Tuesday, 11 March 2014

OUGD505 Cystals

Scientific http://en.wikipedia.org/wiki/Crystal:
 Crystal or crystalline solid is a solid material whose constituent atoms, molecules, or ions are arranged in an ordered pattern extending in all three spatial dimensions. In addition to their microscopic structure, large crystals are usually identifiable by their macroscopic geometrical shape, consisting of flat faces with specific, characteristic orientations.[citation needed]
The scientific study of crystals and crystal formation is known as crystallography. The process of crystal formation via mechanisms of crystal growth is called crystallization or solidification. The word crystal is derived from the Ancient Greek word κρύσταλλος (krustallos), meaning both “ice” and “rock crystal”,from κρύος (kruos), "icy cold, frost".
Examples of large crystals include snowflakes, diamonds, and table salt. Most inorganic solids are not crystals but polycrystals, i.e. many microscopic crystals fused together into a single solid. Examples of polycrystals include most metals, rocks, ceramics, and ice. A third category of solids is amorphous solids, where the atoms have no periodic structure whatsoever. Examples of amorphous solids include glass, wax, and many plastics.

Crystal structure (microscopic)       Halite (table salt, NaCl): Microscopic and macroscopic

Halite crystal (microscopic)
Microscopic structure of ahalite crystal. (Purple issodium ion, green ischlorine ion.) There iscubic symmetry in the atoms' arrangement.
Halite crystal (Macroscopic )
Macroscopic (~16cm) halite crystal. The right-angles between crystal faces are due to the cubic symmetry of the atoms' arrangement.
Main article: Crystal structure
The scientific definition of a "crystal" is based on the microscopic arrangement of atoms inside it, called the crystal structure. A crystal is a solid where the atoms form a periodic arrangement. (Quasicrystals are an exception, seebelow.)
Not all solids are crystals. For example, when liquid water starts freezing, the phase change begins with small ice crystals that grow until they fuse, forming a polycrystalline structure. In the final block of ice, each of the small crystals (called "crystallites" or "grains") is a true crystal with a periodic arrangement of atoms, but the whole polycrystal does not have a periodic arrangement of atoms, because the periodic pattern is broken at the grain boundaries. Most macroscopic inorganic solids are polycrystalline, including almost all metals, ceramics, ice, rocks, etc. Solids that are neither crystalline nor polycrystalline, such as glass, are called amorphous solids, also calledglassy, vitreous, or noncrystalline. These have no periodic order, even microscopically. There are distinct differences between crystalline solids and amorphous solids: most notably, the process of forming a glass does not release the latent heat of fusion, but forming a crystal does.
A crystal structure (an arrangement of atoms in a crystal) is characterized by its unit cell, a small imaginary box containing one or more atoms in a specific spatial arrangement. The unit cells are stacked in three-dimensional space to form the crystal.
The symmetry of a crystal is constrained by the requirement that the unit cells stack perfectly with no gaps. There are 219 possible crystal symmetries, calledcrystallographic space groups. These are grouped into 7 crystal systems, such as cubic crystal system (where the crystals may form cubes or rectangular boxes, such ashalite shown at right) or hexagonal crystal system (where the crystals may form hexagons, such as ordinary water ice).

Crystal faces and shapes             

As a halite crystal is growing, new atoms can very easily attach to the parts of the surface with rough atomic-scale structure and many dangling bonds. Therefore these parts of the crystal grow out very quickly (yellow arrows). Eventually, the whole surface consists of smooth, stable faces, where new atoms cannot as easily attach themselves.
Crystals are commonly recognized by their shape, consisting of flat faces with sharp angles. These shape characteristics are not necessary for a crystal—a crystal is scientifically defined by its microscopic atomic arrangement, not its macroscopic shape—but the characteristic macroscopic shape is often present and easy to see.
Euhedral crystals are those with obvious, well-formed flat faces. Anhedral crystals do not, usually because the crystal is one grain in a polycrystalline solid.
The flat faces (also called facets) of a euhedral crystal are oriented in a specific way relative to the underlyingatomic arrangement of the crystal: They are planes of relatively low Miller index.[4] This occurs because some surface orientations are more stable than others (lower surface energy). As a crystal grows, new atoms attach easily to the rougher and less stable parts of the surface, but less easily to the flat, stable surfaces. Therefore, the flat surfaces tend to grow larger and smoother, until the whole crystal surface consists of these plane surfaces. (See diagram on right.)
One of the oldest techniques in the science of crystallography consists of measuring the three-dimensional orientations of the faces of a crystal, and using them to infer the underlying crystal symmetry.
A crystal's habit is its visible external shape. This is determined by the crystal structure (which restricts the possible facet orientations), the specific crystal chemistry and bonding (which may favor some facet types over others), and the conditions under which the crystal formed.

