Graphic Design Fundamentals Year 01 FdA DGC

ContentsI BriefII Dice RollIII Sector ResearchIIII Audience Research

V PersonaVI Client ResearchVII Cartier BrandVIII The Message

IX ConceptsX DevelopmentXI Final ConceptsXII Final Outcome

Graphic Design Fundamentals Year 01 FdA DGC Projectby Jonathan Blackmore

Start date : Friday 28th October 2011Summative Deadline : Tuesday 6th December 2011

FURT

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RESEARCH

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COLLECTING

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DEVELOPMENT

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COMEFINAL

The Brief

Given a sector and target audience, create a message, to help facilitate a brand or business to communicate to that audience.

The briefs calls for group research to be completed on the sector and target audience initially. Once these have been research and shared

Key aspects to the brief are research and development. How research is completed, the sources used and the methods of brainstorming/thinking to develop your ideas.

The final outcome, produce a 15- 20 page PDF with displaying your research and development from the first idea to the final piece. Showing the design process form initial ideas to final outcome.

Graphic Design Fundamentals Year 01 FdA DGC

I

Dice RollChoosing the Sector & Target AudienceThe first part of the project was to find out what sector and target audience our research group would get. Once chosen in order to understand the different sectors, initial research of each sector and target audience was completed. This included research into VALS™ TYPES and how they are used in marketing and how they relate to each other.

Client:01: Retail Sector 02: Cultural Sector 03: Environmental Sector04: Leisure & Entertainment Sector05: Food & Drink Sector06:Technology Sector07: Health & Wellbeing Sector08: Education Sector

Target Audience:01: Actualisers 02: Fulfilleds 03: Achievers 04: Experiencers05: Believers06: Strivers 07: Makers 08: Strugglers

Results of Roll

6Technology

SecTor

4experiencerS

INNOVATORS

SURVIVORS

ACHIEVERS EXPERIENCESTHINKERS

STRIVIERS MAKERSBELIEVERS

IDEALS ACHIEVEMENTSELF-

EXPRESSION

RESO

UR

CES

INN

OVA

TION

VALS™ TYPES

II

Sector ResearchInitial research into the technology sector

Once the sector had been chosen I did some research into how the most popular brands currently preform on facebook. In previous research Experiencers where likely to use facebook and also express what they like on their profile.

The brands that have largest following seam to be brands that have had major success in changing or re-inventing a market.Surprisingly Microsoft had a very low number of fans but looking at the age group of 18 - 25 it can be understood. The rise in popularity of Apple in the last 10 year. This demographic grew up with iPods and iPhones two major industries; music and mobile phones.

To appeal to Experiencers, companies have to look at the whole package. Every aspect of communication with user must have a message of honestly, innovation & passion. But must importantly the ethos must be found in every part of the company, even the parts that people don’t normally see.

PoPularity of brands

on facebook in the uk

300 000

III

EXPERIENCERSAGE 18-25

UK MARKET

LIKEIPHONES

LIKESPORTS

LIKELUXURYGOODS

LIKESPORTSLUXURY GOODSCONSUMER ELECTRONICS

LIKEBEER

12MILLION

12 MILLION PEOPLETHAT ARE AGED 18-25

& LIVE IN THE UKARE ON FACEBOOK

Audience Research

Resources and motivation determine how a person will express himself or herself in the marketplace as a consumer. Experiencers are part of the self-expression grouping and tend to have more recourses and a higher level of innovation.

Experiencers are brand aware and have a tendency to spend what they have to enjoy their expressive lifestyle. They have a hunger for life and will try new things all the time.

Social activities are very important which is reflected in that most of their income is spend on nightlife and entertainment.

Brands play an important part of an experiencers life. Brands that speak to a youth market.

Initial research into the chosenTarget audience - Experiencers.

IIII

PersonaChosen persona to reflect the target audience for the Technology Sector.

To help develop a message it helps to get into the mind of the consumer. Using VALS™ Types and the initial research as a group we created a persona. Using this method allowed me to constantly ask ‘What would James think/do?’.

name : Johnny Nikethamideage : 24nationality : Englishweight : 11.5st

height : 5.11ft

religion : Catholiclives : London

job : Trainee PR Manager

facebook friends : 800 friendslikes brands : Apple, Puma, Redbull, FHM, Q Magizine, Addias, Swatch

income : £17,000 annualliving cost : £12,000 annualsavings to date : £0

James works hard during the week but lives for the weekend. He is an great consumer by spending his money on fashion, entertainment, and socializing. He likes to have the latest iPhone and wants to look good. Any product that sell a way of life or culture that is outgoing and expressive will speak to James. He is young, impulsive, entusiastic and willing to try new things sometimes taking risks.

IV

Client ResearchChoosing and researching 1 Local, 1 National & 1 International

Each member of our research group researched different clients they wanted to use. After a group meeting where we shared our finding a vote was taken to choose one local client, one national & one international.

Once each client had been chossen furter research was undertaken. Which a focus on how each client currently spoke to its respective audience. Getting a current view of how each uses its own design language to communicate helped to understand how we could change that message.

Local ClientLocal Drink Delivers CompanyAfter researching these companies I found that the general design was poor but it was not a product that needs to be dressed up for the youth market. The product, alcohol is perfect for Experiencers as they spend a large amount of socialising.

I wanted to challenge myself in creating a message for a company that currently does not speak to Experiencers.

National ClientNUMATIC - HenryAlthough this company has international sales it is a British company. The ‘Henry‘ hoover is an iconic brand with a reasonable mascot in the shape of a friendly hover. The use of simply giving a product a persona is very clever.

