Reo Veo 11

Sydney and London

By Colleen Sedgwick for 32168-01:Originate and Develop Concepts

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Two new festivals to be held in Sydney and London, in addition to Belgium, the USA and Brazil

An electronic dance music festival

Greetings all,

My name is Colleen Sedgwick and I am here to present you all with my new concept for Tomorrowland the Sydney and London events.Some of you may well know this is an electronic dance music festival hosted overseas, originally in Boom, a place in Belgium.Client nameTomorrowland

Date12/09/15 (as of starting this assignment)

DeliverablesI understand the client will want posters to advertise the event, and a promotional pack with unique branded merchandise.

Key parametersThey currently don't have any sites in either Sydney or London: currently, they are holding the festivals in Belgium the United States and Brazil; and I have no idea as to whether or not they intend to branch out to England and Australia

Development timelineA few weeks

Resources requiredSkills desktop publishing; graphic design; photoimaging; knowledge of Adobe Creative Suite a definite advantage

Five major objectives of the brief1. Posters of Tomorrowland in Sydney and London2.Merchandise of the same thing3.Theme intergalactic (outer space)4.Logo to remain the same5.Other elements of the work to incorporate images of Sydney and London

Tomorrowland's web site

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So, this town of Boom was the original site for the festival.Later on, they held festivals in the United States and Brazil, and even branched out to India and Mexico (under the name of the United Festival). Here is the Market Research.Audience/target market:Young people, music lovers especially fans of 'doof doof' (techno) music and festival goers; Tomorrowland also provides travel packages for travellers who want to see Europe, the USA or Brasil Geographic/environmentFor the sake of this project:Sydney, NSW, Australia in January, it is quite warm/hot and humid (though Sydney is a temperate to sub-tropical climateLondon, Great Britain in January, it is their winter so cold weather is expectedSocial and cultural aspectsBoth places are fairly multicultural

Development Roadmap -
Mood Board

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My mood board shows not only pictures of Tomorrowland, but those of the Future Music Festival.Competitor analysisA similar festival in Australia Future Music Festival targets a similar group of people; However, Tomorrowland have an official website which the Future Music Festival doesn't (when I clicked on the link to their website, I got the Facebook page instead, which I found quite disappointing). However, they did do a very neat poster for their festival which I really liked.Creative OutlineThemes or stylesIt says Intergalactic what comes to mind for me is space travel, astrophysics and sci-fi (science fiction) TV shows, movies and booksInitial thoughts, key words, ideasStar Wars, Star Trek, Dr Who, Steampunk, War of the Worlds all sci-fi movies and/or TV shows that have a definite intergalactic theme to them.Images of Sydney and London and their electronic dance music scenes

Development Roadmap -
Mind Map

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Sources of inspirationAs far as Australia and the UK go, Australia gets a fair dosage of UK TV, especially through the ABC Network.

When I had to combine an 'intergalactic' theme with either a British or Australian venue, the first TV show that sprang to my mind was Dr Who a show much loved by many British and Australian viewers alike, has been around almost as long as Star Trek and longer than Star Wars.

There are many other aspects of British culture that have influenced Australia but if you are both a lover of Sci-fi (science fiction) literature, TV and movies, as well as British TV, then you can't think of both together without Dr Who.

I decided to use the imagery associated with Dr Who as inspiration for my composition

Development Roadmap Visual Elements

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FeasibilityExpensesNumber of hours X hourly rate: 9*$25=$225*no of days = 14*$225=$3,150Printing Costs (Vistaprint): Sydney = 200 * $1.68 = $449.00 $336.99 9 (AUD); For 5,000 posters $8,400

London = 200 * 99p (pence) = 199.99 (GBP British pounds); For 5,000 posters 4,999.75

Postage Costs = $8 or $9 flat rate (Sydney) Internet usage for emails and uploading to forums = unsure, but has to be cheaper than postage.FeasibilityIs the brief reasonable and realistic? I should have no trouble designing posters and/or merchandiseRisks (safety and environmental)Are there any risks (personal safety or harm to the environment) in producing this work? Quite possibly to the environment when paper and/or ink is used (though recycled materials can be used); noise and atmospheric pollution from loud music and bright lights; amount of electricity used leading to a large 'carbon footprint'.Personal safety for the festival goers and/or staff: drug and alcohol consumtion, the weather (too hot or too cold) and exposure, likleihood of violence and/or fights breaking out at event.

London Concept (1)

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Legalities and intellectual propertyHow will you protect your work/IP?I will probably have to sign it with 2015 (c) Colleen Sedgwick or All Rights ReservedEthical or cultural considerationsAre there any ethical/social/cultural elements of this project which must be managed sensitively? If so, explain what is to be managed, and howIs this event restricted to under-18's? Or is it open for all ages?Will alcohol be served? What is the minimum legal age people can consume alcohol? Also, not all festival goers may be able to consume alcohol due to religious customs or medical reasons.Privacy concerns when photographing people at this event (would that come under model release forms)Would the artists' performances and music be offensive to some groups?Religious customs and medical conditions may also determine what people can or cannot eat so a wide variety of food should be served and should take into account peoples' food preferences.Aboriginal and Torres Strait Islanders Will they be photographed and/or filmed? And will they be warned about any footage (video, audio) contain voices or images of deceased persons?Another issue regarding Indigenous Protocol this will depend upon where the event takes place, and will it take place near any sacred sites of the 'traditional owners'? If so, will this be acknowledged?