Occurrence in nature           


Fossil shell with calcite crystals.

Rocks[edit]

By volume and weight, the largest concentrations of crystals in the earth are part of the Earth's solid bedrock.
Some crystals have formed by magmatic and metamorphic processes, giving origin to large masses of crystalline rock. The vast majority of igneous rocks are formed from molten magma and the degree of crystallization depends primarily on the conditions under which they solidified. Such rocks as granite, which have cooled very slowly and under great pressures, have completely crystallized; but many kinds of lava were poured out at the surface and cooled very rapidly, and in this latter group a small amount of amorphous or glassy matter is common. Other crystalline rocks, the metamorphic rocks such as marbles, mica-schists andquartzites, are recrystallized. This means that they were at first fragmental rocks like limestone, shale and sandstone and have never been in a molten condition nor entirely in solution, but the high temperature and pressure conditions of metamorphism have acted on them by erasing their original structures and inducing recrystallization in the solid state.[5]
Other rock crystals have formed out of precipitation from fluids, commonly water, to form druses or quartz veins. The evaporitessuch as halite, gypsum and some limestones have been deposited from aqueous solution, mostly owing to evaporation in arid climates.

Ice[edit]

Water-based ice in the form of snow, sea ice and glaciers is a very common manifestation of crystalline or polycrystalline matter on Earth. A single snowflake is typically a single crystal, while an ice cube is a polycrystal.

Organigenic crystals[edit]

Many living organisms are able to produce crystals, for example calcite and aragonite in the case of most molluscs or hydroxylapatite in the case of vertebrates.

Polymorphism and allotropy[edit]

Main articles: Polymorphism (materials science) and Allotropy
The same group of atoms can often solidify in many different ways. Polymorphism is the ability of a solid to exist in more than one crystal form. For example, water ice is ordinarily found in the hexagonal form Ice Ih, but can also exist as the cubic Ice Ic, the rhombohedral ice II, and many other forms. The different polymorphs are usually called different phases.
In addition, the same atoms may be able to form noncrystalline phases. For example, water can also form amorphous ice, while SiO2 can form both fused silica (an amorphous glass) and quartz (a crystal). Likewise, if a substance can form crystals, it can also form polycrystals.
For pure chemical elements, polymorphism is known as allotropy. For example, diamond and graphite are two crystalline forms of carbon, while amorphous carbon is a noncrystalline form. Polymorphs, despite having the same atoms, may have wildly different properties. For example, diamond is among the hardest substances known, while graphite is so soft that it is used as a lubricant.
Polyamorphism is a similar phenomenon where the same atoms can exist in more than one amorphous solid form.

Crystallization[edit]


