Final piece

Having decided to base my final piece on the draft idea in the previous post, the first task was to take photos of tree rings.

The first attempt was not the most successful:

The tree I took photos of had a lot of marks and blemishes from where it had been chopped down, which interfered with the effect of the tree rings.

I sought a better subject to use in the photos, and came up with the below:

The rings were much clearer, and so I set about using photoshop to make the images black and white and with a distressed feel (as discussed in previous posts). I have barely used the Photoshop software before, so it was a case of trial and error - experimenting with the tools, reading tutorials, trying different techniques.

A screenshot of my final piece is shown above. Taking the photos was definitely the most
time-consuming part of the process, mainly due to the practicalities of finding a tree to photograph! I found this was also the case with my cookbook project in a previous module, and so I need to ensure that, if I am going to use photography on a regular basis in projects, I improve my skills. I want to know the best way to shoot a certain subject or what settings are required for different light conditions and so on, without having to read a book about it or take the image hundreds of times before I get it right. I know there will always be some element of trial and error in photography and I won't be able to learn everything off by heart, however I really want to understand the basics to make things easier and quicker. Therefore I plan to find some tutorials and books prior to beginning the next project.

Overall, I am generally pleased with my final concept; I feel it has a more masculine style, emphasises the uniqueness and quality of Bacardi via the text, as well as the heritage of the brand, and will hopefully turn any pre-conceptions the target audience have on their head (or for those without preconceptions, introduce Bacardi as a drink suitable for males). In terms of how the concept could be used, I feel it could work as printed material (such as posters) or on a digital screen, as per my bar advertising research. I also produced a storyboard for a motion graphics piece which again could work on a digital screen in bar, as well as a TV or online campaign. I feel my solution is multi-channel and versatile.

There are, however, elements I would have liked to improve. The photo quality, for instance, isn't perfect; as per my aim to improve my general photography skills, I also need to learn more about this subject in order to improve my work (learning more about my camera will help, but there is so much more information and detail out there about resolution and image treatment). Looking at the following article alone has pointed out areas where I have gone wrong:

http://www.graphic-design-employment.com/press-ready.html

In hindsight, I should have looked into these areas before producing my final piece - I think that because of time constraints towards the end of the project (as well as the issues I had finding a suitable subject) I forgot to think about the fundamentals of producing a good image before just going ahead and doing it. However this has been a sharp learning curve and something I will endeavour not to overlook in the future.

Kinetic typography

As mentioned in a previous post, one of the reasons I chose the tree rings idea is because I felt it could work as prints/still graphics and motion graphics. However, having no experience in the latter, I could picture in my mind how it would look, but had no idea how to make it look like that!

For instance, my idea below - I envisaged starting off with just the tree rings, then each step of the process coming in one at at time, and then the tree rings being replaced with the Bacardi logo and a "summary" or tagline:

My tutor recommended I might want to look at kinetic typography, an example of which is below:

I've obviously seen this type of thing in adverts, on TV, etc before - and it is exactly the type of thing I was thinking of for my Bacardi idea - but I had no idea the technical term for it is kinetic typography or about how it is produced. It made me realise that typography - and graphic design overall - is not just flat and stationery; I fall into the trap of thinking that animation and moving image are a completely different ball game because I have no knowledge or experience of them, but the truth is completely the opposite.

Once in the industry, it's likely I will be involved in various different types of work and disciplines - as Grannell (2011) states, "you can’t just be a print designer anymore" (Grannell, 2011), which I feel is how I sometimes see myself as I view it as the most "basic" form of graphic design in terms of technical, software skills. Grannell was referring to the introduction of the digital age and the need to be able to design for web and apps; however, whether interactive design or animation or even film, I feel it will most definitely be in my interests to experience different mediums whilst on the Foundation Degree  and try different things in order to push my knowledge and skills, so that should the time come in my career when I'm expected to do something new, I have as good a grounding as any.

So in conclusion, whether I indeed use kinetic typography in this Bacardi brief or not, it is something I definitely plan to investigate further and learn about for my own benefit.

