Extended Practice _ Anthony White

Programme Title: BA (Hons) Graphic Design Deadline: Thursday 22/05/2015

LCA_OUGD603001_SAC Ampleforth
Context
St. Albans Centre Ampleforth is a small sport centre
attached to the internationally renown Ampleforth Abbey
College. Ofering free memberships and catering to
the students of the boarding school, it also opens its
facilities; a swimming pool, ftness suite, 4 squash courts
and a sports hall to the public.
SACs branding is rather dated, consisting of a logo and
a turquoise colour along with white as the main brand
colours. Although, you wouldnt notice this on site, as
the brand guidelines, if they exist have been somewhat
ignored. It would beneft the sports centre from the
marking standpoint to create a modern visual identity
and establish to brand ethics. Which would enhance the
look and feel of this fantastic business, held back by its
image.
Audience
The audience will be very varied, the brand will have
the refect a unisex look, which doesnt alienate any
ages between 16-70. The gym is often used by 16-35
year old men, approximately 85% of the gym users are
men, and 95% of the gyms free weight users are men.
Fitness classes are attended by women 90% of the time
- aerobics and zumba. Whereas circuits has a more even
split of gender. Swimming classes are attended by 3-11
year olds, primary school, however the marketing would
be aimed at the parents, young parents typically, both
genders.
Tone of Voice
Welcoming, concise, professional. Avoiding BSc Sports
and Exercise Science vocabulary, simple facts which
people will understand. For example, using nutrition
management rather than basso metabolic rate and
activity monitoring As not to of put customers. For
class descriptions, using words which help describe the
intensity of the class. Using adrenaline or maximum
velocity for a high intensity spin class or using works
such as relaxing or soothing for yoga.
Brief
To create a new visual identity and brand ethics for the
company, a modern responsive website, along with
several marketing elements to promote the company
and increase its attendance, making it more of a
public gym, rather than that of private schools PE
facility. The brand should tie in with Ampleforth Abbey
college; upperclass, prestigious - quality. The identity
could include the rebranding of the classes within the
ftness centre. An overarching theme which could run
throughout SAC.
Deliverables
A new visual identity/branding. A new logo and colour
scheme which would then be applied to specifc
elements such as: ftness guides, nutrition guides,
class timetables, modern responsive website prototype
(adobe real-fow or Muse), uniforms, way-fnding and
stationery.
Brief Overview:
Create a new identity and brand theme for the Ampleforth College Sports Centre, St. Albans Centre (SAC).
Extended Practice _ Anthony White
Programme Title: BA (Hons) Graphic Design Deadline: Thursday 22/05/2015
LCA_OUGD603002_OAC Photography
Context
Following up from the brand and identity design last
year, it would beneft the photography company to
expand their presence, and launch a functioning
website. Currently OAC Photography uses http://
oacphotography.wix.com/oac-photography which is
a template site, with limited customisable features. It
would be benefcial to have complete control of the
design and usability of the website. From a marketing
point of view, OAC would create a more professional
standpoint with their own website.
Audience
New parents with young children. Based on the
customers within the last year, all of which have been
under 35, both male and female parents, which children
under 8, and children as old as a few weeks.
Tone of Voice
A friendly warming tone of voice, professional, yet
playful. Speaking relatively standard english, avoiding
complex photography jargon, as to not confuse
customers. Using dialogue and design which would be
appropriate for all ages.
Brief
To design create and prototype a website for the York
based family photographer known as OAC Photography.
The website would be used to host images of pervious
shoots in a portfolio format, for new and existing
customers to browse and download on request.
The website will be designed in photoshop following
the previous theme used in the identity design last
year. Mapping out all the pages and using placeholder
imagery. The website will then be prototyped in either
Adobe Edge Refow or Adobe Muse. If the website is
created in Muse no developer will be needed following
the completion of the brief. The website must also
be responsive, able to work on any screen size from
desktop to mobile.
Mandatory pages within the website
Home (must link to secondary pages)
Portfolio/work (previous shoots)
-Must link to tertiary pages for individual shoots.
Contact (contact form for bookings and map)
- Must forward all messages to OAC business email.
- Include social media profles and all contact info.
About (information on OAC)
Reviews (taken from Facebook)
Deliverables
OAC Photography website static design and functioning
responsive prototype in Adobe Edge Refow or working
responsive website in Adobe Muse. The Muse version
would be ready to go live upon client request, or the
static and prototype can be used as the guide for a web
developer. Along with associated artwork which can be
then used for advertising at a later date, if required.
Brief Overview:
Design and prototype/create a website for a small photography company, OAC Photography.
Extended Practice _ Anthony White
Programme Title: BA (Hons) Graphic Design Deadline: Thursday 22/05/2015
LCA_OUGD603003_Personal Rebrand
Context
Of the back of my rebrand in PPP last year. The
visiual identity created doesnt ft my style of design. It
functions, but it lacks personality. The name, 11/15 is
also no longer relevant. It was based of the positions I
play in Rugby Union. However, I now play number 12,
inside centre. Steering the brand in a more sustainable
direction (moving away from my rugby position) would
beneft me in the future.
