The target audience (how to gain their attention)

Young people aged 18-24 are key to numerous markets, from mobile, fashion and technology to alcohol, snack foods and entertainment. This audience spends money and in the case of students, who account for around half the UK youth population, they contribute an estimated £20 billion to the UK economy every year.
However, there is a perception that this age group is hard to reach and even more challenging to engage. It’s true that young people are usually clear on what they want and have fully-formed perceptions about different products, services and brands. However, our research here at The Beans Group shows that with relevant messages and via platforms that they actually use, 18- to 24-year-olds can be a highly engaged audience for brands.

Freshers and the university experience

For any marketing professional looking to engage and influence students, new students are considered a priority and Freshers' Week is a significant event in the calendar. Most youth-focussed organisations invest a big slice of their budget to capture the interest of freshers as well as returning students.

The right platform and the right message

Our research found that students spend more time online than they do watching TV and socialising with friends. Thirty three per cent of students say they spend more than 20 hours a week online while at university. Convenience, novelty and a love of online shopping were key reasons why students said they loved our recent campaign freshersfields.com for The National Online Freshers’ Fair, and over 90 brands including GBK, HP, Ocado, The Guardian, Sky, Nando’s, Papa Johns are involved this year.

This generation expects services "on demand" and they want choice - they are beginning a new journey as independent consumers and are defining themselves through the brands they choose and online gives them a great platform to do this.

Social media marketing has been top of mind for brands targeting 18-24s. Brands have learned the importance of transparency, relevance and shared conversation versus traditional push approaches. We know young people are big users of social media - 97% in our recent survey use Facebook and 45% are on Twitter. However what do they want and expect from brands through these platforms?

Those that do follow brands have clear expectations. They want either material gain - free products, a good discount or a winnable competition - or they want to be entertained. That’s pretty much it. Having a conversation does not feature. Almost half of respondents said explicitly that they do not want to talk to brands using social media, while a third said they do not follow a single brand.

Outcome 

In depth research has been undergone in order to gain a greater understanding upon the ways in which a young consumer interacts with a product, and what they would like to gain from it. From the research conducted it is evident that young people frequently use social medias such as Facebook and Twitter, although other social medias have not been outlined. This may be a task in which I complete myself. It was also suggested that a younger audience like the product on demand, and would also like to gain free products, a discount or a competition.

From this surveys may be conducted in order to gain a greater stance upon what social medias are frequently used by a younger audience, and thus allow myself to tap into the consumer market. 

The Thirsty planet brief broken down

Thirsty Planet

Create a campaign to raise awareness of Thirsty Planet spring water – make enjoying healthy hydration, whilst also doing good, ‘cool’

The Brief

Your brief is to create a campaign to raise awareness of the newly branded Thirsty Planet range within 18-24 year olds. Our challenge is to make enjoying healthy hydration, whilst also doing good, ‘cool’

Background

Harrogate Water Brands is the UK’s largest family-owned, independent bottled water producer. We’re passionate about what we do. We are award-winning bottlers of one of the finest naturally sourced waters in the world.

As the home of British bottled water, Harrogate has a unique water heritage, dating back to 1571. Sister brand to Harrogate Spring Water, Thirsty Planet was launched in 2007; its remit was simple, to give something back to those who need it most.

Thirsty Planet chose to partner with the charity Pump Aid, which provides clean water solutions in sub-Saharan Africa. An efficient, relatively low-profile charity; 90p from every £1 goes into direct delivery.

Since 2007, Thirsty Planet has been the dedicated charity water brand that has been committed to doing more; guaranteeing more money per bottle goes to charity and ensuring more money donated, goes into direct project delivery in Africa. We are proud that as Pump Aid’s primary benefactor, Thirsty Planet has already donated over £1.9 million, helping provide 1.35 million people with clean, safe water. The clean water that Pump Aid provides has a massive impact on health and has transformed communities, enabling children to go to school and crops to be irrigated.