Videos from YouTube

Grannell, C. (2011) The graphic designer's guide to graphic design, Digital Arts [Online] 12.12.2011. Available from: http://www.digitalartsonline.co.uk/features/creative-lifestyle/graphic-designers-guide-interactive-design/

Style idea

This distressed look is the style I have in mind for my tree rings concept - I feel it's quite masculine (particularly in monotone plus red which is the colour scheme I had in mind - very popular in the mens magazines) and has a heritage feel to it, which ties in well with the concept:

Article from GQ magazine

I plan to take photos of an actual tree where the rings are visible and use this as the imagery for my concept. I can then look at tutorials, such as the below, to see how I can achieve the desired styling effect, although as there is likely to be quite fine detail in the images I take, I will need to ensure that the tree rings are clear and not lost in the distressed effect, as they are the key element of the idea.

The following tutorial could also come in handy, as one of my ideas is to have a description of each step in the Bacardi making process mirroring the path of a tree ring:

Videos from YouTube

Idea development and choosing final idea

When I first read through the Bacardi brief, part of why it appealed to me was the focus on the brand's heritage and getting this across to the target audience as part of the reason why they should drink Bacardi.

However, when I started to generate ideas for my final concept, I feel I was focusing almost too much on the research I'd done about the "modern male" via the magazines I'd looked at.

- My initial idea was based around a "Work hard, play hard" theme. As mentioned previously, the target audience are 18-24 year old males in the mainstream bar environment. Having researched this audience and thought about the type of male who might drink Bacardi, I envisaged them to be on the first steps of the career ladder, confident, taking care in their appearance and how they come across. The aspirational theme I got from the mens magazines made me think that the target audience work hard in order to succeed, but that they also want to have fun and a good time (socialising with friends, going out, etc) - i.e. play hard.

I came up with a few of visuals for this theme; some type based (as shown above), which I considered combining with a UV ink element so that in the bar/club environment the "play hard" text might stand out more to emphasise this side of the target audience's personality. Other were linked to the idea of 5.00pm on a Friday - which for the majority of people is the start of the weekend - with visuals of involving watches, a very popular item in all the mens mags. However on reflection, these ideas were a little too literal and obvious; although considering my research of the target audience in the final solution is important, I feel there needs to be more of a link to Bacardi (the product, the history, etc) and also some kind of intrigue, both of which these ideas were lacking.


- My next idea was based on the concept of "Perfection takes time". The plan was to link imagery of men perfecting things such as surfing or climbing or driving (activities/interests identified in the mens mags) with the idea of Bacardi being perfected over 150 years, bringing in the heritage and quality of the brand:

I also considered adding a humorous slant by making the activities shown in the advert trivial things, like building a card tower or planking. Although I feel these ideas were more along the right lines as they did make reference to Bacardi's heritage, it was still quite a basic concept - perhaps too simple to have an effect.


- Finally, after reviewing all my research, particularly the advertising I'd looked at which appealed to men but didn't use stereotypical themes or imagery, I came up with basing the concept on the quality of Bacardi. When completing research around the Bacardi brand, I came across a breakdown of the manufacturing process which demonstrated that only the best ingredients are used, only the finest oak barrels are picked, and so on. This resonated with the research I'd done around the target audience pointing to the idea that males should be the best and have the best, etc, and so they place importance on quality.

I came up with a few visuals for the concept: the first was typography based, linking to each step in the manufacturing process. I felt this could be made to look very effective aesthetically, although I was unsure it would particularly attract the target audience:

The next was based on tree rings, linking to the American white oak barrels Bacardi is mellowed in, plus the connection of tree rings to age/history and therefore Bacardi's heritage. The idea was to link the  rings getting bigger with the progression of the Bacardi making process:

And the final idea was based on circles, which are a common theme in the Bacardi process - oak tree, barrel, bottle, glass, bat logo:

The latest Lurpak ad, shown below, is based on the repetition of circles and is very effective, so would be the kind of thing I would aim for with the circles idea. There is also a section where red cabbage is chopped up, which is similar to how I envisage my tree rings idea:

What also strikes me about the Lurpak ad is that the name or product isn't mentioned until the end - it's the ad itself that grabs attention and makes people think, "this is good/interesting/witty". I think this would be a good strategy to use in order to avoid the barrier of the target audience's preconceptions of Bacardi - attracting them via the solution before they even realise it's for Bacardi.

