OUGD503 - John Lewis - OLD Concept -

After initial research, we came together briefly as a group and came up with a concept. However this first meeting was very short and brief and not all ideas were covered. During this meeting we reflected on John lewis's campaign qualities. Although we aren't making a campaign and are making a window design, it was interesting to see what was already a success for the brand. We admired their ability to communicate through narrative and wanted to reflect this within our window display. Following this and looking over research we had done separately, we liked how Maddie had looked at fairytales and children's book narrative. Due to it being a autumn window we thought a forest scene would be appropriate, playing on the story of Little Red Riding Hood. Developing on from this narrative we want to display a forest scene full of characters like a wolf, a little girl and others to be displayed showing using John Lewis products. Do this idea have a narrative though? Will consumers be able to know whats going on? Will they have a emotional connection to it? Or is it just a display of animals in a forest using products?

Also we thought of another aspect which could be expand the window display. Billie and Maddie came up with the idea of having paper origami handouts. These handouts would be postcards and put into peoples bags when they would buy something in store. This would be a template of a mini woodland house which costumers would be able to build at home. This could also expand to an online campaign as a hashtag could be made, making people post their results online to Twitter and Instagram. 

PROS

• Range of products used in the display - showing John Lewis' range and quality of products.
• Lots of detail, the window is engaging to look at
• New image for John Lewis? Quite a illustrative approach which is different to their clean and simple design. 
• Narrative element - makes the window display more relatable

CONS

• Too childish? Different form their sophisticated look
• The concept isn't strong enough - May look nice but the narrative aspect could get lost and may just look like a forest display not making it relatable to John Lewis
• The window is insight to the store - Only have a few seconds to look at the display whilst looking past. Is there too much too look at?

Reflecting on our concept to me it doesn't feel that strong. I think one of the problems is that we all actually need to come together as one group and discuss these ideas more. Because this has been based on two members of the group, it is hard to see what is working and isn't working. Critical feedback from all group members is needed. Also with this concept us graphic designers would feel we don't have much part in the production. 

I think we all need to have a big discussion about what works and doesn't work. In my opinion this concept does need to be developing. 

OUGD503 - John Lewis - Collaborative Research

The research for this brief was conducted as a group effort - and both interactive and non interactive areas were researched prior to any design choices being made, or definitive idea being made as to what we were going to create ourselves.

CREDIT: 
Nathan Laville 
Billie Francis
Madeleine-Richardson
Daniel Carter

The Window That Never Sleeps

This window display concept was developed By Carl Bresnahan for Paul Smith to attract costumers through technology. He composed  a holographic interactive window display for the Paul Smith store on Floral Street, Covent Garden, London. This window display is very eye catching for the consumer. Even if it doesn't draw in consumers, it makes people interested making people interested in the brand. The holographic bodiless men in suits displays Paul Smiths clothes. Not only is it eye catching but it cleverly promotes their clothes and is a much better way of just having manikins. The interactive part is really interesting as people can interact with it outside the window. People can walk up to the window and select what suit they would like to see, then the holograph would do a certain action. The window can be interacted with all day and all night, which suggests a 'window that never sleeps'.

Knit: Facial Recognition

Knit had a interact window display for one of there stores where they had a huge LED screen with snow falling down it. Passers by would then look into the 'mirror' screen and have their photo taken. Then they had to text a number to get a 4 digit code to see their picture which they could then post to Facebook. Whats good about this is that it has a social media element as well as a interactive element. I think that we could adapt and push this idea. When your face appears in the mirror a funny filter of you dressed as the wolf could pop up. This photo would then be posted to social media making a social interaction. 

By researching it looks like a lot of touch screen window displays have already been done so it would be better to probably avoid a touch screen aspect. Or develop on from touchscreen and have a different aspect to it as well. 

Nokia Lumia

Nokia had a window display at Oxford Street Selfridges promoting their latest window phone. The theme for the Selfridges window was 'enchainment' so they window display was an enchanted forest.  There was a social media aspect where passersby are encouraged to tweet #switch @nokia_UK to start a mini light show sequence in the window. This is a really good way of using social media as an interaction, its a simple concept but really effective. 

Topshop: Oxford Street - LFW

'TOPSHOP collaborated with technology agency, Inition, to create a virtual reality window display for London Fashion Week AW14. Sitting down in the virtual reality ‘TOPSHOP Unique’ window you can have a front row seat at the Fashion show with the virtual reality headsets and headphone.'

This is a really interesting concept as it makes the passerby part of the actual window display. As well as it being interactive, The window display isn't complete without the participation of the consumer.