Thirsty Planet has enjoyed success across retail and food-service, though in recent years it has experienced challenges. We’re pioneers in the ethical water category – we know our stuff! But Thirsty Planet now has a number of competitors. Competition is good, but consumer research showed that ethical water consumers were confused. They simply wanted a water that lived up to its promises, took a confident stand and gave them an easy reason to choose that brand.

We undertook extensive consumer research that showed that Thirsty Planet was seen to be trusted, described as ‘earnest’ and ‘friendly’ but needed to have a stronger tone of voice, to become the authority in the sector and give consumers a single easy reason to choose it… basically, we’ve not been bold enough to communicate what we do and the great things we’ve achieved.

The Product

Thirsty Planet spring water sells through retail, food-service and vending partners. With many independent and major retailers proud to supply Thirsty Planet, including Waitrose. It is also available in restaurants and catering outlets including Peyton and Byrne, Bartlett Mitchell and Gaucho restaurants

A guaranteed 4 pence from every litre of Thirsty Planet sold is donated straight to Pump Aid. Thirsty Planet’s guaranteed and consistent monthly donations ensure that Pump Aid has the financial security to plan ahead and expand its operations.

The Charity

Since starting as a small community project in Zimbabwe, Pump Aid has grown into one of the leading water charities in Africa, having raised more than £15 million since inception. Its aim is to help tackle unsafe water which remains Africa’s biggest killer of children claiming 4,000 young lives a day – five times the number killed by HIV/AIDS and twice as many as those claimed by malaria. Pump Aid provide over 10% of the rural water supply in both Zimbabwe and Malawi.

What makes Thirsty Planet different from the competition?

Thirsty Planet differs from its competitors in that it contributes a fixed, guaranteed donation with every bottle sold. It does not pledge an unknown profit or a percentage of profit; instead it forms a sustainable model which allows the charity to plan delivery and provides complete transparency.

Our most important message is ‘Every bottle means a guaranteed donation to charity’ (this is not always a given!)

The Creative Challenge

Your brief is to create a campaign to raise awareness of the newly branded Thirsty Planet range within 18-24 year olds. The campaign must capture the attention and imagination of the target audience. We want interaction and the opportunity to develop loyalty. We want to stand out from other charitable water brands on the market.

We’d like you to create a campaign that is loved by students for all the right reasons and encourages consumers to become involved, utilising the thirsty-planet.com website as a social hub.

The creative can take any form, for example print, infographics or even video, but it must appeal to the target audience and should be memorable and encourage engagement.

Our challenge is to make healthy hydration, whilst doing good, ‘cool’. To come up with creative that is fun, engaging, allows consumer interaction and promotes loyalty. Research showed that ‘cool’ is important too… Ethical messages aside, we simply had to look cool.

Target Audience

The core bottled water market is 18 – 40 year olds, with a female bias. The target audience for this campaign is 18 – 24 year olds. These are also the people who have the opportunity to have a real voice and make a significant impact. They are enthusiastic, receptive and should be the driving force behind accelerating Thirsty Planet’s growth.

Brand Guidelines

Thirsty Planet is currently undergoing a brand refresh. The new brand guidelines are now available in the Project Pack. The new website and updated social channels shall be live from 31/01/2017. Products carrying the new packaging will be available from February 2017.

The brand guidelines and all brand collateral available for your use will be available in the supporting project pack. This information shall be available for use within your YCN Student Awards entry only; we would appreciate that its use be kept solely for this purpose and is not for onward circulation.

Mandatories

Your work must utilise the new Thirsty Planet brand guidelines (available in the Project Pack from December 2016) and include the Thirsty Planet logo, ‘The power of positive drinking’ strapline and use the postivedrinking.org website address.

The other branded elements are available to use, though not mandatory.



What this means to the team and I:

-Some form of  a campaign should be developed in order to gain the attention of an 18-24 year old consumer, with a female bias. 

