Brief 2: YCN / GREENALLS - Campaign Poster: Initial Experimentation

Initial experimentation with a poster aesthetic took inspiration from my previous research taking direction from the generic conventions of the Greenall's and Gordon's posters analysed however these initial digital renders felt very unoriginal, and although show the makings of a poster that conforms to the industries standards, as a completion entry does not stand out as a conceptual and dynamic resolution to the brief. 

Looking for wider sources of inspiration I was attracted to this rio inspired illustration by Naomi Wilkinson, the striking colours and personable tone of voice within the characters body language created a fun dynamic scene that referenced a party atmosphere. This was an idea I was keen to recreate within my direction creating a party atmosphere that will inspire this  millennial audience  due to their social characteristics. 

Taking Inspiration from this illustration I recreated a set of my own using this personable humanist style, the result was a strong set of illustrations that work to inject a sense of life and personality into the campaigns message. When implementing this into a poster format it gave a busy and dynamic aesthetic that represented a party atmosphere, paired with the raindrops, large product promotion and tag line 'enjoy a Greenall's, Whatever the weather' This concept works far better inviting a creatively playful resolution that showcases a creative response fulfilling the completion criteria, will engage the socially charged millennial target audience and promotes the brand as an advocate for social interaction, with Greenall's at the heart of this. Further development is needed however I feel confident in this initial design direction to progress further. 

Brief 2: YCN / GREENALLS - Campaign Poster: Initial Exploration

In order to define a campaign aesthetic it was essential to understand the generic conventions of the alcohol industry in reference to its promotional styles. This instigated an exploration into previous gin adverts to understand how the industry promotes itself currently. I analysed 3 posters from separate brands and found a range on commonalities such as the use of the bottle heavily placed within the poster to reinforce the product to the audience. The Greenall's and Gordon's Posters are very similar in their aesthetic utilising a silver backgrounds, product placement, and iced drinks in order to send a clear message to the target consumer. The Hendricks poster is strikingly different in its aesthetic building the brand on its quirky differences. The 'unusual' illustrations have opened the brand up to a contemporary audience pulling in a hipster crowd with its dare to be different attitude. 

Identifying these generic conventions within the case studies identified problems within the resolution to the brief as a the design directions feel very corporate and commercial, however as this brief is undertaken as a response to a competition brief it should showcase a creative flair and by abilities as a designer, therefore the resolution should consider these generic conventions yet also complement a competition submission. 

Brief 2: YCN / GREENALLS - Campaign Identity: Further development and Final

From my initial experimentation, I chose to explore two of these initial concepts further in order to develop a well balanced and appropriate campaign identity. This looked at a range of different compositions and layouts that will create continuity across the campaigns collateral.

From this development I highlighted the strongest design, informed through student feedback. This works appropriately in creating a strong visual that is creatively informed through an appropriate use of type and image, The small caps 'or' creates consistency with the 's' in the greenmails logo and the use of gothic is by eye relatively similar to the brands custom logo type. Within the brief the client says 'we are keen to integrate the Greenall's interpretation of the union jack', responding to this I have incorporated a half flag, that when paired with text creates an integrated fit that appropriately promotes the brands British values and further extends the concept of ironic British weather.

Extending this experimentation, I created a range of variations appropriate to different environments the logo may be needed, this includes a greyscale alternative, dark background alternative and two text only variations. These should only be used when the original campaign logo is not appropriate and ensures a sense of consistency throughout the campaign collateral.

Brief 2: YCN / GREENALLS - Campaign Identity: Initial Sketches & Development

With a concept identified and campaign name developed, I began to consider its visual identity, which is important in generating a sense of consistency and continuity between the campaign elements. Creating an initial page of sketches allowed me to quickly visualise different interpretations of the campaign name and problem solve how this would most appropriately engage the millennial target audience and fit within the brands predefined aesthetic. 

With the nature of type, it is difficult to differentiate between different typefaces and aesthetics on paper when quickly sketching therefore for feedback purposes I began very simply digitally developing the strongest initial sketches so that when I present these ideas for feedback participants can get a much clearer idea of the different aesthetics and design processes I am utilising within the campaign identity's design. 

The first design uses a contemporary blend of sans serif typography and small caps to create visual variation and levels within the campaigns identify which portions the brand to appeal directly to its millennial target audience 

The second design is created using Futura condensed already used within the brands collateral creating an integrated campaign identity, the brand logo is also featured within the campaign identity to ensure produce association. 

