#d&adbrief

[antonyad2]

Mid Project Pitch

Feedback:

- Introduce glitchy giffgaff patterns to my character design

- explain the idea of the dragon in more detail

- the story can be told in a fairy tail style: start with giffgaff being a bad character and add a B Corp wizard who saves them

This presentation was useful in terms of understanding how I should approach the idea of a dragon character, but now I'm a little confused as to how I should tell the story. I don't want to make giffgaff a bad character, as it doesn't represent what the brand was working on before it was certified B Corp. I am not keen on creating a negative perception of giffgaff's previous achievements. I initially incorporated this concept into my designs, but then I realised that it may not be the best approach to take. Therefore, I believe it would be beneficial to think of alternative methods of conveying this story in a more celebratory manner.

[antonyad2]

Forever cruelty free, we have never tested any of our ingredients or products on animal and we never will. Learn how we fight to ban animal testing worldwide.

The Body Shop

The body shop uses their primary colours for the illustration of this article. I wanted to see not only how they visually communicate the theme, but also how they structure their text. Animal testing is not relevant to my topic, but I felt I needed to conduct research into how different brands are advocating for nature and announcing big changes. This article starts with a general paragraph about The Body Shop's values and what they fight for. It's a good way to get people's attention and let them decide whether they want to learn more or not. They then describe what animal testing is, their achievements, the analogue testing methods they use and how they have forced many countries to ban animal testing.

The language used in this article awakens deep feelings in the reader and calls them to action. This is achieved through the use of shocking facts and strong language. It feels like a call to protest, which is why I like the minimalist illustration - it conveys the meaning of the text. I also like that the illustrator decided to bring animals and people together, depicting both, rather than just drawing a bunch of people with posters. The dog looks mercifully at his owner, and you can see how grateful it is to the people fighting against animal cruelty.

[antonyad2]

I looked up these words in the dictionary because I thought they might open my mind to new ways of exploring my topic. I believe that it is crucial to fully understand the definition of brand values. This allowed me to better interpret what giffgaff is all about and not make unnecessary associations and assumptions.

[antonyad2]

Research plan

Other mobile brands, how they announce and advertise stuff

How artists tell people that they use sustainable materials

How other brands demonstrate their care for their users and the planet

Random links for illustration

What is being sustainable and environmentally friendly?

[antonyad2]

In addition to the previous post, I used the 5W, 1H and 4R method to answer more questions and help guide my project in the right direction.

I couldn't remember what the 4Rs were, so I went back to my Tumblr posts from last year and found this post, which explains each step in detail. 

5W and 1H:

- Who?

giffgaff 

- What?

got certified as B Corp

- When?

now 

- Where?

instagram, OOH

- Why?

because it does business for good 

- How? 

by taking care of the environment and community’s wellbeing 

[antonyad2]

Giffgaff brief analysis

I revisited the brief and answered the questions that Tom Creates suggested, as well as ones from my tutorial. 

- Who is it for? 

Current and potential giffgaff users, who want to engage with brands that do good

- What is t for?

Instagram stories, out of home activations (adshels, billboards, busses)

- What is the benefit for the business?

https://www.uschamber.com/co/start/strategy/b-corp-advantages-and-requirements

- What is the benefit for people?

helping the planet and community by choosing this mobile provider 

- What emotions are involved?

unexpected, disruptive, inclusive, committed, loud, engaging, distinctive, positive, promotional, educational, successful  

I narrow all of these down to three key words: engaging, loud, unexpected. 

[antonyad2]

For the actual text of my story I decided to use the same approach that giffgaff used in their post, where they start talking about the brand and all the good things they do and then mention B Corporation. This is not the final version of what I want to say, but I have identified the information that needs to be announced to help me in shaping my illustration ideas.

After that I felt I was getting too deep into my concepts, so I decided to use some of Mark Sephton's idea generation techniques to guide my process. I chose the random links method and just searched for "pictures" on google, and the image of this tree was the first one that came up. The idea I got from this exercise was to create a planet or island where the residents take care of each other and all work together to keep their homes clean and prosperous, which correlates with the giffgaff movement. In order not to spend too much time on this idea and to explore and produce more, I decided to learn how other illustrators and designers find inspiration and generate their ideas.

[antonyad2]

Giffgaff’s ads and d&ad projects 

I looked at previous giffgaff briefs and some giffgaff campaigns to focus on how the brand communicates visually and how other designers use the brand's tone of voice.

Giffgaff likes to use collages where photos are roughly cut and have sharp edges; there is always a white outline around any photo that replicates the shape of the image; also, textures/filters or abstract lines are often placed over images.