-10p donated per bottle

-Provide 1.35 million people with clean water

-Slogans should be used from the project pack

- ‘Every bottle means a guaranteed donation to charity’

-The work must utilise the new Thirsty Planet brand guidelines (available in the Project Pack from December 2016) and include the Thirsty Planet logo, ‘The power of positive drinking’ strapline and use the postivedrinking.org website address. 

-As a company they recycle largely and thus this must be highlighted within the campaign.

-The charity focuses on  Zimbabwe and Malawi.

The facts

James Cain, Managing Director of Harrogate Water Brands has received an OBE in the Queen’s Birthday Honours List. The award recognises his services to impoverished communities through the company’s Thirsty Planet bottled spring water brand which raises funds in support of Pump Aid.

Thirsty Planet was launched in 2007 and has since raised £1.8m for Pump Aid by selling over 40 million bottles of spring water through retail, foodservice and vending partners. With many independent and major retailers proud to supply Thirsty Planet, including ASDA and Waitrose, as well as onboard Thomson Airlines and numerous restaurants and catering outlets including Peyton and Byrne, Bartlett Mitchell and Gaucho restaurants.

A guaranteed 4 pence from every litre of Thirsty Planet sold is donated straight to Pump Aid, a British Charity that helps rural communities in remote sub-Saharan Africa to have a constant source of safe, clean, drinkable water.

Thirsty Planet’s guaranteed and consistent monthly donations ensure that Pump Aid has the financial security to plan ahead and expand its operations. The clean water that Pump Aid provides has a massive impact on health and has transformed communities, enabling children to go to school and crops to be irrigated.

Since starting as a small community project in Zimbabwe, Pump Aid has grown into one of the leading water charities in Africa, having raised more than £15 million since inception. Its aim is to help tackle unsafe water which remains Africa’s biggest killer of children claiming 4,000 young lives a day – five times the number killed by HIV/AIDS and twice as many as those claimed by malaria.

The charity’s key achievements include:
1.35 MILLION PEOPLE given access to clean, fresh water
5,000 rural communities in Zimbabwe transformed as a result of having pumps installed
3,500+ communities in Malawi have received pumps, serving a total of 400,000 people

Pump Aid provide over 10% of the rural water supply in both Zimbabwe and Malawi nationally combined.

Thirsty Planet’s Pump Aid Partnership Funds 300 Billion Litres of Clean Water

Thirsty Planet and Pump Aid are committed to sustainability through community ownership and empowerment, an economically and environmentally sustainable approach to maintenance as well a comprehensive programe of audit and evaluation.

community focused and culturally sensitive

Pump Aid is rooted in the African communities it supports. The charity has a deep cultural understanding of what is necessary to empower those communities as well as an appreciation of the complexities that need to be considered. Community input is central to the installation of any pump and by involving the community they feel ownership over the pump and its benefits.

committed to sustainability and accountability

When Pump Aid leave a project site the local community know how to maintain and repair the pump. This is largely why elephant pumps have an 82% functionality rate, which is well above the average 60% functionality rate for more complex pumps. The pumps are audited to ensure sustainability and to ensure the long term outcomes for economic development are maximised.

Information learned:

-They have currently sold 40 million bottles of water

-Asda and waitrose currently sell the product

-They offer guaranteed monthly payments to pump aid in order to allow security. 

-4,000 children die in Africa everyday 

-Pump Aid provide over 10% of the rural water supply in both Zimbabwe and Malawi nationally combined.

-1.35 MILLION PEOPLE given access to clean, fresh water

-5,000 rural communities in Zimbabwe transformed as a result of having pumps installed
-3,500+ communities in Malawi have received pumps, serving a total of 400,000 people
-Pump Aid provide over 10% of the rural water supply in both Zimbabwe and Malawi nationally combined.

-Thirsty Planet’s Pump Aid Partnership Funds 300 Billion Litres of Clean Water

-A large cultural understanding must be formed within Africa in order to cause little offense. 

