Evaluation

And the project comes to an end. In the start I remember looking through all of the briefs and feeling like none of them were right for me. But I stuck my neck out and decided to tackle Oxfam, and I am very glad that I did. I think graphically, I maybe could have produced some 'prettier' outcomes for briefs such as oxfam and macdonald's, however I don't believe I could have answered any other brief like I did this one simply because it was packed with meaning and purpose before I even started.

I went against my own grain with my approach to this one, maybe because I knew it was for D&AD and I had the possibility of entering (which I did) and I knew that if ever you want to try something different you can with them. I usually play it quite safe, but in my second year I feel like I'm pushing the boat out a bit more and chosing to challenge myself instead of cruising along. And because of that I think I have come out of it with  great design solution. There isn't much at all that I would change If I was to do this again, maybe I'd attempt a cutout Lenny Henry hand puppet, but that's about it.

Done.

Here are my final designs. The typeface has been changed and I think it is certainly for the better, giving the text more strength and more prominence. I have put all the new graphics into place which I think work well, especially the tools icons. I also like the idea that it says what difficulty level each one is, each being a variation of 'easy'. I have also applied a filter and texture to make it more stylised and more 'graphicy' but in a way that doesn't distract from the message.

One of the most important changes was to the finishing text. I added a more challenging line "Do Something Simple" as i really wanted to direct the poster at the reader and connect with them. I also changed the 'we' to "With oxfam YOU can" I did this along side adding some details on how they can act if they wish to. The reason being that I looked back at the brief and decided that was one area I hadn't covered. I feel I had engaged with the audience, challenged them, but hadn't told them exactly how they can get in touch and work with oxfam.

Developed craft ideas

Here are the graphics for the posters that I have developed. I changed the water glass to a water well, plate of food to cattle and the house idea has just had a face lift.  I have also chosen new craft activities, colouring cutting and sticking, the other cutting out and putting together like a puzzle and the third colouring in and building. I think these will look a lot better on my posters and make them look that bit more professional, but still resemble a craft.

 

 

 

I have also created some icons. I thought it would be cool to look at the minor details too in order to make it that bit more affective. These icons will be used to indicate whet tools you will need to complete the craft. Simple, and maybe a fussy detail, but I think it will complete the look of the posters.

The right typeface

From looking at my latest designs I wasn't convinced that the typeface was the best it could be. All instructions should have clear, legible type and that is predominantly down to the font selection. Here I have selected 5 typefaces that I believe could serve the purpose well, and 5 examples of what to avoid. I will experiment with the 5 good, stay clear of the others, and come to a conclusion of which is the best font to use.

  

  

Developed designs

Here are my latest design outcomes. I have chosen to go with the simple, child friendly approach, with 3 simple steps reading top to bottom. I have also made it into a poster campaign with "How to eradicate poverty -part 1". Something which I think is really powerful, is how on each poster, step 3 is always "Save a life", this brings the whole meaning of the childlike craft idea back down to earth right at the end and makes it some what serious and challenging. But that is reality, as the tagline at the bottom says "The most simple things can have the greatest effect" and that is the message that I have tried to get across with these designs.

Although I think the message is there, I think i certainly need to develop the designs more and maybe take the imagery to a level that relates more to the specific needs of people in poverty. I will work towards a solution.

Legible instructions

Before I start putting together my designs I think it is important to understand what makes good instructions and what makes bad ones. Imagery can be key to instructions as a lot of people are visual learners, however this does not mean you can simply discard the importance of the type. This first image has made the mistake of using a typeface that is extremely hard to read.

 

Another error when it comes to instructions is that there is such a thing as too much info. Unless it is describing how to build a rocket, it is important to be short and precise. Then that way, you can easily complete each step before moving onto the next, and you don't have to re-read the same paragraph over and over.

 

I think the key to good instructions is good order. If it is made clears what to do and in what order to di it in then surely not much can go wrong. Numbering and sectioning can be a great way to help people visually see the journey they have to take through the instructions. These are all points that I will bare in mind when putting my designs together.

Creating the craft

These are a few of the graphics that i put together in illustrator. I want the imagery to be vector based and bold and colourful like kids craft is. I have to get into the mindset that although it is aimed at adults it still needs to be aimed at kids. Here I have the idea for a cut and stick build a house for somebody, and also developed the idea of giving food. I will create some more images and put together some initial designs.

What's my focus??

I have started to look into what the focus of each of my posters should be. I have researched all the different craft activities, the issues that we are facing and also any objects that relate to these things. Also, i started to plan out scenarios that could take place on my paper, for example colouring in, cutting out and sticking food onto an empty plate. It is craft, but it also represents the fact that it is so easy for us to put food onto somebodies plate. These are all the ideas that I jotted down and also a few sketches as to how the design could look.

 

Early design sketches

I am really liking the idea of incorporating the craft ideas into an overly simple and slightly patronising step by step guide to making so and so. Here are some rough sketches as to how I could layout my idea. The main decision really is whether to go overly childlike or stick to a more structures instruction manual look. I will keep looking at possibilities and develop them further.

Nothing easier than craft!

