Our Rationale...

Background
The National Portrait Gallery is looking to encourage local business workers and residents to make “pop-in” visits to the gallery, and improve their brand image. NPG regard their brand as “welcoming, inclusive, fresh, inspiring and enriching”, and want the campaign to have a “warm, clear, informative, accessible as well as, lively and stimulating” tone of voice.

Concept & Proposition
We want to encourage more visits to the NPG by advertising and using promotional packs in the local vicinity, by targeting businesses and frequenters of the area. We feel that using the advertising opportunities that are readily available in London is the best way to reach commuters and those travelling by public transport. We want to produce a range of work that would be suitable for use in newspaper supplements or local publications; as well as posters, leaflets, postcards etc. The ideal way of providing individuals with information, and motivation to visit the NPG is by packaging it together, and distributing it as a mail shot type promotion.

From discussing this brief we have found that the implementation of our work is going to be the main element of persuasion. Therefore, we need to come up with strong design solutions that can be implemented across arrange of formats and media.

Considerations
The brief has dictated our target audience of 20 – 35 year olds that frequent the area around the NPG, such as Trafalgar Square, Covent Garden, Soho, The Strand and Whitehall, who possibly work in media or creative industries, and are culturally aware. These types of people will be professionals that either travel through the area, or work and study nearby.

We know that we are working for YCN and NPG, and will need to adhere to their specified deliverables. We may wish to create more design solutions that are not directly related to this brief, but would be relevant to our college assessments.

Deliverables
YCN & NPG – Deadline Wednesday 25th March 1pm
• Artwork mounted on boards (A3 size, suitable for posting)
• All material must be clearly labelled
• Any additional support material must be A3 or smaller, and bound.

College – Deadline Tuesday 31st March 1pm
• 3-5 A2 boards demonstrating the research, development and resolution of the brief
• Additional support work must also be submitted
• All individual blog addresses must be provided

Plan for the weekend...

Today we drew up our rationale for the National Portrait Gallery brief, if I do say so myself it sounds rather good. We also collated the research we have collected in the past couple of days. As we don't have any proper studio time until tuesday, we have drawn up a plan for the main things that we need to do over the weekend:
1. Initial design ideas for posters and other advertising
2. Research content for the leaflet - relevant information
3. Update our blogs with relevant information about the development process
4. Concept ideas - tours, workshops etc
5. Communicate findings
6. Logo design for 'Coffee and Culture', 'Pop-in Portraiture', 'Bite-sized...'

National Portrait Gallery...

We have been given the choices for our collaborative brief, and I have picked the National Portrait Gallery brief. We have had to choose a creative partner, mine is Emma Sunderland - her blog is linked over there -->
We decided to work together because we both wanted to do the NPG brief, we're good enough friends to be honest when we think an idea is a genuinely bad, and we both have a strong work ethic, and know that we'll both put in the hard work required. I really can't wait to work with her, I love her design work, and the fact that she makes me laugh a lot, so this brief should be a lot of fun!

We've had a good think about what we want to do for this brief, and realised that the NPG are quite strict with their design work. We have decided that utilising the advertising opportunities that are already available in London city centre is probably the best idea - e.g. posters on the underground and bus stops. We are also thinking of adverts in newspapers (such as the metro) and using the Sunday newspaper supplements. We are considering postcards and leaflets, that would give short snippets of information, and could be used as a promotion, and we are also planning on designing the guide book with all the information about bite sized visits to the gallery.

We have planned out what we actually need to do, which includes;
Research into existing advertising for galleries, and advertising in London city centre which includes formats and costs.
Developing design ideas, whilst evaluating them throughout the process and finding a good combination of image and information.

Hello...

Hello and welcome to yet another Butterflies blog! This blog is for my final module, of my second year at Leeds Art. This blog is designed to document my progress the whole way through this final module, which will consist of one collaborative brief, and several other competition briefs. I am looking forward to doing lots of things at once, it will test my multitasking skills to the limit, hooray!