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Think - Final Quarter
THINK
Week 24
Very nearly almost the end of 1st year
Admin...
There are a few events & things happening this quarter that you really need to try and attend...
Admin...
NIGHT OF 1000 DRAWINGS
13 October 2017
DIGITAL SWARM
5 October 2017 - will let you know as soon as I have more details on this... but worth attending to networking opportunities, information learning and sharing
SHOWCASE
Vega's Annual Showcase will be on
24 November 2017
Please make every effort to be here;
to show support;
and to see what's expected of you going forward;
and potentially meet industry guests!
LONG WEEKEND
For those of you who don't know - next weekend is a long weekend!
So no THINK next week Monday!
PROJECT 1
All of your projects have been marked and the marks have been submitted. They should be released shortly (if not already).
The projects were marked by Junika, Meegan and myself.
PROJECT 1
What to do if you failed?
If you failed Project 1 (with a mark between 40 and 49) then you will be able to resubmit your project.
Resubmission involves reworking what's wrong with the project and resubmitting.
Resubmissions are capped at 50%
Before you resubmit...
Please make sure that you come and talk to me, or Junika, or Meegan - or all of us to find out where we think you could improve the project!
DO NOT JUST RESUBMIT WITHOUT SPEAKING TO US FIRST!
General feedback
Overall - I'm not unhappy with what's been submitted... but there are always things that could be done better!
General feedback
Process work!
What do we mean when we say we want to see your process work?
Process work!
Process work is...
Conceptual sketches.
Ideas.
Rough work.
SKETCHES.
Thoughts.
Process work is...
and not...
Your working files.
Your finished project.
Your one idea drawn roughly.
Process work
We want to see your process work so that we can understand your thinking! We need to know how you got to your idea.
PLEASE SHOW US YOUR PROCESS WORK!
ALWAYS!
DON'T REDO THINGS.
WE WANT TO SEE THE IDEAS!
Digital process work...
Overall - process work shouldn't be digital! Or if it is digital - it should be scans/photos of drawngs!
Digital process work...
Concept Development
Research
Research is not simply copying and pasting from a website into a document!
You do research to try and understand everything there is about a brand so that you can gain an INSIGHT from which you can build a concept!
Without proper insight - you have nothing!
Try not to have too many insights!
Try and keep your insights short! An insight is NOT an essay!
Final Prototypes
You need to have lots of conceptual ideas...
That lead to one final concept! Tell us what your concept is...
Then take that final concept and apply it to three different mediums!
Final Prototypes
NOT ACCEPTABLE
An animated logo is not useful as a medium! Stop doing these!! UNLESS they support your concept - but generally - DON'T DO THIS!
Business cards are not useful as a medium!
Animations are acceptable only if they support your concept!
NOT ACCEPTABLE
Social Media
Stuff for social media are called posts.
They are not posters!
There are no social media posters.
They are not online posters.
Social Media
MUST SUPPORT CONCEPT
Everything you do as a final prototype must support your concept! It must speak to your target audience.
You need to think as if you're the target audience and make sure that the concept and prototype make sense for each other!
FEEDBACK
The best way to achieve good results is to show us what you're doing. Show others what you're doing! Get feedback!
Listen to the feedback! Adjust as necessary!
If you speak to me and I say - do this... and then you speak to Meegan and she says do that... and then you speak to Junika and she says do something else... what do you do?
Iteration:
The Importance of Constant Evolution
All three core disciplines in creative brand communication are practical specialisations. And practical means practice. Whether it’s golf, ballet, design, art direction, violin, copywriting, horse riding or multimedia design, unless you practice it a lot you will never get any good at it. You need to repeatedly do the same thing but subtly refine and change in a process known as heuristics, which is really just a fancy word for ‘trial and error.’
Bad Ideas
Consider the following from Lateral Thinking author Edward de Bono: ‘You cannot dig a hole in a different place by digging the same hole deeper.’ I.e. you always have to be trying something new.
One of the rarest phenomena in any creative enterprise is striking oil with the first hole you dig.
A far more reliable and effective method for finding the buried treasure is to dig as many holes as possible in as many different places as possible.
Consider these words from renowned Creative Director David Baldwin: ‘Be fearless around bad ideas. There is no such thing as a bad idea when conceptualising. Often your worst ideas are your tour guide to the best ones.
Crap
My ratio of bad to good is probably 50 to 1. I fill pages with bad. I build a monument to good on a trash heap of crap.’
In other words it’s vitally important to get those bad ideas out of your system. To quote de Bono again: ‘It is better to have enough ideas for some of them to be wrong than to be always right by having no ideas at all.’
This is why iteration, heuristics and process work are so fundamentally important to creative problem-solving and fresh, original creative brand communication.
Don't pick a project based on your solution
Too often people have an idea in mind and they try to force a brand, or a brief into their solution!
Don't be that person!
Project 2
This week in Collab we would like you to carry on working on your project 2. Please be prepared to discuss your projects with us again in an open forum.
You will need to briefly recap your research, explain your insight and share some of your conceptual thinking with us.