Vertical cooling crystallizer in a beet sugar factory.
Main articles: Crystallization and Crystal growth
Crystallization is the process of forming a crystalline structure from a fluid or from materials dissolved in a fluid. (More rarely, crystals may bedeposited directly from gas; see thin-film deposition and epitaxy.)
Crystallization is a complex and extensively-studied field, because depending on the conditions, a single fluid can solidify into many different possible forms. It can form a single crystal, perhaps with various possible phases, stoichiometries, impurities, defects, and habits. Or, it can form a polycrystal, with various possibilities for the size, arrangement, orientation, and phase of its grains. The final form of the solid is determined by the conditions under which the fluid is being solidified, such as the chemistry of the fluid, the ambient pressure, thetemperature, and the speed with which all these parameters are changing.
Specific industrial techniques to produce large single crystals (called boules) include the Czochralski process and the Bridgman technique. Other less exotic methods of crystallization may be used, depending on the physical properties of the substance, including hydrothermal synthesis, sublimation, or simply solvent-based crystallization.
Large single crystals can be created by geological processes. For example, selenite crystals in excess of 10 meters are found in the Cave of the Crystals in Naica, Mexico.[6] For more details on geological crystal formation, see above.
Crystals can also be formed by biological processes, see above. Conversely, some organisms have special techniques to prevent crystallization from occurring, such asantifreeze proteins.

Defects, impurities, and twinning[edit]


Two types of crystallographic defects. Top right: edge dislocation. Bottom right: screw dislocation.

Twinned pyritecrystal group.
Main articles: Crystallographic defect, Impurity and Crystal twinning
An ideal crystal has every atom in a perfect, exactly repeating pattern. However, in reality, most crystalline materials have a variety of crystallographic defects, places where the crystal's pattern is interrupted. The types and structures of these defects may have a profound effect on the properties of the materials.
A few examples of crystallographic defects include vacancy defects (an empty space where an atom should fit), interstitial defects (an extra atom squeezed in where it does not fit), and dislocations (see figure at right). Dislocations are especially important in materials science, because they help determine the mechanical strength of materials.
Another common type of crystallographic defect is an impurity, meaning that the "wrong" type of atom is present in a crystal. For example, a perfect crystal of diamond would only contain carbon atoms, but a real crystal might perhaps contain a fewboron atoms as well. These boron impurities change the diamond's color to slightly blue. Likewise, the only difference between ruby and sapphire is the type of impurities present in a corundum crystal.
In semiconductors, a special type of impurity, called a dopant, drastically changes the crystal's electrical properties. Semiconductor devices, such astransistors, are made possible largely by putting different semiconductor dopants into different places, in specific patterns.
Twinning is a phenomenon somewhere between a crystallographic defect and a grain boundary. Like a grain boundary, a twin boundary has different crystal orientations on its two sides. But unlike a grain boundary, the orientations are not random, but related in a specific, mirror-image way.

Chemical bonds[edit]

Crystalline structures occur in all classes of materials, with all types of chemical bonds. Almost all metal exists in a polycrystalline state; amorphous or single-crystal metals must be produced synthetically, often with great difficulty. Ionically bonded crystals can form upon solidification of salts, either from a molten fluid or upon crystallization from a solution. Covalently bonded crystals are also very common, notable examples being diamond, silica, and graphite. Polymer materials generally will form crystalline regions, but the lengths of the molecules usually prevent complete crystallization. Weak van der Waals forces can also play a role in a crystal structure; for example, this type of bonding loosely holds together the hexagonal-patterned sheets in graphite.

Leading Crystal Brand

Swarovski

The brand


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In 1895, Daniel Swarovski, a Bohemian inventor and visionary, moved to the village of Wattens, Tyrol in Austria, with his newly-invented machine for cutting and polishing crystal jewelry stones.
From this beginning that revolutionised the fashion world, Swarovski has grown to be the world’s leading producer of precision-cut crystal for fashion, jewelry and more recently lighting, architecture and interiors.
Today, the company, still family-owned and run by 5th generation family members, has a global reach with some 25,000 employees, a presence in over 120 countries and a turnover in 2012 of 2.38 billion Euros.
Swarovski comprises two major businesses, one producing and selling loose elements to the industry and the other creating design-driven finished products. Swarovski crystals have become an essential ingredient of international design. Since 1965 the company has also catered to the fine jewelry industry with precision-cut genuine gemstones and created stones.
Showing the creativity that lies at the heart of the company, Swarovski’s own brand lines of accessories, jewelry and home décor items are sold through more than 2,350 retail outlets worldwide. The Swarovski Crystal Society has close to 300,000 members across the world, keen collectors of the celebrated crystal figurines. And in Wattens, Swarovski Kristallwelten, the multi-media crystal museum, was opened in 1995 as a celebration of Swarovski’s universe of innovation and inspiration.
http://www.swarovski-elements.com/home/index.en.html?stay

