3. Idea 1
Audience: Children (primary school 4-11 years old)
Campaign: Health of the sea animals
I will create a more cartoony style of website and brand. Come up with characters that are memorable,
animals that are on the beach like a seagull or crab. These could be mascots for the SAS, to get
away from the surfing side of the campaign and into the health of the sea animals that the mascots
talk about. Merchandise would be educational and fun, board-games with the mascots in (a rubbish
collecting game, which is made out of the recycled beach litter), books that teach the children
moral lessons about the animals and why not to dump litter, golden star reward tables which could
be bought by parents to reward their child every time they pick up litter and throw it away and
recycle, encouraging this behaviour off the beach as well as on, because urban litter also effects the
beach and sea’s eventually.
In this campaign I want to make sure children understand the importance of having a clean beach and I
will use the animals as a motive for them, as they are cute and children won’t want them to be in
any danger.
Posters could include the reward table. Posters also have to give simple information to remind the
children to pick up litter; these posters would be mainly used in class rooms, but also at home.
Include mascot on the poster, beach/seaside theme, very positive and motivating messages.
4. Soft edges and lines on the cartoons
Subject matter all include a cute animal of
some kind. Something children can relate to.
Simple and short titles, nothing
complicated so all young children can
understand
I feel this mood board will be helpful to my production
because it gives me a starting point, looking at where
other children's book and board games have been
successful and follow from their lead. Reoccurring
themes such as animals, bright colours and simple
words gives me a good foundation from where I need
to take my project for children to enjoy and embrace
my products.
Educational and teach children lessons and morals. But
also enjoyable.
5. Here are some pieces of individual ideas I have chosen from
my mood board inspiration. First I decided that from looking
at existing products I can see that a lot of title fonts look as if
they have been painted, but they are still readable, they are
simple and bold but are not boring, so the product looks
interesting to the children. I then picked out some already
existing cartoons and illustrations of popular sea animals. I
chose these because they are well known to children, they
also are desirable and cute, and would be easy to draw in a
original cartoon style. After looking at all the different kind of
children’s cartoons, some that were sea themed and some
that were not, I decided that the main colour scheme would
be sea related, bright but still in a pastel tone, so I found this
colour palette that matched my idea and I could chose from.
6. Small writing font
Title and large writing font
Main colour scheme.
Chosen cartoon style: I think that my style of
cartoon will be a mix of simple, bold colours,
with a cute memorable character. I will
choose a crab because this gives the settings
for where I want my designs to be more
scope, (in or out the water).
Overall my main idea is to educate children on
important matters about the sea, and using
cute cartoon mascots to get the children to
relate and listen. Simple settings, colour
schemes and words are vital so that all children
and read and understand they are reading and
what is being taught to them. My colour
scheme will be red, yellow, blue and light blue,
this is to keep a beach theme running
throughout my project, so that I can stick to
one theme so everything matches and doesn’t
go off subject. The colours are also
aesthetically pleasing, they are bold, but not
bright, so they are eye-catching but don’t put
the children off the posters/books. The colours
are also gender neutral, so no child will feel
excluded.
The most important thing about the text is
that it is easy to read by young children,
that they can make sense of the words
without having to strain or ask for help
because they don’t know what the letters
in the typography represent. The text I
have chosen for the title I think will work
really well. As from my research many
children's aimed products have been in a
similar kind of bold, brushed font, which
looks interesting and infantile, but is still
easy to read. The text I will be using for
the smaller detailed text is a basic serif
font, so that children don’t struggle to
read important facts.
7. Idea 2
Audience: Adults that are interested in fitness (28-48)
Campaign: Get fit and clean up the beach
This campaign is to do with how fitness and cleaning up beach litter can be integrated.
The style of this campaign will be sharp lines and clean edges, minimalistic and
modern. Using colours like blue, white, green and yellow to enhance the idea that
it is the sea and fitness combined. Events like beach cleans can seem dull, so this is
a way to make it seem more interesting by adding a beach run. The group of
people will raise money for the SAS doing this ‘fun run’ running a route around
and on the beach, whilst collecting up litter. Points would be given for the fastest
person and the person with the most litter, then an overall winner for a combined
score. Merchandise could include running gear with the SAS logo on, sports tops
and leggings for men and women, gloves and hats. Re-branding the logo to one
that has an added theme of running in it, a wave and a trainer combined for
example.
Posters would be used as promotional material for the race, telling the audience firstly
how long the run is 5k, 10k etc. Then a brief summary of what that run is about
and what happens. Then links to web pages and social media pages to where they
can get more information and enter.
