Research and Development

Group Work

Core ideas : Values: Compassion, humanity  tolerance. 

“one world, one family”
“Spreading Humanity”
“Compassion in crisis”
“total tolerance”
“side by side”
“Cultivating Culture”

What we do” Raise awareness about the Syrian migrant crisis to eradicate any xenophobic thoughts in the UK.


Vision for Future:

Inform and  educate the population on the refugee situation using a human rights approach. improve the life of Syrians integrating into the uk.



Ways to raise awareness:

events: sporting events (football matches) , creative events (film fashion, Exhibition), music events (club night, gig) , pop up stalls, Fashion( clothing brand, endorsing),
Symbols( Ribbion, band, Pin badge)

Themed products
Advertising
Brand Ambassadors
National Day/ Month
Schools

Next :- Naming process and creating an identity

 

Research and Planning: TK Maxx & Charity.

TK maxx is known for it's collaberation with Comic Relief for many years, raising an oustanding £3.7 million in 2013, with the help of desinger Stella McCartney, who produced a T-shirt line which were available nationally at TKmaxx stores.

Tkmaxx support Comic Relief each year in both a fashion brand and also through their sibling company Homesense, who launched a homeware line in aid of the charity contine this year to raise the money hoping to acheive better than last year.

Research and Planning: Charity Fashion

Arcadia is one of the UK largest fashion retailers.  With over 500 stores in more than 35 markets, such as Tophshop, Dorthey perkins, Miss Selfridge and many more.

Arcadia works with employees and are very passionate about rasing money in aid of charities working in partnership with charities to devising ideas throught store products sales and activities.


TOPSHOP:

TOPSHOP has creatd a partnership with two main charities and has expanding to a third. The brand has a loyal reltionship with  Fashion Targets Breast Cancer for serval years . The brand itself has raised over £600,00 alone.   

"In April, TOPSHOP created a specially designed t-shirt for the Fashion Targets Breast Cancer (FTBC) campaign, donating 30% from the sale of each garment. A poster campaign featuring celebrities wearing TOPSHOP helped drive engagement and awareness of the campaign along with in-store and online support. In total it raised over £150,000.

In December 2014, TOPSHOP launched its fourth collection for Key to Freedom. Each collection has expanded the range and this time it included silk dusters, scarves and cosmetic bags in seven prints. It raised just over £66,000. A fifth collection launched just before the end of the reporting year, including scarves, kimonos and cotton weekend bags in eight prints."

 

Research and Planning: New Concept

After Evaluating our first idea as a group and getting feedback and reflection, we felt it was a weak brand and didn't have much definition or direction. 
We then resorted back to the typical 'donate' charity, and explored and researched on ways to raise money in current approach. 
We stemmed from the previous idea from scape and the badges, which lead onto the ideas of fashion and a clothing brand. We came up with the brand Name flesh and blood, linking in with the idea of a DNA strand and skin, humanity. 'we are all one' .
Our Values still remain ' Tolerance, Compassion & Humanity'

Flesh and Blood : Clothing Brand

Family, life and human beings, all the same equal and ties in with tolerance.

Ideas: music, clothing, label.

Logo: Flesh & Blood - DNA Strand : Two curves and eight perfect straight lines.
The reason for the number eight is one of it's symbolic meaning; Balance. 

Development: Lady Gaga & Katy Perry Magazine Covers

I was exploring advertising ideas, and brand image. I wanted to include the ideas of creating a trade mark that could go viral with the presence of and online community, with the influence of celebrities.
Below are experimental edits:

Experimental: Lady Gaga & Promoting

Magazine Advertisement

Here are experimental items following the concept of promotion and Celebrities.I decided rather than using the hand logo as a logo, it could be for the purpose of recognition and identity, like a trademark .

Experimental Gif Advertisement

Branding & Brand Image

Brand image is all about customer perception. Another way to put it is "unique bundle of associations within the minds of target customers".  Brand image reflects what the company presently stand for. Brand image only refers to how the audience consume the image, although it brings a mental and emotional ideas. It's a gaze from external people from the company, and how they perceive the brand. The main points for  a successful brand image is unique logo, identifiers and slogan. 

