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‘Refreshed’

Refreshed uni brand

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Page 1: Refreshed uni brand

‘Refreshed’

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A short introduction…

This team consists of 2 game design students (Michael Chrimes and Jacob Henry) and 2 animation students (James Culpin and Curtis Headley)

This gives us a wide range of abilities and skills that we can take advantage of within this project.

The client brief states that the team will be working with Creative Media Services within Sheffield Hallam University to create a campaign to communicate the Sheffield Hallam University brand refresh to current students.

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The objectives…The project objectives are:

To bring the refreshed brand to life, express our values, our personality and communicate this.

To celebrate the environment and distinctive personality of 'us', to reveal, promote and celebrate our strengths and achievements and showcase us as a world class institution

To enhance pride in belonging to the SHU community

To encourage people to choose Sheffield Hallam University

So we decided to use these objective guidelines and unleash our creativity to try and develop a set of ideas in which to begin with.

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Creativity…

This statement within the brief allowed the team to be completely free with our choices (to a certain extent) and created an array of possibilities as an outcome.

The following are those outcomes highlighting how we worked with the brief in order to come to a solid concept.

Your project can use any type of media you wish and you are free to be truly creative and innovative in the design, development and delivery of your communication campaign.

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The decision was to bring together the array of skills that were available and as a result show a variety of medias within one format.

It would be a 'day in the life of'' style clip which would use different mediums to introduce the university website.

For example, a YouTube video which could contain a link to the web page.

(as seen below)

This was our first prioritised idea based on the different suggestions being made by each individual within the team.

Day in the life of a student…

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We introduced an idea based around starting it in the morning as photographs that are introduced at certain intervals, for example, the individual waking up, having breakfast, leaving to go to university, etc.

The time between when the photos are taken would get closer together to make it increasingly flow until it becomes smooth enough to become a video.

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This would then show students in different situations/classes in the form of a "relay" where the screen would be on the focus of one student until they pass another, resulting in the point of view switching throughout the whole clip.

After the video, it would gradually transition into an animation becoming more artistic until it ends where it began.

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However…

As good as this idea seemed at the time, there were plenty of downfalls to the concept and we failed to capture everything that was highlighted within the brief.

For example, it only advertised the university to prospective students while not showing the ‘refreshed’ brand to current students and alumni.

So we decided that we could do better and so we tried again and developed another concept.

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Support advert…

It would show a student struggling with a piece of work. For example, perhaps an essay that needs to be completed or a test. The student would then be approached and helped by fellow students and staff to represent that Sheffield Hallam is always behind you and helping you.

The second idea we decided to develop was an advert for the TV or web which would have the possibility to show a different aspect of going to Sheffield Hallam.

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The idea was based around support and the line; ‘we are SHU’

It would start off with a student struggling to start with his/her work. Then a lecturer would ask if he is ok resulting in a frozen situation where he doesn’t know what to say,

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Then a man would come up behind and place his hands on the students shoulders followed by an array of different people in different outfits running from nursing to sports.

This then gives the student the courage to press on with the work.

With some narration such as, ‘no matter where you want to go, we are behind you, we are SHU’

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However…

Again, this failed to capture the full set of objectives and the team decided to leave the concept.

For example, it fails to capture the ‘refreshed’ brand and instead concentrates on one area within Sheffield Hallam’s appeal.

Therefore, we decided to head in a completely different direction and develop a new concept idea.

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The final outcome…

So we developed a new idea that was focussed around these and this is the concept that we will be taking forward.

The team concluded that we needed to concentrate on the fact that the campaign needed to show and communicate the refreshed brand, to showcase the university as a world class institution and to enhance pride in belonging to SHU and to encourage people to choose SHU for their university choice

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Guide Application…

We based this idea around the need to bring the refreshed brand ‘to life’.

So we focussed on our target audience; current, potential and alumni students.

Therefore, we created an idea of a ‘guide map’ that would show the university campus in a 3D/2D representation.

This concept is based around the idea that ‘every student has a phone or a handheld device’ and so we have decided to develop a project concept as an interactive application.

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Initial maps…

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Introduction…

The application would begin with a small simple introduction leading to a map of the city campus.

This could be the new logo, an animation or possibly just an image of the university that would act as a starting point for anyone wishing to use the application.

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Swiping across the screen (touch) or something similar using buttons would allow the viewer to decide between the Collegiate or city campus.

This would allow any student to see the location where their classes are based.

(Every student has struggled to find their way at some point.)

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The viewer would then be able to select the different areas/faculties of the university which would give the student more information on that section.

For example, if a student wanted to know more about the Owen building then they would select it and the information would come up on screen.

(we have developed this idea a little further allowing a possible 3D/2D representation of the building)Owen building

(This would show information about the building and the courses based there and also what services are available)

Adsetts(This would show information about the learning centre, lecture theatres and resources available)

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This is a prototype of what a 3D representation of the individual buildings would look like.

This would allow the student to rotate the building and gain a better insight to the building itself.

Front Entrance

Owen Building

Front Entrance

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Final points…

Other points to mention are that the new SHU logo would always be visible. This would keep the ‘refreshed’ brand alive in the students’ minds.

To keep the application themed correctly, we would be using the colours and fonts which are used in the new logo. For example, on the map, the Owen building could be coloured using the same reds used within the primary colour palette for the logo…

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Final points…

These are examples of the types of software we will be using

Google Sketch-up:

Representations of buildings and/or maps

Photoshop

Finalised images of maps and other assets

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What we aim to do for the university…

To bring the refreshed brand to life through the use of an interactive experience for all students

To reveal, promote and celebrate our strengths and achievements and showcase us as a world class institution by highlighting the history behind the campuses and individual buildings, as well as the services that the University offers

To enhance pride in belonging to the SHU community through the use of city maps exploring the surrounding area

To encourage people to choose Sheffield Hallam University...

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Thank you…