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Industry ExpectationsExternal Project/Competition Breif

Headings and Quotes

Sub Headings

Information and breif information

External Project Breif -

ResearchYCN Awards - About

From resarching this company i have gathered that They’re drawn to the disciplines of students with potential in design, advertising, illustration, photography, animation, publishing and all cre-

ative business in-between. As they describe themselves:

“We’ve been doing this in many ways since we ourselves set sail in 2001. Ways like our longstand-ing annual Award Programmes and daily online Showcases which elevate creativity internationally, our Directories which make valuable information easy to come by, our daily curation of Oppor-tunities, our ongoing Event series and our quarterly Magazine. We love to help creative people do

new things.” - YCN

Some of the things they do, range from Awards, Publications, Events on learning Products and mainly finding that potential talent. They are based on Riventon street in London and have mem-bers that are scattered all around the world. This company really intested me into taking a look into

what breifs they had to offer and what online competions i could benefit from.

YCN Student Awards 2014

The YCN Student Awards annualy shine a light on emerging creative excellence; and run closely alongside leading Universities, Colleges and Art & Design schools internationally. The awards are

based around a collection of live creative briefs; written each year by partnering organisations.

The Awards enable all those that take part to benefit from engaging with thoroughly contempo-rary communication challenges, and give increased confidence, visibility and employability to all

those that excel within them.

Work submitted in response to each brief is closely examined by the brands and organisations that wrote it, often alongside the agencies with whom they work. They are asked to draw up a shortlist of the submissions felt to be the most outstanding from all those received in response to their brief. There are no first, second or third place style nominations, if you have been Commended this means your work has been chosen as one of the most outstanding entries to that particular

brief and you will be Commended alongside a selected number of other entries for your brief.

You may submit work as an individual or as a team. Teams can consist of as many people as you wish. All submissions must be in the English language.

There is no entry fee.

Eligibility

Submissions are invited from anyone in full-time or part-time education, anywhere in the world.

Prize

Commended entrants are awarded at a splendid Ceremony each year; and all commended work is showcased in the pages of the YCN Student Annual. 15,000 copies of the Annual are distributed

across education, and across the creative industries.

After looking through the terms, i think that this site is one of the more promising ones towards my competition.

- Competition requirments

YCN Awards - BreifsBear

A panda cub is 1600 times smaller than its Mum, so little it could

fit in a teacup.

A d b i

PANDA BEARLives: Asia

BROWN BEARLives: North America,

Europe & Asia

Sun bears have very long tongues to steal honey with.

b

SUN BEARLives: South Asia

Sloth bears have a gap in their teeth to suck up ants and termites.

Sl th b h

SLOTH BEARLives: Asia

A spectacled bear has big white rings around

its eyes that look like glasses.

SPECTACLED BEARLives: South America

Brown bears can eat up to 25 giant salmon a day.Brown bears can eat up

25 i t l d

POLAR BEAR

Polar bears have an extra pair of eyelids to

act as sunglasses.

P l b s ha

Lives: The Arctic

BLACK BEARLives: North America

Black bears often sleep for 5 months without

eating or drinking.

Black bears often sleep

ASIATIC BEARLives: Asia

Asiatic bears love playing in water and are very

strong swimmers.

A spectacled bear has

Asiatic bears love playing

There are 8 kinds of bear in the world (9 if you include us), and even as you’re having your breakfast, they’re wandering around the woods and mountains of North and

South America, Europe and Asia. Here are a few facts about our fuzziest friends.

For a bear hug visit: www.bearnibbles.co.uk

or give us a growl on [email protected]

BEAR, The Big Cave,

Deepest Darkest Woods,PO Box 70712

London EC1P 1GL

bear code

salt

added sugar

artificial colours or flavours

...and absolutely no added nonsense

with no addednonsense

lt

ugd

col

s

cia

dded

d

best before:

cereal letters

Alphabites are a delicious healthy breakfast with no

added sugar or salt. Instead, we use coconut blossom

nectar, the deliciously sweet sap from the flowers of the coconut tree to make

them naturally sweet and crunchy without having to

add any sugar at all.

No nonsensebreakfast

*Coco

nut

nec

tar

has

a lo

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35

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ugar

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Fin

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Because coconut blossomnectar has a much lower

glycaemic index than sugar *,it prevents crazy sugar highs

and grizzly sugar crashes,keeping kids fuller for longer,

and fingers out of the biscuit jar.