A Brand image is an over all impression. The audience create and develop various intention and associations with the brand personally and other inflicted by the company itself.  Eg. Volvo is safety, and Toyota is reliable. 

The idea about brand image is not only that the customer is purchasing a product or service but the image associated with that product, whether it's through advertisement etc. Brand image should only consist of three important things: Instant, positive and unique. The emphasis on brands can growth through word of mouth, advertising, online presence etc. 
Brand image is not be composed or structured, but automatically formed. Brand image is brand content. Positive and successful brand image is exceeding customers expectations. 

My Concept & Logo

Based on the the concept given by the group in the meeting I composed the following logos and brand identities below: 

 Here was my first edit using the colour orange i composed the type face my self and edited online using photoshop. 

Here i inverted the original drawing creating a dramatic black and white name. 

Again i used the same editing styles, with the orange and inverting the colours, also adding the logo I constructed .

This was my first edit of the logo. I firstly drew a hand print and scanned it onto the computer and edited on photoshop. The reasoning behind the hand is to give this humanity feel and reflecting the 'helping hand' idea. The hexagon was placed orange as it's our featured colour for the brand. I used the six sided hexagon for it's symbolic meaning of Communication, balance and union, which is the aim of the company.  The white circle means universal, wholeness and infinity which again emphasis on our brand values and aims for the company.

FINAL EDIT: 

First ideas on creating a brand identity

After the group meeting we decided to come up with logos and brand identities individually  and then compare and collaborate.

We composed ideas based on the following:

• Colour Orange
• Name Scape
• Values: Humanity, tolerance and Compassion

Group Ideas: 

 
 

Applying : ' Creating a Brand Identity'

Building a Brand Identity : SCAPE

Analyze the market is the first step, to create a building blocks for company. Focusing on strengths and weakness, and opportunities. It's a way to determine you aims and how you will achieve them:

Charity Business: "Charitable organizations often depend partly on donations from organization. Such donations to charitable organization represent a major form of corporate philanthropy"

Syria: Current global war, which this brand will be featuring for this present brief.

No Boarder Network: Current company active in Europe, protesting for no boarders, active in 11 cities and growing.

Achievements & Aims: The Brand goals are to create a presence globally for unity worldwide. A peace movement, and the idea of no boarders or discrimination between countries.


The next stage after researching the market it defining the key goals of your company and what you aim to do.

• Peace movement for global unity
• Address current affairs globally
• Awareness through association of Celebrities. 

Target Audience, after establishing the market research and the aims of the business, look at who are your creating for. Will it be a product or service the company provides and who will be it's consumers.

• Globally recognised
• Male and Female
• 25+
• Hedonists
• A, B's and C1 on Jicnars scale.

We will provide a product,  collective badge campaign to raise money and globally unity highlight our three values. ( humanity, tolerance & Compassion ). Also creating an online presence and community, and associate our brand and selling through the use of celebrities.


Perception: What does the company want to perceive. Devising a , message and personality.

Personality of the company will be reflected by the connotations of the company's colour orange. The message is global unity and building a online community.

Research and Planning : No Boarder Network

No Boarder Network:

As discussed in  a group meeting we wanted to think beyond the idea of only addressing the issues in Syria. We generated serval themes thinking amongst the lines of an online community or educational movement. However we decided on a bigger and global scale, thinking for creating a brand around the concept of No boarders, and addressing the current issues of Syria at asked in the Brief.

The no boarder network, is a movement expanding beyond Europe protesting for world unity and freedom of movement between countries.
"The Western European network opposes what they see as increasingly restrictive harmonisation of asylum and immigration policy in Europe, working to build alliances among migrant laborers and refugees"

No boarders Network was established in 1999 and launched their website in 2000. The movements is expanding across 11 cities.

Groups from the No Border network have been involved in organising a number of protest camps, e.g. inStrasbourg,France (2002), Frassanito, Italy (2003), Cologne (2003, 2012), Gatwick Airport (2007), United Kingdom, at Patras, Greece,Dikili, Turkey(2008), Calais, France (2009, 2015), Lesvos, Greece (2009),Brussels, Belgium (2010), Siva Reka, Bulgaria (2011),Stockholm, Sweden (2012),Rotterdam, the Netherlands (2013), Ventimiglia, Italy (2015).

