Live Brief's

Brief 1;

UK Greetings

Design a range of greetings cards

Background

Imagine seeing your card designs on the shelves of Tesco, Sainsbury’s, Waterstones, Paperchase, Clintons and independent card shops, and on window sills across the country.

UK Greetings are the UK’s market leading direct-to-retailer publisher, and manufacturer of greetings cards.

Based in West Yorkshire, we supply to the major supermarkets, high street specialists and independent retailers in the UK and internationally.

UKG have several established sub-brands, each priding itself on delivering something unique, giving UK Greetings a distinctive edge and sound reputation for diverse and eclectic product. More information on these can be found at ukgreetings.co.uk

The Creative Challenge

The greetings card industry is a very competitive market. We are constantly looking for ways to stand out from the crowd, whether this be through an exciting card format, interesting use of finishes (emboss, foil, glitter, varnish, gems, googly eyes, printed card attachments, bespoke attachments, buttons etc), or simply stunning designs that stand out from the competition.

Target Audience

16-34 year olds.

Considerations

Think about the sending situation. Why would you be sending them a card? What is the occasion? Birthday card to a friend or to a family relation? Something to say good luck, get well? Congratulations? You’re getting married? Simply ‘I love you’ or ‘I miss you’?

Who is the recipient? At what stage in their lives are they? Single, married, with children, off to college/university, passing their driving test, losing someone close to them?

Remember who you are targeting. Who is going to be actually buying the card for the recipient? Although you need to design a card that targets the recipient, it’s the person who is buying the card we need to impress and convince.

Also please note: Women buy far more cards than men.

Is the card design-led or copy-led (could be a quote, just a ‘hello’ or a longer message)?

Mandatories

You must design at least 4 cards. These will include:

Front page designs.

Designs for the inside of the cards (this may or may not include an insert).

A range name and logo to be printed on the back page.

Remember to think about the envelope colour or design.

Suggested card sizes – 159mm x 159mm, 121mm x 184mm, 137mm x 159mm, 110mm x 210mm but don’t let that restrict you.

Add 3mm bleed to all artwork supplied.

Preparation

Take a look at what is out there. Visit Paperchase, Clintons, WH Smith and local card shops. A successful range often does something different to what is already out there.

Do some research into what types of cards are being sent to this target group and why.

Deliverables, Artwork and Additional Information

For guidance on how to submit your work, please adhere to the main deliverables information which can be found here.

Any additional supporting information referenced in the brief can be found in the supporting project pack.

The Call for Entries for this year’s programme launched on Thursday 1st November 2012.

The Deadline for Submissions is MIDNIGHT on Thursday 14th March 2013.

http://www.ycn.org/awards/ycn-student-awards/2012-2013/briefs/uk-greetings

Brief 2; 

Ella’s Kitchen

Create a campaign to communicate Ella’s Kitchen Brand to our internal audience

Background

Ella’s Kitchen is a revolutionary baby and toddler food company that strives to be Good In Every Sense.

We make great products providing all the nutrition a little one needs.

We instil healthy eating habits to last a lifetime by engaging kids’ senses through all our products, packaging and communications.

We give stuff back to our friends, our planet, and our team.

Being highly entrepreneurial and values driven has delivered impressive growth: our products are now available in 12 different markets worldwide, picking up lots of shiny awards along the way. We were the first company to put baby food into pouches and are now regarded as thought leaders in the category – always striving to do things differently with innovation is at the heart of the business.

Ella’s Kitchen has a small team of 45 employees working at Ella’s Barn and we work really closely with a vast network of partners that all play an essential role in helping us succeed. This involves us entrusting our brand to them, and relying on them to deliver our vision into the hands of our consumers. As the company grows, so does this network and we want to ensure they understand our brand and live our values.

Our Brand Values

These are core to our brand and should be reflected in everything we do:

Genuineness

Imagination

Inspiration

This is also reflected in five behavioural style values we’d expect of someone who lives by our brand values:

Childlike: open, honest, imaginative, trusting, spirited and genuine (i.e. behaving like a toddler).

