Learning Activity – Having fun with brand identity.

Learning Activities

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Do you think the movie provides insight or detail into what drives product placement in entertainment?

Absolutely, I have seen the movie twice now and after both instances i have started noticing alot more of the product placements in movies and series i watch.
In two of the series i watch every now and then, to mention a few cases,  House M.D is sponsored by apple computers and NCIS is sponsored by Nikon.They use Nikon cameras when photographing crime scenes for instance.

What have you observed about presentations of visual strategies/brand identity?.
The most effective product placement seems to be on an almost subliminal level, its kind of snuck into the show or movie without necessarily drawing too much attention to it.Yet it is very noticeable.

The other kind of product placement which is blatant and more or less turns the scene of the show or movie into a straight up commercial seems to be disliked and less effective, however this is how i feel about it. It didn’t work as well on me as a person.I almost felt insulted that they even bother. In all the cases of blatant product advertisements done in this way that i have experienced my self i believe i have in fact quit watching the show.
So this way of using product placement can be detrimental to tv shows or especially series.

Let’s consider this movie as a form of research. In other words, it was done to see what the effect of branded entertainment would be, a case study of sorts. What are your findings? What have you learnt? What has changed your pre-conceived ideas? Do you think there’s relevance in this case study? How could you apply your observations in real life?

Product placement is nothing new and we get used to it, almost blind to it in some cases, what i found most relevant and interesting in watching this documentary was that it brought the focus on product placement in it self. Especially interesting to me was how long or rather short time it took to find the tipping point to when the sponsors more or less took control of the whole production and wanted to change the artists view or alter the way their respective products were portrayed. Or in some cases didn’t want to be a part of the documentary at all (Even though they were already mentioned).

From the findings above (question 3) imagine that the international coffee brand, Starbucks, is your client. Give one complete strategy for a small activation campaign to advertise Starbucks on aeroplanes. Give one idea of how you would do this, by following the 5 steps of the work process. To guide you, follow the points below and do a write-up of your idea as well as the steps you followed:

Conduct research :

Starbucks allows purchasing coffe through their app. This means they can sell coffe to people on the airport or maybe even on the plane itself if the app accommodates this.
The main demographic for this would be the “red eye” flight as its called.If you catch the red eye and want some coffe its all set up and ready for you to buy in an instant as long as starbucks are allowed an outlet from where patrons can pick up their coffe.

Clarify the strategy : 

A link to the application can be printed on the boarding pass with a short description and a QR code linking to the app itself as well as further information, this along with a special red eye discount.If the app is already installed it will link right to the offer inside the app.
After some more research i found that starbucks offers a coffe called the red eye with an espresso shot. This may be used in this campaign as it is already a thing.

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Design the identity :

For the identity i sketched up an eye in red with the star bucks logo inside to illustrate the point of it being campaigned along with the red eye flights.

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Create touchpoints : 

The main touch point for this has been through the application so far so i think it is a good idea to keep having the communication through the app. After having picked up the in app bought coffe, some way of introducing a short survey of the experience would seem natural. Maybe as an extra nudge a link or some kind of reminder on the coffe cup could be printed bringing the customer to a survey or remind them that it exists.

Manage the assets :

As this is not a prolonged campaign, briefly describe how you would use the possible outcome of your campaign for future use.

Well, the information gathered through the survey is useful and can for instance determine whether patrons on the red eye flight want to drink coffe or to sleep on the flight.  It would also show the hours where coffe purchases are at its highest in an airport with patrons from all over the place and from different time zones.

 

Thank you for reading

-J

 

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Learning Activity – Aquainting yourself with the work process.

Learning Activities

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Consider the different steps in the work process and answer the following questions in writing:

 

Conduct research
Write down different means of conducting research. (What do you think can be done to collect information and get consumers’ perspective on a proposed idea?)

First thing first is researching online and figuring out the key of the land. This would be the first and easiest step for most. Another option are surveys, if you have a mailing list or a group of friends  you can start there and work your way to the average joe depending on what you are researching.

 

Clarify the strategy
What do you think should be included in a creative brief? (As a designer, what would you consider vital information in such a brief?)