SWAROVSKI ELEMENTS


SWAROVSKI ELEMENTS - Designers' choice since 1895
SWAROVSKI ELEMENTS is the premium brand for the finest crystals
manufactured by Swarovski. The designers’ choice since the founding
of the company in 1895, SWAROVSKI ELEMENTS, provides creative
talents from the world of fashion, jewelry, accessories, interior design
and lighting with the latest on-trend innovations.

Available in myriad colors, effects, shapes and sizes,
SWAROVSKI ELEMENTS offer designers a fabulous palette of inspiration.
Born out of passion for detail and high-precision cutting, they impart
refined glamour to everything they embellish.

These precious ingredients can be recognized through the
“MADE WITH SWAROVSKI ELEMENTS” label, which serves
as a certificate of authenticity. It marks products that are
made with genuine SWAROVSKI ELEMENTS.




“I use it also for the haute couture, and I must say that certain dresses came about thanks to the crystals…” Jean Paul Gaultier

Designers’ choice since 1895 

SWAROVSKI ELEMENTS celebrates crystal's creative versatility with spectacular one-off events

As the appeal of crystal broadens, designers explore new expressions of creativity in all these spheres and more. To celebrate the unlimited uses to which crystal is put, SWAROVSKI ELEMENTS has launched exciting, one-off initiatives to the delight of audiences worldwide. Among these are the ”22 Ways to Say Black" exhibition, the “Wedding” project and “SWAROVSKI ELEMENTS at Work”, bringing together some of the most exciting personalities in design to display unique creations, all glittering with crystal.

Experience our Initiatives



Certificate Of Authenticity


Certificate of authenticity

To emphasize the premium nature of the SWAROVSKI ELEMENTS brand, selected designers and brands are permitted to use the distinctive, trapezoid-shaped “MADE WITH SWAROVSKI ELEMENTS” label. It serves as a certificate of authenticity, denoting products that are made with genuine SWAROVSKI ELEMENTS. Swarovski also offers branding partners additional first-class services, including trend consultancy and technical expertise.

Gorgeous, refined and functional, SWAROVSKI ELEMENTS are the preferred choice for major designers around the world. In their hands, crystal comes alive to give works of startling beauty and originality. 


Why Swarovski
Swarovski is the premium brand for the finest crystal elements. For more than 100 years, the company has been recognized for its pioneering spirit, its collaborations with designers, and its responsible behavior.
In its continuous effort to strive for excellence and the highest standards of customer service, Swarovski has created a comprehensive product and service offering that delivers distinctive values to its customers.
 

EXCELLENCE, THROUGH INNOVATION AND ORIGIN




PREMIUM, BY SERVICE AND DESIGN




COMPLIANCE, WITH INTEGRITY



OEKO-TEX

OEKO-TEX



SWAROVSKI ELEMENTS: 2013 BRAND CAMPAIGN


I love the perfection of crystals and roses – one created by man and the other created by nature, but both the ultimate in luxury. (Nick Knight, photographer)
Crackling with high-voltage glamour, Swarovski’s powerful new 2013 corporate advertising campaign stars supermodel Candice Swanepoel as super-glam action heroine shimmering in a blaze of SWAROVSKI ELEMENTS, seen through the lens of award-winning British photographer Nick Knight. Created by Ronnie Cooke Newhouse, of House and Holme, this campaign features modern woman at her very zenith—fit and strong, coolly confident and in control, wielding crystallized fantasy sports accessories, including a motorbike helmet, skiing goggles, and dumbbells, each blazing with the reflected light of thousands of SWAROVSKI ELEMENTS.

The concept behind the campaign was designed to reflect the brand’s attributes and the versatility of SWAROVSKI ELEMENTS as an innovative ingredient across the creative industries from jewelry, fashion, and accessories, to lighting, architecture, and interiors, and art, stage, and screen. The campaign will break in March books worldwide – first release date February 2013 onwards as part of a global media campaign.