Sydney Concept (1)

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DRAFT CONCEPTS FEEDBACK FORM SYDNEY: DRAFT CONCEPT REVIEW 11 Design reviewers name 2 Date of draft design review3 Promo pack deliverables4 Target market5 INSTRUCTIONS FOR REVIEWER:Please read the brief in Appendix A, which outlines the Tomorrowland promotional pack pitch requirements. Please assess the designers work against these requirements.What do you feel the most important aspects of the brief are that the designer must adhere to?Reviewer to completeDo you believe this concept meets the practical requirements of the brief?Please supply reasonsIMPROVEMENTS AND GENERAL FEEDBACKCreatively, how could this concept be improved?FINAL CONCEPT RECOMMENDATIONDESIGNERS NOTES:

London Concept (2)

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CREATIVE CRITERIASYDNEY CONCEPT 1LONDON CONCEPT 2Is this concept new, innovative, beyond the obvious? Please supply reasonsDoes this concept align to the creative requirements of the brief? Please supply reasons

PRACTICAL CRITERIAIs this concept feasible/possible/realistic? Please supply reasonsDo you see any social, cultural, safety or environmental risks in this concept? Please supply reasonsDo you believe this meet the needs/desires of the target audience? Please supply reasonsDo you believe this concept meets the practical requirements of the brief? Please supply reasons

IMPROVEMENTS AND GENERAL FEEDBACKCreatively, how could this concept be improved? Reviewer to complete

FINAL CONCEPT RECOMMENDATIONWhich do you believe is the strongest concept and why? Reviewer to complete DESIGNERS NOTES:Write some notes summarising the key points from this feedback. Include an explanation of the changes you will make to your concepts, taking the above feedback into accountDesigner to complete

Sydney Concept (2)

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Relevant stakeholdersAside from yourself, list the relevant stakeholders who may be involved in developing and producing this conceptThe Organisers of Tomorrowland;The organisations that sell the tickets like Ticketec, Moshtix and the like;The sponsors;Environmental and other community groups (including parents' groups)The end-users customers and those attending the eventEmployees cleaning, catering, security, admissions, booking, administrative.Travel agents and others likely to take bookingsThe suppliers who will manufacture the posters and other merchandiseThe retailers who sell the ticketsInput or collaboration partners (who will help you refine your work?)Your concepts will need to be reviewed who will you select to review your work?Most likely my fellow students and teachers at this stage;Maybe other people on my social network forums e.g. Facebook, Linked In, Behance

Specialist adviceYour concepts will need to have been reviewed and commented on by a specialist who will you contact to do so?I have yet to decide this, but for the time being, it is likely to by my teachers/trainers (14/09/15).

Merchandise (1)

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Feedback form (for final concept)FINAL CONCEPTS FEEDBACK FORM SPECIALIST ADVICEDesign reviewers name Date of draft design reviewPromo pack deliverablesTarget marketINSTRUCTIONS FOR REVIEWERPlease read the brief in Appendix A which outlines the Tomorrowland promotional pack pitch requirements. Please assess the designers work against these requirementsIn your opinion, what are the most important aspects of the brief that the designer must adhere to?CREATIVE CRITERIA for SYDNEY and LONDONIs this concept new, innovative, beyond the obvious? Please supply reasonsDoes this concept align to the creative requirements of the brief? Please supply reasons7 PRACTICAL CRITERIAIs this concept feasible/possible/realistic? Please supply reasonsDo you see any social, cultural, safety or environmental risks in this concept? Please supply reasonsDo you believe this meet the needs/desires of the target audience? Please supply reasonsHow do you think this concept compares to other similar products on the market? Please supply reasons8 IMPROVEMENTS AND GENERAL FEEDBACKCreatively, how could this concept be improved?9 FINAL CONCEPT RECOMMENDATIONWhich do you believe is the strongest concept and why?10 DESIGNERS NOTESWrite notes summarising the key points from this feedback. Include an explanation of the changes you will make to your concepts, taking the above feedback into account

Merchandise (2)

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Reflect on your design process after you have presented your final concept. Write a brief evaluation of your creative process and describe how you would improve or build on this method in future creative projects. How do you feel the final concepts compare to the best-practice examples you identified in your early research? (100150 words)As of 18/09/15, I was awaiting feedback. Recieved feedback on 22/09/15 from one of my trainers, April Solomon. She stated that my concepts looked like a cross between Dr Who (with the vortex-like, radial backgrounds) and those 'Magic Eye' posters. Another interesting point she made was in regard to the use of my 'hidden' flags these were faded and bevelled as to add to the 3D effect and draw the eye towards the centre, as well as blend in with the radial background.The grey balls were meant to be meteorites, though I left it open to the viewer's imagination as to what else they could be (UFOs, shooting stars or planets).I never thought the OCR Std would be difficult to read, but whether or not to enlarge, or made it stand out some other way, is something I may have to work on.

References

Facebook (2015): https://www.facebook.com/futuremusicfestivalGoogle (2015): Future Music Festival inhttp://media5.picsearch.com/is?HPOGbCFxfLUqUfLr5DGuQ3RRG_lgB86Km-z3RS2uJLw&height=320Open Colleges (2015): Study Period 1, Module 3, Forum, in https://learning.opencolleges.edu.au/mod/forum/discuss.php?d=105817#p305672Soundwave (2015): http://soundwavefestival.com/welcome.htmlSplendour in the Grass (2015): https://www.splendourinthegrass.com/home.htmlTomorrowland (2015) Global Splash: http://www.tomorrowland.com/global-splash/ Wacken (2015): https://www.wacken.com/en/Wikipedia (2015): Future Music Festival in https://en.wikipedia.org/wiki/Future_Music_FestivalWikipeida (2015): Tomorrowland https://en.wikipedia.org/wiki/Tomorrowland_(festival)

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