national competitionYCN AWARDS

ERWINBAYANI

live project one

Create a visual identity

for Marks and Spencer’s

Plan A campaign and develop

campaign elements to

bring the identity to life.

FINDING A BRIEFAs part of my live project term, I decided

to enter a national competition. After careful

consideration, I chose the Marks and Spencer

brief from the YCN website. Having been an M&S

customer for many years, thanks to my mum who

has worked there since the late eighties, after

quitting her job as a nurse. I have eat the food,

worn the clothes been to the store countless of

times.

This PDF will show how I went about from my

discover to final stages.

http://plana.marksandspencer.com/

As this is a national competiton I wanted to

make sure that I understood fully what the brief

was asking me to do. The way, it was explained,

often confused me, so I wanted to break it down

in my own way.

Create an icon, logo or family of identity elements

for the Plan A campaign.

Choose one or more ways in which I can show

this identity in an innovative way, through,

advertising, windows, in store, M&S magazine,

0nline/social media and packaging.

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UNDERSTAND PLAN

A CONSUMERS

PROJECT BEGINS

GETTING INFORMATION FROM MY TARGET

AUDIENCE

HOW OLD ARE YOU?

DO YOU USE YOUR OWN BAG?

DO YOU HAVE FACEBOOK OR TWITTER?

MALE OR FEMALE?

Asking questions to Plan A consumers in Marks

and Spencer branches. My aim was just to get

some general information about my target

audience

47% FEMALES

53% MALES

Gender

Do you use your own bag?

80% YES

20% NO

Are you on Facebook/Twitter

92% YES

8% NO

Age group

6%

30%

20%

6%

UNDER 20

20-30

38% 30-40

40-50

50-60

I was trying to get in the mindset of a customer. I

wanted to experience myself the different types

of channels M&S currently use.

I REGISTERED TO THE PLAN A WAY OF LIFE. I WANTED TO EXPERIENCE IT MYSELF, I WAS CURIOUS HOW IT WORKED.

Environmental campaigns, like Plan A are big topics these days, I wanted

to brush up on my knowledge of what is going on around the world. This is a

visual audit of some evironmental campaigns out there at the moment.

(From left to right) Love Food, Hate

Waste, Sustainable wood, WWF

campaign against pollution

(From left to right) I love clean air, Fix the

food chain, Warm homes, Green Peace Tuna

campaign, Get serious about c02.

The next step for me was to look into all the manner of channels,

environmental initiatives take use.

(Above) Television advert,

Eco Joe. Is it easier to

change the world on your

own. (Right) The Greenbook.

(Below, from left to right) Twitter, the new ebay

reusable packaging, mobile phone apps.

I looked at the popular words, environmental campaigns used to try and get

some inspiration

change, difference, pledge, right,

happy, smile, live, you, better,

act, do, planet, save, world

1.

DO YOU ENJOY THE

CURRENT WAY OF

TAKING PLEDGES?

2.

IS IT EASY TO FOLLOW

THE PROGRESS OF

YOUR PLEDGES?

3.

WOULD YOU LIKE TO BE

REWARDED FOR THE

PLEDGES YOU MAKE?

4.

DO YOU REGULARLY

ACCESS THE PLAN

A WEBSITE?

NO

YESCOULD BE BETTER

NO

YES

YESNO

YES

NO

WHAT HAVE I LEARNT SO FARI have now completed the first stage of this

project. I have produced visual audits that will

help me with the deisgn aspect of whatever the

outcome will be. Secondly I have been following

the Plan A initiative myself, to try and see a

problem as to why customers feel ‘not involved.’

I have also talked to my target audience, I have

got to know their oppinons and I have learnt a

few things about the type of channel this new

identity will use.

From these primary and secondary research

methods, the next phase will be to use this

information gathered and come up with a new

identity and solution.

As the brief says I have to create clear and captivating engagement with M&S

consumers.

92% OF CONSUMERSUSE FACEBOOK OR

TWITTER

68% WANT SEE HOW THEIR PLEDGES ARE

MAKING A DIFFERENCE

51% BELIEVE CURRENT PLAN A

METHOD OF TAKING PLEDGES, COULD

BE BETTER

TAKE AN ONLINE

APPROACH AND CREATE

SEPERATE WEBSITE

DEDICATED TO PLAN A

CUSTOMERS’ PLEDGES

From my research I have found

that the Plan A customers

want a visualization of the

progress they are making.

MY CONCEPT

I want to create a new separate website dedicated

to Plan A customers. The idea is that, this website

will try to show, in a simple way, the progress of

the pledges people make. A visualization of the

difference they are making by taking and sticking

to a pledge.

Hopefully, by doing this people can become more

aware of the good that following pledges can do,

in a fun way too.

I want to create a website that is

similar to an electric meter. It

instead measures the pledges

people make and will show it in

some way.

On the Toyota Prius’

dashboard, there is a screen

that continually moniters the

energy you use.

The screens provide immediate

and simple feedback, like a

speedometer. It makes energy use

visible.

Ngmoco, is a software developer, that develops

games on the iOS and android platforms. The

images show the two games WeRule and God

Finger.

In these games you get full control over a kingdom or virtual world. You can

build castles rivers, plant trees. I found it interesting whether I could combine

this gameplay aspect with an educational purpose.

“Good design often makes people act differently.”

I cam across this project called ‘Changing Habbits,’

It is very similar to what I am trying to achieve. Ths

works by telling the website how you use transport,

what you waste, how you use energy, what you eat,

how you manage your water use and what electrical

devices you use, it generates your own personal

‘Habbit’, a human like figure with enlarged body

parts for the areas where you can improve your

impact.

My Pledges

Hi Erwin, welcome to your Plan A

I need to come up with an icon that can visualize

the progress of plan A pledgers. I also need to

create a mock of the website, how it will look.

When you first start to the Plan A programme,

everyone starts off with their own individual ‘Plan-

it A’ like this. Like ‘Changing Habbits’ you have to

input details about yourself for example, how much

you waste, miles you cover in your car etc.

So each ‘Plan-it A’ will be different for each person.

My idea

So for example, this ‘Plan-it A’ is of an indivdual

who has a car and drives alot. Through the pledges

he commits to, he must try to focus on climate

change pledges.

This ‘Plan-it A’ shows an individual who wastes a

considerable amount of water. Their ‘Plan-it A’ is

dry, short of water. This consumer would need to

focus their pledges on waste.

See ourPLANET

SMILEsee our

planetsmile

SEE OURPLANET

SMILE

This is some ideas for the sogan

that I have decided to use. I

wanted to keep really simple,

but eye-catching.

Final design for the logo.

See ourPLANET

SMILE