Sunday 1 March 2015

BRIEF ELEVEN - YCN - MOO BRIEF - CONCEPT ANALYSIS

The previous blog post was left at a point where I was struggling to choose a concept to develop as part of the project, choosing instead to leave the project alone, focus on something different and readdress the problem with a fresh mind.

Reviewing the situation this morning I decided to make a concept analysis sheet to help me assess the relevance of the individual ideas to the brief and scope for potential development. 

Using the brief, I listed the assessment criteria, brand characteristics and basic elements that make an idea a MOO idea. Then, using the accumulated information I analysed each of the four developed concepts to define the most successful one.


CONCEPT ANALYSIS SHEET 




CONCEPT ANALYSIS 

IDEA 01


CONCEPT ANALYSIS - 
  • Promotes designs ability to improve something - works wonders in business.
  • Design once digitally developed would look striking and could span across multiple outcomes such as billboards.
  • Design could transfer to digital advertisements - Meets MOO idea requirements.
  • Builds intrigue, although the idea may not necessarily excite people. 
  • Would encourage people to visit MOO.
  • Concept is playful and falls inline with MOO brand characteristics.
  • Illustration style will need to fall inline with the style outlined in the brand guidelines.


IDEA 02


    CONCEPT ANALYSIS - 
    • Promotes designs ability to improve something - works wonders in business.
    • Design once digitally developed would look striking and could span across multiple outcomes such as billboards.
    • Design could transfer to digital advertisements - Meets MOO idea requirements.
      • Would work well as an animation with moving parts. 
    • Builds intrigue, moving digital versions would engage & excite the audience. 
    • Would encourage people to visit MOO.
    • Concept is playful and falls inline with MOO brand characteristics.
    • Illustration style used to create the machine will need to fall inline with the style outlined in the brand guidelines.
    • Similar to idea reviewed in research!


    IDEA 03


      CONCEPT ANALYSIS -
      • Promotes designs ability to work wonders and make the ordinary stand out - works wonders in business.
      • Design once digitally developed would look striking and could span across multiple outcomes such as billboards.
      • Design could transfer to digital advertisements - Meets MOO idea requirements.
        • Different, unexpected things could be animated coming out of the hat.
      • Builds intrigue and helps to form a narrative with the audience as they see different variations of the poster/campaign.  
      • Would encourage people to visit MOO.
      • Concept is playful, humorous and falls inline with MOO brand characteristics.
      • Illustration style will need to fall inline with the style outlined in the brand guidelines.


      IDEA 04


        CONCEPT ANALYSIS - 
        • Simple, straight forward idea.
        • Promotes designs ability to make something stand out - works wonders in business.
          • A range of different icons could be created and repeated to illustrate the world of business and the difficulty involved with standing out from the crowd.
        • Design once digitally developed would look striking and could span across multiple outcomes such as billboards.
        • Builds intrigue, although the idea may not necessarily excite people. 
        • Idea would encourage people to visit MOO.
        • Concept is playful and falls inline with MOO brand characteristics.
        • Idea doesn't put a twist on the familiar - needs development. 
        • Idea could easily transfer to digital media, and could be built up in different ways through digital advertisements.


        PROGRESSION 

        The idea to analyse each of the individual concepts proved to be very useful, despite the similarities in the basic message, how each concept chose to communicate the point varied and had different positives and negatives.The process of analysis allowed me to see these attributes more clearly, as well as allowing me to see how each concept could potentially expand to build a complete campaign. 

        Progressing from this stage I will make a final decision on the concept I will develop as my response to the brief, a decision which has been made much easier by this relatively quick process.  


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