I feel my ideas based on the process and quality of Bacardi are most suitable and have the most potential - they demonstrate the brand's authenticity and heritage, and could be made attractive to males without being stereotypical or obvious. They could also translate across various mediums - the sketches above could work as individual prints (posters, coasters) or be combined as motion graphics to create an animation (digital ad in bar).

After critiquing the typography-based, tree ring and circles ideas, I have decided to proceed with the tree rings concept. I feel although all could have worked, this could be the most effective and interesting visually and most appealing to the target audience. It is also perhaps the most original, as I feel the circle repetition and particularly the typographic style advert, have been done before. A Jack Daniels video I came across in my research comes to mind, as it achieves a "manly" tone without being witty or typical, and portrays the brand as authentic and high class - this is what I want my final solution to do:

Videos from YouTube

A quick thought re advertising to men...

Following my earlier post on how advertising is directed at a male audience, I've just come across this in The Sun newspaper:

The latest advert for Fosters beer. Previously with a humorous slant (as shown below), the adverts focus on the idea of choosing Fosters being a "Good Call". Although there is still a comedy element in the new version (for example, using the same actors and characters as in the previous adverts), it has more of a focus on the heritage and story of the product. As with the Carling example in my previous post, it shows that it is possible to appeal to a male audience without using overly, stereotypically masculine content.

Video from YouTube

In-bar advertising

Whilst at an event at the NEC in Birmingham, I came across the below banner in the bar area:

As mentioned previously, the YCN Bacardi brief is all about reconnecting with 18-24 year old males in the bar environment, and seeing the above made me think about how I will apply my concept to this situation. As I am coming up with a more general advertising/branding concept which could be used across various mediums (such as TV advertising and magazines) - rather than a purely bar-orientated solution - there will be a number of ways it can work in a bar.

I carried out some research on in-bar advertising methods, some of which are shown below:

TV screens around bar - digital ads, digital signage

 Posters - in bathrooms (also window wraps, mirror sticks)

Table wraps (also bar wraps)

 Posters with digital element (e.g. augmented reality)

On-bar displays/dispensers

Printed material on bars/tables (e.g. table tents)

There are also many other options, such as branded glassware, coasters and bar runners. Once I have the finer details of my design worked out, I will consider which medium it will best suit, as well as which will be most appealing and effective to the target audience.

Images from:
www.admedia.co.uk
medialifemagazine.com
media.wikispaces.com
brandnoise.typepad.com

How to advertise to men

Whilst researching how products are advertised or portrayed to appeal to men, I came across the campaign for WKD. I thought this was a particularly interesting example as in my opinion WKD has a reputation as a low-strength, girly alcopop. However the adverts - as below - try to overcome this image by being definitely and purposely aimed at men:

The ad takes a situation all men can identify with (a nagging female) and then gives it a humorous slant - the situation in the ad is what all men would probably love to be able to do. It also makes men appear to be cunning and secretly having the upper hand - in an article I read entitled "6 Ways Advertising Attracts Men" (Suggett, P. About.com Guide), number 5 is "Men are suckers for flattery" which I feel is definitely in play here.


A lot of ads with a male focus that I've looked at have been comedy orientated (particularly beers in terms of the alcohol sector), however I feel this could potentially cheapen the product if done incorrectly. Below is an ad for pot noodle, not a particularly prestigious brand:

I'm also unsure as to how this type of thing would fit in with the heritage element of the Bacardi brand that I wish to portray. I feel something more along the lines of the Stella advert below might be more suitable:

There is much more of a cool, suave feel yet it is still quite light-hearted and not too serious or boring.


Out of interest, I have looked into how Havana Club rum is marketed as I feel this is a well known rum with a cooler, more contemporary image than Bacardi:

I feel this ad combines the heritage of the product (imagery of Havana, music, etc) with a vibrant, fun advert which might appeal to a younger audience (although perhaps not specifically males). It does, however, have a party or festival feel, similar to how Bacardi has been marketed previously but seemingly hasn't attracted the target audience for this brief, so this needs to be taken into consideration.