Thinking differently: stand out from the crowd, open minded, confident, challenging and inquisitive.

Good to each other: inclusive, approachable, self-aware, friendly, diverse and kind.

Want to win: try to be top of the class, focussed, persistent, decisive and never give up.

Business minded: sustainable, professional, grounded, accountable and knowledgeable.

The Creative Challenge

Design a tool kit to communicate the Ella’s Kitchen brand and its values to all of our current and future stakeholders. By stakeholders we mean anyone who comes into contact with Ella’s Kitchen in a professional capacity.

This includes:

Production suppliers: raw materials, packaging, logistics.

Agencies: research, design, consumer communications.

Customers: retailers, distributors.

Corporate: IT, legal, insurance.

Potential employees: applicants who submit CVs.

Creative Requirements

You could think about something simple to share with all our stakeholders like an email or .pdf welcoming them to the Ella’s Kitchen brand, as well as a printed version for initial meetings. But also think about an exciting bundle of items that could be sent to our long-term partners to help them understand and live our brand values on a day-to-day basis: they might be in another part of the world where we can’t meet with them personally on a regular basis.  

But of course you’re not limited to anything; we’d love to hear your ideas of how we can communicate our brand values to our stakeholders in any media (posters, magazines, comic strips, audio clips, animated videos, uniform, teracycle product, stationary… etc).

Mandatories

Represent the Ella’s Kitchen brand.

Include the values.

Be adaptable for a range of stakeholders: from partners who we work with daily on an extended contract to companies providing an ad hoc service or individuals who have applied for a job at Ella’s Kitchen.

Deliverables

Artwork and Additional Information

For guidance on how to submit your work, please adhere to the main deliverables information which can be found here.

Any additional supporting information referenced in the brief can be found in the supporting project pack.

The Call for Entries for this year’s programme launched on Thursday 1st November 2012.
The Deadline for Submissions is MIDNIGHT on Thursday 14th March 2013.

http://www.ycn.org/awards/ycn-student-awards/2012-2013/briefs/ella-s-kitchen

Brief 3;

Bacardi

Help us reconnect with 18-24 year old guys in the bar environment

Background

Here’s something that you might find interesting...

The Bacardi company was founded by a man called Don Facundo Bacardi over 150 years ago in Santiago de Cuba, and is still run by the Bacardi family today.

What’s more, every drop of BACARDI rum started life in a white oak barrel and has been lovingly crafted by our Maestros de Ron (Master Rum Blenders). The skills and knowledge used by our blenders are passed down from generation to generation and take over 10 years to learn fully.

Not many people know any of this. In fact, that’s part of the problem.

Lots of people wrongly believe that BACARDI is a low quality, industrial spirit that has come out of a tap somewhere near Wigan (not that there’s anything wrong with Wigan of course).

We’ve heard from some people that BACARDI is “a bit dated” and not “cool”; it’s something their mum likes to drink with coke on a Friday night, but apart from that it doesn’t mean much to them.
This is where you come in. We need your help to make 18-24 year old guys want to drink BACARDI again.

The Creative Challenge

Two words. Re-appraisal and Trial.
We know that when people have heard just a few sound bites from our amazing family and product story, their perceptions of BACARDI have changed.
We also know that when people have tried any of our rums, they have loved the flavour that BACARDI brings to their favourite mixers and cocktails.
The trouble is, bars and shops are crowded places, so we only have a couple of seconds to make a good first impression and make guys want to order us or pick us up off the shelf. So we are looking for amazing, creative ideas that will help us stand out and make us a relevant choice for 18-24 year old guys.
We want to see ideas that will make people proud to drink BACARDI and recommend it to their friends.

The Brief

Give guys a reason to try us again.
Come up with ideas that will make 18-24 year old guys want to order us in the mainstream bar environment. This could be anything from jazzy new glassware to augmented reality drink coasters. You may even decide to invent an amazing new drink and a campaign to support it! Whatever you come up with, it should feel masculine, authentic and support our quality credentials. It should also be relatively simple – this might be replicated in mainstream bars across the world!

