Campaign Evaluation
Through the extended nature of the design process taking
informed conclusions developed from primary and secondary research my project proposal
was established to celebrate the use of local produce within a community environment
as a viable alternative to mass super market produce. Identifying a client, The
Hawarden Estate Farm Shop, whose ethos acts as a pinnacle of the social issue
identifies a clear distribution system creating a commercial need for the resolution
that can be informed by the client’s ethos and centred around a specific target
audience. This research holistically allowed me to understand the social issue
and more broadly researched the client, target audience and environment in which
this campaign would be presented within, Primary research helped identify
specific areas of interest for the campaign and ensured the resolutions would
appeal to this audience.
Through peer feedback it was established that this
bold colourful aesthetic was engaging and would work well for the
concept of the campaign. This takes inspiration from
the illustrative components frequently used in other adverting campaigns
with a similar target audience identified within extended
research. This aesthetic was then developed
in a playful illustrative style that uses an engaging blend of
pattern and colour inspired by the natural produce found within the
Hawarden Estate. This aesthetic was then individually developed to best suit
each piece of campaign promotion from the bold poster series to more specialist
pieces of promotion such as the bar coaster to be promoted in the client’s
sister business demonstrating a consideration for its environment that more commercially
can be advertised for free. These examples of campaign promotion will engage
the target audience through the bold engaging use of imagery,
the simple aesthetic confidently articulates the concept of
the campaign and demonstrates a contextual insight into the target audience’s
community values.
To ensure the campaign was holistic and creates a
clear sense of continuity between the individual promotional materials a style
guide was created to add a critical consistency within the resolutions, this
ensured that if the campaign was taken live I could hand the style guide over
to the client’s design team to further develop and ensure their maintenance of
the campaign kept a unified distinct aesthetic style throughout. The campaign is
presented in the form of a pitch proposal which concentrates the breadth of the
campaign into a succinct campaign wallet that further creates synergy surrounding
the whole campaign. This will add a sense of professionalism to the client of
myself as a designer and the overall cameoing image, which will hopefully result
in the client choosing to take this further into a live context. A meeting has
been arranged for the 1st of June to pitch these ideas to the client
and the use of the campaign folder will make this far simpler to present as a
pitch as this use of printed collateral gives a physical example of how
each piece of campaign promotion works individually and
attributes to the series to create a clear set of continuity across
the campaign.
Overall the campaign is a strong resolution to the
brief that identifies a clear social issue and is developed into a promotional campaign
for a client that’s ethos is inline with the projects concept. This use of a
client adds significant distribution values that allow me to design for a specific
target audience and environment that ensures the resolution is appropriate and
effective in communicating with its audience. This is demonstrated through the appropriate
use of aesthetic developed through extended research and unified through a
style guide to ensure a succinct sense of cross campaign continuity that further
extends the professionalism of the project.
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