Minor

Pro

ject

James Bowen

Paralympic Advertsing

IntroductionBrief

A self initiated project, requiring to build on previously learned skills developed in previous components of the course; such

as proficiency in self-directed organisation and time management of extended and self-initiated problems.

The unit provides a framework within which to develop and integrate independent research and individual visual language

in areas of graphic design practice of your own choosing. To contextualise your individual production in

relation to historical and contemporary developments in practical and theoretical graphic design discourse and

further develop critical insight into the appropriate deployment of the conceptual, technical, and aesthetic components of

extended projects.

Initial ideasChildren’s Books

Sue White Designs company profile

Pub rebranding

Vinyl covers for mp3’s

Paralympic advertising

Olympic supermarket branding

Rebranding london

Forum membership packs

Hairdresser advertisement

Dyslexia handbook

IdeasRe-branding the city

I want to look into re-branding the city of london. at the moment the city is at its lowest, after the collapse of the

banks and the recession, People view workers in the city to blame.

Interior design rebrandingso as you can see here is an image i found from a

company’s website, now in my opinion this isn’t giving off the right impression for a design company. This idea would

involve my mums design company who needs the whole branding process including-

Website

Letter heads

Business cards

Leaflet

etc

IdeasParalympic Advertising

I actually really like this design but i think there are things about it i could improve on. Also i have a connection with

this subject as one of the members of the british team trains at my gym and is very motivational for me to see him

working as hard as he can in the sport he competes in.

Pub Rebrandinglooking into rebranding pubs and bars in the local area.

Since the smoking ban came into affect the local pub has is ever becoming a thing of the past.

Proposal

IntroductionI propose to design an advertising campaign for the

Paralympic games 2012. My intension is to create a new design which will help raise the profile of the athletes that compete in the games, and highlight there achievements

even being hindered by there disablity. I feel that the problem with current designs for the Paralympic games is that there

isnt enough highlighting the fact that these athletes go to the next level in terms of effort to become the best in there

sport, and no matter what, they will fight to be the best.

ContextI intend to design the advert and produce examples to be used for a commercial purpose, this will not be a personal

piece of work, but aimed at the intended audience. The design would be used for posters around the country, and around the olympic venues. As the olympics is before the

Paralympics people will see it when visiting the games and hopefully motivate them to watch the games and appreciate

the athletes more.

AudienceThe intended audience for the design is described below:

Male & Female18-40 years old

People who watch sportVisitors of the games

ResearchIn order to research this project I need to research the

following areas:

Olympic designDisability

Paralympics sportsPrevious Paralympic design

Typography

Previous Adverts

As you can see these are examples of Paralympic and olympic advertising from past and paresent. There is a recurring theme of images of athletes with quotes that

appear to be motivational.

I like the idea of using text and image in my designs. i feel this is a powerful way of getting the point across to the

public

The IdeaSo after researching the Olympics and Paralympics into depth there are many things that i can take from there ambition, like for example “London 2012’s ambition is to

create a Games for everyone, where everyone is invited to take part, join in and enjoy the most exciting event in the

world.” The Olympics and Paralympics have an important role to play in society, it is a time to celebrate the great and

good of our country.

So as i’m promoting the Paralympics rather than the olympics i need to get people as motivated to come to the

Paralympics as they would be to see the olympics.

So to begin with i started looking the difference between the athletes in the Olympics and the Paralympic and the way i

can advertise the fact that these games are just as important.

Ideas that i have come up with:

An ideal humanWhat is the perfect athlete

The way that disabled people are treated Categories of disability

Categories of sports in the Paralympics

Initial Thoughts

First DesignHere is my first design. Going on th theme of the perfect

athlete i made three figures in illustrator, one fully able, one in a wheelcahir and the last with one leg. The idea behind it was that you would pick on of three options to make your

perfect athlete.

After spending time designing my previous design after looking at it for a while i have decided that to keep to my brief this design is a little to complicated and may confuse

the viewer. After showing a few people they all were a little confused as to what i was advertising. this would not be good, the Paralympics is a very generic subject, i need

to be able to advertise to a wide viewing audience so need to keep my design as simple and effective as possible.

So where do i go from here?

Simple design Find a slogan

look at what im going to be producing

Steve BrownWhile i was at the gym that i have been at for over two

years i walked in to find a host of tv cameras and sky re-porters. The person they came to film was Steve Brown, i disabled man that i have seen in the gym many times and

always thought he was just a regular guy. Now after asking around apparently this guy is part of the english wheelchair rugby team who will compete in the Paralympics. Now this

struck a cord with me as i’ve been working out with the guy for over two years and had no idea that he was an athlete.

So after this i discovered that this could be happening all over the country, someone you see in the street could be competing in this summers olympics and you would never

know!