An advert which to me signifies how a brand can be cool and not particularly funny, but still appeal to young males is the latest Carling ad:

Carling previously used humorous ad's however have now had a turn-around in line with "the brands new, stylish and sophisticated identity"(Carling, 2012). I feel this ad is very modern, sleek and importantly masculine (the colours, the imagery, the subject) without particularly using stereotypical matter. It also has a focus on the brands British heritage whilst not being stuffy or old-fashioned, and gives the product in question a quality image.

This has all given me a great deal to think about in terms of how I could approach the solution. I feel I now need to combine all of my research so far (about the Bacardi brand, the target audience and male advertising strategies) and see how they connect.

Although this research has given me inspiration and an insight into how to successfully appeal to a male audience, I am also aware that part of solving the Bacardi brief is to do something different and unique. In The Advertising Concept Book (2008), Barry states that "Too often we are influenced by what's already out there" (p.35) - I don't want to fall into the trap of just copying what's already been done.


 All videos from YouTube

Target audience research (07/02/13)

As per my previous post, my plan was to research the interests and lifestyles of the target audience for the brief (18-24 year old males) via magazines aimed at them. I chose four magazines, all aimed at this demographic but with slightly different styles and calibres: Nuts (a typical lads mag), GQ (a more classy publication), FHM (in my opinion, middle ground) and Mens Fitness (focusing on health and fitness, as per the title).

Despite their differences, there were definite and distinct overlaps between the content of the various magazines, even the more specialist Mens Fitness. I feel even the way each magazine describes itself in it's Google Search results gives a good indication as to what this common ground is:

FHM Men's Magazine | Sexy Girls, News & Men's Fashion | FHM.com
Check out sexy girl galleries and funny videos from around the web brought to you by FHM.com, the men's entertainment magazine online.


Men's Fashion & Style | Entertainment & Sports News | Girls | GQ
Men's fashion & style brought to you by industry experts at GQ.com (UK). GQ magazine provides entertainment, sport and culture news, reviews and comment.


Nuts | Topless Girls, Web Games, Funny Videos, Glamour Models ...
Welcome to man paradise where girls, games, gadgets, laughs, footy and fun abound!


Men's Fitness - Sports, Fitness, Health, Nutrition, Style and Sex
Improve your strength, muscle growth, endurance, health and style with expert fitness and lifestyle tips from mensfitness.com

Topics covered by all the magazines included sex/females, fashion/grooming, cars, humour, technology/gadgets and health/exercise. This alone gave a good indication that these are the types of things that attract or interest the majority of men. However more than that, looking at the magazines enabled me to identify underlying messages to men about what is perceived as being "socially acceptable" for a male:

- The magazines encouraged men to be the best - have the best, wear the best, drive the best, know everything, be up-to-date, and so on. It struck me that there was a lot of aspirational focus - interviews with "successful" people; articles on new, expensive sports cars, etc.

- There was also a very strong emphasis on being manly and masculine, and what makes you manly and masculine. For instance, fast cars, action films and extreme sports - men may like these things (perhaps due to the danger/risk/thrill element) but men are also expected to like these things, as typically/historically society expects men to be tough and brave and fearless. I feel being accepted and perceived as a "real man" is very important to males.

The above is a promo clip for the new Die Hard (action) film from www.FHM.com. Although humorous and self-deprecating, it is an example of the way in which being a "real man" is portrayed. 

My findings from this research will play a big part in both the concept and aesthetics of my solution to the brief. I feel it will be important to portray Bacardi as a high-quality brand (in-line with the idea of aspiration and being/having the best), and I now also have a better idea as to how a masculine edge could be sought (for instance, in terms of imagery that would attract a male audience, or language that would validate Bacardi as an acceptable man's drink) which is essential.

On the other hand, the magazines have also confirmed that humour appeals to males - all had jokes, funny stories, interviews with comedians/comedy actors - so perhaps this is another angle to approach a solution from. Whether humour is used to impress friends, be in on a joke (acceptance/part of the gang?) or just because men like to laugh, it seems to be something that gets their attention.

My next step is to look at existing products and campaigns aimed at men (both related to the alcohol industry and otherwise) and see what strategies have been employed (for instance, the cool, slick approach or the comedy element).

Not being an 18-24 year old male myself has been a disadvantage to some extent in this brief (!). It's quite hard not to be swayed towards what I like and what would make me drink Bacardi, and instead put myself if the shoes of a young male. However completing this research has definitely opened my eyes to what might make the target audience tick.

