what they do and how to get involved.
Key points of the brief.
Helping parents bond and connect with their children.
Our mission is to get children out of the house and into the great outdoors to learn new skills, get fit and have fun with their families.
The best and only football app out there for families with primary school aged children who want to have fun coaching their children, see them gain new skills and have quality time together.
What we think the why is:
The why. Our mission is to get children out of the house and into the great outdoors to learn new skills, get fit and have fun with their families.
Wembley cup.
Mums do more activities with their kids than dads.
Mums want to do what their kid want to do
61% of mums feel guilty for taking time away from kids to exercise
mums are the key influencers on kids being active
Reflection:
We had a good discussion on the key points to focus on in the brief.
This discussion related to professional practice in terms of understanding how competitors are positioning themselves.
Me and Sid had different examples of competitors. Sid was looking at companies such as Kumon and a music teaching company that specifically run alongside education.
To do:
Compile our research into shared documents
Find an insight.
Research more into Target Audience
Research more into Competitors
3 Initial ideas
Date:
Thursday 23rd April
Tasks:
Zoom Meeting with Brian at 10:00 to discuss the posts we put on padlet.
The post we submitted
FFC task 1 Brief:
A social media campaign for FFC that engages mums of children (age 4-11) Kraft:
Not only does their content-filled site provide Kraft recipes, it also includes recipes that are easy for kids, holiday recipe ideas, how to stay healthy, how to save money on meals, and more. Love? focused on being community and family orientated. Use of families playing games in their commercials to create an incentive for people to share and have family time. They call them "Big game commercials". TOV of "no one lies like your parent" "don't touch the China cabinet, it's full of spiders". My mum used to say to me, "I'll put you in the bin and feed you to the lions". Their recipe exchange message board is also a great way to keep mums involved and engaged with their content. Hate? Their social media is only high quality photography and cute pictures. not that evident what they do and how to get involved. Key line of the brief:
Get children out of the house and into the great outdoors to learn new skills, get fit and have fun with their families.
Feedback from Brian
Kraft is an interesting business, it is hard to get into a parents store cupboard.
He likes our one liner we chose from the brief. But might be worth saying "getting children out of the house and away from screens".
The people that make this stuff, task what they want to use it for, as soon as you let it go it has a life of its own.
Notes from the lecture
Seasonal product.
Not a lot of money for the amount of connection.
Strategy is what you leave out
How can FFC make a connection with mums
Goal in Wembley. Interesting concept.
Strategy.
Kill the dragon
Tactics
Jump out the tree with a big sword and kill him
Sale activation
Strategy/brand vs tactic/sales activation is usually 60% brand and strategy and 40% tactics
Planks of his strategy are.
Zoning in on just the mums
Being explicit about his tone of voice
Stories and connections
Assume Part-time / Full-time working mums.
Not massively long copy, something about interest and benefits.
Jaguar Strip Ads, picture of the product is relevant to the copy
Jaguar S type. People want specifications.
Tactical messages within the appropriate media channel.
Competitors set is not just the apps.
A competitor would be a skill that mum feels more confident teaching
Make them feel confident.
Time and Effort
Flip it, the mum wants to do it more than kid.
Missing a personality.
Prepare who, what, how and why:
(Who) For mums of young children, (What) we get kids off their screens to spend quality time (How) by creating an app that helps parents assist in coaching their kids to play football (Why) because we believe it is important to get children out of the house and into the great outdoors to learn new skills, get fit and have fun with their families.
TOV
Playful, Family Friendly, inspiring.
Easy peasy lemon squeezy.
Scarcity Principle
I was listening to the radio, better go, download this app whilst stocks last.
In the business of getting your kid out the house.
If the brand turned up to a meeting what would they be like?
Kid in one hand, baby in a buggy, with a massive bag of emergency supplies. Stressed with a smile.
Ideas and Research Points:
84% of mums use social media to show off their kids
Fridge freezer achievements.
Badges ie Nike Run App
Community aspect.
Activation
Creating a community space via social media.
Mums feel guilty about doing exercise away from their kids.
Two Birds one Stone.
The app makes your time spent with your kid feel more fulfilling, so creates time for other activities for yourself.
Parents do what their kids want to do.
Give the children the skills they need to flourish beyond the classroom.
Skills that support their learning and compliment their development in life.
Everyone can drive them. Mini Cooper
For mums of young children, we get kids off their screens to spend quality time by creating an app that helps parents assist in coaching their kids to play football because we believe it is important to get children out of the house and into the great outdoors to learn new skills, get fit and have fun with their families.
Zoom Meeting with Brian
Feedback
Aim at specific mums with young children.
Young leaders.
teaching your kid be self confident in something your not confident in.
Insights and ideas and concept.
Get ideas and research.
How do you define that confidence.
Get further feedback from on confidence from the football coach,what is the key factor in building a young child's confidence?
Reflection:
The meeting with Brian was very insightful, he helped us look at the research we have been discussing to help us refine an insight.
We had already discussed some ideas so far and jumping ahead of ourselves so this helped us reign it in and go back to the methodology we was being taught. This was done in a professional manor from Brian, honest clear and precise, it helped us get back on the right track.
Date:
Friday 24th April
Tasks:
Insights and ideas and concept.
Get ideas and research.
How do you define that confidence.
Get further feedback from on confidence from the football coach,what is the key factor in building a young child's confidence?
Feedback
Feedback from coach
Mums react more to their kids having fun,such as Australian Press ups, Dads react more kids scoring goals.
What is the key factor in building a young childs confidence?
Praise and encouragement recognising their achievements. Make sure you know the ability of the child so you can set achievable targets.
Building his confidence to be able to go into school or a team sport.
Ideas:
Talk to the mums from a kids perspective.
My mums cool she taught me how to cruyff turn.
I don't know where to start. Look at this App.
Date:
Saturday 25th April
Tasks:
Gather as many insights and ideas as possible to discuss with Sid
Arrange Zoom meeting with Sid
Research
The five myths of marketing to mothers.
1. Motherhood does not define a person.
Mothers today want to be recognised by much more than their children and parenting roles - motherhood is not all-consuming for women and is not the only thing that defines them.
John Lewis 2010 Ad campaign by Fyfe Dangerfield 'She's Always A Woman' is a perfect example of this. They are selling a commitment.
Most women are defined by their skills, abilities and passions before they consider having children.
2. Mothers are not desperately seeking perfection.
75% of mothers believe a perfect mum does not exist and it is not an aspiration of theirs. They are not perfect and they are not trying to be.
Persil's 'Dirt is good' campaign encourages children to get outdoors and enjoy life. 'For whatever life throws' is a strap line in the campaign focused on mums not being perfect and persil is there to take some stress away.
This advert is more realistic and fun.
3. Mothers are not prudes.
Only 23 percent of mothers agree they should not talk about certain subjects,such as sex.
Old Spice made a Mum Song going against the fact that mums are not into edgy humour, using the anxiety mothers have about their sons being 'taken way', falling for women and leaving them as mums, but does so with humour and self-deprecation.
Fiat launched a video featuring a mum rapping about the trials of motherhood, using edgy language with was based from the reality of being mothers.
4. Motherhood is not a drudgery
60 percent of mums say that their kids are more fun to spend time with than most of the adults they know.
Mums are twice as likely to visit photo-sharing sites such as pinterest and instagram and to share the fun they are having with their families.
5. Don't forget the fathers
The suggestion that dads are sideshows in the parenting department is a faux pas. 60 percent of woman say their partners is just as involved in parenting as they are.
Bird's Eye made an ad called 'Presenting Comedy Dad', which focused on neither mothers or fathers but shows the family unit at dinnertime and the conversations they have.
