OUGD503 - SB02 - StarPack - Brief

OUGD503

SB02

Collaborative Practise StarPack

Brief

For this brief we will be entering the Student StarPack 2018 competition. we will answer brief F. This is luxury gift packaging for a family of teas or coffees.

Summary:

Design and develop a prestigious range of luxury gift packaging representing metal as the primary material for a range of either teas or coffees

Sponsored by MPMA. (metal Packaging Manufactures Association) 

Deadline Friday 23 March 2018

Brief in full:

I will be working in collaboration with Lucy Siviter, a level 5 Printed Textiles design student. 



Collaborative Brief

Action Plan

Creative Contract

Lucy's Work

Lucy's work is heavily flora based, her practise also involves a lot of water colour work. However, we have discussed the potential of her creating an illustrator design as this would be a good opportunity to improve her digital skills.

OUGD505 - SB02 - Crit Feedback

OUGD505

SB02

Crit Feedback

Presenting the idea:
A festival for 16 - 18 year old girls to encourage the uptake of physical activity in a safe and encouraging environment. The festival has to take all the factors that girls enjoy about festivals and physical activity without feeling forced or childish.

MoodBoard

Feedback

- Colours: Coral, orange,

- Carnival Theme

- Stay away from red, white and blue. Too corporate and competitive

- During the day the festival has a range of classes, games and 'Give it a Goes'. In the evening there will be an open air cinema showing films like Bend it Like Beckham, Wimbledon, Run fat boy run and Eddie the Eagle.

- Need insentives for participation: Pamper sessions, juice bars, glitter etc.

- Encourage healthy eating, frozen yogurt instead of ice cream

- Must feel like a festival rather than a sporting event

- Design must avoid feeling childish, stay away from illustrations. 

- Involve movement in the design

- Has to have a strong character

- One Key thing that brings every one together, a main event.

- Attractive and inclusive to all girls, strong not girly

- A what happened last year video

- Has to appeal to those who aren't sporty

- Focus on ticket design, line ups

- Spin Classes to live music

- New types of sport, people like seeing new things at festivals / new experiences


References

Jamie Oliver's 'The Big Festival'

A food and Music Festival

Wilderness

Wilderness festival celebrate the idea and include outdoor activities and games in the programme. 


Boardmaster

Surf and Music Festival

OUGD505 - SB02 - Target Audience Research

OUGD505

SB02

Target Audience Research

The target audience is very specific. 16, 17 and 18 year old girls in full time education.

Most young people have been to a music festival by the age of 18. I want to find out what makes young people go to festival (apart from the music aspect). I want to hightlight the more positive factors of what people enjoy about festivals rather than the obvious 'sex, drugs and rock 'n' roll.'

What people enjoy about festivals:
- The atmosphere
- Being surrounded by people that have similar interests, like-minded people
- Its easy to meet new people
- Escapism, sense of being in a different world
- step away from the stressful everyday.
- sense of belonging
- freedom

Youth festivals

Underage Festivals
This music festival took place in Victoria Park, London between 2007 and 2012. It was open only to teenagers aged between 13 to 17. 

Branding

Sporting festivals / events

The Street Games
supports 4,000 young people to have a great day out at 4 multi-sport festivals every year. The festival provides the opportunity for participants from a local community or region to come together and compete. 

School Games
School Games Festival – regional or countywide festivals and competitions are usually held twice a year to find the best performers in the area as a culmination of school sport competition.

The branding for both School Games and The Street Games is young, the branding for the girls only festival has to to youthful without being childish.

Sporting events with a similar ethos to festivals include mass participation sporting events such as the Great North Swim and Race for Life. These events are less competitive and more about getting active, taking part or raising money for a good cause.

Youth Marketing

Research into the student demographic (16 - 24 year olds). Students account for almost half of the UK's youth demographic and around 97% use Facebook, with 45% on twitter. This shows the reach of social media marketing.

What do young people care about when it comes to branding and marketing?

- Transparency 

- Credability

- Consistency

- The ability to make an independent choice

OUGD505 - SB02 - Ideas

OUGD505 

SB02 

Ideas

Considerations

The product must promote what women enjoy about sport

- safety and escape

- friends and socialising

- challenges and achievements

- enjoyment

- fitness and oppertunity

Idea 1

Create an app that incorporates all the considerations listed above. Promotes social activity, rewards achievements. Girls only, helps find girls in the area that are interested in the same activity so participants don't have to start a new sport/activity by themselves, which can be daunting. 

Idea 2

Ad campaign aimed specifically at post 16 centres and colleges that will get girls excited about sport and information on local places where they can join in in activity.

