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Briefing
- 'Why brands need your help'
- worked at Elmwood for 10 and 20 years
- How can we make things better
- What is a brand? - Logo/identity
- standing for something
- Roy Sullivan - Ted Talks
- Design is an opportunity to make a difference
- How many brands don't really care about their audience
BRIEF - RETHINK THE BRANDS OF TODAY TO MAKE THEM BETTER
Take an option out of hat:
- Train operator
- Water Supplier
- Retirement Home
- Library
- City Council
- Recycling Scheme
I got RETIREMENT HOME
Within the brief that Something More sent us, they gave us questions to think about and consider when trying to come up with ideas for next crit.
I addressed these questions_
What should it stand for?
- A safe place where elderly or retired have no worries, can live a stress-free, comfortable life.
Why should it exist?
- To care for people who don't have anyone to care for them.
- To create a sociable and friendly society.
Why should people care?
- These are our relatives our elders, we should want their last years to be some of their best.
What's missing?
- Excitement
What do I want to stand for?
- I want to create a place where people are still getting something out of life, they still have something to live for, they still have something to look forward to. It is just about waiting until time is up.
This led to some initial ideas_
- Make a wish foundation but for the elderly
- Bucket List for Retirement Homes
- Beautiful setting, a place where they want to be, not just somewhere they have be put
- Visits - family and friends
- Day out to see grandchildren etc
CRIT_
In our first crit, we were split into our groups of topic. And we simply sat with Something More and each spoke through our initial ideas. It was interesting to hear everyone else's ideas and my ideas got a good response. It was a very brief meeting, but what I did think was that although everyones were different in their own little ways, they were mainly about making the actual home better. I thought that maybe I wanted to create something that wasn't directly improving the actual home, but something outside of it that could be exciting and fresh.
Right after the crit finished I suddenly had a new idea, this was to create a dating service for retirement homes. I wanted to explore this idea more as I thought be really sweet and actually potentially make retirement homes a better place. After all its not about where you are that makes you happy, its about the company you are with.
DATING SERVICE_
I liked this idea a lot because a lot of the time someone is placed in retirement home because they don't have anyone else to look after them or to just keep them company, a lot of people are widowers or simply just not married or with anyone. It makes me very sad to think that someone may die or live the last years of their life without someone special in their life. Thats why I thought this brand could be popular.
Taking a concept that is widely used by younger audiences and placing it in the environment for the older audience. This is something I really need to consider.
The dating service, wouldn't only be promoted romantic relationships but focus on true lasting companionships instead, in whatever form they come in.
Ideas_
- Speed dating
- Online profiles
- Love letters
- Supervised dates set up
- Not only for one retirement home, we would try and pair people with others from near by retirement homes so that in a world where they might not meet, we could change that.
Names_
- Young love
- Serendipity
- Endearment
- Sweet Nothings
- Camarederie
- Amity
Mottos_
- In young love age is irrelevant
- Don't let last years be the lonely years
- It's about creating companionships in whatever form desired, whether it be a loyal friendship or a lustrous love affair, our brand is about joining people together
- It's not about where you are, its about who you are with
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