BRAND ASSETS DEVELOPMENT | FMP

In order to be able to visualise the brand in a more broad way, I decided to produce different brand assets. Including poster(s), flyers, infographics and product I had to start planning what I was going to design. After visiting the Museum of Brands, I have been highly influenced by a campaign by the brand of Scotch Whisky Johnnie Walker. However, I thought the visit at that space was not going to help me for my FMP, that series of posters really inspired me for the design of mines.

Advertising poster(s) development:

I started making further research about Johnnie Walkers as a brand and its advertisement. 

Johnnie Walker's advertising campaigns. 

What I really liked, and helped my project is the interaction between the series of posters in the image above in the page on the left-hand side. The design is mainly focused on the message leaving the rest of the format clean with just the logo and the product. This solution suggests how the posters are meant to be in a series and to belong to the same campaign either. From this research, I decided to adopt the same concept in the posters for my 'product'. I started doing some experiments with formats, type and placement.

Poster design development. Author's own.

In my sketchbook I made several experiments with annotations on how the format, type and visual could work or not. I decided to design a series of 3 posters having the same format and placement of type and logo. With this solution, the body copy would have taken the scene in the poster. In order to advertise the product, the subscription, food recycling and the making of organic fabric, I decided to think about a catchy and playful slogan. In my opinion, a strong and attractive phrase could engage more than seeing an image of the product, the subscription with the bin bag in my case.

Testing slogans for posters. Author's own.

After making some annotations and a list of related topics in my sketchbook I came up with these 3 ideas:
1. Out of date food? Bin it! We will collect it and give it a new life.
2. Sad because you throw too much food away? Stop crying! You can help us reusing your waste for       beautiful things.
3. Tryna freshen up your wardrobe? Why not wear your rubbish?! We transform food waste into organic and ready to wear clothes.
What makes these slogans catchy to me, is the way each of them contains a problem, a solution and the explanation of the solution. For example: "Out of date food?" This first part propose a problem, "Bin it!" Here the solution to the problem is found, "We will collect it and give it a new life." an explanation of the process and the subscription is given in this last part of the body copy.

After deciding the content for the body copy, I started thinking about layout, colours and logo placement.

Poster design and experiment. Author's own.

I initially found myself quite undecided between the design with a white background and the one with a black background. The first one would have been much easier and cheaper to print but the second one (black background) was my choice ad it looked much more finished and let the message stands out much more as well. I Choose Helvetica Regular as typeface because it has been recognised as almost universal and to me is clearly legible and quite modern looking as well. I have also seen the documentary Helvetica for the second time in order to get more knowledge and inspiration. Blogpost regarding Helvetica documentary: http://nicoloellerdesign.blogspot.co.uk/2016/03/helvetica-documentary.html

Here (images below) is the final series of 3 posters for my campaign.

Poster 1. Food recycling. Author's own.

Poster 2. Reusing food waste for fabric. Author's own.

Poster 3. Promotion of organic clothes made of your food waste. Author's own.

I am happy with the final results as the design is simple but eye-catching. The message stands out well and it is engaging for the viewers.
👍 

On the 22nd of May, while travelling on the Underground to go to work, I saw another interesting piece of advertisement (image below) from the brand Old Mout Cider. They used the same system of the series of posters but those are meant to be placed one next to the other. They interact as a continuing story and I found them really clever and engaging! However, if one of them would fall, which happens quite frequently, the whole sense would be lost and the message would not be conveyed the same way. This is the reason why I decided not to use this system for my project now, but it could be something to develop in the future to push the FMP further.

Advert for Old Mout Cider. Series of posters. Hammersmith & City Underground line. Author's own.