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Transcript

THINK

Week 1

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hello

welcome to vega

get ready to start working...

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Who am I?

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Jody Simpson

Left school in 1991

Failed a year of engineering at Natal University

Swapped to architecture

Who am I?

While studying architecture I studied at Mediatek doing DTP and Graphic Design

Qualified as an architect in 2000

Worked at various architecture firms while studying

First job after completing my studies was Designer at a publishing company

Designed books, magazines, interactive CD Roms, Powerpoint Presentations, and much more... and my very first website

When I left the firm a few years later I was senior designer

Then I joined a very small online casino group... I was one of 6 employees

We had one casino called Crazy Vegas Casino. I designed their website, was involved in marketing, affiliate marketing, design +++

I designed magazine adverts, newspaper ads, websites in 14 different languages, designed new casinos, did marketing, attended several conferences overseas

When I left the company 7 years later we had 14 casinos, in 18 languages. At the time I was head of marketing and design and the company employed around 70 people! Unfortunately I can't show you any of my work from that time!

I started my own magazine - Incognito

Only ever published two issues, but they were sold in stores throughout the country.

I wrote, designed, sold, advertised, edited and paid for the magazine. It cost me a fortune - but I loved every moment of that work!

Bounced around different advertising agencies - never quite finding a place I was happy at

Then helped an ex-boss startup a brand new casino company. Here I was hired as marketing manager... but ended up being that and the designer, call centre manager, pretty much everything for the first few months...

Within our first 6 months, we were the top performing casino in our category and had close of 30 staff.

I left to work at Tsogo Sun Gaming - where I was Digital Marketing Manager

I left to start freelancing... and somehow 7 years later... needing to supplement my income I walked into Vega for a part time teaching position and was asked to take a permanent one... and here I am!

This is my 4th year teaching multimedia/digital at Vega

facebook.com/jodydalesimpson

instagram.com/creative_jody

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Admin

Admin

At Vega, you are required to Think and Craft

Think happens once a week and the class consists of all Graphic Design, Copywriting and Digital students together. We teach you to critically consider the creative process, context, concept, content, communication and craft.

Craft happens several times a week. This happens in a studio where you practice and learn crafting skills. Craft happens in the respective disciplines!

For THINK you are required to normally do some reading, or exercises or both beforehand! The idea is that we all come to class prepared for the session so that the session is a discussion more than a lecture!

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Expectations

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Let's get on the same page

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What I expect from you?

What do I expect from you?

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Listen

Ask questions

Don't be on your cellphone in my class*

Don't be late for class

Don't talk to the person next to you... talk to the class

We want discussions

ALWAYS sign the register! ALWAYS! If I forget to hand it out - ask for it! It's your responsibility to make sure your signature is on the register!

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What do you expect from me?

What do you expect from me?

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I'm here to help you navigate your time at Vega.

I'm not a parent

I'm not a teacher

I'm here to help you!

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THINK

The purpose of THINK...

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A primary purpose of THINK is for you to develop the thinking skills, tools, methods and habits to provide inspired creative solutions to difficult brand problems!

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The Creative Process

Our first learning unit introduces you to Brand Communication within the context of design.

We look at the different channels across which brand communication can occur, the role players with the process and the relationship between role players to explain the significance of human-centered design.

We look at how creatives think and examine the double diamond model of the creative process.

We also look into the necessary research tools to help you look for a broad problem from multiple angles and learn how to interpret those findings into a clear strategic direction.

Learning Unit Objectives

When we're done you should be able to:

  • Discuss what brand communication is
  • Explain the roles of copywriters and designers as brand communicators
  • Explain human-centered design within the context of brand communication
  • Describe lateral and critical thinking in the context of the creative process
  • Explain the role of abductive reasoning in creative thinking
  • Explain the importance of research during the early phases of the design process
  • Apply appropriate research tools to gather info about the brand or product and the user or target audience
  • Discuss the ethical considerations of conducting research with people
  • Define a specific strategic direction and conceptual solution to a design problem
  • Examine different ideation and prototyping techniques
  • Explain the importance of iteration during the design process
  • Apply appropriate ideation techniques for different creative problems
  • Apply appropriate prototyping techniques for specific applications

Brand Communication and brand communicators

Think of a brand that you interact with on a daily basis. How often in a single day do you encounter that brand?

Where do you encounter that brand? On the radio? On a billboard? Social Media, television, packaging

What is your impression of the brand? Are the messages you receive across the different channels consistent?

Brand Communication and brand communicators

When does brand communication occur?

In what different ways can a brand communicate with its users?

Why do brands communicate?

Nando's and KFC essentially sell chicken. How does their visual and verbal/written communication differ?

Why does Nando's use the same visual style and tone across all communications?

On which media do these brands communicate with their customers?

Who creates these communications?

Why should the creators of these different forms of communication know and understand the brands business objectives?

How important is it to know as much as possible about the customers that they will be communicating with? Why?

Please read this article in preparation for next week - and to go a little more into what we've spoken about today

https://roundhouse.cc/us/brand-communications

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