Brief 9 - Artisan - Evaluation

Placing and using the designs in appropriate and realistic contexts show how successful they are in creating an outstanding, head turning campaign which stands out from many other adverts, especially Artisan’s competition. The design of the campaign achieves the right balance between professional and sophisticated, whilst also remaining fun and contemporary.

The colours and type are one of the main elements which makes the design successful, one because the colours are so bold and vibrant that the adverts can’t be missed and definitely stand out amongst the spectrum of adverts which are out there today. The type works well as whilst again standing out against the rest, it’s easy, simple to read and understand, as well as drawing the audience through the use of vertical type encouraging people to turn their heads and really interact with the campaign. These elements alongside the interactive and tactile nature of the campaign makes it a cut above the rest and really does stop people in their tracks.

In terms of improvements or changes, one aspect would be the quality of the imagery and photographs given by artisan, as the images of the bottle specifically weren’t as high quality and took away from the crisp, modern and high end feel of the campaign. Another aspect would be with binding the book, either the use of smaller ring binders or ultimately a sturdier, more professional form of binding for ease of use. As well as the bind of the book, the finish to the pages within the book would be best laminated or made water or damage proof if this was available, as this is an important aspect to consider when thinking about the context and setting it will be used in.

Working in a creative team was definitely an advantage by bringing and developing ideas together as well as having two sets of hands in the production process, meant everything mostly went to plan. The disadvantages mainly consist of relying on another person and being able to halve the workload fairly, also compromising on ideas and finding each other’s strengths and weaknesses, especially when it comes to development and production.

In conclusion the campaign as a whole and the design of the elements together and individually meet Artisan’s expectations of outstanding, fresh design and ideas able to cut through the noise and stand the test of time. It’s versatile to be suitable for any new additions to the brand, as well as developing the campaign over on social media and other forms of advertising, it works across both print and digital media. Whilst also successfully communicating the overarching concept, focusing on mixing personalities and drinks, as well as celebrating yourself for who you are.