Millennial mum the youngest group making up 57 percent of new mothers spend an average of 8.1 hours daily looking at difference types of media.
77 percent to look up recipes, 50 percent to manage finances, 63 percent to search for parenting advice.
Organisation.
Mums discuss with other mums about parenting more than anything else.
Insights and Ideas
Insight 1:
Parents want their kids to be confident.
Idea:
Building confidence by rewarding the child for reaching obtainable goals
Examples of 'gamification' achievements in apps
Fitocracy – Gamification for Health & Fitness
Let’s be honest, we all need a little motivation to get out of a warm bed and show up at the gym every morning. Fitocracy is a fitness app that uses gamification to motivate users to achieve their fitness goals.
It accesses user health data to create customized workouts and nutrition plans, then rewards users with points and badges for meeting achievements. It also pits users against other fitness enthusiasts to keep them motivated and slay the laziness dragon.
Takeaway: Consider every level of user ability. By starting with simple goals, Fitocracy keeps badges and achievements within reach for users of all fitness levels. And by rewarding users each time they unlock an achievement or win a badge, their progress becomes visible. In-app quests and competitions with friends are another great way to gain new users and keep them engaged.
A social media campaign to share the achievements that mums have received ie "2 hours bonding badge".
Social media is a way parents can visually demonstrate their parenting demands. Mothers are most likely to use the word proud when posting in relation to specific achievements such as competitions or passing exams.
Insight 2:
Mums relate to other mums.
Idea:
Use language that mums use.
"Only you will know you are winging it."
"The easiest handover you will ever do."
"Stop your kid from getting square eyes".
Insight 3:
kids learn more when they are having fun.
Idea:
To campaign fun over learning.
It's so much fun, your'e kid won't even know they are learning.
Insight 4:
60 percent of mums say that their kids are more fun to spend time with than most of the adults they know.
Idea:
Is to promote a messy mums are more fun campaign.
"Become the fun parent". Business at the front party out the back.
Insight 5:
Mums want to feel appreciated
Idea:
Mums like to show off their kids. So how about kids showing off their mums?
A campaign of kids talking about how cool their mums are for teaching them football skills.
"My mums cooler than your'e mum! She taught me how to volley".
Reflections in kids drawings.
Insight 6:
Majority of mental health problems are linked to emotional development from a young age
Idea:
FFC is a way to bond and help your child with emotional development, by gaining their confidence and getting them prepared for social situations entering secondary school.
Children with a disorder were less likely to participate in school-based or other external clubs (e.g. after school clubs, sports, arts, music or drama clubs) and were more likely to report low levels of social support, and smaller social networks.
Mental health disorders can occur from early childhood, and that their prevalence increases with age, particularly for young women. This highlights the importance of intervening early to prevent the development of mental health problems. The factors associated with mental health disorders in these statistics point toward environmental and social influences that can act as important risk and protective factors for young people’s mental health. Capitalising on opportunities to provide children with supportive environments early may be key for ensuring good mental health for all children and young people.
Insight 7:
Women's groups advocate for women's empowerment from a prescribed angle.
Idea:
Empower the mum from a realistic point of view.
"This app will not make you a professional football coach, or make your kid the next David Beckham. This app will make you the best mum ever!"
&Walsh’s Supershe identity takes inspiration from women’s empowerment throughout history
Jessica Walsh tells It’s Nice That about her agency’s latest project, which loudly defies the pastel-dominated world of female-targeted brands.
Walsh tells us. “Success is often defined by being a girl boss, maximising productivity and learning how to have it all. Self-care is often defined with face masks, yoga retreats and wine. While this is what success and self-care looks like to some women, it is not what it looks like for everyone. The mission is to bring women together to help one another gain confidence in our own paths in life.” Through the early research phase, Walsh and her team found many visual identities in this sphere used pastel colours, so looked to go the opposite direction with a colour palette of red, black and white.
“united in their visual language… an illustration style unique to SuperShe”. The results are a huge resource of hundreds of illustrations and icons for the brand to deploy at their will.
One of the places they really come to life for Walsh is the merch. “The illustrations allowed us to make unique personalisations to embody different personalities or interests. With the merch, we loved playing with the duality concept, the idea that we are all multidimensional. From the copy to the types of merch, this was such an exciting way to express the brand’s overarching strategy.”
Copy:
Honestly, I'm doing Jack SHIT in this notebook!
I will dream and won't be stopped.
Women shall not be told how to act, speak, or behave. Period.
This soap will NOT give you super powers, make someone fall in love with you, or wash away memories of your bad ex. This is just a good old quality soap for women that know better.
Date:
Sunday 26th April
Tasks:
Research David Ogilvy and "The essence of strategy is sacrifice".
Refine strategic work and tactical advertising with call to action.
Prepare a single padlet explanation of what strategic and tactical advertising are.
Discuss with Sid on a meeting call
Refine Insights and ideas for our "Tissue Meeting".
Research:
Why did David Ogilvy say "The essence of strategy is sacrifice".
by Dave Trott
In World War Two, the main British bomber was the Lancaster.
It had a crew of seven: pilot, flight engineer, navigator, bomb aimer, wireless operator, mid-upper gunner, tail gunner.
It had an average speed of around 245 mph.
It had four twelve-cylinder Rolls Royce Merlin engines.
It carried an average 4,000lb bomb load.
And it weighed a massive sixteen tons when empty.
It was a slow moving, heavy bomber.
Slow moving because of the weight and the need for so much defensive armour.
The thinking was that that the more defensive armour they put on the bomber, the better the chance it would survive an attack.
So the Lancaster had eight machine guns manned by three gunners.
The Americans took this view even further.
Their main bomber was the B17 ‘Flying Fortress’.
It had a crew of ten: pilot, co-pilot, bombardier, navigator, radio operator, top turret gunner, ball turret gunner, left-waist gunner, right-waist gunner, tail gunner.
It had 13 machine guns, and it also weighed a massive 16 tons.
The British and American theory was, the more guns a bomber had the more chance of survival it had.
But Geoffrey de Havilland had a different idea.
You needed a lot of guns for when the enemy attacked you, but what if the enemy couldn’t catch you?
What if the bomber was too fast for German fighter planes?
Everyone thought it was ridiculous idea of course.
German fighters were over 100mph faster than any allied bomber.
This was Geoffrey de Havilland’s moment of creative genius.
If he got rid of everything that made a bomber capable of defending itself, he could make it extremely light.
So light it wouldn’t need to defend itself.
So, instead of adding more and more things to defend it, he stripped more and more things away.
And he designed the de Havilland Mosquito.
Unlike the heavy metal bombers it was made completely of wood.
It had two engines instead of four because it was half the size.
He got rid of all the guns, so he didn’t need any gunners.
The Mosquito could carry a 4,000lb bomb load like the bigger bombers.
But it only needed a crew of two.
Geoffrey de Havilland kept taking more and more things away.
Until the Mosquito weighed just 7 tons.
Nearly ten tons lighter, less than half the weight, of the bigger bombers.
So it could fly at nearly 400 mph like a fighter, faster than a Spitfire.
German fighters couldn’t catch it.
British bomber crews loved it because their survival rate was many times greater than in the bigger slower-moving bombers.
All because Geoffrey de Havilland realised the power of strategy.
Strategy is not about adding more and more stuff.
Strategy is about taking stuff away.
Taking away everything, until there’s only one thing left.
One single powerful thought.
One thought that’s leaner and more efficient than the competition.
That’s what strategy should be.
That's why David Ogilvy said "The essence of strategy is sacrifice".
