PRODUCT – RANGE - DISTRIBUTION
Statement of Intent

Rationale (200 words)

Through this brief I am to produce work which I can engage with on a personal and professional level. I want to create packaging and advertising which will both meet the needs of my client (the brief) and will be the crowning jewel in my portfolio. For my work to meet this level I will need to research my audience and my product thoroughly.

I want to use a range of design techniques to give me a better chance of finding out what is right for my brief. I intend to to this by mixing media which is something I haven't tried in the past. For example I want try working with photography and typography as well as illustration and 3D design. I am hoping this exhaustive research and design development process will give me what I need to make several successful high quality pieces of design both myself and my client will love.

Statement of Intent (200 words)

I am going to be designing and producing an advertising campaign with packaging, and on screen links for The Sunday Times supplements and more specifically their fashion & women's supplement 'Style'. The campaign will reassure both existing readers and new readers that they have made the right choice in women's Sunday supplements. The market and audience are specific and I am going to play with that advantage and deliver something perfect for them.

My product will be both the concept and the physical product.The advertising will be spread across the supplement and newspaper (both of which I will reproduce) and in a public environment which I will produce mock ups of.

2.

BRIEF (200 words)

The brief I have chosen is partly a personal challenge and partly a professional one. My idea was to choose a brief which is particularly vague so I could make it almost entirely my own. I will tailor the brief perfectly so it meets my needs and my clients needs. I am doing this so I can work with the media I want to and advance my skills in design production. I will be working with packaging/print and advertising with a bit of on screen thrown into the mix. These are all elements I have wanted to work with more and more so now I have the opportunity I'm going to take advantage of being able to exercise these skills, hopefully this work will sit happily in my portfolio for years to come.

Knowing what I want this brief to deliver I will need to explore my subject matter thoroughly and carefully in order to produce the quality of work I want in my portfolio.

3.
RESEARCH

My research side of this project is going to be vast, I need to make something which appeals to the current readership and attract new readers as well as myself. Obviously the first point of call is the newspaper & it's competitors. Luckily I have been reading The Sunday Times for years so know it's tone of voice and have a good idea of it's content and audience too. I would like to speak to some of the women who read the style supplement and see if they really do fit Style's perception of the modern woman and what she wants and needs out of a sunday supplement.

I will investigate the competitors and analyse similarities, trends, tone of voice, marketing techniques which will help develop a wider understanding of the task at hand. Through this I will see what kind of advertising and packaging is aimed at young adult - middle aged women around the UK.

In terms of design development, I will make bigger decisions once the bulk of my research is complete as my findings may unearth something crucial to my design process.

4.
PRACTICAL DEVELOPMENT

Over 90% of the work produced for this brief will be print based so obviously the digital print resources and possibly the screen printing resources will play a large part in the production of my design. I have told myself that I want to spend as much time as possible tending to the last minute touches of the project (like print production, photographing the product) this will mean the research and design development will have to be completed fairly quickly in order to give me as long as possible to play with the product.

Depending on what route I follow after my research period I will need different resources, although I'm sure I will be relying on digital software through the brief (Photoshop, Illustrator, Indesign etc)

5.
RECORDING, DOCUMENTATION & EVALUATION
Recording design development, processes and findings in my research I'm quite good at - I photograph and scan anything and everything It's just the documenting I'm bad at. I will need to update my blog on a daily basis. Hopefully through this there will be some informal evaluation from others on the course, although I find when writing my own blog I am at first reluctant to start typing but once I'm typing the process of self evaluation becomes very clear and easy to understand.

I really enjoy crit sessions, I think this is by far the best way of evaluating work especially when groups are random - you get a good mix of feedback good and bad which is what I enjoy about design. If someone slates it then you just have to go back again next week with something better.

BIBLIOGRAPHY ARTICLES & SOURCES

The Sunday Times (& supplements)
The Observer
The Guardian
Vogue
Elle

D&AD 09: A Selection of the Best Advertising and Design in the World (2009)