Set Date: Monday 25th March 2013.
Deadline: Friday 24th May 2013.
Land Rover is a successful British automotive manufacturer, at the forefront of automotive design and engineering globally. In Q4 of 2012, Land Rover launched the new Range Rover, replacing the old model, present since 2001.
This car makes use of forward thinking design and technology that has progressed the car to its highest standard yet. However, the new Range Rover has been re-marketed to a higher sector – where many owners will see it as a rival to vehicles from brands such as Bentley.
The modern, forward thinking, upmarket design does not extend to the press literature that has been released, mainly brochures and press packs. This means they are not meeting the mark with the new intended audience.
Therefore the brief is to re-design important aspects of the new Range Rover press materials to appeal to existing customers, looking to upgrade their vehicle, to new customers, taken by the fact the new Range Rover fits into their lifestyle perfectly.
The main focus is to re-design the Range Rover brochure, the main print based product for an interested customer. It needs to create a desire within the customer, impressing them so much that it sells the vehicle to them.
From there, I shall progress towards creating a set of promotional material that can either be sent to customers, picked up from dealerships, or displayed within a dealership. These items should have a strong presence, concisely conveying the essence of the vehicle.
With the increasing popularity of digital interaction for the audience, Land Rover has responded with an online Configurator where customers can create vehicle specifications. I plan on creating a suitable app design for this function that can meet the prospering smartphone and tablet device market.
Here I shall also include the more in-depth written version of the brief, which I needed to prepare to show that I was capable of fulfilling this brief.
What do I intend on creating and why? I intend on producing promotional material for Land Rover to promote the new Range Rover. A brochure is the first step, and from there potential options open to me include leaflets, adverts, and a smartphone/tablet app. Other than the app design, which will be mock-ups, all designs will be in print format.
The project came about by looking at the new Range Rover’s promotional material, which I feel has not adequately reflected the forward thinking design and technology, or attracted the new audience created by the re-marketing of the new Range Rover.
I also wanted to combine one of my strongest interests with a challenging brief that would extend my capabilities and allow me to produce a set of stunning portfolio pieces, increasing the relevancy of the project to me.
Research & Methodology:
Car Brochures: An important part of my research in order to gain an understanding of what competitors are doing, as well as how Land Rover market their other vehicles. Some will be accessed online from the manufacturer’s website, some I have collected over the last few years. Aside from Land Rover/Range Rover brochures, I will also look into other premium brand brochures including Audi, Mercedes-Benz, Bentley, Rolls Royce, Lexus and Jaguar.
Books: Reliable information sources that can provide the base knowledge of relevant sectors to this project, as well as provide case studies.
Websites: A way of looking through a vast quantity of contemporary, cutting edge inspiration that is relevant. I will be searching for inspiring designs as well as further information on relevant subjects.
Brochure/Catalogue Design: Obviously as my main design is to be within this field, it is important to have a good understanding of this topic.
- The Best of Brochure Design: 07 – Wilson Harvey (2004)
- The Best of Brochure Design 11 – Kiki Eldridge (2012)
- Catalog Design: The Art of Creating Desire – Dianna Edwards, Robert Valentine (2003)
Packaging: This will be useful for helping my experimentation phase where I will see examples of visual creativity that will enhance my own.
- Experimental packaging – Mason, D. (2001)
Of course, the resources above are starting points; further research will point the way so I can learn, completing this project in a suitable manner.
Testing Outcomes: To get the feedback I will need to improve my designs and make them relevant for the selected audience, I will speak to tutors and audience members, such as customers and dealers. Asking the relevant audience is obviously helpful as it allows for the product to meet the set aim in the best possible manner.
Asking suitable questions, whether through dialogue or a questionnaire will be key to collect information. The best solution will be researched and used during the project. From this, critical theory exploring visual communication and the deconstruction of designs for analysis can be applied in the writing up of my findings from the testing I complete.
Experimentation: Experimentation is highly essential in order to create an impressive design. Therefore I will experiment using mind maps and sketches, not discounting any ideas at first to increase creativity, using testing to narrow them down to the best, and then working to create a final product.
Reflection: I will reflect upon my practice at the end of every project section by concise, written evaluations and dialogue with my tutors over my working practice. I will use the interim crits to ask others to assess how well they think I am progressing.
Production Schedule and Contingency: As for when I will evidence my work, this will partially depend on the timing of the interim crits, as I can plan around this to maximise the quantity and quality of feedback. It will be important also to get feedback near the end of each section.
I have allowed myself a base level of contingency already within the schedule, as it is easily possible the schedule may not be totally accurate, as I have not done a project of this magnitude before. More can be added if needed later.