Seeing as I've been put in charge of the environmental designs as the rest of the team plough on with the animation sequences, I've decided to be as creative as I can to suffice the workload.
Our brand is
- playful
- celebratory
- flexible
I tried to think of places that our audience would be, and why we should contact them there.
I first thought of an airport, seeing as lots of business people are travelling regularly, some flying from the north to the south of England just for a meeting. I thought that capturing their attention when they're stood impatiently waiting for their bags is a good time to catch their attention.
The airport carousel design:
I thought it was important to utilise as much space as possible - the audience will be looking up at the lit animated poster boards above the carousel - important if there's a crowd in the way of the other elements. I thought to switch up the Capital North logo, making it so that the carousel animates the arrow of the compass in a circular motion to meet the 'N', like the compass it's supposed to be.
I don't think my group like this part of the design as it somewhat forfeits the branding guidelines, but I think that it's a good idea, and its a good way of interpreting the environment around the brand. I think I've gotten away with it (just). I also thought to put in a brightly coloured floor sticker, because the audience will be looking at the floor when they go to collect their luggage, especially if the sticker is near the yellow line, which has a lot of sight- attention.
The lift design:
After getting feedback from my group, there was a request for the design to be more inkeeping with the branding guidelines and the rest of the campaign. So after viewing Daisy's animation, I decided to apply it to a set of lift doors. It's a real-world application of her animated design. I also added in simple nods towards our logo, utilising the lift buttons so that a call for up pointed to the 'N', completing the logo design.
The Escalator design:
Again, whilst thinking about our audience travelling through busy spaces, I thought about adding the branding to an escalator. This one was quite easy, as the audience travels up the escalator with the arrow to meet the N. I also thought that if you were travelling down, that if you stood right at the top, the half- circles would almost look like a full circle? Maybe that's a bit far fetched...
The toilet paper dispenser design:
progress screenshot
I had a bit of fun with the last environmental design, looking at toilet advertisements in a different way. A circle shaped rotating object is too much to not resist! as the user pulls the roll, the inside arrow turns to meet with the 'N' of north. The instalment would probably be accompanied with one of the posters on the back of the door.