Idea 3

Festival event that encourages activeness and exercise rather than traditional sports. Focusing on trying new activities and meeting people who will continue in the activity after the festival is over. Meet up and social interaction. Designing Tickets, wristbands, programmes and posters.

I will develop idea 3 further. I think this idea is different and can be shown across many touch points. It could incorporate and app as well as posters, maps, wristbands, social media etc. 

BA (hons) Graphic Design

Design Practice 2: Studio Brief 2 / Range, Product, Distribution

Name

Lorna Milligan

Brief title

Fitness Festival

Brief (outline the general aims of the project)

A festival of fitness and physical activity aimed specifically at girls ages 16 to 18 to encourage them to take up sport. The festival will focus on the social and fun side of sport rather than being competitive and serious. It will celebrate achievement and promote enjoyment in a safe environment. The aim is that girls will meet like-minded people outside of school friendship groups that they can participate in activities together. This is in response to one of the main deterrents for participation for this age range, going to classes or new activities on their own.

Background / considerations

There is a huge drop in participation in sport for girls aged 16 – 18. This is commonly known as the post 16 gap as many girls find it difficult to continue in sport due to it not being part of the curriculum (no longer passive), time restraints and lack of motivation. For the festival to be successful it must promote what girls enjoy about sport while addressing the barriers that prevent participation.

Deliverables

Programme Posters Wristbands Tickets Lanyards Maps Merch (t-shirts, jumpers)

Mandatory requirements (essential requirements that must be followed)

Clear set style across all platforms. Specifically aimed at 16 to 18-year-old girls. Tailored teenage aesthetic. Design that promotes a fun environment, not a competitive one.

Research: references & sources

This Girl Can Race for life Tough Mudder

OUGD505 - SB02 - Female Role Models in Sport

OUGD505 

SB02

Female Role Models in Sport

'In some respects, it doesn't matter who inspires you. But it perhaps would have been nice to have had female trailblazers, someone to follow and show me it was possible to achieve my ambitions.' 
- Nicola Adams 

In this BBC article Nicola talks about how she only had male role models growing up as there were very few female boxers. She also discusses how she received no funding when competing internationally. There is much more support available now for young female boxers but that's only been made possible because of the success Nicola and other women like her have had on the world stage. If it wasn't for these women who are determined enough to do it by themselves, it hard to say whether these resources would be available for the up and coming athletes today. 

'But kids now look up to me and think they can also achieve something great because I have. It's an honour to think I'm inspiring so many girls to get into the sport I love. I'm happy I'm able to give them that motivation to succeed - and not necessarily only in sport but in life, too.'

Girl Guiding UK have argued that there is a lack of positive female role models in general, not just in sport. Around 55% of girls and young women questioned agreed there is a lack of strong aspirational women in general.

The association have linked the narrow range of role models and limited life aspirations. Current female role model come in the form of reality tv stars and rich and famous celebrities. 

Clearly there needs to be a change in pop culture to focus on positive, hard working role models. Media should focus on sports women and pioneering women rather than those who are famous for having the second name Kardashian.

OUGD505 - Preparing for Commercial Print 1 & 2

OUGD505 

Preparing for Commercial Print 1 & 2

Notes:

Screen printing
Adjustments - threshold (no shades of grey)
Hue/saturation layer is used to visualise the colour of the print. Colourise optional.

Down pointing arrow next to adjustment layer effects everything below it.
Right click - clipping mask - Isolates to only effect the layer directly below.

Printing ink has a transparency. The multiply blend mode simulates this.

Knocking out
Select layer - magic wand - go to background layer - delete

Halftone
Frequency is measured in lines per inch. 50 lines per inch max.
Angle - for one ink is 15 degrees
To avoid moire patterns (optical interference)

Inkjet = Bitmap (large format in the digital print resource)
Bitmap = Mode - Bitmap (must be a grey scale image)
Resolution = 1200 ppi
method - halftone screen

Screen print CMYK
Angles 15, 75, 105, 155 degrees

Spot colour
Photoshop - fore ground colour - colour picker - colour libraries.
Solidity of inks can be changed.
make greyscale
channels - channels menu - new spot colour
Channel spot colour only supported as psd. of Tiff.

Duotone
Image - mode - duotone
only available on grayscale images

Spot colour in illustrator
Swatch menu - open swatch library - colour books

Delete existing colours
add used colours
If using spot ink, change from process to spot.

View Separations on Illustrator
Window - Separation preview - tick overprint preview

Spot colours automatically knock out on illustrator

Positives based on colours rather than shapes

Overprinting on Illustrator
Window - attributes
Object specific option
Only see the result of overprinting is separation preview is turned on

Spot colour can be applied in Illustrator to a greyscale document prepared in Photoshop
Window - links - menu - Edit original 
Set blacks to over print if on top layer.