Audience
Potential clients. Small businesses looking to improve
their brand as a whole, or with the addition of a website.
Developing their professional image with a new visual
identity.
Tone of Voice
Confdent, inpiring. Using dialogue which will allow the
potential clients to put their trust in me to help develop
their business. Avoiding technical Graphic Design jargon
and clichs.
Brief
To re-brand me. Creating a new visual identity which
refects myself as a brand, and its ethics. Designing a
logo or a symbol to become the signature visual within
the brand, and a colour scheme. Creating collateral
which can be used, business cards are a must. A
stationery range such as a letter head, envelope, invoice
slip, and a small publication which showcases my work,
produced at a price where I can aford to distribute them
to potential clients.
Create a website for myself, using Adobe Muse to code
the website through the design. The website must
have a contact form and relevant social media links. A
portfolio of my strongest work, all other work will be
avaliable via a link to behance or dribble. Other relevant
pages might include an about me page or a blog.
Deliverables
A range of colateral and a website which represents
the brands ethics and ideas through its visual identity.
The colateral must include a developed logo and colour
theme, supported by a set of identity guidelines which,
will set the tone of the rest of the design. Other elements
of colateral might include a business card, letter head,
envelope, and an invoice. A working website or website
proposal.
Brief Overview:
Create a new visual identity for myself as a designer.
Extended Practice _ Anthony White
Programme Title: BA (Hons) Graphic Design Deadline: Thursday 22/05/2015
LCA_OUGD603004_Green Spot
Context
Green Spot is a single pot still Irish whiskey, produced
specifcally for Mitchell & Son of Dublin, by Irish Distillers
at the Midleton Distillery, Cork, Ireland. It is one of the
only remaining bonded Irish whiskeys, and is currently
the only brand specifcally produced for and sold by an
independent wine merchant in Ireland.
Green Spot was described by whiskey writer Jim Murray
as unquestionably one of the worlds great whiskeys.
Green Spot are celebrating their 95th year in 2015,
without a website or any promotion, this milestone will
go unnoticed.
Audience
Whiskey drinkers are changing. The audience is younger,
a greater diversity. More women are drinking whiskey,
younger people are drinking the single malt. The
repackaging should appeal to a unisex audience, with a
greater age diversity.
Tone of Voice
As its the 95th year of green spot, the tone of voice be
educative, wise and sophistocated, being able to tell
the story of Green Spot. The manner which the story is
told should almost resemble someone who was there,
perhaps an elderly person passing on the story like a
myth to the younger generation.
Brief
Design and create bespoke packaging for Green Spot
to celebrate their 95th year. Using the exisiting brand
elements or guidelines to create the packaging. The
packaging must consist of a bottle label and a sturdy
container which must protect the bottle and allow the
whiskey to stand upright.
An assosiate website and other additional promotional
elements such as social tiles for social media promotion
and printed materials sich as fyers. This isnt a rebrand,
so the elements much tie into the exisiting visiual
identity which Green Spot use. The website must show
the history of the whiskey and link to the distributors
website to sell the product.
Deliverables
Relabeled and packaged limited edition Green Spot
whiskey.
Brief Overview:
Repackage Green Spot whiskey and design a assosiated website using their current brand elements.
Extended Practice _ Anthony White
Programme Title: BA (Hons) Graphic Design Deadline: Thursday 22/05/2015
LCA_OUGD603005_POG
Context
Physiques of Greatness is a small brand lacking in
profesionalism. The current identity following a grunge
theme, which was created two years ago by one of the
founding members. The company started on YouTube,
creating content catered towards the ftness community;
tips in terms of exercise and nutrition. The brand has
exploded in the short period of two years, and they now
have two ftness supplements on the market. However,
the identity has remained the same.
Audience
16-35 males typically, as the video analylitics suggest.
Which also collerlates with the majority of avid gym
users. All of which will have an interest in ftness, and
will all be at diferent stages, ranging from beginner to
profesional.
Tone of Voice
Of beat, strong using slang with no limits in terms
of profanity - as in-keeping with the videos. Relaxed,
casual almost like a one to one, rather than speaking in
a professional manner. Avoiding complex ftness jargon,
however if it is needed add explanations. An example
might be Basio Metabolic rate.
Brief
To redesign the existing brand elements in a new
professional identity, whilst capturing the brands edgy
street look. The identity should not follow a corporate
theme. A new logo and brand colours are essential,
which should then be applied to the exisiting collateral
within the brand. YouTube design, video intros and
outros, supplement packaging and t-shirts.
The aim is to take the brand to a more professional level
through a reworked visual identity. However, this must
not alienate the exisiting fan base and customers which
POG has worked hard to collect.