Target Audience

Our bulls-eye consumer is a typical 21 year old male drinker. He’s at an age when his identity is being built, so “feeling and looking like a man” is important to him.  He gravitates towards brands that give him a sense of authenticity – they make a statement about who he is and help him to assert his masculinity. Nowhere is this truer than in the spirits category where he is one bar call away from making an idiot of himself, and seeing his carefully nurtured reputation come crashing to the ground.

Creative Considerations

You will find the Alcohol Advertising Rules in the project pack, these must be abided by.
Extra brownie points will be awarded to people who come up with ideas that translate well across a number of channels. For example, your idea for the bar environment might have a digital component and/or translate well into the store environment.
Don’t be limited by images and styles that you associate with the BACARDI of today. Maybe there’s something old you’ve seen online that you think would work brilliantly to communicate our quality and authenticity.
Often the best ideas are the simplest. Who knew that the Cider industry would be revolutionised simply by a new serve –  a pint glass full of ice?!

Additional Information

You can find out loads about our company, our family and our rums online – so be sure to do your homework. We’ve been around for so long, there’s bound to be something we’ve done over the years that sparks your imagination.

Good luck. We can’t wait to see your ideas.

Deliverables, Artwork and Additional Information

For guidance on how to submit your work, please adhere to the main deliverables information which can be found here.

Any additional supporting information referenced in the brief can be found in the supporting project pack.

The Call for Entries for this year’s programme launched on Thursday 1st November 2012.
The Deadline for Submissions is MIDNIGHT on Thursday 14th March 2013.

http://www.ycn.org/awards/ycn-student-awards/2012-2013/briefs/bacardi

Brief 4;

UGG

Give Men Permission to buy into UGG

Background

In 1978, Brian Smith landed in Southern California with a bag of sheepskin boots.

The beaches of Southern California had long been an epicenter of a relaxed, casual lifestyle, a lifestyle that Brian felt was a perfect fit for his brand. So he founded the UGG brand, began selling his sheepskin boots and they were an immediate sensation.

By the mid 1980’s, the UGG brand became a symbol of relaxed southern California culture, gaining momentum through surf shops and other shops up and down the coast of California, from San Diego to Santa Cruz. UGG boots reached beyond the beach, popping up in big cities and small towns all over, and in every level of society.

The UGG brand began to symbolise those who embraced sport and a relaxed, active lifestyle. By 2000, a love that began on the beaches had become an icon of casual style.

Our Style

“It feels like nothing else” is our internal mission statement. It expresses the uniqueness of the products we create, and the importance of craft and distinctive materials in our processes.

Our Range

We are well known for our UGG boots, particularly popular with female customers. 

What many consumers don’t know is that we have a brilliant and extensive menswear range – taking in everything from boots and shoes to trainers and flip-flops.

The Creative Challenge

The challenge is to develop creative ideas that will increase awareness among men of our product range. We need to give men permission to buy into UGG and to wear our products. How do we grab the attention of guys, and leave them in no doubt that UGG is a relevant and desirable brand for them?

Creative Requirements

We’re keen to hear innovative ideas for campaigns and other communication that will grab the attention of guys, and put our collections firmly onto their radar.

This is a deliberately broad brief as we are very open-minded to the right messages and media that will combine to meet our objectives. You might have digital ideas, experiential ideas, in-store ideas, advertising ideas – or any other kind of ideas for that matter!

You are free to demonstrate your thinking in any medium or combination of media that you see fit. We’re keen to understand the environments and moments that you think our target market will be most responsive to your message. How will your ideas come to life, and where?

The Target Audience

We have a shoe for all male consumers – from the coolest young influencer to his Granddad too.

We’d like for your creative ideas to engage with an audience of younger men in their 20’s and early 30’s. We believe there is a rich opportunity to engage, and change perceptions among younger guys.