Typical valuesEnergy

ProteinCarbohydrateOf which sugars*FatOf which saturatesFibreSodium

Per 30g servingwith 125ml semi

skimmed milk722 kj

171 kcal7.1g29g11g2.8g1.5g

2g0g

Per 100gserving1570 kj

375 kcal8.8g

77.9g18g1.8g0.5g6.5g

0g

*contains naturally occurring sugars

Nutritional information

Any allergies? Contains gluten, may contain

traces of milk and soy.

No bears were harmed… our cereals are suitable for vegans.

Please recycle your BEAR box.

Alphabites are a delicious healthy breakfast, high in

fibre with no added sugar or salt. Instead of adding refined

sugars, we use coconut blossom nectar, the

deliciously sweet sap from the flowers of the coconut tree to make them naturally

sweet and crunchy.

No nonsensebreakfast

Alphabites ingredients4 tasty multigrains

high in fibre

*for natural sweetness instead of sugar.Find out more on the other side

coarsely groundcorn

wholegraingroundwheat

ground oats

groundrice

coconutblossom nectar *

high

h l i

n fibre

corn

unsweetenedground

cocoa (4%)

375

There’s a letter from BEAR’s alphabet on the back of every box. Can you collect them all? Happy hunting.

Grrr

BEAR FACTCoconut blossom nectar

comes from the flowers notthe fruit, so it doesn’t taste

like coconut at all.

Bear

Bear Alphabites

Alphabites_375g_Cocoa_Bears.ai

Sarah McAlpine/Ken Brooker

client

project

file name

artworker

cutter ref13F0406v1

client

account

designer

artworker

sig

n o

ff

client information

date

IMPORTANT NOTES: Please check this artwork proof thoroughly, including all copy, colours, cutter guides and legal/mandatory information, prior to approval. Once the artwork has been approved by you and released by B&B, we can no longer take responsibility for any errors or omissions, as outlined in our terms and conditions. If you have any questions relating to this or if you require any guidance on checking artwork proofs, then please let us know and we will happily advise.

FILE NOTES: Colour laser copy is for layout purposes only- a colour calibrated print-match sample will be supplied alongside this artwork if appropriate.

Please ensure that all fine text holds and notify us immediately if you have any concerns regarding this file.

printing inks Non printing

tel: +44 0207 033 1944www.bandb-studio.co.uk

Studio Ltd

Cutter

Fonts:LinotypeMineru: BoldMyriad Pro: Regular

Barcode to be

replaced at repro

PANTONE9064 C

PANTONE7519 C

PANTONE259 C

PANTONE241 C

PANTONE2617 C

PANTONE7437 C

PANTONE369 C

CMYK

CMYK match to:

Match toPANTONE 259 C




PANTONE 9064C

PANTONE 7519


23.04.13

Background

One of the first breifs i looked into was for BEAR. On the breif it said a little about there back-ground and what they have produced in the past. I think that the aspect of this project is very intrsting but i dont think i will end up doing this set breif. Mainly because i feel asif its more of an

illustrator based project, with its style and appeal.

“Ever since we launched BEAR, we’ve wanted to make cereal. We felt thatnature might have a better alternative to the sugary, salty cereals that

were out there already, and so went foraging. Our new BEAR Alphabitesare made from six natural ingredients with no refined sugar or salt, and

most importantly they taste grrreat. When we were designing our cereal, we decided that we wanted

to create a product that wasn’t just healthy (ticking the boxes forMums), but also really fun (ticking the box for kids). So we created ourcereal letters because we hoped that it would bring a bit of fun to the

breakfast table.”

So from what i gathered was they obviosly wanted some sort of packaging designed.

The Creative Challenge

We want you to bring the alphabet to life on the back of our Alphabites boxes. We hope this will appeal to graphic designers and illustrators, but how you approach this is up to you. You might

continue the idea of celebrating and editorialising ‘one letter per box’ or you might have ideas

that bring in one or more letters at a time. What will the back of your box/boxes look like? How will the content inspire and engage kids? How will you build excitement among kids, and anticipation for future boxes. Will boxes look the same stylistically or will you propose variation from one box

to the next?

