Update

After making the final decision on my concept ('freedom') I was then able to create a logo for my brand and start to think about create my brand identity.
During my work experience, in the Media Centre at the Woodland Trust, I was able to look at their plans to develop their brand identity. They were using an example of a Disney brand pyramid to help them create their own brand identity.
I am going to use this brand pyramid to help me create my own brand identity for One Step 21. The base of the brand pyramid is called 'Attributes'. This section is about how you would describe the brand to someone who has never heard of it. Next it's 'Benefits' and this section describes how your brand can benefit/help the target audience. Then 'Values' this section illustrates what the brand stands for and finds value in it. Next 'Character' this section describes the brand as if it were a person, to allow the brand creator to understand the brand in more depth and therefore be able to transfer the brand identity clearly to the target audience. The final section of the pyramid is 'Identity Statement' this is a culmination of the lower levels of the pyramid. A simple statement that embodies the brand.
Using this pyramid, I will be able to create a clearly identifiable brand which the audience will be able to identify with.

Product Decisions.

after a discussion in class about possible products we could create, i have decided to create a print based spotify banner/advert and a billboard poster. For my pitch on the 8th of november i need to create a logo for my brand and also create a feedback sheet to put in my sketchbook for research and planning.

Colour Decisions.

I have chose three colours to be used in my campaign, along with black and white, this is because if you use more than three colours in one thing it can become confusing to the TA.
I have chosen to use one primary colour, one secondary colour and a highlight. My colours are: blue, orange and light Green. I chose these colours because blue and orange are opposite each other in the colour wheel, and therefore the TA would be attracted to/ like the colour scheme because the colours contrast. I then chose green as my highlight because it goes with the blue and orange i have already chosen.
As well as these three colours, I will also use black and white in my campaign.

Decision To Work On Our Own.

Because of the diffictulties with working in a group and trying to make decisions, we have decided to each work on our own and therefore it will be easier to make exectutive decisions at home and get more work done.
Although this decision may force us to start our campaign from scratch, we have decided to stick with the decisions that we have made so far, and develop our campiagn's individually so they will be unique.
Another benefit of this decision is that if one member of the group decides they do not want to continue with the double award, their decision will not affect the other members of the group's grades.

11/10/11

today i found some pictures online and printed them on to stick on the front of my new media folder. Also, as a group, we planned our pitch and begn to think about colour schemes. 

Decisions

For my project i have decided to work with a group of three of my friends, Chloe Bridger, Sarah Cornwall and Annabel Grocock. Because we are working in a group of four, we can all make decisions on the products and add our seperate input, but we all have to create our own research and planning.

First, we went through any potential target audience's and analysed each one for any problems they may have in their lifestyles which our healthy lifestyle campaign could improve using 'small steps' as specified in the breif.
After long consideration on the individual taget audiences and product's available we decided on the target audience of Young Professionals.

Next we had to decide which media platform young professionals would be most likely to come in contact with. These are the media products we decided on;

• A large majority of young professionals will live in london, so we decided to aim most of our physical products in the london area. We also thought that most young professionals would have to use public transport for example the tube, on their way to work. Because of this regular contact our target audience would have with this media platform, we decided that a billboard in a tube station would be appropriate. This is so that when the target audience is waiting in the tube station they are immediately in contact with the product.
• Secondly, we decided to create a webpage that will include tips on acheiving a healthy lifestyle, excersize tips, and ways to save money. There will also be a variety on 'How To' guides on the website. We felt that this media product would be appropriate because young professionals will be very IT orientated, as will porbably use the internet both at work and at home.
• We are also going to mock up the creation of an iPhone and Android app, as a lot on young professionals will have smartphones and will like to use the product on the move.
• Finally, we decided to create a Facebook page to help promote our brand and products. We think this media platform would be effective in promoting our brand because all of the young professionals we talked to, when researching our target audience, were registered on facebook. Also we found that most young professionals go on facebook regularly and would therefore see our branding regularly. Also as one person 'likes' our page, they could then invite all of their friends to 'like' our page and each of their friends could invite their friends, thus giving our facebook page a large number of followers in a very short amount of time providing optimum exposure.

Target Audience Profiling

 As part of our coursework, we had to profile a target audience to identify who we are aiming our campaign at and what sort of life they would live. Here is the profile we made for our target audience 'Young Professionals'.

Target Audience Profile

this is my target audience profile, it includes images which show the lifestyle and likes of a modern 'young professional'.

Introducing my New Campaign Project

As part of our double award project we have to create a healthy eating campaign amongst people in the developed world, in particular the UK.

The campaign must be created on behalf of 'One Step 21' as specified in the breif. The campaign can be aimed at whoever we decide, and can be aimed at the whole of the country or just our local area.

We have to create our own promotional porducts, which can be spread over a wide variety of media platforms. But we can only choose two media platforms, from the following;

• Print and Electronic Publishing
• Moving Image
• Radio
• Web-based Technology

throughout the process of this project i will post regularly on this blog to keep updated on what i am doing and the decisions i am making.