Review of progress and plan (30/01/13)

Today I had a discussion with my tutor about where to go next in terms of reaching a solution for the Bacardi brief. As per my last post, I've carried out extensive research around the Bacardi brand to gain an insight of its heritage, products and current visual identity (mainly using information from http://www.bacardilimited.com/ and http://www.bacardi.com/uk/) and generated ideas for concepts following this (mind-map shown below):

Mind-mapping is a method that I've used at several points in the brief so far, as I find it an easy way of noting down ideas quickly and concisely and then expanding on them. In this particular brief, I have tried to start off with an "obvious" idea and then develop it into something more interesting or unexpected. Mind Tools, a website which aims to provide practical career skills, states that "Mind mapping helps you break large projects or topics down into manageable chunks" (http://www.mindtools.com/), which is something else I've found they assist with.

My tutor and I surmised that I now need to concentrate on the target audience (18-24 year old males) and research their interests and lifestyles (as I've touched on previously) to understand how Bacardi could be adapted and made more appealing to them. We discussed that a good starting point for this would be looking at magazines aimed at males (such as FHM, Mens Health and Loaded) in order to see what types of things they're interested in and attracted by. I am aware that most magazines also have an associated website, so I'll be able to obtain both printed and online information.

Reading the actual YCN Bacardi brief - and having discussed the brief casually with classmates, friends and family - the issue seems to be that the target audience either don't feel Bacardi is a drink relevant to them - their age, their gender, their generation - or they've just never even considered drinking it. The Bacardi brief states that their research has shown some people think Bacardi is "a bit dated" and "not cool" or "or something their Mum likes to drink on a Friday night, or that it "just doesn't mean anything to them". Therefore by researching the things they do like and the things they are into, via the magazines, I will hopefully be able to understand how Bacardi can be portrayed to them in a way that they will both get and like.

I have also considered putting together a questionnaire or survey designed to obtain the target audience's views of Bacardi. However I am slightly concerned about the reliability of the responses I might get from an open, online survey (via Yahoo Answers, for instance - would the answers actually be from 18-24 year old males? Would it be taken seriously?) and the practicality of carrying out a survey in person, so this is something I will need to revisit and reconsider at a later date.

The discussion with my tutor was also very helpful in terms of re-evaluating initial ideas I'd had and, as I uncover more information about the brief, whether they are still viable options or may not actually solve the problem. For instance, my initial thoughts were that the appearance of the Bacardi bottle may be part of the reason why young males are put off drinking it and so I thought to change this; however I now feel that they already have a pre-conception about the product and have made the decision that they wouldn't drink it before they've even seen the bottle, and so changing this element may not necessarily resolve the issue. I feel the main requirement is making the target audience aware of the brand and the product via advertising which appeals to them, and so changing the bottle or label alone would not have enough impact.

This has made me realise that my responses to briefs such as this will always change and evolve, especially in the earlier stages as more information is uncovered, and that this is natural progression through a project and eventually results in better, more informed decisions and solutions.

Summary: thoughts following Bacardi research (27/01/13)

Below are some points and ideas following research I have carried out around the Bacardi brand/company, which may be angles to approach the brief from:

- Bacardi was the original rum; it's authenticity and history are not known widely known but could distinguish it as a quality product and not a cheap spirit.

- Bacardi's founder (a man) pioneered a lot of rum-making processes and revolutionised the drink.

- It goes through a very specialised and bespoke process: they use the best ingredients and hand-picked oak barrels; the rum blenders have years of training, all to give Bacardi it's unique taste. Again, this emphasises it is a premium product.

- Even the bat logo has meaning (the tin-roof distillery in Cuba where Bacardi started out has bats in the rafters and the founders wife persuaded him to use it as a symbol for the brand as it was so easily recognisable and was said to signify wealth and good fortune).

- Bacardi has quite a male-orientated background; not only did a man invent it, but soldiers drank it and invented the Cuba Libre cocktail (rum and coke) during the American-Spanish War.

- Bacardi survived earthquakes, prohibition in America and unrightful seizure of its assets by the government.