The main strategy should be clearly defined after it is conceived and planned.All the steps needed to make it an efficient strategy should be described in this step. Expected results or  anticipations should also be speculated on and defined here.

 

Design the identity
How would you approach the findings from the research and the clarified strategy? (What would your first steps be once you’ve received feedback and a brief?)

Initial designs and idea development is defined and refined in this step. Depending on what the design is intended for. The sketching and design phase should reflect the findings from the surveys and information gathered in the previous step.

 

Create touchpoints
What do you think is meant by touchpoints? (What, do you think, should be included in the term “touchpoints”?.

Touchpoints are a useful tool to keep customers in touch with the brand, ensuring the brand comes to mind for its services when they are reflected on or needed.Maybe even in some cases gets a recommended. Touch points can be a small reminder by a newsletter or survey. As well as an offer or a coupon. Touchpoints can be disguised as alot of things but the main intention is to make the brand come to mind every now and then.

 

Manage the assets
How would you nurture and grow the brand that you’ve created?.

If the design and message of the brand is good, the best way to nurture it would be through the use of touchpoints, keep building a good reputation with the customer base and good use of news letters and maybe even some creative PR stunts, promoting the brand.
Nurturing the brand means making good use of the information you have gathered and found through research. Finding ways to reinforce your brand with the customers over several different promotions.

 

Thank you for reading

-J

Learning Activity – Fun With Slow Shutter Speeds.

Learning Activities

1. Wait until it’s almost dark outside. Take your camera and go and sit in a busy tourist area. Choose a building or statue to photograph. Place your camera on a tripod and set the shutter speed to 30 seconds or more. (If you don’t have a tripod, something stable, like a chair, will also work.)

Take a look at your photograph. Do you see a lot of people in it or just the building/statue?

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There should be someone walking on the pavement on the right side in this image, however due to the long shutter speed they do not appear in the photo.

 

2. Wait until it’s dark. Go and stand on a bridge over a busy street (or look from the window of a high-rise building). Place your camera on a tripod and set your shutter speed to 30 seconds or more. Inspect your photograph. What do you see?

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3. Ask a friend to help you with this activity. Choose a dark room in your house and switch off the lights. Place your camera on a tripod and set your shutter speed to 30 seconds or more. Ask your friend to “draw” a picture in the air using a flashlight. Take a look at your photograph. What do you see? This fun activity is called light painting. Try an easy pattern first, but also a more complicated one.

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Learning Activity – Shooting in Low Light Conditions.

Learning Activities

Written Assignment.
Describe the steps that you will take to ensure that you take a high quality photograph in low light conditions. Refer to exposure, lenses, tripods, colour temperature, flash and ISO.

First things first is getting your gear together, preferably have it ready already. Personally i have a small backpack that has space for two lenses (one of them are usually mounted on the camera), my camera house and some extra pockets for an extra battery and a remote for your DSLR.I also have a small tripod with “Gorilla” legs. This means i can mount it with my camera almost anywhere like lampposts, a fence or even a tree.I also have a regular tripod that i bring along for landscape or night photography.

When i go out shooting i have my gear ready, i just grap my backpack and some warm clothing. Good preparation helps alot with getting out the door as well as with the photo shoot.

Usually i have a location in mind when i go out shooting. Often times the main thing on my mind when i set up is light pollution. For instance i  usually shoot the sky with northern lights or  find a composition with stars  i like, a composition with either some mountains or a lake that ads to the composition. Light pollution is therefore important to keep in mind if you want a long exposure. If there’s a city in the distance, the city lights will flood the sky. This can of course also be a good thing and make for an interesting image. But its good to be aware of this for long exposures.

I usually like to have a low ISO setting, somewhere between 100 and 400, then i set the shutter speed between 20 – 30 seconds.I don’t mind using a long shutter speed and a low ISO to get a image with as little artifacts as possible. I also use  a dark or rather high to midrange aperture.

After taking a test image i then adjust my settings depending on how my first image looked.I almost always used the manual setting on my camera so i am familiar with tweaking my settings manually, even in the dark.