An exisiting personal training and nutrition advise
programme, currently known as Beast Mode
Coaching... is a underlying asset of the brand, which
would beneft from being redesigned to ft the identity.
Deliverables
Renewed visual identity for Phisiques of Greatness and
created or proposed supporting collateral. YouTube
design, logo, colour scheme, supplement packaging
design, t-shirts and relevant stationery.
Brief Overview:
Rework the exisiting idenity for the YouTube-made brand Phyisques of Greatness.
Extended Practice _ Anthony White
Programme Title: BA (Hons) Graphic Design Deadline: Thursday 22/05/2015
LCA_OUGD603006_Omation
Context
Naoise Oshea is an animation student at the University
of Lincoln. He has begun to freelance, as his skills grow.
To attract more potential clients he wants to construct
a brand within himself. A brand with a strong visual
identity which refects his style of work and personality.
Audience
The aim is to attract small companies to invite Oshea to
work on projects with them, untilising his experise as a
freelancer - fairly standard. So, the brand must appear
professional, whilst also conveying the personality.
Tone of Voice
Relaxed, balancing a formal yet informal tone, almost
conversational. Using Irish slang on the odd occasion,
using grand rather than good. (Oshea is from Kerry).
Keeping the subjects and majority of the content
professional, and to the point.
Brief
To develop a small identity for the animator, Naoise
Oshea, including a logo or symbol with approrpiate
brand colours and elements such as typefaces and
guidelines. Whilst also creating a small range of
collateral such as business cards.
The style of animation is typically 2D cartoon animation
created in fash, or hand drawn. However, he is not
limited to this, he can work in 3D and other styles, when
required.
Deliverables
Identity design and appropriate collateral Omation
Brief Overview:
Develop the brand identity for the freelance animator Naoise Oshea.
Extended Practice _ Anthony White
Programme Title: BA (Hons) Graphic Design Deadline: Thursday 22/05/2015
LCA_OUGD603007_Cofee Culture
Context
Cofee Culture is a small independant cofee shop,
within the York walls. Its cosy, relaxed atmosphere,
along with fantastic cofee makes it a must for tourists
in the city. What it lacks is any form of visual identity.
Menus and other collateral all appear to have been
created in microsoft word, comic sans is everywhere.
They also lack a website, which would certainly help
improve business.
Audience
Cofee lovers. Cofee Culture is known for its fantastic
cofee, its not a suitable atmosphere for children, so it
will be aimed at adults only. Both genders and any age.
Tone of Voice
The identity should have a very handmade feel. Almost
rustic. To refect the interior and the atmosphere within
the cofee shop - almost cute. An informal tone
throughout, not using slang or overly formal language.
Relaxed.
Brief
Using exisiting elements of the cofee shop, such as its
rustic chalk board menus, and its cosy warm appeal
develop a visual identity. As it stands, the cofee shops
logo is fair standard. Cofee Culture in a gothic font.
This might need tweaking, and perhaps a secondary
symbol should be added for web iconography.
A set of brand colours and guidelines are to be created
for future reference.
Brand collateral should be created. This includes
business cards, and a menu. Wayfnding and advertising
will also be a large part of the collateral.
Deliverables
A new visual identity inculding a logo and or a symbol
for the overarching brand, as well as brand colours or
guidelines and relevant collateral for Cofee Culture,
such a stationary - menu, business card, etc. And a
proposed for prototype website.
Brief Overview:
Create a visual identity for the best independant cofee shop in York, Cofee Culture.
Extended Practice _ Anthony White
Programme Title: BA (Hons) Graphic Design Deadline: Thursday 22/05/2015
LCA_OUGD603008_Malton and Norton RUFC
Context
The North Yorkshire based Rugby team, Malton North
RUFC, established in 1953 is a multi championship
winning Rugby club. Ofering team memeberships
from junior to seniors - a gateway to professional level
Rugby. A club so prestiegious, lacking a website. The
team already has exisiting brand colours, red, black,
and white, and has a team symbol - which is used
throughout the club.
Audience
Avid rugby fans and players, part of the trafc to the
website comes from fans of the club who want to check
results, see upcoming matches and view match reports
and photos. Players and fans range in age - young
players, older players, parents - both genders.
Tone of Voice
The website must convey an informative tone of voice,
being able to deliver information without confusion
concisely. Avoiding slang, keeping the language
profesional.
Brief
Design a website for Malton Norton RUFC using the
exisiting colour schemes and visuals - the team crest.
The website must follow a modern responsive format,
which works across a range of screen sizes, from
desktop to mobile. Displaying fxtures, squats and news
as the primary content for the website.
The website has an external shop section - it would
beneft the website to make that an internal feature.
The club also has a range of sponsers which must be
included on the website, as they are a huge part of the
club.
Deliverables
A proposed or prototyped responsive website for Malton
and Norton RUFC.
Brief Overview:
Design a website for Malton and Norton RUFC