1. Evaluation
Introduction
For this topic we had to create an advertising company, logo, slogan and product. We came
together as a group of 4 and switched our creative minds on straight away. Unfortunately we
lost 1 of our members (due to some unfortunate lab testing) but we weren’t going to let that
put us off and we continued with the hard work. After many weeks of research, analysis and
team discussions all the aspects of our company were coming together. We alllearnt about
the factors of marketing and the vital aspects to what makes each product so successful and
then finally, we pitched our product to an audience
Our Company
The Name:
We are an advertising company called ‘Swaits’. Our name originated from our team
members’ initials Sophie, Will Aaron and Aaron hence the SWAits. Our name needed to be
short and sweet whilst attractive and recognizable. However we came to the agreement to
use our logo as our name, similar to how everybody knows the ‘Golden Arches’ represents
‘McDonalds’. We decided on our name pretty quickly and we decided that it was more
important to move on the more important parts, research and marketing.
The Slogan:
Our slogan ‘Sweetening your product’ took some time to create. We wanted a slogan that
would tell the consumer what would happen to their product if they used our company. We
also wanted the slogan to link back to our name so hopefully the customers would remember
one of the two. Our aim was to ‘Sweeten’ their product and link to our name, so that’s when
‘Sweetening’ became ‘Swaitening’ and was just the slogan we were looking for.
‘Don’t be average’
‘Leaving the chew to you’
‘Swaitening your product’
Our first slogan was created
to get our audience thinking.
‘If they used our company or
ate our gum they would be
different and better off for
doing so.’ It was aimed to get
the consumer believing that
we were different to
everybody else.
Our second idea was to
incorporate some rhyme into
the catchy phrase. This
slogan was mainly focussed
to go with our gum with
telling the consumer that we
have down all the hard work
with creating and research
and now all they have to do
was sit back, relax and enjoy
our hard work.It’s rhyming
The final slogan we chose to
go with was just a simple,
bold statement. Although it
doesn’t feature any rhyme it
is still memorable and is just
short, quick and informative.
We left our product and logo
to do all the talking and rely
on our success.

2. and memorable.
The Logo:
Finally, our logo needed to incorporate our main initials and colour, because it needs to be
attractive. At first we just wanted our name in an eye catching font, but in the end we chose
our key initials S and W with ‘S’ looking like an ‘8’ to sound like ‘SW8’. We used lots of
colour in our ‘Superman’ logo with the mixture of colour coming from the mixture of sweets,
again linking back to who we are as a company. Our final logo features some colour, but
more of our team initials being recognized but still attractive. We also didn’t want to copy
anybody so coming up with our own logo was important for our image.
Our first ideas were sketched out
onto paper as a planning sheet.
Free hand drawing was easier for
us to create a starting point than
on the computer. Of course we
had no colour, but after a rough
sketch of our final logo, we could
play around with colours and
fonts on the computer.
It was my idea to use the ‘S’ from the
‘Superman’ logo as our main initial and
recognizable style. This colourful logo
and recognizable font was used to be
an eye catching symbol that all of our
target audience would instantly
recognize and be attracted to.
Unfortunately due to some unfortunate
copyright issues, the ‘Superman’ logo
had to be abandoned.
After going back, literally to the
drawing board, we created our
final logo that would stay with us
for all of products and adverts.
We simplified it down to the main
initials, something colourful but
not too off-putting that people
would still be attracted to.
The Wrapper/Packaging
The wrapper for our gum took some planning and was quite a time consuming section of the
project. We used some market research of some existing chewing gum brands to give us an
idea into what makes companies like Wrigley’s so successful. It came down to two choices,
a
packet of gum or a box with
strips of
gum. We worked out that
our