Ferrari vs Lotus
Founded in 1947 by Enzo Ferrari, the company first made its name in the premier category of racing: Formula One.
In the first decade of the sport from 1950-1960, a Ferrari won four world championships, more than any other team.
Enzo believed the key to their success was having the strongest engines.
“I don't sell cars; I sell engines. The cars I throw in for free since something has to hold the engines in,” he once famously said.
A small British company called Lotus had identified an opportunity.
Instead of focusing on building the most powerful engines, they turned their attention to making the car as light as possible.
Less weight meant a more nimble car requiring a smaller, lighter engine and brakes. Which meant a faster car overall.
Between 1963-1973, Lotus won five world championships to Ferrari’s single win.
As the brilliant ad man David Ogilvy once said “strategy is sacrifice.”
Have a simple strategy, be clear on what it is, and make sure everything you are doing conforms to this strategy.
It is better to do three things well than thirty things half-assed.
One Apple executive who worked closely with Jobs at the time reported that “Over and over Steve talks about the power of picking the things you don’t do.” Jobs’ own observation was that “The way we’ve succeeded is by choosing which horses to ride very carefully.”
Strategy and Tactics
Decisions, Not Plans
Even if you have a “strategic plan,” you may not have a strategy. Creating a comprehensive 30-slide “plan” is comparably easy when contrasted with the critical thinking needed to craft a bonafide strategy. A plan can be (and usually is) fairly long, whereas a good strategy is short. The essence of your business strategy should fit on one sheet of paper, as follows:
1. SETTING: What are the main dynamics of the current environment in which our firm competes (considering both direct and indirect forms of competition)?
2. CONSTRAINTS: In creating a unique story about our firm, what are the primary challenges or obstacles we must overcome?
3. OUTCOMES: What outcomes or results are we trying to produce with our strategy?
4. STRATEGIC FRAMEWORK: What is the specific position we’re attempting to occupy in the marketplace? Describe this strategy as:
“For (Who), we (What) by (How) because (Why).”
Who = The specific type of client we are targeting (inspired by industry categories, market segments, types of audiences, etc.)
What = The unique solutions or benefits we provide to these clients
How = The distinctive way in which we deliver the above (inspired by philosophies, approaches, methods, etc.)
Why = The underlying motivation for what we do; our purpose as a business
For the motherhood community, we get kids off their screens to spend quality time by creating an app that helps parents assist in coaching their kids to play football because we believe it is important to get children out of the house and into the great outdoors to learn new skills, get fit and have fun with their families.
Strategy Is Deciding What Not to Do by Tim Williams
The terms strategy and tactics might seem interchangeable, but they refer to distinct elements of an advertising campaign. A strategy is a campaign’s overarching plan, and the tactics are the specific means advertisers employ to meet the campaign's goal. To accomplish a strategic objective efficiently, advertisers must use a set of tactics suited to the task.
Strategy
A strategy is a conceptual approach aimed at a particular objective. For example, a business’ objective might be to achieve a competitive advantage by positioning itself as the provider of the highest-quality version of a product, the lowest prices, the best customer service or the most versatile product. Its strategy might be to focus its advertising resources on reaching consumers most likely to use its product rather than pointlessly marketing to uninterested people.
Tactics Tactics are the marketing techniques used to accomplish the strategic objective. Targeting a specific demographic, for example, is an effective way to increase your customer base. If your market research reveals your target demographic typically enjoys a particular radio or television program, you can design commercials that relay your message to these potential customers
“Your role is to sell, don’t let anything distract you from the sole purpose of advertising.”
Zoom Call with Sid
Minutes:
We have condensed our ideas down to the approaches we think are the strongest/ work.
We discussed call to action and activation's.
We discussed research
Prepare to present our ideas.
Idea 1 Insight - mums like to feel appreciated by Kids Route - Make the mums the hero ideas - "my mums cooler than yours, she taught me how to volley"
TOV - playful, inspiring Call to Action: "Be the fun parent" "Get involved" Idea 2 Insight - Mums feel guilty for doing exercise away from kids Route - two birds one stone execution - "nothing motivates you more than your kid " "get fit together" TOV - lighthearted wildcard - "feel less guilty about that alone time" Idea 3 Insight - Kids like showing off route- make learning new skills fun by competing with friends Ideas - hashtag challenges involving parents and kids
Tasks:
Refine post to padlet for lecture with Brian.
Post to padlet:
Strategy refers to the plan to achieve a goal while the tactic is how you execute the plan.
Zalando
Strategy: To change the way fashion and advertising restricts people.
Tactics: Tackle diversity and freedom, by saying goodbye to outdated stereotypes.
Celebrate 'Zerotypes’ – a belief that people should be free to be as they are with no types, expectations or limits to define them via a film that is the focal point of the campaign. Featuring men in dresses and pink, as well as older women in neons and club kid-outfits. Broadcasting on TV, social media and further translated into print, outdoor advertising and Zalando-owned channels.
"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat." - Sun Tzu
"Strategy is how we play and how we win in the market. Tactics are how we then deliver on the strategy and execute for success." - Mark Ritson on Marketing Week.
Reflection
David Ogilvy the essence of strategy is sacrifice is a method used in the professional industry to achieve a strategy and tactic. Understanding this methodology is very important in a brief live project. The reason Brian made us look this up is to understand what the client wants, the client was in favour 40 - 60 of tactical marketing.
Date:
27th April 2020
Tasks:
Discuss with Sid how we will present our ideas.
Present ideas to Brian, Zach and Larry at 10.40am
Me and Sid discussed for 20 minutes on how we will present our ideas.
Tissue Meeting with Brian at 10.40am
Me and Sid presented our ideas, i feel it went well and we did a good job of explaining our ideas and insights.
Brian asked us which idea was more strategical and which was more tactical.
We said Idea 1 was more strategical "Make mums the hero".
And idea 3 was more tactical in terms of platform to promote weekly challenges.
Feedback
Route 1 was the strongest idea and received the best feedback.
To look at "kids think their mum is a hero without saying it".
To develop the tactical idea of hashtag challenges.
Meeting with Sid
We discussed feedback and decided to develop visual and combine our strategical with our Tactical idea.
Strategy:
Mums want to be appreciated by their kids
Tactic:
They post about their children and them, cause that’s what they do anyway, this allows them an asset to attach to create a community.
#FFCFunMum community based hashtag to share show off and get help from a mum community. Weekly challenges for FFC on Youtube. Easy challenges for all abilities. Ie. mum throws the ball in the air as high as she can and the kid traps it under his foot. Share challenges via tiktok, instagram facebook, twitter using the hashtag #FFCFunMum. Best entries will win an extra coaching video. Best entries include, family having fun, trying hard and best skills. This creates an incentive of participation and for mums to share and show off their quality time on social media.
Visual:
Tissue Meeting with Brian at 2.20pm.
Brian's feedback:
Stop overthinking the idea, the copy and visual isn't right, need to articulate better.
Reflection
Tissue meetings where very good at reflecting upon and discussing what we have made during our process. As a professional meeting, a meeting with two other creatives to discuss and share our ideas was very effective. In hindsight me and Sid should have been more prepared in the adaptation of our visual identity and copy.
Date:
29th April 2020
Tasks:
Zoom meeting with Sid
Research into concepts for idea
Zoom meeting with Sid
Minutes:
We discussed potential routes to take with the idea.
Route 1: Kids drawings. Kids drawings are a reflection of what they have done or seen recently.
Route 2: Mums often don't feel like the fun parent and more of the disciplinarian.
Route 3: Its just another thing of list of what a mum does.
