Creative Brief. AAA Young Designers Initiative Investing in the future. Interactive Design & Marketing. London / Cape Town / Sydney

Transcription

1 Young Designers Initiative Creative Brief AAA Young Designers Initiative Investing in the future

2 An Introduction to YDI. Lilo is pleased to announce the launch of this year s Young Designers Initiative (YDI) in collaboration with the AAA school of advertising. The objective of YDI is to provide emerging designers with a platform from which they can showcase their creative work outside of their day-to-day classroom parameters in a real-time work environment. Lilo is offering students the opportunity to experience the online design industry firsthand. We ve compiled a creative brief that will require some out-of-the-box, creative and original thinking. Students concepts should be supported by a strong design in order to see it through to the final development and on-site implementation phase. Students will be measured on their interpretation, response and execution of the creative brief. If we find the design to be of and exceptional standard, the winning student will stand the chance of seeing his or her design implemented on our website and showcased as an intrinsic part of Lilo s online branding identity. The winning student will be given the opportunity to work alongside our Cape Town staff for an internship period of one month with perhaps even a long-term employment opportunity. The following brief has been compiled specifically for the AAA Young Designers Initiative. Students are required to read through this brief thoroughly, ensuring that their work meets the criteria. We hope that you enjoy this creative project together with our Lilo, Cape Town team.

3 Who we are. Lilo is a Global website design and development company, based in London UK with offices in Cape Town, South Africa and more recently Sydney, Australia. Our strength lies in our ability to create a wide range of design solutions for our clients while maintaining a close-knit team approach and innovative edge. Recently we have shifted our focus to incorporate a growing awareness of the environment and corporate responsibility in general. Being a digital agency, our online presence and website branding plays a pivotal role in our ability to communicate our core values and benefits to the world. This is why we continually strive to maintain an innovative edge in the way we market and project ourselves in the fast-paced digital environment.

4 ECO-ROI: Illustrating corporate responsibility An Introduction to ECO-ROI In response to the global sociological and environmental appeal, we ve launched our ECO-ROI campaign. ECO-ROI is our way of giving back to the environment in a fun and creative way. The name ECO-ROI is a combination of the financial term ROI (return on investment) and ECO - short for ecological. We ve juxtaposed these two terms to create a unique label for our environmental campaign ECO-ROI, launched earlier this year in April. The name ECO-ROI shows clients that you can incorporate environmental support into your day-to-day business transactions. The term ECO-ROI merges two fields of interest: financial investment and environmental protection. Through our ECO-ROI campaign, we aim to break certain stigmas by merging environmental conservation with day-to-day business transactions. What makes our ECO-ROI campaign so unique, is the fact that it engages our clients by giving them the opportunity to combat climate change by simply making use of our web design and development services. We have committing ourselves to planting one tree for every new and existing client. Through our ECO-ROI project we will the build the green reputation of our clients free of charge while we strive to be carbon neutral as a company.

5 The Creative Brief: We are giving AAA design students the opportunity to be part of this exciting new corporate responsibility venture. We believe that creativity thrives on the cross-pollination of ideas and we are looking forward to collaborating with you on this creative project. Through the young designers initiative, emerging designers will be exposed to the realities of day-to-day website design and the practical requirements of implementing creative design so that it engages the client in an intelligible way. Create a comprehensive branding identity for Lilo s ECO-ROI campaign: 1. ECO-ROI logo - Rebrand or Brand-Evolution: 2. Design a new interactive ECO-ROI website feature 3. Design a homepage for Lilo s new ECO-ROI microsite 4. Digital Certificate

6 The Creative Brief: 1. ECO-ROI Rebrand or Brand-Evolution: Students are asked to either redesign the existing ECO-ROI logo or to evolve the existing logo in order to give it a fresh look while maintaining some of the original design elements. Our ECO-ROI campaign requires a comprehensive branding strategy and we are looking to implement a branding strategy, similar to the parent-child analogy in the web development arena. This basically means that we will have a parent-brand for our ECO-ROI campaign, supported by subsidiary brand elements, in order to create a comprehensive corporate branding identity for our ECO-ROI campaign. The brand will be used in a digital format and needs to have a strong presence on the ECO-ROI landing page. The logo will also be used in the footer of our website and international homepages: and The ECO-ROI logo will also be used in the footer of clients sites who re partnering with us in this project. For SEO (Search Engine Optimisation benefits) we will be implementing corresponding links between our clients and ourselves. It is therefore important to note that this logo will have a large online web presence.

