10.31.2011
Good is... rationale, rewritten.
Good is the feeling that nothing is impossible when skateboarding.
Why?
1.Can go into anything without fear
2. It helped man to achieve great things.
3. Skateboarding would not be where it is now without it.
4. It's a natural high
5. Could make you look really cool.
I intend to promote to a group of skateboarders between the ages of 7 & 47 that nothing is impossible. In order to achieve this I will produce...
Product
Branding & promotion/ design and a fictional event for the brand launch/
Range
Logo/board designs/promotional material for brand & event/stickers/hardware design.
Context
The brand will exist as a whole, however the event exists as a promotional catalyst for the brand. This should allow it to be seen by as many of my target audience as possible.
Why?
1.Can go into anything without fear
2. It helped man to achieve great things.
3. Skateboarding would not be where it is now without it.
4. It's a natural high
5. Could make you look really cool.
I intend to promote to a group of skateboarders between the ages of 7 & 47 that nothing is impossible. In order to achieve this I will produce...
Product
Branding & promotion/ design and a fictional event for the brand launch/
Range
Logo/board designs/promotional material for brand & event/stickers/hardware design.
Context
The brand will exist as a whole, however the event exists as a promotional catalyst for the brand. This should allow it to be seen by as many of my target audience as possible.
10.25.2011
Enterprise - task 2 - Where are they? how will they find me?
Although unsure as to exactly who my client base would be and where they'd be based, with aspirations of working within a group of creatives as opposed to freelance. I feel my choice of job will be very much chosen on the basis of the work they produce and who it would be produced for. As mentioned in the previous task I am interested in design for the music industry and also editorial, however branding has become a part of my practice of late, so potential clients will more than likely be smaller independent businesses, music labels, bands, musicians and other creatives based nationally, probably in the surrounding area of where I eventually work. For now I will say this is Yorkshire and the North of England as I'd prefer to stay up here. I think working in larger cities is something I'm very interested in, however I'd much rather work abroad than in London, as I feel it would be more of an experience, somewhere like Berlin or Stockholm I'd be very interested to work in as I think their design industries are booming at the minute.
Potential clients and employers are now very much based digitally, using the internet as a tool for business, promotion and networking because of the creative opportunities it provides. However musicians and the music industry on the whole are still very much involved in print, although there are online magazines, blogs and websites etc, print is integral to the experience music creates. The artwork that accompanies albums and the campaigns still have a huge base in the print industry because of the amount of physical goods that are sold. Print is an avenue that I am very interested in continuing so it's important that my clients and employers still have a place for good quality print. Despite businesses moving to digital because of accessibility, technological advancements, and increased social acceptance of digital media (facebook/twitter etc), print is still very much a part of graphic design.
In order to promote myself to prospective employers and clients alike I will have to make clear to them my interests within the design industry, the skills I have, and what I have to bring to their business, aswell as my specific interest in their business. To do this, the best way would probably be to focus on self promotion using online portfolios for accessibility, business cards and paper portfolios. Also it would be beneficial to produce some kind of paper promotion that I could send to employers and clients, tailored to their business so it is evident that time has been taken over it. This could also be used as an opportunity to, 'show them what I can do' as it were.
QUS QUS
A graphic design studio in Russia working with high quality print for publication, type and layout. Despite being in Russia I think this is a really interesting studio, and the fact that the website is all in English suggests they have no problems with communication.
A screen from their website giving information about the studio and practicing designers. I'm most interested in this studio because of the type of work they are producing and the amount I think I'd be able to learn, particularly in terms of work with type and layout for print.
Another thing I found quite interesting was that the studio itself sends out a promotional mailer, so they clearly feel this is a valuable form of promotion, sending them my own mailer therefore would be beneficial, and possibly more effective as they may take time out to look at it.
I am very interested by the fact that there is a focus on print, type and layout, and in sending them something I have produced myself, I can hopefully portray to the studio my own interest and skills in this area.