8. Silhouettes used as main subject
matters, and also actual photographs
seem to also be popular.
Plain, san serif, bold text used,
especially as headings.
Positive and motivating language
9. Here is a colour palette where I
could see the tone of the
colours really working with the
kind of feel and theme I wanted
to portray. I will pick white,
green, yellow and blue.
I chose these fonts
because of how they are
very similar to ones that I
have researched through
my mood board. I felt
these kind of font looked
good and would work with
my theme. I feel that these
fonts would make my
project look professional
and successful. I think that
a mix of 2 of these fonts
would work well together
and be eye catching.
Here in these designs I found whilst
researching running posters, I found
that this is a similar style to what I want
to portray. This style is bold, simple,
effective, modern and sharp. The high
contrast with the background and
subject matter really enhance this
feeling.
10. Over-all with this idea I want to get the target audience to
enjoy an event whilst taking part in a clear up of litter on the
beach, all for charity. To get people more interested in doing
this, I will advertise it more as a fun run, rather than making it
seem dull by advertising a litter clear up straight away, so a
run on the beach for charity, rather than clearing up litter,
even though this is a part of it. I will make it look sporty by
keeping the colour scheme in a sporty theme, using clean
blues, greens, yellows and whites, then contrasting these with
blacks, in the same style as high end sports brand advertise,
such as Nike and Adidas. Also the colours intertwine with the
idea of beach colours as well, with the blue being the sea and
the yellow being the sand, so I’m still keeping the beach
theme relevant. The style is very important and I am keeping
to a minimalist and simple style, with bold patterns and
simple subject matters, which contrast strongly and really
stand out and give it a professional and sporty feel. The fonts
have to also be in keeping with this kind of theme, to carry it
on and make the campaign look serious but inviting. The font
will be simple and readable, but with a modern edge to it. It is
similar to the kinds of fonts used in existing sports brands to
help the audience make that connection about what the
campaign entails before they have even read it.
Colour scheme
Fonts
11. Idea 3
Audience: Fishing enthusiasts
Campaign: Left behind fishing equipment
This campaign is about what the effect of left behind fishing equipment has on the
animals and environment, how it kills animals slowly and scars the beaches. The
style of this campaign will be shocking but not graphic, in order for the audience to
understand why it is so damaging and terrible as 10% of all the marine litter is
fishing equipment. Using shocking images stating the facts, posters would be
promotional to the campaign, they would be plain and bold, getting across a main
message, comparing fish to pet animals and situation, with a sentence of text and
a graphical image to go with the sentence to make it look even more shocking and
terrible. This would be a stylised poster technique, which would be easy to read,
shocking but not triggering and still ethical. Merchandise could be tops that
support the posters, using the graphics and statements from the posters and put
them on to t-shirts. Other merchandise could be a calendar of different and
popular fish, or the calendar could have the statements on. Fishing t-shirts and
hats would work well to sell because they could be used.
12. Earthy, muddy and natural colours.
More serious feeling given
Posters done to show facts
are done in simple graphics
More graphic real life
photos have more of a
shock factor to them.
These kind of subject matters which are
more sensitive would only be suitable for
an adult audience.
13. This colour scheme is more natural and
earthy and relates more to fishing, so
fishing people would take more of an
interest as they can relate to the
colours. It is there for surfers to tell
people how fishing litter effects wildlife
and fish in the surfing environment. The
colour palette also could represent litter
that is left on the beach and in the
water, like the beige would be cigarette
butts, the blue could be fishing line.
The fonts will be simple and
bold, but memorable keeping
with the theme of the SAS logo. I
could also redesign the logo to
the theme of ‘SAS against fishing
litter’ and have a fish shaped
logo. One of these popular fish
shapes are the most
recognizable because they are
the most fished in the sea for
food. I think the tuna fish would
make a good shape because it is
harp and gives off an angry feel,
in keeping with how the surfers
feel.
14. For this idea I want to keep the focus on how surfers feel
about fishing litter and how surfers want to share the sea with
fishers. The surfers want to make the fishing people aware of
what harm they are causing to the sea. The mock up logo I
have made is an example of the style I would be going for, a
simple and bold style, similar to their existing logo, but more
serious and dark. I will keep the font similar too, bold and
simple but noticeable. The thing I am going to add to it
though is to make the font look more destroyed and
damaged, for the title font especially, to represent what the
fishing litter is doing to the environment. The colour scheme
of orange, grey, light blue and blue are presented in a murky
and muddy tone, to make the message of this campaign
negative and serious. The colours also reflect the reality of the
polluted sea environment, not sugar coating the situation.
Main title font
Smaller text font
