YCN - GAP Collaborative Production, Finals, YCN Boards & Evaluation
Idea & Concept
The main idea revolves around a freshers pack with other elements of the campaign branching off, the theme of the pack is based on student essentials with a conceptual visualisation of the 25% discount through proportions, positioning and ratios with supporting influence coming from the idea of GAP been essential wear clothing through functional, versatile and neutral design.
A social media campaign called #7daysofGAP with a daily prize of £100 will run during the freshers period as a way of expanding the GAP identity and the recognition of the brand into a more contemporary audience, students could do a lot with £100 during Freshers so this will generate quite a viral response.
Finals & Rationale
The idea behind the leaflets & posters was to invite students to position the leaflets and posters around university settings to promote the 25% off campaign, through submission within a social media campaign on instagram through the #7daysofGAP campaign that reflects on the 7 days of freshers alongside the GAP promotion.
Colors used reflect the past dress normal campaign of GAP, with color applied to monetary values to focus in on savings of set amounts ranging from £100, £75, £50 & £25 all within 25% increments.
The positioning of the header, logo and body copy is based on 25% proportions of the page and rotates around the page taking influence from the positioning within the past dress normal campaign.
The use of white stock and minimal color within neutral color schemes reflects the idea of GAPs range of clothing been seen as essential wear and the structured layout emulates functionality & versatility to support this.
Color interaction within multiple flyers & posters references the dress normal color campaign and set monetary values which link between flyers and posters focusing in on set savings and budgets and what this money could be spent on to satisfy a student lifestyle.
The kit consists of a a coaster/beermat a bottle opener and a versatile pencil holder/desk tidy that can be put together in a variety of ways to emulate a students unique personality and subtlety add the idea of freedom into the collateral. Something GAP wanted injecting into there tone of voice.
All the content was placed in a clear bag, the clear bag shows the visible contents giving off a feeling of honesty that is evident within GAPs heritage, while also supporting the idea of neutrals and clarity to support the idea of GAP been essential wear.
The main idea revolves around a freshers pack with other elements of the campaign branching off, the theme of the pack is based on student essentials with a conceptual visualisation of the 25% discount through proportions, positioning and ratios with supporting influence coming from the idea of GAP been essential wear clothing through functional, versatile and neutral design.
A social media campaign called #7daysofGAP with a daily prize of £100 will run during the freshers period as a way of expanding the GAP identity and the recognition of the brand into a more contemporary audience, students could do a lot with £100 during Freshers so this will generate quite a viral response.
Finals & Rationale
The idea behind the leaflets & posters was to invite students to position the leaflets and posters around university settings to promote the 25% off campaign, through submission within a social media campaign on instagram through the #7daysofGAP campaign that reflects on the 7 days of freshers alongside the GAP promotion.
Colors used reflect the past dress normal campaign of GAP, with color applied to monetary values to focus in on savings of set amounts ranging from £100, £75, £50 & £25 all within 25% increments.
The positioning of the header, logo and body copy is based on 25% proportions of the page and rotates around the page taking influence from the positioning within the past dress normal campaign.
The use of white stock and minimal color within neutral color schemes reflects the idea of GAPs range of clothing been seen as essential wear and the structured layout emulates functionality & versatility to support this.
Color interaction within multiple flyers & posters references the dress normal color campaign and set monetary values which link between flyers and posters focusing in on set savings and budgets and what this money could be spent on to satisfy a student lifestyle.
The color squares reference the dress normal campaign while also adding a subtle contemporary abstract aesthetic to add a more "cool" asthetic too the campaign, something GAP agree they are lacking.
More aesthetic trend driver posters where included in the Freshers pack, the idea here takes the squares and colurs referencing the dress normal campaign and places them in a more contemporary aesthetically pleasing output resulting in students putting them up in there room.
The underlying concept of 25% proportions and positioning used in the flyers and posters promoting the student discount was extended to these aesthetic posters, a consistent large square taking up a quarter of the layout acted as a pivot point where the other cuboids were scaled down in 25% increments and positioned in 25% proportions of the page.
The 4 posters were printed on acetate to again work from 25% proportions while also offering the opportunity of interaction through layering, this idea of interaction reflects the whole freshers experience and socializing in a quirky and abstract output that references students unique personalities.
The idea of clarity functionality and honesty is expanded through the use of clear acetate stock and the grid system derives from repetition of the squares used in the previous collateral.
A lot of contents in a freshers pack has limited use, one time use or no use at all. By provoking interactivity through a plastic model kit idea we created items the students could really use, with promotional wordplay and logos subtly applied too the items so the students obtain good remembrance of the brand and the campaign as these items should be generally used a lot.
