Evaluation:
The design direction is inspired by the use of geometric forms used within the flags design and utilises the E character from the logo and incorporated it within the rectangle to reinforce this flag styled aesthetic and reinforces the brands Image through this extended brand identity. The implementation of a strict grid allowed a visual consistency to run through the pocket guide with titles and links colour matched to the cover to ensure a sense of fluidity throughout the publication. The reverse of the pocket guide is utilised to maximise the available space creating a pull out poster thats use of rhetoric is used to promote the brands service while the contemporary aesthetic will engage the millennial demographic and reinforce this appropriate Brand Image. The use of rhetoric within the content of the pocket guide establishes a competent, aspirational, and inclusive tone of voice through the use of collective pronouns and concise information.
The commercial considerations are particularly important to consider within the design process of this piece of branded collateral due to its function as a free promotional resource that is required to be mass produced due to its distribution environment. Using a Hot Dog fold to create the booklet allows the form of the guide to maximise the available space creating an eight page publication from a single sheet of A4 stock that is self contained requiring no need to binding, reducing the overall print cost. It is suggested that within a commercial porcess lithography printing would be the most cost effective due to its mass production. Refining the design direction to be produced from two colours plus black, utilises the application of spot colours within a commercial printing process, this allows less plates and ink to be used reducing production costs as opposed to a full CMYK run, These colours are again taken from the brand colour palette that is detriment from the commonalities found within the flags that make up the EU reinforcing this contextual synthesis and providing a bold and contemporary brand image.
The final design works appropriately, both contextually and aesthetically in creating a visually engaging resolution that works effectively in engaging the target audience and reinforcing the contract of brand psychology within a practical context. The production of this final design identifies a number of limitations that are a result of producing the outcome with the facilities available within the college, for example finishing the design by hand caused cause the ink of the full bleed cover to clack slightly however this cannot be avoided with the facilities and production techniques available to me. Overall the pocket guide works effectively in considering the aesthetic and contextual problems faced within the design process and generates a simple yet bold aesthetic that will grab the eye of the target audience through the of contemporary pastel colours and engage them further with the brands identify through this re-occuirng use of the logos characters within the brands collateral.
Synthesis:
While creating an aesthetically and contextually approbate resolution to the brief, the pocket guide also succeeds in tying in the constructs of Brand Psychology within its design process. For example the use of geometric forms extended from the brands identity reinforces the Brand Image and begins to create brand extensions through this identifiable aesthetic that begins to form the basis of Brand Equity. The most notable form of synthesis within the Pocket Guide is the use of rhetoric to articulate the Brand Personality. Generating content with a particular tone of voice extends this liberal, aspirational, and inclusive tone of voice through collective pronouns and memorable phrases such as 'we are the wanderers' inviting the consumer to be part of this collective lifestyle.
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