Client Project Pro- Forma

Nicole Tunningley

Mind Maps/Brainstorms

Idea 1• 50s style A4/A3 posters in the style of comic books/movie posters with

a genre and visual narrative suitable to each beverage. Using vintage looking colours, styles and fonts I will attempt to make it seem like a piece of artwork as such but I will also try to exaggerate the product by including aspects of the flavour and form of each beverage in it’s poster.

1. Lunatic – (Psychological Thriller) Asylum escapee with a knife cutting citrus fruits, could also include a detective and possible victim? This poster will have an overall trippy atmosphere on a city landscape/industrial setting to compliment the genre and give the beverage an atmosphere.

2. Mind Sweeper – (Sci-fi) Mind sweeper as an object/piece of machinery headpiece, indicating a possible alien or robotic hostile takeover or apocalypse the style includes labs or urban atmospheres to compliment the genre.

3. Brass Monkey – (action/adventure) Brass monkey as an artefact in a archaeological ‘Indiana Jones’ environment, bananas will be incorporated to emphasis the flavour of the beer and locations such as abandoned architecture/overgrown earth. Could also incorporate the three wise monkey’s if possible

Evaluation of idea• What do you like about the idea?I like how it will give the products a narrative by using the tones and flavours of the product and the name that Brass Castle had given them• Does it match what the client wants?The client was quite open with what they wanted, it does come under what the client wants as it matches the brief but of course being a piece of artwork it will have my personal style enveloped into the piece.• Are you capable of delivering this?Creatively I would consider myself capable, technically though I do have consider the fact that I have not produce work of this style before because it isn’t just a poster for a product when it has a visual narrative but I would like to say yes I do consider myself capable to produce this work.• Can you do this on time?I have three posters to create with three weeks of production so hopefully yes I do have enough time to complete them with a week for each piece.• Do you have the resources available to do this?I do have the resources to do this both at college and at home, these resources being Photoshop, drawing equipment and possibly a graphics tablet.

Idea 2• Set each beverage out as a main subject of the posters for horror

genre video games in a specifically minimalistic/niche style graphics. The idea just like the prior highlights the visual narrative the name and idea of each product provides. Admittedly it would prove more difficult to compose in comparison to the previous idea but it provides a different style and approach.

Evaluation of idea• What do you like about the idea?I like that it is genre specific so that the three posters will seem like series of the same niche style• Does it match what the client wants?It does in a sense that the three posters are of a specific style but due to it being video games it may be more highly related with a younger audience which may not be considered good with alcohol distribution• Are you capable of delivering this?I consider myself capable to deliver these pieces to this design• Can you do this on time?I think if executed properly all three poster would be finished on time, yes• Do you have the resources available to do this?I do have all the resources I need to complete this idea

Idea EvaluationWhich of your ideas do you want to develop further? Explain why you think that is the right idea to take forward. I have decided to pursue idea number one as I feel that it has more depth and personality to the design, also I feel that idea 1 would be better suited to the clients needs/brief considering their target audience and preferences.I am going to develop each idea individually to their specific genre so that the visual narrative is best suited to the name and the product which I feel will be better fulfilled via idea 1.

LUNATIC

Developed Idea 1

Lunatic

MIND SWEEPER

Developed Idea 1Mind

sweeper

BRASS MONKEY

Developed Idea 1

Brass Monkey

Assessment of final ideasSuitable for audience?The audience for Brass Castle being a brewery are 18+ (typically to 35) due to that being the legal drinking age in the UK, which is a pretty broad audience.

Suitability for client?The client has not been overly specific in the brief therefore I had a lot of freedom with the design whilst also covering all of their requirements e.g. narrative to the name.

Appeal of the work:I attempted to with my idea generation, keep the product intertwined with the narrative as well as appealing to a broad demographic via comics and the style with it. This can be very appealing as it is quite a mainstream style but with my own personal touch it would be exclusive to the Brass Castle brand.

Timescales for production:I have a pretty clear idea about the timescale for my production that being three weeks (a week per poster) this comes under Monday, Tuesday and Thursday. I could also possible involve other days throughout the week as I do have the equipment for my work at home and therefore can keep this as a contingency if I require more time.

Costs:There hopefully will be no costs from this production as I do not intend to visit the client as I don’t feel it’s necessary and all of the equipment I will be using is already available or accessible.

Personnel:I do not currently think I will require any personnel on this project as I believe I am capable to do it on my own but it would be helpful to have feedback throughout the project from people I am acquainted with as this will help as they typically are Brass Castle’s demographic.

Assessment of final ideasLegal and ethical issues:‘Alcohol ads are banned from appearing in and around programmes commissioned for or principally targeted at audiences below the age of 18, as well as programmes likely to appeal particularly to audiences below the age of 18’My posters are not likely to be see by anyone under the legal drinking age (UK) as they will probably be presented at bars, festivals or the brands social media itself to promote the product to an audience that can actually legally purchase and consume it.I will not make the product appear appealing to this audience or any younger as they don’t belong in the demographic for the products marketing (18-35).

