Brief 13: DBA - Feedback

Since I wasn't here for the crit, I spoke to the rest of my group who said that feedback went really well. It gave them more confidence and drive to do the project which I am really happy about as we weren't entirely sure on the concept before yesterday.

My group said that

• They loved the 'less is more, less is north' idea
• We can work on the visuals now for this concept
• The 5 of them seemed to agree that the first impression is negative, but it draws people in and is quickly resolved when they realise the message, so is reverse psychology
• They went in with a few concepts and the 5 guys directed them to what was most successful/best to use
• They said this idea is exciting and none of the other groups had anything simialr
• Ian helped them build a strategy for hte idea

Ian critiqued the group and he sent us this email which was reassuring and nice of him.

Guys, as you know I had a very early start yesterday so may have been a bit fuzzy yesterday, after a good nights sleep I just wanted to clarify a couple of points:

1. I didn’t want you to think you needed to rework the compass logo idea – it looked really strong and distinctive. The capital ’N’ is a perfect metaphor for “Capital North” and the simplicity of it as a marque would work well as a sign-off to a big headline for example. Plus on it’s own it would be recognisable enough to work across many applications from apps to posters.

2. The use of your up arrow/crown device (which made it look like a compass) could maybe explored further - to bring some dynamism into other applications. I’m thinking big and small, from use in headlines like 'MORE TH>N Insurance' to use as a pattern for ties on train uniforms, material for seating, even in a logo animation. These are just ideas to make sure you’re making best use of your brand toolbox (graphic elements), make your own decisions to how important, type, colour, image, devices are used and where and when.

You’ve got a great spirited central concept: The North is full of potential/opportunity (outake: we’re ready for you).

You’ve got some lovely messaging ideas, now let’s see it all pulled together consistently with some great design craft.

Good luck.

Ian

I'm glad they helped us to focus on one concept and go forward with that. Everyone is really positive about the project now (as we weren't sure on direction previously) so that is good and will make us more enthusiastic about starting to design for it now.