Potential clients and employers are now very much based digitally, using the internet as a tool for business, promotion and networking because of the creative opportunities it provides. However musicians and the music industry on the whole are still very much involved in print, although there are online magazines, blogs and websites etc, print is integral to the experience music creates. The artwork that accompanies albums and the campaigns still have a huge base in the print industry because of the amount of physical goods that are sold. Print is an avenue that I am very interested in continuing so it's important that my clients and employers still have a place for good quality print. Despite businesses moving to digital because of accessibility, technological advancements, and increased social acceptance of digital media (facebook/twitter etc), print is still very much a part of graphic design.
In order to promote myself to prospective employers and clients alike I will have to make clear to them my interests within the design industry, the skills I have, and what I have to bring to their business, aswell as my specific interest in their business. To do this, the best way would probably be to focus on self promotion using online portfolios for accessibility, business cards and paper portfolios. Also it would be beneficial to produce some kind of paper promotion that I could send to employers and clients, tailored to their business so it is evident that time has been taken over it. This could also be used as an opportunity to, 'show them what I can do' as it were.
QUS QUS
A graphic design studio in Russia working with high quality print for publication, type and layout. Despite being in Russia I think this is a really interesting studio, and the fact that the website is all in English suggests they have no problems with communication.
I am very interested by the fact that there is a focus on print, type and layout, and in sending them something I have produced myself, I can hopefully portray to the studio my own interest and skills in this area.
Enterprise - lecture 4 - How to successfully promote yourself in 6 easy steps.
People take in between 5 & 6 thousand visual messages a day
which makes it hard to get noticed amongst all of them!
Marketing communication mix
(Murray and O'Driscoll 1996)
Communication mix
>exhibitions
>trade fairs
>public relations
>merchandising
>advertising
>sponsorship
>direct mail
>sales promotions
>publicity
>personal selling
Works like a check list of ways to publicise your business
-the internet is not on here because it is merely a conduit for publicity.
Many of these forms of promoting your business can be done online
DO NOTHING & GET NOTHING
1. Get their attention
-memorable business cards - always have some available
-advertising - low key
-events
-interviews
-run a blog - keep it busy
-social media - publicity
2. Build their interest
-website
-portfolio
-information packs
-catalogue
-curation - credited for an event
-exhibition
3. Convince them (you're right to do business with)
-artist statement / value / mission statement
-recommendations - testimonials
-awards
-community engagement - convinces people quickly
-professional bodies - accreditation . acheivement
-Charity events - similar to community , shows commitment
4. Make your offer irresistible
-value proposition
-pricing strategies - stages/discount etc
-packaging - services - extra stuff on top...
-try before you buy - offer initial work for free, may tip the deal
-recommendations
-differentiation - who you are - how you do business
5. Close the sale (making it as easy as possible for the customer)
-convenience
-but it now
-right place, right time
-delivery - offer to bring it to their door
-personal selling - face to face
-interactive website
6. Reinforce (let them know they made the right choice)
-after sales service - make a point of calling them
-advertising
-public relations
-longevity
-merchandising
-maintaining contact
-building relationships
JOHNNY CUPCAKES
www.johnnycupcakes.com
AIDA // attention - interest - desire - action
ignorance > attention > interest > conviction > desire > action > reinforce
nothing > aware > interest > belief > need > aquisition > extension
Who?
tailor your product for a particular market
people need specialists
Target your market.
really detailed information about the target market... necessary to lock down a market
SELVEDGE - advertising
FACEBOOK - advertising
hyper targeting - using peoples information to narrow down on the market you're trying to tap into.
Market segmentation
media usage
-knowing where a customer goes for information, tells you how to reach them
-newspaper
-magazines
-radio/tv
-internet
Business to business - make it something they want to read.
Avoid making it look like spam!
Consumer segmentation
-demographics
-geographical factors
-lifestyle
-media usage
Summary
- The marketing communication mix
- 6 stages of effective communications
- AIDA
- Target market segmentation
- Business to business
which makes it hard to get noticed amongst all of them!
