Statement of Initent - Changes

Stephanie Buck

I chose to change a lot of the briefs I had initially stated I would complete. This is because I felt that the briefs were not relevant to my design practice. Initially I wanted to focus more on illustration with hints of layout and editorial, but as the year progressed my influence and design style started to change to something I was much more interested in. This change really influenced my practice and allowed me to start creating briefs that really portrayed my style of design and where I was at that point. All of the new briefs steam around the use of layout and digital design and are all focused with the commercial and culture sectors often reaching to my interests such as film. I think that it was effective for me to produce these briefs as it enhanced my design practice and re-affirmed my idea of my personal design practice.

Statement of Intent – New Briefs

New briefs that were NOT included in my initial Statement of intent

Briefs I will not be completing that were in my original statement:

1. Studioooo’ – Collaboration / Promotion

2. Inspire’ – Fashion Collaboration

3. ‘Greggs; High Street Contender’ – Rebrand

4. D&AD Brief Brief 8 - British Council: ‘Create an exhibition identity to go’

    Dressing the Screen: The Rise of Fashion Film

5. D&AD Briefs Brief 9 – National Trust: ‘Reconnect with Nature’

6.  D&AD Briefs Brief 10 – XL Recordings: ‘Illustrate label History’

New Briefs

1. YCN Competition Brief: Champneys

Our current target audience is women aged between 35-65. We need you to help us extend this into the younger market, raising 16-25 year olds' awareness of Champneys and what we have to offer in regard to staying healthy, keeping fit and living with vitality.

The challenge is to find a creative, interesting, relevant and inspiring way to make young adults understand the importance of staying fit and healthy and encourage them to do this through Champneys. It is about suggesting (without being pushing parents!) that they spend their money in a different way - replacing boozy nights out or shopping sprees with a refreshing and invigorating spa break. We would like to make health and wellbeing ‘cool’ amongst young adults, highlighting the importance of staying fit and healthy as well as groomed and gorgeous, to entice a younger target audience to turn to Champneys for all their health and wellbeing needs as well as their pre-party pampering.

The chances are this audience may not have even heard of Champneys or they may feel it is not accessible to them. It would be great to educate 16-25 year olds that a trip to Champneys can be much more beneficial than they think.

2.  YCN Competition Brief: LTA Tennis

Your challenge is to create a campaign that will increase awareness of the benefits of tennis to lapsed and infrequent players. Your campaign may focus on one particular group, or target both at the same time.

Either way, it must grab their attention and leave them in no doubt that tennis could be the sport for them!

3. Film2014

Your aim is to create a ‘new’ experience of that will excite, promote and entertain the public and film lovers. You will have to create a brand that is desirable in public opinion to enhance cinema viewing. Create a fixture on the community entertainment calendar, with various deals, which encourage public to be enticed, and to boost cinema revenue.

You will need to create a campaign that gets people excited for the cinema and to experience new films in a creative way.

4.  Elmwood Live Brief: Brand the Boring

Is a brief set my Elmwood Studio Leeds for LCA BA Hons Graphic Design students. The aim of the brief was to create a brand surrounding a chosen sector. After being given a randomly selected word I then had to create a brand including the name and make it more interesting. The brief had to be completed as a 'quick turn around' so I had to go with some of the first ideas I generated. You have to include a tone of voice for the brand and bring it to ‘life.’

5. Design Context

You will be required to undertake a period of focused, in-depth and sustained research into an area of graphic design appropriate to your design strategy. You should apply a range of research methods in the investigation of issues, practices, practitioners and companies relating to your own particular area of study. This should culminate in the design and production of a Case Study in the form of a book (or print based delivery), interactive dvd or web site. 


6. Yum: Brand a Condiment Range

Create a Condiment Identity’

Create the Brand and Identity for a range of homemade Condiments, which will be sold at selected ‘pop up’ areas of the UK and eventually mass-market production.

Allow the brand to create a presence for itself and to outride competitors. The brand identity has to work well to communicate the ‘homemade’ presence, but create a ‘fresh’ and innovative brand that is modern and steers away from traditional ‘homemade’ brands. Create a broad range of ‘condiments’, a brand identity and promotional / any other material that will allow the brand to stand for itself in selected areas as well as working on a mass-market production.

7. Live Brief: DR.ME Flags

Work together on a flag. Be experimental remember it doesn’t nessarcily have to look like a traditional flag but keep in mind what makes a flag a flag… Only one rule it must be rectangular. Figure out each others strengths and weaknesses are, don’t be too precious about your own work it’s a fun coloration with two people working together the results are always unexpected but there in live beauty.

8. Personal Branding

You will be required to submit a print-based and online design presence. This should include personal branding, samples of work and self-promotion material (business cards, letterheads, creative cvs, stationary etc.).

9. Secret 7: Competition Brief

"We take 7 tracks from 7 of the best-known musicians around and press each one 100 times to 7" vinyl. We then invite creatives from around the world to interpret the tracks in their own style, resulting in a one-of-a-kind sleeve for every 7”. The creatives are made up of famous names through to gems we unearth through artwork submitted to us here on our website."

Every year we like to mix established musicians with emerging ones. We were thinking the latter when we first approached Lorde but she raced ahead notching up a #1 single and a critically acclaimed album. Team is taken from that, and will be her next UK single in February.

10.  Talenthouse : Competition Brief

Top movie studio Lionsgate invite artists, designers and creative minds to create a limited edition promotional poster for the new movie Filth.

11.  Work in Progress : Exhibition

To curate an exhibition that documents the work of BA HONS LEVEL 6 GRPAHIC DESIGN over a period of time. Aimed to inspire and portray the day-to-day work of a designer.