LO2: Evidence of development of further campaign material (social media account design)

SOCIAL MEDIA ACC DESIGN:

MOCKUP:

Here is the quick mockup design I created for my social media account profile pic. 

This simplistic design meets requirements as it uses similar fonts to the logo of The Amazing Cake House and follows a similar style to the brand and website. For the centre image of the final version, I will be using the clients logo of the cartoon style cake. This is because it creates rand awareness and synergy across all of them social sites.

VISUALISATION DIAGRAMS:

Here are the visualisation diagrams I created for both the Twitter social media banner and profile picture. I created multiple different designs so that I could refine them and decide upon my favourite to carry forward. 

SOCIAL DESIGN FIRST DRAFT

Here are the initial design drafts I created for the Twitter social media profile picture and banner, based off of my decided upon designs from the visualisation diagrams.

FINAL VERSION BASED ON FEEDBACK

After gaining feedback and approval from my client these are the created assets for the social media design. 

LO3: Explain how my adverts meet codes and conventions

The advertising campaign that I've created is very effective at meeting current trends in advertisement. 

The first example of this is how my campaign aims to create a brand/campaign identity through its visuals and themes. By theming the campaign around 'Your Perfect Wedding' it allowed me to relate all of the advertisements I created back to the idea that buying a wedding cake from the client will help them to create their ideal wedding. For example the flyer tells the customers how to order from my client and details how personalised it is by listing how they can meet my client in person to taste test samples and talk about their designs. The audiovisual achieves the same goal but in a more visual form and for the online space. It also shows off what the customers wedding cake could look like with examples of my clients previous completed orders. The social media does all of this. 

The visuals of the campaign are also very good at creating campaign identity similar to other advertisements. In the visuals of the audiovisual promo I use soft colours such as the light blue cupboards in the background and marble table, as well as the high-key lighting used. This is similar to the light brown used on the flyer design and marble background on the social media icon. These soft colours and marble pattern help to connote both joy, tranquility and luxury, which are also commonly associated with an ideal wedding; the customers perfect wedding. This allows me to meet current trends in advertisement as all of these similar visuals creates a strong campaign identity and relate back to the subject of the campaign. This means that brand recognition increases amongst potential customers as they are exposed more and more often to the advertisements and begin to think about it more often as they are reminded of the brands identity, increasing the likelihood that the customer will by the product. This is similar to other brands who use a specific colour scheme that related to their product emotions to create a brand identity in the consumers mind. 

Another way my campaign conforms to to advertisement trends is how I used the branding of the clients company on all of the advertisements. I used their 'Amazing Cake House Logo' at the end of the audiovisual, on the front of the flyer and in the icon of the social media channel. This presence of the unique and eye catching logo being ever present across the campaign makes it much easier to recognise and remember the name of the brand after being exposed to the advertising. This effect is further increased the more the potential customers are exposed to the campaign, making it stay in their mind for much longer. This is commonly used in the advertisement industry as its an easy technique to make your campaign more effective and greatly increase sales as when the customer thinks about your product the iconic logo and branding comes to their mind.

My created advertisements also fall in line with codes and conventions of regulatory bodies such as the ASA and Ofcom.

The ASA are the Advertising Standards Authority, who regulate all of Radio and TV advertisements. Ofcom acts as the legal "backstop" for ASA, if the advertiser fails to stick to the ASA codes, they could get referred to Ofcom who have the power to take legal action. ASA receive complaints from consumers and businesses and asses the advertisements to make sure they are not; misleading, harmful, offensive and/or irresponsible. These are their primary codes and conventions. 

My audiovisual promo falls in line with these codes and conventions as the video details how to order from Alana (my client) with visuals of her baking and previous cakes she has made. This isn't misleading as it directly advertises her products by showing he customer what she has previously made and how to buy one. The content is also not harmful or offensive in any way as the visuals are purposefully all relaxing and tranquil to better encourage the audience to order. This means that my audiovisual is child friendly and doesn't aim to offend any minority groups. This means that if my AD would be shown on television it wouldn't get taken down by the ASA and would receive minimal complaints. 

