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Doggerland Brand (Roses Student Awards 2013)

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  • Doggerland Brand 
     
    James Conn  [copywriter]
    Daniel Moore [Art director & photographer]
     
  • ROSES AWARD BRIEF 
     
    BRIEF: It’s your task to brand Doggerland, a new underwater discovery centre in an area off the North East Coast of England. The discovery centre will also include a museum of found artefacts and a hotel.
     
    THE MESSAGE: Doggerland was an area between Northern Scotland, Denmark and the Channel Islands. It is a huge area of land which was swallowed up into the North Sea thousands of years ago. It was believed to have been home to tens of thousands of people before it disappeared underwater. Scientists and developers are planning an exciting new attraction, which is, in effect, an opportunity to brand a new underwater town/city that is rich in history.
     
     
    DESIGN RATIONAL
     
    For the brief we decided to collaberate using Daniel's art working and photography abilities and James' copywritting ability and making use of both our ideas generation skills.
     
    After a vast amount of research into Doggerland we found that around 18000 years ago Doggerland linked Britain to mainland Europe. Further research told us that mammoth bones had been found under the North Sea where Doggerland once was. This was the main source of inspiration for our logo which shows a mammoths profile using negative space. 
     
    After researching existing discovery and sea life centres we found that their main target audience was families with young children but since there was no specification of a target audience on the brief we decied to focus on adults because they will be the ones paying for the tickets and they will want to get as much enjoyment from it that the children would. 
     
    It's easy to photoshop a company's logo on to a uniform and merchandise but we wanted to bring the brief to life by designing and producing our own t-shirts, uniforms and souvenirs which was challenging but worth it in the end.
     
    With us wanting to bring the brief to life we wanted this branding experience to be as realistic as possible so that's why we created a logo style guide showing what variations could be made to the logo and its typeface.
     
    Thanks for taking the time to read through this and it was a pleasure for both of us to work on a Rose's Awards brief. 
  • This product shot was taken by Daniel at the golden our at the beach to make it look at its most aesthetically pleasing. We used a limited colour pallette throughout the process so we wanted the photo to match.
  • We took a risk by laser cutting Doggerland quite small on to this Piece of dear antler.The dear antler was used to mimmick a mammoth tusk.
  • Instead of photoshopping type onto a t-shirt we took another risk by producing our own printed t-shirts and uniforms.
  • This is a prototype of what the Doggerland website could look like. It is easy to use due to its minimalistic style. We went with sticking to the limited colour palette and trying to make it stand alone from the existing competitor's websites.
  • The tickets also have the minimalistic style used without. The reason for producing tickets like these enables the the customer to retain part of the ticket for a souvenir with the company retaining the smaller part for their records. The reason for the stamp is so that Doggerland can produce these in bulk for a cheap price and have them stamped on the day of use.
  • The stationary enbles Doggerland to contact their clients and other businesses along with contacting future and existing customers.
  • We thought the Do Not Disturb sign would be a nice touch for the hotel as we went with the mammoth style. We went for quite a welcoming and humorous outcome using a naive style of illustration.
  • With the t-shirts being aimed at adults we wanted to light heartedly play on the whole fact that the company was called Doggerland and make them quite humorous.
  • Far left Daniel Moore and far right James Conn
  • With special thanks to Roses Awards for the oportunity to work on the brief and also John Smart and Andy Docherty for working this brief into our course.
     
    Also with thanks to Gareth Monger at Granthams print and reprographics Blackpool, Macprint Blackpool, Brendan Shaw technition at Blackpool and the Fylde College and Danny Williams (uniform model)
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