Tasks:
Share research and visuals within all three routes.
Refine Copy
Work on Pitch
Route 1:
Route 2:
Tactic Example
Route 3:
"Because your normal might be their magic.
I am a mother a woman a daughter an alarm clock a cook a maid a master a bartender a waitress a babysitter a nurse a manual worker a security officer an adviser a comforter
I am a mother
What is a Mum from a kids perspective?
A washer upper
tummy filler
clean clothes provider
hoover monster
Table Wiper
Picker Upper etc
FFC MUM
A decision maker
team worker
problem solver
confidence builder
communicator
skill developer
personal trainer
commitment coach
football coach
Mock up Video
Feedback:
May be perceived as sexist.
Refining Pitch with Sid
We chose to run with Route 2.
Date:
30th April 2020
Tasks:
Attend lecture with Brian on pitching
Refine Pitch and add methodology into the pitch
Upload the pitch by 4:00pm
Notes from Lecture:
Pitching
A slice of Razzamatazz
Confidence
change for a valid reason
What is your name?
Have a team Name? Our Team name is Son's Of Pitches
Introduce yourself and your ideas.
Make it personal
Give your campaign a name
People Like Us
Chemistry
A pleasant Experience
A laugh
Be Yourself
Drop Assumptions
Ask Questions
Check Understanding
Workshop
Be a Client
Every brief is a problem. In a pitch what would you want to hear?
Understanding of the brief
Clear and concise pitch
Good plan for execution
Confidence in the idea
Zoom Meeting with Sid
Minutes:
Refined Pitch
Planned Pitch Script.
Uploaded pitch to google drive.
Pitch Script:
FFC script - Sid + Sam
Slide 1 - Intro
Hi, we’re Sid and Sam and we go by the Sons of Pitches.
Slide 2 - The challenge
The challenge you brought to us is how could we promote ffc to kids to engage mums with children aged 4-11 and get them involved?
Slide 3 - A mums life
So what is a mum's life like? Mums are busy keeping everything running, so they tend to spend lots of time with their children instead of quality time. Mums only participate in 27% of the fun activities as opposed to the dads. Mums get fear of missing out, sometimes they want to be the “fun dad”.
Side 4 - Insight
All this leads to mums not feeling like the fun parent.
Slide 5 - Idea
Our Idea is to inspire mums to get involved and join in with their kids.
Slide 6 - Strategy
So our strategy is to position FFC as a way to take advantage of quality time.
Slide 7 - Ad
Play Video
This is an idea for an AD. We chose to use videos as its an engaging and concise storytelling medium. Videos are also the highest form of engagement on social media The particular videos we chose are ones that you can’t help but smile at.
We wanted to have a tone of voice that is PLAYFUL, INSPIRING and COMPELLING.
Other potential copy lines we explored to go with “Don’t let dad have all the fun” are “just kick the ball” and “they won't even know it’s your first time”, All maintaining the same TOV.
Slide 8 - Social Media
Mums dominantly use social media to share photos/ videos of their kids.
Slide 9- Tactics
Is a community based hashtag to share, show off and connect on social media.
To maintain engagement, Weekly challenges can be set by FFC.
(Easy challenges for all abilities. ie. passing the ball through chairs legs for passing accuracy.)
Participants get the chance to be featured.
Slide 10 - GIF
Play GIF
Slide 11 - Thank you
Play Video
Thank you for letting us pitch, any questions?
Reflection on the Project
Online Lectures
The Zoom lectures were very good and engaging. I especially liked the client briefing as it felt we had a hands on experience of interviewing a client. We would not usually get that amount of time to interrogate a client and it was good to see them in the comfort of their own home so they was able to talk about their project freely. Having t in front of me was good so i could take my notes whilst listening and focusing fully, the Zoom lectures was good for me as sometimes my reading ability is slow due to my eyesight being poor. There was no distractions on the call apart from the occasional unmuted people (no names to mention.
Partnership
Overall the project i found to be an interesting experience, being it online based and having to learn new skills by working solely over the internet on a brief like this. The negative side to this was the struggle with communication, with their not being a limited time and time management/ obligations outside of a home space it made it difficult to communicate at times, as me and Sid where on different sleeping patterns and had different distractions. All though we managed to obtain a better work flow as time went on. Working with Sid was a good experience, we set to do lists, we had frequent meetings via zoom and i feel we came to an idea we was both happy with.
How i found the brief
The brief was a good experience. I have worked on similar projects before but not on the end of education and aiming at that particular target audience so it was new to me. I think if i was to tackle the brief in a non professional manor i would have changed the target audience and not solely focused on mums with primary school kids.
What i have learned
That time management is very important in working in the industry, especially with such a short deadline period. I have learned that i need to organise my time better and be more organised in general.
How to look into a brief at depth and the methodology's in breaking it down into a sentence via the who, what, how and why strategy.
How to question a client and what important questions to ask are.
How to pitch in a professional space.
The vital difference between Strategy and Tactics.
What i could do better
I could manage my time more efficiently
Be more authoritative when I feel i have a strong idea
Stop overthinking my ideas
Be more calculated with my research
Brian's teaching was very insightful, he gave us a lot of knowledge into the advertising agency.
I miss the branding side and i am looking forward to working on the project with Stanley watts to focus on some more creative visuals.
Project:
Stanley Watts
Date:
03rd May 2020
Tasks:
Watch and take notes of Stanley Watts Interview
Zoom call with Jacob and Sid Discussing the interview
Research Stanley Watts
Research James Groves
Notes from Interview
Stanley Watts Hair Stylist W1 Fitzrovia back to Greenwich full circle story. Back behind the chair. Moving away from high end fashion styling. Session Stylists Someone who works on hair on a magazine or photo shoot. Hopefully utilise Design District in Greenwich. Work with Reiss on the high street book. Shoot for Journal London. Worked with John Squire Guitarist from Stone Roses, Underworld. Design Inspiration Train bridges old school forest hill or sydenham vintage murals. Letterforms. Lionel stanhope Graffiti atrist street edgy glamorous Formal informal High End Low End Fashion culture Craft of the barber Smart Asthetic Fine balance between trendy and street. Otl Aicher 1972 olympics Kings canary, Vintage Olympics, Bauhaus image. 60, 70s Germany Dieter Rams Storyboard Evolve, change like the seasons Not the same for 10 years Design in the corner, Gin, DJ's Provides a space where lots of different people/ creatives can come in and out of Film evening, art gallery, drinks evening This space isn't just one thing, its the heart of the community Design district in the middle Peninsula Colour and variety of the Peninsula London is vibrant, capture the culture Magazine design The Face Kings canary, welsh poet. Coming of two friends Holding on to the history of the area Connection of the area is important, i.e References Oliver Spencer, Mat Reference Ideas in terms of names, only if it has a ring. Stanley Watts its about looking after the staff and people, open the door every morning and see everyone elses buzz. Should be about everyone. Democracy. Family Catalyst podcast book readings, childrens books weekend to be based around kids and parents What is Stanley Watts? What is not Stanley Watts? Want people to feel like it is their second home If you had to name the difference between Stanley Watts and the Kings Canary? Similar Freedom Stanley Watts will be a bit more polished/professional/higher end looking. Top end of unpretentious. A coming home project of one person. Fresh new thing which is one half of the kings Canary Canary is part of a stepping stone Stanley Watts is an alter ego of Dan Watts. Simple behind something that evolves and changes. Brands that Stanley Watts aspires to, seem high end but a little bit special. British Airways Arket - Simplicity japanese shoes - Axel Arrigato Aspiration for the business Family business is essential Balance between a business and freedom. Music Books and other elements. "Accessible for everyone but a little bit special". Brand like Carhartt with a touch of prosecco. Brand like Voke Workspace - reference Spin - Design Agency - Reference - Gallery Logo haunch of venison 3 legged deer Simple behind something that evolves. George Orwell - My England - Reference What is Stanley Watts? Important Question. The barber Club - Reference.