-The pumps aim to be fixable by the communities. 

Thirsty planet

All the below information has been sourced from the Thirsty Planet website

Thirsty Planet was launched in 2007 because as bottled water producers (and good ones too!) we wanted to ‘give something back’. We knew we couldn’t solve a global problem single-handedly but we wanted to try and make a real difference.


We partnered with Pump Aid (because they are the best at what they do!) and created a brand whose sole purpose was to raise money towards water projects in the most disadvantaged parts of Africa. These are the parts of Africa where people die drinking from contaminated water sources, the parts where children can’t attend school because they have to walk miles to collect water, the parts where communities are malnourished because they haven’t water to grow crops.

We’ve now raised over £1.7 million which has helped fund the build and maintenance of over 9,000 elephant pumps, giving over a million people access to a lifetime’s supply of clean, safe water. Incredible but true.

Thirsty Planet spring water is as pure as you can get, with a perfect mineral balance. If consumers can enjoy our waterand contribute to Pump Aid what could be simpler?

We think knowing you are doing something amazing makes our water taste even better.

what makes us different

Every single bottle of Thirsty Planet sold guarantees a fixed donation to the charity Pump Aid. The donation level is significant and we pride ourselves on trying to make the biggest difference we possibly can.


Our ‘Donation Guarantee’ provides full transparency. The amount donated is not dependent on profitability or how much a retailer chooses to sell at. It means whatever promotional activity you see in store, the donation remains unchanged and the charity is protected.

The process is fully accountable. We know exactly how much our customers raise to the penny. All donations go direct to Pump Aid. We monitor donations and the charity audits all work undertaken and measures the impact.

environmentally responsible

We’re an independent British company who source 100% of our raw materials within only 90 miles of our manufacturing site. We keep water miles to a minimum, minimise packaging waste and operate a ‘zero to landfill facility’ – absolutely everything is recycled.
we’re the experts

We stick to what we do and we do it well. We bottle an exceptional product, achieving the highest level of accreditation possible whilst providing our customers with a direct, simple way to give to an extremely worthwhile cause. We partner with Pump Aid who are the experts at what they do, to ensure that 100% of the donation reaches those most in need and it is used to implement the most appropriate, cost effective solutions. We’ve received praise at the Third Sector Excellence Awards for our partnership with Pump Aid and our combined achievements. When we’re doing something this important it’s good to know we’re getting it right.

our water




Our ‘Harrogate’ source water comes from the original British spa town of Harrogate in North Yorkshire. The acclaimed water is of the finest quality with a uniquely balanced mineral content and pure, clean taste.

Our award winning sparkling water is delicately carbonated meaning it can be enjoyed at anytime and especially as an accompaniment to food.

environment


We pride ourselves on leading the way as one of the most ethically responsible bottled water manufacturers in the country – its in our DNA. We are continually improving our business processes to reduce our impact on natural resources.

In 2010 we became a ‘Zero to Landfill’ business, we now recycle 100% of all waste
100% of all our raw materials are sourced within 90 miles of our production site

We keep our ‘water miles’ to a minimum, having reduced vehicle movements by over 35 % in the past year alone

We continue to undertake light-weighting initiatives to minimising packaging waste
All Thirsty Planet products are 100% recyclable

Information gained from this exercise

-relationship with pump aid

-fixed donation

-100% recyclable

-ethical company in which is invested in the outcome

-over 2 million made 

-British company 

Deciding on a brief

When thinking about the range of different briefs available to us, it was evident that a short list needed to be derived in order to develop a brief in which will highlight our skills most effectively. The briefs in which we believed to be most effective have been highlighted below.

Dave

Create an amazing piece of content that ‘James’ will want to watch

Greenall's Gin

Design a piece of creative that brings to life a classic British moment in a contemporary way

THINK!

