DBA - CONCLUSION

DBA CONCLUSION - 

As a group we worked efficiently together, keeping ourselves organised and regularly meeting up to present work and discuss the most effective ways to progress with the project. I believe this group dynamic helped to improve communication and subsequently allowed us create a to a range of effective concepts and engaging designs through the process of creation, review and refinement. Despite the success of our continued efforts, towards the end of the brief we started working individually on the supporting aspects of the campaign to ensure we would meet the deadline, a decision which I believe lead to the visual inconsistency mentioned by the members of the DBA panel. 

Throughout the project, we held weekly criticisms to review work and ensure that the project was cohesive and progressing in the desired direction, a decision that helped us to develop a range of quality outcomes. However, although the process was effective in the sense that it allowed us to create and refine aspects of the branding campaign, it was lengthy and often inhibited us from progressing through the project as quickly as we could have. Towards the end of the project, it became apparent that this had a negative effect as we weren't left with enough time to critique and refine everybody's individual contributions.   

Throughout the project our time management was really effective, we had regular sessions which group members were required to attend. Furthermore, all group members were set progression tasks to complete for the next session, a limitation which I believed helped us progress through the brief much more efficiently. When engaging with future projects I plan to apply similar techniques to ensure time is managed as effectively as it was throughout the project. One aspect of our time management I felt could have been improved was our ability to make final decisions on important design decisions such as the logo. As previously discussed this had negative repercussions and is an aspect of the project I believe could have been improved. 

Finally, the presentation went really well, each member of the group had their own chance to speak and all relevant information was introduced and explained in detail. Alike in many of my previous presentations, I applied the lessons I learned in Ian Anderson's design thinking workshop to ensure that the presentation was engaging for the audience to sit through. 

Overall, I felt that the project went really well and allowed us to produce a strong brand identity and supporting campaign that successfully solved the problems outlined by the brief. 

DBA - PRESENTATION & FEEDBACK

The individual slides from the final presentation are displayed below. Annotated slides references the aspects of the presentation I talked through.

SLIDES 

Sean's introductory 'Capital North' video.

HELLO!!

Briefly introduce individual group members so you know who we are. 

Brand attributes - influenced campaigns direction - 3 attributes visually represented - informed aesthetic decisions. 

Audience was segmented to help us focus our campaign.

Audience was segmented into three groups. 

Primary campaign focus was on industry professionals.

Secondary focuses lie with tourists...

And residents. 

Visual elements used across identity to form a cohesive visual theme - elements derived from logo. 

Next we are going to discuss the various elemental applications we developed as part of the campaign. 

Digital advertisement placed at bus stops and train stations - would be seen by all segments of the target audience - references brand attributes of growth & connectivity.

Thank you for listening, any questions? 

PRESENTATION FEEDBACK - 

Presenting went really well, all of the relevant information was covered, everybody spoke cohesively and no mistakes were made. The only aspect of the presentation that did let us down was my gif. as it unfortunately did not play when its slide was opened.

After presenting to the members of the DBA board we received feedback on our response to the brief. 

FEEDBACK;

The image below documents the comments we received after finishing our presentation;

IMPORTANT POINTS - 

• Overall campaign was strong & well produced.
• Newspaper was not aesthetically coherent with the rest of the campaign
• this can be a challenge when working in a group.
• Floor mural and sculpture were really effective ideas.
• Brand has the potential to become visually repetitive.
• How could the brand have expanded? 

ASSESSMENT 

To help me learn from the experience, subsequently improve my practice and my ability to work in a group I analysed the comments given by the DBA board and formulated a list of progression points. 

When engaging in future projects I will refer to this list of points to ensure that I build upon the experiences gained from completing the brief.

PROGRESSION POINTS;

• To help avoid problems with visual inconsistency I plan to;
• Increase group communication - towards the end of the brief members worked more individually.
• Create rough brand guidelines to help ensure a cohesive visual theme is achieved.
• To avoid future campaigns becoming too repetitive I plan to; 
• Spend more time on the development stages of the project, specifically on the design variations.
• Consider in more detail how campaign could expand and grow from its basic elements while retaining a cohesive visual theme. 

DBA - PRESENTATION PRODUCTION

Today, while the rest of the group members put the finishing touches to their individual campaign elements I started producing the presentation that will be pitched to the DBA members as part of the 'Dragons Den' style final critique. 

To ensure that the presentation successfully introduces the brand identity and supporting campaign it is essential that it is structured in a way that tells the story of our Capital North proposal, this involves evidencing our inspirations, the various design decisions and the subsequent outcome.

Before creating the presentation I made a rough structure to help ensure all the relevant aspects are covered. 

PRESENTATION - ROUGH STRUCTURE 

• Hello!
• Introduce group members.
• Brand attributes - how did they influence campaign?
• Audience segmentation.
• Logo & variations.
• Identity aspects 
• Colour scheme.
• Typeface.
• Visual elements.
• Posters.
• Train, taxi & bus livery.
• Environmental applications. 
• Additional applications.
• Newspaper.  

SLIDES 

Once I had developed a rough structure for the presentation I opened illustrator and started creating the individual slides. To make sure the presentation is inline with the rest of the campaign the same colour scheme and typefaces used as part of the brand identity were applied to the presentation. 

The initial slides I created are displayed below;

While I was creating the presentation the other members of the group were finalising their contributions to the proposal. Once done, the final images and gif's of the work produced were given to me so I could integrate them into the presentation. 

SEAN

Sean was responsible for producing the posters and also created a moving gif and introductory logo for the presentation.

WORK PRODUCED -

• 4x Posters.
• Bus shelter digital advertisement gif.
• Capital North introduction video.  

POSTERS 

JAMES

James was responsible for creating the design and digital mock-ups for the train, bus and taxi liveries. 

TRAIN LIVERY 

TAXI LIVERY 

BUS LIVERY 

JANE

Jane was responsible for creating the floor mural and physically producing the sculpture piece. 

FLOOR MURAL 

SCULPTURE

JAMIE'S WORK 

Finally, Jamie was responsible for creating the 'Capital North' newspaper publication with supporting digital and physical mock-ups. The digital mock-up will be displayed in the presentation with the physical version being used as a hand-out to review while we present. 

DIGITAL MOCK-UPS

PHYSICAL NEWSPAPER

PROGRESSION 

After all of the individually produced work had been completed and sent to me I progressed with my task by adding it into the presentation.

Unfortunately, I was unable to complete the presentation on Friday, so took all of the individual files home to complete it over the weekend. Once completed, the finished presentation was sent to my group members so they could look through and write notes for the sections they will present.