- Bacardi is the world's favourite, most awarded and top selling spirit. It's previously been portrayed as a "social" drink with a party-feel about it.

- It's mainly known for it's versatility and suitability to cocktails (some cocktails can only contain Bacardi, not other types of rum) - however this might not be an ideal selling point for men as cocktails could be seen as too feminine and fussy.

Concept ideas:
- "The king of rum, the rum of kings" (a slogan previously used with reference to Bacardi being given Royal approval - a king is obviously a male role and signifies power)

- "Made by men, for men" (links to origins/history of Bacardi plus target audience)

- "The rum of the bat" (how Bacardi originally became known; quite a masculine symbol - dark side)

- "You're missing out" / "Don't miss out" (connotations of Bacardi being the world's favourite rum; could link to statistics of how many rum and cokes are drunk per second to show its popularity)

- "If Bacardi hadn't revolutionised rum, we might still be acting like pirates" (again, a link to heritage/roots of Bacardi - could provide interesting imagery with a humourous side)

- "Do you think soldiers would drink a cocktail/girls drink?" (link to history plus perception of Bacardi being a feminine drink - shows it has a masculine side/story)


Images from Bacardi Archive (online); video of 2012 Bacardi ad from YouTube

Staffs Uni library task (23/01/13)

As part of my research for the YCN Bacardi brief, I was tasked by my tutor with going to Staffs Uni library to get books and material that will help with background work around the brief.

I was a little uneasy about going to the library on my own for the first time (I've only been once before for a group tour in the first term), and without being set the task of going I have to admit I probably would have just used the colleges own library as it's more convenient and familiar ground. However once at the Uni library it was quite easy to find the books I'd earmarked using the online "Summon" search tool, especially as I'd made sure to note down the collection that those I was looking for were kept in.

Visiting Staffs library made me realise it has a much wider range of books than the college library, especially around graphic design-related subjects, and so I'm confident that I'll utilise the facilities again for future projects and briefs now I know how easy and beneficial it is. I feel having a broader range of information and material at hand leads to more informed work, and can also expose avenues that may otherwise have never been considered. I'd picked several books to get before going to the library, however once there I found others that might also be of use to me and so came away with extra which, as above, can only be a good thing.

When checking which books were available at the library, searching for obvious terms related to the brief like "alcohol advertising" and "alcohol" didn't yield many results, and so I found myself getting books on more general topics like advertising and marketing (examples shown below). Although I'm sure they will come in handy, seeing the material my classmates had gathered for their briefs made me realise that if I broaden my search terms (for instance, "food and drink" rather than just "alcohol") I'll have more information to go at which will still be of use.

In summary, the visit was very useful as an introduction to the library, and I plan to return in the near future to look for more, broader research material.

Books from left to right:
- Social Communication in Advertising (2005, Leiss, W. et al, Third Edition)
- The Advertising Concept Book (2008, Barry, P.)
- Packaging Design (2006, Klimchuk, M. & Krasovec, S.)

Summary: initial thoughts on Bacardi brief (22/01/13)

Task: Make 18-24 year old males want to order Bacardi at the bar

Plan:
1) Make them aware of product (younger audience may never have considered drinking it)
2) Make them want to drink it - make it cool, current, masculine, etc (new image)

What I know so far:
There is more to Bacardi than people are aware of
- Genuine Cuban rum, not a cheap spirit
- 150 year heritage & still run by Bacardi family today
- V. skilled manufacturing process ("Maestros de ron")
Idea needs to be simple & translate across different channels
Alcohol advertising rules must be followed

Research areas:
- More about Bacardi's history/products/current branding
- What constitutes maculinity?
- How other products attract males
- Competitors
- Other products "brought up to date"
- Target audience
- Methods to promote/advertise Bacardi in bars

Initial thoughts:
- Design drinking vessel?
- Create new drink? (poss. issues about it becoming an alcopop/cocktail and therefore not masculine)
- In-bar promotion (e.g. posters, pop-up bar) - would raise awareness
- Redesign packaging (current is quite dated, indistinct)
- Bat logo is quite masculine, focus on this?
- The "Don of rum/Cuba" (play on words re Don Facundo Bacardi inventing Bacardi)
- "Before Havana, there was Bacardi" (refers to place and Havana rum)
- "The original" / "The original Cuban rum" (refers to heritage - people may not know it's from Cuba)


Although this is just a starting point for the brief, I have no doubt that these initial ideas will change, develop and even be replaced the more I learn and discover. I've found it difficult to avoid trying to come up with the solution straightaway, before I've even really started to look into the "problem" properly. So I must remember to approach the brief in a step-by-step manner and hopefully the solution should become much more obvious.

