RE-WRITTEN BRIEF
Below is my re-written version of the original ISTD brief 'Not Just Fleurons' .
Below is my re-written version of the original ISTD brief 'Not Just Fleurons' .
FURTHER DETAIL
After analysing the re-written brief I felt that certain parts, such as the target audience, would benefit from added input to help further define the small details. Therefore, I decided to go over the brief again and fine-tune it, ensuring that the finer details where covered.
BRIEF TITLE - URBAN FARMER
THE BRIEF - People living in cities do not know about the benefits of growing their own food, and if they did, they lack the access to the space needed to start growing their own vegetables. In a modern society where the foods we consume lack the essential nutrients needed to develop and maintain a healthy diet and body, more and more people have started turning to alternate growing techniques. One moment, relevant to the city environment is urban farming, which involves growing healthy, home grown produce in an urban environment.
CONCEPT - Create an integrated information pack, website and supporting advertising campaign to inform people living in a city environment about the urban farming movement and the benefits of growing and consuming your own food. The information pack should provide the audience with information relevant to urban farming and offer them a way of growing their own vegetables from the comfort of their own flat or apartment.
TARGET AUDIENCE - The target audience will consist of people living in an urban environment, ages between 16 & 30. - Further define.
TONE OF VOICE - To successfully communicate the information the tone of voice will be persuasive and informative.
CONSIDERATIONS - How will the outcome grab the audiences attention? How will I create room for people living in cities to grow their own food? How do I get the audience to make the effort and engage with the project? How will the printed aspects of the project reflect the green nature of the brief? How will the varying elements integrate to create a seamless identity?
MANDATORY REQUIREMENTS - Research and development. Proposals. Strategy. Prototypes and design boards.
DELIVERABLES - Prototypes and Design boards.
FURTHER DEFINING THE AUDIENCE
After revising the re-written brief I still felt that the audience could be further defined. During past sessions with Phil and Lorraine we discussed the importance of defining a specific target audience at length. Therefore, I decided to spend time developing a focused and appropriate audience for the brief.
I would have liked to define the audience through the distribution and analysis of a survey. However, due to the tight timescale of the brief combined with unorganised time management I unfortunately do not have time to wait and collect survey responses. Instead I have chosen to save time by moving the project along quickly by defining the audience myself.
I started the process by defining my audience demographic, defining this will help me outline who is most likely to interact with the project:
Age - Between the ages of 16 - 30 years old.
Location - Living in an urban/city environment. Housed in a flat or apartment style accomodation.
Gender - Unisex - gender has no relevance.
CONCEPT - Create an integrated information pack, website and supporting advertising campaign to inform people living in a city environment about the urban farming movement and the benefits of growing and consuming your own food. The information pack should provide the audience with information relevant to urban farming and offer them a way of growing their own vegetables from the comfort of their own flat or apartment.
TARGET AUDIENCE - The target audience will consist of people living in an urban environment, ages between 16 & 30. - Further define.
TONE OF VOICE - To successfully communicate the information the tone of voice will be persuasive and informative.
CONSIDERATIONS - How will the outcome grab the audiences attention? How will I create room for people living in cities to grow their own food? How do I get the audience to make the effort and engage with the project? How will the printed aspects of the project reflect the green nature of the brief? How will the varying elements integrate to create a seamless identity?
MANDATORY REQUIREMENTS - Research and development. Proposals. Strategy. Prototypes and design boards.
DELIVERABLES - Prototypes and Design boards.
Project progression will be displayed through a series of design boards.
FURTHER DEFINING THE AUDIENCE
After revising the re-written brief I still felt that the audience could be further defined. During past sessions with Phil and Lorraine we discussed the importance of defining a specific target audience at length. Therefore, I decided to spend time developing a focused and appropriate audience for the brief.
I would have liked to define the audience through the distribution and analysis of a survey. However, due to the tight timescale of the brief combined with unorganised time management I unfortunately do not have time to wait and collect survey responses. Instead I have chosen to save time by moving the project along quickly by defining the audience myself.
I started the process by defining my audience demographic, defining this will help me outline who is most likely to interact with the project:
Age - Between the ages of 16 - 30 years old.
Location - Living in an urban/city environment. Housed in a flat or apartment style accomodation.
Gender - Unisex - gender has no relevance.
Income level - Low or non existent.
Education level - Educated to a college level or higher.
Marital or family status - Possibly married, no children.
Occupation - Student/young working professional.
Ethnic background - Holds no relevance.
Next, I defined the audience psychographic, which relates to their more personal characteristics. Defining the audience psychographic will enable me to determine how the outcome will fit into the audiences lifestyle:
Personality - Members of the audience are cultured, educated and observant. They are confident in their daily lives and have an imaginative way of looking at the world.
Values - Members of the audience have an informed knowledge of health and health eating, they are interested in personal fitness and staying in shape. Additionally, they understand the importance of living a sustainable lifestyle and have a keen interest in environmental movements.
Interests/hobbies - Fitness, spots, healthy eating, art and design, nature.
Behavior - Audience members are focused, and successful in life. When a goal is set it is achieved. When they commit to a task, they fully commit.
CONCEPT DEVELOPMENT
After finalising a focused target audience I felt that I was in an informed enough position to develop a strong, relevant concept for the project.
AUDIENCE
The primary audience for the project will consist of young adults who live in a city environment. Prominently consisting of students and young working adults the audience will reside in urban flats and apartments that provide users with no space for growing food. Additionally, members of the audience are not overly affluent, and therefore eating healthily is not always the most cost effective way of living. However, despite this, members of the audience have an informed knowledge and focused interest in healthy eating, and therefore are looking for ways to overcome the expenses associated with living and eating healthily.
PURPOSE
The purpose of the project will be to offer the audience a solution to the lack of growing space that city residents encounter, providing them with the information to then go and create their own indoor garden and grow their own healthy produce.
CONTENT
To successfully educate the audience about the indoor growing technique both a website, information pack and integrated advertising campaign will be produced. The advertising campaign will direct members of the audience to the website where further information about the product will be offered. Additionally, the website will also act as a platform for the distribution of the information pack. The pack itself will contain booklets that offer step by step instructions as to how to construct the proposed growing solution. Additionally, the pack will also include a growing booklet that provides users with information on how to successfully grow plants.
FORM
The focus of the project will be the printed information pack as it will provide the audience with the solution to growing their own food. To successfully communicate this information a ‘build guide’ booklet will be produced that directs the construction of the growing solution.
The website will act as a platform for users to access information about the project and solution while also providing them with a place to purchase the product. The website will be responsive to ensure that its content and information are always accessible from whatever device the user chooses to access the internet.
WHAT
To provide the audience with the information needed to grow their own food in an urban environment I will create a method of growing plants indoors. The technique will allow users to grow their own produce from the comfort of their own home in a completely sustainable, environmentally friendly way. To distribute this information I will create a printed information pack which guides users through the set of construction instructions. Moreover, I will also create an integrated website and visual campaign to support the printed aspect of the project.
WHY
People living in cities do not know about the benefits of growing their own food, and if they did, they lack the access to the space needed to start growing their own vegetables. In a modern society where the foods we consume lack the essential nutrients needed to develop and maintain a healthy diet and body, more and more people have started turning to alternate growing techniques. One moment, relevant to the city environment is urban farming, which involves growing healthy, home grown produce in an urban environment.
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