The third design extends this idea of an integrated campaign using a script typeface consistent with the Greenall's bottle and creates connotations of luxury and heritage however may not appeal as directly to the millennial audience. 

Finally, the fourth design implements iconography of a raindrop and sun rays into the typography to add visual signifiers to the campaigns visual identity ensuring a unique identity however digitally this feels amateur and inappropriate for the brand and its audience. 

Brief 2: YCN / GREENALLS - Concept

Keen to explore how this concept would fit within an application I was keen to start generating ideas based on these key attributes. With positive feedback from students and tutors utilising the British weather as a focal point for the campaign, I wanted to explore how this concept would fit within a campaign. Embodying the 'everyday gin' spirit highlighted in the brief I wanted to articulate the optimistic attitude of the brand centred around social drinking occasions. Brainstorming campaign names included: 

Greenall's ... Whatever The Weather

Greenall's, Enjoy Summer

Come Rain or Shine, it's Greenall's Time 

Working from student feedback of these suggestion I identified the last option as the most effective in communicating the brand personality however based on feedback refined this to simply 'Come Rain or Shine' as the use of rhyme sounded too cheesy. This campaign name is appropriate in articulating the desired characteristics of the brief in creating a focus on a 'British Personality' that amplifies 'good times' using the campaign to reinforce the brief which states the brand 'embodies the classic sense of humour ... with a touch of irony.' This articulates the brands sense of humour in mocking the British weather and evokes the brand as part of the audiences 'everyday life'. Beyond the brief this concept creates an optimistic tone of voice for the brand suggesting a united 'the weather will not stop us enjoying ourselves' attitude, which will appeal to a millennial audience, this connotes an almost rebellious spirit positioning the brand as the bold catalyst for braving the comical british weather and enjoying social drinking occasions, whatever the weather. 

Brief 2: YCN / GREENALLS - Concept Development

With the start of an idea developed from exploring the connotation and stereotypes of Britain, I began to develop the formation of a concept incorporating the weather and social drinking occasions. This generated fond sentiment of bank holiday's spent with family and friends, combining this with the temperamental nature of the British weather creating this as the defining British culture indicator the brief is looking for. This concept brings together key elements of the brief creating a British focal point in the temperamental nature of the British weather that is humorous, which links to the brands desired tone of voice being down to either with a touch of irony and can be extended into application that centres around social drinking occasions such as bank holidays (also creating British reference) and promoting more sensible drinking as people don't typically have to drive to work the next morning allowing them to indulge over the weekend. 

Feedback: 

Brief 2: YCN / GREENALLS - Aesthetic Inspiration

With a concept defined, I saw it fit to gain some generalised aesthetic inspiration that would lead me into the initial idea generation for the campaign. I based this research from contemporary design styles that would particularly engage a millennial audience using identifiable brands as a starting point. These images are collated into a board that can be referenced throughout the design process to ensure the design follows a contemporary aesthetic the client asks for within the brief. The brief focuses a several times on the contemporary nature of the creative resolution and its applicability to a millennial audience. Isolating trends within contrary graphic design such as a movement towards refined 'flat design' and the use of prominent typography complemented with shape and colour will develop a strong appeal to this millennial audience isolating inspiration from popular millennial brands such as Addidas' Stan Smith campaign.

Brief 2: YCN / GREENALLS - Wider Research: Inspiration

Looking beyond the obvious forms of research I documented alternative sources which presents relevant ideas that inspire me to think creatively within the concept generation innovatively responding to the brief. 

Kaibosh Eyewear 

Snask were contacted by the Norwegian eyewear company Kaibosh to re-postion their brand from clean and boring to trendy and expressive. Their response to the brief created a personable identity that was rolled out over a vast range of collateral from signs, ads, packaging, bags, posters as well as create their entire flagship store. This creative response to the brief implements an entirely new tone of voice, allowing the brand to transcend beyond the limits of its product becoming a trend in itself. Moving away from the obvious response or one that fits to the conventions of the products market allows the brand to truely stand out and become unique in its approach. 

