Think outside the circle

Table of Contents

Project Plan................................................................3 ProjectDefined..................................................4 Key Message.......................................................5 TargetAudience.................................................6 Publication.........................................................8 FlyerDistribution.............................................10 Rationale..........................................................11StyleGuide................................................................13 Font............................................................14-15 Tone.................................................................16 ColourPsychology............................................17 ColourPalette...................................................19 BrandOverview................................................21 LogoTreatment................................................23DoublePageSpread...................................................25Flyer-front...............................................................27Flyer-back...............................................................29Website-HomePage................................................31Website-AboutUs....................................................33Website-ContactUs.................................................35References............................................................36-37

Project Plan

Project Defined

This campaign has been developed in response to the Kelvin Grove Urban Village (KGUV) tender to adver-tise the 2016 KGUV Festival. The overall objective of the campaign is to increase the number of visitors to the Kelvin Grove area. As a result, KGUV will also ex-perience an increase of visitors to the weekly markets.

Kelvin Grove Village has rapidly emerged as one of Brisbane’s most coveted suburbs. The Village precinct, is a popular scene for Brisbane creatives who value new experiences in the arts, culture and technology. It is also a destination for those seeking a unique living environment within a multi-purpose and intercultur-al community. The Kelvin Grove Urban Village Festival is an annual event that has been developed to run in conjunction with the Kelvin Grove Village Markets. The key aim of the event is to attract creatives to the Kelvin Grove Village and surrounding areas. It is an opportuni-ty for artistic individuals and alike to showcase their talent and foster a sense of community with other like-minded individuals.

Key Message

The campaign aims to create a distinct focus on entic-ing creatives to the festival. The key message that will be used to communicate this objective to the target audi-ence is “Think outside the circle”.

The target audience are young creatives who tend to fol-low an unconventional approach to most tasks and en-joy pushing the boundaries (McCrindle and Wolfinger 2009). The play-on-words from the original quote “think outside the square” and “think outside the box” is a cre-ative twist on a well known idiom. It aims to encourage the target audience to be as creative as possible. Thus, by taking a idiosyncratic approach to the key message, the target audience will easily be able to process the mes-sage due to its relevancy and be able to relate due to its creativity.

The word circle was intentionally used to connote a number of meanings. Firstly, circles are recognised in many cultures as a sign of community and friendship (Mungabareena Aboriginal Corporation 2015). This el-ement was significantly relevant to the key message as one of the objectives of the event was to foster a sense of community amongst local creatives. Secondly, circles are considered to have a feminine association (Design Shack 2015). Thus, by incorporating this particular word and shape into the message and overall design, it was possi-ble to subliminally connect with the target audience.

Target Audience

Demographics

-20-30yearsofage-Female-Notmarried,howeverinaseriousrelationship(ABS2013)-Livingwithparents(ABS2013)-Undergraduatestudent(ABS2013)-Workslessthan35hoursaweek(ABS2013)-ResidesinKelvinGrove,Newmarket,RedHill,Herston,SpringHillorPaddington(realestate.com.au2015)

Psychographics

-Valuesinstantaneousaccess-“ClicknGo”attitude(McCrindleandWolfinger2009)-Avidusersofsocialmediaandonlinetechnologies(McCrindleandWolfinger2009)-Valuesvisualcommunicationratherthanverbal-Valuespeerapproval(McCrindleandWolfinger2009andRoyMorganResearch)-Interestedinfashion,photography,music,design,cooking,foodandculturalactivities(RoyMorganResearch2015).

The Millennial Creatives

Publication ThemostrelevantmediavehiclefortheDoublePageSpreadtobepublishedisinfrankiemagazine.Frankie’scoretargetmarketemulatestheprimarytargetmarketoftheKelvinGroveUrbanVillageFestival.Frankiereadersarecreativeandindependent20-35yearoldfemaleswhothriveoncleverdesign,photographyandmusic(frankie2015).Themajorityoftheirreadershipbaseisalsoex-tremelyloyal,as89percenthavereadfrankieformorethan a year.

Themagazinealsohasamyriadofstrongsalesresults.Frankie(2015)reportedthat94percentofreadershavevisitedawebsiteafterseeingitinthemagazine.70per-centofreadershavealsopurchasedsomethingaftersee-ingitinfrankie(2015).Thus,itisevidentthatfrankiemagazineisthemostrelevantmediavehicletopursueinordertoengagethetargetmarketof20-30yearoldfe-maleMillennialCreatives.

Flyer Distribution

10,000 flyers will be distributed around Brisbane, in order to directly target the Millennial segment of the market. The double-sided flyers will be distributed amongst the high density areas of 20 - 30 year olds. These suburbs are Kelvin Grove, Newmarket, Red Hill, Herston, Spring Hill and Paddington (realestate.com 2015). The Association for Data-driven Market-ing and Advertising, identified that flyers and cata-logues were the most effective form of advertising, above all other mediums. Thus, by distributing flyers to homes in the suggested areas, the campaign will be able to establish an increase in brand awareness amongst the target audience.

