Environmental Research.
Ideas.
We have not yet set which tasks each person will be doing, apart from the posters themselves. I think that it would be really interesting to do the environmental parts of this brief. It will mean that I would be able to be really creative in what I can do. If someone else does it then I can still offer some creative ideas for what they could do whilst I am doing my own part. We all decided to go away and think about what we would do for environmental and train livery, then we would get back together and discuss ideas and allocate jobs in our next meeting.
When thinking about Environmental I started to think about what would be found in a train station and what would go with our poster ideas. Escalator is a good thing to work from as it is something that you can find in many different places, train stations being one of them. Also my poster is about being really squashed, and showing that the north has got more room, the poster itself shows balls in a lift. This could be displayed near a lift, or inside one or is could turn that idea into a real situation. For example the balls could be on the outside of the lift with lots on it and when the lift opens up into less balls around the lift and more space. Showing how the poster works in reality.
Examples.
Having the logo or some sort of colour scheme with positive quotes on the stairs. Words suggesting to come to the North, playing with the idea of going up the stairs/lift/escalator is going up too. Using lights and maybe glow in the dark to highlight this.
Using large or small distortions of things. Such as the way finding in the train station, or even in side the train as the train livery being cleaver and toying with the idea of things being reality. Having the logo of things like walls, doors, blinds, or anything that can only be seen at a certain angle. Could also play with the idea of information graphics, quotes or even simple images/illustrations on the ceiling, and logos pointing to the North, encouraging people to look up to the ceiling.
Something interactive could be good for this brief. Something that people will remember or take away with them when they are using Capital North trains, or even an experience that last from the train and makes the audience gain a stronger relationship with the brand. Unsure on ideas of this, but I like the idea of having something to take away, like the posters on the lamp posts with tear away strips. It is something different and something which will attract people to Capital North.
Playing with a different tone of voice to connect with different audiences could be a good idea for the environmental. This is an opportunity to have some fun, and make the brand more light hearted and show how the Capital North is welcoming to all. Avoiding using something too childish like characters such as the Simpsons escalator, as we don't want to take away from the business men and women who would be using the train, but we also don't want to be fully corporate, as this may lead others from using Capital North, when really, everyone is welcome.
When it comes to the environmental side of this brief, I think that we should be as creative as possible to show how much life Capital North has, showing that it more than just a brand or a place, it has life. This is something that we are trying to make shine through our brand. The North is a friendly place and what makes it so special are the people who live there, this is why the North is such a nice place, this is something that we need to emphasize when presenting our brand to DBA.
Next we will discuss all of our ideas together, and distribute jobs and tasks for each person in our group. This is so that we can get as much as we can done, whilst letting everyone have an input in the ideas and the overall concept of our brand, Capital North.
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