3. gum needs to be easily accessible for people who are on the go looking for something to
chew. This meant that the smaller packet was the right style for us.
Our wrapping of our packet was our next challenge to overcome. We wanted a ‘fresh’ and
‘fruity’ looking wrapping that was colourful, attractive and informative.
Our first design featured an ice
background to represent the
‘freshness’ of our gum. The colour of
the yellow and green gave the
image of asweet and fruity flavour.
We changed our wrapping font,
colours and images to give off a new
image. Our first design looked a bit
tacky and amateur, so we used more
advanced tools and skills for a more
professional look. We also analysed
that our wrapper needs to tell the
consumer what flavour is inside so
we added a little flavour indicator in
the corner, a bit like Trident.
The Pitch
After weeks of research and development, and days of preparation we finally got the chance
to pitch to an audience about who we are as a company and what product we have
produced.
Our presentation was
created with the
assistance of
PowerPoint. However
we didn’t want spinning
texts and slides packed
with colours and
images. So we decided
to keep it simple and
informative with the
persuasion of our
advertising to sell our
product.
We didn’t use
wacky
backgrounds and
patterns, just a
simple detail to
give it a
professional
finish.

4. Again, sticking with the plain
and simple theme, the constant
reminder of who we are and
getting our logo stuck in
people’s minds.
Occasionally we used images,
and often quite a few. However
the images weren’t surrounded
by blocks of text, which allowed
us to do the talking and the
images helped explain.
On one occasion we did fill the
screen with photos but had them
come onto the screen on our
demand. This allowed the
audience to sit back and listen
whilst the relevant pictures
appeared as we were talking
about them.
All of our slides consisted of no more than 3 or 4 words. This

5. Print adverts
Poster – One of the tasks we were assigned was to create a poster to advertise our
company. A poster is something you can put anywhere that is available for everybody to
see. We had 1 idea, a eureka moment that didn’t require a second thought and without
wasting a second we started research and design. U It required us searching for teeth on
Google and making a collage with a ‘perfect’ set of teeth in the middle forcing the viewer to
spot the not so perfect teeth, and find that ‘perfect’, healthy smile that looks so much better
when next to others. Much like if the consumer was to have this healthy smile, the other
people around them would look worse off and would hopefully be persuaded to improve their
oral hygiene and buy our gum.
To create our purple/white theme we
used the gradient tool on Photoshop.
To create this angle of gradient we had
to drag a line from left to right across the
page. (Red arrow)
The final outcome would
see this gradient style
appear at the bottom of
our poster as a
recognizable feature that
would also be on future
advertising schemes.
This advert was also going to be used and seen at bus stops. We decided not to make
another print advert solely for bus stops and the more we use our powerful poster the more
our powerful message will be displayed. This is what it will look like:

6. Underground Station – Another location for a print advert is the tube stations. This is a
perfect location as it is a common area to find our target market (20-30 year olds) and is
used by thousands of people standing and waiting with our advert to occupy, inform and
persuade them.
My first design for the underground
advert was the blue and white colour
scheme. I chose this as they are fresh
and bright colours. However the
disadvantage was the basic font and no
other information other than the
contrasting photos.
For this style gradient I used a
downwards motion of the mouse
creating a top to bottom gradient.
I then decided to change the blue and
white to purple and white, keeping the
purple our consistent brand image. The
main advantage was also key to include
our logo and slogan wherever we are
seen so that people never forget and we
almost become a part in people’s
everyday life.
This then changed to a different,
slightly more attractive diagonal
gradient. This was created by a
diagonal drag motion from right to
left.

7. To add the logo to our
underground advert we had to
undergo these simple steps.
To have our logo neatly presented onto the
advert, we had to erase the white border
around the logo so that it would blend in to
the other colours on the advert and not look
‘stuck on’. For these we used the eraser tool
and alternated the size of the rubber to erase
the smaller parts.
Finally we dragged the logo onto
the finished the advert into the
bottom corner. That way if any
outstanding white marks were
left they were hidden the white
gradient.
Television Advert
Our television advert was another extremely important part of the topic, and would separate
the best from the rest. This would be the defining point in our company as to how affective
our creative skills will prove to be.
To start our filming project, we made a storyboard to follow when
filming and editing. We didn’t always film everything in order of the
storyboard or exactly what we had planned but it was a baseline to
stick to.