7 The Creative Brief: 2. Interactive ECO-ROI website feature Create a fresh supplementary design for our ECO-ROI brand - to be implemented as an interactive feature on our corporate responsibility page and the ECO-ROI microsite. The idea is to illustrate the impact that each client s support will have on the environment. This interactive creative feature should engage the user and will therefore have to demonstrate innovative design and usability. Students will be judged on the strength of their creative concept, and how well they can communicate the practical implementation thereof on our website. Students can create something along the lines of an interactive map, reflecting the impact that one newly planted tree will have on the environment. Please refer to the examples included in this brief to help you with your project. The design should fit on our corporate responsibility sections as well as the microsite. Students can refer to our corporate responsibility page: to view our current ECO-ROI illustration.

8 The Creative Brief: 3. Design a homepage for Lilo s new ECO-ROI microsite The ECO-ROI microsite will function as a digital hub where all our campaign information will be housed. The challenge here would be to create a supplementary creative space where clients can access news and information regarding our ECO-ROI campaign. The microsite will house the brand in its entirety and will give clients the opportunity to use and review our interactive site feature. People who land on the microsite should understand what the campaign is about and students will therefore be required to include a word sentence that can be displayed on the landing page. Student can refer to the written copy under our Corporate Responsibility section at: [The dimensions of the microsite will be 820 pixels wide by 520 pixels deep]

9 The Creative Brief: 4. Digital Certificate Lilo is also giving students the opportunity to create a digital tree-planting certificate for our Clients. This certificate will provide clients with prove that a tree has been planted on their behalf. The certificate should be simple yet professional and must contain the ECO-ROI parent brand in a way that illustrates the tree-planting initiative. Reference Material: Students are given ample creative freedom to come up with something that will amalgamate the Lilo brand with our ECO-ROI environmental campaign. In addition we are providing you with a few basic images and concepts as reference material to help kick-start the creative process. Students are required to visit our corporate responsibility section to help them during the creative process. Students can refer to the interactive feature on this website to inspire them to design their interactive ECO-ROI feature.

10 Webrepro: Logo and Brand Guidelines Creative Brief Webrepro is in the process of undergoing a complete brand and service overhaul and to help kick-start this transformation process we are giving students the opportunity to design a new Webrepro logo and brand guidelines. Webrepro will soon be offering clients a cost-effective pre-formatted CMS website solution. The aim of Webreproís new service overhaul is to give the general public an opportunity to have their own web presence without requiring them to pay excessive web development and design costs. The public will be presented with a variety of pre-designed CMS website templates, giving them the opportunity to choose a specific CMS Website template that can present their business and or product to the online public. Webrepro will be targeting the general public and smaller start-up business owners who canít afford to pay excessive web development costs but still require an online presence to give them better control over their business or product. Inspiration:

11 Webrepro: Logo and Brand Guidelines Creative Brief 1) Webrepo Company Logo & Colour Palette. Redesign the existing Webrepro logo to reflect this new service overhaul. We are looking for a retail-based brand that is fresh and eye-catching. Students are asked to compile a colour palette to accompany the logo and website call-to-actions. The colour palette should be bold, expressive and vibrant, appealing to the online retail market in a fresh and unique way. 2) Webrepro call-to-actions and website buttons. Create a range of brand-specific call-to-actions and buttons - to be implemented on the Webrepro website. We are looking for innovative Webrepro iconography that can promote this new cost-effective website service to the public. Call-to-actions should be creative, fun and intelligible, bearing in mind that the corporate brand identity will be retail centric. We would like the students to present their final project in the form of a complete Webrepro branding package, illustrating how each of these creative brand elements are related to one another. Students are welcome to contact us if they have any further queries. We hope that you enjoy this unique creative challenge with us here at Lilo.

12 Students are welcome to contact us if they have any further queries. We hope that you enjoy this unique creative challenge with us here at Lilo Young Designers Initiative Contact Details: 502 Buitenkloof Studios 8 Kloof Street, Gardens Cape Town, 8001 E. roger@lilo.co.uk T