Brief Choice

We were asked to bring three briefs to this session that we had both decided that we would like to do. We printed out the Femfresh, Dominoes & Morrisons YCN briefs as we decided these are the ones we both wold like to work on equally and they are all different audiences.

Then we was asked to make pros & cons about each brief.

Morrisons

Pros:

Sam works here so will have a strong background knowledge of Morrison's.

Therefore sam can get good primary research due to the ability to take photos.

The brief has a good balance of strict requirements and room for innovation & own ideas, not too restricted.

A target audience of young professionals is given & therefore we are the target age range.

We both use Morrisons as our main big shop supermarket.

Cons:

The brief does say it would like a new technology but this is just a suggestion as, they are recently updating their store anyway.

Although the brief not been very restricted this can also be a con due to the time it will take to read the brief and understand what it is asking of us.

Dominoes

Pros:

The campaign is targeting students and therefore this is perfect for us as that is out everyday living surrounded by students.

The slogan and the event has already been invented so the design and the way to promote would just be the problem.

Cons:

There are a lot of restriction with the logo, the colours have to bee the same and you can't change the way the logo is laid. So therefore this will make the design more complicated and you will have to revolve the design around the logo.

It says to create a campaign, which is vague. What is this? 

Femfresh

Pros:

The target audience is women so therefore we are the target audience

There is scientific evidence given therefore this could strength the consume of this product if this is a focus on the product.

Cons:

We think this would be a very hard thing to change peoples perceptions about this product an I think we would spend too much time on the idea rather than developing the design.

The logo is very clinical and therefore would be hard to integrate with a friendly design as it says on the brief you can't change the logo.

The brief doesn't give you any formats to use and just asks you to change the perception of womens thoughts on this product.

So after conferring on these pros & cons we have decided that the Morrison's brief is probably the best for us to work on, and we both became very interested & excited to start the brief. At first we was concerned that Sam wouldn't be able to do it due to her been an employee so we questioned Fred as Sam had read the T&C which didn't state anything about employees not entering and he confirmed that we shouldn't be worried as if all ends good Sam can leave her job.

We then filled out this sheet which is a contract to say that we will work this way and signed it so we can't go back. We also had to give one to Fred so he can go back to is if any arguments occur.

So after this, we have decided that we will both do primary research at our local Morrison's and get ideas of the types of promotion and the layouts of the store. And then carry out some secondary research so we can get some initial ideas for the next time we meet up.

The next half day is Wednesday so we are going to meet up then and finalise our contract and try and work out our roles etc...