The pencil holder/desk tidy operates on a versatile system where the base acts as a pivot point for the placement of the 2 separate sections allowing alternative arrangements and structures within the pencil holder, this references the idea of freedom GAP want injecting into there campaign.
The kit consists of a a coaster/beermat a bottle opener and a versatile pencil holder/desk tidy that can be put together in a variety of ways to emulate a students unique personality and subtlety add the idea of freedom into the collateral. Something GAP wanted injecting into there tone of voice.
All the content was placed in a clear bag, the clear bag shows the visible contents giving off a feeling of honesty that is evident within GAPs heritage, while also supporting the idea of neutrals and clarity to support the idea of GAP been essential wear.
A simple addition of the 25% discount focus was placed on the back of the bag as there was a focus on the 25% through the positioning of the poster in the front of the back, the dress normal colours would be carried out across varied application through the %.
The same concept applies for window signage with additional focus in on the 25% discount with supporting text, the colour bar also subtlety references the dress normal campaign and the use of squares which is the basis of the aesthetics throughout all the collateral.
Evaluation
I enjoyed this project as a whole and it was interesting to collaborate with a like minded designer to produce an outcome that makes use of 2 thought process's but with specialisms in different creative areas. We made use of our multiple skill sets between us, we combined concept driven design, playful design, technical innovation, digital design and strong consideration of the brand and there end users and how ideas resonate well with meeting both there needs.
We managed to turn quite a dull company and standard campaign into something quite conceptual based around the campaigns focus point, we also did a good job when it came to referencing GAPs past heritage and past design work while enhancing there current uncool image into something a little more contemporary but still injecting there honest tone of voice.
Taking forward a certain connotation of there range we expanded and developed the idea of essential wear to influence a large amount of the aesthetics, production and layout of the collateral.
It was good to make use of the laser cutter for a more informed use rather than it been quite gimmicky, the idea behind the plastic kit had quite a strong concept and with my experience on the laser cutter it was executed very well.
It was also interesting to make use of different types of print facilities that allowed us to obtain varied results for specific purposes, as inkjet would not apply to acetate laser produced a much better outcome.
Throughout the design stages I considered commercial outcomes, expanding on printing we agreed that laser print would provide more efficient and cost effective distribution of posters and flyers.
A final point that I enjoyed was the varied type of design outcomes and production process's we created, creating a contrast in functional design work and more trend driven design met a variety of target audiences and met a lot of the briefs requirements but we did well to carry it out in a way in which it all felt like it belonged together. The investigation into colour and Heritage aided this a great deal.
If I was to do this again I would recommend both of us working to a set time scale and job list as from the action plan it felt a little unbalanced in who did the work outlined in this plan, but overall we managed to pull it all off and managed to put GAP into a more contemporary light and heres hoping YCN and GAP think the same!
I enjoyed this project as a whole and it was interesting to collaborate with a like minded designer to produce an outcome that makes use of 2 thought process's but with specialisms in different creative areas. We made use of our multiple skill sets between us, we combined concept driven design, playful design, technical innovation, digital design and strong consideration of the brand and there end users and how ideas resonate well with meeting both there needs.
We managed to turn quite a dull company and standard campaign into something quite conceptual based around the campaigns focus point, we also did a good job when it came to referencing GAPs past heritage and past design work while enhancing there current uncool image into something a little more contemporary but still injecting there honest tone of voice.
Taking forward a certain connotation of there range we expanded and developed the idea of essential wear to influence a large amount of the aesthetics, production and layout of the collateral.
It was good to make use of the laser cutter for a more informed use rather than it been quite gimmicky, the idea behind the plastic kit had quite a strong concept and with my experience on the laser cutter it was executed very well.
It was also interesting to make use of different types of print facilities that allowed us to obtain varied results for specific purposes, as inkjet would not apply to acetate laser produced a much better outcome.
Throughout the design stages I considered commercial outcomes, expanding on printing we agreed that laser print would provide more efficient and cost effective distribution of posters and flyers.
A final point that I enjoyed was the varied type of design outcomes and production process's we created, creating a contrast in functional design work and more trend driven design met a variety of target audiences and met a lot of the briefs requirements but we did well to carry it out in a way in which it all felt like it belonged together. The investigation into colour and Heritage aided this a great deal.
If I was to do this again I would recommend both of us working to a set time scale and job list as from the action plan it felt a little unbalanced in who did the work outlined in this plan, but overall we managed to pull it all off and managed to put GAP into a more contemporary light and heres hoping YCN and GAP think the same!
YCN Boards
The rationale and explanatory points made here sum the project up well enough for the submission within YCN so this content within this post will be stripped down and applied to the board we submit.
The rationale and explanatory points made here sum the project up well enough for the submission within YCN so this content within this post will be stripped down and applied to the board we submit.
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