Chosen brief

After mind-mapping a few of the YCN briefs I felt more of a pull towards (including Douwe Egberts, Fedrigoni and Royal Courts Theatre), I've decided to do the Bacardi brief, the aim of which is to "reconnect with 18-24 year old guys in the bar environment".

Mind-mapping a number of the briefs I found more interesting was helpful in terms of getting a feel for where I could take each brief and what direction it could go in - I could physically see the potential for each option which I found useful. It was a helpful exercise and confirmed that the most suitable brief for me was Bacardi.

This was the brief I immediately had the most interest in, and even though I seriously considered some of the other options it remained at the forefront of my mind. Although it is primarily about becoming more appealing to young men, it seems to want a focus on the heritage of the brand. The brief itself describes how Bacardi was founded 150 years ago and is still run by the Bacardi family today, and states that "when people have heard just a few sound bites from our amazing family and product story, their perceptions of BACARDI have changed". This is a style or concept that appeals to me - I like brands where their history and heritage is valued and used in their current brand or image, and feel it gives a sense of authenticity.

In some ways I think this strong initial attraction to the brief is a good thing, as it seems to indicate that I have a lot of ideas to develop and explore, and will be able to do lots of thinking around the brief and enjoy the experience of coming up with a solution. On the other hand, I know that in the future I won't always have the luxury of being able to pick and choose briefs and jobs, and so I'll need to learn how to get into subjects and projects that might not be to my normal taste (the positive to this being that I'll grow and develop as a designer).

From my rather complex mindmap shown above, I've created a list of areas I need to research for the Bacardi brief which include the target audience and what appeals to them, Cuba (the birthplace of Bacardi) to further my knowledge of the brand's history, and competitors like Smirnoff and Jack Daniels to see how they are marketed. I plan to use a variety of research methods including the internet, books and magazines, as well as observation of bars and shops so that I can understand how Bacardi fits in and look at elements such as packaging and promotion. These topics and methods should enable me to understand the strengths and weaknesses of Bacardi in terms of it's appeal to the target audience, and therefore how it can be improved in order to solve the brief.

 

Image included in YCN Bacardi Brief 2013

First look at YCN briefs

Having found out one of the assessments for this module entails completing a YCN Student Award brief, I've spent the last few days looking over the potential briefs and narrowing down the options.

On their website, YCN (2013) state that the briefs are "written each year by partnering brands, charities and other organisations", a lot of whom are quite big, well-known brands such as Bacardi, Lego and Nissan.

Each brief is described on the YCN website in quite some detail, so I have browsed through them all to get a general feel for what they are asking. I think this was a good way to approach the task as there are around 20 briefs and so reading through all of them in detail would have taken a great deal of time. By skimming through the information, I was able to identify issues and rule out some briefs immediately based on the final outcome they required and my lack of expertise in that particular area (for instance, video/film), making the remaining briefs more relevant options.

I have now shortlisted around 8 of the briefs - some due to personal interest in the subject, others because I had an instant "idea" - and need to look at them in more detail in order to find the most suitable. I plan to print out the briefs and accompanying project packs and read through them more thoroughly, highlighting key terms and making notes about my thoughts and ideas as I go along. This should hopefully give an indication as to which briefs I have more of a connection to. I want to be left with a final three which I can then mind-map more in-depth ideas for.

It's quite exciting, but also daunting, knowing that my work will be judged against that of other students from across the country, even internationally. I've spent some time looking at commendations from past awards to see what kind of ideas tend to be successful. One of the main things that struck me was that the final work submitted is very polished and professional, and so this is something I will need to concentrate on towards the end of the process as it is an area I feel my work has previously been let down by. Considering the number of entries there will be, I am aware that my solution to the brief will need to be fresh and something a little different in order to stand out.

 

 Images from YCN website (www.ycn.org)