The camera is of course mounted on a tripod for landscape shooting and long exposures. I also use either a remote to minimize camera shake or a timer if I don’t have the remote with me. I have not tried locking the mirror in my camera yet but i will make it a point to experiment with this in the future, until now locking the mirror in my DSLR has seemed a little scary when i was starting out with photography.

If am shooting people or indoors however i go the opposite way, i set the ISO somewhere between 400 – 800 and try to keep the shutter speed below a second, prefferably as fast as possible the keep the images from blurring, therefore the higher ISO. The aperture is as open as possible with the lens i am using so i get the fastest shutter speed possible without loosing too much light.With my camera I don’t tend to get any artifacts from a higher ISO but i still don’t go to 1600 ISO unless absolutely necessary to capture the image.

 

Practical Assignment.
Take some low-light photographs.
One should be a sharp photograph that focuses on a static object, like a building or statue.

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The second photograph should showcase moving objects, like cars or running water.

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For the third photograph, take a moody portrait of a friend and use high ISO settings to your advantage.

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Thank you for reading.

-J.

Mandatory Assignment – 03 Product Advertising.

Mandatory Assignments

Together in T-Town, our favorite place to be.
Autumn
Shopping and Dining

Poster in PDF format : Mandatory Assignment – 03 Product Advertising

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Brief Using photography you are to create a street poster advertising Gågaten ( Pedestrian zone) The poster should promote the zone and reflect the important values it stands for. The poster should consist of a photo, slogan, logo and any other graphic elements you wish to add. It needs to be A2 format.

The aim of the exercise is to get to grips with photography and how to use your camera creatively as well as experiment with lighting. It is important to think about what works together to create the right atmosphere using model/view/ lighting etc.

Report :

Idea Development :
Thinking about what i wanted to capture with my camera for this assignment i knew i wanted pedestrians in my image to reflect the fact that it is a pedestrian zone. I also knew i wanted to give the image depth by taking advantage of some perspective, using something to give the image clear lines pointing to a vanishing point, ideally somewhere into a crowd. I also knew i wanted to have some trees in there to reflect the fact that autumn has come.

My biggest issue with all this is the fact that i wanted to use natural light, and it dissappears fast during autumn in Trondheim.This combined with the daily flow of pedestrtians varies during the day times and rush hours. This meant that i had to work fast while shooting, making sure i had both some light as well as pedestrians around. As this assignment was advertizing a place rather than a product i decided on calling the district “T-Town”. It is a nickname for Trondheim, and in fact alot of cities and towns with a name that starts with T.However, anyone living anywhere remotely close to Trondheim would know that T-town was a refference to this city, especially along with the right image.

Execution :
Having decided on theese points i grabbed my gear and went to town. I spent several hours of two seperate days with my camera walking around and shooting, looking for the right image perspective wise.
In the end i got the image i wanted. It was getting quite dark when i got the shot but the lights in the background as well as the very visible clothing of the red cross workers added to the atmosphere of the image giving it more depth.There were also the perfect amount of pedestrians, meaning i did not get anyone walking unknowingly in front of the shot.
LINKS :
http://nb.urbandictionary.com/define.php?term=T-Town

Composition and Layout :
I experimented with both portrait and landscape modes for the poster. The image was taken in a landscape orientation but i decided on croping it for the poster and went with a portrait style. The flow of pedestrians and the benches by the side seems to lead the eye better in portrait for this image.

I also tried brightening the image alittle, however the colours seemed to dissapear making the image more flat so i opted against post processing in this case. The lighting on the benches and in the background also vanished when i brightened it, so i kept it like it was taken with the camera.All in all i am satisfied with how the image turned out as a nice evening shot.

Typography :
Despite the image being a bit dark it lends itself to let the typography “pop” alittle more. The logo “T” with town written across it is simple but effective in my opinion, i also like how the word town kind of splits the bigger T to ccreate a more interesting shape from a distance.

For the writing i used the typeface “Brush Script std”. Usually i would steer away from the handwritten style of fonts however in this case i think it ads to the feeling of autumn. Working on the slogan i first quoted “ Life is to be enjoyed, not just endured”. however it did not ad to the location or the poster the right way, trying to think up something more inviting i came up with the slogan “Together in T-Town, our favorite place to be”.

