This programme started in 2010 to support 16-18 year olds who are not in employment, education or training (NEET). These will mainly be young people who have decided the traditional academic route isn't for them. I created the branding as well as the promotional material. There was a tight turnaround between knowing the company had won the contract and distributing the marketing material.
Mood board
A common route taken by graphic designers is to use graffiti and 'grunge' when aiming something at teenagers. Looking at brands that are actual successful with this market I decided to avoid these cliches, especially we need to portray a professional, educational organisation (dirt and mess doesn’t do this very well). It's also important to mention that the opinion of referral agencies (mainly public sector) and parents is as important as those of the young people.
A common route taken by graphic designers is to use graffiti and 'grunge' when aiming something at teenagers. Looking at brands that are actual successful with this market I decided to avoid these cliches, especially we need to portray a professional, educational organisation (dirt and mess doesn’t do this very well). It's also important to mention that the opinion of referral agencies (mainly public sector) and parents is as important as those of the young people.
The logo
The name was a bit of a fluke: it's short and easy to spell but possibly should have been more unique. Lower case letters communicate an informal, friendly atmosphere. The logo takes on the appearance of a sticker; collage (a popular technique) has energy. Plus, teenagers like having lots of things to look at and collage is a good way of combining lots of objects in one image.
The name was a bit of a fluke: it's short and easy to spell but possibly should have been more unique. Lower case letters communicate an informal, friendly atmosphere. The logo takes on the appearance of a sticker; collage (a popular technique) has energy. Plus, teenagers like having lots of things to look at and collage is a good way of combining lots of objects in one image.
Photography
The photography is full colour only and avoids anything that looks staged or glossy. It's important to use "real" people (not models) that shy teens can relate to. Jumping and laughing convey energy; it's also important the young people in the images don't look threatening (we want to get rid of any negative steriotypes).
Pattern
The arrows signify upward mobility, and the sharp angles and clashing colours are popular in design for the youth music genre dupstep.
The photography is full colour only and avoids anything that looks staged or glossy. It's important to use "real" people (not models) that shy teens can relate to. Jumping and laughing convey energy; it's also important the young people in the images don't look threatening (we want to get rid of any negative steriotypes).
Pattern
The arrows signify upward mobility, and the sharp angles and clashing colours are popular in design for the youth music genre dupstep.
Other images
The icons are inspired by apps on the smartphones that teens are glued to. They are particualrly effective in a digital setting.
The icons are inspired by apps on the smartphones that teens are glued to. They are particualrly effective in a digital setting.
2012 Flyer - front and back
The back and inner pages use quotes from real learners.
The back and inner pages use quotes from real learners.
2012 Flyer - inside
Quarter page advert in the local paper.
Website - an altered Wordpress template
The video is by another member of staff at CTEM.
The video is by another member of staff at CTEM.
Studio Project: State of Mind, Computer Arts Collection Part 4 (Branding Edition) 2012
This featured project by Studio Output had the same target market as this project. Their findings were very similar to mine; this (as well as the success of the programme) gives me confidence that I had made the correct decisions in 2010. It was particulary good to see them also avoid graffiti after speaking to a panel of young people during a workshop. They said, "It [the workshop] helped us to understand the pitfalls to avoid, such as making assumptions about 'getting through' to (read: patronising) young people by using graffiti and street slang. Young people are very brand-savvy, and these immediately signify someone trying to sell to them." To conclude though, Studio Output came up with great designs that I just couldn’t top, see
www.stateofmind.co.uk.
This featured project by Studio Output had the same target market as this project. Their findings were very similar to mine; this (as well as the success of the programme) gives me confidence that I had made the correct decisions in 2010. It was particulary good to see them also avoid graffiti after speaking to a panel of young people during a workshop. They said, "It [the workshop] helped us to understand the pitfalls to avoid, such as making assumptions about 'getting through' to (read: patronising) young people by using graffiti and street slang. Young people are very brand-savvy, and these immediately signify someone trying to sell to them." To conclude though, Studio Output came up with great designs that I just couldn’t top, see
www.stateofmind.co.uk.