I’m too slowI’m too big

I ate too much for breakfastI’ve got a headache

It’s rainingMy dog is sick

I can’t right nowMakes me smell bad

I’m allergic to stuffI’m fat

I’m thinIt’s too hot

I’m distracted I’d love to really but I just cant

My favorite program was onI’ve got a case of the Mondays

The TuesdaysThe Wednesdays

I don’t want to do thisI want to do something else

Il do it after new yearsNext week

I might make a mistakeI’ve got homework

I feel bloatedI’ve got a hot date

My manager hates meMum wont let me

I bruise easily It’s too DarkIt’s too cold

This is dangerous I didn’t get enough sleep

It’s not in genes I need a better coach

I have a stomachache I’m not the athletic type

I don’t want to get sweaty I have better things to do

I don’t want to slow you downDo I have to do this?

Think I’l sit this one out

Final ideaSo after thinking about it for a while, and reading up on the

Paralympics and local athletes, there is something that is common in all of them, they never give up, even though they

are not fully able, they carry on, they push to be the best they can in there sport. This is where i got my idea for “NO

EXCUSES” having a list of excuses that i or anyone else would come up with to not do something. These athletes are different, they know that they arnt the perfect athlete, but still

drive to be the best they can within there sport.I will use images as well as text to grab the attention of the

viewer.

First DesignSo first try at arranging both the images and the text onto a

poster, i used colours from the 2012 logo to keep the colours vibratnt and monotone. On the second one ive

added my slogan “no excuses” on to the poster.

First Design Edits

Couple of edits from the previous design, added a ink splash as i wanted to make the image a bt more exciting to

look at.After talking to my friends about the contex of the image, they were confused as to what the image actually was, some said it looked like a pair of earphones. So to avoid

confusing the public i am going to drop this image.

Second design

Next design but changing the image from the previous. I prefere this image but still not happy with the way it looks.i find that the point isnt getting acoss. there is too much going

on in the compostion.

Second design

More of the same design, just trying out diffrent colour combinations

Third DesignMoving on to a new image i think this one is more intresting because it has a bit more detail and you can feel themotion

of the athlete

Third Design

Forth DesignJust typography poster design

So i tried something different with this design, keeping it as simple as possible. The only problem with this is that if it was

on a bilboard or poster you may not beable to read the advert fully.

Fifth Design For this one i have chosen is one of a man in a wheelchair.

keeping with the same style of not very detailed, bold colours.

In each of my posters i have included the olympic logo, the date of the Paraympics, and the link to my website that i

have designed.

Sixth DesignMy last design for a poster. This i feel is the most stricking image out of the lot. On a poster this would stand out the

most. Oscar Pistorius is the man in the image, he is the highest profile Paralympic athlete there has ever been. He

has been featured in many different adverts for 2012.

Magazine Design

So ive decided im going to do an advert for a magazine, it would be a double page spread. In the magazine adverts ive

added a description of the athlete in the picture, this would change to go with where the magazine would be published. So the one of steve brown from sittingbourne would go in a

local kent magazine “insidekent”

Magazine Design.2

The second design for a magazine double spread. As the artical is in a magazine people would have more time to actually read the text so i decideed to change the layout

from the poster images.

Website Homepage

Right this is the design i came up with, i kept with the theme of black white and Magenta. very monotone. the splashes of

ink on the page invite the viewer in, gaining interest.

This page is the home page, this is where you would choose your region to find your local athlete.

So when you click on the region you live in or are from it would pop up with this information, you can click on this and

it will take you through to the next pageSo when you click on the region you live in or are from it would pop up with

this information, you can click on this and it will take you through to the next page

Website Athlete Profile

So this is the page that would follow on from the homepage. For each region there would be one of these. On the page you get a small interview with the athlete and find out what

sport they play. i think this is important as i myself find it interesting that someone that lives so close can be an

olympic athlete.

Website Sports Page

So again from that page you click on to the icon of wheelchair rugby to find out more about it. then you would go back to this page to see all the sports available at the

Paralympics.

Website Map

This is the map page. As you can see, when you click on an arena and it would show you a picture and what would

be going on in that place

PrintingPrinting my final poster designs, printing went well, all the

colours came out how I hoped. Now i have to decide how i want to mount it.

I think im going to display my website on foamboard and these poster designs il hang on the wall with bullclips

Printing.2Some more images of my prints, im really impressed with the colours and the contrast between the letters and the

photo background

The end

ConclusionI proposed to design promotional material for the 2012

Paralympic gamesMy intension was to create a new design, which will stand apart from the normal Olympic advertising, focusing on the success of these disabled athletes. I feel that the problem with many designs for the Olympics and the Paralympics

there is nothing the make the athletes from the Paralympics stand out from the regular athletes. Creating a design, which

has a lost purpose, and becomes confused with other advertising. From my own personal experience I have found

that knowing who in your local area is competing in the Olympics and Paralympics really drives you to watch the

games and find out more about the sports they compete in. My designs have been influenced the current Olympic logo, I am not redesigning this, as it isn’t part of my brief, so to fit in

with the current logo I will use very similar vibrant colours.

For this brief I have designed the following:Poster advertising campaign

WebsiteMagazine double spread.

I feel that I have successfully produced outcomes for this brief which are creative, experimental but also professional. I feel that the designs work, and are all linked in nicely with

the colours and typography The designs also relate through the branding and design style creating consistency

throughout the work. I have developed my designs through research and creative editing.

The end