Workshop/Presentation

Might as well start at the beginning, I attended the brief workshop ran by Fred that was meant to aid us in kick starting a brief as a result of scrupulous thread picking.


The first question we got asked was; why are we here? 
The answers from the group came up with:


- kickstarting the brief
- Iron out any issues
- Help organise ourselves
- Discussion in a group environment
- Decision regarding concepts.


We then came up with 10 reasons why we chose the brief, mine were:


1. I like Salad Cream
2. Chance to do a brief I would not normally do
3. Potentially applied to a range of media I am not accustomed to
4. The target audience works in my favour
5. Tend to avoid competition briefs in relation to: D&AD, YCN
6. Potentially quick turnaround
7. Demonstrate I can do work for commercial sector
8. Something new
9. Got a lot of rough ideas mentally
10. I like having some fun with a brief


Then there was a talk on laziness in practice, considering the balance between busy and productivity. How being busy can lead to repetition but if you are learning and being productive you can become far more progressive in terms of your work ethic.
Taking note of some of our studio habits such as picking up a brief and going straight to the designing rather than taking time to sit back and evaluate where you are/ what you can do with the brief.


We then got asked to write down we wanted to gain from the brief:


1. A good body of illustration in suitable, commercial sellable context. Enables chance to reach out to more profitable sector.


2. Work seen nationwide/exposed positively - good for PPD and will help destroy my paranoia barrier


3. Organisation Skills - cohesive body of work so near to the deadline. (What can be achieved in time we have left)


4. Explore screen-based processes and other media applications of deliverables. Not done packaging/screen based work opportunity to see work translates across media.


5. Upbeat outcome - brighten up portfolio, different from my own work ethic


6. Flex my wordsmithing abilities, using language to convey a message; no  body copy or regurgitated information. Demonstrate that Im a fluent articulated designer.


Extra notes at bottom of page: Heinz is an awesome brand that makes/allows people to celebrate/have fun with their food. Experimentation is essential; without the faucets of food  creativity this brand would sink.




We then got asked to write questions on the brief, picking out any possible issues:


1. Are Heinz worried that the new mayo campaign sells more than Salad Cream? Is this an issue?


2. What sort of people frequently eat with Salad Cream


3. What are the most popular food combos?


4. What do people think about Salad Cream?


5. Is it a "zing" it adds to food?


6. Is it the preferred alternative condiment?


7. When people think of Heinz: just soup?


8. Is it 50% lower in fat than standard mayo market leader?


9. Are new flavours any good?


10. What sort of parent eats Salad Cream?


11. How is the brand quirky?


These questions are to be answered in conjunction with the presentation.




Then we were asked to identify problems that came up in analysing the brief:


1. Salad cream is not selling so well


2. Heinz dont know how to propagate campaign


3. They dont really know what they want


4. Heinz is lacking modernity in the brand


5. Not enough young people are "tasting the difference" between mayo and salad cream


6. The brand needs a makeover that is responsive to todays fast moving, media endowed reality.


7. Salad cream is not at the forefront of young people's minds




The wefty task ahead putting alot on hold is WHAT I NEED TO KNOW ABOUT THE SUBJECT.


50 facts 
50 stats
50 quotes
50 opinions


This will form the basis of the presentation.




Presentation Requirements:


What am I doing?
Why am I doing it?
Answers to 10 questions
Informed delivery
Examples of HIGH QUALITY standard of design that will demonstrate a clear idea of how I will move forward with the brief.
Organised.
Treat it as a pitch


Visualise


- 10 possible outcomes for brief that are mandatory deliverables. Take into account of what we want to produce and what is needed to fulfil criteria. Full specs, treat it professionally; colours, type, pages, leaves etc


For each possible outcome:


10 variations that include:


+ colour
+ format 
+ type
+ content
+ composition
+ Dimension?/Scale?






So to clarify, the presentation format is as follows:


- Why I have chosen the brief in relation to my rationale


- What I know about the subject


+50 facts
+50 stats
+50 opinions
+50 quotes


- Answer the 10 questions 


- Identify problems
+ How I intend to address them
+ examples (10)


- Ideas
+ present