Conceptualise, design and deliver a THINK! road safety campaign to encourage young men to drive more safely

Thirsty Planet

Create a campaign to raise awareness of Thirsty Planet spring water – make enjoying healthy hydration, whilst also doing good, ‘cool’

When discussing our skill set in terms of the brief, it became apparent that Megan didn't want to complete an animation due to the vast amount of time it takes to develop a short. As a result of this it was decided that she could be the primary illustrator of the group. When thinking about both mine and Dom's roles it was evident that our design skills were malleable, and we would decide between ourselves after selecting the brief.  

When thinking about which brief to develop further I had a personal preference to THINK, although the other members prefered thirsty planet. As a result of this I compromised, asI felt that the thirsty planet brief could be successful amongst us.  

Deciding on a collaborative group

When initially looking for a group for collaboration I decided that I would like to work with an individual who I did not previously know. I was unsure upon how many individuals in which I would like to work with, but two other students (one animation, one illustration) felt most appropriate, as I believed this would allow me to exploit my full potential.

On the collaboration day, a divide seemed somewhat present between courses, with many individuals collaborating with their own discipline. Although stating this, I became chatting to an illustration student who suggested we should collaborate. Although her style felt very different to my own, I felt that they could coincide alongside one another to embed a strong design. As she did not want to work with an animator, it was decided that we would collaborate on our own.

When arranging to meet a couple of days later, it became evident that her time management was very  weak, with myself arranging meeting and her canceling last minute. When we finally got round to discussing briefs, it became evident that she only wanted to complete the UK Greetings brief. As I had already completed this brief and didn't believe it would be beneficial to develop a second, we decided that it would be more beneficial to find a new group.

As a week had passed since the original collaboration 'speed dating', it became evident that the majority of individuals had gained groups. A further 'speed dating' was held in room 103 whereby the vast majority of participants were graphic deisgn, with around 3 other individuals from different disciplines.  As I now knew that I did not want to develop another range for UK Greetings, this limited who I could work with.

Megan, a second year animator, who I previously knew was looking for a collaboration partner. Although she already had a partner off graphic design, Dom, she wanted to add more individuals to the group. I was really apprehensive around joining this group, as I live with Dom and previously knew Megan and thus felt as if I was not pushing the boundaries. After around 3 hours of attempting to find a collaboration partner, I decided that Megan's group was the best option for myself.

Making alterations

As it was stated that certain aspects of the design did not comply to that of the set, these were altered. In turn allowing for a set in which is clearly identifiable and follows a pattern form. 

Critique

When discussing my card designs with my peers varied feedback was received. Some of the key points have been outlined below:



Cocktails

When discussing the idea of cocktails it became apparent that people of the Islamic faith do not drink and thus this may exclude them from buying the card. In conjunction to this another peer suggested that the cocktails do not actually state alcohol and that the drink may be expressed as a mocktail.


Composition 

Patterns seem to be outlined throughout the design although it is fair to suggest that in some cases the pattern is not used and thus this must be resolved. In the heart approach the design also overlaps and does not follow the line grid pattern as the others. In order to develop a set it is important that this is resolved.


Colour Scheme

It was suggested that the colour scheme used was exciting and innovative, and thus would stand out commercially. One suggestion in which was made was that the bright nature of the Rose card did not comply to this theme and thus it should be altered to a pastel.


Concept 

The designs were said to be versatile and non-offensive, an ideology in which I had attempted to express throughout.



From the feedback received it is evident that small alterations must be made before the designs are submitted in order to express a stronger set. Once these have been completed a strong set will be expressed.

Love heart development

Compositions were explored with a random pattern being selected. This is in order to dictate a fun, butterfly effect. 

The general layout of the hearts is very fickle with the hearts not conforming to one another. The flickering nature of the hearts somewhat refers the the feeling of butterflies when people begin an attraction. The selected colours for the hearts are generally used in order to convey love and thus it would not be suiting if the colours were changed as this would contradict the iconic iconography. 