OUGD503 - John Lewis - Research

Credit:
http://b-francis1417-sp.blogspot.co.uk/2016/03/john-lewis-window-research-in-leeds.html?m=1

Billie and Maddie took a trip into the centre of Leeds to do some visual research and look at what window displays are like in the shops around us. No window displays that they came across were interactive, but there were a few nice windows. This is good as it shows the products so instantly the consumer can see what they can buy. Although the way some of the shops displayed it wasn't very interesting. The size display caught me eye. The illustrative aspect makes it look more visually appealing. The store didn't display their trainers in order to invite you in and used some visuals instead.

OUGD503 - John Lewis - Group Proposal

After losing my group proposal form I have decided to rewrite it myself. 

Name: Daniel Carter

Brief Title: John Lewis: Create a window into the brand. 

What are you looking for in a creative partner? What are your aims? 

• I'm looking for someone who can benefit from my designs as well as benefiting from others who have different roles who could teach me something. I want a team that is harding and relies on each other rather than on one person. I want everyone to be driven by this brief and to learn new things about each other as well learning new techniques and skills. 
• My personal aims are to learn new techniques/things from my new members. I intend to contribute as much as everyone else in the group. 

What are your specific areas of creative interest?

• Graphic design. - Posters, Logo, Typography, Grid, Layout. 
• New programs
• 3D Design 

What specific creative skills do you have to offer in relation to a creative partnership? How do you intend to use them? 

• I believe I am good at positioning text and layout. I have a creative mind so I intend to bombard my group with ideas that could potentially build into something. I love working in a team more than I do individually as it is a time to bounce ideas from each other and learn from each other. 

What Specific non creative skills do you have to offer in relation to a creative partnership? How do you intend to use them?

• I believe I am getting better at organisation and see myself as a team leader. I am very open to suggestions and would say I can take information from everyone and put it all together so that no one has a disagreement and everyone stays on the same page. I am very motivated and enthusiastic about working in a team. 

What do you see your specific roles be in the collaboration? 

• I intend to work collaboratively with Nathan Laville and use everything we have learn in the past two years. I intend to help design the window display as well as creating anything graphic for the team posters etc etc. I intend to keep everyone happy in the group so that no disagreements can alter how we work as a collective. 

What will your individual responsibilities be in the collaboration? 

• I'm sure the group chosen will share each responsibility fairly. I intend to do research, poster design and 3D making. 

What will your joint responsibilities be? How will you deal with your project costs and budget?

• We have agreed to split everything fairly between us so any cost and budget will be discussed at the end. We have all agreed to not shy away with money if we are in need to buy something that could benefit our brief. 

OUGD503 - John Lewis - Further Research

As a collective we all agreed to do some research together. However, before we got together it was important to have knowledge of what we were going to do therefore I decided to do some research myself to show towards the group. 

The Hiut Denim Co.
https://www.youtube.com/watch?v=3tZFBwhqqXM 
The following link shows 'The Hiut Denim Co' design an interactive window that used touch to inform people of their shops history and many more. I really like the simplicity of someone coming up to the store and pressing their hand on a window and finding out more about the store. When you go into a shop you don't really know the past and present of the store and some people like myself like to know more about a shop when you walk into it. 

From this video I have learnt that we need to create something that could take technology further in its development. We as a group need to think of a way that will benefit John Lewis like no other store and make sure that John Lewis is the first brand to show it. From this video I think creating something with holograms would be something new and something that I have never seen myself. 

Nike.

This window display would interact when someone walked past the window. The balls would rise wherever the person was below it. The design aesthetic is simple and helps you interact with the audience before they enter the shop. Nike is renown for interacting with people whilst having the slogan 'Just do it' which makes you litterally want to 'Just do it'. The Interactive 'displays' draws your attention and makes you stop and think. This is something that my group and I would like to take further and create something that will interact with you and make you stop and think. 

Liberty London. 
I like that this window display doesn't show of all the stores products but instead has left a quote with a QR scan that makes you interact by getting your phone and scanning the code to see whats inside. This is an idea that we originally thought we should take forward as it opens up a 'surprise factor' once you have scanned in the code. In this store it opened up to be a game which was meant to entertain the customers. 

"The longer you can keep a customer engaged in interactive displays, the more invested in your store they will feel."

Tommy Hilfiger.

Another store that has introduced interactive windows using touch. Here we see a gentleman using an interactive board to sign up to what I presume is a mail list.  This means the person using it is engaging with the brand and that is what you want to see as a consumer brand. This makes you feel that you can rely on that brand and leave them your details so that they can send you new promotion and updates. 