Marketing communication mix
(Murray and O'Driscoll 1996)
Communication mix
>exhibitions
>trade fairs
>public relations
>merchandising
>advertising
>sponsorship
>direct mail
>sales promotions
>publicity
>personal selling
Works like a check list of ways to publicise your business
-the internet is not on here because it is merely a conduit for publicity.
Many of these forms of promoting your business can be done online
DO NOTHING & GET NOTHING
1. Get their attention
-memorable business cards - always have some available
-advertising - low key
-events
-interviews
-run a blog - keep it busy
-social media - publicity
2. Build their interest
-website
-portfolio
-information packs
-catalogue
-curation - credited for an event
-exhibition
3. Convince them (you're right to do business with)
-artist statement / value / mission statement
-recommendations - testimonials
-awards
-community engagement - convinces people quickly
-professional bodies - accreditation . acheivement
-Charity events - similar to community , shows commitment
4. Make your offer irresistible
-value proposition
-pricing strategies - stages/discount etc
-packaging - services - extra stuff on top...
-try before you buy - offer initial work for free, may tip the deal
-recommendations
-differentiation - who you are - how you do business
5. Close the sale (making it as easy as possible for the customer)
-convenience
-but it now
-right place, right time
-delivery - offer to bring it to their door
-personal selling - face to face
-interactive website
6. Reinforce (let them know they made the right choice)
-after sales service - make a point of calling them
-advertising
-public relations
-longevity
-merchandising
-maintaining contact
-building relationships
JOHNNY CUPCAKES
www.johnnycupcakes.com
AIDA // attention - interest - desire - action
ignorance > attention > interest > conviction > desire > action > reinforce
nothing > aware > interest > belief > need > aquisition > extension
Who?
tailor your product for a particular market
people need specialists
Target your market.
really detailed information about the target market... necessary to lock down a market
SELVEDGE - advertising
FACEBOOK - advertising
hyper targeting - using peoples information to narrow down on the market you're trying to tap into.
Market segmentation
media usage
-knowing where a customer goes for information, tells you how to reach them
-newspaper
-magazines
-radio/tv
-internet
Business to business - make it something they want to read.
Avoid making it look like spam!
Consumer segmentation
-demographics
-geographical factors
-lifestyle
-media usage
Summary
- The marketing communication mix
- 6 stages of effective communications
- AIDA
- Target market segmentation
- Business to business
Enterprise - task 1 - Who am I? Who are they?
List of possible client groups.
-Small businesses
-large companies
-New brands
-Tired brands
-Websites
-Publishers/authors
-Editors
-Photographers
-Bands
I think bands & people of the music industry are a client area that reflect my interests in graphic design most effectively. Having a passion for music, and skills in layout and editorial design I think relate intrinsically to the needs of the music industry.
Although my interest in this area of design may change as my practice evolves I think the skills I have at the minute lead me to the layout and editorial side. With knowledge of and a passion for music I think it makes sense to look at this because of the cross over between the music & design industry. Obviously there is always room for my skills to develop, and I think there is a huge amount of development to be doing over the next few years of the course. I mainly want to develop my use of type and colour, both at a base level and at a level that allows these to be used for maximum impact when working with editorial design. Skills necessary to work in this area of design I imagine would be an extensive knowledge of music and contemporary design, so that work produced is always relevant and speaks directly to the target market. An effective use of type, layout, colour and a good knowledge of heirarchy of information is also important in this field of design.
Again I think my professional aim leads towards editorial design, working within a small business or group of creatives that will allow me to gain feedback for my work and feed off other creatives in a studio environment. I think this is how I work best. Being able to do this will provide knowledge of the industry and give many different perspectives that all help to give a broader range of approaches that will captivate the target audience.
-Small businesses
-large companies
-New brands
-Tired brands
-Websites
-Publishers/authors
-Editors
-Photographers
-Bands
I think bands & people of the music industry are a client area that reflect my interests in graphic design most effectively. Having a passion for music, and skills in layout and editorial design I think relate intrinsically to the needs of the music industry.