You might want to focus on helping us do what we’re already doing better, or taking a step back and looking at the Alphabet creatively from a different viewpoint.

Creative Requirements

In the Project Pack you’ll find some examples of our current eight pack backs, along with the their dimensions. We’d like you to produce new back of pack designs in line with information above. You can produce as many designs as you see fit to demonstrate your thinking. What a great result

would look like It’d be really bold, brave, gruff, simple and fun.

It would be iconic. It would really make the alphabet letter the hero on pack.It would be really ed-ucational or crafty in a non-scholarly way and fun for kids, helping them to learn without realising that they were doing so. It won’t talk down to kids and ideally would thrill and entertain adults too.

It would be enjoyed more for more than one breakfast sitting- kids spend a lot of time reading the back of boxes over the course of a week, how can we keep them entertained? It would mark us out as being a brand that really loves its consumers. Deliverables, Artwork and Additional Information For guidance on how to submit your work, please adhere to the main deliverables information which can be found at the YCN website ycn.org Any additional information referenced in the

brief can be found in the supporting project pack.

YCN Awards - BreifsNezcafe Azera

I found this breif very intresting. Im going to look into alot more breifs but i think that this breif has kind of clinched it. To be able to do creative design work for a major company would be amazing. I think that the boundries of using there logo and colours is alittle restricting because for an idea i had at mind i would need to switch and change them a little bit. I think that the fonts they provided aswell for this task are very nice and stylish fonts. very good for packaging design and other related

products. So i used this information from the breif.

Background

“Millions of coffee lovers are becoming baristas in their own homes following the introduction of NESCAFÉ AZERA, a new way to look at instant coffee. Through combining a tasteful blend of instant coffee and finely ground, roast coffee beans, we are able to deliver a true barista style bev-

erage, with all the aroma, taste and look of a coffee-shop coffee.”

About the Brand

“The brand is all about finding the possible and not living by the limitations of the conventional. What we offer is a full range of true barista-style coffees in instants, and we are committed to

BARISTA STYLE INSTANT COFFEE

2 200ml

31

Trade Gothic LT ProSerifa StdDIN BoldFrutiger

ILLUSTRATOR v CS5OriginationSoftware

Account Design Production Client

NOTE All special colours specified from PANTONE ® unless otherwise stated. IMPORTANT this job will not proceed to print until signed approval has been received from the client.

Notes:

Nestlé

Please note centres have not been marked on the cutter provided.

Nescafe Azera 100g TinCore

1 1 0 2 1

04.09.12 APPROVED

TypeFaces

Colour List

3 Special Colours+ White

LASER PRINT IS

100% OF ACTUAL SIZE

9060 C 166 C 4625 C WHITE SUBSTRATE

WHITE UNDERPIN GUIDE

Steel Logo to be replaced

80%

BA

RC

OD

EP

OS

ITIO

N G

UID

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TO B

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x55 SERVINGS

BARISTA STYLE INSTANT COFFEE

Good Food, Good Life Contact us FREE0800 58 57 59 (UK)00800 6378 5385 (ROI)www.nescafe.co.ukPO Box 207, York, YO91 1XY, UK

100g

2 200ml

31 (1.8g)

NU

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®®

Reg

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Soluble coffee with finely groundroasted coffee (5%)

Ingredients: made from 100%roasted coffees, nothing added.

Packaged in a protective atmosphere

FOR BEST BEFORE END:SEE BASE OF TIN

Per100 ml

0.1g

NUTRITIONINFORMATION

TYPICAL VALUES

ProteinTraceTrace

Carbohydrateof which: sugars

Fatof which: saturates

Fibre

NilNil

0.03gSodium Nil

Salt Equivalent Nil

5 kJ1 kcal

Energy

*Guideline Daily Amounts (GDAs)are guidelines. Personal

requirements vary depending on age,gender, weight and activity levels.

A TASTEFUL BLEND OF INSTANT AND FINELY GROUND COFFEE GIVING YOUA FULL-BODIED FLAVOUR, ENTICING AROMA AND AN IRRESISTIBLE LAYER

OF VELVERTY COFFEE CREMA.