Notes from Discussion with Sid and Jacob What does he want? Brand Design. Brand experience. Pay attention to the growth on social media, influencers. Brief in a sentence. Brand the Stanley Watts experience.
Stanley Watts
The King’s Canary has earned a reputation as the unpretentious, culture hub for those looking to get a haircut. Each client receives a tailored experience with drinks on tap and character added to every strand. To ensure our customers have the ultimate guilt free pampering experience we have kept craftsmanship and an eco-friendly approach at the heart of the company and in-turn keep our canary footprint to a minimum.
A trendy Barber Community Space. Art Music, Culture.
Copy
Modern Teddy Boy Hair
What’s in Denisia’s Beauty Cupboard?
As London Men’s fashion week finishes and Milan Men’s fashion week begins, we decided it apt to catch up with some of the finest shoots and hair styles Dan - the owner and stylist of The King’s Canary has worked on.
This gentleman's cocktail is the antidote to blue monday.
Recipe:
2 oz brandy
1 oz Cointreau
1 oz freshly squeezed lemon juice
A bit of sugar for the rim (optional)
Optional: rub lemon juice on the rim of a cocktail glass and dip into some sugar. Combine brandy, Cointreau and lime juice in a shaker with ice and shake vigorously. Strain and pour into the chilled cocktail glass.
James Groves
“Read between the lines, see the connections. Brand strategy is ultimately understanding how a brand fits into the world.”
G.F.SMITH
Oliver Spencer
"My creative relationship with Oliver expanded into a full-blown brand management project, including brand strategy, identity generation, tone of voice development, printed and digital media design and the creation of an online store. The strength and longevity of this partnership was fundamental to the success of our work together."
"Using a variety of workshop strategies, we examined the partners’ aims and objectives.
Workshops with employees were used to promote frank discussion about the brand, company culture and personal aspirations.
This research work produced an invaluable overview of the business at a grass-roots level which lead to fundamental structural and strategic changes.
I developed a focused strategy which identified and celebrated the contrasting attributes of ‘logic’ and ‘intuition’, the paradoxical character that made the company unique."
"I created brand proposition, brand values, brand vision, brand spirit and tone of voice to support a newly envisioned luxury lifestyle group,
With diversification, investment and expansion planned, I defined three product families, the formalisation of which brought inner peace, understanding and supported the vital goals of consistency and focus."
Date:
4th May 2020
Tasks:
Attend Lecture at 10:00am
Research brands that Stanley Watts likes
Brands
Seedlip Drinks
I love the branding of Seedlip Drinks, it feels very organic. creative but classy
.
Insaland
Lecture: Break the mould of what a hair salon is. Take his vision and make it concrete. 6 weeks project. Brief: The Stanley Watts brand will be about Stanley coming back to his roots in Greenwich but bringing the vibrancy of a West End andextended creative family. Everything that we love and surround ourselves with, our home comforts mixed with our historic loves and times past, will be visible within the salon. Link with Dillon Thomas is interesting. 1. Create a strategic direction for the Stanley Watts Brand.
This document will define a manifesto that will define the purpose of the brand.
A set of values that will form its personality.
And define how these criteria might form the creative direction of the brands through a series of moodboards and/or mood films.
Deadline: Monday 11th May
2. Create a Guideline Proposal for the Stanley Watts Brand.
This guideline will define:
How the brand looks
This will involve creating a visual language for the brand. This language could define Typography/ colours/ iconography/ textures/ a mark/ photography and illustration)
How the brand talks
This will involve defining a language and tone of voice for the brand. This will include copywriting and sound applied to about pages/ social media profile statements/ endlines and sound design
How the brand behaves.
This will involve defining brand partners/ potential activations/ events and guidelines for UX and service design.
Deadline: Monday 15th June.
What can we show him that we have not seen before?
Workshop:
Notes:
Use Dereks interview to expand on research and interpret the brief in a new way.
Game Storming Book - Read - Published by Unreally - abebooks.co.uk
You choose the design based on the brand behaviour
Overview of brand strategy
Alt.
Making things happen
Good brands are about balance.
The balance between
Practical vs Emotional
The balance of the descriptive and practical needs with the intangible emotional connection all relationships require.
Example A trainer that gets me from A to B but also brings me into a community of runners.
Fitting in vs Standing Out
The knowledge of what's expected of you, balanced with the memorable moments that make you stand out.
Create a series of memorable moments.
Strategy vs Delivery
A solid strategic foundation that allows for a unique deliver. The combination of character and personality.
Your brand Strategy should...
Help you stand for something in the mind of your consumers.
Map out a clear conceptual territory that you can own and defend.
Help you make decisions and execute your business plans.
Drive consistency by being evident in everything you do.
Increase motivation and loyalty.
Brand strategy helps you be consistent.
Photography, typography, illustration.
What makes a good brand strategy?
Credible
True to you
Captures your spirit
Fits with your services
Relevant
Speaks to Customers
Inspiring
Stretches you to be better
Brand Strategy Exercises
Exercise One
Brand Personality Mapping
The purpose of this exercise is to build up the brand as a picture of a person
It will enable you to build a rich and characterful brand persona. How the brand behaves and how it wants to be seen.
Any micro interaction defines what a brand is like.
Individually generate single words per category.
One word, in caps, per post-it note.
Thinking, Seeing, Listening, feeling, Acting, Speaking.
Exercise Two
Fitting in vs Standing Out
Work together in your groups to identify no more than five ways the brand fits in with its competitors / peers, and no more than three ways it stands out from them.
Together highlight them most credible, relevant, inspiring and distinctive reasons.
Integrity > Exploration > Sharing > Discovery
Take a client idea and subvert it.
Exercising three
Bench Marking
What can this brand learn from other brands out of its current category? Develop a series of examples based on your four brand behaviours.
Brand behaviour examples
Show the client examples
Relentless > Engaging > Unexpected > Vibrant
Expectations
Each Group must be able to clearly present their Brand personality map and fitting in vs Standing out Examples.
Bench-marking should also be presented in a way that brings clarity to your ideas.
The Audit Reference.
What are the most powerful words?
Cos
Timeless
Modern
Tactile
Functional
Collection
Stores
Communication and graphics
Exercise One
I discussed with Sid the exercise, we then watched the interview individually and wrote down as many keywords as possible and grouped them up into:
Thinking, Seeing, Listening, Feeling Acting, Speaking
We then had a small discussion on these before our group meeting.
Zoom meeting with James
Feedback:
We are in a good place
write down as many words as possible
keep all of the post sticks for future reference
Group words together that are similar.
thesaurus is your friend
I then grouped up my words via similarity.
I chose the most common/ impactful words
After this I then wrote down as many words possible relating to the words I found.
I then chose what i thought the most impactful words were.
I chose the most impactful words from those
From these i then narrowed down my words to 4 key words.
The 4 Key words I chose were:
Magnetic
Cultural
Innovative
Conscientious
To do List -
Arrange meeting with Sid
Discuss Exercise One and start Exercise Two
Reflection
The project is very exciting. For me this is the most exciting project we have experienced so far. The interview with Stanley Watts was very well done by Derek, he asked great questions and just felt like two people having a conversation about a business in progress rather than someone being briefed. It helped get an insight into the way Stanley is thinking. I feel this brief is quite open, so the time frame to work on this is good and it will interesting to step into the world of the fictitious Alter Ego which is Stanley Watts. The workshop with James Groves was very insightful and honest about how the industry works. I like his straight forward no nonsense attitude to the Workshop. The methodology he is teaching which he has taken inspiration from Game Storming is "Gold Dust"! It was very helpful to have James discuss these in a professional scenario. This is a very exciting brief and i am looking forward to going further in this journey.
