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OUGD505 - What Is Good? - Concept Crit

Today we had our first concept crit for the What Is Good Brief. There was a main concept which I had been developing slightly over the easter break, but we was asked to come up with two other concepts so that each one could be critiqued which will give me a better knowledge of which I could take further into design...


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Concept One

"We are... We do..."

The first, and main, concept is to make the British Public proud to be British and to do this through the use of Independant Film. As one of the most famous British Films created is ‘This Is England’, I thought it would be fitting to use ‘This Is’ or ‘We Are’ in front of words, phrases and common things that make Britain, Britain.

An example would be, We are Cups of Tea, We are Fish, We are Chips, We are Bad Weather, We are Mary Fucking Poppins, We are British, We are Independent, We are the British Independent Film Festival.

This Idea is running of the back of the success of the Olympics and I felt that by making people proud to be British, then linking this to Independent Film, would be a good way to get people intrigued and involved.


Concept Two

Projection & Anamorphic Type


The second concept, or part of the branding is hopefully for the logo of the “B” along with the colour scheme to become a brand in it’s own right. This can be used throughout the branding material and festival, particularly through projection and anamorphic type.

The concept is to use Projection and Anamorphic Type to directly relate the brand to the physical ativity of watching a film at a cinema. This brings back these real qualities of film and can be used through promotion and throughout the festival to realise this.



Concept Three

British Film Collage & Quotes

The final concept is to apply different classic British Films and quotes to grab the British public’s attention. This can be simply achieved through the use of different quotes, or by using film stills to re-create the film but in a new setting, which would also include the logo, colour scheme and branding




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There was a clear concept which my peers felt was the strongest and this was the first one. I was glad about this because, although it was a fairly simple concept, I felt that it was the strongest and that it is something that could actually be big enough to work in the British Public environment.

People seemed to like the idea of using tongue in cheek humour and using quotes and items that are classically british such as the Cup of Tea, to make people proud of this, therefore raising awareness of the brand through this. It is events like the queens jubilee and the olympics that bring a nation together and this is a small way of trying to re-crete this atmosphere, with a low-budget.

The other two concepts are not really strong on their own, but most people agreed that I could take elements from each idea and add this onto the main concept to bring other elements to the table, and I think this is what I will do. I wanted the colour and logo to be prominent so I feel that this will have a big role to play along with the text used. 

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