My feedback were mostly on how it lacks body copy (too tiny down there I guess) and it needs the body copy for the posters to be understood better. The visuals and concept are well received, subtly controversial (as controversial as a school project and my brain can get, anyways). The typeface also needs improvement, so I’ll be working on that.
This week we worked on refining our strategic planning. I was told to improve the list of benefits from exercising, by adding social benefits.
I did research on “Step Count Challenge”, a group, walking count challenge in UK made for office workers which is held every autumn and spring. The media that they used were posters, website, blog, Twitter and the challengers itself.
The tone and manner of my campaign would be bright, fun and encouraging, showing how exercise is easy and simple.
(Sketches will be inserted)
The media for my campaign would be poster, flyer/brochure, short video on social media, stickers on stair / elevator door / other public places.
After finalising the concept for my magazine, I finally moved on to exploring the layout and started to make some flatplans.
The magazine itself will be separated into 3 sections – the mind, the heart and the body; each section will have an illustrated spread with the content details. Each section will have at least 3 articles, and the magazine will end with “MBTI reads” article. Reader’s message / Rant page will be place in front of the magazine, directly after the main table of content.
Continuing from last week, we set off to discuss about the brand, its slogan and the packaging structure.
I also find references from other men grooming products which I think pose as a competitor to my brand, to see their approach & style.
I’d like for L/ON to go for something in between Molton Brown’s sophistication and H’ (Harry’s) clean, more youthful design. I was suggested to use brighter color or contrasting color, rather than earthy color which would look older (“heritage”-looking) since my target audience is of the 25-35 age segment.
The look I am aiming for is high-end and sophisticated but also quirky and would appeal to younger, urban/metro audiences.
As an exercise to our layouting skill, we had to made at least 10 different poster layout / composition in A5 size, with grids. The content of the poster is an event called ‘Design Culture Now’, with all other informations (venue, date, speaker) about the event.
I was told to come up with 3 different concepts / “brainstory” for the magazine before I start the layout process – what do I want people to feel when they read the magazine? Is the magazine a presence of steady support, an escapade or a friend?
I’ll be developing 3 concepts for the magazine from the collage above.
For the final project, I decided to do a campaign on simple exercises for people who don’t do sports. Many of us neglect doing physical activity due to tiredness from work and school, stress, or simply finding many sources of entertainment that are less exerting. Little do people know, that doing exercises and sports regularly can help stress, maintaining youthful look and many other benefits. This campaign aims to bring awareness of doing simple, non-costly exercises to people.
“Exercises for people who don’t do much physical activity.”
What kind of people?
Adults (economically active population) (PRIMARY AUDIENCE)
Young adults (SECONDARY AUDIENCE)
Busy & tired with work
Middle- higher economy class
Why don’t they do much physical activity? (Problem)
Too busy and from work
Won’t afford gym membership / sport facility & equipment
Find entertainment in other ways
They don’t see exercising important enough to be a part of their lifestyle
Would rather spend time relaxing after a long day
What are the problems of not doing exercising?
Feeling down and unmotivated
Poor stamina & endurance
Risk of getting earlier old-aged sickness
What kind of exercises can be done?
Taking stairs instead of elevator
Jogging while walking your pet
Walking for a long distance
Don’t do it after a tiring day, start your day with a morning run!
Stretching & basic crunches (sit up, push up)
Cycling to work / school (when possible)
Yoga tutorials on Youtube
Anything to break some sweat!
What are the benefits to these exercises?
Reduces stress level
Increases dopamine in the brain, which would as a result increase productivity and happiness
Decrease dependency on painkilling drugs and anti-depressant
Sweating moisturizes skin and prevents it from drying out
Exercising regularly helps maintain a youthful look
Improve cardiovascular health
Exercising can be an outlet to relieve stress and anger
Which/What kind of adults are we targeting? (Demographics)
Adults of age 21-35 (primary)
Young adult of age 15-20 (secondary)
Economically active population
Middle – higher economy class
Lives in urban cities (Jakarta, Bandung, Surabaya, Medan)
What are the psychographic characteristics of these adults?
Tired, worn out
Do not care about their physical health / staying fit
Wants to keep up with the trend / “Kekinian”
What are the behavior of these adults?
Go to office/work
Actively dating / seeking for love interests (Single household)
Sexually active (Single household)
Working at home
Hang out with colleagues
Going to school
Hang out with friends
Staying up late for homework
Surfing the internet for hours
Playing mobile games
How to get them to do these exercises? (Solution)
Introduce exercising as an effortless activity that can be slipped in during the day.
Emphasize on the benefits of exercising daily and regularly, no matter how little, in both short and long term.
Sales & Competition
Gym advertisement campaign – ‘The club for busy people’
They’re showing audience how they can be busy, doing their daily activities and still work out at the same time.
A sort of feminist sports campaign – they’re encouraging women to do sports more by giving a direct visual of them doing the act, with an “inspiring” quote on it.
After more researches, I decided to cover the topic sexual objectification as a whole because it is the root cause of the catcalling problem – catcalling is just one of the behaviour of objectifying the human body.
The poster would be in a compare and contrast approach, comparing human body parts with its often-used euphemisms.
I was suggested to be very metaphorical about it and less direct about the human body parts; send the message through the metaphor rather than visually shocking.
(Sketches to be inserted)
I found out that there is no Indonesian term for body shaming yet, so I decided to add an Indonesian slogan above the English one (Shame No Body – which is also the name of the campaign).
Follow up on comments on Hightail
Following up the comments, I kept the pink-white look and the English version of the poster. I also changed the “globes” to “buns” because the globe imagery didn’t work all too well. Loosened up the details on “two types of rides” to make it less explicit.
I’ve decided to do a website for the music band Kalafina – it’s a Japanese pop band that I’ve liked for a long time whose music goes in a quite varied direction since its founding, from baroque pop to generic pop/rock anime opening songs.
I intend for the web to look quite vintage-y but with a modern user experience, embellished vintage / lace decorations as how most of Kalafina’s album covers look like.