In order to begin the idea generation process I felt it important to research past Creative Networks promotional material to get a feel for what has been successful in the past. Josh kindly provided a folder of past examples to analyse, This would allow us to gage a better understanding of how Creative Networks has been promoted and how we can introduce our own unique proposal to the 16/17 cycle.
The 2014/2015 cycle of of posters works well in creating a sense of continuity through the unified typeface and general structure of the posters creating a visible hierarchy. The poster series works well in unifying the speakers however shows no clear understanding of this being all one even with 3 guest speakers, at first glance one would assume these are three different events. It is only when stopped and looked at in detailed for the awkwardly positioned and difficult to identify date and time that it then becomes clearer. The aesthetic style works effectively presenting a strongly illustrated theme fitting for the 3 illustrators, incorporating mosaic elements from the Colleges branding however the creative networks branding is not as strongly articulated, making it more difficult to promote it as a brand.
The 2015/2016 cycle took a different aesthetic approach to the promotional materials of the Creative Networks Brand. Each poster was designed uniquely to reflect the individual speaker which worked well in creating an engaging treatment that mixed media and aesthetic style. Although this worked effectively to create stand alone posters, this greatly effects the consistence and presenting a series that can be linked back to the Creative Networks programme as a brand. For example the poster for Elaine Constantine (below left) is produced to a strict clean grid echoing a simple minimalist design, whereas the Kit Miles poster (below right) uses a far more post modern design incorporating perforated pull aways and a lo-fi torn paper aesthetic. These individually work great for the speakers however as a set to promote Creative Networks ultimately fail to do so.
Finally Looking beyond the promotional posters I started to explore how they use the space for the pre-event networking. This followed a standard theme of imagery juxtaposing a large title behind the bar introducing the speaker and creating a professional setting for the event. A problem identified within the brief was that this feature wall has been removed so this years successful team will need to revision this space and create a impactful event setting that utilises the branding and creative aesthetic.
Brainstorm
Feeding this research back to the group we decided that we need to create a strong sense of consistency within the theme of our aesthetic, this was concluded to included united features such as a standard typeface and logo position. This will create a sense of continuity while still allowing us to let each poster reflect the individual speaker and their practice. From this discussion it was agree'd we would all create individual initial proposals then regroup to discuss ideas and develop a singular theme further.
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