8. Once all the filming was done, it was the lengthy process of editing. We each had different
editing styles and ideas for parts in the advert so we took turns editing and providing ideas to
eventually get the finished result. During our editing we realised our advert was too long,so
we then started editing a separate, shorter advert suitable for a 30
second television slot.
To stick each clip
together there needed
to be a transition
between sketches and
scenes. We needed it to
look professional and
flow freely so the ‘cross
dissolve’ tool was the
perfect choice.
To end the advert we created a still
image where titles can appear and the
music can fade out. To create this we
needed the ‘razor tool’ to cut off the very
end of the clip and copy and paste it
multiple times to make a repeating still
image.
To apply this to the clips, all we
had to do was simply click and
drag onto the beginning or end of
the clip where we wanted the
transition to appear.
This cross dissolve shows the two
clips together as one is ending the
other is starting creating a point
where both clips cross.
After the still frames had been created we added 2 titles
that appeared one after the other. One with our product
name and the second with our slogan which were on
screen with our ending scene of our gum.

9. Sources of Information
The Group
From the day our team formed, we knew we were going to be creative and give ourselves
the best chance to achieve success.
Strengths:
I believe our group had many strengths. For a start we were all familiar with working with
each other from previous tasks and we were all capable of getting along with one another,
possible one of the best strengths a team can have. Another great strength was that each
team member had individual skills that would come in handy throughout the assignment and
potentially give our group the edge on the competition. Whether that was camera work,
presentation or simply being good with words, it all came in handy when trying to advertise
our company and product. Furthermore, all the team members were dedicated to this
assignment. Often work was completed outside of school and there was never moment were
concentration was lost. This again meant we could be ahead of the competition and also
have more time towards the end to adapt and improve areas.
Personally, I think that my main strengths were my confidence, knowledge about
businesses, advertising and marketing and my ability with words. This helped me and the
group when researching and explaining as I provided that extra knowledge that can separate
us from the other teams. I believe that I worked well in my group, always contributing to the
group and often completing work outside of school to benefit the rest of the group.
Weaknesses:
Fortunately there weren’t many weaknesses for our team. The only flaw I recognized was
perhaps our time management. Although work was completed outside of school this was
occasionally because of the team being behind schedule. We struggled on the creative sides
of some areas like the name and slogan, and when it came to research, let’s just say it could
have been completed quicker.
Personally, I believe that my weakness was my occasional lack of focus. Sometimes I would
have less motivation to get on with long, hard research which often delayed the group from
moving on as well.

10. The Pitch
Strengths:
In my opinion our pitch went very well, exactly how we wanted it to. We were all confident
and were desperate to deliver an informative and confident message. I believe our main
strengths to our pitch were our confidence as a group and our creativiy with preperation. We
had rehersed our script with the powerpoint and to perfection so when we went up to deliver
the pitch everything was in order and we had nothing to fear. With this knowledge that we
knew what we doing, we were able to show our confidence in the way we spoke and made
contact with the audience. Also our imprivisation when asked questions showed the
audience that we knew what we were talking about and we believed in our product. The best
way to evaluate a pitch is to have feedback, and with 3 sheets of audience feedback we can
analyse all the key areas. On average, our advert that we presented at the end of our pitch
was rated 9 out of a possible 10. ‘Very confident’ and ‘Well presented’ were the chosen
descriptions of our pitch and product showing the impact we had on our audience. Finally,
everybody who gave us feedback, all agreed with our target audience, and said they
would buy the product themselves.
I believe my personal strengths were my script writing, confidence and my clarity and tone of
my voice when talking. After a weekend of script writing for the group, I delivered a
professional and confident speech throughout the pitch.
Weaknesses:
If I have to analyse a weakness of our pitch, then coming from a very critical, point it would
be our script reading. From my personal view, I believe that it wasn’t what we said; it was
perhaps how we said it. Now although, we made eye contact with the audience and engaged
our listeners I felt, that on a harsh note, we as a group could have delivered more eye
contact, maybe moved around a bit more, and not been as tempted to read exactly from the
sheet.