Date:
06/5/2020
Tasks:
Arrange call with Sid
Discuss Exercise one
Work on Exercise two and three
Meeting with Sid
Minutes:
Me and Sid discussed the words we had come up with. We both debated our words and decided that our words were not impactful enough when broken down to four. So we discussed the video together in further detail. We then put together the 5 strongest words after debating. Which were Sophisticated, Cultural, Audacious, Authentic and Eclectic. We then worked on Exercise two choosing 5 ways it fits in and 3 ways it stands out. We then discussed brands and what brand personalities we felt fit this brand more to break down the personality into 4 words. We decided that Eclectic was not as impactful as the other words. So our brand Personality is. Sophisticated Cultural Audacious Authentic
Reflection This task was very helpful into building a brand personality. I feel like me and Sid debated well and come to a conclusion we both agreed on. The brand personality we have built is a strong personality and i think it fits the Stanley Watts brand very well.
I think this exercise was very good to work in a professional way, we had to follow a certain methodology carry out set tasks individually then debate and discuss where we got to to find a common ground and work out a strong personality and relate it to other brands. I enjoyed this exercise a lot it felt good to use post its and put all of our ideas down on to a piece of paper and let everything go before we had a meeting.
Date:
7th May 2020
Tasks:
Attend Lecture at 10:00am
Lecture:
Research/Notes:
Brand Manifesto
Simon Sinek: Why
https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
References:
Jenny Holzer: Truisms and Helmut Lang
Vitamin Water
Nike
Google - Ten Things
Uncommon (https://www.altstudio.co/uncommon and http://studiomakgill.com)
Bruce Mau
Meeting at 12:20 – 12:40
Minutes:
Me and Sid pitched the slides we had put together for our brand identity.
Feedback was very good.
To do:
Refine Standing out
Research Manifesto
Write a draft
Message:
Create an experience that goes beyond hair.
Reflection:
This was a very helpful exercise. James and Steve told us that our brand strategy was strong so far and that our 4 brand personalities tied in really well together. In a professional practice this would be the point of reflecting on your brand personalities and discussing them with your team, so it was good to get some positive feedback so we could then push it further The exercises that James gave us really helped me understand how to build a brand personality. I found this task quite difficult, i need to work on expanding my vocabulary.
Date:
9th May 2020
Tasks:
Meeting with Sid to discuss manifestos we have researched.
Minutes:
Me and Sid discussed manifestos we had found, such as Old Crow, Samsung Perfect Sound Reality, Vans Break the rules, Nike Find your Greatness, Apple Perspective and more.
We then set tasks to work on a draft manifesto and set a meeting for tomorrow 11th May.
Draft Manifestos:
Welcome to Stanley Watts.
Where behind every hair cut
There is a story,
A culture behind every strand.
Where you have the freedom to express
And a family to reflect.
This is a space to collaberate,
Where you can experience creativity
Being pushed to the boundaries.
We don't create because we have to
We create because we want to.
We don't just challenge the status quo,
We Reshape it.
Welcome to Stanley Watts.
Welcome.
Take a seat.
Would you like a drink?
Gin?
Ice cold beer?
Water?
How about live music?
We have some books for you to read on the side there,
or some magazines if you prefer?
How about some art to look at?
Please let me know if the photoshoot in the corner
is a bother for you.
Do you have young children?
We have a childrens book club on the weekend if your interested.
My names Stanley Watts and i will be looking after you today.
So, what are you after?
Welcome.
Welcome to the family.
Welcome to our open space.
A space authenticity,
A space for creativity,
A space for Collaberation,
A space for everyone.
Welcome.
Welcome to our culture
This is our heritage,
Our legacies,
Our stories.
Welcome.
Lets have a drink,
listen to some live music,
lets have fun and be confident together,
Lets be passionate, glamorous, sophisticated.
Lets push the boundaries together
and reshape the status quo.
Welcome.
Welcome to Stanley Watts.
We are more than a haircut.
We are a family,
The heart of the community.
An open space.
A space for creativity.
A space for collaberation.
A space for everyone.
We are glamorous, vibrant, yet sophisticated.
We are more than a haircut.
We are a culture.
A heritage, a legacy, a story.
Confident, passionate, innovative.
we are more than a hair cut.
We push the boundaries.
We don't challenge the status quo,
we reshape it.
We are more than a haircut,
Welcome to the Stanley Watts experience.
Through our doors,
You will find an inclusive space.
A space for creativity,
A space for collaboration,
Through our doors you will find culture.
Stories of heritage
Stories of legacy
Where authenticity is honoured,
And courage is inspired.
Because through our doors
You will find Confidence.
We push the boundaries,
Challenge the status quo.
Because at Stanley Watts we understand that your hair
inspires you story,
And we are here to help you tell yours.
Stanley Watts
The right haircut can make us appear years younger.
It makes us feel creative and rebellious.
It makes us feel like we are ready to stun the hell out of a hot someone
that has yet to acknowledge our existence.
The right haircut gives us control,
It makes us feel confident like we are ready to take on the world.
The right haircut wont make us bullet proof but it will
make us feel like we are.
It is our culture, our story, our authenticity.
Welcome to Stanley Watts.
Where behind every hair cut
There is a story,
A culture behind every strand.
Where you have the freedom to express
And a family to reflect.
This is a space to collaberate,
Where you can experience creativity
Being pushed to the boundaries.
We don't create because we have to
We create because we want to.
We don't just challenge the status quo,
We Reshape it.
Welcome to Stanley Watts.
We are here for the bad hair days
The days your curls won't hold
The days you feel like a wet tangled mess
The days you feel like a humid fur ball
The days it feels too long or too short
And the days where the dye fades and your roots change.
We know how it feels to have a bad hair day.
Stanley Watts
Its more than just hair
Its an attitude,
A culture,
A story, a legacy.
its pushing the boundaries.
Challenging the Status Quo
Hair is confidence.
Stanley Watts
We believe small things can make big changes.
A good haircut makes you feel unstoppable,
it makes you feel younger, sexy, rebellious.
It makes you feel confident enough to take control.
It is an attitude. An Identity. A culture.
It gets you ready for that important meeting,
or a boozy night out with the girls.
A good hair cut makes you feel confident.
At Stanley Watts we do more than cut hair.
We tell stories.
We believe small things can make big changes.
A good haircut can make you feel unstoppable,
It makes you feel Younger, Sexy, rebellious.
It makes you feel confident enough to take the world for a ride.
it is an attitude, A new identity
a culture.
At Stanley Watts we do more than cut hair.
We inspire and collaborate with our community.
It is more than just a haircut.
it is ..
We believe small things can make big changes.
A good haircut can make you feel
It makes you feel
Bold,
Daring,
Vibrant,
Young,
Sexy,
Rebellious.
... unstoppable.
It makes you feel gives you the confidence to take the world for a ride.
To us, hair is just the beginning. It's more than just hair.
it’s attitude,
identity,
stories of culture.
Pushing the boundaries,
At Stanley Watts we do more than cut hair.
We inspire and collaborate with our community.
It is more than just a haircut.
it is ..
why?
We believe small things can make big changes.
A good haircut can make you feel
Bold,
Daring,
Vibrant,
... unstoppable.