CORPORATE RESPONSIBILITY

Our commitment to Corporate Responsibility has been embedded in the way we do business since our company was created by Daniel Swarovski in 1895. We maintain this tradition today in how we strive to add sparkle to the everyday lives of our employees, customers and suppliers and the broader community on a global scale, while protecting the natural environment and seeking to leave a rich legacy for future generations.
To learn more about our Corporate Responsibility at Swarovski visit brand.swarovski.com. 
Swarovski Foundation

The Swarovski Foundation

Swarovski's visionary founder Daniel Swarovski, who established the business in Wattens, Austria, in 1895, demonstrated a strong humanitarian instinct, ensuring that his business cared for its people and the local community. Since then, five generations of the Swarovski family have reinforced Daniel Swarovski's commitment to charitable giving, both within the community and in the wider realms of the environment, health, arts and culture. The Swarovski Foundation has been created to build on this heritage.

To learn more about the Swarovski Foundation visitwww.swarovskifoundation.org/. 

Swarovski Waterschool

The Swarovski Waterschool Program

Water has always been a key element in the company’s production but also in its culture and philosophy, which from Swarovski’s earliest days demanded a respect for human and environmental values.
The objectives of the Waterschool program are to create awareness amongst the participants of the fact that water is essential to our survival, to teach the principles of sustainable water management, and to provide clean drinking water and water sanitation in schools and surrounding communities where the Waterschool program is active.

In the past thirteen years, the program has reached approximately 196,188 children in 2,654 schools worldwide. Around 1,472 teachers have been trained and 264,996 community members have been involved in various water projects.

To learn more about the Swarovski Waterschool program visitwww.swarovskiwaterschool.com.

Thursday, 6 February 2014

OUGD505 Study task 2 Layout Research

Task
You will produce at least one mock up, with content and initial layout ideas, of your publication for the crit on the 26th. Ideally, this product will act as a proof before you go to print, so you can get an idea of how the content and the layout are working and so minor issues (such as typos) can be rooted out. Although bringing unbound pages can be useful, a mock up of the publication itself is most useful, so do make a mock up of this product. Note that this does not mean that you have to use the same stock or even the same binding technique -- but a good physical representation is what we are after. We don't expect you to have all the research done at this point; however, we do expect it to be quite advanced. Please expect for these mock ups to be written on.

This is also an opportunity to improve upon your crafting skills. As such, we want you to create packaging to house your publication -- at least three nets -- in order to hone crafting skills as well as your design for packaging skills. Please bring these constructed net mock ups as well as your publication mock ups to the crit on the 26th.













OUGD503 Responsive Studio Brief 2 Collab Brief



In this collaboration brief I am working with Abi Nelson. The following briefs are the three briefs we have chosen to look at.

Brief 1
Create a launch campaign for a new functional water range from Boost Drinks. 


Background
In a market dominated by skydiving astronauts, high octane adrenaline and middle class celebrity rappers, how on earth do you make your energy drink stand out? By offering an everyday energy kick to us normal folk that’s called Boost!
Boost is an everyday energy drink without the nonsense. Overall, it’s
a fun, youthful and energetic brand at heart, recruiting new users through developing a consumer brand that engages and resonates.
We offer a range of great tasting performance and energy drinks that give consumers a long-lasting energy boost. Boost differs from the competition in that it is only sold through independent retailers as opposed to supermarkets. The drinks come in a variety of flavours, and there are different Boosts for different needs.

Boost offers considerably more value for money than the other leading performance drinks out there, such as Red Bull and Relentless - so as well as being great tasting, it also won’t break the bank. We just offer value for money to consumers.
The Current Range
There are currently three key lines of energy drink in a range of sizes; from 250ml cans to 1litre bottles. The three key lines are: Energy for
the mind (as well as Sugar Free, Energy Cola, Energy Citrus and Energy Orange & Mango), Active for people who need a glucose boost (Original and Orange) and Sport for rehydration (in Mixed Berry, Tropical Berry and Orange flavour).

