Our final pitch was a very nervous day for me. Although I am a very confident person I am not the best public speaker. Still I picked up the courage and nominated myself to speak about the reasoning behind our whole campaign. I wanted to do this because I was very passionate about our idea and I really wanted to express that to our clients and peers.
With very shaky hands the pitch went great and after each of the other groups had presented, we took our clients over to our final outcome stand. They said they were already won over after our presentation so it was very relaxed when talking to them individually. This was also a chance for clients of the other groups to take a look at our work. Again we had great feedback!
As a reflection I really enjoyed working on this brief as well as working with such a great team who all got stuck in and pulled their own weight. I think we worked perfectly as a group as we were all on the same wave length throughout the whole process.
Here are our final outcomes through the use of Awareness, Use and Share-
With such great feedback from our clients we started to crack on with the final outcomes. After some development, Callum, one of my group members, designed the final logo identity. Himself as well as Katie took it upon themselves to design most of the outcomes. The reason for this is because our mentor Angelo suggested that only one or two members of the group should design, but with advice from the rest of the group. If we were all to design separately the outcomes would look different and the campaign wouldn’t look close knitted. Although I would have liked to have designed, I didn’t mind as I gave my input whenever I could, helping shape the end product. At the end of the day it is a group project.
Now we had our identity we could now put together all of our other products. Personally I loved the typeface, using a bold black colour. The red hashtag also really stood out underlying the title. These colours would then run across all of our design outcomes, creating the simple close knitted campaign that we wanted.
As part of our coffee sleeve idea, we have also decided it would be even better to not only have different languages printed, but also braille for someone who is blind as well as sign language for someone who has hearing problems. This really ties in with Equality and Diversity as we are thinking about everyone.
As we had our awareness aspect of the campaign we now needed a product that could be used and then shared.
Using languages and culture, we came up with a great idea of creating an app where staff could learn new phrases in a different language. With this they could then practice their phrases when paying for their food. Once speaking to the person on the till in the different language you would then scan your app to receive a reward such as a free desert. We believe that through new languages and ‘free food’, staff of the university would be more motivated in learning, understanding and accepting other cultures.
Here are some rough sketches of what the app would look like. We also made some prototypes for the coffee sleeves. We wanted to keep our design simple throughout the whole campaign. With the coffee sleeves we thought it would be an even better idea to have ‘No Labels’ in the different languages linking in with the app and creating a cohesive campaign.
Following the sketches I decided to go away and mock up some coffee cups digitally. As a draft just quickly I wanted to see how affective just plain text saying ‘No Labels’ would be. As a group we all liked it but it needed some tweaking.
To create a ‘No Label’ identity, we first started to think about the design of the logo. As the whole point of our campaign was to take away labels we didn’t want to design something complex, creating a label…
After bringing together our idea and finalising a draft of our journey map, we were set to have our first pitch with our clients to get some feedback for the final pitch. Here is our stand that we put together showing all of our research and ideas-
Thankfully the clients thought our idea was fantastic and couldn’t wait to see the final outcome. Now that we knew the clients were really enthusiastic about our campaign, my group and I started to discuss what our touchpoint would be.
Alongside the coffee sleeves, we decided to design a website and stickers to create awareness. As well as the app we thought it would be a nice touch to create language pins that could be pinned to lanyards, allowing staff members to identify each others language. Finally to share we wanted to design a social media presence. Another way of sharing would also be tweeting directly from the app.
To get a quick insight into what Cardiff Met already does for Equality and Diversity my team and I went around the University looking for existing campaigns and events. The only thing we could find was a language poster which was printed on an a5 piece of card and hidden away after another poster had been covering it.
We found it again and this is where it was placed…
For our campaign we wanted to stay away from the generic posters pinned up alongside a whole wall of even more generic posters.
Although these Equality and Diversity campaign posters are aesthetically designed, they’re not engaging. As a group we wanted to do something different, where the user could interact and have a learning experience. With this we started to think about what the staff of Cardiff Met do without fail every day. Coffee.
Though the use of coffee cups we thought it would be a great idea to cover up a logo such as Starbucks with a coffee sleeve taking away labels. This would then be used as our awareness aspect of the campaign. ‘No Labels’ as our message and campaign title would then drive our purpose of bringing everyone together ‘As One’.
Although we came up with many promoting ideas, we all felt that the coffee cup concept was very unique which could be designed and created in a very affective way.
Also, as part of our research we decided to interview stakeholders, which are staff of the University as this was our target audience. We interviewed several staff members from different levels.
Questions we asked were-
In your opinion what’s the role of Diversity Equality in the 21 Century?
What form of media do you pay most attention to and use most frequently?
How much do you care about equality and diversity?
Where do you think your personal values and ideologies come from?
Have you ever been effected by equality and diversity?
Do you think more needs to be done in order to promote equality and diversity?
What do you think needs to happen in order to inspire change among staff?
Is there something you do daily without fail?
Where do you tend to notice things?
