LO2: Evaluation of brief [Frazer]

The Brief for our advertising project is as follows:

Briefing document: The Vintage Leather Company

Brief: The vintage leather company designs and imports leather accessories for the fashion market in the UK. Until recently their outlet through the website was their only method of attracting sales.  The company wants to revitalise its image and sales figures by developing a new multi media campaign for their products.

Ideally the campaign will attract 17-30 year olds from the ABC1 grouping in both  genders. The campaign will focus on the product as a fashionable yet functional range for young professionals and students. Due to the high value of the product the campaign designed should reflect this quality of the product.

Links to the website and all social media should be present. 

Taking the brief piece by piece we can more accurately put together what kind of campaign we need to make:
  
Brief: The vintage leather company designs and imports leather accessories for the fashion market in the UK. Until recently their outlet through the website was their only method of attracting sales.  The company wants to revitalise its image and sales figures by developing a new multi media campaign for their products.

 From this I can see that it will be important to take into account the designs of other brands when creating one for the vintage Leather company.This is of such vital importance as that it is also stated here that  "Until recently their outlet through the website was their only method of attracting sales." This line implies that the company relays heavily on their website and therefore need a look that will attract this type of Target audience. 
 I have therefore decided to use the styles of other websites and the way they appeal to their target audience in order to make targets for the Vintage leather Company's website and how we will edit it in order to make them appeal to their audience in the same ways that these companies attempt to do it. The companies i have chosen are "Levi's", "Converse" and a direct competitor to our company that being "The Leather Satchel Co."

The Home page of the Levi's website

The home screen of the converse website.

The Home screen of the The Leather Satchel Co

The Homescreen of our client's Vintage Leather Bag website.

There are a few things that can be determined from looking at the websites above compared to the vintage leather bag's company website. Firstly all of the other websites have their logos small in the top left corner so that it is the first thing that a visitor sees therefor the Vintage Leather companies website should do the same as to adhere with the conventions of this type of website. As well as this (aside from Levi's) the other websites all use a piece of iconography in their logos as can be seen below. 

As can be seen here the Converse logo uses a star which is also featured on their products.

The star can also be seen on the tab icon for the Converse website and the other logo employed by the site. 

 The leather satchel company has also chosen to include iconography for their product (in this case being a needle which would be used to stitch a bag together) for their logo. Again they have done this by making it a part of the logo and tab icon for the website. The use of iconography in order to make the vintage leather company's assets more like those of other companies is defiantly something we should consider when creating the new logo as well as posters, Web banners and video as that this should help to "revitalise its image."


  The next part of the brief states: Ideally the campaign will attract 17-30 year olds from the ABC1 grouping in both  genders. The campaign will focus on the product as a fashionable yet functional range for young professionals and students. Due to the high value of the product the campaign designed should reflect this quality of the product. 
There are several things that should be taken from this paragraph of the brief as that this is where the majority of our audience information is found.
Extracting this information we can get all the information we find the below information on our audience: 

• They are between 16-30 so therefore are either  a student or are in their early working life.
• They can be a member of either gender and therefore the website must appeal to both
• They are within the ABC1 group and therefore have a high amount of disposable income which they can use to purchase products such as the bag this website is selling. 

I have attempted to capture this target audiences interests in the moodboard I have featured below.

 The designs we make for this new advertising campaign must make sure to put an emphasis on the funtonality of this product. We therefore should use images of it in use to show that it is not a weak or easily broken piece of apparel.