Session 5 - Design Concepts @ City Screen Basement

Session Aims:

• Introduce the work of Snowglobe Creative and a range of examples from their portfolio and other examples of famous campaign posters
• Learn some advertising golden rules
• Devise and present a series of design concepts for specific audiences

RARPA Statement :

“I can write a professional design brief using the golden rules of advertising”

The group were asked to respond to the statement; the black marks show how they felt at the start of the session and the... err... black marks show how they felt at the end. (It was an improvement honest...!)

The YCR crew met at the City Screen Basement venue to begin work on a campaign design brief. The brief is to be passed to Inspired Youth's favourite designer Snowglobe Creative. The task for the group was to turn the photos they had shot with Jim Poyner into a series of powerful campaign outputs for specific audiences.

First they viewed examples of Snowglobe's work and also looked through some significant social marketing poster campaigns from Barnardos and NSPCC amongst others; including some specifically designed around young carers issues.

Following this and using some key principles outlined in Pete Barry's book "The Advertising Concept Book - Think Now, Design Later" (Thames Hudson 2008). The group were introduced some Golden Rules of print advertising to apply to their concepts.

Posters are the quickest form of print advertising; keep it simple!
You have 3 seconds or 8 words to do the job with your strapline!

What response are you looking for in your audience?

You don't have to reveal all of your message, you can leave some gaps for the imagination!

The crew then worked in groups on the 5 photo concepts to devise a design brief for each. They selected their final photo file from those shortlisted in the last session and presented their ideas for strap lines, copy lines, style and mood to the rest of the group.

The presentations were made by projecting the chosen picture onto flipcharts and writing over the text to show each strapline and layout idea. The group then fed back on each concept.

It was a busy session and the ideas were strong. The briefs are now being prepared and sent to Snowglobe for their response. The next session will see the design drafts presented back to the group to make changes, edits and further suggestions before they are completed by Snowglobe.