Live Briefs - Thames Clippers
The second live brief this term was for MBNA Thames Clippers. It was;nt only the clippers, we were working for all of the companies associated with the Thames and all of the careers on and off shore.
For this brief we had to mix into different groups to the ones we worked with on the previous one. I decided to work with Megan, Adila and Rosie. A group of creatives in my class which I would not normally work with but I could tell if we mixed all of our abilities together, I knew something solid would come out of it.
We were briefed as usual on the Tuesday by three representatives from The Thames Clippers. The whole message they wanted us to get across from their brief was to increase the awareness and applications to careers on the Thames. They wanted us to create a concept that will generate a buzz around the careers on the Thames. Whilst promoting the social, cultural, ethical and sexually correct ethos within the clippers company. The tone of voice which they were aiming for was to create a vision of an elite workforce on the most elite waterway in the world.
So we went away after the briefing to brainstorm crazy! With numerous bits of paper with scribbles and random doodles, we generated a list of valuable insights. As we always start any project by gathering and researching insights, to then build our concepts from. This way it adds some meaning and purpose for the concept having the insight there.
Our list of insights:
Young people do not know how powerful a career on the river can be on their futures.
Working on the river is not a go to career
You step into another world (stepping onto the boat concept)
Most young people have never been on the thames or are aware of what happens on it
There are job roles which have never even been mentioned in conversations
We then went forward and brainstormed potential ideas keeping in mind execution and how we would show these ideas through design. Below is the list of Ideas we came up with.
Our list of Ideas:
‘The Heroes Of The City”
The Hidden Heroes Of London
Not Just Your Standard..
Child reflection superhero illustration
Heroes on the thames
FILMS NOVELS MYTHS OPINIONS OF THE THAMES
It's not just a river, Its a way of life
One life, Live It slogan?
Connecting London And Careers
Walk On Water
‘YOU CAN’ / ‘YOU DECIDE’
“ Don't settle for the standard ”
Referencing and finding inspiration was the job which ran along the ideas stage. We originally came up with using an illustration based direction, using young children's portraits with their heads half open with multiple objects rising out of their head. This idea was to connote that young people have certain jobs in their blood or imagination. Below is some examples of the references we found
After a group discussion that the illustration route was not possible as none of us were at a level where we could execute the illustrations to a high standard. So we came to a standstill for a few days. With time on our hands this was not ideal!
Thames clippers kindly provided the class with boat tickets to use for a full day. So we decided to grab my DSLR from my flat (only 5 minutes down from Ravensbourne) and head out on the boat. In the hope to snap away and capture some material to use. It was a perfect day going on the boat at roughly 2pm so the sun was not too harsh. I luckily shot a fair amount of shots of the scenery, abstract angles, te water etc. The second so called shoot happened the day before the pitch at 6:30am. I figured to be safe I would go on a long walk around the O2 along the Thames path with my camera again. With the light being perfect as well at 6:30am. I managed to get some very good shots.
So the material was there, I had shot the pictures needed for our plan b concept. The concept we finally went for was to use natural orignal own shot pictures of the Thames, edit them slightly and overlay our chosen graphics and copy.
Below is a picture of our rough cut out list of the niche job roles we highlighted and found some quirky facts/witty copy.
Our final outputs were kept very simple and straightforward. With myself being the lead designer, i wanted to execute them with a straight to the point visually appealing style. Keeping the image the main focus. Below you can see both the final outputs and visual mock ups.