Giving you the confidence to take the world for a ride.
To us, it's more than just hair.
it’s attitude,
identity,
stories of culture.
How?
At Stanley Watts, you are free to express yourself.
Not afraid to express yourself.
Through creative collaboration
We see things a little different,
We do things a little different,
We encourage pushing the boundaries,
Seeing things in new perspectives
And switching things up
What?
We offer passion to craft
With experienced artistry, Stanley Watts offers more than just excellent salon service.
Community,
We inspire potential the best in our community.
See your potential.
We help you see the potential in you.
We help you, feel more you.
We help you, see you.
We help you, be you.
Empower you to feel more, you.
Feel more you.
Stanley watts.
why?
We believe small things can make big changes.
A good haircut can make you feel
Bold, Daring, Vibrant,
... unstoppable.
Giving you the confidence to take the world for a ride.
To us, it's more than just hair.
it’s attitude,
identity,
stories of culture.
How?
At Stanley Watts, you are free to express yourself.
Through creative collaboration
We encourage pushing the boundaries,
Seeing things in new perspectives
And switching things up.
What?
With experienced artistry, Stanley Watts offers more than just excellent salon service.
We strive to create a dynamic space that is constantly evolving with the people and its community.
We inspire potential the best in our community.
See your potential.
We help you see the potential in you.
We help you, feel more you.
We help you, see you.
We help you, be you.
Empower you to feel more, you.
Feel more you.
Stanley watts.
weaving the city’s essence into the fabric of the store design.
reflect their surroundings and work with a local, cultural and modern verbal and visual vocabulary.
We believe small things can make big changes.
A great haircut can make you feel
Bold, daring, Vibrant,
unstoppable.
Giving you the confidence to take the world for a ride.
To us, it's more than just hair.
it’s attitude,
identity,
And stories of culture.
At Stanley Watts, you are free to express yourself.
We open up our space to artists, clients and the community for creative collaboration. Through this we aspire to push boundaries, exchange perspectives and share experiences.
With experienced artistry and attention to craft,
Our team offers more than just excellent salon service.
We open up our space to artists, clients and the community for creative collaboration.
We aspire to constantly push boundaries, exchange perspectives and share experiences.
Creating a dynamic space that evolves with the people and its community.
A space for
4 brand values: sophisticated, authentic, cultural, audacious.
We believe small things can make big changes.
A great haircut can make you feel
Bold, daring, Vibrant,
Unstoppable.
Giving you the confidence to take the world for a ride.
To us, it's not just hair.
it’s attitude,
identity,
And stories of culture.
With experienced artistry and attention to craft,
Stanley Watts offers more than just excellent salon service.
At Stanley watts, excellent salon service is just the beginning.
opening up our studio to artists, clients and the community for creative collaboration. `
We aspire to constantly push boundaries, exchange perspectives and share experiences,
Creating a dynamic space that evolves with the people and its community.
Creating a dynamic space that evolves with the community and its people.
Creating a dynamic space that moves with culture,
evolving with the community and its people.
Small things can make big changes.
Hair is just the beginning.
4 brand values: sophisticated, authentic, cultural, audacious.
FINAL DRAFT
We believe small things can make big changes.
A great haircut can make you feel
Bold, daring, Vibrant,
Unstoppable.
Giving you the confidence to take the world for a ride.
To us, it's not just hair.
it’s attitude,
identity,
And stories of culture.
With experienced artistry and attention to craft,
Stanley Watts offers more than just excellent salon service.
Opening up our studio to artists, clients and the community for creative collaboration. `
We aspire to constantly push boundaries, exchange perspectives and share experiences,
Creating a dynamic space that moves with culture,
evolving with the community and its people.
Small things can make big changes.
Hair is just the beginning.
Stanley Watts
Date:
10th May 2020
Tasks:
Meeting with Sid
Refine Pitch
Minutes from meeting:
Me and Sid discussed the manifesto and are happy with what we have made. We then decided to refine our pitch. We wanted to give more for the presentation so we also decided on making a video. We then worked on our pitch script for our pitch to Stanley on 12th.
Why?
Stanley Watts. Where hair is just the beginning.
How?
A new direction built on collaboration and freedom to express.
What?
Redefine the status quo of what a conventional hair salon is.
Pitch Layout
1-
“This space isn't just one thing. It’s the heart of the people that work there, the clients who come with the whole community. “ - Stanley Watts
2-
How we interpreted your vision
Key words ie family
Bold, Daring, Glamorous, Innovative, Centrepiece, Polished, Open space, Formal - informal, Clean, Unpretentious, Professional, Tactile, Evolving, Creative, Collaborative, Diverse, Trend, Inspiring, Original, Organic, Family, Experience, Ethical, Adaptable, Honest, Passionate, Stories, Vibrant, Colourful.
3 -
4 brand values that summarise these (and will be the most impactful to this brand in the next 5 years)
4 -
What we can learn from other brands
5 -
Brand film - an idea of how this can all come together
6-
Manifesto
Slide 1 - Intro
Pitch:
Pitch Script:
Slide 1 - Intro
Sam -Welcome to our Pitch
Sam- My names Sam
Sid - And im Sid
Sid - And this our brand manifesto for Stanley Watts
Slide 2:
Sam - We felt this quote from Stanley summed up what he is looking for. He doesn’t just want the space to be just one thing. To him it is about the people that work there and the clients that come with the whole community.
Slide 3:
Sam - When going through the briefing we reflected on the words that Stanley used to find out what matters to him. These are the words that continuously came up which went on to the development of our 4 brand values..
Slide 4:
Sid - Our brand values are Audacious, Sophisticated, Authentic and Cultural. We feel our values represent what Stanley Watts believes in. These words work together to create a cohesive identity for the brand.
Script - Slide 5
Sid- These four brands offer an insight into how Stanley Watts can execute these values.
Sid - Aesop represents sophistication.
They have an organic and natural approach with a clean and minimal aesthetic .
Their philosophy of embracing the imperfections runs throughout their business. From how they sell their products, to how they design their stores - they honour what was there before in a way that merges old and new.
Sam - Another brand who has adopted this idea is converse. They are a brand rooted in culture, and through their recent “twisted” campaign they were able to merge old and new. They encouraged people to twist what they know and create something new and individual.
Sid - Ader Error is a brand from Korea that is currently making waves in the fashion industry for being audacious. They are gender neutral in a country where this idea is still yet to be widely adopted. They keep pushing the boundaries and challenging the status quo.
Sam - Patagonia has been able to remain relevant today through a combination of staying authentic and honest, whilst being able to adapt to modern technology and trends. They are one of the most innovative companies that have created a culture around being ethically aware.
Sid - We've prepared a brand film to show how these brand values can work in unison to strengthen the stanley watts identity.
Play Video
Sid - Read Manifesto
Sam and Sid - Thank you.
Date:
11th May 2020
Tasks:
Meeting at 1 > 2pm
Back at 3pm to discuss work
Pitch:
Feedback:
Really good words
Cultural does not feel as incisive or dynamic.
Sophisticated does not feel edgy enough
Heritage feels richer.
Refine the nuance of words.
Adaptable.
Heritage.
Effortless
Refined
Ven diagram good communication
Hair is just the beginning. Ambitious.
Teed up our values beautifully.
Give client too much upfront.
Some people present drawings, or a post it note.
It tells the client that it is unfinished.
Restrain from using brand film like presenting a brief rather than doing the brief.
What do the brand values look like as a set of textures, typographic style. a photographic style.
Do Purpose by David Hieatt
Feedback to class:
Design your slides, Create a consistent language for slide decks, Your own framework, template.
