I really enjoyed this week’s lecture material. I especially resonated with Kate Moross. I think it’s because I would love to work for or have my own similar practice. It was refreshing to see what the other presenters brought to the table though. I’d never thought of being part of a collective, it seems like all the best parts of working at a studio and freelance rolled into one.
Kate’s breakdown about how Studio Moross operates was fantastic. I’ve been a fan of their work since I heard about them a few years ago. You can bet that Studio Moross is on my ‘Studios in London that I want to work for list’. Each part of Studio Moross’s deliverables have been refined from inception. You can really tell that they’ve got it down to a fine art at this point. They do the work that they want to produce and clients come to them to let them do it. Collaboration is huge for the studio, thats collaboration between the design team and the client. I love the fact that a project starts out as a ‘magical dance’ by a bunch of designers and they can all have some alone time (or not) and design how they like. You can really tell that Kate look’s out for the staff and has strategies in place to keep them happy. Staff happiness and project satisfaction is at the top of list, just how it should be. They are breeding positivity and good vibes.
Ustwo is one hell of a digital hodgepodge, I love it. They are essentially three separate businesses with different models under one umbrella. They are extremely happy to experiment with their revenue streams and make the best use of their staff. What kind of agency would just say, hey, we think it’d be cool to make a game, so let’s do it! And for Monument Valley to come out looking and playing so well. Congratulations. They seem like a very fun company to work for. The only thing that puts me off is the whole 250 employees in 7 countries thing. Is it easy to get your voice heard in a company that big? My experience says no but who knows.
Lovers gave me a great insight into what a collective is like. One of the big problems with this kind of thing is managing everyone in the group. Her presentation gave me the impression that Lovers were incredibly flexible and they support their designers, enabling them to design the things they want, which is good news! Managing this rag tag group would be difficult. That’s why they have a multitude of project management tools in place to help them along. I love the fact that most of Lisa’s presentation was about how they manage the collective with all of these tools. I can imagine Lovers persuading clients that there is structure and their work will get done. ‘We may be all over the place geographically but look at all these tools we use’.
Workshop Challenge
Brief
Map a resourcing model for budget and staff allocation to deliver a project or creative initiative of your choice.
If you are thinking about a generic project budgeting exercise, the example below gives an indication of the parameters for consideration. As the last week of this project brief requires you to write a more substantive strategic plan, please ensure you choose a topic or client that is most suited to your own practice interests.
Outcome
Brief
Brewdog was born with the aim to revolutionise the beer industry and completely redefine british beer-drinking culture. They are cultivating a brand new IP, DINOHOP. As they’ve been getting bigger, they feel that they’ve lost local appeal and wish to open an offshoot local brewery to get back to their roots. The DINOHOP project is a test to see if the big dog still has what it takes to hang with the puppies. 50% of the earnings from DINOHOP will be fed back into the local community and support local businesses.
Deliverables.
- Brand – Including logo and collateral
- Print and Packaging – Bottles, Cans, Taps, Kegs and Brewery
- Product Photography and Video
- Social Media and Digital Advertising – Following new brand, images and video
- Website – Homepage, Beer, Location, About and Mailchimp template
Branding Workshop and Research.
The first thing we love to do are Brand Workshops. This involves up to 4 of your key stakeholders and our design director. We run through your brand attributes to gain insight into your brand, this allows us to develop and experiment with your message. Next we will profile a few of your clients, the current, future and most ideal. This allows us to see who we are targeting. We then run through the desirables in terms of Awareness (How do people hear about you?), Revenue (What generates it?) and Efficiency (How can you simplify?). This information is great for you to set goals and refer back to in the future. We take the information from this workshop and start researching, conceptualising and planning with your goals and customers in mind, making sure to accentuate your brand’s story.
Our team will put together a gorgeous visual proposal of how we can help achieve your goals and get you going.
This process lasts three days, with our workshop on day one. This is an essential step for us to craft your perfect brand.
We have budgeted £1,700
Logo and Brand Presentation.
This is the part where we get left to our own devices. We will glean all of the experience, expertise and creativity from our incredible team over one week to create multiple concepts. We will package this for you and our creative director will present, either in person or digitally. You don’t have to make a quick decision, feel it out. Once you get back to us with feedback we will get right back into it. Check ins can be as regular as you’d like but we encourage you to be patient. Once we have narrowed it down to the concept that you love the most, we will prepare some ‘brand in place’ examples. This could be an advert, business card or whatever appropriately allows us to display your brand in situ. We find it’s easier to see the overall picture with some real world examples.
Once final sign off on brand is complete, we will prepare all the necessities. Logopack, business cards, letterheads etc.
This process can last from two to three weeks, depending on number of revisions.
We have budgeted £1,400
Print and Packaging Collateral.
After the logo and initial branding elements are decided, we will crack on with your desired packaging, as of June 12, this consists of:
Label design for :
DINOHOP Tricerahops IPA.
DINOHOP Tyranosaurus Rekt DIPA.
DINOHOP Brachio STOUT.
These designs will be tailored for use with cans, bottles, taps and beermats.
Brewery exterior and interior signage with style guidelines.We would prefer to do 100% of the manufacturer/production liaison, saves you the stress and allows us to work with our trusted partners who can ensure our vision. We know the look and feel of the whole experience is incredibly important to you. We can listen to/facilitate any and all crazy ideas you may have.
This process can last from two to four weeks, depending on number of revisions.
We have budgeted £2,100
Photo and Video.
This service is self-explanatory. We will take gorgeous shots on location and in our home studio. These images and videos will be used on your social media, website, advertising and marketing material. We will shoot over two days. We hand off to our editing wizards who get cheeky with it, crafting the final outcomes with brand cohesion, clarity and tone in mind.
We have allocated two days to shoot and two weeks to compile edits, including revisions.
We have budgeted £9,000
Social Media and Digital Advertising.
Using all of the elements we have created so far, we can assemble your desired socials. This includes promotional images and videos for you to upload. We will also create your first five digital advertising assets to use across all platforms.
We will curate a social media style guide for you that’s easy to use and follow, maximising brand efficiency and identity.
It’s up to you and your marketing team to decide on ad campaign spend. We are here to help however and can advice initial costs.
We have allocated 3-5 days to create and implement this content.
We have budgeted £700
Website.
Your initial website will consist of four pages. Homepage, Beer, About and Location. We use WordPress to develop our websites as we believe it gives us the flexibility to be as creative as we want, with a reliable and manageable back end for you to use. We will also set you up with a Mailchimp template so that you can take your direct email campaigns to another level.
We have allocated two weeks of design and four weeks of development.
We have budgeted £10,500
Proposed Cost.
Brand Workshop and research. £1,700.00
Includes one day branding workshop and curated visual presentation of goals and outcomes.
Logo and Branding. £1,400.00
Includes multiple concepts, feedback sessions and brand in place presentation. Final hand over of logopack and full brand guidelines.
Print and Packaging Collateral. £2,100.00
+ £700.00 Label production (Estimated for first 15,000 units)
+3,600.00 Signage production (Estimated)
Includes design and production for IPA, DIPA, STOUT and Exterior and Interior Brewery. Includes all style guidelines.
Photography and Video Production. £9,000.00
Includes a two day shoot and full editing service.
Social Media and Digital Advertising. £700.00
Includes graphics for desired socials and 5 Digital advertising assets. You will also get a full social media style guide.
Website Design and Development.£10,500.00
Includes design and development of up to four pages including Homepage, Beer, About and Location. Also includes three Mailchimp templates for email campaigns.
TOTAL COST WITHOUT PRODUCTION:
mbetts.design.blog 