I'm going to ask the same questions of the brief we asked of our briefs in the last Responsive session, In the last session I focused on Fedrigoni but just don't think it interests me enough:
1. Why have you chosen this brief?
I've chosen this brief as the research opportunities really interest me, as does Japanese graphic design along with the idea of designing a whole campaign with considerations to print and digital, installations, events etc.
2. What do you want to get out of it?
I want to have a wider portfolio and a wider knowledge of graphic design in a wider sense.
3. What do you want to do/make/propose in response to the brief?
I definitely want to look into print, and also into store displays and installations, along with promoting the brand in an interesting and interactive way, from launch events, to displays, to apps. It's all still pretty open at the moment and want to narrow down a route asap through research
4. Why do you want to enter the brief?
To win. The brief and the idea of introducing Ted Baker to another wildly different country really interests me, especially Japan and it could be a lot of fun to do, will be a lot of work but I want to really engage with this brief and make the first steps.
5. What is the problem?
Ted Baker admit it's difficult to translate the brands unique cultural flavour to countries overseas.
6. What is the brief asking you to do?
Creating a campaign to activate shoppers in overseas countries not familiar with Ted Baker to visit Ted Baker stores in person and online, interact with the brand and most importantly shop and share.
7. What is the brief trying to achieve?
Awareness of the Ted Baker brand in an overseas country, gain a concepts and idea for free. Appeal to a new market, make new stores in countries such as Japan a success and ultimately make money.
8. What are the 10 most important words in the brief?
Japan, Britain, fashion, cultural, campaign, shop, share, interact, stylish, inventive, social
9. What is the message/concept/idea?
The message in the brief is Ted Baker has always been inventive, doesn't want to seem snobbish and doesn't take itself too seriously at all. The concept is for an integrated campaign across a variety of different medias which takes advantage of todays technology, making shopping fun and Ted Bakers introduction something fun and worth sharing with mates. Ted Baker want to stand out from the crowd.
10. Who is the audience?
Ted aren't one to pigeonhole their customers, but it's obvious their clothes aren't aimed at a pre-teen age group, if forced to pick their most successful age group it's stylish men and women aged between 25, and 35, 'young at heart'.
11. What is the context?
Ted Baker launched 25 years in Glasgow but are growing and expanding, particularly in USA, Japan, China and the Middle East. They want to take a little bit of Britain with them and appreciate it's difficult. The context of the brief is to visualise Ted Baker and communicate Ted Baker in an altogether different country and culture, but at the same time being British.
12. What products do you associate with them?
- Mens wear
- Womenswear
- Websites
- Polo-shirts
- Shoes
- Shirts
- Newsletters/Catalogues
13. Identify what you have to do? (actual mandatories)
- Create a campaign, across a tleast 3 different forms of media to showcase Ted Baker and announce their arrival in a new country
14. What do you need to do? (To pull it off)
- General research into areas such as the following in order to gain a good foundation and context - Understand Japan, their culture, sense of humor, existing fashion, trends, What Japanese think of British, What Britain thinks of Japan, Japanese manners, sense of humor, colours etc.
- Look into Japanese graphic design, media etc
- Look into Japanese shopping experiences
- Research into existing and previous marketing campaigns which were successful and why
- Look into budgeting and proposals
- Investigate forms of media I can adopt for the campaign
- Research where the store is based and local areas I can use for the campaign
- Create an engaging campaign on a variety of fronts which is seamless and integrated, creating a shop and share attitude to Ted Baker, making it appealing to a Japanese audience but British at the same time.
15. What can you do?
- Shop installations and window displays
- Look into store designs, and creating an experience using the store design itself, look into spatial design and store design
- Print, examples such as look books, catalogues, manga comics and much more
- Create a mascot? Ted Baker mascot which is carried throughout media such as stores, websites, apps
- Create an app or game which is very social, engaging and interesting, making people want to go to the store
- A mapping, hunting campaign, persuading shoppers to search and find clues around the city, or something along those lines, interactivity.
- Create products nothing to do with clothing to somehow market the clothing and Ted Baker in a creative way.
16. Speculate what you could do?
- A launch event for the Japanese store, music and dance and lasers everywhere/
- Some sort of light show, using media such as video mapping onto the store itself to create a huge buzz and interest in the store opening
- Use the store and dimensions themselves to propose a huge outdoor installation which is instantly recognisable and memorable
- Create a Ted Baker robot of some kind to play up on the technology and robot developments in Japan
17. INNOVATE - What hasn't been done before?
- This is what intend to find from my research into clothing campaigns and advertising
18. What do you know already?
- Japanese culture is very different to British culture
- Japan is known as a technological country
- Many of todays streetwear brands are from Japan
- Japanese design and consistent themes is very different to Western design
- Japan has been portrayed frequently in popular media with it's own recognisable style. I'll research into this more
19. What do you need to find out?
- What Japanese think of Britian
- What Britain think of when they think of Japan
- Japanese mannerisms, sense of humour
- Technology in Japan - what gets used the most and why?
- What icons does Japan have in popular culture, can I reference these?
- What childhood memories do the target market age group have? "young at heart"
- Japanese graphic design, famous graphic designers, Japanese icons.
- Colour schemes used throughout graphic design and colour schemes used throughout British design. Finding what's quintessentially "Japanese" and looking into what's quintessentially 'British".
- Budgeting, what kind of budgets go into these kind of campaigns?
20. What's stopping you doing it?
- Budgets
- Nothing at all
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