OUGD603 | DBA - Evaluation

This challenging but engaging brief was an insight into professional pitching and branding. The major strength of the final outcome was it’s conceptual approach. The concept was well informed, creative and executed throughout the branding, products and packaging. This concept would not have come about if it was not for the wide exploration of ideas and options as well as sketches and response to feedback from DBA. Encouragement from the art directors to push the brief further and consider the concept led to the best outcome.

This brief was aided by the general approach of finding a problem from research and identifying the best solution for this. This problem-solution approach to idea generation has helped to focus this brief and many others, directing briefs more clearly overall. Furthermore, the presentation of the solution was strong, ensuring the concept was communicated quickly and clearly through both verbal and visual communication. Preparation as a group for this pitch also ensured it was successful and any questions could be easily answered.

Personally, many software skills were developed during this brief due to the creation of innovative packaging. As digital mock-ups do not exist for all types of product, this meant the 3D designs needed to be clearly mocked up. Development of this skill with regards to perspective and shadows on Adobe Illustrator was incredibly useful. Other Illustrator skills were developed through the application of grains and textures as well as the use of clipping masks meaning skill in the software overall was developed.

This brief could have however been improved with the development of these 3D shapes as DBA suggested that some of the packaging shapes were difficult to understand without explanation. This is expected with this approach being unfamiliar but this skill will certainly be developed into a more professional output.

It would have been ideal to expand the brief further, considering a bigger picture for the brand. For example a campaign may have benefitted the presentation to give the client a picture of how the brand would grow and be implemented. Overall thinking outside the boundaries and deliverables would create a stronger solution.

More in-depth research would have been beneficial to explore more options and develop an understanding of the audience. However with a strong idea early on it was easy to rush into the creation of this. In hindsight, more options would have been explored in depth before settling on an idea. 

Overall this brief was difficult, particularly due to contrasting team dynamics so much encouragement was needed to continue with the brief. However, the outcome was highly successful and could be implemented. Simply presentation needed improvement.