The Creative Challenge
There has been an emerging trend in the soft drinks market toward healthier drinks that use natural energy and waters fortified with added vitamins. This trend has been tapped into by a number of brands such as Lucozade and Coke with the launch of Revive and Vitamin Water respectively. Your challenge is twofold:
Firstly, put together a range of up to six functional waters recommending flavours and potential benefits. (We will provide a flavour/functional guide in the student pack)
Secondly, take your recommended product ingredients and create a new brand and launch campaign to bring your new range of Boost functional waters to market, and demonstrate the functional benefits throughout your comms.
2 YCN Student Awards 2013/14 ycn.org
Boost
Currently, Boost is promoted through posters, press and radio, with a heavy leaning towards social and digital channels. However, we want great ideas so do not feel restricted to these forms. On a practical level, the new drink would require point-of-sale materials, from shelving units through to branded bags and innovative sampling ideas.
Tone of Voice
In 2013 we launched the ‘Boost Up Yourself’ campaign, and expressed this through irreverent headlines that we call ‘Boostisms.’ A Boostism is a satirical factoid about Boost. For example, a ‘Boost dropkicks tiredness in the face’, or ‘Boost does to tiredness what dogs do to lampposts.’ They’re outlandish, bravado-fuelled, and quite possibly true statements about Boost. However, again do not feel restricted by this. We are open- minded and happy to see work that pushes our brand, as well as work that falls in with current activity.
Creative Requirements
A name for the product, packaging design, as well as art direction and copy is required for a consumer facing launch campaign. As a basis, the creative concepts for the campaign should contain key messages across a range of creative. Elements such as press advertising, packaging designs, point-of-sale, sampling ideas and digital assets should be designed and conceptualised in accordance with the Boost brand guidelines (part of the downloadable pack).
The Target Audience
Primarily, this product would be aimed at a health-aware, 16-25 female market who is looking for a healthy energy boost and vitamin release. These wouldn’t be women that are dedicated to going to the gym, and hyper-sensitive to health issues, just normal women that are aware of choosing products with natural benefits. Whilst there would be a female bias, we don’t want to exclude our core 16-25 year old male drinkers.
Positioning
Boost operates a Value-Better-Best approach where Boost is the better mid-market position product, and is priced accordingly.
Mandatories
Please make sure that the Boost logo is used with consideration to the brand guidelines. As this is a completely new product for Boost, colours and packaging is left entirely up to you. We would also ask you to
3 YCN Student Awards 2013/14 ycn.org

Boost
consider how you promote the product to the independent retailers, as well as the end consumer.
Deliverables, Artwork and Additional Information
For guidance on how to submit your work, please adhere to the main deliverables information which can be found at the YCN website - ycn.org
Any additional information referenced in the brief can be found in the supporting project pack. 

Brief 2

Oasis
Write creative messages that will stand out in our stores.
 Background
Loved by celebrities and stylists alike, Oasis, the contemporary, high street fashion brand, is renowned for innovative and stylish women’s fashion with a focus on feminine design detail, unique prints, vibrant colours and gorgeous dresses. Our DNA is clear: feminine, contemporary, confident, stylish and fun! Design has always been the heartbeat of what we do. We love print, we embrace colour, we love detail and above all else we are a brand that makes you smile.
Creative Challenge
Oasis’ innovative in-store and online initiatives make shopping social. We offer so many great services to our customer, some of which are unique to the high street and we want to shout about it!
The challenge is to write a suite of service messages that will stand out in our stores. Your messages should have a non-seasonal focus and be-able to come across various channels - from in-store to online.
Stay true to our brand and appeal to the Oasis girl. You are free to bring your messages to life as you see fit. You may just wish to write them down in words, or to go to greater lengths to bring them to life visually using design and illustration. First and foremost we are looking for strong written messaging, but if you have ideas for how your messages can look visually, then we’d love to see them too.
Messages
Below are the key messages we want to get across. You should get creative with words and bring these messages to life! Think about the contexts in which the customer will come across them. How can we engage them? how can we surprise them? How can we delight them? Have fun with it!
  • Time slot delivery. (We offer delivery slots at a time that suits you)
  • We accept paypal in store (just download the app)
  • Personal stylist in store (We offer personal shopping experiences
    in selected stores)
  • Student discount 15% off all year round (With a valid NUS card)
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Oasis
  • Cant find your size? We will track it down and deliver it for free
  • Free wifi in store
  • Gift cards
  • My Oasis Card (apply for a loyalty card to make shopping even
    sweeter)
  • We love social (follow us on Facebook, Twitter, Pinterest,
    Instagram & Google plus)
    Target Audience
    The Oasis customer is girly and fun with a passion for fashion and style.
    Considerations
    Our tone of voice is chatty, playful, casual and friendly. We love to make you smile! We want to speak like our customer’s best friend.
    Mandatories
    Where appropriate please use our logo, and URL and feel free to incorporate our social icons too.
    Deliverables, Artwork and Additional Information
    For guidance on how to submit your work, please adhere to the main deliverables information which can be found at the YCN website - ycn.org
    Any additional information referenced in the brief can be found in the supporting project pack. 