Rationale

Theoverallbrandingstrategyanddesignwascreatedtocaptureandengagetheaudienceofcreativefemalesbe-tween20-30yearsold.Inordertocapturethisaudienceacreativeanduniquetaglinewasessential.Aseriesofcircleswereincorporatedintothedoublepagespread,websiteandflyertofurtherenhancethekeymessageof“thinkoutsidethecircle.Aspreviouslystatedunderthe“KeyMessage”,circlessignifycreativity,communityandfemininity,whichwereallkeyelementstothecampaign.Furthermore,thecolourschemewasspecificallydesignedtoreflectthekeymessageofcreativityandresonatewiththetargetaudience.

Style Guide

Font

ThefontLunaisaslightlycurvedandinformaltonewhichconnotesplayfulnessandcreativity.Thisisevidentbythehandwrittencharacteristics.Theplayfulnessofthefontcanberecognisedbythenaturalshapeofthehandwrit-tencurves.Thisfontfeaturesanadequatethicknessthatisalsolegibleandeasilycatchestheeye.

AdobeIndesignCC2015didnotofferafontthatrelatedtotheoverallthemeofthecampaign.Therefore,itwasnec-essarytosourceafontthatprojectedacreative,playfulandfemininetonetothewebsite.Lunawassourcedfromafreefontwebsite-dafont.com.Itisbestusedwithsize60,inwhiteforheadingsandsize30forsubheadings.

Luna’sspaceisquitelimitedwhenusingitonmorethanonesinglelinedsentence.Therefore,itisrecommendedthataminimumof100leadingspaceisusedwhenusingthefontinaparagraphordoublelinedsentence.

Inaddition,Lunaisastrongfonttouseinanycontext,thereforeitisrecommendedthatthetextisgenerallyusedinaheadingcontextorsinglelinedsentencetoensureitslegibility.

Luna

Font

PTSerif

PT Serif is a transitional serif typeface with a formal tone. “It is designed for use together with PT Sans, and is harmonized across metrics, proportions, weights and design.” (Google Fonts 2015). This font together with Luna creates a harmon-ised balance between the two. The Serif family of fonts is one of the most legible fonts. Therefore, it is recommended that PT Serif is used as the primary typeface for body text to ensure high legibility. Furthermore, it is recommended that PT Ser-if is used in white, size 24 for body text and used in bold on a yellow or red background to ensure legibility.

Aa

Tone

Inspiring-Thebrandaimstoinspirecreativeindividualsto“thinkoutsidethecircle”andshowcasetheirtalent.

Feminine-Thebrand’sprimarytargetaudienceiswomenbe-tweentheagesof20-30.Therefore,thebrandmustprimarilyappealtowomen.Thiscanbeachievedbyuseofcurvedwrit-ing,circlesandafemininecolourpalette.

Simple-Theprimarytargetaudiencevaluessimpledesignsandmessages.Thus,itisimperativetoensureourbrandin-corporatessuchdesignsandmessagesinordertoremainrele-vanttothetargetaudience.

R=247G=145B=30 R=255G=255B=255 R=249G=209B=10 R=240G=92B=147 R=238G=29B=68

Colour Psychology

Orange - Colour psychology revealed that the colour orange is associated with meanings of enthusiasm, creativity, success, fun and expression (Bourn Creative 2015)

Yellow - Connotes fun and happiness and is creative from a mental aspect. It is also recognised as the colour of new ideas (empower-yourself-with-color-psychology.com 2015).

Pink - Connotes success and passion. It is also the colour that represents the QUT Creative Industries faculty and is also associated with femininity (Colour-Meanings 2015).

Red - Signifies passion and energy (Colour Wheel Pro 2015). Red also highlights text and images and is as an accent colour that stimulates people into making quick decisions (Colour Wheel Pro 2015).

White - White signifies coolness and cleanliness because of it’s association with snow (Colour Wheel Pro 2015). It is also used to suggest simplicity in high-tech products (Colour Wheel Pro 2015).

Colour Palette

Thechosencolourpalettedefinitivelyprojectsthehighener-gy,creativeandfemininetonethebrandaimstocommunicate.Theseriesofhueswasderivedfromtheoriginalphotographofthewomanwithballoons,whichisalmostananalogouscolourscheme.Themajorityofthepalettefeaturesawarmtonewhichconnotescheerandexcitement.

Itisrecommendedthatallcoloursareusedinfullopacitytomaintainthefullvibrancyandenergyofthebrand.Further-more,itisrecommendedthatacolourbeusedasacolourfillbackgroundwithwhitetextratherthanvice-versa.Thiswillal-lowforabalancedcontrastbetweenthetwocolours.