Target group :
The target group are people living around and in the outskirts of the city, people interested in shopping and hanging out with friends in the town centre.
It serves as a reminder that the town square and the shopping districts around town is the place to be, especially together with friends. In this one attempts to have people bring along friends to enjoy the city centre in the autumn colours together. With shopping and dining opportunities as well as events going on in the pedestrian zones.

 

Thank you for reading.
-J

Learning Activity – Product Photography.

Learning Activities

1 – Draw up a list of the most important factors of a product photograph. Refer to shadows, lighting, quality, ISO and editing in your answer. Mention at least five things.

Shadows : Harsh shadows are to be avoided for the most part in a product photograph.By diffusing the lighting in your setup and moving the lights around trying to figure out what gives the least amount of shadows if any, as well as by diffusing the light you get softer shadows, meaning they are more gradient than a direct and very visible shadow.

Lighting : Depending on what you are photographing, lighting always plays a big role in a good product photo. You can shape the lighting by bouncing it of a white background as well as moving the lights around to complement the product being photographed. Bright lights can also create harsh shadows as forementioned, however by using sheets of thin white paper or plastic in front of the lights you can diffuse it and make it less direct.This method may have a more flattering effect on the surface of what you are photographing.

Quality : Quality is important when shooting images for a catalog. You create good quality in the photos by making sure you have good lighting and a decent setup and backdrop. Another way to vastly improve imagery is to make sure you are taking photos in RAW format. This gives you more options to tweak and improve the images in post production.

ISO : The ISO configuration of your camera when taking product photos should always be at ISO 100. This is to minimize graining and spots your images. You can easily do this by creating a good lighting setup instead of tweaking your ISO. In other styles of photo shooting the ISO can be tweaked a little with no big issue, however in product photography the rule is to stick to ISO 100.

Editing : In post production you get a closer look on the images from the product photo shoot, even if the image has good lighting and a backdrop, alot of the time you don’t see any issue with the imagery before you see it properly on a screen or in editing.Small composition and exposure tweaks may enhance the image and is an easy and good way to ensure the photos are of the correct quality. It is also a good idea to start cataloging product imagery depending on clients etc from the get go.
2 – Make your own DIY light tent.

I started bye creating an 90 degree angled white wall. On this i could add a thick white paper as a backdrop to create a infinity curve for my product imagery. I also have two decent office lamps with 1000 lumen light bulbs mounted in them. The lamps are arm mounted so this made the lighting easy to move around depending on what i was photographing. I also experimented with white sheets of paper to soften the lights as well as some semi see through plastic bags for diffusion.

I also added some sheets of white here and there when needed to bounce more light around.

The product photos i tand ok with this setup came out pretty nice, especially if compared with taking images with no backdrop or product photography setup.

We were asked to photograph Something silver, something fluffy, something hard and a liquid.

Mandatory Assignment 01 – Magazine Design

Mandatory Assignments
Brief About the project

A foreign publishing house has plans to publish a new magazine and has contacted you to do the project. They have an idea of what the magazine will be about and have finished articles. They just do not have any visual idea or strategy for the magazine itself. Your job is to come up with a concise strategy and visual concept that forms the basis of the magazine as well as the layout.

  • Customer brief
    Our magazine consists of world issue content. it outlines the biggest problems of our time as well as solutions. It also outlines a way forward with in-depth research and analysis, tools for citizen participation and stories about real people people working for a better world.
    Todays world is not ideal – climate change, financial collapse, poverty and war leave many people feeling overwhelmed and hopeless. Our magazine hopes to empower people with the vision and the tools to create a healthy planet with vibrant communitiesWe hope to do this by

    1. Reframing issues and having a vision for the future
    2. Giving a voice to the people who are in the hope of change
    3. Offering resources for people to use or pass on

    Our plan is to reach 150 000 readers and more every quarter. The magazine will be for sale in many bookstores, natural food stores and newsstands across the US and Canada
    These locations include small independent shops and co-ops as well as larger chain stores