    Brief 3


    Create an experiential event to drive awareness of Petplan among pet owners across the UK. 


Background
Launched in 1976 by pet owner, Patsy Bloom, Petplan is the UK’s largest pet insurer and has been providing the nations pets with the most comprehensive cover for over 36 years.
Insuring hundreds of thousands of animals, including cats, dogs and rabbits. Petplan is a specialist insurer and has been instrumental in shaping the industry. Petplan has two types of cover for consumers to choose from, Covered For Life and Petplan Essential. Petplan Covered For Life policies are designed to offer the best possible cover for accidents and illness; including long-term and reoccurring conditions - therefore it is a core feature of Petplan’s messaging.
Petplan’s business model is based on generating free cover leads through intermediary channels such as vets, breeders and animal charities. Petplan works with over 4,000 vet practices across the country and is recommended by 9/10 vets. Petplan policies are also recommended
by more breeders and animal charities than any other provider. These organisations provide four weeks’ free Petplan insurance to pet owners and we then try and convert these leads into full paid for policies.
In order to grow awareness and consideration, Petplan launched a brand refresh in January. The campaign includes a new TV advert, featuring over 45 different breeds of dogs, cats and rabbits, highlighting our breadth of expertise and knowledge of pets and their health needs
and features the advert and all other marketing communications are underpinned by the new brand sign-off “Every pet deserves Petplan” which uses a Petplan tag to reinforce the peace of mind that Petplan provides.
The Opportunity
Approximately 12 million households in the UK own at least one pet, of these pet owners two fifths have pet insurance this provides an opportunity to educate the responsible uninsured of the benefit’s of insurance.
Awareness within the consumer channel is growing following the launch of our new TV advert earlier this year. Recent results show that Petplan is one of the most often recalled brand for pet insurance, alongside supermarket brands such as Tesco. We want to continue to grow awareness of the brand further and reach uninsured pet owners.
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Petplan
The Creative Challenge
We would like you to create an integrated consumer facing experiential event for summer (August and September) 2014 which allows us to drive brand awareness, communicate with pet owners across the UK and demonstrate Petplan’s expertise and knowledge. The event should be innovative and market leading, driving sustained PR coverage over its duration.
The event itself can be big or small but remember that we’re looking to target pet lovers and grow our brand awareness, so the location will need to be carefully considered. We’re happy for you to think creatively, whether this be pop up stands in pet stores, a large scale festival for pet owners or something completely different.
The Target
Target audience/Customer profile:
B2C:
The existing customer base can be outlined as our real heartland:
  • 60% female
  • ABC1
  • Geographically split across the country – with strong pockets of
    penetration in the South West and South East. Least penetration
    is seen in London.
  • Aged 30-50
  • Financially savvy individuals who are risk averse
  • We’re not the cheapest in the market and we don’t trade/
    promote based on price. The pet is seen as part of the family
    – owners will do anything for their animal to ensure it has the best level of cover they can afford. Often they will forego their luxuries, preferring to pamper their pooch instead of themselves.

