For the crit we need to express our idea then the aim was to receive feedback on which the audience felt would be the most effective for the brief and for the client, the crit would be shown to a group of other groups completing different brief for YCN or D&AD across course so it would give a wide range of opinions from people we wouldn't usually interact with. .As the crit was now booked for 2 i had all day to make a presentation of our current ideas to show, this would visualize the work we'd done so the audience could get a wider feel for the current ideas and would also make me personal feel less nervous is the group couldn't make it.
IDEAS
To get crit feedback on all our range of idea rather just on my personal i aimed to represent Kate and Kierans ideas in the presentation as well. The slide where made from my main ideas, the Wimbledon cocktail can, British's flowers (group idea developed, as a poster campaign or as a bottle design) and the Greenall's as a celebration idea but also from slides represented ideas we discussed as a group Kieran -the gin ingredients, Kate - festival, music/album and then the British artist idea which we created together, these where the main idea i could remember we'd mention positive on the day. All these ideas we represented as it would be more useful to get feedback on all the ideas we'd have, to find out which the audience felt would work best for the millennial target audience and the brands restrictions.
slide created -
What do we want feedback on? for this crit we'd had to create/write a few questions, as we were still on the ideas stage these would be focused around which ideas the group felt would represent/appeal to millennials the most.Question where kept quite open as to receive general feedback, and to get any feedback i could then pass back to the group at the next meeting. As a group we've focused mostly on a campaign that would be pattern based or would be based around a limited edition/packaging design, this is due to the exploration i wanted to test, kieran's skills and kate's skills fitting this style of output, therefore the flower idea is the idea we'd considered the most therefore this is the idea we'd need the most feedback on. Would packaging be relevant? Would it fit with the brand? Would it fit around the brand restrictions?
which ideas/concept are the most relative to the client/brief?
do you feel a bottle design/packaging could be relevant to the brief?
as the brand doesn't want a rebrand, will the packaging idea be relevant?
Kate made it just in time to the crit, so this was useful as it allowed us to get feedback as a group and us both to ask questions, this also took some of the pressure off me. The crit discussed our idea and the main feedback was to think more about what the clients wants/aims for, and also to research the target market more, reword the brief as a problem but the idea favourited was the flower pattern idea so we'll find a way to make this work for the clients aims.
feedback from the crit,
reword brief again
find the problem
go back, take a step backward and re-read/write the brief as a question
also like the flower idea the most, feedback as the most representational
do more client research, what do they want
will work not for Christmas, Christmas is the main time for limited edition, will the company want to do a summer edition?
find out what the client what do they want
millennial are not just students, age range include 36 year olds, will have a larger disposable income
placement in shops, where is it sold? what it's seen as? how to make it more high class?
not the cheap but not the expensive
summer campaign??
how to make it high class without rebrand??
package box or bottle idea could work, don't change this
sell it as something to be brought to bbq, drink in nice places, drink outside in summer
what does it represent?
make it more a campaign not just bottle design
make it work on the different channels
After the crit we discussed the next steps
-talk as a group full about the work and issues,
-contact Kieran somehow, facetime?
- can we get the brief to fit the issue
-kate wants to keep idea, will have prints by next week
- as a group we need more communication
-worried
The next step is to meet as a group or to discuss what do about the brief, how can we make sure the work fit what the client wants, print of the brief and analyses it again to, reword the brief and do client research to find the problem then use the brief as the solution.
An issue as a group might be that the rest of the group want to keep the current idea we have, which did get some positive feedback instead of rethinking as what we need to do. As they both want to keep the current idea ways that this has to be done so that it fits the clients intended aims and what the clients wants for the brief, the job will be the find way the current style can be applied to different media or used to fit what the brief wants rather as the larger part of the group supports this idea.
The group aims to keep this style and concept as its had very positive feedback from other group as well as fitting asecthically with the brand identity and visual goals and current time issues, as a group we currently have a few time management and time issue so will struggle to redo the brief completely.
Time management and communication areas have been issues due to external circumstances, the main aim is currently to give the group time to work on these, support members of the group and not to add extra pressure. We'll work on these by using different form of communication, facetime and calls can be used to include all member into the group meeting if they cant physically be there and photos of work can be sent, more digital forms of communication can be used to help include all members in group discussions.
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