Research

Competition/Market research:

Who is in competition with your client?Bad Seed Brewery – based in Malton as well, local competitionNorthern Monk brewery – based in Holbeck, have similar flavoured products and style/marketing Beavertown brewery – based in London, according to the brief has a very particular style admired by the client.

What is their design/photography/marketing/promotional/advertising work like?It is currently quite basic for companies such as Bad Seed brewery (who currently don’t have a operating website) have a simple font and array of colours for their beers and their logo, the photography is slightly more professional.Northern Monk brewery have a very specific design for their logos, products and merchandise. The photography, marketing and promotional aspects of this company follow that particular style having the names and narrative relevant as well.Beavertown brewery have a very specific style that they keep continuous throughout their website, products and merchandise. My client has referred to them in the brief for having a style that they like, though my ideas may have similar vibes to them they will not be identical as my style is different as are the products and the narrative within them.

What wider market is your client part of? Undertake research in to that market. This could be in the form of sales figures, audience figures, turnover, job roles, customer base, market share, rules, regulations and codes of practice. All of these breweries started out with the owner making the beer in their home and grew from there, they all have this in common. Both Brass Castle and Bad Seed are located in Malton making Bad Seed local competition in the market.Brass Castle is part of the ‘Made in Malton’ brand which was launched by Tom Naylor-Leyland, director of Malton Cookery School stating “The Made in Malton brand is a benchmark for locally-made, top quality products which have been created in Malton”.

Audience/Customer research:Who is the audience or customer that your client is trying to reach? Perhaps they have already told you. Perhaps you should ask. You could also do further research in to the type of audience or customer you are hoping to appeal to.

The Audience for Brass Castle are people who drink alcoholic beverages so this targets the market at 18+ people who drink alcohol. Also, as stated in their ‘About Us’ Brass Castle stated that their products are vegetarian and vegan friendly which opens up the market for their products even more. Brass Castle also state that they sell and distribute alcohol at beer festivals such as York CAMRA Beer Festival where they appeared amongst other competition and breweries so anyone who is passionate about brewing beer or appreciates local brewed beer will also fall into the clients demographic.Brass Castle state that they also provide discounts to the British forces which is a good way for them as a brewery to show their support, they are also part of SIBA local beer which is a ‘society of independent brewers’.

Northern Monk

Brass Castle

Beavertown breweryBeavertown has a very bright and eye-catching pop art style that in the brief, brass castle said that they liked.

Northern monk have a darker, grungier look. This is a popular style but not one that suits what my client claimed to like.

Brass castle have a few designs different to their other bottles ‘Berserk IPA’ being one of them. This is a good style to compare mine to throughout.

Secondary research

Primary research

Overview Demographic (Those interested in the product):

Age: 18-23 (original age range 18-35)My art style of choice: All four of my responders had some degree of interest in my chose art styleIncorporate elements of the products flavor/etc.: YES 4/4Beaver town Art style: DIDN’T LIKE IT 3/4

TreatmentI am going to develop minimalistic 50s style, slightly neo traditional poster designs in a comic book/movie poster format for the three drinks. Due to the idea of developing them as a comic book and/or movie I gave each product name a genre based on the narrative I had provided them with, the genres being sci-fi, psychological thriller and action adventure with a visual suiting the genre, title and drink to give it a meaningful narrative.Each of the posters will have specific elements to it relating to it’s genre to give it the correct yet appealing aesthetic for the narrative I had given it. This includes on each an eye-catching, relating visual content and a colour palette that not only compliments the narrative but the visuals as well.Firstly, Lunatic for this I am going to have a psychological thriller genre with a crime aspect. The lunatic being an asylum escapee or prisoner with a twisted, ‘crazy’ appearance who holds in one hand a knife and the other a cut citrus fruit (relating to the flavor of the product) his eyes are large and deranged

Treatment (visual elements)

Resource List

• Computer with Photoshop CS6• (Home) Computer with Photoshop Elements• Sketchbook and stationary• Scanner• Graphics tablet

WEEK(3 weeks)

Monday(Full day)

Tuesday(3 lessons)

Thursday(2 lessons)

Extra time (Wednesday)

Week 1 Start the Lunatic poster

Develop Lunatic poster

Attempt to finish Lunatic poster

Additional time

Week 2 Start the Mind Sweeper poster

Develop Mind Sweeper poster

Attempt to finish Mind Sweeper poster

Additional time

Week 3 Contingency(or start third)

Contingency(or develop third)

Contingency(Finish third)

Additional time

My schedule originally was split so that I would be doing one poster for each week of production, as there are three weeks of production and three posters in the brief. Week one I will focus on the idea that I think is the strongest, this is because I have a clear idea of how I want that piece to be giving me time to on the side develop my others ideas to the same level also. Mind sweeper will hopefully go into production on the second week and the third week I have deemed as time to improve/finish if behind or possibly even produce the third if I have the time. I spaced out my schedule like this so that I didn’t rush any of the work as that would show in the quality of my work, I have also given a day of additional time each week on our day off the ensure completion on the deadline.