TED BAKER - questions to ask yourself

Why have you chosen the brief?

- opportunity to create something for a brand I admire and have purchased from

- to display and reflect my own interests in fashion

- opportunity to work with this type of industry

- familiarity with audience and content of the brief

- opportunity to work with applied graphics and packaging design

- unlike any brief I have done before

- brief is asking for a lot but can be done with help and support of partner

What do you want to get out of the brief?

- something different from my usual way of working

- explore a practice that I haven't fully explored yet, and learn new techniques from my partner

- display a range of skills and expand my knowledge on the subject

- sense of achievement/connection to the brand

- explore how I work with someone I am close to, how will this effect our working relationship

- build upon time management skills

What do you want to do/make/propose in response?

- packaging design and advertisement

- make a connection between the UK and the chosen country

- work with structural packaging

- produce prototypes of products as well as flat visuals

Why do you want to enter the brief?

- opportunity to have fun and explore a brief I wouldn't have looked at by myself

- brief that we connected with the most

- opportunity to work across countries

What is the problem?

- need to bring Ted Baker from the UK to any other country of your choice, whilst expressing the brands identity, not pigeon holing customers and keeping a light hearted tone of voice

What is the brief trying to achieve?

- humour

- light hearted tone of voice

- utilisation of trends

- strong brand loyalty

- word of mouth tactics

What are the 10 most important words on the brief?

- detail

- quality

- inclusive

- trends

- twists

- unique

- humour

- interact

- share

- confident

What is the message?

'When opening a new location in another country, it’s not easy for a brand like Ted to translate its unique cultural flavour. It’s your job to bring its British sense of humour and unique approach to fashion to another country – which country is up to you.'

Who is the audience?

'Ted’s not one to ‘pigeonhole’ its customers. If pushed however, its core audience is supremely stylish, confident, down-to-earth men and women aged 25- 35... but always young at heart.'

What is the context?

stores, online promotional material, billboard advertising

What products do you associate with the brief?

clothing, shoes, accessories, bags

What do you have to do? (identify)

'Your campaign will need to activate potential shoppers to visit Ted Baker stores and Ted Baker online; interact with the brand; and most importantly, to shop and share.'

What do you need to do? (understand?)

- consider multiple touch points in reaching the target audience. These could include advertising, social media, online, shop windows, in-store visuals and installations, etc

- activate word of mouth

- integrated campaign, working across at least three different media

What can you do? (define)

- produce a pattern design that is relevant to the brand and British culture which can be applied throughout a range of products

- consider current trends and how this will effect the visuals

- make sure to do some 'market research' before setting off, a lot of peers use the product, what would they like to see? what do they think of the current packaging?