YCN Studio Workshop

Today's workshop revolved around re-working our brief for Fedrigoni and our concept rationale we re-wrote last night. This proved to be a very challenging task! We thought that we had managed to define our problem yesterday, however, the questions Lorraine posed to use today when we asked her to look over our rationale produced some holes which we had overlooked. This meant that we were forced to re-work this and look at the problem again in order to produce a defined problem to which we can then build a solution upon. So, I sat down with pen, paper and the question 'WHY' in the forefront of my mind! I initially wrote down what we had perceived the problem to be, then questioned every statement I wrote with 'why' until I could go no further....

This has ultimately lead us to the root of the problem within Fedrigoni; the reason they have come to the students is due to the fact that Fedrigoni do not have a skilled in house graphics designer who can produce work which other graphics designers will appreciate in order to inspire them to use the papers within their next project. Consequently, our job as graphic designers is to produce work of a high quality that other graphic designers can relate to and appreciate. Other graphic designers need to be able to relate to these designs in order for them to be able to visualise how their own designs could work with the paper and potentially improve their overall design aesthetic. This is something which their competition GF Smith does extremely well; something which we, as designers, need to provide for Fedrigoni.

So, here is our to do list in order to now solve the problem......