A deep blue was firstly used in order to highlight the cut and paste nature of the background. As mass white is contained within the illustrations I believe this to resemble too much of a contrast to the background and thus a lighter colour should be used. 

Again a purple was used, although I felt the purple trend to be widely repeated throughout this project and thus this was dismissed. 

A baby pink was then selected in order to express a nature in which has not been present within any of the previous designs. Although stereotypically feminine the colour used explores a soft approach in which highlights the loving nature of the design.

flower

Generic flowers were developed using ink in order to express a delicate yet peaceful design in which may be expressed through multiple occasions. Green was selected as the other designs focus largely on secondary colours and thus I wanted this to be further embedded. The usage of a green card is also very different to what is currently on the market and thus this is where my card will stand against its competitors.

Compositions were extensively explored with multiple approaches being outlined. Generally speaking as the previous designs largely copy a repeated pattern this was attempted to be mimicked within this design.

Blue was explored with as a background in order to connote a calm atmosphere, although I felt that this contrasted too greatly against the delicate nature of the design. When showing my peers this example they suggested that the colour palette should stay green in order to promote the idea that the card set is environmental as well as aesthetical. 

Hues of green were explored with. Brighter greens felt somewhat intimidating whereas lighter greens seemed to highlight the delicate nature of the card. As a result of this a colour was selected in which was light in order to highlight the delicate nature, but also expressed some levels of saturation to make the card appeal to a younger demographic.

The final card design explores a minimal yet effective design. Again no typography has been used in order to allow it to be used for multiple occasions. Generally speaking this card may be used as a thank you note, birthday card, or invitation. The possibilities are endless. By developing such a broad set it also means that the consumer may buy the cards in advance and distribute them once they feel necessary.

Rose development

As within multiple cultures the rose is a symbol of love/respect I wanted to portray this within one of my designs and thus a small rose was developed. Details were again added to this design so that it did not appear too simple. Small amounts of shading were again used in order to convey a detailed approach. 

The usage of purple felt too similar to that of other completed designs and thus it became highly important that it was not again used. The strongest colours in which appeared were that of the warmer colours, such as yellow and orange. As the idea of love was to be conveyed within this design it was decided that a warmer colour would be the most effective. 

Compositions were explored as a single rose felt somewhat dull. The usage of multiple roses also conveys 'more love', and thus more be adde to complete this action. The reversal of roses made the design feel somewhat separate with the design appearing somewhat distant due to this. 

The adobe kuler wheel was used in order to find the exact pantone in which would compliment the rose, from this a deep orange was selected. The colour itself conveys a warm nature, and embeds a sense of happiness within the design. The meaning of love is also projected further using this. 

 As I did not want their to be a singular rose other flowers were added to the mix in order to dictate whether this would be effective. From this it was decided that the rose illustaion should just repeated, as the adding of other flowers cheapened the nature of the card.

From this the roses then were formulated in a grid pattern, this somewhat following the layout of the camera design.  Equal spaces was present between each individual aspect in order to create consistency and trust within the product. In relation to the other products i believe it is fair to suggest that the style has been easily transfered to this design. 

Balloon Idea

From the card drawings it became apparent that the balloon concept was a strong idea as its suggests celebration in multiple contexts whether this being a birthday, anniversary or an event invitation. The balloon successfully uses shading in order to connote a less basic design, with details being included. This makes the card appeal to a young yet mature audience. 

The baby pink approach distracts the consumer from the details present within the balloons design. Although suggesting this the colour used grabs the consumers attention, and thus will hopefully stand out to the judges. Maybe this can be explored within a different format in order to complete a design in which feels less intimidating. 

Multiple balloons were used in order to convey the same style as that of the previous designs. The arrangement appears random in order to express the floating nature of the balloons as well as creating an interesting design that makes the consumer work to gain all the information. 

A teal was explored with although I again felt that this contrasted against the imagery far too much and thus did not allow the drawings to appear as effective as they are. As a result of this further colours were studied alongside that of complimentary colours. 

