Now you have a greater understanding of how the industry you want to work in operates, you are working to the following scenario:
The director of the agency you have started working for has confidence you understand how the full cycle of a project works, and has decided that you can manage a whole project. There are a number of new briefs coming in, and you have been given the opportunity to select the one you would prefer to work on. This project will run alongside others you are working on, so you need to plan it well. It’s a big job and it’s really important to the director, and so you need to plan and use your time wisely. For this stage of the project you are asked you to develop a range of potential concepts, select one of these and prepare a Design Proposal for submission to the director for review.
(Please refer to the annex on Moodle for the brief options.)
The annex briefs are starting points giving you the flexibility to decide on the direction and ways of working most suited to the portfolio which you want to leave the course with. Once you know which brief you are working on, you will need to assess that initial brief and take steps to define a full project brief.
You should explore all client requirements and identify opportunities and limitations with regards to both the target market and the client.
Based on this research, you should then develop 3 different concepts which could resolve your selected brief and give your director and client a range of possible outcomes.
Task 2 - Part A - Initial Concepts
Create initial designs through exploration of your strategy. You should create alternate options and explore different ways to achieve a solution. You should include research, experimentation and analysis of your designs, exploring areas relevant to your project such as:
look and feel, art direction, typography, USP, tone of voice – all in line with your strategy and proposal. You should include:
- Initial scamps/ scribbles / early ideas – to back up this work. (including analysis of them).
- Initial proposals – not polished and finished, but presentable to a client. Fit for purpose and relevant to intended output format. Consider mock-ups and prototypes where applicable.
- Design Statement – that justifies your strategy and initial for each of your proposals.
In developing these 3 concepts, you should show evidence of how you have:
- Evaluated and defined a thorough project brief through questioning, research, and critical analysis.
- Identify / show an understanding of the target market, and their needs.
- Give an outline of the intended design direction and strategy.
- Consider: look and feel, art direction, typography, tone of voice.
You will present these initial concepts and get feedback on these, and this feedback will help you decide on the final concept.
After your presentation you must show evidence of how you evaluate your feedback. You should create a report detailing the client feedback. This should clearly review what was said by the client and give clear instruction as to what needs to happen for the next stage of designs and presentation.
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