Although my interest in this area of design may change as my practice evolves I think the skills I have at the minute lead me to the layout and editorial side. With knowledge of and a passion for music I think it makes sense to look at this because of the cross over between the music & design industry. Obviously there is always room for my skills to develop, and I think there is a huge amount of development to be doing over the next few years of the course. I mainly want to develop my use of type and colour, both at a base level and at a level that allows these to be used for maximum impact when working with editorial design. Skills necessary to work in this area of design I imagine would be an extensive knowledge of music and contemporary design, so that work produced is always relevant and speaks directly to the target market. An effective use of type, layout, colour and a good knowledge of heirarchy of information is also important in this field of design.
Again I think my professional aim leads towards editorial design, working within a small business or group of creatives that will allow me to gain feedback for my work and feed off other creatives in a studio environment. I think this is how I work best. Being able to do this will provide knowledge of the industry and give many different perspectives that all help to give a broader range of approaches that will captivate the target audience.
Task 2 - tutorial prep
What is industrial experience?
- Time spent in a professional envirnoment that provides you with knowledge of how practices work on a day to day basis.
What can you learn from industrial experience?
- Where you would like to take your own practice.
- How a design firm runs on a day to day basis.
- About the people working within each business and how their practice has evolved.
What form/format could industrial experience take?
- Studio/workshop visits
- Internships
- Freelance work
- Summer job
- work experience.
What areas of industry are you interested in?
- I am interested in the practical side of commercial printing
- Aswell as the workings of a professional design practice.
- I would also be interested to see how the design side of the music industry works.
- Publishing and editorial.
- Business side, making profit, being successful.
What are your concerns about industrial experience?
- Being unprepared
- Not being a good enough designer to fit into a professional practice.
- being indecisive
- Time spent in a professional envirnoment that provides you with knowledge of how practices work on a day to day basis.
What can you learn from industrial experience?
- Where you would like to take your own practice.
- How a design firm runs on a day to day basis.
- About the people working within each business and how their practice has evolved.
What form/format could industrial experience take?
- Studio/workshop visits
- Internships
- Freelance work
- Summer job
- work experience.
What areas of industry are you interested in?
- I am interested in the practical side of commercial printing
- Aswell as the workings of a professional design practice.
- I would also be interested to see how the design side of the music industry works.
- Publishing and editorial.
- Business side, making profit, being successful.
What are your concerns about industrial experience?
- Being unprepared
- Not being a good enough designer to fit into a professional practice.
- being indecisive
10.23.2011
Enterprise - Lecture 3 - Value
DRUCKER
Innovation is the tool of entrepreneurship, both demand creativity
MIHALY
Creativity is the ability to make or otherwise bring into existence something new.
"it's the act of seeing thing everyone else sees while making connections no one else has made"
KOTLER
marketing man
THEORY OF EVOLUTION
- safety
- social > social strata > heirarchy
- status > biggest horns > wealth > education
- spiritual
Maslows heirarchy of need
Physiological > safety > love/belonging > esteem > self-actualisation
DESIGN IS APPLIED PSYCHOLOGY
Ted.com
Greatest human need = greatest market potential
Reduced human need = lower market potential
OVERALL AIM
SPECIFIC AIMS > outcomes
OBJECTIVES > outputs
how you're going to achieve
BBC mission statement
Ben & Jerry's mission statement
LCA mission statement
How people spend money
The value proposition.
Innovation is the tool of entrepreneurship, both demand creativity
MIHALY
Creativity is the ability to make or otherwise bring into existence something new.
"it's the act of seeing thing everyone else sees while making connections no one else has made"
KOTLER
marketing man
THEORY OF EVOLUTION
- safety
- social > social strata > heirarchy
- status > biggest horns > wealth > education
- spiritual
Maslows heirarchy of need
Physiological > safety > love/belonging > esteem > self-actualisation
DESIGN IS APPLIED PSYCHOLOGY
Ted.com
Greatest human need = greatest market potential
Reduced human need = lower market potential
OVERALL AIM
SPECIFIC AIMS > outcomes
OBJECTIVES > outputs
how you're going to achieve
BBC mission statement
Ben & Jerry's mission statement
LCA mission statement
How people spend money
The value proposition.
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