On the following Tuesday, Barclays creative In House team popped in for our development drop in pitches to them. The purpose of this pitch was to present two concepts to them with a few visuals of the ideas, for them to then choose one concept to take forward, develop further to then present on the pitch day over in their offices in Canary Wharf.
The feedback we received from the team is below from the document. But to summarise, they liked the idea of Phil as it gamified your savings account. We pitched it to them showing a tamagotchi for them to simply visualise the feel we were trying to get at. Having to look after your savings account as if it is a person they thought was good because it would connect with the user on an emotional level. But the drawbacks came from the execution side of things, it looked as if it would appeal more to children or younger age groups. This was quite obvious as it features a lot of colours and cartoon type characters, so would students really be interested in this? Probably not. The other standout thing they asked us, was whether or not students would really want to make phil's life better or simply as bad as possible. This we agreed on and said if we had the app we would probably try and kill Phil.
Which solidified both Barclays and Our choice of the concept to take forward. Which was Barry, They loved Barry's approach using copy driven cards to pop up in between contactless payments. They liked the tone of voice we had gone for as well using a geezer but they did ask us how we could cater for females more as the card we showed them was very harsh and aimed at males, with girls being much more sensitive. So that was one thing we had to go away and think about in terms of copy how girls would use Barry. We already had decided to create an even spread of both male and female card examples for our final pitch day. They really liked the insight with the contactless payments being way too convenient. But they asked us to go away and think about how we would set Barry up, would this be through a on boarding app? Would it be within Barclays banking app?
We came away from the Drop in pitch happy with the concept Barclays had picked out of Phil and Barry. We wanted them to choose Barry as we knew we could execute that concept with our strengths. As illustration really isn't our strong point, and if we wanted to really show our skill on this brief to Barclays, Barry definitely was the right choice. The next step for us after this pitch was to go away and plan what was needed to be done in the time frame we had up until the pitch.
We originally had drawn out a mini timeline on a big a3 sheet setting out the weeks we had left up until the pitch day (see below). Harry and Myself set ourselves a fake deadline to ensure we would hit the targets needed well before the pitch. This was just to give us confidence and time in practicing pitching. We have done this on most of our projects together as it gives us a goal to work towards knowing that once we hit that goal, we can put all of our time and energy into the pitch.
As you can see on the mini timeline splitting the three weeks up we had left, We originally came away from the Ideas pitch with the idea of putting together a explanation video with a Barry Voice over. Originally this was the plan putting together a script on week 1, locating a good quality cockney accent online to pay for. This was proving to be harder than we thought in the timeframe we had. We found about four or five different voice over actors, but after stepping back and realising this video idea was not a feasible option and a realistic one for the days we had left. So we made the rational decision to rethink our outputs we wanted to show on pitch day.
Above you can see the revised new fake timeline we constructed in order to work and meet our deadline of pitch day. This is a method both Harry and I have always used when working on briefs together as it ensures we hit certain tasks and goals on time. Plus it's nice being confident and having time to tweak towards the final few days leading to the pitch.
ONBOARDING APP DEVELOPMENT ABOVE^^^^
The boring rationale bit we had to get done in our eyes was to nail the design of the on boarding app. This was the simple set up app we decided to create instead of Barry being included within Barclays Banking app. This way we aren't just ‘jumping’ on the back of something Barclays have already made. We went through various different versions and colour schemes. The apps main colour was going to be Black and White, but after some external opinions from our creative and accounts men they advised us is it on brand enough? Which led us to going for more colour influenced, such as the purple you can see, but we decided to just stick on brand as anything using Barclays blue and white. Other creative decisions we made was to do with the actual logo of Barry. Originally we had the idea of just using the typeface as the logo, but it did not offer any character of Barry. So we decided to design a simple face logo. Below you can see the rough sketches of the first barrys and then the digital versions. Once this was nailed, it gave Barry an identity to use going forward.
The following week we had the chance to show both Brian and Xavi what we had so far and what to work on, a sort of surgery check in session which always proves to be extremely beneficial as it opens our eyes to the bigger picture, think about the other collaterals such as the campaign more instead of just a concept. The feedback we got from this check in is below and also shows the action we wrote down to take to respond to this feedback.
The next steps for us at this stage are to generate the different cards to cater to both male and females, in terms of just designing them, animate the on boarding app ui/ux as well as the adding Barry to your wallet section and finally to think and generate some promotion material as mentioned above in the surgery feedback list.