Learning to be professional.
How we start translating some of these insights into brand identity.
An identity system, something that is more sophisticated and complex than a logo and a set of colours.
3 identity systems.
References:
Spin – Haunch of Venison
Wolff Olins – Lafayette Anticipations
Machina – Bibliotheque
Ayu 108 typeface – bIblioteque
Look at Studio-Output
Typefaces and communication Examples
Ladybird books, Gil Sans, is 1970s, childhood.
Corrida de Toros, Bull fighting, chorrizo, pork meat, hot sunshine sangria.
Penguin. Flowers, Chrysanthemums.
Oliver. Head and sons.
Adaptation of a visual language.
“We believe that design should be about honesty – not about veneer”
You should not be choosing something because they look nice.
Your typeface needs to represent your set of values.
Abstract series on Netflix and Helvetica Documentary.
Date:
13th May 2020
Tasks:
Look through other students presentations.
Feedback from Stanley Watts
Stanley Watts Feedback
Stand outs:
Diana and Julia - Particularly Gold Edge
Esta and Mica - Great Presentation
Emily and Liz - Copy
Jacob and Rahima - Moodboards
Saffron and Julia - Words ie "It's also a hair salon" and design
Amy and Celine - brand strategy book
Direct feedback:
Cool guys, good video kept screen-shotting different parts, great wording ie bold, daring, hair is just the beginning.
Date:
14th May 2020
Tasks:
Attend Workshop with Rob
Roberto:
to get from theory to brand design and language.
How do you create a brand vision.
Presentation by Bear:
Maravilion- Creative Devlopment
Strategy, values, behaviours.
Maravilo is a Jewellery brand and platform. What they do is get the best youngest emerging talent in jewellery design. Give us your design, we will buy the gold/ diamonds, get it made then give you a shop window online with our platform and sell our jewellery for you, but we take 90% of the profit.
Why would an up and coming designer want to this? Expenses, facilities.
No matter how rough your drawings are, how poor you are, we take care of the production.
Brand ambassadors.
Social Influencers. The fashion Pack. Motherhood & Beyond. Big Hitters.
Customer personas. Cross reference with data. Rank customers. Primary, secondary.
Mood boards.
Some up who the customer is.
Customers value creativity.
Like to be different.
Think of Stanley Watts is a label, it’s something you wear.
It’s a place you go to make you feel a certain way.
More of a therapist than a hairdresser, someone to confide in.
Choices, aspirations, how it makes them feel.
EMPOWERED: Making their own income, independent in choices and life.
Brand wheel. Model, see where it balances out.
The middle is purpose.
Values.
Personas.
Could add activation.
For Stanley Watts, what is his purpose in life. Why does he get out of bed.
What does he believe in.
Customers are interested in purpose from an ethical point of view.
They want to know what you are giving back, what makes you different, what makes you relevant.
They want to see that your are a value to the modern world.
Maravilos purpose was to put designers first, at the head of the queue.
Creative articulation of that was Raw Talent Uncut.
Break it down.
Behaviours under values, copywrite them.
Proposition.
What does the proposition mean?
Brand they like. Ie. Diesel.
So how do we creatively articulate these ideas?
3 Simple ideas.
1. Designers First – Key Insight: Our audience recognises the value. Solution – Align the audience to your brand by celebrating the designers and showcasing their world. Story to their jewellery, a platform for what they believe in. Example of Photography. How do they get their inspiration. Find photography and texture that has an overall execution, to tell stories about a designer. Start to play with colour. Who the Maravilo designers are. Texture that might relate into the product. Tell stories. Creative process and how it informs the logo. Hand crafted, sophisticated mark to position them as a quality product, add the ingredients i.e Strapline. Introduced more hand craft. Then put all the ingredients together. Write long form copy. Idea of if the designers signed their work, bring it into a work. What’s the conversation? How does it work with your brand language?
2. Before them – Take out of comfort zone. Key insight: Our audience likes to be different; they don’t want to be wearing the same thing as everyone else, and they want to get it first. Creative solution- Create separation between your audience and the mainstream #FOMO. Who are the people that get to things before you do? Friends, The mainstream, The fashion Pack, The blogger? Wear it before they do. Story. Different execution in TOV than the other. Being a bit more subversive. Vulgarity photography. Ironic, British sense of humour. Product is front and centre. Wear it before they do. All typography etc, is brand design, styling, craft born out of story. Beat the fashionistas? People who do have taste, brand language still works. Identity i.e logo ironic. Tab language. Bring things to life. Beat the bloggers. “Not on @DINATOKIO’S Insta”. Hero Product. How would It behave in the digital space.
What you are saying is most important!
3. Raw Talent – Perhaps our solution is staring us in the face? An attitude, a look, a feel. If Maravilo opened a shop and they was doing a fit out? What if the shop was an abattoir and was all about raw talent. Jewellery photographer, who takes with photos with raw meat. Break the rules? Try be provocative, don’t be too safe. Informs the logo and identity. Logo has a cut through it. Not doing a logo because of they like the photography. Has to be informed. Fun with the language, i.e young, gifted, raw. Naked ambition. As intended. Rough around the edges. Photography that does the things that are uncomfortable. If you can’t find reference sketch it. Storyboard. Mood film. Show the mood film then the storyboard. Here’s a mood, then a storyboard. Unearthing talent. Thinking of ideas for logos.
Show more than one idea!
Show your exploration.
Maravilo took the 1st route.
One last thing. If for example, you want to go the extra yard. Do you start to look at what Stanley Watts might do in terms of product, social, do you look at how your guidelines behave?
Brand design, you start from the story. From the beginning of what somebody or something stands for.
Brand identity, shape, look, feel, etc. Everything is informed from that core strategic thought.
Question whether you have really injected a purpose.
Does a customer care about this product?
Once you know your purpose and strategic, copywriting angle, have some fun.
The most comment mistake made. Listening to the feedback from Stanley, some work lacked focus. Lots of ideas and mood boards and values. What is the core idea and purpose that drives everything.
Executing something that is pure style or movement that someone really stands for.
Get familiar with creative suite.
Understand when each one is relevant with the project.
Do not keep sitting at your computer. Step back put everything on the wall. Printing a presentation out, reduce a page size down and put it on the wall. Holistic view of what you are doing.
Feedback from Rob on Pitch:
What’s your big idea?
Expressed a load of values and behaviours and brought it down.
Finish with Hair is just the beginning. Great line!
Opens the brief to a wider community.
Challenge.
Culturally worked for someone with bald hair,
All is welcome.
What is the purpose? Is it community, along those lines. Beauty is community.
What does Stanley want?
They want us to problem solve. We think its this this is where the money is.
Emotional connection that a salon has with its customers.
Where is the emotional connection? Find an emotional connection.
Challenge:
Bring some craft to the presentation, graphic language, digital behaviours, is it that there is a way of involving the wider community with the salon through digital behaviours, don’t worry whether this or not can be executed.
Ideas, ideas, ideas, relate back to the core.
Golfing tournament. Unifying the sporting world.
Typography. Cool typography.
Elements of how it looks.
Reflection
The Workshop with Rob was very insightful. He showed us a professional pitch that Bear worked on which was very insightful into how to pitch brand guidelines professionally. I then had my meeting with Rob, which unfortunately Sid did not turn up to. He gave us great feedback and showed us some work that Bear are currently working on to reference his feedback. He showed where me and Sid can move forward from and what we need to refine, this was extremely helpful. I enjoyed this workshop and the feedback given was super insightful and I am very satisfied with where me and Sid are at with our presentation. He felt we was in a very good position.
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