    Mandatories
    All event collateral must adhere to brand guidelines and include the use of the strap line “Every pet deserves Petplan”.
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Petplan
More Information
Our Website: www.petplan.co.uk
Facebook: www.facebook.com/petplanuk Twitter: www.twitter.com/petplanuk
You Tube channel: www.youtube.com/petplanuk

Deliverables, Artwork and Additional Information
For guidance on how to submit your work, please adhere to the main deliverables information which can be found at the YCN website - ycn.org
Any additional information referenced in the brief can be found in the
supporting project pack. 

Tuesday, 4 February 2014

OUGD505 Board Workshop

What shouldn't go on Design Boards

-Initial Sketches- Not relevant. Just want to see the end product
-1st person
-Spelling mistakes-Typos
-Food stains/ watermarks
-If printer hasn't printed well, then re-print it
-Got to have good image quality-Print res
-Text needs to be legible
-Too much text. T.L.D.R (Too long didnt read)
-Go back and check, to take text out. Visuals not loads of text. Visually communicate
-Have some text, its not a scrapbook. What stock? what processes? typeface? Colour- Pantone? How is it bound? Dimensions ? Size? Balance the text with the images
-Just as important to think about content on the board as the actual product.

Things that should have on a board

-Name
-Number the boards
-Title
-Final work. Your final work. End product
-Decent quality-Photos correct so you dont have to play in Photoshop- Decent Photographs
-Consistency throughout
-Branding your boards
-Research good design boards
-Depending on your project will depend on the content
-No more then 5 or 6 boards
-Always get feedback on your boards. Check them get others to check them. This is just as important as your final product.


Feedback on Research Boards

-Keep a consistent layout throughout the set- It will look much better together
-Text alignment is inconsistent with the rest of the boards
-Needs a name and board number
-Has a grid been used?


-Image quality low
-TLDR
-Maybe too much info on this page
-Needs a name and number
-Alignment is too close to the edge

-Too much type on this page
-Layout is a little inconsistent
-Needs breaking up
-Is the web address necessary
-Image quality 

 -Keep spacing and layout consistent
-Images too close to the edge of the page
-Image quality
-No name or title
-No text


-No board number or name
-Think about spacing and keeping it consistent
-Good balance between images and text
-Inconsistent titles and alignment

 Is the reference relevant ?
-Last 2 boards have a good consistent layout, make sure the rest of the boards are as well.

Final Board Feedback


-Speaking in 1st person
-What is your concept-In context audience, colour, type, stock?

 -Needs a heading and title
-A little text needed for the reasoning of showing the images
-Heading/ TItle
- No text

-Heading/Title
-No Text

Title, text, name/number


Missing title, name, board number and text to explain on all pages
Maybe better quality images
Probably missing explanations, concept, distribution, context, audience, colour, type, stock?



 Title, namer board numbers-All pages
what is the concept
Probably missing a couple of boards showing development and research audience, colours, type?
Would present better if mocked up on screens.

Monday, 3 February 2014

OUGD505 Study Task 1


The Research theme i had chosen was Crystals, I decided to do crystals as recently I had received some Swarovski Jewellery as a gift but I had also watched the film blood diamond. This gave me the inspiration to research into these stones. Ive always heard of the brand Swarovski but never truly understood the fascination with expensive stones so I thought that this would be an interesting topic to have. Also after watching the film blood diamond emphasised why because that gave me an insight of how sought after stones such as diamonds were.

Research board 1
Mind map-Possible directions i could go in along with a scientific explanation of what a crystal is.

 Research board 2
History of Swarovski Crystal with the list and names of different coloured stones

Research board 3
Graphic designs that have been inspired by Crystals

 Research board 4

20 Facts about Crystals

Design board 5
More work inspired. The right images are of some geometric inspired design but i love the use of colours which also keys in with the idea of Crystals

Research board 6

Imagery of different Crystals, all unique and varying in colour