The Link

Some of the final outcomes from latest uni project. Also, here's the script for you to read... enjoy!

good afternoon,
and for those of you who aren't students or lecturers at UWIC,
Thank you for taking the time out of your busy schedules to join us here today and view our presentation.

I am speaking today on behalf of the 'Stills Team' : whose members include Hannah Parry, Liam Gorman, Rich Hegan, Harriet Cooper and myself, Darren Evans.

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To begin let me take you through the background and intentions behind the project at hand.
The Sorrell Foundation, in conjunction with the Myplace program, was set up to

Inspire Creativity in young people
Improve the quality of life through good design
Engage young people in creative arts
AND
Give opportunities and help these young individuals realise their potential


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The brief set to us was to design a visual brand identity for a new creative centre to be called 'The Link'
With no existing branding to work from the logotype was a of course a necessity
In addition to this the internal and external space of the building needed to visually expressed in a manner suitable for the target audience of 11-25 year olds who would be using the centre.
Then there is the task of making 'The Link' famous in Newcastle.
Finally the we were given a possible slogan for the youth centre, reading 'Together we are setting free our potential'

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From being given this brief and discussing the most important aspects, we felt the slogan, although it may not be used, provided the best expression of the client's ideals.
From this our direction was to express the freedom, releasing of potential and the aspect of community, working together.

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Our big idea is the journey!
Originating from the idea of a flock of birds, flying gracefully and forming beautiful patterns in the sky, symbolising freedom of expression and the freedom to perform.
With strong connotations to the links within a community, working together and moving forward through life.
All keys elements of brief and the ideals of 'The Link'

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The logo uses the freedom of the birds throughout, to express a dynamic nature, with these abstract arrows enhancing once again that movement and passage of life which will flow in and out of the youth centre itself.
It is a chameleon of a logo, with the ability to change colour to suit its required location.

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Here the signage for the Studio, and with arrows flowing along the walls and floor guiding you with direction and colour to the facility.

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Once again with the signage for the pool the arrows flow and guide, and you may have noticed on both, the example of how posters will be used thoughout the building for all the ongoign and upcoming activities.

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The building itself will be adorned with large illustrated images of expression and freedom, most significantly seen here the dancer, and on the adjoining wall a singer.

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The posters in the external environment, advertising 'The Link' are simple, expressive illustrations of the freedom that can enjoyed and the chance to set free your potential and 'make yourself'. A concise slogan expressing the potential within all young people in the community.

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Showing here the diverse range of activities on offer are the posters for music and swimming.

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In situe the posters will be placed on the side of buildings throughout the city, and wherever they are seen there will be a stream of arrows flowing into them, as if wanting to join in and be part of the action.

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Examples shown are bus stops and the on the underground metro system. With the arrows changing colour as they travel between the two posters.
Displaying these posters in places of travel emphasises our concept of the journey.

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In conjunction with the metro system is a small booklet, about credit card sized, to be handed out free at stations to promote the youth centre. From the booklet fold a concertina of promotinoal vouchers offering free classes and sessions.
A simple facebook group will be set up in order to make all members aware of everything on offer.

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For your enjoyment, some lovely tourists, enjoying the views of Newcastle with an example of how the arrows will be used around the city to once again increase awareness.

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Our main large campaign involves a giant balloon, raised in the town centre, with a countdown timer. No logo and no indication of what the balloon is there for.
This would attract great interest and spark the curiosity and inquisitive nature of the public.
When the countdown ends everyone would want to be there to see what happens

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Within the balloon would be a large number of arrow shapes, like confetti.

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With a large crowd attracted for the end of the countdown, the balloon busrts.

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Releasing the arrows which will fall to the ground, towards a black pad on the floor.

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The arrows will be magnetise to the logo formed invisibly on the pad.

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Once the arrows have all fallen in place the logo will be revealed.

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Following this event there will be street performers covered in multi coloured arrows, with their movement promoting the dynamic and exciting face of the link.

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Here we have applied the arrows into an animation.

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[Play animation]

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The application of this animation would be for screen savers, viral online marketing, shopping centre screens and even teh possibility of being shown in local cinemas during the trailers.

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Examples here are the dynamic illustrations applied to T-shits which will be available to buy and also a good give away prize for any competitions.

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The finish we have applied the style to letterheads business cards and compliment slips which will enable the to convey the right image to professionals in the interest of sponsorship, funding or international links.

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End