Henry hoover was an interesting product but my target audience (20-25yr old) are generally in the market for hoovers and tend not to spend money on things the would not enjoy doing, like cleaning!

International ClientCartierThis client immediately stood out because they currently do not speak to my chosen persona. CARTIER is a luxury jewellery and watchmakers. The starting price for a watch is about £1,500. With jewellery also starting much above what the average Experiencers would spend on one item.

The challenge would be to change the perception of my persona that Cartier was a brand that innovated, and spoke to a youth market.

The fact that this was an international brand would mean that the design solution would have to work in all markets around the world.

V

Cartier Brand ResearchExtensive research on the brand. Its history and values including current market-share.

Cartier are in the business of dreams. Everything about the brand is selling an aspiration product. From the iconic red box to the history of the brand.

Alfred Cartier and later his son Louis were always interested in the measurement of time. It lined dreams with reality and jewellery expertise with watchmaking technology, developing cult designs inspired by what was popular at the time like the Tank watch in 1917.

After interviewing a member of the staff in Cartier’s flagship store I decided to focusing my attention on the watchmaking part of Cartier. Jean-François Berger a senior sales executive in the flagship store informed me that the average age for jewellery was about (27+) and mostly engagement rings or presents. Watcheson the other hand were mostly popular with a much older age group. And bought as a personal present or a mark of success.

Cartier have a few signatures, the main brand colour is a deep red. Often appealing to women between 30-50+. Most adverts are playing on asportation lifestyles, success and happiness.

VI

The Message

As established in previous research I found Cartier do not speak to the youth market. Proposed messages that I want to communicate to my target audience included:

• We are youth• We are of the now• We are fun• We are fashion• We are innovators

In looking for graphic elements that convey these messages I looked at other watchmakers that currently speak to my target audience. One of the most popular brand I found was Swatch. Looking at how swatch covey this message would be key to understanding ways for communicating similar messages.

One main element of the swiss watchmaker Swatch uses is colour. Bright sometimes fluorescent with most watch lines offering many variation. But this would not work for the Cartier brand as it would cheapen the product.

For the message to get through to Experiencers they would have to develop a new product/line of watches. Sponsorship of extreme activity events like skiing, snowboarding, surfing. A change to the logo to show Cartier are not afraid to venture into other markets.

Using all of the previous research propose a message that will visually communicate to the target audience.

yoUThinnoVATionFAShion

noW VII

ConceptsInitial concepts and their development using methods of thinking, prototyping & testing.

INITAIL IDEAS

BRAND REFRESHTo address the main issue that the product (watches) does not appeal to a youth market.

A new designs could include bright colour and more of a swiss style face.

DEVELOPEMENT

DESIGN A NEW WATCH OR CHANGE AN EXISTING ONELooking the enormous watch market I began to think designing a new class wouldbe a huge task.

DEVELOPMENT

DESIGN A NEW LOGO FOR CARTIERExperimenting with di�erent fonts styles and graphic elements to make the brand look and feel more youthful.

RESEARCH

Number of people who live in the United Kingdom & like Cartier on facebook. The youth market counts for 55%. So the brand is well known among that demo graph.

6,000

10,000

18-25yr old

VIII

Number of people who live in the United Kingdom & like Cartier on facebook. The youth market counts for 55%. So the brand is well known among that demo graph.

RESEARCH

COMPETITIONSIZEStudying the size of Cartier with other similar brands showed Rolex with a similar amount of fans (10,000). Where Hermés, another french brand, had (15,000) fans.

INTERVIEWInterviewing an experienced sales executive in Cartier’s flagship store gave insights into who the typical consumer is currently. And also said the brand would like to be popular in every market like most companies!

EXPERIMENTS

VISUAL EXPERIMENTS

LOGO TREATMENTSDi�erent fonts colours and style.

SYMBOLS

HER

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BU

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RI

CA

RTI

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X

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DevelopmentProgressing each idea using the six manmethods of thinking.

IX

Final ConceptsInitial concepts and their development using methods of thinking, prototyping & testing.

INTERVIEWInterviewing an experienced sales executive in Cartier’s flagship store gave insights into who the typical consumer is currently. And also said the brand would like to be popular in every market like most companies!

LOGOS RESEARCH

CONCEPT ONE

TRY IT ONAPPAn iPhone application that would take a photo of your wrist then see how it would look on your wrist. Placing the iPhone on your wrist you could swipe across to try on di erent watches.

CONCEPT TWO

RE-BRAND LOGOGive the Cartier brand a fresh, vibrant, edgy. Without losing the historic values of the brand.

CONCEPT THREE

NEW TECHNOLOGICINNOVATIONCreate a watch that can talk to the internet. Provided another screen for your phone alerts.

Connecting the watch to a social network allowing interaction in the real world.

FINAL CONCEPT

FACEBOOK WATCH & LAUNCH EVENTWith a brand new product a launch event would signal the start of Cartier’s new found passion for fun, fashion & innovation.

X

Final OutcomeCreating the identity would insure a new audience for the brand. The cross is to represent extreme style simple bold and a cheeky. The Cartier logo its self part obscured show the brand is not afraid to be bold.

Part I : Logo for new line of watches

XI

BUMP TO LIKE, ADD A FRIEND OR CHECK-IN

CHECK-INLIKE ADDFRIEND

facebookWATCH LEDLIGHTS

With a simple action called a “bump“, you can like product, check-in or become friends. Simply bump your watch with some ones iPhone or another watch and you will become facebook friends.

Part II : Facebook BUMP Watch

XII

Graphic Design Fundamentals Year 01 FdA DGC Project

by Jonathan Blackmore