Design Practice Blog: YCN - GAP Collaborative, Brief analyse, Problem analyse, Action plan, Concept, Project Rationale & Creative contract

YCN - GAP Collaborative, Brief analyse, Problem analyse, Action plan, Concept, Project Rationale & Creative contract

This post acts as an overview of the initial starting stages of a brief me and Elliot Brodowski are undertaking for the GAP brief from YCN.

Brief & Problem analyse

Initial notes stripping down the brief to figure out the main requirements, the problem at hand and any relevant aspects relating to target audiences and more commercial aspects and restrictions of the brief.

The target audience is Students, there isn't a specific age range so considerations on a multitude of age ranges needs to be considered but the age range we plan on focusing on would be between 18-30 as the focus of the campaign is based around Freshers. More mature students wouldn't really be interested in these freshers events.

This student focus isn't just UK though, multiculturalism needs to be considered as the campaign needs to work both locally, UK and globally so a more stripped back and concise presentation would work here.

We need to create a campaign that can be distributed at Freshers fairs but the campaign should resonate well with in-store signage and social media aspects to meet a range of audiences through different delivery methods.

GAP's current image needs to be perceived as "cool" as its currently not seen as trendy by the student target market. So alteration of this initial perception needs to be achieved but still taking influence from there Dress Normal style guide.

In store & Window signage need to be considered as well as;

Physical outcomes like flyers and posters to meet requirements of a student.

Social media presence.

We need to take influence from casual aesthetic of GAP, American culture, Clean + Confident, Classic + Modern aesthetic and tone of voice. Extending on this it would be beneficial to express individualism and aspects of freedom in style which resonates with the average students need to stand out in a crowd.

There needs to be a focus on the 25% student discount within the campaign.

A consideration of seasonal ranges should be taken, the Autumn range of GAP clothing will be released during this campaign so taking influence from this may be beneficial.

Mandatory requirements

25% Off needs to be included

A consideration of Freshers week

Include the GAP logo and guidlines included in the pack on positioning, layout, sizing and other required logistics.

Inject the GAP tone of voice and heritage.

Reference and influence needs to be taken from the dress normal campaign in terms of aesthetics and concepts.

YCN GAP pack

To influence idea generation I need to take consideration from the brand history, the Dress Normal campaign and there current logo and brand guidelines, combine this with my ideas and concepts to change the perception of GAP at current while specifically targeting at students during the Freshers period.

It will also help me inject the GAP tone of voice into the outcome that will be underpin by a more contemporary audience, an important contrast and balance needs to be achieved here so this pack from YCN will help idea generation a lot.

Important brand guidelines to follow when applying the logo and typography considerations to keep the brand identity consistent where relevant.

Initial ideas, Concept thinking & finalized concept

Collectively me and elliot sat down to brainstorm a few initial starting points and concepts for us to refine down on and work from to produce more refined ideas to solve the creative problem through the underpinning of a specific concept.

The brain storming revolves around how we can come up with a concept that resonates with the student audience in an interactive yet consistent way that still reflects GAPs heritage and tone of voice.

Ideas we came up with where to derive a concept around:

Interactivity and high impact aesthetics, drawing people in to potentially interact with GAP products or promotional tools to focus in on the 25% discount.

Think of a fashion based concept to inject a bit more of a trendy image to the current GAP brand.

Work on the American culture and the current recognition of the brand globally but expand it into a more contemporary light.

Create a campaign entirely using wordplay that suggests multiple uses of the 25% saving that is made on items of clothing or show it through image like a glass half full/half empty.

Concentrate on Food, Drink and socialising, something that would resonate well with Freshers week.

Provoke interaction through the emulation of GAP's known quality of there clothes, maybe create fabric swatches or style books revolving around interactivity and product/material/production quality; waterproof, tear proof, stain proof etc.

Create a promotional pack through the delivery method of a freshers fair pack; posters, condoms, tea, toothpaste, stickers, posters, flyers, CDs etc.

Provoke interaction in GAP stores and in university settings through testing tanks that show the durable qualities and unique features of the fabrics and production methods uses, using the 25% focus will enhance the value for money feel the GAP range lacks as from some peoples reactions when asked there opinion on GAP they told me it was bland and overprices.

From this initial investigation we came up with a concept to begin generating ideas from on how to tackle this problem while considering all the mandatory requirements and points taken from the brief analyse and the GAP information pack.

Within a fresher’s pack we want to create collateral, signage and social media presence working from word play and conceptual type and image. Through the physical outcomes we will show the quality of the range whilst focusing on the 25% discount. Supporting the focus on the discount we will inform students what they could purchase with the discounted prices. i.e. 25% of £30.00 would be £7.50, with this could get a Pint and a burger. Through this we will create a link between GAP’s fashion, quality of clothing and the student target audience.

Action plan