My other created advertisements don't need conform to these regulatory bodies. For the social media account I created, it wont be affected by regulation bodies as social media has no regulation and is entirely self-regulated by the apps themselves. Either way, the visuals of the social media I created aren't at all harmful or disturbing so it wont get flagged by Twitter and pushed down in the algorithm. The flyer I created also doesn't need to conform to the ASA or Ofcom as they don't regulate print products, like flyers, and instead focus on the digital space like TV, radio and on-demand services.

LO2: Legal and Ethical constraints on the creation of the campaign

LEGAL

In advertising specifically, the primary laws that are put in place are laws of Intellectual Property Rights, such as Copyright. Here is an explanation of these laws and how they individually affect me and the creation of my campaign. 

Intellectual Property Rights: Intellectual Property itself is protected by laws which give creators exclusive rights to their creations , allowing them to make money off of them without someone else stealing and using their original content. examples of these laws are trademark, patent and (what I need to be aware of/cover) copyright. 

Copyright: Ensures that intellectual property is protected from being plagiarised without permission from the original creator. An example of this could be me using an iconic character owned by someone else, such as Mickey Mouse, to endorse my product. In order to do this I would need to get permission from the property owner, Disney, to use the charcacter. Not doing so could result in serious consequences such as being sued by the content owners. This law applies to all content owned by other people, such as brands and images. 

I will avoid this law when creating the content for my promos by taking all photos/recording all my videos in locations where I have gained permission to film/shoot there. For example I have gained permission from my client to record in their kitchen and use the images they have taken in the past to create my social media posts/graphics. I have also gained permission from her to use her logo in any of my advertisements. By taking these precautions I am adhering to the laws of copyright and not falling into risk of getting sued as i am not using another studios/companies/ individuals content without permission. I will not be using photos taken by anyone else. 

REGULATORY BODIES

As well as laws, I also need to be aware of the regulatory bodies that govern advertisements, as not conforming to their guidelines could result in my advertisements being taken down. The only advertisements that I don't need to consider when it comes to the regulatory bodies era the social media posts, as social media is completely self regulated by the apps themselves. 

ASA: The ASA are the Advertising Standards Authority, who regulate all of Radio and TV advertisements. As I am not creating a radio AD and my audiovisual promo will not be shown on TV, I don't need to consider this regulatory body when developing my promos. However, if my audiovisual was shown on television I would have to ensure that it conforms to the ASA's advertising codes. They receive complaints from consumers and businesses and asses the advertisements to make sure they are not; misleading, harmful, offensive and/or irresponsible. If my AD received a lot of complaints it would be taken off the air. I would then have to edit he AD to address the complaints. To conform to the ASA's standards, I made sure my audiovisual promo doesn't mislead the audience into buying a false product: it directly shows the audience many of the products they could request and tells them how to contact my client. The content in my audio-visual doesn't breach any guidelines and wouldn't be taken down if it was shown on TV. 

ETHICAL

Ethical issues are different to legal as they are more to do with morals and values, I can't face legal trouble for being unethical. However, ethical issues are just as important to consider when developing my advertising campaign as being unethical when creating media products may cause the peoples/consumers opinions of my clients brand to decrease. This would most likely result in me as an advertising company being fired from promoting The Amazing Cake House, as well as giving me a negative reputation that would impact the likelihood of other companies hiring me.

Some of the ethical issues i have to be aware of are:

- Whether the content i'm including in my product is age appropriate. As my campaign is trying to target ages 18+, so I have to ensured that my visuals and content represent this. However, this want a huge issue in development as the campaign plan never included anything harmful to younger ages such as violence or inappropriate content. This is because my campaign is trying to embody a more celebratory and hopeful sprit of a wedding.

- How my product is representing certain groups or causing harm to certain groups. As my campaign is advertising cakes made for people from any ethnic background I have made sure my campaign targets a very general audience with no specification of who the audience are. This means that whoever approaches the campaign can see themselves as a potential customer and wont feel excluded/turned away by the content of the campaign and who is represented as a customer. 