You may decide to focus on a specific age group within this range if you wish; but importantly any communication you produce must not alienate or confuse our older consumers.

Creative Considerations

Think globally: we have UGG stores in many countries so your ideas need to feel relevant if encountered in different regions.

As you will see from your research; our collections provide something for every season and every type of weather, terrain and adventure – be it urban or on the beach. We are absolutely not just about boots.

Materials are hugely important to us, going all the way back to our first boots and the magical material of sheepskin. We’ve often said to guys that our shoes are ‘UGG on the inside and man on the outside’.

Many are often surprised by the extent of our range. How might you communicate the true breadth of our offering?

Mandatories

Please include the UGG mens’ logo within your work where appropriate.

Deliverables, Artwork and Additional Information

For guidance on how to submit your work, please adhere to the main deliverables information which can be found here.

Any additional supporting information referenced in the brief can be found in the supporting project pack.

The Call for Entries for this year’s programme launched on Thursday 1st November 2012.
The Deadline for Submissions is MIDNIGHT on Thursday 14th March 2013.

http://www.ycn.org/awards/ycn-student-awards/2012-2013/briefs/ugg

Brief 5;

What A Carve Up! by Jonathan Coe

A brilliant noir farce, a dystopian vision of Britain, a family history and the story of an obsession.

Michael is a lonely, rather pathetic writer, obsessed by the film ‘What A Carve Up!’ in which a mad knifeman cuts his way through the inhabitants of a decrepit stately pile as the thunder rages. Inexplicably he is commissioned to write the family history of the Winshaws, an upper class Yorkshire clan whose members have a finger in every establishment pie, from arms dealing to art dealing, from politics to banking to the popular press and factory farming. During his researches Michael realizes that the Winshaws have cast a blight on his life, as they have on Britain. His confidence, his sexual and personal identity begin to reform. In a climax set in the Winshaws’ family seat the novel turns into the film ‘What A Carve Up!’ as a murderous maniac stalks the family and Michael discovers the significance of Shirley Eaton’s lingerie.

‘Big, hilarious, intricate, furious, moving’ Guardian

‘Probably the best English novelist of his generation’ Nick Hornby

‘Everything a novel ought to be: courageous, challenging, funny, sad – and peopled with a fine troupe of characters’ The Times

‘A sustained feat of humour, suspense and polemic, full of twists and ironies’ Hilary Mantel, Sunday Times

The Brief

Your cover design should reflect the richness of Jonathan Coe’s writing to appeal to a contemporary, discerning, literary readership. There are many layers and themes within the book. Read it and discover what the book means to you.

Your cover design needs to include all the cover copy as supplied and be designed to the specified design template (B format, 198mm high x 129mm wide, spine 31mm wide).

What the judges are looking for:

We are looking for a striking cover design that is well executed, has an imaginative concept and clearly places the book for its market. While all elements of the jacket need to work together as a cohesive whole, remember that the front cover must be effective on its own and be eye-catching within a crowded bookshop setting.

The winning design will need to:

have an imaginative concept and original interpretation of the brief

be competently executed with strong use of typography

appeal to a contemporary readership

show a good understanding of the marketplace

have a point of difference from the many other book covers it is competing against

http://www.penguin.co.uk/static/cs/uk/0/minisites/penguindesignaward/penguin_brief.php

Brief 6;

The Outsiders by S.E. Hinton

The original teenage rebel story . . .

The Socs' idea of having a good time is beating up Greasers like Ponyboy. Ponyboy knows what to expect and knows he can count on his brothers and friends — until the night someone takes things too far.

S.E. Hinton was only seventeen when she wrote The Outsiders. Told in a direct, first-person voice, it is a miracle of honesty with immediate appeal and is still every bit as powerful now as when it was first published in 1967.

Students are invited to design a whole new cover look for The Outsiders, in order to bring this classic to a new generation of readers, ensuring that this timeless story remains an integral part of every teenager's bookshelf.

Your cover design needs to include all the cover copy as supplied and be designed to the specified design template (B format, 198mm high x 129mm wide, spine 17mm wide).