From this a purple approach was derived. The purple used is light enough that it does not connote mourning in certain cultures. The light nature also mens that it does not appear as the least favourite colour. The design itself complies to the design traits that are expressed within the previous designs, yet expresses its own innovative design. The composition used is interesting and expresses the context of the iconography, a factor in which makes this design stand out. The cut and paste nature also allows this design to appear friendly, and hand made. Two key selling factors. 

Cocktail development

An initial ink drawing was again developed in order to keep continuity with the original card. When firstly analysing the drawing it became apparent that the streamers appear weak in terms of design and thus these may be further manipulated. The green may also be altered digitally in order to form a strong, contextual design.

As I did not like the original streamers, further were developed in order to complete a more consistant style. These approaches focus upon a more detailed approach, again the colours used may be altered. 

 The colour of the cocktail itself was firstly manipulated in order to dictate a fun atmosphere. The purple was used as cocktails are often depicted in pinks, and blues. This therefore not connoting the cocktail to any product currently on the market, allowing the consumer a fresh feel towards the design. The original streamers were removed with the more detailed illustration being put in place. Colours were again explored, with multiple variations being used in order to express a fun, upbeat atmosphere. Again size and composition were considered in order to balance the design.

Background colours were again explored, with a feminine feel being added to the design. Size was also extensively considered as I felt the lone cocktail to appear somewhat boring, with the composition not standing out compared to that of the image heavy design developed previously. As a result of this further adjustments were explored. 

Transparency was then explored with a 'tipsy' cocktail approach being explored. Although somewhat more interesting this style did not comply to the previous and thus further examples may be explored.

As a result of the previous development stages two cocktails were put in place in which seem to fill the composition. The streamers were manipulated in order to gain develop an equal, balanced effect. 

Colours were then explored with, ensuring that a bold background colour was used in order to strongly exhibit the cut and paste effect. The pink was used in order to embed feminine nature, whereas the green was used in order to express a calm neutral atmosphere. Personally the pink felt somewhat overpowering and thus a cooler colour may be explored within in which will compliment the cocktails. 

A light blue was selected in order to develop a calm, relaxed nature. By doing this a juxtaposition has again been created between both masculine and feminine colours, challenging gender roles. As an idea further streamers were included in the design, leaving the design feeling over crowded. 

The usage of text was then explored with. Generic typefaces were explored, along with my own personal hand rendered type. Although I felt that the typographic approaches added an extra element to the design I felt that by adding type it removed the concept of being for any occasion and thus this idea was rejected.

The simple yet modern approach was selected. The cut and paste nature is highlighted by the bold background, yet is not overpowering due to the negative space expressed. When comparing this design to the original I believe it is fair to suggest that they are very similar, yet stand as their own designs. Both also comply to the ethical issues involved.

champagne development

Further ink drawings were produced in order to complete the second card. In a form of celebration it was decided to complete a design in which would express an iconography piece in which would denote this theme and thus champagne was selected. 

Aspects of other illustrations were then involved within the original design, such as streamers, and a heart. These were added in order to make the design more visually pleasing, and to develop an illustration in which appears eye-catching from a distance. 

The composition of the piece alongside the hearts allows for balance to be represented within the design. 

Colours were again explored in order to express the cut and paste effect as clearly as possible. This being highly important as the previous card design should appear current and relevant to this design. Purples were again explored in order to express this contexuality. 

A dark pink was then selected as the previous example did not feel as strong as the original design. The over use of purple can also make a design appear somewhat daughting and thus I wanted to limit this effect.  As the illustration itself involves a lot of shading I am personally unsure upon whether this design mimics the original design, especially due to the lack of detail present. This must be discussed in a critique in order to formulate the correct style throughout my designs. 

Feedback

When discussing with my peers how they felt about this design in relation to the previous it was suggested that designs in which use less shading may appear more effective. Also colour should be explored with in greater detail in order to express the cut and paste atmosphere more effectively.