- Whether my product mistreats animals. This ethical issue doesn't apply to me as no components of the campaign include animals.

- My product not having an editorial bias.

- Whether my product uses accurate/factual information. 

The last two ethical issues also don't apply to me as the media I'm creating (an advertising campaign) isn't intending on reporting on any type of political stance as my clients brand has nothing to do with real world issue or debates. 

Another ethical issue I had to consider relating to the creation of the campaign and not the effects of the campaign itself is the health of the production crew. During filming I made sure to take precautions to keep the health and safety of my actors high. For example I taped down any cables from my lighting equipment together and on the floor, that way I reduced the risk of my actors falling over/getting hurt. I also made sure to have an available supply of food and drink nearby so that my actors wouldn't become fatigued/worn out. Filming didn't take too long so it didn't wear my actors out being on set, however if I was filming for an extended period of time I would make sure to create a clear schedule with breaks in between filming so that the crew is fully aware of the time they would be working and for how long, so that they can prepare accordingly. These precautions that I took not only ensured everyone on set was safe and happy, but also improved the final audiovisual product, as if they were worn down it might've shown through their performances and made the AD seem a lot less relaxed/calming. 

LO2: Completed campaign material #1 (+ version controls, evidence of editing) with submission to client for approval

The first campaign material I created was my flyer in photoshop.

This post contains evidence of editing my flyer, the flyer itself, version controls and messages between me and my client as evidence of submitting the page for client approval. 

Version 1- Front page

This was the first version I created for the front page of my flyer. This demonstrates the basic initial design idea I had for the page, including the choice of background colour and basic editing of the clients logo and implementation of it in a stylistically distinct way. 

The first edit I made to the page was using the shape tool to create a rectangle the same size of my document to colour the background. I decided upon the cream colour just like in my pre-production as I wanted the flyer to invoke feelings of luxury and cleanliness which my customers would want to associate with their wedding. 

The next edit I made was importing the 'Amazing Cake House' logo to the page. I gained permission from my client to use their logo and any part of their brand in the creation of my campaign. 

I then used the magnetic lasso tool to carefully cut around the image of the cake logo to remove it from the white background the image was on. 

Here is the image of the logo after being traced with the magnetic lasso tool. This allowed mr to remove the image of the cake from the overall logo and background to use in my page design. 

I then increased the size of the image and placed it large, covering half the page. This was to follow my concept documentation visualisation diagram. However, unlike the preproduction document, I made the cake go all the way to the top of the page, instead of 3/4 like in the visualisation diagram. This is because after adding the image I realised the dimensions of the cake fit the page much better when it goes all the way to the top. This would mean that in my future version I would have to place my text slightly differently on the page. 

Version 1- Back of flyer

On this first version of the page, I set up and designed the overall border of the page to make it slightly more stylistically distinct from the front cover. This is important as I need to ensure that both sides are visually distinct enough so that the customers will easily be able to tell what's the front and what's the back. As future versions of this page only contain text, adding the border makes it slightly more interesting to look at and still conforms to the genre by making the page appear smart and uniform. 

Here is an image of where the rectangle tool is on the tool bar, that I used to create my basic backgrounds. 

I started by creating the page the exact same way I did previously, however using the rectangle tool again to create my border. I did this by adding a large black rectangle on top of the previous cream coloured one. 

I then slowly layered extra cream rectangles on top of the black one to create the thin black border. This allowed me to create the black border with the gap at the bottom for future text. 

Version 2 Front page

Version 2 of my front page for the flyer is a slightly updated design, introducing multiple different styles of text to make the page pop out more.

To create the title of the page I used the text tool. This tool allows me to click and add text anywhere on the page. I created 3 separate lines of text on the page two that I could individually adjust the font and size of each line as I knew I wanted each word of text to be in a different font.

