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.

Brief 9 - Artisan - Final Campaign

Brief 9 - Artisan - Book Further Development

The images below shows the development and final design of the book, the front cover represents the four different drinks and the personalities that come with the characters. The same vibrant colours and typefaces have been used throughout the book and the advertising campaign as a whole. 

The design focuses on the simplicity but effectiveness of Artisan as a brand and their exisiting design style, incorporating black and white alongside the bright, vibrant colour schemes. 

The typefaces Helvetica Bold Condensed and Helvetica Condensed Oblique have been used, to create contrast between the text and type across the design, as well as for in keeping with Artisan's exisiting branding, such as their website and instagram. White space has been used to keep that sophisticated style, so that the high end value of the brand is communicated through the design to the audience, consumers and establishments. 

The addition of the characters, further communicates the idea of each drink having different characters and personalities across the campaign as a whole. 

The layout and design of the pages below again displays the information in the most effective and simple way for people to read and understand whilst still being in a cohesive style as the rest of the designs and representing Artisan as a company in the ways in which they displayed in the brief, as a premium range selling and being sold in the best bars and restaurants across the UK and Australia. It communicates the right balance between being fun, vibrant and outstanding, with Artisan's sophisticated and high end personality and place in the industry, 

Brief 9 - Artisan - Book Development

Below shows developments in terms of the the interactive book design, which would be used and shown within bars, restaurants and hotel lobbies. The idea behind the book was to keep with the mixing and matching idea, but to display it in a hands on, tactile, interactive form. The design was created to apply the design and idea behind the personality test to the book, so users would select their personalities which would then take them to which drink is most like them and which one they should then , in turn buy to try and drink. 

The design applies the same typefaces and colours used across other collateral of the advertising campaign, therefore it works as one cohesive piece of design as well as each piece being strong enough to stand alone. 

The design below seems to simple and needs to be more developed in order to create an interactive and engaging book for audiences and consumers to use and read. 

The design of the different personalities works well, this is intended to be used in the form of a flip mix and match book, therefore each personality trait will be cut when it comes to  production. Due to the nature of where the drinks are intended to be sold and drank, the design needs to be sophisticated whilst still keeping Artisan's fun and vibrant personality. 

Further developments looks at the use of the images and photography which was given by Artisan, utilising their own imagery means that the design will definitely be in keeping with their design style and means the photographs are sophisticated and high quality. 

The same typeface and style of type has been applied across the design, just as in the posters the same vertical type direction has been used. Next steps to develop the design even further are to experiment and develop the layout, especially when adding the information about the drinks, making sure it continues to communicate the big idea across as well as being legible and easy for consumers to use and understand. 

Brief 9 - Further Poster Development

Below shows further development of the poster designs, the design kept the elements which were successful from earlier developments such as the mix and match of the colours, which creates a much more outstanding piece of design, rather than using one flat colour. 

The type has been experimented with and placed vertically, which also keeps the type consistent across all aspects of the campaign, such as the personality test. Placing the type in this way also stops people in their tracks as they have to look at the advert in a different light. The typeface chosen was again Helvetica Bold, to keep the typeface consistent across all collateral. 

The imagery of the bottle also makes the audience aware immediately what the advert is for and also means they now know what the product looks like if they were to go out and buy it or try it, as well as incorporating the logo to add to this instant recognition. 

The use of creating two different posters for each of the different drinks, means that it creates a whole range of adverts which can be used all together or stand alone. The different personalities for each bottle keeps the idea of the mixing up of personalities and also creating individual campaigns for each drink. 

Brief 9 - Poster Development

Below shows developments, still focusing on the idea of different personalities, relating to each of the bottles and drinks. Different variations of colours and combinations, seeng which work best together. All of the colours used have been colour picked and taken from the official Artisan website and the exisiting branding. 

The adverts focus hugely on typography and copy, as this works best to grab people's attention, gets them to stop and read and relate to the different adverts for the range of drinks. The most successful designs used white with another vibrant colour, as that meant the colours didn't contrast or clash against one another. A sans serif typeface works best as it represents the modern and contemporary design and personality of Artisan as a brand. 

However feedback suggested that the designs were very simple and didn't convey across the idea of the mix and match and the designs need to focus on this idea more. 

The below designs show further development, looking at the inclusion of the exisiting artwork and the characters that these represent. Again the designs seemed quite simply and weren't 'outstanding' enough, therefore further developments and changes were made to look at using the mix and match idea and applying this to the colours used within the design. Mixing up and contrasting the colours against one another. 

Below shows the above ideas mocked up in context, the bright, vibrant, contrast of the colours works well, it stands out against other adverts which already exist out there and also communicates the idea across successfully. The only issue was the type as it's hard to make the text legible whilst also fitting into a grid and being applied across all the designs. Next steps were to develop and experiment with different type layouts.