Furniture Charity Shop Rebrand Brief

 

BA (Hons.) Graphic Design						LEVEL	6
STUDIO BRIEF
Furniture Charity – The Feel Good Furniture Shop Slate Rebrand					Module Brief	OUGD603 Extended Practice
Semester	2		Outcomes Assessed		Module Tutors	Amber Smith

 

Brief

Rebrand a furniture company/shop to appeal to a younger consumer base.

Background/Considerations

Content Considerations The general target audiences of furniture companies/shops are middle aged to older individuals who can afford to invest in furniture for their home. People younger than this age range tend to rent shared properties and therefore are less likely to buy furniture as furniture is typically included, and self-bought items are difficult to move between properties. There are affordable furniture companies that young people do engage with, such as IKEA, however few furniture companies direct their aesthetic to specifically appeal to this audience. Research should be done into examples of rebranding and both primary and secondary research into aesthetics that appeal to the target audience that are relevant for the subjects of interior design and furniture. The direction could be experimental, but the products must be coherent and clear within the visuals. The name of the charity shop should be kept the same to ensure it can be found on the map by new customers. The logo SLATE should be changed to match with a visual identity appealing to the new target audience, which includes changing the colour, type and layout choices, but keeping its name. These changes should result from strong primary research into the target audience and what appeals to them. Other deliverables alongside the logo is a chosen typeface, a set of 3 posters and a flyer. Brand guidelines should be produced for the visual identity of this rebrand for future outputs. Physical outcomes should be explored to present the company and its rebranding to the target audience. This includes a printed catalogue and other products, such as posters. These should be cheaply made so that they can be mass produced.  Background Considerations The target audience of this rebrand are young adults, age ranging from 20 to 30 years old, who have an interest in interior design and/or investing in their space and environment. This includes individuals who are both creative and academic, particularly those who engage with design and print. Some of this group are students, living in house shares already furnished by the landlords. For those in the older age range brackets they are living in rented properties as young professionals, which are commonly partly furnished (just beds and sofas provided). Both groups have less money and space to spend on furniture and as a result look for cheaper, second-hand pieces. This audience are of a range of ethnicities and backgrounds, but predominantly middle class. This is a different audience to that of The Feel Good Furniture Shop, typically 30 – 70 year olds in need of cheap furniture.

 

Mandatory Requirements	Deliverables
1 OUGD603 blogs documenting development   2 Design Boards   3 Final outcomes   4 Brief evaluation   5 Timetable	1 Logo, typeface (made or chosen), colour choices, general visual identity   2 Printed publication (flyer)   3 3x A1 Posters pasted up in student area   4 Brand Guidelines
Studio Deadline	Module Deadline
(3 weeks) 26/04/2020 – 16/05/2020	05/05/2021