“Try two spoonfuls for a double shot”

80%

BA

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Create a new product innovation and a campaign to launch it both instore and through social mediaCome up with a new product innovation for NESCAFÉ AZERA. It can

1. be a tweak to a revolution, for example - a new packaging idea, a new way to drink coffee, or even a simple design tweak. Think about how our consumers like to experience new things. They have an appetite for new – but it’s got to be convenient to fit into their busy lives. Think about creative solutions for ensuring our consumers are able to access the highest quality coffee in an instant. Remember, this doesn’t have to be a revolution; small changes can be just as impactful. The important thing will be how you bring it to life. Create a social media campaign to launch your

new product

2. innovation. Any social media is fine by us. Please explain the campaign and bring it to life with visual examples.

A big part of a new launch is making it stand out instore. Show

3. us how you would make your new product innovation catch the attention of audience while they shop. Use any form of media you feel would work (traditional instore displays, mobile, digital,

branded merchandise).


Tell Us

We’d like you to start with a written explanation of your idea. You should be able to summarise any cracking concept in fewer than 300 words. Tell us what your concept will show consumers and how

it will talk to them.

Show Us

When it comes to communicating your ideas, you can mock them up in whatever way feels most comfortable to you. You might like to draw them by hand. You might like to use a computer, or

combine both skills.

Essential things to bear in mind

YCN Awards - BreifsFredrigoni

Throughout the breifs i found yet another intresting one. at first i didnt no what the brand was or what it stood for so i did a little research into them. I fought that the idea of making your own desk based calender could be an exciting task, along with using different papers and even hands on

approaches to complete the final task.

Background

“The Fedrigoni family has been part of the paper world since 1717, when the San Colombano paper mill was set up in Vallarsa-Rovereto, Italy. Over the years, Fedrigoni have consistently been at the forefront of the paper industry, pioneering the techniques and processes that make paper the

beautiful, versatile medium it is.

Fedrigoni has been refining the art by producing striking surfaces, tactile textures and vivid colours paper that can be pressed, bent, cut and folded into almost any form you can imagine.”

They have a very fine and expensive set of unique


We would like you to design a desk calendar for Fedrigoni customers to promote our Woodstock paper range.

Woodstock is an uncoated pulp coloured collection of papers and boards. A unique paper range made from 80% recycled pre-consumer waste and 20% FSC certified Virgin fibre. Available in seven different weights with 15 wonderfully warm pastel colours and an additional mottled version,

the naturalness and simplicity of wood is clearly identifiable with this range of paper.

In order to grab a presence on our customers’ desks, the calendar will need to be genuinely useful, but also speak in a visual way which appeals to their high aesthetic standards. It should therefore be a creative, yet functional, piece which maintains awareness of the range throughout the year.


They are asking you to design a desk calendar, so you need to remember desk spaces are small. The bigger the calendar, the less likely customers are to keep it on their desks.

Target Audience

The calendar will be for the attention of graphic designers and those with a keen interest in fine special papers.

YCN Awards - BreifsBoost

BOOST is a registered trade mark of Boost Drinks Limited. BOOST UP YOURSELFTM

20305901_Boost_Consumer_2013_6Sht_25%_Lampost.indd 1 19/03/2013 09:07

The final breif from YCN that intrested me was for the drinks company Boost. I found this one very intresting with alot of creative freedom involved. I thought the idea of making your own name and packaging design along with a new improved flavour of youe making would be a good idea.

Along with the advertisment aspect of it to, making posters, app layouts ect.

Background

“Boost is an everyday energy drink without the nonsense. Overall, it’s a fun, youthful and ener-getic brand at heart, recruiting new users through developing a consumer brand that engages and resonates. We offer a range of great tasting performance and energy drinks that give consumers a long-lasting energy boost. Boost differs from the competition in that it is only sold through inde-

BOOST is a registered trade mark of Boost Drinks Limited. BOOST UP YOURSELFTM

20305901_Boost_Consumer_2013_48Sht_Dropkick.indd 1 18/03/2013 17:46


There has been an emerging trend in the soft drinks market toward healthier drinks that use nat-ural energy and waters fortified with added vitamins. This trend has been tapped into by a number

of brands such as Lucozade and Coke with the launch of Revive and Vitamin Waterrespectively. Your challenge is twofold: Firstly, put together a range of up to six functional waters

recommending flavours and potential benefits.

(We will provide a flavour/functionalguide in the student pack) Secondly, take your recommended product ingredients and create a new brand and launch campaign to bring your new range of Boost functional waters to market, and

demonstrate the functional benefits throughout your comms.