    Advertising: Most magazines make their money from advertising but thats where we are different. We don’t want advertisers to influence the content of our magazine which means we are ad-free. We rely on tax deductible donations from our readers as well as foundation grants. Donations also fund our teachers, journalists, grassroots organisations, faith groups and policy makers. They will leverage the ideas in the magazine to inspire shifts at every level of society

    You need to produce the following
    • Brief visual strategy and concept (this can appear as a style board)
    • Name and logo
    • A grid and layout for the entire magazine
    • Front / Back
    • Table of Contents / colophon
    • Article Pages (select 6 of 8 the articles in the attachment
    • Title, by-line, introduction, subheadings, body text, captions, pagination,
    • Photography and illustration Physical dummy paper

Procedure Assignment process:

  • Start by looking at the downloaded files.
  • Research other books and magazines.
  • Apply idea development methods to find interesting ways to present the content.
  • Begin sketching on paper and refine them until you feel they are ready to be digitized.
  • Use Adobe Indesign for your layout.
  • Print out and test your ideas on fellow students via the forum.
  • We suggest you write your report continuously throughout the production process.

 

An additional challenge in this assignment is to acquire or produce photographs and illustrations. It is a well known issue for designers that customers often do not have enough visual material for a project. It is then up to the designer to find a creative solution. You are able to use relevant images from the web and image archives and credit where necessary. You are able to take new pictures and produce your own illustrations. The latter works well as you are able to give credit to the designer and you get a chance to show that you are able to work both with layout and photography as well as illustration.

 

 

I started by reading through the articles and thinking about the six articles i want to select for my magazine design. I then arranged them in the order i am hoping to present them.

1 Article 2 – Torturing Robots.

2 Article 6 – Herbs.

3 Article 5 – 80 Percent of power.

4 Article 4 – Staying human in Climate change.

5 Article 7 – Big City Living.

6 Article 8 – Animals and Urban life.

Already i have a mental image of what photos and illustrations i may need. I also think the assignment description gas made me subliminally think of the colour green.

I decided to create the front page and the back page last as i would like to see the contents of the magazine first to make creative decisions.

Also, in order to arrange imagery and illustrations i first arranged the article texts to find out how many pages and how much space was needed for each of the chosen articles. This way i would get a decent overview as a whole.

Naming and logo.. Urban Element… Urban Entity… Urban Being..

magazine-layout

 

 

The Magazine in PDF form : Magazine Design.

Learning Activity – Front Cover.

Learning Activities

Have a look at all the tasks and lessons you have done over the last few weeks. Your task now is to make a cover/a front page for your very own magazine.

  1. Go through the Graphic design history time line and choose a style and designer that you feel relates best to your personality, even has similar traits to you.
  2. Using that designer/style as inspiration, use your name or part of your name ( be creative) and create a title/name for your magazine
  3. Add your own pictures, text, illustrations, elements as well as the proper typography and titles for your cover.
  4. The expression must represent your personality. (Remember the color choice regarding this).
  5. Remember to include what kind of magazine it is, i.e.cars/bikes, fashion, design, weddings, etc.These are my cover designs for this week.My first design “Nordic Waters”, I tried working with the photo and its colors to get good readability. I drew visual inspiration from some hunting and fishing magazines. The image is my own photo taken earlier this year.

    However i ended up starting over again and designed “Vector Magazine”.

    The titles are a little more simplistic and contain less text. I think this resulted in a clearer message. I also felt this was more “me” style wise.
    The illustration in vector Magazine was illustrated specifically for the cover using Adobe illustrator.

    I decided naming the “Magazine” Vector as i was using vector art on the cover.My name is also Torhaug so vecTor is a nice coincidence.

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    The Style era would be 1990 – 2005.

    The artist that inspired me for the illustration was Michael Turner.

    He was a comic book artist when i was young.He sadly passed away due to bone cancer. But his art style definitely has had a strong influence on me as a young artist, so much so it is almost on a subliminal level in allot of my work now.

    https://en.wikipedia.org/wiki/Michael_Turner_(comics)

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Thank you for reading.

– J