After much thought and deliberation I have settled on the idea of crafts and kids activities. This is in a way a tongue-in-cheek idea, symbolising that helping raise money for oxfam and fighting poverty is really child's play. The target audience is mainly adults as they are the ones who are in a position to do something with their time and money, and every adult likes to think that they could easily do what their 5 year old does for fun, so why not make a blatant point about it. Maybe in an exaggerated step by step guide? Eradicating poverty is as easy as colouring in a fish! There you go, example one.

Here are some examples of childrens crafts. There are hundreds out there, but I have to chose the craft ideas that would best allow me to relate to real life issues surrounding poverty, ie food, water, shelter...

 

 

Subject search

I put together a mind map to try and highlight all the things that we find simple or easy in our lives. By doing so I hope to make the connection between what we find easy to do and how it could be just as easy to help eradicate poverty working with oxfam. I have circled some of the words I think could work well.

New idea!

I have returned to the idea of " With Oxfam We Can". Not only does this flow off the tongue and stay in the memory, but it also does exactly what the brief is asking, it symbolises an engagement between the public and oxfam, and how by working together they can really make a lasting difference. 

And as for a way of making that connection, not only do I want to highlight the shared values between us and people in poverty, but I want to demonstrate and symbolise just how easy it could be to make a difference. I am going to research further into these ideas.

Searching for a style.

I think I have settled on a poster campaign. Not because it is the 'obvious choice', but because it is one of the best ways to get a message across to the public. They can be found on ever street corner, every station and in every bus, tram or taxi.

I started to look at styles that I could use. I think the best approach is to go bold yet simple. Catch the eye, then get the message across quickly and don't give them an option to take their eyes off the poster. Here are some great examples of simple, minimal posters.

Understanding the connection.

I have decided to go back to basics and and really try get to the bottom of what could connect our public with those in need and in poverty. By simply listing everything I can think of for both sides I have managed to make a surprising amount of connections between the two. It is quite an eye opener for me, and really highlighted that we're not that different at all as our fundamentals are all the same. We all need food, drink, shelter, happiness, medicine...etc. This is the kind of message that I need to try get across in my outcomes, because these are the facts that could engage with people and make them do something to help.

Not working

Although i think i am on to a good idea with the wall for life, i have stalled in the development of the campaign ideas. I found out that it is something very similar to what people can do at football stadiums, so there it is already being done in a way. I also struggled to think of promotional material for it. I had the idea that each member gets an oxfam pack through the post box, but gone are the days when people would wear their 'oxfam broach' with pride. I need to think more simple yet hard hitting, so that the main point of eradicating poverty cannot be lost. I will research some more in search for an outcome.

Initial design ideas.

While trying to think of ways to develop with OxfamWeCan I came up with two different ideas, one more fruitful than the other. One was the idea of connecting a 'u' with the oxfam logo to create an infinity symbol. This represents the idea that with you and oxfam together can offer infinite help. 

The other idea that I hav which is more hopeful is the Oxfam Wall of Life. This is the idea that people do something to raise money on their own or as a group, and as they pass certain milestones they get a plaque put onto the 'Wall of Life'. This engages with the target market as they too get something back. And although we don't say so, we all love to show off the fact that we have done something good! If there was a wall in each major city this could become a very successful campaign. I would have to think about ways to reach people though and to advertise, which could be a challenge.

 

My approach.

 

 I decided that the best way to approach this brief was via a campaign. This is surely the most effective way to answer all that the brief is asking, engagement, provoke action, connections and individuals working together. I started to look at a tag line or name for the campaign, something rememberable and that wont get boring. Oxfram Reach and Oxfam Unite are quite good, but I think my favourite is OxfamWeCan. I will carry on from here and venture down this path.

 

How do the others tackle it?

 

I thought it would only be right to look at the 'competition' (not sure if you can call it that as they are all aiming to do good for the world) and how they campaign and advertise. Unicef have some really powerful imagery, that is so simple yet really makes you stop and think. I think the key to their style is the use of items that we use every day and don't associate with the likes of death, famine and child labour. 

 

Wateraid have really brought their ad to the forefront when it comes to styling. Illustration is huge at the moment and because it is so exciting to look at, people naturally pay attention. And as a campaign, i think the wrist bands have been one of the most successful ever. Life managed to create a buzz about a product that at one stage was being worn as a fashion item alone, yet the money people spent materialistically still went to fight such issues as bullying, poverty and illness. They really nailed it on the head with that idea.

Oxfam International's new look.

I came across this gem. Barcelona based studio Hey! were given the task of rebranding Oxfam International. They threw the stereotypical images of malnourished children an disease out the window, and cleverly used iconography and typography to create a really bold statement for oxfam. This is definitely the route that I wish to take. This makes people stop and wonder what it is, and it is a breath of fresh air that such a style is being used to campaign for oxfam. There isn't anything sterotypical about these designs. I also love the colours used and how they make a 'family' of posters. Love it!

Oxfam unwrapped!

 

After my last search into Oxfam's existing campaigns I really wasn't motivated at all, and quite disgruntled that I hadn't found much material. However, I then came across Oxfam Unwrapped. I don't know how I missed this, but I have known about it for a number of years now and think it's an amazing project. Above are two poster designs, and below an advertisement for the campaign. This is something really unique, and that I immediately link to oxfam, and it really is a happy campaign, and one that enables people to make a real difference, but without 'getting their hands dirty' because that's what oxfam are there for. I love the idea of creating a campaign that has the same message and image as this, but it would be hard to pull off.