Monochrome

The idea of this is when the agency receives the mailout, it will be in a dull and grayscale shallow box whilst keeping the layout really appealing.
It's only until they open the box and find all this beautiful colourful content inside.

Thats the idea. So I've worked on some layouts for the box.

I've taken the previous colourful designs and basically turned off the saturation and thus extracting all the colour from the design. I've kept with the original layout with some scale changes with the address sticker.

Colour applied to mailout.

I've applied the colour bird to the mailouts.

The problem I had with this design was the positioning of the white box. This had to remain as it contained important information that needed to be read. The white box was hiding most of the features of the bird so it meant expanding it just a tad so all the feautures like the wing and beak poked out but it looked quite forced and unconformable.

With that in mind I decided to expand it so much that the bird took up 80% of the space. This made it look more natural than the previous design whilst still showing telling features of the bird (beak) I really like how it's coming together now. It's communicating both paper and colour without looking like a invitation for a bird watching event.

Portrait.

Mailout (revisted)

Taking the new designs onto the envelope of the mailout.
Still undecided on the format of the envelope but it's something that will
come into view once the envelopes content is sorted.

Firstly I took the design and applied it to a blue background (blue seems to be a core colour of the resolutions)

I then mirrored the image so it didn't look design on the landscape format.

Applying the information/address, again in a white rectangular box. This design works better than the photograph one. It just seems more dynamic and because it's not clearly obvious they're birds, it adds a subtle bit of mystery. This way agencies who receive this can ask themselves "What's this about?"

My only worry about the mailout is that it doesn't communicate colour to it's full potential.  I may need to add more than one colour on the design.

Vector bird.

Moving on from todays decision I've begun designing the invitation/mailout.
Taking inspiration from a origami bird laid flat, I've vectored around the shape of the bird using geometric shapes.

I then made it so the triangles would be more apparent by reversing the black and white.

Adding colour into the design.

This is really working so far and can see this being a main visual for the invite. The shape still suggests paper yet the real focus is on the colour.

Having a white outline of the bird on a red outline may expand that focus on the colour and perhaps even the stock of paper. I can see a coloured background really working in regards to layout.

Today's progress.


Today me and Will came into uni to really get this bird done.
I feel like we keep floating around this paper bird idea and getting it to a high quality but it's only holding us back. The core of this resolution was the paper bird so we want it to be consistent within all the deliverable. To do this, the bird needs to be photographed to a very high standard so it can be manipulated and incorporated into layouts.

Will completed the bird today so it's a massive load off.

This was taken with my iPhone 3GS camera so it's not a bad photo considering.
Tomorrow's plan is to come into uni and photograph it.

Another progression has been the decision to take out the bird photos out of the mailout/invites. This was down to the format of the invites/mailout and the bird's wings not sitting comfortably within the layout of the design.
We have instead decided to go for a vector diagram of a bird in many different colours. We took a look back at the deliverables and it appeareda that we were designing something for a bird convention and had nothing to do with colour. We decided the birds will still be a part of our final resolution but Will and I need to find a new home for it.

Let your imagination take flight.

Cheesy I know but bear with me. Today will and I had a discussion with Jane about what sort of language should be used. The keyword we found in the brief was IMAGINATIVE - imagination!

Imagination is all about being free and expressing your thoughts and ideas. It's all about letting your imagination take flight. This was where we got the bird idea from.
As corny as it sounds I do quite like it and if the designs are tastefully done then people will ignore the cheesyness of the tagline.

Deliverable drawings -Mailout

Today Will and I started brainstorming and came up with different visuals for the mailout.
 We also started thinking about the stock considerations and the print method to be used.

DELIVERABLE LIST

A final list for the deliverables -


CREATIVE REVIEW AD - To fully appreciate traditional methods, we must first understand how messages are sent without the use of technology. The journey begins at creative review. We are fully aware that design agencies across the country are subscribed to the monthly magazine and to take full advantage of this fact, we have included a creative review ad promoting the event and will be our first deliverable.

MAILOUT - This mailout will be sent out to design agencies and creative minds alike.

EVENT proposal - To promote the Imaginative Colour selection tool, an event will be held at Fedrigoni's showroom in London with special guest Andy Singleton. The event will include a paper craft session with Andy to get people falling in love with paper all over again. Keeping with the theme "Let your imagination taking flight" the showroom will be decorated with beautifully hand crafted birds, crafted from the finest Fedrigoni paper and will be based on the colours of the imaginative range.


ON SCREEN PRESENCE -
Alongside out mailout and advertisements in CR online presence would be ideal to reinforce our campaign.

The main consideration throughout all of these delioverables is, consitsency, and they need to work well together.

Action plan - YCN Fedrigoni.

Whilst will is crafting the bird I thought I'd make an action plan so other things can be sorted.

Finalise list of deliverables - The brief asks for a fully integrated marketing campaign. Usually that would involve printed deliverables but also getting the word out there via web with the use of facebook and twitter etc. Will and I are very aware that we live in a digital age but we are doing a brief about paper so an idea is needed gfor us to share the information with others without using facebook and other social media sites.

Design layout for deliverables - After we have a list of deliverables we then need to then decide on the layout design and how we can keep it consistent throughout.

Brainstorming

Will came to my house today to speak about initial ideas for the brief.
We started from the very start and started listing every word that we associated with PAPER.
Whatever word that came to my head I noted down which is why there are some silly ones on there.

Some of my favourite words in the list are -

• Fold
• origami
• wood
• tree
• fibre
• tear
• draw
• print
• cut
• page

We started to think "What is paper?" did a little research and as we already knew, The raw material needed to make paper is Wood. This wood comes from the trees which grow on Earth. This way of thinking led us to come up with a keyword for the brief - Natural.
This word influences our design direction and whenever we run abit off track with the idea we shall remind ourlseves of the keyword.

The same was done for the word COLOUR -
These are the words that came to my mind

• 
  
• COLOUR -
• COLOURFUL
• CREATIVE
• VISUAL
• COLOUR THEORY
• PAINT
• BRIGHT
• SPECTRUM
• COLOUR THEORY
• COLOUR SCIENCE.

After we had listed the words we looked at what we had. We came to abit of a block and decided to look at the brief once again. One of the words that stood out for me on the brief was IMAGINATION and IMAGINATIVE. We then had our second key word.

We then started to think of what we could create with those words and decided it had to be imaginative and have natural influences. Now that we had the words we could come up with a statement to sum our brief up. I came up with cheesy taglines such as - Let your imagination run wild and suggested that we could make paper wild animals. This wasn't to Will's liking but he then suggested that we could focus on a bird. It's been done before but not to a very high nor creative standard. Previous submissions included paper cranes and paper planes. We wanted to extend those ideas into something beautiful and keep pushing it. We finally decided on paper birds because birds are simply and naturally beautiful. They also symbolise strength and elegance. Words that can also be associated with Fedrigoni themselves.

We knew that if we wanted to do this, it had to be done well and we had to make something that separated us from the other submissions.