OUGD503 - John Lewis - Research

It's important to show that we all collectively throughout our group brief have been messaging each other on facebook and sharing ideas. At first we had a bit of a tough time understanding each other and understanding who can do what for the brief. However, after collectively meeting up with each week we started to really work well together. I personally didn't know Billie and Madeleine but i'm glad I was asked to go into their group by Nathan as I believe we worked well together and collaboratively.  

OUGD503 - John Lewis - Research

Taking advantage that I come from London, I decided to take the initiative to go and take some photos of Oxford Street. I focused my research on the John lewis in Oxford Street and even arranged to meet up with a graphic designer from the John Lewis. Sadly, as I got there and spoke to the gentleman at his office he wasn't very aware of the brief and didn't give me anything that I could take forward. Overall it was still a nice experience to go and see the outside and inside of the John Lewis store that we are focusing on in our brief.

After taking a few photos and videos of the John Lewis store I decided to look around Oxford Street and take inspiration from stores around. This was a good way to research local trends in window display as there are a lot of modern and regularly updated window displays even for stores such as Nike, Zara and many more.

Here is a link with all the images that I took whilst in London. There are numerous images of general research that I did of windows however, if you scroll to the bottom of the link you will see images of John Lewis and where we focused our designs towards.

Please click on the following link for images -  http://imgur.com/a/frqnh

OUGD503 - John Lewis - Manifesto and Ethos

Purpose:

The Partnership's ultimate purpose is the happiness of all its members, through their worthwhile and satisfying employment in a successful business. Because the Partnership is owned in trust for its members, they share the responsibilities of ownership as well as its rewards profit, knowledge and power.

The video 'Employee Ownership, A Shared Passion', explains how our employee owned business model operates in practice, and offers insight and advice to anyone wanting to learn more about this sort of model and its benefits.

Power:

Power in the Partnership is shared between three governing authorities: the Partnership Council, the Partnership Board and the Chairman.

Profit:

The Partnership aims to make sufficient profit from its trading operations to sustain its commercial vitality and finance its continued development, to distribute a share of those profits each year to its members and to enable it to undertake other activities consistent with its ultimate purpose.

Members:

The Partnership aims to employ and retain as its members people of ability and integrity who are committed to working together and to supporting its Principles. Relationships are based on mutual respect and courtesy, with as much equality between its members as differences of responsibility permit. The Partnership aims to recognise their individual contributions and reward them fairly.

Customers:

The Partnership aims to deal honestly with its customers and secure their loyalty and trust by providing outstanding choice, value and service.

Business relationships:

The Partnership aims to conduct all its business relationships with integrity and courtesy and to honour scrupulously every business agreement.

The Community:

The Partnership aims to obey the spirit as well as the letter of the law and to contribute to the wellbeing of the communities where it operates.

Consumer Behaviour:

"The study of individuals, groups, or organisations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society."

Shop windows regarded as as a key instrument regarding a retailers communication tool. Window displays are part of a consumers shopping experience. Their emotional and cognitive responses to window displays has a impact on consumer behaviour. If positive and a emotional response is created consumers are more likely to go in store and buy things.

OUGD503 - John Lewis - Collaborative Brief

This is a brief that we collectively decided to undertake together. At first there were a few discussions as to whether this brief is suitable to all of us. Anyhow, I thought it was an interesting brief because it is a brief that will put me out of my comfort zone. It is a brief that is very different to the ones we are normally set and are normally based for graphic designers. This is the first time that we have collaborated with two illustrators (Billie Francis and Madeleine Richardson) who I did not know until we started the brief together. 

At our first brief meeting we gave each other jobs to do so that we could start get going. 

Here are our given jobs. 

Madeleine - Research stories, Colour trends, S.W.O.T analysis of competitors

Me - Research their current app, research digital presence

Daniel - Window display research, Look in London, Contact John Lewis/ competitors

Billie - Ethos/manifesto, Consumer Behaviour, Bestsellers in London, History of John Lewis

OUGD503 - Monotype - Final Product

OUGD503 - Monotype - Development

Badge development. 

Website development.

OUGD503 - Monotype - Playing around with water typography

My brief focuses on the power of typography and when used correctly can be very expressive. As my campaign is water I decided to experiment with some ink and water and see if I can create a typeface for myself. I also created a mini booklet that has a range of typography using water inks. I created a variety of different typefaces throughout my experimentation although I didn't use these in the final outcomes I still enjoyed myself and hope to experiment more in the future. 

