Our creative decisions throughout this brief have been made collectively by all three of my team. We all consulted each idea and direction. We juggled between using our pipe in a flat perspective but then decided it was more vibrant with the stroke.
Firstly we made creative decisions using our long list of insights which we created. This list of insights was extremely useful in our decision making. The importance of insights is massively under valued. We found our whole concept so much easier in terms of language, colours, art direction and copy once we knew our solid insight to build off from.
Here is the list of insights we came up with:
- The majority of students are unclear with the next step in their creative careers
- The are so many different roles and direction you can make now students are unclear where they should go next
- “Art is a soft subject”
- Creative subjects are being labeled as ‘soft’ university subjects, a waste of time to study, and degrees that will almost certainly not lead to employment after graduation
We decided to choose in the end of this process was the insight
“The majority of students are unclear with the next step in their creative careers”
Below is the visual concept which backs this insight up. Which we presented to Brian and Derek in the early stages and Brian did congratulate us on illustrating the concept in simple form.
Once we had this insight as I have mentioned, our lives were made a lot easier in making creative decisions, as we had a direction to go in.