Brief 5: EOYS Brand Proposal - Evaluation

Although my proposal was not selected to be developed further the concept works appropriately to engage the target audience and create a strong identity for the 2017 EOYS for Leeds College of Art graduates. Working to overcome creative differences I merged from a creative team to an individual resolution as I really felt I could work particialry well with the Limited Editions concept, however this reduced the time frame in which the resolution was required within. Never the less worked efficiently to create a fully functional and impressive proposal in a number of days. The concept is simple, refined yet highly appropriate to both the institution and its students to accurately reflect the breadth of talent and creativity LCA produces. The tag line is creatively considered to holistically represent the ethos of the institution and is successfully translated across a range of extended collateral. 

This concept is successfully applied to a range of deliverables which all work holistically together through the use of a strict grid and consistent aesthetic direction. This is boldly colourful to engage the audience at a glance, this colour palette is informed by the Leeds College of Art brand guidelines to create harmony within the colleges portfolio while utilising the vibrancy of the scheme as a focal point of the campaign. The use of Blackletter typography running through the proposal is boldly attractive in its aesthetic, producing connotations of tradition and craft yet remaining contemporary encapsulating colleges core values. Furthermore, this creates a sense of continuity within its aesthetic with the mosaic iconography running through the College’s branding, generating a bold and fluid identity for the end of year shows. Finally Student work is presented as the focal point of the poster series to suggest the student's are at the forefront of the exhibition and represents colleges ethos in putting the students first, furthermore utilising student work allows each poster to become a limited edition, linking back to the overarching concept.

The aesthetic and concept are boldly informed by the collage as an institution and creates a strong platform for the college to subliminally market itself through the show which appealed to the marketing depart however client feedback identified that while conceptually the concept was viable, practically there were still problems to overcome such as ensuring its production methods here holistically aligned with the concept and realistically this was unfeasible to achieve within the campaigns allocated timeframe. This feedback was invaluable to understand the shortfalls of the campaign, this critically presented opportunities to reflect on the proposal and in further projects fully consider the time scale, budget, and production methods to ensure they are appropriate  to both the client and the brief. Working to a tight timeframe allowed me to work quickly with the developmental stages of the project however this felt rushed at times and I would have liked the opportunity to develop certain elements of the collateral further and explore how the concept could be extended beyond the mandatory components into extended signage, way finding, and merchandise.