Moet et Chandon

Another such campaign that is creatively positioned to re-vitaise the current brand personality is the Moet et Chandon Imperial campaign, developed by Love studio. The campaign removed the stiffness of the brand making it more approachable and engaging, re-positioning the tone of voice from inclusive and snobby to fun and playful. This memorable campaign creates new brand personally through utilising the penguin characters that playfully engage its  audience and are suitable for its environment. The campaign boldly subverts the generic conventions, not being afraid to take the brand in a different direction, resulting in a new consumer base for both consumer and trade relations. 

Brief 2: YCN / GREENALLS - Britain Brainstorm

The brief clearly states a focus surrounding British Moments to reinforce the heritage and patriotic nature of the brand. Working with this focus during my initial exploration of the brief I created a quick mind map to get ideas down into a physical form from which they could develop more logically. Thinking about these concepts for a focal point of the creative response I found myself restricted by the nature of the product. Focusing the response around events such as summer faits would be innapprotiate due to there being a lot of children present, other occasions such as beer gardens aren't appropriate to the product despite being british traditions and other suggestions weren't specific enough to britain as a culture. The most appropriate suggestion was bank holidays as these are often specific to the UK, often contain social occasions entered around family and celebration and typically contain a drinking atmosphere because of the extra day off work meaning people typically don't have to get up early or drive making it more responsible. 

Extending beyond this initial exploration,  within my dissertation I ascertained that brands who connect directly with their target audience often succeed on a much more personal level therefore I started to think about the commonalities of British people, the key area that stood out to me was their enjoyment to moan about minute details as a means of breaking the ice and holding conversation areas like the weather are particular good for this as it allows a sense of shared association which has become stereotyped as a British personality trait. 

Putting these two ideas together it begins to establish the bases for a concept centring  around social drinking occasions (highlighted within the brief) which bank holidays are particularly appropriate and responsible settings. Combining this with the unpredictably of the British weather and a stereotype to moan about this creates a personable and humorously engaging concept to work with.

Brief 2: YCN / GREENALLS - Target Audience Profile

Although there is no definitive age range most experts position a millennial audience to be born between the early 1980's and 2000. The millennial audience (also known as Generation Y) have grown up in times of progressive change, including the largest technological leaps, climate and economic change, and social issues such as the legalisation of same-sex marriage which have subsequently shaped this generations world views. They grew up in “The Decade of the Child” in which children are said to be placed on a pedestal as opposed to “children should be seen and not heard” shaping a their newly found liberalism, allowing them to think for themselves as opposed to adopting parents perspectives. The defining qualities of the Millennial demographic is that they have never experienced a life without computers, this has has a profound effect on the generations creating a thirst for knowledge with the internet making any information easily accessible. Within this they are also more connected to the world, with a surge in business and travel sourced from overseas. Millennials are socially connected 24/7 creating an independent, socially aware generation that goal orientated and success driven. 

Millennials are much more skeptical of celebrity endorsements, being twice more likely to turn to their colleagues for recommendations versus celebrities. Younger Millennials (aged 16-24) are more likely to look for recommendations from their family and friends and social networks, whereas older Millennials (aged 25-34) turn to internet search/ reviews and bloggers/experts for their recommendations particularly in London, where 36% of Millennials are more likely to turn to bloggers and experts to inform purchase decisions. 

Experiences: Memories over Commodities 

The over-valuing of experiences over possessions for UK Millennials is so significant that they are thought to be the primary driver of the ‘experience economy’ with estimates they spend £419.5 million on live events per month. Over half (53%) of UK Millennials in our survey would rather spend money on an experience versus a possession (versus only 22.6% who valued material goods more than experiences) showing signs of increase with 62% of this audience planning to increase their expenditure on experiences versus possessions over the next year. Psychologically this can be linked to a social construct of a fear of missing out (FOMO) 73% of this audience agreed that FOMO is their primary motivator in seeking out new live experiences and activities. No doubt, the social media factor of sharing such experiences with the world is an added draw.Millennials also care about their personal brand value, and experiences deliver a higher return on their investment in terms of earning them more personal brand credibility, versus material possessions.

Conclusion

From this research it can be established that growing up in a technological advancing society has influenced the millennial generations attitudes towards brands and how they engage with them. They are Influenced by peers, social media and bloggers as opposed to celebrity endorsements which are perceived as less genuine. Particularly relevant to this brief it is established millennials choose memories over commodities due to a fear of missing out, as a result of the social nature of their generation.