Below, I have listed the elements that will be used when creating the various outcomes of my print based advertising campaign, ensuring all responses fit within the limitations of the brief and retain viability as a competition response.
There were two main fonts available in the MOO project pack, both belonging to the Byrant MOO typeface created specifically for the companies use. The fonts are both sans-serif and have rounded caps giving them a friendly approachable feel reminiscent of the companies playful tone of voice.
BYRANT MOO REGULAR
A range of MOO colours were also included as part of the project pack which again fit with the friendly, playful brand identity inherent to MOO. Included are a range of bright colours that help to establish the desired aesthetic with some darker tonal variations that will help to contrast the larger range of light colour options.
Also included in the MOO brand guidelines was information on colour combinations that should be avoided, information will be kept in mind when creating my responses.
Another aspect of the MOO brand identity discussed in the brand guidelines was the style of illustration that should be replicated when creating responses to the brief.
Secondary research has already been conducted into this area, reviewing the limitations of working within a specific style of illustration. Again, when creating responses this information will be kept in mind to ensure the responses fit within the brief limitations.
Finally, as the campaign is being created for MOO, it is essential that the logo and supporting campaign tagline are included on the various elements of the campaign.
Included in the project pack available as part of the brief was the range of MOO logo variations, their placement and inclusion on the outcomes composition will be considered from the start of the design process.