Once myself and Lisa had completed three initial designs we decided that we needed to discuss and evaluate our concepts and refine a final idea that we can develop into a pitch for Janie, ready to present next week. We liked the concept of using type to communicate with our audience which came in to initial idea one, however this concept really didn't work because it was too light and airy and didn't demonstrate that the event would be held at night in winter. Concept two, although having a strong concept linking to the waves of light that are emitted, really didn't excite us visually. It was bland, there was too many colours going on and was not the eye-catching design needed to communicate with the audience. Concept three was much stronger visually, and worked well however there was no real concept for the pixelated / circle visual and we felt as though this overpowered the focus on light. From this we decided to strop this back. Taking the colour palette from Concept three, the concept of using type to communicate to the audience from concept one, and the introduction of a black background to represent the fact that the event will take place at night in winter from concept two we decided that we could produce a visual that really communicated with our audience and could be adapted annual to suit the needs and themes year on year. We have also decided that as we now want our branding and campaign to be very much typography led we could produce a custom typeface that would be used across all on screen and printed material that could become the iconic 'visual' of the brand, used across promotional material and for headings or titles where appropriate. Wd are really pleased with our direction for this brief and now need to put together the final visuals, and then present them in a pitch format ready to present the concept.
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