Sydney and London

By Colleen Sedgwick for 32168-01:Originate and Develop Concepts

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Two new festivals to be held in Sydney and London, in addition to Belgium, the USA and Brazil

An electronic dance music festival

Tomorrowland's web site

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Development Roadmap - Mood Board

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Development Roadmap - Mind Map

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Development Roadmap – Visual Elements

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London Concept

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Sydney Concept

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Merchandise – London and Sydney

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The BriefClient nameTomorrowland

Date12/09/15 (as of starting this assignment)

DeliverablesI understand the client will want posters to advertise the event, and a promotional pack with unique branded merchandise.

Key parametersThey currently don't have any sites in either Sydney or London: currently, they are holding the festivals in Belgium the United States and Brazil; and I have no idea as to whether or not they intend to branch out to England and Australia

Development timelineA few weeks

Resources requiredSkills – desktop publishing; graphic design; photoimaging; knowledge of Adobe Creative Suite a definite advantage

Five major objectives of the brief1. Posters of Tomorrowland in Sydney and London2.Merchandise of the same thing3.Theme – intergalactic (outer space)4.Logo to remain the same5.Other elements of the work to incorporate images of Sydney and London

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Market Research

Audience/target market:

Young people, music lovers – especially fans of 'doof doof' (techno) music and festival goers; Tomorrowland also provides travel packages for travellers who want to see Europe, the USA or Brasil

Geographic/environment

For the sake of this project:

Sydney, NSW, Australia in January, it is quite warm/hot and humid (though Sydney is a temperate to sub-tropical climate

London, Great Britain – in January, it is their winter so cold weather is expected

Social and cultural aspects

Research and describe the different social and cultural aspects of each city

Competitor analysis

See below for details:

A similar festival in Australia – Future Music Festival – targets a similar group of people; However, Tomorrowland have an official website which the Future Music Festival doesn't (when I clicked on the link to their website, I got the Facebook page instead, which I found quite disappointing). However, they did do a very neat poster for their festival which I really liked.

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Creative Outline

Themes or styles

It says Intergalactic – what comes to mind for me is space travel, astrophysics and sci-fi (science fiction) TV shows, movies and books

Initial thoughts, key words, ideas

Star Wars, Star Trek, Dr Who, Steampunk, War of the Worlds – all sci-fi movies and/or TV shows that have a definite intergalactic theme to them.

Images of Sydney and London and their electronic dance music scenes

Sources of inspiration

List the resources you are using for inspiration, including websites, magazines etc

these are likely to include the above (sci-fi TV and movies), the websites for other music festivals (including dance music)

images of outer space, astrophysics, astronomy

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Creative Outline

Themes or styles

It says Intergalactic – what comes to mind for me is space travel, astrophysics and sci-fi (science fiction) TV shows, movies and books

Initial thoughts, key words, ideas

Star Wars, Star Trek, Dr Who, Steampunk, War of the Worlds – all sci-fi movies and/or TV shows that have a definite intergalactic theme to them.

Images of Sydney and London and their electronic dance music scenes

Sources of inspiration

List the resources you are using for inspiration, including websites, magazines etc

these are likely to include the above (sci-fi TV and movies), the websites for other music festivals (including dance music)

images of outer space, astrophysics, astronomy

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Troubleshooting (1)Expenses

Number of hours X hourly rate: 9*$25=$225*no of days = 14*$225=$3,150

Printing Costs (Vistaprint):

● Sydney = 200 * $1.68 = $449.00  $336.99 9 (AUD); For 5,000 posters – $8,400

● London = 200 * 99p (pence) = ｣199.99  (GBP British pounds); � For 5,000 posters – ￡4,999.75

Postage Costs = $8 or $9 flat rate (Sydney)

Internet usage – for emails and uploading to forums = unsure, but has to be cheaper than postage.

Feasibility

Is the brief reasonable and realistic? I should have no trouble designing posters and/or merchandise

Risks (safety and environmental)

Are there any risks (personal safety or harm to the environment) in producing this work?

Quite possibly – to the environment when paper and/or ink is used (though recycled materials can be used); noise and atmospheric pollution from loud music and bright lights; amount of electricity used leading to a large 'carbon footprint'.

Personal safety – for the festival goers and/or staff: drug and alcohol consumtion, the weather (too hot or too cold) and exposure, likleihood of violence and/or fights breaking out at event .

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Troubleshooting (2)

Legalities and intellectual property

How will you protect your work/IP?

I will probably have to sign it with 2015 (c) Colleen Sedgwick or All Rights Reserved

Ethical or cultural considerations

Are there any ethical/social/cultural elements of this project which must be managed sensitively? If so, explain what is to be managed, and how

Is this event restricted to under-18's? Or is it open for all ages?

Will alcohol be served? What is the minimum legal age people can consume alcohol? Also, not all festival goers may be able to consume alcohol due to religious customs or medical reasons.

Privacy concerns when photographing people at this event (would that come under model release forms)

Would the artists' performances and music be offensive to some groups?