I adjusted the fonts of the text by selecting each word with the text tool, then accessing the adjustment bar at the top of the page. I made sure to choose fonts that fell in line with my initial plan. Both fonts for 'perfect' and 'wedding' were the ones I decided upon using in my preproduction visualisation diagram, however I switched out the font for 'your' from Gabriola to SignPainter. This is because I decided that the new font fit my themes and what I was trying to go for with the 'handwritten' style more. This is because I want to connote to the audience in the font choice how when working with my client you get full creative control so you can still make your wedding yours. 'Perfect' and 'Wedding' are in much more traditionally fancy fonts as I still want to demonstrate to the customers that the cakes ordered from my client are of a high quality. This reassures them into ordering a cake from my client.

Version 2- Back of Flyer

Version 2 of my flyer shows a much more finalised version of the page design to take to my client for feedback. In this edit I introduced the 'Amazing Cake House' logo to the page as well as the text for description of how to create 'your perfect wedding' which is the slogan I will use across all of my campaign materials to create an effective advertising campaign. 

This version of the page doesn't introduce any new editing to the page, just adding the text with the text tool and logo to the bottom of the page. The explanation for how I added and cut out the logo is the same as in my 'front cover page version 3'. 

To add the text on the page I used the 'text tool'. When adding the text I made sure to use the fonts I had previously used for the front cover page (the fonts being SignPainter and Didot). This was to create clear imagery across the flyer so that the campaign has a strong identity. For the title I used the Nadine font as it looked like a combination of the fonts previously used, being handwritten whilst also very fancy.

Front Page Version 3

After gaining client feedback of the page from version 2, I added extra text to make it feel more complete as the client requested. 

Two of my clients wishes for the page was that "can you find a way to add the 'Amazing Cake House' brand name" and "fill the empty space at the bottom of the page". Adding the text to the empty space at the bottom was an easy way to address both of these complaints to better improve the page and make it much more suitable for client feedback.  

I did this by re-adding the logo back into the image like I did in version 1, except this time cutting the cake off the logo as the text was what I was looking for. I made sure to add the logo lifted off of my clients branding directly to the page instead of re-creating the clients logo in a different font. This is because I wanted to make sure that the name being on there served the purpose of creating brand recognition so that he flyer is easily identifiable for anyone in the local area and so that customers are more likely to remember the brand after repeatedly being exposed to the branding. 

As the text is black on a plain white background, all I had to do was press the 'remove background' option when selecting the image. this made it so that only the text was left on the cream rectangle background. 

I then resized the image and fit it into the empty space at the bottom of the page. 

To complete the final version of the page I added the contact information of my client to get in touch with her to order a cake directly below the brand name. This is because I want the customer to easily be able to see the contact information after being exposed to the advertising, so placing it on the minimalistic cover under text where your eyes are drawn to helps to make it stand out, but not take away from the overall design of the page. 

Version 3- Back of flyer

The final version for the back page of the flyer features improvements based on client feedback. After showing the previous version to my client, she was very happy with most of the decisions I made when creating the page. However, her only piece of constructive criticism was that "the text on the top doesn't work as the title is smaller than the text in the list and uses a font that feels out of place". To fix this issue I deleted the title and shifted around the text from the list to create space for a larger, more dynamic title. 

I then added the text from the front cover page to this one.

I then played around with the positioning and sizes of the text until I landed on this final design. This design is effective as it brings for design choices from the front page to create a similar effect but with a more dynamic layout. For example I made the 'your' text the largest, similar to the front page, to emphasise that when designing a wedding a cake with my client you can really make it 'your own' to fit in with that you envision a perfect wedding to be. Meanwhile, 'perfect' and 'wedding' sit comfortably on top of one another, made to look tall and uniform, whilst also representing the layers of a cake as they get smaller as the cake goes upwards. This new tile design overall greatly helps to create campaign recognisability, whilst holding meaning in the way the words are arranged to improve campaign branding.

Here is the final version of the front cover:

Here is the final version of the back of the flyer:

Submission of pages to client for approval