Our Rationale

Background
The National Portrait Gallery is looking to encourage local business workers and residents to make “pop-in” visits to the gallery, and improve their brand image. NPG regard their brand as “welcoming, inclusive, fresh, inspiring and enriching”, and want the campaign to have a “warm, clear, informative, accessible as well as, lively and stimulating” tone of voice.

Concept & Proposition
We want to encourage more visits to the NPG by advertising and using promotional packs in the local vicinity, by targeting businesses and frequenters of the area. We feel that using the advertising opportunities that are readily available in London is the best way to reach commuters and those travelling by public transport. We want to produce a range of work that would be suitable for use in newspaper supplements or local publications; as well as posters, leaflets, postcards etc. The ideal way of providing individuals with information, and motivation to visit the NPG is by packaging it together, and distributing it as a mail shot type promotion.

From discussing this brief we have found that the implementation of our work is going to be the main element of persuasion. Therefore, we need to come up with strong design solutions that can be implemented across arrange of formats and media.

Considerations
The brief has dictated our target audience of 20 – 35 year olds that frequent the area around the NPG, such as Trafalgar Square, Covent Garden, Soho, The Strand and Whitehall, who possibly work in media or creative industries, and are culturally aware. These types of people will be professionals that either travel through the area, or work and study nearby.

We know that we are working for YCN and NPG, and will need to adhere to their specified deliverables. We may wish to create more design solutions that are not directly related to this brief, but would be relevant to our college assessments.

Deliverables
YCN & NPG – Deadline Wednesday 25th March 1pm
• Artwork mounted on boards (A3 size, suitable for posting)
• All material must be clearly labelled
• Any additional support material must be A3 or smaller, and bound.

College – Deadline Tuesday 31st March 1pm
• 3-5 A2 boards demonstrating the research, development and resolution of the brief
• Additional support work must also be submitted
• All individual blog addresses must be provided