What the judges are looking for:

We are looking for a striking cover design that is well executed, has an imaginative concept and clearly places the book for its market of both teenagers, to pick up and buy for themselves, and adults to buy for them. While all elements of the jacket need to work together as a cohesive whole, remember that the front cover needs to be able to work on its own and be eye-catching within a crowded bookshop setting as well as on screen at a reduced size for digital retailers.

The winning design will need to:

have an imaginative concept and original interpretation of the brief

be competently executed with strong use of typography

appeal to the broadest possible audience for the book

show a good understanding of the marketplace

have a point of difference from the many other book covers it is competing against

be able to sit on the shelves of a supermarket or ebook store as easily as it sits on those of more traditional bookshop.

http://www.penguin.co.uk/static/cs/uk/0/minisites/penguindesignaward/puffin_brief.php 

Brief 7;

Organization name

fishpie

Description of the organization and its target audience

A web design and marketing consultancy/agency working with medium and large sized clients. The design needs to look smart, yet creative and interesting.

Industry

Business & Consulting

Logo to incorporate

Details to include on the business card

FRONT:

fishpie
disrupt | innovate | grow

Paul Johnson
Founder & CEO

T: +447739 173636
E: paul@fishpie.co.uk
W: fishpie.co.uk

fishpie web LLC, One Embarcadero Center, Suite# 500, San Francisco, CA 94111
fishpie web LTD, Marylebone Station, 12 Melcombe Place, London NW1 6JJ

BACK:

Something interesting on the back, for example a Google map of both the office addresses. With "Be entrepreneurial" written along the bottom. Please also include "web | mobile | app | e-commerce" on the back somewhere.

Style/theme ideas for the business card

Use the blue in the logo as a primary colour, and use a green (the green in this design: http://pomserve1.com/dj/brochure/fi…age_v3.jpg as a highlight colour (a line etc.).
Use of black and dark grey as the fonts.

http://99designs.co.uk/business-card-design/contests/help-fishpie-business-card-230601/brief#contest-breadcrumbs

Brief 8;

Name to incorporate in the logo

Morning Glory Party

Slogan to incorporate in the logo

Rave your way into the day!

Description of the organization and its target audience

'Morning Glory~ Rave your way into the day' is an immersive morning dance experience for those who dare to start there day in style!
-it's about getting people up in the morning and dancing to exercise, energise and bring fun to the mornings. It's a morning party/ festival NOT an after-party or exercise class. There is Yoga, Massage, Amazing Electronic DJs, Smoothies, Excellent Coffee. For more information and to really understand the beauty of the event, please visit: http://www.morningglorylondon.co.uk. Watch this link as well: http://www.bbc.co.uk/news/entertain…s-23525159
Our culture is very transparent and we're all about trying new things and pushing boundaries and subverting norms so please can you do the same when creating our logo. Push your boundaries and subvert the norms. We'll love it all. We are quite interested in the use of a cockerel-ish creature in the logo because of it's link to waking up in the morning. The creature (undefined) must have modern and fun edge about it and be colorful and up for new things and raving. Something that people will want to have on the front of their t-shirt and on their coffee mug. A futuristic wake-up animal of the future! Fun. Pushing boundaries. Stylish.

Industry

Entertainment & The Arts

Preferred logo types

Organization name in a stylised type/font becomes the logo.

An image or shape that is easily recognizable is used to represent your business.

A character or mascot to represent your business.

Sample logos

None specified

Values to communicate

Feminine Masculine

Young Mature

Luxury Economical

Modern Classic

Playful Serious

Loud Quiet

Simple Complex

Subtle Obvious

Color preferences

Flexible

To be used on

Print (Business cards, letterheads, brochures etc)

Online (Website, online advertising, banner ads etc)

Merchandise (Mugs, T-shirts etc)

Signs (Including shops, billboards etc)

Television/screen

 http://99designs.co.uk/logo-design/contests/help-morning-glory-party-logo-256104/brief#contest-breadcrumbs