Ideas and Brain Storming

To Grasp a concept of our Branding and direction we thought showered ideas and aims we would want our brand to stand for;  following the three Values  Humanity, Tolerance & Compassion.  At this point we intended to create a brand and identity based on the values.  The Audience would be from a UK perception.  

We discussed to stay away from charity idea as its very conventional and we wanting to think outside the  box. We looked into the idea of Celebrities selling and raising awareness through twitter and creating an online presence- like a community. 

The idea of educating children as they are opened minded, through an interactive website. 

We finally came up with a concept of having a global band that entails all boarder crisis and at this point in current affairs our campaign focuses on Syria.

Colour is important when branding, it creates a mood and connotations. Originally thought Yellow would be a joyful and balance colour, however felt it didn't work against a white background.
We quickly agreed Orange: as we felt the meaning of the colour linked with the subject and our values.

For the name of the Brand we didn't know where to start, so we decided to write down any words associated with subject.

SCAPE 

We felt that this word was simplistic and effective, exploring the ideas of landscape and global unity; also a play on words with the word 'escape' in connotations with the refugees fleeing .

Branding Research : John lewis Adverts

2007: Very Product based, idea of buying whoever you wish through reflection of productions and shadows.  Having something for everyone. Simplicity but effective use of branding and advertising. 

2009: A change and brand, bringing back the inner christmas, reflecting on products and merchandise for everyone- brining out the inner child at christmas. 

A change happened in 2010 onwards where the brand of john lewis became christmas and family orientated- the child looking forward to giving his parents a present. Twist in the typical christmas Childs perception.  later add introduced the idea of falling in love at christmas and referencing classical novels.

Then featured there first animation- The owned the christmas advert. With reference to water ship down, and experiencing of christmas like never before

The add that features the penguin, introduces the imagination and emotion from the child also including the conventions of love at christmas.  

  

2015: Raises a lot of contrvesay with the idea of a old man looking at a young female child? However Aldi's parody and homage of this 2015 advert answers the issues raised in a comical way 

Cadbury Branding : Research and Planning

"Cadbury is a British multinational confectionery subsidiary company wholly owned by American company Mondelēz International since 2012. It is the second largest confectionery brand in the world after Wrigley's. Cadbury is headquartered in Uxbridge, Greater London and operates in more than fifty countries worldwide. It is famous for its Dairy Milk chocolate" 

1980's Advert: Cadburys flake; selling point crumbliest chocolate, heavily sexualised, even soft porn very provocative considering the advert was aired in 1985. Using Sex to sell.  

2007: Gorilla advert : all about the pause and the build up of having the chocolate. Getting lost in the moment, positively conveyed , Hence in the 'Glass half full'

Dancing Clothes:  

Second hand shop, the collaboration of two concepts that shouldn't be associated with one another. Idea of joy and having fun anywhere. 

Mood Boards

Mood Boards Based on our Brand Values:

 humanity: human beings collectively. the quality of being humane; benevolence.















 compassion:sympathetic pity and concern for the sufferings or misfortunes of others.

tolerance:the ability or willingness to tolerate the existence of opinions or behaviour that one dislikes or disagrees with.

the capacity to endure continued subjection to something such as a drug or environmental conditions without adverse reaction.

Creating a Brand Identity

A brand identity is the perception created on how the company wishes to be consumed.  This includes a logo, name, type face, tagline and tone; With the use of these components, the company reflects an appeal and it's values to its target market.


The Brand identity differs from the brand image. The Brand identity is about 'who'. It address about what the  service the product, what it has to offer compared to competing companies.  Brand image is the perceived by the audience.


Building a Brand Identity.

Analyze the market is the first step, to create a building blocks for company. Focusing on strengths and weakness, and opportunities. It's a way to determine you aims and how you will achieve them.

The next stage after researching the market it defining the key goals of your company and what you aim to do.

Target Audience, after establishing the market research and the aims of the business, look at who are your creating for. Will it be a product or service the company provides and who will be it's consumers.

Perception: What does the company want to perceive. Devising a , message and personality.



EXAMPLES:

Brand identity is very important, a creative team my be hired just to ensure that it's successfully composed.  To communicated a company personality and create a recognizable and loyalty to the audience is the aim.