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Brand Overview

ThisintegratedcampaignpackagehasbeendevelopedtopromotetheKGUVFestivalbrand.Thecampaignaimstoinspirethetargetaudiencetobecreativeand“thinkoutsideofthecircle”andenticethemtoattendtheevent.Theentirecampaignrevolvesaroundthismessageofencouragingthetargetaudiencetodemonstratetheircreativeskillsbythecalltoactionword“think”usedintheprimarytagline.Thisconceptisalsosupportedbythenumberofcirclesin-corporatedintotheoveralldesign.

Logo treatment

Donotuselogowithabrownbackground

Donotoverstretchthelogo

Incorporatethelogoinawhitecircleratherthanacolouredcircle

Allowforenoughspacefrompagebordersandotherobjects

Kelvin Grove Urban Village

Festival

Theinner-cityBrisbanesuburbofKelvinGrovewillcomealive

withthefestivityofcreativitythisweekend.

EventorganiserMi-chaeleMinxsaysitisagreatwaytogetcre-ativepeopletogeth-erandestablisharealsenseofcreativecom-munity.

“Thefestivalisreallyto promote all the cre-ativesinthearea,soallthekidsyou’vegotgoingtothecollegessuchasQUT,butthenitwasalsoforcreativi-tyfullstopbecausewedon’thavealotofcel-ebrationofcreativityinBrisbane,”shesaid.

“WehavethemarketsfaireverySaturdayas

“WehavethemarketsfaireverySaturdayasitisandthatbringsawonderfulsenseof.”“Thefestiva“Thefesti-valisreallytopromoteallthecreativesinthearea,soallthekidsyou’vegotgoingtothecollegessuchasQUT,butthenitwasalsoforcreativityfullstopbe-causewedon’thavealotofcellisreallyto

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Kelvin Grove Urban Village Festival

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DirectorPeterHackworthatthe2014Festival

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Contact Us

Phone:0738000088

Email:contact@kguvf.com.au

Address:CnrofBlameyandMuskAve,KelvinGrove4059Queensland

Facebook:www.facebook.com/kguvf

Instagram:KGUVF

ReferencesAustralianBureauofStatistics.2013.“AustralianSocialTrends, April2013.”AccessedSeptember,21,2015.http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/4102.0Main+Features40April+2013

BournCreative.2015.“ColorMeaning:MeaningofTheColorOrange.”AccessedOctober14,2015.http://www.bourncreative.com/meaning-of-the-color-orange/

ColourMeanings.2015.“PinkColorMeaning–TheColorPink”.AccessedOctober 14,2015.http://www.color-meanings.com/pink-color-meaning-the-color-pink/

ColourWheelPro.2015.“ColorMeaning.”AccessedOctober14,2015.http://www.color-wheel-pro.com/color-meaning.html

DesignShack.2015.“DesignPrinciples:VisualPerceptionAndThePrinciplesOfGestalt.”AccessedOctober5,2015.http://www.smashingmagazine.com/2014/03/design-principles-visual-percep-tion- and-the-principles-of-gestalt/

empower-yourself-with-color-psychology.com.2015.“TheColourYellow.”AccessedOctober14,2015.http://www.empower-your-self-with-color-psychology.com/color-yellow.html

Mcrindle,MarkandEmilyWolfinger.2009.TheABCofXYZ.Syd-ney:Universityof NewSouthWalesPressLtd.AccessedSeptem-ber21,2015.http://reader.eblib.com.au/(S(vr1pndew3pqwydeob-0plgid3))/Reader.aspx?p=533795&o=96&u=YREH6IHKa5wz1%2fUAsQ0s9A%3d%3d&t=1443334677&h=67A68588CE58A32CE2E9DA-D3509575AEC6EBBD96&s=21512499&ut=245&pg=1&r=img&c=-1&pat=n&cms=-1&sd=1#

ReferencesMungabareenaAboriginalCorporation.2015.“MTWW-CD.”AccessedOctober 5, 2015.http://www.whealth.com.au/mtww/re-source_kit_cd.html

realestate.com.au.2015.“ThelifestylesandpeopleofBrisbaneCity.”Accessed September21,2015.https://www.realestate.com.au/neighbourhoods/brisbane%20city-4000-qld

RoyMorganResearch.2015.“ValuesandSegments-Lookatme.”AccessedOctober10,2015.http://www.roymorgan.com/products/values-segments/look-at-me

MungabareenaAboriginalCorporation.2015.“MTWW-CD.”Ac-cessedOctober 5, 2015.http://www.whealth.com.au/mtww/re-source_kit_cd.html

realestate.com.au.2015.“ThelifestylesandpeopleofBrisbaneCity.”Accessed September21,2015.https://www.realestate.com.au/neighbourhoods/brisbane%20city-4000-qld

RoyMorganResearch.2015.“ValuesandSegments-Lookatme.”AccessedOctober10,2015.http://www.roymorgan.com/products/values-segments/look-at-me