OUGD603 - Brief 3 - Internal Collaborative - YCN Competition Brief - Art Fund - Research into Brand Strategy

Research into Art Funds Brand Strategy

- creates 'dynamic branded content' to show their story 
- reaches a wide audience through different channels

Transmedia 

- able to access through different channels
- allows lots of changing information to be communicated and done creatively  
- 'strong and original content' to meet audience needs
- uses different types of learning for maximum reach and engagement e.g. visual, auditory and reading 
- creates an 'emotional bond with our audience' 
- brand helps them to: visualise relationships, understand how things work, connect ideas, open window to possibility, learn new skills 
- wide audience base in terms of age, social demographic, location and ethnicity

 Logo 

- animated logo - line extends to create 'the idea of going further by taking the viewer on a visual journey'
- used in audiovisual

Motion branding treatment  

- solid colour animated graphics - data and insights 
- images used with data to link with image led storytelling

Motion Branding 

- comprehensive brand system approach - designs always link back to core brand identity
- use different types of animated resources
- chunk information into chapters and sections
- highlight info using keywords
- underscore can be used as a placeholder 

Sonic Branding 

- sound used to connect, engage and make the brand come to life
- provides personality, adds emotion, grabs attention, immerses, plays on senses etc

- Sound Motif - shows Art Fund personality and is a sound palette for motion branding. Is flexible to create 'continuity and unity'. Original piece for Art Fund.
- Music Tracks - sound used to enhance a story, uses music to match the audience and message.

- Voice approach - personal and conversational tone of voice which creates a link with the audience and encourages engagement. Diverse voices e.g. gender and regions

Filming 

- backgrounds, secondary brand colours
- 'personal and warm' 
- focus on filming the storytellers face or the story