We soon realised that the University didn’t need to solve the issue of Equality and Diversity, but simply celebrate what Cardiff Met does for it.
Following the interviews we then started to think about how we could bring people together and celebrate. Here we decided that languages and culture would be a great way to do this, where people could learn and understand more about another persons background and differences.
We knew we had to come up with something different and outside the box in order to really get our message across to the staff, so we set no boundaries and came up with really different but interesting ideas. Following our brainstorm, we then went on to separating our research into three categories where we could then finally put together a mind map of our ideas stemming from our message of ‘As One’. We wanted to create a campaign that would bring the staff together through interaction. We also wanted some sort of engagement with the staff and our design outcome.
As part of our team we have also been given a mentor to help us through the process. Luckily we were given Angelo Bellandi, a very experienced designer who has worked for agencies such as Wolff Olins and Fitch. He was very interested in our idea and was very keen to help bring it to life.
Every week we get the chance to meet up with Angelo where he will help guide us throughout the project. After our first meeting he gave us some notes on how we need to approach the project. Here he told us to simplify the brief into three areas-
1- Background (Describe What is it?)
(Why are you doing it?)
This is your mini strategy the foundation and opportunity for the idea. The idea/purpose should drive number 3
3-Implementation and spin-out/Design (How your going to design it)
Campaign both digital and print based?
Tone of voice?
Visual expression? Etc…
Experience/Journey map brings it all together to tell the story across four areas
He also taught us a simple but very affective process, separating the three aspects of our outcome. This is called our Journey Map-
-Awareness (how we would reach our audience)
-Use (what we wanted them to engage with)
-Share (how they would share the experience and campaign)
He wanted us to remember that Diversity and Equality is pretty much the same thing. The concept of diversity encompasses acceptance and respect. It means understanding that each individual is unique, and recognizing our individual differences such as race, ethnicity, gender, sexual orientation etc. It is the exploration of these differences in a safe, positive, and nurturing environment.It is about understanding each other and moving beyond simple tolerance to embracing and celebrating the rich dimensions of diversity contained within each individual.
Equality is ensuring individuals or groups of individuals are treated fairly and equally and no less favourably, specific to their needs, again including areas of race, gender, disability, religion or belief, sexual orientation and age. Promoting equality should remove discrimination in all of these areas. You can only do this by not recognising each part.
He also told us to research into ‘Black Lives Matter’ the point of that campaign is divisional in its own context. What they should be saying in their campaign is ‘All Lives Matter’.
The creative brief was put together as a group after we all individually created our own, coming together as a team to put all our ideas and thoughts into one. This ensured that we didn’t miss anything out and that we could expand on each others ideas.
Do I understand, intellectually and emotionally my own feelings, thoughts and motivations – and whether or not I care? (e.g. What do I feel now about this project? Why am I here?)
I believe I have good morals, understanding and accepting equality and diversity, meaning I can take my own feelings and motivations, and use them to crack on with this project with a pragmatic approach. No matter what differences some people might have, I respect those who respect me.
Do I understand, intellectually and emotionally the feelings, thoughts and motivations of other people – and whether or not I care about them? (e.g. What might other people feel about the University as it is? Why are they here?)
I don’t know the feelings or thoughts of every single person, and realistically I never will. Apart from this, I can do my research and ask people what they think. I have to care what people think as when creating a piece of communication I have to take into account target audience and what the world wants.
Do I understand, intellectually and emotionally how capable I am of embracing, entering into and valuing another person’s feelings, thoughts and motivations – and whether or not I want to? (e.g. How might I come to see other people’s points-of-view? What might I want to do in response?)
It’s not always easy to embrace and value another person’s opinion as it might be completely different to your own. Saying this, no matter how hard it is you still have to enter into it as this might be what the world really needs, not what you need.
In terms of Equality & Diversity-
1 : How do people actually behave?- What do you think is influencing their behaviour – what’s going on in their thoughts?
I believe peoples behaviour is affected hugely by their upbringing. People are taught what to think through their family and friends as this is how they ‘know’ to behave. This comes from personal beliefs and social responsibilities.
2 : How would I want people to behave?
The world will never be a place where everyone is at peace. Although I would like a world where everyone gets on and respects each other, this will never be the case. Even those, such as myself, who expect to be treated the way others treat them, there is always something or someone you don’t like regardless of their differences, but for example, they have a different religion, you can be seen as racist or morally indecent. Even when you had no intention of being, as the reason you don’t like them has nothing to do with their race, religion, age, gender etc. But that is how people are. I think I would like a world where people don’t use their differences as a way of defence, as this is the reason why the problem of equality and diversity still exists.
3 : Why do I want people to behave in a particular way?
I would like people to behave in this particular way because of the obvious reason that it would bring peace to the world, well some peace anyway.
4 : How might I learn to empathise with people, in order to create mutually-beneficial design?
In order to empathise I will need to question people on not only their opinions but how they really feel and why. I can also learn about their experiences, where I can then compare them to my own.