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The Team (1)

Relevant stakeholders

Aside from yourself, list the relevant stakeholders who may be involved in developing and producing this concept

The Organisers of Tomorrowland;

The organisations that sell the tickets like Ticketec, Moshtix and the like;

The sponsors;

Environmental and other community groups (including parents' groups)

The end-users – customers and those attending the event

Employees – cleaning, catering, security, admissions, booking, administrative.

Travel agents and others likely to take bookings

The suppliers who will manufacture the posters and other merchandise

The retailers who sell the tickets

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The Team (2)

Input or collaboration partners (who will help you refine your work?)

Your concepts will need to be reviewed – who will you select to review your work?

Most likely my fellow students and teachers at this stage;

Maybe other people on my social network forums e.g. Facebook, Linked In, Behance

Specialist advice

Your concepts will need to have been reviewed and commented on by a specialist – who will you contact to do so?

I have yet to decide this, but for the time being, it is likely to by my teachers/trainers (14/09/15).

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Post Presentation Reflection

Reflect on your design process after you have presented your final concept. Write a brief evaluation of your creative process and describe how you would improve or build on this method in future creative projects. How do you feel the final concepts compare to the best-practice examples you identified in your early research? (100–150 words)

As of 18/09/15, I am currently awaiting feedback from forum members and others, but until told otherwise, I expect I would have done a reasonable job.

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Feedback form (Draft)DRAFT CONCEPTS FEEDBACK FORM – SYDNEY: DRAFT CONCEPT REVIEW 1

1 Design reviewer’s name <insert Name here>

2 Date of draft design review

3 Promo pack deliverables

4 Target market

5 INSTRUCTIONS FOR REVIEWER:

Please read the brief in Appendix A, which outlines the Tomorrowland promotional pack pitch requirements. Please assess the designer’s work against these requirements.

What do you feel the most important aspects of the brief are that the designer must adhere to?

Reviewer to complete

Do you believe this concept meets the practical requirements of the brief?

Please supply reasons

IMPROVEMENTS AND GENERAL FEEDBACK

Creatively, how could this concept be improved?

FINAL CONCEPT RECOMMENDATION

DESIGNER’S NOTES:

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Feedback Form – 2 (Draft)

CREATIVE CRITERIA

SYDNEY – CONCEPT 1

LONDON – CONCEPT 2

Is this concept new, innovative, beyond the obvious? Please supply reasons

Does this concept align to the creative requirements of the brief? Please supply reasons

PRACTICAL CRITERIA

Is this concept feasible/possible/realistic? Please supply reasons

Do you see any social, cultural, safety or environmental risks in this concept? Please supply reasons

Do you believe this meet the needs/desires of the target audience? Please supply reasons

Do you believe this concept meets the practical requirements of the brief? Please supply reasons

IMPROVEMENTS AND GENERAL FEEDBACK

Creatively, how could this concept be improved? Reviewer to complete

FINAL CONCEPT RECOMMENDATION

Which do you believe is the strongest concept and why? Reviewer to complete

DESIGNER’S NOTES:

Write some notes summarising the key points from this feedback. Include an explanation of the changes you will make to your concepts, taking the above feedback into account

Designer to complete

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Feedback form (for final concept)

FINAL CONCEPTS FEEDBACK FORM – SPECIALIST ADVICE

Design reviewer’s name

Date of draft design review

Promo pack deliverables

Target market

INSTRUCTIONS FOR REVIEWER

Please read the brief in Appendix A which outlines the Tomorrowland promotional pack pitch requirements. Please assess the designer’s work against these requirements

In your opinion, what are the most important aspects of the brief that the designer must adhere to?

CREATIVE CRITERIA for SYDNEY and LONDON

Is this concept new, innovative, beyond the obvious? Please supply reasons

Does this concept align to the creative requirements of the brief? Please supply reasons

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Feedback from (final - 2)

7 PRACTICAL CRITERIA

Is this concept feasible/possible/realistic? Please supply reasons

Do you see any social, cultural, safety or environmental risks in this concept? Please supply reasons

Do you believe this meet the needs/desires of the target audience? Please supply reasons

How do you think this concept compares to other similar products on the market? Please supply reasons

8 IMPROVEMENTS AND GENERAL FEEDBACK

Creatively, how could this concept be improved?

9 FINAL CONCEPT RECOMMENDATION

Which do you believe is the strongest concept and why?

10 DESIGNER’S NOTES

Write notes summarising the key points from this feedback. Include an explanation of the changes you will make to your concepts, taking the above feedback into account

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References

Facebook (2015): https://www.facebook.com/futuremusicfestival

Google (2015): Future Music Festival in http://media5.picsearch.com/is?HPOGbCFxfLUqUfLr5DGuQ3RRG_lgB86Km-z3RS2uJLw&height=320

Soundwave (2015): http://soundwavefestival.com/welcome.html

Splendour in the Grass (2015): https://www.splendourinthegrass.com/home.html

Tomorrowland (2015) Global Splashhttp://www.tomorrowland.com/global-splash/

Wacken (2015): https://www.wacken.com/en/

Wikipedia (2015): Future Music Festival in https://en.wikipedia.org/wiki/Future_Music_Festival

Wikipeida (2015): Tomorrowland https://en.wikipedia.org/wiki/Tomorrowland_(festival)

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