Branding Pitches for Rave on Air !!!

Attending these pitches really gave me an insight of how to approach branding and how to pitch ideas. Adding to this I got to see how the panel judged the students on their performance, this gave me a little more knowledge on how to perform.

After an entire day of listening and making notes the decision was made between three groups. Again it was really interesting to see how the panel discussed the reasons for there opines and why.

It was clear that the students shortlisted had followed the brief to try and meet the client’s needs. To my surprise before discussions I had shortlisted the exact same three groups than the panel of judges.

I also found it interesting to note that each individual pitch reflected a different identity to different channels for example one represented the BBC, the second channel two and the third was representing channel four identities.

One important factor to note is that if you keep the brand simplistic it has less influence over the content meaning its less restrictive so in the case of Channel four this is ideal.

However when relating this to my big Idea I feel I may need a channel identity that has more influence to make my audience more niche following the 80-20 rule.


To produce a suggessful brand there are certain processes that need to be followed this was demonstrated by number of students:

Firstly what is the product that your banding what does it represents?
What is the Brands Architecture so in the case of rave it would be?

Rave

Online

The Event Channel 1 Channel 2 Radio Interactions

News



What is the tonal value of the brand: The Personality of the brand image or brands identity expressed in terms of human characteristics. Equally the brand behavior is the way the brand interacts with the world – again expressed as human characteristics.


Through out the presentations the groups represented their ideas of the brand using Brand Identity Maps. As explained by the notes obtained by head of graphics:

‘Identity maps are atomic in structure. At the nucleus are the core values and purpose, which attracts the other attributes into orbit around them. The core is resistant to change whilst the attributes towards the edges need to change incrementally with the times.’

The main purpose of the map is to represent the brands face.

So naturally the students went on to talk about the Tonal values using an identity map to explain it. At the core of the map was the event with words explaining the potential of the event orbiting it.

From this point the student took three key words and brought them together to represent a visual methodology.

So the key words were:

Individual
Unity
Aspiration

From this they took the words Individual and Unity to create a visual methodology of Patchwork.

So the team; Patchwork became the visual representation of the brand and its from this point ideas of visuals and color can start to have an effect.

To come up with the visual logo for Rave on Air they used the team patchwork and another identity map. What was also interesting to see is they kept the name of ‘Rave on Air’ as they had considered the connotations that appear in the minds of students and industry delicates visiting on the day?

Once they had the shape of the logo, which derived from patchwork, they decided on the color and each color represented a meaning. So in this case the color was green, the word associated with green are fresh, natural, life, growth, go, motion, success.

The typeface was considered for both print and web functions.

Using the same principles they continued the process for Channel Identity including the different formats for channel one and channel two, Radio identity, Interactive identity, news identity and online identity.

Other added factors to consider are marketing of the brand, signage and merchandise.

Within both branding for channel one and channel two there are stings (A sting is a short animated video sequence that forms a companies logo, graphics or image). The student used different stings for three different functions these were channel identity, channel promo and channel menu. In relation to my project I thought I could use motion graphics for the stings.