A-Z water typography 

A-Z mini water ink booklet

    

  

Experimenting with ice cubes. This is another idea that I did not take forward but enjoyed creating. 

OUGD503 - Monotype - Initial Ideas

Going further on from my research I have decided to take forward the idea of using dirty water to grab someones attention. Below you have a selection of initial ideas that I have created using type only. I wanted to state that what we are drinking is water and what other countries are drinking is unhealthy, dirty water. This is represented in the colour choice. 'You drink water' is a very vibrant and easily legible blue whilst the other words are in dark, shady and dim colours to represent the dirty water. 

Water is coming to an end. I wanted to put a statement from David Beckhams - For the love of the game on one of my posters. The concept of this poster is that water is gradually fading away from these countries. The design has a line going through each word which gradually gets bigger until eventually there will be no words or no water. 

I started looking at designing something like a badge. Hashtags are constantly in use with the use of social media today. I wanted to get a badge created that shows that you saved water and donated towards the campaign. I think its important to have accessories that you can give away for someone donating towards the campaign. Badge's do not cost a lot to make and with a simplistic design like this one it would cost close to nothing with the use of one colour. 

OUGD503 - Monotype - Further Research

For my context of practice essay I have focused on May 1968 student revolution. The students of the May 1986 revolution used the same concept of type to get across messages of what they believed in. After doing some research on the posters it shows how much power type has. The student revolution consisted of screen printed posters which used typography in bringing out emotion and uniting students together.  A lot of these posters were distributed around Paris and used as a way of getting to other people and making them aware of what was happening. I personally really like the work that was created because everything was made for a purpose of a revolution and everything was done personally. The type was all done by hand as were the illustrations that went along side. The illustrations/images that have been used have been very minimal and only to help portray the image better for the viewer. 

For my own campaign I will not be using imagery but I will take forward the power that typography has and use it to its full. I intend to use strong typography to get my campaign across and this means using a bold and iconic typeface that could represent what I am trying to show. I intend to keep my designs minimal as these posters worked to a certain extent during the May 1968 Paris revolution.  I believe the posters are inspirational and iconic. 

OUGD503 - Monotype - Initial Research

A few sketches of potential designs that I would like to try out with illustrator. I wanted to keep my designs very simplistic and easy to understand. From my research I gathered that you need to create something that is going to be eye catching and make you want to stop and read it. On average we go past thousands and thousands of posters and advertisements that we aren't even aware of. I want to create a campaign that will make you stop, think and donate.                                                                                                                                                                     In my initial ideas I have focused on using lack of clean water and how water is slowly drying out  for some families. I want these campaign posters to make you release how lucky we are to be in the situation we are right now. I want people to open up and see the world for what it is. We are very hidden from these situations because we are so unaware of it. I want to create a poster to bring awareness to lack of water and how easy it can be to donate. 

OUGD503 - Monotype - Research

This brief is asking to produce a message that will get across to people. It has to communicate something short and recognisable. I have looked at several poster designs that use typography to further their messages. A lot of these campaign posters are straightforward and clean. It is important to not overcomplicate a design as a campaign poster should target ages 16+ in my opinion. In a campaign like The Water Project it is important to not have a specific target audience as you need as much support as possible. From looking at these posters I am going to focus on type and making it powerful. 

A clean and uncomplicated design that you instantly see what it is campaigning for. Although I don't think it is a very successful poster I like the simplicity of the type and how it is easily recognisable. 

I like the slogan 'share a bottle of water' and intend to use something similar for my own design. I like that the campaign is based on something so simple that it makes you think. It makes you think in the way that all you are doing is sharing a bottle of water which could change someone in a third world country. 

We are aware that the water in third world countries is not filtered or clean and therefore requiring walking miles for some water for their children. This is a successful poster because it makes you think with the simplicity of colour and text. The text chosen is bold, eye catching and makes you stop and think. The two glasses are both proportionate however you almost feel as if the dirty cup has been altered because you can see the water in the first cup but not so much in the second one. 

This poster uses a child playing with a toy duck whilst the message is showing a strong message for the campaign. This campaign shows how much water we waste by just having a bath. It's trying to get across that the amount of water that we use for a bath can save lives in other countries. As a first world country we can forget how lucky we are to have everything given to us. This is something that I want to get across in my campaign - showing how much different water can do to someone. 

A water tap that has been flipped upside down. The end of the tap now has a small tree growing showing how important water is. It is trying to get across the message that saving water can save lives. By turning off the water taps we are preserving water and using it elsewhere where it is more needed. This campaign is straightforward and very easy to understand even though it doesn't use much text other than the message which in my opinion is too small.