Wednesday, 29 October 2014

OUGD403 Responsive Studio Brief 01 Individual Practice Research into the Fedrigoni YCN Brief

Even though when I first looked into the YCN competitions I wanted to do the J2O rebrand I now think that I want to do the Fedrigoni Brief.  This is because I felt that I could only take the J2O brief in one direction (plants and botanicals) and I wanted to stretch my skills and ideas and do something that is really new for me. So, here are the brief details.

The main things that grabbed me about this brief was the way that it suggests quite a hands on approach, which is always the way I like to work. I also like the way that the fedrigoni brand is quite minimal and edgy which in the past I have had trouble re creating. So, I guess I am saying that I like a challenge. The first thing that caught my attention was the term 'marketing tool', I need to understand what exactly this means and how best to design for this use. The background information seems to focus on the idea of italian heritage and the pure quality that underlines the whole product range as embodied by the true black that the paper manages to achieve. The audience for this campaign is mostly design and art based and this is really what interests me because it means that I can do something beautiful, simply because the product is beautiful to the customers. Also because they are presumably well versed in many aspects of design i could do something quite specific and niche. 

The Creative Challenge
We would like you to design a marketing tool that will promote the NEW Sirio Ultra Black.
Sirio Ultra Black is a collection of pulp coloured papers and boards, with no carbon content. They are extremely light fast and available in 115, 185, 280, 370, 460, 680. The range also includes an embossed version: E/R65 Fiandra in 115gsm only. These papers are FSC certified.
The tool will need to speak to the designer in a visual way which appeals to their high aesthetic standards. It should therefore be a creative piece which maintains awareness of the range.
Your concepts can include creative pieces such as special prints, posters, booklets, direct mailers, promotional videos, electronic newsletters, advertising or even a launch event.
Remember, while we appreciate that we are in a digital age, we are a paper manufacturer, part of the print and paper industry and wish to keep these mediums alive!
Additional Information
About the paper:
Sirio Ultra Black is the newest addition to our product offering and is considered to be one of the darkest black papers on the market (even 20% darker than our very own Sirio Black/Black).
The absence of the carbon pigment within the paper means that gold, silver and metallic hot foils can be applied without any issues. The carbon pigment within black papers can often be the cause of oxidation or a speckled appearance when applying hot foils in particular shades, instead a special dark colorant has been used in Sirio Ultra Black to achieve deep value darkness.
Student Sample Packs:
To give you a better idea of the papers that you are designing for we will provide you with a student sample pack. In the sample pack there will be a selection of papers relevant to the brief. To request yours email: 
We ask that students do not send any requests to our samples department or via the online sample request forms on our various websites as these will not be processed. You only need to request your sample pack once and it will be automatically sent out in due course, so please be patient.
It is not required that students strictly use Fedrigoni paper to illustrate ideas. Entries will not be penalised for using other papers. However, if you would like to include some Fedrigoni papers into your work feel free to make use of the sheets provided in the sample pack.
You are also welcome to pop into our Imaginative Papers Studio in London, where you can view the paper range swatch, see printed samples and get some inspiration! We are open Monday to Friday, 9:30 till 5pm. Be sure to give us a call beforehand to let us know that you’ll be coming.
Deliverables and Additional Information
For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website.
Any additional information referenced in the brief can be found in the supporting Project Pack at the YCN website.

The next stage is to order the breif pack and to research the brand and any existing or past advertising campaigns.

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