Majority of brands communicate a simple message, but what is makes a brand successful is it's  cohesively and consistency.  Companies that have successful achieved this are:

• Coca-Cola
• Apple inc
• Starbucks

Gaining and creating a strong brand association can help build 'brand only' into customers head.

Brand History : Research and Planning

 Brand History:


Branding was first originated in the 19th century. The Reasoning behind this establishment was due to the influx in the production in factories. The demand for house hold goods, resulted in a growth in the industry. rivalry between factories arose. Companies had to differentiate between competitors, creating a convincing buyers to purchase from specific producers. The efforts involved simple branding techniques, and advertising through posters, mascots and jingles.

A British brewing company, Bass & Company and Tate & Lyle declare to have the oldest trademarked brands.  

Research and Planning : Syrian War History

History: Syrian citizens where inspired to take the streets in peaceful protest after uprising in Egypt and Tunisia . In result to this Syrian protest against the lack of political progress lead to extreme action by the government; torturing, killing and shooting citizens. The situation escalated to declare a civil war. Syria is segregated with the regime, rebel fighters and Islamic extremist.

refugee culture began in May 2011 at the minimal number of 300 fleeing to Turkey.  Turkish government responded positively opening shelters. By mid june the refuges surpassed more than 20,000 people. Due to the overload of Syrian citizens which caused tension resulted in 5000 returning home to Syria. Lebanon where accepting to refugees, even considering them illegally.

2015

"On 9 July 2015, the UNHCR reported that the number of Syrian refugees has surged to over 4,000,000 people, mostly residing in Turkey, Lebanon, Jordan and Iraq."

"More than 100,000 refugees crossed the European Union's borders in July alone.Syrians formed the largest group of refugees to Europe.As of September 2015, it was reported that more than 8,000 refugees crossed into Europe on a daily basis. 5,000 of those refugees were received by Greece alone, the majority of whom came from Iraq or Syria."  

Poorer European countries question there intake of refugees and financial effect it would have on the current residents. Where  wealthier countries such as Germany and Sweden embrace the ethic diversity.

Aid given

by the European Commission and member states

EU	€ Euro value of aid sent by European Union members
European Union	3,900,000,000

United kingdom and USA have donated the majority of money for support.

 United Kingdom – "The UK has so far granted asylum to 5,102 refugees of whom 216 have been actively resettled.United Kingdom has allocated the equivalent of ~1.4 billion  since 2012 to meet the immediate needs of vulnerable people in Syria and of refugees in the region.The stance of its government has been severely criticised by human rights groups. In September, the UK Government announced plans to accept 20,000 refugees from Syria over a period of 5 years, taken from refugee camps in Lebanon, Turkey, and Jordan"

Branding and Brand Expereince

Brief: 
        Working collaboratively in small teams of five, you will form your own creative brand design studio. The key design brief throughout this module is one of great importance to our culture and our age, this may be the most important brief that you have worked on in your lives. In your design studios you will be developing a concept brand to raise awareness and demonstrate impact for the Syrian Migrant Crisis. The world is changing; the balance between the first and third worlds is physically shifting. While we agonise over the latest release of a ‘must have’ smart phone in the UK, our peers in the Middle East live in the shadows of war, poverty and fear. In a recent Newsnight interview in September, actress and environmental activist Emma Thompson, expressed her deep concerns over the UK’s response to helping refuges, making a stark comparison to our country’s effort as being similar to an act of racism. It is time to make a change. As visual communicators we are in an extremely privileged position. We are responsible for the transmission of mass messages to the world. Visual Communication is an extremely powerful tool. Through this project you will take responsibility for your actions and as a creative practitioner you will consider your ethical standpoint towards producing a branded response to the migrant crisis. Your client is the Metropolitan Police and your brief will run in tandem with an experimental project being organised with the YCN. There are opportunities for to work with the YCN and the Metropolitan Police and to participate in a series of design workshops in London in December. Through the project you will identify the target audience, define the proposition of your message and establish a set of brand values, which underpin your creative strategy. The module concludes with the launch of your concept brand on the 26th of January, to an invited panel of industry guests and cultural policy makers.