A name for the product, packaging design, as well as art direction and copy is required for a con-sumer facing launch campaign. As a basis, the creative concepts for the campaign should contain key messages across a range of creative. Elements such as press advertising, packaging designs, point-of-sale, sampling ideas and digital assets should be designed and conceptualised in accor-

dance with the Boost brand guidelines (part of the downloadable pack).

Target Audience

Primarily, this product would be aimed at a health-aware, 16-25 female market who is looking for a healthy energy boost and vitamin release. These wouldn’t be women that are dedicated to going to the gym, and hyper-sensitive to health issues, just normal women that are aware of choosing products with natural benefits. Whilst there would be a female bias, we don’t want to exclude our

core 16-25 year old male drinkers.

ResearchPenguin Random HouseDesign Award 2014- About

The first ever Penguin paperbacks appeared in 1935. Which in turn was a massive influence to-wards british culture and design history. The development and realism of penguin covers, adapted with the graphic design proffesion. After a very long line of talented designers and new modern techniques, the designs of penguin books have become even more creative by the year. Its run by

art directo Jim Hamilton.

the prizes consits of three places. 1st place taking four weeks in the penguin design studio on a work placement. The winner also recives a grand prize of £1000. second place takes a £350 prize

and 3rd place takes a £250 prize.

All the selected winners will then be invited to an award ceremony which in turn they will recive there prizes, and there work on display.

- The BreifWhat A Carve Up! by Jonathan Coe

Michael is a lonely, rather pathetic writer, obsessed by the film ‘What A Carve Up!’ in which a mad knifeman cuts his way through the inhabitants of a decrepit stately pile as the thunder rages. Inex-plicably he is commissioned to write the family history of the Winshaws, an upper class Yorkshire clan whose members have a finger in every establishment pie, from arms dealing to art dealing,

from politics to banking to the popular press and factory farming.

During his researches Michael realizes that the Winshaws have cast a blight on his life, as they have on Britain. His confidence, his sexual and personal identity begin to reform. In a climax set in the Winshaws’ family seat the novel turns into the film ‘What A Carve Up!’ as a murderous maniac

stalks the family and Michael discovers the significance of Shirley Eaton’s lingerie.

‘Big, hilarious, intricate, furious, moving’ Guardian

‘Probably the best English novelist of his generation’ Nick Hornby

‘Everything a novel ought to be: courageous, challenging, funny, sad – and peopled with a fine troupe of characters’ The Times

‘A sustained feat of humour, suspense and polemic, full of twists and ironies’ Hilary Mantel, Sun-day Times

Your cover design should reflect the richness of Jonathan Coe’s writing to appeal to a contempo-rary, discerning, literary readership. There are many layers and themes within the book. Read it

and discover what the book means to you.

The winning design will need to:

• have an imaginative concept and original interpretation of the brief• be competently executed with strong use of typography• appeal to a contemporary readership• show a good understanding of the marketplace• have a point of difference from the many other book covers it is competing against

Artist ResearchSaul Bass

(May 8, 1920 – April 25, 1996)

was an American graphic designer and a filmmaker, best known for his design of motion picture title sequences, film posters, and logos.

During his 40 year career Bass worked for some of the most highly rated film makers of his era. Among some of his most famous title sequences which are the animated cut out of a heroin addicts arm, the film the man with the

golden arm.

Bass designed some of the most famous and iconic logos in north america. Which would include the bell sytem logo as well as AT&T’s Globe logo in 1983. He also designed Continental Airlines’ 1968 jet stream logo one of the most

recognized industrial logos of his time.

I choose to look into Saul Bass for a reason. for the penguin breif i wanted to try and seek older styles that in my mind look very book like. One of my favourite artists just so happens to have a very similar style. It appeals to me

and i tihnk if i could combine this into my own book design for What a crave up id have something great.

These are an ideal example of what i would like to try and incorporate in my book cover. Maybe use a darker use of colours seeing as the book is a thriller and its based on the murder of a man named Geofry. I like his use of hand made fonts, and how it affects the look of the overall image. gives it a real paper cut out look, which i think would work great as a book cover. I can either try and find a font online that will replicate this or a handwritten style. Or maybe even try and create my own which i can then use on my final book cover. Overall i think that Saul Basses style will influence my work a great amount.

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